BCD Meetings & Events has launched The Collective in Australia, marking the strategic experience design agency’s first expansion into Asia Pacific.
The Collective, which specialises in designing B2B experiences around business and brand objectives, will serve Australian clients through a local team with access to its global network. The launch responds to growing demand in the market for brand experiences combining creative thinking with measurable business outcomes.
BCD M&E has appointed Beldon Lo as head of The Collective Australia. Lo brings more than 20 years of international experience in experiential marketing, large-scale events and immersive exhibitions, with previous work spanning Jaguar Land Rover, Ford, Bloomberg, HSBC, Huawei, Coca-Cola, The Walt Disney Company and NBCUniversal across China, Australia, Europe and North America.
Sanjay Seth, senior vice president and managing director, Asia Pacific at BCD M&E, said: “Australia is a strategically important market and a natural choice for The Collective in Asia Pacific. Our clients know us for strong local relationships and reliable delivery. The Collective builds on that foundation, strengthening our ability to bring strategic and creative thinking into the moments that matter most to their business.”
Beldon Lo said: “We start with the objective, not the event format. By combining our local expertise, purposeful creativity and global support, we can help clients create experiences that engage people and deliver against specific business objectives.”
The Collective now has more than 230 specialists across North America, the UK, Germany and Australia.