New “agency within an agency” to provide creative brand and experiential solution designs for customers.


BCD Meetings & Events (BCD M&E) is defining its in-house agency services with the launch of The Collective, offering to provide next-level brand experiences that go beyond the traditional event.

“We have been strategic in our investment over the past three years to strengthen our in-house capabilities across experience design, creative content, graphic design and high-end production to meet our customers’ needs,” said Christine Erickson, SVP, The Collective NORAM & Industry Relations. “The Collective is the culmination of organic growth and acquisition which expanded our speciality capabilities to create an ‘agency within an agency’ for organisations wanting one specialised solution across the total experience.”

Beginning in the U.S. and UK markets, this brand-centric, consultative, and creative group of BCD M&E provides a service model unique to customers whose focus is on the importance of the experience.

“We’ve seen an increase in customers who value an outsourced model for their high-touch, experiential events that go beyond traditional logistics and incorporate end-to-end brand experience,” said Helen McCabe, Managing Director, UK. “We’re already great at meetings and events. This is an opportunity to focus our efforts in delivering brand engagement strategies with the attendee journey at its core.”

For over 35 years, BCD M&E has built upon its event design foundation to redefine experience and move the business forward. Customers get creative brand and experiential solution designs that competewith niche agencies but are backed by the power of a global organisation—its buying power, scope and reach.



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Gina Sin

Author Gina Sin

A sales & marketing professional at her core, Gina has found her passion in writing, particularly in crafting an important part of the communication circle, and enhancing experiences, whether singular or shared. An expert in digital media, partnership activation, and in executing the readability and searchability of websites, Gina combines her skills in sales, marketing and copywriting into her everyday.

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