Monday, August 11, 2014
- 7thingsmedia
Digital media agency 7thingsmedia, was tapped by Charlotte Tilbury to launch its first U.S. digital campaign. The London, New York and Singapore-based agency has been managing the luxury beauty retailer's paid and organic search since the beginning of the year. The agency will now be responsible for implementing digital planning and execution for a U.S. digital launch, as the brand looks to expand its international presence. Additional 7thingsmedia clients include boohoo.com, French Connection, James Villa Holidays, Ted Baker and Urban Outfitters. - in review
The Patron Spirits Company placed its creative account in review. Incumbent Cramer-Krasselt, which has handled the account since 2012, will not defend. A new agency is expected to be named in November. "We're looking for a highly strategic and creative agency partner that can drive innovation and breakthrough thinking across our iconic brand portfolio, while continuing to communicate our unwavering commitment to artisanal, handcrafted tequila," said Lee Applbaum, Global Chief Marketing Officer of Patron Spirits Company. "We are intent on strengthening and accelerating our leadership position in the ultra-premium tequila category, and building upon our incredibly healthy brands and business, rather than seeking to fix what is clearly not broken. Importantly, our selected partner will possess a track record of success in marketing luxury brands and crafting integrated solutions for their clients." Patron hired Santa Monica-based SelectResources International to help conduct the review. Work for the new agency will also include television and out-of-home media planning and buying, along with global brand creative duties. Patron's digital duties will continue to be handled by Razorfish; Momentum will continue to handle marketing promotion, and M Booth will handle brand PR. "Despite our decision to conduct the review, we are very grateful for the partnership with Cramer-Krasselt," added Applbaum. "Their team has been an invaluable partner in protecting and helping deliver growth across key brand health metrics, and we thank them for that." Patron spent $41.5 million on measured media in 2013, down from $45.5 million spent in 2012, according to Kantar Media. Patron spent $1.9 million on measured media during the first quarter of 2014. - NAIL Communications
NAIL Communications was tapped to handle creative work for organic yogurt maker, Stonyfield, following a review. The agency's first work is a marketing campaign encouraging consumers to #CheatOnGreek with the company's new Petite Creme yogurt. Stonyfield's Petite Creme has all the protein of Greek yogurt with a mild, creamy taste and texture. The #CheatOnGreek campaign will include digital, social, experiential and in-store elements, and will launch in September. "NAIL demonstrated that they have creative power and heart," said Ben Angeloni, vice president of marketing at Stonyfield. "What's more, they truly understand the Stonyfield brand and how to maximize our resources to make a marketing impact." "The Yogurt Wars are about to get more interesting, as Stonyfield's Petite Creme will tempt consumers to #CheatOnGreek," added Jeremy Crisp, Managing Partner at NAIL Communications. Stonyfield spent $264,000 on measured media in 2013, down from $1.7 million spent in 2012, according to Kantar Media. Stonyfield spent $14,000 on measured media in the first quarter of 2014, per Kantar. - The O’Hara Project
Mason Jar Cookie Company, a gourmet ready-to-bake cookie mix, named The O'Hara Project as its agency of record to handle social media efforts and public relations duties. The brand is expanding to offer additional pre-mixed treats, along with ready-to-make mixes for pancakes, brownies and granola. "We are thrilled that Mason Jar Cookie Company has chosen us as their agency partner," said Katherine O'Hara, Founder and President of The O'Hara Project. "It's always an exciting opportunity to work with a brand that is eager to break new ground. We look forward to eating cookies while driving growth with disruptive marketing and public relations strategies." "The O'Hara Project understood our brand objectives from the start and there was an instant synergy on where to take our next chapter," added David Ferguson, Cookie-in-Chief at Mason Jar Cookie Company. - Elevator
Elevator, a Carlsbad-based creative agency added The Corky McMillin Companies and Factor Technologies to its agency roster. Elevator was retained by The Corky McMillin Companiesto handle a brand makeover for the Liberty Station, a remodeling and custom-home builder. The agency will handle digital marketing, language, brand audit and identity. For Factor Technologies, the agency will develop a strategic brand language as they move toward capital acquisition. "These new clients are a reflection of the great work Elevator does and the passion we have to make good brands better," said Frank Cowell, president of Elevator. "We are excited to take these clients to the next level and help to continue positioning them as the leaders in their market."
