Merlin Entertainments has consolidated its global creative and media business with Omnicom, naming adam&eveDDB and Omnicom Media Group agency OMD its creative and media agencies of record, respectively.
Merlin Entertainments’ brands include Lastminute.com, London Eye, Madame Tussauds, Alton Towers, Thorpe Park, Chessington World of Adventures, The Dungeons, Sea Life, Legoland, Discovery Centres, the Blackpool Tower, and DreamWorks’ Shrek’s Adventure! London.
Speaking to Campaign, Omnicom Media Group UK CEO Laura Fenton said, “The brief from Merlin was packed with energy, ambition, and a laser focus on driving transformation across their business. In response, we showcased how OMD could create what’s next for Merlin by injecting our magic to unlock growth across audiences and markets, with media and creative working together to build big brand ideas and experiences. We will use the power of Omnicom’s Omni Marketing orchestration, its vast data resources, and its always-on global workflow to ensure we partner to deliver this at maximum speed and with rigorous efficiency to drive the best possible outcomes.”