Accounts on the Move
Tuesday, May 27, 2014
  • Belvedere Vodka
    Modus Operandi
    Belvedere Vodka named Modus Operandi as its global digital agency of record, following a review. The agency will manage Belvedere's mobile, social and web channels. In addition, Modus Operandi will work alongside Belvedere's brand team to support the launch of its 2014 "Know the Difference" campaign. In 2013, Belvedere Vodka first launched "Know the Difference," which highlights the brand's heritage of Polish vodka-making. "Going into this we had a clear need for an exciting creative vision coupled with accountable results to drive our business goals," said Charles Gibb, president of Belvedere Vodka. "This combination is not as easy to find as one might think, so we are incredibly pleased with the end result." Belvedere Vodka spent $196,000 on Internet advertising in 2013, significantly down from its $1.1 million spend in 2012, according to Kantar Media. That number does not include social media, online video, paid search and mobile elements. The brand did increase its TV ad spend however, from $2.6 million in 2012, to $7.3 million in 2013, per Kantar Media.
  • Nestle Toll House
    Resource
    Resource was named digital agency of record for Nestle Toll House, following a review. JWT/Digitaria was the incumbent. Resource will be responsible for all the brand's digital marketing efforts, including strategy, content development, social media and search. The account will be handled out of the agency's Columbus headquarters, where it currently handles digital marketing efforts for a number of other Nestle/Purina brands, including DiGiorno, California Pizza Kitchen, Purina Cat Chow and Tidy Cats. The agency was also selected to redesign and reposition VeryBestBaking.com, Nestle's digital hub for baking brands including Nestle Toll House, Nestle Carnation Milk, Libby's Pumpkin and Nestle Kits. The site currently offers baking tips, seasonal recipes and how-to videos and hosts a baking community. "Resource has pushed the boundaries on a number of Nestle brands and proven themselves a creative and collaborative digital marketing partner," said Al Multari, President of Baking. "They offered up some fresh insights and innovative strategies that we look forward to applying to Nestle Toll House. Digital will play a lead role in our marketing efforts going forward as we leverage the passion people have for this brand and celebrate its storied 75th anniversary." Nestle Toll House spent $422,000 on Internet media in 2013, up from $231,000 in 2012, according to Kantar Media. That number does not include social media, online video, paid search and mobile elements.
  • Sharp Electronics Marketing Company of America
    Olson Engage

    Olson Engage, the public relations, social media and experiential division of Olson, has been named social media agency of record for Sharp Electronics. Rokkan previously handled the work. The new assignment expands Olson's existing relationship with Sharp. Olson was named agency of record for Sharp's consumer products advertising, digital and design duties in January. New work includes leading social media and content marketing strategy and execution for all of the company's consumer products in the United States, including the flagship AQUOS television line. The agency change was based on positive early results Olson garnered from rebranding Sharp's AQUOS TV line and redesigning the AQUOS website.

  • DenTek
    Jekyll & Hyde Advertising and Marketing
    Jekyll & Hyde Advertising and Marketing was tapped by DenTek, a manufacturer of oral care products, to market its nighttime Dental Guards.