Strategy for the Business of Events
We advise organizers, venues, and destinations on strategy, revenue, and transformation.
Strategy for the Business of Events
We advise organizers, venues, and destinations on strategy, revenue, and transformation.
.jpeg/:/cr=t:0%25,l:0%25,w:94.34%25,h:91.06%25/rs=w:1209,h:1209,cg:true,m)
What we focus on
We help organizations across the events ecosystem make better decisions about where to invest, what to build, and how to grow.
Working with organizers, venues, and destinations, we focus on identifying where value is created and how it can be expanded.
Our work spans strategy, revenue, and transformation, always with a focus on practical outcomes.
From the founder
I’ve spent most of my career in the events industry, working across both the organizer and supplier side.
What I’ve learned is that the same challenge can look very different depending on where you’re standing. The most effective solutions come from looking at a problem from multiple perspectives.
That’s the idea behind Different Angle.
Over time, I’ve found that experience alone isn’t enough. The best decisions come from combining what you know with what the data is telling you. A balance of instinct and analysis.
There’s also a role for an external perspective. Someone who can step in, challenge assumptions, and say what needs to be said to move things forward.
There’s real value in working through complex challenges and helping organizations move forward with clarity.
That’s the work we do.
Team
Marty Glynn, CEO
Ana Aguilera, Brand & Experience
Martha Donato, COO
30+ years in the global events industry. Former CEO of Metropolitan Exhibitions and senior leadership roles at Freeman. CEO of MAD Event Management and Founder of Different Angle Consulting.
Brings a 360-degree perspective shaped by building and leading businesses across the trade show and conference ecosystem.
Advises organizations on strategy, growth, and industry positioning.
Martha Donato, COO
Ana Aguilera, Brand & Experience
Martha Donato, COO
Founder and President of MAD Event Management. Has launched more than 30 B2B and B2C events and produced large-scale conferences across North America.
Advises organizations on exhibitions, conferences, and experience strategy, helping teams strengthen positioning and deliver high-impact events. Recognized with TSNN awards and featured on the cover of Trade Show Executive.
Ana Aguilera, Brand & Experience
Ana Aguilera, Brand & Experience
Ana Aguilera, Brand & Experience
Designs people-centered experiences that connect strategy, content, and culture across events and platforms.
Turns complex ideas into clear, actionable concepts that drive audience engagement and business impact.
Works across global teams in English and Spanish. Recognized as a UFI Next Generation Leader (NGL 2024).