Following a four-way competitive pitch, John Doe has been appointed as Sports Direct’s retained UK agency.
The agency will now oversee PR and all major brand comms – including press office, influencer and ambassador relations, in addition to creative brand activations. John Doe will help the brand continue its success and build new connections with consumers.
Beckie Stanion, chief marketing officer at Sports Direct parent Frasers Group said: “We went back into the agency market to try and find an agency that really understood us as a brand and where we want to go, that was aligned with our values and shared our level of creative and cultural ambition. We found that agency in John Doe and we can’t wait to get started and see the great work we’ll create together.”
Randy Manicks, managing director at John Doe Group added: “We’re excited to be working with Sports Direct. As an iconic British institution, we’re amped to help take the brand to a new iconic level by continuing to build their cultural credibility and be the no.1 destination for sports and fitness for UK customers.”
The Sports Direct win is the latest in a series of big wins for the agency that have helped the agency continue to fuel its growth in the last twelve months. Since merging with Wire Media in 2021 to form John Doe Group, the agency has grown revenue from £2.1m to £5m and increased headcount from 32 to 60 across its bases in Manchester, London and Glasgow.
Existing John Doe clients include Guinness, Tesco Mobile, Irn Bru, Baileys, Instagram, Tennents Lager, Tanqueray and Captain Morgan.
