Big welcome to Merlin Entertainments!

adam&eveDDB London has been appointed Merlin Entertainments’ Global Creative Agency of Record. Leading the global creative strategy alongside OMD, which will oversee media, and supported by a network of TBWA offices, this global team will leverage their expertise and experience to strengthen emotional connections with customers and ensure that its attractions are ‘must-visit’ destinations for domestic and international audiences alike.

Craig Inglis, Merlin’s Chief Customer Officer, said: “We are really excited to be announcing these crucial appointments today after a robust, competitive pitch process. Omnicom demonstrated that they will be key strategic partners, bringing innovation, thought leadership and customer-centricity to support Merlin in driving business and brand growth. This partnership will be pivotal in moving our marketing and content to a much more emotional positioning, focusing on the joy our experiences bring to the lives of our customers. I can’t wait to see how this team will elevate our powerful brands and broaden their appeal to audiences across the world.”

Our CEO, Miranda Hipwell, added: “As with any pitch process, there’s been a huge spectrum of feelings and emotions as we’ve started to imagine how we could partner to drive growth for Merlin’s incredible array of global attractions. But this pitch hit different. It’s been a hugely enjoyable and exhilarating ride with the Merlin team, and the folks at adam&eveDDB London, OMD and TBWA have fused in the most energising way. We are honoured to be taking on this brilliant piece of business and I can’t wait to see what we achieve together in this unique partnership.”