Hires, Wins & Business 58 Add to collection
Agency begins working on creative platform with a big media campaign planned for later this year
Apex Rides, the UK’s answer to Peleton, has selected Atomic London as its lead creative agency.
Apex Rides, which includes former F1 team boss, Eddie Jordan and Sir Rod Aldridge, founder and former chairman of Capita, as financial backers, is looking to disrupt the world of ‘home fitness’ by taking a different approach to the recognised market leaders in this space.
Their strategy is to go against the grain of the competitive and atheletically-skewed players on the market by building a brand and fitness offering that feels more encouraging - tapping into the emotion of exercise. They have tasked Atomic London with developing a long-term brand platform that will look to unseat the long-time market leaders in this space.
Another week, another wave of account news, reviews, agency launches, rebrands and acquisitions. Check out our global round-up to see what business is on the move (and why it matters) below, then head over to our Business on the Move hub to read about more market maneuvers.
Nick Kuenssberg By Ian McConnell A Scottish software start-up led by veteran businessman Nick Kuenssberg, which has developed an online mental wellness platform, has raised more than £500,000 from investors. Glasgow-based software pioneer Frog Systems, led by Mr Kuenssberg and principal investor Sir Rod Aldridge, said it had secured a raft of blue-chip clients for its platform across a range of sectors “including corporate, financial and professional services, higher education, housing, arts, sport and membership and governing bodies”. Sir Rod said: “Mental and physical illness does not discriminate. Each of us is touched by it at some point in our lives, and the current pandemic has exacerbated this situation.