The IMS Agency is extending its service offering with the creation of a new division, IMS Partnerships, and the appointment of Jonathan Bonnett, former Director of International Promotions at Paramount Pictures International and Head of Group Marketing Partnerships at Merlin Entertainments, to run it.

IMS, which has just celebrated its 16th birthday, is launching the division to meet demand from its extensive client base for innovative partnerships that can influence behaviour, drive performance and build relationships between brands, films, TV shows and other Intellectual Property products.

Bonnett brings with him a wealth of experience in planning and facilitating brand partnerships within entertainment and leisure. The new division will have a partnerships focus in travel, tourism, destinations, and hospitality and leisure, drawing on IMS’ extensive network of suppliers in the industry built over 16 years of trading.

Simone Moretta, Managing Director at The IMS Agency, says: “We are thrilled that The IMS Agency continues to go from strength to strength. The existing prize and promotions division of our agency complements IMS Partnerships, ensuring that clients receive integrated strategic thinking that drives consumer awareness and action. “

Jonathan Bonnett, Brand Partnerships Director at The IMS Agency, adds: “We’re excited to be able to extend the services of The IMS Agency by sourcing like-minded brand partners to create impactful and mutually beneficial collaborations with upcoming movies, TV shows and IPs, and where possible utilise the aspirational prize solutions which we’ll manage and fulfil all under one roof.”