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Mutant has expanded its service offering with the launch of Mutant MICE, a regional practice focused on meetings, incentives, conferences and exhibitions (MICE) across Asia. The new unit formalises work the agency has been delivering across the business events sector over the past year.
Mutant MICE provides public relations, content, social media and stakeholder engagement support to organisers, brands, and destinations.
The agency said the move reflects increasing competition and complexity in Southeast Asia’s MICE landscape, with clients under greater pressure to demonstrate return on investment, including tourism and trade impact, delegate conversion and industry influence.
“The MICE sector sits at the intersection of business, culture, travel and economic opportunity, and brands and destinations need a communications partner that understands not just the event, but the ecosystem around it,” said Lina Marican, Regional Managing Director of Mutant. “Mutant MICE brings strategic clarity, earned creativity and on-ground discipline to help our clients stand out and scale their impact.”
Mutant MICE will support regional and global clients seeking a communications-led approach to business events. The agency was most recently appointed to support the Malaysian International Food & Beverage Fair and previously worked with events such as Business China, Tech Week Singapore, the Singapore International Film Festival (SGIFF), Cirque du Soleil’s KOOZA Singapore, and the Abu Dhabi Infrastructure Summit (ADIS).
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