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Lou Gaynor joins Diva to set up newest division - media

Industry legend and talent, Louise Gaynor, heads up the new service. By adding Media to Diva's Creative, Production, Comms and Strategy offerings, the agency can now service every part of a game's campaign.

By Suzy Barnes

11 May 2023 - 5 min read

Market leading creative agency, Diva, which has served the games sector for 15 years can now offer fully integrated service to clients. with the addition of media to its creative, production, comms and strategy offering.

Diva reveals a new Media service - led by industry legend and talent, Louise Gaynor.

Lou joins Diva as the agency’s Executive Director, Media. Prior to joining Diva, Louise was COO of Target Media and Communications Group, which was acquired by Havas in 2016. With over 25 years of experience working within games and entertainment, she brings a wealth of knowledge in media, creative production and publicity. Lou also brings operational expertise to help leverage the Diva tech stack to deliver complex global campaigns. Her media, planning and purchasing insights complement Diva’s proprietary Intelligent Production System, which enables clients to scale and execute campaigns with quality multiformat asset localisation, at speed.

Suzy Barnes, Diva’s Founder and CEO said, “Lou’s appointment to the Executive leadership team at Diva sits at the heart of our plans to become the only fully integrated creative agency within the games industry worldwide.”

“Lou joins us at a time of rapid change at the intersections of creative, media and technology, as well as in the way consumers seek out, consume and engage with entertainment IP. Games has always been a fast moving industry, and having led a successful games and entertainment specialist media business for many years, Lou understands better than anyone how agile and adaptive a business needs to be to service our ever evolving sector.”

Last year, the agency launched PR & Comms services, led by Emily Britt - and a Strategy division, headed up by James Whatley. Both divisions complement the agency’s formidable, award winning creative, intelligent production and localisation services.

Lou explains, “Having media work hand-in-hand with strategy and creative, identifying useful indicators, adapting strategy and deploying creative accordingly means we’re able to manage these cycles at the speed required for live-campaigns. Diva is already set up for adaptive, at scale campaigns and their deployment, so adding media makes perfect sense.”

She concludes by saying; “In doing so, Diva becomes a genuine leader in the entertainment sector. No company can match this complete offering of marketing services, nor the specialist team at Diva - who have built up expertise and understanding of the video games market over many years - they all eat and drink videogames for breakfast! I’m excited to be part of a team who can service every part of a game’s campaign - from inception to launch, from Comms to Strategy, and from asset delivery and management to multiple territories.

“This is a very powerful offering.”