The expansion into London of Glasgow marketing agency Alleyoop has seen three experienced former Bauer Media colleagues reunited.
Alleyoop is owned by former Bauer sales director Jak Carlin, and heading up the cross-border expansion is Den Farmer, who spent 18 years at Bauer in London building a strong track record across media, partnerships and revenue growth.
Most recently commercial director with Fix Radio, he takes up the newly-created role of managing partner and he teams up again with Alleyoop’s strategy director Lauren Marshall, who was Bauer Media Group’s account manager in Scotland for seven years.
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It’s the most significant strategic move by the firm since being founded in 2022 to help businesses drive brand awareness, leads and growth and Carlin is excited to be reunited with his former colleagues at such a pivotal time for the company: “We’ve seen strong growth over the last 12 months, driven by brilliant people delivering brilliant results for brilliant businesses,” he said.
“London is the natural next step – but only with the right people. Den is exactly that, and the perfect person to lead this move given his experience in driving growth in competitive markets.”
Alleyoop has enjoyed consistent success over the past four years, combining digital performance with large-scale media buying expertise to support the rapid growth of brands such as Prime Property Auctions, Borders Competitions and Total Golf Discount.
Marshall said: “The relationships we have built – with our clients, our suppliers, and within our own team – have been the engine behind everything we have achieved. When it came to London, we knew we needed someone who shared that philosophy. We know how Den operates and how his clients feel about him. That’s not something you can put in a job spec – and it made him the only choice.”
The expansion will see the scaling of Alleyoop’s model into a larger market, offering performance marketing (Google + paid social) along with strategic media buying across leading UK media operators.
As well as leading on growing the London market, Farmer will also focus on client relationships and overall commercial performance as Alleyoop looks to make a major impression in England.
“I am incredibly excited about launching Alleyoop London with Jak and Lauren as we look to extend the agency’s amazing work, results and impact across the UK,” he said. “Media is driven by understanding. Understanding not only your client’s needs but the client themselves.”
“Alleyoop has built an agency that puts relationships and results at its core. Bringing their story to life in London is going to be an amazing adventure, and it’s a story I’m itching to tell!”
