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Annual report 2011 Annual report 2011 Presentation Transcript

  • A Path to ANNUAL 2011 The Creative Factory – 2012 – Printed on FSC paper REPORT
  • Content Editorial 03 Editorial The meetings and events industry has undergone a phenomenal transformation in the last 25 years. My father Roger Tondeurs dream began when he We know that our client’s performance is supported by our quest to offer solutions and technologies that are cutting-edge and ahead of the latest trends. Our business model is founded upon innovation and founded MCI in 1987. 04 sustainability. A Collaborative Our main task when MCI started was to provide logistical support for clients, helping them to By being part of key industry associations and sharing knowledge, we stay ahead of the trends. Approach produce their events on time, on budget and on brand. Whilst this continues to be fundamental, Creating opportunities for the learning and development of our own talent through our MCI the industry offering has become much more Institute, we keep our offer relevant and skill set fresh sophisticated and global. Our complete range of for our clients. We convert these ideas into working services, including creative, technology and processes and systems that we share throughout content solutions, continues to develop to meet 14 our global teams. the evolving needs of our clients. With our fully Building integrated offices in 23 countries and growing, MCI is today considered a key global player in Personally, I am passionate about how we help our clients maximize the value of their content, Community relations and connections management. extending its lifecycle, creating new revenue streams and reaching out to new audiences. We What we do now is based on the principle of enhance clients face-to-face interactions with the building community ; that is helping our clients latest meeting design techniques, digital content create and nurture links and connections activation and audio-visual technologies. I am also amongst their stakeholders. Face-to-face 24 proud to support our commitment to Corporate interaction is the ingredient that encourages Social Responsibility (CSR). We were the first Dreaming cohesion amongst people, fosters strong teams and helps build brands and organizations that events agency to sign the UN Global Compact the Future reach higher and perform better. With the client’s and we produce an annual Global Reporting Initiative (GRI) compliant CSR report. long term strategy placed firmly at the heart of our approach, we strive to gain a meaningful What we do would not be possible without our insight into their industry – whether it’s MCI talent. The diversity of our teams gives us our healthcare, energy, technology, financial or unique approach to solving client challenges. By 32 automotive. Working together with clients to help being a team and having fun together, we find them define, achieve and build on their original and creative solutions for our clients and Highlights organizational objectives, wherever they are in strengthen our own community. We support our and Perspectives the world, we create solutions that bring measurable results. Our clients can focus on their talent’s personal and professional dreams and have created an annual “Dream Day” when we core business, knowing that they have a partner encourage our people to be inspired and to aspire. on their path to performance. MCI has been It’s amazing to see how MCI has evolved and instrumental in helping forward-looking continues to innovate and develop to take our organizations fulfill their dreams of growing customers into the future. I am excited to be part 38 globally and reaching out to new markets. of this journey. Meet MCI Sébastien Tondeur Chief Executive Officer Note to readers : Get to know MCI even better by downloading a QR (Quick Response) Code Reader for your smartphone and visiting us online and across social media networks.2 3 QR Code link on the cover :
  • A Collaborative Approach4
  • A Collaborative Approach Whether a client’s strategic objective is to energize performance, share a defining moment, grow globally or deliver an event of world-class operational excellence, a collaborative approach that combines our expertise with an understanding of the clients industry helps achieve greater success. Harnessing our deep local knowledge and comprehensive working experience, we co-create efficient processes, build meaningful links and more cohesive communities that attain stronger results. Customer as a focus Business with integrity Improving internal communication effectiveness, enhancing Harnessing expert tactical knowledge, regional resources Quality as a quest productivity and encouraging employee motivation helps and local infrastructures can help organizations grow energize performance within teams. For a corporate client in the ICT industry, MCI created a unique moment in time that brought together the company’s international sales and build markets across the world. Relying on proven, on-the-ground experience in its target growth regions of China and the Middle East, a global professional Commitment representatives, promoted cohesion among its people and inspired them to grow and strive for success together. financial association chose MCI to help communicate its educational offering and membership benefits to the common goal Working with the company’s leadership team to understand effectively across cultures and expand in new markets, its long term business objectives of building closer working relations between its international teams to achieve stronger results, MCI helped make a real difference to the in a sustainable way. MCI’s international expertise and capacity to operate effectively across language and cultural barriers helped the client raise brand awareness Power of trust organizations financial performance. in these regions, reach out to new audiences and Face-to-face moments are a powerful means to engage ultimately, increase membership numbers. Be a team with an audience’s hearts and minds to influence behaviour, communicate effectively and leverage human connections. In 2011, MCI worked with a high profile non-profit People around the world are more connected than ever before thanks to innovations like social media, creating an unprecedented culture of collaboration and a new balance and have fun environmental organization to create a defining moment and facilitate content delivery, culminating in a high level sustainable summit of world-class standard. Delivering of power. Knowledge and ideas can be shared universally within moments and everyone has a voice. A co-operative attitude is essential within brands, Spirit of winning the client’s message in a relevant and appropriate way companies and institutions. Working in lockstep with our helped them engage with their audience and achieve their clients allows us to bring real results and true value to their objective of promoting sustainable dialogue among key organization. business leaders in Asia. Idoia Rodés Torróntegui Chief Operating Officer (Europe) A Collaborative6 7 Approach
