GES Launches Spiro Marketing Solutions Agency for New Era of Events

March 29, 2022

Global Experience Specialists (GES), a leading global provider of exhibition services, brand experiences and live event services, debuted Spiro, an integrated marketing solutions agency that aims to deliver uniquely elevated experiences for the new era of events, including virtual, hybrid and in-person formats. 

“The past two years have reinforced the critical value of events and experiences in connecting people,” said Jeff Stelmach, global president of Spiro. “[Today], it’s not about meeting people with similar interests in a single location—it’s about people with similar interests meeting up in the mediums where they are.”

Spiro was launched specifically to expand GES’ capabilities for all types of events for existing clients and new clients the company aims to attract, according to Stelmach.

“Our intention is to leverage our 90 years of industry knowledge, market share, brand equity and existing capabilities to create the brand experience agency for the ‘new now,’” he said. “The world we live in and the industry we work in have forever changed and will continue to evolve, and our clients’ businesses have changed. We must evolve with our industry and with our clients on how we create and deliver experiences for them.”

Spiro is designed to build upon GES’ global reach in exhibit and portfolio management, corporate meetings, conferences and events, product launches and sponsorship activations, Stelmach added.

“With the creation of Spiro, we can now expand our expertise to include more mediums and opportunities for audiences to engage with brands—consumer pop-ups, sports activations, immersive experiences and beyond,” he said. “We will be creating global events and experiences that redefine how humans connect, and we will bring them to life across integrated physical, digital, mobile and hybrid mediums.” 

Working with some of the world's most recognized brands, Spiro’s strategists, creators, innovators, builders, marketers and specialists will work together to deliver high-impact brand experiences. 

Spiro is creatively led and strategically driven, according to Stelmach, deploying coordinated strategic event management, creative design and production to all mediums with equal priority and focus, along with services centering on thought leadership and innovation, immersive storytelling, event tech, data capture and social engagement.

Innovation and immersive storytelling are at the heart of how Spiro aims to bring clients’ visions to life, Stelmach added.

“It is critical that adaptive organizations and brands become more intentional and systematic about offering audiences experiences that encompass the human drivers for connection: exploration, discovery, mastery and shared experiences,” Stelmach said. “These drivers are most effectively conveyed and readily received through the power of story. Even in our noisy world, well-crafted stories compel an audience to listen, drawing them in and staying with them long after the story is done.”

Another important way Spiro will help businesses thoughtfully engage with their audiences is through its proprietary community-building service.

“Our perspective is that people attend events and experiences, but they join communities,” Stelmech said. ​“Spiro has developed a proprietary framework, CCXD (Community-Centered Experience Design) based on the academic theories of Communities of Practice that will enable and activate the creation of ongoing community through a systemic community mapping and community blueprint creation process to ensure the connection moments we create yield long term dividends of joined community and continued brand engagement.​”

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on TwitterFacebook and  LinkedIn!


Add new comment

Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates. Water Stewardship Efforts MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step. MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas. MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030. From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts. Caring for One Another MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include: Unserved perishable prepared foods from events Perishable unprepared food from MGM Resorts’ kitchens Nonperishable food items from minibars and warehouses The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community. Fostering Diversity and Inclusion To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all. MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.