LendingTree is moving its creative business to Grey San Francisco from Merkley + Partners, the marketer's agency of nearly three years. Grey landed the assignment after a review that began with 11 agencies and came down to three finalists, sources said. It's not clear if Merkley defended. Annual measured media spending is around $20 million.
Merkley + Partners
Ameriprise Financial has found a new lead agency. McCann Erickson Detroit has beaten three other finalists to land the company's core creative account, with annual media spending of nearly $40 million. The selection comes five weeks after final presentations. Sources identified the other contenders as FCB Garfinkel, Merkley + Partners and Zimmerman Advertising.
A new $100,000 sports car helps the tortoise beat the hare in Mercedes-Benz' Super Bowl ad, which the automaker posted on YouTube today.
An agency synonymous with car advertising is naturally pivoting into auto lubricants and cleaners. Merkley + Partners in New York has become the new agency for Armored AutoGroup, whose brands include Armor All, STP, A/C Pro and Tuff Stuff. Annual media spending ranges between $10 million and $15 million annually, according to Nielsen.
With ice bucket challenge videos from creative agencies slowing to a trickle on YouTube, here’s a look back at eight of the most memorable ones—a truly global mix that includes shops in Ireland, Germany, Romania, Japan and, of course, the U.S.
Ferrero U.S.A. is in the late stages of a creative review of its Tic Tac brand, with three shops awaiting a selection, according to sources. The incumbent, Merkley + Partners in New York, is believed to be defending against two other agencies that could not be ascertained.
Merkley + Partners takes the kids' side in its new campaign for gun safety, with boys and girls questioning why adults don't go to greater lengths to hide their firearms. In one TV ad, "Please Add This to the List," a string of children note that their parents tell them to always wear seatbelt and bike helmets yet store their guns loosely in a drawer, closet, garage or under a bed. Another TV execution, "Do It for Us," weaves adults into picture, with a mother cradling a baby and a female teacher in a classroom saying that if guns are stored properly, "I won’t have to tell my kids, 'This isn’t a drill.' " Documentary filmmaker Henry Corra directed the ads, which were shot in black and white, and actor Richard Thomas provided the voiceover. The campaign, which also includes print, outdoor, radio and online ads, was created for the National Crime Prevention Council (via the Ad Council) and funded by the Bureau of Justice Assistance. "Lock it up" is the tagline.
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.