Shutterfly Makes Mischief Its Creative Agency of Record

Ecommerce personalized photography and image sharing products company Shutterfly appointed Mischief—the agency launched by former BBDO CCO Greg Hahn last year as part of Canadian agency No Fixed Address—as its creative agency of record. "Many consumers know Shutterfly for our rich heritage in capturing memories and celebrating life’s moments both big and small," Shutterfly CMO Craig Rowley said in a statement. "But we think there is an even more powerful way to tap into the self-expression and sense of connection for creating things with deeper meaning. I'm confident we have a terrific partner in Mischief who will help us get there, and I'm so excited to see where we go together." Rowley joined the company last September from Groupon, which also recently concluded an agency review with the selection of FCB as its global creative agency of record. Mischief partner and president Kerry McKibbin said in a statement that the agency "knew it was a great fit" from "the moment we met Craig and his team." "Shutterfly … is at a really exciting stage, and we’re all itching to harness their tremendous growth and momentum to further fuel their business with both strong brand work as well as bold and unexpected cultural work," she continued. "Shutterfly is exactly the right fit for Mischief: They want to do great, breakthrough creative firmly grounded in consumer insights and brand truths." The appointment follows an extensive review process dating back to the beginning of the year, according to a source with knowledge of the review. Twenty agencies were invited to participate, including both major holding company and independent agencies, resulting in five finalists, according to this source. Previously, Project Worldwide agency Argonaut worked on a number of campaigns for Shutterfly over the course of the past two years, (including a 2020 holiday campaign for Shutterfly that took an optimistic tone while acknowledging the realities of the pandemic), though it does not appear that the brand ever named Argonaut its agency of record. It's unclear if Argonaut participated in the review process. The appointment arrives on the heels of Mischief's explosive announcement of its client relationship with Molson Coors brand Miller Genuine Draft and follows its winning agency of record responsibilities for plant-based Alpha Foods and refillable hand soap brand Gelo last December. For Mother’s Day, Gelo and Mischief Embrace the Natural Chaos of Motherhood Shutterfly spent around $4.5 million across measured media channels in the U.S. last year, down from $14.6 million in 2019, according to data consultancy COMvergence.

Accounts

Shutterfly Makes Mischief Its Creative Agency of Record

The appointment follows a lengthy review

Erik Oster

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Erik Oster