The New York-based digital shop takes over an account previously helmed by Weber Shandwick, a public relations firm that has been the brand's global lead for social media for the last 13 months. Franz Niedermair, marketing vp at Nespresso USA, told Adweek that Weber Shandwick would continue orchestrating non-U.S. social media as well as worldwide duties in terms of corporate communications and crisis management.
While other contenders weren't revealed, Niedermair explained why his brand chose Deep Focus, citing its newsroom-focused Moment Studio as part of the decision. "Overall, it was [the agency's] strategic insights and creative abilities that, we feel, make them uniquely positioned to expand our social presence as we grow our business in the U.S.," he said.
Deep Focus joins GroupM (media buying) and The Martin Agency (TV creative) in the brand's agency roster. According to Kantar Media, Nespresso spent $251,000 in digital ads during 2011, while ramping up to $748,000 last year. The brand said it plans to focus more heavily on social media during the next two years.
"Social is not cheap," Deep Focus CEO Ian Schafer said. "And it plays an integral role in the way digital media can build a brand in terms of loyalty and sales. The one thing with the brands we work with in common—they have a desire to drive business results at scale."
Meanwhile, Schafer characterized the Lent hire as a bit of a coup for his six-month-old Moment Studio, which competes head-to-head for real-time marketing dollars with the likes of 360i. Lent has led interactive marketing projects for names like Snickers, Target, General Electric and AT&T.
"I've been dedicated to differentiating Moment Studio from what other agencies are offering," Schafer said. "It's not just a room with a bunch of screens. It's a real operation. Having someone lead it creatively further signifies this is a business unit, and it's treated as such. And Ron is the perfect guy for the job."