Accounts on the Move
Monday, August 3, 2015
  • Heinz
    BBH

    BBH will handle the Heinz brand in the UK and the Heinz Sauces business across Europe, which includes Heinz Ketchup. The agency will produce multi-media campaigns to run across Europe. Giles Jepson, the vice president marketing for The Kraft Heinz Company in Europe, said: "BBH demonstrated excellent consumer understanding and insight, which they were able to turn into very strong creative directions."

  • NBA
    Starcom MediaVest Group

    The National Basketball Association (NBA) has named Starcom Mediavest Group (SMG) as its media-buying and planning agency. Previously, the league worked with Media Storm. SMG will work with Translation, which won the league’s creative agency account in December. The NBA's ad budget was $135.8 million in 2014, up from $93.6 million in 2013, according to Kantar Media.  

  • NRG Energy
    Droga5
    NRG Energy tapped Droga5 New York as its agency of record, charged with promoting the NRG brand, expanding its social presence, and creating a campaign for its home solar division. "NRG needed a strategic partner that could help ignite a real conversation about energy beyond our industry," said Sicily Dickenson, CMO and senior vice president, marketing and customer experience at NRG. "Droga5 was the clear choice to help us find disruptive ways to engage with and inspire people to take action around a complex but important topic -- the future of our planet." Added Sarah Thompson, Global CEO at Droga5: "We're very excited to be working with NRG in building a smarter energy revolution. This is not only a unique creative opportunity for the agency, but also one that will affect us all, so we are committed to pushing the conversation into the world." NRG Energy spent $8 million on measured media in 2013 and $13 million in 2014, according to Kantar Media. The company spent $4.4 million the first quarter of 2015.
  • SodaStream
    Commerce House
    SodaStream International tapped Dallas-based agency Commerce House to create a TV campaign aimed at repositioning the in-home carbonator. The company is addressing the dilemma of sugary and artificially flavored beverages by focusing on sparkling water made to order by consumers. The agency will create a campaign repositioning the company from soda maker to sparkling water system. The campaign will launch later this summer. McCann previously served as SodaStream's agency of record. "We're focusing on empowerment -- made by you, not for you," said Daniel Birnbaum, chief executive officer of SodaStream. "Our mission is to revolutionize the beverage industry by giving consumers healthier, more fun, sparkling water options. By bringing the emotion of our brand to life in video, Commerce House will help us define and own the most important territory in the beverage category." SodaStream was attracted to Commerce House following the agency's repositioning of Zico coconut water, now a Coca-Cola brand, as a natural sports drink. SodaStream spent $20 million on measured media in 2013 and $9 million in 2014, according to Kantar Media.
  • Etihad Airways Partner Airlines
    Starcom
    Etihad Airways Partner (EAP) airlines Etihad Airways, Alitalia, Air Berlin and Jet Airways named Starcom, as its global media agency, following a review. Consolidated work will be managed from Starcom's offices in the United Arab Emirates, Germany, Italy, India and London. "Starcom demonstrated that they fully understand the emerging media scene which has digital media at its core," said Shane O"Hare, senior vice president of marketing for Etihad Airways. "Their highly experienced team, resources, planning tools and buying clout in all the key EAP markets gave them a clear edge in the tender." Added Matt Blackborn, president, investment and diversification at Starcom Mediavest Group: "This is a unique client brief and relationship as it brings together multiple brands from the same industry and is ground-breaking in the agency world. We look forward to servicing Etihad Airways Partners through a unified approach that integrates connections, content, data and technology." EAP spent $5.3 million on measured media in 2013 and $7.3 million in 2014, according to Kantar Media.
  • Black Diamond
    Solve
    Solve's current client Lactalis awarded the agency its Black Diamond cheese brand without a review. The agency's work will span strategic positioning, design and consumer communications. "We're delighted to expand our relationship with Lactalis," said John Colasanti, CEO of Solve. "Black Diamond aged cheddar is a crown jewel within their award-winning specialty portfolio." Black Diamond spent $7.4 million on measured media in 2013 and $7.2 million in 2014, according to Kantar Media. The brand spent $2.9 million on measured media the first quarter of 2015. Current Solve clients include Bentley Motors, Cascadian Farm Organic, True Value Hardware, Porsche, President Cheese, Shopko Stores and the Epilepsy Foundation of Minnesota.
  • Hero Group
    FCB

    FCB has been selected for global advertising duties by the Hero Group, a Swiss-based international food company after a formal review. The company’s brands include Betty Crocker, Cake Mate, Organix, Beech-Nut and others, although FCB will work on just the Hero "masterbrand" products. It operates in over 30 countries where it markets jams, food and milk for babies and toddlers, and other products. The account will be run out of the agency’s Zürich office, which led the pitch. “FCB Zürich and the entire FCB network not only convinced us with their strategic vision and creativity regarding the Hero masterbrand, but also with their way of working and collaborating with us,” stated Sandra Echecopar, Marketing Director at Hero Group. (This item has been updated).

  • Bulova
    Mediassociates
    Bulova Corporation tapped Mediassociates to handle media planning, buying and campaign optimization. First work will include improving Bulova's digital advertising. "We are extremely proud to help Bulova, one of the world's leading brands, continue to grow in the U.S.," said Scott Brunjes, CEO and president of Mediassociates. Bulova spent $3.1 million on measured media in 2013 and 4.3 million in 2014, according to Kantar Media.
  • RTL Z
    WE ARE Pi
    WE ARE Pi has been awarded the RTL Z financial news channel account, based on the agency's partnership with TED Conferences. The Amsterdam-based agency will handle TV, print, digital, social media, and events to support the September 2015 relaunch.
  • Aryzta
    Nail Communications

    Zurich-based Aryzta, the owner of Otis Spunkmeyer, the food service and fundraising cookie brand, has hired ad agency Nail Communications to launch its new line of baked treats as part of a strategy to increase its retail presence.  The account was awarded after a formal review. “We’re not only expanding the way that people can enjoy Otis Spunkmeyer with new foods, but also the places they can find our range of cookies, snack cakes and other baked treats,” said Kristina Dermody, Brand President, Arytza.  “Nail Communications will create a campaign that will make sure our new brand journey is given the best start possible in 2015.” The campaign will include TV, print, outdoor, social and digital. Nail is based in Providence.