Keurig Green Mountain has named Mediavest, part of Starcom Mediavest Group (SMG), as its new Media Agency of Record following a formal review. Mediavest will be responsible for all U.S. media strategy and planning. Incumbent Havas Worldwide will continue to serve as creative AOR, which the agency has handled since December 2013.
Mediavest landed the account with a data-driven and digital strategy. “As a company dedicated to innovation and consumer-choice, we sought out a partner that could provide a fully-integrated and aligned approach to our media in the United States,” said Mark Baynes, Keurig’s Chief Marketing Officer. “We look forward to working with Mediavest and leveraging the synergies created by a unified strategy under a single agency.”
Keurig Green Mountain spent $137.2 million on advertising in fiscal 2014, down from $193.2 million and 147.7 million in fiscal 2013 and 2012, respectively, according to company financial filings. Media spending is in the $50 million to $60 million range according to Kantar.
“Mediavest offers a marketing approach that’s deeply rooted in precision marketing and a technology-fueled understanding of the consumer,” said Brian Terkelsen, CEO, Mediavest USA. “We’re excited to add Keurig to our portfolio and look forward to engaging its consumers with a performance and data-driven approach that highlights the amazing products the company has to offer.”
The first project under this new partnership is expected later this year. Earlier this month, the coffee brand, which sells both machines and single-serve pods, introduced a multi-faceted campaign featuring actor Hugh Jackman that promoted the fair-trade certified Laughing Man, its newest K-Cup format.