Business on the Move: Lowe's, GE, Kimberly-Clark, and more

Lowe's has named EP+Co as the newest agency on its roster

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

Agency wins

Lowe's has named EP+Co as the newest agency on its roster, following a marketing realignment at the retail chain. The firm joins Via Agency and Conill, to complete the trio of agencies working for Lowe's.

GE Appliances has named FCB its agency of record. FCB will handle creative direction for GE Appliances, including advertising, digital, social and shopper marketing. The agency will also be tasked with creating individual identities for all GE Appliances brands.

Helzberg Diamonds has appointed Carmichael Lynch as its agency of record, following a competitive agency review. The agency will take on creative, social, design, influencer engagement and analytics for the 100-year old company.

The Association of Volleyball Professionals (AVP) has announced a new partnership with WPP-owned sports marketing agency Two Circles.

The firm intends to use a data-driven approach to support the AVP and increase engagement and commercial growth of the sport of beach volleyball.

Rolls-Royce has made creative shop Daughter responsible for its official brand films and campaign photography. daughter has been responsible for a number of past Rolls-Royce campaigns including the Wraith, Ghost and Dawn models in 2017.

Triumph Motorcycles has awarded its global account to Keko London, following a competitive pitch.

The agency has been tasked with launching Triumph's new campaign for its Modern Classics range, which will run across all channels and platforms.

Associated British Foods has appointed The7Stars to its roster after the media agency won the group's UK media planning and buying account from incumbent Wavemaker. The agency will work for a range of brands, including Kingsmill, Silver Spoon and Ryvita.

Cornish brewer and pub company St Austell Brewery has hired TMW Unlimited as its lead creative agency after a competitive pitch that kicked-off in January. The agency will be responsible for above-the-line, digital and trade campaigns for St Austell’s portfolio.

Sun-Maid Growers of California has named Harrisburg, Pennsylvania agency, Quench, to lead digital, strategic and creative duties for the Sun-Maid brand after a competitive agency review. Quench was selected because of the company's extensive knowledge in the food and beverage industry and their success in the consumer packaged goods (CPG) space. The account will be handled by teams in the agency’s Harrisburg and newly-opened Chicago offices.

Proximity has been appointed as the BBC's TV Licensing marketing partner after a year-long pitch process.

Proximity will be responsible for managing TV Licensing’s full CRM programme, leading both the strategic direction and implementation of marketing services.

Axiata Group Berhad, a Malaysian telecommunications company, has chosen Entropia Noir as its agency of record for all things digital.

Entropia Noir’s scope includes digital creatives, websites, apps, and social media, across Axiata corporate, digital businesses as well as its enterprise businesses. In this role, Noir & M&C Saatchi will collaborate, with the latter recently being re-confirmed as the company’s creative agency.

Online accommodation booking platform Hotels.com has appointed DDB Group Hong Kong to lead its Asian creative and strategic duties across Hong Kong, Japan, Singapore, Thailand, and Taiwan.

The agency’s focus is to increase brand affinity and customers’ emotional connection with the Hotels.com brand as it continues to grow its presence and awareness in Asia Pacific.

In the US, Hotels.com has selected MiNT Advertising to develop the branding and messaging for its gift card programme. The agency will assist with branding and creative direction for the booking website's gift card products.

Vegemite has announced a new partnership with creative agency Thinkerbell. Headquartered in Melbourne, Thinkerbell, will take over from J. Walter Thompson, will work on Vegemite and Bega brands.

AdParlor Asia Pacific has been appointed by TGV Cinemas as their media agency for Malaysia. AdParlor Malaysia will handle communication planning, media strategy, media planning and buying for TGV Cinemas in Malaysia.

VOICE Brand Agency (Melbourne, Auckland) and Chamber Music New Zealand have announced a new creative partnership as part of CMNZ’s focus on audience development.

VOICE has offered a part-sponsorship for its services to CMNZ to provide a programme of music for audiences in New Zealand to enjoy.

Malaysia Airports (Niaga) Sdn Bhd, a subsidiary of Malaysia Airports Holdings Berhad has announced that MullenLowe Malaysia has won the pitch which will see the agency responsible for its creative, communications and digital assignments.

The Ras Al Khaimah Tourism Development Authority, the body charged with promoting the emirate to the world, has hired Rooster PR as its retained UK PR agency.

The Rooster team will promote the emirate through creative campaigns, activations and a combination of media and influencer relations.

Luxury crystal maker Moser has appointed Mason Williams as its retained integrated communications agency. The firm will manage the brand's engagement with specialist and consumer media, influencers and retailers.

Social media agency Protocol has announced five new business wins in the first quarter of 2018, adding Starhub, Raffles City and F&N Seasons for the Singapore market, as well as Canon and Club Med for the Asia region to its clients list.

For Club Med, the agency will oversee social media strategy and content creation for three resorts - Club Med Tomamu in Hokkaido, Club Med Kani in the Maldives, and Club Med Bali.

For Canon, the agency is tasked with social media content creation across nine regional markets including Thailand, Vietnam and India.

Reviews

Packaged goods giant Kimberly-Clark has announced a review of its creative agencies.

The company, which owns brands such as Huggies and Kleenex, has a long-standing relationship with WPP, though it has used independent shops such as VSA Partners in recent years.

Price comparison website Moneysupermarket.com has ended its relationship with incumbent agency Mother and announced a competitive review.

Launches

Independent agencies Roast and Kitty have joined forces to launch TIPi Group, with a third agency expected to join later this year. The move is intended to enhance the capabilities of both agencies by reaching across silos to establish an independent network.

Mpire, an adtech company, has announced the opening of its first Asia Pacific office. From their new hub in Singapore, Mpire will continue to deliver mobile app user acquisition for its regional client base.

Qualtrics has announcedthe opening of a Japan office, based in Tokyo. The establishment of the Japan office will allow Qualtrics to address the important Japanese market and provide high quality, local service to its Japanese clients.

Acquisitions

Brandtech group You & Mr Jones announced the acquisition of a majority stake in independent creative agency Gravity Road earlier this week.

Gravity Road will become a content and innovation hub for You & Mr Jones, further enhancing the 'brandtech' group’s capabilities worldwide

SelmerBridge has bought St Ives' marketing division in a reported £6m deal which also includes SP Group Limited, Service Graphics Limited, Tactical Solutions UK Limited and Flare Limited.

Freelance creative network Working Not Working has acquired The Backscratchers as part of its expansion in the UK. The Backscratchers, which connects brands and marketers with a network of freelances and creatives on a project-by-project basis, will be absorbed into the Working Not Working team.

MMGY Global has announced a merger with tourism and travel marketing specialist Hills Balfour to create a new business in the integrated marketing sector.

Hills Balfour will continue to trade under the same name, in tandem with MMGY branding and services, due to be added to its offices under the MMGY London and MMGY Dubai banners.

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