Robbie Henchman, 30-year veteran at sports marketing heavyweight IMG, has now been made president of the global 160over90 marketing agency.
That agency forms part of the wider Endeavor media and entertainment empire – Endeavor, up until earlier this year, was the owner of IMG, before selling that agency to the TKO group (which now contains a number of former Endeavor assets).
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Henchman – effective immediately – has also been elevated to become a senior partner at the overall WME Group, also part of the Endeavor empire.
Through these new roles, Henchman will "oversee the strategic direction and vision of 160over90," as well as the WME brand representation business, focusing "on delivering entertainment solutions to corporate brands." These brand clients of WME include companies such as Lego and McDonald's.
At 160over90, Henchman will be reported to by executive vice presidents such as Ryan Brown, Jessica Sinn, and Justin Zambuto. The agency's brand clients, meanwhile, include AB InBev, Coca-Cola, DP World, Marriott International, Verizon, and Visa.
Brown, Sinn, and Zambuto have led 160over90 since January, when longtime agency president Ed Horne left to take up a role as chief operating officer at the On Location brand (now also run by TKO). Horne had been in charge of the London-based agency since its current iteration was created in 2017.
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By GlobalDataHenchman, who initially started working at IMG in 1995, has spent the last three years at that giant as president of the IMG events and global partnerships division.
Other roles during his three decades there include six years spent as head of IMG Asia-Pacific, between 2011 and 2017. He is said to have been instrumental in IMG’s early growth in APAC.
Mark Shapiro, president and managing partner at WME Group, has said: "Robbie's track record of delivering strategic partnerships and building meaningful, long-lasting relationships with brands and C-suite leaders is quite simply second to none."
Henchman added: "The entertainment, sports, and experiential spaces are on an exciting trajectory, with 160over90 and WME at the forefront of this change. I'm thrilled to be supporting our global team in forging transformative brand-to-consumer connections that drive measurable results for our clients' businesses."
160over90, meanwhile, was formerly known as Endeavor Global Marketing but was rebranded in late 2019, adopting the name of the Philadelphia-based branding and marketing firm that Endeavor acquired for $200 million in 2018.
