2024 Performance

Global advancements

In 2024, mci group strengthened its global footprint and capabilities through strategic acquisitions in Canada, Brussels, France, Colombia and Mexico, while expanding leadership, digital learning, and content expertise.

From earning the EcoVadis Silver Medal for sustainability to achieving a top-tier cybersecurity score, the group prioritised driving innovation, strengthening accountability, and delivering measurable value to clients.

Financial review

In 2024, mci group achieved revenues of €574,5 million and a 14% increase in EBITDA from operations, reflecting strong growth across regions and expertise, with continued momentum projected into 2025.

EBITDA

14,1%

increase YOY

Revenue

16,5%

€575m, up from €493,1m in 2023

Gross margin

€210m

up from €190m in 2023

Client success stories

In 2024, mci group partnered with clients across industries to deliver transformative experiences — from high-impact brand launches and immersive hybrid events to strategic campaigns and community platforms.

Club Frances becomes the heart of the Paris 2024 Olympic & Paralympic Games

mci group France created unforgettable celebration of sport and culture for the largest fan zone during the Olympic and Paralympic games in Paris.

Bringing together 840,000 fans every day the expertise services of MCI Agency, MCI Sports, Ovation, matter unleashed their creativity, providing innovate creative event services, social media and seamless event management that has one them the prestigious awards of Best Public Event Award and La Nuit de l'Événementiel Républik Event.

Reigniting Brand Passion for Ford with the Capri unveiling

In just five weeks, HAGEN INVENT, a live communication and event agency, brought to life a confidential internal event to unveil the return of the iconic Ford Capri – now reborn as an all-electric model.

The emotional reveal welcomed over 2,000 employees, celebrating their role in building the future of electric mobility. By combining speed, secrecy, and storytelling, HAGEN INVENT helped Ford energise its workforce, strengthen internal pride, and align an automotive legend with the company’s electrification strategy.

Strengthening American Express' Premium Experience at the Las Vegas Grand Prix

Black Flower Agency and MCI USA brought American Express’ brand promise to life at the Las Vegas Grand Prix with an exclusive five day Formula 1 experience for 100 top-tier Platinum and Centurion Card members.

Every moment was crafted to surprise, delight, and deepen loyalty. Immersive, high-touch, and unforgettable, the experience reinforced American Express’ leadership in curating premium, once-in-a-lifetime moments for its most valued clientele.

Accelerating global performance for Forever Living through award-winning incentive travel

To inspire its top performers and deepen global community ties, Forever Living partnered with Ovation India DMC to deliver a transformative incentive programme across India that welcomed under 2,000 participants from 70 countries and culminated in a record-breaking 20,000 person rally.

What began as a celebratory event became a catalyst for measurable business growth – including a 43% surge in new memberships, a 13.8% improvement in seller retention, and double-digit sales increases globally. The programme redefined Forever Living’s incentive strategy, proving the power of experience-led recognition to drive loyalty, motivation, and market expansion.

Transforming India’s MICE landscape for a global infrastructure leader

To redefine India’s role in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, a $200 billion multinational conglomerate partnered with insidery to design and operationalise world-class infrastructure across six regions.

Over three years, 25 consultants delivered a comprehensive strategy – from market activation and lead generation to financial modelling and destination design – ensuring long-term viability and global competitiveness. The result: a transformative national initiative that elevated India’s MICE sector, boosted regional economies, and set new benchmarks in experience-led infrastructure development.

Transforming sports event logistics with AI-powered technology at the Maui Invitational

To enhance operational agility and attendee experience at the Maui Invitational, one of the US’s leading early-season college basketball tournaments, MCI USA implemented its AI-enhanced platform, OneSystem Plus. Replacing a legacy system, the new solution enabled faster event setup, real-time reporting, and fully customisable logistics – reducing lead times from months to weeks.

The client gained control over every detail, from accommodation packages to live updates, while tailored insights improved decision-making and resource allocation. This digital transformation not only streamlined planning but also elevated the tournament’s engagement, proving how intelligent event technology can drive strategic impact for large-scale live experiences.

Expanding clinical data innovation at the Society for Clinical Data Management’s 2024 Annual Conference

For the Society for Clinical Data Management’s 2024 Annual Conference, mci group Belgium delivered a high-performing platform for growth, learning, and global engagement – successfully orchestrating the event’s largest edition to date. With over 30 sessions, 200 speakers, and 1,200 attendees, the team ensured flawless delivery and a seamless delegate journey, while aligning every touchpoint with SCDM’s strategic vision.