  • Achieving Results Association Clients Energizing Together The Climate Group Supporting Dialogue on Sustainability Performance The Business Summit on Climate Leadership, organized by The Understanding what our clients need and delivering strategic solutions Climate Group, was a high level, sustainable summit centered International Statistical Institute around accelerating the world’s transition to a low carbon Diversifying an Association Demographic to their challenges is what MCI does. However, the real value that we bring economy. It was aimed at encouraging sustainable thinking in Asia through facilitating dialogue between the relevant comes through listening to our clients and building strong relationships decision makers and business leaders in Asia. The Climate MCI worked with the International Statistical Institute Group returned to MCI for this event, building on a strong (ISI) to create a plan to drive membership and reach founded on trust. Working together with our client’s vision and strategy working relationship and shared approach to sustainable out to female members and new talent. A series of business practices. The Summit proved a successful catalyst short courses for young statisticians was held prior at heart we can create lasting connections that reap long-term results. for continued discussion and education on sustainability by to the main congress to educate young people on reaching out to over 150 business leaders well positioned to the profession. A “Women in Statistics” networking implement changes within their organizations. event was run during the meeting. As a result, 2,400 Corporate Clients delegates from 125 countries attended the 58th World Statistics Congress, with a significant increase in the proportion of female and young delegates. Siemens Inspiring Growth as a Common Goal Delivering Growing Globally The client wanted to host a motivational event in Guilin, China, to encourage its international sales representatives to achieve Operational greater performance in 2011. This was the third consecutive year that MCI managed this annual meeting for Siemens. For this Asia-Pacific event, MCI’s deep understanding of Asian Excellence International Maritime Pilots’ Association Growing Industry Networks and Engaging International Audiences markets, coupled with strong ties with local suppliers meant The International Maritime Pilots’ Association strategy including various communications that the client could avail of cost savings and be assured the (IMPA) designed a proactive strategy to and a new prospectus that would engage event would be executed efficiently, being familiar with local SKODA Auto A.S gain sponsorship and industry support to support from the industry’s leading maritime business practices. The entire event experience reinforced the Rejuvenating a Brand Image build its international network and make a organizations. MCI confirmed 26 sponsors client’s core message and in an inspiring finale, participants profit for its members. MCI worked closely and 15 exhibitors for their congress – were motivated to work closer together and achieve greater with its Local Organizing Committee to resulting in a major return on investment for results in the next year. In order to communicate a reenergized brand develop and carry out a sponsorship the association. identity, launch new products to partners and dealers and ultimately increase sales, Skoda looked for a partner who had both a good understanding of the automobile industry and Institute of Management Accountants Amway of how to bring a brand to life through live Tapping into New Markets and Growing Globally Delivering Inspiration Across Cultures communication. Seeking an opportunity to present its new logo and corporate identity at The Institute of Management Accountants (IMA) sought to develop a large European automotive tradeshow, MCI a flexible resource model to manage its expansion in China and Amway’s leading sales representatives from China attended a five-day helped Skoda develop a marketing strategy the Middle East in a sustainable manner, in accordance with its Sharing business meeting in Switzerland, which culminated in an inspirational that turned its branding into a positive and international strategy for growth. IMA’s goals included continuing an evening event. Amway wanted to simultaneously celebrate the active customer-focused experience, creating acquisition strategy, improving retention rates and offering localized fifteenth anniversary of its presence in China and the success of the sales team. Renowned artistic and staging director Luc Petit and MCI Geneva’s creative department designed a unique show that used a renewed brand engagement and reaching new audiences. Defining services through an enhanced regional office presence. MCI combined its on-the-ground experience in the target growth regions theme and staging to break down barriers between language and culture. For a diverse audience, MCI delivered an event that awed Moments with the ability to communicate effectively across languages to develop an energized marketing approach. Membership campaigns attracted 7,000 new members in both regions in a year and retention and inspired, creating a special association between participants from China with the host country. rates improved by 65%. A Collaborative8 9 Approach
  • Committed to Client Success We work hard to demonstrate our commitment to our clients and their long term goals. We go above and beyond in order to develop and nurture strong relationships. Sharing knowledge and ideas, we strive to stay ahead of the latest trends and technologies. We offer our clients Nikki Walker Richard Torriani Cathie Cusin Padraic Gilligan Vice President Association Vice President Global Congress Vice President Meetings & & Patrick Delaney strategic solutions to help them Management & Consulting, MCI Management (PCO), MCI Events, MCI Vice Presidents Destination Management, achieve their business objectives. Ovation Global DMC “ Our knowledge of how to deliver an association’s value proposition, products, programmes and communications appropriately to target audiences is critical for our clients’ growth. Our market intelligence, on- “ We design appropriate solutions that allow clients to reach out to new markets, expanding and strengthening their community. Our tailor-made delegate boosting programmes help connect clients “ We build meeting programmes which directly support client organizations’ strategic objectives. These go beyond consulting clients on cost savings, efficiency enhancing and brand alignment schemes, to “ Whether a client requires only destination selection, local transport and off-property dinners or a fully inclusive destination solution combining all services, our teams at over 100 global destinations the-ground customer feedback and with prospective delegates and redesigning meeting portfolios which are at hand to provide crucial strategic advice help associations build awareness of their association ensure that the chosen approach, local knowledge and expertise. assess opportunities and priorities and in potential growth regions. By format and vehicle serve the different VIPER, our online platform for decide, together with MCI’s consultants, integrating social media channels delegate communities in the most multi-destination comparisons and the most appropriate development such as Twitter, LinkedIn and relevant manner to heighten their solutions, allows us to instantly strategy. Through our Global Content Facebook into our registration learning experience, networking customize an offer for our clients Dissemination programme we help our systems, we encourage associations opportunities and knowledge and then review the offer in real time associations deliver on their educational to build community around retention. In some instances we with them so that amendments, mission and reach new markets in a knowledge and ideas. Clients and will add a virtual component to an changes and prices are all ” cost-effective and innovative fashion. their customers can benefit from a existing meeting, to increase the immediately available. The association benefits from a new significantly increased capacity to reach and extend the life of important value proposition and gains new revenue communicate exchange, create, content, at the same time feeding ” streams that allow it to reach a much maintain and grow their networks. conversation and interaction within ” ” broader audience. the community. A Collaborative10 11 Approach
