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Leeds’ 26 splits into two separate PMX and DX brands

Digital experience and media agency 26 is evolving into two specialised brands: 26PMX (Performance Marketing Experts) and 26 DX (Digital Experience).

Intended to enhance the already established skill sets within the business, the two brands will each have an improved platform for client engagement, growth, and commercial success.

Amidst a market shift marked by the rise of AI, in-housing, media cost inflation and industry skills shortages, the strategic transformation will enable 26PMX and 26 DX to hone focused value propositions in their respective markets.

Ryan Scott, previously the CEO of 26, will continue in the role of CEO at 26PMX, working with brands such as Fortnum & Mason, Victoria Beckham, HOKA and Asda Money. During his time as CEO of 26, the agency has delivered record growth in revenue and profits and launched services in the US.

Meanwhile, Guy Hunsworth, previously operations director at 26, will assume the role of director at 26 DX. With over 16 years’ tenure at 26, Hunsworth brings a wealth of experience and expertise to his new role. 26 DX will work with clients including Arla, CIPD, Corinthia Hotels, CVS and Marshalls.

26PMX’s Scott said: “This is an exciting time for us and our clients. With a sharper focus, enhanced capabilities, and a steadfast dedication to excellence we’re poised to unleash growth and value, and to drive meaningful change for our clients. Additionally, whilst most roles within the agencies will remain unchanged in day-to-day operations, the definition will provide more focused learning and personal development opportunities for our staff, aligned with refined purposes and visions.”

New DX chief Hunsworth added: “Through client engagement and surveys, partner relationships, industry insight and new business interactions, we’ve identified the opportunity for a more specialist focus. As our clients’ needs change rapidly and become more complex, this transformation will evolve and optimise our service and offering by enhancing our insight capabilities, innovation, and activation. That will enable us to continue delivering growth and value for our clients and partners.”

Both brands will remain part of the MSQ group.

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