Burrell Communications and Kenya Barris team up for Toyota

Toyota is telling families that “Life’s Grander” in the new Toyota Grand Highlander in its latest campaign from Burrell Communication Group. The multicultural marketing communications agency partnered with writer, producer and director Kenya Barris, creator of “Black-ish,” for the campaign.

The ads showcase how life isn’t always picture-perfect, but in the Grand Highlander, family chaos becomes precious memories. In one spot, “HBCU Tour,” two proud parents taking their kids to their rival alma maters debate whose is better, only for a son to surprise them.

Another spot, “Back There,” humorously recounts the all-too-familiar moment when a mom threatens bickering children in the back seat with “Don’t make me come back there!” 

This is Barris’ first series of TV commercials. In a statement, Barris said he has always embraced brand integrations and marketing as a storytelling tool. “I loved being able to see that process from the other side of the creative table, while also expanding my skill set as a director for a different format, and would welcome the opportunity to do it again,” he said. 

PMG acquires Camelot

PMG, an independent media agency based in Fort Worth, Texas, has acquired Dallas-based Camelot Strategic Marketing & Media, an independent agency buyer of video, out-of-home and CTV.

“Camelot has built an unrivaled video practice leading the industry,” said PMG CEO and Founder George Popstefanov. “Their commitment to innovation and furthering the video industry is well aligned with PMG’s technological advancements, automation, and innovation.” 

The acquisition brings nearly 160 Camelot employees into PMG, with Popstefanov leading the company. 

Camelot works with clients including Experian, Michaels, Whole Foods and Intuit. CKE Restaurants selected Camelot as U.S. media agency of record for its Carl’s Jr. and Hardee’s fast food chains in April.

Ancestry.com names new global media agency

Ancestry.com has appointed Starcom as its new global media agency following a review handled by Medialink. The account will be handled by a bespoke team called Publicis Vita.

Omnicom previously held the account, a spokeswoman for Omnicom told Ad Age.

The news comes on the heels of Ancestry.com launching its first campaign, “It’s a Family Thing,” from its creative agency of record Wieden+Kennedy, which won that account in March.

WPP partners with Shopify

WPP has partnered with global commerce company Shopify to better integrate the company’s platform for WPP clients and help brands scale their commerce efforts faster. The global partnership will allow the companies to jointly develop products across sectors including consumer packaged goods, health and wellness, and fashion. 

The partnership was created to help brands quickly adapt to shifting consumer expectations and meet them where they shop, whether that’s online, in-store or on social media. This will help brands grow that may have been previously frustrated with unflexible existing commerce infrastructure, according to WPP CEO Mark Read.

“The commerce sector has seen an incredible explosion in growth over the last few years, which is why Shopify is a natural fit for our clients, given their enterprise credibility and speed at which they innovate,” Read said in a statement. 

The companies will also work to create customized training and certification pathways for WPP employees, creating 300 Shopify specialists across WPP’s global network in the first year. 

Bakery names first executive creative director

Independent agency Bakery has hired Alisa Sengel as its first executive creative director. The seven-time Cannes Lions winner will work with Bakery’s leadership to foster a diverse culture and bolster its creative work for clients, which include Diageo, DeLorean Motors, Nike and Shiner.

Sengel’s hiring comes after a year of growth at the agency, said Bakery Founder and Chief Creative Officer Micky Ogando. 

“We’ve built Bakery to be a creative home for hungry people,” Ogando said in a statement. “Alisa fits the rare mold of a skilled veteran leader who is hungrier than ever to make great work.” 

Sengel, who will report to Ogando, has been most recently working freelance according to her LinkedIn, but earlier was a creative director at Dentsu Creative, TBWA\Chiat\Day, Goodby, Silverstein & Partners, Fallon and BBH New York, working on campaigns for Budweiser, Levi’s, Skittles and Jameson Whiskey.

Just Briefly

Carlo Cavallone has joined Lego as VP of creative after 13 years at 72andSunny, most recently as co-global chief creative officer.The agency confirmed that Matt Murphy, who was co-chief creative officer with Cavallone, will now be the sole CCO at the agency. 

Hyatt Hotels & Resorts' World of Hyatt has named VMLY&R global lead creative agency. VMLY&R will work with Hyatt’s marketing team to reach a more diverse customer base among the company’s 1,250 hotels and all-inclusive properties in 76 countries. Ogilvy retains its business on Hyatt's loyalty program.

Wavemaker has hired Gabriela Vargas as CEO in Latin America. Vargas joins from Publicis’ Starcom and takes over for Louisa Wong, who was CEO of the Americas for the U.S., Canada and Latin America at Wavemaker before departing for Extreme Reach in May. 

Stagwell’s Constellation network has launched Jemini, a business transformation company to be led by  Managing Principal Diane Bradley.

Erin Hauswirth has joined MBB as group creative director. In the newly created role, Hauswirth will be assisting David Register in overseeing creative. Hauswirth was previously creative director at Brooklyn, New York-based Giant Spoon.