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Business on the Move Agencies Mergers and Acquisitions

Business on the move: Sky, Dr Martens, EasyJet, and more


By Sam Bradley, Journalist

April 12, 2018 | 8 min read

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


Sky has selected MediaCom to handle its media buying business.

Agency wins

Sky has selected MediaCom to take on its media buying business, following a three-way competitive pitch against Carat and Zenith.

The account, said to be worth over £400m, will see the WPP-owned agency handle media buys the UK, Ireland and select European markets.

Dr Martens has appointed creative communications agency John Doe to deliver a global media event. The agency won the brief following a competitive pitch, and will be responsible for the creative, content and execution of the major product launch, due in the autumn/winter season this year.

EasyJet has chosen Buzzman to handle its communications brief in France. The selection was made after a competitive pitch against Romance and Grenade & Sparks.

Tesco has moved its creative communication duties to MullenLowe Malaysia as its new agency of record.

The agency will lead the creative execution of all planned marketing campaigns for the next 12 months.

Betfair has chosen Leo Burnett as its international agency-of-record following a competitive pitch. Incumbents Lucky Generals were not part of the pitching process.

The agency will create a multi-channel campaign to relaunch the gambling brand.

Kenneth Green Associates, a distributor of luxury fragrance brands like Kenzo, Bulgari and Jimmy Choo, has hired MediaCom UK to oversee its UK media account. MediaCom won the account from incumbents Havas Media.

Legal & General Investment Management has appointed M&C Saatchi to lead its first major consumer campaign, following a competitive pitch. The agency has been briefed to promote personal investment and saving habits in the UK with a campaign starting in June.

The Zoological Society of London, the charity which operates London Zoo and Whipsnade Zoo, has appointed UM as its new media strategy, planning and buying partner. The brief was awarded following a three-round competitive pitch.

The National Accident Helpline, the UK's largest personal injury claims company, has appointed Leeds-based agency Brawl. Brawl will deliver a content campaign designed to maximise consumer engagement.

Pentland Brands has selected MediaCom North as its lead media agency. The agency will work with the fashion group's in-house creative team across a suite of brands including Ellesse, Speedo and Berghaus.

Fitzco has been awarded the French's creative brief after a competitive pitch. The agency will take strategic and creative responsibility for the company's portfolio of sauces and snack brands.

VML Singapore has been appointed by Bandai Namco Entertainment Asia Pte. Ltd. as its creative agency for their first-ever regional brand campaign.

Banyan Tree Hotel & Resorts has appointed Starcom Singapore as its global media business partner across 17 markets including Singapore, Indonesia, Thailand, Malaysia, South Korea, Greece, Morocco, Mexico, Maldives, Seychelles and Mauritius.

J Walter Thompson Asia Pacific has been appointed to handle the global marketing campaign of personal computer giant ASUS, out of its regional headquarters in Singapore.

Wavemaker India has been appointed as the media partner for India’s Dream11 game.

Malaysian broadcaster Astro has hired Merdeka LHS to create a campaign for its coverage of this summer's Fifa World Cup.

The agency was appointed after a competitive pitch and its work will encompass creative concept, strategy and communications spanning digital, social media, mobile, TV, radio, out-of-home, on-ground activation and point-of-sale.

Wine Australia, the national body supporting and promoting the Australian wine sector internationally, has appointed R/GA Sydney as agency of record.

Soraa Home, a California-based designer lighting brand, has appointed 3Headed Monster as its creative agency. The work will include social and digital, targeting home consumers.

Glasgow-based social media agency Hydrogen has announced a string of client wins, including the Finnieston Distillery Company, Crimestoppers and the College Development Network.

The Royal Shakespeare Company has hired PR and social media specialists Prohibition. The agency will be directed to develop a social media strategy for the Stratford-Upon-Avon theatre company.

Collect+ has appointed White Crow for a strategic project, marking the recently-launched consultancy's first official client. The strategic consultancy, a spin-off from Creature, launched last month.

Fitness brand Tikiboo has appointed Promote PR to raise its brand profile and drive consumer awareness. The agency's remit will encompass media relations, influencer engagement and content creation for the activewear brand.

Avant PR has been appointed by Spanish footwear and accessories brand to manage its UK press and influencer relations. Although the brand is established in Spain, the agency has been briefed to raise awareness of the company in the UK.

The PHA Group has been chosen by charity Crohn's and Colitis UK. The agency will support the charity in a three week campaign to raise awareness of the condition.


Independent agency Gut has opened up shop, with offices in Miami and Buenos Aires. Founders Anselmo Ramos and Gastón Bigio, formerly of David, have said the agency is already working with global brands.

Grey Group has launched Grey Midwest, a full-service marketing hub based in Cincinnati, Ohio. The group intends for Grey Midwest to become a centre of excellence for performance marketing in North America.

Acquisitions and Partnerships

M&C Saatchi Worldwide is strengthening its presence in India with the acquisition of Scarecrow. The new entity will be called M&C Saatchi Scarecrow and will continue to be led by its three founders.

Puerto Rico-based Oneighty° Agency has joined the FCB Network as an alliance. The agency will now handle all of FCB's clients in Puerto Rico.

Marketing services group The Mission is beefing up its integrated presence in the UK with the acquisition of independent agency Krow Communications.

Connelly Partners has bought Irish agency Stratagem in a deal which will see the Dublin firm rebranded as Connelly Partners (Dublin). Agency founder Keith Lee will continue to helm the company.

Ogury has acquired Adincube, an ad mediation platform for mobile publishers. The company plans to add Adincube's offering to its own holistic ad solutions.

Business on the Move Agencies Mergers and Acquisitions

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easyJet is a low-cost British airline, operating domestic and international scheduled services on over 820 routes in more than 30 countries.

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Leo Burnett

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Kenneth Green Associates

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J Walter Thompson Group Ltd

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m&c saatchi

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Connelly Partners

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The Mission Marketing Group

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Ogury is a global adtech company that delivers Personified Advertising solutions grounded in privacy to brands, agencies and publishers by focusing on targeting...

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Legal & General Investments

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