pre-ecef session

mdg, A Freeman Company presented The New Rules of International Event Marketing, an educational session in conjunction with Lippman Connects’ Exhibition and Convention Executives Forum (ECEF), the Society of Independent Show Organizers (SISO) and UFI.

Tuesday, May 30
4:00 – 5:30pm ET
Lafayette Park Room
Grand Hyatt Washington
Washington, D.C.

Note: Registering for this event does NOT include registration for ECEF.

The New Rules of International Event Marketing

Back by popular demand – an interactive, high-level roundtable covering everything you need to know now to build back your international audience base. Presented by mdg, A Freeman Company with support from SISO and UFI, this fast-paced, 90-minute session will begin with an economic global overview, transition into an international marketing strategy discussion and end with practical tips that will guide the translation of strategy into tactical execution.



Anjia Nicolaidis
International marketing strategist, mdg

A marketing strategist with 25 years of experience, Anjia leads the international marketing practice for mdg. She and her team of multi-lingual event professionals perform market research to rank and prioritize countries based on factors such as likeliness to attend, growth potential and overall value to exhibitors. Once priorities are established, the team negotiates strategic partnerships with in-market industry influencers, recruits buyer delegations, internationalizes marketing collateral, participates in foreign trade events, executes digital campaigns, manages media relations and provides additional services to increase international participation at B2B events. Over the course of her career, Anjia has worked for the U.S. Department of Commerce and U.S. Department of State, living and working in Brazil, Kuwait, Egypt, Belgium and Sri Lanka. She currently lends her expertise to category-leading shows such as NAB Show, International Baking Industry Exposition, Sweets & Snacks Expo, National Restaurant Association Show, MINExpo and more.

Tom Mitchell
President, Messe Düsseldorf North America

A 30-year veteran of the trade show industry, Tom started his career at MDNA in 1993 as U.S. Marketing & Development Manager. During this time, he promoted some of the world’s leading industry trade fairs, established MDNA’s internet presence and created a customized CRM system for sales and client management. In 1996, he became Regional Director, opening MDNA’s Manhattan office and guiding the marketing activities for Messe Düsseldorf, Messe Essen and the Igedo Company. He was named Senior Director, Strategic Development & Operations in 1999, and then promoted to President in 2005. During his career, Tom has overseen several new event launches and M&A projects, and he founded the digital health brand FTR4H (Future for Health). Tom is a member of the Society of Independent Show Organizers (SISO), the International Association of Exhibitions and Events (IAEE) and UFI.

kai hattendorf

Kai Hattendorf
Managing Director/CEO, UFI

Kai Hattendorf oversees international activities and events at UFI, the Global Association of the Exhibition Industry, as well as operations at the association’s Paris headquarters and offices around the world. Kai is also a board member of the Joint Meetings Industry Council (JMIC), where he was Honorary President from 2019 to 2021. Prior to his current role, Kai spent numerous years in senior management positions at Messe Frankfurt’s global headquarters, focusing on transformational issues ranging from digitization to marketing and communications. His work in the events industry has earned awards and recognition worldwide; most recently, he was named Business Events Strategist of the Year by PCMA.


Kimberly Hardcastle-Geddes
President, mdg

As president and chief marketing strategist of mdg, the nation’s leading marketing and public relations agency specializing in audience acquisition, Hardcastle-Geddes and her team provide solutions that increase attendance and exhibitor participation for live and online events. Kimberly is an IAEE Krakoff Leaders Institute alumna, a columnist for PCMA’s Convene magazine and a frequent presenter of industry seminars on strategic marketing planning.

vincent polito

Vincent Polito

With more than 20 years in senior leadership positions in the industry, Vincent is generally recognized as a content development and execution specialist. During his career, he’s had two international postings, launched events on five continents and developed highly specialized conferences in technology, life sciences and healthcare. Vinnie is also the past Chairman of the International Association of Exhibitions and Events (IAEE), the leading organization in the conference and trade show industry.