Case study Amadori & Cubeyou

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Hyatt and its creative agency of record MullenLowe have parted ways as the hotel chain launches a global review for all 12 of its brands around the world, sources confirmed to Adweek. This news follows last month’s announcement that Hyatt would eliminate the global chief marketing officer role as part of an effort to “accelerate growth” and better target “the high-end traveler with distinctive experiences.” Maryam Banikarim, who came to the company three years ago after serving as CMO of Gannett, will depart in April. A MullenLowe spokesperson deferred to the client, and a Hyatt representative declined to comment on the news. Agency search consultancy Select Resources International, which managed the chain’s last review in 2016, has not responded to a request for comment.

Hyatt Pitch Brief

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“Across all of our business units, we routinely conduct evaluations to ensure we have the right strategic and executional partners. At this time, we’ve decided to evaluate our creative partnerships,” a Jack Links spokesperson said in a statement. “We’ve enlisted Pile, an agency search consulting firm, that will strategically guide and manage the search process. Our current AOR, Carmichael Lynch, will be invited to participate in the process as well.” Jack Link’s spent around $9.1 million in 2016 and over $10.7 million in the first nine months of last year, according to Kantar Media.

Jack Link's Pitch Brief

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Mars Inc. wants to move from a three-agency media structure to using a single global media partner. It announced a review process that could take the rest of the year. "We want to make sure we keep pushing the boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape," Chief Marketing and Customer Officer Andrew Clarke said in a statement. "Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment."

Mars Pitch Brief

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Dunkin' Donuts has put its U.S. creative business up for review and aims to complete the process by the end of the first quarter of 2018. The review begins this month and could mean that Dunkin' will no longer run on Hill Holliday, which has handled creative for the brand since April 1998 and introduced the tagline "America Runs on Dunkin'" in 2006. Media, which has also been under Hill Holliday since 1998, will not be affected by this review. Hill Holliday was invited to participate in the invitation-only review, which is focused on national creative services, Dunkin' Donuts said. Interpublic Group of Cos' Hill Holliday deferred comment to Dunkin' Donuts. The longtime Dunkin' Donuts agency will compete in the review, according to people with knowledge of the matter.

Dunkin' Donuts Pitch Brief

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The BMW creative account is officially up for grabs. The luxury auto brand has kicked off a U.S. agency review, a brand spokesman confirmed. The incumbent is MDC Partners-owned KBS. The shop has steadily lost other pieces of the brand's U.S. business in recent months. In December, BMW handed web development to Omnicom's Critical Mass after a review. Last year KBS lost the social media work to Laundry Service and the CRM account to MDC's Gale Partners. The changes come as BMW looks to reclaim its sales mojo. The brand last year lost the global luxury sales crown to Mercedes-Benz, ending a more than decade-long run at the top.

BMW Pitch Brief

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The Campbell Soup Company has launched a review of its global media buying and planning business. “We are pleased with the performance of our current agencies, but believe we can be both more effective and efficient with a more streamlined approach,” a company spokesperson explained in a statement to Adweek confirming the review. MEC has served as Campbell’s global media agency since the company consolidated its global media buying and planning duties with MEC in 2006. Prior to that, MEC’s New York office had served as Campbell’s U.S. media agency of record, beginning in 1999.

Campbell's Pitch Brief

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McDonald's is beginning its first global media review in more than 10 years, now seeking to work with a roster of preferred agencies rather than a single partner. OMD, the company's longtime media agency, will be participating in the process, McDonald's said. "Our long-term relationship with OMD remains strong," McDonald's said in a statement. "As part of our journey to build a better McDonald's we are striving to make our marketing dollars work harder—through more efficient media spending and better connections with our customers," it said.

Mc Donald's Pitch Brief

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Better Ingredients. Better Pizza. Better Marketing. Chief Marketing Officer Brandon Rhoten confirmed that he recently sent a note to about 10 agencies and holding companies seeking a new creative partner. The note kicked off a non-traditional request-for-proposals process that Papa John's is handling on its own. Its goal is to wrap up the review and have an agency partner in place by end of 2017. Rhoten says he wants Papa John's, the nation's 4th-largest pizza chain, to stand out in what has become a commoditized pizza category. Plus, as Papa John's puts more emphasis on digital ordering and social media, it wants a creative team that can enhance the company's effectiveness in those areas.

Papa John's Pitch Brief

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E-commerce giant Amazon is conducting a global media agency review. It’s a huge piece of business. The firm spent more than $5 billion on advertising and promotional costs in 2016, according to the firm’s latest annual report. Of that total, more than $1 billion is estimated to be earmarked for measured media expenditures worldwide, most of it targeted to U.S. consumers. It’s believed that most of the holding companies will participate in the review, although one exception is Omnicom, which handles competitor Google.

Amazon Pitch

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Deli meat company Dietz & Watson has launched ad agency review that puts both media and creative duties in play. Search consultant Pile & Co. has been retained to help manage the process. Boston-based Allen & Gerritsen, the company’s longtime creative agency, confirmed it will not participate in the review. Philadelphia-based MayoSeitz Media is the media agency incumbent. The shop didn’t respond to a query for comment. D&W spent $12.4 million on ads in 2016, according to Kantar Media, up sharply from the $7.7 million the firm spent in the prior year.

Dietz & Watson Pitch Brief

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Generation Z Nerds

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The LEGO Group is launching a multi-market media agency review. Publicis Groupe's Starcom has handled the toy giant's account in the U.S. since 2004. Dentsu Aegis' Carat has been responsible for most of the client's European media business since then. It’s expected that both will participate in the review. The toy marketer spent about $85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media. That was up sharply from the previous year, when it spent about $50 million, per Kantar. Global figures weren’t immediately available.

Lego Pitch

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Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States. Uniqlo is a growing global fast-fashion brand, but it takes a different tack. Quality is a selling point, just as much as price (their website currently features shirts made from 100% premium French linen), and their target market is young men.

Uniqlo pitch brief

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Airbnb, the online marketplace for short-term renters and hosts around the world, has placed its global creative advertising business in review. Incumbent TBWA\Chiat\Day will not participate. “As a global hospitality company at a pivotal moment in our trajectory, we are seeking a partner agency that takes us closer to unlocking the creativity of our community, in which content and product are inextricably linked. We are engaged in a global pitch, inviting the participation of a handful of diverse agencies to identify this new partner that will help us achieve our next phase of phenomenal growth.”

Airbnb pitch brief

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Fage Yogurt has placed its account in review after nearly seven years with MullenLowe. America’s second-biggest Greek yogurt company picked the shop then known as Mullen in late 2010, breaking with former agency of record Ogilvy & Mather. The IPG shop handled creative, digital, social, media planning and buying, brand strategy and public relations as Fage fought its chief competitor Chobani for market share.

Fage Pitch Brief

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Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.

AB InBev Pitch

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Case study Amadori & Cubeyou

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