Steve’s breakdown: A few days ago I was asked “how often are Ratti Report account review predictions right on target?” The truth is, all the time but we never prove it to anybody. That ends today with our first “Proof it Works” report.
Back in November we told our members how Service King wanted to be #1 but they [...]
Posts in category Account review predictions
Proof The Ratti Report Works: #1
Steve’s breakdown: A few days ago I was asked “how often are Ratti Report account review predictions right on target?” The truth is, all the time but we never prove it to anybody. That ends today with our first “Proof it Works” report.
Back in November we told our members how Service King wanted to be #1 but they [...]
Cadillac & Chevy get new Ad Directors
Steve’s breakdown: There’s been a lot of movement over at GMs marketing. Are either of these brands going to change up agencies? If we were to pick one, it would be Caddy.
WARREN & DETROIT, MI: General Motors has appointed a new director of advertising for the Cadillac brand.
Craig Bierley will succeed Molly Peck, who is movi [...]
Account review prediction: Luxco buys a bunch of brands from Beam
Steve’s breakdown: Brands affected included Calvert, Bellows, Wolfschmidt vodka, Dark Eyes vodka, Canada House Canadian, and Tempo Triple Sec. The ads on the left are from the 60s.
We think Luxco will have to review its marketing for all their brands now so give them a call.
ST LOUIS, MO: Beam Inc., which makes Jim Beam and Maker’ [...]
Toys “R” Us doesn’t want to play with its agency anymore
Steve’s breakdown: There’s a lot of speculating going on about this split-up but needless to say, if you are interested, jump in.
TORONTO, Canada: Details are currently foggier than a, well, throw a dart and pick any day in London, but sources familiar with the matter confirm that the Canadian division of Toys “R” Us has parted wa [...]
UPDATE: Account Review Prediction: Chilli’s
Steve’s breakdown: Here’s an update on Brinker via an interview with new CEO. Take a look. FROM NOVEMBER: The “place holder” TV creative Chilli’s is running right now is obvious. As soon as a new president gets in there, there will be an ad review.
DALLAS, TX: Brinker International Inc. EAT -1.96% named Chili [...]
Prediction: Skippy & Spam Sandwich?
Steve’s breakdown: Hopefully you were ready for this back in October with the headline “Unilever puts the “For Sale” sign up for Skippy“. We think this is a great buy and suspect they will breathe some new life into marketing.
AUSTIN, MN: Hormel Foods apparently has a hankering for a peanut butter and bacon sandwich. The com [...]
Account review prediction at DEI
Steve’s breakdown: Brands within DEI include Polk Audio, Definitive Technology and BOOM Movement in addition to Viper, Clifford, Python and Autostart. We think the first three are ripe for review. Check out this quotee: “I feel that we can focus on new approaches in our marketing mix because the family of brands we are developing are sp [...]
Direct marketing projects predicted at Dish
Steve’s breakdown: While I was at the Romann Group we had the direct marketing accounts for Dish & AARP so I have a bit of insight on the new guy. And that insight is this he’s going to spread the direct work around so get in line.
BTW: The featured ad was done by Romann Group.
ENGLEWOOD, CO: DISH (NASDAQ-NMS:DISH) today annou [...]
Buffet getting ready for brand turn around
Steve’s breakdown: It’s been since April 2010 that Buffets has been in review and it looks like they are looking to give it another go.
EAGAN, MN: Buffets, Inc. has appointed seasoned restaurant executive Philip Friedman and highly accomplished marketing executive F. Warren Ellish to its Board of Directors, thereby completing the [...]
Darden advertising fail: Review is imminent
Steve’s breakdown: This is not good news for anyone except folks who have not been involved. Clearly the present ad agencies have failed and we believe some kind of changes are due.
Here are two past reports regarding Darden that point to the same conclusion:
November 19th: Darden burns through a CMO
June 22nd: Olive Garden & Red L [...]
Account Review Prediction: Founder buys back Aman Resorts
Steve’s breakdown: There are 26 resorts/brands including 2 in the United States. And since this is the founder buying back these resorts, we suspect he’s going to clean house. And that means a advertising review of some kind.
SINGAPORE: Ownership of ultra-luxury Amanresorts is set to return to its founder, Adrian Zecha, as DLF ann [...]
Account Review Prediction: 3 gun brands are up for sale
Steve’s breakdown: I know we talked about this yesterday when we reported “Gun stocks are down: PR will be needed” but the story moves forward.
