Advertising

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Top 10 Account Wins of the Week

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Mediacom – Sony

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Sony has moved the lion's share of its global media account into MediaCom following a competitive pitch. The Japanese electronics giant called a review for its five business divisions, including the global PlayStation account, which moves to MediaCom, moving from OMD in EMEA and from Carat in other markets including the US. Sony Electronics and Sony Mobile, which had been held by MediaCom in the UK, have now been consolidated globally into the WPP media agency. Sony Electronics had been held by UM in North America, while Carat had the Sony Mobile business in that region. The global accounts for Sony Pictures and Sony Music have been retained by the incumbents, UM and OMD respectively.

TH_NK – New Look

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New Look has appointed TH_NK to consult on the future digital strategy of its global business. The agency fought off competition from Deloitte Digital and Accenture Interactive to win the account in a pitch process handled directly by the fashion retailer. There was no incumbent agency, but New Look had been working with Ogilvy & Mather after the WPP agency picked up work in 2013. TH_NK will guide the New Look board through what it calls its “Future Framing” methodology, which aims to identify key transitions that will shape the future context of a business.

We spoke to a number of partners to support in shaping the next iteration of our multichannel strategy. The team at TH_NK and their forward facing approach made them an easy choice” Jack Smith, Digital Director at New Look

MullenLowe Profero – Cornetto

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Unilever ice-cream brand Cornetto has appointed MullenLowe Profero as its global digital agency after a pitch against R/GA, Geometry Global and M&C Saatchi, who has also been awarded some of the client's digital creative work. Profero has been tasked with developing a holistic global digital strategy, and will also handle asset amplification and create digital campaigns for the brand. Lola MullenLowe is Cornetto’s above-the-line agency of record globally, while PHD holds the global media planning and buying account.

Profero’s understanding of the brand, target audience and overall digital environment, as well as outstanding creativity, impressed us from the first moment we met them” Barbara Cavicchia, Global Brand Director for Cornetto

Zimmerman – Advance America

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Following a record-breaking year in growth, Zimmerman Advertising has been named the marketing Agency of Record for Advance America, one of the nation's leading providers of consumer financial services. Following a highly competitive review conducted by Hasan + Co, the South Carolina-based financial company ultimately chose Zimmerman as its official marketing agency of record. Advance America is a nationally recognised, fully-accredited financial company offering a suite of convenient, cost-competitive products and services at over 2,300 locations and online. As AOR, Zimmerman will lead the brand's consumer outreach strategy, providing creative services, media planning and buying, digital and production.

We're excited to support Advance America's efforts in helping American families meet their varying financial needs” Zimmerman Founder, Jordan Zimmerman

Dentsu Aegis – E.ON

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E.ON, the energy company, has appointed the Dentsu Aegis Network to handle its global media account, with their Vizeum agency set to run the UK business, which is reportedly worth £10 million this year. WPP’s MediaCom previously held the account. The shop beat the incumbent, Initiative, in a pitch in 2008. E.ON consolidated its UK advertising and CRM activity into Engine last year after a review run by ISBA. The business is led by Partners Andrews Aldridge. MullenLowe London was the incumbent on the creative account and did not re-pitch. Havas Helia previously handled direct marketing. Vizeum confirmed the appointment but declined to comment further.

LOLA MullenLowe – Wall Street English

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According to Global Business Director Tom O’Brien, LOLA MullenLowe has been selected by Wall Street English as it´s agency of record to develop marketing strategies and integrated global campaigns to support their growing product suite. The account was a result of direct assignment by the client. Their previous agency was BBDO Milan, Italy. Wall Street English was founded in 1972 and in 2010 they became part of the Pearson Education Group, the world's largest learning company with headquarters in the United Kingdom. LOLA will be developing the strategy, key messages, and marketing tools to support the launch of the Wall Street English product suite both internally and externally, across the global network.

With over 22 different nationalities working in LOLA we understand the mission of helping people make their lives better through learning English” Tom O’Brien, LOLA Global Business Director

Cloudfactory – Strongbow

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Heineken has appointed Amsterdam-based creative studio Cloudfactory as lead global creative partner for its Strongbow Apple Ciders brand. The appointment is effective immediately. Strongbow Apple Ciders is the world's leading cider brand, with a 15% share of the global market. In 2015 it launched in 12 new countries, and is currently locally produced in six. Cloudfactory will help develop a new global communications campaign for the brand as it continues to expand into new markets around the world. The campaign will launch in spring 2016.

The Strongbow team has offered Cloudfactory a fantastic opportunity to co-create a new kind of campaign” Jessica Kersten, Cloudfactory Creative Partner

Beattie McGuinness Bungay – Batiste

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BMB has won the advertising account for the UK's Number 1 dry shampoo brand Batiste on the back of its successful work handling the iconic brand’s social media account. The win marks a major extension of BMB’s relationship with Batiste. BMB has been briefed with creating a national campaign, including TV advertising, which will drive sales and use of Batiste’s dry shampoo and styling products and complement Batiste’s social strategy. BMB has also extended its relationship with the leading exotic drinks brand Rubicon, which has handed the agency its social media business. BMB already handles Rubicon’s advertising account and has been briefed to spread its ‘Believe in Beach’ strategy to social channels.

We are delighted to evolve our relationship with Batiste and grow their iconic influence in the beauty and fashion world” Owen Farrington, Head of Social at BMB

M&C Saatchi – Woolworths

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After only two years, Woolworths, the Australian supermarket, has dropped Leo Burnett Sydney, appointing M&C Saatchi Sydney as its key creative partner for its Supermarkets account. Prior to losing the business to Droga5 in March 2012, M&C Saatchi Sydney had held the account for ten years, since first winning it from Leo Burnett Sydney. In March 2014, Leo Burnett was appointed lead agency on the business, with Droga5 dropped from the roster soon after. The win for M&C Saatchi comes less than a year after the agency snared chief creative officer Andy DiLallo from Leo Burnett. CB believes DiLallo had a very strong relationship with Woolworth's, which may have been a factor in the switch to M&C Saatchi.

Woolworths is one of Australia's largest advertisers, one of the country's most valuable brands and one of the most sought after accounts” M&C Saatchi Group CEO, Jaimes Leggett

Deutsch – Green Giant

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B&G Foods has named Deutsch as marketing and advertising agency of record for its Green Giant brand, only two months after acquiring the brand in November 2015. B&G Foods will collaborate with Deutsch on long term marketing communication strategy, media buying and planning, packaging redesign and social media, to further expand the Green Giant brand’s awareness, relevance and preferred status among consumers. B&G Foods’ management conducted a thorough review, which included several undisclosed agencies.

To have the opportunity to work on one of the greatest, most powerful icons in advertising history is a real honour” Deutsch New York CEO Val DiFebo

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