  • Understanding Your Strategy At the heart of relational strategies, face-to-face interaction is a key, strategic component for any organization whose success is measured on performance. Organizations are recognizing the growing importance of lasting and meaningful networks to achieve and exceed their business goals. With technology and globalization, relationships are changing and new business models are emerging. Working together with clients to clarify their organization’s needs, MCI’s goal is to help define relational strategies to enable clients to manage and maximize connections to achieve their long term business objectives. MCI designs solutions that engender spirit and energy, motivate, drive innovation, push creativity, enhance loyalty and encourage the achievement of greater results for organizations. Selection of 2011 clients Companies Associations Olivier Croset Patrick Stuto Global Accounts Long Term AM&C Clients Vice President Technical Chief Information Officer, MCI Abbott ISPE International Society for Pharmaceutical Engineering and Creative Production, Dorier Bristol-Myers Squibb MDRT Million Dollar Round Table IBM PMI Project Management Institute Novartis IMA Institute of Management Accountants“ “ Dorier and Perfectus (Dorier in Asia) Focusing on staff efficiency, data SAP IOF International Osteoporosis Foundation audio-visual and production services help accuracy and availability on the Long Term Clients Long Term PCO Clients clients bring their message to life and back-end, we constantly innovate AstraZeneca EWEA European Wind Energy Association successfully engage their audience. We to provide a unique feature-rich Mercedes-Benz EMBO European Molecular Biology Organisation emphasize the importance of reliability and experience to all stakeholders, Patek Philippe ISPN International Society for Paediatric Neurosurgery quality of service to safeguard a client’s ensuring they have access to the SIBOS WHF World Heart Federation brand and help create experiences that right information at the right time Vodafone Foundation WLPGA World LP GAS Association generate real results. Using our expertise and on the right platform. Some and strong network of international significant developments in 2011 to Preferred Vendors Agreements New AM&C Clients partnerships, we ensure consistent and our end-to-end event management Deutsche Bank ACP American College of Physicians cost-effective services anywhere in the platform, B-Com, include a social Kraft Foods Europe RAPS Regulatory Affairs Professionals Society world. One example is High Definition media integration and community Microsoft SCDM Society of Clinical Data Management Multi-Site Interactive Conferencing – a management element, an advanced Takeda R&D ASAE American Society of Association Executives Yahoo! SLAS Society of Laboratory Automation and Screening means of connecting participants in budget and project management remote sites without the need for module (for Strategic Meetings ” New Clients New PCO Clients expensive and time-consuming travel. Management) and the introduction Astra Tech APAGE Asia Pacific Digestive Week of the MobileApp FactoryTM allowing DSM CFA Chartered Financial Analyst Institute online or offline global access to Huawei ISTH International Society on Thrombosis and Haemostasis ” meeting content. Merck Sharp & Dohme UNGC United Nations Global Compact VMware World Water Council A Collaborative12 13 Approach
  • Building Community14
  • Building Community As a key player in global relational strategy, MCI helps strengthen communities by drawing on resources and technologies MCI’s Global Reach to design innovative and creative solutions. MCI enables associations and companies to open up horizons and tap into new 2073 markets, generating brand visibility. 85 600’877 24’510 662 106 91’915 20’585 With our worldwide reach comes an ability to understand, anticipate and operate successfully in a changing marketplace. Connecting 23 people and places, our knowledge of cultural customs and business 6’942 behaviours across the globe, combined with our global-local approach, enables us to create relevant and powerful solutions for our clients worldwide. Understanding our clients, their industries and the 264 destination for their meeting allows us to create the perfect theatre 98’858 to stage their content. When asked to create an event in Switzerland 55 for a global client’s representatives from China, MCI designed a spectacular bespoke show that created a special correlation between 14’755 the client’s content and the host country. Linking these meant that MCI could help the client build a unique and impactful event to Projects delivered showcase their message in a way that would touch each attendee. Participant numbers MCI helped a European leader in the energy sector develop new ways to display and market its products at industry tradeshows that would appeal to different cultural audiences across four continents. Utilizing Dev Sharma our knowledge of this industry, combined with an understanding of Vice President diverse business cultures, MCI helped the client develop a tailor-made Strategic Account People will still always need to meet face-to-face Conserving, distributing, enhancing and repackaging Management display system that allowed them to successfully showcase their and in real time, but technology can improve the clients’ content capitalizes on a key asset, creates products at exhibitions across those diverse markets. experience and extend the lifecycle of the meeting new products and revenues and provides first- content. Technology is the enabler that helps class education to audiences previously unable to Providing a platform for sharing information, motivating and leverage the value of the content. Vision, creativity, participate. Content that was formerly limited to those encouraging the building of profound and enduring relations, events marketing and an understanding of local needs able to attend the live event can now be accessed by are integral to achieving business objectives. Managing these enhance that value. users from around the world. Social media channels community experiences effectively can however bring an even can be created to help build community around greater benefit. content before, during and after the event.16 Building 17 Community
