by Sarah JF Braley | November 08, 2017
MCI, a global meetings, events and association-management firm, has launched a new initiative under the name MCI Experience, which will be run out of its U.K. office in London. This new entity aims to be an incubator for innovative experience-marketing ideas to serve MCI's customers' demands for more strategic, creative and immersive programs. MCI Experience will offer enhanced experience-design capabilities to clients across the MCI global network, creating synergies between people, technology and face-to-face connections.
 
Managing director of MCI Experience will be marketing-industry veteran Kim Myhre, who has more than 20 years of experience in building global client relationships, driving business growth, developing strategic partnerships, and designing and delivering experiential-marketing strategies and campaigns for clients such as BMW, Cisco, McDonald's, Vodafone, Salesforce.com and P&G. Myhre comes to MCI Experience from his position as managing director for FreemanXP EMEA. Previously, he was CEO of Project: WorldWide and George P. Johnson EMEA, where he led a network of agencies to design and deliver global experiential-marketing campaigns.
 
"Brand marketing is changing and so are our clients' needs," said Sébastien Tondeur, CEO of the Geneva-based MCI Group. "Experience marketing is becoming an increasingly critical component of the brand-marketing mix. It's more important than ever that brands deliver truly immersive experiences that are engaging, inspiring and sharable, and that achieve business objectives. MCI Experience is building a team of experience-marketing talents to meet the changing demands of the global marketplace."
 
Myhre added: "This is an incredibly exciting time to be in the brand-experience business. New breakthroughs in experience design and technology have empowered brands to create powerful live and online experiences that drive engagement and advocacy. MCI Experience will bring together a dedicated team of industry leaders in brand experience, marketing strategy, creative, design and technology. We will focus on developing and delivering enhanced experience-design capabilities to support existing and new MCI clients worldwide."