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Business on the Move, featuring Adidas, TikTok, UKTV, Jellyfish and more

Another week another wave of agency 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. 

Over the past seven days, we’ve seen fresh appointments, reviews and acquisitions from Adidas, UKTV, TikTok, Jellyfish and more.

Looking for a new agency partner of your own? Check out The Drum Reccomends 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 businessonthemove@thedrum.com for consideration before next Thursday.

Account wins

London-based marketing agency Kaizen has been appointed by Adidas to lead activity across digital PR, influencer marketing and SEO in Europe. The sporting giant will be managed by Kaizen’s team of in-house specialists, aiming to create unique content for both digital PR and SEO. 

Dark Horses, the sports creative shop, has won the TikTok Uefa Euro 2020 sponsorship account after a pitch against a number of unnamed agencies. The agency will help build awareness of TikTok with football fans, become a home of ’fandom for football culture’ and drive interest in the app beyond to a wider audience.

Jeans and apparel company American Eagle Outfitters has appointed VaynerMedia to handle its media planning and buying. 

Windproof lighter company Zippo has named Ogilvy as its global PR, creative and social agency following a competitive pitch. Ogilvy will support Zippo’s brand and communications strategy with an integrated team that combines expertise across creative, media relations, influencer marketing, social strategy and performance media. The account will be led out of Ogilvy’s New York office.

Zeno Health (formerly known as Generico) has awarded its mainline and digital creative duties to Dentsu Impact India. The agency will be tasked with building a strong foothold for Zeno Health in the progressively growing retail and online pharmacy space across the country. This will kickstart a ’massive campaign’ for Zeno Health in Mumbai. 

Manchester digital marketing agency Serotonin has been appointed by Swiss cycling wear brand Assos following a highly competitive worldwide pitch.  Serotonin will manage, strategize and deliver all of Assos’s paid media activity. This includes paid search, social and third-party platforms.

CNH Industrial Australia has named Leo Burnett Australia as its new creative agency of record for the Case family of brands, including Case IH, Case CE and AMS following a competitive pitch. The agency’s remit will include Case IH brand, dealership and customer communications nationwide. It will also support Case Construction equipment and the Aftermarket Solutions marketing divisions.

Ongoing pitches 

BBC Studios-owned multi-channel broadcaster UKTV is reviewing its media agency contract, currently held by Hearts & Science, in a competitive process managed by The Aperto Partnership. Agencies (including the incumbent) have been invited to participate in the process, which is expected to conclude in the summer. 

Just Eat’s creative review is currently ongoing, with incumbent, McCann London understood to be pitching as McCann Worldgroup. TBWA\London, Bartle Bogle Hegarty and Adam & Eve/DDB are also in the running. 

Acquisitions 

Jellyfish has announced the acquisition of five global companies: Seelk, Splash, Quill, Webedia Brand Services and Data Runs Deep. The digital marketing agency, which counts Samsung among its clients, has acquired the companies based in Australia, Mexico, France, Brazil and the US, accelerating its capabilities in creative, e-commerce and enterprise data and consolidating its services in existing markets. The buys are yet another move in the company’s rapid expansion.

Digital marketing agency Brainlabs has acquired Manchester-based User Conversion for an undisclosed sum. This marks the third acquisition in the space of a year for Brainlabs, following the purchases of Hanapin Marketing and Distilled in 2020.



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