Wavemaker wins $34m global remit as Merlin Entertainments extends partnership

Wavemaker has been appointed as global media consultancy partner for Merlin Entertainments, a global leader in location-based, family entertainment. Alongside the $24m UK business Wavemaker retains, the media agency has additionally won the $34m planning and buying across EMEA and the US.

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.

Merlin Entertainments is home to some of the most loved experience brands in the world, including its Midway indoor attractions which span the UK and Europe including the lastminute.com London Eye, Madame Tussauds, The Dungeons, SEA LIFE, LEGOLAND® Discovery Centres, the Blackpool Tower and DreamWorks’ Shrek’s Adventure! London.

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 part of an extended remit fuelled by the success to date of the existing UK team, Wavemaker is tasked with leading digital and data transformation for the brand globally. The media agency will be operating a Central Hub from the UK with the Global team based in London. This team will evolve and expand its consultancy on Data, Digital Transformation and Strategic Planning for Merlin Entertainments through a network approach.

Sara Holt, Group Marketing Director UK and Europe at Merlin Entertainments said, “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. We are looking forward to scaling and replicating that growth around the world at rocket fuelled speed.

“Merlin is an amazing place to work and next year we have a lot to shout about including an unrivalled slate of new ride launches and a data transformation agenda which is ambitious and exiting.”

Hamish Davies, Global Chief Growth and Marketing Officer at Wavemaker said, “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.”

Kelly Parker, UK CEO at Wavemaker said, “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!”