Gold Star Chili has appointed Marcus Thomas as agency of record for the restaurant company’s Gold Star Chili and Tom & Chee restaurants. The agency will plan and oversee paid media and creative strategy as well as provide strategic direction.
Duke’s Mayonnaise is appointing The Richards Group as the brand’s first agency of record following a pitch process held entirely during the COVID-19 shutdown. The Texas-based agency will be responsible for brand strategy and creative for all consumer channels. In June, Charlotte Sports Foundation and Duke’s Mayonnaise announced a multiyear partnership for an early-season college football game as well as title sponsor for the bowl game known since 2011 as the Belk Bowl. The Richards Group will help activate the new brand campaign in the context of college football and the Charlotte Sports Foundation partnership.
Glass manufacturer O-I Glass has appointed VaynerMedia as its first integrated agency of record. The remit includes both creative and media. The business was awarded to VaynerMedia following a review. “We chose VaynerMedia because of their distributive model and ability to truly understand both culture and the consumer,” stated Marie-Laure Susset, Integrated Marketing Communications Director for O-I. Having creative and media with the same agency enables a streamlined approach to reach a number of different cohorts.” The client, based in Perrysburg, Ohio produces bottles, jars and other glass containers for many of the world’s major food and beverage companies.
Following a multi-agency competitive review, LG Electronics Inc. is retaining WPP’s LG-One group as its global communications agency partner. Public relations firm Hill+Knowlton Strategies (H+K) and Ogilvy PR will continue to serve as agency partners for LG-One. WPP formed LG-One in 2009 to service the account in areas including global corporate communications, consumer electronics, home appliances, mobile communications and B2B.
Raleigh, NC-based independent agency French/West/Vaughan has been selected as agency of record for cognitive sports training system Reflexion. The remit includes influencer marketing, developing strategic partnerships, brand awareness strategies and PR. The cognitive training service is currently being used by sports training centers and collegiate athletic departments such as Miami Sports Vision, Asylum Sports Center, the U.S. Air Force Academy and Arkansas State, as well as by sports performance researchers at Duke University and Penn State. A consumer version of the platform is available for home use.
Game marketer PUBG Corporation, creator of Playerunknown’s Battlegrounds, a popular title in the so-called “battle royale” genre, has tapped R/GA San Francisco to create the North American campaign strategy and development for PUBG Season 8. In addition to crafting the launch campaign, R/GA San Francisco is conducting an audience analysis, creating a connections and go-to-market plan, designing the creative and style guide, and developing influencer partnership activations as part of the remit. PUBG is the latest in a series of clients in the gaming space for R/GA San Francisco. It created a campaign and voice-driven Alexa persona for Ubisoft …
Sunscreen maker Australian Gold is appointing FCB Brazil as its new agency partner. The agency's first work will debut in the coming months, beginning with the launch of a new product line by the brand. Australian Gold is considered the top-selling brand in the sun care industry and is sold in 120 countries. Although it relies heavily on Australian imagery to sell its products, the company was first established in the U.S. in 1985.
NCSOFT West is naming Goodby, Silverstein and Partners as agency partner to launch Fuser, a game billed as a nonstop virtual music festival where the gamer creates and controls the music. One of GS&P’s primary tasks in its partnership with NCSOFT West will be to build a new go-to-market strategy to fill the PR and marketing void left by cancellations of events planned before the advent of the COVID-19 pandemic. The goal will be to generate a similar level of exposure to, awareness of and excitement around the game and the brand. The account was previously handled in-house.
San Diego Zoo Global is appointing Goodby Silverstein & Partners as its creative agency following a formal review. GS&P will launch a campaign to drive awareness of its work in wildlife conservation and to increase visitation at its properties, San Diego Zoo and San Diego Zoo Safari Park. The organization previously worked with Saatchi & Saatchi LA.
Publicis Groupe agency Hawkeye has been named AOR for TaxAct, the tax preparation and filing software company. The agency’s remit includes strategy, creative and production support, content development and analytics.