BCD Meetings & Events has launched The Collective to offer “next-level brand experiences that go beyond the traditional event.” Beginning in the US and UK markets, this brand-centric, consultative, and creative group of BCD M&E provides a service model unique to customers whose focus is on the importance of the experience. Christine Erickson, senior vice president, the Collective NORAM & industry relations, said the company has been strategic in its investment over the past three years to strengthen its in-house capabilities across experience design, creative content, graphic design and high-end production to meet customer needs. She said The Collective is the culmination of organic growth and acquisition which expanded specialty capabilities to create an ‘agency within an agency’ for organizations wanting one specialized solution across the total experience. Helen McCabe, managing director, UK, said there has been an increase in customers who value an outsourced model for their high-touch, experiential events that go beyond traditional logistics and incorporate end-to-end brand experience. She said this is “an opportunity to focus our efforts in delivering brand engagement strategies with the attendee journey at its core.”