Engine Group digital marketing agency Deep Focus, has been named digital and social media Agency of Record for three of Nestle Waters North America’s Regional Spring Water brands, including Poland Spring, Zephyrhills and Ice Mountain. The selection came after a formal review, the marketer has confirmed.
The award came just a week after Deep Focus merged with sibling agency Noise, a digital shop that specializes in youth and Millennial marketing.
“We selected Deep Focus because they demonstrated a deep understanding of our target consumers and their digital, social and mobile behaviors,” said Shauna Lagatol, group marketing manager, Regional Spring Water brands at Nestle Waters. “Deep Focus has already proven that they can optimize investments across media and drive real results.”
The selection also comes after last month’s decision by the client to shift lead agencies on the account to FCB Garfinkel from McCann-Erickson, both part of Interpublic Group.
Earlier this month, Nestle sharply cut back on its roster of digital shops, with Deep Focus, 360i, Huge and several other shops making the cut.
Last year, the marketer spent over $30 million on the water brands in the U.S. according to Kantar. The digital marketing budget for the water brands wasn’t immediately available.
The account will be handled out of Deep Focus’ New York City headquarters, where it also handles digital and social media marketing efforts for a number of other Nestle brands.
“Partnering with these iconic brands will be an exciting opportunity to connect and resonate with consumers who are becoming increasingly more difficult to reach and engage with at the local level,” said Deep Focus Founder & CEO, Ian Schafer.
Deep Focus will also be the digital and social media strategy agency of record for Nestle Waters Direct Home & Office Delivery businesses.
According to Nestle, all of the brands are bottled spring water category leaders in their respective regions, while Poland Spring is the No. 1 spring water brand in the U.S.