22squared

It Took a Village to Make This Agency’s Tampa Office Feel Like Home

Throughout 22squared’s 90-year history, the full-service agency whose roster includes Baskin-Robbins, Publix and Southeast Toyota has always remained independent. Although the shop is headquartered in Atlanta, it has a commanding […]

Why Snapchat’s Evan Spiegel Is Our Digital Executive of the Year

The early chapters of Snapchat CEO Evan Spiegel's public life have arguably made for a modern-day Silicon Valley soap opera.

Royal Caribbean’s 4 Finalists Are Midsize Players

The four finalists for Royal Caribbean's creative account are all smaller than incumbent JWT, and that's by design.

Accounts in Review: GNC Does an About-Face in Unbundling Its Ad Business

GNC, in its decision to split its ad business among three shops, has abandoned a bundled model after just a year. In early 2014, the retailer consolidated its creative and […]

GNC Replaces Carmichael Lynch With 3 Shops

Under new executive leadership, GNC is replacing Carmichael Lynch as the agency of record on its company's $30 million account. Taking over for the Minneapolis shop is creative lead Consigliere in Brooklyn, N.Y.; the media planning and buying shop Crossmedia, New York; and digital agency 22squared in Atlanta.

This Sloth Sings for a Good Cause: Saving Americans From Too Much Work

Costa Rica is pulling out all the sloths to boost tourism. The Central American nation hired 22squared for its North American advertising, and the agency put together a digital campaign that features a music video with animals singing "The Lion Sleeps Tonight." The Internet seems to love sloths, so it's the headliner of the video now on YouTube, which also features a lip-syncing macaw and turtle. The Mill was the team behind the computer effects in the video like the animated singing mouths of the animals. 

Celebrating the 2014 Media Plan of the Year Winners

Adweek gathered the winners of the 2014 Media Plan of the Year competition for a celebratory cocktail on Nov. 13, at the cool offices of DigitasLBi. At the event, Adweek […]

When Clients Let Media Agencies Take Risks, Good Things Happen [Updated]

After sifting through hundreds of entries, Adweek is happy to present the 18 winners of the 2014 Media Plan of the Year competition. Creativity, innovation and risk-taking set these successful […]

Florida’s Natural Finds a New Lead Agency

Merkley + Partners is getting into the juice business. The New York agency has landed creative and media planning responsibilities on Florida's Natural Growers, the citrus farmers' cooperative has confirmed. Annual media spending is estimated at $12 million.

Lease-to-Own Retailer Promises You’ll Go From Rags to Riches in No Time

Can't afford that furniture, those appliances or those electronics? Sure you can. Aaron's, the lease-to-own retailer, has unveiled a new ad campaign that suggests leasing products from the company isn't just a wise idea for credit-challenged people—it's the first step toward becoming rich and famous beyond your wildest dreams. The ads, from 22squared, feature characters—Bobby, Charmony and Emilio—who've become wildly successful, but as it turns out, they once didn't even know the basics of living beyond their means. A fourth ad stars Nascar driver Brian Vickers, who apparently just gets super excited about Aaron's in general. The theme is "Own the life you want," which is certainly an interesting mix of aspirational and financial—a reminder that, for many, they're one and the same.