mdg and UFI Presented Pre-ECEF Session

pre-ecef session

mdg, A Freeman Company presented Rebuilding International Participation, an educational session in conjunction with UFI and Lippman Connects’ Exhibition and Convention Executives Forum (ECEF). The session was followed by a reception and transportation for ECEF participants was provided.

Tuesday, May 31
4:00 – 5:30pm ET
Reception 5:30 – 6:15pm ET
11 Canal Center Plaza, Suite 100
Alexandria, Virginia

*Registration for ECEF is separate and limited to executive-level professionals.

Rebuilding International Participation

You are invited to join an interactive joint session hosted by mdg, A Freeman Company and UFI, where we will discuss how to effectively revitalize your international event strategy, post-pandemic. Set in Freeman’s beautiful Alexandria office, you’ll enjoy panoramic riverside views of DC and delicious food and drink while learning and networking with executive-level peers.

During the 90-minute program, leaders from the global industry will share the latest insights from the UFI Global Barometer and practical tips for forming alliances, managing delegations and working with influencers to develop your brand internationally. Freeman’s SVP of Strategy, Ken Holsinger, and mdg’s international marketing strategist, Anjia Nicolaidis, will provide practical advice for ranking, prioritizing and penetrating markets based on criteria such as industry relevance, ease of travel and growth potential.


ken holsinger

Ken Holsinger
Senior Vice President of Strategy, Freeman

Ken has over 25 years of experience in technology, media and event production as a lead executive, consultant and speaker. He currently leads the Data Practice for Freeman, bringing together teams that are building innovative data tools for integration and business intelligence with data science, consulting, research and industry benchmarking. Ken has been named on multiple hardware, software and process patents and is a frequent presenter on numerous topics in the events, technology and data science space. Ken is also actively involved in his local community in Boise, Idaho as a startup mentor and tech workforce development leader.

anjia nicolaidis

Anjia Nicolaidis
international marketing strategist, mdg

Anjia is an integrated marketing and communications strategist with 25 years of experience helping non-profits, trade associations and government entities design and implement insight-driven strategies to engage audiences across organizations, cultures and countries. Over the course of her career, Anjia has worked for the U.S. Department of Commerce and U.S. Department of State and has lived and worked overseas in Brazil, Kuwait, Egypt, Belgium and Sri Lanka. As the head of mdg’s international marketing practice, Anjia helps mdg clients navigate foreign markets, cultivate relationships with key international industry stakeholders, uncover unique market insights and create international marketing strategies for a diverse portfolio of trade association and event clients.

Mary Larkin
President, Diversified Communications USA

As President, Mary Larkin oversees Diversified Communication’s US operations as well as the international portfolio of seafood tradeshows, conferences and online reporting, including Seafood Expo Global (Brussels) and Seafood Expo North America (Boston), the industry’s leading events globally.  She also oversees events in Asia (Hong Kong) and Diversified’s Integrative Healthcare portfolio. Ms. Larkin began her tradeshow and conference career in Europe before moving to the US in 1995, to join Diversified where she held roles in sales and as show director.  She was appointed Group Vice President in 2004 and Executive Vice President in 2014. Ms. Larkin was the President of UFI in 2020 and also serves on many industry Boards including the Society of Independent Show Organizers (SISO), Seafood Industry Research Fund (SIRF) and Aquaculture without Frontiers.  She also serves on the Board of Directors for the Center for Grieving Children in Portland, Maine.

Caitlin Read
Content Producer, UFI

Caitlin Read is a brand, marketing, and communications professional. She had worked in the events industry for over 15 years, notably at event organisers Informa and Comexposium before joining the UFI team in 2021. Pushed by a strong belief in the importance of a global mindset and forging new connections, she’s lived and worked in the US, UK, and France.

Adeline Vancauwelaert

Adeline Vancauwelaert is a 20-year veteran of the exhibition industry. She notably spent 15 years running B2B and B2C events in the Food & Beverage sector at one of the world’s largest organisers, Comexposium. Her expertise in strategic positioning, team management, and international development helped to grow some of the most preeminent brands in the market. In 2022, Adeline joined UFI as Chief Operating Officer, where her global events expertise will help to support the goals of the international community of UFI members.