Mr. Cobb

Lucas Cobb

VP, Integrated Planning

MMGY Global

Lucas Cobb currently leads the Account Planning practice with MMGY Global. MMGY, based in Kansas City, Missouri, is an integrated marketing firm with a 30-year history of providing objective driven advertising, online marketing, web and mobile asset development, social program management, CRM, and brand design services to travel industry clients. In this role he is in charge of translating MMGY’s insights garnered from market research and core client goals into hyper-targeted, measureable multi-channel campaign strategies.

Prior to becoming the VP, Integrated Planning Mr. Cobb ran the interactive account management team and also acted as lead product strategist for MMGY’s mobile offerings.

Mr. Cobb has been with MMGY for 3 years. In this time he has led the planning and implementation of projects for Barbados Tourism Authority, Dolce Hotels and Resorts, KSL Resorts, Silversea Cruises, and many others.

From 2004 to 2009 Mr. Cobb was with another Kansas City firm, Barkley. At Barkley he was responsible for management and oversight of the agencies project management office that consisted of staff responsible for the execution of project assignments across on and offline mediums. He and his team worked on accounts ranging from Sonic Drive-in to Build-A-Bear Workshop and Pennsylvania Tourism.

In the mid 1990s through the early 2000s Mr. Cobb worked as and Interactive Marketing Director, a web designer / developer and also ran his own interactive and direct marketing consulting practice. This background in early website development, ecommerce, traditional advertising and direct marketing coupled with his experiences implementing campaigns across such media has enabled Mr. Cobb to approach client opportunities without channel bias. Instead, he looks at every opportunity through a lens formed from quantifiable statistics and goal oriented thinking. Because, in the end, true success can only be achieved when strategy, implementation and measurement work in harmony.

Mr. Cobb is a graduate of The University of Oklahoma and holds a Bachelors degree in Journalism with emphasis in professional writing.

Mr. Cobb can be contacted at 816-300-5169 or lcobb@mmgyglobal.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board – for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driver’s seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.