Ex-Future boss forms global bike comms agency - Shift Active Media

Simon Wear has formed new firm with ex-Future colleagues. Five premium brands are first clients
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Shift Active Media kicks off by representing Colnago, fi’zi:k, FSA, Santini and Orange Mountain Bikes. The new company was formed by Simon Wear, previously chief operating officer of Future UK. He is joined by former Future publishing director, Peter Stothard, who oversaw the company’s cycling magazines and websites, and Manolo Bertocchi, who was commercial manager for Future's cycling business.

Wear, CEO of the new company, said: "Shift is the cycling industry’s first bespoke international marketing and communications solution, which offers full service communications and strategy development, global media planning and buying, PR management and full creative services, including digital and video solutions."

The agency has offices in Bath, England, and as well as the three core staffers will also retain the services of a creative director and a PR.

The international nature of the cycling business make it suitable for a global agency, said Wear.

“As the cycling industry becomes increasingly global and media more complex, communications have never been so difficult and diverse to manage. Shift is a new type of specialist media agency focused on making sure every communication is effective, delivering best value and directly driving business.

"By working with Shift, businesses can harness the expertise of a passionate team and benefit from the added-value a growing international media spend delivers and our relationships with the world’s most influential cycling press.”

Shift's website is a multi-lingual site containing more information about the agency, its work and its client roster. Currently available in English, Italian and French, the website will also be available in Spanish, German, Dutch and Chinese.

Ernesto Colnago, founder of Colnago, said: "In this new, fast digital world you should entrust experts. This is why I appointed Shift Active Media, managed by people I know and trust."

Follow the firm's progress on Twitter, here.

Phone: 01225 470340

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