A change of perspective: how customers think and act

By wdo, 18 December, 2025

Angela Gomes Ribeiro - Communications strategist · Experience designer · Facilitator

A change of perspective: how customers think and act

Insights into the customer journey – from internal orders to briefings and concepts to decisions. 
What actually happens on the customer side long before a briefing lands at an agency? 

Who is involved when an event or trade fair project is launched internally? Which roles are involved, what expectations are there – and what logic is used to evaluate ideas, budgets and partners? 

In this presentation, Angela Gomes Ribeiro provides insight into the early project phase from the client's perspective. Drawing on her experience in corporations, SMEs and start-ups, she shows how projects are developed internally: from the moment the order lands with a project manager, through the preparation of briefings and joint conception, to the basis for decision-making for the agency and the idea. 

The presentation reveals what agencies often don't see: internal dynamics, decision-making processes and areas of tension – while also showing where targeted approaches can be taken to better support clients. The aim is to build a common understanding, strengthen decision-making capabilities and make collaboration clear and effective from the outset.

Datum
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Sprecher

Angela Gomes Ribeiro

By wdo, 18 December, 2025

Kommunikationsstrategin · Experience Designerin · Facilitatorin

Angela Gomes Ribeiro gestaltet Räume, in denen Marken, Teams und Menschen in Bewegung kommen – durch Klarheit, spürbare Erlebnisse und Zusammenarbeit auf Augenhöhe.

Nach rund 20 Jahren im Brand Experience- und Marketingumfeld, davon meistens in leitender Verantwortung, verbinde ich meine Erfahrung aus Kommunikation, Brand Experience und Führung mit einer vertieften Weiterbildung in Facilitation, Psychologie und systemischer Arbeit.

Angela hat als Projektmanagerin, Markenstrategin und Führungskraft gearbeitet – und war immer dort am wirksamsten, wo Struktur, Kreativität und Menschen zusammenkommen, um Orientierung, Entscheidungsfähigkeit und Wirkung zu erzeugen.

Aktuell arbeitet sie an kuratorischen und strategischen Projekten, darunter „Pionierinnen & Erbinnen“, einer Ausstellung, die gesellschaftliche Themen über Raum, Narrativ und Erlebnis erfahrbar macht.
Dabei gestaltet sie Resonanzräume an der Schnittstelle von Communication, Experience Design und Facilitation – Räume, in denen Perspektivwechsel möglich werden, Zusammenarbeit entsteht und komplexe Inhalte für unterschiedliche Stakeholder anschlussfähig übersetzt werden.

digital & events stage | Halle 7

Angela Gomes Ribeiro
Experience Designerin
Beschreibung_en

Angela Gomes Ribeiro designs spaces where brands, teams, and people start to move – through clarity, tangible experiences, and collaboration on equal footing.

With nearly 20 years in brand experience and marketing, most of it in leadership roles, she combines hands-on expertise in communication, brand experience, and leadership with in-depth training in facilitation, psychology, and systemic practice.

Angela has worked as a project manager, brand strategist, and leader. She has always been most effective where structure, creativity, and people come together to create orientation, enable good decisions, and generate real impact.

She is currently working on curatorial and strategic projects, including Pioneers & Heiresses, an exhibition that makes social issues tangible through space, narrative, and experience.
At the intersection of communication, experience design, and facilitation, Angela creates resonance spaces where perspective shifts become possible, collaboration emerges, and complex topics are translated in ways that connect diverse stakeholders.

Digital & Events Stage | Hall 7

Session
digital & events stage