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Exclusive: Grass Roots plots global expansion

Grass Roots Meetings & Events is to open a procurement arm in Germany and is in "advanced talks" with an agency in Asia to grow its presence in the region.

Grass Roots plots global expansion
Grass Roots plots global expansion

Events agency Grass Roots Meetings & Events is to open a procurement arm in Germany in October.

Divisional director Des Mclaughlin told C&IT that the agency is also in "advanced talks with a well-known event mangement agency that has offices throughout Asia" to grow its presence in the Asia-Pacific (APAC) region. 

Mclaughlin said: "The APAC region is of significant strategic importance to Grass Roots and we hope to have an agreement in place by the beginning of 2015.

"The office in Germany will go live in October, which is part of our plan to be firmly estbalished in the key financial hubs around the world – we already have offices in New York, London and Singapore." 

Global results

Grass Roots Group's financial results for overseas offices in 2013 revealed that only India delivered 'on-budget' perfomance in the APAC region, with Australia and China reporting an improvement year-on-year. The Australian business is expected to be profitable in 2014.

Its New York office grew steadily in 2013 and has a "solid foundation in place to be profitable in 2014", the report stated. The German business delivered results that were better than expected and the Swiss operation performed well. 

This follows the news yesterday (15 July) that Grass Roots events division is looking to acquire events businesses in the UK and the US.

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