Business on the Move Advertising

Business on the Move: Heineken, Nestlé, Mitsubishi and more


By Sam Bradley, Journalist

March 29, 2018 | 7 min read

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

Heineken bottles

Heineken USA has named Rogers & Cowan/FRUKT as its new agency-of-record.

Agency wins

Nestlé has appointed VML as its global agency-of-record for its skincare and health brands, following a five way competitive pitch.

The WPP-owned agency has been directed to manage, lead and consolidate the Nestlé Skin Health range of brands, which includes Cetaphil and Proactiv. The agency will be responsible for TV, out-of-home (OOH), online and social campaigns across Nestle's global and local markets.

Mitsubishi Motors has appointed Critical Mass as its global digital agency-of-record. The experience design agency has been charged with developing an enhanced digital ecosystem for Mitsubishi Motors customers across the car company's global markets.

Swarovski has appointed Publicis 133 to handle its global creative account. The global crystal brand has ended its relationship with Laird + Partners after a 20-way pitch.

The professional division of white goods manufacturer Miele has announced the appointment of Skout. The brief was awarded after a competitive pitch and will see the agency roll out a series of integrated PR, digital marketing and social media campaigns.

Heineken USA has named Rogers & Cowan/FRUKT as its new agency-of-record across its brand portfolio. The agency will now manage product placement, strategic integration and entertainment partnerships, and entertainment PR efforts on behalf of Heineken.

Omnicom Media Group has been awarded the digital mandate for Tata Motors Passenger Vehicles.

Omnicom Media Group will set up a new bespoke unit, Tata@OMG, to manage the business under its group leadership team in India.

Global communications agency, Lewis, has been selected by 3M to spearhead its local marketing communications efforts in Malaysia.

As 3M’s public relations agency of record, Lewis is tasked to deliver integrated communications programmes consisting of content generation, media relations and events to generate awareness for 3M Malaysia’s product offerings and continue to build the brand’s presence in the market.

Cruise ship operator Royal Caribbean International has appointed DDB Shanghai after a competitive pitch. The agency has been tasked with enhancing the brand's visibility among consumers in China.

Havas Jakarta has been appointed as creative agency-of-record by Honda CB 150 Versza.

The agency rolled out a launch campaign for Honda CB 150 Verza under the tagline 'Ride More Do More' earlier this month.

Themed restaurant chain TGI Fridays has hired Partners Andrews Aldridge as its lead creative agency in the UK.

The appointment follows a three-way competitive pitch for the thirty-year old business's creative brief.

Society Tea from the Hasmukhrai & Co consortium has handed its digital mandate to Fruitbowl Digital. The account was acquired by Fruitbowl Digital following a multi-agency pitch.

Indian dairy brand Mother Dairy has appointed Wavemaker as its media partner. Wavemaker, the media, content, and technology agency from GroupM will manage the media strategy and investment for Mother Dairy.

Indian health brand Eureka Forbes has announced Wavemaker as its media partner in India. Wavemaker will manage the entire media portfolio for Eureka Forbes.

Communications provider M1 has hired Dentsu Singpapore as its creative agency-of-record. The agency will be responsible for developing brand and product campaigns including digital communications across the company's consumer and corporate markets.

Bicycle brand Cervélo has enlisted Toronto agency Juliet to help market its upcoming product launches and broaden its marketing strategy. Work is expected to launch throughout the year.

Fuller's Beer Company has tasked Recipe with delivering social and digital campaigns across its portfolio of brands, which include London Pride and Cornish Orchards. The first campaign is due to launch later this year.

King's College London has hired creative agency Toad to create a pilot platform to help treat young people suffering from post-traumatic stress disorder (PTSD). The platform will be funded by the Medical Research Council and will be online and on mobile.

Glasgow-based creative marketing agency Frame Group has booked a string of account wins, adding Scotrail, National Trust for Scotland and Balblair Whisky to their client roster.

Premium pet food brand True Instinct has appointed PR and content marketing agency The Lucre Group. Work planned for 2018 includes 2018 include a brand launch, media and blogger engagement programmes, product placement and elevated news, and educational campaigns.

Southern Californian airport John Wayne Airport has appointed the Lamar Advertising Company a ten-year advertising concession. The program will include a variety of high impact static and digital media formats.

Luxury bed manufacturer Harrison Spinks has appointed Engage Interactive to handle its website and digital strategy briefs, and Umpf, which will manage its media relations and consumer PR campaigns. The 177-year-old bed maker is looking to expand its profile in the UK.


Entertainment Studios has acquired The Weather Group, the parent company of the Weather Channel network and Local Now streaming service.

The Weather Group network joins Entertainment Studios' independent group of eight 24-hour cable networks.

Full service marketing agency Superdream has acquired video production company Hipster. The company has previously worked with brands such as Bosch, Greene King and Electrolux.

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