Former star of ABC’s “The Bachelorette” Kaitlyn Bristowe kicks off the campaign with a TikTok inviting followers to shower with her as she uses the body scrub and then enjoys wine and sushi after her luxurious shower. Users who join the challenge and tag the brand will be entered for the chance to win some of Bristowe’s favorite Soap & Glory products. Influencers such as Abby Howard (@matt_and_abby) and Monet McMichael (@monetmcmichael) will also support the campaign.
Barbarian has launched a commerce unit called Barbarian Commerce. The new offering will be led by Steven Moy, CEO of Barbarian, and Lawrence Edmondson, chief technology officer at Barbarian, and will incorporate services from Mint Global, the global content publishing and technology production arm of parent Cheil Worldwide.
Last year, the agency launched Barbarian Innovation Labs to help brands navigate through Web3 and other emerging tech spaces, along with Barbarian Data as a Service, which is dedicated to helping brands leverage first-party data.
“The immediate future of commerce goes way beyond a website—there’s social, connected TV, the metaverse, AR/VR-led retail, and much more, what I call the omniverse,” Moy said in a statement. “Our Barbarian Innovation Labs approach and deep expertise in these new platforms uniquely positions us to deliver a seamless commerce experience into markets in weeks, not months.”
TMA’s new CEO
The Marketing Arm has named President Trina Roffino as its new CEO. Andrew Robinson, who previously held the chief executive title, has been elevated to the new role of executive chairman.
“During her time as president, Trina has been instrumental in transforming TMA from a transactional agency known for sports marketing and promotions to a business partner steeped in creative strategy and execution across all consumer passion points,” Robinson said in a statement. “Promoting her to CEO not only recognizes her contributions, but positions TMA to build on this momentum.”
Roffino is the third CEO in the agency’s 30-year history.
Digitas has filled its first chief media officer post, which had been vacant for three years. Megan Jones, who previously served as executive VP, head of media, for Digitas North America, will now oversee the agency’s media efforts globally.
Independent branding and design agency 50,000feet has launched its own health and wellness practice. “To strengthen their positioning among health care providers, the clinical care community, patients, consumers and talent, brands are seeking agency partners to help define, differentiate and develop brand experiences to drive authentic and sustainable trial, adoption and growth," said Jim Misener, partner and president, 50,000feet in a statement.
Mediaocean has renewed a seven-year international omnichannel partnership with Publicis Groupe, providing ad infrastructure technology to the U.S., Canada, the U.K., France, and the Netherlands with an option to include other markets in Europe and Asia.
A Wavemaker-led GroupM team has expanded its remit with Adevinta, becoming the global media agency network for the online classifieds marketplace. The $60 million account includes new markets in France, Germany, the Netherlands, Belgium and Italy.
Tech marketing firm Power Digital has acquired Boston-based agency Sproutwood, which also has an office in Columbus, Ohio. Sproutward’s work is backed by a proprietary platform that uses data across systems to create a single customer-facing view of revenue, marketing spend and business. Sproutward’s platform will be integrated into Power Digital’s technology, Nova, to bolster its data science offering.
Republica Havas Group has promoted three executives to newly created roles. Marcela Maurer, previously VP, group account director at Republicas Havas Health, has been named managing director. Alexis Regalado, previously a group account director, has been named managing director, and Vanessa Bolanos, previously a VP, group account director, becomes managing director.