top of page
  • LinkedIn
  • Instagram
  • Facebook

Stay up-to-date on the latest in XMC news, insights, case studies and career postings.

Duncan Fraser joins XMC as Associate Vice President

Toronto, October 14, 2022 – XMC, Canada’s leading independent Sponsorship and Experiential Marketing™ agency, today announced that Duncan Fraser has joined XMC as Associate Vice President.

Duncan’s arrival comes at a pivotal time for XMC, as 2022 has seen a record amount of programming and headcount expansion. “Our agency has dedicated significant resources into the development of our team, culture, and capabilities, and that’s translated into improved retention and our ability to attract top talent like Duncan. His people-first leadership style and experience spearheading brand and property integrated marketing campaigns will strengthen our foundation for continued growth.” said Mike Samardzic, XMC Partner.

Duncan comes to XMC from Maple Leaf Sports and Entertainment (MLSE), where he spent five years in Director positions responsible for the success and growth of the Experience Team and the Commercial Marketing division. Prior to that, Duncan spent nine years with Molson Coors in a variety of positions including brand management, property management and special project lead, finishing his tenure leading the national commercialization and strategy for the Six Pints portfolio.

“I am honoured to join the incredible team at XMC. They’ve built an organization that relentlessly focuses on people and results, and it’s clear to me how they’ve achieved such success to date. I’m confident we’ve only scratched the surface of our potential.”


About the XMC Group of Companies

Founded in 2006, XMC is a proudly independent agency that provides strategic counsel and execution of bespoke Sponsorship and Experiential Marketing™ programs for over 30 world-class companies. XMC collaborates with clients to create powerful integrated marketing campaigns shaped by strategic insight, defined by meaningful execution, and supported by proprietary business tools and analytics. Together, we leverage shared passion points in sport, music, culture, and cause to connect, engage, and inspire target actions. With a head office in Toronto, 60+ full time employees and a roster of 2,500 part time employees across the country, the XMC Group of Companies includes XSS (national staffing solutions), REVXM Immediate Productions (content creation) and Sponsorship Canada (sponsorship valuation and sales).

Media Inquiries: Steven Lewis | | 416 703 3589 ext 224 |




Let's make good things happen.

Upload RFP/Brief
LG logo
Sobeys logo
bmo logo
Canada Life logo
Compari logo
bottom of page