Tag takeover as Freeman moves to boost digital marketing

Big moves in the events industry this week. Freeman has acquired Tag Digital, boosting its digital marketing capabilities for event organizers across EMEA, APAC, and North America.

Meanwhile, GES has announced two key leadership appointments and SIGEP World is shifting dates to secure its spot as the first major foodservice show of the year.

Read on for more insights into these developments and what they mean for the industry. Here’s your Week in Events.

Freeman acquires Tag Digital in digital marketing boost

Global events company Freeman has taken over Tag Digital agency to enhance marketing capability for organizers and associations.

The agency – which specializes in services for planners in EMEA, APAC and North America – will combine its services with mdg.

Tag Digital is known for its digital marketing strategies, having supported global trade shows, professional associations and large-scale conferences across the globe.

Janet Dell, Freeman CEO, said: “With millennials and Gen Z increasingly shaping the workforce, digital marketing is more critical than ever as the first channel these generations turn to for information and inspiration – both in their personal and professional lives.

“By combining best-in-class digital marketing capabilities and leveraging AI-driven tools, mdg is positioned as the go-to agency for strategies that engage today’s attendees while setting events up for sustained growth.”

The move comes as part of Freeman’s aim to deliver more customer-focused solutions for event organizers.

Tag Digital’s expertise and investments in AI technology is hoped to enhance mdg’s digital offerings – making them more efficient, cost-effective and impactful for clients worldwide.

Laura Davidson, Tag Digital CEO, “Over the past several months, we’ve worked closely with mdg and have been consistently impressed by our shared values, collaborative spirit, and commitment to delivering exceptional results for clients.

“We’re excited to embark on this next chapter together.”

GES announces two key leadership updates

GES has announced two new leadership promotions in it North America operations as it aims to strengthen its commitment to innovation.

Kris Truscott will become senior vice president of North American operations, while Sean Maddock will be stepping into the role of vice president of the western division.

Kris has been part of GES since 2001, beginning in the Las Vegas graphics department.

He has held several leadership positions – including  director of operations and most recently vice resident of the western division.

Sean Maddock is moving into his new role having first joined the company in 2014.

He has held several positions including director of operations in California and most recently director of operations for the western division.

Italian food services event moves dates to avoid overlap

Italian food service event SIGEP World has made its dates earlier in January next year to avoid overlaps with other international shows.

The shift comes after Gulfood in Dubai – held in February this year – was announced to next take place the first month of 2026.

Organizer Italian Exhibition Group (IEG) wanted to avoid any crossover and secure its place as the first major show in the sector for the year.

An IEG spokesman said: “This decision has a dual objective: on one hand, to avoid overlaps with other international events, providing exhibitors with a more sustainable management of trade fair appointments. On the other hand, to maximize business opportunities by ensuring an optimal influx of both national and international visitors.”

The global exhibition for gelato, pastry, bakery, coffee and pizza will now be held at Rimini Expo Centre, Italy, fbetween January 16 and 20.

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