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Top 10 Account Wins of the Week

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Gravity Road – D&AD

D&AD has appointed the London-based creative agency Gravity Road as its editorial partner for the D&AD Festival and Awards. As D&AD looks to become a broader platform for championing creativity, it will work with Gravity Road to build on the success and heritage of the awards, as well as the organisation’s global network. Gravity Road has been tasked with developing a content and distribution strategy for all of D&AD’s video content around the Festival and awards show, which takes place tonight. The agency will film the awards ceremony live and in just three hours, will turn around an edit to publish across D&AD’s social and online platforms. The agency has also produced a video series called “Short Stories” to showcase this year’s awards jury. Gravity Road worked with the jury, which includes Tiffany Rolfe, CCO and partner at co:collective, Sascha Hanke, Partner & ECD at Kolle Rebbe and Pann Lim, Co-Founder and Creative Director of Kinetic Singapore to demonstrate their commitment to design and creativity, and tell the stories of how they “made it.” The series will also be distributed across D&AD’s social and online platforms.

 

Recipe – 888 Poker

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Recipe has been awarded the 888poker account by leading online gaming company 888 Holdings. Recipe is now lead creative agency across all of 888 Holdings brands. This includes 888sport, 888casino and Wink Bingo - which Recipe was appointed to in June 2016. Recipe will now be responsible for delivering a new strategy and campaign for the brand, which is due to launch in May 2017. Dan Jacobs, Creative Director at Recipe said: “In 888poker we have the chance to disrupt the market, to act as challenger brand and to make a big impact. Consolidating the 888 brands is testament to the ridiculously hard work everyone at Recipe put in during 2016 and it’s a big chance to build on that success.”

 

Adam & Eve/DDB – Sky Sports

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Sky has appointed Adam & Eve/DDB to handle its sports account after a competitive pitch process. The broadcaster kicked off the review in February. It approached shops as it planned to review its customer packages for Sky Sports. The sports TV market is becoming tougher for broadcasters to stand out in. Sky has faced greater competition against BT Sport, with which it shares the Premier League rights. Earlier this year BT also renewed its exclusive three-year deal for the Champions League. Virgin Media has also upped its game with a campaign calling for match tickets to be capped at £20. Adam & Eve/DDB began working with Sky last year after being appointed to handle digital and social for Sky Mobile. The pay-TV giant's agency roster also includes Brothers & Sisters, FCB Inferno and WCRS.

 

DDB Sydney – McDonald's

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McDonald’s Australia has ended its 12 year relationship with Leo Burnett Sydney and consolidated its creative advertising business with DDB Sydney. The move brings Australia inline with the US, where the fast food giant severed ties with Publicis’ Leo Burnett to align the agency with Omnicom last August. DDB has handled McDonald’s creative advertising account for 40 years, however it has shared the business with Leo Burnett since 2004, when the agency was appointed to the roster. Most recently, Leo Burnett handled the McCafe business. Leo Burnett Sydney CEO Pete Bosilkovski said in a statement: “Over many years we've produced some amazing work and business results. We respect McDonald's decision to consolidate based on efficiencies and productivity, and we wish them continued success. We are very proud of the exceptional partnership we've had with McDonald's.”

 

McCann – Sony India

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Sony India has signed a two year contract with McCann Worldgroup as its creative agency in India. The agreement will include the agency performing all creative duties, from making its TV ads, to branding and retail. Prasoon Joshi, CEO and CCO for McCann World Group, said: “Pitching for Sony was a brilliant experience. There was clarity in the company's vision and deliverables right from the beginning and am happy that we at McCann could put our expertise and talent together to win their trust.”

 

MediaCom – Boots

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Boots has appointed MediaCom as its UK media planning and buying agency. As part of “Team W,” MediaCom UK will be responsible for helping Boots drive its retail presence in the UK and the Republic of Ireland. The appointment follows the decision by US parent company Walgreens Boots Alliance to move all of its global communications to WPP agencies to further strengthen integration. As part of Team W; a bespoke WPP team covering traditional and digital advertising, media investment management, promotion & relationship marketing, public affairs, media relations and communications, MediaCom UK will be responsible for helping Boots continue to drive its brand and retail presence in the UK and ROI. Hub office locations for Team W have been set up in Chicago, London and New York to support Walgreens Boots Alliance and businesses including Walgreens, Boots and Alliance Healthcare businesses.

