McAfee chooses Anomaly

Computer security company McAfee has brought on Anomaly as its global strategy and creative agency of record. The appointment follows a review and comes shortly after the software company named Deirdre Findlay chief marketing officer; she previously spent three years as the global CMO and head of consumer revenue at Condé Nast.

Anomaly’s scope will include creative activations externally and internally and will be led by the agency's Los Angeles office. Future work for the brand will encompass partnerships, social, digital and TV spots.

“In every step of the review process, we have remained inspired by the agency’s enthusiasm for the brand, strong strategic skills, and effective go-to-market model,” McAfee President-CEO Greg Johnson said in a statement. “We’re excited to partner with Anomaly to completely transform McAfee and the online protection industry.”

Florida Lottery smells success

The Florida Lottery spoofs classic high-end fragrance ads in a campaign promoting its new Gold Rush Doubler game. In partnership with its agency of record PPK, the spot features dramatic music and a surreal western landscape as two cowboys ride their horses down a golden road and thunder booms in the distance. A sultry voiceover proclaims “Doubler by Gold Rush” as the lottery ticket rises out of a pool of water haloed by the rising sun. 

The radio, TV and out-of-home ads are accompanied by an actual exclusive fragrance—named Doubler by Gold Rush—touting the “smell of success.” Players can enter to win a giveaway on social media for the unisex fragrance along with a gift card prize and the opportunity to double their gift card winnings. 

Project Boost

Los Angeles-based agency High Wide & Handsome, which was recently named to Ad Age’s 2023 Best Places to Work list, is launching an initiative called Project Boost to support Black-owned businesses. Through the Project Boost contest, local Black-owned businesses can enter for the chance to win free marketing services from the agency such as logo design, branding, social media management and content creation. 

Also see: A celebration of creative excellence for Black History Month

This contest is an addition to the agency’s annual tradition of giving every employee $200 to spend at local Black-owned restaurants.

WPP gets influential with Soap & Glory

Soap & Glory, a product of the Walgreens Boots Alliance, is challenging women to take the #GetNakedWithMe challenge in a new influencer campaign by WPP agencies VMLY&R, Hill+Knowlton Strategies and Mediacom. Inspired by the #GetReadyWithMe trend, the campaign is aimed at women aged 25-35 and encourages them to be comfortable in their own skin with Soap & Glory Flake Away Body Scrub.

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 Commerce

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.

Just briefly

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.