Hello there, and welcome back to Agency Brief. This week, we’ve got exclusives on Principal Financial Group’s new media AOR, and a creative intelligence unit at IPG, plus plenty more. Want to be included in a future edition? Reach out to [email protected] and [email protected] for consideration.

An IPG agency aims to ease marketers' risk concerns

Interpublic Group of Cos.’ Weber Shandwick has launched a “creative intelligence advisory” unit designed to help CMOs, brand marketers and agencies evaluate risk before their creative launches to the public. It will be led by Weber Shandwick Executive VP Brian Williams. 

The new unit, aptly dubbed Weber Shandwick Creative Intelligence Partners, will be backed by proprietary technology solutions and composed of employees with experience in areas including crisis communications, corporate and public affairs and social impact. 

Let’s say, for instance, a coffee company wants to run a spot poking fun at artisan purveyors, playing into a cultural insight that those who drink fancy coffee are perceived as snobbish or uppity.

“Traditional consumer insights—demos, trends and focus groups—suggest that the ad is too risky: People will be turned off by the mockery,” Williams said in an email. “But new context on the audience data from a creative intelligence partner informs the company that, while the campaign may alienate some, it will deepen loyalty among the brand’s core consumers—and those who would be alienated are unlikely to convert anyway.”

In case you missed it

Here are a few of Ad Age’s biggest agency stories this week:

• Mars to launch sprawling global agency review
• Why most brands expect to change agency compensation models 
• A majority of Cashmere’s leadership step down suddenly

Dentsu expands relationship with Principal Financial

Dentsu’s iProspect has been appointed U.S. brand media agency of record for Principal Financial Group and Principal Asset Management following a competitive review handled by Ark Advisors.

Prometheus, a unit within OMG, was the incumbent on the account.

The decision broadens Denstu’s remit with the financial services firm, as the holding company already manages creative through Dentsu Creative and customer experience through Merkle. IProspect has also notched wins with Ferrero Group and Reckitt Nutrition this year. 

Principal had U.S. measured-media spending of $12 million in the first two quarters of 2024, according to Vivvix, including paid social data from Pathmatics, up from $8 million in the same period during 2023. It spent $18 million on U.S. measured media for all of 2023. 

WongDoody expands U.S. and global exec team 

Creative and digital transformation agency WongDoody has hired Laura Davis, former global chief client officer at Monks, as managing director, U.S., a new post. 

In addition, WongDoody has made other moves to strengthen its global leadership. Christian Gölz has been appointed global head of immersive experiences, and Mariel Cunningham was named VP, new business. Both roles are also new. 

Gölz’s appointment marks an expanded global remit for the executive, as he originally joined the company after the agency he co-founded, Oddity, was acquired and integrated into WongDoody Europe, the Middle East and Africa. Cunningham most recently led growth at Optimist, an indie creative agency.

Just briefly 

Wieden+Kennedy named Jared Stein as the first president of its new Toronto office. Stein joins from Canadian shop The Hive, where he was president and CEO. He will report to Neal Arthur, global CEO of W+K. 

WPP has acquired the minority shareholdings of T&Pm it did not own, giving the holding company complete ownership over the London-based agency, which will continue to operate as a standalone shop. Financial details were not disclosed. 

Women’s razor line Schick Hydro Silk has hired indie agency Bandits & Friends as its lead creative agency. It wasn’t immediately clear who the incumbent on the business was. 

Chemistry announced Javier Santana as chief experience officer of its digital unit, React Digital @ Chemistry. Santana, formerly co-founder and CXO of Atlanta-based Launch, will oversee React Digital’s strategy, UX/UI and creative departments. 

Marketing and PR shop Spool has appointed Brant Herzer to the new role of group creative director. Herzer was formerly an independent creative director working with BBDO, PepsiCo and TMS.