It’s the biggest acquisition in the 100-year history of MCH Group: the acquisition of MC2, one of the leading event-marketing companies in the USA, with clients that include Samsung, Toyota und Canon. In the interview, MC2 CEO Gary Benson speaks about the integration of MC2 in MCH Group and the new offerings for clients. He explains the concept that MC2 employs in linking technology, design and storytelling and takes a look into the future.
Who is MC2? Please introduce yourselves briefly.
We are a face-to-face marketing company that specialized in creating customized environments at trade shows, business or consumer meetings and permanent locations. The common thread to all we design is to make personal interactions possible in environments that reflect and enhance the brands we support. We do this through engaging design that fosters personal interaction, that utilizes technology interfaces, simulation, education and entertainment. We do this in partnership with more than 350 employees in 15 locations.
Why did you decide to join up with MCH? How can you benefit from each other, and how can clients profit from the acquisition?
We had been searching for a partnership within our industry that would bring long term growth and stability to our company and employees while offering our clients a true international partner with access to global markets and opportunities. MCH was the perfect fit for what we were looking for in a partner. MC2 will have access to the powerful international relationships developed by MCH, their venues, events, experience and shows while MCH will now have an eminent North American partner with a full service German division maintaining vibrant, ongoing business, supporting incredible brands that need global access in a consistent, unified program.
Together we are a very formidable international source for world-wide live marketing solutions. The future holds great promise for us as we provide all the necessary components for a company’s successful live marketing program.
Your clients include companies like Samsung, Toyota and Canon, and you have been able to accompany most of your clients for more than ten years now. That speaks for itself. How is it possible to stand out from among the competition today?
Service. Relentless, highly personal, tirelessly communicated, around-the-clock service. I truly believe our clients stay with us because they are challenged to find and receive better service - anywhere. I am not implying that our award-winning solutions, forward-thinking strategies and high levels of build quality aren’t contributing to our success – they are and we are very proud of the recognition we receive. But the essential element of dependable service bonds us to our clients and makes us indispensable as brands grow and change to meet the challenges of their markets.
MC2 combines technology, design and storytelling under the concept of “mediatecture”. What, precisely, are we to understand by this?
It is the process of designing spaces that are literally made up of living architecture – floors, wall, ceilings and interactive devices that communicate through technology. Mediatecture is at the intersection of design, technology and storytelling. It is the art and engineering of digitally enabled environments that are responsive to the visitor – where they can experience truly immersive content in a “had to be there” moment not available anywhere else.
Will we still be staging events in a number of years’ time and building exhibition booths and pavilions, or will we all be meeting up via VR?
If you look at all the statistics generated about marketing, advertising and brand promotions, the one solid, growing sector is still face-to-face marketing encounters. It has been increasing for as long as I’ve been in this business. More shows, more attendees and more branded events as marketers seek real connections with their prospects and customers. Technology hasn’t fostered a decline in human interaction – it has fueled it.
Events are now more exciting and content rich because of it. We are creating experiences that require committed participation and we are converting prospects into customers – sometimes on the spot. People are social beings and they need to break away from the digital onslaught and talk to real people, listen to real experts, hold real product and ultimately make real, informed decisions. We are perfectly positioned to meet all these needs. Our growth is not an anomaly but rather a reflection of the future of the industry.
MC2 ("MC-squared") is a leader in the exhibit and event marketing industry and forms part of the MCH Group's Live Marketing Solutions. More information: www.mc-2.com