Three brands owned by Cerberus Capital Management are up for sale. They include: Bushmaster in Madison, NC, DPMS in St. Cloud, MN, and Remington Arms also in Madison, NC.
MADISON, NC [...]
Account Review Prediction: PR for Super Bowl XLIX
Steve’s breakdown: Hosting a Super Bowl is no small job and one of the biggest tasks is to get the public behind you. That’s what we think is the biggest new business opportunity here.
PHOENIX, AZ: The Arizona Super Bowl Host Committee today announced the appointment of Jay L. Parry to head the organization as Chief Executive Offi [...]
New Business Opportunity: Cold War looming for travel sites
Steve’s breakdown: Deutsche Bank believes there is a “Cold War” for the travel sites on the horizon. As far as we are concerned, this is good news and suspect at least one of the top sites will review their advertising. Here are the top ten travel site according to Top Ten Reviews.
Smarter Travel
Expedia
Orbitz
Travelocit [...]
Digital account review prediction: Lufthansa
Steve’s breakdown: We don’t really “do” new CMO announcements here at The Ratti Report but this one is more global than europenan. Plus, bringing in a ex-Facebook executive signals a change in their digital strategy.
FRANKFURT, Germany: Lufthansa has appointed a former Facebook executive as its new head of marketing [...]
New Green Mountain CEO has mandate for marketing
Steve’s breakdown: When a new CEO gets announced and the stock goes up 6% because financial guys say, among other things, he has a better grasp of marketing, we take notice.
Plus the competition is getting fierce so expect an advertising review.
WATERBURY, VT: The stock price of Green Mountain Coffee Roasters Inc. (NASDAQ:GMCR) surged [...]
Service King seeks to be #1: Agency?
Steve’s breakdown: Back in August, Service King was bought by the Carlyle Group. We didn’t cover story because no one knew what the plan was. Well, now we do. Be #1 and that’s going to need marketing and as far as we can tell, no ad agency is on the case.
DALLAS, TX: A Texas twang still echoes through the halls at Service K [...]
Ad account review prediction: T-Mobile
Steve’s breakdown: You always wonder why news like this gets held back until Friday afternoon. Stock market? Crank calls from competitors? Who knows but it’s still a new business lead. In fact this spring we knew this when we reported “Agency review prediction: T-Moblie CMO is leaving with a bad plan in place” so get [...]
Superdrug shopping $7.5 million account around
Steve’s breakdown: The featured video starring Joanna Page was produced just for YouTube. It’s well done but probably didn’t pull shoppers considering how much it cost. New ideas is what they need.
CROYDON, UK: Superdrug has launched a review of its UK advertising account, which is estimated to be worth around five million [...]
Pizza Inn hires Former CMO of Pizza Hut as CEO
Steve’s breakdown: Expect big changes in marketing at Pizza Inn in the next few months. We’d go as far as to predict this to go into review.
BTW: To slightly celebrate out 2nd anniversary of The Ratti Report, here’s an article we posted back in 2010 about Pizza Inn.
THE COLONY, TX: Pizza Inn Holdings Inc. today announced tha [...]
Account review prediction: Qualcomm
Steve’s breakdown: Back in August we reported “Qualcomm bags new CMO” and said there will be big changes. Well, that’s been confirmed with this statement from the new CMO.
SAN FRANCISCO, CA: Qualcomm’s (NASDAQ:QCOM) new chief marketing officer said the company plans to more heavily advertise its brand, including [...]
Listening for New Business Leads
Steve’s breakdown: Let’s just talk about new business and where it’s going to be coming from as it concerns the federal government.
Green power technologies, manufacturing and installation.
Healthcare communication systems which we wrote about back in June with the headline: “Biggest PR account expansion ever!!“ [...]
Account review prediction: DentalPlans.com
Steve’s breakdown: CapitalOne executive getting the CMO job at DentalPlans.com means they are drilling for growth. We even think they will be reviewing all advertising.
PLANTATION, FL–(Marketwire – Oct 30, 2012) – DentalPlans.com, the largest online provider of Discount Dental Plans for individuals and families acro [...]
Prediction: Saving face at Sony will mean ad account shake up
Steve’s breakdown: The new Sony CEO has got to save face – fast. He’s thinking about all kinds of crazy things to turn the tide. Well, at least people are humored to have heard these crazy things.
