Director Sophie Pettyfer, who joined Academy in 2016 when it merged with Shine, will be in charge of the entertainment column. Sam Beecham, who joined the company in August 2017, will lead the sports column as head of sports.
Academy chief executive and co-founder Mitch Kaye said sport and entertainment were both important. “Areas we have identified as opportunities for growth based on our current customers and opportunities, and early conversations that we anticipate will continue.”.
This increases the number of columns across the agency to six: Retail division led by Director Marie Eftimiou. Lifestyle directed by Victoria Heiden. Technology, led by director Nick Albrow. The studio is led by Executive Creative Director Donald Swanepoel.
Each column has a specific revenue limit. Once the agency reaches its peak size, it opens new agencies led by new hires or existing employees.
The Academy views columns as functioning like a series of small businesses. “Where high standards and pace are maintained”.According to the agency, the structure of the pillar is “can be close to the client [and] Staff development and education”.
Kay said: [Glover, CCO] I founded the academy 10 years ago. He founded the company with the aim of bringing together the brightest minds under one roof. Sophie and Sam are great examples of this and supporting our own talent to lead the column and drive growth is what makes our vision a reality. ”
Mr. Pettyfer said, “It is an honor to lead entertainment production at the Academy, and it is the perfect stage for us to continue to deliver great work. This is an exciting chapter with the opportunity to make a significant impact for our clients.”
Mr Beecham said: “When I joined the Academy as a public relations assistant, I never imagined that I would one day lead part of the business. Over the years, I have learned from great people and the structure of the Academy has provided me with this opportunity. It gave me a way to get it.”
The London independent agency’s revenue rose 6% to £6.5m in 2023, with 56 employees at year-end. The academy expects to make over £7m in 2024.
Customers include Amazon, BT, Burger King, Heathrow, Canary Wharf, Decathlon, Disney, EE, Holland & Barrett, Marie Curie, Mastercard, Morrisons, Peroni and Southern Comfort.
