As we forecasted this summer, Groupon goes into review
Steve’s breakdown: We saw the writing on the wall when Groupon brought in Grand Prix Titanium at Cannes winner, Craig Rowley from REI to be CMO. (See our prediction below)
Now it looks as if the review has already started with DDB as one of the contenders. We hope you were listening before and you’re already in the pitch.
Incumbent O’Keefe Reinhard & Paul (OKRP), which was selected as Groupon’s creative agency of record in 2016, said it will not be competing to defend the account. “We are very proud of the work we have done in helping Groupon find its voice as a company that is about experiences and embracing the local marketplace,” an agency spokesperson said. “We wish them continued success.”
According to three people close to the review, Omnicom-owned DDB is competing for the account. That agency did not return a request for comment. Groupon is headquartered in Chicago.
OKRP debuted its first work for Groupon shortly after it was named AOR in 2016 with a 30-second spot that shifted the creative from focusing on the goods the ecommerce company sells to the experiences it provides for its customers. OKRP’s 2018 Super Bowl ad starring Tiffany Haddish for Groupon shifted the approach a bit further to position the company as a driver of not just experiences, but local experiences.
The review comes after Groupon appointed Craig Rowley, the former VP of marketing for retailer REI, as its chief marketing officer in May. Rowley, based in Seattle, also spent time agency-side at shops including Saatchi & Saatchi, Carmichael Lynch and Young & Rubicam (now VMLY&R).
According to Kantar estimates, Groupon spent just under $52 million on measured media in the U.S. in 2018 and approximately $42.8 million during the first half of this year.