Wavemaker has been appointed as global media consultancy partner for Merlin Entertainments – both retaining the $24 million (£19.5 million) UK business and winning the $34 million (£27.6 million) planning and buying across EMEA and the US.
The announcement means that, in addition to the UK market, the media agency will now manage planning and buying across the US and key European countries including Germany, Italy, Benelux and Denmark.
Expanding their role due to the UK team’s success, Wavemaker is now in charge of leading digital and data transformation for Merlin Entertainments worldwide.
Operating from a central hub in the UK, with the global team based in London, the team aims to evolve and expand its consultancy on Data, Digital Transformation and Strategic Planning for Merlin Entertainments through a network approach.
Merlin Entertainment spans the UK and Europe and includes well-known UK attractions such as the lastminute.com London Eye, Madame Tussauds, The Dungeons, SEA LIFE, the Blackpool Tower and DreamWorks’ Shrek’s Adventure! London.
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Its Resort Theme Parks include Alton Towers, Thorpe Park and Chessington World of Adventures in the UK, Heidepark in Germany and Gardaland in Italy, as well as LEGOLAND in the UK, US and mainland Europe.
“As we seek to unlock new sources of growth through digital data, Wavemaker have demonstrated in the UK they are a key partner for us on this journey,” said Merlin Entertainments group marketing director UK and Europe, Sara Holt.
“We are looking forward to scaling and replicating that growth around the world at rocket fuelled speed.”
Wavemaker global chief growth and marketing officer, Hamish Davies, commented: “Our UK team has already built an exceptional relationship with the global digital stakeholders, from which we can continue to drive excellence in these key priority areas for growth.
“Our attitude of Positive Provocation is a great match for their ambitious growth trajectory. I’m proud of the team’s great work on this business which is clear proof we are a future fit media partner.”
Wavemaker UK CEO Kelly Parker added: “I want to thank each and every one of our teams for the efforts in getting us into this position, it’s a superb result delivered through transformational leadership, commercial brilliance all fuelled by the UK team who have consistently shown excellence and unrivalled work from the get-go.
“This is going to be a rollercoaster ride, but I know it will be a fun one!”
