The MACH Alliance, the not-for-profit community that champions best-of-breed commerce and innovation, has appointed Flagship, the specialist comms agency that delivers pioneering PR for retail tech businesses, to power its European PR.
The campaign, which will broaden MACH Alliance’s sphere of influence, will consolidate its position as champions of composable innovation, while also widening its authority among brand-side commerce leaders, media and industry influencers.
Tapping Flagship’s unrivalled industry connections and deep-rooted retail experience, the campaign will support the Alliance’s European conference,MACH X: Amsterdam, with a dedicated PR push and media engagement programme. Bringing together progressive commerce leaders to share best practice and practical outputs, the event will chart a new blueprint for composable innovation in the era of agentic AI, and features retail speakers from the likes of H&M, Charles Tyrwhitt, JD Sports Fashion, Rituals and LOAF.
Beyond the event, Flagship will craft an insight-led campaign, underpinned by first-party data and research, to position the MACH Alliance as a go-to source of industry insight, tapping into the trends driving commerce forward and evolving brands’ digital transformation strategies. This will include data-led storytelling and a dedicated programme of thought leadership, profiling its executive board and senior leadership team in the media.
It will also support key MACH Alliance initiatives that are spearheading innovation across the sector, including the promotion of its Agent Ecosystem and its new ‘Agent Ready’ recognition initiative, designed to help brands select and deploy execution-ready, agentic technologies.
“We’d had several industry influencers and MACH Alliance members speak very highly of Flagship’s expertise and their ability to deliver PR that moves the dial,” said Lauren Patterson, Head of Marketing at the MACH Alliance. “This, combined with their extensive retail tech expertise, proven track record in the ecommerce space and their embedded industry connections, made selecting them as our European PR partner a very easy choice.”
“Already they have brought fresh and creative ideas on how the Alliance can grow its sphere of influence among our existing members and brand-side commerce leaders, as well as extending that reach to tap emerging audiences and media segments,” Patterson added.
“We’ve long admired the work the MACH Alliance does, not just in championing innovation, but in redefining how technologies can better work together to serve both retailers and shoppers,” Sarah Cole, Founder of Flagship, commented. “Understanding that innovation never stands still, the Alliance is continuing to reshape how it supports brand-side commerce leaders, helping them stay at the forefront of innovation as it unfolds.”
“We’re excited to help the MACH Alliance amplify that mission, growing its influence and authority at the heart of the conversations shaping commerce,” Cole added.
Built on decades of deep retail technology experience, Flagship PR brings together big-agency expertise, data-led storytelling and specialist industry connections to make retail tech brands unmissable in the market.