Pentland Brands has announced the launch of an in-house brand building academy for its new marketing and creative staff. Pentland, a British family-owned business, is the parent company of well-known sporting brands like Speedo, Berghaus and Kangaroos. It is also the licensee of Ted Baker footwear and has a joint venture for shoes with Lacoste. The decision follows a major recruitment drive across its marketing, digital and creative departments. The new academy has been set up by Pentland's brand development team in partnership with a strategy specialist, OxfordSM. It will provide Pentland's new recruits with workshops, events and toolkits to expand their knowledge of marketing and brand building. Pentland said the academy will be available across all brands.

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