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FreemanXP taps industry luminary as vice president

Brand experience agency FreemanXP has hired a vice president of special events to lead its expanded global practice.

Richard Toscano is a special events pioneer known for creating extraordinary experiences for some of the world’s biggest brands as well as immersive corporate events at the Super Bowl, MLB All-Star Game, and the South Beach Food and Wine Festival.

ECN 082015_POM_FreemanXP_Richard Toscano“The integration of content, experience, and entertainment is increasingly important to today’s global audiences. We are seeing an increased demand for unique and memorable special event activations that connect audiences and brands in powerful ways, which is why Freeman has expanded and strengthened this category,” said Chris Cavanaugh, EVP and CMO, Freeman.

“People want to share, learn from each other, and experience amazing things together. Special events create unique opportunities to maximize the connectedness of a community to each other and to the brand itself,” said Dan Hoffend, president, FreemanXP. “Richard has a unique ability to marry visual design, entertainment, and culinary brilliance to capture the essence of a brand, and these memorable shared moments deliver real business results.”

With this move, FreemanXP will combine its entertainment and special events teams to create an expanded suite of services and solutions.

“I am thrilled to lead the special events practice at FreemanXP,” said Toscano. “FreemanXP has an unmatched roster of top strategists, creative directors, and entertainment and event producers around the world, and I am excited to work with this talented team to further evolve the impact and measurement of special events.”

Most recently, the FreemanXP special events team produced several programs for its Fortune 100 clientele, including a five-hour stadium show for 25,000 attendees featuring Grammy award–winning artists; a four-city tour of Australia for C-level attendees; and internal company celebrations for several clients.

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