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Media cyclists take on Italian peaks to raise money for blood cancer research

25 May, 2012


27 intrepid bikers from the world of media have set off today to attempt Europe’s classic Milan to San Remo Gran Fondo in Italy, in aid of raising money for Leukaemia and Lymphoma Research, organised by Kinetic.

Ranging from the experienced racer to the more steady novice rider, the fifth annual Kinetic Cycle challenge will see the team take on tough inclines as they cross 298 kilometres of Northern Italy, in their longest ever challenge over two days. An increase in female riders this year means the bets are on as the women race the men to the finish line late Saturday afternoon.

The devoted team has raised over £35,000 so far, with many people pledging further donations on the team’s completion of the challenge.

James Copley, Kinetic COO UK and keen rider for the fifth year, says “I am looking forward to sharing the pain with a fantastic group of people – colleagues, clients, agency and media owner partners – and everybody has worked hard over the last few weeks to get into shape (there’s nowhere to hide in lycra...). If past years’ events are anything to go by, there will definitely be blood, sweat and tears – but we do it gladly every year to raise money for a great cause doing some incredible work that makes a real difference to so many lives.”

Follow the cycle at #kineticsanremo

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For more information contact:
Nick Mawditt, Kinetic Worldwide +44 (0)20 7544 4635  
Jennifer Evans, Kinetic Worldwide +44 (0)20 7544 4727  

About Kinetic
Kinetic Worldwide is the world’s largest planner and buyer of Out of Home media and the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals. Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Target Health, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800 professionals across 38 offices.

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