Business on the Move: Carlsberg, HarperCollins, SunnyD and more

Carlsberg has appointed Life as its below the line agency following an eight-way competitive pitch process

Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.

Agency wins

Carlsberg has appointed Life as its below the line agency following an eight-way competitive pitch process.

Life will work across multiple channels including on-trade, off-trade, wholesale and impulse, taking immediate responsibility across a range of brands within the Carlsberg portfolio.

HarperCollins has chosen brand comms agency Taylor Herring to polish up publisher Mills & Boon for a new audience.

Following a four-way pitch, Taylor Herring won the heart of Mills & Boon owner HarperCollins with “ideas that we feel confident will appeal to romantic fiction fans who are not already Mills & Boon readers as well as our loyal fan base”.

Independent national beverage company, Harvest Hill, has named NYC-based advertising agency, Terri & Sandy, its agency of record for the iconic Sunny Delight (SunnyD) brand.

Under the partnership partnership, Terri & Sandy will develop a new strategic and creative platform and launch the brand's first communications since 2015. The platform will reposition SunnyD to focus on reaching the GenZ market and their parents. Terri & Sandy will launch its first work for SunnyD in early 2018, kicking off with an integrated national brand campaign.

Popchips has named independent creative agency 18 Feet & Rising as its new lead creative agency for its first global ad campaign.

This appointment marks the first time the brand is bringing UK and US strategy and creative together under one agency brief. The new brief will see 18 Feet & Rising take responsibility for brand and creative development across both markets with the first campaign to launch in January 2018 and across the US in Summer 2018.

Mattress brand Serta has chosen Leo Burnett Chicago as its lead creative agency following a review.

The account was previously handled by Doner, which worked with the brand for more than 15 years and created its iconic counting sheep characters.

Lingerie and streetwear label Les Girls Les Boys has appointed The Fashion Digital as its social media agency.

The Fashion Digital will work with Les Girls Les Boys to shape the brand’s social media identity across multiple platforms.

Acquisition

Independent agency network Project Worldwide this week announced its full acquisition of Melbourne, Australia-based consumer engagement agency Dig+Fish.

The Detroit-based holding company took a minority interest in Dig+Fish in 2014, less than a year after the agency was formed. The move to fully acquire Dig+Fish further bolsters Project Worldwide’s expanding network.

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Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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