Campaign Imminent: Michaels taps creative AOR (Score 76)
May 10, 2023

Sales Lead: Michaels Stores concluded a review with the appointment of creative AOR OKRP. The agency will focus on refreshing Michaels's brand and marketing, which includes design, advertising, and visual identity. OKRP will also support the company's strategic marketing in order to target customers beyond traditional crafters. New work will reportedly launch in August 2023. We predicted that an agency review would fall sometime from November 2022-April 2023 in when Michaels parte...

Cause Opps: Fetch by The Dodo launches craft beer (Score 27)
May 10, 2023

Sales Lead: Pet insurance company Fetch by The Dodo just entered a new category, craft beer. This initiative will include an experiential activation in SoHo with no-kill shelter North Shore Animal League America. The effort is part of an effort to fundraise for a non-profit veterinarian group, Project Street Vet. The non-profit was founded in SoCal but is now establishing its first chapter in NY. It has also expanded to cities such as LA, Atlanta, and Orlando. This is impo...

Campaign Imminent: Wella Professionals taps creative AOR following CMO appointments (Score 79)
May 10, 2023

Sales Lead: Wella Professionals recently selected The Badger Agency as the creative AOR for its Ultimate Repair product line. The company already launched a campaign from Badger: "Make It Legendary." I predicted that Willa would conduct an agency review when it hired NA CMO Lori Pantel and global CMO Hugh Dineen. The company will likely: Continue rolling out new work Keep ramping up spend Conduct additional agency reviews Target demographic:  Women ranging ...

Gen-Z, Millennial Opps: Good Dye Young launches in Ulta, taps top marketer (Score 79)
May 10, 2023

Sales Lead: Good Dye Young (GDY) just launched on Ulta's website and in all of its stores. This launch includes an Ulta-exclusive, beginner-friendly starter kit. The hair dye brand is owned by Paramore goddess Hayley Williams and her hairstylist and her hairstylist and best friend, Brian O'Connor. Its advertising is centered around GDY products' botanical ingredients and education (because we can't have any ignorance). Its products are also available at Target, Walmart, Sally...

Campaign Imminent: Big Y Foods taps new AOR, significantly increases digital spend (Score 44)
May 10, 2023

Sales Lead: Big Y Foods (BYF) recently selected VIA as its AOR. This shift seems to have replaced incumbent AOR The Mars Agency, but we will let you know when we are 100% sure. The company will likely: Launch a new campaign soon Continue increasing spend Seek additional new agency partners Target demographic:  Gen-Z and millennials, specifically moms and household DMs in general Additional spending insights: Digital and social insights (digi...

Rebel Creamery kicks off first multichannel brand campaign (Score 29)
May 10, 2023

Sales lead: This campaign will likely lead to higher ad spending, so reach out to offer ad space.  Rebel Creamery (RC) just launched its first-ever major brand campaign.  The campaign, which is called "Feel Better Ice Cream," will run across CTV, YouTube, Spotify, mobile, digital, and social media.  It will also be supported by influencers and shopper ads.  RC worked with its new AOR, TDA Boulder, on the push. We reported the appointment last year.  Target demographic: Gen-...

Multicultural Opps: Hyundai launches new campaign for African American audiences (Score 56)
May 10, 2023

Sales Lead: Hyundai recently launched its newest multicultural campaign featuring its all-electric vehicles, the IONIQ 5 and 6. Made by African American marketing AOR Culture Brands, "Choose Yours" rolled out across video, digital, and influencer executions via various broadcast and digital channels. It will also amplify its messaging and vehicle features via various media platforms. The company will likely: Continue trying to reach African American, Hispanic, and other multi...

Female Millennial, Gen-X Opps: Sephora appoints new CMO amid spend increases (Score 63)
May 10, 2023

Sales lead: This hire will directly impact the company's marketing strategy & agency roster.  Sephora announced Zena Arnold will take over as CMO early this summer. Arnold joins from PepsiCo, where she served as SVP of carbonated soft drinks. Prior to that, she was the chief digital & marketing officer of Kimberly-Clark.  Arnold will handle personalization, performance, creative, loyalty, and integrated marketing.  Target demographic: Gen-X/millennial women & gift-giving men ...

Digital B2B Opps: Chargebee promotes marketing chief (Score 51)
May 10, 2023

Sales lead: This promotion will affect the company's marketing strategy & may lead to agency hires.  Chargebee promoted Guy Marion to CMO, effective April 2023. Marion was the founder and CEO of Brightback, which was acquired by Chargebee in 2022. He was named GM of Chargebee Retention following the acquisition.  Target demographic: Businesses that need subscription & recurring revenue management services The company will likely: Return to higher ad spending Experime...

Female Millennial, Gen-Z Opps: Richer Poorer has been acquired by Francesca's (Score 21)
May 10, 2023

Sales lead: The acquisition will affect the brand's marketing strategy & may lead to agency hires.  Richer Poorer (RP) was acquired by Francesca's Holding Corp in April 2023.  The financial details have not been made public.  Francesca's DMs reportedly believe this will help it bolster its product offerings & reach Gen-Z and millennial women more effectively.  Target demographic: Female Gen-Z & millennials Now that it is under new leadership, the company will likely:  ...