XSEM, the Leeds-based brand engagement agency, has launched a new division aimed at serving what it says is a gap for pharmaceutical organisations looking to introduce more creativity into event programmes.
Leading the newly-formed, six-strong pharma division is XSEM director Caroline Medcalf, who joined the agency in early 2024 and immediately started to build on the team’s existing pharma relationships.
The pharma team now accounts for almost 20 percent of the agency’s annual income, serving a growing number of pharma clients whose head offices span the UK, Europe and Asia.
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Medcalf said the division brings something new to the market. It combines compliance, creativity and exceptional event delivery, with a senior-led approach that helps clients meet ESG objectives through responsible event management.
She added: “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.
“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 organisation who might not have had this option previously.”
The team includes head of operations, Victoria Richards who brings five years’ specialist pharmaceutical event experience, having previously delivered programmes for globally-renowned healthcare organisations.
Project director Nicole Woodcock has worked alongside Richards and has helped deliver congresses, advisory boards, educational meetings and internal events within highly regulated healthcare environments.
Fellow project director Sarah Symington has more than ten years expertise in long-term pharmaceutical stakeholder relationship management and delivery of marketing and event-led experiences in rare disease, speciality medicines and biological therapies.
All come ABPI (Association of British Pharmaceutical Industry) trained.
XSEM’s work has covered a wide range of industry events including international congress, internal sales incentives, network meets and internal training structures, taking place across the UK, Europe, the United States and Canada.
Dan Bardgett, XSEM co-founder and MD 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.”
Since launching more than 20 years ago, XSEM has grown to more than 40 staff delivering a range of brand-led experiences across a range of industries and, outside pharma, counts the likes of Molson Coors, PPG and Co-op Wholesale as long-term partners.
