Agency Correspondent Heather Nicholls speaks to Liz Rice, CEO of Metro Production Group (MPG) about the agency’s evolution from production company to creative events agency.
MPG is a female led creative events agency based in London. The agency has a rich history that is rooted in technical expertise. Originally named Metro Broadcast, MPG has grown from its origins as a video production company and stepped more into the events world. Now, the company has rebranded to mark its transformation into a cutting-edge creative events agency, whilst still retaining all of their technical expertise.
Speaking on the rebrand, CEO of MPG Liz Rice says: “Over time, we’ve just continued to evolve in our offering, and now we very much positioned ourselves as a creative events agency. But what’s great is that we’ve retained all of that technical expertise—broadcast expertise is still within our DNA. We’ve built on that, rapidly expanding with our creative offerings. Now, we deliver all types of event experiences—exhibitions, activations, pop-ups, theming, roadshows, and awards—for a multitude of client types across different sectors.”
She added: “MPG has become an organisation that represents big ideas with backbone. We can be trusted to deliver things in a very technically expert way, but now there’s a sweet spot—where our technical capability meets our creative capability. I believe we are now very design-led in the way we approach all projects that come through the door. However, our technical backbone remains deeply embedded in our DNA.” This evolution reflects not just a shift in services, but a bold redefinition of MPG’s identity.
Liz explains, that the rebrand has changed the way they approach a brief. In the past, the company would have jumped to the practicalities and production solutions of how to pull of the brief. But now, they take a step back and consider how they can turn it into an experience that people would want to attend. She says: “We’re thinking more intentionally about the experience and asking what’s going to make this an experience that excites people? Clients are excited not just by our delivery, but by the creative ideas we’re presenting on how it should be delivered.”
She continues: “Sure, some projects don’t require a huge amount of creative thinking—but we don’t discard that option right away. We start by asking: What’s the objective here? We also consider the audience’s objectives and the event organiser’s. I think we’re now approaching things with a creative and innovative lens—starting with the design and concept, then asking: What’s technically needed to bring that to life.”
As with any company evolution, the journey comes with its fair share of highs and lows. Liz shares that there have been exciting moments, such as moving to their new, bigger warehouse, which has given them more opportunities for growth, scalability, and expansion into new types of projects. The physical move symbolised a broader shift—one that has allowed them to not only take on more work but to do so in a way that aligns with their evolving creative vision. Another high point has been the internal conversations about who they want MPG to be in the future, and how best to articulate that transformation to clients, partners, and the wider industry.
But with growth also comes growing pains. Liz explains that one of the biggest challenges has been changing external perceptions: “I think the challenge for me is always that communication around informing people that the MPG they knew is not necessarily the MPG they are now.” It’s not just about showing new capabilities—it’s about getting others to rethink what the company stands for.
Now that MPG brings both creative and technical expertise to the table, they work hard to ensure that both disciplines are seamlessly integrated into every event. Their focus is on delivering a truly 360-degree approach—where nothing is an afterthought, and every detail contributes to a cohesive experience. This means looking beyond logistics and production, and diving into the emotional and sensory journey of the attendee. Liz says: “We try to think about the human part of an event and what it really means for someone to come and experience something.” Whether it’s a large-scale exhibition or an intimate pop-up activation, MPG approaches each project with empathy, creativity, and the technical know-how to make even the most ambitious ideas come to life.
Looking ahead, Liz anticipates a shift in the way technology is used within events—not necessarily more, but smarter. “We’re starting to see how AI can form part of an event,” she explains, “but I think where that’s going to go is a lot more personalisation. People will want a personal experience for every event they attend.” Rather than relying on technology for the sake of innovation, she envisions a future where tech enhances rather than overwhelms—used thoughtfully to create tailored, memorable moments. At the same time, Liz believes there will be a growing appetite for simplicity: a return to focusing on meaningful content, purposeful design, and authentic human connection, where the most impactful experiences are often the most thoughtfully understated.
As Metro Production Group continues to push boundaries in both creativity and delivery, it’s clear that the agency’s transformation is more than just a new logo. With a renewed focus on experience design, a strong technical foundation, and a deep understanding of audience engagement, MPG is positioning itself at the forefront of a new era in events. For Liz Rice and her team, this evolution isn’t about leaving their roots behind—it’s about building on them to create something even more impactful, where innovation and imagination walk hand-in-hand with technical excellence.
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