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Posts Tagged ‘AOR’

McDonald’s Has 18 Months to Rebrand…or Else

mcdonalds

A report from Bloomberg’s BusinessWeek tells us that McDonald’s is “setting aside the next 18 months as a period not only to develop the normal lineup of new menu items but also to rebrand itself”. The goal is to change its image from cheap, fast food to something approaching fine(r) dining.

On its last earnings call, McDonald’s CEO Don Thompson said the goal of this soul searching is for the Golden Arches to become “a more trusted and respected brand.”

The implications for current partners DDB and Leo Burnett are less clear.

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Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

eBay Hires WPP’s MediaCom and Omnicom’s Goodby for Support

ebay

In April, eBay began looking to revamp its brand and image. The online clearinghouse put out a review not for an agency of record but for shops to work on a global brand project (which speaks to last week’s conversation on the state of the AOR).

eBay found two agencies to fit the bill: WPP’s MediaCom and Omnicom’s Goodby, Silverstein and Partners. The two will act in much-needed supportive roles to handle media and creative.

Surprisingly, the agencies released no celebratory comment. We do have this from eBay to AdAge:

“As our brand evolves, we’re constantly looking for new ways to inspire and engage our buyers and sellers around the world. We have recently engaged Goodby Silverstein and Partners and Mediacom as one of our agency partners to help us explore how to continue telling the story of eBay.”

The company spent $51 million on U.S. measured media last year; this total includes spending for subsidiaries PayPal and StubHub.

‘Is the AOR Dead’ Debate: 2014 Edition

AORToday we bring you the latest chapter in the spirited conversation that comes up in most creative industries on a yearly basis. This time, the two combatants debating the death of the AOR are:

  • In the blue corner keeping it cheesy,  Kraft Foods Group Chief Marketing Officer Deanie Elsner
  • And in the red corner helping you get your snack on, Dana Anderson, VP of marketing strategy and communications for Mondelez International

The feud started when Anderson published an editorial in the Wall Street Journal and opined that AORs are “no longer the pathway to Oz for clients or agencies.” Elsner took some serious umbrage with that sentiment from Anderson (for context, the two worked together at Kraft Foods before she flew the coop for Mondelez in 2012).

And so the debate is on.

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ULTA Beauty Splashes on Some Mullen

Ulta-Beauty

ULTA Beauty operates 675 retail stores across 46 states and also distributes its products through its website. Yet the company recently decided to spruce things up a bit with an agency review.

CEO Mary Dillon, who has been at the helm for just over a year, exceeded investors’ expectations before deciding to trade Dallas-based Richards Group for Boston’s Mullen this week.

“ULTA is focused on continuing to build a leadership brand in beauty, and Mullen’s combination of outstanding brand strategy and breakthrough creative will help us accelerate our efforts,” said Ulta chief marketing officer Dave Kimbell said in a statement.

ULTA spent $17.7 million in measured media in 2013, up from $13.5 million in 2012. The review was managed by Mercer Island Group.

Here’s the most recent campaign Richards created for ULTA, titled “Trading Faces.”

ADT Leaves Non-Secure Relationship With Arnold After Less Than a Year

adt security

It was only eight months ago when Arnold beat out some stiff competition to become security giant ADT’s chief creative AOR.

It was a big day for the agency pitching out of its Boston office, which beat TBWA\Chiat\Day in New York, McKinney in Durham, N.C. and the incumbent, Doner in Southfield, Mich. Remember that name of the incumbent…because evidently ADT did not.

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