Australia becomes the first regional market for The Collective, which aims to connect creative experiences with measurable business outcomes. Adobe Stock/Alan Smithers
BCD Meetings & Events (BCD M&E) has launched The Collective, its strategic experience design and production agency, in Australia, marking its first expansion into Asia Pacific.
The Collective helps organisations create B2B experiences shaped around specific business and brand objectives, combining strategic thinking, creativity and production to deliver measurable outcomes.
The Australian launch responds to growing demand for brand experiences that go beyond creative concepts to deliver tangible business results. Australian clients will have also access to The Collective's global network and specialist capabilities through one connected team.
“Australia is a strategically important market and a natural choice for The Collective in Asia Pacific,” said Sanjay Seth, SVP, Managing Director, 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.”
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, having worked with brands including Jaguar Land Rover, Ford, Bloomberg, HSBC, Huawei, Coca-Cola, The Walt Disney Company and NBCUniversal across China, Australia, Europe and North America.
“Organisations want experiences designed with purpose,” said Lo. “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.”