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Agency Brief: Marriage, Mangoes and The Milwaukee Bucks

By Published on .

Happy Friday! It's already two-thirds the way through the month, so stock up on Oktoberfest brews and watch some scary movies this weekend before it's too late. (Don't worry, pumpkin spice is here to stay for another month).

Let's see what's going on this week's brief.

Technology takeover
Technology companies dominated the top five spots of Cohn & Wolfe's Authentic 100, a list of global brands ranked by consumer perception of authenticity. Amazon came in at No. 1, followed by Apple in second, Microsoft in third, Google in fourth and PayPay in fifth. Non-tech brands, have no fear – the latter half of the top 10 included: Adidas, Intel, Lego, BMW and HP. The index is comprised of insights about 1,400 brands -- 200 or more which were global, from more than 15,000 consumers across 15 markets worldwide.

Tying the knot
They said "I do." Bridal store chain David's Bridal has selected Publicis Media-owned Spark Foundry as its media agency of record. The nearly 70-year-old wedding-dress chain, which has more than 330 stores in the U.S., Canada, Mexico and the U.K., will work with Spark for its media buying and planning, data and analytics, measurement and content marketing. A spokeswoman for David's Bridal said the company felt Spark's ideas were "innovative, and more importantly, matched our desire to modernize our approach to digital media." The company has also went through branding changes earlier this year, seeking to transition from a budget-friendly shop to a more high-quality destination.

Fashion flashback
Abercrombie & Fitch, with the help of agency partners The Richards Group and PMG, is coming out of the shadows with a new integrated campaign for the 2017 holiday season entitled "This is the Time." The initiative, which focuses on the brand's 125-year heritage, emphasizes adventure and exploration. Though the brand may be viewed as one for tweens and teens, the goal is to reach its customer base of 21-to-24 year olds. The fashion chain will look to spread its messaging across digital, social, mobile, TV, movie theaters and music festivals.

Nothing but net
The NBA's L.A. Clippers has appointed Engine Group's Art Machine and media services shop Engine Media as co-AORs. The agency duo worked together to create a campaign, named "It Takes Everything," for the start of the new basketball season, which includes digital, social, out-of-home, TV and radio advertising. In addition to showcasing fans' favorite Clippers' stars, like Blake Griffin and DeAndre Jordan, the campaign highlights some new players. Only time will tell if the campaign helps the team get more three-point shots.

Delicious duo
The National Mango Board has selected Weber Shandwick as its creative consumer AOR for 2018, followed by a review issued by the board's directors earlier this year. The agency will work with the (delicious) fruit board to create integrated marketing and communications campaigns and digital programs. The goal is to increase consumption of mangoes in the U.S. Count me in.

PR pinky swear
During his speech at the National Press Club this week, Richard Edelman, CEO of eponymous shop Edelman, proposed a standard for the communications industry on behavior and practices. He called this the "PR Compact," and it's comprised of four principles. They include: insist on accuracy, demand transparency, engage in free and open exchange of ideas and require everyone to take universal online ethics training. "We must do better. We need a set of principles that are universal, consistent, and well understood across the industry," Edelman said. "The time has come to adhere to a single set of strong standards, and to hold all of our people accountable to them."

Tweet of the week

Number of the week
50 – the anniversary year for the NBA's Milwaukee Bucks this coming basketball season, which is why the team has launched a marketing campaign to celebrate its past and future. The initiative, which includes a spot created by Laughlin Constable, highlights some former star athletes, like Kareem Abdul-Jabbar and current ones, such as Giannis Antetokounmpo.

Contributing: Meg Graham

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