Publicis Groupe has opened a ‘social-first’ creative agency in London called Boomerang UK.
Acquired by the agency group in 2021, the launch of the new agency marks the first expansion of the original Boomerang company housed in Netherlands.
The firm will be staffed by up to 15 people at first and will be based at Publicis’ Chancery Lane offices.
While Rico de Lange is set to become executive creative director, Pauline Landa will attain the role of managing director. Caroline Tenbult and Djajant Hanenberg will also join the Boomerang UK leadership team as retrospective project management supervisors and associate creative directors.
The Amsterdam-based social-first agency is hailed as “street-smart and social by nature” by Publicis and is also known as the Netherlands’ “largest social-first creative agency”.
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Publicis Groupe UK chief executive Annette King told Campaign Live that “the creative fit for the platform is the biggest performance lever available to our clients”.
“Boomerang is an agency with social in its DNA, and a track record of delivering award-winning campaigns that connect organisations and brands with audiences and culture,” she added. “The Boomerang acquisition has proved to be a great success in the Netherlands and Belgium, so it’s great we’re bringing this agency to the UK to benefit our clients.”
Publicis Groupe UK chief production officer Clare Donald – who the Boomerang UK management team will report to – added: “Their experience in making content that resonates with audiences, coupled with their dynamic production expertise and ability to fine tune creative content once it’s live, is second to none.
“Being able to use the skills and talents of their 200 copywriters, filmmakers, creatives, strategists, neuroscientists, influencers, sound designers and producers will significantly bolster our social content capabilities for our clients in the UK.”
Boomerang itself concluded: “Our mission is simple – we help brands become more human by sparking authentic conversations between organisations and their audiences. Our people are all immersed in culture, and help brands tap into what people want and how they want it.
“We’re excited to bring this know-how, coupled with our proprietary process that integrates data, insight and creativity at the speed of social, to clients in the UK.”
