London 2012 events manager Lisa Broomhead will join the agency, having most recently been working on a freelance basis. She has previously worked with both Nike and adidas, working with a range of sporting ambassadors and celebrities.
The agency aims to provide its client base with a broader spectrum of services as well as winning bespoke business in the hospitality and events sector.
Juliet Slot, MD of Pitch, commented: 'As Pitch continues to grow and develop as an agency it is essential that we provide our clients with a diverse and innovative range of services to meet their needs. Having already delivered experiential events for a number of our clients in conjunction with our core communications role, our new division will enable us to further develop this function within the agency.’
Slot added: ‘As London 2012 approaches it also provides us with an excellent opportunity to attract new business in a sector that will be key for businesses to engage consumers during the Games.’
Broomhead has been involved in comms and sponsorship for three Olympic and Paralympic Games and was an integral member of the London 2012 Bid, including being responsible for the London 2012 National Roadshow.
She will be joined by Laura Thorne, who is a specialist in consumer experiential events and has previously worked for Exposure and Slice PR.
Pitch was founded in 2002 by chief executive Henry Chappell, with the backing of Matthew Freud. Freud Communications, which owns a 20% stake in Pitch, won the account to handle the majority of the PR activity around the 2012 Games.