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.”