XSEM has launched a new division aimed at serving what it sees as a gap for pharmaceutical organisations looking to introduce more creativity into its event programmes.
The new six-strong division is led by XSEM director Caroline Medcalf, who joined the Leeds-headquartered agency in early 2024 and has been focused on building the agency’s pharmaceutical offering and strengthening existing client relationships.
The pharma team now accounts for almost 20% of XSEM’s annual income and works with clients across the UK, Europe and Asia.
According to the agency, the division combines specialist pharmaceutical expertise with XSEM’s wider creative, production and brand experience capabilities, helping clients navigate governance and compliance requirements while delivering engaging event programmes and meeting ESG objectives.
“We’ve developed a partner-led approach that offers clients senior-level stakeholder access and an experienced, qualified team who carry the intelligence and understanding of the unique needs within the pharma industry, especially around governance, compliance and approvals,” said Medcalf.
“The operation has been a great success. We’ve built trusted relationships in the pharmaceutical sector over the last two decades, combined with the skillset of XSEM’s wider business in terms of creative thinking, production, exhibition capabilities and marketing skills, offering our pharma clients a full agency experience. It’s a strong proposition for pharma organisations who might not have had this option previously.”
The specialist team includes head of operations Victoria Richards, who brings five years’ pharmaceutical event experience, alongside project directors Nicole Woodcock and Sarah Symington, who have delivered congresses, advisory boards, educational meetings and stakeholder engagement programmes across a range of therapeutic areas. All members of the team are trained by the Association of the British Pharmaceutical Industry (ABPI).
XSEM’s pharma portfolio spans international congresses, internal sales incentives, network meetings and training programmes delivered across the UK, Europe, the US and Canada.
Commenting on the launch, XSEM co-founder and managing director Dan Bardgett said: “It’s been really exciting to watch the pharma operation take shape. Combining the team’s breadth of industry experience with XSEM’s own in-house creative communications, brand experience and event management has been the perfect marriage.
“We’re proud of the contracts we’ve won so far and are looking forward to continuing our growth in this area for pharma organisations needing a collaborative, experienced and highly qualified hands-on partner.”
XSEM’s launch comes as a growing number of event agencies expand their presence in the pharmaceutical sector, attracted by its long-term growth potential and increasing demand for more engaging, experience-led healthcare events. Read our recent feature: Why pharma is emerging as a growth market for event agencies