Delna Balsara
I turn company moments into stories people actually remember.
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Sr. Creative Director, Executive Speaker Support
Cisco GSX
Mandalay Bay, Las Vegas, 20,000 attendees
Venue
Mandalay Bay
Attendees
20,000
Main stage
Michelob Ultra Arena
Objective & narrative
Unify Cisco's global sales and partner audience around a single brand narrative across an extraordinarily complex multi-track general session, without losing message consistency at any scale.
I led all creative direction for Cisco GSX's general session program, crafting the storylines that carried Cisco's brand voice across every session format – from large-scale keynotes to targeted breakouts. The challenge was architectural as much as creative: the same narrative had to flex across geography-specific, audience-targeted, and innovation strategy content streams while remaining recognizably "Cisco" to 20,000 attendees moving between them.
Execution & tactics
- 3 Geo sessions
- 4 Targeted sessions
- 5 Innovation Strategy sessions
- 27 Breakout sessions
- Directed AI for Infrastructure tech rehearsal
- Shaped narrative arcs with executive speakers
The Results
Maintained one coherent brand narrative across 39 sessions and three content tracks, at one of Cisco's largest annual partner gatherings, without the message fragmenting across formats or audience sizes.
Delna Balsara