Accounts on the Move
Monday, May 22, 2017
  • 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."

  • MLS
    Following a RFP process, Major League Soccer (MLS) tapped Minneapolis-based SixSpeed to produce two separate live-event experiences.

    The agency will concept and design an in-stadium opening ceremony for the 2017 MLS All-Star Game in Chicago and a pre-game ceremony and post-game trophy presentation at the 2017 MLS Cup.

  • Matchbox
    LRXD was named agency of record for Washington, D.C.-based dining chain Matchbox. The company currently has 11 locations that serve wood-fired brick oven pizza, grilled Angus mini-burgers and craft beer. Matchbox also owns Ted's Bulletin and DC-3 dining chains.

    First work promotes Matchbox's new Sawgrass Mills, Florida, market, along with the eatery's Preston Hollow, Texas, and Richmond, Virginia, locations. Creative includes digital, a new website, social media, in-store materials, events, promotions and a customer loyalty program. There was no formal pitch process or previous agency.

    "In LRXD, we get an agency that not only has expertise in the restaurant industry but also has a proven track record for creating awareness in saturated markets," said Peter D'Amelio, CEO of Matchbox Food Group. "They've listened to our needs and recommended a rock-solid approach, and we are very much looking forward to our continued partnership."

  • Embraer
    Following a review, CP+B was named global agency of record for aircraft manufacturer, Embraer. Led by CP+B Miami, with help from CP+B Brazil, the agency will handle creative, social, media planning and media buying duties.

    This year, the leadership team at CP+B Brazil broadened its responsibility to include oversight of CP+B Miami. The combined office is led by chief creative officers Marcos Medeiros and Andre Kassu, CEO Vinicius Reis, and executive creative director of CP+B Miami, Tom Adams.

    "As we cultivate this new creative corridor, what better partner than Embraer, a massive global brand based in Sao Paulo with a large footprint in Florida, and aspirations to raise its profile in the US as well as around the world," said Reis.

    Embraer spent $1.7 million on measured media in 2016, according to Kantar Media.

  • Servcorp
    5W Public Relations
    5W Public Relations was named PR agency of record for Servcorp, a provider of office space solutions for businesses.

    The agency will create a communications public relations program that positions Servcorp as a provider of economical office space solutions for small business owners, entrepreneurs and brokers. Servcorp has locations in 24 countries and 53 cities.

  • AXIO Financial
    I.Predictus, a division of Marketsmith Inc., was awarded CRM, sales automation, reporting, analytics and data operations for AXIO Financial.

    AXIO is a technology-driven wholesale distributor of financial and insurance products that drives education, product awareness and sales to financial advisors and insurance agents.

    "I.Predictus has helped us fine-tune our cloud platform strategy so we deliver cost-effective, flexible and scalable IT operations," said Rick Baff, chief information officer at Axio Financial.