Accounts on the Move
Monday, November 21, 2016
  • Organic Transit
    The Republik
    Organic Transit is naming The Republik as its first-ever digital agency of record for the manufacturer of the ELF (Electric, Light, Fun), an enclosed, three-wheeled, pedal-powered, solar-assisted vehicle, capable of speeds up to 20 m.p.h. on battery alone, or 30 m.p.h. with pedaling. There was no review or incumbent agency. Selection was managed by Organic Transit director of marketing Maureen Costello based on prior project work.

    The agency will oversee marketing and website development responsibilities in support of two strategies: individual and fleet sales.

    Messaging for individual consumers will target affluent 35-70-year-olds living in either urban or retirement communities. Creative for fleet buyers will be aimed at sustainability officers, recreational directors, security and maintenance departments at either college or large-site corporate campuses.

    First work under will debut in Q4 2016.

    The $8,400+ priced devices weigh about 160 pounds, can carry up to 550 pounds and get the equivalent of 1800 miles-per-gallon. More than 750 ELFs are now in use and all are manufactured in the U.S.

  • Beaumont Health
    Doner
    Beaumont Health named Doner as its agency of record for a new branding initiative, following a review. The Detroit-based agency is tasked with repositioning one of Michigan's largest health care systems following the merger of the Beaumont Health System, Oakwood Healthcare and Botsford Hospital in September, 2014. The agency will oversee branding and advertising for the new entity. Doner is Beaumont Health's first agency as a combined network.

    In the last year, the agency has picked up the Food Lion and Truck Hero business in Detroit, digital AOR assignments for five Nestle brands in Los Angeles and a European assignment for Huawei's P9 smartphone in London, in addition to adding to its health and wellness category brands via new partnerships with Children's Mercy Kansas City and Summa Health in Ohio.

    "Beaumont Health brought three leading health care organizations together to create an exciting new future for health care in Michigan," said Mark Bohen, senior vice president and chief marketing and communications officer of Beaumont Health. "We have turned to Doner to help us create a branding campaign that captures the power of the new Beaumont Health in improving the health, wellbeing and the lives of consumers throughout the region and beyond."

    Beaumont Health spent $1.6 million on measured media in 2015 and $822,000 the first half of 2016, per Kantar Media.

  • Gemological Institute of America
    Epsilon
    Following a review managed by Bob Wolf Partners/TPG, Epsilon was named agency of record for GIA (Gemological Institute of America), charged with creating a consumer outreach campaign. The agency bested M&C Saatchi for the win. Shand Group previously handled the account. This is the second agency of record win for Epsilon. Earlier this year, it was named agency of record for Del Monte beating FCB and Ogilvy.

    GIA is the creator of the 4Cs (color, clarity, cut and carat weight) of diamond quality and the International Diamond Grading System, used by most jewelers worldwide.

    Epsilon will develop a campaign to build awareness for GIA's 4Cs, International Diamond Grading System and Diamond Grading Reports.

    The agency will oversee creative, strategy, media planning, analytics, digital marketing, social media and materials for GIA's retail support program.

    "In today's increasingly complex digital landscape, it's important to understand what drives consumers, and how to communicate to them in a meaningful way," said Kathryn Kimmel, senior vice president and chief marketing officer at GIA. "We engaged Epsilon knowing they could deliver on three key initiatives: developing creative that speaks to our target consumers, transforming GIA's digital footprint and creating efficiencies in media spend."

    GIA spent $1.3 million on measured media in 2015, according to Kantar Media.

  • M3D
    Diffusion
    M3D, a manufacturer of consumer 3D printers, tapped Diffusion as agency of record to launch its advanced M3D Pro printer . The brand recently concluded a Kickstarter campaign that raised $537,233. The campaign will focus on introducing and educating a mainstream audience on the benefits and uses of a 3D printer.
  • H&R Block
    Chemistry Communications
    H&R Block tapped Chemistry as its digital agency of record. In June, the company tapped VML as its social media agency of record, which 360i previously handled. H&R Block spent $148.8 million on measured media in 2015 and $102 million the first quarter of 2016, per Kantar Media.