Accounts on the Move
Tuesday, May 30, 2017
  • WOW!
    WOW! Internet has appointed TDA_Boulder as its AOR, following a formal review. The agency's responsibilities include advertising and media strategy for the sixth largest cable provider. The campaign's messaging will be designed to inform and attract new customers, as well as promote its non-data capped Internet and "nicer-than-nice" customer service. The first work under this new partnership was to develop a new brand identity, including logo. The new design features a giant colorful W letter placed alongside a white exclamation point.
  • Volvo Car USA

    Epsilon, part of Alliance Data, has expanded its relationship with Volvo Car USA.

    Epsilon has worked with VCUSA on customer relationship management and retail assignments since 2009.

    Under the terms of the expanded agreement, Epsilon will develop and execute data-driven direct and digital marketing programs focused on owner loyalty and service retention. Powered by predictive modeling and analytics, Epsilon’s efforts will include creative development, strategy, analytics and production.

    “Volvo’s focus is on ensuring vehicle owners are receiving unparallelled products, service, value and information,” stated Scott Doering, VP Customer Service at Volvo. “Data drives everything that Epsilon does for its clients, and the results they’ve delivered on Volvo’s CRM and service marketing programs to-date makes for a uniquely trusting partnership.”

  • Marco's Pizza

    Chicago-based HY Connect has been named agency of record for Marco’s Pizza, which has more than 800 stores in 34 states and four countries. The client is based in Toledo, Ohio. 

    The selection follows a formal review. Several agencies previously handled the account and the appointment of HYC consolidates the account. 

    Steve Seyferth CMO at Marco’s, stated, “I have a history of working with Ron Bess (CEO of HY Connect), and the fully integrated offering he has put together make them an ideal partner for us.”

  • Culligan

    Water filtration company Culligan has selected Publicis Groupe’s Fallon for AOR duties. The appointment is said to be the client’s first national creative and media AOR. 

    The selection came after a formal review that included four other undisclosed agencies.

    The Minneapolis-based agency will manage media planning and buying, strategy and creative for the business. 

    Fallon is tasked with bringing awareness to Culligan’s service in water softening and filtration. The assignment is effective immediately and the agency’s first work will launch in early 2018 across TV, digital and print. 

    “We were immediately impressed by Fallon’s branding chops and strong understanding of our franchise model,” stated Larry Holzman, Culligan Senior Vice President, North American Franchise. “ The cross-disciplinary team showed us a world of possibilities for the brand that can truly advance our brand position.” 

    Headquartered in Rosemont, IL, Culligan was founded in 1936 and is well known for iconic “Hey Culligan Man!” campaign that began on radio in the 1950s and ran for several decades. The firm’s network of franchisees includes more than 800 dealers in 90 countries. 

    For Fallon the win follows last month’s decision by H&R Block to expand its relationship with the agency, adding media planning and social strategy to its creative assignment.

  • Chevrolet LMAs

    The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. The incumbent on the business was independent agency U.S. International Media.

    The Chevy LMAs spent an estimated $238 million on ads in 2016 according to Kantar Media.

    The LMA structure was set up about a decade ago as a way to give dealers more control over the direction of their advertising efforts.

    Retail specialist Agency 720, part of Omnicom Group, handles creative chores for the LMAs

    A spokesperson for the LMAs confirmed the shift, responding to an email that “Yes, Agency 720 will work with Carat to support the LMAs.”

  • Chronic tacos

    Philadelphia-based Red Tettemer O’Connell + Partners (RTO+P) has been selected by fast casual Mexican restaurant chain Chronic Tacos for creative AOR duties. 

    RTO+P will lead brand strategy, creative, social media, and promotions for the taco chain, which  opened its first location in Newport Beach in 2002. Currently, Chronic Tacos has 39 locations in seven states and two countries, with what the company says are “ambitious expansion plans for the future.” 

    “We were drawn to the way the agency has historically elevated food and beverage brands,” stated Michael Mohammed, CEO at Chronic Tacos. “They understood our business goals.  We have no doubt that this partnership will help propel our growth in a big way.”




  • Etihad

    Campaign reports that Cheil Worldwide and its agency The Barbarian Group are parting ways with client Etihad Airways effective later this year. 

    The agencies had worked on the account since 2015 and now Campaign reports, the airline is taking its digital account in house.


  • Hain Celestial Group
    Terri & Sandy
    Hain Celestial Group is appointing Terri & Sandy (T&S) as its first-ever AOR for its four Pantry Brands following a full agency review.

    Prior, advertising was handled through a mix of in-house and project-based work from varying agencies.

