- TDA_Boulder
Boulder-based Newton Running Co. has renamed TDA_Boulder as its advertising agency of record, responsible for brand identity, digital and traditional advertising, and sponsorship/event marketing. First work, targeting "more-than-occasional" runners, breaks in July. Moxie Sozo, Boulder, previously handled the account. TDAhad been agency of record for Newton from their inception in 2007 until 2009, during which time they were responsible for naming the company, and for strategy and traditional and digital advertising. "Our revamped product line is developing some marketplace momentum. TDA is the perfect agency to help us layer on a compelling brand message and awesome creative," said Craig Heisner, president of Newton Running. Newton Running spent $918,000 on measured media in 2013, down from $1.5 million spent in 2012, according to Kantar Media. Additional TDA_Boulder clients include FirstBank, Noodles & Company, General Mills, Deschutes Brewery, French's (condiments) and Patagonia. - 160over90
160over90 has added a series of new clients to its portfolio, spanning healthcare and high-end consumer products. Ferrari North America, Under Armour, Destination Maternity Corporation, Mars Drinks and Aria Health have tapped 160over90's east coast office for various projects. Ferrari North America tapped the agency to refresh its Corso Pilota Mont-Tremblant welcome kit, the first touch point in an exclusive program that invites Ferrari owners to Quebec to drive in their "natural habitat" on a racetrack. For Under Armour, the agency will help tell the story of the brand's new ClutchFit shoe technology for athletes by creating an online video series to illustrate the flexible "second skin" fit and feel of ClutchFit shoes. Destination Maternity Corporation assigned the agency to create and execute a targeted email marketing effort designed for expecting mothers. Mars Drinks awarded the agency branding efforts on its latest brewer, an espresso machine for the workplace. 160over90 will develop the brand identity, including name and logo, as well as materials to support the upcoming product launch. Lastly, Aria Health, a health care provider in Northeast Philadelphia and Lower Bucks County, tapped 160over90 for branding efforts that will span its three hospitals and network of outpatient centers and primary care physicians. - Nail Communications
Nail Communications was named advertising agency of record for the Mystic Aquarium and Sea Research Foundation. The agency will handle creative and content development for the Connecticut-based nonprofit. Mystic Aquarium is home to more than 300 species and an extensive collection of marine mammals, including New England's only beluga whales. Delaware-based Caspari McCormick previously handled the work. "The oceans of the world are more vulnerable today than ever before and helping Mystic attract visitors to this world-class aquarium, so they can finance the vital research work they do, is part of the reward as agency of record," said Jeremy Crisp, managing partner at Nail. "Nail truly impressed us with their creative thinking and took the time to understand our mission," said Andy Wood, Senior Vice President of External Relations at Mystic Aquarium. "We look forward to launching new work in 2015." Mystic spent $392,000 on measured media in 2013, up from $275,000 spent in 2012, according to Kantar Media.
- The Frameworks
The Frameworks, a full-service branding agency based in London, Detroit and Tokyo, was named agency of record for Toshiba Tec Corporation, namely the Printing Solutions Operations business within the Global Solutions Business Group. Toshiba Tec Corporation is a provider of in-store retail, office, supply chain and inkjet business solutions. The Frameworks will develop global awareness and communications activities based on a new go-to-market B2B brand vision that was conceived by The Frameworks: Together Information. "We're delighted to have been awarded agency of record status," said Lawrence James, Managing Partner at The Frameworks. "It's the culmination of an intense but rewarding period of collaboration… It's been a fantastic project for us, and there's more great work to come." This isn't the first time The Frameworks has collaborated with Toshba Tec. In January of 2013, The Frameworks launched Together Commerce, a go-to-market B2B brand vision for Toshiba Global Commerce Solutions, the in-store retail solutions business of Toshiba Tec Corporation. - Hacker Group
Hacker Group, a Seattle-based digital and direct marketing agency,was named agency of record for Essence Healthcare, and awarded direct marketing duties for One Medical Group. Essence, a Medicare Advantage plan in the St. Louis region, serves more than 40,000 Medicare beneficiaries throughout Missouri and Illinois, and One Medical Group is a primary care provider in the U.S.
