The multinational event business initially launched The Collective in 2021 in the United States and the United Kingdom and opened an office under the agency brand in Germany earlier this year, with over 230 staff now working for The Collective across multiple markets.
The Australian offering of The Collective is the first in Asia Pacific and comes in response to client demand for creativity alongside strong delivery and commercial outcomes in their events.
“Australia is a strategically important market and a natural choice for The Collective in Asia Pacific,” said BCD M&E’s senior vice president and APAC managing director, Sanjay Seth.
“Our clients know us for strong local relationships and reliable delivery.
“The Collective builds on that foundation, strengthening our ability to bring strategic and creative thinking into the moments that matter most to their business.”
BCD M&E has appointed Beldon Lo to head up The Collective in Australia. He brings over two decades of event experience to his new role, having worked for major international event agencies and big brands including Jaguar Land Rover, Ford, HSBC, Huawei, Coca-Cola and the Walt Disney Company, on experiential marketing, large-scale events and exhibitions around the world.
“Organisations want experiences designed with purpose,” said Lo.
“We start with the objective, not the event format. By combining our local expertise, purposeful creativity and global support, we can help clients create experiences that engage people and deliver against specific business objectives.”
