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Mcgarrybowen

Pizza Hut Names Deutsch LA Lead Creative Agency

pizzahutsmallPizza Hut has named Deutsch Los Angeles as its new lead creative agency, AdAge reports, taking over duties for McgarryBowen immediately. Deutsch is already lead creative agency for Pizza Hut’s Yum! Brands sister Taco Bell.

McgarryBowen won lead creative duties in a review this past September that included incumbent The Martin Agency, but now Pizza Hut has decided to change direction yet again. The Martin Agency had held the role since 2009. Pizza Hut’s move comes amidst slumping sales figures and the brand is looking to evolve its image. The company spent $247.4 million on measured media last year. Read more

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mcgarrybowen Brings Together TMNT, Pizza Hut

mcgarrybowen teamed up with production company Bullitt Branded (a new branded content company from the Russo Brothers) to combine the re-launch of Teenage Mutant Ninja Turtles and the re-launch of Pizza Hut’s “Cheesy Bites” in a new spot entitled “Sneaky Turtles.”

The 30-second cross-promotional spot keeps things pretty simple, relying on the appeal of the Teenage Mutant Ninja Turtles. Said “Sneaky Turtles” break into a Pizza Hut test kitchen while no one is around and whip up a batch of “Cheesy Bites” — while making a complete mess. When the test kitchen chef returns, he’s pleased to discover the “Cheesy Bites” and eagerly digs in. The cross-promotion makes a lot of sense for Pizza Hut, given the Teenage Mutant Ninja Turtles’ well-known love of pizza, and using the re-launch of the Turtles on the big screen to re-launch a menu item is a nice touch, but we can’t help but feel like something’s missing. Stick around for credits after the jump. Read more

Global CDO Livingston Leaving mcgarrybowen

Doug LivingstonWe’ve confirmed that Doug Livingston, Global Chief Digital Officer at mcgarrybowen, will be leaving the agency at the end of this week.

Livingston previously left his position as EVP/director of digital integration at Grey NY to join mcgarry just over a year ago; the agency will not re-fill his role but does reportedly have plans for succession in place.

Livingston’s career includes more than two decades of work (including six years overseeing digital biz dev at Grey) for a wide variety of clients; he’s been involved in campaigns that earned Cannes Lions, CLIOs and Facebook Studio Awards. The agency has no word on where he’s headed next or what those aforementioned plans mean for the immediate future.

Email to staff from co-founder/owner Gordon Bowen after the jump.

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WPP’s TAXI Begins Brewing New Relationship with Maxwell House

old maxwell house adThe year was 2010 when WPP rolled out the red carpet and doled out the cash for yet another advertising agency — TAXI.

The Toronto-based shop was bought to stand alone within the group and grow its own offices rather than merging with other units, according to Y&R Brands CEO Peter Stringham.

Apparently that was a good strategy: TAXI just wrangled itself a strong cup of the Kraft Foods empire with Maxwell House. Previously, the account was with W+K Portland.

The change comes only a couple of months after the coffee brand launched a new campaign called “Say Good Morning to a Good Day“; mcgarrybowen ran the account prior to W+K.

Seems that “the last drop” arrives more quickly each year. Stay tuned.

United Bids ‘Namaste’ to Global Travel

If you feel like getting in the multilingual mood, here’s a new spot from McGarryBowen for United Airlines dubbed “Pecan,” which features an assortment of languages including Italian, French and Japanese. The globe-trotting spot hypes the airline’s travels to Europe, Asia and Central America, starring one character who knows his way around foreign languages. It’s breezy, quick and painless and includes the classic “Rhapsody” theme, but we do miss the most recent United theme redux. Credits after the jump.

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Canavari Leaving McGarryBowen

SusanCanavariWe’ve received confirmation that after spending the last three years as executive managing director at McGarryBowen’s New York office, working primarily on JPMorgan Chase, Susan Canavari is leaving said agency to work for said client. Still confirming approximate position (something in the realm of brand building officer) with the aforementioned financial institution, but we’ve been told that a transition process is underway at McGarryBowen, which cannot yet name Canavari’s replacement.

