Advertising

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Top 10 Account Wins of the Week

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Frequency 540 – Lincoln Park Zoo

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Frequency540, an independent digital marketing agency, has been selected by Lincoln Park Zoo as its new agency of record. The zoo sought a strategic partner to optimise their brand to seed awareness and clarify its differentiating strengths to drive preference. FQ540 will apply a data-driven approach to pinpoint what matters to people, which will inform a brand campaign with custom content. Strategic work is currently in progress, with plans to launch a campaign in 2016.

Frequency540 has been selected by Lincoln Park Zoo as its new agency of record

Amanda Willard, VP of marketing and communications at Lincoln Park Zoo, said: “What set FQ540 apart was a combination of data driven-insights paired with best-in-class creative thinking. We're delighted to find a long-term partner who can offer thoughtful, comprehensive marketing solutions in the non-profit space.” FQ540 CEO Andrew Swinand, added: “Lincoln Park Zoo is so much more than a Chicago institution. It's a worldwide leader in science and conservation, but many people don't realise this. We're excited to help increase awareness around all of the amazing things the Zoo does to promote animal welfare.”

Arena – Virgin Atlantic

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Arena Media has won the £12 million Virgin Atlantic media planning and buying account. The creative business moved to adam&eveDDB from RKCR/Y&R last year. Arena won the business in a seven-way competitive pitch handled by ID Comms. Arena beat PHD and Goodstuff Communications in the final round. Manning Gottlieb OMD, the incumbent, declined to re-pitch. Arena will handle planning and buying across online and offline channels for the UK and pay-per-click campaigns in the airline’s destination cities.

Arena Media has won the £12 million Virgin Atlantic media account

Virgin Atlantic marketing & customer experience boss Reuben Arnold said: “We are delighted to be working with the Arena Media team, they displayed passion for our brand from the outset and we look forward to an exciting new relationship.” Arena Media MD Henry Dalglish added: “This is a pivotal win for us as an agency, Virgin Atlantic is one of those brands that everyone in the industry would want. We can’t wait to start work with the Virgin Atlantic team and help them grow their business.”

McGarryBowen - JCPenny

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US retailer JCPenney has chosen Dentsu’s McGarryBowen as its new agency of record, ending its two-year relationship with Doner. The change comes as the retailer continues to improve after it nearly went bankrupt a few years ago and now looks to focus on growing rather than staying afloat. Earlier this week, JCPenney also launched a menswear line created by former New York Giants player and Live! With Kelly and Michael co-host Michael Strahan. McGarryBowen’s other clients include Staples and Oscar Mayer. Earlier this year, it lost Chase to Droga5.

US retailer JCPenney has chosen Dentsu’s McGarryBowen as its new agency of record

A JCPenney spokesperson said: “For the past two years, Doner has played an integral role in helping us reconnect with our customers as we stabilised our company. As we look to the future, we feel now is the appropriate time to make a change in agency as we build on the momentum of our resurgence and shift our marketing focus from stabilisation to growing our business. We would like to express our deep gratitude to Doner for the incredible work they provided JCPenney during a crucial time for our company.”

Antidote – Libratone

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Libratone, the home audio company, has appointed Antidote as its global ad agency following a competitive pitch process. Antidote will create a campaign which will launch later this year to promote a new range of speakers for the Scandinavian company. The agency will work on campaigns for the brand across Europe, Middle East, the US and China, alongside the existing roster agencies.

Libratone, the home audio company, has appointed Antidote as its global ad agency

Henry Chilcott, the managing director at Antidote, said: “Libratone have an incredible product, a commitment to shake up the category and unreasonable ambition.” Simon Peschcke-Køedt, the global marketing director at Libratone, added: “Antidote displayed a unique understanding of both Libratone and its core values, as well as our target group. It was like having a conversation with someone that instinctively gets you and your brand. On top of that, they came up with a brilliant and surprising creative idea that we can’t wait to get into the market.”

Rufus Leonard – Odeon

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Odeon has appointed Rufus Leonard to create a new identity and brand experience for the cinema chain. The agency has been asked to help Odeon set itself apart from its competitors with new branding to be rolled out later this year. In April Odeon appointed 101 to work on its marketing strategy and creative advertising. Manning Gottlieb OMD has held Odeon’s media buying and planning business since 2013.

Odeon cinemas has appointed Rufus Leonard to create a new identity and brand experience

Andy Edge, the commercial director at Odeon UK and Ireland, said: “We were very impressed by Rufus’ creativity in their response to our brief. Working with an expert who can bring their knowledge from multiple sectors will help Odeon evolve for the future.” Neil Svensen, the chief executive, co-founder and chief creative officer at Rufus Leonard, added: “We want to create a distinct experience that the brand can own and that customers will seek out. Odeon are creating a destination that people want to go to even before they have decided what film they want to see.”

Brothers & Sisters – Denplan

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Denplan, the dental payment plan specialist, has appointed Brothers and Sisters to be its creative agency for developing a new TV campaign. Brothers and Sisters won the account following a three-way pitch run by Oystercatchers. There was no incumbent agency. The TV campaign will discuss the benefits of spreading the cost of private dental care. Brothers and Sisters pitched an idea that will focus on getting people to love their teeth and be confident with their smile.

