Burlington Coat Factory Warehouse has awarded creative duties to Cramer-Krasselt and media planning and buying to Interpublic's Initiative. Burlington's traditional media spend hit $60 million in 2007.
RightTurn.com, an online tire seller, reportedly has selected Cramer-Krasselt to create its ads as well as plan and buy media. The company's ad spending is expected to reach $25 million next year, up from less than $1 million in previous years. The ad agency also will be responsible for public relations and analytics, sources said.
Panera Bread has named Anomaly its lead creative agency following a review. Media spending is estimated at more than $90 million, and a new campaign is expected to break early next year. Anomaly succeeds Cramer-Krasselt on the account.
Starcom MediaVest Group became the first media agency to top Effie Worldwide's North American Effie Index, and was honored as the most effective agency network and most effective individual agency at the recent Effie Awards ceremony. Publicis Group was honored as the most effective holding company and Cramer-Krasselt was named most effective independent agency.
More companies are highlighting their charitable and environmental efforts in a bid to win brand loyalty through so-called purpose marketing, according to this article. Panera, for example, donates unsold baked goods to anti-hunger organizations, and through agency Cramer-Krasselt has launched a $70 million campaign with the tagline "Live consciously. Eat deliciously." "When people who like the company for the food hear about the kind of company it is, it changes how they feel; they like it even more, for more emotional, more potent, more loyalty-driving reasons," said Marshall Ross, chief creative officer at Cramer-Krasselt.
Porsche Cars North America has narrowed the field to five in its creative-account search, sources say. McKinney in Durham, N.C., Droga5 in New York, Crispin Porter + Bogusky in Miami, Olson in Minneapolis and incumbent Cramer-Krasselt in Chicago are all said to be in the hunt for the account.