By integrating operational excellence with meaningful audience engagement, the team helped elevate the association’s global profile and reinforced its role as a leader in advancing clinical data innovation. A focus on patient-centred storytelling added emotional resonance, deepening the conference’s impact and relevance within the life sciences sector.

Delivering Personalization at Scale for Adobe Executive Summits

MCI UK partnered with Adobe to bring their vision of AI-driven customer experiences to life through a series of high-impact Executive Summits across London, Paris, and Munich.

By blending expert insights, live demos, and curated peer networking, MCI helped Adobe engage senior leaders across Europe – demonstrating the real-world power of personalisation at scale and strengthening Adobe’s position as a leader in customer experience innovation.

Client satisfaction

Net Promoter Score (NPS)

This score is notably higher than the average NPS of 60 typically seen in our sector, indicating strong client endorsement.(1)

Relationship rating

95%

of clients rated their relationship with our company as excellent or very good, showing our consistent dedication to client satisfaction.

Customer Experience Index (CXI)

121

This score reflects a “strong relationship” with our clients illustrating our commitment to exceeding standard client relationship expectations.(2)

Client recognition

From brand transformations to complex event delivery, client feedback reflects mci group’s ability to meet high expectations and drive meaningful outcomes across diverse sectors.

We love the excitement and passion that I saw today at the Summit. It’s absolutely phenomenal. The preparation, the way that this event landed to give the community what the community wanted. It was something we wanted to make sure of, and I thought they really did that. So, for that, thank you everyone involved.”

Naveen Nigam

Head of Developer Relations Americas

Google

Given the difficulty to secure enough high-level consistent operational support through volunteers, the only way we can serve our members and meet our association’s objectives is through strong hands-on back-office service providers. Having professional operational and member service support from our valued service provider (MCI) has made a massive difference to our success.”

Dennis Larsen

Board Member

European Association of Communication Directors (EACD)

We are incredibly pleased and excited about the new Mission MSA branding and website. As we seek to enhance awareness of multiple system atrophy to the broader public while providing a world-class experience for MSA patients and care partners, the evolution of our name and website will help us accelerate our short- and long-term goals.”

Joe Lindahl MA

CAE, Chief Executive Officer

Mission MSA

This achievement is the culmination of a year of hard work and dedication, and I sincerely appreciate the commitment and professionalism that went into executing such a complex event. The new initiatives exceeded all my expectations.”

Filomena Ribeiro

ESCRS President

Everything was impeccable today! Excellent. Congratulations! It was a pleasure to collaborate on projects with you and your team again. The feedback from the CEO was outstanding. His expectations were met, and he is very satisfied with the work delivered.”

Marcelo Romeo

CMO

Grupo Newsan

Industry recognition

In 2024, mci group was honoured with a total of 42 awards across six key categories: recognising excellence in events (both MICE and general event production), marketing, sustainability, technical innovation, and industry leadership. These achievements reflect our collective passion, creativity, and commitment to excellence around the world.

Integrating AI and technology

In 2024, mci group accelerated the integration of AI across global operations — notably through its partnership with Microsoft 365 Copilot — to enhance creativity, efficiency, and personalisation while keeping people at the centre. By combining human insight with AI-driven tools, the group helps clients optimise events, communications, and engagement strategies with smarter workflows, deeper audience understanding, and scalable innovation.

Creativity and strategic expertise

At mci group, creativity is a structured, collaborative process grounded in design thinking and driven by human insight.

From strategic ideation to immersive brand experiences, we apply creativity as a problem-solving tool that delivers measurable impact for our clients — turning ideas into innovation through co-creation, experimentation, and purposeful storytelling.

Notes:

The Net Promoter Score (NPS) is a widely used metric to measure customer loyalty and satisfaction. It is based on a single question: "How likely are you to recommend our company/product/service to a friend or colleague?" The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.
The Customer Experience Index (CXI) is a comprehensive metric that reflects the strength of the relationship between MCI and its customers. It is calculated as the average result of three key components: Performance, Benefit, and Preference. The CXI is then interpreted on a scale from 1 to 150 to determine the strength of the relationship.