Business on the Move Agencies Agency Models

Business on the Move, including Mercedes-Benz, KFC and Channel 4


By The Drum Team, Editorial

September 24, 2021 | 4 min read

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.

business on the move

Over the past seven days, we’ve seen fresh appointments, reviews and acquisitions at Mercedes-Benz, KFC and Channel 4

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Account moves

Omnicom Media Group (OMG) has won a five-year contract to handle Channel 4’s media planning and buying, beating The7stars and Zenith in a competitive pitch. The brief involves helping Channel 4 adapt to a changing media landscape, an increased focus on its Future 4 strategy – which includes transitioning to a digital-first media company that skews to young people – and helping establish the broadcaster’s new brand positioning, ’Altogether different’.

Omnicom Group has also been awarded the global consolidated media, brand and performance marketing account for Mercedes-Benz. The German automotive giant has been looking for a single-agency model to manage its global media and marcoms business. Omnicom’s win is the result of a six-month closed review between the two rival agency groups.

Sainsbury’s has appointed Ogilvy to its group below-the-line and digital account after the WPP shop defeated its three incumbent agencies during the pitch process. The business covers digital creative, content, social and CRM across all of the company’s brands, which include Sainsbury’s, Argos, clothing line Tu and home furnishings brand Habitat.

Ecologi, a tech-driven climate platform, has appointed Electric Glue as its media agency. The agency was hired following a recommendation to Ecologi co-founder Ian Hambleton. Electric Glue will work alongside Ecologi’s creative agency, Enviral.

Forever Beta has been appointed by Australian fintech 1derful to develop an international launch campaign following a competitive global pitch. Forever Beta will become the venture’s first agency.

Grey Group Singapore has won a WWF and Temasek foundation-led pitch to create a new Singapore-based sustainability youth incubator in partnership with Green Is The New Black. The four partners set out to inspire and support the next generation of sustainability doers and creators through a series of masterclasses and bootcamps, as well as a six-month mentorship program.

Ongoing pitches

Audi has put its US creative account up for review. Venables, Bell & Partners is the incumbent for the luxury auto brand.

KFC US is looking for a new ad agency after working with Wieden+Kennedy Portland on creative and media – a move that comes as the agency is undergoing its own overhaul. In the statement, the spokesperson also said that KFC is looking to continue its momentum and that W+K will have the opportunity to compete with other agencies to retain KFC’s business. W+K later confirmed this afternoon that it will defend the business in the review.

Business on the Move Agencies Agency Models

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