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editorial by the
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03
Co tents
Executive
Committee
Editorial by the
Executive Committee
A year of opportunity
It is impossible to look back on 2009 without
mention of the global economic crisis that
affected most of the world’s financial markets
and many of the world’s businesses. However,
MCI was able to meet the challenges of
the year head-on by remaining true to our
core convictions and values. Our pro-active
approach and positive mindset resulted in an
exceptional year for MCI – our preparedness
reaped rewards, as we recorded an 12%
increase in gross margin. As a company, we
were able to start 2009 fully energized due
in part to our inspirational annual MCI staff
meeting of December 2008, during which
we actively united our talents under the
internal motto ‘The Spirit of Winning’. With all
employees fully motivated and aligned around
our key goals, we worked with our customers:
we listened even better to their needs and
delivered even more exceptional experiences
to support our clients in their success.
We approached 2009 knowing that within
adversity lies opportunity. Using the richness
of our diversity, our actions proved beneficial
over the past 12 months and we are delighted
with our clients and our own achievements.
04
2009
Achievements
10
The Building
Community Model
16
A clear value proposition
A Group Governed
by Shared Convictions
22
Highlights
and Perspectives
2
Jurriaen Sleijster,
Executive Vice President
Roger Tondeur,
President
Sébastien Tondeur,
Chief Executive Officer
Robin Lokerman,
CEO - Institutional Division
In 2009, the economic pressures faced
by many of the world’s organizations led
them to outsource many of their services.
As a global service provider, MCI’s value
proposition really appealed to these clients
and we were well-positioned to take on
these mandates, delivering great results. Our
size and geographical spread worked to our
advantage; with a presence in Europe, Middle
East and India, Asia and Latin America, MCI
is currently positioned as a world leader in our
field and our market share has increased. Our
carefully-developed customer profile (50%
in the corporate market, 50% associations
and governments) and our ability to provide
the full spectrum of services from projects &
logistics to full-service and consulting played
a crucial role in MCI’s successful conclusion
of 2009. MCI’s strong industry expertise
in Healthcare, Technology and Renewable
Energy, Professional Societies and Trade
Associations was key to adding value to our
customers’ bottom line.
Our industry, a pillar to growth
The meetings and events industry is gaining
increasing importance on the economic
stage. Research has shown that ‘live
communication’ – as meetings and events
are often called – has a growing impact on
stakeholders and shapes their behaviour
towards- and perception of products,
services, companies and organizations. In
2009 some aspects of the meetings industry
were criticized (perceived over-spending
without evident direct ROI metrics) although
this soon stimulated a wave of publications
demonstrating the added value of this industry
and generated a deeper understanding and
better appreciation of the economical power
of bringing people together. Measuring
spend and ROI are now a key element of the
meetings and events process, and this only
adds to the professionalization of our trade.
As with other service sectors – advertising,
consulting, PR etc. – standards have
developed: there is a pressure on prices and
consolidation. This has ensured that added
value and innovation are fundamental and
MCI has invested heavily in this during 2009.
Consolidating our company
During the past two years, MCI has
experienced steady growth, whilst
incrementally gaining market share. During
this time, MCI became a truly integrated group
by globally rationalizing and aligning services.
Today, MCI is yet again ready for strong
growth; our strategy has reaped dividends,
we have a clear vision and a firm plan for the
coming years. Today close to 50% of our
customers work with two or more MCI offices
globally. 2010 will be characterized by a
renewed focus on consolidation and service,
and we look forward to taking centre stage in
our industry, initiating dialogue and leading
the way in strategies for business success.
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4
5
Live communication
means
is a
to engage with audiences’
hearts and minds.
At MCI, we work with
our clients stakeholder
powerful
2009
achievements
Communities exist through the links that they create, develop and nourish.
They exist in the communication they establish between all stakeholders of a
company or organization: their clients, investors, members, leaders, partners,
employees… MCI helps forge these links by becoming closely involved in
strategy development, the business reality and by drawing upon resources for
innovation. This is how we open up new horizons and generate success.
communities
Engaging employees
around a milestone
to influence behaviour
and leverage human
capital and human
connections.
To celebrate the 250th anniversary of
the famous Irish stout, Guinness, parent
company Diageo needed an inspirational
and creative concept to engage, inspire,
motivate and offer a VIP sense of reward
to employees in three different cities. The
celebration, in honour of Arthur Guinness
signing the 9000 year brewery leave in
1759, was centred on the iconic image of a
Guinness pint and the brand. MCI’s ability
to create a unique, memorable experience
for employees, consistently delivered in
three different venues, was key to this
anniversary’s success.
MCI Dublin | Diageo
Dev Sharma,
Director Global Accounts
Serving Corporate Communities
6
Uniting employees
around your brand
Strengthen brand awareness
amongst key clients and industry
professionals
Influencing choices
of potential investors
Attracting attention
of your channel partners
The key element in many successful
companies often lies with their
employees. When two leaders in the
Swiss energy sector decided to merge,
both companies recognized the need
to energize the newly combined team
(EOS and Atel employees) by submerging
them in a meaningful brand experience
that would connect them to the new
company. MCI provided Alpiq with an
innovative strategic response in content
delivery and excellent quality execution.
