Maritz, HBI, DMS and MMM rebranded
Grass Roots Group, the "performance improvement" company, has rebranded Maritz and its events companies to bring its global events division under one name.
From this week venue specialist HBI, delegate management specialist DMS and live events specialist MMM will be known as Grass Roots HBI, Grass Roots DMS and Grass Roots respectively.
Maritz Europa Ltd will also operate under the Grass Roots brand.
"As we continue to grow our family of businesses, having one brand is a practical and obvious symbol," said David Evans, Grass Roots' founder and chairman.
Grass Roots now aims to open event management hubs in each major region including Europe, Asia and the Middle East.
Nick Bender, Grass Roots board member overseeing events, said the hubs are part of a strategy to "strengthen, start and acquire" operations in countries such as Germany, Singapore and India.
Mr Bender said the company is seeking new acquisitions in Italy, North America, Scandinavia and Canada.
Grass Roots hopes to strengthen its Middle Eastern operation starting with the doubling of staff in Dubai.
Mr Bender said events in the region present a different challenge as they focus on excitement, fireworks and celebrities.
He gave last month's Atlantis Hotel opening as a prime example.
"We really need to grow our Dubai business," said Mr Bender. "But the market in the Middle East is very different to the UK."
But he said every country presents a different challenge, with no solution being the same.
He said the key is to put "the right people on the ground, a mix of local and international staff" and to research the local market and its customs.
Based at their new "centre of excellence" in Marlow, the division recently posted pre-tax profits of £1.2m.
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