Landor & Fitch signs on with The Container Store to lead the brand positioning of the company's acquisition of Closet Works and demonstrate how it fits under The Container Store Custom Closets umbrella. In addition to working on positioning and architecture of the brand, Landor & Fitch will help with building a user-friendly web experience that highlights the company's custom services while balancing form, function, and education. "Through Landor & Fitch's extensive retail and branding expertise, we will be able to usher a new brand into the market and clearly communicate The Container Store offers premium custom spaces to transform any area of your home," said The Container Store's chief marketing officer Melissa Collins.
Allison+Partners is engaged by GE Appliances to build affinity for its brands and drive growth in the market through earned media relations strategy, influencer engagement, experiential events and product launches. The firm has also been tabbed by Wells Enterprises as public relations agency of record for two of its brands, Blue Bunny (ice cream) and Bomb Pop (ice pops). The agency's scope of work will include experiential activations and influencer marketing. The accounts will be handled out of Allison+Partners' Chicago office.
M&C Saatchi Sport & Entertainment North America is selected as earned media agency of record for footwear and apparel training brand NOBULL. The agency will lead storytelling across NOBULL's product portfolio and through its roster of athletes, which includes New England Patriots quarterback Mac Jones and Nathan MacKinnon of the Colorado Avalanche. It will also promote the brand's partnerships, including the PGA TOUR and CrossFit, and be responsible for executive thought leadership and corporate communications. "With their extensive knowledge and expertise in the sports and fitness industry, we know they are the right partner to help celebrate the NOBULL brand," said NOBULL chief marketing Todd Meleney.