Right Formula acquires agency Marketing Minds

14 Jan 2020

By: Sport Industry Group

Right Formula has announced the acquisition of marketing services agency, Marketing Minds.

The Surrey-based Marketing Minds will relocate to the sport and entertainment consultancy’s central London headquarters when the acquisition officially takes effect on 1st February.

The addition of the Marketing Minds team will further strengthen Right Formula’s existing portfolio, which spans the full sponsorship spectrum, while Marketing Minds will bring extra experience in events, hospitality, design and digital.

Robin Fenwick, CEO, Right Formula, said: “At Right Formula we have a team of strategic, dynamic and passionate experts with experience across the sport and entertainment space. We thrive on being indispensable to our clients by helping them achieve outstanding business results through their sports and entertainment partnerships; and, with the acquisition of Marketing Minds, I believe we will be even better placed to do so. This is an incredibly exciting time to be part of the Right Formula story.” 

John Stoakes, Marketing Minds’ outgoing owner, added: “I’ve personally known Robin for more than two decades and couldn’t think of a more appropriate owner to take forward and enhance the work that Marketing Minds has done since opening for business 26 years ago.

“It was vital for me to find a new structure where our current clients and staff would be in the safest hands as they look to develop their own careers. Given the alignment of our businesses – and track record of best-in-class, indispensable client work – I know that Right Formula, as a fast-growing consultancy, is the perfect solution. I wish Robin and the new team all the very best as they continue their upward trajectory.”

Right Formula was founded by Fenwick in 2009, is best known for commercial and activation work with clients including SAP, Epson, Kia Motors, Hilton Hotels and Red Bull. Marketing Minds’ current clients, including ExxonMobil and Dell, will now join the Right Formula roster.