WePlay Expands Senior Management Team With New Divisional Heads

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Mark Gilbert and Ed Richardson to lead Content and Media divisions respectively


Performance Marketing specialist, WePlay, has continued to invest in its executive leadership with Mark Gilbert and Ed Richardson joining the agency as Heads of the Content Marketing and Media divisions respectively.

The move follows WePlay’s year of unprecedented growth in 2020, with the company reporting a 110% increase in agency headcount. The expanded Content and Media departments will support the agency’s growing client portfolio, which includes AC Milan, ESPN, European Club Association (ECA), FIA Motorsport Games, FIFA, Ironman, LaLiga, Paris Saint-Germain, Ultimate Fighting Championship (UFC), and the World Rally Championship (WRC).

The agency’s roster of global clients has expanded by 75% over the past 12 months. The expanded headcount and divisional structure will facilitate further growth in international and domestic markets.

Gilbert arrives with 18 years of experience in the sports industry, including five years with The Football Association (FA) as Head of Digital Communications & Editorial Content.

Richardson arrives with a similar depth of experience, with a 20-year career in the sports industry spanning organisations such as IMG Sports Marketing, AEGIS Media Group, and, most recently, OMD – a subsidiary of Omnicom Media Group.

Commenting on his role, Gilbert, said:

“It’s been great watching WePlay grow over the years. The agency is developing at speed and has a real energy and buzz around it – both internally and externally. I’m looking forward to working with the team and its superb roster of clients in helping to deliver against their ambitious growth targets.”

Discussing his appointment, Richardson, said:

“I have been fortunate to work with a number of leading rights holders and brands throughout my career. The chance to work with such a vibrant and fast-growing agency, where opportunities in media and technology are ubiquitous, is one I am incredibly excited by.”

The appointment of Gilbert and Richardson matches a similarly ambitious set of appointments at Board level, notably with former Managing Director of Sky Sports, Barney Francis, joining in 2020.

The appointments reflect a continued growth in market confidence from sporting organisations and rights holders to invest in audience development and revenue generation via digital.

WePlay’s Founder and Chief Executive, Luca Massaro, said:

“We are absolutely delighted to have Mark and Ed join the WePlay team, bringing extensive sports and media industry knowledge with them to support our exciting growth journey. As we continue to see digital revenue opportunities fuel the sporting recovery, it is paramount that we have the best people leading the charge.”

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