XMC Celebrates Duncan Fraser’s Ascension to Partner
- XMC HR
- 6 days ago
- 2 min read
TORONTO — XMC, Canada’s official Sponsorship and Experiential Marketing™ agency, is pleased to announce the appointment of Duncan Fraser to Partner, effective January 1, 2026.
“Since joining XMC just over three years ago as Associate Vice President, Duncan has been a catalyst for the evolution of our strategic offering,” said Steven Lewis, President & Co-Founder of XMC. “His ability to seamlessly connect high-end sponsorship strategy with impactful experiential execution has made him an indispensable leader across our national client roster.”
“Duncan joined us with a clear vision for where he believed the business could go and he has delivered every day since,” Steven added. “His progression from AVP to Partner is a direct reflection of his leadership, sharp business acumen, and the trust he has built with both our clients and our internal teams.”
Prior to joining XMC, Duncan built a formidable reputation across the Canadian marketing landscape, contributing to some of the country’s most recognizable brands through roles at Maple Leafs Sports & Entertainment and Molson Coors. His experience includes stewardship over iconic programs such as Molson Canadian Rinks and Maple Leaf Square/Jurassic Park. At XMC, Duncan has led complex client portfolios while playing a key role in mentoring emerging leaders and helping evolve the agency’s culture and strategic approach.
“Joining the partnership at XMC is a meaningful milestone for me,” said Duncan. “Over the past three years, I’ve seen firsthand what makes this place special, the people, the standards, and the belief that experience really is everything. We have the best talent in the business, and my priority as Partner is to keep building a culture that attracts great people, challenges them to think bigger, and delivers real results for our partners. When you get the culture right, along with a client first mindset, the outcomes take care of themselves.”
About the XMC
Founded in 2006, XMC is an award winning and proudly independent agency that provides strategic counsel and execution of bespoke Sponsorship and Experiential Marketing™ programs for over 50 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 AI-fuelled analytics. Together, we leverage shared passion points in sport, music, culture, and cause to connect, engage, and inspire target actions with our 60+ full-time employees and a roster of 3,500 part-time employees across the country.
Media Inquiries: Steven Lewis | Steven@xmc.ca | www.xmc.ca
