Monday, November 9, 2015
- Droga5
Without a review, Under Armour tapped Droga5 as it s first agency of record. This expands on an already existing partnership between the agency and the sports apparel, footwear and equipment brand. Droga5 was first awarded work for the Women's category in September 2013, resulting in the "I Will What I Want" campaign featuring Misty Copeland and Gisele Bundchen. The agency now adds work for the Training, Basketball, Running, Global Football and Connected Fitness categories. Over the summer, Droga5 launched its first campaign for the Training category, "Rule Yourself," featuring Misty Copeland, Jordan Spieth, Stephen Curry and Tom Brady, along with first work for Global Football, "Slay Your Next Giant." "David Droga is a true visionary and is fearless in his pursuit of culturally impactful creative," said Kevin Plank, founder and CEO of Under Armour. "He and his team at Droga5 have been true partners in helping us elevate and express our own brand story, as we look to inspire athletes all over the world. Together, we have created iconic work and look forward to many more chapters to come." Under Armour spent $13.9 million on measured media in 2014 and $13.4 million the first six months of 2015, according to Kantar Media. - Brunner
Mitsubishi Electric named Brunner as agency of record for its cooling and heating division. Ames Scullin O'Haire previously handled the account. Seven agencies participated in the review. Brunner is charged with the division's overall marketing communications strategy, planning, creative and media, along with Mitsubishi Electric's national marketing, including media, TV advertising, content creation and social media duties. Mitsubishi Electric spent $12.2 million on measured media for its cooling and heating unit in 2014, per Kantar Media. Additional Brunner clients include ShurTech (Duck Brand), GlaxoSmithKline, Huffy, GNC, Care USA, Mars, Philips Healthcare and Eaton Vehicle Group. - Faction
Following a review, Dawn Food Products named Faction as its global digital agency of record. The move follows Dawn Foods' effort to consolidate its digital account with one agency. Dawn Foods, based in Jackson, Mich., supplies bakery products wholesale to the worldwide food industry. Faction will build the company's global corporate website and consolidate existing global brand websites into one standalone site. "The team at Dawn Foods understands that today a successful go-to market business strategy requires a creative and consistent digital presence plus a practical implementation of marketing technologies," said Aaron Batte, founder and president of Faction. "Although Faction is new to the wholesale food industry, our unique, dual proficiency in creativity and automated marketing achieves measurable results and is category agnostic. We look forward to this exciting new challenge." Dawn Foods spent $5.6 million on measured media in 2014 and $2.2 million the first six months of 2015, according to Kantar Media. - LANE
LANE added three brands to its roster of clients: Portland Roasting Coffee, Regal Springs and Steaz. "We're thrilled at the opportunity to partner with each of these companies to build awareness of their brands and product offerings in the marketplace," said Wendy Lane Stevens, president of LANE. "Each has a unique and powerful story, and leveraging such brand lore will be integral to connecting with audiences and amplifying the messages through traditional and social media outreach." - McMillan
McMillan was awarded rebranding duties for Commvault, a data protection and information management company. "We're excited to have such a productive relationship with a market leader in one of the world's most vibrant technology sectors and to play a role in supporting the company's transformation," said Gordon McMillan, CEO of McMillan. "Commvault is an ideal partner as we leverage our B2B expertise and pursue new and interesting creative opportunities." Added Chris Powell, chief marketing officer of Commvault: "Commvault operates in an incredibly volatile, highly competitive market sector. It's essential that we position ourselves effectively to our business customers and partners, and McMillan just gets that."
