US-based MarineMax appoints Leeds-based brand & creative consultancy, Propaganda, to optimise growth potential

MarineMax, Inc, the largest recreational boat and yacht retailer in the US has appointed Leeds-based brand and creative consultancy, Propaganda, as its strategic partners.

Propaganda will author a brand strategy that optimises growth potential and maximises shareholder value. This appointment comes after two of the biggest superyacht brokerage brands in the world: Fraser Yachts based in Monaco, and Northrop & Johnson based in Ft. Lauderdale, joined the MarineMax family earlier this year.

Superyachts are the epitome of luxury living, with on-board private chefs, sumptuous interiors, helicopter pads, and countless water sport ‘toys’ to enjoy the thrill of the sea. In shaping the strategy to position the business for sustainable growth moving forward, Propaganda will conduct a review of the brand and market needs through its rigorous Brand DiscoveryTM process, in order to ensure MarineMax can capitalise on the growing international superyacht market and define a clear proposition that will shape the future of the brands on a global level.

Chuck Cashman, Chief Revenues Officer at MarineMax says: “After shortlisting international brand agencies in New York, Monaco and the UK, we selected Propaganda based on their unrivalled experience in delivering commercial brand strategies, and the sheer depth and rigour their Discovery process demonstrated to give us the confidence we needed to act. We believe that Propaganda will be able to support us in driving our superyacht brands to the next level.”

Craig Harrold, Director at Propaganda adds: “The yacht industry has experienced a fundamental shift in 2020, and MarineMax have remained best in class, from entry level boats to large, luxury superyachts. Their continued international expansion is a testament to their success. We’re excited to be working together, and passionate about creating a distinctive brand strategy for this superyacht powerhouse.  Our Discovery process involves in-depth interviews with ultra-high-net-worth yacht owners, captains of Royal Fleets in addition to other industry influencers – a process typically carried out in-person, but in this instance, conducted via Zoom due to travel-restrictions as a result of the pandemic.  We intend to fully harness the incredible ambition and backing of MarineMax to capitalise on the opportunity for growth.”

Propaganda shortlisted for two Northern Digital Awards 2021

Propaganda is excited to announce that it has been shortlisted for two Northern Digital Awards 2021, for Best Integrated Campaign with Roberts Bakery and Best Digital Marketing Campaign in Health and Beauty with Love Hemp.

The Northern Digital Awards recognise the very best in digital marketing and celebrate exceptional agencies, teams, campaigns and talent from across the region.

Propaganda has been acknowledged for its work on the #ShareYourBakes campaign with next generation bakery, Roberts Bakery, and the Love Life campaign with CBD brand Love Hemp.

Both digital campaigns were strategically planned, launched and implemented in 2020, amid the unprecedented challenges of COVID-19.

Award winners will be announced via a virtual awards ceremony on Thursday 28th January 2021.

Managing Director at Propaganda, Craig Harrold, says “We are thrilled to have been recognised for not one, but two Northern Digital Awards this year. We’re known for prioritising strategy over tactics and this recognition demonstrates our ability to articulate and deliver brands across all channels and touch points. We’re looking forward to the virtual awards ceremony next month!”.

Propaganda wins Northern eCommerce Award

Propaganda is thrilled to announce its recent award win for Best eCommerce Crisis Response Campaign at the Northern eCommerce Awards 2020, for the #ShareYourBakes campaign with Roberts Bakery.

The Northern eCommerce Awards celebrate the very best in eCommerce and online retailing from across the North of England and winners were announced virtually on Thursday 1st October.

Prior to lockdown, Propaganda had been working with Roberts Bakery on a project that would bring Roberts closer to its customers, but the crisis of COVID-19 presented a new challenge.

Panic buying and demand for bread grew significantly at the start of lockdown, leading to supermarket shortages in finished products as well as the ingredients to bake bread at home.

These challenges created the perfect storm for Roberts Bakery, to accelerate its direct to consumer proposition with the support from Propaganda.

Within two weeks, a fully integrated campaign was launched including a D2C website where consumers could purchase ready-made bread products and baking kits, as well as a national TV campaign, digital, social media and PR support.