    T&S will be responsible for developing creative for MaraNatha, Imagine, Spectrum and Rudi’s Organic Bakery through online video content, digital, social and in-store.

    Hain Celestial is projected to spend $5-$10 million annually to support this collection of better-for-you brands, originally established in July 2016. Their first collaboration will debut in the fall.

    Media will be handled by Women’s Marketing, who also handles media on other Hain brands/divisions.

    “Terri & Sandy are recognized in the industry as iconic and passionate brand builders, and we are really excited to partner with them as we live into our purpose 'To Create and Inspire A Healthier Way of Life,'" says Leah Dunmore, Vice President of Marketing, Better-for-you Pantry at Hain Celestial.

  • Minute Maid

    Coca-Cola’s Minute Maid brand has shifted its creative agency assignment to Anomaly, part of MDC Partners, after a review. The business will be handled out of the agency’s Los Angeles office. The incumbent was Doner, also part of MDC.

    Confirming the shift, a company spokesperson issued this statement: “In keeping with the strong roster of agencies that help craft impactful creative for the Coca-Cola North America brands, Minute Maid has selected Anomaly LA as our lead strategic and creative agency.”

  • Percil ProClean
    DDB NY

    Persil ProClean, the Henkel brand laundry detergent sold in North America, has appointed Omnicom’s DDB New York as its Agency of Record after a review. The incumbent was sibling agency TBWA\Chiat\Day. Effective this month, DDB will be responsible for advertising for the full range of Persil products in North America. The account win expands the DDB New York-Henkel relationship following the ALL AOR assignment in March. 

     “We are excited to partner with DDB as we continue on our journey to establish Persil ProClean as the standard of excellence in the Premium Detergent category,” stated Lora Van Velsor, Head of Laundry Cleaning Marketing at Henkel. 

    The new partnership with Persil ProClean builds on DDB New York’s recent new business momentum. In addition to All, the agency also won ad duties for the Tribeca Film Festival earlier this year.


  • Pella

    Pella Corporation has appointed Eleven as its agency of record following a formal review. The incumbent agency The Integer Group created the previous brand campaign and will continue to work with Pella and all its agency partners in some capacity.

    Eleven will handle all creative responsibilities for the designer and manufacturer of windows. Pella Corp. spent $1.29 million during Q1 2017, according to Kantar Media. Pella's 2016 ad budget was $10.34 million, up from $9.33 million in 2015.

    The San Francisco-based agency won the account largely for its past projects with clients Apple and Virgin America that convey similar messaging about the importance of design and craft in reaching detail-oriented shoppers.

    “As a brand that prides ourselves on design, innovation and best-in-class form and function of windows and doors, we were eager to partner with Eleven who has a proven ability to attract the design-minded community," says Emily Videtto, CMO of Pella.

    The first collaboration under this new partnership titled "Perfectly Beautiful" celebrates the countless hours of testing, engineering, and designing that go into every Pella window and door. Eleven developed the brand positioning as well as created and produced the digital, broadcast, and print advertising work. Spots will air run across multiple platforms including HGTV through the end of the year.

    "The company has a deep history and heritage in the windows and door category—and a culture of employees that take pride in consistently going above and beyond for customers," says Jarett Hausske, partner, chief strategy officer, Eleven. "We thought it was important for the world to know that story—but to do it in an original way that will spark conversation and drive commerce."

  • American Express

    American Express has hired mcgarrybowen for global brand creative development duties as well as U.S. execution, the financial services giant has confirmed. 

    Those duties had been previously handled by WPP’s Ogilvy during a relationship that has spanned decades. Ogilvy remains on the roster, however. 

    Amex spent about $500 million on ads in the U.S. last year according to Kantar Media. 

    The assignment was moved without a formal review and came after a series of executive changes at the client including the departure of longtime CMO John Hayes. In February of last year the firm announced a restructuring of its marketing department under Mike McCormack, who was named VP Marketing Operations. That restructuring was part of a broader transformation initiative designed to help the company run its business more efficiently going forward. 

    As for the choice of mcgarrybowen, Amex didn’t get into details but it’s widely known that the agency’s Founder and Global Chairman Gordon Bowen led the development of Amex’s iconic “Membership Has Its Privileges” campaign back when he worked at Ogilvy. 

    Amex issued this statement: “McGarryBowen will be working with us on developing a new global brand platform that will bring together our brand and product-related work under one umbrella.  The new platform will capture the innovative work that is underway throughout our company and reflect the diversity of our business here in the U.S. and internationally.” 