The 1500 employees were strongly
connected when they played the drums
in unison, before discovering the new
logo and brand behind a 600 sqm screen.
This event successfully launched the new
energy company.
MCI Geneva | Alpiq
Accor Hotels wanted to increase
knowledge and transform perceptions
for its properties within the Asia-Pacific
region. 54 representatives from different
brands of Accor gathered at Hong Kong
Novotel Kowloon restaurant space
to exhibit their properties to industry
professionals and entertain key clients.
MCI transformed the restaurant into a
modern, chic and innovating showroom
and brought in live entertainment that
would inspire, captivate and inform
Accor’s target audience. A continuous
steam of guests all day and night was
testament to the success of the event.
MCI Hong Kong | Accor Hotels
Claiming a lead positioning towards
investors in today’s crowded market
is no easy task. When a global asset
management company wanted to create a
dynamic event that would consolidate and
strengthen existing relationships among its
stakeholders, it called upon MCI to create
a concept and deliver the event flawlessly.
MCI recommended a high profile
political figure to lead the meeting and
develop a luxurious partner programme
for networking. The event ensured the
client was seen as an educator within
their sector and as the natural choice for
investors.
MCI London | A global asset
management company
Marketing channels compete for our
attention and are thus often overloaded.
Suppliers and clients require new and
imaginative messages to attract attention
and win business. In this context, Calvin
Klein needed an inspirational and creative
concept to showcase its new watch
collection and set it apart from other
competitors during the BaselWorld2009
luxury watch & jewellery show. To create
a connection with the audience’s hearts
and minds, MCI delivered a concept
that integrated a unique experiential
environment with elements that affected
emotions and thought processes. This
concept attracted more participation than
expected and generated significant buzz in
the media.
MCI Geneva | Calvin Klein
7
While virtual
communities and technological
innovations are efficient tools
,
to generate
they also emphasize the need
and desire for stakeholder
to come
together and exchange
ideas and information
in face-to-face meetings.
knowledge
communities
Serving Associations
and Government Communities
Oscar Cerezales,
Association Global Sales Director
Consulting association
executives in organizational
change
In response to the changing needs of
worldwide healthcare systems and
to continue contributing to important
developments in family medicine,
the Executive Committee of the
World Organization of Family Doctors
recognized that the association needed
to redesign its operations and required an
external consultant to lead them through
the planning process. Through tried-andtested methodology, MCI’s consultants
helped the group design its plan for
organizational change. MCI conducted
research amongst key stakeholders,
used industry benchmarks to analyze
the association’s financial situation and
helped the focus group conduct a SWOT
analysis. MCI then applied business
planning techniques to lead the group to
its final set of recommendations which
would enhance operations, performance
and stakeholder value and lead to growth
and long-term sustainability.
MCI Brussels & MCI Singapore | World
Organization of Family Doctors (WONCA)
8
Leveraging sponsors’
investments
The International Society on Thrombosis
and Haemostasis (ISTH) recognized
that the allocation of symposia slots
and sponsorship opportunities could
be better managed in order to foster
stronger sponsorship participation and
satisfaction, as well as acknowledge
and reward the level of investment each
pharmaceutical company makes over
time. To help ISTH achieve its goal, MCI
implemented an attribution process
through a ranking and point system,
which includes each sponsor’s past
investments. This system allowed a clear
and transparent process of attributing
exhibit spaces and sponsored options.
MCI Geneva | International
Society on Thrombosis
and Haemostasis (ISTH)
Ensuring consistent delivery
to public sector officials
Bringing government officials from every
corner of the world together in a timely
and efficient manner can be a challenge.
Repeating the success of previous
events can be an even more daunting
task. A British Government office asked
MCI to bring 350 British officials from
every corner of the world to London. To
continue the success of previous events,
MCI developed a balanced programme of
informal and lively debate, with in-depth
workshop sessions and social activities.
In addition, in order to be aligned with
the Government environmental policy,
MCI implemented sustainable practices
to minimize the environmental impact of
the event.
MCI London | British Government office
consulting to conference organizers and
to ‘Dansk Certificering’, external auditors
and the official certification body of the
Danish government. After the event MCI
produced an extensive report which
helped the event achieve certification
against the BS8901 sustainable event
management standard.
MCI Copenhagen | COP15
Climate Change Conference
Fostering the exchange
of knowledge for members
Providing sustainability
consulting to conference
organizers
From December 7th to 18th 2009
more than 12000 NGOs, business and
government leaders plus 3000 journalists
from more than 170 countries descended
on Copenhagen for two weeks of
discussion and debate on a global
climate treaty. The UN Climate Change
Conference, known as ‘COP15’ was
regarded as the most important meeting
of its kind of the last 50 years. With our
Certificate in Sustainability Consulting,
MCI played a key part in organizing the
conference by providing sustainability
Positioned as the world’s premier
organization in the field of hematology,
a US based association wanted to
develop a platform to foster the exchange
of knowledge and resources among
clinicians and scientists in other similar
Latin American associations. MCI
identified and developed alliances with
other Latin American societies working
in the same sector and with a strategy
similar to that of the association. These
alliances opened up a wealth of medical
materials and fostered sharing among
the many members, thus furthering the
strategic goal of the client.
