In an industry known for its quick growth and flashy spectacles, one veteran marketer is betting on intimacy and collaboration to drive the next wave of innovation. 

Casey Benedict, founder and CEO of Maverick Mindshare, is launching Niimbus, a conference to rewrite the playbook for influencer marketing events. 

With a laser focus on executive-level problem-solving and a strict attendance cap, Niimbus aims to create a crucible for industry advancement that could change how brands approach creator partnerships for years to come.

Casey details Niimbus’ collaborative approach, which features interactive keynotes, “blueprint sessions” for campaign logistics, and “innovation sessions” grouped by brand maturity.

How Niimbus Addresses Industry Gaps

Casey, a veteran in the field for nearly 15 years, has observed the industry’s evolution first-hand. 

“We’ve seen many pendulum swings in terms of best practices, changes, and shifts in this industry,” she says.

After attending numerous marketing and creator conferences over the past two years, Casey identified a need for more meaningful engagement and updated formats. 

“I was disappointed in the lack of connection happening, the lack of engagement between all players,” she tells us.

This discontent prompted Casey to launch her own conference and put a stop to the dissociation plague.

“I came up with Nimbus over months of planning, strategizing, and talking to brand and agency colleagues about it,” she shares.

Niimbus aims to solve the issues above by focusing on leadership development and creating a platform for industry advancement. 

“We’re seeing an expectation that the social media realm will start feeding into the CMO role,” Casey says. “But how are we nurturing that leadership pipeline from the social media and influencer space?”

The conference is designed to unite executives and decision-makers in a collaborative environment. 

“Niimbus is the place for executives and decision-makers to be when they want to create the curve, not just stay ahead of the curve,” Casey states.

The entrepreneur advocates for in-person connections in an increasingly remote work environment. 

“Getting out in person together, connecting in person has never been more important,” she says. “I just want to make sure when we’re doing it, it’s with a purpose to move our industry ahead.”

The Niimbus conference reflects Casey’s vision for the future of influencer marketing and the creator economy.

A Conference for Innovation in Influencer Marketing

Niimbus promises a fresh approach to industry gatherings, focusing on collaboration and interactive learning.

“We’re not looking for a one-way share of information,” Casey remarks. “This is all about two-way [communication], whether it’s the sessions you’re sitting in, the conversations you’re having over lunch, one-on-one meetings, or the speed dating tables.”

The conference will feature keynotes on leadership development, “blueprint sessions” to discuss best practices in campaign logistics, and “innovation sessions” where attendees will be grouped based on their brand’s maturity level in influencer marketing.

Casey is particularly excited about a panel on talent management, which she describes as “the thorn in the side of our industry.” 

The session addresses the challenges in leveraging agents and managers for creators and influencers. “We’re going to ask the tough questions, and I’m only putting people on that panel willing to have those difficult conversations,” she reveals.

The event will conclude with a speed dating component, allowing brands and agencies to connect with creators across various platforms. Casey hopes this will expose attendees to opportunities beyond Instagram and TikTok, the dominant platforms.

“Niimbus targets director-level and above decision-makers who not only stay connected with day-to-day and tactical operations but also have the responsibility of reporting to C-suite stakeholders,” Casey says.

Redefining Industry Gatherings

Niimbus is “structured to be collaborative, innovative, engaging.” 

“We are completely tossing out the playbook for other formats in that we’re not looking for a one-way share of information,” Casey explains.

She stresses the importance of practical takeaways: “We’re empowering our attendees to be both the teachers and the students.” The event will provide attendees with a framework to develop their operations manual and influencer strategy playbook.

The conference also aims to build connections among attendees. “Our industry evolves at a rapid pace,” Casey says. “Having in-depth discussions and developing meaningful relationships is one way to manage those shifts.”

Aiming for Exclusive, High-Impact Experience

Casey is taking a measured approach to manage growing demand while maintaining the event’s exclusivity and quality. Despite having a waitlist before its official launch, Casey is committed to keeping the conference intimate and impactful.

“The entire concept for Niimbus is around the peer advisory groups,” Casey explains. “The venue accommodates intimate cohorts. I’ve chosen a venue that inspires innovation and out-of-the-box thinking.”

To ensure meaningful interactions, Casey limits attendance to about 50 participants, divided into peer advisory groups of 10-12 people each. 

“The peer advisory groups will have separate innovation sessions,” she notes. “That way, attendees learn not only from the at-large community of influencer executives, but they’ll have focused discussions with their cohort to fast-track progress during those breakouts.

Casey’s vision for the conference extends beyond the event itself. She hopes attendees will leave eager to reconvene and equipped to implement their learnings immediately. 

“We’re already solving how attendees can implement what they are discussing on-site into their routines and how to make it manageable and accessible,” she says.

The conference aims to build a supportive community among influencer marketing executives. 

“Now they’ll have a peer group of executives in their corner,” Casey states. “They’ve got people they can pick up the phone and email and feel accountable to and trust in.”

Niimbus is scheduled for April 2025 at Catalyst Ranch, Chicago.