    Ogilvy remains on the roster and will lead international execution and also continue with some current U.S. work, per the client.



  • delta airlines

    Delta Airlines has tapped Vice to create a series of programming and experiential events in Los Angeles, New York and Seattle. 

    The project is called Delta Launchpad, Curated By Vice and is designed to provide aspiring entrepreneurs with tools to support their creative passions. 

    The program in Los Angeles (already begun) focuses on food, while the one in New York (beginning later this summer) will focus on Music. The Seattle effort is all about food. 

    More about the project can be found here.


  • Dos Equis

    After a decade-plus run with Havas Worldwide Heineken USA has opted to shift its Dos Equis creative assignment to Droga5 without going through the competitive pitch process. 

    It was Havas that came up with the “Most Interesting Man In The World” campaign for the beer brand back in 2006. It continues to run to this day (with a second actor in the lead role) although it’s not clear how long “Interesting Man” will be around after the agency hand-off. But he's had a good and the odds are excellent that he'll jet ski off into the sunset as most agencies like to put their own creative stamp on work for a new client.   

    A Heineken USA spokesperson confirmed the move, issuing this statement: 

    “We can confirm that Dos Equis will be ending its relationship with Havas. Dos Equis and HEINEKEN USA have great appreciation for Havas’ long-standing partnership and creative collaboration, which produced the iconic advertising campaign, “The Most Interesting Man in the World.” Their work will continue through 2017.   

    Droga5 will be the new creative agency of record for Dos Equis, and their first campaign for the brand will launch in 2018. Droga5 is well-known for breakthrough advertising and we are excited to collaborate with them on the evolution of the campaign, as well as new ways to engage our consumers.”




  • MGM Resorts
    McCann Detroit

    MGM Resorts International is adding its regional casinos and resorts to the McCann’s roster. The move is part of MGM’s ongoing consolidation of U.S. agency partners that began in April 2015 when McCann Detroit was appointed integrated agency of record for MGM Grand Detroit. A short time later McCann was appointed agency of record for MGM Resorts’ Las Vegas-based brands. The agency move follows MGM Resorts’ recent strategy shift away from its casino-driven, Las Vegas-focused positioning towards a global entertainment brand. 

    Earlier this year, McCann launched a marketing program for MGM National Harbor in Maryland, a $1.4 billion entertainment resort featuring a 3,000-seat entertainment venue, new restaurants and a casino. With its expanded responsibilities, McCann will be tasked with creative work for three additional MGM regional properties including Beau Rivage and Gold Strike in Mississippi, and the 2018 launch of MGM Springfield in Massachusetts.  MGM Detroit will continue to be handled by McCann Detroit.

  • Shrimp Baskets

    Shrimp Baskets Restaurants has appointed RSQ as its first-ever AOR without a review. The seafood chain previously developed the majority of its ad work in-house, without agency resources.

    The digital agency will handle creative, digital, media planning and buying, strategy and analytics. New work will launch later this year.

    Started in 1993 in Gulf Shores, Ala., Shrimp Basket now operates more than 25 restaurants in Alabama, Florida, Mississippi and Georgia.




  • Clorox
    FCB Chicago

    Clorox is adding another brand to the portfolio of FCB Chicago by appointing the IPG-owned agency as AOR for dietary health brand Renew Life.

    Clorox acquired Renew Life for $295 million last year as part of its strategy to accelerate growth by acquiring top brands in “fast-growing categories.” 

    FCB Chicago will lead creative advertising for Renew Life with the first creative set to debut this month. 

    Last year Clorox awarded FCB global advertising duties on its Clorox, Pine-Sol, Liquid-Plumr, Poett and Glad trash and food protection brands.


  • Elizabeth Arden

    WPP’s MediaCom is taking over global media duties for Elizabeth Arden, which had been handled by PHD. The move is effective July 1. 

    Arden spent an estimated $22 million on ads in the U.S. last year down from $27 million in 2015, according to Kantar Media. Global figures weren’t available but most of the client’s ad expenditures are earmarked for the U.S., per sources. 

    MediaCom is the media agency for Revlon, which purchased Elizabeth Arden last year for $870 million. Sources said the client decided it made business sense to consolidate the accounts under one agency. 

  • Treasury Wine Estates Americas
    Treasury Wine Estates Americas (TWE) named BARU as agency of record for communication planning, analytics and paid media.

    The agency previously worked with TWE on a project basis and will now handle all media planning and buying across the company's wine brands including Beringer Founder's Estate, Beringer Main & Vine, Sterling Vineyards, 19 Crimes, Penfolds, Matua and Lindeman's Gentleman's Collection.

