HZDG was named agency of record for Maryland Marketing Partnership, an entity created this year by Maryland Governor Larry Hogan to promote the state as a great place to do business and for people to live, work and play. The agency won the account, following a review that began with 27 agencies and was whittled down to five and then three finalists. HZDG will promote the state with a unified brand positioning for Maryland as a place to live, work and grow a business. Work will include strategic planning, creative, media and digital duties. "Maryland has a great story to tell, and for the first time we are bringing together the strength of the state with our private sector partners to champion the brand message," said Mike Gill, Maryland Secretary of Commerce and chairman of the Partnership. "This emphasis on promoting Maryland as the ideal place to grow a business, raise a family and enjoy an excellent quality of life will boost our economic development efforts as we compete for new jobs and investment."
Torani, a San Francisco-based company that creates flavored syrups, sauces and blended drink bases, named Ready State its agency of record. Frontline Global conducted the two month pitch process. Momentum previously handled the account. The agency will develop a brand platform and communications strategies via social media, digital, traditional and shopper marketing channels. New work will debut next year. This is the first AOR win for Ready State. "Ready State impressed us with their innovative approach to business and marketing strategy. As we continue to grow, it was important to find an agency partner that could help us realize our vision," said Amy Ware, director of growth & innovation at Torani. Torani spent $6.4 million on measured media in 2015 and $3.6 million the first six months of 2016, according to Kantar Media.
Crossmedia was named media agency of record for Terra's Kitchen, a healthy meal kit delivery service that delivers ingredients to consumers in eco-friendly reusable containers. The account will be handled out of Crossmedia's Philadelphia offices, and will include planning, buying and real-time analytics. Creative continues to be handled in-house. "We are energized by our partnership with Crossmedia and their shared passion with our TK team for data-driven decision making and transparency," said Jaime Elwood, chief marketing officer of Terra's Kitchen. "Working with Crossmedia has been refreshing and we are excited for expanding our programs to bring more people into Terra's Kitchen." Terra's Kitchen spent $200,000 on measured media the first six months of 2016, up from $15,000 during the same period in 2015, according to Kantar Media.
Following a two-month review, LevLane was named media agency of record for Drexel University. Creative duties remain in-house. The account, estimated at $1.7 million, includes the Academy of Natural Sciences of Drexel University, the nation's oldest natural science museum and conductor of biodiversity and environmental research. Paid online and offline media placements will target Philadelphia-based high school students and their parents. Museum ads will target Philadelphia-bound visitors and tourists.
Durham and Bates, an independent insurance brokerage, tapped Leopold Ketel as it agency of record to provide brand research and strategy development, as well as design and advertising services. Durham and Bates offers expertise in risk management and insurances services for commercial, marine and business industries, as well as personal insurance clients. "We selected Leopold Ketel based on the agency's ability to understand the essence of our company. LK has a long track record in working with strong local brands and infusing freshness and creativity in all the services they deliver," said Jeremy Anderson, CEO of Durham and Bates. "We're confident that Leopold Ketel will be able to guide us through modernizing our brand to reflect the essence of who we are."
Hearing aid marketer Miracle-Ear consolidated its media planning and buying account with Compass Point//McCann, following a review. Previously, the company had used a number of smaller agencies to handle various media-related assignments. Last year, Miracle-Ear spent $38 million on ads, according to Kantar Media. Compass Point//McCann will be responsible for media strategy, analytics, DRTV and media buying, spanning broadcast, print, out-of-home, radio, digital and social. Michael Stanfield, vice president of Miracle-Ear, stated: "We were impressed both with the Compass Point//McCann approach to helping us tell the Miracle-Ear story and with their understanding of our business and our vision." The hearing device marketer also works with Girl Meets Geek for social, PR and content efforts. Miracle-Ear, a subsidiary of Amplifon, has 1,300 locations across the U.S.
Struck was tapped by Squatty Potty to handle the company's branding and retail efforts. Squatty Potty manufactures the Squatty Potty bathroom stool, Unicorn Gold (a bathroom spray using natural oils) and Good Move! (an all-natural laxative). "Squatty Potty is changing the culture around the bathroom. We are looking forward to enhancing and evolving the brand to appeal to a broader audience and help position it for growth among consumers and in retail," said Pauline Ploquin, chief relationship officer at Struck.
GEM Advertising was awarded project work for Hawk-Eye Innovations North America, a wholly owned LLC of Sony Electronics. The agency is tasked with creating materials for Hawk-Eye's baseball coaching software (SMART Coaching). GEM will develop logos, collateral marketing pieces and produce a :30–:45-second sizzle reel that demos the key software components. Hawk-Eye developed vision processing technology that enables people to not only track balls to mm accuracy, but also players and cars. "Given GEM's focus on innovative technologies, we are very excited to be working with one of Sony's most technologically-advanced brands in sports entertainment," said Peter Kozodoy, chief strategy officer of GEM. "Providing Hawk-Eye with the assets it needs to be more successful in winning new business will be both fun and challenging as we aim to strengthen the brand's impact here in the U.S. market."
Bruce Mau Design (BMD) created a new brand identity for ASICS Tiger. Expanding from ASICS' logo, the new brand identity serves as a link between the label's heritage and contemporary culture. BMD worked with Kontrapunkt to develop a new typeface that combines the geometry of the ASICS logo with updated typographical components. The look will be rolled out globally across retail, digital and print components. "We wanted to evolve the core of the brand's heritage. To achieve this, we designed a bold graphic type that can be broken apart and layered over images," said Laura Stein, creative director for BMD.
Carmike Cinemas tapped Troika to launch a new brand strategy and identity for its Sundance Cinemas theatres across the country. At each of the Sundance theatres in San Francisco, West Hollywood, Seattle, Houston and Madison, Wisconsin, consumers will find artisanal concessions, regional artists and locally sourced food items. The Sundance aims to provide a more relaxed and less commercialized space than its competitors, offering eco-friendly packaging, conscientious food, wine, and tea choices, and independent films featured alongside blockbusters. "We are excited to see the new Sundance Cinemas brand come to life," said Reid Thompson, creative director at Troika. "We elevated the look and feel across all audiences' touchpoints to position the brand as a uniquely thoughtful and appealing destination for modern movie-goers."