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
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.
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