  • Brand Our Partnerships The ‘Building Understanding and Shaping Communities SmithBucklin Community’ Model Association Consulting Worldwide partnership with the Globalization strategy and business planning | Global leading US-based association content dissemination programmes | Revenues management company providing diversification | Delegate boosting | Driving sponsorship seamless association and event management services worldwide Managing and Engaging Communities Ovation Global DMC, the DMC Network & the Strategic Partners Association Management Worldwide partnership among Full service management | Membership growth | leading destination management Project solutions | Content management companies (DMCs) increasing our global destination management Performance Improvement offering Creative reward and incentive programmes | Sustainable services | Content management INCON Worldwide partnership among Creating Community Experiences leading professional conference We manage Meetings & Events organizers (PCOs) and event and engage communities producers, providing ‘one-stop GLOBAL LEADERSHIP IN CONFERENCES & EVENTS Creative events | Meeting and conference planning | shop’ congress organization and Incentive travel | Live communications | Learning and content management worldwide We understand broadcasting solutions | Strategic meeting management programmes | Peer-to-peer meetings | Hybrid events & and shape communities technology solutions Blue Sky Broadcast Partnership to offer technology We create Congress Management Congress management and technology | Exhibition solutions for online content management, education portals and community experiences management | Learning and content broadcasting solutions | event streaming for association clients Hybrid meetings We bring communities LTB to life Regional partnership with a leading agency in the field of live communication based in Casablanca, MCI helps clients make it happen, globally and consistently, through a range of integrated, wholly-owned brands and partnerships. MCI Group : Morocco. Development of MCI’s creative and technical production offer the other Brands in Morocco and Algeria to provide a fully integrated service Bringing Communities to Life Destination Management Luc Petit Creation Expert destination services | Incoming Partnership with Luc Petit, renowned event organization art director, to enhance MCI’s show production offering by providing art Technical & Creative Production direction for live performance Content technology | Audio-visual and staging solutions | Media and Between communication Partnership with Between, a Geneva- Robin Lokerman Event Hospitality based furniture, decoration and fitting CEO - Institutional Division Freelance and temporary event staff solutions company. From decorative theming to the creation of the event Event Management Technology ambiance, Between provides products Integrated online event management that combine quality and originality application18 8 Building g 19 Community
  • Developing New Products We are driven by our conviction to help our clients strengthen their A Selection of New communities. We constantly reinvent our products and services to address Products for Companies : changing client needs. Responding to economic, political, social and Peer-to-Peer Meetings industry challenges, we innovate to create solutions that help our clients Targeting the right audience and reaching the highest number of delegates is an element that many companies need in order to succeed on their path to performance. increase market share for their brands and products. A peer-to- peer meeting is an innovative way to increase brand awareness by disseminating information through inter-professional collaboration. MCI works with clients to create a centrally coordinated programme of small meetings with moderators and speakers in A Selection of New Products for Associations : which a select group of peers discuss data and case studies. Strategic Meeting Management Programmes Delegate Boosting Driving Sponsorship Organizations today are concerned with increasing efficiency, Delegate boosting is aimed at attracting participants and Today, exhibition and sponsorship income usually reducing spend and eliminating risk. Corporate budgets continue expanding an association’s reach in emerging markets. In represents a significant share of overall congress revenue. to face greater levels of scrutiny, making it imperative for event line with a client’s long term business objectives, MCI helps Building strong relationships with exhibitors and sponsors planners to demonstrate return on investment. MCI works with association clients define their target audiences, develop is essential and is an ongoing process. MCI works with clients to understand, control and reduce their global meeting and execute effective local sales strategies and build association clients to identify potential opportunities to spend whilst ensuring a consistent brand experience across long term partnerships that ultimately increase delegate communicate clear-cut benefits. We help clients prioritize continents for their different audiences. numbers and return on investment. their needs by carrying out assessments and creating customized sponsorship packages to help increase Best Practice Meeting Diversifying Revenues sponsor investments. Public agencies, NGOs and corporations have begun exploring Diversifying an association’s income streams helps ensure its and implementing best practices in their organizations. Best stability and sustainability. Identifying opportunities to invest Content Management practice meetings give experts from a variety of backgrounds and in new initiatives, programmes and member services, MCI MCI has teamed up with Blue Sky Broadcast, a provider experiences a platform to share knowledge and ideas with their experts help associations build a secure future whilst staying of technology solutions for online content management, peers. MCI works alongside clients to establish meeting and event relevant for their members. Helping build connections with education portals and event streaming, to offer the platforms to disseminate their common content and best practices. potential members, MCI works with clients to better engage worldwide association community a fully integrated their community from board members to leaders and partners. digital education service. As a result, associations can Show Production leverage their conference content and extend its lifecycle, Building community around an immersive brand experience is Congress Management Technology maximizing revenue and outreach by creating spin-off hugely important for the brand to be successful. MCI has partnered Organizing large scale conferences has become more services or adapting it for regional markets. Tailored global Ajay Bhojwani with renowned artistic director Luc Petit, to produce shows that Director - and more complex. Event planners have to manage every content sharing solutions work for clients regardless of the Lindsay Seth are original concepts, combining a passionate mix of poetry, Institutional Division audience location, language or learning requirements. Director Strategic Meetings aspect of an event whilst minimizing costs and maximizing Management Programmes art, performance and technology. Each creation is specifically return on investment. To help planners achieve these goals, designed for the client according to their goals, expectations and MCI has created B-Com, an online platform that covers all budget. MCI Creation manages all aspects of creative direction operational requirements related to an event life cycle, from and delivery of a show that helps break down barriers and create project management to reporting and statistics. an emotional connection with an audience, enhancing their experience and intensifying key messages.20 Building 21 Community
