On 6 June, marketing and events professionals gathered at London Grind, the London Bridge-based restaurant and cocktail bar, to discover the latest marketing, events experience and communications trends from MCI Experience, the new live experience brand of MCI Group.

Kim Myhre, managing director of MCI UK and MCI Experience, told the assembled group: “The changing nature of brand experience will reach well beyond what we today think of as an event and will require a new approach to design and delivery. As demand for brand experiences grow, brands will require more from their agency than ever before. Experience marketing agencies will need to recognise that there is more to delivering a brand experience than event logistics but will instead look to all relevant touch points – both live and online – to create client success and this will require an agency with an increasingly diverse range of skills.

“We aspire to help brands realise their marketing objectives and ambitions through meaningful and memorable live, digital and virtual experiences. Our interdisciplinary design-led, strategic approach to brand storytelling is imaginative, immersive and emotive. We partner with our clients to create breakthrough marketing experiences that achieve measurable business results.”