Monday, December 1, 2014
- Resource/Ammirati
Following a review, White Castle named Resource/Ammirati as its agency of record. Zimmerman Advertising was the incumbent agency. Resource/Ammirati will be responsible for integrated brand strategy, advertising, retail activation, website development and all mobile, digital and social media initiatives. New York-based Crossmedia will partner with Resource/Ammirati to handle media planning and buying duties. The account will be led out of Resource/Ammirati's Columbus headquarters in collaboration with its New York office, which became part of the agency earlier this year when Resource acquired Ammirati. Rojek Consulting handled the review. "Resource/Ammirati is the right partner at the right time as we look to grow our business -- giving current customers more reasons to visit us, and enticing new customers to experience White Castle," said Kim Kelly-Bartley, White Castle Vice President, Marketing and Menu Development. "They brought to the pitch the right capabilities and great chemistry -- they also delivered fresh insights about our core 'Cravers' as well as innovative creative." New work will debut in the second quarter of 2015. "We are thrilled to have the opportunity to work with this iconic and authentic brand as they continue to carve their own path in this crowded and competitive category," said Kelly Mooney, CEO, Resource/Ammirati. White Castle spent $9 million on measured media in 2013, according to Kantar Media. - J. Walter Thompson
Build-A-Bear Workshop, a make-your-own stuffed animal experience, tapped J. Walter Thompson as its lead strategic and creative agency. The agency's Atlanta office will lead strategy and creative in North America and the United Kingdom. JWT will expand the Build-A-Bear retail portfolio and brand reach, integrating creative structure across all elements of Build-A-Bear's business, retail and corporate communications channels. WPP's Geometry Global contributed to the pitch and will be partnering with JWT on Build-A-Bear shopper and activation efforts. WPP's Possible Worldwide remains the digital agency of record for Build-A-Bear. - Moroch Partners
Moroch Partners was named the brand positioning and consumer advertising agency of record for Wilsonart, a worldwide manufacturer and distributor of decorative engineered surfaces. The agency will lead the strategic development and subsequent execution of Wilsonart's new brand position. Founded 48 years ago, Wilsonart manufactures and distributes High Pressure Laminates, Solid Surface and other engineered surfaces used in furniture, office and retail space, countertops, worktops and other applications. The company operates under the Wilsonart, Durcon, Resopal, Polyrey and Arborite brands. "We are very excited about our partnership with Moroch and look forward to an exciting new chapter of our business," said Joel Culp, Global Chief Marketing Officer for Wilsonart. "Moroch's successful track record of brand strategy development and proven experience in leveraging consumer insights through their vast North American footprint was a significant factor in our choice." Wilsonart spent $1.1 million on measured media in 2013 and $340,000 the first half of 2014, according to Kantar Media. Additional Moroch clients include McDonald's, Coca-Cola, Disney, Sony, Boost Mobile/Sprint, Universal, Make-A-Wish Foundation, Midas, Oasis Brands and Baylor Healthcare System. - School
School, a part of independent agency network Project: WorldWide, was named agency of record for the Vail Film Festival. The annual event, staged by the Colorado Film Institute, entertains film festival attendees and offers a creative outlet to the film world's newest storytellers and innovators. The agency will lead all creative support across print, radio and digital, sponsorship activation and custom campaign development for key sponsors. The agency will also be responsible for rebranding this year's festival. "We are honored to be chosen as Vail Film Festival's new agency of record to bring world-class talent and brands together in one of the most iconic places on earth," said Max Lenderman, CEO of School. "With our shared passion for innovation and the art of storytelling, we're eager to bring School's experiential heritage and unique purpose-driven thinking to the prestigious event." Added Sean Cross, Co-Founder of Vail Film Festival: "School's deep relationships, industry expertise, and purpose-driven, innovative approach will be a tremendous asset to the Vail Film Festival as we move forward into our 12th year. They have a strong understanding of the festival's creative needs and share our vision to help foster and promote independent film." - Child's Play Communications
Child's Play Communications added Wunderkind Media and Technology Corp. as a client, for Preggie, a mobile social network created exclusively for expectant and new moms. The agency will handle media relations, blogger management and integrated marketing programs. A free app for iOS and Android, Preggie connects like-minded expectant and new moms who live nearby , allowing them to share firsthand advice, tips and practical information related to pregnancy, maternity and relationships. "All the details about pregnancy and babies on Facebook and other social channels has caused something of a backlash from those who consider it 'TMI,'" said Stephanie Azzarone, president, Child's Play Communications. "Preggie is designed to offer moms and moms-to-be a more private place to share this kind of information with others who want to hear it. We think it's a brilliant idea and are looking forward to introducing Preggie to the target audience." Added Sergey Shenderov, Preggie's founder: "Child's Play Communications is an expert in the space we are focused on. We are looking forward to working with them to help us market this new service."
