A weekly recap of company information and executives: July 16, 2021

Fashion fans could take part in a competition via the influencer’s social channels, the Adidas membership program, the Creators Club or in the store in the Adidas Originals flagship store in New York. The participants were able to win a unique head-to-toe look in influencer style. Selected looks were featured on a bespoke forum collection page on the Adidas website.

Fashion influencers involved include Ashley (@ Best.Dressed), Wuzgood (@Wuzgood), Erika (@E_TTG), Sandra (@SandraShehab), Maria Beltre (@LooseUnicorns) and more.

Deustch New York hires the first president in 11 years

Deustch New York has promoted Matt Baker to the agency’s first president since Val DiFebo last held the position in 2009, before being named CEO of the agency. Baker first joined the agency in 2018 as Chief Strategy Officer.

“Mat has been leading efforts to build the German-New York agency’s offering, vision, and capabilities specifically to drive new business for some time,” an agency spokeswoman told Ad Age. “As we look forward to getting back to work in person, engaging with clients and expanding new business opportunities, we felt it was the right time to formally acknowledge this and take back the position of President and bring Matt into that role.”

Since joining, Baker and his teams have worked on elaborate Lions-winning strategies for AB InBev’s global brands Budweiser and Busch, adding clients such as Reebok, ClearChoice, Hain Celestial and Cetaphil to the agency list.

Mother hires first chief people officer

The independent creative agency Mother has hired its first Chief People Officer. Michelle Grace Lewis will lead Mother US’s talent recruiting and retention strategy, leading the diversity, equity, inclusion and human resources policies and finding ways to foster a connected work environment. Prior to joining Mother, Lewis was Executive Director, Talent Development in Consumer and Community Banking at JP Morgan Chase. Previously, she was Head of Human Resources at eBay Enterprise Marketing Solutions.

Agriculture and games

Manufacturing company John Deere, known for its farming technology, worked with Ottawa-based agency SCS and digital production studio Blockworks to create FarmCraft, a farming experience within the popular Minecraft game. The aim of the three companies was to educate young people about the importance of agriculture via a familiar digital platform. Within FarmCraft, players undertake and complete unique farm missions, including planting and growing crops and harvesting them once they’re done. Within the first month of its launch, the game integration had over two million downloads and more than 7,000 positive reviews on the Minecraft Marketplace.

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