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Business on the Move, featuring NatWest, Northern Trains and Beam Suntory

Over the past seven days, we’ve seen fresh appointments, reviews and acquisitions at NatWest, Northern Trains and Beam Suntory

Another week, another wave of account news, reviews, agency launches, rebrands and acquisitions. Check out our global round-up to see what business is on the move (and why it matters) below, then head over to our Business on the Move hub to read about more market maneuvers.

Over the past seven days, we’ve seen fresh appointments, reviews and acquisitions at NatWest, Northern Trains and Beam Suntory.

Looking for a new agency partner of your own? Check out The Drum Recommends, where you can search for trusted partners and access expert industry knowledge that could help you make your selection.

If you’ve got a business on the move story for us, send it to for consideration before next Thursday.

Account wins

Interpublic media agency Initiative has been appointed to NatWest’s planning and buying account following a competitive pitch. Initiative beat out the incumbent Zenith, who has held the account for the better part of a decade, as well as WPP-backed M/SIX, the sister agency of NatWest’s creative shop The & Partnership, to take the post.

Following a competitive pitch process, Core has been awarded the creative business for Aviva. This builds upon a strong relationship with Zenith, part of Core. With this appointment, Aviva has become the latest client who has chosen to work with Core’s Full Solution offering – bringing together strategy, creative, and media into one marketing communications partner.

M&C Saatchi Performance, global digital media agency, has been awarded the digital mandate for Beam Suntory, world leader in premium spirits. As per the mandate, which will run until April 2022, the agency will be responsible for the digital media planning, buying and strategy across key Beam Suntory brands such as Jim Beam, Auchentoshan, Roku and Strong Zero.

Train operator Northern Trains has appointed AMS Media Group as its media agency following a competitive tendering process. The Leeds agency team will work with Northern to build awareness and understanding of the brand and promote services across the north. The £4m brief covers a broad mix of media from outdoor to broadcast and paid social media.

National Swedish gaming company Svenska Spel Tur has chosen Nord DDB as its new agency for communications concepts and content communication. As the agency heading creative communication concepts and content communication, Nord DDB will be in charge of product packaging, product-related services and other product category-wide communication within the framework of Svenska Spel Tur’s sales assignment.

Merlin Entertainment has appointed Elvis to develop a campaign to promote the London Eye following a competitive pitch. The news follows Elvis’s appointment to create a campaign for Merlin brand The Dungeons last year.

Ongoing pitches

Sainsbury’s Argos has launched a review of its integrated digital, creative, content, social and CRM business. In what is set to beone of the biggest BTL pitches of the year, Table19 for CRM and Gravity Road for Sainsbury’s content are among the agencies currently queueing up.


Havas PR agency One Green Bean has opened a new office in Amsterdam, adding another specialist regional hub to its network to provide earned-media services to global brands across Europe. OGB Amsterdam joins OGB Sydney, which was established in 2007 and now has a team of 60, and OGB London, which launched in 2015 and is 50 people strong.