Business on the Move, featuring MullenLowe, Bentley and Planet Marketing – Gameingnow

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 MullenLowe, Bentley and Planet Marketing.

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 [email protected] for consideration before next Thursday.

Account wins

Bentley Motors has renamed Iris as its experiential agency of record across the company’s American region. As part of the expanded remit, Iris will partner with luxury experts Shadow, which will create connections within the luxury motor space.

Starcom has been appointed to handle TV media buying for online marketplace Vinted since April in the UK. Following a competitive process, Starcom has been selected to help Vinted drive app downloads, increase product listings and ultimately grow its 18-to-34-year-old UK community through its TV advertising buys. VCCP was the incumbent agency.

BBDO Singapore has won a three-year partnership with Audi Singapore. As the appointed AOR, BBDO will be tasked to support the brand’s future plans while at the same time drive increase love and desirability of the Audi brand in Singapore across all their marketing channels.

Mergers and acquisitions

Five UK and Ireland agencies have joined forces to create a new marketing ‘super’ agency with a combined headcount of 65 professionals. Collectively the new agency will be known as Low&Behold, with Darren Low as chief exec and founders of some of the other agencies taking positions on the board.

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Launches

Planet Marketing, a new marketing agency for companies in sustainability, has launched. The fight against the climate crisis is no longer the remit of activists and NGOs. Around the world, businesses are becoming conscious of their role in climate change, sustainability and net-zero. Planet Marketing was founded to tell socially-conscious brand stories and ensure that these brands doing genuine good are better understood.

Ongoing pitches

Creative agencies across the UK are gearing up for a likely pitch for the next stage of government communications on the Covid-19 health crisis. The responsibility previously lay with Interpublic agency MullenLowe London, however the contract has now expired and the government is obliged to appoint a new agency. The government’s total media spend on coronavirus communications was more than £170m in 2020 and is likely to have exceeded £200m by now, based on previous Cabinet Office disclosures.

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