Serco Leisure appoints TBWA\Manchester
Leisure management company Serco Leisure has appointed TBWA\Manchester following a competitive pitch against unnamed specialist agencies.
With 65 leisure centres across the UK and Jersey, Serco Leisure has briefed the agency to undertake detailed strategic market and consumer analysis and develop innovative local area marketing plans for each of its facilities.
Keith Thomas, managing director for Serco Leisure, said: “We were looking for a full service agency to be our strategic marketing partner and [TBWA's] Disruption fits in perfectly with my vision for Serco Leisure.”
The appointment comes at time when the UK Government is stepping up its investment in the sport and leisure industry in the run up to the 2012 London Olympics.
Catherine Lunt, group marketing manager for Serco Leisure, explained that the business had adopted a new marketing led approach. She said: “We are aiming to align branding and communications across the country whilst ensuring we deliver to diverse local markets and achieve our clients’ objectives. This is a very exciting time as we prepare for London 2012.”
Robert Harwood-Matthews, CEO of TBWA\Manchester, said: “Serco represents a key company that is set to change the nation’s approach to sport. We’re looking forward to working with them, especially at such an important time for UK sport.”
Work is expected to include online, direct mail, e-CRM, outdoor and press as well as PR on behalf of TBWA's sister agency, Staniforth.