VML – Wendy's
The Wendy's fast food has announced named VML as its creative agency of record. The Kansas City-headquartered firm will expand its role from Wendy's digital agency of record to full creative development. Kurt Kane, Wendy's Chief Concept & Marketing Officer, said the decision signals the vital importance to Wendy's of seamlessly integrated marketing programming that engages and inspires consumers across digital, social and traditional communications channels. VML will work alongside a roster of top agencies to support the brand, including Bravo, MediaVest, Saatchi and Saatchi X, and Ketchum. Publicis North America was the advertising agency of record since 2009. VML has served as the digital AOR for Wendy's since 2012, and has developed omni-channel campaigns for the brand in 2015 and early 2016. VML's work for Wendy's has won dozens of awards including Cannes Lions, Effies, One Show, and Facebook Studio. Most recently, VML led creative development to launch Wendy's new campaign, internally dubbed “Deliciously Different.”
“We are honoured to be Wendy's creative agency of record. Our results together have proven out the value of thinking differently. We can't wait for where our journey is going next” Jon Cook, VML Global CEO
Humanaut – Organic Valley
Humanaut has been named the lead creative agency for Organic Valley following a year-long marketing collaboration. The farmer-owned cooperative recently announced themselves as the world’s first billion-dollar organic-food company. Humanaut won the business after showing Organic Valley what it could do for its Organic Fuel protein shakes. Now the shop will handle all creative campaigns including a branding campaign and work for Organic Fuel and Organic Balance.
“We’re incredibly lucky to be partnering with such a mission driven cooperative of organic family farmers” David Littlejohn, Humanaut Co-Founder and CCO
180 Amsterdam – TomTom
180 Amsterdam has been appointed as global strategic and creative partner to leading technology brand TomTom, following a competitive pitch. The agency will bring its extensive experience in the worlds of technology, sport and building global brands to the challenge of developing both a strategic roadmap for the business to help it grow across its different categories, and the integrated creative platforms that the brand will activate - from retail, right through to advertising and events. The technology brand’s most iconic product (its Personal Navigation Device) was recently voted as the fifth most important invention of the 21st Century, in a major YouGov consumer poll. TomTom's business has diversified beyond GPS in recent years, with the launch of action sport cameras and sports watches. 180 Amsterdam will be pivotal in supporting the brand in its ambitious future plans.
“TomTom is a business that has the ambition and personality that 180 Amsterdam loves. They have the type of challenges that our ‘180 Thinking’ is famous for helping solve” Al Moseley, CCO and President of 180 Amsterdam
LIDA – The Open University
LIDA has replaced AMV BBDO to handle the integrated creative account of The Open University following a competitive pitch. The part-time learning provider has tasked LIDA with developing a customer driven strategy for the institution’s student acquisition and fundraising activity. LIDA will commence strategic and creative work immediately, with their first work set to go live in April.
“The Open University is an extraordinary institution which is more relevant than ever. We are very excited to be creating a new approach for them to capture their unique spirit and capabilities” Matthew Heath, Chairman of LIDA
Adam & Eve/DDB – Strongbow
The Heineken-owned Strongbow cider brand, has appointed Adam & Eve/DDB to handle its advertising account after a competitive pitch. St Luke’s, the incumbent, had held the account since 2005 after winning a five-way pitch. The business was previously handled by Leo Burnett. Heineken ran a competitive pitch in which roster agencies were invited to pitch. The brewer has extended its relationship with Adam & Eve/DDB in recent years, having appointed it to work on Amstel last year, Desperados in 2014, and John Smith’s in 2014. St Luke’s, which celebrated its 20th anniversary last year, named two Strongbow spots among its top ten ads in the agency’s history, as chosen by Al Young, the ECD. Starcom Mediavest Group manages Heineken’s global media planning and buying. The Publicis Groupe agency won the brief in 2012.
“Following a competitive internal process, Adam & Eve/DDB have been appointed to the Strongbow brand, to creatively lead the next chapter of its success” Emma Sherwood-Smith, Cider Director at Heineken
Rocket – Betsafe
Betsafe has handed its multi-million pound media and planning account to Rocket as the gambling firm pushes its “No Bullshit Betting” message to British punters. Rocket won the business after a competitive pitch and is expected to invest in TV as Betsafe plans a highly ambitious strategy to break into the UK’s online betting and casino sector. Betsson Group, the Swedish-based owner of Betsafe, has not previously had a media agency but has had advertising partnerships with Manchester City and Gumball 3000. Nick Walker, Rocket’s CCO, will lead the account.
“Rocket demonstrated an inherent understanding of the Betsafe brand positioning and we’re delighted to be working with them” Neill Simpson, UK Brand Manager of Betsson Group
Kittcatt Nohr – Domino's Pizza
Domino's Pizza has appointed Kitcatt Nohr to strengthen its customer relationships by developing a CRM strategy. The agency won the account following a competitive pitch. Kitcatt Nohr will review the company’s existing activity and will develop a strategy to reinvigorate the customer communications framework. Kitcatt Nohr believes that consumers do not want to engage with brands that are 'always on' and are trying to be constantly present in their life. Domino’s Pizza has always tried to engaged with its customers using entertaining content but the brand’s focus is now on delivering this content to the right people, at the right time, across all channels.
“We’re delighted to be working with Domino’s Pizza UK to create an ‘appropriately on’ approach that will give value to get value” Hattie Whiting, Managing Director at Kitcatt Nohr
MullenLowe London – Universal Credit
The Department for Work & Pensions has appointed MullenLowe London to promote Universal Credit, the government's working-age benefits scheme, after a pitch. MullenLowe fought off competition from Engine, another government roster shop, in a process run by the Crown Commercial Service. The Interpublic shop has been tasked with creating an integrated campaign to raise awareness among jobseekers. Activity, which will span out-of-home, digital, print and radio, is expected to launch later this month with the line: “Opening up work.” Universal Credit, which was unveiled in 2013, brings together previously separate benefits for people who are on low income or out of work. In 2014, the DWP appointed Engine to handle activity around workplace pensions after a pitch.
“Our campaign with MullenLowe will ensure jobseekers know how this new support can help them and their families” A Spokesman for the DWP
MullenLowe London – Hyatt
Hyatt Hotels has consolidated the global creative for all of its brands with MullenLowe, and named the agency its global AOR following a creative review handled by SRI Consulting. MullenLowe beat out three undisclosed finalists to secure the appointment. Media buying and planning and social media duties remain with PHD and We Are Social, respectively. Hyatt had previously worked with various agencies on a per-project basis, but MullenLowe will now handle creative responsibilities for all these brands.
“Hyatt and MullenLowe present a truly powerful pairing of two growing, global brands” Lee Newman, CEO at MullenLowe US
Havas Worldwide – Heathrow Airport
Heathrow Airport has picked Havas Worldwide and Havas Helia for its integrated advertising and CRM business after a competitive pitch. The Havas agencies won the business after pitching against Adam & Eve/DDB, which pitched alongside Rapp, and M&C Saatchi which pitched alongside Lida. AMV BBDO, Engine, Leo Burnett London, MullenLowe London, Ogilvy & Mather London and VCCP were involved earlier in the process, which was handled by Oystercatchers. In December Campaign revealed that Heathrow had begun a review. Saatchi Masius was the incumbent on the account. Carat has held Heathrow’s media business since 1999, having retained it in 2011.
