Learning Care Group hires paid media agency Wpromote

Learning Care Group, the second-largest childcare provider in North America, has named independent marketing agency Wpromote its US media agency of record, following a competitive RFP process. The partnership will span media strategy, paid social, paid search, programmatic, and SEO.

Wpromote will draw from its proven track record of accelerating growth at the local and national level for clients like Equinox and Jiffy Lube to elevate Learning Care Group’s omnichannel media strategy, building a full-funnel media plan across the brand’s more than 1,075 schools and 11 unique brands including Childtime and La Petite Academy. The approach will combine consumer trends, performance data, and first-party audience data to guide the full customer experience, from acquisition through retention, to reach national and hyper-local audiences.

Learning Care Group and Wpromote discovered mutual benefits as they pursued a technology-centric transformation together. The innovation that powers the brand’s education and communication efforts will fuel Wpromote’s brand strategy for the network of community-oriented schools. The agency’s proprietary marketing intelligence platform Polaris will power a diversified media strategy for Learning Care Group that builds stronger connections between families and educators.

“We were drawn to Wpromote’s experience, and more importantly, results, driving growth for multi-brand clients at both a national and hyper-local level,” noted Joanna Cline, CMO of Learning Care Group, “Community is the foundation of our network of schools and their team truly understands the importance of an integrated approach that invites families in at the very beginning of their childcare search and continues to nurture that relationship as their family grows with us.”

“Celebrating family and community is a major part of the Wpromote culture, so having Learning Care Group join our roster of clients was a perfect fit,” Wpromote’s CEO Michael Mothner explained. “In today’s landscape, transparency and authenticity are essential to growth and our team understands how those factors are even more vital when it comes to choosing child care.”

The win of the Learning Care Group AOR comes on the heels of a wave of growth for Wpromote, including the recent hire of seasoned sales executive David Gensler as SVP, head of sales, joining with over 25 years of revenue growth leadership, most recently at marketing enterprise software company Basis Technologies.

Consulting firm Bajkowski + Partners oversaw the agency review and search process.


72andSunny Lands United Global Creative Account

Account moves to LA agency from incumbent of 10 years, dentsu | mcgarrybowen NY

After a fast-paced agency search that began this past February, United named 72andSunny Los Angeles as its new global creative agency of record.

According to a company statement, “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry.”

Launch date for the new campaign remains undisclosed at this time. However, creative duties for the upcoming Summer Olympics will remain with dentsu | mcgarrybowen.

The United agency search was managed by Bajkowski + Partners.

None of the agencies paid any fees to Bajkowski + Partners to either participate nor to win the United account.

sparks flying

Top 10 Most Innovative Ad Agencies in 2020

Fast Company just released its pick for the 10 most innovative ad agencies in 2020.

Congratulations go out to BBDO NY, McCann Worldgroup, Giant Spoon, Anomaly, TBWA Worldwide, The&Partnership, VMLY&R, Observatory, and Droga5.

But let’s face it.

It takes a bold and courageous client to hire an innovative ad agency, and not be afraid. To be a strategic and collaborative partner with their agency.

And to keep the innovation team small – which sometimes requires keeping the rest of the C-suite out of the ideation sessions, and drawing upon the appropriate stakeholders for development and execution of the idea.

Agile and smart teams win the day.

Need help finding a new agency? As a leading global agency search consultant, we’re here to help.

project collaboration

Agencies Need to Make a Better Case

Show your case studies and capabilities – don’t phone it in

So, you finally got that elusive call with an agency search consultant. Or, better yet, someone at the client. But, you didn’t host the call on an online conferencing service?

That’s a missed opportunity given today’s technology.

And a 5-page deck is all you need to:

  1. Show you researched the brand or search consultant
  2. List your capabilities on one page and let the conversation steer the drill-down
  3. Show 2-3 of your best case studies – one page each with creative links

That’s it. Not complicated.

So why do so many ad agencies try to “talk” their capabilities and case studies at their audience over the phone?

As a result, you won’t keep your audience engaged nor leverage the impact of visuals to make a lasting impression.

Granted, technology can let us down at times. So you may want to send that deck just before the call.

But to get the most out of the short call, try to leverage online conferencing services and present a quick deck!

Bajkowski + Partners is a global consultancy with practices in Agency Search and Selection Management, Agency Performance and Relationship Management, Marketing Organization and Optimization, and Brand and Marcomm Management.