Budweiser Officially Pivots to Project-Based Work in the U.S

After counting Anomaly as its U.S. creative agency of record for 8 years, Budweiser has officially moved to a project-based model for its stateside ad campaigns.

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A spokesperson for parent company AB InBev confirmed the change today, though one perhaps could have connected the dots based on the fact that Anomaly was not involved in the brand’s Super Bowl campaigns for the first time in several years. (David Miami made the broadcast ad while VaynerMedia handled a digital-only spot featuring the famous Clydesdales.)

AdAge first reported in December that the brand would be reaching out to all of its U.S. agencies for Super Bowl concepts.

Today, a client representative said that Budweiser would use its entire agency team, which consists of David, VaynerMedia, Mosaic and Anomaly, to develop all content and creative campaigns moving forward.

“The US Budweiser team has moved away from the traditional AOR model and instead works with a number of agencies to produce content,” he said. “That currently includes David, Vayner, Mosaic and Anomaly. No one agency is tasked as the primary creative agency.”

Our sources claim the move has led to a revenue loss for Anomaly. The agency, however, says that is not the case because—as also noted in the AdAge piece—it recently replaced VaynerMedia as Budweiser’s global digital and social media AOR. In a seemingly contradictory quote referencing the new U.S. work, Gary Vaynerchuk told AdAge in December that he was excited to “have a bigger seat at the table in 2018.”

It is not clear at this time exactly which markets the global remit covers.

“As someone who has led the Budweiser partnership for 8 years at Anomaly I will speak straight from the gut,” said Anomaly founding partner and joint global CEO Jason DeLand. “Anomaly is and continues to be the lead agency on Budweiser around the world. As global Budweiser grows so does Anomaly’s remit. We will do more with Budweiser in 2018 than we ever have!”

DeLand continued: “I can confidently say no other agency cares more, has worked harder or has learned more in working with ABI. We are proud of our long term relationship and our commitment is to ensure the partnership continues to grow for a long time to come.”

Anomaly’s relationship with another large client, Beats, also changed recently. In January, co-CEO Carl Johnson told Adweek, “A few months ago we decided to take a breather from executing work with Beats, after an intense and successful year creating powerful work together.” Sources confirmed that Apple has chosen to take more of that work in-house, at least for the time being.

from Agency Spy: http://www.adweek.com/agencyspy/budweiser-officially-pivots-to-project-based-work-in-the-u-s/143666

Fresh Thyme Farmers Market Selects Schafer Condon Carter (SCC) as Agency of Record

Fresh Thyme Farmers Market announced today that it has named independent agency, Schafer Condon Carter (SCC), as its first Agency of Record. SCC will be responsible for elevating the brand’s marketing initiatives including brand strategy, creative development, public relations, influencer and social as well as media strategy, planning, and buying across traditional and digital media platforms.


Fresh Thyme, which offers a broad selection of natural, organic and fresh food at amazing prices, has grown significantly since opening its doors in 2014, and today has over 66 locations across 10 states. Most recently, the Illinois-based retailer announced that it would be opening 10 new stores this year in Pennsylvania, Iowa and beyond, and has plans to hit a 150-store mark by the year 2020.

“Fresh Thyme is at a very exciting time in its growth,” said Mark Doiron, Chief Marketing and Merchandising Officer of Fresh Thyme. “We knew we were ready to bring on a partner who could help us achieve the brand’s great potential, and SCC demonstrated not only a deep understanding of our brand and the consumer we serve, but also the creativity, broad integrated capabilities and passion that we were looking for.”

Adding to its momentous growth in 2017, Fresh Thyme made significant hires at the executive level and further developed its private label offering – a private brand program that emphasizes clean ingredients and locally sourced products as often as possible. The program is a core driver of the brand’s mission to improve the way communities eat by offering fresh, healthy food at refreshingly low prices.

“Fresh Thyme is an incredible business and brand in an extremely dynamic category,” said David Selby, SCC CEO.  “We are thrilled to be selected as Fresh Thyme’s partner to help tell their story and expand their mission of bringing fresh, natural and organic food to a broader population.”

Fresh Thyme Farmers Market is a full-service specialty retailer focusing on value-priced fresh, healthy, natural and organic offerings. It boasts an extensive produce department with organic and local fruits and vegetables, a natural meat department, healthy deli foods to go, bakery goods, 400 bulk food bins, dairy and frozen, health supplement products, and its own line of organic and natural private label products.

Learn more at freshthyme.com. Keep in touch by liking at facebook.com/freshthymefarmersmarkets and following  at twitter.com/freshthymefm.

