Award-winning global sports and entertainment consultancy Right Formula has begun the new decade with the acquisition of marketing services agency Marketing Minds. The announcement means Right Formula will significantly increase its client base and in-house service offering from 1 February, when the acquisition officially takes effect.

Right Formula, which was founded by CEO Robin Fenwick in 2009, is best known for commercial and activation work with clients including SAP, Epson, Kia Motors, Hilton Hotels, Red Bull, Aggreko, Pirelli, Logitech, Loch Lomond Whiskies and Genpact. With today’s announcement, Marketing Minds’ current clients including ExxonMobil and Dell will now join the Right Formula roster.

The Surrey-based Marketing Minds will relocate to Right Formula’s central London headquarters at the end of the month, bringing with them a wealth of experience in events, hospitality, design and digital. The addition of the Marketing Minds team will further strengthen Right Formula’s existing portfolio, which spans the full sponsorship spectrum. 

Right Formula CEO Robin Fenwick said: “We’re absolutely delighted with this acquisition which consolidates our position on the sports marketing landscape, and I believe is a display of the company’s ambition as we enter 2020.

 

“At Right Formula we have a team of strategic, dynamic and passionate experts with experience across the sport and entertainment space. We thrive on being indispensable to our clients by helping them achieve outstanding business results through their sports and entertainment partnerships; and, with the acquisition of Marketing Minds, I believe we will be even better placed to do so. This is an incredibly exciting time to be part of the Right Formula story.

“I speak on behalf of the entire company when I say that we can’t wait to welcome the Marketing Minds team through our doors as we look to fulfil our potential in 2020 and beyond.”

Marketing Minds’ outgoing owner, John Stoakes, added: “I’ve personally known Robin for more than two decades and couldn’t think of a more appropriate owner to take forward and enhance the work that Marketing Minds has done since opening for business 26 years ago.

“It was vital for me to find a new structure where our current clients and staff would be in the safest hands as they look to develop their own careers. Given the alignment of our businesses – and track record of best-in-class, indispensable client work – I know that Right Formula, as a fast-growing consultancy, is the perfect solution. I wish Robin and the new team all the very best as they continue their upward trajectory.”

With the addition of the Marketing Minds team, Right Formula now comprises 55 staff across commercial, consumer activation, events, hospitality, internal engagement, PR and digital sectors and with a wide variety of sports and entertainment properties that include Golf, Football, Formula 1, Esports, Rugby, Sailing, Olympics, Formula E, Cirque du Soleil, Moto GP and Extreme Sports.