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.

About KeyBank

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. 

Pro bono campaign shows that even small donations make a difference

MINNEAPOLIS – Campbell Mithun has donated an integrated campaign to support Greater Twin Cities United Way’s annual campaign which has the theme “Every ONE Counts.”  The work shows the power of ONE – one dollar, one donor, one donation – to make a one-by-one difference for real people in need. The work marks the seventh campaign donated by Campbell Mithun in support of United Way.

 “Times may be tough, but people still like to help and may not know that even small donations can have a big effect,” said Reid Holmes, executive creative director at Campbell Mithun.  “The message here quantifies that a weekly latte can become family meals; a weekly pizza can turn into books; one less round of golf per week can actually get children to the doctor.”

A digital video supports the workplace campaign and joins the following program assets to spread the “Every ONE Counts” message:

• Online digital video
• Digital / mobile banners
• Out-of-Home billboard / bus shelter displays
• Coffee sleeve with QR code
• Radio

Media placements were secured by Haworth Media and were allocated across online (60%), out-of-home (30%) and radio (10%) channels.  The work runs into the beginning of November.

Ernst and Young managing partner and 2011 United Way campaign chair John Wilgers says monies raised in the annual campaign will be used to address the most pressing needs in the Twin Cities nine-county region served by United Way. In 2010, the campaign raised $87 million. 

Agency Credits

About Campbell Mithun

Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many community boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying:  “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.”  Current agency CEO Steve Wehrenberg teaches at the U of MN and sits on Greater Twin Cities United Way’s board of directors.  Websites:  www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com

MINNEAPOLIS – Campbell Mithun has tapped 11-year veteran Lynn Franz to lead planning for the agency, naming her senior vice president, director of strategic planning.  Franz joined Campbell Mithun in 2001 and established herself as a driver both of processes and technologies that pinpoint consumer insights to drive brand strategy.

 “Lynn has been one of our strongest strategic leaders, instrumental in several recent new business wins, such as Frontier Communications and Mayo, and in guiding work for key clients like Syngenta, Frontier and Toro.” said Steve Wehrenberg, CEO of Campbell Mithun.  “Not only is she a great partner and contributor to communications-planning process, she’s also a passionate advocate for our creative work.”

To fuel the agency’s Everything Talks communications philosophy, Franz grounds the strategic-planning process in deep listening to both consumers and brands.  She pioneered the agency’s use of tools such as Semiotics to identify inherent yet subtle brand truths, uses online message testing and social-listening tools to tap real-time consumer sentiment, and also leverages resources such as Iconoculture and Brand Index to quantify insights.

 “No one is better at taking data and turning it into the kind of motivating insight that drives creative imagination and communication effectiveness,” continued Wehrenberg.  “Like only the best of brand planners, Lynn can access her right brain and left brain at will to find motivating, persuasive insights.”

Franz earned the national Jay Chiat Planning Award for her work on H&R Block in 2008.  Prior to joining Campbell Mithun, she served as director of market research at Warner Bros.; she holds English Literature and graduate MBA degrees. Franz fills the vacancy left by former planning director Lance Saunders, who departed in October 2010 to become managing director of DDB Canada’s office in Vancouver.

Flicker effect dramatizes how the transformative nature of shoes can inspire “A New You”

MINNEAPOLIS – Campbell Mithun’s back-to-school work for Famous Footwear breaks this week as part of the agency’s “A New You” campaign under the brand’s “Make Today Famous” umbrella brand idea.  The “Flicker” spots  -- “Flicker” (Brand) (:30), “Flicker” (BOGO) (:30) -- visually demonstrate how different  shoes can change your look and how you present yourself to your world.  

“Back-to-School season often is about re-making and re-presenting personal style,” said Andy Anema, creative director at Campbell Mithun. “These spots illustrate that process while reinforcing that shoes can play a part in affecting who you are and what you feel like on any given day.”

The agency worked with director Omri Cohen of Green Dot Films, who used multiple film and digital formats to create the work, including high-speed Weisscam, 35 mm film camera, Arri Alexa, Canon 5D and stop motion with Canon 1D.

The Back-to-School spots run nationwide through mid-September.  Earlier “A New You” executions included flights created for Summer 2011 : Kenyans, Martial Arts and Undercover Cop; and Spring 2011: Red Carpet , Bollywood, Secret Agent, Base Jumping and Impalas.

