GPJ Appoints Edd Hood as Senior Director of Sports Activation

George P. Johnson (GPJ), a leading experience agency, has announced the appointment of Edd Hood as its new senior director of sports activation. In this role, he will spearhead GPJ's sports marketing and activation initiatives, using his extensive experience to work with existing and potential clients in developing innovative campaigns and partnerships.

Edd's multifaceted background comes from working within agencies and brands as well as closely with global rights holders. In doing so, Edd brings a comprehensive understanding of strategy, communication and activations within the sports industry. His expertise is deeply rooted in Formula 1, where he led key global accounts across numerous markets. Additionally, Edd's client-side tenures at INEOS Automotive and JCB have refined his capabilities in overseeing impactful programmes and campaigns across various sports, including motor racing, golf, sailing, football, cycling and rugby.

"I'm thrilled to join the talented team at GPJ and help shape our future. For over a century, we’ve been working with our clients to create brand connections; the opportunity to expand this work by capitalising on the intrinsic emotions inherent with sport is truly exciting. GPJ's commitment to creativity and innovation aligns not only to my own passion for crafting unforgettable experiences but also the sports sector as a whole." 

With over 15 years, Edd’s ability to develop and manage partnerships in the sports marketing realm will support the agency in creating immersive and engaging experiences, enhancing GPJ portfolio and reputation for delivering exceptional results.

"Edd's extensive experience and proven track record make him an invaluable addition to our team," said Jonathan McCallum, GPJ UK's managing director. "With his leadership, we are confident in our ability to deliver cutting-edge sports activation campaigns that drive engagement and brand loyalty. Sport has a longstanding role as a platform to drive positive B2B outcomes. From hospitality experiences through to being a communication narrative to enhance the equity of brand and business propositions. Our work in this area has developed significantly, and bringing Edd into the 'OneGPJ' fold further enhances our growth trajectory.”