Replacing trade shows with a global platform
Scaled over 5+ years | Enabling ~280% revenue growth
Challenge
Zound Industries / Marshall relied on international trade shows like CES and IFA to launch products, align distributors, and secure annual sell-in.
When those events were cancelled in 2020, that entire structure disappeared. The task was to build something that could take over that role, across markets, without relying on physical presence.
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Solution
The World Tour was developed as a global platform for partner engagement, designed to work both virtually and physically.
It started as a live-streamed event, built to reach a global audience at a time when travel wasn’t possible. The format combined product presentations with cultural elements like live music, maintaining the energy and emotional impact of a physical event.
As conditions changed, it evolved into a multi-city tour across key markets including London, Paris, Bangkok, Los Angeles, Oslo, Ingolstadt, Milton Keynes, and Stockholm.
Each stop followed the same core structure:
• interactive strategy, and product roadmap presentations
• live performances and curated cultural programming
Over time, the World Tour moved from being a temporary solution to becoming the company’s primary initiative for engaging partners globally.
Outcome
The World Tour successfully replaced regular trade shows as the main annual platform for partner alignment and sell-in.
It now serves as the central moment where:
• product direction is communicated
• distributors align on strategy
• commercial commitments are made
Since the first initiative, the company has seen approximately 280% revenue growth. While this increase reflects a range of contributing factors, the World Tour has consistently played a key role in partner engagement and organizational alignment.
Role
Led creative strategy and overall system design. Defined the narrative structure and directed the rollout across both digital and physical formats. Worked across production, design, and commercial teams to align the experience with business objectives and brand positioning.
Client: Marshall Group / Zound Industries
Agency: Marshall Group / Zound Industries
Production collaboration: Maison FMP, AWE Creative, Speakerbox, Charlie Parker, Kind, Eric Lindesvärd, Nikita Kitchen, Chameleon Live, SoYou, Martin Forsström, PS Occasion
Design collaboration: Henrik Grimner, HGAB
Artists/talent: Kodjo Akolor, Patrik Arve, Spiritual Cramp, Gallus, Khana Bierbood, Leslie Canvedish, David Stark, Rejizz, Gigi Gold, Molotovs, Terry Marshall, Laurence Jones, ”Rodde” Rodrigo Pencheff, Dregen, Vero
