Uniting Newsan’s audiences through immersive brand experiences

Newsan, one of Argentina’s leading consumer goods groups, worked with MCI to deliver Newsan Universe 2024. The year-end corporate event brought together B2B clients, internal teams, strategic partners and media across day and evening sessions. Through an immersive experience built around more than 25 brand-led spaces, MCI helped Newsan recognise achievements, thank teams, align audiences around business priorities and showcase innovation across its brand universe.

THE CHALLENGE

Bringing a diverse brand universe together

Bringing a diverse brand universe together Newsan needed a year-end corporate event that could represent its extensive portfolio of market-leading brands through one clear experience. The event also had to work for different audience groups, including B2B clients, internal teams, strategic partners and media. With more than 2,000 guests expected across two separate sessions, MCI needed to create an experience that felt cohesive, premium and relevant to every attendee, while supporting wider goals around cultural alignment, trust-building, recognition and collective motivation.

Brand Newsan

Industry Marketing & Direct Selling

Service Experiences & Events

Contact < Back to All Work

THE SOLUTION

Creating an immersive brand journey

MCI developed the event as an immersive journey through more than 20 brand-led experiential spaces, each representing a different brand within the Newsan portfolio. Every stand translated brand values into live experiences, from professional beauty activations and interactive technology to cultural installations and artistic performances. MCI structured the experience across day and evening sessions, allowing it to be tailored to each audience while maintaining strategic consistency. The environment, catering, hosting and recognition moments were carefully curated to reinforce appreciation, participation and pride.

THE RESULTS

Strong engagement, alignment, trust and brand pride

MCI helped Newsan turn a year-end gathering into a strategic platform for culture, connection and brand visibility. The event exceeded expectations for attendance and participation, with more than 2,000 guests engaging across two sessions of approximately 1,000 attendees each. Internally, the experience strengthened alignment, pride and motivation across Newsan teams. Externally, it reinforced trust with clients and partners, while amplifying brand visibility through earned media and social content.

Key numbers

25+

brands

2,000+

attendees

FAQs

Answers to some of the questions our clients ask around turning corporate gatherings, year-end events and brand activations into more strategic experiences that align audiences, deepen trust and create memorable engagement.

Q1. How can a corporate event agency help unite different audiences around one brand experience?

A. A corporate event agency can build one strategic narrative that works across internal teams, clients, partners and media, then shape the experience for each audience group. For Newsan Universe 2024, MCI helped bring more than 2,000 people together through day and evening sessions that supported alignment, recognition, trust and brand pride.

Q2. How do you create a year-end corporate event that feels strategic?

A. A year-end event becomes more strategic when it is built around clear business goals, audience needs, brand messaging and measurable engagement. MCI’s experiences and events expertise helps organisations turn major gatherings into moments that motivate people, strengthen relationships and support business priorities.

Q3. How can experiential design showcase a large brand portfolio?

A. Experiential design can give each brand a live, memorable role within a wider event story. For Newsan, MCI created more than 20 brand-led experiential spaces, using design, content and live activations to translate different brand values into experiences people could explore and engage with. MCI’s design and content services focus on brand content aligned to strategic objectives, which supports this kind of audience-led approach.

Q4. How can creative technology improve engagement at corporate events?

A. Creative technology can make brand stories more immersive, interactive and memorable when it is used with a clear purpose. MCI’s creative technology service helps brands connect with audiences through digital content, creative ideation and multi-platform narratives, which can support activations such as interactive technology spaces and other live engagement moments.

Q5. What should companies look for in a partner for a large-scale corporate event?

A. Companies should look for a partner that can connect strategy, creative concept, audience engagement, production and delivery. Newsan Universe 2024 shows how MCI supports complex corporate events by combining a clear strategic framework, immersive experience design and premium execution for different stakeholder groups.

Ready to create a corporate event that builds alignment, engagement and brand pride? Partner with MCI to turn your next gathering into a strategic experience. Contact us here.