by Thea Engst, Exhibit City News
Hamilton is a 75-year-old event marketing agency that provides cutting-edge brand experiences for companies throughout North America. Their Chief Marketing Officer Courtney Soice told me, “We design, produce, and execute integrated experiences—exhibits, events, environments, and digital solutions—that drive meaningful connections between brands and their audiences. We do everything from the creative concept to production to the on-site execution.”
I sat down with Soice, who’s been with the company for nearly seven years, to pick her brain about her days and what Hamilton provides for its customers. She arrived at Hamilton with extensive agency experience and a personal tie to the company—her family has owned Hamilton for over 30 years. She is not just the CMO; she’s a board member and a soon-to-be majority company owner. She’s also the Vice President of the Experiential Designers and Producers Association (EDPA) Midwest Chapter and Secretary of the Women in Experiential Board of Directors.
“I grew up in the industry,” Soice told me. “I always marveled at the incredible work Hamilton did. When I was little, I saw an exhibit that opened like a cocoon, and butterflies ‘flew’ out of it. I thought it was the greatest thing.” Today, she still works with that childlike wonder and imagination, thinking well outside the box to tell immersive stories. She spoke about how she loves being a part of Hamilton’s signature innovation, how she and her team work to push boundaries, to do things that haven’t been done before, and to help their clients stand out from their competitors. “We are nimble and agile and embody a ‘we got this’ mentality. I’m constantly amazed by the talent we have,” she said.
What does a typical day look like for the CMO of an event and experiential marketing agency known for innovation?
“I know people always say this,” Soice laughed, “but every day is different, and that is why I love my job. As a person who often has an excess of energy, having variety in the daily grind is highly appreciated.” She went on, “I start most days with coffee—very, very important—and checking my email, seeing if I missed anything overnight. I typically have several meetings during the day and between meetings, I try to get my other work done. That work varies. I could be working on marketing assets, creative writing, marketing strategies, crafting pitches, things of that nature.”
She likes to immerse herself in the company’s physical creations as much as she loves to work behind the scenes. “I make it a point to get out and walk around the halls during the day. Given how many people work remotely these days, I feel fortunate to be able to collaborate in person, to walk out to the warehouse, and see what experiences we’re building.” Finally, she ends her day with a to-do list for the next. “It’s all about the to-do list!”
What about the rest of the company?
“We have approximately 110 employees,” she says proudly. “There are people who have been here 25 plus years and new people we’ve recently hired as we continue to grow our business. Our culture is something that sets us apart. At our core, we are truly a Midwestern family business. There are no egos, and everyone is willing to help each other out.”
Exhibits, Tradeshows, and More
When it comes to tradeshow creations, Soice loves being a part of exhibits at events like Experiential Marketing Summit (EMS) and EXHIBITORLIVE. “We use these opportunities as working demos to show our clients what we can do. This is my Super Bowl!” She said, “I’m really excited for EMS and EXHIBITORLIVE this year. We have really cool plans that go totally beyond convention and will exceed expectations.”
Outside of 2024’s EMS and EXHIBITORLIVE, what can we hope to see from this cutting-edge event marketing agency? An even more B2B approach to storytelling. “Hamilton has evolved a more agency-centric approach, offering creative, strategy, and performance services beyond the traditional exhibit house. We’ve taken this to new heights since the launch of StudioH, our in-house creative experiential design studio.”
Finally, what does she want readers to leave with after reading her profile? “Hamilton and I are dedicated to propelling our legacy of driving innovation and delivering best-in-class service to our clients. We love what we do, and we’re lucky to do it.”
This story originally appeared in the Q2 2024 issue of Exhibit City News, p. 76. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2024.
