Freeman Applies ‘Design Thinking’ in Collaboration with PCMA to Produce Convening Leaders 2016

January 10, 2016

Dallas, TX – Jan. 11, 2016Freeman, the leading global provider of brand experiences, has partnered with the Professional Convention Management Association (PCMA) to produce PCMA Convening Leaders 2016, taking place Jan. 10-13, 2016 at the Vancouver Convention Center in Vancouver, Canada.

Freeman partnered with PCMA to provide experience design expertise and support the theme ‘Cultivate Creative Moments’ during the 2016 Convening Leaders conference. Freeman and PCMA collaborated to not only provide attendees with a high-quality learning and networking experience, but encourage meeting planners and suppliers to create their own event experience by offering alternative formats to learn, network and uncover more possibilities throughout every minute of the conference.

“We used a design thinking approach to capitalize on past intelligence to improve the quality while increasing operating efficiencies,” said Christie Greenleaf, CEM, senior vice president of sales and industry relations at Freeman. “This included conducting a debrief of previous efforts, identifying opportunities for improvement, engaging stakeholders to formulate their vision and establishing a plan to build on previous success.”

Freeman’s design thinking approach is represented at the show through the learning lounge that caters to multiple learning styles, an interactive general session where attendees can experience Freeman’s second screen technology, FXP | touch, and through a backstage experience where general session attendees can enjoy the rarely seen production process.

“We believe in taking risks,” said Kelly Peacy, CAE, CMP, senior vice president at PCMA. “We test new event trends and promising practices to inspire other event professionals. Many of the ideas become future best practices. And even when our risks don’t work out as expected, there are valuable learning experiences for us, our attendees and our partners. Our goal is to continue to facilitate innovation and creativity in the events industry.”

About Freeman

Recognized by Advertising Age as the world’s largest brand experience company, Freeman uses the power of integrated digital and live brand experiences to move markets, connect people, support growth and generate revenues for the world’s leading organizations. A design-driven company, Freeman generates insights that define program strategies, target audiences and deliver messages that generate meaningful results. Through its expansive global network of offices, talent and partnerships, Freeman has the reach and access that is unmatched in the industry. A family- and employee-owned company, Freeman is known for its 87-year history of stability, strength and customer service achievements. Freeman is a values-driven company with a strong and purpose-built culture that is dedicated to connecting people in meaningful ways. This is accomplished through a process of continuous innovation and improvement. Freeman produces more than 4,300 expositions annually and 11,000 other events worldwide. Freeman has been awarded six consecutive J.D. Power awards for the excellence of its Customer Call Center. For more information, visit

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