Agency roundup: Spike; Genius Division; 26PMX; and more

Leeds digital marketing agency, Spike, has been appointed by national governing body British Cycling to develop a new content strategy to help the national governing body “bring the joy of cycling to everyone”.

Starting in September, the specialist growth marketing agency will help develop a new content strategy aimed at enhancing British Cycling’s presence across all its online channels.

Spike, which specialises in digital strategy, organic search, paid media, and PR, will support the organisation with audience profiling, messaging development, channel prioritisation, and will help deliver a detailed content calendar.

The agency will blend real-world insights and AI-driven synthetic data to inform customer journey mapping, content differentiation, and topic ideation that reflects the interests of cyclists and potential cyclists alike.

Caroline Julian, brand and engagement director at British Cycling, said: “From professional athletes to those who ride for leisure or commuting, as well as individuals inspired by the sport and considering cycling for the first time, we aim to foster a sense of community where everyone feels they belong and can find inspiration.

“We’re excited to partner with Spike to develop a new content strategy that will demonstrate that cycling truly is for all.”

Rob Powell, founder and director at Spike, added: “We’re incredibly proud and excited to work with an iconic national governing body that has inspired generations of success in British Cycling.

“There is so much that the organisation does that truly resonates with us as an agency, not just driving elite performance, but also doing something that is fundamentally good for society.

“We can’t wait to get started and we’re confident we can help British Cycling achieve its mission.”

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A digital agency has expanded its team and invested in technology in a bid to improve productivity by 50 per cent.

Genius Division, based at the Business Village Barnsley, has gained grant support to back an investment package designed to slash the average time it takes to complete website projects.

The aim is to tackle the “stop-start” nature of the process by reducing unproductive downtimes, often caused by waiting for missing pieces of content from clients or others.

Pilot projects bringing more control in-house and enabling the team to take the lead on more content creation have already shown they can reduce average start-to-finish delivery times on larger website projects from 151 days to 75 days.

The business is now set to spread this efficiency saving across all output after investing in new photography, videography and drone equipment, skills development and the recruitment of two additional staff members.

The trainee web development and digital marketing executives take the agency’s team from seven to nine.

Genius Division’s investment has been backed by a Business Productivity Grant delivered by Barnsley Council through the Enterprising Barnsley programme and supported by the South Yorkshire Mayoral Combined Authority (SYMCA); part-funded by the government’s UK Shared Prosperity Fund (UKSPF).

Agency creative director, Craig Burgess, said: “We had an honest look at what we do and realised that, whilst we’re always busy, we had to change the way we work to improve our productivity and profitability as a business.

“Although we meet our own internal project deadlines, the sticking point has always been waiting for the creation of website content by others within a similar timescale.

“We realised we could help clients to do this much more efficiently by making this part of our delivery package. By bringing this work in-house, we have more control and eliminate a certain amount of drag involved in chasing clients and outsourcing work.”

Business support advisor at Enterprising Barnsley Judy Sidebottom helped the agency apply for a Business Productivity Grant to support its investment.

She said: “Genius Division has grown as a successful digital agency over 14 years and this bold move to invest in improved productivity inhouse demonstrates the business’ growing maturity.

“We are very pleased to support their ambition and look forward to seeing the company’s larger, better equipped team go from strength-to-strength.”

Burgess added: “We knew we wanted to invest, but gaining the Business Productivity Grant has made it happen quicker and all at once so we can see the project and cash flow management benefits sooner.

“Our clients get their new websites sooner and we get jobs done and invoiced for quicker.”

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Leeds-based performance marketing agency, 26PMX, has been chosen by UK clothing brand Damart to spearhead its transformation across digital channels.

Founded in 1953 by three brothers in Northern France, Damart made its mark with “Thermolactyl” fabric, setting the standard in thermal wear. Today the company is headquartered in Bingley.

26PMX will drive Damart’s growth across PPC, Display, Paid Social, Affiliates, SEO, CRO, and Data Analytics, ensuring the brand’s digital presence is sharper and more impactful than ever.

26PMX adds Damart to an extensive fashion and apparel client roster including Deckers, Victoria Beckham, and Sealskinz.

John Ward, director of business development at the agency, said: “We’re very privileged to announce this relationship.

“Our teams are eager to collaborate and leverage our digital expertise to help Damart accelerate their transformation and achieve new milestones in their digital journey.

“We look forward to making significant strides together in the coming months.”

Ben Phillips, head of e-commerce & marketing at Damart, added: “We’re happy to partner with 26PMX as we initiate the next phase of our digital transformation.

“From the initial scoping phase, John, Scott and the team have given us total confidence that they have the expertise, knowledge and adaptability to enable us to deliver our ambitious growth plans in the coming 12 months, with a strong focus on better using and harnessing data throughout everything we do.”

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Leeds-based creative agency, Born Ugly, has appointed Neil Lockwood as chief growth officer.

Lockwood, who has extensive experience across digital transformation, brand strategy and business growth, joins the agency to steer its business development, innovation offer and expand its presence in the evolving AI and digital landscape.

He steps into the role following a successful tenure as chief client officer at Create Future, where he worked with major clients such as Sky Bet and Yorkshire Building Society.

Lockwood said: “This role is a unique opportunity to help define the next chapter of the evolution of Born Ugly.

“As AI continues to reshape our world, creativity will be the key to unlocking new opportunities and ensuring that we remain the architects of our own future.

“It is the human touch – our imagination, empathy, and creative spirit – that will set us apart.

“For us creativity isn’t just a valuable skill; it’s the foundation upon which humanities future will be built.

“Ultimately creativity is the engine of innovation. I hope to be the lightning rod for growth, ensuring our journey to success benefits our clients, team and the agency as a whole.”

Sarah Dear, CEO, added: “Neil’s expertise and passion for impactful brand work aligns perfectly with Born Ugly’s ethos.

“His track record of driving growth while prioritising client and team success makes him the ideal addition as we continue our mission to uncover our clients’ ugly truth and craft change that matters.

“Neil’s appointment reflects our ambition to become a leading force in a space where technology enabled creative brilliance becomes the difference maker for businesses navigating a time of great technological change.”