MCI Buenos Aires | US based Hematology
Association
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Brand
MCI’s value
proposition
Understanding and Shaping Communities
Association Consulting
Strategy and business planning
Managing and Engaging Communities
Association Management
Full service management | Project solutions
Performance Improvement
Creative reward and incentive programmes
We believe that communities play a
key role in the lives of today’s brands,
companies and associations. In our
changing world, communities shape
rules of commerce and new ways
of living together. However, we also
believe that communities can only do
this with the help of professionals skilled
in the art and science of how people
interrelate.
Creating Community Experiences
Meetings & Events
Strategic event management | Meeting planning | Sourcing and technology solutions | Live communication
Congress Management
Congress management | Exhibition management | Registration and technology solutions
MCI Group: the other Brands
Bringing Communities to Life
Destination Management
Expert destination services | Incoming event organization
Communities united around companies, brands, and associations
represent our clients’ main stakeholder groups. From customers,
sponsors and members to employees, interaction between these
communities goes further than a mere transfer of knowledge. Today,
communities function in a participatory and collaborative manner. At
MCI we believe that face-to-face meetings, in real time and in real
places, are the most efficient tools to generate and share knowledge.
Face-to-face experiences are a powerful ‘multiplier’ in an increasingly
virtually connected landscape.
Communities exist through the links they create, develop and nourish.
This inspired our Building Community model and value proposition.
Technical & Creative Production
Content technology | Audio visual and staging solutions | Media and communication
Event Hospitality
Freelance and temporary event staff
Event Furniture & Decoration
Furniture, decoration and fitting solutions
Beyond the MCI Group: Partnerships & Alliances
SmithBucklin
The Building Community model
We understand and shape communities
We manage and engage communities
We create community experiences
We bring communities to life
With the largest range of services to make it all
happen, globally and consistently.
Worldwide Partnership with leading US-based Association Management Company
Seamless association and event management services worldwide
LOGOS Public Affairs
Partnership with independent European public affairs consultancy LOGOS
Integrated customized solutions for associations and institutional clients in public affairs
Ovation Global DMC, the DMC Network & the Strategic Partners
Global Partnership among leading Destination Management Companies
Increased global DMC offering
INCON
Robin Lokerman,
CEO - Institutional Division
12
Worldwide partnership of leading Professional Conference Organizers (PCOs) and Event Producers
‘One-stop shop’ congress organization and management worldwide
13
People first,
The MCI way
then Strategy
Our planet boasts over 6800 languages. But around the
globe, and regardless of which language we use, the concept
of community has the same meaning; that of a group of
people who share ideas and collectively aspire to create
something bigger than themselves. To do that, they require
a common language. Creating and developing communities
is first and foremost about thinking of ways to communicate
using signs, meanings and messages that everyone can
identify with.
We offer our clients a collaborative
approach based on values that guide our
actions. Of these values, the ideals of
integrity, professionalism and respect are
the most important to us. Our teams are
founded around three key concepts that
form the hallmark of MCI’s approach:
Explore: collaborative exploration
to enrich practices
Engage: full dedication in assignments,
projects and ideas
Share:
14
open and available sharing
of knowledge
I am particularly
proud of our incredibly
Selection of 2009 clients
Associations
dedicated teams.
They are passionate
people and
continuously strive
to deliver the very
best for our clients.
Joëlle Zumwald, Group HR Director
Companies
Long Term AM&C Clients
Global Accounts
ISPE
International Society for Pharmaceutical Engineering
Abbott
MDRT
Million Dollar Round Table
Eli Lilly
PMI
Project Management Institute
IBM
APICS
The Association for Operations Management
Novartis
ASME
American Society of Mechanical Engineers
SAP
Long Term PCO Clients
Long Term Clients
ICS
International College of Surgeons
Audemars Piguet
EBA
European Burns Association
Amadeus
World Coal to Liquids Association
Diageo
WLPGA
World LP Gas Association
Ericsson
EACTA
European Association Cardio Thoracic Anaesthesiologists
Voith AG
New AM&C Clients in 2009
Preferred Vendor Agreements
ESPN
European Society of Paediatric Nephrology
AstraZeneca
ESMINT
European Society of Minimally Invasive Neurological Therapy
MasterCard
SEG
Society of Exploration Geophysicists
MMM Business Media
IMA
Institute of Management Accountants
Sanofi-Aventis
APIYCNA
Asia Pacific Infant and Young Child Nutrition Association
SIBOS
New Core PCO Clients in 2009
New Clients in 2009
ADI
Alzheimer’s Disease International (as of 2010)
Abbott Vascular
EphMrA
European Pharmaceutical Market Research Association
Alpiq
BSG
British Society of Gastroenterology
Hewlett Packard
WCO
World Customs Organization
Kraft Foods
EMBO
European Molecular Biology Organization
Reebok
MCI mobilizes its talents to best express the spirit of
a particular community. We harness team spirit and
facilitate the sharing of common values in line with
institutional and brand strategies to develop ideas and
inspire innovation. Unique, surprising and productive,
this approach creates difference, generates emotions
and ensures success.
