The Aperto Partnership has supported Merlin Entertainments to appoint Omnicom agency OMD to its global media account.

The “periodic” global review began in February, covered both creative and media accounts under the brand’s first chief customer officer, Craig Inglis, who joined in June 2024.  Inglis said: “Omnicom demonstrated that they will be key strategic partners, bringing innovation, thought leadership and customer-centricity to support Merlin in driving business and brand growth. This partnership will be pivotal in moving our marketing and content to a much more emotional positioning, focusing on the joy our experiences bring to the lives of our customers.”

The full story is on Campaign here.