Endeavor Global Marketing has rebranded itself as 160over90 as its parent company, Endeavor Group Holdings has put its plans for an IPO on hold.
The decision to rebrand came after "months of discussion", according to a press release.
Former Uber chief brand officer and Endeavor chief marketing officer, Bozoma Saint John, and Ed Horne, 160over90 president, decided to reinvent the company as 160over90 just one month after the group pulled the plug on going public, though the rebrand is unrelated to the parent company's decision, according to the agency.
The name is a nod to a "state of elevated blood pressure" and refers to the excitement and emotional response that it wants its work to elicit.
The agency, which serves brands including AB InBev, Audi, Dick’s Sporting Goods, HSBC, Lightlife, Marriott International and Visa, takes its new name from one of the agencies it acquired in 2018, the Philadelphia-based 160over90.
The company was formerly owned by Searchlight Capital Partners and did branding and marketing for sports teams and brands, including the Philadelphia Eagles, Ferrari, UCLA and Under Armour.
That procurement was part of a roster of acquisitions that included Catalyst, Clifford French, Fusion, IMG Live and Red. Prior to those purchaes, Endeavor bought major sports marketing company IMG in 2014, one of many moves that has grown the company.
The group orginally gained ground with the talent-based William Morris Agency, which it merged with in 2009 to become WME.
Aside from its agencies and talent, which its prospectus from May of this year claims to have represented more Oscar- and Grammy-winners than any other talent agency in 2018, Endeavor sells media rights in 160-plus countries for the Olympics and NFL, among others.
The company also owns or manages over 700 events around the world, from music festivals to art shows and UFC fights. Endeavor also counts Epic Games, makers of Fortnite, as a strategic partner operating events, managing licensing and representing certain media rights on behalf of the gaming franchise.
160over90 is one of 17 companies in the Endeavor network that includes IMG, Kovert Creative, Lens and Endeavor Streaming, making it an attractive company for public shares, or so it would seem.
Endeavor put its IPO, scheduled for late September, on hold and officially scrapped the plans because of a weakened market and less demand from investors. A filing to the US Securities and Exchange Commission earlier this month by the company asked to withdraw its public offering but it requested that the fees it paid to the commission “be credited for future use”.
The company is now uniting Endeavor’s Global Marketing's agencies under the 160over90 banner to strengthen the appeal of its non-sports and talent businesses
A release stated the natural next step in the Endeavor Global Marketing agency’s evolution was “introducing a name for the entire portfolio that both differentiates and unifies us".
Welcome to the new 160over90! With a global team of nearly 800 people and expertise across advertising, branding, experiential, sponsorships, PR and communications, we’re excited to show you all we’ve been up to. Check out https://t.co/dBUJfHWeFw for more! pic.twitter.com/6pVHBOdxLJ
— 160over90 (@160over90) October 29, 2019
Following years of growth, both organic and through acquisition, 160over90 now employs nearly 800 employees with expertise spanning advertising, branding, experiential, brand partnerships, PR and communications.
“Marketers are looking for partners that are culturally connected and can bring an idea to life, no matter the channel,” said Horne, president of 160over90.
Saint John added: “This past year has been an exciting one for Endeavor Global Marketing, now charging ahead as 160over90. This is a creative agency that is making waves. An agency where the ideas we dream up for the world’s leading brands can actually become reality.
"Our expertise and access to culture combined make this group unstoppable, and we’re just getting started.”