Anyway, if you are anywhere near these folks or one their many categories, it’s time to put your research team on the case. [...]
Account review prediction: Charter Communications
Steve’s breakdown: In April we reported “It’s going to hit the Fan: EVP of Marketing of Cablevision moves to Charter”
Add that to the stolen CEO & CIO and that they’ve moved to Stamford and it equals a new adventure for the three amigos from Cablevision. And why wouldn’t they review advertising?
STAMFORD, CT [...]
Account review prediction still on: Quiznos CEO outlines strategies
Steve’s breakdown: This account review prediction is still on as far as The Ratti Report is concerned. Three reasons:
The Better Than Ever campaign is dead
They are going to go more local
Opening more stores is important but not as important as it was in the past
Because we already predicted it
DENVER, CO: Quiznos’ new chief ex [...]
Account prediction: New CMO bellys-up to Logan’s Roadhouse
Steve’s breakdown: The new CMO was the guy behind the “two guys in the parking lot” campaign for Sonic that’s still running. We’re sure he’s been hired to make that lighting strike twice.
NASHVILLE, TN: LRI Holdings, Inc., the parent company of Logan’s Roadhouse, Inc., today announced the addition of [...]
Major growth CMO sits down at Green Mill Restaurants
Steve’s breakdown: The new CMO’s last resturant went from 48 to 750 location and that’s proabably what they are looking for here. Which means an ad review is-a-comin’.
WARNING: Their CEO, Paul Dzubner, stared in their last campaign. “Just sayin”
ST. PAUL, MN: St. Paul, Minn.-based Green Mill Restaurants LL [...]
Pep Boys & ad agency relationship: Totalled
Steve’s breakdown: We hate to see agencies lose business this way but it happens; especially with creative like the featured ad. We suspect the account will go into review either yesterday or this winter.
PHILADELPHIA, PA: Word has been coming in through the Spy line that Philly-based auto parts chain Pep Boys has ended its agency part [...]
Account review prediction out of Detroit: Cadillac shifts to higher gear
Steve’s breakdown: We’ve got new models, a bolder philosophy and name plate brand chief coming to Caddy. With all of that, we are predicting an ad review this winter for one or more major markets. Start your engines ladies & gentlemen.
DETROIT, MI: General Motors Co. plans to remake its luxury Cadillac brand with a possible n [...]
T-Mobile buys MetroPCS
Steve’s breakdown: Back in May we said Agency review prediction: T-Moblie CMO is leaving with a bad plan in place. And as far as we can see, there still is no CMO. Then add this little nugget of news and we are doubling down on the prediction.
And not-for-nothin’: We loved the MetroPCS ads.
BELLEVUE, WA: The parent company of T-M [...]
Chiquita with new CEO & new HQ: New ads should be next
Steve’s breakdown: Back in May we reported Chiquita has a new home and is looking to extend its brand. That was our way of saying, “Keep an eye on these folks.” Now they have a new CEO who talking about increasing “market competitiveness.” We can’t help ourselves but to predict an ad review for their Fresh [...]
The new Kraft needs to make up for undermarketing
Steve’s breakdown: Last year we predicted the Kraft grocery business would go into review once it was finalized. And now that the stock has been listed, analysts are saying their brands have been undermarketed. That’s Your Second Cue!
And to get you started, take a look at Jell-O.
NORTHFIELD, IL: Kraft’s North American groce [...]
Gaylord Hotels sold to Marriott: Account review predicted
Steve’s breakdown: This purchase and restructuring will bring an advertising review with it so get in there now. Brands in the deal include Gaylord Hotels, General Jackson Showboat, Gaylord Springs Golf Links and Wildhorse Saloon.
NASHVILLE, TN: Gaylord Entertainment Company today completed the sale of the Gaylord Hotels brand and the r [...]
Tempur-Pedic buying Sealy: Is an ad review next?
Steve’s breakdown: Finally, a lead coming out of my alma mater’s home town.
Anyway, this is really big news and ya’ll know how much the mattress category spends in advertising. We’re predicting some kind of review early next year.
LEXINGTON, KY: Lexington-based mattress company Tempur-Pedic is buying rival Sealy for a [...]
Account review prediction: Wyndham buys Shell timeshare biz
Steve’s breakdown: Sporting over 813,000 members, Shell is going to be a nice addition to their portfolio. But I have to say, their marketing is going to need some help.
