Accounts on the Move
Monday, February 20, 2017
  • Samsung Electronics Canada
    TRACK DDB
    Samsung Electronics Canada tapped TRACK DDB as its customer relationship management, data and analytics agency of record. The agency is tasked with creating targeted, data-driven communication strategies that will forge stronger connections and engagement with Canadian consumers and influencers. "We are excited to welcome TRACK DDB to our roster of agency partners, to further strengthen the Samsung customer journey with more targeted, dynamic messaging," said Mark Childs, chief marketing officer of Samsung Canada. "This partnership will help Canadian consumers get closer to the Samsung brand with personalized, timely experiences, innovation news and offers they're passionate about."
  • USA Today Network
    Diffusion
    Diffusion was named PR agency of record for USA Today Network. The agency will promote USA Today Network's approach to applied technologies for reporting and storytelling, such as virtual reality, as well as showcasing the network's footprint across the country as a mainstay media brand. The overall campaign will target C-suite executives and millennials to impact readership while promoting corporate communications to target technology, advertising and media influencers. "The USA TODAY NETWORK is continuing its transformation and Diffusion has demonstrated a strong command of creativity, as well as accountability of results, and we’re eager to work together moving forward," said Amber Allman, vice president of corporate events and communications at Gannett.
  • Novotel and Mercure hotels
    Doner London
    Following a review, Novotel and Mercure hotels named Doner London as lead creative agency for the UK. The brands, part of the AccorHotels brand portfolio, have a network of more than 100 hotels in the UK. Doner is tasked with developing a suite of multi-channel creative campaigns, spanning TV, content creation, social, digital and experiential to promote the properties to business and leisure travelers. "Doner stood out for the deep quality of their strategic and creative thinking," said Laila Abdin, marketing director midscale brands, UK & Ireland (Mercure & Novotel). "Their response was fully in tune with our brand and audience, and we are confident they will deliver against our ambitious commercial targets for 2017 and beyond."
  • Dacor
    Team One
    Following a pitch process, Team One was awarded work for Dacor, a subsidiary of Samsung Electronics America that designs, manufactures and distributes American-made, ultra-premium kitchen appliances. Team One will handle creative, strategy, public relations, social, digital, experiential and media planning duties, while Samsung's media agency, Starcom, will handle media buying. New brand creative for Dacor will launch this summer. "We chose Team One because they share our intense ambition for Dacor's future," said Chuck Huebner, president and chief executive officer of Dacor. "Their deep understanding of affluent customers, along with their creative ideas for the brand, will help us succeed across digital, social and experiential channels."
  • Nissin Foods
    Crossmedia
    Following a review, Crossmedia, was named media agency of record for Nissin Foods USA, makers of instant ramen noodle products like iconic Cup Noodles, Top Ramen, Bowl Noodles, Souper Meal, Ramen Noodles and Nissin Raoh. Crossmedia won the account in partnership with High Wide & Handsome, which handles creative. The pair collaborated on Nissin Food's first major national advertising campaign for the Cup Noodles brand in more than 17 years. "Just Warmin' Up" consists of broadcast cable, digital video, custom content, paid social, and an all-you-can-consume noodle festival in Southern California. The assignment follows an increase in distribution of the company's products in Kroger Stores. The media account is handled out of Crossmedia's L.A. office. "Nissin Foods brands are household names, we're delighted to be named their media agency of record," said David Heimlich, executive director of Crossmedia L.A. "Until now their popular instant noodle brands have prospered largely through retail exposure and word of mouth. We are thrilled to be working with High Wide & Handsome to generate renewed awareness in the brand on a national stage and drive sales at retail."
  • Home Franchise Concepts
    MBMG
    Home Franchise Concepts (HFC), a series of direct-to-consumer brands in the home-related goods and services industry, tapped Milner Butcher Media Group (MBMG) as its media agency of record, charged with national communications planning, analytics and activation for its Budget Blinds, Tailored Living and Concrete Craft brands. "Budget Blinds, Tailored Living and Concrete Craft are often thought of as the best-kept secrets in franchising," said Zach Rosenberg, president of MBMG. "Through our marketing efforts, however, we're looking to change that. Our new audio campaign launching nationally this month will leverage a full arsenal of analytics to provide ongoing campaign results and optimization." Added Shirin Behzadi, CEO of HFC: "MBMG is the perfect fit for HFC thanks to deep experience working with retail and franchised-driven organizations, their ability to drive leads and a team of resident data analysts that can provide truly unique insights."
  • WordPress.com
    Assembly
    Assembly, MDC's media agency, was named the media agency of record for publishing platform, WordPress.com, an Automattic company. The account was awarded following a review with undisclosed agencies. There was no incumbent. The company launched a review in Q4 2016 because it is planning a broader approach for 2017. The agency will handle media strategy, planning and buying, data analytics, and modeling. "We selected Assembly because of its data-first approach to performance marketing and an ability to centrally model, measure, and optimize all pieces of the media plan," said Chris Taylor, chief marketing officer at Automattic. "We're eager to get new creative into market to start the year off strong." Added Martin Cass, CEO of MDC Media Partners and Assembly: "This new account is especially exciting for us, as it expands Assembly's expertise into the technology category. Winning the WordPress.com account is a great way to start 2017."