Geoff Cousins Joins Performance Communications

• Sports & automotive specialist adds non-exec director
• Role to support sports and international growth

Former Jaguar Global Sponsorships & Brand Partners Director, Jaguar UK Managing Director and CFO for Premier Automotive Group North America, Geoff Cousins, has joined sports and automotive specialist, Performance Communications as a Non-Executive Director.

Cousins’ industry experience is uniquely aligned to the agency’s two areas of specialism, having overseen the development of The Jaguar Academy of Sport, the brand’s Team SKY and England cricket team partnerships.

Performance Communications, which recently rebranded from Performance PR, will see its core offerings strengthened further by the addition of Cousins’ sport and lifestyle credentials.

The agency has worked extensively across a broad range of sporting arenas in its 12 year history, including Formula 1, the Olympics, European Tour golf, UCI cycling and the America’s Cup, on behalf of brands including Tesco, BMW, Laureus, Nissan, Oddschecker and Multipower.

Its manufacturer clients, which include Nissan, Alfa Romeo, Citroën and Caterham have been drawn to Performance as a result of its consistent track record in delivering cut-through for brands within the lifestyle marketplace.

The agency’s directors will also draw upon Cousins’ considerable track record in transformation initiatives in the next stage of the business’s development, as it performs an increasingly international role for its clients. Supporting wholly-owned offices in Kingston upon Thames and Dubai, Performance now has in place a growing network of 13 affiliate agencies, servicing clients across a total of 26 countries.

Charlie Raincock, Performance Communications co-founder comments: ‘We are very excited that Geoff has agreed to come on board. Our specialisms of sport and automotive give us a somewhat unique proposition and identifying someone of Geoff’s calibre, who has worked at the highest level in both industries, will provide us with invaluable extra firepower to achieve continued growth.

‘Our approach is the delivery of creative and impactful campaigns, deeply rooted in fan insight. Geoff’s experience at Jaguar where, most recently, he was responsible for developing strategy for and activating global partnerships in the field of sport and lifestyle make him a perfect addition to the team.’

Geoff Cousins adds: ‘Performance Communications is an established and effective operator within sports and automotive, two areas which evoke huge passion both amongst fans and for me personally. I’m really looking forward to the challenge of bringing what and who I know to bear on the future success of a very exciting business.’