PARSIPPANY, NJ: Lodging company Wyndham Worldwide Corp. said Friday it acquired Shell Vacations LLC in a $255 million cash-and-assumed-debt deal that would add 19 resor [...]
PepsiCo Pres quits to become CEO of Pilot Flying J where we predict an ad review
Steve’s breakdown: I’m in agreement with John Sicher, the editor of Beverage Digest. “Bottom line, this is about John wanting to run his own company.” And to us, that means big changes in marketing.
That new company is Pilot Flying J of Knoxville, Tenn., which operates a chain of truck stops in the United States and Canada [...]
Dollar & Thrifty park their brands at Hertz
Steve’s breakdown: So this news means the Dollar and Thrifty brands will be getting new advertising. The featured video is a classic Dollar ad from 1991.
PARK RIDGE, NJ: Rental car company Hertz is buying its rival Dollar Thrifty Automotive Group for approximately $2.3 billion, giving it more ways to attract business and leisure travel [...]
Vitafusion and L’il Critters are now on Church & Dwight’s table
Steve’s breakdown: Vitafusion and L’il Critters are the big brands they are talking about here. And just like the ConAgra deal yesterday, they will be looking for new advertising. I guarantee it!
PRINCETON, NJ: Church & Dwight Co., Inc. (NYSE:CHD) has signed a definitive agreement to acquire Avid Health, Inc. (Avid), the lead [...]
Bertolli and P.F. Chang’s Home Menu are scarfed up by ConAgra
Steve’s breakdown: Here’s a classic brand grab by ConAgra and all the ad agencies that were working on those brands will not – I repeat – will not be working on them anymore. Normally, companies like ConAgra would just spread these accounts around their roster shops but that might not happen. And even if it does, ther [...]
New CMO at Allstate: Keep an eye on esurance
Steve’s breakdown: They seem pretty happy with the campaign they have now but you never know when a new CMO comes in. My bet is he does an advertising review for the esurance account. Insurance for the Modern World is a nice campaign but just too soft.
NORTHBROOK, IL: Allstate (NYSE:ALL) today announced that Sanjay Gupta will join its [...]
Jose Cuervo is moving to London: Account review is predicted!
Steve’s breakdown: The thing about these types of acquisitions is that they usually create an advertising review. And that’s exactly what we are going predict! And judging by the present campaign, it’s not soon enough.
LONDON, UK: Diageo’s long-awaited takeover of Mexican tequila company Jose Cuervo is close to being confir [...]
Best Buy Update IV: New, and probably temp, CEO is in
Steve’s breakdown: Well, Mr. Fix-it is coming to Best Buy and I’m sure advertising is on his to-do list. So if you have retail experience and can prove you can deliver for less $, get on the horn. Here are the first three updates:
Best Buy Update III: Founder is Out!
Best Buy Update II: Everybody’s New
Best Buy CEO & CMO go [...]
Account review prediction: McAlister’s Deli
Steve’s breakdown: This creative is embarrassing so the new CMO will have lots of room to improve upon for this 307 unit chain. Get in there now because we believe they have to put this account into review.
RIDGELAND, MS: McAlister’s Deli, a leading fast casual restaurant, announces that Donna Josephson has joined the company as [...]
Mohegan Sun goes for another round with new CMO
Steve’s breakdown: That didn’t take long. Just last year we reported Mohegan Sun hires ex-Bacardi exec to be marketing chief. And last year’s chief seemed to rely heavily on party videos a la Bacardi so my guess is that they’ll go retail next.
MOHEGAN, CT: Brian Bork, most recently the chief marketing officer for the [...]
Friendly’s to go back to the old days: what about advertising?
Steve’s breakdown: We’ve been calling this one for a while and if you haven’t made contact with them, you should now because the winds of change are blowing! Our last report on these folks was: Finally: New CMO at Friendly’s
WILBRAHAM, MA: Friendly’sfuture is going to look a lot like its past – its distant past – according [...]
Yankee Candle lights it up with new CMO
Steve’s breakdown: Look for Yankee to get much more digitally centric with the new guy. I’d even go so far as to say, the digital account might go into review very soon.
SOUTH DEERFIELD, MA: The Yankee Candle Company, Inc., the world’s largest manufacturer of premium scented candles, today announced that Brad Wolansky has j [...]
