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| Written by Marie Johnson, CMP

M&IW Launches a New Agency Model Division, Flow, to Elevate Event Experiences

For Immediate Release
Contact: Sara O’Neil
Marketing and Public Relations

Bringing marketing, creative, design, and engagement experts together within Flow provides a more seamless and cohesive creative experience for our customers. M&IW strengthens and expands its in-house capabilities as this area of its business continues to grow.

Caledonia, Wisconsin (September 28, 2021) – Meetings & Incentives Worldwide (M&IW) announced today the launch of Flow—a new division positioned to elevate event experiences through sophisticated, integrated marketing solutions, creative services, event design, and engagement strategies.  

Flow Logo Creative Engagement


While these individual solutions are not new to M&IW, the integration of these services creates an in-house agency focused on the total event experience. “We have always had an innovative mindset when it comes to designing, managing, and producing events. However, the changing landscape of the attendee journey requires a more thoughtful, strategic, and consultative approach,” said Tina Madden, Co-CEO. “By bringing our marketing, creative, design, and engagement experts together within Flow, we provide a more seamless and cohesive creative experience for our customers.” 

Flow is where creative solutions propel purposeful events to deliver exceptional experiences. 

Flow focuses on telling client stories and sharing brand experiences in a way that emotionally connects with audiences and drives engagement. Event marketing has taken center stage in shaping the attendee journey and delivering outcomes. “We help our clients navigate through the complexities from ideation to execution with impactful messaging and captivating visuals. We provide an end-to-end service where creative solutions intersect with purposeful events to deliver exceptional experiences,” said Marie Johnson, CMP, Director of Marketing & Strategy. 


M&IW has made strategic investments in talent to strengthen and expand its in-house capabilities as this area of its business continues to grow. “Organizations are turning to us more and more to help develop their attendee engagement strategy. Attendee engagement is all about incorporating experiences and elements that will surprise and delight attendees as well as deliver measurable outcomes for the organization,” said Tracy Norum, CMP, CIS, CITP, Sr. Director, Incentives & Recognition. “Through Flow, we combine our passion with our customer’s purpose to execute on their vision.”

For the past 50 years, M&IW has driven customer success through cutting-edge event management and technology solutions for live events. The acceleration of digital experiences created an opportunity to combine forces within creative services, marketing solutions, and engagement strategies to deliver sustainable, effective, and inspiring solutions at scale.  

Check out our interview with Danielle Omega, Manager of Creative Services during the Summit Walk at our annual event.

About Meetings & Incentives Worldwide (M&IW):

M&IW is a global event management firm specializing in virtual, hybrid, and in-person experiences of all shapes and sizes as well as consulting and enterprise strategies. As an entrepreneurial organization, we place customers at the center of everything we do and prioritize their needs through our core values of quality, agility, flexibility, and innovation. M&IW is a third-generation, privately held, certified Women’s Business Enterprise (WBE) in business for more than 50 years. Our headquarters is located in Wisconsin, USA, and supported by a remote workforce across the US and in the UK, China, and Brazil.

M&IW provides a portfolio of management services for meetings, events, incentives, conferences, and tradeshows. Those services include Event Management and Design, Event Sourcing, Attendee Registration and Reporting, Event Technology and Production, Creative Services, Event Marketing and Communications, Gifting and Engagement Strategies, Incentive and Recognition Solutions, Group Air Travel, On-Site Execution and Staffing, and Event Analytics. Our consulting and enterprise services include Technology Implementation and Administration, Meeting Policy, Process and Optimization, Third-party Governance, Executive Dashboards and Analytics, and Sustainability Best Practices and Tracking.