mdg Launches Advisory Services Strategy Group

Sue Pelletier, Senior Editor
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mdg Launches Event Advisory Services Strategy Group
The goal of the new Advisory Services Group from mdg, a Freeman company, is to help event organizers navigate post-pandemic business challenges and fully realize their potential.

WASHINGTON, D.C. — mdg, a Freeman company, is expanding its offerings with a new advisory services strategy group designed to help clients develop the strategy solutions they need to meet the challenges of events in a post-pandemic world.

“We’re making it through this,” said Dawn Perry, Vice President, Strategy, Client Success, mdg. “We are starting to see optimism. We feel we have a responsibility to the industry we serve to support and drive this recovery. mdg Advisory Services was conceived to do just that — to help our clients get through this tough time and emerge even stronger.”

This new apple isn’t falling far from the tree: In addition to the marketing strategy it is best known for, mdg’s 85-person team provides analytics and data analysis, customer acquisition, and digital and interactive media expertise.

Dawn Perry, Vice President, Strategy, Client Success, mdg
Dawn Perry, Vice President, Strategy, Client Success, mdg

Among the business challenges the new group will focus on are membership strategies, 365 engagements, portfolio strategies, staffing analysis and transformation strategies. It will also leverage Freeman’s full-solution suite to provide its clients event-strategy execution expertise; digital technology and virtual events; audiovisual and broadcast; and event design and logistics.

“In a time when the events industry has been heavily impacted by the COVID-19 pandemic, mdg stepped in to lead the industry through the journey of navigating the immediate impacts but also to help plot the path for the future,” said Paul Miller, Chief Executive Officer, Questex. “This was invaluable, as it enabled the entire industry to come together and learn from one another as mdg created a trusted environment for industry executives to share experiences and solutions. I am looking forward to mdg Advisory Services continuing that great work.”

David Saef, SVP Strategy, mdg
Vincent Polito, managing director, mdg

David Saef, SVP Strategy, and Vincent Polito, Managing Director, will co-lead the new group, which consists of a proven team of strategists, analysts and data scientists. Saef previously led the global strategy team at GES, and has served in an advisory capacity to industry leaders such as AEM, RSNA, Penton (Informa), McDonalds, Pfizer and Boeing. Polito has more than 20 years in senior leadership positions in the industry, including mdg, Reed Exhibitions, Ziff Davis and Comdex. In addition to serving as a strategic advisor and execution specialist for clients including Informa, American Baking Association, Autocare and National Mining Association, he is past Chairman of the International Association of Exhibitions and Events (IAEE).

Learn more about mdg Advisory Services.

Reach Dawn Archambault-Perry at Dawn.Perry@freeman.com or (415) 205-2900