MediaCom wins $2m Merlin Entertainment business

MediaCom has won the media planning and buying contract for Merlin Entertainment Group, the company behind next year’s launch of Madame Tussauds in Sydney.

The GroupM agency takes on the estimated $2m account from Omnicom rival OMD and follows the appointment of MediaCom to the Merlin business in Europe.

Merlin will be serviced by MediaCom’s The Entertainment Division, which already handles Universal Film, EA Games and Universal Music.

Andrew Livingston, head of client communications and planning at MediaCom said of the win: “Merlin is a great win for us adding some of Sydney’s most iconic attractions into our Entertainment Division.  The win aligns Merlin within MediaCom across UK, Europe and now Australia and we are delighted to be working with such a great brand portfolio.”