Accounts on the Move
Monday, June 6, 2016
  • Hass Avocado Board
    Grupo Gallegos
    Grupo Gallegos was named digital and social agency of record for Hass Avocado Board (HAB), following a review. BusinessOnline previously handled the work. The agency will target all consumers within the U.S., including health and wellness professionals who may not be aware of the nutritional benefits of avocados. Grupo Gallegos will promote HAB's "Love One Today campaign," a food and wellness education program that encourages Americans to include fresh Hass Avocados in everyday healthy eating. The agency will also support the nutritional message of all members of the avocado industry, including California Avocados, Avocados from Mexico, Avocados from Chile and Avocados from Peru. "Grupo Gallegos impressed us with their ability to infuse creativity in the way they position brands to succeed in today's rapidly-evolving consumer landscape," said Gina Widjaja, director of marketing and communications at Hass Avocado Board. "There is no doubt the agency is the right partner with the right creative vision to aggressively move us toward putting digital and social media at the center to how we communicate with our target consumers." HAB spent $910,000 in measured media in 2015, according to Kantar Media.
  • 21st Century Fox
    Assembly, Vizeum and Zenith
    Following a review to consolidate agencies, 21st Century Fox retained Vizeum and Zenith as its media agencies in the U.S. and Canada. In addition, Assembly, an MDC company, was added to the roster. Assembly will handle all media planning, search, and programmatic buying for 20th Century Fox, Fox Home Entertainment, Fox Searchlight and FX Networks. "It was time for the film group to take the old way, the old processes, and the old rules of media and toss them out the window," said Julie Rieger, executive vice president of media and marketing planning for 20th Century Fox Film. "We needed to start with a clean sheet of paper. So we chose a strategic and planning partner, Assembly, which built its company on that very premise. We wanted the thinkers, the scientists, the technologists, and psychologists to help us revolutionize our media and marketing." According to Kantar Media, 20th Century Fox Film Corp, which includes Fox Searchlight, spent $491.8 million on measured media in 2015. 20th Century Fox Home Entertainment spent $22.1 million in 2015. On its own, Fox Searchlight spent $65.6 million on measured media in 2015.
  • Hong Kong Tourism Board
    M&C Saatchi SHARE
    M&C Saatchi SHARE, part of M&C Saatchi LA, was named U.S. social media agency of record for the Hong Kong Tourism Board. "People travel to experience their cultural passions in new and different ways," said Huw Griffith, CEO of M&C Saatchi LA. "We are pleased to work with one of the world's premier and iconic destinations. The deep travel experience of M&C Saatchi SHARE and world-class sophistication of Hong Kong certainly make an ideal combination."
  • The Long Island Convention and Visitor's Bureau and Sports Commission
    EGC Group
    The Long Island Convention and Visitor's Bureau and Sports Commission named agency named EGC Group as its agency of record, following the launch of a 2016 Visitor Guide, revamped website and ad campaign highlighting Long Island history, scenery and communities. "To continue the momentum and ensure maximum exposure for our members, we are pleased to announce our new partnership with EGC Group, one of Long Island's most established and respected marketing and advertising agencies, said the LICVB team.
  • One Medical
    VBP Orange
    VBP Orange, the customer experience unit of Venables Bell & Partners, was named agency of record for One Medical. The agency will create brand campaigns that highlight the multiple aspects of a patient's experience. New work will launch this fall. Hub Strategy & Communication in San Francisco previously handled the account. One Medical's goal is to make high-quality health care more accessible and affordable for all. Founded in 2007, One Medical now has more than 45 offices in 7 major metro areas. "As One Medical continues to expand rapidly across the country, we're looking holistically at how our brand reflects our unique approach to primary care," said Scott Kabat, chief marketing officer of One Medical. "We're excited to partner with VBP Orange as we evolve and grow our brand."
  • Laughlin Constable
    Palermo Villa
    Palermo Villa, a privately held frozen pizza manufacturer, tapped Laughlin Constable as its agency of record. First work from the agency was a national campaign for Urban Pie premium pizzas. Laughlin Constable created a series of online videos and radio spots starring "Ron" and "Danni" as brand ambassadors working in an Urban Pie food truck. Aside from creative duties, the agency is also handling strategy/brand planning, media planning and buying, analytics and public relations. "Urban Pie appeals to adventurous food lovers seeking restaurant-style flavors with frozen food aisle effort," said Pat Laughlin, creative director leading the campaign. "Our target consumer is very sophisticated and does not like being marketed to, so all of our efforts have to look, feel and act unlike traditional advertising."
  • Connecticut Lottery Corporation
    Mason
    Mason was named agency of record for Connecticut Lottery Corporation's new game, KENO. The agency will handle all strategic messaging, creative, production, advertising and media buying. "We are pleased to create excitement and awareness about the game of KENO here in Connecticut," said Stephen Hayes, co-president, of Mason, Inc. "Mason demonstrated exceptional creativity and a clear vision for a responsible and effective launch of KENO in Connecticut," added Anne M. Noble, president and CEO of the CT Lottery. Additional Mason clients include Yale New Haven Health, The Connecticut Open presented by United Technologies, Odyssey Logistics, Hospital for Special Care and The United Illuminating Company.
  • Zound Industries
    Perfect Fools
    Zound Industries, the company behind headphone and speaker brands Urbanears, Coloud and Marshall Headphones, tapped Perfect Fools as a global creative partner to handle social media strategies and create experiential campaigns. The work was awarded following a pitch that included unnamed agencies. Zound Industries is based in Stockholm, Sweden, with additional offices in New York and Shenzhen China. "Headphones and speakers can be so much more than a way to listen to music, they are fashion and lifestyle accessories," said Sofia Hjelm, brand manager Urbanears and Coloud. "Perfect Fools has a track record of connecting brands with audiences in innovative ways. Together we will help music fans express their individuality."
  • Chuck E. Cheese's
    Current
    Chuck E. Cheese's named Current, part of Interpublic Group of Companies, as its public relations agency of record. Current will focus on building brand awareness and launching new offerings for Chuck E. Cheese's, as well as conducting ongoing media relations to support its promotions, fundraising and seasonal programs. The account will be led by Amy Colton, executive vice president. "We are excited to partner with Chuck E. Cheese's to encourage people to experience the changes firsthand and try the new menu," said Virginia Devlin, president of Current. "Chuck E. Cheese's is already every kid's favorite, and now it's time to impress mom and dad too."