FM Winter 2025 - Flipbook - Page 28
Link Communication –
Thursday July 4th
There were quite a few things happening on this day in 2024,
notably the UK general election whilst in the world of sport England
had progressed into the latter stages of the Euro men’s football
tournament and Wimbledon was playing out day four of 14.
It was also a big day out for the FMCG sector, with a big day out in
support of Grocery Aid, at the Barcode Festival at Magazine London.
Midway through the day, I was in Leeds, running through the West
Leeds and Pudsey constituency of Rachel Reeves, then a shadow
politician who has since become the Chancellor of the Exchequer.
I was on my way top the HQ for Leeds-based brand experience
agency Link Communication, one of the first agencies to sign up to
supporting my Tour.
I would be visiting a near-abandoned ship, but I had known I would
be, following a 2023 conversation with MD Joel Kauffman. Joel had
been looking forward to hosting me, but then the date for Barcode
was announced, and our pencilled in plan went up in flames. Link
presents so many brands at Barcode every year that almost all
resources would all be down in London. In the end they would
represent 8 brands at the popular ‘Festibition’ that sees store
buyers and category managers touring an array of brand sampling
set ups before every has a night of music. In 2024 Barcode was
headlined by Pete Tong. When I arrived, mid-afternoon in Leeds, the
agency had set up one sampling van as an aid station in my honour,
and I, together with my co-runner that day, Shaid Hussein, stopped
to enjoy some Ramona’s hummus. It was actually almost a perfect
ultra runner snack, healthy and protein-laden, served with carrot,
an ideal combination of energy and sustenance.
And then we got into the van and connected for a live Link link-up
with Joel at the Festival. It was great for me not to miss Barcode
completely, getting a view of it as Joel gave us a site tour and a
flavour of the buzzing atmosphere.
From the London sunshine, and with a view of the O2 in the
background, Joel reeled off the brands Link was representing –
Reeces, Wicked Kitchen, Barilla, Vegemite, Quorn, Buckfast,
Squashies and Bazooka Candy. Link has the facility to create and
produce sampling vehicles and stands at its Pudsey HQ and it felt
right to be there, standing in the sampling van whilst admiring their
touchpoints and engagements. Joel noted the electric Quorn van in
sampling action that I had last seen in the Spring being kept under
wraps in Leeds.
Alfa Connect
Key directors from new growing agency Alfa Connect gave the Big
TOE their full support with directors Andy and Stuart Shipton
coming to the parkrun at St Albans to run with me, and also to
provide the services of Andy’s son Alfie for 10 minutes of invaluable
time on the massage table. Alfie is a sports therapist who works for
John Lloyd Leisure.
Stuart’s appointment as MD was formalised whilst the Tour was
ongoing:
“With over 20 years of experience and a solid track record of
success, Stuart brings a wealth of knowledge and expertise that
will be invaluable to our team as we continue to add value to our
clients through our unique blend of technology, field marketing
and recruitment.”
26 Winter 2025
