Pernod Ricard picks Publicis
Looking to invest more in automated marketing, Pernod Ricard hired Publicis Groupe as its U.S. media agency in October. The holding company formed a bespoke unit called Publicis Santé for the account, which resides inside its Performics performance marketing division. Owner of Jameson, Absolut and other alcohol brands, Pernod Ricard’s goal was investing in so-called dynamic creative optimization, which is the practice of personalizing advertising in real time using data on the audience and environments in which ads are served. Wavemaker, part of WPP’s GroupM, had held the account since late 2020.
Uber takes creative to Johannes Leonardo
Faced with the looming challenge of rising inflation and gas prices, Uber named Johannes Leonardo as its lead creative agency in April. In the past, Uber has worked with a smattering of agencies for its brands. Mother continues to work on its Postmates and Uber One brands, and Special Group has helped Uber Eats launch popular Super Bowl campaigns. It was a significant win for New York-based JL, which made several executive moves in 2021, including bringing on Julia Neumann as chief creative officer as the agency’s founders Jan Jacobs and Leo Premutico stepped into creative chairmen roles.
Allstate chooses Wieden+Kennedy, Portland
Allstate rounded out the year by choosing to be in new hands in 2023, opting for Wieden+Kennedy, Portland to lead its creative account. Wieden replaced Droga5, which had led creative at the Chicago area-based insurer since 2020. Allstate had distanced itself from Droga in the last year with the reintroduction of its mischievous Mayhem character to its advertising mix—work that was created wholly in-house. Wieden is walking into a potential uphill battle to connect to consumers as Allstate said it was raising its insurance prices amid inflation, and Gen Z customers remain unconvinced about the need for insurance.
L’Oréal gives media to OMD
Omnicom Media Group got an early holiday present when L’Oréal awarded it $1 billion in business in mid-December, naming the shop its U.S. media agency of record. The U.S. account was formerly handled by Wavemaker, which previously expanded its relationship with L’Oréal—whose brands include Maybelline, Garnier, CeraVe and its namesake L’Oréal—by adding 25 markets globally in August 2021. OMG will create a bespoke solution to service the account.