5 UK CMOs Signaling RFP Activity This Quarter

Fresh leadership is one of the strongest indicators that an RFP is around the corner. Combine that with aggressive growth plans, campaign launches, and shifting media priorities, and you’ve got a clear roadmap to who’s buying, where they’re spending, and what kind of partners they’re looking for.

At Winmo, we track thousands of brands and their decision-makers in real time. We know when a company is gearing up for a major marketing push—and more importantly, when they’re likely to reevaluate their agency roster.

The signals are consistent:

A newly hired CMO or senior marketing lead
Announced expansion plans or funding rounds
High-engagement campaign launches
A push into new media channels or target demos
Public commentary on brand repositioning or strategic focus

All five brands below are sending those signals right now. If you’re not already on their radar, Q3 is the time to make your move.

1. Popeyes UK: First-Ever CMO, Nationwide Growth Plans

Jo Vaughton just stepped in as Popeyes UK’s first Chief Marketing Officer, and she’s not easing into the role. The brand is planning to nearly double its UK footprint in 2025 with 45–50 new locations, and it’s aiming for £200M in sales. That level of growth requires serious marketing firepower. Vaughton has held senior roles at PizzaExpress, Celebrity Cruises, and IHG, so she knows how to scale brands and build out marketing teams. Her remit includes strategy, brand development, and customer engagement. She’ll need agency support to hit the ground running.

Expect RFPs in:

Digital and brand marketing
OOH and travel-hub activations
Paid social and influencer campaigns targeting Gen Z and Millennials

Backed by a £93M funding package from Barclays and TDR Capital, Popeyes UK is ready to spend. Vaughton is assembling her bench now.

2. Snap UK: New Leadership, Fresh Direction

Score: 73 | Sector: Social / Tech

Snapchat named Jake Thomas as UK Business Lead and Senior Commercial Director. He’s been tasked with leading strategy, monetisation, and partnerships across one of Snap’s most engaged global markets. Thomas brings experience from LinkedIn, The Telegraph, and Snap’s MENA operations. He’s expected to refresh agency relationships and pursue innovative formats that drive revenue. With 21 million UK users and daily AR lens engagement at 70%, Snap has a deep, young audience and it needs standout campaigns to hold their attention.

Expect RFPs in:

Creative production for AR, filters, and branded lenses
Digital partnerships and media planning
Gen Z-focused brand and content strategy

Snap is pushing to claim more advertising share in the UK. Thomas has the remit to make it happen.

3. HUGO BOSS: Northern Hub Promotions, Retail + Wholesale Push

Score: 32 | Sector: Fashion / Retail

HUGO BOSS promoted two key marketers to lead strategy across the brand’s Northern European operations. Matthew Mackay will head up retail and brand, while Charlotte Grant takes the lead on wholesale and brand. Both bring deep experience across UK and Ireland markets. The brand is focused on increasing digital sales to 30% of total revenue and doubling down on regional campaigns to drive traffic and elevate visibility. Q4 remains their biggest spending period, but the planning is happening now.

Expect RFPs in:

Digital and experiential campaign strategy
Content and brand storytelling
Regional retail activations and influencer integration

With bold activations like the David Beckham bodywear launch and hologram projections in London, BOSS is leaning into immersive brand-building.

4. Manchester United: New Collab, Bigger Campaign Playbook

Score: 52 | Sector: Sports / Apparel

Manchester United just teased its next collab with Adidas and Drama Call through a high-production short film. The drop includes co-branded kits and the first-ever collab football, signaling a broader merch push ahead of the season. Campaigns like these pull in huge visibility, and they need high-velocity support across social, digital, and influencer channels. Manchester United is looking for creative firepower that can elevate product launches and player-led storytelling.

Expect RFPs in:

Content production and influencer marketing
Paid social and digital distribution
Experiential retail tie-ins across the UK

This isn’t a one-off moment. Manchester United is building long-term momentum around its streetwear and merch strategy.

5. British Cycling + Elixirr: Bigger Sponsorship, Bigger Briefs

Score: 41 | Sector: Sports / Sponsorship

British Cycling extended its partnership with Elixirr, covering both the men’s and women’s Tour of Britain. The sponsorship includes real-time data overlays, “Insights by Elixirr” branding in broadcasts, and digital activations across BBC iPlayer and Discovery+. Elixirr is using this platform to showcase its transformation capabilities and will need agency partners to bring that value to life for fans.

Expect RFPs in:

Experiential campaigns and fan activations
Branded content and broadcast enhancements
Paid social and performance media across streaming and live events

British Cycling is expanding its reach, and Elixirr is using this moment to show how smart data creates unforgettable fan experiences.

What this means for you

New marketing leadership, aggressive expansion, and bold creative campaigns are clear RFP triggers. These five brands are making moves now and Winmo has the contact details, spend insights, and planning timelines you need to win the brief before it’s even public.

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