Marketing agency Mechanica has won several new pieces of business, including a project for Boston Beer Company.
The beer brand was said to be looking for a “sharpened focus on the complete customer journey.”
“To an unprecedented degree, many consumers are feeling overwhelmed by information and options,” stated Ted Nelson, CEO and co-founder, Mechanica. “They’re asking ‘What’s in it for me?’ As a result, our clients are asking us to help break through the abundance of information by creating unique, engaging and valuable brand experiences.”
The assignment for Boston Beer was an important one for the agency. The beverage company, which markets 60-plus brands including Samuel Adams and Angry Orchard, intends to increase advertising next year. Mechanica's remit: a research and branding positioning project which touched on various internal and external company initiatives.
BB also plans on launching ads to support beer education and to promote the burgeoning root beer category with its Coney Island Hard Root Beer. The company spent around $100 million on advertising and promotion in 2014 according to its latest annual report.
Other recent wins include software developer Brainshark, employee engagement developer PeopleFluent, aviation development firm Aloft AeroArchitects, cloud-based provider Bullhorn, and grocery chain Schnucks.
To help manage these new businesses, Mechanica has hired Rebecca Sisson, Nicole LeLacheur and Joanna Klisiewicz. Sisson and Klisiewicz serve as brand managers and are responsible for leading the day-to-day relationship with several key clients. LeLacheur supports both client relationships and the firm’s new business development and marketing initiatives.
This story has been updated with additional information on the project work for Boston Beer.