ID Media Wins Capital Brands' Media AOR Duties

Capital Brands, the marketer behind products such as the NutriBullet smoothie-making processor, has selected ID Media, part of IPG Mediabrands, as its media agency of record, the companies confirmed today. 

The appointment came after a formal review. Quigley-Simpson is the incumbent agency. It wasn’t immediately clear if Quigley defended its account. 

The appointment signals a strategy shift for Capital Brands. Up to now, the marketer primarily used infomercials to market its products, which also include the Magic Bullet processor and a line of nutrition powders. ID will guide the company’s first foray into short-form TV advertising (30-second ads and other shorter formats). 

The agency will provide media planning and buying services across all media channels including network and cable TV and digital media, including online video, display, mobile and streaming radio. ID will also employ programmatic digital, native advertising and advanced attribution tools to optimize the client’s activation strategy. 

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The agency said it would also partner with sibling agencies--such as Ansible and Initiative—to implement client plans. 

Commenting on the appointment Erin O’Malia Gehan, CMO at Capital Brands, said: “Where ID Media really shined was in its holistic, screen-agnostic approach to our media, which noted both linear TV and digital video as essential tools to capture our audience where it is consuming media. Their strategy was unique in that it filled the top and bottom of the funnel at critical moments in our customers’ purchase cycle.”

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