Simmons Bedding Company recently tapped Kirshenbaum Bond Senecal + Partners (kbs+) as its lead creative agency, following a nationwide review. Kbs+ will handle the creative for the Beautyrest and ComforPedic from Beautyrest brands. In addition, the agency will develop an advertising campaign for Simmons' forthcoming luxury lines beginning in January 2014. According to Jeff Willard, executive vice president of marketing for Simmons, with these high-end lines – with price tags peaking at $5,000 – Simmons is aiming for advertising that complements the weight of the purchase itself: "Our goal is to once again break the mold of traditional mattress advertising …
Local search, media and advertising company YP named Havas Media as agency of record for media planning and buying, and event marketing. Havas Media in New York will handle strategy, planning and buying for traditional and digital assignments. Ignition, owned by Havas Media and headquartered in Atlanta along with YP, will plan and execute events and social media programs. BarrettSF remains YP's creative agency of record.
Jefferson’s Bourbon named Cincinnati-based Northlich as its agency of record, to create a branding campaign, digital platform and consumer engagement program slated to launch later this year. The assignment includes social media, print and digital elements. “We need a partner that can connect our brand with people who appreciate fine spirits in a way that reflects our rebellious approach and not obscure the fact that we’re delivering carefully crafted whiskey that advances the Kentucky tradition,” said Trey Zoeller, President of Jefferson’s. “Northlich showed they can do that and still make it relevant to bourbon enthusiasts and casual consumers alike.
RE/MAX tapped Leo Burnett Group’s Chicago office to create its 2014 national ad campaign. Creative will include network and cable TV, radio, digital, social media, out-of-home and print advertising. The new campaign will launch in January with the goal of appealing to a new generation of homebuyers and sellers. "The face of the American consumer continues to evolve, especially in the housing market," said Gustavo Razzetti, EVP Managing Director of LAPIZ, a Leo Burnett Group agency. "As baby boomers become empty nesters and downsize, and emerging groups such as millennials and Latinos aspire to be homeowners, there will be considerable …
Princess Cruises awarded Goodby Silverstein & Partners its creative account, following a review. The agency will develop integrated brand-marketing programs slated to launch in early 2014. Previously, Princess Cruises handled its marketing chores in-house. The agency move comes as the cruise line is “facing an increase in promotions and new product offerings from the competitors in the cruise-line industry,” said a company statement.
Profero was named global digital agency of record by DFS Group, a luxury retailer for travelers, after a review. The agency will manage DFS’ digital strategy, creative and production activity across all territories.
Citing a conflict, Energizer moved a series of brands from WPP’s Grey to sibling agency, JWT. The move comes after Grey won the Gillette creative account. Energizer is home to brands like Schick, Edge and Skintimate shaving gels, clear competitors to Gillette. However, the brands that are shifting to JWT include Banana Boat and Hawaiian Tropic sunscreens, along with Playtex tampons.
General Mills tapped roster agency McCann Erickson to handle creative chores on its Pillsbury brand, previously handled by Saatchi & Saatchi. McCann Erickson also handles Nature Valley and Hamburger Helper under the General Mills umbrella. Saatchi & Saatchi New York handles General Mills brands like Cheerios, Wheaties, Lucky Charms and Fruit by the Foot, among others.
L'Oreal placed its U.S. digital media planning and buying account in review. Moxie currently handles the account and will defend the work. Per Kantar Media, L’Oreal spent roughly $17 million online in 2012, not including search and social media elements. Moxie has worked on the account since 2011.
Firehouse was named agency of record for Taco Cabana, which operates 165 restaurants across Texas, Oklahoma and New Mexico. The agency will handle digital and traditional creative duties. Firehouse won the account following a review. BradfordLawton previously handled the account. "We are looking forward to creating a new brand campaign with Firehouse that will break through the restaurant clutter and really drive the Taco Cabana business," said Jack Civa, Director of Marketing at Taco Cabana, in a statement. New work will launch in the first quarter of 2014.