The domain of experiential marketing is getting crowded in Canada.

So observed Boom Marketing’s president Daniel Rooney when he stepped into his new role last year, taking over from Nicole Gallucci, who moved over to competing shop Fuse Marketing last summer.

In order to create a new identity for Boom, Rooney spent a year figuring out how to differentiate the MDC Partners-owned shop, which has worked with clients including Tim Hortons, Wind and Corby, from its competition.

And in its 13th year of life, the company has announced new branding, as well as a change in its leadership and business approach.

The agency has refreshed its logo, as well as hiring new staff to its ranks in order to evolve beyond its traditional experiential roots.

Rooney’s goal is to create an experiential agency that does more than events, focusing on the surrounding strategy as well as event elements that clients have traditionally hired Boom for. 

“I want to help change the mentality of what Boom has been known for. I want people to think of us as a creative shop, but also one that can produce kick-ass events,” explains Rooney.

To that end, he has brought a VP of marketing onto the team, with the hire of Michael Miller. Prior to joining Boom at the start of 2016 Miller worked at Maple Leaf Sports and Entertainment for over seven years as manager of sales, media and global partnerships.

The shop has also hired a new creative director to its ranks, with Yasmin Sahni joining the team in the role.

Rooney says there has been an education curve with getting existing and new clients on board with Boom Marketing’s expanding model.

“It’s also been about educating clients that we have the opportunity to do more,” he says. “We are able to play with the integrated agency approach.”