According to recent reports from Adage, Austin, Texas-based GSD&M has been awarded Universal Parks & Resorts creative account. GSD &M, an agency that’s part of Omnicom Group will be the resort’s U.S. creative agency of record. Universal Parks & Resorts is a subsidiary of Comcast-owned NBCUniversal. The win for the agency comes after a competitive review. It is currently unclear which other agencies participated in the review.
GSD&M is Universal Parks & Resort US Creative Agency of Record
According to reports, the agency will be handling all brand strategy, creative, digital, social media and experiential for the brand on a national level. Though the agency will be handling the brand’s creative needs on a national level, the individual parks will continue to work with a variety of their own roster of agencies on regional campaigns. Reports also stated that GSD&M’s first campaign for Universal is expected to debut within the next year.
Apart from the tasks mentioned above, the agency will also be in charge of promoting the opening of Universal Orlando Resort’s “Hagrid’s Magical Creatures Motorbike Adventure.” Hagrid’sMagical Creature Motorbike Adventure ride is said to be opening on the 13th of June. It is the latest addition to The Wizarding World of Harry Potter. The park will also be opening a new affordable hotel option, Universal’s Endless Summer Resort – Surfside Inn and Suites on June 27. Universal Studios Hollywood will also be debuting “Jurassic World – The Ride” sometime this summer. The agency will be tasked with promoting all these new attractions.
Universal Parks & Resort and GSD&M Speak on the Partnership
Universal Parks & Resort CMO Alice Norsworthy spoke on appointing the agency their creative account. She stated that while searching for a partner, they looked for a partner that would strategically and creatively be able to represent their distinct brand an equally distinct voice.
GSD&M President Marianne Malina also spoke about winning the account. She stated that the agency didn’t cut corners in pitching for the business. Malina talked about how the team sat in the front row of every roller coaster rides. They also ate “gigantic cartoon doughnuts and drank magical buttered brews” for breakfast, lunch and dinner. They did all this to figure out how much fun they could have. This greatly helped the agency’s creative process to pitch for the business.