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You may say I caught the entrepreneurial bug pretty early, starting my first business when I was 15, a digital music platform built to promote young, unsigned artists through the creation and distribution of engaging content and live sessions.

We would sneak off school and college early, get on the train to wherever, film and capture content, before heading home to edit late into the night and distribute across social media. It was my first true taste of marketing and entrepreneurship, and I loved it! The only downside was that it made zero profit. Yes, zero.

Deciding it was time to “live in the real world”, I packed my bags and headed to university. Since then, my career has been focused on combining two of my passions: marketing, and sports and entertainment.

Having worked brand-side with UBS on various marketing projects and campaigns, for a rights holder with the Mercedes-AMG Petronas Formula One Team in the sponsorship marketing department, at an agency with Right Formula developing and driving marketing strategies for various brands across football, motorsport, esports, rugby and golf, and most recently at one of the most renowned and successful esports organisations, Ninjas In Pyjamas, I’ve ticked off quite a lot in a relatively short time.

Over that time, I noticed a gap in the market for a new type of agency in this space. One that leads with creative digital marketing and serves it to brands in the sports, entertainment and gaming industries from teams to sponsors. There are plenty of amazing digital marketing agencies out there, but not many who could call upon real experience in this space to engage and inspire fans, leverage the power of partnerships or speak in a language that appeals to these audiences.

Likewise, it became clear, especially during the pandemic, that many traditional sports marketing agencies are too focused on traditional assets and activations and unable to create truly meaningful digital campaigns that drive trackable results.

AND THE NEW was started to solve this challenge. To be the go-to destination for end-to-end creative digital marketing campaigns for brands in sport, entertainment, and gaming who want to grow, monetize, convert, or engage their target audience.

More than this, Dan and I wanted to create an environment where new, crazy ideas could flourish. Ideas that pull real results for our clients, and ideas that are talked about as game changing.

So strap in and call me crazy, but this is just the beginning!


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