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Attendee Acquisition Becomes Key Offering in Freeman Services Portfolio
As part of an overarching strategy to serve its clients more holistically and streamline the customer journey, Freeman, the world’s leading brand experience company, has acquired mdg, a full-service event marketing and public relations agency. The acquisition enhances the Freeman spectrum of services from pre-event marketing and on-site user experience to post-show communications based on data-informed insights.
“The events business is undergoing a significant transformation (according to the Freeman Data Benchmark Study) — one that requires a sophisticated degree of integration around the convergence of brand strategy, data and content,” said Bob Priest-Heck, president and CEO, Freeman. “Our ability to translate strategy and data into meaningful on-site experiences coupled with mdg’s expertise in translating insights into audience-building marketing campaigns, will enable us to offer organizers a seamless solution that was never before possible.”
mdg has served as a strategic partner for some of the most successful trade shows and events, helping customers market new events and reposition and rebrand more mature shows. The company has a 41-year track record of creating powerful marketing strategies for its customers. It brings together researchers and strategists, digital and interactive media experts, event and association management specialists, data analysts and a robust creative team to craft comprehensive campaigns aimed at increasing event and association attendance as well as increasing exhibit participation.
“What we’ve seen and heard from our clients is that they are looking for fully integrated event solutions. Our acquisition of mdg continues our initiative to create the seamless experience they crave,” added Priest-Heck. “With mdg’s ability to infuse attendee acquisition and marketing insights directly into the on-site experience, we can now leverage data from both digital marketing and live experiences to deliver more robust and integrated offerings for our clients.”
“Over its 41-year history, mdg has continuously evolved to stay relevant in a dynamic marketing landscape, blending strategy, creativity, and technology solutions to help clients achieve their organizational objectives,” said Kimberly Hardcastle-Geddes, president, mdg. “Joining Freeman is another giant step in that evolution and helps ensure the continued success of both the agency and, more importantly, the clients it serves. Together we will create more engaging, personalized customer journeys through an omnichannel approach to event and association marketing.”
About The Freeman Company
The Freeman Company helps create meaningful connections for all types of global audiences. The family-owned company is comprised of leading brand experience company, Freeman; audio-visual and production company, Encore Event Technologies; and Alford Media, a premier event technology specialist known for the expertise and precision on large-scale shows. With more than 90 locations globally and 7,000+ employees who are dedicated to delivering the best experiences and business outcomes possible for their clients — from strategy and design to implementation and results. For more information, visit www.freeman.com.
Freeman is the world’s leading brand experience company. We help our clients design and deliver immersive live experiences for their most important audiences. Through comprehensive offerings including strategy, creative, logistics, digital, and event technology, Freeman helps increase audience engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalized approach, which we’ve gained from our 90 years as an industry leader. For more information, please visit www.freeman.com.
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