Agency Credits

EVP/Chief Creative Officer:  Heath Rudduck
CD/Copywriter:  Bill Johnson
CD/Art Director:  Andy Anema
VP/Director of Integrated Production:  Kathy DiToro
Producers:  David Howell, Kat Dalager
Final Mix:  Todd SyringVP/Manager of Business Affairs: Donna Gary
Production Business Manager: Tracie Kittelson
VP/Manager of Legal Compliance and Broadcast Traffic: Carolyn Carter

Production Credits

Director:  Omri Cohen, Green Dot Films
Managing Director: Rick Fishbein, Green Dot Films
Executive Producers: Darren Foldes and Rich Pring, Green Dot Films
Director of Photography:  Tim Hudson, Green Dot Films
Line Producer: Krista Thompson, Green Dot Films
Editor:  Brett Astor, Channel Z
Music:  Nylon Studios

Make Today Famous

Famous Footwear’s “Make Today Famous” campaign was created by Campbell Mithun in 2009.  The campaign shows how people can make even everyday activities “famous” in their own unique ways, influenced by the shoes on their feet. The 2011 “A New You” executions follow the 2010 “Frozen Moments” holiday and Back-to-School work.

MINNEAPOLIS – With Famous Footwear's stated intent to conduct an account review and Campbell Mithun's decline of an invitation to participate, the companies have agreed to end their partnership. Campbell Mithun has been the retailer's creative agency of record for three years. Famous Footwear will conduct a procurement-led, invitation-only search for a new agency partner.

“We appreciate the invitation to participate, but realize that, moving forward, this partnership no longer serves our mutual business interests,” said Campbell Mithun CEO Steve Wehrenberg.

Campbell Mithun became Famous Footwear’s creative agency in January 2008, produced initial work for the back-to-school season, and introduced the “Make Today Famous” platform idea in 2009. The agency will complete its seventh execution of that campaign for back-to-school 2011 before their contract runs its course at the end of August.  Work over the past year has included a recent spring/summer effort and 2010 holiday and back-to-school executions.

“We’re grateful for Campbell Mithun’s partnership and their efforts in moving our brand and consumer engagement forward over the past three years,” said Famous Footwear senior vice president of marketing Will Smith.

View “Media Myth Busters” Talkinar invite and register via http://bit.ly/CMTlk3

MINNEAPOLIS – Minneapolis agency Campbell Mithun will host a live-streamed online conversation about myth and reality in today’s media marketplace.  Three leaders from the agency’s Compass Point Media unit will address media myths such as:  The DVR has killed TV commercials.  The “last click” rules.  Newspapers are obsolete.

Guests will watch the conversation via live-streamed video and can participate via online chat or #talkinar on Twitter.

• Topic:    Media Myth Busters:  Finding Solid Ground in the Shifting Media Landscape
• Date:      Wednesday, June 22, 2011
• Time:     1-2 pm (CDT)
• View invitation / register:  http://bit.ly/CMTlk3
• To participate:  On event day simply visit www.cmithun.com/talkinar

Discussion Hosts

Harvin Furman, director of market investments, has spent his entire career maximizing client media investments through strategic and artful negotiations. His role overseeing a cross-platform team of negotiators gives him both a mile-high and granular view of the media marketplace — and a mighty smart take on market investments.

Melanie Skoglund, group planning director, specializes in developing creative media solutions for challenging marketing situations, but grounds them in sound strategy to contribute to regular client business growth. Her 360-degree approach and reliable bottom-line results keep her "out front" as an industry thinker.

Chris Wexler, group planning director, ensures agency media plans make connections in all the right places. He has a keen eye for harnessing the full potential of digital and emerging-media forms to deliver against outcome-based objectives — and lots of opinions about how a brand can effectively tap that power.

Series of 15-second spots dramatizes how the transformative nature of shoes can inspire “A New You”

MINNEAPOLIS – Three summer spots by Campbell Mithun – “Kenyans,” “Martial Arts” and “Undercover Cop” – recently broke to round out Famous Footwear’s “A New You” campaign dramatizing how new shoes can inspire the feeling of a new you.  The campaign leverages the seasonal benefits of spring/summer as a time of renewal and falls under the retailer’s ongoing “Make Today Famous” umbrella.

The summer spots follow a flight of five spring “A New You” executions released in March/April:  Red Carpet and Bollywood (fashion executions); and Secret Agent, Base Jumping and Impalas (fitness spots). 

“This series dares you to envision who you want to be and how shoes can help you get there. We’ve presented a 15-second stream-of-consciousness reality where shoes lead the way for someone to imagine a new version of themselves,” said Famous Footwear senior vice president of marketing Will Smith.

Each ad opens with a voiceover saying “A new you begins with new shoes from Famous Footwear” and then moves quickly to the vision imagined by the shoe consumer.  The summer “A New You” spots run nationwide in the month of May. Promotional versions direct consumers to a special offer available in stores or online at famousfootwear.com/TV. 

Credits: The Snorri Brothers of Interrogate directed the spots; editor is Brian Slater of Fischer Edit; music and sound design, Todd Syring, Syring Music LLC.  Agency credits:  Andy Anema, art director; Bill Johnson, copywriter; and David Howell, executive producer.  Spark is the media agency.

