L’Oréal has expanded its partnership with Incubeta, naming the marketing agency as a strategic data partner in the Benelux region. The amplified collaboration focuses on integrating and optimising data flows to enhance data-driven solutions across the region. Incubeta will provide L’Oréal Benelux with insights to help inform decision-making across business functions.
Peroni Nastro Azzurro has teamed with marketing partner agency Savvy Marketing to launch Club Peroni, an always-on rewards programme. Club Peroni enables consumers to collect points by buying Peroni Nastro Azzurro in both the on and off trade. These points can then be exchanged in the ‘Reward Shop’ section of the website for a variety of prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise, and experiences. Retailers and outlets will also benefit from integration opportunities with Club Peroni, unlocking tailored promotions like money-off offers, alongside access to data-driven insights.
Bristol-based TV and video advertising agency Happy Hour Productions has been appointed by international charity WaterAid to deliver a new direct response television commercial and digital campaign. The aim of the campaign is to drive regular giving, boost brand awareness, and reframe public perceptions around global development work. The campaign is due to launch later this year across TV and digital platforms.
Agencies could be losing in excess of £1,275 every time they carry out a research project, according to research from Sapio Research. Marketers are currently conducting an average of seven research projects a year, each requiring around three days of manual data review. This inefficiency is reportedly losing them nearly 20% of their potential income. Reading and interpreting research data is the most time-consuming part of the process, eating up nearly a quarter (23%) of agency time. As a result of the time taken – with 38% even saying it takes more than four days to analyse research findings – 58% of marketers admit they only use a fraction of the data they receive. This is contributing to an average ROI of just 21%. But more marketers are turning to AI to solve the problem. Nearly half of agencies (45%) are using AI for data analysis, and 50% rely on ChatGPT to help interpret research findings. Moreover, 92% of agencies now incorporate AI into at least some of their thought leadership efforts.
UK cycling charity Cycling UK has unveiled a new brand identity, which was developed in partnership with creative agency Elvis. Cycling UK engaged Elvis to develop a brand which would motivate people to champion and support its work. The new brand is rolling out across all touchpoints, including print, digital and social channels, supported by PR and events activity.
Vivo, a Brazilian subsidiary of telecoms giant Telefónica, has partnered with Brazilian advertising agency Africa Creative to launch a campaign addressing smartphone addiction. The ‘Toxic Relationship’ campaign uses Olivia Rodrigo’s ‘Jealousy, Jealousy’ song to draw attention to the psychological impact of excessive screen time, particularly among younger generations. The campaign is centred around a film which portrays a young woman so absorbed in her smartphone that she fails to notice how the digital world is consuming her life.
Full-service digital agency Cantarus has acquired FlexRM, a Microsoft Dynamics 365 CRM integrator. The acquisition of FlexRM is part of Cantarus’ strategy to deliver digital experiences across digital formats and communities for its clients, via a single view of customers and members. The founders and owners of FlexRM will retain shareholdings in the business, and no roles have been or will be eliminated as a result of the acquisition.
To coincide with Earth Day on 22 April, and the implementation of new rules in Brazil around mental health on 25 May, the Global Compact Country Network Brazil – a United Nations initiative – has worked with AlmapBBDO to launch the ‘Earth’s Burnout’ campaign. The initiative aims to raise awareness within the private sector and encourage participation in the Global Compact – Brazil Network, where companies commit to corporate sustainability and the Sustainable Development Goals. By signing the ‘Earth’s Burnout Certificate,’ companies formalise their commitment and begin contributing to changes in the fight against global warming.
