Sam Friedman is the co-founder and Sales Director of XP², a leading experiential company offering in- and out-of-store staffing solutions, and objective-driven and creative in-and-out-of-store activations.A charismatic sales person driven by forming lasting quality relationships with existing and new clients, Sam has helped grow XP²’s national footprint that sees the company operating out of Johannesburg, Durban and Cape Town. Sam believes that XP²’s extensive footprint assures their clients of the company’s ability to roll-out campaigns with standardised activity throughout the country while offering a best-in-class service. The beauty of experiential marketing is that the spaces that XP²’s trades in are fluid and flexible, allowing the business to mould and shape campaigns. This offers tailored made solutions to suit a brand’s needs and business objectives. Taking a cue from their clients, XP² aims to find an ideal match between brands and ambassadors in order to ensure optimal results. The type of activations offered range across a broad scale from traditional in-store promotions at shopping centres and expos to road shows, corporate events mystery shopping and flash mobs to name only a few. Sam shares the company vision based on achievement and excellence. Parts of XP²’s shared beliefs are that these traits are not one dimensional and cannot occur in isolation, but are dynamic objectives that come from determination, vision and hard work. XP² has worked on many successfully experiential marketing campaigns on leading local and international brands.Sam has built XP²’s reputation on excellence, superior service and insight based on client’s needs. Through passion and positive thinking Sam believes in providing the best experiential opportunities for FMCG brands.