Communications agency Paradigm Public Relations has launched a new experiential and events division, bringing on Bailey Dougherty (pictured) to lead the team as VP, events.

Dougherty was most recently VP, client services at Boom! Marketing and has more than 12 years of experience working with brands such as Tim Hortons and Schick.

She will now be tasked with leading event and experiential work for Paradigm clients such as Bosch, HTC and PokerStars, along with building out the shop’s experiential marketing arm.

Paradigm president Tracey Bochner says it will be adding resources over time, though it’s too early to tell how many other new staff the agency will be hiring.

Paradigm began expanding from traditional PR a few years ago and its offering now includes social media, corporate communications, content marketing and event management.

“More of our clients are focused on experiential marketing as an important part of their mix,” Bochner says of the reason behind creating the new division and bringing on Dougherty. “In addition to that…we’re finding that more and more of the RFPs we’re seeing lately involve experiential and public relations combined.”

Paradigm’s client roster includes HTC, Tim Hortons, Edgewell Personal Care, Nutella, TD Bank, Toys “R” Us and Under Armour.