PHA Media has been charged with promoting the launch of Tough Mudder in the UK in 2012. The agency won the account following a pitch process and will work on three scheduled Tough Mudder events in London, Manchester and Edinburgh.
Tough Mudder, which currently runs a series of events in the US, was founded by Englishman Will Dean, whose background lies in financial counter-terrorism for the British Government. Dean came up with the idea while at Harvard Business School and set it up on an $8,000 marketing budget.
Since the launch, the number of Tough Mudder events has increased exponentially, with 14 events in 2011 and 28 scheduled in 2012. The event has raised more than $1 milliion for the Wounded Warrior Project.
The account will be headed up by PHA managing director, Mark Gregory, and associate director Stuart Skinner.