Leeds-based brand engagement agency XSEM has appointed Nick Burrows as head of experiential.

Burrows was most recently client services director at Smyle and prior to that MD of Make Events. He also spent over a decade at TRO, as client services director and marketing director – leading on strategy, project management and client relations for experiential clients, including Guinness, Johnnie Walker, Google and Nike.

In this new role, he will be responsible for developing XSEM’s experiential offering. He said: “I’m more obsessed with why brands are trying to create experiences first, rather than the how and what. That comes more naturally when you understand the why.

“I’m captivated with the culture at XSEM and have been enormously impressed with their work so far. They have such a solid foundation for us to be able to do some brilliant and meaningful work for our current client base and future partners.”

Dan Bardgett, managing director and co-founder at XSEM, added: “Nick joins us at a crucial time in the business having recently enhanced our client portfolio. We’re delighted to have him on board and look forward to seeing where his creative brain can take our experiential offering to the next level. Nick’s positive outlook on creativity, integrity and service excellence are perfectly aligned with our own values here at XSEM.”