Pride in London appoints TMW Unlimited as agency of record


Pride in London has appointed UNLIMITED agency TMW Unlimited as its integrated marketing agency of record.

The contract of at least two years follows a competitive pitch.

Working alongside the Pride in London marketing team, TMW Unlimited will be responsible for the annual campaigns that coincide with each year’s parade, as well as providing strategic and creative support throughout the year.

TMW and Pride in London

The objective of all communications will be to champion LGBTQIA+ voices and raise awareness of issues and challenges affecting these communities.

TMW Unlimited will work in tandem with Pride in London’s media partners, alongside production partners Getty Images and My Genderation, to bring the campaigns to life across several channels, including iconic OOH locations across London, digital, social, influencer, radio and press.

UNLIMITED’s Human Understanding Lab will be used to measure the impact of the campaign. The agency uses the Human Understanding Lab to help inform agency work and drive the biggest impacts in behaviour change campaigns.

Over 1.5 million people attended last year’s parade, which was the 50-year anniversary of the original march.

It was accompanied by the successful #AllOurPride campaign which highlighted the links between the last five decades of activism with the current achievements and struggles of the LGBTQIA+ community.

With its 2023 campaign, Pride in London and TMW Unlimited will focus on celebrating trans allyship at this year’s march.

This year’s Pride in London will be held on Saturday 1 July 2023.

Chris Mellish, CEO, TMW Unlimited said, “This is a dream brief for us. It’s an honour to have the opportunity to create behaviour change work that can tangibly improve people’s lives.

“We want to create something remarkable that makes a difference for a community that needs and deserves support.

“Our shared ambition is to channel the spirit that has defined Pride in London for the last 50 years to create a platform for those who need it most.”

Asad Shaykh, Group Strategy Director, Pride in London & Head of Strategy said, “We were blown away by TMW Unlimited’s response to our pitch brief, and we can’t wait to see it be brought to life.

“Their creative capabilities, combined with their expertise in human understanding, makes them the perfect partner to support us on the next phase of Pride in London.

“Last year was an incredible celebration of 50 years of Pride and the pioneers who made it happen, but we now want to shift the priority from reflection to reaction, and highlight the contemporary struggles of our trans siblings.”

Mandy Lehti, Deputy Director of Marketing at Pride in London & Marketing Manager said: “We are very excited about working with TMW Unlimited to bring this important and vital campaign to life, celebrating our trans siblings during such a pivotal moment in time.

“Pride is a celebration but also a reminder of how far we have come and how far we have yet to go, which is why we’re so excited to have such a great partner on board to help us launch this next phase for Pride in London.”