All updates for Movers and Shakers should be sent to [email protected]. Any agency news and role updates sent to personal inboxes will not be included in Movers and Shakers moving forward.
In the Pitch Room
Dollar General selected iProspect as its paid media agency of record.
Heineken USA named LePub NYC as its U.S. creative agency of record for Dos Equis.
Metagenics selected 87seconds as its global agency of record.
Vitamix named Colle McVoy as its integrated creative agency of record.
Industry News
Amazon Publisher Services and Magnite deepened their collaboration to expand streaming access through Fire TV devices, through an integration between APS’ Transparent Ad Marketplace and Magnite’s SpringServe.
Frederick Swanston rebranded to Bosun in celebration of the agency’s 25th anniversary.
Havas and YouGov announced an expanded partnership that will help the agency network enhance its Converged operating system.
Monogram launched its analytics and measurement tool, Monogram IQ, that optimizes its marketing for hotel and resort clients.
Movement announced its acquisition of Newfangled Studios.
On the Move
Betty welcomed Kelly Roe and Nicole Meyer as group creative directors.
Jones Knowles Ritchie hired Melanie McShane as executive strategy director, Stuart Radford, Ricardo Bezerra and Matt Michaluk as executive creative directors and Sam Smith as executive business director.
Los York appointed Jeff Lam as creative director.
Praytell promoted Ciara Benko to EVP and Maria Opatz to SVP, travel and tourism.
Smoothie King promoted Gavin Felder to president.
Sundaze PR named Molly DeMellier as chief operating officer.
Warschawski welcomed Merry Morud as director, creative strategy.
Waymark hired Michael Tuminello as director, product.
For Good
Every year, Lowe’s has made a promise: It will deliver 10 million square feet of impact through building affordable housing and providing disaster response and military and veteran support. Earlier this month, in collaboration with its national nonprofit partner Sleep in Heavenly Peace, Lowe’s gathered 5,500 volunteers in the Charlotte, North Carolina, area for a 24-hour Bed Build, putting together 5,000 beds for children in need. This effort delivered over 100,000 square feet of impact for children across 49 cities in 16 states.
For National BBQ Day (May 16), Sweet Baby Ray’s auctioned a limited-edition 30 Rack — which included every one of its sauces — on eBay for its latest campaign, Sauce First. The winning bid (which was created with creative agency GYK) of 30 Rack had all proceeds go to the nonprofit organization Feeding America.
Brand Buzz
For Mental Health Awareness Month (May), Discover Puerto Rico is collaborating with wellness app Calm, debuting a collection of immersive audio experiences that resonate with Puerto Rico. The wellness app also released a Sleep Story called Adventures in Puerto Rico, narrated in both English and Spanish by creator Lin-Manuel Miranda. Discover Puerto Rico is also offering 1,700 free one-year Calm premium memberships, along with 50% discounts once all of the free memberships have been claimed.
HotelTonight and Airbnb introduced a loyalty program that uses a “cross-platform funnel” in lieu of the traditional points system. Whether users want to enjoy the hotel experience through HotelTonight or a charming house through Airbnb, those who book through the former will receive a 10% credit to use toward booking with the latter. Creative agency Barrett Hofherr created a 30-second spot for this partnership that makes use of silly, yet seamless transitions.
Sister agencies Salt and Pinch worked with Netflix to transform the lobby of NYC’s Marquis Theatre into a portal to Hawkins, Indiana, in 1959 for the Broadway play Stranger Things: The First Shadow. Along with the similarly themed merchandise stand, the build mimics the house of the Creel family, evoking the feelings of unease, creepiness and mysteriousness.
Through a 60-second pharmaceutical ad spoof, Oatly is sarcastically bringing awareness to the dormant, totally-serious condition of DOMP, or dormant oat milk preference. According to the oat milk company, over 50 million Americans might prefer Oatly in their coffee over cow’s milk, but they simply don’t know it yet. The brand commissioned comedian and former SNL star Chris Parnell to spread awareness (via a voiceover) of the fool-proof test that determines if one has DOMP or not: A simple, “dumb” blind taste test.
For National Pizza Party Day (May 16), Pizza Hut partnered with party planning app Partiful to encourage fans to transform gatherings into pizza parties. Through this partnership, if consumers host a pizza party through Partiful (using Pizza Hut’s custom template) and order a Cheesy Bites Pizza online, the individual will receive a free order of the pizza chain’s Cheese Sticks. There really is no party like a pizza party.
Just in time for Memorial Day, the U.S. Navy releases a recruitment campaign that almost looks like a trailer of a superhero origin story film. Created in partnership with VML, Spotlight draws attention to the military arm’s lesser recognized Special Ops community — Aviation Rescue Swimmers, Explosive Ordnance Disposal Technicians, Hospital Corpsmen, Diver, and Special Warfare Combat Crewmen — a unit often overshadowed by the better-known SEALs, but also requires the mental and physical toughness. The hero film, available in 90-, 30- and several 15-second cutdowns, will run across broadcast and digital during major sports broadcasts including MLB games, WWE Raw, and via YouTube, Roku, Peacock and Netflix.
For its Cashback Like a Pro campaign promoting the perks of its Chase Freedom Unlimited card, JPMorganChase brought together comedian and longtime partner Kevin Hart and NBA and WNBA stars Stephen Curry and A’ja Wilson for a friendly game of hoops and trash talk to determine which of them is the C.O.A.T. — aka “the Greatest Cashbacker of All Time.” The financial services company has joined the roster of brands increasing their investment in women’s sports with the addition of WIlson to its team of athlete partners. Translation — with support from Hart’s Hartbeat Productions — created the spot, which begins its run during the final stretch of the NBA season and at the start of the WNBA season.
Más+ by Messi, the hydration beverage cofounded by Argentinian soccer superstar and Inter Miami CF player Lionel Messi announced its nationwide retail expansion and is celebrating by inviting fans to participate in its Trick Shot Challenge competition, in which they submit their best trick shot — kicking the ball with accurate precision to knock down an object — on Instagram and TikTok for a chance to meet the legend IRL in Miami.
