Shop wants clients to walk the walk on being ‘purpose-driven’
Independent agency Co:Collective is taking a step beyond creating purpose-driven marketing campaigns for its clients by opening a new practice that will help them “build purpose-led businesses from the inside out.” Called the Organization & Culture Design, the practice aims to build “more empowered and innovative cultures.” The practice will be run by Kit Krugman, the former president of the organization for empowering female leaders, Women in Innovation (WIN). Co:Collective says before launching this official practice, the agency helped enact cultural change within clients like The Museum of Modern Art, MetLife and Puma.
“Today’s organizations aren’t designed to meet the needs of a new generation of employees seeking community, meaning and equity in the workplace.” Krugman says, “Looking for meaning and a mission, Gen Z employees are instead faced with structures and processes that are a hangover from the industrial era: stiff silos and outdated power dynamics. We need to embrace a broader set of goals than shareholder value, and design organizations that optimize, not repress, critical skills like creativity, collaboration and leadership in diverse teams.”
WPP’s largest European campus opens its doors
WPP this week cut the ribbon on its new campus, La Matriz, in Madrid. Its largest European campus to date, La Matriz is around 377,000 square feet and sits in the former Telefónica headquarters on Calle de Ríos Rosas in the Chamberí neighborhood of central Madrid. It spans more than six floors and will house 2,500 employees across WPP’s agencies in Madrid. The campus aims to be a creative hub for the city, fueling collaboration among its agencies and the wider industry, where other entities can rent social and event space. “This significant investment is a sign of our commitment to Spain, to serving the Spanish business community and to providing our people with the best working environment,” says WPP CEO Mark Read. WPP already has campuses major hubs including London and New York with plans to open additional complexes in San Francisco and India.
S4 Capital companies also move in together
Martin Sorrell’s S4 Capital is also making moves to integrate its various companies. This week IMA moved in with MediaMonks, the shop it merged with in August. The two companies’ L.A. operations now reside in the recently-opened content studios on Abbot Kinney. (IMA has an additional office in New York.) S4 says the two companies will work together on “shared” U.S. clients including HP, Microsoft, Coty and Amazon. Maddie Raedts, chief creative officer of IMA, says “this is the next logical step” in its merger with MediaMonks.
Wins of the week
Bayer Crop Science U.S. named BBDO Atlanta and HLK and OBP in St. Louis as its creative agencies of record. BBDO will handle the Bayer Crop Protection portfolio including herbicides, fungicides and insecticides for row crops and horticulture as well as the company’s new rewards program. HLK will support Channel brand seed, regional seed brands, the company’s trait portfolio, and integrated systems such as the Roundup Ready Xtend Crop System. OBP will be responsible for seed brands Dekalb, Asgrow, Deltapine and WestBred. Barefoot Proximity in Cincinnati and Rhea & Kaiser in Naperville, Illinois, have also been brought on. Barefoot Proximity will handle portfolio strategy and measurement, digital engagement and multichannel marketing. Rhea & Kaiser will lead media planning and placement. The changes take effect in “Crop Year 2021” but planning for that season begins in early 2020.
WPP’s Mindshare retained the global media account of Lufthansa following a review. The agency has been leading media from its Frankfurt office since 2000 and this marks the second defense of the account in three years. Mindshare also picked up Lufthansa sister group Swiss Air as part of the review, which ran from July to September. Mindshare Managing Director Holger Thalheimer leads the account.
RoC, acquired by Gryphon Investors of Johnson & Johnson earlier this year, selected Mother in New York as its lead creative agency. The agency expects to debut its first brand campaign for the anti-aging skincare brand in early 2020. “Mother’s unique blend of creativity, strategic insight and consumer obsession will allow us to bring compelling creative work that delivers on our ambitions for brand development,” says Hillary Hutcheson, chief marketing officer of RoC Skincare.
A tale of two big executive shifts
Full-service agency Quigley-Simpson appointed Carl Fremont as chief executive officer. Fremont is a WPP alum having previously spent time as the global chief digital officer of Wavemaker and most recently the business development and client lead at Wunderman Thompson. While he spent 13 years at Digitas before joining Wavemaker, Fremont actually started his career at Wunderman, before it merged with JWT, as a media director and senior VP from 1984 to 2000.
Wunderman Thompson named Anthony Romano as president of its Minneapolis office. In this position, he will oversee both WPP’s Wunderman Thompson and Mirum hubs in Minneapolis. He reports to Wunderman Thompson Central CEO Ian Sohn. Romano is the former CEO of BBH New York.