Learning and development has always
been top of our agenda, but today, with
the wide range of specialized courses
and training programmes offered by
the MCI Institute, our 800+ talents are
presented with even more opportunities
to continuously develop their skills. With
passion and dedication, coupled with
ever evolving expertise, our teams exceed
client’s expectations.
Immediate transfer of knowledge
and know-how is ensured through a
strong induction programme delivered
consistently across the Group to all
newcomers.
Technology was a major focus in 2009 and
the integration of our HR management
system now allows an improved
coordination between offices. Inter-office
teams will be more easily created to
address specific client challenges, whilst
boosting innovation and creativity.
We believe that nurturing our talent is the
best guarantee we have of keeping our
promise to our clients and adding value to
their business.
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A globally
The Group’s
integrated
focus for 2010:
Group
Quality as a Quest
Our Vision is to build a globally integrated company that is top of mind
and the preferred choice of senior influencers and decision makers in our
field of work.
Our Mission is to help companies, governments and associations bring
people together to create meaningful connections and win.
Brand Presence. Our logo, the flower, resonates with ‘Who’ we are as
well as ‘Why and How’ we do what we do. The colour black in the flower
represents our creativity, sensuality and solidity. The fuchsia tones represent
our joy and attention to details. The MCI flower is a symbol of union,
rhythm, diplomacy and our sense of hospitality.
Source: Painted Picture 2012
Continuously improving our service
to clients has always been at the top
of MCI’s priorities, but in 2010 it is the
centre of our attention in everything
we do.
From our solutions and offering to project delivery and client
satisfaction, we are committed to excellence. Our products and
specialized services are being enhanced to pave the way for this
quest. We believe that our service approach should go beyond mere
customer satisfaction to deliver a magical customer experience. The
MCI Brand and all the group’s other brands will contribute to bring
this commitment to life.
Sébastien Tondeur,
Chief Executive Officer
Core convictions drive our business
All MCI Group Brands share the same
seven convictions
This is how these convictions came to
life in 2009:
Business with Integrity
1st events & congress management
company to sign the UN Global
Compact
Be a Team and Have Fun
Successfully delivered over 2500+
events worldwide
800+ talents from 38 offices in 20
countries gathered in Vienna to learn,
network and celebrate
Spirit of Winning
Power of Trust
Quality as a Quest
New client wins and growth of mandates
resulted in an 8% increase in gross
margin
Over 20 corporate preferred vendor
agreements, 60 core PCOs under
contract and 20 long term AM&C clients
Customer as a Focus
Commitment
to the Common Goal
A well establish Global Key Account
Management system to support clients
working with multiple offices
18
Avinash Chandarana,
Group Learning &
Development Director
4000+ hours of learning and
development provided by MCI Institute
MCI Institute and the quest
for quality
The quest for quality took shape at MCI’s
annual staff meeting in December 2009,
where the MCI Institute delivered sessions
aimed at improving quality standards of
our service triangle: solutions, delivery
and satisfaction. These sessions, together
with the 2010 Learning and Development
programme, ensure that our talents meet
the strategic and operational needs of our
clients and our business with the highest
quality standards.
2009 : MCI Institute in numbers
552 enrolments to Institute workshops organized at group and regional level
245 learning hours delivered in over 20 different topics
4032 combined total of learning hours received. 100% increase on 2008
6 MCI staff became Certified Meeting’s Professionals (CMP)
64 managers attended the Management Development Programme (MDP)
1st recognition as Champion of Learning by leading Learning & Development
association, the American Society for Training & Development (ASTD)
3 major partnership agreements: MPI for global training programmes, Certified
Meetings Professional (CMP) and Certification in Meeting Management (CMM) for
professional certifications
19
Quality for our
association
clients is all about trust –
we partner with them
to understand
their needs, transform
our knowledge into
value-added solutions
and help them build their
association
beyond expectations.
Nikki Walker, Vice President Association
Management & Consulting (AM&C), MCI
By placing the client
at the centre of our
attention and truly
understanding
their needs,
we always go the extra
mile and deliver to
the highest standards,
while fostering an
atmosphere of trust
and respect.
The future of
our business lies
in the development
of technologies and
online systems that can
integrate full customer
solutions – from content
to logistics, providing
a better return
on investment and
client satisfaction.
Richard Torriani, Vice President
Congress Management (PCO), MCI
Cathie Cusin, Vice President
Meetings & Events, MCI
Quality
in the DMC arena
is about minds
and hearts –
you must know
how to deliver
but your heart
must also beat
with a passion
for what you do.
Patrick Delaney and Padraic Gilligan,
Vice Presidents
Destination Management (DMC),
Ovation Global DMC
I strongly believe
that improving quality
is directly linked
to empowering
stakeholders, from
employees to suppliers.
In this respect, building and
developing long-term
relationships
is key!
