SAN DIEGO—Freeman, an international brand experience company headquartered in Dallas, acquired mdg, an event marketing and public relations agency with offices in San Diego, Washington, DC, Chicago and Reston, VA. mdg will continue operating as its own independent business unit within Freeman. Former mdg owners Kimberly Hardcastle and Vincent Polito will retain their current roles with the agency for at least the next three years.
“The acquisition is part of an overarching strategy that allows Freeman to serve its clients more holistically and streamlines the customer journey, from pre-event marketing, to the onsite user experience, to post-show communications based on data-informed insights,” according to a press release.
“The events business is undergoing a significant transformation – one that requires a sophisticated degree of integration around the convergence of brand strategy, data and content,” said Freeman President and CEO Bob Priest-Heck. “By aligning Freeman’s ability to translate strategy and data into meaningful onsite experiences with mdg’s ability to translate those insights into audience-building marketing campaigns, we can now offer organizers a seamless solution that was never before possible.”
Since Polito and Hardcastle bought mdg in 2012, the company has grown from 11 employees to 110. The agency has clients such as SAE, APEX, IBIE and SuperZoo.
“Over the past several years of our 41-year history, mdg has evolved significantly to meet the changing needs of the trade show, events and association industry,” Hardcastle said. “Being part of the Freeman family is another giant step in that evolution and helps ensure the continued success of both the agency and, more importantly, the clients it serves.”