Below is a compilation of WinmoEdge's top decision makers on the move published during the previous week.  Why is it important to track decision makers? DM shifts, especially new hires and first-time CMOs, are the top new business trigger for agency changes, media spending shifts, and new martech investments. New DMs tend to evaluate changes in these areas and start making changes within a 3-12 month window.  All of our decision maker shift reports can also be accessed under “Industry A...

Below is a compilation of WinmoEdge's top accounts on the move published during the previous week. We usually publish these recaps every Monday to give you a one-stop, quick glance destination for our top account shifts.  This list can be accessed under “Accounts on the Move” or "Industry Analysis" once it moves off the front page of the site.  As ever, you can see a list of the Top 100 brands we believe will begin an agency review in the next 3-to-12 months on our Vulnerable Accoun...

Sales Lead: Tubi just launched a new campaign consisting of satirical short films poking fun at advertisers. The B2B campaign launched in time for TV's Upfront season. Made by AOR Mischief @ No Fixed Address, the campaign is called, “The Call To Action: A Film Series For Marketers.” The company will likely: Continue rolling out new work Keep increasing spend Seek additional new agency partners under its relatively new CMO (more below) Target demographic:  ...

Media Sales Lead: Freshpet recently debuted a campaign consisting of two new spots. Made by Terri & Sandy, “It’s Not Dog Food, it’s Food Food” shows pet parents defending their decision to store their pets' food in the fridge. This is Freshpet's latest effort to bolster awareness of its refrigerated dog food products. Per CEO Billy Cyr, over the coming year, the company will increase media spend by 35%, with 60% of the spend planned to be allocated in H1. Freshpet is also focused on retail...

Sales lead: Get in touch to offer ad space & agency services.  Vital Farms (VF) selected GUT Miami as creative AOR in May 2023. GUT won the account after creating a campaign for VF earlier this year.  The agency is tasked with helping VF build brand awareness and grow.  VF previously worked with Preacher on creative.  Target demographic: Primary shoppers/moms (Gen-X & millennial women) The company will likely: Release fresh creative work or an ad campaign Ramp up a...

Sales Lead: Nothing Bundt Cakes (NBC) recently launched its first campaign from AOR PMG. The agency created an integrated full-funnel go-to-market strategy spanning insights, creative, and media. PMG became NBC's creative and media AOR in December 2022. PMG's focus is on contemporizing NBC's brand via a fresh digital approach complete with playful taglines and imagery. To this end, the agency teamed up with NBC in February 2023 on a full rebrand.​​​​​​​ ​​​​​​​The ...

Sales lead: Keep an eye on this company because CMO hires commonly lead to spend & agency roster shifts.  SmileDirectClub hired Kevin Wertz as CMO, effective April 2023.  Wertz brings agency experience since he most recently served as CEO of Campbell Ewald. He now leads all of SmileDirectClub's marketing operations. Target demographic: Millennials The company will likely: Continue shifting ad dollars from TV to digital channels Experiment with new ad channels Revie...

Sales lead: These new hires will affect the company's marketing strategy & agency roster.  Sift appointed Armen Najarian as CMO in April 2023.  Najarian brings extensive CMO experience having held the top marketing position at ThreatMetrix, Agari, and Outseer.  The company also hired Kris Nagel as CEO in December 2022. Nagel most recently served as COO of Ping Identity. Target demographic: Businesses that need digital security & payment protection servic...

Sales Lead: Sam's Club recently selected Havas's Arnold and Horizon Next as its new creative and media agency partners, respectively. As Sam's creative AOR, Arnold will focus on authentic storytelling that connects directly with the company's core member base. The agency will specifically work to drive bend affinity, build unaided awareness, and successfully communicate membership benefits. Arnold has already launched a campaign for Sam's; it rolled out across connected TV (C...

Sales lead: This hire will directly impact the company's marketing strategy & agency roster.  Red Robin (RR) hired Kevin Mayer as CMO, effective May 2023. Mayer joins from Pedego Electric Bikes, where he held the same position. He is now responsible for all marketing duties such as brand development, menu innovation, and digital.  Target demographic: Gen-Xers & millennials The company will likely: Ramp ad spend back up Experiment with new ad channels Review agency ...