XSEM, a brand engagement agency based in Yorkshire, has brought on Nick Burrows as Head of Experiential to bolster their service offerings, following a series of notable client successes. Burrows spent over a decade at London-based TRO in senior leadership roles, focusing on clients of experiential marketing. His experience working with major brands such as Guinness, Johnnie Walker, Google, and Nike will prove invaluable in his new role at XSEM. Burrows is enthusiastic about his new position, saying, “I’m captivated with the culture at XSEM and have been enormously impressed with their work so far”. His aim is to bring brands to life by providing strategic direction and consultation around how clients can create meaningful, memorable experiences in partnership with XSEM.
XSEM’s Managing Director and Co-founder, Dan Bardgett, shares Burrows’ excitement for the agency’s next chapter. The two plan to work in tandem to elevate XSEM’s experiential offerings to new heights. Bardgett asserts that Burrow’s outlook on creativity, excellence, and integrity aligns with the agency’s values. To date, one of XSEM’s most significant brand partnerships is the one they share with beer brand Pravha. XSEM developed the “Unexpect the Expected” concept, a tiered approach that focused on influencing buying behaviours and creating lasting memories for Pravha’s audience through full brand activations at large regional venues across the UK.
As experiential marketing becomes more critical, Burrows understands that the focus should be on why brands are creating experiences rather than simply what and how they’re doing it. His experience and outlook will be instrumental in taking XSEM’s experiential marketing to the next level. Today, technology and social media mean that even massive audiences of hundreds of thousands or millions can immerse themselves in the experiences that XSEM and its clients offer.
Moving forward, Burrows will lead the charge in developing XSEM’s experiential offerings, while advising existing clients such as Molson Coors Beverage Company and Suntory (Lucozade, Ribena). XSEM is focused on achieving excellent service, creativity, and achieving with their clients, something Burrows also prioritises. “They have such a solid foundation for us to do splendid and meaningful work for our current client base and future partners. It’s clearly an inspiring, creative, and commercially driven agency,” he says. The addition of Burrows to the XSEM team comes at a critical point in the agency’s growth, having recently enhanced its client portfolio. Burrow’s ability to provide strategic direction and consultation on experiential marketing will be a valuable asset to the agency’s bright future.