Umbro shake-up as new comms head hits stride

UK sportswear firm Umbro is reviewing its six-figure fee UK consumer and trade PR account.

UK sportswear firm Umbro is reviewing its six-figure fee UK

consumer and trade PR account.



The pitching process has reached the second stage, with the original

field of six names narrowed to three agencies, understood to include

three-year incumbent Capitalize, Joe Public Relations and Shilland and

Co. An appointment is expected early next year.



The review was instigated by Umbro Europe’s recently appointed marketing

communications manager Shay Boyd.



He joined Umbro in September from rival Adidas and has responsibility

for the strategic direction of Umbro’s brand in the UK. He reports to

Martin Prothero, Umbro’s global marketing director.



Boyd said: ’Having moved from Adidas to Umbro, I am looking at all our

PR needs to get Umbro to the next stage in its development. I am looking

for the perfect fit.’



He spent nine years at Adidas, where he was group marketing and

communications manager across areas including fitness, tennis and

women’s brands. He replaced Peter Draper at Umbro, who left to join

Manchester United FC as group marketing director.



Umbro was acquired in May by venture capitalist Doughty Hanson for

pounds 90 million. A new senior management team came on board, led by

Peter McGuigan, a former president of Reebok.



In October Umbro came under fire when it emerged that some of its strips

were made in Romania and it was accused of using cheap foreign

labour.



The company admitted the shirts had been sewn abroad.



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