The Story Mob appoints Michael Chavez Booth as GM of NA office

Gaming communications consultancy The Story Mob has appointed Michael Chavez Booth as the first-ever General Manager of its North American office.

As the region’s General Manager, Booth will be responsible for the agency’s North American client relations and team development. Moreover, he will support The Story Mob’s new business efforts as the firm expands into new verticals including apparel, digital finance, collectibles, and health & wellness.

Photo credit: The Story Mob

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Booth joined The Story Mob in April 2020 as the company’s Communications Director. Since his appointment, he has helped the firm grow its client base of professional esports organisations, tournament operators, gaming publishers, and emerging lifestyle brands.

Prior to joining The Story Mob, Booth worked in consumer and corporate communications for a combined 12 years at international agencies Edelman and FleishmanHillard, the Los Angeles Chargers and the National Basketball Association (NBA). Throughout his tenure, Booth has worked with brands like Warner Bros., DC Comics, AT&T, and Under Armour

On his new role, Booth commented: “While gaming continues to undergo tremendous growth both in terms of size and cultural impact, the Mob is finding unique ways to share some of the industry’s most exciting narratives.

“As I step into this new role, I’m optimistic about what’s next for our team and the impact that we’re well-positioned to make. Nobody knows gaming culture quite like this group of talented storytellers.”

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Nicola Piggott, Founder and co-CEO of The Story Mob added: “It’s been a year of significant growth for the Mob across the world, and we couldn’t be more excited to partner with Michael Chavez Booth in North America to continue that growth.

“His exceptional mentorship of the team has produced a group of communications all-stars – ready to keep breaking down doors and taking names across gaming and digital culture in 2021.”

The Story Mob’s list of clientele includes the likes of Team Liquid, G2 Esports, Evil Geniuses, Flyquest, Enthusiast Gaming, Riot Games, Mavix Chairs, and Red Bull, to name a few.

Esports Insider says: The Story Mob represents some of the biggest organisations in esports and gaming and has consistently moved from strength to strength since being founded in 2018. With the recent signing of Team Liquid’s new partner IMC as a client and the announcement that the agency was accepted into the London Partners and Business London Business Growth Programme Spring Cohort of 2021, we’re excited to see what’s to come for the Mob.

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