SMART General Advertising Services Search With Media Planning And Creative Execution
At a Glance Buyer: Suburban Mobility Authority for Regional Transportation Industry: Public transportation Location/markets: Southeast Michigan Primary scope: General advertising services Key deliverables/channels: Strategic marketing and communications planning, creative services, graphic design, content development, branding, media planning and management, digital media strategy, videography, photography, website content, social media, analytics, reporting, vehicle graphic… 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
Great Falls College Paid Media Strategy Search Focused on Funnel and Analytics
At a Glance Buyer: Great Falls College Industry: Higher education Location/markets: Great Falls, Montana; regional audiences, rural markets, Native students, adult learners, working parents, dual enrollment students, and recent high school graduates Primary scope: Unified media buying and digital advertising strategy Key deliverables/channels: Annual media strategy, campaign-level plans, paid social, search, display, programmatic, retargeting, YouTube, connected TV, digital … 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
University Of Texas at Dallas Digital Marketing Search for Graduate Program Enrollment Growth
At a Glance Buyer: University of Texas at Dallas Industry: Higher education Location/markets: Dallas/Richardson, Texas; local, regional, and national audiences Primary scope: Advertising and marketing services for UT Dallas Executive Education Key deliverables/channels: Paid search, display, social, Google, LinkedIn, Meta, retargeting, audience segmentation, media plans, campaign reporting, ROI analysis Budget: Advertising budgets in the range of $20,000–$60,000 annually per… 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
UMBC Brand Strategy Opportunity With Identity Refresh and Full Launch Implementation
At a Glance Buyer: University of Maryland, Baltimore County Industry: Higher education Location/markets: Baltimore County, Maryland; internal and external university audiences Primary scope: Institutional brand strategy, identity refresh, and implementation Key deliverables/channels: Brand discovery, research, identity audit, messaging, creative concepts, print collateral, web UI/design systems, social, email, digital ads, launch planning, brand governance Budget: Not specified Contract type/term: 18 months Key dates: Proposal deadline June 9, 2026, at 11:59 PM ET; oral discussion placeholder dates July 27–28, 2026; contract award anticipated August 2026 Eligibility/must-haves: Comparable references, evidence of financial stability, compliance with University System of Maryland and State of Maryland procurement requirements, 20% MBE subcontracting goal Why This Could Be Interesting The University of Maryland, Baltimore County is a public research university within the University System of Maryland, located near Baltimore, Washington, D.C., and BWI Airport. The institution is preparing to roll out a new strategic plan that will shape its next several years. UMBC is looking for an agency to lead a comprehensive brand refresh — not a wholesale rebrand — covering research, strategy, creative development, identity evaluation, implementation, launch planning, and governance. Logos, seal, nomenclature, color system, messaging, campaign development, digital templates, print collateral, and web/UI components are all in play. What makes this notable is the scale and timing. The work is tied directly to a forthcoming strategic direction and supported by a newly created Division of University Communications and Marketing. The scope stretches from campus research and competitive analysis through creative concepts, internal launch, public launch, and post-launch support. Best suited for agencies with deep higher education experience, brand strategy chops, stakeholder management discipline, and integrated creative, digital, content, analytics, and implementation capabilities. Proposal deadline: June 9, 2026, at 11:59 PM ET Download the full RFP here.
