John Doe Secures Huge Sports Direct Brief After Competitive Pitch

Sports Direct has appointed a multi-award winning agency to oversee PR and major brand comms.

John Doe won the brief following four-way pitch earlier this year and will helping the sports brand continue growing. The team will be taking on all of the communications for the company.- including press office, influencer and ambassador relations, in addition to creative brand activations.

Sport Direct has been making step to cement their role in UK culture over the last five years – and John Doe, one of the UK’s leading culture-first agencies, will now be helping to continue the success and build new connections with consumers.

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
Randy Manicks

Beckie Stanion, Chief Marketing Officer at 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 said: “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 London, Glasgow and Manchester.

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