Yorkshire based model engagement company, XSEM, has appointed Nick Burrows as head of experiential to boost its service providing. This comes off the again of a raft of latest shopper successes.
Though based mostly in Yorkshire for 20 years, Nick spent over a decade at London based mostly TRO as shopper service and advertising board director, the place he led on technique, undertaking administration and shopper relations for experiential shoppers.
Nick joins the award-winning enterprise to steer in growing its experiential providing, advising present XSEM manufacturers together with Molson Coors Beverage Firm and Suntory (Lucozade, Ribena), on their experiential technique.
Having labored beforehand with the likes of Guinness, Johnnie Walker, Google and Nike, Nick is keen about bringing manufacturers to life by providing strategic course and session. He stated: “I am extra obsessive about why manufacturers try to create experiences first, reasonably than the how and what. That comes extra naturally whenever you perceive the why.”
Talking about his senior position at XSEM, Nick commented: “I am passionate about the tradition at XSEM and have been enormously impressed with their work to this point. They’ve such a strong basis for us to have the ability to do some good and significant work for our present shopper base and future companions. It’s clearly an inspiring, artistic and commercially pushed company.
“Fifteen years in the past, model experiences have been unique to these in attendance. Now, if we ship the fitting artistic hook and improve occasions via tech and social, there is not any cause why audiences of a whole bunch of 1000’s, and even hundreds of thousands, can’t be immersing themselves in that have.”
One in all XSEM’s largest model partnerships up to now options beer model Pravha, the place the workforce developed the ‘Unexpect the Anticipated’ idea. It was essential that the activation resonated with Pravha’s viewers, influenced their shopping for behaviours and created a long-lasting reminiscence. A tiered strategy featured full model activations at giant regional venues throughout the UK.
Managing director and co-founder at XSEM, Dan Bardgett, stated: “Nick joins us at an important time within the enterprise having lately enhanced our shopper portfolio. We’re delighted to have him on board and stay up for seeing the place his artistic mind can take our experiential providing to the following degree. Nick’s constructive outlook on creativity, integrity and repair excellence are completely aligned with our personal values right here at XSEM.”
XSEM celebrates its 20th anniversary this yr and is forecasting additional enterprise development having lately moved to bigger premises in central Leeds to accommodate its increasing workforce and assist the event of a mess of companies, together with experiential. Its plans for 2024 continues to have a higher deal with worker development and wellbeing, having lately achieved ‘Advertising Company of the Yr’ on the 2023 Convention Information Awards and ‘Greatest Place to Work’ on the 2023 C&IT Awards final month.
