Account wins of the Week

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TBWA\Chiat\Day – Kenwood Vineyards

TBWA\Chiat\Day has been named agency of record for Kenwood Vineyards, a brand that was acquired by wine & spirits leader Pernod Ricard USA last year. The agency was appointed to help lead a re-launch of the brand across all five Kenwood Vineyards product lines. TBWA\Chiat\Day will be developing a brand strategy and launching a fully-integrated campaign that will include print, OOH, digital and social content, in-store and experiential elements. New work is expected to be in market by November 2015.

TBWA\Chiat\Day has been named agency of record for Kenwood Vineyards

Commenting on the appointment, Pernod Ricard Winemakers US Brands VP of global marketing Eric Thomson, said: “We are extremely excited to have TBWA\Chiat\Day as our new partner. We continue to be impressed with their strong strategic and creative work, and are looking forward to them bringing the same passion we saw during the pitch process to our business in the future.” TBWA\Chiat\Day New York CEO Rob Schwartz, added: “We're thrilled to work with Kenwood Vineyards. They are a venerable Sonoma winemaker, and we are looking forward to bringing their story of passion and craft to the world.”


The Richards Group – American Signature


American Signature, the family-owned furniture store, has selected The Richards Group as its agency of record. The Richards Group will be responsible for branding strategy, creative, digital, social media and promotions that will launch in 2015. American Signature began furnishing homes in 1948. In recent years, the retailer has expanded across 18 states in the eastern United States with its “Guaranteed best prices” and a large assortment of in-stock pieces ranging from traditional to modern design. American Signature has also recently developed their online retail to make home furnishings easier, quicker and more affordable.

American Signature, the family-owned furniture store, has selected The Richards Group as its agency of record

Rhonda Contreras, principal at The Richards Group, said: “American Signature has done a phenomenal job evolving its business with an omni-channel buying experience that is consistent with consumer expectations and attractive to furniture shoppers. That’s the kind of brand story that we get really excited to tell.” Scott Binger, executive vice president of marketing for American Signature, added: “We’ve made major improvements to our in-store experiences and expanded our service offerings. We need a partner who can help us tell our brand story and build an emotional connection with our guests, while simultaneously drive sales. The Richards Group is the best branding and retail agency in the country and the best agency for the job.”


OMD – Australian Red Cross Blood Service


OMD has been announced as the media strategy, planning and buying agency for the Australian Red Cross Blood Service. 

The Australian Red Cross Blood Service collects, tests, processes and distributes all donated blood and blood products in Australia. One in three Australians will need blood in their lifetime, and around 25,000 donations are required every week to maintain the nation’s blood supply.
 The media business which is thought to be worth between $2-4 million annually will be handled by the OMD Melbourne office.

OMD has been announced as the media strategy, planning and buying agency for the Australian Red Cross Blood Service

Ben Scales, national campaign manager for the Australian Red Cross Blood Service, said: “It was a very competitive pitch, in which all participating agencies presented very strong offerings. However OMD clearly demonstrated to us that they understood the future needs of our business, could deliver us outstanding media planning and strategic thinking, and put forward a strong and experienced account team to service our needs. We are very excited to be working with OMD to recruit more blood donors to our cause in the years ahead.”

 Margie Reid, managing director at OMD Melbourne, added: “The Australian Red Cross Blood Service is an organisation that we have long wanted to partner with. They play such an important role in Australia’s society and we are very excited to begin working with their amazing team of marketers.”


Dawson Pickering – Swoon


Dawson Pickering has been appointed by the online furniture retailer Swoon Editions, to handle its brand positioning and communications. The agency's first piece of work for Swoon was a tactical ad poster for the recent General Election offering David Cameron advice on putting together a beautifully crafted cabinet.

Dawson Pickering has been appointed by Swoon Editions to handle its brand positioning and communications

“We are delighted to be working with Swoon,” said DP Co-Founder Neil Dawson. “It is an amazing business. The beautifully hand-crafted furniture they sell at a fraction of the price you’d expect to pay is down to a really smart business model. That combined with a really energetic team makes them ideal partners for us. We are going to have the most stylish offices in London.” Debbie Williamson, co-founder of Swoon Editions, added: “We were attracted to Dawson Pickering because of their history of creating rich, emotional ideas for brands. Our business has come a very long way in short space of time and the time is now right to elevate the brand.”


303Lowe – Audi Creative Services


Full-service advertising agency 303Lowe has been appointed by luxury automotive brand Audi, to manage its creative advertising account. 

The appointment, which sees 303Lowe assume responsibility for all of the automotive brand’s creative services, follows a pitch against incumbent agency DDB. 

303Lowe will begin work alongside Audi’s media agency Mediacom and digital agency Holler on June 1.

303Lowe has been appointed by luxury automotive brand Audi, to manage its creative advertising account

Chief executive officer of 303Lowe Nick Cleaver, said: “We are delighted to be working with Audi, not only is it a magnificent brand, but the business in Australia is growing rapidly and poised to take the number 1 mantel in the luxury car segment. Who wouldn’t be excited to work with a client like that!” 

Kevin Goult, general manager marketing at Audi Australia, added: “303Lowe impressed with its work in the spirit of close collaboration, open communication, strategic alignment with Audi’s core brand values and, of course, creativity.”


Arena Media – Royal Mail


Royal Mail has moved its £8 million media business away from Interpublic’s UM London over to the Havas-owned Arena Media, in a shakeup that also sees MC&C handle media planning and buying for its direct mail division MarketReach. The pitch was run through ISBA and led by Royal Mail’s director of customer marketing, Ben Rhodes. Both agencies have been tasked with enhancing Royal Mail’s connection with its business customers across retail and professional services, and to raise its profile with SMEs. Arena has been tasked with focusing on responsive, real-time marketing for Royal Mail Group including Parcelforce Worldwide, parcels, stamps and collectibles and its data and online marketing services. The agency will handle planning and buying across traditional, social and digital platforms.

