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AEG European festivals expands leadership team

Clare Lusher joins AEG’s European festivals leadership team, overseeing events including BST Hyde Park and All Points East

By Anna Grace on 17 Dec 2019

Clare Lusher: AEG European Festivals expands leadership team

Clare Lusher

AEG’s European festivals division has appointed former MAMA marketing director Clare Lusher as its first marketing and brand director.

Lusher, who prior to MAMA held positions at the Walt Disney Company and Sony Music, will lead on all aspects of brand and marketing across events, partnerships and artist channels, as well as developing strategies for future events.

As part of the European festivals leadership team, which is led by CEO Jim King, Lusher will build on AEG’s presence in the European festival market, with a portfolio that includes London events British Summer Time Hyde Park and All Points East, as well as Rock En Seine in Paris.

Taylor Swift, Pearl Jam and Little Mix are among those headlining BST this year, whereas Kraftwerk and Tame Impala will head up All Points East, with more acts to be announced.

“The creation of this new leadership position was a hugely important part of the festival division structure”

“The creation of this new leadership position was a hugely important part of the festival division structure,” comments King. “It underlines AEG’s commitment to invest in high-quality marketing, brand and partnership strategies so we can offer even greater value for the fans, artists and partners.

“Clare is highly creative and has a proven track record in leadership and delivering excellence so we’re delighted she has chosen to join AEG to drive this key part of our business.”

Lusher adds that she is “delighted” to be joining AEG, saying that “the new position presents the ideal opportunity to nurture and develop a multifaceted, creatively insightful and future-fit marketing team.

“I look forward to maximising the wealth of collaborative potential across brand and media partnerships combined with overarching strategic clarity”.


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