ABM to Focus on ‘Experience’ with Blackjack Rebrand

NEW YORK -- ABM, a provider of facility, engineering, and maintenance solutions, has rebranded Blackjack Promotions under ABM.

The move underscores ABM’s growing emphasis on the power of experience as a differentiator for its clients — from airports and venues to retail environments and commercial spaces — reflecting the company’s commitment to shaping real human moments that enhance brand connection and customer loyalty.

Building on Blackjack’s 30-year legacy as a leader in travel-retail staffing and experiential marketing, ABM Experience Solutions will serve as a dedicated platform for delivering creative, human-centered experiences that connect brands with customers across the UK and Ireland.

The introduction of the ABM Experience Solutions aligns with its repositioned brand platform, “Driving possibility, together,” and reflects the company’s evolution as a purpose-driven, data-enabled solutions provider.

Through ABM Experience Solutions, ABM will integrate creative and interactive expertise into its broader suite of integrated solutions, further elevating the way people experience spaces — from the journey through an airport to the atmosphere of a world-class event.

Blackjack’s specialized creative and human-centered capabilities will be delivered through a new ABM Experience Solutions (AX) offering, marking a strategic step in ABM’s growing guest experience capabilities, bringing together the innovation, people-first focus, and operational excellence that define the ABM brand.

“This brand integration is about more than a name change — it’s about unlocking opportunity,” said Richard Sykes, Senior Vice President & President, ABM UK & Ireland. “Since its founding in 1995, Blackjack Promotions has built a reputation for creativity and excellence. By integrating that legacy through the ABM brand, we’re strengthening our UK and Ireland expertise and creating a platform for future growth internationally — expanding ABM’s reach into new sectors and experiences.”

The AX service offering will center around four pillars:
1.   People: Expert staffing and ambassador deployment — trained, brand-aligned individuals who represent your culture and deliver standout service
2.   Experiential: Design and delivery of immersive, brand-enhancing environments — from pop-ups to permanent activations
3.   Learning & Development; End-to-end training design and delivery — shaping confident, capable teams who live your values
4.   Service Design & Consultancy; strategic advisory on service journeys, workforce planning, and customer experience — helping clients build, optimise, or transform their proposition.

“This move is about combining the best of both worlds,” said Leanne Nutter, Retail & Brand Director, ABM. “Our clients value the creativity, flexibility, and personal service that have defined Blackjack Promotions. Now, we’re able to pair that expertise with the stability, compliance, and multinational reach that come with being part of ABM. It’s an exciting next chapter — one that strengthens our position for the future.”

“The ABM Experience Solutions offering and capabilities of this specialized team reflects how our brand continues to grow beyond traditional facility service delivery,” said Cary Bainbridge, Chief Marketing Officer, ABM. “As a multinational organization, we’re investing in solutions that create genuine connection — between people, places, and possibilities. By evolving Blackjack Promotions into ABM, we’re building on a proven foundation of creativity and expanding it across our sectors to help clients elevate the guest experience in every environment.”

Founded in 1995, Blackjack Promotions quickly established itself as a pioneer in travel retail staffing and experiential marketing, growing to become one of the UK’s leading providers. The business was acquired by ABM in 2013, giving it the backing of a multinational facilities and aviation services leader while allowing it to expand its footprint across 20+ UK airports and build a strong reputation for connecting people and brands.

ABM is one of the world’s largest providers of facility, engineering, and infrastructure solutions. Operating in the UK for over 40 years, ABM offers a comprehensive range of services including cleaning, engineering, security, and technical solutions across sectors such as aviation, retail, commercial real estate, sports & entertainment, and critical solutions.

For more, go to abm.com.