R/GA

Well, it looks like Mark Ferdman is back in the conversation. The co-founder of now-defunct Freedom + Partners as well as mobile app Pushkart is headed to R/GA to take on the title of, well, group account director on L’Oreal. Early on in his career, Ferdman of course helped found Firstborn with cousin Michael (now FB’s CEO) in 1997 before opening up Freedom in 2002 (some of you may have been aware that there has been some drama between the two over the years).  Anyhow, the latter shop perhaps most notably developed the Pearl Jam Ten game, sites for soaps as well as a digital platform for USA Network’s The Starter Wife (is that still on the air?).

In his new role at R/GA, Ferdman will be reporting to Dawn Winchester, EVP, chief marketing services officer.

Tommy Lee Jones apologizes if he caught you at a bad time, but he just saw you strolling down this dirt road and was wondering if you’d be able to talk, man to man, over a white picket fence. Now, listen to Tommy Lee Jones’ favorite American tale about financial services company Ameriprise.

So, why is the star of cheerleader comedy Man of the House Ameriprise’s new spokesman? According to the Ameriprise announce, these new spots from R/GA “speak directly to American’s current concerns about their financial future — highlighting Ameriprise’s 117 years of history, not taking any bail-out money during the financial crisis and a commitment to work one-on-one to help people secure their future. Tommy Lee Jones supports these messages by bringing an added dimension of authenticity, while also representing the Boomer generation hit so hard by the most recent recession.” Who knew that one of the stars of the forthcoming film Men in Black 3-D felt the recession just as much everyone else?

The campaign features a variety of videos on Ameriprise’s YouTube page where Tommy Lee Jones is joined by some of the company’s employees, who explain how they can help potential clients invest in the future. Tommy Lee Jones thanks you for your time, and would like to invite you inside his humble cottage where he has a pitcher of lemonade and fresh baked cookies that “aren’t going to eat themselves, haha.”

Consider Lance and Brian well-loved at the “agency for the digital age.” We believe they might be copy interns but in any case, the pair made enough of an impact at R/GA to merit this farewell dance number. Our Shazam is on the fritz at the moment, but if you want to name this house-y reggaeton track, more power to you. Go on, you tiny dancer–wait, is that Nicole Richie?

The “agency for the digital age” has added two group planning directors to the fold, namely Dick De Lange and John Keehler, who join as GPD’s for Nike and Walmart, respectively. The new hires have each accumulated approximately 15 years of industry experience, with De Lange (pictured) spending time most recently at JWT New York and maintaining planning roles at various DDB and Saatchi & Saatchi offices prior. During his career, De Lange has helped win new business for the likes of VW, Minolta, Cadbury, Budweiser, Lexus and Gatorade.

As for Keehler, the planning vet spent most recently served as principal at Richards Group and helped build and lead the Dallas-based agency’s Digital Strategy and UX departments. In addition, R/GA’s new Walmart group planning director moonlights as a faculty member and guest lecturer at Boulder Digital Works.

With the addition of De Lange and Keehler, R/GA planner head count stands at 35.

Fourteen years in, MasterCard’s “Priceless” campaign is still going strong. In its latest incarnation, “Priceless” is evolving into location-based social tactics, with R/GA at the helm.

During the month of August, the “agency for the digital age” is placing seats from the old Yankee Stadium in 20 different popular spots around New York. Each seat has, you guessed it, a QR code that leads users to check-in to the site on Facebook Places, and offers them the opportunity to win VIP tickets for a game at Yankee Stadium in MasterCard’s Batter’s Eye Cafe.

Clues, New Yorkers? Try Katz’s Deli, Murray’s Bagels, Junior’s, and the New York Stock Exchange. Watch the TV component of the campaign from McCann and the director of The King’s Speech, Tom Hooper, below.

Bacardi Limited’s top-shelf vodka brand Grey Goose has appointed R/GA as its global digital agency of record. It’s a first for both sides as Grey Goose marks R/GA’s first luxury spirits client while R/GA is Grey Goose’s first digital AOR. We’ve been told, like always, that it was a “competitive pitch” though the other agencies involved weren’t disclosed (though we’re checking with the client).

The Grey Goose biz will be based out of R/GA’s Chicago office, which we haven’t heard from in some time but has doubled in staff since last October (current headcount stands at over 30) according to the agency. (Side note: Though tipsters have alleged that there was a “mass exodus” at R/GA Chicago in recent months, we’ve been told by sources familiar that there was “some churn,” but no more or less than any other agency or office. Take that as you will.)

Anyhow, R/GA’s duties for the brand include social and mobile efforts as well as platform development. This marks the second notable agency move for Bacardi Limited in recent months following the company replacing Y&R with Johannes Leonardo as its lead advertising AOR for the Bacardi Rum line.

Mark Moll–you know, the guy behind the “It’s OK to Be a Cat Guy” effort–has landed a gig as executive creative director at R/GA (he started yesterday). Of course, beyond the feline fandom, the guy has plenty of agency pedigree to back up his new role, having worked in Boulder as an ACD/CD at CP+B for over a year (worked on the Domino’s pizza turnaround campaign) and spending three years as an ACD at Deutsch LA prior to that.

Moll started his ad career as a copywriter at Arnold during the pre-bust mid-90s heyday before moving on to similar roles at Mullen and MMB. The new R/GA ECD’s specific client assignments haven’t been provided as of yet but his cat fancy is well-documented.

The self-proclaimed “agency for the digital age” has launched two new offerings mentioned in the headline: Data Visualization and Live Events.

On the DV front, R/GA’s goal is to merge storytelling and science of data in a unit that will be led by Andy Clark (left), a 10-year vet at the agency who serves as an ECD in the New York office. Joining Clark in the data visualization division will be Dr. Tye Rattenbury, a data scientist who joins from Intel.

As for Live Events, the name basically speaks for itself and the unit will be led by CP+B alum Brian Schultz, who has worked as group account director in R/GA’s New York HQ since late last year. While at Crispin, Schultz built and managed the agency’s experiential marketing arm, OuterActive. As for Live Events, Schultz will be joined by executive producer Gabe Banner, who helped build KBS+P’s experiential unit, Lime, as well as creative director Elizabeth Valleau, formerly an art director at Bad Boy Worldwide.

Now that we’ve gotten a good look at its tattooed staffers, R/GA is introducing us to its foodies, namely those possessing some sort of unique interest in cooking. It’s part of a new series the “agency for the digital age” has unveiled on its Facebook page called Gusto and here, we’re introduced to characters/employees with Guy Ritchie-approved names like David “The Candyman,” Thiago “The Historian” and Will “The Butcher.” We personally like Thiago’s clip above, which features spliced footage and animation to explain his passion for “slow cooking.” Sure, it doesn’t rouse us like a quickfire challenge or Gordon Ramsay berating staff, but it’s a decent, quick diversion during the waning hours of the afternoon. Anyhow, check out Will slice up a pig’s head and David indulge his sweet tooth after the jump.

Read more

After spending the last two-plus years as EVP, chief digital officer at Arnold Worldwide, Troy Kelley has parted ways with the agency and is headed to R/GA, where he will assume the title of VP/MD, client services and lead the digital agency’s Walmart business.

While serving as CDO at Arnold (he spent four years there in total), Kelley managed the CVS and Progressive digital teams and also led digital advertising, CRM and e-commerce efforts for clients including McDonald’s, Hershey’s and Ocean Spray. Prior to joining Arnold, Kelley spent four years as an interactive marketing director at OgilvyInteractive and had a three-year stint as a PM at Agency.com early on in his career.