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Dentsu X, Goodway Group, Known & More

We’re officially halfway done with 2022—and agencies finished up Q2 with another round of exciting updates. Let’s check out who’s forming new partnerships, creating new content and launching new products this week.

Dentsu X

JCPenney named dentsu X its media agency of record. With the goal of consolidating all media spend, the retailer expanded its 17-year relationship with the agency to hand over all responsibilities for media buying and planning across platforms.

Goodway Group

Data and tech-enabled brand performance digital marketing services firm Goodway Group signed on as the agency of record for Musarubra’s cybersecurity subset, Skyhigh Security. The agency will work to drive brand awareness by leading cross-channel media ad planning and execution.

Gut Miami

Gut Miami was named as the agency of record for all-digital wireless service Visible. The company will lead all content creation and strategy in the U.S., holding autonomy over owned channels including Twitter, Instagram, Facebook and TikTok.

Havas

Havas Entertainment was appointed as the U.K. media agency of record for Vivid Goliath, a leading brand in the toy and games market. Havas Entertainment will work to achieve brand standout for the company, working across TV, VOD, digital and social channels.

January Digital

January Digital donated $100,000 to build the January Childcare Center at the Genesis Women’s Shelter and Support organization in Dallas. The donation will go to protect and provide for children who have experienced abuse.

Known

Known was named the paid media agency of record for Sesame Workshop, the nonprofit educational organization behind Sesame Street. Expanding its pre-existing relationship with the organization, Known will now set campaign goals and optimize SEM and SEO strategy across web properties.

Little Hands of Stone

Little Hands of Stone worked with Schweitzer, the largest ski area in Washington and Idaho, to introduce the brand to Seattle consumers. The campaign aims to celebrate the similarities between the target consumer sets, instead of focusing on their differences.

Madwell

Madwell was named Denon Electronics’ first agency of record. The agency’s first global brand campaign for the high-end electronics brand will be released in 2022.

Mower

The Association of National Advertisers named Mower midsize agency of the year. The honor, awarded at the B2 Awards Gala in Scottsdale, Arizona, came along with 14 campaign awards for client work and internal agency promotion.

NP Digital

Performance marketing agency NP Digital acquired AnswerThePublic, a popular search marketing tool that listens to autocomplete data at search engines and provides valuable consumer insight to marketers. The acquisition aims to expand the capabilities of Ubersuggest, an SEO tool already provided by NP Digital.

PossibleNow

PossibleNow, a provider of zero-party data, consent, preference management and consumer regulatory compliance solutions, launched Catalyst to provide marketers with a comprehensive zero-party data execution strategy. The product aims to help businesses scale without crossing boundaries in consumer data collection.

Razorfish

Tech-enabled change management platform Reframe is working with Razorfish to transform culture by building inclusive experiences at scale. The partnership aims to uncover institutional gaps in diversity, equity and inclusivity by gaining an understanding of the level of cultural maturity for its organizational structure, strategy, segments, systems and solutions.

https://www.adweek.com/agencyspy/revolving-door-agency-moves-dentsu-x-goodway-group-known-more/177108/