Interviews, insight & analysis on digital media & marketing

NDA Agency News: A week in agencyland 15/01/21

Spark Foundry, the acceleration agency, has announced a new TV sponsorship for Clarins. Clarins will be launching a new product “Clarins – Total Eye Lift” on Sunday 17th January 2021, the same day that ITV launches its new series – Finding Alice – a new contemporary ITV drama about a woman who has lost her husband. The series will be a six-part drama starring Keeley Hawes, Nigel Havers and Joanna Lumley, and will showcase Clarins’ new product – Total Eye Lift. They will be sole sponsors of the drama and will have all idents surrounding the series. The sponsorship will start this Sunday 17th January 2021 and finish on the 21st February.

RB has chosen to add VCCP to their global brand experience roster following a competitive pitch. The roster will see VCCP tasked with delivering digital consumer experience strategies and advising on the complete range of digital consumer touchpoints: from content, social and digital advertising through to e-commerce content best practices. VCCP’s remit will be across the hygiene portfolio: Harpic, Vanish and Finish and work will commence immediately with activity going live in early 2021.

Barilla, in collaboration with Spotify, launches “Playlist Timer”: music collections whose duration corresponds to the cooking time of the brand’s most loved pasta shapes. Playlist Timer wants to be the ideal soundtrack in the journey through cuisine and music from around the world. The 8 playlists, ranging in length from 9 to 11 minutes, have been created by combining the 4 most popular music genres in Italy (pop, hip hop, indie and hits from the past) with some of Italians’ most loved pasta shapes (spaghetti, linguine, fusilli and penne rigate). The branded playlists, created by Publicis Italy, are a homage from Barilla to those who see cooking as a form of art and entertainment and who can thus take advantage of the cooking minutes to listen to good music, entertain themselves and stop worrying about cooking time: when the music stops, the cooking is complete and perfectly al dente. The tracks within the various playlists will be updated cyclically to include new hits and thus offer variety to those who use them.

British natural skincare brand, Emma Hardie Skincare, has appointed full-service agency CHS as one of the creative forces behind a new premium product launch scheduled for the spring of 2021. CHS were approached by the premium skincare brand after they sought another marketing partner to aid the production of a wide range of assets, including the production of imagery and video which is a specialist offering by the Dorset based agency. As part of the new product launch, Emma Hardie Skincare sought to invest more in the production of a wide range of consumer-targeted video and imagery assets, for which CHS have been tasked with providing.

Dixa has announced the launch of its refreshed brand and website. The customer service software company briefed Design by Structure (Structure) to strengthen its proposition, elevate and align its visual identity with a new story, and create go-to-market tools including a new website. Working with the concept of ‘seamless conversations’, Structure has developed a flexible design system that allows Dixa to communicate its story at every brand touchpoint. One of the key channel applications was the website. It was restructured and redesigned to reflect Dixa’s solutions, based on customers’ needs and challenges, making it easier to navigate and surface relevant content. It also features an efficiency calculator that crystalises the operational savings to clients, as well as improved customer benefits. The idea of ‘energy’ was expressed throughout all creative executions and on the website, it was brought to life with expressive fun iconography.

Global business, EA Technology, has appointed Chester-based creative agency, Good Communications, to work alongside its marketing team and support a number of its industry-wide research projects. Good Communications has been appointed to work on a series of digital campaigns for EA Technology and to develop a range of marketing assets for the business. It will also help to promote the business’ ground-breaking Open LV project by producing collateral such as audio and visual webinar content.

Communications consultancy MSL UK has launched a new data-driven insights tool, the MSL Belief Stack, the cornerstone of its new UK positioning ‘We Build Belief’. The MSL Belief Stack uniquely measures audiences’ deep-held Beliefs and Values, as defined by the world-renowned academic Professor Shalom Schwartz, combining these Beliefs with over one million data points provided by the target audience company GlobalWebIndex (GWI). MSL UK’s ‘We Build Belief’ positioning reflects an increasing focus and importance from audiences, companies and brands on the values and emotions that drive people’s decisions, not simply old-fashioned trust and logic.

The MSL Belief Stack is fuelled by up-to-date data from 40,000 representative people provided by GWI. This includes their belief scores mapped across the 19 Shalom Universal Values, combined with insights into their demographics, attitudes, and brand affiliations. By using this data, the MSL Belief Stack analyses the values held by consumer audience groups – audiences that can be defined by attitudes and preference, demographics, geography, or any other data available in GWI. By subsequently analysing the values held by that brand’s target audiences, a Belief Score is calculated, based on the alignment of the two. In addition to the Belief Score for a brand’s audience, MSL Belief Stack can also define the Belief Gap – the difference between a brand’s score and true Belief or advocacy.

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