The Collective launches in Germany

BCD Meetings & Events is bringing its strategic and creative agency brand, The Collective, to Germany — expanding its offering in the European market and taking the next step in its international growth.

The move reflects a clear shift in what clients are looking for: more strategically led, content-driven brand experiences. With The Collective, BCD Meetings & Events brings strategy, creativity, and execution closer together in one integrated approach — helping companies not just communicate their messages but turn them into tangible experiences.

After successful launches in the United States and the United Kingdom, Germany is the next market for The Collective — and the first within the EMEA region.

“Germany is the first market in EMEA where we are establishing The Collective,” says Mikael Ek, Managing Director EMEA at BCD Meetings & Events.

“We’re seeing growing demand for more strategically designed experiences, and this is a natural step in evolving our offering.”

 

Strengthening the team on the ground

To support the launch, Nils Hartmann joins as Head of The Collective Germany. With more than 25 years of international experience, he brings strong expertise in developing brand and communication experiences across different markets.

Having worked across Europe, the US, and Asia, Hartmann has a broad background spanning both project delivery and the development of new business areas and client relationships — making him a valuable addition as The Collective grows in Germany.

“Experiences have taken on a much more strategic role in recent years,” says Hartmann.

“With The Collective, we’re bringing together the capabilities needed to respond to that in a more connected way.”

 

A more integrated way of working

With The Collective, BCD Meetings & Events is placing greater emphasis on connecting the dots — from strategic thinking to creative development through to execution. The idea is simple: closer collaboration across these areas leads to more consistent, effective outcomes.

Importantly, The Collective complements the existing offering rather than replacing it, expanding what clients can access based on their needs.

The launch in Germany marks the beginning of the brand’s expansion across the EMEA region — with further markets likely to follow.