Olivier Croset, Managing
Director – Technical &
Creative Production, Dorier
Key CSR achievements
in 2009
• Sustainability advisor and
organizer of 12 climate change
and CSR conferences, including
COP15 Climate Change
Conference, which achieved
certification against the BS8901
sustainable event management
standard
• Participated in the development
of the GRI, ISO and APEX, the
international sustainable event
standards
• CSR Code of Conduct integrated
into all major Group supplier and
partnership contracts
• GreenGlobe Index implemented
to measure impacts of groups
• MCI Stockholm won internal
CSR award for outstanding
engagement in local CSR
programmes
• Raised over 3000€ for charity and
donated 1000 pairs of ‘Shoes for
Africa’ at our annual conference
in Vienna
Guy Bigwood,
Group Sustainability Director
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‘Association Management &
Consulting’ strives for global
consistency
The ‘Meetings & Events’
promise of creativity and
consistent global delivery
‘Congress Management’
capitalizes on technology and
global presence
Our standard operating procedures
defined by our AMC Institute
Accreditation, together with competency
driven methodologies and the sharing of
best practices and knowledge help our
staff deliver consistent quality services
with local relevance to our association
clients across our global Association
Management & Consulting practice.
Through constant team training and the
alignment of operating procedures across
the Group, we strive to create a culture
of accountability. This approach ensures
a consistent client experience in project
delivery, both globally and locally.
In 2010, time and energy is dedicated to
improving industry leading processes and
procedures. Also, increasing our presence
in leading congress locations allows us
to leverage relationships with venues
and suppliers and deliver more to clients.
Our infrastructure and our knowledge in
web-based communications are being
further enhanced to allow labour and cost
savings.
‘Destination Management’ invests
in people and relationships
‘Technical and Creative
Production’ achieves ISO9001
While appropriate structures are
central to achieving quality, Destination
Management is first and foremost about
people and relationships. That is why we
invest in service training and personal
development. In addition, our Director of
Global Operations oversees compliance
with the structures enshrined in our
Standard Operations Procedures (SOP)
manual. Our SOP covers all phases of the
client relationship from initial event enquiry
to final event reconciliation.
Customer-driven quality and operational
excellence are the cornerstones of our
Technical and Creative Production’s value.
Based on these fundamentals, Dorier
has successfully achieved the rigorous
ISO 9001 accreditation in 2009 through
ongoing improvements. In 2010 the
priorities continue to focus on professional
development and excellence in project
delivery.
CSR and commitment to quality
MCI aims to be the advocate of
responsible business policy, standards
and education within the global meetings
industry. By integrating sustainability
principles and practices into our
standard operating procedures and
supplier contracts, we are determined
to reduce the environmental impact of
our clients’ operations. Also, we believe
that motivating employees to live more
healthy and sustainable lives will ultimately
contribute to a balanced ‘people, planet
and profit’ bottom line.
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Highlights
and
Perspectives
22
23
2009
2010
Perspectives
Highlights
2009 was a year marked by a global
economic crisis. And yet, it also was
a year of successes for MCI. A large
outsourcing contract signed early
on in the year turned into one of our
biggest corporate customers in merely
12 months. On the institutional side,
our congress activities surpassed
expectations by exceeding our objectives
by more than 75%. And with all this
activity, we crossed the 800 talents mark
for the first time in the history of MCI.
New offices opened across the globe: our
French operations expanded with offices
in Montpellier, Marseille and on the
French Riviera. In South America, MCI
opened offices in São Paulo and Rio de
Janeiro. MCI Copenhagen also opened in
2009. And in Asia we added Beijing to the
list of MCI offices.
MCI Dublin turned another piece of our
‘Painted Picture 2012’ into reality by
being named one of the Best Workplaces
in Ireland, according to the ‘Great Place
to Work’ Institute Ireland.
MCI’s specialized services have also
taken flight: the combined efforts of
our MCI Institute, our Health & Safety
Department and our CSR Department
resulted in MCI selling consulting
services to several clients throughout the
year, with great success and requests for
more.
In spite of the rough economic
circumstances MCI performed very well
in 2009, confirming its position as a
leader and a reliable partner for all its
clients.
Although the economic recession may be lifting
slightly, we remain cautious and in 2010 we will
continue to apply strict rules on cost control. However,
we will continue to build on our unique positioning:
a unique combination of geographical spread,
innovative services and a strong presence in both
the corporate- and institutional markets which has
brought us stability and opportunity. We are projecting
a solid 10% organic growth and 2010 will again see
new MCI offices opening across the globe.
Our MCI Institute doubled its Learning & Development
hours in 2009 and has even more ambitious targets for
the year ahead. Initiatives are under way to enable us
to systematically assess the CSR and environmental
impact of all events we organize, and our Health & Safety
department has just released the latest version of its
Event Safety Evaluation & Audit Tool which forms the
basis of our Group-wide Health & Safety audit process.
To better serve our clients we will be further
developing our offering, strengthening management
teams and adding power to operations and sales. We
will continue to invest heavily in proprietary technology
which will enable us to not only deliver events in an
ever more sophisticated manner, but to leverage our
purchasing power and effectiveness in ways that will
help clients to make the most of their communication
budgets.
