Sales lead: Reach out now to offer ad space & see if Suja needs any additional agency assistance.  Suja Juice just launched Suja Organic Protein Shakes. The shakes are 200 calories and include 16g of plant-based protein, essential vitamins, macro-nutrients, Acacia fiber, almond milk, and coconut cream. The drinks are available in Vanilla Cinnamon, Chocolate, and Coffee Bean. Target demographic: Millennials seeking healthy options The company will likely: Continue rolli...

Sales lead: Contact this company's DMs to see if you can help promote the new product.  Hain Celestial (HC) just launched Garden Veggie Flavor Burst tortilla chips as a better-for-you option.  The chips are available in Zesty Ranch and Nacho Cheese. The chips are gluten-free, contain non-GMO corn, are made with vegetables, and have no artificial flavors.  The line will launch on Amazon in January and will be available in stores and other online retailers in February.  Target ...

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: Get in touch to see if you can offer ad space or pick up other agency duties.  Academy Sports & Outdoors appointed Acadia as its customer analytics AOR. Acadia is responsible for improving Academy's use of data and analytics. Academy's DMs hope this helps it resonate with existing customers.  Target demographic: Gen-X & millennial parents  The company will likely: Target existing customers more directly Make additional agency changes Continue increasing...

Sales lead: This promotion will directly impact the company's ad spend & agency roster.  Allbirds promoted Kelly Olmstead to CMO in December 2023. Olmstead joined the company in July 2023 as SVP. Before that, she was Hanna Andersson's CMO. We told you about Allbirds' new PR AOR in August.  Target demographic: Millennials & Gen-Xers  The company will likely: Keep ramping up digital spend Try different marketing channels Build out its agency roster Broadcast i...

Sales lead: This appointment will likely lead to increased ad spend & more agency changes.  OOFOS named Callen creative AOR in January 2024. The agency is tasked with leading traditional campaigns, culture integration, and experiential activations.  This replaces Rain the Growth Agency, which picked up the business in 2019.  Target demographic: Millennials & Gen-Xers The company will likely: Launch a campaign Utilize more experiential marketing in the future Seek a...

Sales lead: Get in touch to offer ad space & inquire about other agency duties.  Pure Archery (PA) selected Idea Ranch as AOR in January 2024. The remit includes PA's Bowtech, Black Gold, and Excalibur brands.  The agency will handle PR, content development, influencer/ambassador management, campaigns, and consumer activations.  Target demographic: Male Gen-X & millennial hunting enthusiasts The company will likely: Seek additional agency assistance Launch an ad camp...

Sales lead: Keep an eye on this company because a CMO hire will affect its marketing strategy & agency roster.  VMware lost its CMO, Laura Heisman, in January 2024. Heisman departed for Dynatrace, where she holds the same title. During her tenure, Heisman led all marketing duties such as corporate, brand, customer, product, field, digital, and demand.  Shashi Kiran joined VMware as marketing VP in August 2023. He appears to be the company's top marketer at this ...

Sales lead: Reach out now to offer ad space & agency services.  Dynatrace hired Laura Heisman as CMO, effective January 2024. Heisman most recently served as CMO of VMware. She now leads all of Dynatrace's marketing operations. Target demographic: Businesses  The company will likely: Return to 2021 spending levels Experiment with new marketing channels Seek agency assistance Digital and social insights (digital ad spend, effectiveness, impressions, and perform...