Sales Lead: In an effort to encourage Gen-Z to do freelance work, Upwork launched a new social campaign. The social media campaign, #UpNext23, involves influencer work, helpful tips, and important resources for young talent. This is the first external project from Workshop, Upwork's in-house creative agency. As part of this effort, Grammy-nominated singer, rapper, and songwriter Cordae kicked off an online event that featured speakers such as @corporatenatalie, @saraimariee_, @lewis...

Sales lead: This hire may lead to spend shifts & agency appointments.  goPure Beauty named Bethany Crellin marketing VP, effective May 2023. Crellin most recently served as senior director of brand & influencer marketing at Guthy|Renker. It promoted Ryan Berejikian to media buying head in April 2023. Berejikian joined the company in 2021 and most recently served as a data analyst. Target demographic: Gen-X & millennial women  The company will likely: Ramp digital spe...

Sales lead: Get in touch if you can help this company reach younger consumers.  JOANN Stores tapped Tinuiti as its performance media AOR in June 2023.  The agency will handle shopping, analytics, search, display, paid social, strategic planning, and creative. Tinuiti is also tasked with boosting JOANN's media presence and helping it target younger consumers. Target demographic: Gen-Z & millennial women The company will likely: Try new marketing channels to reach a youn...

Sales lead: This hire could lead to spend shifts & agency appointments.  Jamba hired Nathan Louer as chief brand officer in May 2023. Louer most recently served as brand marketing & activation VP of Jimmy John's. He is now responsible for strategy, marketing, and operations. Target demographic: Millennials  The company will likely: Keep increasing digital ad spend Experiment with new ad channels Build out the agency roster Digital and social insights (digital ...

Sales lead: The recent hire & new funding signal the company will increase ad spend & seek agency assistance.  Lemon Perfect (LP) named Dana Barba marketing SVP, effective May 2023. Barba spent the majority of her career at Coca-Cola. She most recently served as frontline marketing SVP of Coca-Cola's NA Operating Unit. LP does not appear to have a CMO, which makes Barba its top marketer.  In other news:  LP secured $36.8m in a Series B funding round in February.  The ...

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...