March 22, 2021
Agency News

X-FCTR Launch Announced in The Minneapolis Egotist

News of agency launch follows on heels of recent wins in AdFed Minnesota's The Show 2021.

The Minneapolis Egotist, featuring the best creative, the best talent and the best resources in Minnesota – keeping it all in the greater context of what’s happening internationally, recently published the official launch of new agency, X-FCTR.

X-FCTR is reshaping how brands deliver experiential marketing campaigns through a unique blend of social, IRL, virtual, and shared experiences.

“People are really longing for that connection experience marketing delivers, given the social distancing and isolation we’ve been living through. But today, it’s about engaging consumers on their terms to deliver relevant, useful, and personal experiences that also connect to a larger brand moment or shared experience,” says Matt Miller, President, Executive Creative Director at X-FCTR.

X-FCTR brings together agency veterans, whose past experience includes stints at Periscope, BI Worldwide, The Marketing Arm, NCompass International, and Jack Morton Worldwide, to redefine what brand experiences look like in 2021 and beyond.

Heading agency creative is Matt Miller, who previously was VP/Group Creative Director at Periscope. Account Service is led by fellow Periscope alum Keri Saline, who helped manage the experiential marketing discipline with Miller during her time at the agency. Rich Penner serves as Chief Operating Officer and heads agency Production and Vanessa Sinatora leads agency Project Management.

Together, the team has won more than 24 awards in Event Marketer’s Ex Awards and Event Technology Awards competitions, including 6 Ex Awards — considered Best-in-Category for experiential marketing. Their work has also been recognized by The Effie Awards, Communication Arts, Graphis, PRINT, The Addy Awards, The Reggie Awards, and AIGA among others. Most recently, the team took home two pins from AdFed Minnesota’s The Show 2021.

Despite the COVID-19 pandemic, X-FCTR has launched experiential campaigns that created safe and engaging experiences such as:

• Petmate: Virtual Fetch Challenge
• Target: Boo Avenue Drive-Thru

X-FCTR has offices in Minneapolis, MN and Dallas, TX.

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