MCI
2009 was also the year we launched our
CSR blog, ‘Less Conversation, More
Action’. To confirm our expertise and
leadership in this domain, MCI won a
UN Global Compact Leaders Summit
event contract, showcasing our expertise
in integrating sustainability into a large
event.
Our continued growth also opens the doors to further
synergies between offices: many of our clients have an
international presence, and our ability to provide them
with tailored services across the globe grows almost
exponentially. Increased business – both because
we handle more volume and because we are able to
provide a wider range of services – is a direct result of
our expansion.
MCI is in great shape and ready to take on a year which
could prove truly significant if the early signs of recovery
herald an economic upturn in the latter half of 2010.
Key Milestones
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Jurriaen Sleijster,
Executive Vice President
24
st c
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25
Results
2009
MCI Group Holding SA - Figures 2009
Financial Figures 2009*
MCI ended 2009 with a
recorded gross margin and
profitability that exceeded
targets. Our gross margin
continued to grow compared
to 2008 and reached Euros
64.3 million, a 12% increase,
while turnover reached Euros
230 million.
Our growth is mainly attributed to the acquisition
of our Latin-American operations in Argentina and
in Brazil and new client wins in our Asian offices.
Our profitability has doubled compared to 2008,
reaching Euros 6 million. This result was achieved
by the careful management of general expenses, the
development of our Account Leadership structure
and a two year initiative to consolidate financial and
operational processes and systems across the Group.
The Corporate and Institutional divisions respectively
represent a balanced 53% and 47% of total
gross margin. In a difficult economic environment,
the long term revenues from our expertise in
Association Management & Consulting and Congress
Management guaranteed our Group’s stability. Also,
our focus on the Healthcare sector proved to be the
right strategy to counter economic volatility.
Exchange rate Euros / CHF 1.48
Turnover / Sales Group
Third Party Costs
Gross Margin
Gross Margin by Region
Euros
Swiss francs
229 629 154
165 332 991
64 296 163
339 851 154
244 692 831
95 158 323
Gross Margin Breakdown
Switzerland
Benelux
Central Region
UK and Ireland
France
Asia and Middle East
Scandinavia
Latin America
Spain and Italy
Total
24 775 778
7 565 700
7 142 457
6 678 490
5 775 555
5 239 193
2 977 170
2 202 268
1 939 553
64 296 163
36 668 152
11 197 236
10 570 837
9 884 165
8 547 821
7 754 006
4 406 212
3 259 356
2 870 538
95 158 323
Staff cost
General expenses
EBITDA
Depreciation
EBT (Earnings Before Taxes)
41 892 035
13 853 386
8 550 742
2 587 057
5 963 686
62 000 212
20 503 011
12 655 100
3 828 844
8 826 256
Taxes
1 491 770
2 207 820
Net Profit of the Year
4 471 916
6 618 436
Olivier Giauque,
Chief Financial Officer
Latin
America
39%
3%
3%
Scandinavia
5%
Asia and
Middle East
8%
France
9%
Benelux
12%
UK and Ireland
10%
Central Region
11%
* non audited
Gross Margin by Expertise
Technical & Creative Production
12%
Congress Management
37%
Destination Management
MCI’s outlook is bright, as we anticipate continued
growth in 2010 with a predicted gross margin of
Euros 74 million, which represents 10% organic and
5% acquisition growth. We remain confident in our
unique value proposition, and will continue to invest
in our growth strategy.
Switzerland
Spain and Italy
10%
Meetings & Events
31%
Association Management &
Consulting
10%
26
27
MCI, your
global partner
MCI’s global
expansion strategy
is based on a careful
study of the market and
takes into consideration
statistics such as
ICCA’s International Association
Meetings Market Report:
we go where
our clients go!
Roger Tondeur, President
Only MCI Offices
Only Ovation Offices
MCI and Ovation Offices
MCI, Ovation and Dorier Offices
SmithBucklin Offices (Worldwide Partnership)
* 38 locations throughout US and Canada
28
29
MCI’s
Leadership team
30
Advisory Board
Executive Committee
Management Board
Roger Tondeur, President
Billy Schmid, Board Secretary
Bruno Vanryb, Member (Chairman & CEO of Avanquest)
Henry Givray, Member (Chairman & CEO of SmithBucklin)
Luc Volatier, Member (Consultant)
Sébastien Tondeur, Member
Tim Bassett, Member (Consultant)
Ursula Wigert, Member (Co-Founder of MCI)
Roger Tondeur, President
Sébastien Tondeur, Chief Executive Officer
Robin Lokerman, CEO - Institutional Division
Jurriaen Sleijster, Executive Vice President
Bosse Magnusson, Managing Director (Scandinavia)
Cathie Cusin*, Vice President Meetings & Events
David Goh, Regional Managing Director (Singapore,
Hong Kong and China)
Idoia Rodés Torrontegui, Regional Managing Director
(Benelux & Spain)
Jennifer Jenkins, Managing Director (United Kingdom)
Joëlle Zumwald, Group HR Director
Jurriaen Sleijster*, Executive Vice President
Mariano Castex, Managing Director (Argentina)
Nikki Walker*, Vice President Association Management
& Consulting
Olivier Croset, Managing Director – Technical
& Creative Production
Olivier Giauque*, Chief Financial Officer
Padraic Gilligan*, Vice President Destination
Management
Patrick Delaney*, Vice President Destination
Management
Patrick Stuto, Group IT Director
Philippe Fournier, Managing Director (France)
Polo Looser*, Vice President Central Region
Richard Torriani*, Vice President Congress
Management
Robin Lokerman*, CEO - Institutional Division
Roger Tondeur*, President
Sébastien Tondeur*, Chief Executive Officer
Sumaira Isaacs, Regional Managing Director
(United Arab Emirates & India)
*Business Board Members
31
Thought
Leadership
Selected 2009 Research
Selected 2009 Speaker Presentations
The Worst of Times? Challenges
and Opportunities for MemberBased Organizations
Future Leaders Forum @ IMEX
Trends in the Industry:
Where are we going?
