Red Door Interactive was named agency of record for Astroglide, tasked with creative duties and paid media support, including ad placements both online and offline. "We're extremely excited to debut this campaign," said Helen Way, senior marketing manager at Astroglide. "This approach to us is about more than raising brand awareness, it's about presenting a look and feel that isn't overtly sexy, but seductive and sensual. Our goal is to be the leader in personal health products, we believe this campaign is representative of that. We're eager to see how this new look impacts the business." Added Patrick Cinco, creative director at Red Door Interactive: "This campaign presented a rather unique challenge from a creative standpoint. Our goal was to not only increase Astroglide's brand awareness, but to do so in a way that's different from the raunchy, ultra-sexualized look that you typically see within this category. We wanted to elevate the campaign to be more reminiscent of the fashion industry versus just blending in with the rest of the competition."
Serendipit Consulting recently added four clients to its roster. Modern Acupuncture, a franchise that offers acupuncture in retreat-like settings across the country, named Serendipit as its agency of record to brand the new concept and handle digital and traditional marketing, design and public relations. Buzzies, a wearable device that hekps relieve stress and anxiety and improve focus, reduce cravings and manage anger, tasked the agency to handle national public relations and manage social media. Blue Door Treatment Center, a Phoenix-based center for opiate harm reduction, selected the firm for brand creation and public relations. Lastly, Caliente Construction, a woman owned, full-service commercial general contractor, tapped Serendipit to handle website development.
Following a review, Pacific Life Insurance Company named M&C Saatchi LA as its creative agency of record. There was no incumbent. For the last five years, Pacific Life has worked with various agencies on a freelance basis. The review was handled by The Burnett Group.M&C Saatchi LA will be responsible for consumer brand advertising creative and digital media for the provider of life insurance and retirement solutions. First work will be a corporate brand awareness campaign launching in the summer. Palisades Media Group will be responsible for digital media planning and buying."We are thrilled to have found a highly strategic creative partner in M&C Saatchi LA and look forward to producing great work together," said Tennyson Oyler, vice president of brand management and public affairs for Pacific Life. Pacific Life Insurance Company spent $31.3 million on measured media in 2015 and $21.5 million the first nine months of 2016, per Kantar Media.
Reliant, a Houston-based electricity retailer, Y&R Austin as its agency of record, following a review. Innocean previously handled the account. The agency is tasked with driving brand awareness for Reliant among Texans in competitive markets, as Reliant grows its retail electricity business. "We are thrilled for this opportunity to work with Reliant – one of the most innovative and exciting energy companies in Texas," said Jennifer Wilson, managing director, client service of Y&R Austin. "It's great to help them grow the electricity side of their business and also expand into new consumer services." Added Elizabeth Killinger, president of Reliant: "We wanted someone with the strategy and creative chops to bring us into new product markets and categories, while staying true to our core business. We are thrilled to have the Y&R team help us continue to advance Reliant's leadership position and enable us to achieve our full potential to power, protect and simplify life for consumers in the Texas market." Reliant Energy spent $10.5 million on measured media in 2015 and $8.8 million the first nine months of 2016, according to Kantar Media.
LMO secured a one-year extension contract with the United States Coast Guard. The agency has served the Coast Guard's agency of record since 2011. The goal of LMO's most recent campaign was to demonstrate how the Coast Guard provides an unparalleled military experience with work-life balance. The Coast Guard, which is responsible for protecting US waters, is one of the smallest of the five military branches, making recruitment and retention a high priority. "LMO is proud to have such a close working relationship with the US Coast Guard," said Chris Laughlin, chief executive officer of LMO. "We have really been able to push the USCG to the forefront of military communications, including the launch of the Go Coast Guard website as the first fully responsive Department of Homeland Security website, lifestyle video shoots and recruiting events. LMO is excited to see where this next year takes us." US Coast Guard spent $7.6 million on measured media in 2015 and $5.1 million the first nine months of 2016, per Kantar Media.
Blue Force Gear, a designer and manufacturer of weapon slings and tactical equipment, named The Brandon Agency as its agency of record. The Charleston, SC-based agency is charged with communications planning, creative development, digital, social media, public relations, analytics, media planning, content and e-commerce duties. Blue Force Gear is known for its Vickers Sling, which was adopted as the standard issue sling for the U.S.M.C in 2011 and used by more than 350,000 service members worldwide. "We were looking for an agency partner that has deep experience in successfully establishing and growing brands, as well as one that understands the digital ecosystem and how to drive ecommerce results and growth," said Tom Kaleta, marketing director at Blue Force Gear. "We initially hired them for a limited project and our experience with them was so positive it gave us the confidence in their ability to really help us exponentially grow the Blue Force Gear brand."
Flagstar Bank, the largest savings bank in Michigan and the fifth largest in the country, named Bernstein-Rein as its agency of record following a review that began last summer. Michigan-based Daniel Brian Advertising, which held the account since 2015, was the incumbent agency. AAR Partners managed the review. "We were looking for a marketing partner to elevate and expand our craft brand position—someone who could offer solutions tailored specifically to our customers' needs," said Matt Allen, chief marketing officer at Flagstar. "We connected right away with the entire Bernstein-Rein team, who not only brought us strategic and original ideas on how to tell our story, but also the process and operational discipline to bring those ideas to life." Flagstar Bank spent $2.3 million on measured media in 2015 and $1.7 million the first nine months of 2016, per Kantar Media.