Monday, March 16, 2015
- Made Movement and Meredith Xcelerated Marketing
TGI Fridays tapped Made Movement as its digital, creative & technology agency of record and Meredith Xcelerated Marketing customer engagement agency of record. Made Movement will be responsible for driving all digital content and infrastructure as well as managing all of Fridays social channels, while Meredith Xcelerated Marketing will manage all e-mail and mobile communications for the Fridays customer loyalty program, Give Me More Stripes. "We are taking a giant step forward in the digital/technology space and our new strategic partners will help drive some of the most innovative digital campaigns in the industry," said Brian Gies, chief marketing officer, TGI Fridays. TGI Fridays spent $52 million on measured media in 2013 and $41.7 million during the first nine months of 2014, according to Kantar Media. - Resource/Ammirati
Birchbox, an online beauty site, tapped Resource/Ammirati New York as its creative agency, following a review. The company previously worked with Saatchi&Saatchi on a project basis. Resource/Ammirati will be responsible for leading Birchbox's advertising efforts, evolving the "Open for Beautiful" campaign introduced last year to further elevate brand awareness and grow the business. Birchbox launched in 2010 with a unique subscription service featuring high-end beauty samples. Birchbox is currently available in six countries including the U.S., U.K., France, Spain, Belgium and Canada. In July 2014, Birchbox opened its first brick-and mortar store in New York City. "We're coming up on our fifth anniversary this fall, so 2015 is a big, bold year for Birchbox," said Deena Bahri, Chief Marketing Officer of Birchbox. "We're laser-focused on growth and are looking for an agency to help us reach new audiences with an exciting message. With its fresh insights about our customer and a track record growing entrepreneurial brands, the Resource/Ammirati team proved it is absolutely the right partner." New work will debut Q2 of 2015. Birchbox spent $4.5 million on measured media in the first nine months of 2014, according to Kantar Media. - Geometry Global
Heineken USA named Geometry Global as agency of record for all of its Hispanic and Total Market retail and shopper marketing. Geometry Global will lead strategy and shopper marketing programs with a focus on Heineken, Heineken Light, Tecate and Tecate Light brands. This is an expansion of an already existing relationship, for Geometry is already AOR for HUSA's Commercial Marketing, National Accounts Off-Premise and Regional Marketing. Geometry will help Tecate and Heineken in the multicultural space by developing programs focused on multicultural millennials, Hispanic and/or bi-cultural shoppers. "We look forward to working with Geometry Global this year to increase our penetration of the Hispanic and Total Market," said Jonathan Simpson, Heineken's Director of Commercial Marketing. "We chose Geometry because of their occasion-based shopper marketing expertise and strategic ways of looking at the path to purchase." Geometry Global's Hispanic and Total Marketing group currently boasts clients like Shell Latin America, Kraft, Kimberly Clark and Nestle US. - Ketchum Sports & Entertainment
LA Marathon tapped Ketchum Sports & Entertainment, a division of Ketchum, as agency of record, following a pitch. Ketchum will support the 30th annual ASICS LA Marathon, which includes hosting the 2015 USA Track & Field Marathon Championships. In addition to the March 2015 race, Ketchum will support LA Marathon LLC in its planning efforts for the 2016 Olympic Team Trials for Men's and Women's Marathon, which was awarded to Los Angeles by USA Track & Field and the U.S. Olympic Committee. The trials will take place on Feb. 13, 2016. "We're thrilled to have Ketchum onboard during such an exciting time of growth," said Tracey Russell, Chief Executive of LA Marathon LLC. "The agency's industry expertise along with their strategic and creative thinking makes Ketchum Sports & Entertainment an invaluable partner to help us raise the profile of the marathon and our endurance events." - RPM Advertising
Stafford Air & Space Museum in Weatherford, OK named RPM Advertising in Chicago as its agency of record. Founded in 1981 by astronaut Lt. General Thomas P. Stafford, the museum was selected to be an official Affiliate of the Smithsonian Institution in 2011. The Stafford Air & Space Museum houses numerous aviation and space flight exhibits, including the Apollo 10 spacesuit worn by General Stafford on his mission to the Moon in 1969. A V-2 Rocket Engine, one of the only remaining V-2 rocket engines left in existence, is one of the rare artifacts featured. "Developing an aerospace museum of national importance in western Oklahoma is a major marketing challenge," said Max Ary, director of the museum. "It requires a national-based marketing perspective that we haven't had before. RPM Advertising offers this level of marketing expertise along with the kind of enthusiasm and experience that we need to connect to potential visitors who pass by our entrance on Route 66 everyday."
