Revolving Door Agency Moves: Northbeam, Omnicom, Recipe & More

By Kaila Mathis 

Today, we’re celebrating wins across the board for agencies specializing in everything from sports to healthcare to machine learning. See who came out on top in the world of marketing and advertising this week.

Babbit Bodner

Atlanta-based communications consultancy Babbit Bodner was chosen as the agency of record for Peach Bowl, Inc. The agency will lead strategic communications for Peach Bowl, including the Chick-fil-A Peach Bowl, Chick-fil-A Kickoff Games, Peach Bowl Challenge charity golf tournament and The Dodd Trophy national coach of the year award.



Independent full-service agency CrowdPharm was ranked number 134 on Inc. Magazine’s annual list of the 5,000 fast-growing companies in America. This marks a significant growth from its ranking last year at 787.

Discover South Carolina

Discover South Carolina was named the top state in the nation for “Integrated Marketing and Messaging Campaign: State Marketing Budget More Than $10 Million.” The award recognizes the agency’s Darius Rucker partnership campaign.

MullenLowe Group U.K.

MullenLowe Group U.K. was chosen as the marketing and ecommerce agency of record for Co-op, the largest consumer co-operative and community retailer. Through this partnership, MullenLowe Group U.K. will deliver a data driven targeted digital consumer marketing strategy to ensure Co-op is the go-to destination for convenience missions—and a leader in funeral and life services businesses.


Machine learning-powered marketing measurement platform Northbeam closed a $15 million Series A funding round. Led by Silversmith Capital Partners, the capital enables the companies to expand product development, particularly in machine learning capabilities.


The Omnicom Advertising Collective announced the launch of LevelUp OAC, an end-to-end gaming marketing solution for brands. The new comprehensive solution combines the gaming expertise of core agencies TMA and GSD&M, both in Omnicom’s portfolio.


Etihad Airways chose revenue rescue service provider Rassure to support the airline in automating its sales audit process. The partnership expects to multiply revenue for the airline—and improve accuracy and turnaround times on inbound cash flow.


Independent creative agency Recipe was chosen as the strategic lead agency for New York Bakery Co., a top U.K.’s bagel brand. Recipe will lead and steer New York Bakery Co.’s strategic and creative direction.

Trailer Park Group

Gameplay video production company Dark Burn was acquired by Trailer Park Group, a global leader in entertainment marketing and content production. The partnership expands Trailer Park Group’s capabilities for scale across content, campaigns and experiences for leading gaming brands.

Tux Creative Co.

Montreal-based agency Tux Creative Co. is expanding with its first international office in Los Angeles. The new location will serve as the focal point of the company’s international development efforts—and closely ties into its mission as a B Corp and LGBTQ+ certified company.


Astroten, Ltd. and XenoPsi, two independent companies committed to applying behavioral science to increase the effectiveness of marketing and advertising, will combine resources to launch the Consumer Behavior Lab (CBL). The CBL’s mission is to explore how the findings of behavioral science can be applied to improve both the effectiveness of a marketing message—and the channels where it is placed to favorably influence consumer behavior. XenoPsi founder and president MichaelAaron Flicker and Richard Shotton, founder of Astroten, will oversee the Consumer Behavior Lab.