Revolving Door Agency Moves: Fuse Create, Preymaker, SuperHeroes & More

This week in the world of advertising, agencies are expanding their creative capabilities, launching new divisions, and securing major client wins, all while continuing to evolve with cutting-edge technologies. 

AICP

AICP has expanded its Demographic Reporting Initiative, which now includes more inclusive gender identity categories and veteran status reporting. The initiative, originally launched in 2021, allows production companies to provide agencies and advertisers with detailed demographic insights into their crews. The updated reporting reflects growing demand from marketers and agencies for diversity data, ensuring a more comprehensive approach to representation in commercial production.

AMS

Active Media Services has repositioned its businesses and rebranded as AMS, marking a new chapter for the independent media solutions company. As part of its 40th-anniversary celebration, AMS now encompasses three primary brands: Active International, Involved Media, and XACTV Network. This reorganization aims to better align the company’s offerings with the evolving media landscape and drive sustainable growth for its clients worldwide.

Clarity

Clarity, a global digital marketing and communication agency, has launched its dedicated Intelligence Unit, which equips B2B CMOs and marketing leaders with actionable, data-driven strategies to turn uncertainty into opportunity.

Fuse Create

Fuse Create announced the addition of five new clients to its roster, including Gay Lea Foods, Fujifilm, Metro Toronto Convention Centre, Grenade, and Chartwell. The agency will lead creative and strategic initiatives across a range of industries, from food co-operatives to sports nutrition and retirement living. The agency’s ability to craft tailored, head-turning campaigns continues to attract a diverse set of clients, fueling its growth in the creative and media space.

Goldman Communications

Goldman Communications has launched Goldcomm, a specialized PR and marketing division focused on financial services. The new venture bridges traditional journalism with modern AI-driven communications strategies, aiming to provide mid-to-large-scale enterprises with content development, brand management, and crisis communications support. With a hybrid approach to public relations, Goldcomm seeks to enhance corporate storytelling within the financial industry.

Mercer Labs

Mercer Labs has launched the “Feel Something New” campaign to promote its innovative Museum of Art and Technology in downtown Manhattan. The 36,000-square-foot exhibition space features 15 interactive, multisensory experiences, including LED mirrored infinity rooms, 4D sound-listening spaces, and 8K projections. The campaign highlights Mercer Labs’ unique position as a leader in blending art and technology, emphasizing discovery and immersive experiences for visitors.

New Thing Co.

Benjamin Capital Partners has acquired New Thing Co., an Austin-based company creating customer experiences on behalf of brand marketers, featuring its proprietary augmented reality rewards tool and technology.  This tool will be integrated into the fast-growing Benjamin app that allows consumers to generate cash rewards—called Benjamin Money Moments. As a key element of the acquisition, New Thing co-founders Aubrey Johnson, CEO, and Jason Bender, CTO, will assume leadership roles in product development and engineering as evp product strategy and evp technology, respectively.

Padilla

Padilla was selected by the Florida Department of Citrus as its new consumer marketing and issues management Agency of Record. The agency will lead efforts to drive consumer engagement, raise awareness for Florida citrus products, and manage communications for the $6.9 billion industry. Padilla’s expertise in food, beverage, and nutrition marketing positioned it as the ideal partner to support the citrus industry’s future growth.

Preymaker

Preymaker celebrated the opening of its new studio in Cape Town, South Africa, marking a major expansion for the New York-based creative and technology studio. The new office is led by industry veterans Julie Brown and Byron Tofas, and it has already contributed to high-profile projects for brands like Xfinity and Bacardi. The Cape Town studio underscores Preymaker’s commitment to nurturing talent and fostering creativity within South Africa’s rich advertising community.

Project

Project has expanded its global capabilities with the acquisition of Paris-based creative agency MNSTR. Known for its innovative campaigns for brands like Adidas, Netflix, and Dior, MNSTR brings over 60 creative minds to Project’s employee-owned alliance of agencies. This acquisition strengthens Project’s presence in Europe and enhances its ability to deliver creative, culturally-driven work for global brands.

Rinck Advertising

Rinck Advertising earned five Golden Arrows, including Best in Show, at the 2024 Maine Public Relations Council Awards for its “Filter Out the Noise” campaign for the Maine CDC. The agency’s work was recognized across multiple categories, including strategic media pitching for VetriScience, which garnered three Gold Awards. Rinck’s commitment to audience-centric strategies and impactful storytelling continues to set the agency apart in public relations and marketing.

SuperHeroes

SuperHeroes has launched SuperHeroes Deluxe, a new luxury division designed to help luxury brands engage with Gen Z consumers. With Gen Z expected to consume luxury goods three times faster than other generations by 2030, SuperHeroes Deluxe will focus on producing bold, boundary-pushing content for brands like Balenciaga and Jimmy Choo. The new division reflects SuperHeroes’ commitment to redefining luxury advertising with an earned-first approach.

Tinuiti

Tinuiti, an independent performance marketing agency, has been officially certified as a TikTok Shop Partner, making the agency a one-stop solution for brands interested in selling on the platform.