by Alex Palmer | December 11, 2018
Brand-experience and event-production company Freeman has acquired the full-service event-marketing and public-relations agency MDG. With the acquisition, the trade-show giant aims to enhance its services throughout the life cycle of the events it manages, from pre-event promotions to post-show follow-up.
"Having a healthy attendee base and exhibitor community is central to the health and growth of every show," Richard Maranville, chief digital officer for Freeman, told Meetings & Conventions. 
He described how the acquisition of MDG will help Freeman's association clients increase qualified attendance, exhibitor participation and market share by reacquiring lapsed participants and attracting new participants from core and niche markets.
During its more than four decades in operation, MDG has served many trade shows and other events, working with customers to market new gatherings or rebrand existing ones. To develop its strategies, the agency draws on research and insights from data analysts and experts in digital and interactive media, as well as specialists in event and association management, to create far-reaching campaigns aimed at growing event attendance.
"We have an opportunity to pave new ground in the industry by using our technology platforms to connect data from the digital-marketing experience to the live experience, enabling attendee media consumption to inform and adjust how the live-attendee journey evolves, and then using face-to-face interaction data from the journey to inform future attendee-marketing programs," said Maranville. "This new level of orchestrated and actionable data will deliver measurable results to continue to grow our clients' programs."
Kimberly Hardcastle-Geddes, MDG's president, and Vincent Polito, its principal, will report to Maranville, and their teams will work closely together to provide an "integrated offering connecting the marketing experience to the live experience."