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Universal Parks & Resorts Chooses GSD&M as AOR

It’s official. After Universal Parks & Resorts went into a competitive review, GSD&M will be responsible for brand strategy and creative, as well as digital, social media and experiential initiatives for Universal Parks & Resorts at the national level.

“In searching for a partner, we wanted one that would strategically and creatively be able to represent our distinct brand with an equally distinct voice,” said Alice Norsworthy, Chief Marketing Officer, Universal Parks & Resorts. “Throughout our engagements with GSD&M, we knew they understood our DNA and could authentically help us bring our brand to life. They too have a love for fun that we were compatible with from the start.”

Universal Parks & Resorts is the theme park subsidiary of NBCUniversal, which is owned by Comcast. Headquartered in Orlando, Florida, the company operates Universal theme parks and resort properties around the world. Universal Parks & Resorts is best known for theme-park entertainment experiences based on famous classic and modern pop culture properties.

“From day one, we cut no corners in the process of fully immersing ourselves in Universal’s business,” said Marianne Malina, President, GSD&M. “We sat in the front row, screaming our lungs out on every roller coaster ride. We ate gigantic cartoon donuts and drank magical buttered brews for breakfast, lunch and dinner, and found out just how much fun we could have. Turns out, there is no limit. Universal and GSD&M both know that, and it’s that passionate, fun-loving spirit that created an instant chemistry. It’s one of those rare opportunities when you know it’s going to be a ride of a lifetime!”

This win marks the third new business to join the roster in the past year. GSD&M has taken over lead strategic and creative responsibilities for Jack Link’s and Pizza Hut, and also maintained its long-standing partnership with the U.S. Air Force after an official review and recompete.

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