Marketing innovation from the source: distillery's event insiders
At distillery, we don’t just attend the world’s biggest tech and marketing events, we help shape the conversations taking place inside. From San Francisco to London and Las Vegas, our team has been on the ground at RSA, Google Cloud Next, AWS Summit, Money 20/20 and more—partnering with clients, capturing real-time insights, and showcasing the power of storytelling through creativity made to measure.
We’re bringing you first-hand reflections from our team members walking the show rooms floors. Their perspectives reveal not just where the industry is heading, but how distillery is helping lead the way.
Becky Peterhansen on Google Cloud Next: Creativity made to measure
“We tailor customer stories with precision to exceed expectations.”
Becky Peterhansen led distillery’s charge at Google Cloud Next with one mission in mind: bespoke creativity at scale. In 2025, that included three purpose-built production units, fine-tuned to meet the demands of a major event while still making every customer feel heard.
“Every conversation was a collaboration. Whether it was a thoughtful long-form trend discussion or an on-the-spot Q&A, our team met each interaction with agility, relevance, and warmth.”
AI-powered personalization allowed for rapid, data-driven engagement, but it was the human touch that made it stick. Across industries—retail media, telecom, fintech, cybersecurity—distillery adapted its creative frameworks while holding fast to one value: making every customer feel like the only one.
Sara Templeman on AWS Summit London: The AI-enabled creative future
“The pressure to do more with less is real, but so is the opportunity.”
At AWS Summit London, Sara Templeman was struck by how aligned the conversations were with distillery’s own priorities. Whether it was Amazon Q enabling rapid content generation or Sky’s call to boost output at speed, the underlying message was clear: creative production must evolve quickly.
“Seeing our clients, like Elastic and Okta, shine on the exhibition floor was both a good moment and a clear reminder. The demand for smarter, scalable creative solutions is growing. It’s exactly where we’re headed.”
Responsible AI and data governance were topics that took center stage at the summit. We’ve found that creative acceleration must be matched with ethical precision, and we continue to build toward that future.
Kate Matlock on AWS Ladies That Launch: Redefining leadership
“Diverse experiences make the best leaders. Full stop.”
Representing distillery at AWS’s Ladies That Launch event, Kate Matlock was inspired by raw, real leadership stories from AWS trailblazers. From career resilience to female workforce retention, the conversations went far beyond tech.
We talked about what really matters: purpose-driven work, non-linear journeys, and how women’s departures from the workforce are costing businesses. It was energizing, and it made me think deeply about how we can do better together.
Kate’s reflections bring another layer to distillery’s leadership stance balancing innovation with inclusion, and making space for deeper human stories behind the brand.
Natasha Senn on Money 20/20: Speed, storytelling, and the power of the pod
“Live events give us the opportunity to show the value of capturing and telling stories as they happen.”
At Money 20/20, Natasha Senn immersed herself in the pulse of live content creation. The Moneypot space—a content engine of podcasts, panels, and live sessions—was designed for impact, and distillery was right in the middle of it. There, we produced Google Cloud customer testimonials on the fly.
“The pace was wild, but that’s where we shine. When a speaker impressed on stage, we were ready to pull them in, hit record, and immediately turn that moment into lasting content.”
This on-the-ground responsiveness illustrates a core distillery strength: not just telling stories, but seizing the story as it’s unfolding. By capturing the story in the moment, we can turn them into something that lives on long after the event.
Elana Stern on RSA Conference: Trust as the true differentiator
“Trust isn’t a campaign. It’s a commitment.”
At RSA, Elana Stern observed a shift from feature-first conversations to relationship-first expectations. CISOs and cybersecurity leaders aren’t simply hunting for sophisticated tools. They want partners they can rely on when it counts. Elana reflects:
“The most powerful moments at RSA were stories of partnership, not the tech specs. Customers told us how much it mattered to have a team that was transparent, responsive, and invested in their success.”
Even more striking? Customers were eager to share their experiences on camera. This authenticity brings credibility that no script can match, and distillery was there to capture and amplify it. By leading content with authenticity, we can transform organic trust into storytelling momentum that transcends traditional marketing.
What’s next?
Whether it’s AI-powered personalization, creativity at scale, ethical innovation, or elevating authentic customer voices, one theme connects it all: distillery shows up ready to listen, adapt, and lead.
Get in touch to talk more, or catch up with one of the team in person. We’re attending:
June 2-6 SXSW London
June 2-6 Snowflake Summit 2025 San Francisco
June 9-11 London Tech Week
June 11-12 AI Summit, London
June 17-20 Cannes Lions International Festival of Creativity
July 1-3 MAD//Fest London
Or you can catch Kate Matlock:
July 23 Social Strategy for Campaigns, PRCA, with Kate Matlock, MD EMEA