Global Law Firm – B2B Paid Media Engagement (Private Introduction)
We are supporting a selective introduction between the marketing leadership team of a global law firm and a small number of B2B-focused agencies for an initial paid media and brand visibility engagement. Our role is to identify and introduce a limited number of relevant agency partners based on fit, experience, and alignment with the scope. What We Can Share (At a High Level) The organization: Serves high-growth and enterprise businesses across technology and life sciences I… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Radar Report #010 – Week of May 11, 2026
7 Accounts Showing Buying Signals Each week, the Radar Report highlights companies showing signals of potential marketing investment. These moments often lead organizations to reassess agency relationships and growth initiatives. For agencies looking for new business opportunities, Radar Report surfaces companies likely preparing to invest in marketing and brand. 7. Majesco Majesco is on the Radar after appointing a new CMO with deep enterprise software, partner marketing, and demand generation experience. Trigger Majesco named Laura Drake Chief Marketing Officer in May 2026. She joined from SHL, where she led global marketing, and previously held senior marketing roles at OpenText, RingLead, CA Technologies, and Verizon. Why This Matters The appointment points to a stronger push around AI-native insurance technology positioning, pipeline growth, and account-based marketing. Drake’s background suggests Majesco may sharpen its enterprise buyer messaging, partner motion, and global demand programs. Agency Opportunity B2B SaaS positioning Enterprise ABM Partner marketing Demand generation Sales enablement content Smart Outreach Angle Agencies should focus on helping Majesco translate its “Frontier Insurer” platform story into clearer campaigns for insurance carriers, MGAs, and pension providers. Company Context Majesco provides cloud-based, AI-native software for P&C, life, annuity, health, and pension markets. Its platform supports core insurance, underwriting, distribution, digital, and administration workflows. 6. True Anomaly True Anomaly is on the Radar after a major growth round and the addition of a defense-space growth leader. Trigger True Anomaly raised $650M in Series D funding and named Rob Aalseth Chief Growth Officer in December 2025. Aalseth brings deep space, defense, ISR, and business-unit leadership experience from Parsons, BlueHalo, Anduril, Raytheon, and the U.S. Air Force. Why This Matters The funding points to rapid portfolio delivery across autonomous spacecraft, payloads, mission autonomy, and space-based interceptors. Aalseth’s background suggests a sharper push into national security customers, partner ecosystems, and complex government buying cycles. Agency Opportunity Defense-sector positioning Government market communications Executive thought leadership Partner ecosystem marketing Strategic PR Smart Outreach Angle Agencies should lead with credibility around translating technical defense capability into buyer-ready narratives for military, intelligence, and allied government audiences. Company Context True Anomaly builds space defense technology for U.S. and allied security missions. Its portfolio includes spacecraft, payloads, mission software, and counter-space capabilities.
Richard Bland College Paid Media Push for Applications and Conversion
At a Glance Buyer: Richard Bland College Industry: Higher education/public sector Location/markets: South Prince George, Virginia Primary scope: Marketing strategy and media services Key deliverables/channels: Marketing strategy, audience segmentation, messaging frameworks, campaign planning, paid search, display, programmatic, paid social, video, streaming, retargeting, geofencing, TV, streaming audio, print, sponsorships, ad operations, reporting, creative strategy, and fi… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Broward College Campuswide Digital Marketing and Public Relations Work
At a Glance Buyer: Broward College Industry: Higher education/public sector Location/markets: Broward County, Florida; collegewide services across Broward College campuses and centers Primary scope: Marketing, social media, and/or public relations services Key deliverables/channels: Marketing and branding strategy, traditional and digital advertising, market research, videography and video production, social media, media relations, and crisis communications Budget: Not speci… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
College System of Tennessee Communications Brief With 36-Institution Reach
At a Glance Buyer: Tennessee Board of Regents/The College System of Tennessee Industry: Higher education/public sector Location/markets: Tennessee; TBR institutions offer classes in 90 of Tennessee’s 95 counties Primary scope: Advertising, marketing, and communication services Key deliverables/channels: Campaign themes and messaging, creative ads, print, broadcast, web- or mobile-based creative, and web-based marketing Budget: Not specified Contract type/term: Contract begin… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
State of Texas Tourism Advertising Services With $55M Travel Marketing Scope