  • MCI Leadership Positions Prominently positioned in Idoia Rodés Torróntegui Frankie Gao Sébastien Tondeur Philippe Fournier Aoife Delaney Chief Operating Officer (Europe), MCI Managing Director China, Chief Executive Officer, MCI President of MCI in France Director of Global Sales, many of the industry’s key Vice President of the Belgian MCI Shanghai International Chairman-Elect President of the International Ovation Global DMC Association of Professional Board Director, ICCA China of Meeting Professionals Association of Professional Society of Incentive Travel associations, MCI leaders Conference Organizers (BAPCO) Committee (Mainland) Planning International (MPI) 2010-11 Congress Organizers (IAPCO) Executives (SITE) Board Member Group for 2012-14 help drive dialogue, “BAPCO is the Belgian Association “ICCA is an association of specialists “MPI was founded in 1972 on “Education is in IAPCO’s DNA and “SITE is a global network of meetings promote knowledge and of Professional Conference in organizing and managing the belief that meeting and event we have been providing high level and events professionals dedicated generate innovation. At the Organizers, a not-for-profit international meetings and events, planners serve a critical role in the training seminars for our industry to delivering business results. The association representing its members comprising over 900 member success of organizations. MPI is since 1968 in many regions of network of SITE professionals brings forefront of the latest in institutional, legal, ethical and companies and organizations in committed to giving its members the world. Our flagship event is best-in-class solutions, insights and association matters. BAPCO’s 87 countries worldwide. Being the very best in professional the Annual Seminar in Wolfsberg global connections to maximize the trends and developments mission is to support initiatives part of ICCA means access to a development opportunities, insight (Switzerland) where, for the last 40 business impact of motivational which aspire to improve the senior and truly global networking into business trends and access to years, over 3,000 attendees have experiences regardless of client in the industry, MCI helps status of Professional Conference platform representing all sectors of a vibrant industry community. The gathered for training. The educational industry, region or culture. SITE Organizers in Belgium and defend the meetings industry. This supports latest research on the business programme is designed by the serves as the source of expertise, clients understand the their interests, not only with regard and facilitates MCI’s global-local value of meetings, corporate social members of our Training Academy knowledge and personal connections to their mutual relations, but also approach. ICCAs added value is responsibility (CSR) and strategic who are selected by the Council that catapult and sustain professional complex market offer, with other organizations and towards its unique and robust education meetings management (SMMP) of IAPCO for their knowledge, growth, and help build the value translating it into solutions their clients. BAPCO represents programme, tailor-made for the are examples of areas to which experience and expertise in our of extraordinary motivational a platform for knowledge-sharing meetings and events industry.” MPI makes a difference. Many MCI industry. Sharing their knowledge experiences worldwide. In particular, that create tangible results. and developing best practice in leaders play an active role in MPI and insight on the latest trends, they the SITE Young Leaders programme a trustworthy and transparent and regularly share the knowledge help unmask the future for PCOs and is a fantastic platform that fosters the environment.” this brings them with their teams and other stakeholders of the meetings education and development of young clients.” and exhibitions industry.” people starting their careers in the meetings, events and incentive travel industry.’’ www.siteglobal.com22 Building 23 Community
  • Dreaming the Future24
  • Dreaming the Future People and Culture The cornerstone of MCI’s value proposition People and culture are at the heart of our strategy. is the strength of our convictions. We believe As such, we cherish our richly diverse MCI employees in the spirit of winning ; of challenging the as our most precious resource. status quo and never being complacent. We constantly create and develop to help our clients win. With By supporting talent via internal processes that encourage growth, development and ensure quality as a quest we evolve and innovate, pushing the boundaries safety, we commit to the advancement and wellbeing of each individual. Believing in the of our systems and procedures. Technology is core to the MCI way importance of a strong community, we promote opportunities for collaboration and fun, of delivering on time and on budget. Collaboration and co-creation upholding an open and respectful working environment. Promoting accountability and engaging are fundamental to our client approach and the power of trust is with communities beyond our own, we are dedicated to securing the sustainability of our central to this, forming the basis of all of our relationships with industry and encouraging environmental awareness. clients, stakeholders and our own MCI teams. Our commitment to ‘making it happen’ for our clients starts with our own teams and each individual therein. We recognize the Some of our 1200+ talents’ dreams* importance of personal growth and achievement. We encourage all MCI talent to reach for the stars and follow their dreams ; both personally and professionally. To honour this, MCI has declared an Take a diving trip annual company “Dream Day” as a day for all employees to reflect, be inspired, plan and take action to grow and pursue their own Learn a new language path to performance. The MCI Dream Day marks the anniversary Climb the Mont-Blanc of the foundation of MCI in 1987. The dream that we had then and still have today extends far beyond MCI itself to our industry, Fall in love driving thought and action to help shape its future and ensure its Get married and start a family sustainability. Swim 2km daily Compose my own music Take a loved one to New York Exhibit my paintings Ride an elephant See the moonbow over the Victoria falls Run the woman’s half marathon Get fit and healthy Own a home Sébastien Tondeur Chief Executive Officer Joëlle Zumwald Vice President People & Culture Sponsor children’s education *These dreams were collected from MCI talents’ dream wall, created during a workshop at the annual company meeting in December 2011. In the session, participants were encouraged to reflect upon spiritual, social, recreational, professional, health and family aspects of their lives.26 Dreaming 27 the Future
  • Supporting an Inspirational Driving Professional Environment Aspirations At MCI, we attract and retain talent from diverse industries and backgrounds. For MCI to deliver a high quality service that is consistent across the globe, We leverage our cultural differences and varied experience to guarantee the skills of our teams must match the changing requirements of our complex a unique and comprehensive approach to designing solutions for clients. marketplace. We support the development of our talent through robust and proven training programmes. Our clients can be assured that our strong expertise will accompany them on their path to performance, helping them Our diversity means we are ideally positioned to operate effectively across cultures in today’s achieve real business results. marketplace. Operating as One MCI, we foster a spirit of collaboration between all of our teams. We By engaging in MCI Institute’s Some of the courses run believe in the power of trust and mutual respect as extensive learning and by the MCI Institute in 2011 include : fundamental building blocks for a united approach. development opportunities, We offer unparalleled access to the brightest minds which counted 100+ topics • Building Association Brand Awareness and Maximizing in the industry and ensure our clients have access to delivered in 2011, our people ROI Sustainable Event Management, Measurement and the highest quality of service, regardless of location. improve their skills and Reporting capabilities to meet our clients’ • Trends and Innovation in the Pharmaceutical Industry Creating