Hasta La Creative!

Back in March of 2015, Chobani dropped Droga5 as its agency of record, stating at the time that it planned to focus on “more in-house and project-based agency partners.” While the brand won’t be returning to the agency of record model, it has selected a lead creative agency in Weiden+Kennedy Portland. The appointment follows the arrival of Leland Maschmeyer as Chobani’s first chief creative officer in July.

Additionally, Chobani hired longtime consultant Lisa Gralnek as vice president of emerging platforms and Kwame Taylor-Hayford as managing director and head of creative technology and integrated production. She will report to chief marketing and brand officer Peter McGuinness while he will work under Maschmeyer.

Taylor-Hayford has worked in the accounts and production departments of several agencies; he was most recently partner and director of integrated production at Sid Lee in New York.

“This is an exciting time of high growth for us,” McGuinness said in a statement. “We’re proud to be evolving our internal team and our tech and creative capabilities, and proud to be partnering with the best agencies in the world to help tell our story.”

“It’s a dream come true when you find a client who is known for making bold moves, shares your independent spirit and values, and most importantly, believes in the power of creativity. Chobani is all that and more,” added W+K Portland managing director Tom Blessington. 

This is only the most recent in a series of changes for Chobani, which named Horizon Media as its new media agency of record in August and hired Galvea Kelly of L’Oreal as senior director of digital/content/social strategy and Danielle Cherry, formerly with Starcom, as senior director of media investment and connections planning.

W+K Portland’s first ads for Chobani are expected to debut in Q1 of 2017. Chobani spent $30 million on measured media last year and $20 million in the first half of 2016, according to Kantar Media. With sales growth up 20 percent year over year and the company’s plans for expansion with its Chobani Meze Dips and Drink Chobani lines, that number could continue to rise. 

Young Glory Season 3 is upon us, with a twist. While previous iterations have included only Advertising briefs, this season kicks off with a separate Design category. More categories, more opportunities to win points, and more points is good for just about everything except golf and driving records. However, and I’ll inform you upfront, points from the Advertising category cannot combine with points from the Design category. When you enter, whether student or professional, choose wisely.

This month’s judges are R/GA Regional ECD David Brown (Advertising) and Collins New York Partner and ECD Leland Maschmeyer (Design). Brown’s ad brief focuses on wearable technology: “we are turning the table a little and asking you to think from “what” to “what if?” In the same realm as Nike Fuel, Google Glass, etc., Brown is asking for fashion and function. On the Design end, Maschmeyer’s brief deals with improving America’s healthcare system (don’t worry about issues such the healthcare lobby, Congressional gridlock, or Republican hostage-taking). From the brief: “Design can help in one key area: the customer’s relationship with their health insurance provider.” Sreamline, simplify, convenience. Do whatever you have to do to earn those points. Everyone is eligible.

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