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Agency Brief: TBWA names new diversity chief for North America

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J-B Weld glues itself to Planet Propaganda

J-B Weld, the producer of epoxy and adhesive products, appointed Planet Propaganda as its new strategic and creative agency of record following a multi-agency review. The Madison, Wisconsin-based agency picks up lead responsibility across creative, brand strategy, social media and content development. It expects to debut a new brand campaign for the 51-year-old company sometime in 2021. J-B Weld has in recent years worked with TBWA/Chiat/Day New York, which was behind its Nick Offerman (“Parks and Recreation,” “The Founder”) ads. J-B Weld is owned by its founding family, which bought the company back in 2008 with help from a group of private investors led by Chip Hanson, who now serves as chairman, CEO and president.

Hanson says the company chose Planet Propaganda for its successful work with Duluth Trading Co., for which it’s communicated “their product benefits in a clever and memorable way. What really sealed the deal was learning more about their success growing brands in a way that drives immediate sales and also builds long-term brand awareness, affinity and value,” he says.

‘The’ is kicked out of the kitchen

The Media Kitchen has decided, in a year of drastic change, to simplify its brand by dropping “the” from its name and moving forward as just Media Kitchen. The reason? “Let’s face it, the word ‘the’ simply denotes one or more things already mentioned or assumed to be common knowledge,” the agency says. Congratulations, Media Kitchen, you just passed journalism school.

“After 19 years, this might be tough for some to get used to,” Media Kitchen CEO Barry Lowenthal says. “But with a brand and website refresh and an upcoming move to 1 World Trade Center, we felt the time was right.”

Founded in 2001, the agency describes itself as a full-service media planning and buying shop “with a strong digital core.” Its motto, displayed prominently on its revamped website to coincide with the name change reads: “Be Brave. Be Inventive. Defy Expectations.” Despite the pandemic, these are exciting times for Media Kitchen, which says it also won a string of new clients including Baked By Melissa, Jack.org and BeThere.org

New partners

Digital product agency Work & Co named two new partners: Narguess Noshirvani and Dawn Moses. Noshirvani, based out of Brooklyn, was promoted to partner of product management. She joined Work & Co four years ago and has been serving as group director. The agency says during her time there she’s led “complex projects” for clients like Celine and Equinox. Before Work & Co, she co-founded State x State, an e-commerce platform for food, shops and product recommendations.

Moses, who helps lead Work & Co’s Copenhagen office, was appointed partner of strategy. During her time with Work & Co, Moses is credited with “significantly” growing its relationship with Ikea, as well as the Copenhagen office, according to the agency. Before Work & Co, she spent time at Elephant, where she led product innovation work for Apple and Goldman Sachs.

“Announcing these well-deserved promotions enables us to maintain Work & Co’s hands-on model,” says Work & Co Product Management Partner Rachel Bogan. “We have more leaders to offer ongoing mentorship, keep strong connections across teams and also bring more consistency to the way we run projects across our regions, all which is even more important in the remote environment.”

iCrossing exec joins ‘the biggest agency you’ve never heard of’

Chris Apostle, former chief media officer of iCrossing, has landed a new role as executive VP, managing partner of e-retail and Amazon for digital marketing and performance shop Labelium. Apostle—who also recently spent time at Havas and Ogilvy, R/GA and Sapient earlier in his career—is responsible for the management, growth and organizational development for the e-commerce business unit at Labelium, according to his LinkedIn profile. The 300-person Labelium works across 23 offices globally and houses more than 350 clients including L’Oreal, Lexmark, Tommy Hilfiger and Maybelline. At iCrossing, Apostle says he created the e-retail unit “with a very heavy focus” on companies like Amazon and Alibaba. He describes Labelium as a “much more nimble organization” that has been able to “take information, data, technology as it’s emerging” and test and use it. In his new role, he’ll be focused on advancing “the extent and depth pf relationships within the platforms,” i.e. Amazon, Google, Facebook, eBay, etc.

“I like to say Labelium is the biggest agency you’ve probably never heard of,” Apostle says. “I’m looking to change that pretty significantly.”

This content was originally published here.

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