Brompton Bicycle Appoints SHIFT Active Media As Global Media Agency

The agency will support the British folding bicycle brand to increase sales globally with an omnichannel approach.

17 June 2020 – Bath, UK: SHIFT Active Media has been appointed as the global media agency for Brompton Bicycle – the British brand pioneering the folding bicycle as an urban mobility solution.

Brompton Bicycle kicked-off the media agency review on the 6th January, receiving requests for information from no less than eight media agencies. Just three of those were selected to pitch at Brompton Bicycle’s London Headquarters in February, which ultimately saw SHIFT appointed against two undisclosed network agencies.

The business was formally transferred on the 1st of March with SHIFT handling the global media strategy, planning and buying for brand & performance media as well as SEO, for Brompton Bicycle. The significant win with Brompton comes a year after Rapha appointed SHIFT as their global media buying agency in March 2019.

Brompton Bicycle has recently been hitting headlines for their Wheels for Heroes campaign which has been helping frontline NHS workers get access to a bike for a safe commute to work. SHIFT has also already been getting involved during these challenging times to help the launch of Brompton Bicycle’s direct-to-home eCommerce initiative to enable bikes to be sent directly to customers whilst many stores have been closed or operating reduced services and operating hours due to COVID-19.

Christina Lindquist, Head of Marketing at Brompton, said “SHIFT’s deep understanding of cyclists and the industry, paired with their passion for cycling, made their insights and media recommendations stand out. It was clear from our first interaction that SHIFT share our mission of getting more people on bikes in cities around the world and we are excited to be working with them to achieve our ambition.”

Wayne Brown, SHIFT Active Media Managing Director, said: “We couldn’t be more excited to work with this iconic British cycling brand. As global attitudes towards transportation change, we believe that Brompton is perfectly positioned to transform how people get around, and we are delighted to be able to help them and their mission.”

–ENDS–

About SHIFT Active Media
Celebrating its 10th year, SHIFT is the first truly international communications agency dedicated to the cycling industry. The multi-service agency champions a team of media experts who are passionate about the past time and the industry that surrounds it, providing end-to-end marketing solutions, strategic consultancy, experience mapping, media planning and creative activation in all channels – TV sponsorship, digital, social content, event PR – underpinned by deep technological understanding.

As the cycling market becomes increasingly international and the media landscape more complex, SHIFT continues to lead with innovation and creativity. So much so, that their expertise have been sourced and trusted by some of the biggest, most high profile brands in the cycling world such as Continental, Rapha and Zwift. SHIFT Active Media is part of the Play Sports Group.

For more information about SHIFT, visit shiftactivemedia.com.

About Play Sports Group
Play Sports Group is the world’s leading creator of cycling digital video distributed on YouTube and Facebook. We are a digital sports media company focused on the world of cycling. Combining our deep love of the sport with world-leading expertise in video and digital distribution, we have built a leadership position in the market.

We operate eleven market-leading YouTube channels: Global Cycling Network, GCN en Español, GCN Italia, GCN auf Deutsch, GCN Japan, Global Mountain Bike Network, Global Triathlon Network, Electric Mountain Bike Network, GCN Tech, GMBN Tech and GCN Racing with more than 8.7 million followers across associated social media platforms. Together they have accumulated over 12,500 years of watch time, 17.6million video likes and an average of 77 million monthly views, creating the world’s largest online video cycling community.

Headquartered in Bath, England, PSG is also home to SHIFT Active Media, the award-winning cycling marketing agency, who work alongside some of the biggest, most high profile brands in the cycling world. Play Sports Group is a subsidiary of Discovery Inc.

For more information about the Play Sports Network, visit www.playsportsnetwork.com

About Brompton Bicycle
Brompton bikes are sold in 47 countries around the world and over 80% of production is exported. Over 500,000 have hit the roads since the first bike was made in 1975 by the inventor Andrew Ritchie. A Brompton bike is perfect for those that live, work or play in cities: The bike folds up to a third of its size and weighs on average just 11kg for the standard model and from 13.4kg for the Brompton Electric, which means a Brompton is suitable to take on all forms of transport – perfect for commuting on trains, popping in the boot of the car and taking out of the city for some fresh air, hailing a taxi when the weather changes or you want to get home late at night. One Brompton bike takes 6.2 tonnes less carbon than a car to make and 42 folded Brompton bikes can be parked in the space it takes to park one car. Brompton Bicycle’s home city of London has seen cycling increase by 91% since 2003. 15 flagship Brompton Junction retail stores in cities across the world, including London, Beijing, Tokyo, Milan, Kobe, Hamburg, Shanghai, Amsterdam, Munich, Barcelona, Valencia, New York, Singapore, Melbourne and Tel Aviv. Brompton sells to a selected 1,500 independent bike stores worldwide. ​www.brompton.com

For more information, contact:
Laura Bolton | PR Manager
+44 (0) 7806 604292 | laura.bolton@shiftactivemedia.com

Extra News