Louisville Slugger tapped Onestop Internet to handle its digital strategy. The baseball brand tasked Onestop to manage its back-end e-commerce system and execute a multichannel marketing campaign. The new platform will launch with mobile optimization and omnichannel integration with Louisville Slugger's existing wholesale retail presence. "Louisville Slugger has been an iconic and beloved American brand for the past 130 years, and we share their passion in helping to evolve their legacy and more effectively reach the consumer through their online retail channels," said John Tomich, CEO and Co-Founder of Onestop. The company will also help Louisville Slugger identify and capitalize on current customer trends. "Louisville Slugger has been the number one name in diamond sports for 130 years, and it was very important for us to find an e-commerce partner that would channel an existing passion and respect for our brand into their work to make our online experience a seamless one for our customers," said Kyle Schlegel, Vice President of Marketing at Louisville Slugger.
Sengled, a global light manufacturer based in China, tapped BSUR Amsterdam and BSUR Shanghai to create a new global branding identity for the "Pulse" by Sengled, a lamp with a wireless JBL speaker built-in, controlled by a smart phone to dim or boost sound and light. BSUR Amsterdam and BSUR Shanghai have developed brand language and visual design for Pulse including a new logo and POS materials. BSUR is the first agency to work with Sengled. Billings were not released. The new Pulse product debuted over the summer and is available in Europe, Asia and on Amazon. Additional BSUR clients include Glenmorangie whisky, Moxy hotels Europe, Fruit Shoot and Specsavers.
Following a review, Hunter Fan Company tapped Chicago-based Fathom Communications as its agency of record, a position vacant since 2008. Fathom will be responsible for brand strategy and positioning, creative development and go-to-market activation across multiple channels including broadcast, print, digital and mobile. The agency will work in an integrated capacity with Hunter's existing agency partners. "We were looking for a go-to marketing partner who can help us drive significant growth in the category for both the Hunter and Casablanca brands," said John Neilson, vice president of marketing for Hunter Fan Company. "Fathom stood out as an ideal partner for us through the depth of their strategic brand work with well-known companies like Gatorade, Knoll and Hasbro to name a few."
Porsche Cars North America added Minneapolis-based Solve to its roster of agencies following a review. Solve first work includes redefining the role of the brand's catalogs and adding more personalization to overall consumer engagement. Cramer-Krasselt continues to serve as agency of record for Porsche while OMG Chicago handles media duties. "Our goal is to make Porsche the most aspirational brand in the United States," said Scott Baker, Manager of Marketing Communications at PCNA. "Solve offers Porsche a unique blend of enthusiast brand experience and creativity to help us achieve this." Solve is also agency of record in the Americas for Bentley Motors, a sibling brand to Porsche in the Volkswagen Worldwide family. "We're excited to be working with Porsche to help them reinvent the critical space between dreaming and driving," said John Colasanti, CEO of Solve. Porsche spent $39.7 million on measured media in 2013 and $739,000 on measured media in the first quarter of 2014, according to Kantar Media.
Tesoro, a U.S. refiner and marketer of petroleum products, named RPA as agency of record for its ARCO brand. The agency recently launched its first work for the brand, an integrated campaign to build awareness around ARCO's newly acquired TOP TIER designation. "TOP TIER" means that ARCO gas exceeds the Environmental Protection Agency's (EPA) minimum detergent requirements to help clean critical engine parts. The objective of the campaign is to strengthen ARCO brand perceptions among General Market and Hispanic consumers. Following the purchase of ARCO from BP, Tesoro is significantly investing in the ARCO brand and leveraging its TOP TIER designation across all marketing communications. Ogilvy LA was the previous agency for ARCO when the company was owned by BP. Since Tesoro bought ARCO this is the first new work for the brand. "We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category," said Tom Kirk, EVP, Management Account Director at RPA. "The agency's goal is to further support ARCO's brand positioning, and this new work focuses on ARCO's holistic value proposition around product quality and affordability."
Pernod Ricard USA awarded its communication planning, integrated media planning & buying, and social community management to 360i, following a competitive pitch. Vizeum previously handled the media business and will remain on Pernod Ricard's agency roster. Pernod Ricard spent $39.4 million on measured media in 2013 and $4.7 million on measured media in the first quarter of 2014, according to Kantar Media.
Harvey Building Products, Waltham, Mass. named Forge Worldwide as its new agency of record, following a review. The account was handled on a project basis by local firms over the past few years. Harvey is a manufacturer and distributor of building products. Founded in 1961, Harvey manufactures windows, doors and patio rooms in the Northeast. "The straight-forward attitude of the Forge team was very different than most of the other agencies we interviewed, and they really impressed us with the research they put into understanding our business," said Amber Castrataro, Brand Communications Manager at Harvey. The Forge team will be working on a fall television campaign focused on reaching both consumers and contractors. The focus will be on the advantages of Harvey replacement vinyl windows, according to the agency. Additional Forge Worldwide clients include Cisco, Rockland Trust, Brigham and Women's Hospital, and Dragon Speech Recognition Software.
TBWA\Chiat\Day Los Angeles was named global agency of record for Airbnb, following a review. Pereira & O'Dell previously served as U.S. agency of record. Airbnb's brief to agencies in the pitch was to work with them to create the world's first community-led hospitality company and help show people all over the world what it means to belong anywhere. TBWA was selected because of their strategy, creative and understanding of the brand's purpose and its potential. "We're delighted to be working with TBWA\Chiat\Day at one of the most exciting points in our history," said Jonathan Mildenhall, CMO of Airbnb. "The team rose to our challenge to find incredibly creative and authentic ways to connect with our community around the world, and we can't wait to see what the future holds." Led by TBWA\Chiat\Day Los Angeles, the pitch included contributions from TBWA\Paris and Lew'Lara\TBWA in Brazil, as well as TBWA\London and TBWA\Singapore, which already works with Airbnb in Europe and Asia Pacific. The agency will develop creative to support of Airbnb's growth targets and development of the brand globally. First work is expected to break at the end of 2014, with a focus on the U.S., Asia, Latin America and Western Europe markets. "We have a unique opportunity to watch history being made. Airbnb is at the forefront of a social revolution," said Stephen Butler, Chief Creative Officer of TBWA\Chiat\Day LA. "As a brand, Airbnb is not only changing the way we travel but also the way we relate to one another. Airbnb is breaking down our preconceptions daily of what it means to belong in the world today." Airbnb spent $288,000 on measured media in 2013 and $588,000 on measured media in the first quarter of 2014, according to Kantar Media.