Octagon has strengthened its European operation and France business with the appointment of Sam Primaut as the managing director of the agency’s marketing businesses in France.
Primaut brings with him 20 years of industry experience, and will work in close collaboration with Octagon’s European network, which includes FRUKT, ITB and Futures Sports & Entertainment.
Octagon’s decades of work in France spans sports, entertainment and culture platforms; including Roland-Garros, UEFA Champions League, Rugby World Cup, the Olympic Games, pro-cycling, The Cannes Film Festival and Paris Fashion Week, and representation of many of France’s premier athletes.
“Sam will lead the growing Octagon marketing team in France, all united behind the ambition to create partnerships, campaigns, content and experiences that ‘earn the attention’ of the people who matter most,” said Octagon President Marketing International Jeff Ehrenkranz.
“This is an exciting time for brands, rights owners and businesses connected to sport and entertainment in France, and Sam’s appointment is a major piece of Octagon’s investment and focus on the French market.”
Primaut added: “Major global events coming to France over the next decade, coupled with the increasing stature of domestic events like Le Tour de France and Roland-Garros, as well as clubs like Paris Saint-Germain, Olympique Lyonnais and Olympique de Marseille, make it a very exciting time.
“Octagon’s bolstered service offering will allow us to deliver real strategic and creative value to brands, athletes and rights owners.”
Prior to Octagon, Primaut was responsible for business development at the French Tennis Federation and was previously a partner and one of the founders of the OC Sport Group. Earlier in his career, Primaut also held positions with the Lagardere Group and A.S.O.
Octagon Marketing’s European network, which also includes offices in the UK, Germany, Spain, Turkey and Russia, is working with five of the 12 FIFA World Cup partners this summer. The regional client list includes global brands such as ABInBev, AIG, Delta Airways, Foot Locker, Mars, Mastercard, Nintendo, Siemens, Sony and Shell.