Sales Lead: Liquid Death (LD) played up "the ick factor" of much 2023 marketing in its new campaign. The company teamed up with a new brand ambassador, Travis Barker, with whom it launched an outrageous themed "Enema of the State Collectible Kit." The product is funny and gross, of course, but enough so that it easily became top-of-mind. The corresponding campaign was made by LD's internal creative team and agency Humanaut and features Barker. The company will likely: Pursu...

Sales Lead: Jaguar Land Rover is rebranding by its initials, JLR, and keeping its marque. The company is focused on a "House of Brands" strategy that focuses on individual nameplates. Therefore, it is working to associate "Land Rover" with the specific Land Rover brand rather than the company as a whole. The goal of this effort is to reposition JLR as a modern, electric-first luxury automaker. The company will likely: Launch new campaigns highlighting the indiv...

Sales Lead: Signet Jewelers recently assigned its $250m media business to Publicis Media. Due to Publicis's hire, Signet will no longer work with EssenceMediacom, incumbent media AOR since 2019, when it won the account from Omnicom and Digitas. Signet seems to be specifically working with Spark Foundry. The review kicked off from a desire of Signet DMs to transform the company's marketing strategy. Over the years, Signet has gradually evolved its marketing tact, primarily by ...

Sales Lead: In April 2023, SentinelOne selected Sally Jenkins as its new CMO. Jenkins now handles SentinelOne's marketing strategy planning, development, and global execution. She joined from Elastic, where as CMO, she reportedly transformed the company's marketing strategy, positioning, and vision and supported Elastic's evolving needs. Jenkins is credited with having contributed to a 300% revenue during her tenure at Elastic. At SentinelOne, Jenkins succeeds Daniel Ber...

Sales Lead: Uber just launched a new campaign featuring real people behind the wheel in endearing short-form video spots. Made by creative AOR Johannes Leonardo, "Earn Like a Boss" encourages viewers to drive for Uber. The campaign launched nationally on April 26 across OOH, audio, social media, and various media partnerships. It will continue rolling out until the end of 2023. The campaign also includes in-language Spanish videos. The company will likely: ​​​​​​​Keep rol...

Sales lead: Reach out to offer ad space & inquire about agency work. California Pizza Kitchen (CPK) selected Acadia as its media AOR in April 2023.  The agency reportedly won the account due to its analytics, digital media, and eCommerce experience.  This replaces incumbent AOR Noble People.  Target demographic: Gen-Xers & millennials The company will likely: Revise media strategy Shift ad dollars around Make additional roster shifts Digital and social insight...

Sales lead: Get in touch now to offer campaign ad space.  Sleep Number (SN) just launched a campaign called "Sleep Next Level." The push includes multiple video ads starring actress Gabrielle Union and former NBA player Dwyane Wade.  The ads will be supported across broadcast, CTV, and social media.  This is the first work from SN's new creative AOR, 72andSunny. The company is promoting its new Sleep Number smart beds that it recently launched.  Target demographic: Gen-X me...

Sales lead: Get in touch to help this brand build awareness.  Shell Energy (SE) promoted Megan Rosenbaum to marketing VP, effective April 2023. The company named Rosenbaum interim VP earlier this year.  Prior to that, Rosenbaum served as account management & marketing director of Cart.com Target demographic: Male Gen-X/millennial homeowners The brand will likely: Significantly increase ad spend Diversify ad placement Seek brand-specific agency assistance Digit...

Sales lead: This hire will directly impact the company's marketing strategy & agency roster.  Beyond Meat (BM) hired Akerho Oghoghomeh as SVP & global marketing head in February 2023.  Oghoghomeh joins from Red Bull, where he served as brand marketing SVP. He now leads all of BM's marketing initiatives.  Target demographic: Millennials  The company will likely: Review the agency roster/seek additional assistance Experiment with new ad channels Ramp digital spend ba...

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...