What MVP Collaborative does

MVP Collaborative is a privately held, full-service experiential marketing and communications agency founded in 1980 and headquartered at 950 Stephenson Highway, Suite 100, Troy, Michigan. The firm operates three core service pillars: Live Experiences (dealer and sales meetings, consumer events, employee training, press events), Digital Experiences (virtual events, interactive kiosks, webcasts, and custom applications), and Branded Content (video production, print and digital design, content strategy, copywriting, and social campaigns). It also operates an in-house auditorium facility in Troy with green screen capabilities that it rents out for leadership meetings, press events, and training sessions. Revenue is generated through project-based professional services fees quoted per engagement rather than disclosed pricing, with no subscription, recurring SaaS, or platform-based revenue stream.

The firm's underlying delivery model is services-led rather than technology-led: it assembles creative, production, project management, and account teams to execute campaigns on behalf of enterprise clients, supplemented by in-house editing, IT, and web development staff. Customers are predominantly large enterprises, with a portfolio that includes Audi, General Motors, Ford, Lincoln, Stellantis, Mack Trucks, Manitowoc, Dynatrace, OnStar, Comcast/XFINITY, AAA (Auto Club Group), Blue Cross Blue Shield of Michigan, Ascension, Wayne State University, and Strategic Staffing Solutions, spanning automotive, technology, telecommunications, insurance, healthcare, financial services, education, staffing, and gaming verticals. Notable engagements include a six-city Audi e-tron launch tour, a coast-to-coast GM Battery Electric Vehicle First Responder Training tour, an XFINITY consumer activation across 11 states, AAA fair activations across 14 states, and the Dynatrace Perform Annual Meeting with nearly 2,000 attendees.

Go-to-market is executed via direct enterprise field sales, leveraging the firm's 45+ year operating history, industry recognition (Ex Awards, Telly Awards, IT List, Best of MichBusiness), an extensive online portfolio, and repeat business from long-tenured client relationships. The company is founder/management-owned with no disclosed institutional investors or M&A activity; leadership includes President and CEO Kevin Danaj, CFO Bill Johnson, VP and COO Karl Siegert, VP of Business Development & Strategy Michael Kraft, VP and Director of Services Tyler Tagami, and Founder and Senior Editor Bob Auiler. The firm maintains a regional operational base in Michigan while executing national multi-city touring programs across the United States.

Name

MVP Collaborative

Legal name

MVP Collaborative

Website

https://mvpcollaborative.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

MVP Collaborative is a privately held, full-service experiential marketing and communications agency founded in 1980 in Troy, Michigan, providing live events, digital experiences, branded content, and an in-house auditorium facility to enterprise clients across automotive, technology, telecom, healthcare, insurance, and education.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Meeting & Conference Planning & Coordination (HSACADAA)

akta.pro secondary industries

Customer/User Conferences & Client Advisory Boards (THAHAMAD), Training, Enablement & Talent Development Summits (THAHAMAH), Hybrid/Virtual Meetings Production & AV Services (THACAFAM)

Keywords

• Experiential marketing services
• Live event production
• Digital event experiences
• Branded content production
• Corporate communications agency

Headquarters

HQ city

Madison Heights

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services - Live Experiences: Project-based fees for producing live events including dealer/sales meetings, customer/consumer events, employee training, and press events. Revenue earned through event production, project management, and creative services.
2. Professional Services - Digital Experiences: Fees for virtual events, interactive kiosks, webcasts, and app development services.
3. Professional Services - Branded Content: Revenue from video production, print and digital design, content strategy and copywriting, and social content and campaigns.
4. Auditorium Rental: Venue rental for leadership meetings, press events, training sessions, and business updates at their Troy, MI facility.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

MVP Collaborative is a full-service experiential marketing and communications agency that produces live events, digital experiences, and branded content for enterprise clients. Its core work spans dealer and sales meetings, customer and consumer events, employee training, press events, virtual events, interactive kiosks, webcasts, video production, and content strategy. The agency also rents an in-house auditorium facility in Troy, MI for leadership meetings, press events, and training sessions.

Product overview

MVP Collaborative is a full-service experiential marketing and communications agency founded in 1980. The company operates a platform of three core service offerings: Live Experiences (dealer/sales meetings, consumer events, employee training, press events), Digital Experiences (virtual events, interactive kiosks, webcasts, apps), and Branded Content (video production, print/digital design, content strategy, social campaigns). Additionally, the company offers an auditorium facility rental for meetings and events. The portfolio demonstrates expertise in automotive, technology, healthcare, and financial services sectors, with notable projects including Audi e-tron launch events, GM BEV First Responder training tours, and Dynatrace Perform Annual Meeting.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Experiences
• Digital Experiences
• Branded Content
• Auditorium Facility Rental

Quantifiable outcome

• Tens of thousands of signups driven for XFINITY brand through interactive tech displays across 11 states
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Team 84minorStrategic or Co-development PartnerMVP Collaborative is a partner to Team 84, a collection of marketing and communications companies led by former Detroit Lions All-Pro Herman Moore. Together they are working to make the marketing and communications industry more diverse, equitable, and inclusive. This is a DEI-focused partnership aimed at improving diversity in the industry.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• MKG: Independent experiential marketing agency producing live events, brand activations, and digital experiences for B2B and consumer brands. Comparable in scale and service mix.
• Derse: Full-service experiential marketing agency building exhibits, events, and environments for enterprise brands. Strong overlap in trade show and live event production for automotive and industrial clients.
• MAS Event Design: Experiential event design and production agency specializing in corporate events, brand activations, and immersive experiences for enterprise clients. Comparable boutique-scale experiential peer.
• The Integer Group: Omnicom-owned commerce and experiential agency delivering events, retail activations, and brand experiences. Direct competitor in shopper and event-driven marketing.
• Sparks: Global experiential agency focused on live brand experiences, pop-ups, and event production for enterprise brands including automotive and technology. Direct peer in event-led experiential services.
• GMR Marketing: Experiential marketing agency specializing in consumer events, brand activations, and sports/entertainment experiences. Similar focus on multi-city live activations for enterprise brands.
• Jack Morton Worldwide: Global brand experience agency producing live events, brand activations, and digital experiences for enterprise clients including automotive and technology brands. Closest large-scale direct comparable in experiential marketing services.
• George P. Johnson Experience Marketing: Experience marketing agency (part of Project Worldwide/Omnicom) specializing in events, exhibits, and brand experiences for enterprise technology and automotive clients. Direct competitor in the experiential agency space.
• Octagon: Sports and experiential marketing agency (part of IPG) producing brand experiences, events, and sponsorship activations. Comparable in event-driven brand engagement work.

Regional players

• Doner: Michigan-based full-service advertising and marketing agency with strong automotive and dealer-marketing heritage. Geographic peer in the Michigan agency market with overlapping client roster.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mvpdetroit

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MVP Collaborative