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One of the most rewarding things in the world is seeing an outrageous idea come to life and enjoy so much success that it no longer seems outrageous. Almost eight years ago, Freeman leadership supported the outrageous idea of applying brand marketing concepts to the live experiences we produced. Many of our customers told us they needed not only the best logistics and operational support that Freeman was known for, but also integrated strategic, creative and digital expertise. It was clear to us that the future of the live medium called for a full orchestration of each brand experience.
We had the vision, but also knew we had to establish the capability at scale and build credibility before we could declare Freeman a full-service brand experience company. That was the genesis of FreemanXP, our boutique creative agency within Freeman. It gave us a way to build trust with our customers, from small associations to huge corporate brands, who quickly learned Freeman could partner with them to solve the myriad challenges they faced in elevating their events, conferences and expositions. FreemanXP proved that the market is ready for an integrated, full service offering.
Our team has worked to not only strengthen the company’s core service of excellence in delivery, but to actively design the future of Freeman and the medium of live. A few highlights from just the last few years:
All of this work has enabled Freeman to better serve its customers as the world’s leading brand experience company, with deep expertise in strategy, creative, logistics, digital, and event technology to help clients increase audience engagement and drive business results.
It all comes down to answering our clients’ demands for integrated solutions — making it easier and more rewarding for them to engage with Freeman. To this end, we have already integrated our Freeman Expo, Freeman AV, and Freeman Digital divisions, and several acquisitions. And at the end of January 2019, the group known as FreemanXP will simply become Freeman — an acknowledgment that we are all part of an integrated enterprise organized around our customers. FreemanXP talent is now everywhere throughout Freeman, working alongside our experts in logistics and delivery, designing and orchestrating brand experiences for clients who are realizing the full potential of live events.
They say the best way to predict the future is to create it. We’re not done creating our future — but, for those of us at Freeman, we are most excited about the future we are creating together with our clients.
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This is the final installment in a series of blogs based on conversations with Bruce Mau, designed to help people working in the brand-experience medium embrace and apply the 24 Design Principles.
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