TBWAWorldwide, part of Omnicom Group (NYSE:OMC), has acquired Dark Horses, the U.K. sports creative agency led by CEO Melissa Robertson, executive creative director Steve Howell and chief strategy officer Matt Readman. The deal adds to TBWA's expertise across the total brand experience.
Dark Horses’ work in the field of sports marketing includes supporting major sponsorship deals for global brand Nissan, helping TikTok reach new audiences through their relationship with UEFA EURO 2020, creating Shelter’s #NoHomeKit which encourages football clubs to give up their home kit in aid of all those without a place to call home, and launching Peloton in the U.K. market.
Dark Horses has a strong presence in the industry, not only connecting sports, fitness, health and wellness brands to culture but also often leading conversations on issues affecting sport and communications. In 2022, the team created “The Seven Deadly Sins of Marketing Women’s Sport”–a practical guide on how to properly promote women’s sport as it strives for parity on and off the field.
CEO Robertson believes now is the right time to join the TBWA family. “This is an exciting deal that supports our boutique culture as independent, curious creatives, at the same time as providing the scale that can turn us into a truly global business. We work with some of the most influential sports organizations in the world, so it’s thrilling to imagine what we can do with the reach of TBWA’s 11,000 strong collective.”
From brand creation and brand platforms, through to on-the-ground activation, strategy and social content, as well as PR, sponsorship and influencer marketing, Dark Horses works far beyond the confines of traditional sports marketing, making it the perfect fit for TBWA. Troy Ruhanen, TBWA global CEO said, “We’ve been watching Dark Horses for some time. As a collection of best-in-class agencies at the top of their game, we’re always looking for those deep specialists that complement us and add significant expertise to the total brand experience of our clients. I’m excited to see what growth they can unlock across the board.”
