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Business on the move, featuring Publicis Groupe, Pret A Manger and more

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.

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 moves

Publicis Groupe has announced the acquisition of CitrusAd, a software as a service (SaaS) platform optimizing brands’ marketing performances directly within retailer websites. With more than 50% of its activities in the US, CitrusAd is present across 22 countries and six industries. CitrusAd provides its world-class technology to more than 70 major retailers globally and over 4,000 brands are utilizing its self-served platform.

Ogilvy has been selected by the New York Philharmonic to be its creative agency partner. Ogilvy will be responsible for developing a new brand platform, visual identity and creative campaign for the New York Philharmonic as it enters a new era next year when it returns to its newly-renovated home at Lincoln Center’s David Geffen Hall. 

Abrdn, previously known as Standard Life Aberdeen, has appointed Iris as its new lead global brand marketing agency. The integrated creative agency will be tasked with creating a global brand launch campaign strategy for Abrdn’s new brand strategy and positioning in the UK and numerous markets around the world.

The Australian Olympic Committee (AOC) has its first-ever digital fan engagement strategy for the Tokyo 2020 Olympic Games, enlisting the support of Aussie SaaS startup Komo Digital Engagement. The digital hub created by Komo will leverage gamification features such as polls and predictive games to deliver a Covid-proof digital fan experience for countless sports fanatics who won’t be able to attend the Games in Tokyo. 

Luzhou Laojiao, one of China’s oldest and top-selling baijiu brands, has appointed F5 as its creative agency following a pitch held in May 2021. Six different agencies competed for the account, with F5 coming out as the agency that will spearhead its creative and integrated marketing communication services.

Pret A Manger has just announced the appointment of VCCP as its new global creative agency. The appointment follows a creative tender process launched in March. VCCP will support Pret’s ongoing transformation into a fully omnichannel business, delivering creative campaigns across its active markets.

M&C Saatchi Talk has been appointed as lead lifestyle PR agency for professional beauty brand Sally Beauty. M&C Saatchi Talk has been appointed to deliver both a consumer and professional trade-focused program for Sally Beauty and Salon Services by showcasing the expertise behind and within this successful retail business, as well as continuing to show support for the hair and beauty industry.

Entertainment brand Ladbrokes has appointed brand strategy and creative communications agency Neverland as its retained lead creative agency. The appointment has been made after Ladbrokes commissioned Neverland to create an advertising campaign around the rescheduled Euro 2020 football tournament. The resulting ‘Drummers’ brand campaign was launched ahead of the tournament in May this year.

Amsterdam-based creative production studio Ambassadors has been selected as leading digital travel platform Booking.com’s global video performance marketing partner following a competitive pitch. Leveraging its creative automation platform Cube, Ambassadors will be responsible for supporting both the creative development and dynamic scaling of Booking.com’s global performance marketing content as travel opportunities begin to open up again for millions of people around the world.

The Arizona Coyotes announced today that MullenLowe Los Angeles has been named as the agency of record for the NHL club. The agency was chosen after a competitive review against several highly-creative shops to create a new brand identity and brand positioning for the Coyotes. The Coyotes and MullenLowe Los Angeles will strive to transform the Coyotes into more than a hockey team, highlighting the team’s multicultural approach and their commitment to leading and impacting their community.

Subway has appointed Mutant as its first public relations agency on retainer in Singapore. With this partnership, Subway and Mutant will work together on a series of campaigns to strengthen brand positioning, drive business growth and connect with key stakeholders.



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