Ultimately, this resulted in Roberts Bakery becoming the first major bakery brand in the UK to sell directly to consumers. In just 4 weeks, the D2C website had received over 100,000 unique users, over 350,000-page views and 2,000+ orders.

Managing Director at Propaganda, Craig Harrold, says “The launch of the fully integrated campaign and D2C site in such a short space of time, is a testament to Propaganda and Robert’s ability to be agile in the most challenging of circumstances. Receiving this award really helps to underline the value in all the great work we have produced, to support consumers in their time of need.”

herdysleep: Bringing the Lake District home

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Propaganda has worked with the team at herdysleep to evolve the brand and creative strategy, firmly linking it with its roots in the Lake District.

 Offering a premium natural mattress, the brand stands for passion, a passion for combining traditional craftsmanship with innovation, passion for the very best responsibly sourced materials, and passion for supporting a Lake District farming community.

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Propaganda’s research got under the skin of mattress consumers uncovering a declining relationship with sleep as well as the impact and stress that a poor night’s sleep is having. We capitalised on the opportunity to create a distinctive brand (in a world of ‘me too’ disrupter brands) emphasising the brand’s link to the peace and tranquility of the Lake District – an idea which really resonated with customers.

 Propaganda has brought this love for the Lakes to life with a series of stunning Lake District images which are at the heart of the ‘Sleep Soundly’ campaign, which uniquely portrays the serenity consumers were searching for. The new campaign will launch online and in 11 Barker and Stonehouse stores Summer 2018.

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Fake brand set to soar

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ shift_y=”0″ css=”.vc_custom_1477409608576{padding-left: 5% !important;}”][vc_column width=”1/1″][vc_column_text]Bronzie continues to enjoy phenomenal success having gained a mass loyal celebrity following and taking the fake tanning market by storm with its deluxe range of tanning care and aftercare garments. Looking to take the brand to the next level, the business is set to benefit from guidance and marketing support from Propaganda.

Bronzie will also receive capital funding from Julian Kynaston, the man behind Illamasqua and renowned beauty professional, Karen Betts, the entrepreneur behind HD Brows and Nouveau Beauty Group.

Bronzie has already changed the tanning sector forever, with its first-ever after tan garment ‘The Bronzie’, and award winning ‘Ultimate Back & Body Tanning Mitt’, so it comes as little surprise that is already has a cult celebrity following including: This morning’s Susanna Reid, Love Island’s Olivia Buckland, Vicky Pattison, many of the Made in Chelsea cast and Amy Childs. The brand has also seen success through distribution deals with ASOS, Beauty Bay and Look Fantastic, and is used backstage by the cast of hit BBC show Strictly Come Dancing.[/vc_column_text][vc_single_image media=”66437″ media_width_percent=”100″][vc_column_text]Propaganda has been brought on board to focus on brand strategy and development. With Propaganda’s involvement, the business has already undergone a complete rebrand to bring the Bronzie up to date, hero its product benefits and achieve cut through in a crowded tanning market. The rebrand will also help to reposition Bronzie as a premium product with recent investment going into funding growth and new product development.

Kynaston and Betts will also be working alongside co-founders, Leanne LeGuen (beauty therapist) and Eloise Maryam (celebrity tanner), to build the brand and develop a successful sales strategy.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][/vc_column][/vc_row]

Our clients on top track

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ shift_y=”0″ css=”.vc_custom_1477409608576{padding-left: 5% !important;}”][vc_column width=”1/1″][vc_column_text]As a branding agency, we’re enlisted by our clients to change fortunes and forge a strategy for success. Over the years, we’ve had the pleasure of working with some of the country’s most notable businesses, so it was no surprise to us that several of those names made it on to the recent Sunday Times Grant Thornton Top Track 250 list.

The league table ranks private mid-market growth companies with the biggest sales from across Britain. Two of our current and longstanding clients made the list this year, so to applaud their business success stories, we’re wanted to celebrate them and the work that we’ve helped them to deliver.


