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Despite what some might think, social media is not exclusively for the B2C marketplace. If you associate Web 2.0 with tweens making videos and brands selling lipstick and clothes, then you are only seeing a very small part of a much bigger picture.
When Company Y approached MI to help them increase sales in the U.S. through an IBI contract, we noticed that they were not in an ideal position to interact with American distributors and customers.
Company X was new to the U.S. market with no brand recognition. The market already had well-known U.S. brands it would have to compete with.