Mint Adds Ruthie Luff as Executive Producer for Experiential

As one of the original XM agencies in Toronto, Mint has evolved and helped shape the industry since 2008, and continues to have a futuristic outlook and belief that every experiential activation is a brand building moment to make a meaningful connection. In a year that's already seen significant growth and innovation, Mint continues to make waves in the world of creative marketing with the addition of Ruthie Luff as its new executive producer for experiential. 

"As we continue to elevate our experiential practice within our creative offering, it became evident that we needed someone of Ruthie's caliber and creative bent to lead and guide experiential production,” says Kim Tarlo, executive creative director, Mint. "This strategic hire underscores the agency’s commitment to pushing the boundaries of XM and creating impactful, immersive brand experiences."

Luff’s work spans industries and production styles. She has developed large scale XM activations for luxury brands, music festivals, and tech giants (Nike, Prime Video, Mercedes, Osheaga, Google, YouTube); live productions, galas, and events with non profit organizations (TIFF, Luminato, Pride Toronto); and audacious new productions within the performing arts sector (Soulpepper Theatre, The Edinburgh Fringe Festival).

Luff’s mission with Mint is not only to ensure the seamless integration of these services across the agency's departments but also to collaborate closely with Gigi Rabnett, senior director, brand experience and client services. Together, they aim to provide clients, including Aeroplan, Pinterest, White Claw and YouTube, with innovative XM strategies that get noticed.