Accounts on the Move
Monday, March 27, 2017
  • New York City Marathon
    New York Road Runners named Brooklyn-based Madwell creative agency of record for the TCS New York City Marathon. BBDO New York was awarded the account in 2013 and Rage & Grace (now Cramer-Krasselt) later created "Get Your New York On," a campaign that ran for the past three years.

    Held annually on the first Sunday of November, the race features more than 50,000 runners, more than one million spectators and thousands of volunteers. The agency's campaign launched this month.

    "We chose Madwell for their big, creative ideas that brought to life the transformative power of running and the power of the TCS New York City Marathon," said Ronnie Tucker, vice president of marketing & digital for NYRR. "We've been running a campaign, that we loved, for three years and are looking forward to refreshing our creative through Madwell's idea which touches on the many emotions of the TCS New York City Marathon journey whether you are a runner, spectator, volunteer or fan."

    The New York Road Runners spent $714,000 on advertising the first 11 months of 2016, per Kantar Media.

  • Miele
    Barker was named agency of record for Miele, tasked with handling traditional and digital tactical advertising, social media marketing, and promotional support for the premium appliance brand.

    "Barker truly understands the Miele Brand, particularly for the American consumer, and they bring the optimal level of strategy and creativity toward boosting sales and supporting our dealers," said Christian Schwarz, vice president of marketing for Miele. "They are also highly collaborative in coordinating with our central brand team in Germany as well as our other agency partners."

    Miele spent $11.4 million on measured media the first 11 months of 2016, per Kantar Media.

  • LLumar
    Schafer Condon Carter
    Eastman Chemical is naming Schafer Condon Carter (SCC) as its agency of record for the LLumar brand of window tints used in automotive applications. Pile & Company handled the formal national review that included 30 agencies. There was no incumbent.

    SCC will develop a fully integrated, creative communications platform that includes influencer marketing, public relations programming, digital advertising as well as social media outreach to drive consumer awareness and preference for the brand. Although LLumar develops residential and commercial applications as well, this partnership concentrates on automotive with the first work set to debut in June.

    It probably isn't surprising if you haven't heard of LLumar. This will be the first time Eastman is going B2C. The brand has primarily concentrated on B2B advertising within the small world of window technologies as well as using creative to connect with prospective dealer networks. Most of its coverage has been rooted in trade publication and across social media.

    "Our team has excitedly and confidently accepted Eastman's challenge to collaborate in transforming the category," stated David Selby, president, managing partner, of SCC. "We see so much potential. We look forward to delivering a plan that motivates and inspires consumers and drives results for the LLumar brand."

    Eastman's portfolio of advanced materials and specialty additives company serves customers in more than 100 countries and had 2016 revenues of approximately $9.0 billion. The company is headquartered in Kingsport, Tennessee and employs approximately 14,000 people.

  • Soylent
    Wieden+Kennedy's The Lodge
    Soylent, a line of meal replacement products, tapped Wieden+Kennedy's The Lodge to lead strategy and creative duties. The brand's new marketing platform includes an artificial intelligence spokesperson named Trish. The AI character will educate customers on how to use Soylent, how much to order, how to adjust frequency and finding new flavors.

    Soylent spent $443,000 on advertising the first 11 months of 2016, per Kantar Media.

  • International Zinc Association
    The Republik
    The International Zinc Association named The Republik, Durham, to develop branded video content for use in paid and owned media. The brand has never had an agency of record.

    The campaign's goal is to make educate the world about zinc, which is found in sunscreen, yet accounts for 1/3 of 1% of its global usage.

    "While our initial search was for specific talent to develop branded video content, the learning curve for zinc, given its broad range of end-users and applications, is steep and changing partners is disruptive," said Rob Putnam, director of communications for the International Zinc Association. "In The Republik we've found a partner that matches our marketing needs exceptionally well over the long term."

    Additional clients for The Republik include Organic Transit, Hanwha L&CSurfaces, PrivatizeMe, Fayetteville Area CVB, 21c Museum Hotel, First Flight Venture Center and LexisNexis.