Endeavor Global Marketing, the marketing services arm of sports and entertainment group Endeavor, has been renamed 160over90 to reflect the name of the Philadelphia-based creative agency bought by Endeavor last year.
Through the rebranding exercise, other brands within the Endeavor Global Marketing have also taken on the 160over90 moniker. These include Los Angeles-based creative agency RED and UK-based communications agency Clifford French.
Endeavor Global Marketing was created in the wake of WME and Silver Lake Partners’ acquisition of IMG in 2014, and replaced the erstwhile IMG Consulting division. It acts as a pivot between Endeavor’s brand clients and the agency’s multi-faceted platform of talent, property and media-focused units.
Leading clients of the newly-named division include AB InBev, Audi, Dick’s Sporting Goods, HSBC, Lightlife, Marriott International and Visa. The company has close to 800 employees working from offices in Los Angeles, New York, London, Hong Kong and Sydney across advertising, branding, experiential, brand partnerships, PR and communications.
Endeavor said today: “The natural next step in our agency’s evolution was introducing a name for the entire portfolio that both differentiates and unifies us. After months of discussion, Bozoma Saint John (Endeavor CMO) and Ed Horne (Endeavor global marketing president) decided to reinvent an existing brand within the portfolio: 160over90.
“160over90 (a nod to a state of elevated blood pressure) refers to the excitement and emotional response that we want all our work to elicit, no matter the channel or the client.”
Endeavor’s other acquisitions to sit under the new 160over900 umbrella include experiential agencies IMG Live and Fusion Marketing, along with public relations company Catalyst.
The acquisition of 160over90 from private equity firm Searchlight Capital Partners was announced at the start of 2018 in a deal reported to be worth around $200m.
160over90 had around 180 employees at the time of the takeover.
At the time, Mark Shapiro, then co-president of WME-IMG, said: “As the business continues to move away from the 30-second spot and into a full-fledged focus on experiences, we want to be fully armed and stand out with a unique platform. The 160over90 agency can enhance the platforms and channels and content that we are creating and producing for our clients, from Hollywood to sports.”
Click here for the SportBusiness Sponsorship interview with Horne and Robin Clarke, 160over90’s senior vice-president, international, which was published in August.