Global entertainment and sports agency Creative Artists Agency (CAA) today announced that it has appointed Andy Sutherden to serve as Head of International for CAA Brand Consulting, the sports, entertainment, and purpose-driven marketing arm of the agency.
Sutherden, who joins CAA from H+K Strategies, where he was Global Head of Sport & Partnership Marketing, is the latest move by the agency to accelerate its international growth, following the hire of Rachel Conlan from Havas last year. He will report to Global Head of CAA Brand Consulting Greg Luckman, and help guide and grow the international efforts of the award-winning global marketing consultancy.
“We have experienced transformational growth since launching CAA Brand Consulting seven years ago,” said Luckman. “As we continue to broaden our global service offering for the world’s most prestigious brands, it was time to bring on a talented leader like Andy to help us realize our ambitious goals. With an impeccable reputation within the sports and entertainment marketing industry, combined with in-depth experience managing international teams, we are confident that Andy will be a truly valuable addition to our company.”
A highly experienced brand marketing consultant with more than 25 years’ experience, Sutherden has played an integral role in many of the most high-profile and celebrated sports sponsorship, partnership marketing, and celebrity endorsement campaigns in recent times. Highlights include: helping Korea win co-host status for the 2002 FIFA World Cup; managing sponsorship communications for the Premier League’s first title sponsor, Carling; negotiating David Beckham as the first global face of Gillette and serving as lead consultant for P&G’s first corporate brand campaign, ‘Thank You Mum’, at the 2012 Olympic Games.
Sutherden, who has been at H+K Strategies since 2003, led global teams across all continents and garnered the award for BT Sport Agency of the Year in 2013, and was featured in the PR Week Power Book from 2016 to 2019. Previously he had served as Director, Sports Marketing & Sponsorship at Golin Harris.
CAA Brand Consulting is comprised of 230 employees in the U.S., London, Germany, and China, who are currently advising, managing, and activating on more than $3 billion in strategic partnerships and cultural platforms for global clients including Jaguar Land Rover, Mattel, Bose, Mondelez, Google, Tissot, Prudential and Pizza Hut, among others.
CAA Brand Consulting is a division of CAA Sports with global operations encompassing 17 divisions, including property sales, executive search, media rights and athlete, league and facility owner/operator representation. Clients include Formula 1, City Football Group, Red Bull Racing, Golden State Warriors, Cristiano Ronaldo, Nico Rosberg, and Daniel Ricciardo.
Founded in 1975, CAA has offices in Los Angeles, New York, Nashville, Miami, Chicago, London, Munich, Geneva, Shanghai, and Beijing, among other locations globally. The agency represents many of the most successful professionals working in film, television, music, sports, theatre, video games, commercial endorsements, and digital content, and provides a range of strategic marketing and consulting services to corporate clients.
CAA is also leader in sports, with global operations encompassing 19 divisions, including property sales, brand consulting, media rights, and athlete representation. CAA Sports’ award-winning Property Sales arm has completed more than $4 billion in new sponsorship transactions on behalf of its clients, which include such renowned properties as Formula 1, NCAA, Madison Square Garden, USGA, and Riot Games’ League of Legends, the eSports industry-leader. The agency’s Sports Media Advisory division has advised on more than $39 billion in media rights transactions, for such clients as WWE, One Championship, Top Rank Boxing, and the PGA TOUR, among many others. CAA ICON is the leading owner’s representative and strategic management consulting firm for public and private sports and entertainment facility owners/operators, professional franchises and leagues. With more than 50 projects and 1,000 consulting engagements, CAA ICON has managed the development of many of the most successful venues around the world, totaling nearly $50 billion. Replicating its domestic U.S. success overseas, CAA Sports has furthered its reach and resources across the U.K., Europe, and China through complementary acquisitions and the establishment of key offices.
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