Agency of Record

Sep 12, 2017

Gone are the days when two ad execs go into a room for 72 hours and emerge with a creative campaign. That used to work, when consumers were in front of one screen, the television set.

But today -- as you know from your own media consumption -- there are many more screens and touchpoints, and they all begin with digital.

That’s why Welch’s, the iconic 100% Grape Juice company, just named us Agency of Record.

Marketing today demands digitally-led integrations, where everyone in the organization collaborates – or as we at Genuine like to say – invents, together. From creative and strategy to UX, design and tech, we all have a seat at the table.

When brands start with a traditional agency riddled with siloes between their creative, digital + tech teams, their digital executions will always be sidelined -- they will always be an afterthought. And, that’s a huge mistake for brands to make straight out of the gate.

Forward-thinking brands like Welch’s realize that “born digital” agencies – the ones that have been doing this from the get-go – now need to be the starting point for their marketing efforts.

Genuine first started working with Welch’s on small digital executions in 2015, and was named their Digital AOR in 2016. Once they saw our level of strategy, creativity and our innate digital expertise (not to mention our love of their brand), they invited us to pitch the AOR business.

We kicked off our Agency of Record relationship with our new Welch’s “Farmer Owned. Family Grown.” national brand campaign which launched on September 12th across television, radio, digital and social. Check out our announcement in AdWeek and PRWeek, read our Welch’s case study, and get in touch if you too want to lead with digital at your marketing core.