<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fdf569896a64fc3cb0ec_agency-moves-march-2026-banner-69ca78c530cb3437880603.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Intelligence</span> <h1 class="gn-title">March 2026: Agency Moves &amp; Public Sector RFPs</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>31 March 2026</span> <span class="pip"></span> <span>5 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">This month's edition of Agency Moves covers the confirmed agency appointments, pitch wins, and RFP activity across the UK throughout March 2026.</p> <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">Tesco Reappoints EssenceMediacom Across UK and Central Eastern Europe</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Grocery Retail</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media Planning &amp; Buying</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Tesco has reappointed WPP Media's EssenceMediacom as its media agency partner across the UK, Hungary, Slovakia and Czech Republic following a closed review managed by Tuffon Hall Consultancy, over a decade after the agency first won the business. The remit covers media planning, buying, and an expanded brief to integrate WPP's AI-driven Open platform and Open Intelligence capabilities.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916df_69fcb20bb01408e27a4e59cf_tesco-69ca75dbae822796145484.jpeg" alt="Tesco reappoints EssenceMediacom"></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">Formula E Selects Croud to Steer Global CRM Strategy</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Sports &amp; Entertainment</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> CRM / Digital Marketing</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Formula E has appointed UK-based digital agency Croud to develop its fan engagement and CRM strategy across key global markets including the UK, US and DACH region, following a competitive pitch managed by the series' own procurement team. The brief covers fan acquisition and retention, taking over activity previously handled primarily in-house.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916d2_69fcb20b42d55fc6ac2b0930_formula-e-69ca78c5aafbb180705542.webp" alt="Formula E appoints Croud"></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">Zoom Names PMG Its First-Ever Global Media Agency of Record</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Technology / SaaS</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media Planning &amp; Buying</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Zoom Communications has selected independent agency PMG as its first-ever global media agency of record following an internal review process that also considered Havas and Horizon Media. PMG, which runs the account from London alongside its global offices, has been tasked with full-funnel global media strategy and buying as Zoom evolves beyond video meetings into an AI-first workplace platform.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916dc_69fcb20c5fd32ca086758c27_oom-communications-69ca75db82188308014271.png" alt="Zoom names PMG global media agency of record"></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">Bupa UK Hands Advertising Account to Start-Up Ace of Hearts</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Healthcare / Private Health Insurance</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Advertising</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Bupa UK has appointed Ace of Hearts, founded by former McCann CEO Polly McMorrow and ex-Adam &amp; Eve DDB duo Richard Brim and Martin Beverley, to handle its marketing and advertising account, following a final pitch against The Gate and Joint managed by Ingenuity+. The agency has been briefed to ensure Bupa's brand reflects the personal and emotional reality of health, as the company pursues a customer-first strategy off record revenue growth.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916ce_69fcb20cddaf2ab198e2ad7d_bupa-uk-69ca75db2ce1c409515142.webp" alt="Bupa UK appoints Ace of Hearts"></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">Tinder Picks VCCP Social Club as UK Social and Influencer Agency of Record</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Technology / Online Dating</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Social Media &amp; Influencer Marketing</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Tinder has appointed VCCP Social Club, the newly launched social division of VCCP Group, as its UK social and influencer agency of record, following a competitive pitch run by Ingenuity+. The agency has been tasked with social strategy, creator content, influencer selection and community management to deepen cultural relevance with Gen Z audiences in the UK.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916cb_69fcb20d753dab0d4514d51e_tinder-69ca75db4cc7f467049101.webp" alt="Tinder appoints VCCP Social Club"></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">Guide Dogs Appoints Fold7 to Lead New Brand Platform</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Charity / Third Sector</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Integrated</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Guide Dogs has selected Fold7 as its new lead creative agency following a competitive three-way pitch managed by The Observatory International. The agency will develop a new brand platform and multi-channel communications strategy as the charity activates its long-term growth strategy 'Forward, Together' through to 2040.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916d5_69fcb20dcb26a80bfb8bfc04_guide-dogs-69ca75db9caf1286216841.jpeg" alt="Guide Dogs appoints Fold7"></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">Samsung Appoints Merkle to Lead CRM Transformation Across 16 European Markets</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Consumer Electronics</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> CRM / Data Marketing</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Samsung Electronics Europe has awarded Dentsu agency Merkle a three-year contract to transform its CRM strategy across 16 European markets, following a competitive pitch. The brief centres on deploying AI-driven automation to optimise CRM activation at scale, with the aim of driving efficiency and future-proofing Samsung's marketing operations across the continent.