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Lowe Campbell Ewald

Lowe Campbell Ewald NY Wins U.S. Fund for UNICEF

UNICEF-LOGOLowe Campbell Ewald has earned a cause as much as a client by securing of the U.S. Fund for UNICEF–which supports UNICEF’s work through fundraising, education and advocacy in the United States–following a competitive review.

Typically, UNICEF has worked with agencies on a pro-bono basis. But times are changing, donors are reducing their “gives” and competition is growing. These factors led UNICEF to increase its paid approach to strategy and partner with the Interpublic shop.

“It is an honor to be awarded the opportunity to work with the U.S. Fund for UNICEF,” said Sal Taibi, president of Lowe Campbell Ewald’s New York Office. “UNICEF’s mission to save and protect the world’s most vulnerable children could not be better aligned to our mantra to create work with purpose. We are eager to begin working with the organization to advance such a noble and purposeful effort.”

According to Kantar Media, UNICEF’s U.S. media spend last year was $16.8 million, up from $12.8 million a year earlier (Publicis Groupe’s MediaVest is UNICEF’s media agency).

The account will be run out of Lowe Campbell Ewald’s New York office.

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Will Advertising Lead Detroit’s Renaissance?

LCE Detroit InsideDetroit.

It’s the nation’s No. 11 media market, No. 9 African-American market, No 15 Asian-American market, and No. 43 U.S. Hispanic market. It’s a sports mecca, the birthplace of Motown and the American automobile, home to Belle Isle and host to some of the coolest art-deco in the country.

It is also a city currently $18 billion in debt, relying on casino cash to survive, and losing residents by the GM truckload. The marketplace surrounding Ford Field, which included a barren historic complex and the J.L. Hudson Warehouse (also completely empty), was supposed to be the spark to light that phoenix ablaze.

And then Lowe Campbell Ewald moved in.

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Lowe Campbell Ewald Wants to Help Keep California Golden

Lowe Campbell Ewald, Los Angeles teamed up with newly created brand Energy Upgrade California in a state government effort to start a conversation around energy and water use management in anticipation of the summer drought season, predicted to be one of the worst in the state’s history.

Since California is a fragmented state, with its citizens pledging allegiance to a specific region, Lowe Campbell Ewald knew they needed to draw on a unifying factor. So they leveraged the bear from California’s state flag, turning him into a relatable character who sits atop the flagpole by day and enjoys all the state has to offer his work day is over, while also educating Californians on how they can help California stay golden. In the spot, he shares valuable tips like replacing old bulbs with LEDs and using a programmable thermostat. He concludes by directing viewers to Energy Upgrade’s site. With a perilous drought season ahead, hopefully citizens of the Golden State heed his advice. Credits after the jump. Read more

New Executive Strategy Director Joins Lowe Campbell Ewald from DDB

kleber

Lowe Campbell Ewald created a new role for the latest addition to its L.A. team: executive strategy director Craig Kleber.

Kleber–who previously worked as chief strategy officer at DDB L.A.–will be tasked with leading the agency’s strategic planning efforts while also expanding its client roster. He’ll answer to president/managing director Angela Zepeda.

While at DDB, Kleber oversaw all agency strategy with a particular focus on client Wells Fargo’s “total marketing approach”; prior to that role, he was one of Hall & Partners‘ partners, overseeing various planning/research operations for Young & Rubicam and Wunderman Southern California. Kleber also held positions at Publicis Seattle, RPA and Suissa Miller, among others.

Google also tells us that he works well with puppies, which are more strategically challenging than one might think.

New Lowe Campbell Ewald Campaign Marks Beginning of the End for ‘Got Milk?’

Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.

Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.

“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”

At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. Read more