Miroma Group, the business behind Fold7, has united three of its high performing agencies to create one multi-service business for the entertainment and sports industry, covering three of the most in-demand disciplines in the marketing space.
Multiple is a full-service creative content agency borne out of merging entertainment marketing specialist Way To Blue, influencer marketing agency New Stance and social-led content agency Contented.
The agency will comprise of global Influencer, social media and PR teams, as well as an end-to-end content production studio, while a dedicated data insights and strategy team will underpin all departments and outputs.
It will bring together a roster of big brand clients, including Paramount, Sony Pictures, NBC, Sky, Universal Pictures, the English Cricket Board, British Film Institute, Beats, Spotify and musical phenomenon Hamilton.
The group says the move has been driven by client demand for trusted agency partners powered by a series of disciplines, adding that clients are seeking agencies that can deliver a passion for creative excellence, powered by AI to drive optimised solutions and operational streamlining.
The three agencies have collaborated extensively on client work over the years and as the synergies in clients, culture and ambition truly emerged they recognised the potential opportunities in coming together as a united entity.
Multiple will have content at the core of its approach, whether through influencers, social media or PR, and deliver collaboration from strategy, ideation to execution.
The team will leverage deep consumer insights to create campaigns along with distribution as an extension of clients’ in-house teams, with the aim of forging connections between brands and audiences.
The leaders of all three businesses – Contented’s Adam Bullock, Way to Blue’s Rebecca Winch and New Stance’s Mark Keisner – share the leadership of Multiple, focusing on their respective specialisms.
Bullock becomes chief operations officer, responsible for operations and growth, Winch is chief delivery officer and Keisner is named chief strategy officer, overseeing strategic direction for clients and the data-led insights division.
Bullock said: “The desire for multi-service agencies is being voiced across the industry, not just from our clients. We looked at our independent skill sets and expertise as agencies and we truly believe that to stay ahead of the curve, the superpowers of our combined services will deliver exactly what our clients need in today’s marketing environment.
“By giving our clients, both existing and new, unprecedented access to a fully loaded social content agency, with our deep-rooted knowledge in entertainment, culture and sport, we will deliver invaluable work in an increasingly noisy space.”
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