Advantage Sales & Marketing LLC recently disclosed that it acquired two marketing firms last year to bolster offerings of its in-house promotions and experiential ad agency, IN Marketing Services.
The Sunflower Group in Lenexa, Kan., joined the firm on Aug. 31, and Seattle-based 206inc came on in June.
Sunflower holds about 300,000 sampling events a year at retailers, such as Target Corp., Publix Super Markets Inc. and Stop & Shop Supermarket Co.
206inc, a consumer engagement agency, works with Amazon.com Inc., Toyota Motor Corp., Microsoft Corp. and other brands on event production, product and brand launches, social media and public relation efforts, and Web development, design and multimedia production.
IN Marketing Services’ had $295 million in 2014 revenue, according to an Ad Age estimate.
Branding Behind the Scenes
Irvine-based BrandingBusiness just completed a brand overhaul for Schreiber Foods Inc. in Green Bay, Wis.
The employee-owned dairy company ranks No. 84 on Forbes’ list of the largest private companies in the U.S., with an estimated $4.8 billion in 2014 revenue. It sells cheese, yogurt, and private-label products to fast-food restaurants, grocery chains and wholesalers, but as a brand was “invisible to the public.”
The company wanted its new image to “reflect our values, inspire our people and position us as a modern, global company,” according to a directive from Chief Executive Mike Haddad to the agency.
BrandingBusiness developed a “visual identity system that reflects the human quality of the company, its innovation and also elevates the brand to the same world-class stature as those of its customers.” It also came up with “The Essential Ingredient” to define the spirit of Schreiber, a “unique, extra dimension that Schreiber brings to its relationship with customers.”
It seems the Schreiber folks are happy with the outcome.
“BrandingBusiness had a real challenge on their hands,” Haddad said in a statement. “[The agency] delivered insights, thinking and creativity that gave us a fresh way of thinking about ourselves and the voice to tell our story to the world in a powerfully authentic way.”
Cloudy With a Chance of Data
It’s time for a cloud of your own, suggests the latest TV commercial from Irvine-based Western Digital Corp.
Western Digital is using the cloud metaphor to show people on the move—be it mom in the kitchen, a businessman at the airport, or a young man on a train—each with his or her own white cloud hovering over them, providing access to personal data so they never feel disconnected.
The data storage products maker’s 30-second spot was created by the R&R Partners Inc. ad agency in El Segundo.
Western Digital spent $6.2 million on media placements in the first nine months of 2014, according to Kantar Media in New York.
Bits & Pieces
Newport Beach-based Orange Label Art + Advertising increased its business volume by 10% when it added the following accounts: Kahoots Feed and Pet in Ramona, a regional chain of pet supply stores; Pacific Architectural Millwork, a Brea-based designer and manufacturer of high-end windows and doors; and PharMedQuest in Brea, a specialty healthcare management firm. Orange Label’s 2013 revenue was $4.8 million. It also hired graphic designer Marcus Johnson, and Andrew Franco as junior account executive. … Casanova Pendrill will celebrate its 30th anniversary on March 12 at its renovated headquarters in Costa Mesa.
