Tough Mudder, a ten- to 12- mile run incorporating military-style obstacles, called in the agency after staging its first event in the UK last year.
The brainchild of Englishmen Will Dean and Guy Livingstone has firmly established itself in America and Australia. This year, Tough Mudder will double its events in the UK to six nationally, starting with the ‘London North’ event on 4-5 May.
Frank has been charged with promoting the events, driving awareness and creating further buzz and excitement around the brand.
PHA Media previously handled the UK launch of the obstacle course designed by British Special Forces.
The account will be headed by group MD and founder of Frank, Andrew Bloch. The agency will report to Carol Gottshall, PR manager in the US, and Sarah Harvey, vice- president in the UK.
Ashley Pinakiewicz, Tough Mudder’s director of comms, said: ‘As the brand grows in the UK, we wanted to appoint an agency that can not only drive sign-ups and create further awareness, but also fits our key brand values of teamwork and camaraderie.’