The U.S. Forest Service and National Association of State Foresters tapped St. John & Partners to redesign the Smokey Bear website to coincide with the icon's 72nd birthday. Designed in coordination with Ad Council, SmokeyBear.com is now more image heavy, content heavy and mobile friendly. This is first major site redesign in eight years. From an educational standpoint, the new site features facts on wildfire prevention and safety as well as the benefits of prescribed fires by professionals. Every page and piece of information on the new site is easy to share, regardless of what device content is viewed on. "Smokey Bear represents Americana in its most iconic form. His likeness is recognizable, but his message of wildfire prevention is what stands the test of time," said Shane Santiago, vice president and digital director of St. John & Partners. "It was important for us to revive Smokey Bear's image as an information source and present that information in a more approachable format for modern and new target audiences. Through the design of the SmokeyBear.com site, we wanted to pay homage to the longevity and success of the brand and message while conveying the content in an approachable and accessible way."
The Insurance Digital Revolution (IDR), an industry campaign organized by three insurance organizations, IIABA’s Agents Council for Technology, ACORD User Groups Information Exchange, and PIA, selected the10company to handle marketing and communications services. IDR's mission is to accelerate adoption of digital technologies that enable independent insurance agents to improve customer satisfaction, grow business and increase profitability. "It's a critical time for the insurance industry, and, in particular, independent agents," said Clare DeNicola, principal of the10company. "Adoption of digital technologies really is a business imperative. We are very excited to help advance progress through the Insurance Digital Revolution."
Scout, an Atlanta-based agency, was tapped to handle brand strategy, creative and new product launches for the StainMaster brand. The account is an expansion of an already existing relationship. The agency currently handles the commercial business for Invista, StainMaster's parent company. Scout has worked on the commercial business – Antron carpet fiber – for the past three years. "Scout has become active on the StainMaster business over the last few years, partnering on several key initiatives," said Lisa Connolly, director of global brand marketing. "When the time came to select a strategic branding partner, we knew that Scout was the right team with the right virtues and talents. As STAINMASTER expands its product selection, we look forward to partnering with Scout to help tell our story and support the brand." StainMaster spent $3.8 million on measured media in 2015 and $984,000 the first quarter of 2016, per Kantar Media.
Moroch Partners was awarded additional work for the Baylor Scott & White Health account, now serving as agency of record for paid digital. For the past four years, the Dallas-based agency has managed the health care system's traditional media planning and buying but will now add SEM, mobile, display, streaming audio and online video support work. Baylor Scott & White, the largest not-for-profit health care system in Texas, includes a network of 46 hospitals, 900 patient care sites and 9,000 active physicians. "At Moroch, some of our biggest success stories have come from growing brands within our existing client roster," said Matt Powell, executive media director. "We're excited to unify Baylor Scott & White Health's marketing efforts and marry the knowledge we have about the industry with a new channel that will be at the forefront of driving business for the brand."
INTUR, Nicaragua's national tourism board, tapped Myriad as its agency of record for U.S. and Canada. The agency will handle all tourism marketing, trade relations and press relations. The country aims to position itself as an unforgettable and unspoiled vacation destination. "We are very excited about our new partnership with Myriad and are confident the agency will help us establish and grow Nicaragua's awareness in our critical American and Canadian market," said Ana Carolina Garcia, promotion and marketing director at INTUR. "The country has incredible natural and cultural wonders; we look forward to welcoming visitors to see our treasures for themselves."
ATRIO Health Plans, a health insurance carrier in southern Oregon, named Leopold Ketel, based in Portland, as its advertising and branding agency of record. Established by Oregon physicians in 2004, ATRIO serves Oregonians residing in Douglas, Josephine, Jackson, Klamath, Marion and Polk Counties. The company offers Medicare, individual, family and small employer health plans. Leopold Ketel will handle advertising, design, media planning and buying and production, with a goal of establishing a strong brand presence in the southern Oregon and Willamette Valley markets. "We focused on selecting an agency that understood our objectives, our markets, and the challenges in the health care industry. We are confident Leopold Ketel will deliver breakthrough creative design and solutions to better communicate our value to the market," said Matt Gougler, chief marketing officer of ATRIO.
Following a two-month review, Minneapolis-based agency Yamamoto was tapped by Berkley, a division of Pure Fishing, as agency of record for its Gulp! brand of soft bait. Primer 180 previously handled the account. Berkley manufactures fishing tackle, line, bait, rods, tools, equipment and apparel. The Gulp! brand of soft bait has a scientifically formulated scent and flavor combination that's similar to live bait fishing. Work will include advertising, digital, social media and experiential marketing elements. "Yamamoto demonstrated an impressive passion for our category," said Josh Silva, senior marketing manager, North America, for Berkley. "Their creative ideas represent precisely the direction we want to go with the Gulp! brand and we’re excited about our new partnership with them."