Radar Report #011 – Week of May 18, 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. Subway Subway is on the Radar after elevating a seasoned restaurant and CPG marketer into the CMO role. Trigger Jeff Klein became Chief Marketing Officer at Subway in May 2026 after a short stint as SVP of Marketing. He previously held senior leadership roles at Popeyes, Little Caesars, PepsiCo, HJ Heinz, and Cadbury. Why This Matters The move suggests Subway is leaning into sharper brand positioning, core campaigns, partnerships, innovation, and menu strategy. Klein’s background spans major QSR and CPG brands, with experience across brand management, shopper marketing, foodservice, product innovation, and large-scale consumer campaigns. Agency Opportunity QSR brand strategy Menu innovation marketing Partnership campaigns Shopper marketing Consumer loyalty Smart Outreach Angle Lead with how Subway can translate CPG-style brand discipline into restaurant growth: sharper menu storytelling, stronger occasion-based campaigns, and partnerships that drive repeat visits. Company Context Subway is one of the world’s largest restaurant brands, known for its sandwich and quick-service franchise model. Its marketing challenge sits across brand relevance, menu innovation, value, and frequency. 6. Monster Energy Monster Energy is on the Radar after elevating a longtime global marketing leader to CMO, The Americas. Trigger Jordi Gayolà Guitart became Chief Marketing Officer, The Americas in March 2026 after nearly 11 years at Monster Energy. His prior roles included SVP Monster Brands & International Marketing, SVP Global Marketing, VP Global Marketing, and Senior Director of Marketing. Why This Matters This promotion points to a tighter regional focus across the U.S., Canada, and Latin America. His background spans sports marketing, integrated brand execution, regional expansion, FMCG brand management, and multi-market leadership across Monster Energy, Coca-Cola, and Unilever. Agency Opportunity Sports marketing Regional brand strategy Integrated campaign execution Experiential marketing Sponsorship activation Smart Outreach Angle Lead with how Monster can keep its edge in energy drinks by connecting sports, creator culture, and regional fan communities into campaigns that feel local without diluting the brand. Company Context Monster Energy is a global energy drink brand with a heavy presence in sports, music, gaming, and lifestyle marketing. Its growth depends on brand heat, retail visibility, and cultural relevance across markets.
CMO Moves – Week of May 18, 2026
Highlights Amy Martin Ziegenfuss named Chief Marketing Officer at Six Flags Entertainment Corporation Six Flags is an entertainment company focused on experiential consumer businesses. The move comes as Six Flags sharpens its commercial strategy entering the 2026 summer season. Ziegenfuss brings travel and hospitality experience from Carnival Cruise Line and Hilton, with a track record tied to segmentation, measurement, brand consistency, and media efficiency. Agenc… 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
The Agency Opportunity Inside Everspring’s AI Discovery Strategy
At a Glance Interviewee: Mike Bell, Chief Marketing Officer Company: Everspring Location: Chicago, Illinois Website: everspringpartners.com Industry: Higher education technology, enrollment marketing, and student-success services Company Notes: Everspring is a privately held higher-ed partner supporting 45+ university partners Best-Fit Agencies: AI visibility, SEO, analytics, performance media, content strategy, martech consulting Source: CMO Journeys Interview The Big Pict… 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
Where Agencies Can Support the NFL’s Cultural Shift
At a Glance Interviewee: Tim Ellis, EVP and Chief Marketing Officer Company: National Football League Estimated Revenue: $21.2 billion league-wide revenue for the 2024 season Location: New York, New York Website: www.nfl.com Industry: Sports, media, entertainment, live events, and consumer culture Company Notes: The NFL is a 32-team sports and media ecosystem with major revenue from media rights, sponsorships, licensing, events, and fan engagement Best-Fit Agencies: Brand st… 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
Mike Bell’s Journey From Mission Thinking to Marketing Leadership
