Sales lead: Reach out if you can help this company build awareness.  Turtle Fur (TF) named Backbone its PR AOR in October 2023.  The agency will handle integrated PR, product launches, and affiliate marketing strategy.  Backbone is also tasked with boosting national brand awareness and sales.  We told you about TF's new marketing DMs in March.  Target demographic: Winter sports enthusiasts The company will likely: Build out aits igency roster Allocate funds toward ...

Sales lead: Start reaching out now to offer ad space for the official launch campaign in January 2024.  Honda is preparing to release its first mass-marketed electric vehicle, the Prologue, which will be available in Q1 2024. The automaker recently launched a push called "Power of Dreams" to start building awareness for the new EV.  It will run through December and is being supported during NFL, NBA, NHL, and college football programming.  The push will also include OOH ads a...

Sales lead: Keep an eye on this company because a new CMO will likely lead to spend & agency shifts.  Superfeet Worldwide lost its CMO, Eric Hayes, in September 2023. Hayes spent almost 10 years leading marketing for Superfeet. We will be sure to update you as soon as a replacement is announced.  We told you about Superfeet rebranding in July.  Target demographic: Gen-Xers & millennials Once it hires a new CMO, the company will likely: Continue increasing digital spe...

Media Sales Lead: Coors Light (CL) recently disclosed that it is focusing on targeting music fans in 2024. This includes an increase in music partnerships. The brand's DMs also announced CL will air a Super Bowl ad in 2024, but it did not include any more details. Plus, the brand is also changing its tagline from "Made to Chill" to "Choose Chill." Key Lead Takeaways: Get in touch with CL's DMs if you can help it target music fans. I predict CL will also seek influencer partnerships with mu...

Sales lead: Reach out to the new CMO for more information.  Appian named Randy Guard CMO, effective September 2023. Guard joins from Spreedly, where he served as chief marketing & product officer. He is responsible for all global marketing duties. Target demographic: Businesses that need process automation software The company will likely: Outsource some marketing duties to agency partners Continue increasing digital spend Try additional ad channels Digital an...

Sales lead: This will affect the brand's marketing strategy & may lead to agency hires.  Saks Off Fifth (SOF) hired Kim Miller as chief marketing and analytics officer in October 2023.  Miller most recently served as CEO of Boutique Brands. Prior to that, she was CMO of Rakuten. She replaces Sara Griffin, who only held the position from June to September.  Target demographic: Millennial women Once it hires a new CMO, the brand will likely: Return to higher ad spendin...

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...

Due Date: December 15, 2023  Scope of Work: The City of Hutchins, Dallas County, Texas is soliciting proposals from qualified consultants to prepare a comprehensive branding initiative and deployment. Qualified consultants shall have experience in municipal identity/branding, strategic planning, and solid market research (both qualitative and quantitative) – including development of mission, vision, and value statements; interactive marketing; logo development and graphic standards and rec...

Sales lead: This will affect the company's digital strategy & may lead to additional agency hires.  Steve Madden (SM) picked up January Digital as its digital AOR in October 2023. The agency will handle digital strategy development, execution, and investment. SM previously worked with January Digital's consulting arm, January Consulting, on media strategy and marketing measurement. Target demographic: Gen-Z & millennial women The company will likely: Revise digital mar...