Princess Motor Yacht Sales Appoints Cogent to Create new Marine Lifestyle Brokerage Brand.

Cogent have been appointed by Orca to brand and launch its innovative new global multi-franchise brokerage business, following a 5 – way pitch.

The new venture sits alongside its Princess Motor Yacht Sales and Rybrook luxury automotive dealership businesses, drawing inspiration from both to redefine the luxury yacht brokerage market.

Cogent created the new brand Argo Yachting, which launched at the 2018 Southampton Boat Show.

Orca Marine CEO, Max Whale, said: ‘The launch of this new business represents a significant step forward for us as a Group, and for the yacht brokerage category as a whole.  We needed to find an agency partner who understood our discerning audience, were brand experts, and who could quickly become an extension of our team to bring the new brand to life. Cogent demonstrated all this and more, and we’re delighted to be partnered with them.

Bruce Hutton, Chief Executive at Cogent, stated: ‘We have a long history of helping luxury brands to attract that elusive high net worth audience. Couple that with our love for helping entrepreneurial clients bring new and innovative commercial propositions to market, and this brief felt just right for Cogent. It’s a great test of our sea legs too!’