WPP – Coca-Cola
Coca-Cola has given its next big global campaign to three WPP agencies: Ogilvy New York, Sra Rushmore in Madrid and the minority-owned Santo in Buebos Aires. Wieden+Kennedy Portland, which helped to devise the long-running “Open Happiness” campaign, looks to be the biggest loser in the deal. Coke recently hired Interpublic’s UM Media as its lead media agency in North America, moving its $405m account out of Publicis Groupe’s Starcom Mediavest.
Coca-Cola has given its next big global campaign to three WPP agencies
Coke is taking a battering in developed markets over the weight-causing properties of fizzy, sugary drinks so it’s no surprise that Santo, which has a formidable record in winning international business, has emerged as the likely lead agency. Coke’s biggest spend is likely to go into such markets. But it’s no longer one of the world’s very biggest advertisers as more of its effort goes into PR. Ogilvy is obviously close to Coke’s heart too. The agency gained a planning role in the recent Coke media review.
WPP's Team Air – Emirates
Emirates has hired a group of WPP agencies to handle its branding and creative business. The group of WPP agencies servicing the account include Grey London and New York, RKCR/Y&R and Geometry Global, as well as Hogarth and TNS. Collectively they will be known as ‘Team Air’. From London, Chris Hunton, formerly the chief executive of McCann Erickson London, will lead the group. Grey London and New York are set to work on brand communications while RKCR/Y&R are soon to launch activity around the Rugby World Cup, for which Emirates is a partner. It is also thought actress Jennifer Aniston will feature heavily in future activity, with news emerging that she recently signed a $5m deal with the airline.
Emirates has hired a group of WPP agencies to handle its branding and creative business
Boutros Boutros, divisional senior vice president of corporate communications, marketing and branding at Emirates, said: “Our investments in service, product and brand generate tangible returns in the form of customer satisfaction, hundreds of international and industry awards for excellence, and recognition as the world’s most valuable airline brand. Emirates is making progress on our journey to become a global lifestyle brand, and Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs. This tailored approach, backed by the global resources of WPP, creates a formidable partner for any client.”
TVGla – Gruppo Campari
Leading beverage company Gruppo Campari has awarded LA agency TVGla international digital marketing responsibilities for such brands as Wild Turkey, Appleton Estate Jamaica Rum, and SKYY Vodka. TVGla is being tapped to develop the global social media presence for these three signature brands and will provide broad digital marketing support for Campari’s global strategic marketing team, which is based out of its US headquarters in San Francisco. The agency will work across Facebook, Twitter, Instagram, Pinterest, and other emerging platforms to create content that supports each brand’s story.
Gruppo Campari has awarded TVGla international digital marketing responsibilities for such brands as Wild Turkey, Appleton Estate Jamaica Rum, and SKYY Vodka
TVGla CEO Dimitry Loffe said: “Helping these brands navigate the different social media platforms and creating content that is unique and appropriate for each channel is one of our sweet spots. We are excited to help Appleton Estate, Wild Turkey and SKYY grow awareness and engagement with consumers.” Melanie Batchelor, VP of Global Spirits, Gruppo's parent company, added: “We were looking for a digital agency that understood how to tie together digital campaigns for our global brands to local markets. We were impressed with the agency’s work for Pepsi in Latin America and their ability to leverage the attributes of different social channels to build brands in the digital space.”
The Holla Agency – LJ Hooker
Media/Creative firm The Holla Agency has been awarded the LJ Hooker account following a five way competitive pitch. The win will see The Holla Agency work with LJ Hooker in a long-term strategic partnership, as LJ Hooker shifts its brand focus to ‘customer first’ under the leadership of CEO, Grant Harrod. LJ Hooker is one of Australia's best known and most trusted real estate brand with a franchise network of over 700 offices selling more than $19 billion in real estate last year. The appointment comes on the back of CEO Alex Allwood’s new book, “Customer Experience is the Brand.” The book has been written for brand leaders to bridge the gap between yesterday’s marketing and the next evolution of the brand: customer experience.
The Holla Agency has been awarded the LJ Hooker account following a five way competitive pitch
Allwood said, “Our ambition is to work with brands who are putting customer experience at the heart of their organisations and who recognise that customer advocacy represents future business growth. We are looking forward to developing a long term partnership with LJ Hooker and we are delighted to be working with a brand that’s committed to establishing the customer as a priority in the business.” Chief innovations officer, Ryan Campbell added: “The appointment signposts LJ Hooker’s plan to drive business growth through elevating customer experience to deliver real difference in the highly competitive real estate category. The agency’s work will begin immediately with purpose led brand strategy development and a spring campaign to follow.”
Newcast – Lactalis
Newcast, the branded content division of ZenithOptimedia, has been appointed as the digital agency of record by three of the most popular UK cheese brands owned by Lactalis; Seriously Strong, President and Galbani. Newcast was awarded the business following a competitive pitch against three creative digital agencies, as part of a decision to embrace a wider brand building direction in the UK. Newcast will be responsible for digital creation and social content across multiple platforms, and will also continue their current remit of creating and developing the right media partnerships for Lactalis brands in the UK, starting with projects for Seriously Strong, President and Galbani.
