Secured in the final quarter of 2016, the contract will see the agency lead a series of incentive trips for the business that is expected to be worth approximately £1.5m for the agency.
The deal means XSEM will continue to deliver PPG’s Golf Masters competition, which has been organised and executed by XSEM for the last nine years. The agency will also continue to deliver PPG's Trade Elite loyalty programme, which has been hosted in different countries, including Brazil and Mauritius. As part of the new agreement, XSEM will organise the PPG VIP and PPG 100 Club.
PPG is a supplier of architectural coatings, and operates predominantly under its Johnstone’s Trade and Leyland Trade brands in the UK. Sarah Clough, loyalty and event marketing manager at PPG Industries said: "XSEM have consistently given us well thought out and brilliantly executed event programmes that are central to our customer loyalty proposition.
"Its ability to understand us and apply their skills, knowledge and experience has consistently led to great returns for us as a business and we are very excited about committing to this long-term partnership with them."
Commercial director and co-founder at XSEM, Michael Gwilliam, added: "We‘re very proud to be in this position with PPG. We’ve worked with them for a number of years developing some very exciting event-led propositions, which have now become an integral part of their business and sales activities. The extended agreement is a sign that our determination to create experiences that offer real value and measurable return on investment to our clients is an effective combination for all parties concerned."
The deal follows the three-year deal XSEM signed with drinks brand Molson Coors in September to manage its meetings and events programme for the next three years.
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