At a Glance Buyer: State of Texas, Office of the Governor, Economic Development and Tourism Office Industry: Tourism/economic development/public sector Location/markets: Texas-based account; target markets include the United States, Mexico, Canada, U.K., Germany, India, and Australia Primary scope: Tourism advertising and marketing services for Travel Texas Key deliverables/channels: Strategic marketing plan, creative services, media planning and placement, TravelTexas.com support, social media, cooperative advertising, promotions, reporting, research support, crisis management Budget: Maximum contract amount shall not exceed $55M for the initial Performance Period Contract type/term: Primary term ends August 31, 2027; up to three additional 12-month renewals through August 31, 2030; optional six-month transition extension Key dates: Questions due May 13, 2026; responses posted May 18, 2026; HSP courtesy review request due May 22, 2026; HSP courtesy review provided May 28, 2026; proposal deadline June 5, 2026, at 2:00 PM CT; anticipated start date September 1, 2026 Eligibility/must-haves: Established Full-Service Advertising Agency; Texas office required within 60 days of contract award; dedicated full-time tourism account team; experience with tourism, travel, or destination marketing campaigns; at least one digital account manager with website development, maintenance, and content creation experience Why This Could Be Interesting The State of Texas Office of the Governor is seeking a full-service advertising partner for Travel Texas, the state program responsible for promoting Texas as a premier travel destination. This is a large, integrated tourism marketing assignment. The selected agency will support campaign strategy, creative development, media planning and buying, TravelTexas.com, social media, cooperative advertising, reporting, promotions, and performance measurement. The scale is the headline. The solicitation lists a maximum contract amount of $55M for the initial Performance Period, with work tied to domestic and international markets. Target markets include the U.S., Mexico, Canada, U.K., Germany, India, and Australia. The longer-term upside is also notable. The primary term runs through August 31, 2027, with up to three additional 12-month renewals through August 31, 2030. That creates a meaningful runway for agencies that can handle public-sector process, tourism complexity, and detailed reporting. Best suited for established full-service agencies with tourism or destination marketing experience, strong media and creative depth, digital/web capabilities, and the ability to support a dedicated Texas-based account team. Proposal deadline: June 5, 2026, at 2:00 PM CT Download the full RFP here.
CMO Moves – Week of May 11, 2026
Highlights Benjamin Felix named CMO at TripleLift TripleLift is a Creative SSP powered by TL Spark. The company is scaling its next phase of growth. Its announcement points to a more connected advertising approach across creative, data, supply, and measurement. Agency lens: Felix will lead go-to-market efforts and brand positioning. That gives agencies a clear opening around platform storytelling, partner messaging, and outcome-driven advertising narratives. Executi… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
How White Castle Is Positioning for Its Next Growth Chapter
At a Glance Interviewee: Jamie Richardson, Chief Marketing Officer Company: White Castle Location: Columbus, Ohio Website: whitecastle.com Industry: Quick-service restaurant and frozen retail food Company Notes: Family-owned brand with restaurant and retail businesses, including national freezer-aisle distribution Best-Fit Agencies: Creative AOR support, media strategy, loyalty and CRM, brand experience, retail and shopper marketing, innovation and product launch support Sou… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Airbnb’s Shift Toward a Broader Travel Platform
At a Glance Interviewee: Brian Chesky, Co-founder and CEO Company: Airbnb Estimated Revenue: $12.2B Location: San Francisco, California Website: airbnb.com Industry: Travel, hospitality, marketplace, experiences, and services Company Notes: Airbnb is expanding from stays into homes, services, and experiences through one redesigned app. Best-Fit Agencies: Brand strategy, product marketing, experiential, social-first creative, cultural partnerships, performance marketing Sourc… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Jamie Richardson on Curiosity, Clarity, and Leading White Castle
Executive: Jamie Richardson, Chief Marketing OfficerCompany: White CastleIndustry: Quick-service restaurant and frozen retail foodCompany Snapshot: A family-owned brand with both restaurant and retail businesses, known for its long history and distinct identityFormat: CMO Journeys Interview Why It Matters Jamie Richardson’s story matters because it does not move in a straight line. He began in agency life, moved inside one brand, stepped across functions that many marketers never touch, and returned to marketing with a broader view of how a business works. That makes his perspective especially useful. It is also useful for agencies. Richardson talks about partnerships with seriousness, clarity, and high standards. He is not looking for surface-level chemistry. He is looking for shared effort, cultural fit, and work that can