Propaganda riding the waves after yacht coup

The appointment comes after two of the biggest superyacht brokerage brands in the world, Fraser Yachts based in Monaco and Northrop & Johnson based in Fort Lauderdale, joined the MarineMax family earlier this year.

Propaganda said superyachts are the epitome of luxury living, with on-board private chefs, sumptuous interiors, helicopter pads, and countless water sport ‘toys’ to enjoy the thrill of the sea.

The consultancy said it will conduct a review of the brand and market needs in order to ensure MarineMax can capitalise on the growing international superyacht market and define a clear proposition that will shape the future of the brands on a global level.

Chuck Cashman, chief revenues officer at MarineMax, said: “After shortlisting international brand agencies in New York, Monaco and the UK, we selected Propaganda based on their unrivalled experience in delivering commercial brand strategies, and the sheer depth and rigour their Discovery process demonstrated to give us the confidence we needed to act. We believe that Propaganda will be able to support us in driving our superyacht brands to the next level.”

Craig Harrold, director at Propaganda, added: “The yacht industry has experienced a fundamental shift in 2020, and MarineMax have remained best in class, from entry level boats to large, luxury superyachts.

"Their continued international expansion is a testament to their success. We’re excited to be working together, and passionate about creating a distinctive brand strategy for this superyacht powerhouse.

"Our Discovery process involves in-depth interviews with ultra-high-net-worth yacht owners, captains of Royal Fleets in addition to other industry influencers – a process typically carried out in-person, but in this instance, conducted via Zoom due to travel-restrictions as a result of the pandemic. We intend to fully harness the incredible ambition and backing of MarineMax to capitalise on the opportunity for growth.”