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TORONTO, ON (May 25, 2017)—Hill+Knowlton Strategies (H+K) is expanding its extensive integrated service portfolio with the launch of its experiential marketing practice, XM+. Led by Jaime Shulman, Vice President, Event and Experiential Marketing, XM+ services will run the full project lifecycle from strategy and planning to development, execution, and evaluation.

From consumer brands to government organizations, H+K has the award-winning talent and extensive offering of audience-centric services to help shape perception, build preference and drive brand loyalty, which with today’s skeptical consumer is increasingly challenging. Targeting the right audience, at the right time, in the right way using experiential marketing allows brands and organizations to create emotional connections with their target audiences that can positively shape perception and preference.

“Experiences have the power to connect brands to audiences in ways that can’t always be achieved through ads, online or traditional media, alone,” says Shulman. “At H+K, we believe that successful experiential marketing programs shouldn’t exist in a vacuum. XM+ allows us to expand our audience-centric approach to communications with experiential marketing services to create unique and memorable activations that ensure our client’s messages are delivered with impact.”

“Our clients want the ability to connect with their audiences through many different touchpoints,” says Goldy Hyder, president and CEO, H+K Canada. “In formalizing our experiential marketing service offering, not only will we continue to deliver award-winning experiential marketing programs for our clients across a variety of sectors, but we can now offer clients a fully-integrated solution that combines traditional XM boutique services with the added amplification of research, digital, social, creative and paid + earned media, all under one roof.”