and supporting opportunities for our teams ever-changing needs. Throughout • Integrating Social Media into a Communications to achieve and grow, we are dedicated to their the year, our 1200+ employees Campaign learning and development. We treasure each collaborate in real time training • Trends Impacting Associations & Corporations individual for their unique contribution and encourage sessions, face-to-face workshops, industry certification • Networking : The Power of Human Connections the fulfillment of personal as well as professional aspirations. Day after day, we are inspired by the programmes and week-long • Dissemination : A New Value Proposition passion and commitment of our people. academies in Europe and Asia. • MPI Global Certificate in Meetings and Business Events 2011 : MCI Institute in numbers 50+ 60+ 853 learning hours delivered 147 attendees to MCI 90 MCI managers participated in over 90 different topics. Institute’s Academies in the flagship Online nationalities languages (increase of 276% in topic held in Europe and Management Development Carlo Saya Jacqueline Choy portfolio) Asia Programme - Harvard Group HR Manager Regional HR Manager 157% increase on 2010 ManageMentor ® (Asia-Pacific) 2011 : our people in numbers MCI employees MCI management team MCI invests in talent development 9 MCI employees attained 18 staff attained MPI’s 115 training days the Certified Meeting’s Global Certificate (combined total of 35% 62% and ensures job security with : Professionals (CMP) in Meetings and face-to-face and men men 15% designation Business Events – Level 3 online workshops) fixed term 65% women 38% women 10% interns 1866 enrolments to Institute 8635 combined total of learning workshops organized at hours received 75% Avinash Chandarana Group Learning group and regional level 72% increase on 2010 permanent staff & Development Director 172% increase on 201028 Dreaming 29 the Future
  • Adding Value Through Promoting Sustainability Health & Safety Our CSR programmes bring added value to clients and their communities and are designed to enable organizations to Constantly strengthening our tools and processes, MCI is dedicated improve efficiency, quality and accelerate innovation. These to staying ahead of the latest trends, methodologies and technologies. sustainability programmes help clients make cost savings, Our clients, employees and stakeholders know that we take our reduce their negative environmental impact and build positive responsibility for health and safety seriously. Our teams receive continuous brand reputation. training to ensure they have the most up-to-date information, allowing them to handle any challenging situation that may arise. We believe that our quest for a sustainable future starts with our own organization. Dedicated to establishing sustainable processes and supporting community projects across the group, MCI invested over €173,000 in its own sustainable efforts in 2011. Beyond producing a secure event, we are driven by our commitment to people and the planet and strive to deliver not only safe, but sustainable events for our clients. Consequently, we have developed the Event Safety and Sustainability Tool (ESST) which allows us to measure these two aspects of our events, making sure we can constantly improve our 2011 : key successes and actions approach. Clients Community MCI organized 15 group-wide events within the MCI employees invested 1,253 hours and raised sustainability sector in 2011. Of all major €207,597 through community projects, proposals, 54% now include information about supporting 50 charities. MCI talent worked with 2011 : Health & Safety in numbers our CSR commitment and services. MCI the Little Dreams Foundation, to write, record and provided logistical and strategic advisory market a song which raised €12,300 in proceeds services to the UN Global Compact Business to support young adults from challenging Forum at the RIO+20 Conference and the GRI Global Conference on Sustainability among others. MCI leads sustainable destination backgrounds to achieve their dreams. Operations 70% of events were improvement projects in Copenhagen, MCI implemented a Supplier Code of Conduct, to assessed for safety Gothenburg and Costa Del Sol and is working with ICCA Scandinavia to create the world’s first “Sustainable Meetings Region”. which 67 key international partners (representing 45% of group spend) have subscribed. Our new Event Safety and Sustainability Tool (ESST), and security risks 500 employees have allows us to assess the safety and the participated in full Governance Of our current 47 offices, 34 measured their social and environmental footprint and CSR sustainability risk of all our events. Industry 12 active Health & Health & Safety training since 2008 including principles, processes and tools performance in 2011. Our 2010 sustainability Our sustainability management team are Safety checklists report, entitled “Taking Action” was the first leaders of the Green Meeting Industry Council to benchmark produced by an international event agency that and have helped develop the GRI, ISO20121 events were was Global Reporting Initiative (GRI) compliant and APEX sustainable event standards. Since developed by (for more information on GRI Reporting visit 2009, MCI leaders have delivered over MCI 129 keynote sessions and workshops on Emmanuel André Min Liu sustainability. Health & Safety Director – Corporate Division Manager (H&S Coordinator) Dreaming Guy Bigwood30 Group Sustainability Director 31 the Future
  • Highlights and Perspectives32
  • Highlights and Perspectives In turbulent times, it appears that trust and human connections are more MCI Key Milestones : the Evolution of an Integrated and Structured Group important than ever. Despite a year full of global economic, political and Through a logical and pertinent development plan, we respond proactively to market environmental challenges, which in turn affected the meetings and events needs by enhancing our offering to clients year after year. industry, MCI performed well. Experiencing significant growth across the group in 2011, MCI added new teams in Buenos Aires, Dubai, Munich, Toronto, Vancouver and Stockholm. 1987 MCI’s foundation, centered on a vision to ‘create strong connections between real people, in real places, in real time.’ Destination Management (DMC), Professional Congress Organization (PCO) and Meetings and Events are the company’s core competencies. In 2011 we celebrated many successes with our clients. MCI’s governance structure will evolve in 2012 to support our Introduction of Performance Improvement One highlight was a project centred on a rebranding ambitious goals, streamlining our management processes, 1999 Programmes, deepening MCIs expertise in the management of people and relationships. initiative for a multinational company where MCI creating more face-to-face time with clients, giving more organized 139 simultaneous events worldwide, involving representation to specialty services on our Business Board 18,171 people. MCI offices and talent celebrated many and supporting our worldwide alignment and consistency Acquisition of GIC Management, expanding MCI skills achievements in 2011. MCI in Australia was awarded with a new global management structure. Expansion will 2003 and expertise to include Association Management & Consulting ; broadening MCI’s capabilities Top Meeting and Event Management Company at continue in 2012 with new ventures in Asia and the Americas encompassing strategy, creation and logistics. Meetings & Events Australia’s National Awards, our and other growth projects still in the pipeline. CEO Sébastien Tondeur won the prestigious