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Business on the Move Carling GlaxoSmithKline

Business on the Move: Account wins and reviews from GlaxoSmithKline, Spotify, Carling, UK Athletics and more


By Rebecca Stewart, Trends Editor

July 22, 2016 | 5 min read

Welcome to The Drum’s Account Roundup. To help you stay up to date, each Friday we bring you a summary of the latest account wins and reviews taking place across the industry both globally and locally.


Carling has expanded to its partnership with HSE Cake / Carling

GlaxoSmithKline (GSK) has announced that it will consolidate its global estimated $1bn roster to nine agencies, inking major deals with Publicis Groupe and WPP among others.

Four holding companies already working with the agency were understood to have been consulted in the pitch, including Omnicom, Havas, Publicis and WPP – with the latter two winning elements of the account between them.

Both WPP’s Grey and Publicis’ Saatchi & Saatchi have been appointed for advertising alongside IPG’s Weber Shandwick, which will also handle digital, content and PR. Havas, meanwhile, will handle advertising alongside digital and content with some help from WPP Digital.

Edelman has been appointed to the remits of content and PR; IPG’s McCann Health and WPP’s Ogilvy Commonhealth for expert marketing; and another WPP agency Geometry Global for shopper marketing.

Rubicon Project, AppNexus and The Trade Desk have all inked deals with Spotify to automate the streaming service's highly-coveted audio slots.

Spotify previously sold audio ads through an audio-only ad exchange at a fixed price, and all transactions were completed via manual insertion orders. It has now opened up its programmatic offering.

Carling expanded to its partnership with HSE Cake, with the agency now responsible for partnership strategy and activation, experiential, PR and social media in the UK and globally.

In a decade-long partnership, HSE Cake has built on the previous creative, from the brand's 'Cold Beer Amnesty' to London's first ever 24-hour live music event, most recently inking a three-year partnership with the Premier League running from June 2016 as the tournament's Official Beer.

UK Athletics has appointed The Sports Consultancy as its exclusive rights representation agency of all sponsorship properties for the duration of the next Olympic cycle through to 2020.

The appointment covers all British Athletics’ events and team activities including the British Athletics event programme (the Anniversary Games, indoor and outdoor British Championships, UK staged Diamond Leagues and Indoor Grand Prix) and assisting UKA with the sale of both its own and IPC's rights around the London 2017 Summer of Athletics and other International Championships.

The British Phonographic Industry (BPI) has appointed content agency Somethin’ Else to lead its media strategy for the re-launch of the Hyundai Mercury Prize.

The London-based agency will ultimately be tasked with helping to widen the appeal of the music awards, which has undergone a revamp this year with a number of new initiatives including a change of venue, a broader judging panel and a fan poll that will secure a place for one of the 12 Shortlisted Albums.

Men’s grooming brand Below the Belt – purveyor of products such as Sports Lubricant, Fresh and Dry Balls and Waterless Shower – has hired Lucky Generals to lead its creative efforts.

There was no pitch or intermediary involved with the brand previously having managed its advertising in-house. This resulted in the popular Below the Belt for Wimbledon (‘Djokitch’) press execution.

But the two-year old brand is now looking to expand into more channels, with Lucky Generals planning to guide it through film, social media and strategic partnerships.

A+E Networks has appointed Arena Media to handle its UK media account following the decision not to renew its contract with Goodstuff Communications.

The global entertainment media company selected Arena Media to manage all media planning, buying, strategy and reporting across A+E Networks UK’s portfolio, which includes brands such as HISTORY, Lifetime, Crime + Investigation and H2.

The Havas Media Group-owned agency will also be tasked with the launch of A+E Networks’ first UK free-to-air channel later this year.

Both Escape Travel Card prepaid Mastercard and charity Disabled Living have appointed integrated agency JAM to separate accounts.

With activity taking off immediately, JAM has been briefed to raise awareness of the Escape Travel Card, targeting national consumer travel and lifestyle media, as well as conducting blogger outreach, managing competitions, and handling social media activity for the brand.

Disabled Living, a charity supporting disabled adults, children, older people and the professionals who support them, runs a series of Kidz to Adultz events around the country, and after successfully working on the Midlands event in March this year, the charity briefed JAM on the Kidz to Adultz Wales event in Cardiff.

Find out who in the industry has been on the move this week in our People on the Move round-up.

Business on the Move Carling GlaxoSmithKline

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