Monday, February 9, 2015
- iCrossing
iCrossing was tapped by Sunrun, a residential solar company in the United States, to manage its display and performance media and content marketing. Metric Theory previously handled the account. Sunrun, which helps families install solar systems on their homes and reduce their electric bills, charged the agency with digital display media, search engine marketing, search engine optimization, content marketing and conducting user experience research. Work for the account will be led out of iCrossing's San Francisco office. "iCrossing impressed us with their cross-channel knowledge and innovative approach to elevating some of the world's largest brands across all forms of digital media," said Michael Grasso, chief marketing officer at Sunrun. "Our companies share a long history of innovation, so they were the clear choice to lead our digital marketing efforts as we continue to increase consumer adoption of solar energy nationwide." Sunrun spent $3.9 million on measured media during the first nine months of 2014, according to Kantar Media. - CP+B Miami
Ryder System, a commercial fleet management and supply chain solutions company named CP+B Miami as its agency of record. The agency will be responsible for all marketing and digital work, media planning and buying, along developing new brand architecture and driving new business growth. "With last year's launch of Ryder's first advertising campaign in twenty years, we began reintroducing our brand to the marketplace and updating business leaders about the full breadth of fleet management and supply chain solutions Ryder offers today," said Karen Jones, Executive Vice President and Chief Marketing Officer for Ryder. "We're incredibly excited to be working with CP+B to find new and innovative ways to tell our story." Added Jeff Steinhour, Partner and Vice Chairman of CP+B: "We're thrilled to have the opportunity to partner with the Ryder team at such an exciting time in the company's growth. It is especially fulfilling to be able to do it right here in Miami, the community where Ryder was founded more than eighty years ago." Ryder spent $1.1 million on measured media in 2013 and $5.7 million in the first nine months of 2014, according to Kantar Media. - Pitch
Pitch was named agency of record for Haggen, Pacific Southwest, following a review that began with 12 agencies and narrowed to four finalists. Pitch will launch a strategic positioning of the long-standing Pacific Northwest grocery chain as it moves into new markets in Southern California, Arizona and Nevada. Following a Federal Trade Commission ordered sale as part of the merger of Albertsons LLC and Safeway last year, Haggen acquired 146 Vons, Pavilions, Albertsons and Safeway stores. These additional stores, including 83 in California, 10 in Arizona, and 7 in Nevada, will reopen as Haggen later this year. Pitch will introduce these new markets to the brands via television, radio, outdoor, print, in-store, digital media, direct, experiential and social media elements. "Pitch's breakthrough creative made them shine through the competition," said Bill Shaner, CEO Haggen, Pacific Southwest. "Our move into the Southern California, Nevada, and Arizona markets is very ambitious, and unprecedented. We're confident that, with Pitch, Haggen will shine through in the marketplace. We're thrilled to be working with them." - Upshot
Metronet, an Indiana-based fiber optic communication services provider, named Upshot as its agency of record, following a review. The Johnson Group previously handled the account. The agency will be responsible for strategic development, creative development and execution, media planning and buying, advertising, digital and retail marketing. Work will be handled out of the agency's Chicago office and slated to launch in early 2015. Upshot will be responsible for Metronet's regional marketing and advertising throughout Indiana. The new relationship with Upshot will help Metronet meet its growth plans as the company moves into new markets. "We like Upshot's radically different thinking on both creative and media. Undoubtedly, we feel it will take our brand to the next level," said Keith Leonhardt, vice president of marketing at Metronet. "Upshot clearly understands our company and we look forward to collaborating with them to drive our key efforts, particularly in digital strategy and execution." Additional Upshot clients include New Balance, Procter & Gamble, Constellation Brands Beer Division, LiftMaster, Subway Restaurants and Kraft Foods. Metronet spent just $6,000 on measured media in 2013, according to Kantar Media. - 72andSunny
72andSunny was awarded global creative work for Axe, a unit of Unilever, following a review. The agency's Amsterdam office will lead work for the account, previously handled by BBH and Lowe and Partners.
