Agency correspondent Heather Nichols talks to Liz Rice, CEO of Metro Production Group (MPG) about the evolution of the agency from a production company to a creative event agency.
MPG is a women-led creative event agency based in London. Our agency has a rich history rooted in technical expertise. Originally named Metro Broadcasting, MPG grew from its origins as a video production company and stepped further into the world of events. Now, the company has rebranded to mark its transformation as a cutting-edge creative event agency, while retaining all its technical expertise.
Speaking about the brand’s brand, the CEO of MPG Liz Rice said, “Over time, we have continued to evolve with our products. And now we have positioned ourselves very much as a creative event agency. But the great thing is that we are in all our DNA: themes, roadshows, awards – for a large number of client types in different sectors.”
She added: “MPG has become an organization that represents big ideas, including the backbone. You can trust to deliver things in a very technically professional way, but now there is a sweet spot where technical capabilities meet creative capabilities. This evolution reflects not only a change in service, but a bold redefine MPG’s identity.
Liz explains that the brand has changed the simple approach. In the past, the company would have jumped on the practicality and production solutions of how to pull briefs. But now they are taking a step back and thinking about how they can turn it into the experiences people want to attend. She said: “We think more intentionally about the experience, and what makes this an experience that excites people? Our clients are excited about the creative ideas that present not only our delivery, but how it should be delivered.”
She continues: “It’s true that some projects don’t require a huge amount of creative thinking, but they don’t throw away that option any time soon. What is our purpose here? We also consider the audience’s purpose and the goals of event organizers. Now we are getting closer to things with a creative and innovative lens.
Like other companies’ evolution, this journey comes with a significant percentage of highs and lows. Liz shares that there are exciting moments, such as moving to a new big warehouse, increasing opportunities for growth, scalability and expansion into new types of projects.
Physical movements represented a wider shift. It allowed them to not only take on more work, but also do so in a way that coincides with their evolving creative vision. Another high point is the internal conversation about what MPG wants to be in the future and how to clarify the transformation into clients, partners and the wider industry.
However, as you grow, your pain also grows. Liz explains that one of the biggest challenges is changing external perceptions. “I think the challenge for me is communication about letting people know that the MPG they always knew isn’t necessarily what they are.” It’s not just showing new features, it’s about having others rethink what the company represents.
Now that MPG has brought both creative and technical expertise to the table, they work hard to ensure that both fields are seamlessly integrated into all events. Their focus is to provide a truly 360-degree approach.
This means jumping into the emotional and sensory journey of attendees beyond logistics and production. Liz said: “We’re trying to think about the human part of the event and what it really means for someone to experience something.” Whether it’s a massive exhibition or an intimate pop-up, MPG will have empathy, creativity and technical know-how for each project, and even the most ambitious ideas come to fruition.
Looking ahead, Liz anticipates changes in the way technology is used within the event. It’s not necessarily more, it’s smarter. “We’re beginning to see how AI can shape part of an event,” she explains. “But I think it’s more personalised where it goes.
Rather than relying on technology for innovation, she envisions a future in which technology will enhance, rather than being overwhelmed. At the same time, Liz believes that her appetite for simplicity will increase. Returning to focusing on meaningful content, purposeful design, and authentic human connections, the most shocking experiences are the most thoughtful and understated.
As Metro Production Group continues to push boundaries in both creativity and delivery, it is clear that agency transformation is more than just a new logo. With a new focus on experience design, a strong technical foundation and a deeper understanding of audience engagement, MPG places itself at the forefront of a new era of events. For Liz Rice and her team, this evolution doesn’t mean leaving their roots behind. It’s about innovation and imagination building on them to create something even more influential that walks together with technical excellence.
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