Ogilvy has been selected by Pernod Ricard USA to serve as the lead creative agency for Olmeca Altos Tequila, Tequila Avión, and Del Maguey. Ogilvy will coordinate a brand and integrated communications strategy for each of the tequila and mezcal brands. Responsibilities will primarily include brand strategy, advertising and personalized content development. For Ogilvy the win follows last month’s award
of the global Zippo creative, PR and social account to the agency.
OMD has confirmed being selected by the Australian state of Victoria to handle media planning and buying for the state under a new three year contract. Spending on the account is estimated at $100 million over the three-year term. The new contract is effective in June. MediaCom is the incumbent.
Proximo Spirits has appointed Eleven as agency partner for the company’s The Kraken Black Spiced Rum brand. The agency landed this account by convincing the brand to avoid the traditional RFP process to instead allow Eleven to collaborate with Kraken for a two-week trial period. This temporary partnership enabled the spirits brand to see how Eleven operates and learn its creative/strategic vision for the brand, ultimately leading to an official relationship.
Uniform rental company UniFirst is appointing Allen & Gerritsen as its AOR. The agency will help modernize the brand and launch its first-ever brand platform. A&G will also assist with a redesign of UniFirst fleet vehicles and the rebranding of company subsidiary UniFirst First Aid. It will also develop a new marketing brand field guide and redesign the client’s website.
Reborn Clothing Co. is appointing French/West/Vaughn as agency partner to support the brand’s integrated marketing strategy development and execution. Reborn Clothing Co. is a textile upcycling company that works with brands, colleges and universities to transform surplus branded apparel and textile waste into new products. This is the company’s first agency partnership. The review included several agencies in the Raleigh, NC area.
The Massachusetts Bay Transportation Authority (MBTA) is awarding Intersection an exclusive seven-year contract to manage static & digital advertising for its Boston-based bus stops and street furniture fleet. As part of the partnership, Intersection will bring its suite of static and digital media products to nearly 400 bus shelters and 30 interactive information kiosks.
Kraft Heinz Continental Europe is appointing We Are Social as social media agency of record. The remit will support Heinz’s long-term strategic direction and deliver social-first pan-European social media activations for the brand. It will join media agency Carat on the company’s media agency roster.The first collaboration will promote the summer “grilling season” to encourage usage of Heinz sauces. Led by the agency’s team in Germany with support from its offices in Spain, France and Italy, the campaign will develop content for Heinz’s Ketchup, BBQ and Mayonnaise sauces across Europe.
Icelandic Provisions (IP) has tapped Joan Creative as agency partner to develop a new brand campaign to introduce the dairy company to American audiences. The brand is known for products derived from a dairy culture called skyr which have the consistency of Greek yogurt, but a milder flavor. The U.S. campaign will include video, OOH, print, in-store, influencer, PR, social and experiential.
Shopping platform Bravo Voucher has hired Digital Trails as its search engine optimization agency. The remit encompasses the UK, U.S. Spain, Italy, Germany, France, Spain and Poland.
Lexus is ending its relationship with Publicis’ Digitas for a new partnership under WPP agencies to deliver CRM in the UK. Under the move, Lexus will combine teams working with its parent company Toyota to provide greater opportunities and operational efficiencies. The&Partnership’s existing scope will also add creative strategy and branding for Lexus’ CRM UK while m/SIX will handle its media planning and buying. This assignment builds on the 2019 review when The&Partnership partnered with Wunderman Thompson to manage Toyota’s CRM, creative and design across the UK and EMEA.