Prior to joining McGarryBowen, Canavari, you may recall, spent four years at DigitasLBi, where she last served as EVP/marketing on all non-American Express accounts and led the latter agency’s Kraft Foods One team.

McGarryBowen Announces Kraft Singles Changes

McGarryBowen is behind a new campaign for Kraft announcing that the company has caved to pressure and made their Kraft singles line with “No artificial preservatives or flavors,” following similar changes to some of their macaroni and cheese products. For those interested, the specific change involves swapping out sorbic acid for natamycin, a naturally occurring anti-fungal agent commonly found in soil.

The campaign features three similarly minded ads, all of which show idyllic cow pastures that couldn’t be more different from the giant factory farms where Kraft actually sources its dairy. “Our story begins here, where we get our milk,” the spot “Dairy” begins. “Made” is similarly structured, while “Why” begins with the end of the story: the grilled cheese.

All three of the 15-second efforts employ simple animation to deliver their message in a way that’s designed to appeal to families that are concerned with what their children are eating (but not concerned enough to discover Kraft’s questionable dairy sourcing). It’s another baby step in the right direction for Kraft, who seem to be attempting to figure out how to appeal to an increasingly health conscious customer base while making their concessions as small as possible. The problem with leading with the wholesomeness of your product when you’re Kraft, of course, is that it opens you up for scrutiny. Stick around for “Made” and “Why” as well as credits after the jump. Read more

McGarryBowen’s Super Bowl Spot for Pizza Hut Features ‘Professional Baby’

In other pizza-related campaign news, what is a professional baby? How does one go about becoming a professional baby? At what point does an amateur baby turn professional? These and other questions come to mind after watching mcgarrybowen’s “Baby Waterskiing” spot from their #GoForGreatness campaign.

The YouTube inspired spot, which Whitehouse Post editors Tim Warmanen and Carlos Lowenstein sliced together for Pizza Hut’s YouTube-inspired “Go For Greatness” Super Bowl campaign (which also features the spot “Grandma Drummer”) shows several seconds of a baby named Ryder waterskiing before flashing the warning “Do not attempt. Professional baby.” At this point it becomes hard to pay attention to the rest of the ad, which promotes Pizza Hut’s new hand-tossed pizza, because how you can you not dwell on the “professional baby” disclaimer? The 30 second ad ends by inviting viewers to “Upload your greatness” to Pizza Hut’s YouTube page. Especially if you have a professional baby in the house. Stick around for “Grandma Drummer” and credits after the jump. Read more

Life No Longer Easy: Staples Changes Slogan to ‘Make More Happen’

I remember the Easy Button last being at all interesting about five years ago. People could actually buy a product that embodied Staples’ marketing strategy in Staples, some mixture of cool/scary meta-advertising that got old once you pressed the button more than 10 times. Staples has actually been running with “That Was Easy” for a decade, but McGarryBowen just retired it in favor of the less punchy “Make More Happen.”

Would you prefer your supply store to make things easy or to make more things happen? Rhetorical, but the rebrand is meant to change the perception of Staples as just an office supply store. The logo changed slightly, too, with the now-rotating “L” you can see in the new promo above that includes dog food, rain boots, paint brushes, etc. They sell dog food? Is this Staples or Walmart? It’s hard to tell. I’m not sure that’s a good thing, since Staples can’t do Walmart as well as Walmart can, but at least they’re trying to adapt instead of coasting down an easy route to irrelevance. Credits after the jump.

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McGarryBowen Makes Some Cuts

mcgarrybowenSpeaking of McGarryBowen, we’ve been swamped with tips this morning about cuts and now, we’ve received confirmation that the Dentsu-owned agency has cut approximately six percent of staff across departments on a global scale. From what we’ve been told, McGB houses approximately 600 staffers in the network, so you can do the math from here. Sources in the know tell us that the cuts were part of a restructuring as McGarryBowen is veering from traditional to a more digitally-focused agency in 2014. To address certain tips we were receiving, we’ve been told that United Airlines is still partnering with the agency, though the JPMorgan Chase digital consolidation at Publicis Groupe a couple of months ago did have some lingering effect.

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