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Business on the Move, featuring DFS, Denny’s and The British Heart Foundation

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 DFS, Denny's, and The British Heart Foundation.

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 businessonthemove@thedrum.com for consideration before next Thursday.

Account wins

The UK’s leading sofa retailer, DFS has announced it has appointed Pablo as its new agency for strategic and creative advertising. Following an extensive pitch process managed by the AAR, the furniture retailer awarded the account to Pablo based on the strength of their creative response to brief and cultural fit with DFS.  Pablo will work with DFS on the creation of a new brand platform to launch in the autumn.

Following a competitive review that kicked off in April 2020, America’s Navy has awarded a second consecutive five-year contract to WPP’s VMLY&R. VMLY&R will continue to lead marketing and advertising communication services in support of a nationwide marketing program focused on recruitment and retention programs for the Naval Recruiting Command (NRC). The program puts renewed emphasis on building a diverse fleet of highly qualified sailors who accurately reflect the rich makeup of the country.

Media and marketing services company Engine has been named the social agency of record for WarnerMedia’s nearly one-year-old streaming service, HBO Max. Engine has supported HBO brand and social activities for over three years now. Together they’ve been awarded for Best Branded Social (2020 Webby’s) in addition to Clio and One Show awards for campaigns like ’Recommended By Humans’ and ’Sopranos Nicknames.’

Ogilvy has announced it has been selected by Enterprise Holdings to lead global brand strategy for the company. Enterprise Holdings, Inc owns and operates the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands. Enterprise also offers carsharing, truck rental, fleet management, retail car sales, vanpooling, exotics, as well as travel management and other transportation services aimed at making travel easier and more convenient for customers.

As Denny’s enters the next phase of its brand revitalization, which includes a greater emphasis on innovation and inclusivity, it has selected Anomaly as its creative agency of record. Anomaly was selected via a competitive review process due to its culturally centric marketing expertise and deep understanding of reaching the brand’s guests. Today, more than 50% of Denny’s guests are from multicultural communities.

Apex Rides has selected Atomic London as its agency of record following significant growth in the home-fitness market. Apex Rides, which includes former F1 team boss, Eddie Jordan and Sir Rod Aldridge, founder and former chairman of Capita, as financial backers, is looking to disrupt the world of ‘home fitness’ by taking a different approach to the recognised market leaders in this space.

BBDO Singapore has been appointed by the award-winning cloud technology company, Xtremax, to work on their branding initiatives. Currently, Xtremax hosts more than 500 government websites and has been a significant partner to a large number of Singapore’s government bodies.  

Sustainable dancewear brand Imperfect Pointes has appointed Manchester’s video agency What Media to produce its first brand video. The video project will showcase the Imperfect Pointes ethical, and environmentally friendly, designs while helping consumers to understand the impact ballet-wear can have on the environment.

Ongoing Pitches

The British Heart Foundation has called a media review – while inviting only one new agency to compete for the account. Incumbents PHD, The Kite Factory and MediaCom have all been invited to pitch, with MediaCom being the only non-incumbent. The reviews follow a restructure within the charity, which is being led by new executive director of marketing, fundraising and engagement Claire Sadler, who joined earlier this year. 

The race for the Virgin Atlantic and Holidays account continues, with Mother, Uncommon Creative Studios and Lucky Generals taking the lead. The review was called after the brands parted ways with former agency Abbott Mead Vickers BBDO following a year in which the airline’s survival was in question.



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