Schafer Condon Carter (SCC) is an independent creative and technology company that delivers transformative brand and business ideas to drive results for its clients. AOR clients include Procter & Gamble, Johnson & Johnson, National Pork Board, Chicago Cubs, Ideal Industries, Friendly’s Restaurants and Solo Cup Company among others. A simple mission drives SCC’s entrepreneurial, results-driven culture: “Think Again.” SCC’s integrated assets include SCC|Digital, SCC|Social, SCC|Prism, MAKE247 Content Studio and SCC|Design Services. The company also operates a private equity portfolio, SCC|Ventures, which has holdings in the food and tech sectors. Headquartered in a landmark building in Chicago’s historic West Loop district, SCC has a full-time staff of over 120.

To learn more about SCC, visit: http://www.SCCThinkAgain.com/

from Globe News Wire: https://globenewswire.com/news-release/2018/02/14/1348317/0/en/Fresh-Thyme-Farmers-Market-Selects-Schafer-Condon-Carter-SCC-as-Agency-of-Record.html

CP+B Wins AB InBev’s Craft Beer Brand Goose Island After a Review

CP+B has won creative duties for Goose Island Brewery, which became one of AB InBev’s first craft acquisitions back in 2011.Goose-Island-e1517331844268.jpg

The agency first tweeted about their new partnership last week, and the client confirmed the assignment today.

“Goose Island set out to find a creative partner that can help us translate a 30-year craft brewing legacy into big ideas that are relevant and disruptive. We’re confident CP+B will help us realize our goal of getting America some damn fine beer as we look ahead to our next 30,” Goose Island Beer Co. president Todd Ahsmann said in a statement.

“We’re excited to partner with Goose Island, a brand always on the forefront of the American craft beer movement that continuously and passionately reinvents the category,” added CP+B global chief creative officer Linus Karlsson. “We’re equally as passionate thinking big for the brand and the journey ahead.”

Chicago-based VSA Partners won advertising, branding and packaging responsibilities for Goose Island in early 2014 and launched the brand’s first national campaign, entitled “To What’s Next.” A recent stunt by the brand saw Goose Island president Todd Ahsmann and co-founder Greg Hallpitch a Super Bowl ad idea to AB InBev’s marketing team.

Goose Island spent nearly $13.2 million on measured marketing in 2016 and over $7 million in the first six months of 2017, according to Kantar Media.

from Agency Spy: http://www.adweek.com/agencyspy/ab-inbevs-goose-island-partners-with-cpb/142691

Domino’s Has Appointed The Community as its U.S. Hispanic Agency of Record

The Community, the multi-cultural agency known for its creative campaigns, has been chosen as Domino’s AOR. Starting in mid-2018, we can expect a 360-degree campaign including traditional, social, digital, and mobile advertising for the U.S. Hispanic market. “Domino’s is not only a class-leading brand but also a company that truly sees and understands the importance of the Hispanic consumer,” said Luis Montero, President of The Community.


“Our mission is to leverage our progressive multicultural approach to help Domino’s become the dominant No. 1 pizza brand in every Hispanic neighborhood and we couldn’t be more excited about our collaboration.”

“We sought a collaborative creative partner that would help us continue to elevate our brand with the influential Hispanic community,” added Karen Kaiser, VP of Advertising at Domino’s. “The Community’s combination of strategic thinking, creative bravery, and passion for our brand is what differentiated them from other agencies.”

from Portada Online: https://www.portada-online.com/2018/01/29/dominos-has-appointed-the-community-as-its-u-s-hispanic-agency-of-record/

Dietz & Watson Names RTO+P as AOR

Philadelphia-based deli manufacturer Dietz & Watson named hometown agency Red Tettemer O’Connell + Partners (RTO+P) as its agency of record, following a review.


RTO+P will be tasked with handling national, regional and local advertising for the brand across all media, including broadcast, digital, social media, radio, print, OOH and in-store, as well as media buying and planning. The assignment is effective immediately and the agency’s first work for Dietz & Watson is expected in April.

“We’re really excited to work with Dietz & Watson as the company looks to expand its footprint and continue to evolve,” RTO+P founder and CCO Steve Red said in a statement. “After 78 years, Dietz & Watson remains a 4th generation family business, made up of people who are almost obsessively passionate about the products they sell every day. But there’s nothing ‘old school’ about the brand; they pride themselves on being pioneers and innovators, embracing change and relentlessly charging toward what’s next. We love that juxtaposition of rich history and progressive attitude.”

“RTO+P has a track record of delivering memorable creative and successful media strategy for food and beverage brands,” added Dietz & Watson vice president, brand strategy Lauren Eni. “That history and capability, coupled with our shared Philadelphia roots, made the decision to pursue this partnership a no-brainer.”

Last summer, RTO+P launched the first national campaign for Halo Top, which recently selected Wolfgang as its agency of record. Other food and beverage brands the agency has worked with include Reyka Vodka, MorningStar Farms, Chronic Tacos and Peach Street Distillers.

from Agency Spy: http://www.adweek.com/agencyspy/dietz-watson-names-rtop-as-aor/142736