Michaels names OKRP as AOR
Arts and crafts retailer Michaels has hired OKRP as its new agency of record following a review. The independent agency will work to refresh the brand and marketing, including design, visual identity and advertising. OKRP will also help Michaels with strategic marketing, targeting customers beyond traditional crafters. New work is expected to launch in August.
Three years ago, the Irving, Texas-based chain began focusing more on the brand’s “humanity,” moving away from a reliance on deals in work including a campaign called “Made By You” created with R/GA. Last year, Michaels melded the two strategies together.
Colle McVoy obtains B Corp status
Colle McVoy is the latest agency to announce it has obtained B Corp certification, and is the first Stagwell agency to do so. B Corp certification is handed out by B Lab as “a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials,” according to the nonprofit’s website.
“B Corp Certification is vital as we work to create new futures for brands in our increasingly purpose-driven and values-based economy when consumer expectations are higher than ever,” Colle McVoy CEO Christine Fruechte said in a statement.
Colle McVoy also pledged $1 million to pro bono branding support for national nonprofit organizations dedicated to sustainability.
Last month, Wieden+Kennedy announced its B Corp status.
from Digital Marketing Education https://ift.tt/ROJVGqM
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