LONDON — Mark Bennis, former Managing Director of Flagship Consulting, a strategic communications and growth marketing agency for technology companies and brands, has launched Upside PR, with support from new accelerator fund MXP Ventures.
Bynes joined Flagship in 2014 as Executive Vice President, and was promoted to Managing Director when the company was acquired by Selbey Anderson group of agencies in 2019. Previously, he served as Head of Media Relations at Morrisons supermarkets, and Head of Global Marketing and Communications in the Kingdom United Unicorn Trophon Technology. During his agency career, Bennis led strategic communications for clients such as Dell, HP, AIG, EY and Shell Renewables.
Upside’s services will include internal and external communications, media relations, social media and thought leadership, along with growth marketing tactics such as new marketing prototyping and value propositions, digital marketing and automated advertising.
Bynes told PRovoke Media, “My time at Flagship came to its natural conclusion, being fully integrated into Selbey Anderson. I had an idea of what the agency could and should do, based on my own internal experiences, and when I met the guys at MXP, they shared the same vision and I realized That this is the right environment to build a new company.”
Regarding the agency’s joint strategic communications and growth marketing offering, Bennis said, “My experience is that many business leaders underestimate what communication can do with them, seeing it as a child of marketing. While comms do the job very well – and Upside is happy to do so – He can do a lot. When you relentlessly tell the story of what makes your business really interesting, the people who need to take care of you – whether they are investors, clients or employees – understand what you do and come to you organically – that’s the job of communication. If you integrate So with growth marketing, both sides are feeding off each other.
“Strategic communications and growth marketing should not be a separate thing, but few companies are able to integrate them well because they are owned by different internal teams, and timelines are challenging – the feedback cycle from strategic communications is relatively slow and the feedback cycle from growth marketing is immediate – but , in the right format, can drive extraordinary business growth. B2B and tech companies are more in line with this kind of thinking, but I firmly believe that this approach will be ubiquitous and will be the only way businesses operate in the future.”
MXP Ventures was founded in October last year by Michael Young, CEO of US-based Millwright Holdings, and Tilo Bono, founder of Berlin-based Piabo. The $10 million fund to date has also invested in Bound to Prosper, which was founded in September 2021 by Lydia Hoye, who was an executive at Kazoo Communications in London for 17 years.
Young said, “Marc’s clarity of vision, record and ability to deliver has impressed us right from the start. We have tremendous resources from across the group that enable Upside to go global from day one.”
Upside already works with six clients in the areas of artificial intelligence, video technology, fintech, and clean technology. The agency is currently growing its full-time team, aiming to have 10 top practitioners on board this year, and have access to talent from across the MXP pool.