BCD M&E Expands Creative Services to Power Next Phase Growth

BCD Meetings & Events is reshaping its growth strategy by significantly expanding The Collective, its in‑house creative services agency. Originally launched in 2021, The Collective has seen strong demand, contributing about 30% of M&E revenue in North America and is set for major expansion across EMEA, with future growth also being evaluated in APAC and LATAM. Managing Directors Charlene Rabideau (NORAM) and Mikael Ek (EMEA) explain that as the meetings sector matures, clients increasingly want elevated, experience‑driven events supported by integrated creative capabilities such as marketing campaigns, video production, and experience design.

While AI is part of the company’s operational strategy, mainly through internal tools that streamline sourcing, contracting, and planning, both executives stress that BCD M&E is not positioning itself as a tech company. Instead, its focus remains on service, creativity, and operational efficiency, with AI used to remove friction and improve employee engagement. BCD M&E continues to grow with strong client retention, rising RFP activity, and a shift in how companies view meetings as strategic investments that shape culture, alignment, and performance.

Read the full BTN Europe feature, here.