Freeman Expands Global Strategy Practice with Two New Hires

November 5, 2018

DALLAS — November 6, 2018 — In an ongoing effort to help its customers create the best live experiences and optimal marketing strategies to meet their growth and business objectives, Freeman® — the world’s leading brand experience company — has expanded its Strategy practice by adding Andrew Macey and David Saef. Freeman’s already robust Strategy practice brings together data, insights and perspectives on global trends to deliver impactful, integrated experiences that influence audiences and accelerate engagement and business success.

This mission aligns seamlessly with both Macey and Saef’s history of success leading strategic growth and innovation across various business segments, making them ideal to help propel Freeman’s strategy practice to new heights.

“Strategy is critical when it comes to developing successful marketing initiatives and positioning a business for continued growth. That’s why we’ve put such an emphasis on our Strategy practice,” said Bob Priest-Heck, CEO of Freeman. “Andrew and David have histories of driving growth and developing successful strategies, and together they bring unique perspectives, critical insights, additional skills and solutions to help our clients achieve their business and marketing goals.”

Throughout his more than 30-year career, Macey — who will serve as Freeman executive vice president of global strategy — has helped many global industry leaders in consumer products, retail, industrials, healthcare, and technology to develop and execute strategic initiatives and programs that drive growth, innovation and transformational change. Andrew joins Freeman most recently from Stax Inc., a private equity and corporate advisory firm, where as managing director he led client engagements on growth strategy and M&A.

Prior to Stax, Andrew served as VP digital strategy & innovation at healthcare giant CVS Health, where he and his team led strategies and partnerships to improve customer experiences and create personalized approaches to health and wellness; and as SVP, he led digital & omnichannel for Luxottica, he led major initiatives in M&A, e-commerce, omnichannel, and disruptive technologies globally across its holding companies including LensCrafters, SunglassHut, Oakley, RayBan, and OPSM. Macey also spent a decade as VP Strategy at the leading digital agency SapientNitro, now SapientRazorfish, where he and his team created much of the core strategy offering and approach while working with the company’s many clients in their shift to change, adapt, and create new business models.

His vast experience in developing and driving strategy for these industry-leading brands will further bolster Freeman’s already comprehensive Strategy practice and will help the company deliver enhanced consultative services for its clients.

David Saef joins Freeman as its new senior vice president of strategy after serving as the executive vice president of strategy for GES. In this position, Saef led MarketWorks, client strategy and marketing services — which grew significantly under his direction between 2007 and 2018.

During his time at GES, David developed and led multiyear growth strategies for leading medical and dental associations, led the delivery of marketing strategies and campaigns for renewable energy and industrial safety clients, and spearheaded data intelligence initiatives with Fortune 100 companies and TSNN Gold 100 show organizers to drive event enhancements. He also helped create and lead Sponsorship 2020, a thought leadership and lead generation effort. David was recognized for his strategy, sales and thought leadership with IAEE’s Outstanding Marketing and Sales Award in 2017.

To learn more about Freeman’s Strategy practice and how it can help you create your roadmap to meeting your event and marketing goals, please visit

About The Freeman Company

The Freeman Company helps create meaningful connections for all types of global audiences. The family-owned company is comprised of leading brand experience company, Freeman; audio-visual and production company, Encore Event Technologies; and Alford Media, a premier event technology specialist known for the expertise and precision on large-scale shows. With more than 90 locations globally and 7,000+ employees who are dedicated to delivering the best experiences and business outcomes possible for their clients — from strategy and design to implementation and results. For more information, visit

About Freeman

Freeman is the world’s leading brand experience company. We help our clients design and deliver immersive live experiences for their most important audiences. Through comprehensive offerings including strategy, creative, logistics, digital, and event technology, Freeman helps increase audience engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalized approach, which we’ve gained from our 90 years as an industry leader. For more information, please visit

Freeman and The Freeman Company are either registered trademarks or trademarks of The Freeman Company in the United States and/or other countries.

All other product names, trademarks and registered trademarks are property of their respective owners.

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Stephen Phillips, Freeman
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Gina DeRossi, on behalf of Freeman
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