Hello, and welcome back to Agency Brief. While the industry was abuzz over the proposed Omnicom-IPG merger, several other agency headlines also caught our attention. This week, we take a look at some of them, including WPP’s new partnership with Universal Music Group, and fun holiday card projects from agencies. Want to be included in a future edition? Reach out [email protected] and [email protected] for consideration.

WPP and UMG’s new partnership 

WPP has entered into a strategic partnership with Universal Music Group “to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments,” according to a statement by the holding company. 

UMG, one of the largest music companies in the world, works with talent such as Taylor Swift and owns several record labels.

“This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement,” WPP Chief Technology Officer Stephan Pretorius said in a statement.

WPP and UMG previously collaborated on the “Coke Studio” and “Sprite Limelight” music platforms for Coca-Cola.

In case you missed it

Before we go any further, here are some of our stories about the proposed Omnicom-IPG merger. You can check all of them out here.

• 8 potential client conflicts if the Omnicom-IPG deal goes through
• How it will affect the media marketplace
• Key executives to watch
• Indie agencies react to the deal
• How the deal hinges on data and automation

Frosty the horror film

What if “Frosty the Snowman”  was actually a horror film? That’s the question Buffalo, New York-based agency Crowley Webb explores in its holiday card video called “Frost.” In the comedic short film, two friends are stalked by an evil snowman, but they are saved when it eventually melts. The video was created by Crowley Webb’s in-house video production team CW Studios.

For its holiday card, Endeavor-owned agency 160/90 compiled “go-to” food and drink recipes from its employees and compiled them into a website that was shared across the company and with clients.

Alma’s new co-chief creative officer

Alma has promoted one of its lead creatives, Jorge Murillo, to co-chief creative officer, a new role. Murillo will work alongside Alma’s Co-President and Chief Creative Officer Alvar Suñol.

As part of the new role, Murillo will help lead the creative direction for some of Alma’s largest clients, including McDonald’s and Molson Coors. Murillo was also a key part of Alma’s recent positioning as an “Ungeneral agency” earlier this year.

There are no immediate plans to fill Murillo’s previous role as VP, executive creative director, according to the agency. 

Just briefly

In March, three former Wieden+Kennedy executives who worked on the agency’s Nike account launched their own agency, Someplace. Now that agency has hired its first creative directors, Kevin Steele and Pedro Izique. Both creatives joined from Wieden+Kennedy, where they served as creative directors and also led work on W+K’s Nike account.

Independent media agency Noble People has hired a former Havas executive as its first head of product. John Gladysz is taking on the role after serving as Havas Media U.S.’s head of Mx (Marketing experience) planning.

Horizon has launched a new full-service creative agency called One Horizon, which is meant to integrate Horizon’s media and creative services. Roberto Alcazar, who serves as executive VP and managing partner of 305 Worldwide, Horizon’s multicultural agency, and will oversee both agencies moving forward.

Independent performance agency Tinuiti has made two appointments for newly created executive roles. Daniele Renda has been appointed executive VP, managing director, Enterprise and Michael Martinez was hired as senior VP of strategic planning. Renda most recently served as senior VP and managing partner at Brainlabs. Martine most recently worked at Starcom as a senior VP, director where he worked on the agency’s West Coast accounts.

Philadelphia-based agency Brownstein Group has appointed a new director of brand strategy. Lisa Rios is taking on the role after most recently serving as a senior VP, strategy at Barkley which is now BarkleyOKRP.