Agency roundup: Pace Communications; Good n’ Proper; XSEM; and more

Pace Communications has been selected as UK marketing partner for Trex Company, a maker of wood-alternative composite decking and railing, and a leader in high-performance, low-maintenance outdoor living products.

Trex was founded in 1996 and recently achieved $1 billion in revenue. The company, headquartered in Virginia, USA, has products in more than 6,700 retail outlets across six continents.

The collaboration, which will involve the full remit of Pace’s marketing offering including content, social, PR, design and production, will increase brand awareness and product perception in the UK.

Anita Pace, managing director of Hull-based Pace, said: “We began our partnership last month with a visit to Trex’s US headquarters.

“As well as seeing its vast manufacturing operation, we visited the ‘Trex University’, which is home to its impressive research and innovation centre.

“This is a significant client win for us and we’re thrilled to add this prestigious brand to our client list. We’re excited about working with the Trex team and looking forward to helping Trex expand its UK customer base.”


Leeds-based digital agency, Good n’ Proper, has been appointed by Mission Mars – operator of hospitality brands Rudy’s Pizza and Albert’s Schloss – as its retained paid advertising agency.

The agency will work as an extension of the internal marketing team to support both concepts’ ambitious growth plans for 2024 and beyond.

Its strategy will centre on both driving brand awareness and bookings for the current estate, while also launching new venues up and down the country.

Mission Mars is fresh from reporting record like-for-like sales over the festive period and has expansion plans in the pipeline.

Rudy’s is set to open a further 12 pizzerias this year, while Albert’s Schloss is preparing for the launch of a new flagship Cook Haus + Bier Palace on Shaftesbury Avenue, London, this summer.

James Newman, sales and marketing director at Mission Mars, said: “We have ambitious growth plans so we needed a partner that could add value and expertise, but crucially one that understood the nuances of the industry we work in.

“Good n’ Proper was the standout choice, and we’ve been happy with the results we’ve already seen over recent weeks.

“We look forward to continuing to build our business together with the talented team at Good n’ Proper.”

Phil Leather, founder of the agency, said: “It’s hard to not be excited about this one. Both Rudy’s and Albert’s Schloss are incredible concepts, and their rapid growth is no surprise.

“We’re pleased that our ‘ordinary’ approach to marketing resonated with the team, and that we’re already seeing results that are directly supporting the business’s growth plan.

“We’re looking forward to working with them on a number of exciting projects in the year to come.”


Brand engagement agency, XSEM has strengthened its team for 2024 with the appointment of a newly-created role of director of events.

Caroline Medcalf has arrived at Leeds-based XSEM with a wealth of hospitality and events experience. At the same time, Sarah Symington also arrives as newly appointed project director.

Medcalf has spent time with both the NYS Group and Paramount Hotels. More recently, she’s operated as director of venues and events with Agiito, formerly Capita.

She said: “From my first meeting with Dan and Michael, I was blown away by their commitment to a culture that places their people firmly at the heart of the business. Marrying that with their ambitious plans for growth is an inspiring combination to be part of.

“XSEM has a fantastic client portfolio and some amazing events in the pipeline so it’s a really exciting time to join the business.

“I’m raring to get going and be part of the journey to help the entire team deliver on their strategic goals.”

She has also held prominent roles with industry bodies and continues with her position as head of events and a trustee of Eventwell, a charitable social enterprise dedicated to the mental wellbeing of professionals in the events industry.

Dan Bardgett, co-founder and managing director of XSEM, said: “We’re thrilled to have someone of Caroline’s stature and standing on board, her extensive leadership experience, knowledge and reputation precede her.

“Caroline’s commitment to the wellbeing of those in the industry fits perfectly with XSEM’s culture, she’ll be an enormous advocate and champion of our own efforts to focus on the personal and professional growth of our team.”

Meanwhile, Symington has been appointed as part of the agency’s continued growth which has resulted in a number of new roles being identified that build on the wider talents of the team.

She has worked closely with Medcalf in senior events and project management roles at both Agiito and NYS.

Symington added: “It’s been an incredible start here. I know their values at XSEM are underpinned by ‘making people happy’.

“That goes for their clients as well as their team members and it’s something I’ve experienced first hand since arriving.”


Principles has been appointed by Calbee UK to cover all aspects of social media for healthy snacking brand Harvest Snaps.

It adds to the Leeds-based agency’s expanding portfolio of everyday grocery brands including PG Tips, Seabrook and Honey Monster Puffs.

Calbee marketing director, Claire Hooper, said: “We’ve been impressed working with the Principles team on our Seabrook brand in recent years, and with such big plans for Harvest Snaps in 2024 it feels like the right time to bring them on board and help make Harvest Snaps a famous everyday brand.”

Nicci Mills, digital experience director at Principles, added: “As a tasty, healthier snacking option for those who don’t want a lecture, we believe Harvest Snaps has a strong proposition that we can have a lot of fun with.

“We grow brands on social by creating entertaining and authentic content that’s interesting, funny and relevant enough to be talked about on the bus or at the school gates; something we’re confident in doing for this brand.”