Attached to the end of this document is an article entitled MullenLowe L.A. Bags Whole Foods Creative
Question:
Attached to the end of this document is an article entitled MullenLowe L.A. Bags Whole Foods Creative Account. Read the article, then answer the following questions.
NOTE: If a question asks you to describe, discuss, or explain something, simply providing a list is not a sufficient response. You should provide details/additional information on points that you have raised.
(i) List and describe four reasons that MullenLowe L.A. won the Whole Foods Market creative account. Write at least 3 sentences about each reason. Include information from the article to support your points.
(ii) You work with MullenLowe and your supervisor tells you that Whole Foods has not had a new ad campaign in years and has asked you to complete a creative brief for an ad campaign for the brand. Perform this assignment by completing the table below. Include information from the article as justification of your claims in your completion of Column 2.
Column 1: Element of Creative Brief | Column 2: For Brand: Whole Foods Market |
Background | *Response: *Justification: |
Target audience | |
Motivations, thoughts, and feelings | |
Brand positioning and personality | |
Message and behavioral outcome | |
Style of creative advertising | |
Media and media vehicles |
*Use this approach in completing Column 2.
(iii) Whole Foods has asked that you use a celebrity to endorse the brand OR that you use a social media influencer to promote the brand.
(iv) Whole Foods has told your agency that it also wants to use digital marketing communications for the brand. First, list three reasons that brands are interested in using digital marketing communications as part of their marcom strategy; then list and describe four digital marketing techniques that will be used and how each will be used in marketing communications for Whole Foods. Write at least 3-4 sentences about each technique and its use.
MullenLowe L.A. Bags Whole Foods Creative Account
Nearly two months after it was acquired by Amazon, Whole Foods Market has hired a new creative agency, according to people with knowledge of the matter.
The Austin, Texas-based grocery chain, which Amazon bought for $13.7 billion, has chosen MullenLowe L.A. as its creative agency of record after a review, the people said.
A spokeswoman for Whole Foods did not return calls requesting comment.
Representatives from MullenLowe declined to comment. The review, which kicked off in late June, was run by SRI. The invitation to pitch was initially extended to several agencies and quickly narrowed down to a final three, according to sources.
Whole Foods, which was founded 37 years ago, spent more than $60 million on measured media in the U.S. last year, according to Kantar Media.
It is unclear when consumers might see the fruits of MullenLowe's labor. New marketing had been expected in January, but that timeline may change under the company's new Amazon ownership. As soon as the acquisition closed in August, the Seattle-based tech giant implemented changes at the 466-unit grocer to tackle the derisive "whole paycheck" image that has plagued Whole Foods. It lowered prices on products including bananas, organic avocados and organic brown eggs by as much as 43 percent. Shoppers voiced their approval.
Whole Foods had already been gearing up for marketing changes. Late last year, the grocer hired Sonya Gafsi Oblisk, formerly with Sam's Club, as global VP of marketing. In January, it tapped MediaCom for its media planning and buying, following another competitive review. The company has not had a new ad campaign in years; most recently, its "Values Matter" brand campaign, created with Partners & Spade, featured the local growers who made the food.
A news report earlier this fall noted that Whole Foods would be moving away from the local vendors that have long stocked its shelves in favor of more mass market brands in order to embrace Amazon cost and operating synergies. However, a Whole Foods spokeswoman told Ad Age at the time that the brand would continue to work with such small, locally-sourced purveyors.
"All Whole Foods Market stores will continue to sell local products and our buyers remain committed to discovering and incubating local and innovative brands," she said then. "Local suppliers and products are crucial to the success of the company and our ongoing work in category management helps streamline processes that ensure each store has the best possible curated selection of local and national products available for shoppers."
This past summer, MullenLowe was named creative and media AOR for global asset management company Nuveen, perhaps best known for its controversial Super Bowl spot in 2000 featuring paralyzed actor Christopher Reeve walking again. MullenLowe is handling brand strategy and creative development, while MullenLowe Mediahub focuses on media planning and buying.
MullenLowe was also named creative and strategic AOR for E-Trade in April, following a review.
Amazon, for its part, does not have a creative agency of record and in recent months has worked with a variety of shops including Leo Burnett, Crispin Porter & Bogusky Los Angeles, Above & Beyond and Joint.
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ISBN: 978-0073212227
8th Edition
Authors: Ferdinand Beer, E. Russell Johnston, Jr., Elliot Eisenberg, William Clausen, David Mazurek, Phillip Cornwell