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Business on the Move: Bahlsen, Subway, Estrella and more

Subway has appointed social media agency Hydrogen in Scotland.

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

Global accounts

International biscuit manufacturer Bahlsen has appointed MullenLowe Group as its creative agency partner following a competitive review. The network will provide Bahlsen with strategy, creative and communications support from GGH MullenLowe, MullenLowe London and MillenLowe Milan.

Premium whisky brand The Macallan has appointed J Walter Thompson London as its global creative agency after a competitive review handled by AAR Group. The move marks the first time that the Edrington Group-owned brand has appointed an agency for a global campaign.

Evernote has selected TBD as its global creative agency for brand marketing and advertising. TBD has been directed to support Evernote across an integrated brand campaign this summer.

EMEA accounts

Restaurant group Gusto has appointed Cube3 as its lead digital partner after a competitive pitch. The agency will undertake a full website overhaul for the fast casual dining chain.

Subway has appointed social media agency Hydrogen in Scotland. The sandwich brand has tasked the specialist agency with handling day-to-day content as well as campaigns for franchisees across Scotland.

Spanish beer brand Estrella Damm has appointed Richmond & Towers to handle its UK PR brief following a competitive pitch. The agency has been directed to increase awareness of the brand among trade and consumer audiences.

Supermarket group Costcutter has selected creative agency Front to deliver the creative strategy, design and copy for the brand's World Cup social media channels.

Watchmaker Christopher Ward has appointed Mostly Media as its media buyer. The agency has been tasked with supporting the watch brand's challenge to the traditional premium watch market.

Technology firm Polycom has selected Babel as its UK agency-of-record following a competitive pitch process. Babel plans to boost Polycom's presence in key business, trade and vertical press.

Social dating app Badoo has selected Frank to facilitate a new experiential campaign, 'The Longest Date'. Frank has been tasked with managing all PR, influencer, celebrity and experiential activity on the campaign.

Flagship Consulting has been appointed by transit data specialists Ito World to help deliver an integrated communications programme. The agency has been tasked with raising the company's profile as experts in the urban mobility sector.

Property company Quintain has appointed Four Communications to develop and implement a B2C campaign highlighting the Wembley Park development. The project is one of Europe's biggest urban regeneration developments.

NewcastleGateshead Initiative has named Karol Marketing has its communications agency for the Great Exhibition of the North, a summer-long celebration of art, culture, design and science from the north of England. The brief was awarded following a competitive pitch.

UX specialists and design agency Sigma has been appointed by Home Instead Senior Care to improve the company's portfolio of websites.

Americas accounts

T Marzetti Company, the owner of brands including New York Bakery, Girard's and Cardini, has named Cramer-Krasselt as its agency-of-record. The account was previously with MullenLowe Profero.

Apac accounts

Orient Bell Tiles has selected digital marketing agency FoxyMoron to build its social media presence. The ceramics manufacturer is one of the largest tile makers in India.


Scottish adtech startup TVSquared has opened an office in Australia, adding to its outposts in Edinburgh, London, New York and Munich. Oceania is the company's fastest-growing region.


Consumer insights firm Maru Group has announced the acquisition of Tú Cuentas, a Hispanic market research company specialising in Spanish-speaking US audiences. The addition is intended to add to Maru/Blue's research capabilities with Hispanic audiences.

Capgemini has announced the acquisition of digital design studio Adaptive Lab. The Adaptive team is set to join previous Capgemini acquisition Idean at its London headquarters.

Mobile engagement specialist Leanplum has announced the acquisition of AI conversation marketing specialists Connecto. Leanplum says the acquisition will allow the firm to "transform the relationship between brands and customers".

Barkley has announced the full acquisition of long-time partner agency Grenadier. The Kansas City agency said the move was aimed at streamlining its creative process.

Swiss-based Luxoft Holding has announced the acquisition of the design consultancy Smashing Ideas. The firm was previously owned by Penguin Random House.

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