Boom Marketing has updated its image as well as how it markets its business in a bid to earn more share of the jam-packed and competitive experiential marketing sector.
The MDC Partners-owned agency’s goal is to build a reputation as something more than just a company that manages the logistics and executional end of an experiential marketing effort. Like many companies looking to grow, it wants to be seen as a strategic and creative player that deserves a place at the planning table with the senior brand team.
“The space that we’re in has PR agencies doing XM [experiential marketing], you’ve got digital shops doing XM, traditional ad shops doing it, but sometimes farming that out,” said Daniel Rooney, who became president of Boom in January 2015. He arrived from Team Enterprises in the U.S., and was initially shocked at how competitive Canada’s experiential sector was, with a handful of large-scale players holding onto long-term relationships with most of the major clients in the space. He set out to review the company’s business proposition to find a differentiator that could give his team some leverage.
“I saw a lot of really good core things in our nucleus,” Rooney told Marketing. “We know how to put on strong events and have tremendous execution and experiences for the consumer on behalf of our clients’ brands,” Rooney said.
“When you go to a client and want to talk about programming, I want to also be seen as a resource for strategic thinking,” he said.
Along with this positioning comes a new website and new logo designed in-house to carry a “cleaner, more premium” look. Having dropped the bold font and large, ball-like element of its previous design, it opts for a sleeker and simpler typeface.
“It’s where we want to go,” Rooney said. “It’s adaptable to the kinds of business we want to touch. I wanted it to be a bit more professional and clean.”
Boom’s executive suite has seen quite a bit of change over the last year. Agency founder Nicole Gallucci left the agency last year, going on to join Fuse Marketing Group in August. After Rooney’s arrival, the agency hired Michael Miller (formerly of Maple Leaf Sports and Entertainment) as vice-president of marketing, and ad agency creative Yasmin Sahni as creative director.
Rooney believes this “amped-up and enhanced” leadership team will also distinguish the agency in the marketplace.