Recently launched global live experience and events agency, BeSixth, which has offices in London and Sydney, announced the appointment of Jon Leshay as head of global strategic partnerships and branding. Leshay will lead the agency’s US activities from his base in Los Angeles.
Recruiting Leshay gives the agency a firm foothold in the United States – enhancing its ability to deliver US-based activations as well as enabling a focus on larger account wins, given its strategic placement to deliver on client demands in a number of global markets.
BeSixth has direct access to consumer lifestyle insight via its portfolio of venues, events and experiential agencies and brings together talent from across The Sixth Group of companies. The team has created, developed, grown and managed some of the best-loved music festivals and venues around the world – offering brands a credible and effective route into the worlds of entertainment, music and live experiences.
Leshay spent the better part of two decades at major record labels in the United States – becoming the youngest ever senior vice president at Elektra Records in New York before signing with Columbia Records, where he oversaw artist development and international marketing. A later senior post at Warner Bros. in Los Angeles saw him continuing to be instrumental in breaking new artists of all musical genres. He has since curated and forged strong ties with the likes of GAP, Nissan, Dove, Neutrogena, a variety of film studios, television networks and music outlets.
Leshay will leverage his global network and utilise his creative ideas and knowledge of partnerships to deliver a new business initiative that empowers BeSixth to operate on a truly global scale. His remit includes overseeing the international development of the agency.
He said: “I’m thrilled to be joining such an exciting and ambitious company. BeSixth have an innate ability to look at strategies on a global level from a 30,000-foot perspective, which played a key role in my decision to join the agency. I can’t wait to introduce the BeSixth brand and creative approach, not just to the US market, but to brands and talent who extend themselves globally. It’s the perfect time to get involved.”
Dean James, founder and chairman of BeSixth, added: “With a proven track record of delivering powerful campaigns that bring together the worlds of brands, music, film, television and talent management, Leshay is uniquely placed to deliver on the needs of artists and brands – having curated campaigns, events and alliances for both across the globe. From regional to national and international levels, his ability to bring creative ideas to life will play a key role in BeSixth’s vision to become the world’s leading live experience agency.”