By: Mae Cornes
House of XM, formerly known as Prime Marketing, is steadily making strides in the world of experiential marketing, following a strategic rebrand and an ambitious expansion into the U.S. market. After years of delivering immersive brand experiences in Canada, the company is now aiming to redefine how brands connect with consumers across the U.S., with a focus on crafting personalized, memorable activations.
A New Phase for a Well-Established Name
Prime earned its reputation in Canada for creating immersive marketing campaigns for household brands like McDonald’s, General Mills, and Molson Coors Beverage Company. Over time, as the agency grew in size and influence, so did its goals. Samantha and Rosalie, who lead the company, saw a growing opportunity to evolve the agency’s identity and expand its footprint beyond Canada. This led to the birth of House of XM.
“House of XM is more than just a new name,” Martin shares. “It represents our intention to move beyond traditional campaigns, welcoming new brands in our House (portfolio) and offering experiences that resonate deeply with people.”
House of XM’s portfolio is filled with a variety of projects, from smaller activations such as product samplings to more ambitious installations, like the visually striking falling M&M’s structure. These projects reflect the company’s ability to transform ordinary spaces into dynamic, engaging environments that drive brand awareness and loyalty.
Expanding Into Key U.S. Markets
With its rebranding efforts in full swing, House of XM has now set its sights on the U.S. market, prioritizing regions such as California, New York, Texas and Florida. This expansion comes as brands increasingly seek personal, in-person engagement with their audiences in an era dominated by digital interactions.
“Consumers today are seeking real, authentic experiences that connect them to brands in a meaningful way,” Laflamme explains. “We’re offering quality services as a women-owned agency that can deliver pristine activations by expanding into these key markets. This approach helps brands create the moments that build strong, lasting relationships with their customers.”
To manage its growing business, House of XM is investing in strengthening its in-house resources and expanding its teams of brand ambassadors, field coordinators, and logistics experts. This allows the company to maintain high standards of quality and efficiency as it executes complex activations across the country. The company also continuously explores new technologies, such as virtual reality and data analytics, to enhance its offerings and adapt to the evolving demands of experiential marketing.
Focusing on Emotional Connections
As House of XM continues to grow and establish itself in the U.S., it remains committed to creating experiences that prioritize emotional connection. Martin emphasizes that the foundation of each activation is to make a lasting impression on participants, regardless of the scale or scope of the project.
“What we do is about much more than promoting products,” Martin notes. “It’s about crafting experiences that people remember, whether it’s discovering something new or feeling immersed in a brand story. Those are the moments that truly stick.”
As House of XM expands into the U.S., the agency aims to bring its expertise from working with iconic food and beverage brands in Canada to the American market. While acknowledging the presence of other reputable agencies doing similar work, House of XM seeks to contribute its unique perspective to the U.S. experiential marketing landscape. Through a focus on authenticity, creativity, and emotional engagement, the company is poised for continued success in delivering experiences that stand out in a crowded marketplace.
Published by: Martin De Juan
