FARMINGTON HILLS, Mich., December 28, 2021 (GLOBE NEWSWIRE) – Staying relevant and profitable for 90 years is a challenge for any business. But for a business founded and built on live, in-person experiences, the global pandemic has meant actively embracing significant change.
Gail & Rice – one of the nation’s oldest and most renowned strategic communications agencies – turns 90e anniversary by staying true to his roots while looking towards the future of his company.
“We were originally founded as an entertainment agency. Our goal has always been to connect people through a shared experience,” said Tim Rice, president of Gail & Rice.
With roots in Detroit stretching back to 1931, Gail & Rice is now a diverse, experiential marketing and live experience agency known for delivering flawless programming of exceptional quality. Today, the company offers strategy, creation, production, event management and event staffing services.
For decades, audience engagement has occurred through traditional live events, such as business meetings, press events, trade shows, and marketing tours. The company’s entertainment division has also provided premier entertainment to corporate clients and high net worth individuals.
“When the pandemic struck, we took a close look at our strengths and how we could harness them in a world that changed overnight,” said Jeff MacLean, president of Gail & Rice. “We realized we already had extensive experience we could tap into with audience engagement, storytelling, video and graphics production, live streaming, and on-demand viewing. the rapidly emerging needs of our customers. “
“The Gail & Rice team was well positioned to address the challenges of the pandemic almost from the start,” said MacLean. “If you have learned anything from producing live events for nearly 90 years, it’s how to solve unexpected problems quickly and calmly. This is where our people excel.”
The first few months of the pandemic were spent brainstorming with customers to get their messages across to their audiences in a way that would cut through the fog of “zoom fatigue.” The team found innovative ways to deliver a physical and sensory experience while delivering a virtual message.
For example, for a client, Gail & Rice brought in a professional chef. They then researched and shipped the ingredients for a simple yet elegant meal to the meeting attendees. As part of the “virtual event”, the chef hosted a cooking class during which participants prepared their meals in the comfort and safety of their own homes. Then, while the participants had dinner and enjoyed the fruits of their labor, the formal meeting content kicked off and was presented through a virtual meeting platform that allowed participants to interact with each other and with each other. their hosts.
More recently, Gail & Rice has experienced a return to traditional live events using appropriate security measures and protocols. In addition to dozens of live and virtual meetings and events, the Gail & Rice team has produced large-scale live events for clients in Times Square in New York and at Chicago auto shows and from Los Angeles.
“I think it’s clear that people are always looking for the ability to connect whenever possible,” Rice said. “You can see the real enthusiasm and excitement of the audience when we bring people together in person.”
“To stay relevant in our business, we’ve always had to change and adapt quickly,” said MacLean. “The past two years have accelerated this pace of change. I believe our future will be built by helping our clients find the right mix of in-person and virtual events. But however that future unfolds, we know that our first responsibility is to engage an audience and grab their attention.
Focusing on fundamentals like these has been a big part of Gail & Rice’s success for 90 years. “Flexibility, curiosity and the ability to act quickly are characteristics we rely on every day and will continue to do so for years to come,” said MacLean.
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About Gail & Rice:
Gail & Rice specializes in strategic communications and experiential marketing. The agency combines expertise in communication strategy, content, production, event management and entertainment to meet the needs of corporate clients in sectors such as automotive, pharmaceutical, technology, industrial hygiene and consumer and professional service providers. Gail & Rice is part of the family of companies which includes G&R Connex, G&R Live and G&R Detroit. For more information, visit: www.gail-rice.com
William A. Mattiace
Release_Detroit Metro Marketing Agency for 100 years_Detroit 28.pdf
Image 1: Gail & Rice executes Times Square buyout on 42 screens
Last summer, Gail & Rice worked with a client to reenergize New York’s Times Square with a 42-screen takeover to launch a new electric vehicle that included a live experience and a live broadcast. secure.
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Gail & Rice executes Times Square buyout on 42 screens