MediaCity agency, Upp B2B, has refreshed its brand and added to its leadership team as it targets growth.
Max Clark, who co-founded the agency 21 years ago will step into the role of CEO, with husband and co-founder, Michael remaining managing Director.
Meanwhile Chris Banner has been promoted internally to become Creative Director; Martin Askew is now Design Director; while Client Services Director, Alex Bandaranaike, becomes a shareholder in the business. Strategy Director, Alex Bone, completes its new-look leadership team.
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“The agency was founded by my wife Max and I over 21 years ago. We’ve since built a B2B reputation we’re really proud of and a fantastic international client list that we want to pass over into safe hands,” explained Managing Director and Co-Founder, Michael Clark.
“This is absolutely the right team to take us forwards and we’re excited for the next stage of the journey.”
The refreshed brand focuses on: “Powerful Creative Thinking” as well as an investment in artificial intelligence.
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“With only 5% of buyers thought to be in-market at any one time, brand building is essential to stay front-of-mind for prospects. Powerful Creative Thinking is all about creating memorable work that sticks with consumers throughout their buying cycles,” said Strategy Director, Alex Bone.
CEO Max Clark added:
“There are so many changes in the agency space right now with AI bringing new ways to power your creativity as a B2B brand. We’re investing in AI to strengthen our team’s creativity, but we still hold strong on the power of human thinking to gain true advantage in a market that is at risk of becoming bland and ‘samey’. Powerful ideas that build B2B brands is where we excel, and we’re more focused to drive this forwards.”
Upp B2B’s client list includes CHEP, DHL Supply Chain, Marshalls, Informa and Elsevier.
