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XMC Marks 15th Anniversary with Rebrand, Team Growth, New Clients and New Charity Partner

XMC, one of Canada’s leading sponsorship and experiential marketing™ agencies, celebrates 15 years in this month. With this anniversary, XMC launches a full rebrand, advances Brittany Lengauer and Mike Spicer to Assistant Vice President roles, and appoints Rishi Gupta to the leadership team to support a string of client wins including LG Canada, Zenni Optical and BetRegal. XMC has also selected the Francisco Bursary, supporting black and indigenous students at University of Toronto Rotman School of Management, as its cause partner.

XMC Founders, Peri Luel and Steven Lewis, envisioned a more holistic approach to the discipline of sponsorship marketing, and trademarked the term experiential marketing™ in advance of XMC’s launch in 2006.

“We knew that transforming brands though sponsorship, experiential marketing™ and analytics drove revenue for companies,” says Steven Lewis, President, XMC. “With the conviction that shared experiences between consumers and brands form strong connections that drive action, we set out to build an agency that could offer a more strategic and measurable approach for our clients.”

What started as a desire to do something better evolved into the development of a leading national independent agency with $1.5B in deals negotiated, activated and/or valuated. Today XMC is focused on helping clients grow consumer, employee and business relationships with the depth of knowledge and expertise to plan and execute effective programs using proprietary data, analytics and measurement tools.

Leadership Team Growth

“Brittany Lengauer and Mike Spicer have been instrumental in leading the team to smart solutions for our clients in challenging times, while helping to grow the business,” said Lewis. “These promotions to AVP are not only a recognition of their commitment to date, but also an indictor of the important contributions that are yet to come. In addition, Rishi Gupta has a track record of success in driving agency performance and we’re thrilled to welcome him to the XMC leadership team.”

From left: Rishi Gupta, Mike Spicer and Brittany Lengauer

XMC’s New Brand

The XMC rebrand includes a bold new look across digital and social channels along with a contemporized logo that pays homage to XMC’s original stylized X. The fresh visual identity is designed to reflect XMC’s industry-leading work for world class clients and act as a catalyst for the expanded leadership team’s commitment to growth.

For more information or to book a call with Steven Lewis, please contact:

Tara McCarthy, NEAT Agency, 416 732 1929,

For XMC video reel, click here.


About XMC. Founded in 2006, the XMC Group of Companies and its dynamic team of industry professionals provide strategic counsel, negotiation, execution, data analytics and measurement of sponsorship and experiential marketing™ programs and services. By leveraging a shared passion for sport, music, culture and cause, XMC connects with consumers, creates deep engagement, and inspires target action. With over $1.5B in deals negotiated, activated and/or valuated, XMC delivers client success by taking ownership, inspiring confidence, and exceeding expectations.



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