Global assembles new team to target festival brand partnerships

Global assembles new team to target festival brand partnerships

Media and entertainment group Global has put together a new commercial team, which will be tasked with developing brand partnerships across its portfolio of 17 festivals across the UK, Europe and Canada.

The seven-person team will be tasked with developing strategic campaigns for brands, providing them with a full service approach from concept to delivery.

Debbie Ward has been appointed commercial director and will report directly to chief commercial officer Mike Gordon. Ward has over 20 years’ experience in music and media and joins the firm from Live Nation, where she was vice president of marketing partnerships. She previously led the commercial operations for MAMA Festivals such as Lovebox and Wilderness.

Wayne Mensah and Amy Oldham join the team as brand partnership directors. Mensah has amassed 15 years’ experience working for music start-ups and media companies including Metro and the Telegraph Media Group, while Oldham also joins from Live Nation, where she worked on festivals including The Great Escape and Citadel.

The new team will also include a brand manager and three account managers.

Global currently 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.

Gordon commented on the new team: “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.”

Ward added: “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.”

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