Maverick Brands, maker of Coco Libre organic coconut waters and coconut protein drinks, named Amazon Advertising, part of the Publicis/Leo Burnett network, as its agency of record. Work will include strategic brand development and integrated advertising duties. The agency bested four agencies for the win, ultimately sealing the deal with the pitch presentation in a rock climbing gym followed by a bouldering session with the CEO. "They really understood the story we need to tell about our brand, and they came with creative firepower right out of the gate," said Mark Shaw, CEO of Maverick Brands. "It's a crowded category and Amazon showed they know how to cut through the clutter and create an immediate impact." Creative is scheduled to launch in Q2 of 2015.
CBX was tapped by Nouria Energy Corporation, a Worcester, Mass.-based fuel station and c-store operator, to create a unified brand identity and convenience store concept for the company's network of more than 125 locations. Founded in 1989 with a single location in Auburn, Mass., the company has since become one of the largest fuel distributors in New England, supplying more than 125 gas stations operating under the Shell, Gulf and Irving Oil brands in Maine, Massachusetts, New Hampshire and Rhode Island. Currently, Nouria operates 85 sites offering fuel, convenience stores, co-branded and proprietary foodservice. In addition, Nouria operates a nationwide car wash network. CBX will develop a store name and logo, car wash name and logo, store layout, and building exterior and interior design. "We are very excited to team with CBX as we begin this journey," said Tony El-Nemr, Nouria CEO and president. "I'm very confident that CBX's creative and c-store industry expertise make them the ideal partner as we work together toward our ultimate goal of better identifying and meeting the needs of our diverse and ever-changing customers."
GKV was named the agency of record for Network Health, a health insurance provider in Wisconsin. The agency will work with the Network Health team to develop a campaign for Medicare Annual Enrollment Period and its Medicare Age-In Campaign for 2015. GKV will handle strategic planning, TV, print and digital creative, production and distribution, media planning and buying and direct response and lead tracking. "Network Health is the perfect kind of Challenger Brand client for GKV," said Garry Raim, Partner and EVP Direct and Interactive Marketing, GKV. "They already 'live, breathe and behave' differently than the rest of the health insurance category. We are excited to do some compelling creative, and to deliver that creative in unique and meaningful ways that generate results for Network Health." GKV has worked with numerous clients in the health insurance industry such as Maryland Carefirst BlueCross BlueShield, Maryland Physicians Care and Premier Health, based in Ohio.
College Ave Student Loans tapped Catch New York to help establish the company in the student loan marketplace. The agency will establish a brand strategy and develop and execute a digital campaign across multiple platforms. "We were impressed with Catch's expertise and their growth strategies in building brands," said Jennifer Astele, chief marketing officer of College Ave Student Loans. "We're excited to team up with Catch to help introduce our product and service to even more consumers as students and families start planning on how to pay for next year's college tuition." Added Joseph Perello, co-founder and managing partner of Catch New York: "When we met the College Ave team and understood what they set out to do, we quickly became advocates for the company and their mission. We're proud to be a part of their growth team and to help them fund higher education in a fresh, new and responsible way."
Dairy Farmers of Canada added DDB Public Relations as its agency for marketing and nutrition communications, following a review. The agency has been charged with the development and implementation of English public relations campaigns to support the organization's marketing and nutrition initiatives that promote Canadian dairy products and their health benefits. "DDB PR demonstrated a thorough understanding of our farmers' values and various challenges, our business and communications needs, and impressed us with their fresh creative thinking and ideas," says Rosemary MacLellan, director of communications & government relations, Dairy Farmers of Canada. Added Martine Levy, managing director, DDB Public Relations: "We are extremely pleased to be a part of the team representing Canadian farm families on approximately 12,000 dairy farms. Dairy farmers across the country make a massive contribution to our culture, economy and national well-being."
Havas Formula was tapped by Monoprice, a website that sells consumer electronics and tech gear at discounted prices, to execute a strategic PR program. The account will be led by Havas Formula's Consumer Technology division in the San Diego office. The team previously created programs for brands such as Boostcase, iBOLT, Octa and Sound United. "We have selected Havas Formula as our agency of record based on their deep experience in the consumer technology and e-commerce industries," said Bernard Luthi, president of Monoprice. "We were very impressed with the team's enthusiasm and creativity, and we are confident Havas Formula knows what it takes to increase brand awareness through a comprehensive program that will ultimately reach our consumers."