Sales Lead: Capitalizing on a vodka martini craze, just launched a campaign for its new bottled ready-to-drink (RTD) brand. Made by creative AOR MullenLowe LA, the campaign will run through December across Conde Nast sites and Meta social media channels in 20 markets. The campaign also involves paid search efforts and print ads in publications such as "Wine Spectator." The brand will likely: Continue investing in experiential activations (more here) Pursue partn...

Sales Lead: With its first major product launch in two years, BodyArmor just made its first foray into the rapid hydration space. This product is called the Flash I.V., and BodyArmor hasn't launched a new product since launching its caffeinated sports drink, Edge (though this Edge, of course, doesn't have your back as we do), in February 2021. BodyArmor's new product will especially appeal to better-for-you and/or immunocompromised individuals. The new beverage has extra functio...

Media Sales Lead: In a new campaign, Dell promotes its new tech innovations, which help its clients pursue their passions. Creative AOR VMLY&R, specifically agency DMs Justin Ebert and Niraj Zaveri, was behind the campaign's two spots. The campaign rolled our across channels such as broadcast, connected TV (CTV), digital, and social. Key Lead Takeaways: Reach out soon since spend should ramp up to support this new initiative. Target Demographics: Business DMs Key Spend Notes:  ...

Sales Lead: Edible's strategy shifts under its new CMO are already good enough to eat. Kevin Keith, who joined the company as CMO earlier this year, noticed that the company's sales had slumped and that while it overspent in Google search, it underspent on brand stories. Keith is reinventing Edible's strategy and plans to relaunch the brand in September 2023 with a focus on storytelling around convenience. Upcoming work will involve a lot more upper-funnel investment. Edible will ...

Sales lead: This hire will likely lead to spend shifts & agency appointments.  Avaya announced Josh Mueller will take over as CMO, effective July 17th, 2023.  Mueller most recently served as CDO and SVP/GM of National Instrument's portfolio business unit.  He is now responsible for Avaya's global marketing initiatives.  Target demographic: Businesses that need communications services The company will likely: Ramp digital ad spend back up Try new ad channels Outsour...

Sales lead: Contact the new SVP to offer ad space & agency services.  Sixt hired Kelly Johnson as NA marketing SVP, effective June 2023. Johnson joins from Lever, where she served as senior director of content & web strategy.  Sixt ran its first national ad campaign in the US last year. The push was called "Rent-THE-Car" and was supported across TV, digital, & OOH.  It worked with GUT Miami on the creative.  The company is currently focused on expanding ...

Media Sales Lead: Chick-Fil-A (CFA) will feature its famous cows in TV ads for the first time since 2019 as part of its new campaign. The push is headlined by a 30-second spot from CFA's creative AOR, McCann New York. The chain is currently promoting a new desktop and mobile trivia game, developed by AKQA, which can only be played by CFA rewards members. Members will be able to play every Wednesday until August 1st. Players that answer the questions correctly will earn redeemable rewards such...

Sales lead: This hire may lead to spend shifts & agency reviews.  ecoATM named Taryn Rayment CMO in April 2023. Rayment joins from FTD, where she served as CMO & consumer division head. She is now responsible for brand strategy, PR, creative, website management, partnerships, and paid media. Target demographic: Gen-Z & millennials The company will likely: Ramp digital spend back up Try new ad channels Review the current agency roster Digital and social insight...

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...