Wavemaker extends global partnership with Merlin Entertainments with $34m remit

Wavemaker will lead digital and data transformation for the brand globally

Wavemaker has been appointed as global media consultancy partner for Merlin Entertainments, a leading provider of family entertainment experiences worldwide, which include the London Eye and Madame Tussauds.

This partnership extends beyond Wavemaker’s existing $24 million UK business, as the agency wins a $34 million remit for planning and buying across the EMEA and the United States.

Expanding its responsibilities, Wavemaker will now manage planning and buying in the US and several key European nations, including Germany, Italy, Benelux, and Denmark.

As part of an extended remit, Wavemaker is tasked with leading digital and data transformation for the brand globally. 

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!

Kelly Parker, UK CEO at Wavemaker

The media agency will operate 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.

Merlin Entertainments boasts an extensive portfolio of entertainment brands, including its Midway indoor attractions such as The Dungeons, SEA LIFE, the Blackpool Tower, and DreamWorks’ Shrek’s Adventure! London.

Featured image: Merlin Entertainments