While some massive agency reviews are wrapping, many brands—including a railroad giant and a popular supermarket chain—are still in the thick of pitches. And some are looking to hire multiple shops.
Agency News
4 agency reviews to know about this month
From health care to transportation, a wide range of brands are chugging along with reviews
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Publix, Driven Brands and Amtrak are all conducting reviews.
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Bloomberg, Driven Brands
Below, Ad Age lists four reviews to know about this month. Do you know about another review that’s not listed here? Send an email to [email protected].
Stay up to date with several ongoing pitches with our newly launched Agency Review Tracker, exclusive to All Access subscribers.
Publix
Publix has worked with 22Squared.
Credit:
Bloomberg LP
Supermarket chain Publix is about two months into an agency review, according to multiple sources familiar with the matter. The scope could not be immediately confirmed, but incumbent 22Squared handles creative and media for Publix, a person close to the situation said. Publix did not respond to requests for comment.
22Squared declined to comment. The independent Atlanta shop has made some executive changes in recent months, parting ways with CEO Erica Hoholick and Chief Creative Officer Toygar Bazarkaya.
Publix’s advertising costs totaled $318 million in 2023, $317 million in 2022 and $280 million in 2021, according to its latest annual report. The Florida-based grocer had U.S. measured-media spending of $96 million in 2023, down from $99 million in 2022, according to figures from Vivvix, including paid social data from Pathmatics.
Driven Brands
Driven Brands is looking to bring on multiple agencies.
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Driven Brands
Driven Brands, the operator of auto service brands including Maaco and Meineke, is conducting a creative review for the brands in its portfolio, which also includes Take 5, Auto Glass Now, Carstar, Fix Auto and more, according to multiple people familiar with the matter. It’s believed the company is looking to hire multiple agencies.
In 2019, the company hired Atlanta-based Publicis Groupe shop Moxie as its new lead agency. Publicis’ Zenith Media, which acquired Moxie in 2006, was not available for comment. Driven Brands confirmed the review but did not comment further.
Independent shop Erich & Kallman has worked on a range of Driven Brands brands, including Meineke (video below), Take 5 and Auto Glass Now. Erich & Kallman said it declined to participate in the review.
Driven Brands, which is controlled by private equity firm Roark Capital Group, had U.S. measured-media spending of $43 million in 2023, down from $62 million in 2022, according to figures from Vivvix, which includes paid social data from Pathmatics.
Amtrak
Little Buddy Agency supports Amtrak with social.
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Bloomberg LP
Amtrak is searching for a lead social agency, according to people close to the situation. Little Buddy Agency currently supports the railroad with social media, one person said. Amtrak declined to comment. Little Buddy Agency could not be immediately reached for comment.
Last October, Amtrak hired indie shop Mekanism as its lead creative and strategy agency. Mekanism declined to comment.
Amtrak spent $48 million in U.S. measured media during 2023, according to Vivvix, which includes paid social data from Pathmatics, up from $33 million in 2022. Those figures include Acela, Amtrak’s high-speed train that services East Coast cities.
Centers for Medicare & Medicaid Services
CMS is looking to hire multiple shops.
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Centers for Medicare & Medicaid Services
CMS, the federal agency that provides health coverage to more than 160 million people through Medicare, Medicaid, the Children’s Health Insurance Program and the Health Insurance Marketplace, is looking for multiple shops to help develop, implement and evaluate national integrated communications campaigns.
Responsibilities include managing large-scale media buys—$60 million or more—in a short time frame (as short as six weeks). Multiple agencies can win this contract, which has a total budget of up to $5 billion over seven years and allows for flexible amounts of work and spending, according to CMS.
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CMS currently works with Edelman, Weber Shandwick, Ketchum and Porter Novelli, according to a separate document published by CMS. Edelman and Weber Shandwick declined to comment. Porter Novelli and Ketchum did not respond by press time.
Ogilvy, GSD&M and VML were among the attendees at the pre-solicitation conference presentation, according to a document published by CMS. Ogilvy confirmed its attendance but declined to comment further. GSD&M and VML declined to comment.
Contributing: Lindsay Rittenhouse
