TBWA\MCR and Sofology expand on the ‘So fussy? Sofology’ brand platform with a new film six months on from the initial launch. The latest execution builds on the successful groundwork of the launch film, positioning Sofology as the ultimate retailer for those with a discerning, detail-driven mindset. This film builds on the evolution of the Sofology brand, aiming to develop stronger emotional relevance with consumers while reinforcing its product credentials. With this new creative, Sofology aims to drive brand awareness, brand affinity, spark conversation and connect with those who see their fussiness not as a flaw, but as a virtue. The film launches across TVC, YouTube, Meta, Pinterest and digital displays varying from 30, 15, 10 and 6 second formats.
Social media agency GH05T is scaling up its reputation offering with a dedicated focus on Reddit, recognising the platform’s growing influence on brand perception, audience insight and long-term reputational protection. GH05T’s enhanced focus on Reddit reflects a broader shift in search and discovery. As AI increasingly intermediates how information is accessed, credibility is built less on brand-owned claims and more on aggregated peer discussion. By prioritising Reddit, GH05T is giving clients access to unfiltered sentiment at scale. By understanding how conversations evolve, where misconceptions arise and which themes resonate, brands can respond intelligently and, where appropriate, adapt decision making in line with authentic audience insight.
AMS Media North is delighted to announce that it has been appointed by One Good Thing to manage the company’s media strategy, planning and buying. OGT is a purpose-driven sustainable food start-up pioneering the world’s first wrapper-free oat bars. Founded with a mission to eliminate traditional plastic packaging, OGT bars are protected by a 100% natural, edible beeswax coating. The partnership comes at a key moment for OGT, as it targets ‘Performance Adventurers’ and ‘Micro-Expeditionists’ through high-affinity digital and audio channels. AMS Media will be drawing on its strategic expertise in expanding awareness, driving consumer engagement, and supporting One Good Thing’s ambitious growth objectives.
Innocent drinks has launched its new brand line, ‘fruit and veg forever’, and a refreshed visual identity that celebrates the company’s mission to make it easier for people to live well through the delicious goodness of fruit and veg. The line is the first public expression of a new brand strategy developed by innocent and Neverland over the past 18 months and will feature across all of innocent’s European communications. Led by a series of short films that were developed by Neverland & Tinderflint, the campaign taps into the universal experience of chaotic mornings — the moments when we’re rushing, juggling, and only just scraping through.
Digital consultancy SQLI has acquired London-based data and AI specialist Station10, adding deeper analytics, data engineering and customer intelligence expertise to its CX, commerce and content offering. Station10, whose clients include Vue, the British Army, Greene King, Wella, Allianz and Legal & General, will continue to trade as Station10, with its leadership team remaining in place. The acquisition builds on two years of collaboration between the companies, reflecting the growing role of data platforms, AI, personalisation and real-time measurement in large-scale CX and commerce programmes. For Station10’s clients, the deal brings access to SQLI’s broader delivery footprint across Europe and the Middle East. For SQLI, it adds deeper strength in data strategy, analytics and engineering – areas becoming more central to digital investment, customer journeys and performance.
