Commercial & Communications Director – Badminton World Federation

Owen Leed

Owen is a commercial marketing specialist with a detailed and multi-faceted experience across many business sectors and countries.
He has a 30-year track record of agency, client and media-owner experience spanning the globe and diverse industry sectors.
He has enjoyed senior roles at a host of advertising and marketing agencies including two agency start-ups and has worked in various fields including tourism as the Chief Marketing Officer of South African Tourism followed by launching and managing A1GP World Cup of Motorsport teams and events in South East Asia.
• Successful agency start up in 1992 in London, Communication Synergy Ltd, sold to Broadway (UK) Ltd and then ultimately to the Lowe Group.
• Successful agency start up in 1997 in Johannesburg, Trilogy Pty Ltd, part of The Jupiter Group, ultimately a WPP agency.
• Headhunted by South African Tourism to manage a USD$200million global marketing budget. In 2002, South Africa was the fastest-growing tourism destination according to the WTO under Owen’s watch.
• At A1GP raised in excess of USD$20million in event and team sponsorship in immature markets over the five-year life of the racing series.
Owen’s role at the BWF is to manage all agency relationships securing TV distribution and sponsorship income to the federation and to manage the Marketing and Communications team on a daily basis for all output required by the BWF.