GERMANY - Twilight Events, the Berlin-based independent events agency, has merged with four of Germany's leading MICE suppliers in a deal which sees all five trade as MICE AG.
Twilight Events is absorbed into a group comprising four companies founded by Marcus Wiesner. These are: venue-finding service UVT, media and publications provider Kurt Schuller Medien (KSM), German events fair Seminar und Tagungsborse (STB) and events digital technology firm Technology for Events (T4E).
The move is designed to consolidate the individual services of each company into a single offering that will give clients access to all the resources in the group at a cost-effective rate.
MICE AG will be led by an executive board of Marcus Wiener, Gunter Mainka, the founder of Twilight Events, and Gabriele Schulze, the former chief executive of Best Western Hotels. All three will have an equal stake in the new company.
Exact equity stakes and staffing details remain undisclosed, but the deal, which was effective from 1 September, is understood to be worth more than EUR10m.
Under the new arrangement, all five companies will be relocated to one central building on Berlin's Friedrichstrasse.
MICE AG director of communications Rene Hingst said that by changing to a group structure he hoped MICE AG could make "significant inroads" into Germany's MICE market, which he estimates to be worth EUR29bn.
"Germany's MICE market is currently fragmented across different areas and services," he said. "By consolidating all five companies we want to provide a single-fit solution offering expertise in every field but situated in one place."
Twilight Events is a conference and incentive agency with outposts in Cologne, Madrid and Dubai. Founded in 1996, its clients have included T-Mobile and Tetra Pak.