Newcast, the branded content division of ZenithOptimedia, has been appointed as the digital agency of record by three of the most popular UK cheese brands
Heloise Le Norcy-Trott UK Group Marketing Director at Lactalis, said: “Newcast plugs the gap that is missing between media and digital agencies, and demonstrated its ability to create innovative integrated strategies to drive return on investment. The capability of Newcast to produce engaging creative combined with collaborative media partnerships means the agency can be a true strategic partner to the business.” Christine Beardsell, UK Managing Director at Newcast added: “The Newcast team represents the perfect mix of talent that can now straddle these two worlds and provide our clients with solutions that ensure great content is always seen.”
Cutwater – Peet's Coffee & Tea
Cutwater has been named agency of record for Peet’s Coffee, the premier specialty coffee company in the United States. With this new partnership, Cutwater will develop the company’s brand positioning and a creative platform which will be executed across broadcast, radio, digital and internal communications. Peet’s is a pioneer coffee brand founded in 1966 in Berkeley, Calif. by Alfred Peet. Mr. Peet was widely recognised as the grandfather of specialty coffee in the US.
Cutwater has been named agency of record for Peet’s Coffee
Christian Hughes, president and principal of Cutwater, said: “Peet’s is a beloved coffee icon in the Bay Area. As San Franciscans, we are already Peetniks, so it’s very exciting that we’ll be able to tell their story to a new generation of coffee lovers, both on the West Coast and throughout the country.” Tyler Ricks, chief marketing officer of Peet’s Coffee, added: “As we continue to win in the premium coffee category, Cutwater is the ideal creative partner to help us further refine and tell our story. Like us, Cutwater’s craft is at the heart of everything they do and this shows in their work.”
Interpublic Group – LATAM Airlines Group
LATAM Airlines Group, which operates the LAN and TAM brands, has chosen the Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania where the company operates. Five large agency holding companies participated in a competitive review, which began in March of this year. LATAM's new marketing and communications partner will be responsible for planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. The IPG solution revolves around an integrated, bespoke agency team (named Graphene) that will be fully dedicated to LATAM Airlines.
LATAM Airlines Group has chosen Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania
Michael I. Roth, chairman and CEO of Interpublic Group, said: “We are honoured to have been named by LATAM Airlines Group and look forward to the opportunity to make significant contributions to building their business. This kind of integrated model is one that we have championed at our company, through our customised "open architecture" solutions, and one with which our clients have seen great success. It's an approach that’s ideal for a progressive company like LATAM Airlines Group, in that it will enhance their ability to reach consumers with consistent, powerful and targeted brand message, across marketing channels and geographic borders.”
Socialyse – Hermès
Socialyse, the social media solution of Havas Group, announced this week its appointment as the social media agency of record for luxury brand Hermès in China. A family-run company present in 51 countries, Hermès brings together past and present to create innovative and beautiful products. Socialyse China will handle social media planning and communication for Hermès China: social media strategy, content creation as well as monitoring and analytics for Hermès’ social media platforms.
Socialyse announced this week its appointment as the social media agency of record for luxury brand Hermès in China
Bryan Wang, head of Socialyse China said: “Hermès China has been placing a lot of emphasis on using digital and social platforms to reach out to a digitally savvy Chinese population. We are looking forward to developing an integrated and synchronised social media strategy to support Hermès’ vision through an exciting solution.”
Droga5 – Hepatitis C Trust
Droga5 has announced its new partnership with national UK charity Hepatitis C Trust. The alliance marks the charity’s first hire of a full service advertising agency. Droga5 is tasked with creating a global campaign to generate greater public understanding and awareness of the often stigmatised illness. The disease, which infects the liver and can lead to cirrhosis, is a curable virus. Although curable, hepatitis C has historically been neglected, in part because of low public awareness.
Droga5 has announced its new partnership with national UK charity Hepatitis C Trust
Nick Simons, managing director of Droga5 Europe, said: “The Trust tapped us to help them create content that sits above all the other noise in the market and inspires society to get educated and involved. It’s a very noble cause and they genuinely want to make great creative that filters into culture. We’re looking forward to working with the charity.” Charles Gore, CEO at the Hepatitis C Trust, added: “Hepatitis C affects over 215,000 people in the UK and more than 150 million people globally, yet the virus has historically been neglected within society. We are looking forward to teaming up with Droga5 to further spread awareness and ultimately motivate people to get involved.”
Switched On Media – Michelle Bridges 12WBT
Following a competitive pitch, STW digital marketing agency Switched on Media has added the Michelle Bridges 12 Week Body Transformation to its burgeoning client roster. Switched on Media will take responsibility for 12WBT’s digital paid media channels with a primary focus on search, display, re-marketing, and social. Switched on Media is part of STW, Australasia’s leading marketing content and communications group.
STW digital marketing agency Switched on Media has added the Michelle Bridges 12 Week Body Transformation to its burgeoning client roster
Switched on Media’s senior business development manager Sam Powell, said: “12WBT is a highly progressive and innovative brand and we look forward to working with them to bring some exciting new ideas to life. Our intricate knowledge of data, insights and technology in the market allows us to drive performance across all relevant digital channels. Our aim is to achieve maximise paid, owned and earned traffic, leads and signups for 12WBT.” Sue Klose, chief operating officer at 12WBT, added: “We were looking for an agency with proven digital experience, together with a highly driven team who would work closely with us. We believe we’ve found that with Sam and his team at Switched on Media.”
