- Liquid Iron
Chicago-based Trading Technologies International, a global provider of high-performance professional trading software, hired Liquid Iron as its agency of record to launch its first full-scale marketing campaign targeting professional traders.The focus of the initial campaign centers on Trading Technologies' new, TT platform, which provides secure, high-performance market access and trade execution through the software-as- a-service delivery model.
"This is the first time we've done a proper, full-blown ad campaign," said Brian Mehta, chief marketing officer at Trading Technologies. "In the past, our business model focused on one-to-one relationship management efforts to drive awareness of the new TT platform. As our product offering has evolved, we wanted our communications to become more trader-centric. We're now focused on starting a dialogue with individual traders at the highest level."
- Moroch Partners
Following a review, Moroch Partners was named agency of record for two new McDonald's markets: the Northeastern Co-ops and the Mid-Kansas Co-ops, the latter of which is the largest Co-op in the U.S. in terms of geography. Stern Advertising previously handled both accounts.The Dallas-based independent agency will be responsible for all local marketing and communication efforts – including media, creative, public relations and social media services – for 85 restaurant locations. Moroch bested three agencies, including the incumbent, for the win.
"Maintaining a relationship for 35 years takes a lot of hard work. Since 1981, when we won the Dallas-Fort Worth Co-op, a market we still manage today, we've been committed to evolving alongside the consumer and consistently bringing new ideas to the table," said Tom Moroch, founder of the agency. "We're thrilled to welcome the Mid-Kansas and Northeast Kansas Co-ops to the Moroch family, and look forward to growing with our new partners in these markets."
- The VIA Agency
The VIA Agency was named first agency of record for CertainTeed, a brand of exterior and interior building products and a subsidiary of Saint-Gobain. Pile and Company handled the pitch. CertainTeed will work with VIA to target consumers directly to educate them on the benefits of its building materials. VIA teamed up with Zeno Group in this pitch. New work is slated for early 2017."Our goal was to find an agency that would increase visibility for our brand and help us reach consumers so that they will identify us as a company with a 110-year legacy in high-quality building products," said Mara Villanueva-Heras, vice president of corporate marketing at CertainTeed.
CertainTeed spent $600,000 on measured media in 2015, according to Kantar Media.
- Y&R
Y&R North America has won six accounts over the past three months, led by its New York office. The U.S. Census bureau awarded Y&R with its largest integrated communications contract for the first-ever digital Census in 2020. Y&R partnered with VML to win the corporate JP Morgan Chase & Co. account. Y&R was named a lead creative agency for Cirque du Soleil, charged with overall brand strategy and development of creative campaigns worldwide.Lastly, Y&R won three yet-to-be-named healthcare assignments in the OTC and Pharma space, amounting to more than $10 million in revenue for North America in 2016.
- eHarmony Espanol
Mosaico PR was tapped to launch eHarmony Espanol, eHarmony's Spanish-language dating website for the U.S. Hispanic market. This is the first effort by eHarmony to promote its Spanish-language website, launched in 2015."We selected Mosaico because of its comprehensive understanding of the Hispanic market and its culturally relevant strategies that will convey our brand's promise to Latino consumers. We are enthusiastic about helping more people find love and fulfillment through our unique, scientific approach," said Francine Nicholson, senior product manager of eHarmony Español.
