Intermarket added five clients to its roster: Bryn Mawr College, a women's liberal arts college; Duco, a financial technology firm; ECU Line, an ocean logistics company specializing in less-than-container loads shipping; FXDD Global, a provider of foreign exchange trading to retail and institutional clients; and RealtyMogul.com, a real estate investment platform. "We're always pleased to have our proven expertise in financial services validated by new clients," said Neil Shapiro, chief operating officer of Intermarket. "Further, we're thrilled to grow our footprint in higher education, and elsewhere."
CBX rebranded Avalon Organics, a line of organic beauty products. The agency reframed the brand with the Personal Care team at Hain Celestial. In addition to creating new packaging, design and nomenclature systems for Avalon's five product lines, the team built a brand book; clarified Avalon Organics brand personality; and conducted internal training to support writing around the new master brand. New packaging designed for Avalon Organics' shampoos, conditioners, moisturizers and other products -- including those belonging to its Intense Defense and Wrinkle Therapy lines -- are now available nationwide. "We did a wholesale change from the Avalon Organics brand's previous look, although we did preserve important equities such as the green bottle color," said Rick Barrack, chief creative officer and founding partner. "We wanted to make a big deal out of transparency and owning the brand colors for more impact at shelf. It's a crowded category, so brand-blocking was important."
Laughlin Constablewas tapped by the Wisconsin Department of Transportation to develop a multi-year marketing campaign to increase ridership and revenue on Amtrak Hiawatha Service between Chicago and Milwaukee. The campaign, which will launch in late May and early June, will focus on growing ridership during non-peak times. Work will include creative executions for the Hiawatha, along with strategic media planning and placement, digital advertising, social media and public relations. From October through December last year, Laughlin Constable launched a brief campaign to create awareness of late evening train service on Saturdays. "Hiawatha Service is a fast, dependable and economical option for travelers in Chicagoland and Southeastern Wisconsin," said Mat Lignel, CEO of Laughlin Constable. "We have two challenges -- the first is to get business and leisure travelers to recognize how the Hiawatha is a comfortable and stress-free option and the second is to then get those travelers out of their cars and ride the Hiawatha."
The Clorox Company tapped FCB and mcgarrybowen/Dentsu Aegis Network as lead creative agencies over Clorox's portfolio of brands. The agency selections coincided with the company's decision to focus more on digital marketing elements. "This is a time of tremendous change and enormous digital opportunity," said Eric Reynolds, chief marketing officer, The Clorox Company. "We are delighted to have the opportunity to collaborate with FCB and mcgarrybowen/Dentsu Aegis Network as our two agencies of record. Both agencies have a rich history of building brands that consumers love, developing big ideas and campaigns with coherence across today's complex communications channels." Both agencies will begin work in July. FCB's San Francisco and Chicago offices will work on global marketing campaigns for Clorox branded cleaning and laundry products as well as other home care brands, including Pine-Sol, Poett and Liquid Plumr. The assignment also includes global work for Glad trash and food protection products. mcgarrybowen/Dentsu Aegis will handle the Burt's Bees, Hidden Valley, KC Masterpiece, Brita, Kingsford and Fresh Step & Scoop Away brands. Baldwin& previously handled the Burt's Bees account. David Baldwin lead guitar of Baldwin& stated: "It's very difficult to navigate 6 CMOs in six years on any business. But after such a long time you develop deep, lasting friendships, and we wish our colleagues at Burt's Bees the very best. We're leaving the business better than we found it and really, what more can you ask for in this business?" Burt's Bees spent $26.7 million on measured media in 2015, according to Kantar Media.
Trisect was named agency of record for the Chicago Bears, following a review that included more than 10 Chicago-based agencies. The incumbent was Two by Four. The agency will handle strategy, creative, digital and social media and event marketing to support the team's top goal to build greater connections with casual fans. "We want a partner that can help us deepen fan engagement," said Scott Hagel, vice president of communications for the Chicago Bears. "Trisect brings a progressive approach that focuses on using technology to elevate the Bears experience in ways that appeal to our increasingly diverse fan base." The Chicago Bears spent $1.7 million on measured media in 2015, according to Kantar Media.
Cohn & Wolfe was named lead corporate agency for Twentieth Century Fox Home Entertainment, charged with supporting a corporate strategy, platform and activation campaign in the U.S. The agency will also promote Fox's Innovation Lab, which concentrates on next generation platforms, including mobile content and virtual reality. Fox Home Entertainment spent $48.8 million on measured media in 2014 and $22.1 million in 2015, per Kantar Media.
Solve was named agency of record for The V Foundation for Cancer Research, following a review. Based in Cary, NC, The V Foundation for Cancer Research was founded in 1993 by ESPN and the late Jim Valvano, basketball coach of North Carolina State. Since its inception, the foundation has funded more than $150 million in research grants nationwide across all cancer types. Solve will handle brand positioning and identity, target audience definition, connection strategy, and messaging and implementation across traditional, experiential and digital channels. "We're honored to add The V Foundation to our roster," said John Colasanti, CEO of Solve. "Working with an organization dedicated to saving lives by helping find a cure for cancer is incredibly rewarding and brings a unique sense of urgency to the work we do." The V Foundation for Cancer Research spent $696,000 on measured media in 2015, according to Kantar Media.
El Pollo Loco named Harmelin Media, as its media agency of record, beginning July 1. AAR Partners managed the agency search process. El Pollo Loco has more than 430 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah. The company is estimated to invest more than $25 million annually to its media planning and buying. "Harmelin Media demonstrated an impressive understanding of the El Pollo Loco brand and as a result we are thrilled to announce their addition to our team of top quality agency partners," said Ed Valle, chief marketing officer of El Pollo Loco. El Pollo Loco spent $16.7 million on measured media in 2015, according to Kantar Media.
Following a review, 360i was named the digital media agency for financial company, SoFi. The company launched its first traditional ad campaign this spring, with plans to focus on digital marketing going forward. 360i will be focusing on digital acquisition to drive increased membership, handling paid social, SEM and programmatic duties, to name a few. SoFi spent $2.2 million on measured media in 2015, according to Kantar Media.