The team will be comprised of seven members, and will aim to develop strategic campaigns for brands, and will work with clients from the concept creation to the deilvery of the activation. Advertisers will be able to amplify activity through Global’s media brands, and tap into Global’s experience in live events and talent management.
Debbie Ward has been appointed to the role of commercial director and will report directly to chief commercial officer Mike Gordon. Ward brings more than 20 years of experience in music and media to this new role, and has worked at agencies such as Live Nation where she was vice president of marketing partnerships. She has also led the commercial operations for MAMA Festivals including Lovebox and Wilderness developing creative solutions for brands such as Mulberry, Laurent Perrier, Corona, Jack Daniels and HTC.
Wayne Mensah and Amy Oldham join the team as brand partnership directors. Mensah has 15 years’ experience working for music start-ups and media owners including Metro and the Telegraph Media Group. Oldham joins from Live Nation where she worked on festivals including The Great Escape and Citadel.
Other roles within the commercial team will include a brand manager and three account managers.
Mike Gordon, chief commercial officer at Global, said: "In just 12 months Global has become the second biggest player in the UK festivals market, which is why we needed to find the best commercial talent to support our investment in this sector. I’m delighted that Debbie has joined Global given her very impressive industry credentials, having created some of the most talked about festival partnerships. With an enviable portfolio of festivals, access to Global’s talent management and events expertise and of course an audience of 30 million people every week through our media brands, our festival offering is truly unique."
Debbie Ward, commercial director, said: "The opportunity to join Global and lead the commercial side of their festivals business is incredibly exciting. We are perfectly placed to deliver some of the world’s most exciting campaigns for brands and I’m looking forward to working with new clients to build some memorable experiences at our festivals."
Global owns Victorious Festival, Snowbombing (Austria and Canada), Festival No.6, the Rewind Festivals, South West Four, Field Day, Boardmasters, Y Not, Truck, Transition, Hideout and Electric Elephant, with interests in Lost Village and Standon Calling.
More: In other festival news, last week Event revealed that Innocent's digital detox festival 'Innocent Un-plugged' will not take place in 2017, although it is set to return in 2018.
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