Pitch Marketing Group has been appointed by Les Mills as its new global communications agency following a competitive pitch process at the start of the year. The partnership will see Pitch responsible for developing a centralised global strategy as well as delivering bespoke activations in key international growth markets including the US and EMEA.
As part of the remit PR and Digital comms campaigns will be conceived and delivered to showcase the fitness brand’s iconic workouts, digital offering and world class instructors, focusing on established programs such as BODYPUMP and BODYCOMBAT as well as new innovative and interactive Les Mills experiences. A core focus for Pitch will be to grow engagement amongst Gen Z audiences in particular, via culturally relevant experiences and activations to bring them into the Les Mills fold.
Les Mills revealed its new ‘Choose Happy’ brand platform in July last year, which was activated with a global campaign featuring Brett Goldstein, best known for writing and starring in Apple TV Series, Ted Lasso. Pitch’s day-to-day comms activity will support the overarching brand platform and be supplemented with key spikes around major brand moments such as LES MILLS LIVE events. In addition, there will be a significant focus on driving comms around Les Mills’ progressive partnerships with adidas and Meta.
The account will sit in Pitch’s dedicated PR division led by Lucy Hutchinson, which is the largest part of the business making up 50% of the total agency headcount.
The announcement of Les Mills being added to Pitch Marketing Group’s roster follows a wealth of exciting new wins this year including EA, Stonegate Group and NatWest.
Lucy Hutchinson, Head of PR at Pitch Marketing Group said; “We are absolutely buzzing to win such a high energy account with a genuinely ambitious brand like Les Mills. Historically Pitch is well known for our work in the sport, fitness and lifestyle space so when we had an opportunity to work with a brand whose entire mission is to create a fitter planet we jumped at the chance and ran with it. Les Mills has shown a real commitment to driving change in the fitness space, and with the cutting-edge tech innovations and the exciting brand partnerships they have in the mix this is a ripe opportunity for brilliant comms campaigns.”
Jak Phillips, Global Director of Content, PR and Growth Marketing at Les Mills added; “Upon first meeting the Pitch team they really stood out to us in terms of their passion and drive. They showed great creativity throughout the pitch process and we’re really looking forward to seeing where this partnership will take us at a pivotal time for Les Mills. We’re on a very positive trajectory with some exciting plans ahead and Pitch feel like the right partner to help accelerate that journey – our values closely align and they’ve demonstrated a great grip on cultural relevance and a commitment to creating work that changes perceptions and behaviours.”
