Michael Ferguson

OMNISOURCE EVENTS, LLC., New York, NY

2002 to Present

Privately held experiential marketing and event production firm.

Experience Designer | Event Director | Creative Director

 

Lead in conceptualizing, developing and implementing or creative solutions and marketing strategies for multiple simultaneous events. Direct strategic collaborations and negotiates contracts with clients, sponsors, venues and talent management. Responsible for all P&L management. Provide design staff with creative briefs and design direction, brainstorm concepts and creative ideas, communicate design revisions and edits. Manage media including digital and social, advertising, marketing communications, and public relations efforts. Oversee all creative elements and technical aspects of events including event design, video production, broadcast, staging, program and scripting.

 

 

Highlights:

• Leverage consumer/client insights to conceptualize, develop and implement marketing, sponsorship and brand strategies for events across multiple industries and channels. Sources and directs strategic collaborations and negotiates contracts with key partners and customer experience teams. 

 

• Designed and constructed the first ever popup shop for Chico’s FAS at LPGA Symetra Golf Tour, responsible for designing mobile retail space for functionality, producing renderings for client approvals, graphic designing for exterior walls, negotiating all vendor contracts, overseeing vendor and supplier performance and performing inspections to ensure the final construction is in accordance with client visual team expectations. Work with print vendors to ensure submitted files are to their specifications and properly formatted.

 

• Developed and implemented unique experiential music marketing platform with consistent on-site presence, analysis and back-end measurement for Absolut Vodka designed to attract new consumers. Created and produced on- premise music tours resulting in an 11% increase in sales in key accounts as well as increased awareness and trial of Absolut Citron.

 

• Directed Piedmont Park Conservancy executive team on marketing, production and management of event including development and management of $4.2M event budget for The Green Concert featuring Sir Paul McCartney. Led cross functional relationship between Live Nation and Piedmont Park Conservancy throughout production of event.

 

• Developed strategy and managed execution of RJ Reynolds $11M national event marketing and branding campaign including implementation of events for one of the largest nightlife marketing networks in the world consisting of over 4,000 bars and nightclubs, hotels and event spaces.

 

• Secured contract, developed and led client services, marketing and creative teams on local marketing strategy which improved brand perception and preference with teen consumers in New York area for The Coca-Cola Company. Conceptualized and implemented 1st ever teen focused site NYCene.com and NYCene Magazine. 

 

• Led internal cross-functional team of creative, production, legal and public relations professionals as well as 10 regional market managers ensuring that all events remained within budget allocations, legal parameters and timelines while executing the marketing and branding strategies.

 

• Senior producer for The Richmond Jazz Festival/Jazz at Maymont presented by Altria and sponsored by Verizon Wireless responsible for directing entire production staff on all creative and production elements for the 2 day – 2 stage – 30 act concert event at Maymont Park.

 

• Led projects from start to finish: identifying and engaging vendors, estimating job costs and delivering at or below estimated budgets, managed TV shoots, supervised post production and delivery of final content.

 

• Managed the production of HBO Special Sinbad's Soul Music Festival and all related logistics throughout the Caribbean including St. Martin, Jamaica, Aruba and St. Thomas. Generated a significant increase in tourism and over $70M in economic impact.

 

• Developed sponsor packages and led strategic collaboration with all internal departments of Aruba Soul Beach Music Festival, Ford Motor Company, Aruba Tourism Authority and The J. Walter Thompson Agency to integrate a consistent creative and marketing messages through all external communication including digital media, print, TV and radio, public relations, ticket holder and sponsor communication Resulted in increased dealer participation in 11 Caribbean countries, as well as a subsequent increase in parts, dealership traffic, and service sales. Landed incremental advertising for the festival in addition to the sponsorship fee.