Business on the Move: Diesel, Carlsberg, Converse and more

Diesel selected Publicis Italia as its new global marketing agency

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

Account wins

Diesel has selected Publicis Italia as its new global marketing agency less than a year after handing the business to Anomaly Amsterdam.

The Drum understands that there was no competitive pitch process. Publicis Italia was appointed after the agency worked with the brand on a project at the start of 2017.

Carlsberg chose IPG Mediabrands' media agency Initiative to handle its global media planning and buying following a competitive pitch. The incumbent on the account was OMD, which has worked with the brand since 2005.

The account is believed to be more than $100 million globally. The global review was first called in March this year and was said to be handled by Ebiquity globally. The review covers international brands, including Tuborg, Somersby ciders and Kronenbourg 1664, across 30 markets.

Converse appointed Society as its social media business following a competitive pitch. The agency will start work immediately.

KBC Bank Ireland has appointed 18 Feet & Rising as its lead creative agency following a competitive tender.

The appointment will see the ad agency take responsibility for brand and creative development across the KBC brand. 18 Feet & Rising will support KBC as the bank grows and moves into the next stage of its development as a digital-first, customer centric bank.

SBI Mutual Fund, the asset management company in India, has appointed FCB Ulka as its agency of record for its creative mandate. The account will be serviced from FCB Ulka Mumbai. The account was awarded to FCB Ulka following a multi-agency pitch.

BMW awarded its global account for the area of aftersales to Serviceplan Campaign after a multi-stage pitch. The agency is responsible for preparing a holistic, integrated, target-group-focussed and emotionalising campaign concept that is provided across markets and media in the form of a modular system for implementation and specific adaptation.

Snapple, the American fruit drink and iced tea brand, has tasked BMB with developing a fresh and innovative approach to its social strategy. Previous marketing efforts in the UK have involved adapting US content for UK social channels, however BMB will develop content specifically for the UK market.

Hong Kong Jockey Club as appointed Square in the Air to act as its UK PR and marketing representative ahead of the start of the 2017/18 Hong Kong racing season this Sunday (3 September).

Square in the Air will help manage partnerships with the UK racing media and betting companies, provide a full media relations service and a targeted digital marketing campaign to help boost awareness of Hong Kong racing in the UK.


Richard Shell and Chrissie Plunkett have gone into partnership to launch The Twist Group - a new PR and communications agency in Newcastle. The agency has ambitious plans to buck conventional PR trends by delivering “unconventional” campaigns that create conversations for the brands they represent through earned, owned and shared media.


Jaywing has acquired social publishing and native creative agency HeadOfffice, founded in 2016 by former Epiphany creative director, Gaz Battersby. The agency will become part of its Leeds based digital marketing business Epiphany.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.