Freeman acquires SO Group and 360 Creative Event Services
The Freeman Company (UK) Ltd. will bring SO Group and 360 Creative Event Services under the company’s brand by the end of June, the US contracting giant has revealed.
Freeman emerged as the successful bidder for the business and assets of SO Group in March after an accelerated sales process following administration.
In a further coup for the new venture, Freeman will be a headline sponsor for this year's Association of Event Organisers (AEO) Awards on 21 June at Old Billingsgate, London. The awards ceremony will mark the full adoption of the Freeman brand in the UK.
Freeman posted a turnover of US$1.6 billion in the last financial year. The company, established by Buck Freeman in Des Moines, Iowa, in 1927, is headquartered in Dallas. With more than 70 offices in North America and the UK, Freeman produces more than 4,300 exhibitions annually, including 135 of the 250 largest US trade shows, and 11,000 other events worldwide.
Freeman CEO, Joe Popolo, said: “For eighty-six years, Freeman has focused its business on responding to the specific needs of each client. Our customers are increasingly looking for strategic partnerships that provide seamless service beyond North America, which Freeman (UK) will accomplish.”
David Walley, CEO of Freeman in the UK, said that SO Group coming under the Freeman brand means financial stability and security of service. “Becoming Freeman is good for everyone. We now have the ability to invest, the scope to innovate and the opportunity to think internationally. Every part of the event industry, organisers, venues, contractors and exhibitors will benefit.
“Our first steps are to establish the brand and business in the UK, but there is no doubt that events are an international business and we are already starting to talk to clients about opportunities in Europe.”
Freeman is planning a roll-out of its market-leading technology over the coming months in consultation with organisers and exhibitors.
“We want to make sure that the technology is right for our customers and the market,” said Freeman UK managing director Richard Pegler.
“Technology needs to be combined with excellence of service. Everything we do going forward will be about combining smart thinking with innovative products and great customer service.”
Freeman was one of the leading names at the ISES summit held in May to discuss the growing roll of creativity in the export of UK events.