Regional consultant brings deep market knowledge to international network.
Azalea, the international PR and marketing agency specialising in golf, tourism, leisure and lifestyle, has strengthened its presence in Central Europe with the appointment of golf media and communications specialist Markus Scheck as a regional consultant.
Scheck brings more than 20 years’ experience at the heart of the German-speaking golf industry, spanning senior editorial leadership, journalism, PR, communications and business development. He was editor-in-chief of Golf Week, covering Austria and Germany and subsequently Switzerland, for 12 years before becoming editor-in-chief of Perfect Eagle and, most recently, spent five years with Golf TIME.
During his career, he has covered the international golf industry extensively, from professional golf and major championships to golf travel, resorts, destinations and the wider golf business. He also brings first-hand PR and communications experience across the German-speaking markets.
His appointment comes as Azalea celebrates its 20th anniversary and follows other recent developments including the opening of an office in Asia and a strategic partnership with leading US agency Buffalo Groupe.
In his new role, Scheck will work with Azalea to strengthen relationships throughout Central Europe, focusing on Germany, Austria and Switzerland and extending into markets including Slovenia, Croatia, Hungary, the Czech Republic and Slovakia.
Luke Frary, managing director at Azalea, said: “Markus brings more than two decades of experience in the central European golf market, along with an exceptional network and a valuable perspective from both sides of the media and PR relationship.
“Central Europe is an important market for many of our clients and having Markus on the ground will strengthen our capabilities across the region. His appointment is another important step in Azalea’s international growth as we celebrate our 20th anniversary and look to the next phase of the business.”
Scheck said: “Having spent more than 20 years working across the golf industry, I know the market, its media and many of the people shaping it extremely well.
“I’m delighted to be joining Azalea at an exciting stage in its development and look forward to helping the agency and its clients build their presence across Central Europe.”
Founded in 2006, Azalea has evolved from a specialist golf tourism PR agency into a full-service international marketing business, with expertise spanning PR and communications, social media management, photography and videography, graphic design, digital marketing, content production, partnerships and commercial consultancy.
An international client portfolio includes Costa Navarino, Quinta do Lago, Details – Hospitality, Sports & Leisure, Trump Turnberry, Verdura Resort, Troon International and Terras da Comporta, alongside luxury hospitality, lifestyle and performance brands.