Girl Scouts USA picks Venables Bell + Partners
Girl Scouts of the USA selected independent agency Venables Bell + Partners as its agency of record following a review. VB+P will lead brand-building efforts for the organization, spanning research, brand platform and creative development to better connect with today's Girl Scouts. The agency’s content and creation studio, Taproom Studios, will lead marketing services to support recruitment campaigns, the Girl Scout Cookie Program and other top initiatives.
“We selected VB+P based on their intent, capabilities and responsiveness,” Girl Scouts of the USA Chief Marketing Officer Jocelyn Johnson said in a statement. “VB+P approached our RFP with the intent of ‘doing right by clients and people,’ which aligns with our core values at GSUSA.”
It was not immediately clear which agency previously held the account.
El Pollo Loco goes loco for Organic
El Pollo Loco named Omnicom’s digital agency Organic as its brand and digital agency of record, which includes lead creative duties. The fire-grilled chicken restaurant chain had previously worked with Vitro as its creative AOR. This is an expansion of Organic’s duties with the company since it had been named El Pollo Loco’s digital AOR in 2021.
The agency’s first campaign, called “Sabor,” which means “flavor” in Spanish, will break on Feb. 23 on digital and Feb. 27 on broadcast. The media spend for the campaign is $32 million, according to the company, and it will run in California, Colorado, Nevada, Arizona, Utah, Texas and Louisiana.
“Organic provided a comprehensive approach that allowed us to stay in touch with our core customer base and provide an exciting on-ramp to the customers we are looking to attract in the future,” Andy Rebhun, CMO of El Pollo Loco, said in a statement. “Organic’s ability to utilize data and insights to drive the strategic approach to the business was one of its strengths."
Ex-WPP exec on the move
Former WPP executive George S. Rogers has been named Executive Chairman of Optimal, the digital performance marketing portfolio company owned by ORIX Capital Partners.
While at WPP, Rogers was director of global business development and worked across brands including the Walgreens Boots Alliance, MillerCoors, Bank of America and Pfizer. In his new role at Optimal, Mr. Rogers will be responsible for business development and overall leadership of the company, alongside Optimal’s Chief Executive Officer Michael Bassik and Co-Founder Kevin Weisberg.
Rogers joins Optimal from ad agency The Fantastical, where he was managing partner and chief operating officer. Earlier in his career, Rogers served as CEO of Global Team Blue, WPP's agency servicing Ford Motor Co.