ALT expands sports campaign team

Glasgow-based creative agency ALT has appointed a commercial sports specialist to a newly created strategic planner role.

Mike Murphy, a former BBC senior producer, joins as ALT prepares for major campaigns across UEFA competitions, including this summer’s UEFA Women’s EURO in Switzerland. 

He will lead the agency’s growing sporting proposition, which includes partnerships with Glasgow City Women FC, the Scottish FA, and the World Boxing Championships.

Based in Manchester, Mike’s appointment reinforces ALT’s commitment to hiring top talent regardless of location. 

He said: “I’m really thrilled to be joining ALT. 

“They have a fantastic track record in the sports arena and I know I can add some new dimensions and fresh thinking to the campaigns they’re delivering for some of sports biggest organisations. 

“I’m looking forward to utilising their approach and widening its reach into a host of other sports. 

“Sport’s capacity to connect people and stir passions can change the world for the better like little else can, and ALT appreciates that uniqueness wholly. 

“Their ideas-first approach to creating data-driven, audience-focused and channel agnostic campaigns will hold massive appeal for a range of sports governing bodies, organisations, clubs and commercial partners alike.”   

Mike’s arrival follows the agency’s first overseas hire, with a campaign manager in Berlin supporting UEFA projects.

Tala Cook, ALT managing director, added: “Mike’s commercial understanding in the sports environment is second to none, and we’re thrilled to have him on board as we actively grow our reach in sports marketing. 

“His experiences at leading the BBC’s ‘Couch To 5k’ campaign and being involved in developing The Hundred as a participation spectacle with the ECB proves his ambitions and track-record of success matches our own.

“We have a passion for seeing great campaigns that reach into communities who might otherwise feel left out and see how sports’ governing bodies can play their part in encouraging that participation with smart, engaging campaigns. 

“There is no doubt Mike will add new dimensions to how we operate and ultimately execute those campaigns.”

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