Interviews, insight & analysis on digital media & marketing

NDA Agency News: A week in agencyland 20/11/20

Each week, NDA will be rounding up news in agencyland, from new campaigns to partnerships and collaborations. 

Creative agency Joint has been appointed by Fox’s sweets, owned by Valeo Confectionary. Fox’s is looking to revamp the brand and category and appeal to a new audience, so Joint will be partnering with Fox to develop the brand and deliver a relaunch through the line campaign, starting from June 2021.

Fablr, a web and design agency with offices in Manchester and Leeds, has just relaunched the digital presence for East Street Arts, a Leeds-based arts social enterprise and charity. Working closely with the East Street Arts stakeholders, Fablr delivered a project that was visually exciting and would draw attention to their work with artists, local communities and neighbourhoods, and would highlight their service offering.

SkyParlour, the Fintech PR agency, has officially launched three new highly tailored business divisions to help Fintech businesses better express their own purpose. Responding to the global pandemic, these new divisions – Started, Scale and Consult – will better support the evolving Fintech market at all stages of development, from start-up, to scale up, and scale out.

SkyParlour Started is a PR and marketing programme designed for world-changing tech start-ups to help them communicate their proposition, purpose, and values, in order to get to the vital next stage of funding, product development, organic growth, or stakeholder engagement. SkyParlour Scale brings together a tenacious team and network with a diverse skillset to deliver a well-rounded PR and digital marketing service. SkyParlour Consult has been established with both scale-ups and scale-outs in mind. Its aim is to provide scale-ups with the understanding to weave their purpose into their comms strategy and help scale-outs identify their destination amidst a wealth of options, with a marketing strategy to help get them there.

The Student Hotel has completed the first phase of its digital transformation programme, designed and implemented by digital experience agency, Rufus Leonard. The result is a new website that delivers a differentiated brand experience for a complex mix of hospitality products and an enriched booking journey for student guests.  Built on Episerver and React, the new site is intuitive to navigate, built on mobile-first principles, supports accessibility in all its forms, and performs efficiently and reliably. The new website launch is the first milestone of an ambitious programme of work to deliver next-level digital experience at all touchpoints, including a new app for guests which will transform the full customer journey from arrival to lifelong connection with the growing global community.

Hospitality platform Mews is launching its new brand positioning and website this week. Design by Structure (Structure) was briefed to define Mews’ positioning within the highly competitive landscape of incumbents and new market entrants. The agency was tasked to re-position Mews and re-define the category, create an ownable visual and verbal communication style, create a powerful identity across channels and a flexible and expandable product structure, and to build out a compelling keyword-rich digital presence.

A new report commissioned by cyberbullying charity Cybersmile and Instagram finds that nearly two thirds (65%) of young people in the UK believe terms like ‘banter’ and ‘no offence, but…’ are being used to mask bullying behaviour, both on and offline. Surveying 3,000 teens, the research examined their attitudes to banter, bullying and personal boundaries, revealing that 83% of young people have seen someone left upset by banter and two thirds (68%) have been hurt by a comment which started with ‘no offence but…’.

In response to the findings, Cybersmile and Instagram are launching Banter or Bullying? No Offence, a campaign bringing together music artist and entertainer Chunkz, doctor and presenter Dr. Radha Modgil, and social media stars Chessie King, Holly H and Olimata to call out bullying and help teens set personal boundaries online.

Bottle Digital PR have partnered with Rowse Honey to create an initiative for their existing Hives for Lives programme; ‘Feed the Bees’. Bottle kicked off with an omni-channel campaign earlier this autumn for the brand, calling on the nation (via social and influencers) to find a planter, pot or patch to #feedthebees by signing up for free seed balls. They followed up with a paid for and organic social strategy on the brands owned Facebook and Instagram channels, with specially created content, and called on 9 micro-influencers who had keen garden and foodie interested millennial followers to produce a series of Instagram stories and grid posts to help spread the wildflowers-word.

Boots has launched its Christmas campaign, centred around acts of kindness, care and great value for all, in partnership with Ogilvy and WPP. Boots ‘What the World Needs Now’ campaign recognises that it has been a year like no other and acts of care and kindness are what is needed most. Boots will provide hygiene essentials to some of the millions of people in the UK living in hygiene poverty, with a donation of £1million worth of products to The Hygiene Bank.

Boots will be providing inspiration and market-beating offers throughout the Christmas period through a series of formats including two TVCs. First party data will also allow Boots to tap into formats including Dynamic Creative Optimisation as well as online publishing, paid social, AV, radio & reactive press. The soundtrack to the campaign is a contemporary re-recording of the classic track ‘What the World Needs Now’, sung by British artist Rachel Chinouriri. The film was created with partner agency WPP, and shot by director Silence Aitken-Till.

The Commonwealth War Graves Commission (CWGC) has revealed #ShineOn, a new campaign urging people of all ages to join with them in paying tribute to the 1.7 million Commonwealth individuals who lost their lives in WW1 and WW2. The pro-bono push was developed in partnership with M&C Saatchi. Based on the idea that behind every name is a story worth telling, the CWGC has worked with M&C Saatchi to create a unique website, making use of the Commission’s existing extensive records and search facility, that maps the entire night sky and allows users to name a star after someone who died in one of the World Wars. The agency has used WebGL to recreate a 3D version of space as photographed by NASA. Ahead of Armistice Day, visitors to the site can search for an ancestor and name a star after them, so that they are remembered forever.

The digital platform is supported by social media activity, running across Facebook and Instagram, with posts from influencers including Saffron Barker to boost organic reach. The social assets focus on the simple beauty of the night sky and act as a reminder to the country to go outside on 11.11 and look up to the stars. An Instagram filter allows anyone to get involved and create their own bespoke asset to champion this moment of remembrance.

WARC, a global authority on marketing effectiveness, and SCOPEN, a marketing communications research consultancy, are partnering for the UK’s 4th edition of AGENCY SCOPE, an independent report on marketer-agency relationships, to reveal what brands really think and how agencies can strategise for growth.

A unique tool, AGENCY SCOPE 2021/2022 will provide creative and media agencies with first-hand information on the needs of their clients, helping them to improve and provide new services. The in-depth study will reveal key insights into how brands see the UK agency landscape, trends in the communications and marketing sector, the ever-changing services they need, and their perception and image of their agencies in comparison to others.

The biennial research for the study is based on quantitative and qualitative interviews to be carried out between January to April 2021 with more than 400 leading senior advertisers – highest level decision-makers in marketing, communications, advertising and procurement – from the largest and most important marketers in the UK. Participant companies include Asos, Aviva, BT, Diageo, easyJet, Ford, NHS England, P&G, Santander, Tesco and Unilever.