Monday, February 3, 2014
- in review
CVS has trimmed the list of agencies vying for its creative account down to six. Incumbent Arnold Worldwide, BBDO, Grey, Havas Worldwide, Lowe Campbell Ewald and Ogilvy & Mather remain in contention for the work, estimated at more than $100 million. - The Republik
The Republik was awarded a project by Rec Boat Holdings, LLC to develop and distribute custom dealer merchandising kits in support of the company’s newest line of Scarab jet powered boats— the 195, 195 HO and 195 HO Impulse. The agency custom-designed, produced and packaged all of the collateral and environmental installations included in the kits, which will be distributed to more than 100 dealers across the U.S. and Canada. The dealer kits feature a number of different POP displays, promotional pieces and other collateral designed to maximize sales of the new Scarab line. Each kit includes one light stand; a 24 foot custom printed banner; a disk preloaded with four print-ready ads, two radio spots and a promotional video. The Republik also developed several digital and interactive elements to be used with each kit, including nine QR-tags that highlight unique features of the boat’s design. When scanned by a mobile device, each QR code reveals additional information pertaining to that specific feature. “With budgets getting tighter in this economy, brands are continuously seeking print alternatives to lower costs. Creating Scarab’s first ever digital brochure was our solution to keep production costs down and increase user engagement at events that are built around captivating new target audiences,” said Robert Shaw West, CEO of The Republik. - O'Keefe, Reinhard & Paul
Big Lots named Chicago-based agency O'Keefe, Reinhard & Paul as its agency of record, following a review. Big Lots is putting a new emphasis on integrated marketing under new chief customer officer Andrew Stein, who most recently worked at Kmart (Sears Holdings) as chief marketing officer who led the development of Kmart's viral successes like Ship My Pants. First work, consisting of digital and traditional elements, is expected to launch in early February. The account is valued at $50 million. Barkley in Kansas City previously handled the work. O'Keefe Reinhard & Paul was launched in 2013 and works on clients like YUM Brands, Facebook, LinkedIn, American Mattress of Chicago, and The Act, among others. - Launchpad
The Pat Tillman Foundation, a nonprofit organization established in honor of the former NFL player and Army Ranger, with a mission to provide educational scholarships for military veterans and their spouses, named Launchpad as its agency of record. The agency developed a long-term brand strategy and worked with the foundation on a project basis over the past year supporting various brand initiatives. Following this partnership, the foundation hired the agency full-time. Under the new partnership, Launchpad will drive brand strategy and marketing to raise awareness and fuel engagement for the foundation as it looks to increase nationwide support for its Tillman Military Scholars program. Launchpad's initial work will focus on marketing strategy for the foundation's signature fundraising event, Pat's Run, which will mark its 10th anniversary on April 26th, 2014. The agency will unveil a new campaign for Pat's Run using donated print and out-of-home space. “From the beginning, Launchpad has made a tremendous effort to understand the point of how Pat lived his life and to capture the unique stories of each Tillman Military Scholar now carrying forward his legacy. With their creative support and guidance, the Foundation is helping to continue the narrative of this generation of veterans and military spouses long after the wars end,” said Marie Tillman, President and Co-Founder of the Pat Tillman Foundation. - The Republik
The Republik, a Durham, NC based agency, started the new year with a series of account wins. Giorgios Hospitality Group (GHG) is restauranteur Giorgios Bakatsais’ group of restaurants united under one company name. The Republik was tapped to develop the GHG identity, along with its brands: City Kitchen, Village Burger, Parizade, Kipos and Kalamaki. The I-95 Cooperative joined the agency's roster as a supplemental initiative for the agency’s already existing client, Fayetteville Area Convention & Visitors Bureau. Seagrove Area Potters Association, a community of clay artisans, tapped The Republik to rebrand the organization design logos, handle brand collateral and develop a new website. Lastly, Red Door Company, a real estate management company, tapped the agency to develop new marketing strategies and sales collateral.
