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."
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