Nobody likes to lose. To be more specific, nobody likes to lose business. So, how do you keep that loss at a minimum?
Whether you’re in ad sales, sponsorship or agency new business, following the latest agency shifts can keep your loss low by staying ahead of the competition.
For starters, ad and sponsorship sellers who keep track of agency shifts can use that knowledge to maintain relationships with media decision makers, knowing when they have lost or won an account, and using that information to secure new revenue. While agency new business can keep track of these shifts to gain a competitive advantage.
So, to help you turn their loss into your gain, we have compiled a list of our top ‘Accounts on the Move’ for the past week.
- JM Smuckers, headquartered in Orrville, OH, is reportedly reviewing the customer relationship management (CRM) portion of its business. This is the only part of the account under review, as far as we know, but reviews tend to follow one another, so agencies should keep an eye on this account.
- McDonald's, based in Oak Brook, IL, is consolidating its CRM business with Omnicom's RAPP and its dedicated shop, We Are Unlimited, which has been on the account since last summer.
- Virginia's Charlottesville Albemarle Convention & Visitors Bureau (CACVB) has hired Clean as their new agency of record (AOR) to handle creative, media, digital services and PR, as required.
- Amgen, biopharma giant based in Thousand Oaks, CA, is reportedly reviewing their $200 million media account for the first time in more than 14 years. Incumbents are WPP's MEC (consumer media) and Omnicom's SSCG Media (healthcare pro media).
- T-Mobile, with headquarters in Bellevue, WA, has hired Mother to handle creative brand work, but they aren't replacing Publicis, Seattle, creative AOR since 1997. Publicis will retain AOR status and work on the retail portion of the wireless provider's account.
- Johnson Outdoors, headquartered in Racine, WI, has hired Darby Communications as the new PR AOR for their Watercraft Recreation division, responsible for increasing brand awareness within publications and media outlets geared towards outdoor and paddlesport communities.
- Big Lots, based in Columbus, OH, has created a new holiday ad campaign with creative and digital AOR since 2014, O'Keefe Reinhard & Paul. This puts the agency near average AOR tenure (~2.5-3 years), and in addition to recently moving its media account to Media Storm, reviews often follow each other, so creative could be next.
- Findlay, OH-based Marathon Petroleum Company's Speedway Gas and convenience stores has hired Young & Laramore as their AOR to lead brand strategy, creative, digital, social media, media planning and buying, in-store communications and packaging design.
- Reef, VF Corporation's surf-inspired apparel and footwear brand headquartered in Carlsbad, CA, has named Haymaker as their new creative AOR, to handle brand creative, social media and launching a new campaign sometime next year.
- Intuit's QuickBooks, with headquarters in Mountain View, CA, has tapped Omnicom's TBWA Chiat Day, LA and Hearts & Science, LA as new AORs ahead of a global campaign.
- Ulta Beauty, based in Bolingbrook, IL, has tapped two new agencies to reinvigorate its marketing efforts: McCann NY to handle creative and IPG sibling MullenLowe's Mediahub to handle media. Previously, Ulta had been working with MullenLowe on creative and Mediahub on media, but MullenLowe will now reportedly include a revised strategy and team.
- Sharp Home Electronics, with US headquarters in Memphis, TN, has named Peppercomm as PR AOR, replacing Kwittken & Company.
- The North American Hockey League (NAHL), headquartered in Frisco, TX, has hired Manrique Group as their new AOR.
- Qdoba, Jack in the Box's fast casual Tex-Mex chain, has launched their first work from Mistress, which was recently named creative AOR.