In an exciting development, Wavemaker has been appointed as the global media consultancy partner for Merlin Entertainments, a powerhouse in location-based family entertainment worldwide. This new collaboration extends beyond the existing $24 million UK business, as Wavemaker now takes charge of the $34 million planning and buying operations across EMEA and the US.
Merlin Entertainments, renowned for its beloved experience brands, hosts a diverse portfolio, including the iconic lastminute.com London Eye, Madame Tussauds, The Dungeons, SEA LIFE, LEGOLAND® Discovery Centres, the Blackpool Tower, and DreamWorks’ Shrek’s Adventure! London. The conglomerate also boasts Resort Theme Parks such as Alton Towers, Thorpe Park, Chessington World of Adventures, Heidepark in Germany, Gardaland in Italy, and LEGOLAND® across the UK, US, and mainland Europe.
Wavemaker, building on the success of its UK operations, has expanded its responsibilities to lead the global digital and data transformation for Merlin Entertainments. The media agency will establish a Central Hub in the UK, with a dedicated Global team based in London. This team will further enhance its consultancy on Data, Digital Transformation, and Strategic Planning for Merlin Entertainments through a collaborative network approach.
Sara Holt, Group Marketing Director UK and Europe at Merlin Entertainments, expressed enthusiasm about the partnership, stating, “Wavemaker has 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.” She highlighted the ambitious data transformation agenda and the exciting slate of new ride launches slated for the coming year.
Hamish Davies, Global Chief Growth and Marketing Officer at Wavemaker, praised the UK team for fostering an exceptional relationship with global digital stakeholders, positioning Wavemaker as a key player in growth initiatives. Davies emphasized that Wavemaker’s ethos of Positive Provocation aligns seamlessly with Merlin Entertainments’ ambitious growth trajectory.
Kelly Parker, UK CEO at Wavemaker, commended the teams for their efforts, citing transformational leadership and commercial brilliance. Parker expressed confidence that this partnership would be a thrilling rollercoaster ride, underlining the fun and excellence that lie ahead. As Wavemaker propels Merlin Entertainments into a new era, the stage is set for a dynamic and exhilarating collaboration.
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