Business on the Move: Mars, Watford FC, Sony Playstation, and more
Welcome to The Drum's Business on the Move column, where we collate agency account news, reviews, agency launches, rebrands and acquisitions.
Mars has consolidated its media planning and buying into a single account with GroupM.
Global wins
Mars has concluded a review launched earlier this year by consolidating its media buying and planning duties into a single account with GroupM. Until this week, the company operated a three-agency approach working with GroupM-owned MediaCom as well as Publicis Groupe's Starcom on local media, and OMD.
All three incumbents were invited to re-pitch for the business, but this week's move ends Mars' media relationship with the latter two holding groups.
EMEA wins
Premier League team Watford Football Club has selected White Crow and Creature to help update the club's business strategy and develop a creative marketing strategy. The account was awarded to the sister agencies without a pitch.
Saracens have appointed M&C Saatchi Sport & Entertainment ahead of the 2018/2019 season. The agency is set to work with the club to create a new strategic marketing framework for commercial partners, and create a "compelling articulation" of the Premiership champions' brand story.
Hemp food brand Good Hemp has appointed Snap London as its lead creative agency. Snap has been tasked with developing a brand strategy and creative to launch Good Hemp's new chilled milk product into the market.
AI transcription service Trint has appointed global integrated communications agency Lewis. The agency won a three-way pitch for the account.
Ad sales house Venatus has partnered with Sony PlayStation. The partnership is intended to help PlayStation to broaden its sales efforts with non-gaming brands.
The Corner has won the creative and strategic business of London Business School, following a competitive pitch.
Malta-based fintech and sports company Mediarex has appointed PrettyGreen to support the launch of its new blockchain platform Socios.com. The project aims to enhance fan engagement with the sport.
Apac wins
NUS Lee Kuan Yew School of Public Policy (LKYSPP) has appointed Click2View for the provision of content marketing services for a period of one year, with an option to extend for another two years.
Click2View will undertake the School’s content strategy, content development, content amplification, as well as reporting and optimisation across Asia Pacific.
Women in Tech (Asia), an annual thought leadership conference for women in Asia working in the technology space, has chosen The Hoffman Agency as its public relations agency-of-record for its third annual conference this year.
FCB has been appointed PropertyGuru's creative and digital agency for the Malaysian market. The agency has also won UEM Sunrise’s upcoming premium property development in Desaru Coast, Johor Bahru, Malaysian electrical brand ELBA to the agency’s client roster and the Marriot International group in Malaysia.
Reviews
The BBC has issued tenders worth a cumulative £2.5m to recruit six regional PR agencies to promote the monthly TV licence fee over a three to five-year period. Starting in April 2019 the successful firms will serve as the ‘face of TV licensing in their geographical area’.
Launches
Ideagen, the British-based software company, has launched an enhanced research and development department designed to help the company strengthen its product suite and surface opportunities for innovation.
London creative agency Superimpose Studio has relaunched as Superimpose Global as it prepares for worldwide expansion.
Acquisitions
AnyMind Group has acquired Acqua Media, a Hong Kong-based publisher trading desk, with a presence in Beijing and Sydney.
Trimantium GrowthOps has fully acquired Asia Pacific Digital. The combined company will employ over 500 employees across nine cities in six countries in the Asia Pacific region.
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