Content, campaigns and partnerships strategy
Reintroducing Football Manager after six months away with a comeback campaign anchored to the Premier League’s return
Football Manager x Premier League
Narrative Strategy Campaign Planning Brand Reset
Turning Football Manager into a real-world experience through the series’ biggest experiential activation to date
Football Manager x Apple x Grand Visual
Content Strategy Experiential Audience Experience
Using the power of Football Manager to tackle football's coaching diversity gap in a two-time Bronze Cannes Lions-winning campaign
Football Manager x Microsoft x Sky Sports
Content Strategy Social Impact Women’s Football
Turning Champions League archive into a season-long cycle of nostalgia, culminating in a live TV show
BT Sport x UEFA
Content Strategy Campaign Development Broadcast Integration
Championing grassroots investment through the Lionesses' legacy
Football Foundation x UK Government
Campaign Strategy Public Engagement Women's Football
Launching Football Manager 26’s World Cup mode and the return of international management through a connected global campaign
Football Manager x FIFA Content Strategy Platform Partnerships
Bringing FM26’s features into football culture through content partnerships built on formats, stories and debate
Football Manager Content Strategy Audience Growth
Bringing Football Manager into youth football culture through Rising Ballers’ formats and community
Football Manager x Rising Ballers
Content Strategy Community Engagement
Launching PlayZones through the places, people and communities that actually shape grassroots sport
Content Strategy Creative Direction Brand Storytelling
Repositioning Football Foundation content around grassroots storytelling, doubling reach and partner visibility
Football Foundation
Content Strategy Audience Growth Brand Repositioning
Football Manager’s biggest feature rollout, designed to reintroduce the series at scale
Football Manager
Product Strategy Storytelling Audience Growth
Turning public health info into Football Foundation’s highest-performing policy campaign
Content Strategy Visual Storytelling Impact Reporting
Launching women’s football in FM26 through a two-part takeover at SOOO London
Football Manager x SOOO London
Audience Strategy Experiential Women's Football
Turning BT Sport's AI-generated Premier League script into a season-long format
BT Sport
Content Strategy Format Development Editorial
Delivering Football Manager’s most expansive media campaign to shift coverage from cancellation to anticipation for FM26
PR Strategy Narrative Reset Brand Positioning
Making Football Manager feel native across target markets through local publishers and formats
Football Manager x FootballCo
Global Strategy Market Growth Audience Growth
Creating the Football Manager Wonderkids series through using player access to tell deeper stories around the game’s next generation
Football Manager Storytelling Creative Direction
Putting Football Manager back into football culture through its largest creator strategy to date
Football Manager x Copa 90 Creator Strategy Audience Growth
Bringing Football Manager to US fans through its first Premier League fan event activation
Experiential Fan Engagement
Launching Sports Interactive's first commercial football intelligence platform
Product Launch Commercial Strategy Brand Positioning
Building Football Manager’s most ambitious club partnership strategy around football culture and growth markets
Global Strategy Partnerships
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