MCI Experience launches with Kim Myhre at helm

New initiative specialises in 'increasingly critical' area of experience marketing.

Kim Myhre
Kim Myhre

MCI has launched a new agency initiative under the name MCI Experience.

It will offer "enhanced experience design capabilities to clients across the MCI network... in response to customer demands for more strategic, creative and immersive experience marketing programmes," MCI said in a statement.

MCI Experience will be led by marketing industry veteran, Kim Myhre, who has more than 20 years of experience with clients like BMW, Cisco, McDonald's, Vodafone, Salesforce.com, and P&G.

MCI Group CEO, Sébastien Tondeur said: "Brand marketing is changing and so are our clients’ needs. Experience marketing is becoming an increasingly critical component of the brand marketing mix. It’s more important than ever that brands deliver truly immersive experiences that are engaging, inspiring, sharable and achieve business objectives."

Myhre most recently held the role of managing director at FreemanXP EMEA and before this was the CEO of Project: WorldWide and George P. Johnson EMEA where he led a network of agencies to design and deliver global experiential marketing campaigns.

Myhre said: "This is an incredibly exciting time to be in the brand experience business. New breakthroughs in experience design and technology have empowered brands to create powerful live and online experiences that drive engagement and advocacy.

"MCI Experience will bring together a dedicated team of industry leaders in brand experience, marketing strategy, creative, design and technology. We will focus on developing and delivering enhanced experience design capabilities to support existing and new MCI clients worldwide."

For more breaking news and in-depth features, sign up to C&IT's daily News Tracker here.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
London venues hosted 37% more events in 2018

London venues hosted 37% more events in 2018

Year-on-year increase from Unique Venues of London shows strong demand for events in the capital.

Why you should design human-centric experiences

Why you should design human-centric experiences

At EMEC19 in The Hague, Kim Myhre of MCI Experience gave an insightful talk on design-thinking in events.

New event producer for HGA

New event producer for HGA

Becky Jones-Williams has previously worked at Event Concept and will work for clients in a range of sectors.

Stagestruck adds event producer to team

Stagestruck adds event producer to team

Sarah Saward is joining the business as a group account director, with responsibility for a portfolio of blue-chip clients.

Incentive review: Club Med Plantation d'Albion

Incentive review: Club Med Plantation d'Albion

With dinner and champagne on a paradise beach, the white sands and the turquoise coral sea ocean of Mauritius are hard to beat.

Premier Events acquires Collective Minds

Premier Events acquires Collective Minds

Acquisition of Leicester-based events agency is part of growth plan to reach £5m turnover and 50 staff.

3 reasons to run wellness incentives

3 reasons to run wellness incentives

Endellion King, incentives account director at Top Banana, makes the business case for incorporating wellness into incentives.

'Procurement and events teams work best when they swap notes'

'Procurement and events teams work best when they swap notes'

Global procurement director of Knect365 Hetal Dassani talks to C&IT about how planners can build bridges for better buying.

ILEA members reveal 'shock' over Fyre Festival failings

ILEA members reveal 'shock' over Fyre Festival failings

Members of the International Live Events Association (ILEA) give their verdict on the event planning disaster of 2017, the Fyre Festival.

Case study: MAN's Apprentice of the Year Awards

Case study: MAN's Apprentice of the Year Awards

Venues and Events International organised an awards ceremony at Liverpool Football Club.

LATEST JOBS