UK cycling organisation British Cycling has appointed PHD Manchester as its new media planning and buying agency.

Following a competitive three-way pitch, PHD Manchester is tasked with connecting British Cycling with UK cycling enthusiasts, and driving participation in its annual HSBC UK Let’s Ride events.

“The emphasis on data-driven strategy and the team’s enthusiasm for British Cycling’s mission to help make Britain a great cycling nation were central to our decision to work with PHD Manchester,” said Laura Thomas, head of marketing for British Cycling. “The unique insights uncovered during the pitching process will allow us to target key segments of our audience more effectively, helping us attract more people into the sport.”

PHD’s account team will be led by media group manager, Debbie Yuen, and biddable media account director, Liz Emerick, who joined in October 2018 from Brainlabs in London.

Yuen added: “PHD Manchester is incredibly excited to be working with British Cycling and we’re keen to leverage our experience developing data-driven sports marketing campaigns to drive an interest in cycling among UK audiences.”

The agency will handle all online and offline media planning, including OOH, social media, PPC and display.

This article was authored by John McCarthy for thedrum.com.