MCI Group has established a new agency initiative to serve as an incubator of innovative experience marketing capabilities in response to customer demands for more strategic, creative and immersive experience marketing programmes.
Led by marketing industry veteran, Kim Myhre, the UK-based MCI Experience will offer enhanced experience design capabilities to clients across the MCI global network.
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 and P&G. Most recently he was managing director of FreemanXP EMEA, and prior to that, 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.
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.”
Myhre, managing director of MCI Experience, added: “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.”