Innocean US Subsidiary's Efforts to Diversify Portfolio Amid COVID-19

[Asia Economy Reporter Cha Min-young] Innocean Worldwide announced on the 9th that its U.S. subsidiary has succeeded in diversifying its portfolio despite the challenges posed by the novel coronavirus (COVID-19).

Innocean's U.S. subsidiary (IWA) launched a new campaign this year for the world's largest hot dog restaurant chain, Wienerschnitzel. Starting with the "World of Wieners" campaign in April, they released a total of four campaigns, including the "Presidents" campaign in October.

Through characters named Todd and Lisa, who are employees of Wienerschnitzel, various comedic incidents occurring at Wienerschnitzel stores were portrayed. Since the campaign launch, Wienerschnitzel has recorded double-digit monthly sales growth.

Doug Kegavin, Chief Marketing Officer (CMO) of Wienerschnitzel, said, "If we compare this campaign planned and produced by Innocean to baseball, it’s a home run. The recent surge in sales performance is largely due to the excellent campaign," adding, "Innocean presented a campaign that met consumer expectations based on a deep understanding of our brand."

Barney Goldberg, Executive Creative Director (ECD) of IWA, was also named among the 26 most notable leaders in the list of the top 100 creative leaders in the U.S. selected by the advertising industry magazine Adweek.

They also acquired many new local advertisers. Newly onboarded clients include Pacific Life, one of the top ten insurance companies in the U.S., and Discord, a mobile app development company. Through this, they have built a diverse portfolio covering not only automobiles but also home appliances, food and beverage, healthcare, sports, finance, and gaming sectors.

An Innocean official stated, "Our locally optimized creative capabilities are producing clear results, proving Innocean’s competitiveness as a global network," and added, "We will strengthen services for existing advertisers and establish a foundation for continuous growth in the global marketing market by developing new non-affiliated business volumes."