Russell Stover Jumps From VML To Cutwater

After less than one year since its last creative review, Russell Stover is appointing Cutwater as the boxed chocolate maker's new agency of record. 

The remit is aimed at reinvigorating and leading all communication efforts, including brand strategy, creative, communication planning and social. 

WPP’s VML (now part of VMLY&R) was awarded the account last March, but sources say the contract wasn't renewed. 

Russell Stover vice president of marketing Mark Riegel stated in a release that the brand wanted a partnership with "chemistry," he says. "People you want to sit across the table from, true rock stars who are human, approachable and collaborative. Cutwater showed us this and we’re looking forward to working together.” 

While Russell Stover is one of the most well-known U.S. confectionary brands, Riegel acknowledged that the company needs to become more "culturally relevant."

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The switch is notable given the client’s decision to move the assignment out of its own backyard. Last March, the Kansas City, Mo.-based chocolate maker said it primarily considered advertising agencies in the Kansas City area, ultimately selecting VML. Now, the business will be overseen by Cutwater's San Francisco operations. 

"We look forward to leveraging all of our talent and resources within the agency to help the brand tell a fresh story in the years to come," says Christian Hughes, principal/president, Cutwater,

 

 

 

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