British Cycling, the UK’s largest cycling organisation and the national governing body for cycle sport, has appointed PHD Manchester as its new media planning and buying agency.

“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 Manchester will be responsible for all online and offline media planning, including OOH, social media, PPC and display. Led by media group manager, Debbie Yuen, and biddable media account director, Liz Emerick, the account team will focus on connecting British Cycling with UK cycling enthusiasts and driving participation in its annual HSBC UK Let’s Ride events.

Yuen commented: “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.”