BCD Meetings & Events has expanded its strategic and creative agency offering into Europe with the launch of The Collective in Germany.
The move marks the next phase of growth for The Collective, BCD M&E’s strategic, creative and production agency, which was originally established in the US and UK to support brands with content-led event experiences and business-focused engagement strategies.
BCD M&E said the Germany launch responds to growing demand for more strategic, production-driven experiences that combine creativity, storytelling and delivery under one offering.
Mikael Ek, managing director, EMEA at BCD M&E, said: “Germany is the first market to launch The Collective in the EMEA region. Demand for more content-led, production-driven experiences continues to grow and this launch allows us to better meet that need.”
As part of the expansion, the company has appointed Nils Hartmann as head of The Collective Germany, where he will lead the development of the agency’s strategic and creative capabilities in the market.
Hartmann brings more than 25 years of experience across Europe, the US and Asia, spanning brand experiences, campaigns and business development.
Commenting on the launch, he said: “There’s a real opportunity to elevate how organisations think about experiences, not just as moments, but as drivers of business performance.
“I’m looking forward to building a strong, sustainable offering that delivers meaningful value for our clients.”
The launch comes as agencies across the global events sector continue to invest in more integrated creative, content and production capabilities, as client demand shifts toward experience-led marketing and measurable business impact.