Blink Fitness, a chain of affordable gyms in the Tri-state area, tapped Redscout, part of the MDC Partners network, to grow the brand and evolve its member experience. Redscout's new positioning for Blink will inform innovation, service redesigns and future communications. "By going to the heart of what really motivates people and by looking at fitness through a totally different lens, we've uncovered a new way to get people who don't normally think about fitness to see it as something that can play a big part in changing their lives for the better," said Jonah Disend, founder and CEO of Redscout.
Translation was named social media and agency of record for Champs Sports. The agency will be responsible for marketing communications leadership, general services and social media management and analysis. Translation will help Champs Sports establish a consistent look across its in-store, digital and social channels and provide regular analysis of marketing initiatives and ad spends. "Translation will play a key role in strengthening Champs Sports' position in the marketplace from both cultural and business perspectives," said Scott Burton, director of marketing at Champs Sports. Champs Sports spent $5.9 million on measured media between January and September of 2013, according to Kantar Media.
In an effort to expand its appeal as one an exclusive luxury travel destination, Bal Harbour, Florida hired Partners + Napier New York to develop new brand and marketing strategies, following a review that included six agencies. The agency will develop a brand identity and communications platform to support the destination's vision for growth, with a focus on increasing tourism, residential sales and brand awareness. The Bal Harbour account is being led by Andrea Spiegel, managing director of Partners + Napier New York, who brings significant experience leading and developing luxury and travel brands, including JetBlue Airways, Lufthansa Airlines, Travelocity, Cunard Line, Virgin America, Departures Magazine, and Conde Nast Traveler. "We were impressed by Partners + Napier's proven track record working with travel brands targeting the luxury consumer and are excited they are helping us with the next phase of our brand strategy." said Carolyn Travis, executive director of tourism for Bal Harbour. Bal Harbour spent $1.8 million on measured media in 2012, according to Kantar Media.
Gorilla Glue and O'Keeffe's hired Curiosity Advertising as their digital agency of record to execute a website redesign, digital/social strategy and content development. The Gorilla Glue Company is a manufacturer of adhesive solutions for DIY-ers, woodworkers and professionals. O'Keeffe's Company is a family business that develops, manufactures and sells three skincare products: Working Hands, Healthy Feet and Life Out There. Gorilla Glue is O'Keeffe's parent company. The new partnership will allow both Gorilla Glue and O'Keeffe's to strengthen their digital presence with new websites and user-generated content playing an important role in their digital strategy. "We were very impressed with Curiosity's experience in the digital space across a variety of consumer product brands," said Matt Kemme, vice president of marketing and innovation. "We are excited to have Curiosity as a partner to help Gorilla engage and educate consumers online." The new websites are scheduled to launch in the first half of 2014. Gorilla Glue spent $2.7 million on measured media between January and September of 2013, while O'Keeffe's spent $3.4 million on measured media during the same time frame, according to Kantar Media.
RealBeanz, a ready-to-drink iced coffee brand, named JWALK as its agency of record and 5W Public Relations as its PR agency of record, following separate reviews. Founded in 2010, RealBeanz iced coffee comes in seven different flavors like Cappuccino/Energize, Caramel/Focus, Vanilla Nut/Relax and Mocha/Resist, combining coffee with vitamins and energy-infused herbs. JWALK will handle brand strategy, brand planning and creative across multiple mediums, including experiential, digital, and social. The agency will also create in-store marketing and sales collateral. "We know how to build brands from the ground up, in categories from fashion to spirits and beverage to hospitality," said Doug Jacob, CEO of JWALK. "We're thrilled to be onboard."
Marriner Marketing Communications was named agency of record for Hospitality Mints, a manufacturer of custom mints. The agency will handle digital strategy and design for e-commerce vehicles, a revitalized social community as well as content, search marketing and updated sales materials. Headquartered in Boone, N.C., Hospitality Mints manufactures more than one billion mints every year to more than 10,000 customers across foodservice, retail and vertical markets. Additional Marriner Marketing Communications clients include Perdue, McCormick & Company, Zatarain's, Butterball, Vulcan, Wolf & Berkel, Phillips, Marriott International, Knouse Foods and USA Rice Federation.
PROOVE Accountable Media, a subsidiary of DiMassimo Goldstein, was named media agency of record for EverBank, a national bank headquartered in Jacksonville, Fla. Carton Donofrio Partners in Baltimore previously handled the work. Select Resources International in Santa Monica, Calif., handled the review process. EverBank is a full-service bank that offers savings and checking services, mortgages, and investment planning for individuals and businesses. Everbank spent $8.4 million on measured media between January and September of 2013, according to Kantar Media.
Magic Straws, maker of milk-flavoring straws, named Griffin Archer as its creative agency of record. The agency will handle brand planning, creative development, media and public relations across all communication channels. Griffin Archer is a Minneapolis-based full-service advertising agency that was founded in 2013 by three former employees of Carmichael Lynch. Magic Straws, sold in Target and Walmart, among other national retailers, is launching a new brand this year called Milk Magic. This expanded offering led to hiring an agency for future ad campaigns.
Ignited has been named agency of record for Sanuk footwear. The agency will lead creative as well as media planning and buying duties, focusing on digital media, digital production and video elements to support a Sanuk brand campaign. Sanuk debuted in 1997 when founder Jeff Kelley began making sandals out of inner tubes and indoor-outdoor carpet. The brand is known for its selection of styles and colors for both sandals and Sidewalk Surfers for men, women and kids. Sanuk spent $1.8 million on measured media between January and September of 2013, down from its 2012 spend of $3.4 million, according to Kantar Media. Additional Ignited clients include Activision, NBC Universal, DTS, Konami and Sony Electronics.
Organic Gemini, a Brooklyn-based manufacturer of healthy foods and beverages named New York-based JWALK as its agency of record, without a review. The company is launching a new beverage that will be sold in Whole Foods stores beginning this spring. Organic Gemini's horchata drinks are based on the horchata de chufa, a popular drink in Spain that features the Tiger Nut, which is actually a root, not a nut. JWALK will develop a marketing plan for the launch, brand strategy, naming and packaging design for both Tiger Nut Horchata drinks and raw Tiger Nuts. There was no prior agency on the account.