mdg Expands Its Research and Data Capabilities With New Dedicated Division
August 2, 2022
As part of its ongoing commitment to helping association, event and corporate clients evolve from legacy-based to data-driven operating models, mdg, A Freeman Company, has launched a new division dedicated to research, data and insights.
Consisting of data strategists, scientists, analysts and experts specializing in collecting and evaluating market research and intelligence, this newly-formed department’s mission is to help clients capitalize on technological advances to reach new audiences and create more personal and human customer journeys, from marketing campaigns to meaningful experiences and engagement opportunities.
“Most professionals in our industry are excited about what data is making possible—the ability to achieve personalization at scale, accurately predict performance, lower acquisition costs, increase conversion rates, expand reach and more,” explained Kimberly Hardcastle, president of mdg. “Unfortunately, their enthusiasm is often dampened with the realization that their organizations are under-equipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.”
The agency’s new department will be led by organizational strategy expert Annie Malone and overseen by mdg Vice President Shauna Peters, who will work in close collaboration with Erin Lee, vice president of digital strategy, and Ken Holsinger, senior vice president of strategy at leading live event and brand experience company Freeman.
Industry veteran Ian Sequeira, a former executive at Exhibit Surveys, and his team of research and measurement experts will integrate into the new division, providing benchmarking data, quantitative knowledge and program-specific research and analytics expertise while continuing to support ongoing, Freeman-backed industry research.
“Prior to the pandemic, executives within our industry considered data-driven transformation as an aspirational goal,” Peters said. “In this new business environment, there is a heightened sense of urgency to accelerate the pace of change and get serious about using data to increase revenue, engagement and profitability. I’m excited to serve in a role where I can help position our clients to win.”
Peters added that the team has already developed a proven data gap analysis product and market share and sizing model that will serve as the foundation for customized audience development.
A strategy-driven agency with a 45-year track record of delivering results, mdg and its 90-person team comprises marketing researchers and strategists, digital and interactive media experts, event and association management specialists, data analysts and a robust creative team offering complete marketing solutions to association, event and corporate clients.
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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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