Revolving Door Agency Moves: Dentsu Creative, Melon, SmartBug Media & More

By Kaila Mathis 

As the year inches towards its close, this week brings exciting new campaigns, partnerships, acquisitions and expansions.

Avery Dennison

Avery Dennison was selected as the official embellishment partner of the Sacramento Kings. The company will be responsible for providing player names, numbers and jersey patches for the team as well as customization and personalization options for fans. The partnership aims to maximize fan engagement through digitally connected shirt embellishments.


Baker & Bonner Creative Emporium

Barker & Bonner Creative Emporium was selected as the creative agency of record for Community Coffee. The agency will be responsible for strategizing and developing national brand campaigns for digital, social, out-of-home and brand sponsorships.

Dentsu Creative

Dentsu Creative is expanding its agency of record partnership with Illinois Lottery. The expanded partnership includes increased access to data and insights, proactive optimization avenues for ad placements and a unified strategic backbone for integrated creative and media.

Finn Partners

Finn Partners launched an annual academic scholarship for aspiring marketers at University of Oregon’s Lundquist School of Business. The scholarship aims to advance diversity, equity and inclusion in marketing and communications.

Kreps PR & Marketing

Kreps PR and Marketing is continuing to expand in the Southeastern U.S. with a new office in Charleston, South Carolina. Laura Acker, executive vice president, will lead business development and work to serve existing and new clients.

General Idea

General Idea acquired Reference NYC, a technology arts studio providing dynamic branding, creative direction, spatial communication and motion design. The acquisition enables General Idea to provide a broader set of services through the integration of brand strategy, communication and CGI and motion asset creation.


Commerce agency Melon, a Salesforce partner for brands in the Americas, is joining Dept, a high-growth global digital agency. Melon, bringing partnerships with brands like Under Armour, Vineyard Vines and Nike, will now go by Melon/Dept.

PJA Advertising and Marketing

Cedar Pine acquired PJA Advertising and Marketing, its first entry into the marketing services industry. All employees at the agency will remain in their same positions, and the goal of both firms will be to continue working toward future growth.

SmartBug Media

SmartBug Media earned two Comparably awards for best company culture, ranked 82, and best CEO, ranked 63. This brings the agency to eight total Comparably awards in 2022 and 34 since 2018.

Spark Foundry

Beauty brand Clarins has selected media agency Spark Foundry to handle its media scope in the UK. As its incumbent media agency, Spark Foundry has a long-standing partnership with Clarins. As part of the win, Spark Foundry will continue to handle media strategy, planning and buying, including performance media, across the entire Clarins skincare and makeup range.

Wunderman Thompson

Wunderman Thompson is working with decentralized gaming virtual world, The Sandbox, to develop metaverse brand experiences. The activation aims to engage clients in immersive decentralized entertainment experiences.