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A long-term creative partnership powering one of the nicotine sector's leading global events

Overview

World Nicotine Congress set out to become the leading global forum for the nicotine and tobacco harm reduction industry, held annually and bringing together regulators, scientists, industry leaders and public health voices.

Founder Elise Rasmussen brought an established reputation in the space, but WNC as an organisation needed its own identity, digital presence and events infrastructure to match. TrueGroup came on as WNC's marketing partner to build that foundation and support it year on year.

A Partnership, Not a Project

We act as a year-round creative partner across marketing, communications and event promotion:

• Year-round social media management
• Campaign planning and content creation
• Event marketing assets
• Email campaign design and creative
• Speaker announcement campaigns
• Sponsor promotion
• Digital advertising
• Filming an ongoing podcast series with Elise and guest speakers
• Brand consistency across every communication
• Interim event support, going beyond the main event

Understanding both the audience and the industry lets us create content that communicates authority while driving engagement from delegates, sponsors and partners.

Brand, Website and Custom Platform

We developed WNC's visual identity and brand language from scratch, built to hold up to a policy and industry audience. We also designed and manage the WNC website, and built a custom platform to host the hybrid event online.

The platform gives delegates a single home for the live experience:

• Integrated livestream of keynotes and panels
• Secure user logins for registered delegates
• Full agenda and session schedule
• Speaker profiles and line-up
• On-demand access to sessions and content

By owning the brand, website and platform, we give WNC a seamless, premium digital experience that connects the in-person and online audiences and reaches the audience beyond the annual forum.

1. 70% Open Rate for Marketing Campaigns
2. 19% Conversion Rate from Emails
3. 100% Delivery Rate on Emails

WNC Brussels 2026

Over three days in Brussels, we then captured a full content package built to extend WNC's impact beyond the room and keep momentum building after the event.

• Vox pops with delegates surfaced the issues that matter most
• On-site podcasts recorded between sessions
• Speaker clips cut for LinkedIn and YouTube
• Cinematic b-roll, atmosphere coverage and professional photography for press, social and web
• Live-streamed keynotes and panels
• Social-first snackables and daily wrap-ups for in-the-moment posting

We produced and organised the event collateral, including delegate badges, the printed programme, the show deck and signage, keeping the brand consistent across every physical touchpoint.

The outcome is a bank of authentic, white-label content for WNC channels, private use and sponsor distribution, reflecting the scale of the event: 150+ delegates, 30+ sessions, and a truly global audience, including Members of the European Parliament.

1. 150+ Delegates
2. 3 Day Event
3. 1 Year of Content Created

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The Results

Key outcomes from the partnership:

• A consistent, premium brand presence throughout the year
• Regular engagement with an international audience
• Cohesive marketing across social, email and digital
• Professional promotion of speakers, sponsors and programme content
• Reliable creative support for the annual Congress
• An agile partner that responds fast to evolving event needs

1. 150+ Delegates
2. 3 Day Event
3. 1 Year of Content Created
4. 70% Open Rate for Marketing Campaigns
5. 19% Conversion Rate from Emails
6. 100% Delivery Rate on Emails