LONDON, UK – Ignite and Screen Pilot, two renowned marketing agencies from the UK and the US respectively, have joined forces to create a 100-person global agency dedicated to the hospitality and leisure sector.
The newly formed agency combines Ignite’s world-class creative with Screen Pilot’s data driven and tech-forward proposition. Together, as ‘Screen Pilot’ they answer a growing demand for a global and truly full-service marketing partner – one that covers creative, data and tech requirements to an exceptional standard and reduces fragmentation to deliver end-to-end bespoke solutions for brands across multiple markets.
Bringing over 40 years of collective industry expertise, Screen Pilot is uniquely positioned to serve its clients in the UK, US as well as Europe and the Middle East, coinciding with a surge in cross continental opportunities. In 2024 alone, overseas investors predominantly from the US poured £6.6 billion into the UK hotel sector*. The UK hospitality sector contributes £93 billion annually to the economy** while inbound US travellers to the UK spent US$162 billion***.
Based in the UK, Ignite is renowned for its creative, branding, social and website work, winning numerous awards including Best New Website for Albert’s Schloss at the 2025 Restaurant Marketer & Innovator Awards. The team works with world-leading brands including Stonegate, Marriott Hotels, Drake & Morgan and Puttshack. In 2021, Ignite launched Fuse, its all-in-one e-commerce solution for hospitality, which is now used by over 250 restaurant, bar, and pub sites globally.
Screen Pilot, based in Denver, US, is recognised as one of the top digital marketing consultancy firms for the hospitality industry globally, engineering digital experiences for the likes of Hyatt, Pyramid Global Hospitality, Marine & Lawn Hotels & Resorts, Noble House Resorts & Hotels, and BRE Hotels & Resorts. Screen Pilot’s tech mindset and AI capabilities distinguishes it from the crowd – using advanced data analysis to create marketing interactions that significantly boost conversion rates and generate exceptional results.
The full-service agency will remain independent and will be led by a combined team of existing leadership figures from both agencies. It will be made up of: Tom Dibble, Exec Chair; Justin Larsen, Chief Executive Officer; Paul West, Partner & President EMEA; and Sam Trainor Buckingham, Partner & Chief Creative Officer.
Tom Dibble, Exec Chair of Screen Pilot said: “We’ve created a global strategic powerhouse in hospitality, travel and leisure, built to lead with creativity, performance, and technology that brings an unrivalled deep understanding of how these sectors connect with brands. Innovation has always been our edge, and now we have the scale, talent, and positioning to shape the future of our interdependent industry. We’re not here to follow trends – we’re here to set them.”
Paul West, Partner & President EMEA said: “By uniting the strengths of Ignite and Screen Pilot, we’re combining award-winning strategic and creative expertise with world-class, data-led performance marketing. In today’s fast-moving and highly competitive landscape, the newly formed Screen Pilot agency will offer hospitality, leisure, and travel brands a fully integrated service built upon our Smart With Heart philosophy.
Blending bold, cut-through creative with advanced data insight, AI, and powerful marketing technology, we’re empowering our worldwide clients with the competitive edge they need to grow meaningfully and sustainably. Our unwavering focus remains the same: delivering exceptional work that drives real results.”
Screen Pilot’s new Smart With Heart proposition sits at the intersection of bold creativity, technology and data-fuelled insight. Producing work that is emotive, brave and culturally resonant and using data and smart tech to unlock its full potential.
The agency’s suite of services will comprise of branding & campaigns, websites, social media, production and performance marketing. Key USP services in the UK and US markets will be:
- Impactful creative & branding – distinctive, high-impact creative designed to elevate hospitality brands and drive recognition across every touchpoint.
- Conversion-focused digital experiences –seamless marketing that guides guests from URL to IRL, optimising every stage of the customer journey.
- Social-first campaigns – built for social, made to be shared. Campaigns crafted by animators, videographers, strategists, and content experts to engage audiences and inspire real-world action.
- Bespoke technology & product innovation –a dedicated R&D team builds next-gen tools rooted in hospitality expertise, from proprietary platforms like Fuse and DBX to custom solutions that unlock new revenue opportunities.
- Insight-led strategy – expert data analysts surface actionable insights, ensuring marketing strategies are grounded in performance and aligned with business goals.
- High-converting websites & CRO – performance-driven websites built for speed, elegance, and impact, featuring dynamic personalised content that adapts to each user. This tailored approach lifts conversion rates for hotels and resorts by up to 6x.
For more information on Screen Pilot, head to https://screenpilotxignite.com
*Figures from Knight Frank, January 2025
**Figures from UKHospitality
***Figures from VisitBritain.org
