Revolving Door Agency Moves: Bakery, Erich & Kallman, Spark & More | RevolvingDoor October 2024

By Kyle O’Brien

October 3, 2024

Agencies are making all sorts of moves as we move into the busiest season. Between mergers, acquisitions, product launches and multiple client wins, there’s a whole lot of shakeups going on.

AML

One of England’s oldestprofessional football clubs, Rochdale AFC, has brought AML into the team. AML will work with the new management to create a forward-looking creative identity that helps drive development plans for the club and fans, social impact, and economic growth in the town.

Bakery

Creative agency Bakery has been appointed agency of record for Tree Hut, a popular body scrub brand, after a highly competitive pitch process. Bakery will leverage Tree Hut’s social following and customer base to broaden brand awareness across the general market, crafting buzzworthy moments that connect to Tree Hut’s audience, and generate conversation. Additionally, Bakery will work with the brand on strategic initiatives, collaborating on ongoing branding and marketing efforts.

Code3

Code3, a performance marketing agency, has announced its official selection as a TikTok Shop Partner. This exclusive partnership enables Code3 to provide brands with unparalleled access to TikTok Shop’s innovative features, tools, and insights.

ConvertKit

ConvertKit, an email-first operating system for creators, has completed its rebrand to Kit, reinforcing its mission to help professional creators monetize and build valuable businesses through email.

Crosby

Crosby Marketing Communications and Montage Marketing Group (Montage), a small business dedicated to engaging diverse audiences, have established a mentor-protégé relationship approved by the U.S. Small Business Administration (SBA). The firms have also created a joint venture called Crosby Montage Partners to further expand each firm’s capabilities to help federal agencies fulfill their missions and marketing performance goals.

Erich & Kallman

Independent agency Erich & Kallman has been appointed as the creative agency for top wine brands Cupcake Vineyards, and Franzia, Both are owned by The Wine Group. The agency has been entrusted with developing dynamic campaigns for The Wine Group that showcase each brand’s unique characteristics.

Five by Five

Five by Five has been tasked with revamping the brand positioning of the Chartered Institute of Marketing (CIM), which hasfor over 100 years supported the marketing sector. The remit is to craft a fresh brand proposition and campaign for the brand, which is set to launch later this year.The agency will also be responsible for developing a creative platform.

Gut

Gut has launched Gut Singapore, the network’s first office in Asia and 10th location overall. The new office will be led by Jessica Davey, who joins Gut as managing director for Asia; chief creative officer Carlos Camacho; and head of strategy Belynda Sim-Mak. Additional Singapore-based hires include group account director Liz Leow, and creative director Meyvi Wedelia.

Interstate 15

VSiN, The Sports Betting Network, VSiN, the Sports Betting Network, has entered into a strategic partnership with Interstate 15, a sports and entertainment marketing agency founded by industry veterans Jason Gastwirth, Jamie Fritz, and Greg Cannon. This collaboration helps VSiN expand its influence within the rapidly evolving sports entertainment landscape.

LV8

Griffin Haddrill, former founder of influencer marketing agency VRTCL, and business partner Gabby Gamad have launched a full-service digital marketing agency, LV8, specializing in unique social media strategies and digital marketing. The agency’s services include influencer marketing, content creation, digital advertising, and social media management.

McGarrah Jessee

Academy Sports + Outdoors, a sporting goods and outdoor recreation retailer, has selected McGarrah Jessee (McJ) as its agency of record following a competitive review. This long-term partnership will accelerate Academy’s growth trajectory as the brand expands its store footprint across the U.S. McJ will handle Academy’s brand strategy, creative campaign development, and media planning and buying.

Milk Agency

New York-based Milk Agency has been awarded work for brand strategy, social media, and content creation for newly-launched smart fitness brand amp. The agency will be responsible for activating new branding on social media and launching the product successfully across the U.S.

Mod Op

Mod Op, a full-service digital marketing agency, has launched ​“Getting Digital Done,” a comprehensive guide to AI and data-fueled digital transformation.

MSQ / SPCSHP

Independent creative, technology, and media company MSQ has acquired New York-based creative agency SPCSHP. The acquisition more than doubles London-based MSQ’s presence in the U.S., increasing annual revenues in North America to $100 million. MSQ’s international investment strategy to grow organically and through acquisition is backed by private equity groups One Equity Partners and LDC.

Ogilvy

Ogilvy One UK has been appointed by Pets at Home as its customer experience agency to drive the transformation of the nationwide CRM and loyalty strategy. The remit also covers collaborating with the brand’s other agency partners to engage with customers across the Pets at Home portfolio.

In addition, the Advertising Research Foundation (ARF) has named Ogilvy UK’s ​“Say Maaate to a Mate” campaign for Mayor of London the Grand Winner of the 2024 ARF David Ogilvy Awards.

Omnicom

Bimbo Bakeries USA is launching a new agency operating model for the majority of its marketing department that will promote cross-functional collaboration, enhance creativity and allow the company to move faster in achieving its growth ambitions. After a rigorous process, the company made the decision to engage Omnicom and Landor as its main agency partners to build this new model. Omnicom was selected to lead services across creative strategy, social, influencers, public relations, commerce, production, and media. Earlier this year, PHD, an Omnicom Media Group Company, was awarded the media business. Landor, the world’s leading brand and design experts, will lead strategic packaging initiatives across the Bimbo portfolio. Legion, Leconda, and Firehouse will continue supporting its existing brand work.

Omnicom has launched its precision marketing division, Omnicom Precision Marketing Group (OPMG), and acquired LeapPoint, a digital advisory firm focused on helping organizations improve the orchestration and performance of their entire marketing lifecycle. Led by co-founder and CEO Nik DeBenedetto, LeapPoint helps Fortune 1000 enterprises optimize the performance of their marketing organizations by strategically integrating people, processes and Adobe technology. 

Red Fan Communications

Red Fan Communications has been selected to lead communications for Texicare, the health affiliate of Texas Mutual. Red Fan oversees all media relations activities and recently launched the brand in the West Texas and Houston markets.

Simons Michelson Zieve

Simons Michaelson Zieve (SMZ) has been selected by The Henry Ford in Dearborn, Michigan as its agency of record. The agency will manage a wide variety of services for the multivenue museum, including strategy, brand stewardship, creative, and media.

Spark

Greater Fort Lauderdale has selected indie agency Spark as its new advertising agency of record to spearhead creative brand development, media planning and buying, and strategic marketing campaign services for Visit Lauderdale. The partnership will encompass developing and deploying strategic marketing campaigns aimed at domestic and international markets.

Valtech

Valtech, an experience innovation company, has announced that its enterprise-focused composable commerce accelerator, Leap, created in partnership with commercetools and collaboratively with Mars, is now available on AWS Marketplace.

Zefr

Zefr, a brand suitability targeting and measurement agency, has expanded its AI-powered brand safety and suitability verification solution on YouTube to include reporting for Zefr’s industry-aligned misinformation category.