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As its new A-O-R, the agency has been commissioned with running media buying and planning for the advertiser’s NutriBullet, Magic Bullet, and Super Foods brands
IPG Mediabrands agency, ID Media, has been chosen as the media agency of record for Capital Brands, the multi-channel marketer behind products such as NutriBullet and Magic Bullet. The account entails integrated media solutions for the company’s key offerings including the aforementioned as well as NutriBullet Super Foods.
The third is a line of organic powders created to accompany the NutriBlast smoothies. In servicing the account, the newly appointed firm is set to capitalise on its strategic insights to provide impactful media planning and buying services across all channels including network and cable TV, a first for the advertiser.
Other efforts will encompass digital and will cover premium online video, display, mobile, and streaming radio. The agency will also employ programmatic digital, native advertising, and advanced attribution tools to maximise the effect of each platform leveraged for Capital Brands’ campaigns.
Meanwhile, ID Media will partner with other in-house agencies such as Ansible and Initiative for additional media efficiencies. The agency has plans to also leverage AMP, which is Mediabrands’ proprietary data tool, to provide more targeted solutions.
“Where ID Media really shone was in its holistic, screen-agnostic approach to our media, which noted both linear TV and digital video as essential tools to capture our audience where it is consuming media,” said Erin O’Malia Gehan, Chief Marketing Officer of Capital Brands.
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