M/Six, the media agency jointly owned by CHI & Partners and WPP’s GroupM (WPP owns 49 per cent of CHI) has won Carnival Corporation’s Princess Cruises media account. The business moves from Aegis-owned Vizeum.
M/Six has been charged with making Princess Cruises more attractive to younger travellers by emphasising the time spent onshore at various locations rather than the ship (the main attraction for some older cruise passengers).
Agency CEO Jess Burley says: “Princess Cruises has rich growth potential, and came to us with a clear differentiating factor which was very appealing. We look forward to making the most of our fast-paced, multichannel approach to content creation and distribution to enhance brand appeal and build a new, younger and more active generation of UK cruise-lovers.”
Princess Cruises head of marketing communications Suzanne Korff says: “We were looking for a full-service media agency to support our brand and business growth, and we wanted an agency which had service and proven results at the heart of its business. m/Six impressed us with its strategic thinking, velocity planning and understanding of how Princess Cruises can differentiate itself within the cruise market.”
M/Six is an interesting operation. Founded in 2007 it harks back in some ways to the days when creative agencies had media departments, offering a full service. But with media becoming, in some ways, a more creative business with so many more channels to choose from, it seems to make sense to have media folk working in proximity to creatives.
M/Six claims to be the fastest-growing media agency in the UK and also has access to the 30 offices worldwide of The&Partnership, the new part-owned WPP network led by CHI.