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Creative Business on the Move

Business on the Move: Paddy Power, Nokia, Asahi, and more


By Jessica Goodfellow, Media Reporter

December 22, 2017 | 5 min read

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

Paddy Power has ended its relationship with Lucky Generals in favour Chime-owned sports marketing agency CSM

Paddy Power has ended its relationship with Lucky Generals in favour Chime-owned sports marketing agency CSM

Agency wins

Paddy Power has ended its relationship with Lucky Generals after four years and moved its account to Chime-owned sports marketing agency CSM, which will handle the brand's strategy and creative.

WCRS has been hired for a separate project. Lucky Generals will still work on the Betfair account, owned by Paddy Power.

Asahi Super Dry, the Japanese lager brand, has appointed Droga5 London to a global branding campaign worth £1.5m.

The agency is tasked with relaunching Asahi Super Dry internationally in 2018 with a new brand positioning. The marketing efforts will initially focus mainly on key markets including the UK, France, Italy and the Netherlands. Key channels for the work will be outdoor, social, online and experiential.

Nokia has chosen TBD as its global agency to lead integrated marketing campaigns across the US and Europe for its digital health activities.

The independent agency will focus on raising awareness of Nokia’s portfolio of products in the connected health category. Marking the beginning of this new partnership, in early 2018 Nokia and TBD will launch a new campaign across traditional, digital, social, retail and experiential channels.

Pernod Ricard's Scotch whisky brand Chivas Regal has awarded its global advertising business to integrated creative agency McCann London, following a four-way pitch.

The business was previously held by Havas London, which was responsible for creating the long-running 'Win The Right Way' campaign.

The Vatican's communications department has hired Accenture Interactive as its global experience agency to develop a new unified comms system as part of Pope Francis' reform of the institution.

As global experience agency, Accenture Interactive has been tasked with defining a digital strategy for the Vatican that increases the consistency and clarity of its communications, and unifies the current array of independent communication channels under a single new portal, Vatican News.

The objectives include the design of the Vatican News; the creation of one multi-language editorial team able to work with a multimedia, multi-device and multi-cultural approach; and a content strategy that allows for efficient content management and distribution.

Flight Centre UK, the UK arm of Flight Centre Travel Group, has awarded its media account to MC&C Media.

MC&C will work with Flight Centre to communicate the brand’s evolution from flight experts to "holiday specialists". MC&C will be working to create disruption around the post-Christmas and New Year period.

Blue Bunny, the ice cream brand owned by Wells Enterprises, has appointed FCB Chicago as its agency of record.

FCB Chicago will oversee all creative advertising work for the brand, including television, print, out of home, digital and social media. First work is expected to launch in early 2018.

Polaris Industries has awarded creative duties for its Indian Motorcycle and Slingshot brands to Minneapolis-based Solve.

The agency has begun development of positioning platforms and creative campaigns for both brands.

Oberland, the New York-based agency, has won campaign briefs from No Kid Hungry campaign, The National Alliance on Mental Illness (NAMI), Hadassah, The Women’s Zionist Organization of America, Inc., PropelNext (an initiative of The Edna McConnell Clark Foundation), The Leukemia & Lymphoma Society (LLS), and Air NYC.


The Royal British Legion is in the process of finding a new lead creative agency to work across the UK (excluding Scotland). The process is being run through marketing intelligence provider Creativebrief.

The request for RFIs has been sent out, with the review expected to conclude in March 2018.


Dentsu Aegis Network has added to its roster of business-to-business (B2B) agencies with the acquisition of media and marketing agency DWA.

The San Francisco-based shop will sit within Merkle, Dentsu's performance marketing agency, and will henceforth be named 'DWA, a Merkle company'. DWA's 150-plus employees will join Merkle’s High Tech and B2B practice.

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