Leeds event management firm signs new long-term deal with global coatings giant

XSEM, the Leeds-based events management firm, secured a new long-term partnership agreement in the final quarter of 2016 with a global coatings giant.

The business confirmed the signing of a three-year deal with PPG, which will see XSEM mastermind a range of incentive-led events.

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

Michael Gwilliam, commercial director and co-founder at XSEM, 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. The contest has seen more than 5000 golfers across UK and European venues take part in that time.

XSEM will also continue to deliver PPGs Trade Elite loyalty programme, which has been hosted in venues such as 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 is a global supplier of architectural coatings, and operates predominantly under its Johnstone’s Trade and Leyland Trade brands in the UK.

Sarah Clough, loyalty and event marketing manager at PPG Industries, commented: “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, which was founded by Michael Gwilliam and co-owner Dan Bardgett 12 years ago, now employs 20 staff from its base in Leeds.