Revolving Door Agency Moves: Acadia, Braze, Sway Group, More

The final week of April brought in exciting partnerships, campaign and service launches, and even some new rules and regulations on generative AI for agency use. Acadia Acadia was named media agency of record for California Pizza Kitchen. The agency will provide big-market sophistication in media and analytics along with core values, speed and transparency. Beyond Fifteen Communications Beyond Fifteen Communications brought on seven new clients in Q1 2023. They include Aviation Capital Group, Cerium Networks, Intera Oncology, Marshall B. Ketchum University, Surveillance Systems Incorporated, WeVideo and a leading global provider of testing, inspection and certification services. Braze Customer engagement platform Braze launched its 427° Innovation Lab. The lab consists of in-person, virtual and hybrid brainstorms to bring different disciplines together for brands. EGC Group EGC Group launched The EGC Edge, a custom marketing solution utilizing advanced analytics tools and expert insights. The solution offers competitive ad intelligence across digital and traditional media. Firehouse As Hooters celebrates 40 years in business, the eatery, along with its standalone wing concepts and virtual restaurants, has selected independent agency Firehouse to help set brand strategy and creative campaigns for the company’s next chapter. Working closely with HOA Brands’ marketing leadership and partners, Firehouse will lead overall creative strategy and development to help Hooters and its portfolio of brands. Gassed Paid social and creative agency Gassed won Draft and Fabletics Europe as new accounts. The agency will deliver growth through direct response creative marketing for both companies. InnoVision Marketing Group InnoVision Marketing Group is partnering with GNF Worldwide to create a global marketing alliance. This enables the marketing group to add global franchise development to its growing list of in-house divisions and services. M&C Saatchi M&C Saatchi was chosen as the creative agency of record for National Grid. The two joined forces to launch “The Great Grid Upgrade,” a campaign to raise awareness of the largest overhaul of the grid in generations, which is going to enable millions of homes and businesses in the U.K. to use renewable energy. Mother Mother was selected as the new lead global creative agency for Jägermeister. The agency will be responsible for the global account and attracting new consumers by raising its aspirational profile. OKRP OKRP was selected by Metro by T-Mobile as its agency of record. The agency will help drive sales for Metro’s prepaid services from its phone, internet and bundled features. Periscope and Rise Interactive Household cleaning products leader Jelmar chose two Quad agencies, Periscope and Rise Interactive, as its agencies of record. The shops will deliver work to engage audiences across linear TV, over-the-top, programmatic, search, social and CLR’s website. PR Council The PR Council issued new guidelines around the ethical use of generative AI. The guidelines were developed by an ethics and standards task force led by Mark McClennan, general manager of C+C and Ethical Voices podcast creator, as well as Anne Green, principal and managing director of G&S Business Communications. Sway Group Sway Group was chosen by California Raisins to lead an innovative yearlong influencer marketing program. The Sway Group will work with a diverse group of influencers to create content that showcases the brand’s versatility, convenience and nutrition benefits. The7Stars The7Stars launched Prospero, which claims to be the first fully managed, fully transparent programmatic omnichannel trading model in the U.K. The new model plans to bring disruption and change to the programmatic marketplace. Tinuiti Performance marketing firm Tinuiti has been named the performance media agency of record for Frye, an American manufacturer of shoes and boots. Tinuiti will oversee the business’ client growth, growth media, affiliate, SEO and analytics. Wasserman Ventures Global sports, music and culture agency Wasserman just launched Wasserman Ventures, a new vertical that will invest in companies, products and markets to help accelerate businesses. The department will be led by Darren Ross, evp and managing director. Woo Studio ITV-backed media culture brand for Gen Z, Woo, just launched Woo Studio, a creative agency and innovation lab that aims to connect brands through feel-good storytelling. If you have updates you’d like to share with Adweek, please reach out to us at agencyspy@adweek.com.

Leadership & Talent

Revolving Door Agency Moves: Acadia, Braze, Sway Group & More

Agency acquisitions, partnerships and launches from this week.

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Kaila Mathis

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