Propeller Group integrates and rebrands Upfront; restructures group leadership

Propeller Group has fully integrated and rebranded the business development firm it acquired in 2018, and changed the roles of key leaders across the group, PRWeek can reveal.

Propeller Group's leadership team: (top left, clockwise) Jody Osman, Martin Loat, Kieran Kent and Rose Bentley.
Propeller Group's leadership team: (top left, clockwise) Jody Osman, Martin Loat, Kieran Kent and Rose Bentley.

Upfront will adopt the Propeller brands and consolidate the group’s “hub and blades” approach into a three-pronged offering of Propeller PR, Propeller Content and Propeller BD.

A controlling stake in the business was acquired by Propeller Group in late 2018. It specialises in outreach and new business opportunities for marketing services agencies and martech companies.

As a result, Propeller’s managing director Kieran Kent takes on a similar role across the group and Jody Osman moves from MD of Upfront to director of business growth for the group. 

Rose Bentley, who joined at the time Upfront was acquired, moves from director of clients and strategy for Propeller’s PR and Content arms to the same role at group level. Propeller Group founder Martin Loat will continue as group chair.

“Since we acquired Upfront 18 months ago, we have been working to superpower our combined offer to drive the most value for our clients,” Loat said.

“We will function as one unified brand, equipped with the best talent to drive PR, create content and events (online and offline) and build client new business pipelines intelligently. It’s an exciting new chapter for all our people, and to be operating as one larger group now gives us a competitive edge in our market.”

The consolidation comes in the wake of several new Propeller Group client wins, including Samsung Ads, cross-border e-commerce solutions provider Global-e, global digital marketing agency Croud, global software company Synoptic and global entertainment marketing agency Propaganda.

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