Jurriaen Sleijster
Member-based organizations,
professional associations, voluntary
and community groups and the
not-for-profit sector which depend on
‘discretionary’ funding sources are
particularly vulnerable during this recent
economic downturn. In this white paper,
MCI Dublin identified six strategies for
making an association ‘recession-proof’.
They include making tough choices,
demonstrating unique value, making
membership a necessity, focusing on
retention, paring costs and diversifying
income streams.
Finding a way for sponsors in
the maze of Pharmaceutical
Regulations
With the ever increasing Pharma
Code Regulations in Europe as well as
sponsors’ requests for a clearly identifiable
ROI on their participation at medical
congresses, there is a strong demand for
analysis and evaluation of sponsorship
services and their impact on congress
participants. MCI conducted surveys
and analysis with congress participants
to measure the impact of quality and the
level of sponsorship services provided
during the event. Based on the results
of the study at one of the larger medical
annual congresses organized by MCI, the
32
sponsorship and format recognition as
well as applicable rates were reviewed
for the following annual congress. The
sponsorship income was increased by
close to 20% versus the previous event.
The study allowed a clear ranking and
assessment of existing sponsorship as
well as optimizations, recommendations,
and new concepts for future congresses.
Developing the Copenhagen
Sustainable Meetings Protocol
MCI Sustainability Services formed
a consortium of key destination
stakeholders to capture and share the
learnings from the BS8901 Sustainability
Certification of COP15 and the greening
of Copenhagen. This strategic approach
to sustainable event management was
captured in a methodology called the
Copenhagen Sustainable Meetings
Protocol (CSMP). The CSMP is a flexible
umbrella framework that explains
how to organize large, complex,
multi-stakeholder meetings in a
sustainable way. It integrates local and
international sustainability initiatives,
standards, systems and certification
programmes and is a guide for thoughtleadership, good governance and active
engagement of key stakeholders in
large meetings. It identifies innovative
and synergetic strategies that catalyze
sustainable development – for the
benefit of the meeting organizers,
delegates and host communities.
MCI has been contributing to the Future
Leaders Forum from the very inception
of the programme in 2005 with Jurriaen
Sleijster, Executive Vice President,
speaking every year during their meeting
at IMEX. In 2009 he took the students on
a journey through procurement & pricing,
measurement & ROI, CSR & Green
Meetings, new destinations and trends in
the associations market. Testing their skills
to analyze the best promotional techniques
for cities and countries, he sent them out
on the exhibition floor to find the best
way of promoting a destination at a trade
show. Lively discussions and a wide variety
of examples contributed to the learning
experience of the students and gave them
an opportunity to compare their classroom
learning with practical examples from the
industry.
MPI EMEC 2009
Building and Sustaining an
Engagement Culture
Avinash Chandarana
People are critical to business success.
They contribute their intelligence,
skills and creativity as long as they
are engaged. In this presentation by
Avinash Chandarana, Group Learning &
Development Director, attendees were
introduced to several elements essential
to any talent initiative for increasing
employee engagement and positively
impacting business performance.
Attendees were shown how to
identify critical stakeholders and their
responsibilities in the talent engagement
process in order to take away ideas
and insights to expand or improve
their engagement initiatives within their
organizations.
UIA Annual Meeting
Associations response to the
current business climate
Nikki Walker
Nikki Walker, Vice President Association
Management & Consulting, shared the
highlights of a short poll survey that
MCI conducted amongst international
associations in preparation for the UIA
Annual Meeting as well as sharing six
‘recession-proof’ strategies from MCI
Dublin’s white paper: ‘The Worst of
Times? Challenges and opportunities for
member-based organizations’. Amongst
her recommendations to capitalize on future
opportunities, especially given the economic
situation were: apply the ‘3 Rs’ – review,
rethink, reinvent; focus on the strongest
products/services; look to new market
opportunities (geographical, economic or
political); conduct market research and
members’ needs assessments; increase
communications to all audiences; attract
younger members and deliver valuable
content – content is key.
INCON
Trends in Association
Management
Robin Lokerman
All businesses and organizations are
affected by trends. Understanding them
is crucial in today’s world. During the
INCON event in Turkey, Robin Lokerman,
CEO – Institutional Division, discussed
how certain trends in today’s globalized
world were affecting associations.
