‘In a league of their own’: Merrick Watts’ Posca appoints AFFINITY as media partner following pitch

December 11, 2024 4:00

Merrick Watts and Ed Stening’s Posca Hydrate has appointed AFFINITY as its advisory and media agency partner, following a competitive pitch process.

Described as “the original sports drink of the ancient world”, Posca is a sugar and stimulant-free drink all about hydration and electrolyte retention.

Posca CEO and co-founder, and former GM of spirits at Lion, Ed Stening, said AFFINITY was “in a league of their own in our media pitch”, and it outshined some of the “hottest” media agencies in the country.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.