Eurosport Digital Names MullenLowe London Its Full-Service European Agency

Eurosport Digital, the broadcaster's direct-to-consumer business, appointed MullenLowe London as its "full-service European agency," according to Omar Oakes of CAMPAIGN LIVE. MullenLowe will handle media, creative and customer relationship management for Eurosport Digital. It is the first time the brand has appointed a "dedicated European media agency of record." The move "is part of a major drive by Eurosport to grow its direct-to-consumer subscription business." To service the Eurosport business, MullenLowe is creating a pan-European "hyperbundled" team with its media division, MullenLowe Mediahub. It will be staffed by people from ad agency MullenLowe and CRM shop MullenLowe Open, "as well as regional staff from IPG Mediabrands." The account will be led out of London, with regional hubs in Germany, Italy and Norway (CAMPAIGN LIVE, 8/10).