Shutterfly has brought on Mischief @ No Fixed Address as agency-of-record for its namesake brand following a five-month review. There aren’t any current plans to hire an agency of record for the remainder of its brands, such as SnapFish and LifeTouch, a spokesman for Shutterfly confirmed.
The review, which was assisted by consultancy Hothouse Collaborative, started with 20 agencies and was eventually shortened to five finalists. Shutterfly wouldn’t reveal the other finalists, but they are believed to include Deutsch LA, TBWA\Chiat\Day New York, and The Martin Agency. TBWA and Deutsch LA declined to comment and CEO of The Martin Agency, Kristen Cavallo, had this to say: “One of the ways we choose our battles is with the caliber of the competition. It’s a signal the work will be good. It was a good fight because the agencies in this review were worthy challengers.”
This move is part of Shutterfly’s brand “Evolution,” as the company will look to target a younger audience using a more integrated approach with an emphasis on “non-traditional” and digital campaigns, according to Craig Rowley, chief marketing officer of Shutterfly, who started the position six months ago. He was previously CMO of Groupon.
“We didn’t fully express ourselves [In the past] on social or the other integrated non-traditional elements in a deep and rich way,” Rowley says. “You'll definitely see us lean more into that, we'll still probably do broadcast and do a full integrated campaign, but I think we'll build a stronger ongoing digital layer to everything we do.”