We’ve worked with commercial energy business CNG since 2014, and in that time, they’ve celebrated a number of milestones, flourishing into an industry advocate for fairness and best practice.

We were first enlisted by CNG to transform them into to a leader within the energy industry, known for doing things the right way. In 2015, we helped them to launch their ‘Power Up’ identity. This year, they placed at number 71 on the Top Track 250, having earned their stake as a leader in their field whose success and business is continuing to boom.[/vc_column_text][vc_single_image media=”66350″ media_width_percent=”100″][vc_column_text]The Car People

We’ve worked with The Car People for 10 years, and across that time, they’ve celebrated numerous successes, just this year, the used car dealership achieved record sales of 2,000 cars across their three sites in just one month.

Our brief for The Car People was to prepare them for the changing retail landscape, build loyalty and implement a strategy towards growth. Having made the 136 spot on the league table, it’s clear that The Car People, with our help and support, have come a long way towards achieving that goal.[/vc_column_text][vc_single_image media=”66351″ media_width_percent=”100″][vc_column_text]A great deal of what we do at Propaganda is helping to get businesses on track, towards achieving their goals, so we always take pride in seeing how far they have come. Many of our clients past and present are now held in their respective industries as examples of success, and that is testament to all of the strategy and hard work that goes into what we do together.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][/vc_column][/vc_row]

Neal & Wolf Find Peace and give Joy to Salons this Christmas

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There is no better time to boost sales than Christmas, and that is exactly what indulgent hair care brand Neal & Wolf set out to do, embracing the gift of giving and making way for a stress-free season, with three exquisite seasonal gift sets.

 In true Christmas spirit Joy offers salon clients their best-selling products at a discounted price. With a choice of two female gift sets and one male, covering everything needed for this busy time of year. 

Our challenge creatively, was to create brand stand out for Neal & Wolf at a time when the market is most saturated with beauty gift sets and offers, as well as producing a stunning POS suite to match the standard N&W have become known for. And so, we created the Find Peace campaign, using festive visuals to get you in the Christmas spirit.

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We’re living dangerously with the launch of Nouveau Lashes’ new brand identity…

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[/vc_column_text][vc_single_image media=”66301″ media_width_percent=”100″][vc_column_text]The new brand identity can be seen online at or in salons across the UK and Internationally.

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Fight the decay of winter with Illamasqua’s new Aftermath Collection

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ shift_y=”0″ css=”.vc_custom_1477409608576{padding-left: 5% !important;}”][vc_column width=”1/1″][vc_column_text]In a changing world, where invisible forces are driving society apart, Illamasqua battles against oppressive winds, brings colour where it has disappeared and breathes life into the fallen.

Last week saw the launch of Illamasqua’s new Aftermath collection which sees a collision of rich molten tones and shimmering metallics.

To support the campaign, we created a series of stunning images to inject colour amidst the decay of winter and breathe new life into the fallen.

The final images can be seen online, across beauty counters and at Illamasqua stores throughout the UK.

Prepare to lead the Aftermath and let life succeed.

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Brand support for Gym King growth

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Fashion retailer Gym King has achieved cult status in super-quick time, since launching. The brand has made waves in the highly competitive fashion sector, and has now sought out Propaganda’s services to reach new heights.

Propaganda Chairman, Julian Kynaston explains: “We’ve been engaged on a growth brief, and to cement their position as a highly regarded name in their sector. It’s not since working with ghd that I have seen a brand achieve such a following and generated so much excitement in such a short space of time. In essence, this client are tailor made for how Propaganda operates.”

Propaganda’s work will include developing a digital strategy to support their growth plans and build an engaged audience. Part of this will include the services of technology firm, Razor of Sheffield.

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Jay Parker, owner and CEO of Gym King said: “We know what Propaganda have achieved for clients in the retail sector in the past, and we’ll be working with them to build on the fantastic growth we’ve seen as a business. At the heart of this, will be the customer experience, and you can look forward to some exciting developments in the coming months.”

The brands will initially work together on a 10 month contract, during which time, Propaganda will bring their award-winning commercial and strategic insight to help develop the Gym King brand.

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