Royal Mail has moved its £8 million media business over to Arena Media

Rhodes said the hiring of the two agencies “Reflects its ambition to forge a closer connection with its diverse customer group and enhance awareness of Royal Mail services among its business customers.” Henry Daglish, managing director at Arena, added: “Royal Mail is at a key moment in its evolution, and as an agency committed to being an agent of change for growth, we’re delighted to be working with them to help the brand change and grow. It is a fascinating business with so much potential that we can’t wait to unlock.” Royal Mail Group continues to work with Beta for creative services and Publicis Chemistry for its direct marketing, including advertising, design and sales promotion.


The Red Brick Road – easyProperty


Online estate agent and part of easyGroup easyProperty has appointed The Red Brick Road as its lead retained creative and PR agency. Appointed following a competitive pitch process, The Red Brick Road is charged with supporting easyProperty with an above-the-line advertising and PR push when its residential sales packages go to market later in the year. At present easyProperty operates solely within the UK lettings market, the appointment precedes a move into residential sales later in the year.

easyProperty has appointed The Red Brick Road as its lead retained creative and PR agency

Tess Tucker, chief marketing officer at easyProperty, said: “The Red Brick Road impressed us with its integrated creative thinking, so we're confident we have a partner who will help us to land effectively, with prospective vendors and landlords, the real benefits which our service provides.” Red Brick Road CEO David Miller, added: “We love working with clients who share our entrepreneurial values and ambition; easyProperty is exactly our kind of disruptor in a market which has been slow to embrace advances in technology. We look forward to helping them establish a real sea-change that will hugely benefit home-owners”


Red Urban – Subaru Canada


Subaru Canada has named Red Urban as its advertising agency of record. After an extensive six-month creative account review and search, a decision was reached, with Red Urban selected from a competition that included 14 of the very best agencies from across Canada. Red Urban will handle national brand advertising across all channels and dealer marketing content development for Ontario as well as the Western and Atlantic regions. Red Urban first began working with Subaru Canada in January 2015, and has developed multiple national campaigns to date. The agency’s fully integrated campaign for the Impreza, Subaru’s fun-to-drive compact car, is currently in market with TV, cinema, print, digital, radio and outdoor advertising. Red Urban is also in market with national digital and online content for Subaru’s rear-wheel-drive sports coupe, the BRZ, as well as a print, digital and outdoor campaign for the compact crossover, the XV Crosstrek, and print executions for a national campaign promoting Subaru’s commitment to safety and technology.

Subaru Canada has named Red Urban as its advertising agency of record

“After an intensive RFP (request for proposal) process, we selected Red Urban because it is a unique creative agency with a depth of current and relevant category experience unmatched in the industry,” said Ted Lalka, vice president of marketing and product planning at Subaru Canada. “Our decision to select Red Urban was based on their fit with our Subaru brand as well as the work they’ve already delivered for us nationally on the brand and on the retail sales level.” Red Urban president Steve Carli, added: “Red Urban is proud to have been chosen by Subaru to be their agency partner. Since we opened 5 years ago, we've been committed to developing deep partnerships with our clients, believing that is the key to getting to work that outworks.”


Lowe Open Philippines – Wendy's Guam


Quick Service Food, the Guam franchise of fast food chain Wendy’s, has appointed Lowe Open Philippines as its social media agency of record. 

In a pioneering move, Lowe Open will be tasked with building a social media presence for the fast food outlet, which will establish Wendy’s Guam as a country leader in the social media sphere, and support its business growth. 

In 2013 the agency successfully re-launched the Wendy’s brand with its #WeDeserveThis campaign. Harnessing the power of both traditional and digital channels, the campaign not only brought in the results, but garnered a Boomerang and a Diamond Award at the 2014 Wendy’s International Conference.

Wendy's Guam has appointed Lowe Open Philippines as its social media agency of record

It was this work and its results that caught the eye of Ernesto Espaldon, president and master franchise owner of Wendy’s Guam. He said: “Our vision is for Wendy’s Guam to become a social media maverick, and with Open’s work, strategic thinking and in-depth digital marketing knowledge, we're well on our way to achieving this. We’re very excited for this partnership.” 

Alan Fontanilla, managing director for Lowe Open Philippines, added: “We’ve always said that our work is world-class, and here is the proof. We’re honoured and thrilled with this opportunity and can’t wait to replicate our success.”


Leo Burnett Vietnam – Samsung


Leo Burnett was recently named as the digital agency of record for Samsung.
 For two years in a row, Leo Burnett Vietnam’s successes have been recognised at the regional Agency of the Year award show organised by Campaign Asia where the agency was the Gold winner for Agency of the Year (2013 and 2014). 

At the same show, they were also the Silver award winner in Digital Agency of the Year (2014). Last year, its “Self-V” campaign project for Samsung Galaxy V also nabbed the coveted “Best in Show” award at Vietnam’s first SMARTIES Mobile Marketing Awards. The same campaign was also awarded Gold in “Product Launch” and “Mobile Website” categories as well as Silver in “Cross-media Integration.”

Leo Burnett was recently named as the digital agency of record for Samsung

Kate Bayona-Garcia, head of digital and innovations at Leo Burnett Vietnam said: “We are thrilled to be working with Samsung, one of the world’s most exciting brands, to help them drive its leadership position in the digital space in Vietnam. This is an amazing win for us and an excellent testament of the stronghold of Leo Burnett’s digital capabilities in the Vietnamese market. We are currently looking at doubling the team to drive the impactful success we aim to achieve for Samsung’s digital marketing ambition.”


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