actually change the trajectory of a brand. Their Path, in Short Richardson likes to begin with a story that explains a lot about how he sees work. To help pay for college, he sold fire extinguishers door-to-door. It meant talking to strangers, making a clear case, and learning how to keep going after rejection. It is a memorable detail, but it also feels like an early lesson in resilience. He grew up in a small town in Michigan, ran cross country and track, and found his way into marketing early. His first major chapter was at J. Walter Thompson in a management training program. He loved the pace and the variety. Agency life gave him exposure to different categories, different clients, and different ways of solving problems. That path led him to White Castle. He had worked on the brand from the agency side, then moved inside the company. What drew him in was not just the role. It was the culture. He described White Castle as a place where the values felt real, not decorative. That mattered. His career inside the business expanded well beyond marketing. He moved through corporate relations, shareholder relations, government affairs, public relations, and philanthropy before returning to marketing leadership. Each stop added something new. Corporate relations widened his understanding of reputation. Shareholder relations taught him how important communication becomes when people want to feel included. Government affairs gave him a completely different lens. Marketing, he said, is offense. Government relations is defense. That range shaped how he leads. He does not talk about marketing as one isolated department. He talks about it as part of a larger system, one connected to culture, trust, communication, and long-term stewardship. His story is not really about switching functions. It is about learning that brand strength comes from seeing the whole business more clearly. Big Themes From the Conversation One big theme is discomfort. Richardson said he hopes people feel a little out of their depth every day. That is where growth happens. Not in chaos, but in stretch. He seems to believe that if the work feels too easy for too long, something important has gone flat. Another theme is curiosity. He talked about reading widely, sharing ideas, and building habits that let people learn across disciplines. He spoke warmly about White Castle’s business book clubs, which is telling. He likes ideas, but he seems even more interested in what happens when ideas get discussed in a room with different kinds of thinkers. He also values clarity. In leadership, he wants people to know the goal, know the expectation, and know how success will be measured. That is not because structure is comforting. It is because clear work moves faster. When people understand the job, they can do better work together. And that word together matters to him. He even pauses on the meaning of collaboration itself: co-labor, to work together. For Richardson, collaboration is not just getting along. It is bringing different strengths into the same room, being honest about what is and is not working, and using that honesty to improve the outcome. Watch Or Listen CMO Journey Interview How They Choose the Right Agency Partners When I asked Richardson about agency relationships, he did not begin with capabilities. He began with philosophy. White Castle, he said, wants to be the best client and the best partner an agency has. That framing says a lot. He is not interested in a lopsided relationship where one side simply extracts value from the other. He wants real partnership. That shapes how he evaluates agencies. He talked about the selection process as something that deserves care. Cultural alignment matters. Shared commitment matters. He wants the decision taken seriously because the goal is not a quick assignment. It is a relationship that can help the brand grow. He notices effort. He notices care. One story stood out. During the review process, GSD&M transformed the outside of its office to look like White Castle, then carried that experience inside. Richardson did not describe that as empty showmanship. To him, it signaled attention to detail and real investment. It showed that the agency understood the brand deeply enough to build an experience around it. He also values honesty and practicality. He wants partners who understand the realities of the business, who can move quickly, and who know how to help a smaller brand make a bigger impact. He appreciates teams that immerse themselves fast, write clearly, and come in with sharp thinking instead of vague enthusiasm. What he seems to want most is alignment. He thinks in terms of shared strengths. What should the internal team own? What should a partner bring? Where can each side create the most value? His approach is not rigid or ideological. It is grounded in efficiency, clarity, and mutual respect. What Stood Out What stood out most was Richardson’s mix of seriousness and play. He can talk about reputation, collaboration, and business pressure with real weight, then describe White Castle at night as “Night Castle” and call the sign “a beacon of hope on the highway of life.” That sense of humor feels important. It suggests a leader who can carry responsibility without losing personality. Another revealing detail is that he still