LONDON — The O2 has appointed Cow to run its press office, creative activations and earned influencer activity following a competitive pitch.

The Cow team has been tasked with positioning the venue as a day and night destination for Londoners, visitors and tourists through 2022, with a brief that covers roof-walk experience Up at The O2, retail mall Icon Outlet and the entertainment district, including interactive experiences, bars, restaurants, London’s largest cinema and Hollywood Bowl.

Cow creative director Matt Wilcock said: “The O2 is one of London’s most instantly recognisable landmarks. However, there’s much more to it than live events, with outlet shopping, entertainment attractions, and food and beverage options for an array of audiences and occasions. It has literally everything you want under one iconic roof – and we will be delivering a strategy that brings that insight to life.”

The O2 joins other recent new clients at Cow including Asda, Metro Bank, Warner’s Gin and the Missing People charity.