Barkley closes 2020 with one other win and takes four Submit Cereal Manufacturers
The independent shop will do marketing for Great Grains, Honey Bunches of Oats, Honeycomb and the Pebbles family of brands (including Cocoa Pebbles, Fruity Pebbles and Marshmallow Fruity Pebbles).
The appointment follows a creative and strategic review process overseen by the search consultancy Pile + Company. This confirmed its participation in the review, but declined to comment. The review began in September when the CPG giant wanted to move from working with multiple agencies of its brands to consolidating with a single deal, according to a source familiar with the process.
Pebbles' former creative agency, Public Works, launched a "Daily Yabba Dabba Doo" web series earlier this year. The Minneapolis agency also previously ran Honey Bunches of Oats before the brand named Argonaut the creative and social media agency in 2018, and has also worked with Great Grains and Honeycomb.
"We look forward to building on our strong foundation by leveraging Barkley's deep understanding of the CPG category and demonstrating that we can reach consumers with very different tastes and preferences," said TD Dixon, Chief Growth Officer of Post Consumer Brands. in a statement. "Barkley's modern expertise and vision of consumers made them stand out during the review process."
A "whole brand" approach
Barkley's relationship with Post begins next month. Jason Parks, Barkley's chief growth officer, told Adweek that the agency's consumer research expertise and broad strategic approach helped it stand out and demonstrate the ability to target diverse audiences across multiple different brands.
"We understand modern consumers better than any other agency, and that got its way in the review process," he said. "We pursue a holistic branding approach. Marketing and advertising were the core of the task, but what set our approach apart was a creative idea at the center that was not only linked to marketing ideas, but also to business ideas."
He explained that the agency's "whole brand" approach was based on consumer research which found that modern consumers want brands that go beyond advertising and "are who they are", what with, across a range of media related to the brand purpose.
The approach has caught on as customers are forced to adapt to rapidly evolving consumer behaviors and demands. Barkley claims the Post appointment follows nine account wins in the past 12 months. Nearly a month ago, Motel 6 named Barkley as its agency after firing longtime agency The Richards Group. Other customer wins this year include Copper Mountain Resorts, Delta Faucets, San Jose State University, SummaCare and Security Benefit.
Parks stated that in the face of fierce competition, companies are trying to increase brand consistency.
“We focused on creativity, but continued to invest in strategy: in traditional account planning, but also in business strategy. We hired many former client-side business strategists for the team so we can achieve this, ”he said, comparing it to a reversal of consulting firms investing in creative agencies, with Barkley building on his consulting skills in Ader. "We are doubling the approach from a growth perspective, investing in research and stimulating thought, bringing it to market and sharing our view of the world."
Barkley benefited from these investments in what Parks said was the agency's most successful year, which was launched in 1964. He added that more clients will be more open to working with independent agencies like Barkley when looking for partners who can turn quickly to respond to changing consumer demands and provide access to high-level talent, while recognizing the agency's momentum, too matters in considering Barkley for reviews that may not have existed years ago.