Fuse Makes Two New Appointments

Fuse Sport + Entertainment, part of the Omnicom Media Group, has announced two new senior appointments.

Shervin Behzadi and Anja Friedrich join as account directors at the fast-growing agency, who were shortlisted for Agency of the Year at the BT Sport Industry Awards 2015.

Shervin Behzadi will work on the Carlsberg football account managed by Fuse. This will involve running the ongoing work for Carlsberg with the brand’s Premier League partnership, as well as planning activation for UEFA EURO 2016. Behzadi has over ten years’ experience in the sponsorship industry working for Cancer Research UK and M&C Saatchi, where his past clients included Tesco, Castrol and Reebok.

Anja Friedrich has been appointed account director working on the agency’s UniCredit account. This includes overseeing UniCredit’s sponsorships of the UEFA Champions League and the recently announced collaboration with the UEFA Europa League. Friedrich has extensive sponsorship experience working in different countries both in Europe and the USA and most recently has been responsible for UniCredit’s UEFA activation programme across a number of different European countries. 

Fuse Sport + Entertainment managing director EMEA Mark Bullingham said: “We are delighted to be welcoming Shervin and Anja to Fuse, to support the team in driving forward two of our major accounts.

“Their experience will further supplement our global expertise and allow us to continue to maximise returns for clients such as Carlsberg and UniCredit.”