Exhibit Design House MC² Buys Marketing Firm Brand Promotions
February 4, 2016
MC² (“MC-squared”), an exhibit, event and environment design and production agency, has acquired Brand Promotions, an experiential marketing and brand activation company.
The addition of Brand Promotions expands MC²’s growth opportunities within its existing trade show and events portfolio by offering expanded experiential marketing tours capabilities, according to MC² officials.
“We’re delighted to welcome Brand Promotions to the MC² family. They are a proven leader and creative force in the experiential marketing space. They are a great, hard-working team who share the same high-level of commitment to the people we serve,” said Rich McAdam, president of MC².
He added, “With several of our existing clients involved in mobile marketing tours, acquiring Brand Promotions was a logical step for us to build these capabilities into our core offering and extend them to our existing base of business.”
With headquarters in Los Angeles, Brand Promotions annually operates more than 250 event-days nationwide. This includes annual campaigns and single events for B2C and B2B audiences.
Having partnered on several projects for high-profile` clients, the integration of the two companies will benefit MC²’s client base with expanded brand activation capabilities and will increase Brand Promotions’ reach with MC²’s robust sales, design, build and project management.
“With this new capability, MC² can provide our clients with powerful activations backed up by a seasoned team of ambassadors ready to deliver customized personal experiences. Our clients will reap big benefits from this level of expertise and service,” said Gary Benson, CEO of MC².
He added, “We have already produced incredible results working together as partners. Now that we are one company, our clients will have the luxury of consistent brand representation across all of their face-to-face engagements – from trade shows, custom environments and events and now, mobile marketing tour activations.”
Based in Chestnut Ridge, N.Y., MC² has 14 locations in the U.S. and Germany.
“We are excited to join forces with an industry leader like MC²,” said Charles (Chuck) Brand, president of Brand Promotions.
He added, “Working with MC² has been a great experience. We look forward to being a part of their national network.”
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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