Ernst & Young Entrepreneur of the Year award in the category MCI is evolving to meet changing client needs. Our clients will of Trade/Services (Switzerland) and we added yet more Certified Meeting Professionals (CMP) to our teams. soon be introduced to new services aimed at helping them to achieve their goals in a rapidly evolving and competitive 2005 Launch of the new brand signature, ‘Building Community’, capturing MCI’s commitment and vision of placing human capital and human connections at the heart of organizations’ strategy. The MCI Institute collaborated with Harvard Business environment. Associations feel pressure on funding and a School to deliver management training to dozens of our demand for educational offerings : MCI can help them to managers, MCI issued a Global Reporting Initiative (GRI) develop new revenue streams and repurpose conference compliant sustainability report and our teams showed their commitment to humankind by taking part in a range of programmes through content capture technology. Corporate clients can learn about the power of peer-to-peer programmes 2006 Merger with Dorier strengthening MCI’s Creative & Staging Production services all across Europe. local and group-wide activities in support of organizations and the value of strategic meetings management to help like the Little Dreams Foundation and Make-a-Wish. them achieve even greater return on objectives. Technology, social media and education are intrinsic elements of the rich Acquisition of Ovation, expanding MCI’s global th In 2012, the year that marks the 25 anniversary of the birth of MCI, we expect big things. Our success is a mix of solutions that MCI continues to offer to clients and as ever, corporate social responsibility, education and health and 2007 Destination Management (DMC) services to over 13 countries. Implementation of Corporate Social Responsibility dream come true for our founders Roger Tondeur and safety will remain key priorities. (CSR) and Sustainability Services, marking MCI’s Ursula Wigert. We chose “Dream” as the MCI theme for commitment to sustainability. 2012 as we aspire to expand our worldwide presence, We are optimistic about 2012, but never complacent about Jurriaen Sleijster Executive Vice President enhance our services and achieve even stronger results helping our clients win. It will take hard work and discipline for our clients. to build on our shared successes of the first 25 years, but the dream continues… 2010 Achieving MCI’s vision to provide globally integrated services that help our customers grow globally. 50% of customer base works with multiple MCI offices in different locations. 2011 Doubled the size of MCI’s footprint in Asia Pacific and Latin America while also introducing new services in areas of content capture, hybrid events and community management technologies.34 Highlights 35 and Perspectives
  • Financial Results 2011 MCI Group Holding SA in Figures MCI reached its 2011 target both in Financial Figures 2011* Gross Margin % by Expertise gross margin and profitability, despite the negative impact of the strong Exchange rate € / CHF 1.25 euro Swiss francs Destination Association Management Swiss franc. Our gross margin Turnover/Sales (Group) 307 437 600 384 297 000 Management & Consulting Third party costs 215 206 400 269 008 000 8% 8% continued to grow in 2011 and Gross Margin 92 231 200 115 289 000 reached €92 million, a 14% increase Staff cost 62 607 200 78 259 000 Technical & Creative Production General expenses 20 103 200 25 129 000 on 2010, while our volume of business 11% EBITDA ** 9 520 800 12 201 000 reached €307 million. Depreciation and Financial 5 148 000 6 735 000 Charges EBT *** 4 372 800 5 466 000 Congress Meetings The growth of our gross margin is due to 11% organic Taxes 1 093 200 1 366 500 Management & Events growth and 3% growth following the acquisitions of EMC in 39% 34% Net Profit of the year 3 279 600 4 099 500 Munich, Infomed in Dubai and Kaizen in Buenos Aires. The business operated by our offices outside Europe continues * non audited accounts to grow representing now 35% of the total gross margin of ** EBITDA : Earnings before interest, taxes, depreciation and amortization the group, compared to 15% in 2010. *** EBT : Earnings before taxes Our two leading areas of expertise remain Congress Management and Meetings & Events representing 34% Gross Margin % by Region and 35% of our total business respectively. Technical Production and Creative Communication are developing and now contribute 16% of the total gross margin. 100% 3% 5% 6% Association Management & Consulting and Destination 12% 19% Management Services complete the full service range that 80% 29% MCI offers to clients. MCI services approximately 50% corporate clients and 50% association clients. 60% MCIs outlook for 2012 is promising with the integration on the 1st of January of the companies Advance Group and 40% 85% 76% 65% Destination Planners in Vancouver. The addition of Perfectus Group’s six offices throughout Asia will help deliver Technical Production and Creative Communication. 20% In 2012, we expect a gross margin of €110 million, which 0% Olivier Giauque will represent a growth of 20% compared to 2011, Chief Financial Officer 2010 2011 2012 - Forecast comprising 10% organic growth and 10% due to new Europe : Austria, Belgium, Czech Republic, Denmark, France, Germany, Ireland, Italy, Spain, acquisitions. Sweden, Switzerland (Geneva & Zurich), The Netherlands, United Kingdom Asia Pacific : Australia, China, Dubai, Hong Kong, India, Japan, Korea, Singapore Americas : Argentina, Brazil, Canada36 Highlights 37 and Perspectives
  • Meet MCI38
  • MCI’s Leadership team Advisory Board Roger Tondeur, President Billy Schmid, Member Management Board Europe Asia Pacific & Americas Bruno Vanryb, Member (Chairman & CEO of Avanquest) Cathie Cusin, Managing Director (Geneva) Alex Tan, Managing Director (Dorier / Perfectus) Erik de la Rivière, Member (Partner of Iris Capital Management) Dev Sharma, Regional Sales Director - Corporate Division (Europe) Ann Corbitt, Managing Director (Canada) Luc Volatier, Member (SVP Supply Chain & Operations Sara Lee Coffee & Tea) Executive Committee Gunda Stickan, Managing Director (Germany) Chris Oh, Managing Director (Korea) Marie Lazzarotto, Group Legal Council & Company Secretary Idoia Rodés Torróntegui, Chief Operating Officer (Europe) David Goh, Regional Managing Director (Singapore, China, Hong Kong) Robin Lokerman, Member (CEO - Institutional Division) Roger Tondeur, President Jean Evans, Regional Sales Director - Insitutional Division (Europe) Denise Yeow, Regional Finance Director (Asia-Pacific) Sébastien Tondeur, Member (CEO of MCI) Sébastien Tondeur, Chief Executive Officer Jean-Pierre Pigeon, Deputy Managing Director (Dorier) Frankie Gao, Managing Director (China) Tim Bassett, Member (Consultant) Robin Lokerman, CEO - Institutional Division Jennifer Jenkins, Managing Director (United Kingdom) Jacqueline Choy, Regional HR Manager (Asia-Pacific) Ursula Wigert, Member (Co-founder of MCI) Jurriaen Sleijster, Executive Vice President Joëlle Zumwald, Vice President People & Culture Mariano Castex, Regional Managing Director (Latin America) Mariette Helmann, Managing Director (The Netherlands) Michael Chiay, Managing Director (Hong Kong) Michael Libotte, Managing Director (Italy) Nisha Mulatti, Regional Sales Director - Corporate Division (Asia-Pacific) Nicolas Florange, Regional IT Director (Europe) Oscar Cerezales, Chief Operating Officer (Asia-Pacific) Business Board Olivier Giauque, Regional Finance Director (Europe) Priti Khanna, Managing Director (India) Cathie Cusin, Vice President Meetings & Events