    "BARU has demonstrated solid analytic and media capabilities," noted Seth Hynes, vice president of marketing for Treasury Wine Estates. "We look forward to working together to navigate the digital landscape, increase media engagement and position TWE brands for continued growth."

  • Pinterest
    Giant Spoon
    Giant Spoon was named the first U.S. media agency of record for Pinterest. This marks the second win in a month for the independent agency, which scored Mass Mutual in April. First work will launch this summer.

    "Pinterest is a daily source of inspiration for people around the world," said Marc Simons, founding partner at Giant Spoon. "It was clear to us from the beginning of this process that they value creative and doing things differently, but that driving business growth was a key behind this approach. This is where we work best."

    Pinterest spent $1.5 million on measured media in 2015 and $1.8 million in 2016, per Kantar Media.

  • Gold Cup
    The Story Room
    The Confederation of North, Central America and Caribbean Association Football (CONCACAF) is appointing The Story Room (TSR) as its digital agency of record for the 2017 Gold Cup tournament. There was no incumbent. TSR is the first digital agency CONCACAF has hired to support its business and the Gold Cup tournament.

    In order to raise awareness and generate buzz, TSR will be responsible for planning and implementing an integrated digital marketing strategy as well as developing the both English- and Spanish-language content to reach fans in the FIFA confederation.

    In addition, the agency will generate a comprehensive digital audience research study on soccer fans across the CONCACAF region, which is made up of 41 countries in North America, Central America and the Caribbean.

    The account will be run out of The Story Room's Miami office, with additional support coming from the agency's outposts in Los Angeles, Buenos Aires, Mexico City, and Montevideo.

    Every two years, CONCACAF holds this flagship competition where 12 teams compete in one of the world's most popular soccer events. Hosted this year in the U.S., the month-long championship launches July 7 across 14 venues.

    The Gold Cup routinely draws capacity crowds and millions of viewers. In the U.S., the 2015 Gold Cup final had a combined television audience of 6.5 million viewers on FOX Sports and Univision, marking a 38% increase over the 2013 final, according to Nielsen.

    CONCACAF is one of FIFA’s six continental confederations, and serves as the governing football body for that part of the world.

  • Jackson Hole Travel & Tourism Board
    Following a review, Colle+McVoy was named agency of record for the Jackson Hole Travel & Tourism Board (JHTTB). Barnhart Communications previously handled the account. The agency will handle strategic planning, creative, design, media planning and non-digital buying, social media content and influencer marketing.

    The national campaign, launching this winter, will highlight Jackson Hole's accessibility to a pair of national parks, wildlife, three ski areas, luxury amenities, and a strong music and arts scene.

    Colle+McVoy has experience in the outdoor and tourism industries, creating work for Mammoth Mountain, Explore Minnesota Tourism, Recreational Boating & Fishing Foundation and Mountain Hardwear.

    "Colle+McVoy came to us with a deep understanding of our marketing needs and a strategic and creative approach that incorporated the values of our community, including the importance that conservation and sustainability play into the Jackson Hole brand," said Alex Klein, board chair. "We look forward to working with Colle+McVoy in developing a campaign to promote the shoulder and winter seasons while encouraging stewardship of our national resources."

    JHTTB spent $250,000 on tourism advertising in 2016, down from $400,000 spent in 2015, per Kantar Media.

  • Modern Food Enterprises
    TBWA\India was named agency of record for Modern Food Enterprises, a bread and bakery brand.

    "Winning the creative mandate of Modern Food is a matter of immense pride for us," said Abhijit Dube, general manager of TBWA\India. "Our creative team has led the creation of a refreshingly new social narrative for this brand according to today's times. We look forward to embark on a successful journey with Modern Food and build on the glory of Modern brand."

  • Taos Ski Valley
    Capital Goods
    Following a pitch process, Capital Goods was awarded its first client, Taos Ski Valley. Canada's Origin previously handled the account. Capital Goods opened its doors in January.

    The agency will develop a campaign consisting of traditional, social media and digital elements that position the resort as a four-season destination. The account win also includes work for a newly launched hotel, The Blake at Taos Ski Valley, as well as future development plans.

    Taos Ski Valley has invested $300 million in upgrading lodging and adding a new pedestrian-friendly village and plaza with a riverwalk experience and retail shops.

    "We needed an ad team that is collaborative, and that's a big element of how Capital Goods engages with clients; in fact, it was a driver for why we selected the firm," said David Norden, CEO of Taos Ski Valley. "In addition, we are particularly excited to have a Denver firm represent us, as Colorado has become our fastest growing market."