<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fa70160b4a35c45c22e861_agency-moves-18th-august-banner-68b06d3c245cb490866566.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Intelligence</span> <h1 class="gn-title">18th Aug to 24th Aug 2025: Agency Moves &amp; Public Sector RFPs</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>25 August 2025</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">This week's edition of Weekly Agency Moves covers the confirmed agency appointments, pitch wins, and RFP activity across the UK between 18th Aug and 24th Aug 2025.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title">WPP Media Wins Global Mastercard Media Account</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Financial Services</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media</span> <span class="gn-list-item__pill"><strong>Published:</strong> 18 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">WPP Media has secured Mastercard's global media account, covering more than 70 markets worldwide. The $180m win ends Mastercard's 10-year relationship with Dentsu's Carat. WPP will now lead global media strategy, planning and buying. Ogilvy will support on community management, while McCann retains global creative duties.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d21_69fcb5886575a95fa9679ef9_mixcollage-18-aug-2025-05-52-pm-5786-68b0673bb7303878566170.jpeg" alt="WPP Media wins Mastercard global media account"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title">Merlin Entertainments Consolidates Global Creative &amp; Media with Omnicom</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Entertainment &amp; Leisure (Attractions)</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Advertising (Creative &amp; Media)</span> <span class="gn-list-item__pill"><strong>Published:</strong> 18 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Merlin Entertainments is set to appoint Omnicom agencies to both its global creative and media accounts. Adam&amp;eveDDB will lead on global creative, while OMD takes over as media agency of record. The decision follows a competitive review and aims to bring greater integration and efficiency across Merlin's portfolio, including Legoland and Alton Towers.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d2a_69fcb58909ffd8187377d9e7_1755272112375-68b0673bbc081792280513.jpeg" alt="Merlin Entertainments consolidates with Omnicom agencies"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title">Irn-Bru Ends 30-Year Leith Partnership, Hires Lucky Generals</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Food &amp; Drink</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Advertising</span> <span class="gn-list-item__pill"><strong>Published:</strong> 20 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> The Drum</span> </div> <p class="gn-reveal">Irn-Bru has appointed Lucky Generals as its new lead creative agency, ending a 30-year relationship with Leith. The agency's debut campaign reintroduces the iconic "Made in Scotland from Girders" line, marking a bold new era for the Scottish soft drink brand as it seeks renewed cultural impact.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d32_69fcb589f22509d971f4b816_0-js378359605-68b0673bbae8a050837646.webp" alt="Irn-Bru appoints Lucky Generals as lead creative agency"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title">Paul Smith Appoints Verde Digital for SEO Strategy</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Fashion/Retail</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Digital/SEO</span> <span class="gn-list-item__pill"><strong>Published:</strong> 21 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Marketing Beat</span> </div> <p class="gn-reveal">British fashion brand Paul Smith has appointed Verde Digital to improve its SEO performance. The agency will support on-page and technical SEO work to enhance Paul Smith's visibility beyond branded search and attract new premium and luxury fashion audiences.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb590e73405f044313d4e_69fcb58a0ddeb0aeced02024_shutterstock-2240018733-68b0673c26a61377853033.jpeg" alt="Paul Smith appoints Verde Digital for SEO"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title">SugaROx Taps Fantastic for Integrated Marketing Brief</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Agriculture Technology</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Integrated</span> <span class="gn-list-item__pill"><strong>Published:</strong> 18 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Yorkshire Evening Post</span> </div> <p class="gn-reveal">Leeds-based agency Fantastic has been appointed by agritech firm SugaROx to deliver brand strategy, digital marketing and communications. The remit includes a new website and multi-channel marketing activity to raise awareness of the company's innovative crop sustainability products.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d3f_69fcb58ab01408e27a4f9ee5_combine-harvester-working-wheat-field-980x654-sugarox-68b0673bd58df826245622.jpeg" alt="SugaROx appoints Fantastic for integrated marketing"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#06</span> <h3 class="gn-list-item__title">DFS Appoints Jungle Creations for Social and Digital Brief</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Retail</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social/Digital</span> <span class="gn-list-item__pill"><strong>Published:</strong> 19 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Marketing Beat</span> </div> <p class="gn-reveal">DFS has appointed Jungle Creations to lead social and digital marketing following a successful project-based collaboration. The agency won the account without a formal pitch. Pablo continues to support DFS on broader brand creative.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d27_69fcb58b6abf9d57deb1f14b_mixcollage-20-aug-2025-10-02-am-3941-68b0673bd586b897237347.jpeg" alt="DFS appoints Jungle Creations for social and digital"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#07</span> <h3 class="gn-list-item__title">Wikipedia Set to Appoint Spin for Global Social Content</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Non-Profit/Tech</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social Content Creation</span> <span class="gn-list-item__pill"><strong>Published:</strong> 20 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Wikipedia, via the Wikimedia Foundation, is expected to appoint Spin as its global social content agency following a competitive pitch. Spin will create social-first video content aimed at increasing global engagement with Wikipedia's digital knowledge platform.