Greek yogurt brand Chobani announced today that Leland Maschmeyer will be the brand's first chief creative officer, effective Aug. 1. He will report to the brand's chief marketing and brand officer Peter McGuinness.
If you've ever wanted to stay in a lavish, vegetable-themed New York City townhouse, Chobani just made that possible. To promote the launch of its new yogurt dips, which the brand is calling Meze Dips, it created a contest where consumers have the chance to win a Fourth of July weekend stay in a Chelsea townhouse adorned with a living wall of vegetables and a floating pool garden.
Earlier this summer, Opperman Weiss created a campaign to boost awareness of the Chobani Flip, which the brand has positioned as its afternoon snack yogurt with flavors like peanut butter and coffee. The campaign has been so successful—sales are up 300 percent over last year—that Chobani is extending it and has tapped the agency to create another spot.
Even though classic rockers like Led Zeppelin and Bob Dylan have finally warmed to licensing their songs to brands, marketing chiefs remain picky about when and how to use music in ads.
Former colleagues of longtime McCann Erickson leader Marcio Moreira remembered him today as a loyal and sensitive creative force who brought an international joie de vivre to the U.S.-based global agency.
Chobani has expanded its relationship with Droga5 to include social and digital responsibilities, three months after the agency assumed a lead creative role.
Droga5's Chobani win was hard fought, given the caliber of the agencies that the yogurt company considered.
Chobani has cut its list of creative agency contenders to Droga5 and The Martin Agency and scheduled final presentations for next week.
Just weeks after DDB named a new CEO for its Chicago office, the office's creative chief has decided to leave.