Oscar Cerezales, Chief Operating Officer (Asia-Pacific) Padraic Gilligan, Managing Director (Ireland) Ray Shaw, Managing Director (Australia) Dev Sharma, Vice President Strategic Account Management Padraic Gilligan, Vice President Destination Services Patrick Delaney, Managing Director (Ireland) Robin Lokerman, President (Asia-Pacific & Americas) Idoia Rodés Torróntegui, Chief Operating Officer (Europe) Patrick Delaney, Vice President Destination Services Philippe Fournier, Managing Director (France) Romain Meraud, Regional IT Director (Asia-Pacific) Joëlle Zumwald, Vice President People & Culture Patrick Stuto, Chief Information Officer Richard Torriani, Managing Director (Geneva) Stephan Wurzinger, Regional Sales Director - Institutional Division (Asia-Pacific) Nikki Walker, Vice President Association Management & Consulting Polo Looser, Vice President Consulting & Strategy - Corporate Division Sandrine Castres, Managing Director (Spain) Sumaira Isaacs, Regional Managing Director (Middle East, India, Canada) Olivier Croset, Vice President Technical Production Richard Torriani, Vice President Global Congress Management Sébastien Tondeur, President (Europe) Tatsuo Arai, Managing Director (Japan) Olivier Giauque, Chief Financial Officer Thomas Wuethrich, Regional Managing Director (Scandinavia & Zurich)40 Meet MCI 41
  • Promoting Knowledge and Innovation Positioned at the cutting edge of the latest trends and among the key opinion makers, MCI plays an active role in shaping the future of the meetings and events industry. Sharing their vision, expertise and strategy, MCI speakers and researchers regularly contribute new content and fresh ideas to drive initiative and action. Nikki Walker Oscar Cerezales Peter Turner Vice President Association Chief Operating Officer Senior Advisor Global Management & Consulting (Asia-Pacific) Development Strategy 2011 Speaker Presentations 2011 Research NBTA LACTTE 2011 (USA National IMEX Association Day ASAE International Conference 2011 “Global Business & Economic Business Travel Association) “Social Networking & Marketing” “Linking Global Strategy and Local Activities” Trends Analysis” “Best Practices in International Events Eric Le Gal, Institutional Sales and Development Nikki Walker, Vice President Association Megatrends affecting associations, their Management” Director Management & Consulting implications and key questions Oscar Cerezales, Chief Operating Officer Peter Turner, Senior Advisor Global Development (Asia-Pacific) MCI works with association clients across the globe Aimed at executive leadership from US-headquartered Strategy to identify upcoming challenges and innovations in associations, the ASAE International Conference & Nikki Walker, Vice President Association As the largest business travel event in Latin America, the industry. At the IMEX Association Day, MCI’s Eric focuses on key issues that a US association must Management & Consulting LACTTE provides a prime opportunity to build contacts Le Gal moderated one of the round table discussions consider when trying to penetrate new markets. These in this growing market. MCI’s Oscar Cerezales comprised of 15 association professionals from might be entry and development strategy, market As part of a market analysis and business strategy presented on the “Best Practices in International different horizons on the specialized subject of “Social assessment, product relevance and customization service, MCI’s Association Management & Consulting Event Management”, delivering his speech to a largely Marketing and Networking for Associations.” to local needs or building government relations, local (AM&C) practice designed this comprehensive report Brazilian delegation. The presentation was divided into alliances and optimal operational solutions. Nikki for AM&C clients. MCI’s exploration of worldwide two main sections : ‘Culture Profiles & Communication Walker led a panel discussion exploring these points political, economic, social and technology trends Patterns’ and ‘Listening Habits and Coded Speeches’. with three long term US-based client associations with provides a cross-sectional insight to better appreciate international members and customers, all at different the environment that US associations and their phases of growth. They explored how to redefine their customer segments will be experiencing in the coming global and local offering and how to help their boards years to ascertain immediate and mid-term challenges make key decisions. and opportunities. nalasca t ls42 Meet MCI Gs tal entca al lobal Business & Economic Trend Analysis 2011 43
  • Idoia Rodés Torróntegui Meet MCI Face-to-Face Chief Operating Officer Europe, MCI Lindsay Seth Director Strategic Meetings “The Role of the PCO” Management (SMMP) Meetings & in 2012 Events, MCI AIPC Academy Professional Development, Brussels, Belgium “SMM is the Name of the Beast” MPI EMEC, Budapest, Hungary “We work across cultures sharing knowledge and helping organizations expand into new markets, strengthening their communities across the globe.” Sébastien Tondeur Chief Executive Officer (CEO), MCI “Meeting Industry Development Trends in BRIC Countries” MPI EMEC, Budapest, Hungary Tatsuo Arai Managing Director, MCI Tokyo “Global Market Trends and Japan’s Recovery” ICCA/ Japan Tourism Agency Bidding Seminar, Tokyo, Japan Tarnbir Kaur Director Association Center, MCI Dubai “Land of Opportunity and Challenge : Build and Expand Business in Asia” ASAE International Conference, Washington DC, USA Only MCI Offices Only Ovation Offices MCI and Ovation Offices MCI and Dorier/Perfectus Offices MCI, Ovation and Dorier/Perfectus Offices Roger Tondeur President Ovation and Dorier/Perfectus Offices SMITHBUCKLIN (partnership) Ovation Global DMC is also present in Map showing location of MCI global offices 40 locations throughout US and Canada. and selected MCI speaking engagements in 2012.44 Meet MCI 45
  • Awards, Nominations, MCI’s Online Accreditations & Certifications Communities In our quest for quality and consistency across our offices, being recognized Meet MCI Live by the industry for our achievements helps us know that we are on the right and join the conversation track to provide the best possible solutions for our clients. MCI LinkedIn Company page 2011 Awards Vienna City Administration, Municipal China BT MICE Awards Conference & Incentive Travel (C&IT) Department for Environmental Protection Miracle Worker of the MICE Industry Best Congress Award for 44th ESPGHAN Congress Green Business Company Meetings Industry Marketing Awards - UK Eventoplus Event Awards Procter & Gamble MCI Live blog Best Brand Marketing Campaign Gold Winner Winner of Best Show Production Star Supplier Award - Dorier Geneva MCI LinkedIn Group Search in groups “MCI group” Meetings & Events Australia Ernst & Young Meeting Management Company (8 or more Entrepreneur of the Year 2011 Trade/Services, Congress Rental Network employees) Switzerland (Sébastien Tondeur) Member of the Year 2011 Nominations Northern Ireland Chartered Institute Meetings & Events Australia of Public Relations Middle East Event Show USI Young Professional Industry Scholarship Outstanding Young Communicator of the Year Best Meeting or Conference (Meghan Whalley) (Neil Dalzell) MCI’s Facebook fan page MCI Live Search “MCI” Conference & Incentive Travel (C&IT) EVA Awards 2011 Medical & Pharmaceutical Event of the Year for The Swiss Expo and Event Award Best Event Project for Amway China 44th ESPGHAN Congress Xaver 2011 2011 Accreditations & Certifications Dorier Geneva Geneva Global Vienna Global / Brussels Munich Petersfield (London) Certified „Pharmakodex“- agency since 200946 Meet MCI 47