XSEM expands with new marketing division

Event management agency XSEM has opened a new marketing arm, XSEM Insight, which has already won new business with retail giant Nisa and paint manufacturer PPG.

Liana Lax has been appointed to run XSEM Insight alongside the agency's co-founders Michael Gwilliam and Dan Bardgett.  

The Leeds-based agency said the service offers businesses in-depth marketing expertise through research and consultancy and will be offered alongside its current business offering or in isolation.

The development follows what XSEM has described as a "game changing" 2014, during which time it worked with brands including Molson Coors, PPG and Nisa. The company announced at the end of last year that it was targeting £1m growth in 2015 to £4m.

Lax, who has spent more than 20 years in the marketing industry, set up and ran marketing companies as part of Jackson Consultancy. She specialised in the automotive industry and worked with manufacturers and dealerships including Honda, Volkswagen, FIAT, Suzuki and Alfa Romeo.

She has also worked with blue-chip clients as a freelance marketing and research consultant, including with XSEM. 

Lax said: "Having worked closely with Dan and Michael on a joint project for one of their clients two years ago, I could see some great synergies and a wonderful opportunity to produce a service that will not only assist in XSEM being able to produce a far more holistic approach to its own clients, but also something that will sit strongly as a standalone service.

"Everyone wants to know if their marketing activity actually works, yet so few agencies offer a specialist in-depth facility in order to produce those kind of results."

Bardgett, XSEM director, said: "When Michael and I started discussing the best way forward, it was clear to all three of us that XSEM Insight was a viable, exciting and potentially lucrative opportunity. Early success has been hugely positive so we will be concentrating all our efforts in 2015 on establishing the new business."

More:

XSEM wins Nisa account

XSEM appoints events manager with Mars experience

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Case study: Nickelodeon Kids' Choice Awards

Case study: Nickelodeon Kids' Choice Awards

Pop star Jason Derulo hosted the televised award ceremony at Abu Dhabi National Exhibition Centre.

Influx of association conferences for ACC Liverpool

Influx of association conferences for ACC Liverpool

Venue is set to host three major association conferences for the first time, while confirming return of several others.

3 simple ways to disrupt events

3 simple ways to disrupt events

Many planners mistakenly over-complicate their events, according to Scott Stratten, co-author of UnMarketing.

Answer our corporate event planner survey and win a luxury hotel stay

Answer our corporate event planner survey and win a luxury hotel stay

Complete our quick 10-minute survey to win a stay for two with Iconic Luxury Hotels and inform our State of the Industry report.

Profit and turnover up for Freeman EMEA

Profit and turnover up for Freeman EMEA

Most recent financial year included acquisition of Comotion Consulting and a new managing director for the event agency.

8 things to look out for at IBTM World

8 things to look out for at IBTM World

With the countdown on, what brand new features and events can attendees expect when they descend on Barcelona next week?

'I could have screamed' - the ongoing war against events waste

'I could have screamed' - the ongoing war against events waste

Putting the environment first doesn't have to cost more, says Karen Sutton, CEO and founder of the Global Good Awards.

How the 'Greta Thunberg effect' is impacting events

How the 'Greta Thunberg effect' is impacting events

'We need to approach the challenge of an event's climate impact at multiple levels,' says agency director.

Zaha Hadid's ME hotel to open in 2020

Zaha Hadid's ME hotel to open in 2020

Designed by the celebrated late architect, ME by MeliĆ” will open its first Middle Eastern property in the Burj Khalifa district of Dubai.

7 tips for organising a successful charity event

7 tips for organising a successful charity event

Group of voluntary organisations and a venue finder offer insights for event planners to put together an effective charity event.

LATEST JOBS