Freeman Grows Its Agency Business With Acquisition of Impact Point Group
April 25, 2023
Global live event leader Freeman recently acquired Denver-based Impact Point Group, a technology-focused, boutique consultancy firm offering a full suite of strategic advisory and event management services. A nationally certified women-owned business, Impact Point Group’s client roster boasts market-leading tech brands, including Cisco, Atlassian and DocuSign, to name a few.
According to Adam Charles, executive vice president of Freeman’s Agency, the acquisition comes as Freeman continues to invest in growth opportunities for its agency business.
“Impact Point Group brings a proven strategy framework and an amazing team, making them the obvious choice for us as we expand our capabilities to better serve our corporate clients,” Charles said. “Events are a strategic platform and vital to a company’s overall marketing and engagement strategy.”
He continued, “Our goal is to be in lockstep with our clients at every point of an event lifecycle — from the earliest planning stages to the bottom-line outcomes. Impact Point Group augments our current strategy offerings and complements our recent investments in creative talent, content development and content production. We are happy to introduce an early-stage strategy framework to the work we do.”
Founded in 2008, Impact Point Group is involved at the inception stage of an event lifecycle. The award-winning company’s proprietary methodology helps brands define their overall event portfolio strategy, including the impact events can have on business, according to Impact Group officials.
“We are excited to join Freeman,” said Erica Spoor, Impact Point Group president and chief strategist. “We feel very aligned with Freeman’s vision and commitment to building long-term customer relationships. As a woman-owned business, we are also inspired to join an organization that has prioritized DEI programming and has been recognized by Forbes as a top workplace for women.”
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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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