Global brand experience giant Jack Morton lands in Iberia. 2 min. de lectura At a time of full effervescence for the MICE sector and coinciding with the Mobile World Congress held in Barcelona, Jack Morton Worldwide officially announces its landing in the Iberian Peninsula. The company starts operations in Spain and Portugal as part of its international expansion strategy, with Ángeles Moreno at the helm as General Manager Iberia, thus reinforcing its presence in the EMEA region. The opening of the Iberia operation comes after a key stage for the company, marked by its transition to private ownership and its integration with Impact XM, a move that has expanded its global muscle in creativity, production and permanent experiential environments. Ángeles Moreno will lead the Iberia operation. The new phase in Spain and Portugal will be headed by Ángeles Moreno, who will assume the position of General Manager Iberia. Based in Madrid, she will be responsible for strategic and operational development in both markets and for building a senior team focused on delivering brand experiences with real business impact. Jack Morton' s arrival in Iberia combines the company's global scale and methodology with local leadership and market agility. The team will work in coordination with the European offices in the UK and Germany, allowing immediate access to world-class creative and production capabilities. Craig Millon, Global President of the company, underlines that Spain and Portugal represent one of the markets with the highest growth potential in Europe. In a context where brands are demanding greater strategic integration and clear measurement of the return on their experiential investments, he believes Iberia is ready for a partner that combines strong local relationships with true international scale. In his view, Moreno brings an entrepreneurial mindset, industry leadership and global vision to build a differentiated proposition in the region. A profile with international vision and sectorial commitment. Moreno has more than 25 years of experience in experiential marketing, tourism and culture. She founded her own events agency, which she led for 17 years until its sale to an international group, making it one of the references in the sector in Spain. Subsequently, she worked as Country Manager at AIM Group International in its Spanish division, where she promoted transformation and growth processes. She is also the founder of EVA Alliance, the first global network of women in event marketing, which brings together more than 258 professionals on four continents with an intergenerational approach. Her career has led her to chair industry associations at the Iberian and European level and to be recognized among the Top 100 Women Business Leaders in Spain. For Moreno, Iberia has extraordinary creative and productive strength in the field of brand experiences, although the market is undergoing a clear evolution. Brands, he explains, are no longer looking for visual impact alone, but for internal alignment, measurable business results and long-term value. In this sense, he believes that Jack Morton's global strategic model represents an opportunity to raise the standard of experiential marketing in Spain and Portugal and position the region as a natural bridge to Latin America and other international markets. An expansion that consolidates its global weight. The opening in Iberia follows other recent moves by the company, such as the inauguration of its office in Japan, and consolidates its positioning as a global partner for brands seeking to design experiences capable of generating real connection and sustainable growth. With its arrival in Spain and Portugal, Jack Morton is not only expanding its map. It also sends a clear message to the market. One of the world's most influential agencies in brand experience is betting on the talent and potential of Iberia at a time when the sector demands more strategy, more measurement and more international vision.

The Riverside Company has announced that its portfolio company Impact XM has acquired Jack Morton from Omnicom, creating a major global experiential marketing agency. The combined entity will operate under the Jack Morton name and span 20 offices across North America, Europe, the Middle East and Asia Pacific. The merger brings together complementary strengths in creative strategy, digital innovation, production and fabrication. Impact XM CEO Jared Pollacco will continue as CEO of the combined business. This marks Impact XM's fifth add-on acquisition since Riverside acquired it in December 2023. The deal aligns with Riverside's business services specialisation, where the firm has invested in over 400 platform and add-on companies since 1988. Riverside manages more than $13 billion in capital.

Jack Morton, Omnicom's global experiential agency, is merging with rival Impact XM in a private equity-backed deal led by The Riverside Company. The combined firm will retain Jack Morton branding and employ over 1,000 staff across 20 offices in North America, Europe, the Middle East and Asia Pacific. Impact XM CEO Jared Pollacco will lead the merged agency, whilst Jack Morton CEO Craig Millon becomes global president. Josh McCall, who ran Jack Morton from 2003 to 2022, returns from retirement as executive chairman. Omnicom acquired Jack Morton through its purchase of Interpublic last year. The deal, subject to customary closing conditions, is expected to complete in the first quarter. The agency will provide services including conferences, brand activations, trade shows and corporate events.