Sunday, August 18, 2013

11363: ARAMARK Misses The Mark…?

Advertising Age reported ARAMARK named Draftfcb its first-ever AOR after a review. According to Ad Age, ARAMARK had previously worked with multiple shops on a project basis before opting to consolidate with a single firm. An ARAMARK official stated, “We were seeking a partner with the creativity and strategic thinking to complement our business strategy. The Draftfcb team displayed that and more, demonstrating the best grasp of our vision for ARAMARK plus the reach of a strong global network.” Okey-doke. ARAMARK has faced allegations of discrimination and displayed cultural cluelessness; however, the enterprise does regularly run diversity ads and its website homepage boasts being an admired and ethical company. Additionally, the website career section features a lengthy commitment to diversity and inclusion that ends with:

Diversity and inclusion is a journey. Our initiatives and programs will evolve to ensure that diversity and inclusion are integral to how we engage our people, clients, and customers every day.

Once again, a company claiming dedication to diversity hooks up with a White advertising agency fueled by exclusivity. How does Draftfcb really “complement” such a progressive company? In this instance, it might be a case of opposites attract.

DraftFCB Named Lead Agency for Aramark

Struggling Interpublic Group Network Scores Second Account Win This Month

By Maureen Morrison

It’s operating without a CEO, yet DraftFCB has managed to pick up the account for foodservice and uniform supplier Aramark after a review. It marks the marketer’s first-ever agency of record relationship.

Up until now, Aramark, which claimed $13.5 billion in revenues in 2012, worked with a host of agencies on a project basis. The Philadelphia-based company held a review to consolidate the work at one agency to supplement the company’s internal efforts. DraftFCB will be handling the company’s brand marketing going forward, as well as business-to-business duties.

“We were seeking a partner with the creativity and strategic thinking to complement our business strategy,” said Frank Mendicino, president-strategic assets and chief strategy officer at Aramark in a statement. “The DraftFCB team displayed that and more, demonstrating the best grasp of our vision for Aramark plus the reach of a strong global network.”

It’s the second piece of good news this month for the agency, which has been a problem spot for parent Interpublic. Earlier in August, DraftFCB retained the Kmart creative account after a protracted review, plus it added the fashion marketing portion of the account to its roster.

That it’s winning business in the absence of a leader is surprising; in an unusual situation, the agency has been operating without a CEO for close to six months because its incoming leader has been held to a noncompete agreement by former employer WPP.

DraftFCB in March named Y&R’s Carter Murray as its next CEO, but he is not permitted to join the agency until September. Mr. Carter will face a challenge in replacing the revenue lost in recent years from major account defections like MillerCoors and SC Johnson. DraftFCB still works with Yum Brands’ KFC and Taco Bell, one of its largest creative accounts, but DraftFCB this year has seen significant Taco Bell assignments migrate to sibling agency Deutsch, Los Angeles.

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