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Business Roundup

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TGI Fridays

American restaurant chain TGI Fridays has chosen two agencies to manage all of its future digital marketing efforts. Made Movement will become the company’s new digital, creative & technology agency of record and will be responsible for driving all digital content and infrastructure as well as managing all of the brand's social channels. Friday's has also selected Meredith Xcelerated Marketing (MXM) as customer engagement agency of record, with the New York-based agency set to manage all e-mail and mobile communications for “Give Me More Stripes,” the restaurants customer loyalty scheme. By hiring two separate digital agencies to focus on two different sectors, the brand hopes to offer guests more of a personalised service and opportunities to connect with Fridays through campaigns that will “Push the envelope” in the casual dining space.

TGI Fridays has chosen two agencies to manage all of its future digital marketing efforts

Brian Gies, chief marketing officer for TGI Fridays, said they wanted to ensure the digital tactics they were using to engage with their audience are “In touch with what they are using in their day-to-day lives and resonate with them on a personal level.” He feels that with this pair of new partnerships, they are “Taking a giant step forward in the digital/technology space,” and will be able to “Make sure Fridays remains a cutting-edge brand, while delivering substance that consumers want.” Made partner and chief creative officer Dave Schiff, said “TGI Fridays has been a social pioneer since well before there was an Internet,” and feels that “With the digital tools available today, combined with the brand's ability to draw people together,” they should be able to help the brand remain at “The forefront of the changing definition of social interaction.” MXM executive vice president David Brown, adds that “MXM is delighted to join the TGI Fridays team,” and bring their “World-class capabilities in email strategy and operations to drive major improvements in engagement and participation.”

 

Jenny Craig

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After a competitive pitch, JWT Melbourne has been appointed as agency of choice for Jenny Craig, one of the world’s largest global dieting companies.

 JWT will be responsible for all strategy and delivery of through the line communications and business solutions for Jenny Craig’s Australian operations. Nick Muncaster, JWT Melbourne's general manager, is “Absolutely delighted to kick-start 2015 with a significant new business win,” which adds to the agency's “Already strong and well-established health and wellbeing client portfolio.” He believes that their “Planning philosophy and approach to ideation,” plus how they “Evaluate success,” were all key factors in winning the business. Jenny Craig CEO David Cottee, added that they were “Looking for an agency with proven experience, together with a highly capable team,” to fill their integrated needs. He said that as the business and the health sector in general continues to evolve, finding the right agency is more important than ever, and he feels that have “Found that with JWT Melbourne.”

 

Sariwangi

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OgilvyOne Indonesia has been awarded digital marketing duties for the region's largest tea brand, Unilever's Sariwangi, after a competitive pitch. Ogilvy will be leading digital plans for the brand in 2015, developing digital content and strategies, and executing campaigns across numerous social media channels. The move effectively makes the Sariwangi account a 360 win for Ogilvy, which has been handling the brand's above the line business for several years, and will now take on full responsibility of the brand’s communication plans. It allows follows Ogilvy Indonesia's recent win of Unilever's digital pitch for Vaseline.

OgilvyOne Indonesia has been awarded digital marketing duties for Sariwangi

Gretchen A. Largoza, managing director at OgilvyOne, said they are “Honoured to partner with Sariwangi” and build on their relationship with Unilever Indonesia. The agency look forward to “Revolutionising the brand’s digital presence through cutting-edge campaigns and helping to support their business growth.” Imelda Karya-Wira, brand manager for tea at Sariwangi, added that “The OgilvyOne team showed a great understanding of the Sariwangi brand and culture.” They were impressed by Ogilvy's “Clear strategy and creative ideas,” and feel that their “Expertise and experience in working with top brands makes them the ideal partner” when it comes to improving digital output.

 

Ribena

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JWT has been named as the new strategic partner for Ribena, beating out Mother, VCCP and Grey London (Ribena’s global advertising agency, a position that will be unaffected by JWT's appointment). The agency will create a new brand position for Ribena in the UK in order to broaden its appeal in a highly competitive market. Ribena, which is now owned by Lucozade Ribena Suntory, kicked off the review of its UK and Ireland advertising account in October last year. M&C Saatchi was the nine-year incumbent but declined to re-pitch for the work. Hannah Norbury, marketing director at Ribena, said that "As well as showing some strong strategic thinking,” the JWT pitch team demonstrated “A deep understanding of the brand’s rich history, its wonderful personality and the great opportunities that lie ahead.”

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