Denplan has appointed Brothers and Sisters to be its creative agency for a new TV campaign

Matthew Charlton, the chief executive of Brothers and Sisters, said: “Despite it being an incredibly important health product, it is a low interest category to consumers, so as an agency we have to do really high interest work to cut through. They have bought a really creative and ambitious idea and we think it will make a massive contribution to their business.”

Brand Union – Shangri-La Hotels and Resorts

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Brand Union, WPP’s global brand agency, has announced its appointment by leading luxury hotel group, Shangri-La, to create the new brand and integrated launch campaign for the iconic Le Touessrok resort in Mauritius, following a competitive pitch. The agency will be responsible for uniting the unique Le Touessrok heritage with the renowned Shangri-La master brand qualities, following the takeover of the resort by Shangri-La earlier this year. Brand Union will seek to challenge the existing codes of luxury travel adopting a brand-led communications strategy, looking beyond the launch to ensure the brand resonates across every facet of the resort, right through to the guest experience at the hotel.

Brand Union has announced its appointment by leading luxury hotel group Shangri-La

Jonny Westcar, Managing Director at Brand Union said: “It is a privilege to be working with such a prestigious luxury travel brand. We look forward to delivering the new brand and launch campaign for Shangri-La’s Le Touessrok Resort and Spa, Mauritius, and meeting the high expectations of its discerning customers.” Steven Taylor, Chief Marketing Officer at Shangri-La, added: “Ultimately, we chose Brand Union because it took a brand-led approach to our brief. The creative and strategy teams worked together to present something that not only worked for the launch, but would reach beyond that, helping us to re-define the guest experience.”

Leo Burnett Singapore – Tigerair

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Leo Burnett Singapore was recently appointed as Tigerair social media agency of record. The appointment will see Leo Burnett manage Tigerair’s integrated social media channels that includes Facebook, Twitter and Instagram across Singapore, Philippines, Hong Kong and Indonesia. Tigerair is a subsidiary of Singapore Airlines Limited and is listed on the SGX Mainboard. Established in 2004, Tigerair is a leading Singapore-based no-frills airline that offers affordable travel options and a seamless customer experience. With a fleet of Airbus A320-family aircraft, Tigerair operates flights to 39 destinations across Asia such as Singapore, Bangladesh, Greater China, India, Indonesia, Malaysia, Maldives, Myanmar, Philippines, Taiwan, Thailand, and Vietnam.

Leo Burnett Singapore was recently appointed as Tigerair social media agency of record

Teh Yik Chuan, director of sales & marketing of Tigerair said: “Leo Burnett has impressed us with their out of box thinking and understanding of our brand. The chemistry from both teams are strong and we’re looking forward to collaborative work.” Chris Chiu, CEO of Leo Burnett, added: “We are happy to be working with the Tigerair team. We were able to distil their brand in an honest way and showed how we could maximise Tigerair’s social presence to the next level. Rebecca Ang, General Manager of Leo Burnett who led the pitch also added “We are thrilled to be partnering Tigerair! We are ready to embark the Tigerair journey and continue to build the brand in this socially connected world across the region.”

Blue 449 – BASF

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Blue 449 has been appointed by BASF (the largest chemical producer in the world) to manage the media communications for its global corporate image campaign, following a four-way pitch. It is the first global win for the newly launched network Blue 449, the Open Source Media Agency. The appointment will see Blue 449 manage all paid-media communications activity for the campaign across a total of 18 markets. The work will cover the evolution of the “We Create Chemistry” campaign, and will see Blue 449 provide a full range of integrated paid-media services.

Blue 449 has been appointed by BASF to manage the media communications for its global corporate image campaign

Anja Herb, director of brand strategy & implementation, at BASF, said: “The Blue 449 way of working fitted our ambition of more closely aligning media decisions with business ones, while looking to the future and working with us to establish a new working model around talent, technology and transparency. Blue 449’s proposition is unique and stood out for its new approach to the challenges the communication industry is facing today.” James Shoreland, global managing director at Blue 449, added: “This is a significant and symbolic appointment in the way it embodies the changes taking place in both our industries. The chemicals industry is looking at both the opportunities and the challenges it faces in an era of unprecedented transparency and availability of information. Our fresh, Open Source way of working across the world is ideally suited to addressing those challenges and creating competitive advantage for BASF.”

Campbell Ewald – Country Inns & Suites

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Campbell Ewald has announced that it has been named Agency of Record for Country Inns & Suites by Carlson, a leading upper-midscale hotel brand, following a competitive review. This marks the third new business win for Campbell Ewald in the past three weeks, previously being named AOR for Travelocity and Empire State Development. Campbell Ewald will be charged with creating and developing integrated advertising and communications initiatives for Country Inns & Suites, including branding and creative, as well as media planning and buying.

Campbell Ewald has announced that it has been named Agency of Record for Country Inns & Suites by Carlson

Jim Palmer, CEO of Campbell Ewald, said: “With its ability to deliver business and leisure travellers a consistent and comfortable hospitality experience that includes a touch of home, we are energised to partner with Country Inns & Suites. The marketplace for midscale hotels is extremely competitive. We’re looking forward to shining a light on Country Inns & Suites’ unique services and offerings, and taking the brand to the next level.” Aurora Toth, vice president of brand marketing at Carlson Rezidor Hotel Group, added: “We look forward to working alongside the team at Campbell Ewald to reposition and strengthen the brand with the ultimate goal of raising its awareness and attracting a younger generation of guests.”

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