 

Ogilvy & Mather – Red Stripe

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The Heineken-owned Jamaican lager brand Red Stripe has selected Ogilvy & Mather as its creative agency, with Ogilvy Miami and Ogilvy Mexico handling the business. Ogilvy’s first work for the client will be a global marketing campaign across multiple media platforms, including a global music initiative, as Red Stripe aims to increase its export business. Other Ogilvy offices had previously worked with the brand, prior to its 2015 sale to Heineken, while BBDO New York worked on a 2012 U.S. campaign for Red Stripe. Blandine JnPaul, Red Stripe's Head of Marketing and Innovation, said: “We chose Ogilvy because they are the best creative advertising agency in the world. This campaign will be a major step for Red Stripe as it will ground the brand’s positioning in the territory and exemplify what Red Stripe means to its adorers. It will breathe new life to the brand around the world because it is exciting, visual and speaks to the core of what the brand is.”

 

UM – Coach

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American luxury bags and accessories brand Coach has appointed UM as media agency of record for Asia. The IPG Mediabrands won the account following a competitive pitch that began in 2016. Billings have not been disclosed. Led from the agency’s global headquarters in New York, UM will conceptualise and deliver customised media buying and integrated planning services for Coach across nine markets in Asia and North America. Coach declined to reveal the incumbent agency but it’s understood Omnicom Media Group-owned agency OMD oversaw the media account in the United States. Earlier this month, Coach promoted Ian Bickley to the role of president of global business development and strategic alliances. He previously held the title of president of the international group and worked across Asia to complete buybacks of Coach’s retail businesses in China, Hong Kong, Macau, Singapore and Malaysia.

 

TH_NK – LV

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Insurance brand LV has appointed TH_NK to advise on its digital transformation strategy, a move that comes amid a raft of internal changes at the general insurance brand in the hope of future-proofing itself against emerging technologies. On joining the company in June last year, CEO Richard Rowney immediately vowed to significantly increase its digital spend to the tune of £100m over three years admitting that the sector as a whole had “fallen off the pace” when it came to meeting customer expectations about how insurance services should be delivered. There are niche companies – like Lemonade for rental insurance or Trov for ‘on-demand’ home contents insurance – which have put some pressure on the likes of LV to change, but by far the biggest motivation has come from the new large established tech groups such as Google which are controlling more and more of the data that sits at the heart of the insurance industry. With the hire of TH_NK, LV is looking to emulate the seamless experience of an Uber or Airbnb that its some 5.8 million customers have come to expect whilst simultaneously pivoting the whole business to be more fluid and open to working with others.

 

The Escape Pod – a2 Milk Company

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The a2 Milk Company has named independent agency The Escape Pod its creative and media agency of record. Currently the number one branded milk in Australia and distributed in five countries globally, the a2 Milk Company is aiming to disrupt the US dairy category with real cow milk that is naturally easy to digest. As integrated AOR for The a2 Milk Company, The Escape Pod will be responsible for creative, media, experiential, and in-store marketing initiatives. The a2 Milk Company debut its new campaign regionally, “Love Milk Again,” across TV, radio, digital and a mobile tour this week. Targeting consumers who believe they may be lactose intolerant, the anthemic spots showcase real people who are finally able to drink real milk again thanks to absence of the A1 protein proven to cause digestive discomfort. Founded in New Zealand in 2000, The a2 Milk Company was started based on groundbreaking research that uncovered an important linkage between certain milk proteins and digestive issues. The research found that cows’ milk contains two kinds of proteins: A1 and A2. Only the A1 beta-casein protein has been proven to cause indigestion and discomfort typically associated with drinking milk. After dominating the Australian market as the number one branded milk brand with 80% loyalty, The a2 Milk Company experienced significant growth globally in New Zealand, China and the United Kingdom. Now the company is focused on expanding its U.S. footprint. The a2 Milk Company has established a presence in California, Colorado, and now in the Southeast.

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