Mekanism’s biggest claim to fame may be its contribution to the meteoric rise of Peloton after it became the exercise company’s agency of record nearly five years ago. But lately it's developing a rather different reputation—as one of a rising number of creative shops developing an analytics and optimization capability.
“We're fairly well known in the industry, but people are surprised when they see the big brands that we have,” Jason Harris, CEO of Mekanism told Ad Age. “Two types of brands tend to come to us. One is brands that are really established and well known, but are looking to become more relevant. On the flip side, we get a lot of insurgent brands that are looking to become famous faster, or more established.”
Some of the recent brands drawn to Mekanism and its new performance offering dubbed Soul + Science, include Quaker's Rice-a-Roni, Rice Crisps and Chips, Chewy and Instant Quaker Oats, for which it won agency-of-record status following a three-month review; Weber Grills, for which it is U.S. AOR; gambling company Betway, and GoodRX.
In addition, the agency will be developing a campaign for a new Unilever brand in the beauty and haircare category, following a quick one-month review. The agency has experience working with Unilever, since it is the AOR for ice cream brand Talenti. The agency is also expanding its partnership with Amazon to include project work for its cross-channel marketing team, adding to its existing relationship with the etailer's small business empowerment team. These recent wins follow Mekanism was named AOR for Proximo Spirits’ Jose Cuervo brand last year.
Harris attributes Mekanism’s recent wins and year-over-year revenue growth to its new performance offering. The agency spent the beginning of the pandemic building out its performance team of about 12 people who focus on analytics and optimization.