Industry sectors

Freeman acquires US agency mdg

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 (pictured), 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 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.”