Sales lead: Get in touch to help this brand promote the rebrand.  Kraft Singles (KS) rebranded with new packaging and logos. The new packaging has a textured flap that will make it easier to open.  KS also launched new ultra-thin and extra-thick slice options.  The brand hopes this will help it reach Gen-Zers & millennials more effectively. jones knowles ritchie helped KS with the project.  Target demographic: Gen-Z & millennials The brand will likely: Continue inc...

Sales lead: Contact this company's DMs to offer ad space & agency services.  LegalZoom has changed its name to LZ to avoid confusion with the popular video communications service Zoom. LZ also updated its logo and imagery.  It launched a campaign to promote the rebrand. LZ has not released any details regarding the campaign, so reach out for more information.  The company also promoted Daniel Lysaught to CMO in May 2023. Lysaught joined the company in July 2022 a...

Sales lead: This hire will directly impact the organization's marketing strategy & agency roster.  ETS appointed Michelle Froah as global CMO in April 2023. Froah joins from MetLife, where she served as global brand & marketing SVP.  She is responsible for brand, marketing, innovation, product, B2B, and community engagement. Target demographic: Gen-Z students & Gen-X parents The organization will likely: Continue ramping up digital spend Try new ad channels Build o...

Sales lead: Contact this company's DMs now to be top-of-mind because agency reviews tend to follow one another.  Lookout selected Fight or Flight as its US PR AOR in May 2023.  Fight or Flight is responsible for media relations, strategy, and creative.  Lookout started the review process in February and chose Fight or Flight over two unnamed competitors.  We predicted agency appointments when told you about Lookout hiring Deb Wolf as CMO last year.  Target demographic: Consum...

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...

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...

Sales Lead: Wicked Kitchen (WK) recently acquired plant-based raw seafood company Current Foods. It was an all-stock transaction, but the company did not disclose further terms. WK has been working to expand into this category and has relied heavily on acquisitions to do so. For example, the company acquired a similar plant-based seafood maker, Good Catch, last year. While Good Catch's products are cooked seafood analogs, Current Foods will not compete. Instead, it wi...

Sales Lead: Volkswagen recently launched a new campaign, "The Little Things." Made by creative AOR Johannes Leonardo, promotes the all-electric ID.4 and features the joyful family moments people have in their cars. An additional spot will launch within the coming weeks. The campaign was designed to show how simple the new vehicle is to navigate even though its tech makes it seem complicated. The company will likely: Continue ramping up spend as more work keeps rolling out ...

Sales Lead: On May 16, Crocs rolled out an AR-powered gaming experience on Minecraft tied to special pairs of shoes. An accompanying TikTok campaign, "Choose Your Mode," also launched to bridge a digital environment with Crocs's physical products. The campaign also involved various influencers who featured the new shoes on their own channels. Crocs's current influencer partners include SZA (see video above), Luke Combs, Wejdene, Daphne Groeneveld, Jazzelle, Sonja Morgan, and Hypebae...

Media Sales Lead: MasterCard's CMO, Raja Rajamannar, recently detailed some of the company's current unified and human strategy. MasterCard has blended B2B and B2C marketing, so by "human," I mean that the company is focused on reaching business DMs at home. It has invested in business-oriented events such as the recent B2B Marketing Exchange. The company works with organizations such as MLB and McDonald's, and it recently established a partnership with Citizens Bank. MasterCard's business...