Drum

What Drum does

DRUM Global is a London-headquartered branded content, partnerships, and entertainment agency operating as a wholly-owned subsidiary of Omnicom Media Group, itself part of NYSE-listed Omnicom Group (OMC). The agency creates cultural connections for major brand clients through media integrations, talent deals, entertainment partnerships, and branded content production. It operates across 9 offices in the UK, Singapore, Argentina, Australia, China, Colombia, Denmark, New Zealand, Sweden, and Poland, with a named client roster spanning TikTok, Google, Warner Bros, Audi, Volkswagen, CUPRA, Pernod Ricard (Jameson), Aller Media, Allwyn (National Lottery), Andrex, Sainsbury's, Habitat, HP Omen, and Kleenex. The agency's go-to-market is direct enterprise field sales with bespoke, non-publicly-disclosed pricing on custom creative engagements. Revenue derives entirely from professional services — there is no software product, API, or recurring platform licensing model.

The agency operates two principal service lines: the core DRUM branded-content agency (cultural strategy, partnership brokering, social content innovation, entertainment integrations) and DRUM Studios, an Emmy-winning production subsidiary that develops and produces documentaries, comedy specials, and entertainment formats for broadcasters and streaming platforms (notably Sky Arts). DRUM does not develop proprietary technology; its capabilities are grounded in creative talent, partnership networks with major media owners and platforms (TikTok, Channel 4, Xbox, Sky Arts, Design Museum London, Elle, Gfinity), and production infrastructure. Awards accumulated include Cannes Lions (2017, 2020 Bronze), International Emmy (2023, Queen of Speed), UK Sponsorship Awards (2025), Brand Film Awards (2025), Creative Review Annual (2022), and Broadcast Digital Awards (2024 finalist).

DRUM is led by Managing Director Ruth Lodder (20+ years marketing experience, prior T-Mobile and Hewlett Packard) at the UK & Global level and Emil Thelander as Managing Director of DRUM Sweden, with Andy Holland serving as Global Chief Production Officer for DRUM Studios. The organization is structured around functional practices covering planning, cultural strategy, creative, design, partnerships, production, and finance, with integrated media-agency partnership with OMD (also within Omnicom) and a sub-brand structure including DRUM Global, DRUM UK & Global, DRUM Studios, and DRUM Sweden. No standalone revenue, headcount, or funding figures are publicly disclosed; growth and operational scale must be inferred from public case-study volume, office footprint, and parent-group context.

Name

Drum

Legal name

DRUM Global

Website

https://drumglobal.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

DRUM Global is a London-based branded content, partnerships, and entertainment agency within Omnicom Media Group, serving enterprise brand clients across 9 global offices with cultural strategy, partnership brokering, and Emmy-winning production services.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

akta.pro primary industry

Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM)

Keywords

• Branded content agency
• Entertainment partnerships
• Content production services
• Cultural strategy agency
• Media partnerships broker

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Branded Content Services: DRUM generates revenue through creating branded entertainment content for brands, including original entertainment formats, social content innovation, and partnerships with media owners, talent and streaming platforms.
2. Production Services (DRUM Studios): DRUM Studios, their Emmy-winning production division, produces programming for broadcasters and streaming platforms, generating revenue through original content production, documentary creation, and entertainment format development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

DRUM is a multi-award winning branded content, partnerships, and entertainment agency that creates meaningful connections between brands and audiences through media, entertainment, creativity, and culture. They broker media, talent, product placement, and entertainment integrations; produce original entertainment formats and social content; and deliver 360-degree campaigns for major consumer brands. Their DRUM Studios subsidiary produces Emmy-winning original programming for broadcasters and streaming platforms.

Product overview

DRUM operates as a multi-award winning content agency with three distinct divisions: the core DRUM agency offering branded content, partnerships, and entertainment services; DRUM Studios, an Emmy-winning production company producing documentaries, comedy specials, and entertainment formats for brands and broadcasters; and DRUM Sweden serving the Scandinavian market. The agency specializes in connecting brands with audiences through cultural integration, original entertainment formats, social content innovation, and media partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• DRUM (Agency) Multi-award winning branded content, partnerships, and entertainment agency that creates meaningful connections between major consumer brands and audiences through media, entertainment, creativity, and culture integration. Services include brokering media/talent/product placement, original entertainment format development, social content innovation, and complex 360-degree campaign management.
• DRUM Studios Emmy-winning production company that develops and produces impactful original programming for broadcasters, streaming platforms, and brands, including documentaries, comedy specials, and entertainment formats.
• DRUM Sweden Regional branded content, cultural strategy, and entertainment production services for Scandinavian clients, provided through DRUM's Stockholm office.

