8 Emerging Brands from 2018 You Should Know About
In 2018, eight emerging brands—including MedMen, a rapidly growing cannabis retailer focusing on education and in-house marketing; Apartment Butler, a Texas-based mobile concierge startup expanding services with new funding; and Parachute Home, a modern bedding company backed by $30 million in Series C funding aiming to open 20 new stores—were identified as innovative startups aggressively expanding through new hires, increased funding, and strategic marketing efforts to disrupt their respective industries.
In 2018, several companies began shaking up their industries. Here are eight emerging brands to keep on your radar. These brands are on the rise, challenging the status quo, and are typically smaller startups with aggressive expansion goals, new personnel hires, and increased funding to support their growth.
MedMen
A cannabis retailer founded in 2010, MedMen is growing rapidly. The company focuses on combining education with retail to normalize cannabis sales, often through its online and print magazine. Marketing is handled internally, allowing for brand control and flexibility. MedMen plans to expand further as more locations legalize cannabis, with the in-house creative team expected to grow and expand beyond influencer marketing and social media. Revenue reached $39.8 million in 2018, indicating more campaigns are likely as the company grows.
Apartment Butler
Apartment Butler is a mobile concierge startup serving primarily Houston and Dallas apartments, coordinating housekeeping, pet care, and laundry. In December 2018, the company secured $2 million in funding to develop new services, features, and expand geographically through new hires. Apartment Butler may seek outside agency help, particularly a PR agency, to differentiate from competitors. The marketing budget is small and focused on earned and social media, but Texas-based sellers should consider targeting their main demographic.
Parachute Home
Parachute Home provides modern bedding and bath essentials. The company is expanding, aiming to open more locations by 2020. After opening its first store two years ago, Parachute received $30 million in Series C funding to support plans for 20 new locations. With six stores, the company has increased outdoor advertising spend and expects more campaigns as it grows. Parachute has worked with Office of Baby on creative projects, but does not have an agency of record. Luke Droulez was promoted to CMO in July.
Fair
Fair is a car subscription startup that named Derek Callow as CMO in February, launching an agency review for national expansion and increased marketing spend. Fair plans to hire multiple agencies, moving beyond its previous project-based approach. The app allows customers to rent cars via phone and return them at will, streamlining the rental process. Fair has expanded to 22 cities across 12 states, with plans for global expansion and a $50 million marketing budget. Agencies and martech providers have opportunities to get involved.
Heed
Heed uses AI and advanced sensors to change how fans interact with real-time sports, aiming to make live events global digital experiences. In October, Heed raised $35 million in funding led by SoftBank. The company provides sports insights, attributes, and video content, and has exclusive deals with the UFC and EuroLeague. Heed targets younger fans, relying on social media engagement, and is searching for a growth marketing director. Agency reviews may be possible as the company grows.
Modern Acupuncture
Modern Acupuncture, an alternative medicine company, released its first campaign with creative agency StrawberryFog to promote beauty, stress, and pain treatments. The campaign aims to raise awareness of acupuncture's benefits. The company is expanding and opening new locations. Media is currently handled in-house, but this could change as more campaigns are planned.
MyFlightSearch
MyFlightSearch is a travel booking service provider that began searching for its first CMO in August. New hires often trigger agency hires, so lower-level personnel should be contacted until a CMO is in place. The company focuses on growth and currently uses social media, earned media, and local TV partnerships. After hiring a CMO, more marketing channels are expected to be used. Travel spending typically spikes in Q2 and Q3.
Tender Greens
Tender Greens is a fast-casual restaurant creating meals based on local markets. The company, headquartered in California, promoted Denyelle Bruno to CEO, who plans to double the number of locations (currently 28) in two years, focusing on Boston, New York, and California. The largest spending channel is digital, and sellers are encouraged to pursue project-based work around their locations. In 2017, Tender Greens partnered with Envoy for digital work.
These are just eight of the many emerging brands featured on the platform, each with unique growth opportunities and expansion plans.
Related
6 Under-the-Radar Opportunities with Emerging Brands - Winmo
The article highlights six emerging brands investing heavily in marketing and growth opportunities, including Kahwa Coffee expanding in-store cafes at Publix locations with a new agency of record, and LetsGetChecked raising $30 million and hiring a CMO to accelerate its direct-to-consumer health testing business.
Top 20 Chicago Agencies - Winmo
The article presents a curated list of the top 20 Chicago-based marketing and advertising agencies, highlighting their specialties, client spend, employee count, contact details, and notable clients, showcasing the city's leading firms such as Abelson-Taylor, Arc WorldWide, and Burrell Communications Group for their innovative contributions to advertising and brand campaigns.
Where Are They Now? 6 CMOs We Told You to Watch in 2018
The article reviews the current status of six CMOs highlighted in a 2018 eBook as key agency partnership prospects, focusing on their recent marketing strategies, agency relationships, leadership changes, and ongoing projects—such as Kelly Cook at Pier 1 facing sales declines and potential agency shifts amid leadership turnover, and Brandon Rhoten at Potbelly leveraging marketing for growth—emphasizing the importance of timely engagement with CMOs during their strategic realignments to capture new business opportunities.
37 US Brands with New CMOs (Q2 2023)
In Q2 2023, 37 US brands appointed new CMOs to adapt to evolving marketing demands, including Bojangles which hired Tom Boland from Barstool Sports as CMO to lead increased media spending, agency reviews, and growth initiatives targeting male Gen-X and millennial sports fans, with notable rises in their national TV ad expenditures and strategic focus on creative partnerships and customer acquisition.
Top 10 Most Searched Company Profiles in Winmo: Q2 2021
The article highlights the top 10 most searched company profiles on Winmo in Q2 2021, detailing key brand activities such as Planet Fitness restarting advertising to boost membership with a focus on Gen-Z and millennials through digital and TV ads, and Arby’s increasing its digital ad spend while shifting away from national TV, reflecting broader marketing shifts amid post-pandemic recovery and changing consumer behaviors.
Top 20 Seattle Agencies - Winmo
The article lists the top 20 Seattle-based advertising agencies managing at least $2 million in client media spend, highlighting notable firms such as Allison + Partners, a public relations agency with $89.18 million in spend and 9 local employees; Belief Agency, a full-service creative agency with $244.22 million in spend serving clients like Microsoft and the Seattle Seahawks; and Blue 449, a media buying and planning agency operating globally with $1.32 billion in client media spend.