Ex-CSM Sport and Entertainment head launches sports marketing agency

Lax has founded We Are Disrupt: sports marketing agency focusing on women's sport
Lax has founded We Are Disrupt: sports marketing agency focusing on women's sport

Emma Lax, former head of women's sport and lifestyle at CSM Sport and Entertainment, has founded We Are Disrupt.

We Are Disrupt is a full service sports marketing agency specialising in women's sport.

Lax said: ‘As an agency, we are committed to supporting rights holders and brands and helping them think differently about women’s sport. Whether that's rethinking commercial models, creating distribution strategies to target new audiences, or developing marketing and activation strategies that have a better understanding of how women and girls relate to sport."

She added that the new agency's ambition is to create a culture where women see their contribution to sport as having equal value to that of men, where increased investment drives higher standards of competition, improved experience and increased media coverage, which in turn will result in the normalisation of women in sport.

Lax founded We Are Disrupt after leaving CSM Sport and Entertainment, where she was head of women’s sport and lifestyle. Clients included Unilever, Disney, Sainsbury’s, Lidl and Polar. She is also founder of a women’s fitness blog and is an ambassador for Girls Active, a Youth Sport Trust initiative, which aims to empower girls through sport. 

The team also includes Morgan Davis, Ellie Moss, Lulu Le Vay and Charlotte Thomas. Davis brings more than 20 years experience in sports marketing and sponsorship and a client roster including Red Bull, Coral, CBRE, 888 and Clifford Chance. He is also a former Wasps and London Welsh rugby player. 

Moss joins as a creative strategist from Saatchi & Saatchi, where clients included HSBC, Asda and Toyota. Prior to that, her background was in journalism and she has worked for Women’s Fitness and Men’s Health. She is also co-founder of women’s fitness and wellbeing site, We Heart Living. 

Le Vay joins as a creative strategist specialising in fitness, music and lifestyle and has worked as a journalist for Sleazenation, The Face and i-D, through to The Independent, The New Statesman, Runner’s World and Cycling Active. Her passion for fitness led her to head up social and brand content for Gymbox, and consult on music strategies for Psycle.

Thomas joins as a creative strategist and copywriter specialising in sport, fitness and lifestyle. Clients have included Women’s Health, Coach, Virgin Active, Gymbox, Fitness First, eBay, Girl Talk, Top of the Pops and Disney Girl. She is also co-founder of a women’s sport and fitness blog.

CSM Sport & Entertainment is part of Chime Communications. Last year it acquired brand experience agency Curb Media

More: How I got Here: Gemma Turner

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