Global Commits Further To Festivals

British-based media and entertainment company Global Entertainment has hired a commercial team, headed by Debbie Ward, dedicated to developing brand partnerships for its festival portfolio.   

Debbie Ward
Global Entertainment
– Debbie Ward

Former Live Nation VP of marketing partnerships, Ward led the commercial operations of festivals including Lovebox and Wilderness, working with brands such as Mulberry, Laurent Perrier, Corona, Jack Daniels and HTC.

Joining as brand partnership directors are Wayne Mensah, who has 15 years of experience with music startups and media companies, and Amy Oldham, also a former Live Nation employee.

brand manager and three account managers will also join the team, which will develop strategic campaigns for brands, “offering a full service approach from concept to delivery,” according to the announcement.

The attractiveness for advertisers lies in the fact that their sponsorship activities will be amplified through Global’s reach, which the company claims to be 30 million people per week via its media brands, which include Capital FM and TV as well as Heart Radio and TV among others.

Global chief commercial officer Mike Gordon said: “In just 12 months Global has become the second biggest player in the UK festivals market, which is why we needed to find the best commercial talent to support our investment in this sector. I’m delighted that Debbie has joined Global given her very impressive industry credentials, having created some of the most talked about festival partnerships.”

Ward added: “The opportunity to join Global and lead the commercial side of their festivals business is incredibly exciting. We are perfectly placed to deliver some of the world’s most exciting campaigns for brands and I’m looking forward to working with new clients to build some memorable experiences at our festivals.”

Global owns or has stakes in Victorious Festival, Snowbombing (Austria and Canada), Festival No. 6, the Rewind Festivals, South West Four, Field Day, Boardmasters, Y Not, Truck, Transition, Hideout and Electric Elephant, Lost Village and Standon Calling.