Merlin expands Wavemaker account for $58m bonanza

Merlin Entertainments, the global company behind over 140 attractions including Alton Towers, Legoland, Madame Tussauds, The Dungeons, Sea Life Centres, London Eye and Blackpool Tower, has reappointed Wavemaker to its $24m UK business and expanded its brief to cover the $34m EMEA and US planning and buying brief.

As well as UK attractions, Merlin operates Heidepark in Germany and Gardaland in Italy, in addition to Legoland in the US and mainland Europe.

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

In June, Merlin recruited Pret A Manger global digital officer Sarah Venning as chief digital and data officer as part of plans to build a “world-class digital strategy”.

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 through a network approach.

Merlin Entertainments group marketing director UK and Europe Sara Holt 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 exciting.”

Wavemaker global chief growth and marketing officer Hamish Davies added: “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.”