Topics included how globalization
leads to increased competition among
associations, the evolution of the
membership models, the need for
associations to deliver real value to
members, and how associations are
building their brands.
ASAE Great Ideas
Act Locally, Think Globally:
Leveraging Opportunities
Peter Turner
Most associations fail to attain the
desired growth in their regions because
they try to operate locally using
underdeveloped operational models.
In other words, they do not scale
to meet local demands that require
better marketing, adapting products
to market or selling. In this speaking
engagement, Peter Turner, MCI’s
Business Development Director for the
US Association Market, explained how
some clients should change their mindset
and think like a startup.
33
Leadership positions
in various associations
Association Memberships
Name & Leadership Positions
ABITO
Belgium Association of DMCs
Hugo Slimbrouck - President
AIPCO
The Association of Irish Professional Conference Organisers
Jean Evans - Board Member
Patrick Delaney - Chairman
AMC Institute
2009
Awards
Accreditations
& Standards
Nikki Walker - Board Member
ANAé
Association des Agences de Communication Événementielle
Philippe Fournier - President
ASAE
American Society of Association Executives & The Center for Association Leadership
Robin Lokerman - Chairman of Center for Association Leadership
Michele Sanvictores - Chair, International Council
Buenos Aires Convention Bureau
Mariano Castex - Board Member
CIC
Convention Industry Council
Philippe Fournier - Council Member
DMAI
Destination Marketing Association International
Hugo Slimbrouck - Member of the European Council 2007-2009
EFAPCO
European Federation of Associations of Professional Congress Organisers
Gerrit Jessen - Member of the Board
EMBA
Event Marketing Board Austria
Martin Brezovich - President
FSCEF
Foires, Salons et Congrès de France
Philippe Fournier - Co-founder of the PCO Chapter
GCB
German Convention Bureau
Gerrit Jessen - Member Board of Directors
IAPCO
The International Association of Professional Congress Organisers
Jorge Castex - Honorary Member of IAPCO
Congress Category Award
Les Grands Prix KRéA ANAé
Best Professional Conference
Organiser Award
Irish Independent Event Industry Awards
Philippe Fournier - President
ICCA
International Congress and Convention Association
Jean Evans - Board of ICCA UK & Ireland
Jurriaen Sleijster - First Vice President & Treasurer
Mariano Castex - Board Member
Patrick Delaney - Chairman of the Best Marketing Award Committee
INCON
International Conference Network
Best Workplaces in Ireland
Great Place to Work Institute Ireland
Patrick Delaney - Member of the Board of Directors
Robin Lokerman - Member of the Executive Committee
ITOA
Irish Tour Operators Association
Gerry Nicholls - Executive Board Member
JMIC
Joint Meetings Industry Council
Hugo Slimbrouck - Past President - Permanent Representative of SITE Global
MPI
Meeting Professionals International
Bobby Podrascic - Board Member
Asia’s Best Events Company 2009
CEI Industry Awards
Eveline Koeman - Communication Committee & Committee NL Conference - Netherlands Chapter
Milo Vergucht - Past-President of Belgian Chapter
Oscar Cerezales - President of MPI Spain
Award Nominations
Ricardo Ferreira, President of Brazil Chapter
Sébastien Tondeur, 2010-11 International Chairman-Elect
Online Social
Shirley van Brugge - Communication Committee - Netherlands Chapter
PCMA
MPI Foundation
Patrick Delaney - Member Board of Trustees
ONLY LYON
Sandrine Garnier - Ambassador
Professional Convention Management Association
Oscar Cerezales - International Task Force
Tourism Marketing Award
Marketing Institute of Ireland
Talking Community
Corporate blog
http://talkingcommunity.wordpress.com
Richard Torriani - International Task Force
SITE
Shanghai Tourism Administration
Robin Lokerman - Shanghai Conference Ambassador
Singapore Tourism Board
Robin Lokerman - Member of Tourism2020 Steering Committee
Society of Incentive & Travel Executives
Alexander John - President of UAE Chapter
Aoife Delaney - SITE Young Leaders Committee Member
Chambers Ireland 2009
Presidents Award for CSR
Chambers of Commerce in Ireland
Hugo Slimbrouck - 2007 SITE International President - Lifetime Member
Sébastien Tondeur, Co-founder of Young Leaders
Sylvie Neves - Vice Chair Education Committee
34
Roger Tondeur - President
Switzerland Convention & Incentive Bureau
Thomas Wüthrich - Member of the Marketing Board
Tourism Toronto
Richard Torriani - Toronto Client Advisory Board
Zürich Tourism
Thomas Wüthrich - Member of the Advisory Board
Grow Globally
AM&C blog
www.growglobally.org
Less Conversation More Action
CSR blog
http://lessconversationmoreaction.com
Padraic Gilligan - 2008 SITE International President
International SITE Foundation
Networks
Austrian Event Award
Austrian Event Award
AM&C Twitter
http://twitter.com/MCIAssociations
35
The Creative Factory - 2010 – Printed on FSC paper
www.mci-group.com