- KBS+P
Beauty care manufacturer KAO USA has parted ways with its agency, KBS+P. Kao is conducting a closed review for its global creative account for the following brands: John Frieda, Jergens, Biore and Curel. Joanne Davis Consulting/SCAN International is handling the review with a decision expected by May. The review does not affect KAO USA's media and digital agencies. "We are deeply grateful to KBS+P and their partnership for the past ten years," said Dave Muenz, Regional Executive Officer for Kao's Mass business. "We have had a good run and look forward to selecting a new agency partner." Lori Senecal, CEO of KBS+P added, "We have worked with the Kao Company for ten years and shared many successes in developing their impressive portfolio of brands. We have reached a natural inflection point and having examined how our respective organizations have evolved during this time, we jointly decided to pursue other partners and opportunities." Between January and September of 2013, John Frieda spent $41 million on measured media, Jergens spent $38 million, Biore spent $12 million and Curel spent $14 million, per Kantar Media. - We Are Social
The National Geographic Channels tapped the New York office of We Are Social to provide social media marketing support for programming on National Geographic Channel (NGC) and Nat Geo WILD cable channels in the U.S. We Are Social will handle social media insights, strategy, creative and campaign ideation for shows including "Brain Games" and "The Incredible Dr. Pol." "Our social media communities have grown substantially over the past year with increasing interest in our programming, including our first scripted films 'Killing Lincoln' and 'Killing Kennedy,'" said Katy Anadale, director, digital marketing, National Geographic Channel. "Our goal for 2014 is to grow consumer engagement on all levels, and working with We Are Social is a perfect expansion of our social media strategy." The US arm of We Are Social also handles social media work for Reebok, Beats by Dre and Boots Beauty, among others. - Pulsar Advertising and Arcade Creative Group
The New York Metropolitan Transportation Authority (MTA) named strategic agency partners Pulsar Advertising and Arcade Creative Group (Pulsar I Arcade) as its agency of record, following a review. Effective immediately, Pulsar I Arcade will be responsible for all advertising, marketing, digital communications and a large amount of passenger information communications to help enhance the customer experience across MTA's system. Pulsar I Arcade was awarded a three-year contract, with an option for two additional years, to provide full marketing and advertising services. The incumbent, Korey Kay & Partners, has been handling the account since 1992.New York's MTA provides public transportation for all the Boroughs of New York, Long Island, Southeastern New York State, Connecticut and parts of Eastern New Jersey, serving 8.5 million customer a day across subways, buses and commuter railroads. Arcade President Adam Owett, and Pulsar President and Executive Creative Director Alberto Gonzalez, both held global creative positions at Grey Worldwide (now Grey Group) prior to starting their respective agencies and forming the strategic Pulsar | Arcade partnership in 2013. "It's phenomenal for two former colleagues to join forces and take on marketing and advertising for the MTA," Owett said. "As a native New Yorker and lifelong MTA customer, this win is extraordinary." New York-based Arcade has worked with brands such as Coca-Cola, Unilever, American Express, Sony Rewards and eBay. LA-based Pulsar, is a transportation marketing agency that has created campaigns for clients such as Washington DC's and Los Angeles Metros, BART (San Francisco), MARTA (Atlanta), Washington's Reagan National and Dulles International Airports, Virginia Department of Transportation, Boston's MBTA and Amtrak Virginia. The MTA spent $2.9 million on measured media between January and September of 2013, according to Kantar Media.
- Deutsch NY
Deutsch NY was named lead agency for Jagermeister liqueur, imported by Sidney Frank Importing Company. The agency will create a communications plan and brand campaign that will drive re-appraisal to a new generation of consumers. Mistress previously handled the work. Jagermeister spent $5.6 million on measured media between January and September of 2013, according to Kantar Media. The brand joins PNC Bank, GoDaddy, Microsoft, DIRECTV, Novartis Worldwide and HSN on Deutsch New York's roster of clients. - Lowe Campbell Ewald
Lowe Campbell Ewald was tapped to handle creative work for De'Longhi North America, following a review. - DigitasLBi
PUMA tapped DigitasLBi as its lead digital agency, to handle creative, analytics, social and community management and real-time marketing. - Critical Mass
Following two separate reviews, Critical Mass was named agency of record for Travel Alberta, the provincial tourism marketing agency of the Government of Alberta, and digital agency of record for Calgary Stampede, an annual rodeo festival. Travel Alberta focuses on tourism destination marketing and management, highlighting the natural beauty throughout the Western Canadian province, which is bordered by the Canadian Rockies. The first campaign from Critical Mass will launch in the U.S. market in March. For The Calgary Stampede, Critical Mass will oversee web, mobile, and campaign development. New work will launch in the next few months. "As a global company with our heritage in Calgary, we¹re incredibly honored to be selected as the marketing partner to showcase our home on the global stage," said Chris Gokiert, President of Critical Mass. - MEC
MEC was named media agency of record for the Swedish clothing company H&M in Poland. MEC Poland has reported billings of $516 million. “Retail of today is at crossroads, and understanding how to keep the stores thriving is the key to success," said Izabela Albrychiewicz, CEO of MEC Poland, in a statement. "I am looking forward to putting our longstanding experience with retailers to use in helping H&M grow in the Polish market.” In the Unted States, H&M spent $26 million on measured media between January and September of 2013, according to Kantar Media.
