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TBWA\Chiat\Day LA Selected as Agency of Record for Behr Paint, Moderna and Schwan’s Company


The agency hires key talent including DEI lead Jennifer Payne and executive creative director Caleb Jensen

TBWA\Chiat\Day LA Selected as Agency of Record for Behr Paint, Moderna and Schwan’s Company
Today, creative agency TBWA\Chiat\Day LA announces it has been named agency of record for three new clients, including Behr Paint Company, one of the largest manufacturers of paints, primers, decorative finishes, stains and surface preparation products; Moderna, a biotechnology company widely known for pioneering messenger RNA (mRNA) therapeutics and vaccines and its effort in ending the pandemic; and Schwan’s Company, a leading manufacturer and marketer of quality foods to its client roster.

"Coming out of a tough year for everyone, such undeniable momentum validates the tremendous quality of our talent and the enduring relevance of our Disruption philosophy and methodology,” said Erin Riley, president, TBWA\Chiat\Day LA. “We are looking forward to flexing uncommon creativity and uncommon rigour to help create not incremental, but truly disruptive growth for our client partners."

Following a competitive review, TBWA\Chiat\Day LA’s scope for Behr Paint will include strategy, data and analytics, creative, digital / social and production. Chiat’s first work for Behr Paint is slated to launch in April, building upon the brand’s successful platform 'Today Let’s Paint' and evolving the campaign to reach a wider millennial target audience.

“TBWA\Chiat\Day LA’s tremendous energy and unique perspective on how to approach both seasoned and new do-it-yourselfers was exactly what we were looking for as we kick off a new year,” said Jodi Allen, chief marketing officer at Behr Paint Company. “We are excited to begin this relationship and look forward to exploring new avenues of creativity together.” 

The second win is Moderna, an industry leader in science and medicine that is currently using its signature platform mRNA (Messenger Ribonucleic Acid) to fight the Covid-19 pandemic. Most recently, TBWA\Chiat\Day LA launched the brand’s first consumer advertising campaign with print, digital and digital out of home. Additional work will be launching throughout the year as the vaccine roll out continues.

Lastly, Schwan’s Company, known for its iconic brands in the food and retail sectors across pizza, Asian and desert categories has tapped Chiat to lead strategy, creative, digital / social and production across its pizza portfolio including Red Baron, Freschetta and Tony's. New brand work to support Freschetta and Red Baron is expected to launch in the second quarter with early projects supporting Freschetta’s Thin Crust Pizza.

This announcement comes on the heels of several new hires for the agency including Jennifer Payne, diversity, equity and inclusion lead; and Caleb Jensen, executive creative director, across key accounts including Gatorade and new business.

Prior to joining Chiat, Jennifer served as the diversity and inclusion communications consultant for the Michigan Diversity Council, its parent organisation National Diversity Council and currently serves as a consultant for the National Coalition for Racial Justice & Equity (NCRJE). Jennifer specialises in diversity, strategic insight and effective communications strategies and has worked across automotive, education, communications, healthcare and advertising industries.

Previously, Caleb served fifteen years at Wieden + Kennedy, most recently in its New York office as a creative director on Jordan Brand, Sprite, ESPN and Southern Comfort. He also served as executive creative director at the agency’s Tokyo’s office and helped develop award-winning campaigns like Nike’s 'Find Your Greatness'. Most recently, he helped to create Google's 2020 Year In Search.

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TBWA\Chiat\Day LA, Mon, 15 Feb 2021 12:19:06 GMT