Tuesday Stir

By Erik Oster 

-Greenville, South Carolina-based EP+Co launched its first work for sports drink BodyArmor Lyte with a national campaign featuring James Harden and Carrie Underwood. The brand’s first integrated campaign, the effort will run across broadcast, digital and social.

“BodyArmor Lyte is a really unique brand and we wanted to create a campaign that was both authentic to their product yet really resonated with the core of their audience. But, at the same time it was important for the work to feel real; speak to their audience in a real way and showcase the personality of the brand,” EP+Co ecd, director of innovation John Cornette said in a statement. “Carrie and James represent everything the BodyArmor brand is about and they are the perfect partners to help bring the campaign to life.”

T-Mobile appointed Initiative as its U.S. media agency of record, endings relationships with three incumbent agencies in the wake of the Sprint merger.


Bed Bath & Beyond appointed Muh-tay-zik Hof-fer as lead brand agency, following a review.

The Mill fired managing director Erica Hilbert over a series of offensive tweets in which she expressed support for Donald Trump‘s efforts to overturn the 2020 Presidential Election results which the production company said contradicted its values.

Marketers are bracing for a tense few weeks with more political unrest.

-Food and beverage marketing agency quench released a forecast of 2021 food and beverage trends.

-Digital design agency Critical Mass expanded its executive leadership team with thirteen promotions and new hires, including promoting Sara Anhorn to chief talent officer and Andrea Lennon to president.