Ticketmaster is about to undergo a brand exploration in North America with AKQA as its creative partner, Campaign US has learned.
The Live Nation brand, based on the West Coast, selected WPP’s shop following a hard-fought pitch.
It will contribute to a year-long brand study with responsibilities including stratefic counsel, creative and research definition for the U.S. market, according to people with knowledge of the matter.
A number of well-known shops, including R/GA, were believed to be in the pitch.
There was no incumbent. Ticketmaster wrangle creative work in-house.
The news follows a series of changes within Ticketmaster’s marketing department as it looks to bolster the live event sales space. Last summer, Kathryn Frederick stepped up from EVP of growth and insights to CMO. Meanwhile, former Fox Sports talent Andrew Samson came on board as brand marketing VP, and David Eisenberg took on the role of VP, partnership marketing following a stint at StubHub.
AKQA referred comment to the client. Ticketmaster has not responded to a request for comment.