There is no incumbent on the account. The agency has been asked to help Odeon set itself apart from its competitors. The new branding will be rolled out later this year. Andy Edge, the commercial director at Odeon UK and Ireland, said: "We were very impressed by Rufus’ creativity in their response to our brief. Our ambition is to be a leader in guest services, and working with an expert who can bring their knowledge from multiple sectors will help Odeon evolve for the future."