Executive: Mike Bell, Chief Marketing Officer Company: Everspring Industry: Higher Education Technology Company Snapshot: Everspring is a technology-first partner that helps universities drive enrollment and growth by connecting marketing, data, and platform infrastructure. Format: CMO Journeys Interview Why It Matters Mike Bell’s path to the CMO seat did not start with marketing. It started with airplanes. His journey moves from the Air Force to consulting, CPG, startups, digital marketing, and higher education. For agencies, his perspective is useful because he brings a rare mix of structure, humility, speed, and strategic calm to a market that keeps changing. Their Path, in Short If you asked Mike Bell in high school whether he would become a CMO, he would have said no. So would everyone else. From the time he could walk and talk, Bell was obsessed with planes. That obsession led him into the Air Force, where he worked in a structured, mission-driven environment. It was not marketing. But it shaped how he thinks. The Air Force taught him to step back, see the whole board, and move toward an objective even when the path is unclear. One lesson stuck with him: “The only wrong decision is indecision.” He did not fully understand it as a young officer. Now, he thinks about it every day. After the military, Bell moved into consulting on purpose. He wanted a role where he could wear a lot of hats. From there, he moved into CPG and had to learn how to be a marketer outright. Then came digital marketing, where the language shifted to cost per click, retargeting, conversion, and user experience. Higher education added another layer. Bell describes it as a humbling market because the pipeline does not move like e-commerce. There are fewer easy signals. Less instant feedback. More complexity. Across each chapter, the pattern is clear: Bell kept stepping into unfamiliar rooms, then learning how to make sense of them. Big Themes From the Conversation One theme in Bell’s story is comfort with discomfort. In the Air Force, he said, as soon as you got comfortable, they made you uncomfortable again. That was not always pleasant. But it helped him become a leader who does not panic when the ground shifts. Another theme is learning how leadership changes by environment. In the military, hierarchy is built in. In business, Bell had to develop different muscles. He had to learn to sit with a team, talk through the problem, and invite more perspectives into the room. He admits he underused some people early in his corporate career. That realization made him better. Mentorship also shaped him. Marvin Davis, his first CMO at LifeLock, taught him lessons he still carries, like putting the right players in the right positions and answering the question before it is asked. Colonel Alston, his first commander, showed him that leadership also means empathy, care, and going the extra mile for your people. Bell also has a calm relationship with risk. When you have worked in environments with real consequences, marketing decisions look different. They still matter. But perspective helps. For Bell, the goal is not to defend a process because it exists. The goal is to remember the original intent and ask whether there is a better way. Watch Or Listen CMO Journey Interview How They Choose the Right Agency Partners When I asked Bell how he thinks about internal teams versus outside partners, he started with strategy. Everspring has brought more organic and content strategy work in-house, especially where AI fluency matters. Bell said the team has turned away sharp people who were not far enough along on that front. But that does not make agencies less relevant. In his view, the right partner becomes more important when the landscape gets harder to read. What stands out to Bell is not a broad service menu. It is the ability to see patterns across platforms, brands, and industries. He wants partners who can help a team understand what is shifting, where to place bets, and how to look at the picture holistically. He is especially alert to whether agencies are taking AI seriously. Bell said he has been surprised to see some organic and SEO-oriented agencies still not fully engaging with it. That is a miss. He expects partners to bring useful perspective: reports worth reading, trends worth watching, and clear thinking on how the work is changing. That is the kind of thought leadership that gets his attention. Not vague claims. Not recycled takes. Useful, specific perspective that helps him see around corners. Bell also has a balanced view on specialist versus full-service agencies. If an agency is too specialized, it can miss the forest for the trees. If it tries to do too much, he worries about depth. The right fit sits in the middle: a partner that starts with the problem, the audience, and the message, then chooses the right tactics. That order matters. Strategy first. Tactics second. His view of AI is just as grounded. Bell calls it a “very brilliant intern.” It can help with briefs, blog content, and ad copy. But it has not replaced strategy. He sees it as a better co-pilot than aircraft commander. That is also his advice to agencies. Do not use AI as a substitute for real work. Use it as a force multiplier. Bell compares it to an e-bike: you can pedal hard and feel supercharged, or you can sit still and let the machine do the work. Only one version makes you better. What Stood Out What stood out most was how human Bell’s leadership philosophy is beneath the systems thinking. He talks about objectives, funnels, and decision-making, but the moments that shaped him came from people who invested in him. A commander saw potential. A CMO taught him how to think ahead. Colleagues helped him become a better leader. There is also something revealing in his reset routine. Bell likes going to the gym in the morning with his wife because,