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Lagardère S&E unveils Lagardère Plus to dig into brand partnership marketing

Lagardère Plus

French group Lagardère Sports and Entertainment has launched a new wing dedicated brand sponsorships.

Lagardère Plus, has been powered up with the group's acquisition of London-based agency Brave, which counts among its clients Amazon Prime, Brown Forman, and Greenpeace.

With the new department, the agency looks to "transform traditional brand sponsorships into highly inventive and impactful marketing platforms" on a global scale, according to a statement.

Bringing about the new entity is a consolidation of akzio!, Zaechel and Sponsorship 360 into Lagardère Plus, and the addition of Brave although there are reportedly more acquisitions in sight. The move was made to bolster the strategic, creative, digital and analytic capabilities of Lagardère Sports and Entertainment.

Andrew Georgiou, chief executive officer, Lagardère Sports and Entertainment, said: "From sports, music and entertainment, to culinary and cause marketing, Lagardère Plus will help brands and properties get the attention they need in a distracted world.

“As media fragmentation affects many of the marketing channels that CMOs have relied on for decades, partnership marketing becomes absolutely vital for brands to connect with their audiences. Lagardère Plus combines global expertise and experience with highly knowledgeable local teams to deliver exceptional results.”

The company has offices in Berlin, Dallas, Frankfurt, Hamburg, Hong Kong London, Manchester, Munich, New York, Paris, Singapore, Shanghai, and Tokyo, and boasts clients including BMW, Bridgestone, Citibank, Danone, EA Sports, Epson, Hyundai, Lacoste, MetLife, MetroPCS, Veuve Clicquot, and ZTE.

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