MCI launches MCI Experience with familiar face at the helm World

MCI has launched a new agency initiative under the name MCI Experience. The new exists to serve as an incubator of innovative experience marketing capabilities in response to customer demands for more strategic, creative and immersive experience marketing programmes.

MCI Experience will be led by former FreemanXP senior vice president Kim Myhre.

Myhre has over 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 prestigious clients like BMW, Cisco, McDonald’s, Vodafone, Salesforce.com, and P&G. Most recently he held the role of Managing Director at FreemanXP EMEA and prior to this, he was the CEO of Project: WorldWide and George P. Johnson EMEA where he led a network of agencies to design and deliver global experiential marketing campaigns.

MCI Group CEO, Sébastien Tondeur, said: “Brand marketing is changing and so are our clients’ needs. 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, sharable and achieve business objectives. MCI Experience is building a team of experience marketing talents to meet the changing demands of the global marketplace.”

Kim Myhre, managing director of MCI Experience, 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.”


Tom Hall

Editor, Exhibition World

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