Pereira & O'Dell – Timberland
Pereira & O’Dell New York has been selected by the leading global outdoor lifestyle brand, Timberland, as creative agency of record to provide all aspects of the brand’s global communications strategy and advertising. Pereira & O’Dell will drive the long-term brand communications and seasonal strategies through integrated marketing, content development and engaging advertising campaigns across multiple media channels, including digital, print and outdoor. They will serve as the lead global creative resource, setting the strategy for Timberland’s agency network. In 2013, Timberland embarked on a major re-branding effort to evolve from a traditional New England boot maker for the outdoors to a global, head-to-toe outdoor lifestyle brand. After spending three years talking to more than 18,000 individuals across eight countries, the brand is leveraging these valuable insights to re-introduce Timberland to a new consumer set. Pereira & O'Dell will develop bold, innovative campaigns with these findings in mind to further Timberland’s evolution.
Pereira & O’Dell New York has been selected by the leading global outdoor lifestyle brand, Timberland
Jim Davey, vice president of global marketing for Timberland, said: “The team at Pereira & O’Dell are experts in developing powerful brand and product storytelling in a multi-platform world. As we look to engage a new generation of consumers across both traditional and digital touch-points, we see Pereira & O’Dell as a perfect partner for Timberland.” Cory Berger, managing director at Pereira & O'Dell New York, added: “We’re thrilled to partner with a company so steeped in culture and heritage. As Timberland looks to grow and expand its offerings globally, our job is to tell its story in a way that positions the brand for the future, while staying true the authenticity that makes it so iconic today.”
Saatchi & Saatchi – SGMW Automobiles
Saatchi & Saatchi has won a competitive agency pitch to launch Chinese automobile manufacturer SGMW in Indonesia. The win will see Saatchi & Saatchi and its partners manage the market entry strategy in Indonesia for the next three years. SGMW, the makers of Wuling, is the strong leader in the mini commercial vehicle, MPV and small car sectors in China, and is a joint venture between GM, Wuling and SAIC. With a significant investment planned for Indonesia, PT SGMW Motor Indonesia will build a factory complex at Cikarang, Bekasi. The factory capacity can produce more than 150,000 cars per year and will look to export throughout South East Asia. Saatchi & Saatchi have partnered with Zeno Indonesia (Public Relations), Starcom (Media), YouGov (Research) and Guerrilla (Brand Engagement) to custom design and implement a complete communications and marketing programme for Wuling in Indonesia.
Saatchi & Saatchi has won a competitive agency pitch to launch Chinese automobile manufacturer SGMW in Indonesia
Rohit Padukone, general manager at Saatchi & Saatchi Indonesia, said: “This is a massive win for Saatchi & Saatchi Indonesia, which places Wuling among the top 3 brands in the agency’s portfolio. We shared considerable insights into the automobile industry in Indonesia and presented the challenges that automobile brands need to overcome in this market. Our approach in presenting a clear road map and strategy, rather than jumping direct into communication ideas, was really appreciated by the client.” Saatchi & Saatchi Indonesia ECD Alex Tagaroulias added: “Working on a challenger brand with the ambition of Wuling is a dream for any creative. We can’t wait!”
Khanna\Reidinga – Hi-Tec
The Anglo\Dutch sports and outdoor brand Hi-Tec has appointed Khanna\Reidinga to take care of its advertising and branding. The account was awarded to the Amsterdam based creative agency without a pitch. K\R has been tasked to create and grow brand awareness, as well as introduce new products in the rapidly growing outdoor/walking category.
Sports and outdoor brand Hi-Tec has appointed Khanna\Reidinga to take care of its advertising and branding
K\R creative director Desmond Lissone said: “Hi-Tec always has and will continue to lead the way in making the outdoors accessible and attractive for everyone. We feel honoured to work for this great heritage brand and can't wait to spread their story throughout the world.” Hi-Tec global marketing director Patrick Boom added: “K\R have shown that they really understand our values and ambitions. Together we will take the next steps into becoming a globally recognised and even more successful brand.”
Leo Burnett Business – Lurie Children's Hospital
Leo Burnett Business, the specialist B2B group from Leo Burnett, has been selected as Ann & Robert H. Lurie Children’s Hospital of Chicago's creative agency of record. The New York-based agency will develop, design and produce a new strategic and creative campaign that will increase brand awareness of Lurie Children’s as a top ranked leader in children’s health care. The first campaign will be digitally led and executed across multiple platforms, from TV and print to out-of-home and social in 2016. The new advertising campaign will promote the hospital’s services, build its brand nationally and raise awareness of its mission to promote the health and well being of children.
Leo Burnett Business, the specialist B2B group from Leo Burnett, has been selected as Ann & Robert H. Lurie Children’s Hospital of Chicago's AOR
Kary McIlwain, vice president of marketing at Lurie Children’s, said: “Lurie Children’s was truly looking for a partner to add strategic and creative value to our marketing team and current agency partners. Having a world-class creative agency will help us meet the challenges of today’s ever-changing healthcare environment and to maximise our limited resources with powerful messaging.” Lisa Abbatiello, chief executive officer of Leo Burnett Business, added: “For us, this is more than an exciting new piece of business. It’s a mission that touches our hearts and ignites our passion to create.”
Solve – Founders Brewing Company
Following a competitive review, Solve has been hired as the creative agency for Founders Brewing Company, a craft beer brand named by Beer Advocate as one of the best breweries in the world. Founders is also one of America’s fastest growing craft breweries, moving from the 26th to 17th largest craft brewery in 2014. Founders’ hallmark is brewing complex, in-your-face ales, with huge aromatics, bigger body, and tons of flavour. Several of the brewery’s beers are listed in the top one hundred beers of the world by Beer Advocate, an independent industry network dedicated to supporting and promoting better beer. Founders’ very first beer was its well-regarded scotch ale, Dirty Bastard. And its most recent full-scale introduction is All Day IPA. The agency will be responsible for positioning, target audience definition, connection strategy, media buying and messaging across traditional, digital, social and in-store channels.
Solve has been hired as the creative agency for Founders Brewing Company, a craft beer brand named by Beer Advocate as one of the best breweries in the world
Trent McCurren, vice president of marketing for Founders Brewing Company, said: “We’re delighted to partner with Solve. We were looking for an agency that gave us consumer insights, breakthrough creative, and, most importantly, were flat out excited to be on the brand. Their passion for our brand is unmatched.” Solve CEO John Colasanti, added: “We have long been fans of Founders and consider them the high priests of craft beer. We’re inspired by what they do and how they do it. Our team is beyond pumped over the prospect of working with the Founders team.” The agency’s work will begin appearing early in 2016.
WCRS – McCoy’s
WCRS has won the McCoy’s creative account following a pitch against Anomaly and Creature in a process was handled by Ingenuity and kicked off in June, which was catalysed by Jeff Swan, the new KP Snacks marketing director. BMB handles the KP Snacks advertising excluding McCoy’s, but was asked to create the latest McCoy's campaign while the ridged crisp brand found a new creative agency. Earlier this week, the brand launched the aptly titled “Go Bold” campaign, which urges men to cast off traditional notions of masculinity.
WCRS has won the McCoy’s creative account following a pitch against Anomaly and Creature
Swan said: “WCRS demonstrated an impressive combination of strategic rigour and creative firepower – we look forward to working with them to build the McCoy's brand and business.” Matt Edwards, the chief executive at WCRS, added: "McCoy's is a brand with huge untapped potential both creatively and commercially and we're thrilled to be joining the team.”