Quantifiable outcome

• 3.9 billion views for TikTok x Dua Lipa campaign
• +4 more outcomes

Named customers21 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Vassa EggenminorGTM or Marketing Partner · 1 January 2022Venue partnership for Jameson Connects live music events in Stockholm, hosting 40+ gigs with local and surprise artists.
• TikTok for GoodminorGTM or Marketing Partner · 1 January 2021Partnership to get the #Econfession Hashtag Challenge trending to raise awareness of the Ocean Bottle environmental campaign.
• TikTokcoreGTM or Marketing Partner · 1 October 2020Global creative partnership with TikTok to create the Levitating music video for Dua Lipa, featuring TikTok creators in the official video. DRUM brokered the partnership deal and developed creative elements, including the #DuaVideo Hashtag Challenge.
• Xbox/Forza Horizon 5coreGTM or Marketing PartnerMulti-market gaming integration partnership placing CUPRA vehicles in Forza Horizon 5, Xbox's most successful racing game, enabling next-gen driver engagement.
• Sky ArtscoreStrategic or Co-development PartnerDRUM Studios produces multiple series for Sky Arts including Painting Birds with Jim & Nancy Moir, which became Sky Art's most watched new show of 2023.
• Channel 4coreGTM or Marketing PartnerPartnership with Channel 4 for Google Pixel 6 to co-fund and create sponsorship idents for Highlife - the first Black reality TV series in the UK.
• Design Museum LondoncoreGTM or Marketing PartnerPartnership with Design Museum for Habitat's Changing Spaces installation exploring 60 years of design, placed Habitat in the heart of the design community.
• EllecoreGTM or Marketing PartnerPartnership with Elle for Sainsbury's Tu Showroom pop-up in Soho, creating exclusive fashion environment to reposition Tu womenswear.
• Channel 4 (YouTube)coreGTM or Marketing PartnerPartnership with Channel 4 for three-part social series Lucky Days promoting Set for Life lottery game, airing on Channel 4's YouTube.
• GfinitycoreStrategic or Co-development PartnerPartnership with Gfinity to produce the OMEN Esports Report monthly magazine show streamed on Twitch and Facebook.
• OMDcoreChannel Partner/ Reseller/ DistributorIntegrated partnership with media agency OMD for Scandic Hotels Your friend in town campaign across Nordic countries and Germany.
• Omnicom GroupcoreOthersDRUM is part of Omnicom Group, a major global advertising and marketing communications holding company.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Droga5 (Accenture Song): Award-winning creative agency (now part of Accenture Song) producing brand entertainment, cultural campaigns, and integrated partnerships for global enterprise clients — directly comparable to DRUM in scale, scope, and creative ambition.
• 72andSunny: Global creative agency known for culturally resonant brand storytelling and entertainment integrations; matches DRUM's positioning at the intersection of media, culture, and brand partnerships.
• Pulse Films: Production and branded content studio producing music videos, documentaries, and entertainment for brands; comparable to DRUM Studios in producing award-winning original programming for brands and broadcasters.
• Anomaly: Independent creative agency with a model built around brand entertainment, partnerships, and IP development — closely aligned with DRUM's branded content and cultural strategy proposition.
• Wieden+Kennedy: Large independent creative agency renowned for entertainment-led brand storytelling and award-winning cultural campaigns — directly comparable in approach and tier of clients.
• Mother London: Independent creative agency producing brand-led entertainment and culturally-charged campaigns for major global brands; comparable to DRUM in client mix and creative output.

Broad incumbents

• Dentsu Creative: Global creative network within Dentsu offering branded content and entertainment solutions at scale; comparable as a holding-company creative network competitor to Omnicom-owned DRUM.
• Publicis Creative (Leo/Publicis Worldwide): Global creative network within Publicis Groupe with branded entertainment and content production capabilities; overlaps with DRUM's enterprise pitch universe as a holding-company competitor.
• Havas Creative: Global creative network offering brand entertainment and content; broadly comparable as a holding-company creative network that competes with Omnicom-owned agencies like DRUM.

Emerging players

• Bullion Productions: Independent production studio specializing in branded entertainment and cultural content for brands; partial overlap with DRUM Studios' Emmy-winning production model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/drumglobal
• Facebookfacebook.com/drumglobal
• LinkedInlinkedin.com/company/drum-omnicommediagroup
• Instagraminstagram.com/drumglobal
• TikToktiktok.com/@drumglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Drum