by Lisa A. Grimaldi | February 15, 2017
The Meetings Mean Business Coalition, the industry advocacy initiative, has introduced a platform for global industry professionals to better advocate for the power of face-to-face meetings. The newly created licensing agreement allows partners in countries and regions outside of the United States to use the MMB's branding, messaging and research to form a cohesive voice for the industry. The agreement has been developed to be customized for each country or region's cultural environment and community needs. 
 
The Business Events Industry Coalition of Canada is the first non-U.S. entity to execute the MMB licensing agreement; the group will soon be rebranding as Meetings Mean Business Canada. The BEICC board is actively reaching out to key industry stakeholders across all sectors of the country's meetings industry to transform the coalition into a proactive, well-funded advocacy movement with strong connections to federal, provincial and municipal governments.
 
"We are thrilled to welcome more international partners into the MMB family through this global expansion," said Paul Van Deventer, president and CEO of Meeting Professionals International and co-chair of Meetings Mean Business. "This will allow us to extend the MMB brand in an authentic, grassroots and meaningful way, which truly emphasizes that meetings matter all over the world and provide a platform to engage the global events community."
 
Grant Snider, president and CEO of Meeting Escrow and chair of the BEICC, said, "In-person meetings have a huge impact on the international economy and communities across six continents, but we are more powerful when we come together to share information and advocate for our industry. Building on what has been accomplished by the BEICC and aligning our efforts with the MMB coalition will help us better communicate the importance of our [US]$27 billion, 341,000 full-time job industry in Canada, and will help MMB create a template for expansion of this new industrywide platform."
 
MMB currently is in talks with additional partners and plans to grow its international presence in 2017 and beyond.