AZALEA APPOINTS NEW MANAGING DIRECTOR AS GLOBAL EXPANSION ACCELERATES

Luke Frary promoted in exciting period of growth for the agency

Azalea, the leading golf PR and marketing agency, has announced the promotion of Luke Frary to the role of managing director, effective immediately, as part of its continued global growth strategy.

Having joined the company 11 years ago, Frary steps up from his previous position of group account director to oversee Azalea’s day-to-day operations and spearhead the development and diversification of its service offerings to a growing international client base.

Frary said: “I am delighted to take this opportunity to help shape this exciting phase in the evolution of Azalea. Having worked closely with our clients for more than a decade, I look forward to strengthening those partnerships and building new ones as we continue to expand. We’re fortunate to work with some of the most respected brands in our industry, and I’m proud to lead such a talented and dedicated team as we continue to grow and refine the services we offer.”

This strategic appointment signals a new chapter for the agency as Sean Noble, former managing director, transitions to the role of chief executive officer (CEO). Noble will focus on driving Azalea’s global growth strategy in close collaboration with Azalea founder and fellow director, Andy Barwell.

“Over the past decade with Azalea, Luke has grown to become a highly respected and dynamic member of the senior team,” said Barwell. “As directors, we have full trust in Luke’s ability to galvanise the existing team structure while forging new paths in developing our agency skillsets. We look forward to working closely with Luke, as we explore new sector capabilities and drive an exciting future for the business.”

Frary’s move to managing director comes as Azalea builds momentum across the lifestyle and real estate sectors and deepens its presence in North America, the Middle East and Southeast Asia.

Azalea has established itself as one of the leading golf and tourism agencies since launching in 2006, working with world-class courses, resorts and tourist boards including Apes Hill Barbados, Al Zorah City, Costa Navarino, Details – Hospitality, Sports & Leisure, Quinta do Lago, Aphrodite Hills Resort, Terras da Comporta, Troon International, Trump Turnberry and Verdura Resort. Alongside its travel and destination work, the agency also supports lifestyle and performance product brands such as OGIO and PLATFORM Golf.

More appointments are to be announced in the coming weeks, marking a busy period of evolution and growth for the agency.