Integrated marketing communications approach closes the deal for the KeyBank client
MINNEAPOLIS – Campbell Mithun has been named the new agency of record by Cleveland-based KeyBank to perform brand-planning, creative and media-planning duties in markets nationwide. Creative deliverables will include TV, print, digital, web, local-market events, brand collateral and direct mail.
“This assignment aligns squarely with our strengths,” said Campbell Mithun CEO Steve Wehrenberg. “We know the category, we have the brand- and media-planning depth to develop the right messaging and delivery channels for Key, and their ‘people first’ platform automatically prioritizes an engagement-based communications model.”
“We’re thrilled to partner with Campbell Mithun to bring our client relationship strategy to life in new and different ways,” said Karen Haefling, chief marketing and communications officer of KeyCorp. “Client relationships are at the core of our brand essence, and we see an opportunity to differentiate ourselves at a time when consumers are looking for greater value from their banking relationship.”
Campbell Mithun has deep expertise in the financial-services category, having served clients including H&R Block, The Hartford, and National City Bank, among others.
The KeyBank win affirms Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
KeyBank is a brand of Cleveland-based KeyCorp (NYSE: KEY), one of the nation's largest bank-based financial services companies, with assets of approximately $89 billion. Key companies provide investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies throughout the United States and, for certain businesses, internationally. For more information, visit https://www.key.com/. KeyBank is Member FDIC.
Giles Martin comments about the role of analytics in this 80-second audio clip.
MINNEAPOLIS – Campbell Mithun has named Giles Martin director of analytics and marketing accountability. Martin joined the agency on October 17 and will lead its deeper infusion of data analysis and marketing ROI throughout its integrated communications and media offering. He will report to Dick Hurrelbrink, president of Campbell Mithun’s Compass Point Media unit.
“The explosion of data for measuring the performance of our clients’ marketing communications has brought the role of analytics to the forefront,” said Hurrelbrink. “Giles will now lead our internal capability focused on harnessing all that information in ways that deepen our ability to optimize performance and predict outcomes in increasingly relevant ways.”
“I was inspired by my meetings with the agency’s leadership team,” said Martin. “With their commitment to a truly integrated model of digital, creative and media planning, the decision to bring deeper analytics into the mix has enormous potential for clients.” Click here for an audio clip of Giles Martin commenting further on the role of analytics.
Martin worked most recently at Ocean Media Inc (Los Angeles), building the data analytics capabilities for all clients and providing account leadership on eHarmony.com. He began his agency career in the UK at agencies including Carat and M&C Saatchi. He earned degrees from Oxford University in philosophy and modern languages.
“Data proliferation will not abate,” continued Martin. "Our job is to figure out the true strategic KPIs, track them, and turn them into actionable insight. The data that’s out there can create a holistic, real-time view of consumer behavior or refine our understanding of what channels or executions are working best. All this will create a closed loop of smarter marketing for agency clients."
Strong Digital and Business Momentum
Giles’ appointment continues Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
“Giles is an important addition to our leadership team,” continued Hurrelbrink. “We’ve been capturing and using online and offline data strategically for a long time, but the time has come to elevate and operationalize the strategic impact of metrics gathered through all phases of the marketing and communications process.”
Three Campbell Mithun employees shaved their heads at 2 pm today as part of the ad agency’s kick-off week of events supporting United Way’s 2011 Every ONE Counts campaign:
Ben Bundul promised to shave his head with $100 in donations (he raised $200)
Amy Parsons promised to shave her long hair with $500 in donations (raised $700)
Steve Parsons promised his wife Amy he’d join her if she raised the money
(The 10-year old daughter of another employee knitted a hat for Amy over the weekend.)
Stylists at Allen Ray Salon donated their time for the head shavings (and a full day of haircuts) to benefit Greater Twin Cities United Way.
Monday, October 10 kicked off a week of Campbell Mithun activity to raise support and awareness for United Way. Beyond the head-shaving and haircuts, activities included: Penny Wars, children’s book drive, bake sale, silent auction, intercom/IM bingo, foosball/beanbag-toss tourneys and (of course) open-enrollment in the payroll deduction program.
Not only is Campbell Mithun part of the strong corporate community supporting United Way, but the agency contributed pro bono work for the seventh consecutive year in support of the fall campaign.
“Digital Literacy for Women and Girls” – what a great topic for the recent Alliance for Women in Media (AWM) symposium in Chicago. And what a great reminder about our responsibility to be intentional about encouraging digital literacy for girls and young women.
Below is a list of five suggestions discussed by Dr. Theresa Steinbach, director of student learning at DePaul University and member of the leadership council for the Midwest Girls Collaborative Project:
1. Immersion: challenge girls to CREATE digital tools, not just to use them
2. Early exposure: girls need to engage with technology in grade school
3. Privacy: teach girls common sense and critical thinking about what to share online
4. STEM professions: encourage interests that will lead to careers in science, technology, engineering and mathematics
5. Encouragement: families, teachers, mentors and media companies should take responsibility for encouraging girls to embrace digital technology
-- Carol Grothem, associate director of market investments