Beyond Red will be supported by the team at Redmandarin and led by Barnett Fletcher, founder of BPF Momentum. He joins after almost six years as a brand activation and sponsorship consultant.
The new agency will focus on activating at sporting events, with plans in place for the upcoming Rugby World Cup and Formula One season.
Fletcher explained to Event that the start-up has been designed to provide clients with an end-to-end solution. "Normally Redmandarin has handed experiential briefs over to another agency, which sometimes leads to the creative getting lost somewhere along the line," he said.
He added that strategy, tracking studies and analytics are also central to Beyond Red’s business focus. "ROI is absolutely critical in the industry," Fletcher said. "Too many sponsorships are ill-conceived with no thought given to checks and balances."
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