Quiznos piles it on with new CEO & CMO
Steve’s breakdown: ACCOUNT REVIEW PREDICTION ALERT! Back in 2007, I personally reunited Cliff Freeman with the Quiznos account so I have a good idea what they tend to look for. Over the top, funny creative that stands out from the competition. If that sounds good to you, it’s time to introduce yourself.
DENVER, CO: The Denver-bas [...]
Jackson Hewitt dances to a new CMO
Steve’s breakdown: The fact that the new guy came from Steak ‘n Shake makes me really think this is more of a retail account than anything and that takes great advertising. And judging by their last campaign . . . they’ll probably will be changing up.
PARSIPPANY, NJ: Jackson Hewitt Tax Service Inc. (“Jackson Hewitt [...]
Regis rocks a new CEO w/ mad marketing experieince
Steve’s breakdown: The new CEO has been in the marketing departments of Royal Caribbean International, Polaroid Corporation, Reebok International & Nestle Foods Corporation so expect some major changes in advertising! Brands in the Regis portfolio include Supercuts, Sassoon Salon, MasterCuts, Cost Cutters, and Hair Club for Men and [...]
NYC Payphones turned to WiFi hotspots!
Steve’s breakdown: Here’s a great idea that they are testing. We predict it works and they go city wide, which means they’ll have to tell the world. Are you the agency to make that happen?
NEW YORK, NY: Payphones, those relics of the pre-cellphone era, may just get a new lease on life in New York. The city is testing a pilot [...]
Porsche & VW finally tie the knot
Steve’s breakdown: Will advertising agency relationships be reviewed now that this merger is finally over? We believe egos will continue to motivate this merger every step of the way – and yes, that will include advertising reviews. So keep on eye on these folks.
FRANKFURT, Germany: The road to success for German automakers, one o [...]
Choose Chicago may need to choose a new agency
Steve’s breakdown: Taking a page out of the New York City tourism plan, Chicago consolidated it’s tourism organizations. I suspect they will have to review advertising resources as part of this reorg. And the good news is, they plan to be spending more on advertising than when the organizations were separate.
CHICAGO, IL: Choose [...]
Coke Zero splits with ad agency
Steve’s breakdown: They are not talking in regards to who will have the account next. Do we think the account will go into review? We think it already is and if you have a phone number for the marketing department at Coke, you should use it.
ATLANTA, GA: Coca-Cola is ending its longtime relationship with MDC Partners-owned shop CP& [...]
Biggest PR account expansion ever!!
Steve’s breakdown: Say what you want about ObamaCare but it’s real and every healthcare organization is going to make it happen. That means PR accounts nationwide are going into review to tell the world to get ready. Jump in and get it.
WASHINGTON, DC: The individual health insurance mandate is constitutional, the Supreme Court ru [...]
Miami Dolphins 2012 will be looking for an ad agency by 2013
Steve’s breakdown: The new CMO of the Dolpins spent the past 8 years at Burger King. Now she’s trying to serve up and a more approachable team to recapture their frustrated fans. This is going to flop faster than a whopper & cheese at a PETA convention. BANG! We’ll be here all week!
Now most will say, if the teams s [...]
Account review prediciton: Select Confort tossing-and-a-turning
Steve’s breakdown: I’m very confused by this news and all the additional changes at the company that are listed at the end of this article. As you probably saw on May 24th, we reported Maker of Sleep Number beds sets alarm for Media Review and now this. Makes me thing there are more reviews to come!
MINNEAPOLIS, MI: Michael Bill [...]
Account Review Prediction: Church’s Chicken starts a new day with CMO
Steve’s breakdown: Methinks the “Church’s beat Popeyes” campaign might be what made this happen. I say this because that campaign has been taken down from everywhere, including our news feed, except for a few photos on Facebook.
Anyway, this ex-Wendy’s exec will be handling marketing, advertising and new product [...]
Loews checks-in new CMO
Steve’s breakdown: We got a big-time hotel vet here and I suspect he’s going to want to put his mark on this company ASAP. There will probably be a review of many operations including advertising resources. BTW: The featured video is over five minutes long but the sound track will take you away.
NEW YORK, NY: Paul W. Whetsell, Pr [...]
Talbots’ latest big sale & our account review prediction
Steve’s breakdown: This brand has had hard times over the years and a new owner could only help. Their latest spot is likable but there’s no sell. This is going into review . . .
HINGHAM, MA: The struggling women’s clothing chain Talbots is being taken private by Sycamore Partners for about $193.3 million in cash, an abrupt [...]