XSEM secures three-year deal to deliver events for PPG

Leeds-based marketing and events management specialists XSEM has reported securing a three-year partnership agreement with PPG, which will see the agency mastermind a range of incentive-led events for the global coatings company.

The deal is estimated to be worth around £1.5m in business for XSEM over the three years and comes off the back of the announcement last September that it had also secured a long-term deal with drinks giants, Molson Coors.

Commercial director and co-founder at XSEM, Michael Gwilliam said: “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 means XSEM will continue to deliver PPG’s Golf Masters competition, which has been organised and executed by XSEM for the last nine years.

XSEM will also continue to deliver PPG’s Trade Elite loyalty programme, which has been hosted in destinations including Rio and Mauritius, with the XSEM team having just returned from hosting the delegation in the Far East.

XSEM will also provide the PPG VIP and PPG 100 Club as part of the new long-term agreement.

PPG 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.

“Their 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.”

XSEM was founded by Michael Gwilliam and co-owner Dan Bardgett 12 years ago, and employs 20 staff. The agency specialises in delivering insight led conference and incentive event solutions. Key client industries include retail, manufacturing and telecoms.

Martin Fullard


Martin Fullard

Martin Fullard: journalist, presenter, producer. Martin is the Deputy Editor at Conference News and Conference & Meetings World magazines. He leads the digital channels on Mash Media’s Conference Division as well as heading up Mash TV. He is formerly a web editor at a national newspaper in the Middle East and motoring journalist.

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