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Southpaw forms strategic alliance with JAA to scale-up media offering

Southpaw has announced a new partnership with one of the UK’s leading independent media agencies John Ayling & Associates to “scale-up” its media planning and buying offering.

Southpaw group managing director Tom Poynter.

The new partnership launched this month with all of Southpaw’s media clients transitioning to the new alliance and taking advantage of the planning and buying scale that JAA can offer. JAA will also work alongside Southpaw on all integrated pitches and projects, as well as serving Southpaw’s parent company Hakuhodo.

Tom Poynter, group managing director of Southpaw, said of the new partnership: “The media industry has gone through an enormous amount of changes over the last 5 years and the agencies that are winning are those that are able to keep up with the pace of change. Our clients need continuous consumer insight, planning and buying at scale, through trading desks and programmatic, as well as an integrated offering. JAA was the perfect match for all of our requirements and we look forward to building this alliance with them.”

Richard Temple, board director of JAA, said: “We’ve worked with Southpaw on various projects over the last eight years and found it to be a thoroughly enjoyable and fruitful experience. This is a very natural progression of the relationship for us.”

Southpaw employs 65 people within the UK operation and works with international clients such as Honda, SABMiller, Dunkin’ Donuts, Baskin-Robbins, PZ Cussons and Gallo Family Vineyards.