The contract, which started over the summer, makes HH Global responsible for JD Sports’ marketing execution across 12 countries in Europe initially, with scope to expand across the brand’s wider international presence as the partnership continues.
As part of the deal, a team of nine HH employees have been embedded at JD’s headquarters in Bury, Greater Manchester, representing a mix of relocated staff and new hires to become an “integral part” of the brand’s print initiatives over the duration of the contract.
“When we began courting JD Sports, we went with an assessment-led approach where we got a clear idea of what they needed and gave our recommendations,” said HH Global chief executive Robert MacMillan. “Obviously, they found what we said compelling.
“I am delighted that we will be working with a great, fast-moving brand whose business is well suited to our DNA – our partnership will be based in a transparent model which is the kind of business we like to work with.
“POS is a massive growth market for us, as clients increasingly want to outsource across the marketplace rather than go straight to manufacturers as there is a lot of risk out there. We are able to spread that load across the best suppliers in the market to benefit our clients.”
HH Global, which posted revenue of £87.8m for the first quarter of its financial year up to June, is aiming to double its size in the next three years. It will benefit from continued contract wins, including recently signing on with Walmart’s China operations.
Another key milestone was the renewal of its marketing, direct mail and POS contract with the Post Office for a further two years, including one-year extension options in 2020 and 2021, after a competitive tender process.
“What is great for our continued success is working with existing, long-term clients so we can evolve and innovate alongside them,” said MacMillan. “We want to focus on new opportunities, but the development of our current clients is also key to growth.”
HH Global’s Q1 results also saw a gross profit of £20.9m and an adjusted EBITDA of £4m.