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916c1_69fcb20ec2f1d7c2c721433d_samsung-69ca75db91dc0169816490.jpeg" alt="Samsung appoints Merkle across 16 European markets"></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">Dyson Awards $500m Global Media Account to Omnicom Media</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Consumer Electronics / Household Appliances</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Media Planning &amp; Buying</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Dyson has appointed Omnicom Media to handle its global media planning and buying account, following a competitive pitch overseen by Ebiquity that included WPP Media and Publicis Media in the final round. The account, estimated at $502m in annual spend, was previously held by IPG Mediabrands, which became part of Omnicom following the group's acquisition of Interpublic.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916e3_69fcb20ec2f1d7c2c7214401_dyson-69ca75dc511f2355443255.jpeg" alt="Dyson awards global media account to Omnicom 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">Onken Appoints Neverland as Lead Creative Agency</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> FMCG / Dairy</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Advertising</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Onken, the large-pot yoghurt brand owned by Swiss dairy group Emmi, has appointed Neverland as its lead advertising and marketing agency following a competitive pitch. The agency has been briefed to develop a new creative platform and multi-channel campaign as competition in the UK dairy category intensifies.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916c7_69fcb20fcb26a80bfb8bfd0f_onken-69ca75db55aa7333429950.jpeg" alt="Onken appoints Neverland 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">#10</span> <h3 class="gn-list-item__title">Lastminute.com Appoints BBH to Develop New European Brand Platform</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Travel &amp; Leisure</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Advertising</span> <span class="gn-list-item__pill"><strong>Source:</strong> Decision Marketing</span> </div> <p class="gn-reveal">Lastminute.com has appointed BBH to develop a new brand platform for key European markets, as the travel brand looks to capitalise on surging late-booking behaviour driven by financial pressures, geopolitical uncertainty and climate unpredictability. The agency has already begun work, with the first campaign due to launch in summer 2026; incumbent Trouble Maker is replaced on the account.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916d9_69fcb20f162fd9ec47e867e1_lastminute-com-69ca75db94318205146287.jpeg" alt="Lastminute.com appoints BBH"></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">PMG Named Commerce Agency of Record for Glanbia Performance Nutrition Across Europe</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Sports Nutrition / FMCG</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Commerce / Retail Media</span> <span class="gn-list-item__pill"><strong>Source:</strong> LBBOnline</span> </div> <p class="gn-reveal">PMG has been selected as commerce agency of record for Glanbia Performance Nutrition across Europe and the UK, covering brands including Optimum Nutrition and Isopure, following a competitive pitch. The remit spans commerce and retail media strategy, planning and buying across eight markets including the UK, Germany, France and Italy, representing a seven-figure annual media investment.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916be_69fcb21063360fded1df0b8f_pmg-69ca75db530ce951037340.jpeg" alt="PMG named commerce agency of record for Glanbia Performance Nutrition"></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">Baileys Awards Global Advertising Account to AMV BBDO</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> Drinks / FMCG</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Creative / Advertising</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Baileys has appointed AMV BBDO to handle its global advertising account following a competitive pitch that included Publicis agency Le Pub Milan and Omnicom's Lola. The win expands AMV BBDO's existing relationship with Diageo owner of the Baileys brand, as the London agency also holds the long-running Guinness account. Forsman &amp; Bodenfors, which created the brand's Christmas work, is replaced.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916b9_69fcb215c2f1d7c2c7214771_baileys-69ca75db7bf67547340039.webp" alt="Baileys awards global advertising account to AMV BBDO"></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">Unilever Foods Names SAMY as Global Influencer Agency Across 13 Markets</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand Sector:</strong> FMCG / Food &amp; Beverage</span> <span class="gn-list-item__pill"><strong>Agency Discipline:</strong> Influencer Marketing / Social</span> <span class="gn-list-item__pill"><strong>Source:</strong> Campaign</span> </div> <p class="gn-reveal">Unilever has appointed social-first agency SAMY to develop and activate a unified global influencer strategy for its Foods business group, covering brands including Hellmann's and Knorr, across 13 markets including the UK. SAMY won a seven-agency pitch run without an intermediary and will operate the account from the UK, replacing a roster that previously included ITB Worldwide, Billion Dollar Boy and Weber Shandwick.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb21fd372d3be1f0916c4_69fcb21a7cc9aac8d93013d7_unilever-69ca75db89d8b977188802.avif" alt="Unilever Foods names SAMY as global influencer agency"></div> </figure> </div> <p class="gn-reveal"><em>Check back next month for the latest UK agency appointments and Public Sector RFP opportunities.</em></p> </div></div>