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d35_69fcb58bbdca850b74eb3172_wikipedia-1-68b0673bc9820509738681.jpeg" alt="Wikipedia set to appoint Spin for global social content"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#08</span> <h3 class="gn-list-item__title">Vodafone Reappoints Carat for EMEA Media Account</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Telecoms</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media</span> <span class="gn-list-item__pill"><strong>Published:</strong> 21 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Vodafone has reappointed Dentsu's Carat to manage media planning and buying across 11 EMEA markets, including the UK, for the next three years. The deal also covers Vodafone's youth brand Voxi in the UK.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb590e73405f044313d51_69fcb58ba58c76d3e2a48aa9_vodafone-egypt-68b0673c45b89904155503.png" alt="Vodafone reappoints Carat for EMEA media"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#09</span> <h3 class="gn-list-item__title">ITV Selects Smyle for 2025 ITV Palooza Event</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Broadcasting</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Experiential</span> <span class="gn-list-item__pill"><strong>Published:</strong> 22 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> TConference News</span> </div> <p class="gn-reveal">ITV has appointed experiential agency Smyle to deliver its flagship industry event, ITV Palooza 2025. The appointment reflects ITV's ambition to evolve the annual upfront as a cultural and commercial showcase for advertisers and partners.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb590e73405f044313d49_69fcb58ce6367e88b261aad3_screenshot-2025-08-21-at-11-03-32-68b0673c17cbe396818020.png" alt="ITV appoints Smyle for ITV Palooza 2025"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#10</span> <h3 class="gn-list-item__title">Canadian Bureau for International Education Appoints Ark Agency</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Education / Public Sector</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Integrated</span> <span class="gn-list-item__pill"><strong>Published:</strong> 18 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> LBBOnline</span> </div> <p class="gn-reveal">The Canadian Bureau for International Education has selected Ark Agency to lead a campaign positioning Canada as the top destination for international higher education. The global initiative targets prospective students and influencers.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb590e73405f044313d55_69fcb58d0ce6d9c4f602375b_screenshot-2025-08-19-at-18-20-33-1536x1021-68b0673c9bac6718133507.png" alt="Canadian Bureau for International Education appoints Ark Agency"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#11</span> <h3 class="gn-list-item__title">Vodafone Appoints Fabric Social for UK Organic Social Brief</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Telecoms</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social</span> <span class="gn-list-item__pill"><strong>Published:</strong> 23 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Vodafone has appointed Fabric Social as its retained social media agency in the UK without a pitch. The agency will support Vodafone's in-house social team on organic strategy and execution.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d42_69fcb58d23aebc21b77d7495_1752681447149-68b0673c1252d382387925.jpeg" alt="Vodafone appoints Fabric Social for UK organic social"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#12</span> <h3 class="gn-list-item__title">Toolstation Selects Vagabond Digital for Social Media Brief</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Retail</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social</span> <span class="gn-list-item__pill"><strong>Published:</strong> 22 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Insider Media</span> </div> <p class="gn-reveal">Toolstation has awarded its social media account to Vagabond Digital following a competitive pitch. The brief includes creative strategy and execution across key social platforms to reach trade and consumer audiences.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d38_69fcb58e2d2809fea541bd42_untitled-design-10-68b0673c12950564698886.jpeg" alt="Toolstation appoints Vagabond Digital for social media"></div> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#13</span> <h3 class="gn-list-item__title">L'Oréal UK and Ireland picks Fabric Social for Garnier and CeraVe social accounts</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Beauty</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social</span> <span class="gn-list-item__pill"><strong>Published:</strong> 22 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">L'Oréal UK and Ireland has appointed Fabric Social to lead organic social strategy for <strong>Garnier</strong> and <strong>CeraVe</strong>. The review, launched in April 2025, sought social-first agencies for Meta and TikTok channel management, creative ideation, and high-frequency content production.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb58fe73405f044313d3b_69fcb58ea58c76d3e2a48bab_lorealbus-1-68b0673c0f32d456746179.jpeg" alt="L'Oréal UK and Ireland appoints Fabric Social for Garnier and CeraVe"></div> </figure> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Public Sector RFPs</h2> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title">Bangor University Seeks Digital Media Buying Partner (PQN)</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Public Sector (Higher Education)</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media Buying Digital</span> <span class="gn-list-item__pill"><strong>Published:</strong> 18 August 2025</span> <span class="gn-list-item__pill"><strong>Source:</strong> Find a Tender</span> </div> <p class="gn-reveal">Bangor University has issued a Preliminary Market Engagement Notice ahead of a tender for digital media buying services. The estimated £3.6m contract will support student recruitment marketing over a 2-year period, with a potential one-year extension. Suppliers were invited to provide feedback by 2 September.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb590e73405f044313d46_69fcb58fddaf2ab198e431ea_cb-2018-may-37-68b0673c0fb9e664871797.jpeg" alt="Bangor University seeks digital media buying partner"></div> </figure> </div> <p class="gn-reveal"><em>Check back next week for the latest UK agency appointments and Public Sector RFP opportunities.</em></p> </div></div>