BMB | Agency Profile, Contacts, AOR, Client Relationships
Service: advertising, brand activation
|Main Telephone||0207 632 0400|
|Juliet H.||Chief Executive Officer||London|
Sample of Associated Brands
|Trevor B.||Founding Partner & Creative Director||London|
|Jonathan S.||Creative Producer||London|
|Matthew P.||Creative Director||London|
|Simon H.||Creative Director||London|
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Digital Opps: Merlin Entertainment taps Mason Williams for Legoland and Sea Life
Company: Merlin Entertainments and its Midway Attractions brands– the world's second-largest visitor attraction operator, operating over 105 attractions, eight hotels and three holiday villages in 23 countries across four continents.
Opportunity: Brought on Mason Williams to launch national PR campaigns for their Legoland Discovery Centre and Sea Life attraction. The Manchester locations are looking to grow awareness with their current and new customers so anticipate summer campaigns.
This appointment falls just after Clarion Communications for their hotel launch in July. Merlin also recently awarded Influential with its Black Tower brief.
Meanwhile, the Legoland operation at the Trafford Centre just underwent a £1m revamp. Sellers should already be in touch for early communication roll outs but continue to reach out for mid-year opportunities.
Merlin Entertainment became vulnerable in late 2015 before shifting its digital strategy under agency theEword last summer. It seems their remaining brands are finally ready to release campaigns. Media and creative agencies should still contact immediately to be considered for late 2017 revenue.
Media Spend: During the second half of 2015, almost £5m was spent on TV. This H1 2016, Merlin Entertainments spent close to £3m on TV while a small amount was put towards cinema, press, radio and digital.
Digital Breakdown: Last year, 118 million impressions were gained from spending £574k on desktop and desktop video ads, according to Pathmatics. This is a significant increase from 2015 when £422k was spent to gain 58m impressions. The chart to the right details 2016's spending shares but programmatic placement is clearly preferred. Top publishing sites included msn.com, ebay.co.uk, timout.com/london and liverpoolecho.co.uk.
Target Audience: Young families with children aged between 2-12.
Agency Roster: Mediacom handles media planning and buying (since 2009).
3 Market Close
Dorset BH15 1NQ
T: 01202 666 900
Ms Gemma Cracknell
Marketing Director - New Openings
Ms Andrea Dearden