Each of the spots was shot on Super 16 and with an HD 2K digital camera. 

About the summer spots

“The real power of these spots emerges when they’re viewed collectively,” said Campbell Mithun creative director Bill Johnson.  “Each of the 15-second spots definitely tells its own story of transformation, but together they communicate the imaginative possibilities for re-envisioning oneself – with a little help from Famous Footwear, of course.”

 Shot in a game preserve, “Kenyans” presents a woman who imagines running alongside – and passing – a group of Kenyan distance racers.  Her inspiration:  an Asics Gel-Enhance Ultra shoe. 

In “Martial Arts,” the female shopper pictures herself as a martial artist in a fight scene while holding a K-Swiss women’s running shoe.  Choreographed by a professional fight coordinator, the fight-scene action was executed with trapeze wire rigs.  Day-for-night filming created the B-movie genre effect.

“Undercover Cop” depicts a man envisioning himself in a good-guy-chases-bad-guy scene, all motivated by a Nike Men’s Dual Fusion shoe. The spot was filmed on a downtown rooftop, with two stuntmen jumping freefall and leaping between buildings on wires.

Make Today Famous

Famous Footwear’s “Make Today Famous” campaign was created by Campbell Mithun in 2009.  The campaign shows how people can make even everyday activities “famous” in their own unique ways, influenced by the shoes on their feet. The 2011 spring/summer series represents the sixth seasonal effort under the Make Today Famous campaign umbrella and follows the recent 2010 “Frozen Moments” holiday spot featuring a 30-second slow-motion run through the snow.

About Famous Footwear

Famous Footwear is a leading family branded footwear destination, with 1,100 stores nationwide and e-commerce site FamousFootwear.com.  The chain offers consumers more than 80 nationally recognized brands, including Nike, Skechers, Naturalizer, Puma, Steve Madden, Converse, New Balance, DC, Rocket Dog and Carlos by Carlos Santana, and features a broad assortment of toning footwear from brands like Skechers and Reebok.  A proud national partner of the March of Dimes, the retailer sponsors March for Babies walk events in more than 1,000 communities nationwide.  Famous Footwear is operated by the retail subsidiary of Brown Shoe Company, Inc. (NYSE:BWS), which has $2.5 billion in sales as a retailer and wholesaler of footwear.  For more information, visit http://www.famousfootwear.com and http://www.brownshoe.com.

MINNEAPOLIS – Campbell Mithun earned a repeat high-yield performance at the recent national Best of NAMA awards.  For the second year running, the agency received first-place awards in three different categories of the competition sponsored by the National Agri-Marketing Association:  best new product introduction campaign; best radio ad (single) for “Whispers”; and best single-page ad (single) for “NK Hand Gun” – all for creative work developed to introduce Syngenta Seeds’ Agrisure Viptera trait.

“We’re not surprised to have NAMA confirm the already positive response we’ve received to this campaign from the marketplace,” said Lori Thomas, head, marketing services, Syngenta Seeds.  “It clearly captured the attention of growers and supported a successful introduction of our Agrisure Viptera product.”

Campbell Mithun’s award-winning campaign for the Agrisure Viptera trait, an in-the-seed technology that helps protect corn plants from insect damage, communicated the product’s insect-control message with strong creative and executed a multipronged broadcast, print and digital media approach. Print and digital executions used the simple and strong image of a grower’s hand to communicate the product’s power to control insects; radio executions used humor and well-known movie trailers to reach (and entertain) growers who spend all day in their tractors.

“We developed this work to appeal to growers’ desire to have more control over their own fields and yields,” said Reid Holmes, executive creative director at Campbell Mithun. “Growers are business owners who just happen to create their own inventory, and Agrisure Viptera hybrids offer a real business advantage by helping growers both create more inventory and prevent inventory loss.”

To qualify for the national Best of NAMA awards, marketers must win at the regional level.  Campbell Mithun advanced to the national competition by winning regional awards in ten categories.  In 2010, the agency’s national NAMA awards recognized its “Beyond Expectations” campaign to launch Syngenta’s NK-1 Class Soybeans.

The Best of NAMA competition is sponsored annually by the National Agri-Marketing Association to honor the best in agricultural marketing communications.  This year 457 entries advanced from the regional contests to qualify for the competition at the national level. Best of NAMA awards were distributed in 63 different categories.

Syngenta (http://www.syngenta.com) is one of the world's leading companies with more than 26,000 employees in over 90 countries dedicated to one purpose:  Bringing plant potential to life.  Through world-class science, global reach and commitment to customers, Syngenta helps increase crop productivity, protect the environment and improve health and quality of life. 

Campbell Mithun has thrived for 78 years guided by Ray Mithun’s founding philosophy:  make “everything talk” for client brands.  The agency has built a national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client success in today’s digital marketplace by making Everything Talk at each point of customer contact.