All updates for Movers and Shakers should be sent toms_campaign_us@haymarketmedia.com. 

In the Pitch Room

Jack Taylorwas selected as the agency of record forSpavia.

Smithfield Foodsannounced its integrated agency team, withLeo Chicagoas its creative agency of record,LaForceas its lead communications partner,Kelly Scott Madison Medialeading media andMars United Commerceleading commerce marketing. 

StrawberryFrog Mediawas named the media agency of record for hip-hop artistJeezy, full name Jay Wayne Jenkins.

The Manywas named the agency of record forNature’s Bakery.

Industry News

Accenture SongwonBarilla’sglobal account for social.

ELI Marketing rebranded itself asAssembli.

HighwirelaunchedAcroAI, an agentic AI platform that provides real-time collaboration for clients.

Salient Holdingsmerged its three agency brands — Honeymoon Creative, Candor and Salient Agency — and renamed the companyHoneymoon.

Advertising vetSteve PlatcowlaunchedArmory815, a strategic communications agency that focuses on narrative-driven campaigns.

TDA BoulderwonOrganic Valley’s account for brand strategy and creative.

WellcomlaunchedHome, an AI-integrated creative operating model that builds proprietary tools which adapt to creative or strategy team’s specific workflow.

YouTubeselectedSiriusXM Mediaas its exclusive advertising representative of its audio advertising inventory in the U.S.

On the Move

Avenue ZwelcomedAlex Zamoraas VP, growth.

BounteousnamedAngie Yapas SVP, global alliances.

Code and TheoryannouncedJJ Schmuckleras president.

Continuum MarketingpromotedTodd Vanekto SVP, Education Bridge.

Culture Hive Media Groupannounced the members of its newly-formed advisory board:Max Aggrey(founder, Manë),Jeff Hirsch(CEO, QuantumPath),Kirk McDonald(CEO, SunDial Media & Technology Group) andJason White(cofounder and CEO, Mula)

KeplerappointedKim Garciaas VP and head, social, entertainment and culture.

KnownhiredLynn Lewisas chief client officer and senior strategic adviser.

TheMarketing + Media AllianceaddedDani Cushion(CMO, Teads) to its North America board of directors.

MikeWorldWidewelcomed backMike Sacksas MD, corporate reputation and advisory.

MolocoaddedDawn Ostroff(formerly chief content and advertising business officer, Spotify) to its board of directors.

NovusnamedOlivier Pepinchief technology officer.

OpenXpromotedErika Lobergto VP, CTV and curation;Joseph Worswickto SVP, global partnerships; and appointedLior Charkaas VP, product.

RazorfishannouncedRenee Borkowskias EVP, transformation.

Reach AgencypromotedIsabelle Eckelto director, client service;Jeni Overtonto associate social media director; andElla Rileyto senior manager, client service. The agency also hired a slew of new talent, includingTyson Blackas account director, Google andAlexis Sokolas account director, Unilever.

Samba TVwelcomedKelly Barrettas SVP, product management.

Schafer Condon Carter (SCC)promotedJack Hennessyto chief operating and media officer.

TalonannouncedQingxin Zhaoas head, effectiveness, North America.

The Charles GroupnamedWoody Wrightglobal business director.

ThinkingboxappointedCam Boydas ECD.

VersushiredJon Lerneras head, experiential.

Zulu Alpha KilowelcomedMeredith Castellanias strategy lead, Zulumatic.

For Good

With the seemingly never-ending rise of mental health challenges among Gen Z, a more blunt approach may be more effective to calm the nerves. Rolling out across digital, OOH and radio,South Carolina Office of Mental Health’s campaign,Your Brain Is a Jerk, utilizes “blunt empathy” — a tone that aims to halt negative thought spirals by acknowledging how the human brain can be self-sabotaging — while raising awareness for immediate crisis resources. In reframing what are usually intrusive thoughts into something external, audiences are able to recognize and stop harmful patterns in their mental health. BothiHeart Radioand the agencyChernoff Newmanalso worked on this campaign.

Brand Buzz

Since its introduction at CES 2026,Amazon’s Ember Artline with Fire TV had yet to make it to the “big screen” (pun probably intended). However, its recent campaign, Smart Meets Art, paints the ultra-thin TV in a more humorous light (pun most definitely not intended). Created with independent agencyMurder Hornet, the campaigns accompanying spots take a jab at the oversimplification of modern art and play off the entertainment of secondhand embarrassment.

When attempting to explain the responsibilities of their roles, those in the advertising and marketing industry are often met with confused stares. Leading up to its awards show on May 12, theClio Awardsworked with global branding agencyJones Knowles Ritchie (JKR)to launch a campaign that aims to shorten and sweeten what is usually difficult to explain, with quick one-liners such as “Working for the agency doesn’t mean the CIA” and “Out-of-home doesn’t mean I work outside.” The campaign’s simple line — “They’ll never get it. Until you get it.” — sums up the reality for many creatives; their family and friends likely won’t understand what they do for their job until they win an award for said job.

Crystal Lightis hopping on the #BookTok bandwagon with the release of three zero-sugar flavors inspired by various book genres: Hibiscus Lemonade for romance novels, Prickly Pear Lemonade for mystery reads and Passion Fruit for fantasy literature. The drink mix brand also partnered with authorBrooke Averickto showcase both the new flavors and her upcoming book,Phoebe Berman’s Gonna Lose It, which publishes next month.