School Reports 2018
[Extended edition]
Momentum Worldwide

Momentum Worldwide

Type of agency & ownership:  Brand experience agency, owned by Interpublic Group
Nielsen billings 2017: n/s
Declared income: £12m
Total accounts at year end: 15
Accounts won: 5 (biggest: General Mills)
Accounts lost: 1 (GSMA)
Number of staff: 162 (-9%)
Key personnel: Luke D’Arcy, president, UK; Mike Kettles, executive creative director, UK; Dean Taylor, director of creative strategy and planning, UK; Kate Thrumble, talent director, UK; Anna Dalziel, marketing director, UK and global
Star player: Joey Valiunus, production manager

Year in review

Momentum Worldwide grew its business by 20% year on year, with high-scale events, great use of technology in brand experiences and a strong new business record.

To help football’s Premier League raise its global profile, Momentum’s UK team created fan zones in India, weaving in technology to enhance the experience. Young supporters were able to experience what it is like going to a football match through virtual reality, could create their own Topps playing card through an RFID card or wristband and take part in activities to find out how fast they can run and to record their height.

Momentum’s work for cat-food brand Felix included using AR to bring the feline brand character to life to surprise commuters at London Waterloo station as well as at open-air film screenings across the UK, as part of the "#uptomischief" campaign.

On the new-business front, the agency welcomed four new clients – General Mills, the Financial Times, Nestlé cereal brand Shreddies, AB InBev’s Goose Island vodka and lager brand Corona. There was one loss, Mobile World Congress organiser GSMA’s Innovation City, which attracted 120,000 people for the event that Momentum put on in 2017.

President Luke D’Arcy will have been a little miffed at narrowly missing out on ending the year with the accolade of Campaign’s Brand Experience Agency of the Year, but there’s no doubt that he will have already put plans in place to ensure the agency bags the prize in 2018.

Agency's Year In A Tweet

"Big. Bold. Ballsy. Incredible clients. Unbelievable talent. Our most entertaining and successful year EVER!"


Score this year: 7
Score last year: n/a
How the agency scores itself: 7.5
Management strength: 7
Creativity: 8
Innovation: 7
New business: 7
Diversity: 2

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts American Express



Blu (Imperial Tobacco)



AB InBev


Premier League



Jaguar Land Rover


General Mills

Financial Times

Top three spending accounts:

Amex Services Europe (n/s)

Imperial Tobacco (n/s)

SAP (n/s)

Number of retained accounts: 4
Number of accounts that are projects: 11
Biggest win: General Mills Shopper (£40,000)
Biggest loss: GSMA (£750,000)



Haymarket award wins