Revolving Door Agency Moves: 62Above, GumGum, Mediaworks, WPP, and More

The chaos of Advertising Week New York didn’t slow agencies down in the least, as awards and announcements of new clients, divisions, partnerships, and products were aplenty.

62Above

Creative marketing and communications agency 62Above announced two additions to its client roster: AT&T Hotel and Conference Center in Austin, Texas, and luxury property operator Cote Hospitality. Both brands are part of the Associated Luxury Hotels International network.

Badberries

Independent creative studio Badberries launched, the brainchild of D&AD award-winning creative Dani Wolf and former Publicis Pro head of client strategy Natasha Szczerb. Wolf and Szczerb said the goal is to prioritize play and experimentation and come up with new and fresh ideas, rather than digging for design references as inspiration, like traditional agencies.

Clarity

Digital marketing and communications agency Clarity followed up its B Corp certification by launching a Global Responsible Business Unit to help businesses navigate the complexities of sustainability communications.

Excel Sports Management

Excel Sports Management was named the partnerships agency of record for National Women’s Soccer League club NWSL Boston, which is set to take the pitch in 2026. The sports agency said its initial focus will be on identifying partners for the team’s front-of-shirt branding, sleeve patch, and training and performance center.

GumGum

Contextual ad platform GumGum introduced GumGum Platform and Mindset Graph. GumGum Platform unifies the company’s three main product lines: GumGum Attention, GumGum Contextual, and GumGum Creative. And Mindset Graph is a predictive data engine that aims to align consumer mindsets with advertiser goals, available through GumGum Platform or as a stand-alone solution.

The Harkey Group

Holding company The Harkey Group introduced social media content lab Reactr, with the aim of delivering social-first, share-worthy content to clients quickly. The company said Reactr “forgoes long lead times and full-scale production resources in favor of quick, authentic, repeatable content capture.”

LV8

Full-service digital marketing agency LV8 opened its doors, founded by Griffin Haddrill, former founder of influencer marketing agency VRTCL, and his business partner, Gabby Gamad. The company said it has worked with more than 1,000 influencers across over 30 countries, and it provides services including content creation, digital advertising, influencer marketing, and social media management.

Mediaplus

Independent agency group Mediaplus emerged victorious in the pitch for technology and services giant Bosch’s global media account, which spans 38 countries across Africa, Asia, Australia, and Europe.

Mediaworks

U.K. independent digital agency Mediaworks announced several additions to its client roster in recent months: online gaming company Tombola, cinema chain Odeon, veterinary firm VetPartners, cultural and educational organization British Council, building materials provider Travis Perkins, and train operator Lumo.

Ovative Group

Independent media, measurement, and creative firm Ovative Group released marketing technology solution EMRge, which provides a single seamless platform for marketing teams to buy, measure, optimize, and plan their media campaigns, integrating data syndication, media mix modeling, operations, planning, reporting, and testing.

Qulture

MA+Group, a consortium of specialist companies providing creative solutions to fashion, beauty, and luxury clients worldwide, welcomed New York-based agency Qulture.

StrawberryFrog

Italian health food company Andriani is bringing its Felicia brand to the U.S., and marketing agency StrawberryFrog will be its lead creative agency after emerging from a competitive review process.

WPP

Holding company WPP entered a global partnership with immersive gaming and creation platform Roblox that will help it scale expertise among agency teams and brands looking to leverage Roblox as a new media channel. WPP and its media investment arm, GroupM, will join the Roblox Partner Program, working to establish a long-term measurement advisory relationship. WPP and Roblox will also team up on a first-of-its-kind Roblox certification program for marketers.