Interviews, insight & analysis on digital media & marketing

NDA Agency News: A week in agencyland 26/02/21

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

Research from Boots has revealed that 58% of women across the UK have noticed more lines and wrinkles while being in lockdown. So called ‘lockdown lines’ have been most commonly noticed around the eye area with 33% of those questioned more aware of lines under the eye, 31% more aware of crows-feet and 30% noticing more forehead lines during the pandemic. To showcase the humorous relationship British women have with their lockdown lines, No7 has enlisted ‘comedi-mum’ Sophie McCartney of Tired & Tested alongside other influencers and real women to feature in a new ‘lockdown lines’ film. This fully integrated campaign from WPP will run across paid & organic social, PR & influencer marketing in addition to a media partnership with Mail Online.

AxisStars, the community for pro-athletes and entertainers founded by ex-Manchester United and France footballer, Louis Saha, has entered into an exclusive partnership with New York-based athlete influencer marketplace OpenSponsorship. The deal will deliver a wide range of paid brand opportunities directly into the hands of the AxisStars base, which includes almost 400 stars and growing. The partnership also offers OpenSponsorship’s existing 7500 athletes access to the AxisStars platform, which includes educational resources and support tools.

Marketing agency Digital Ethos is celebrating over fifteen new clients in four months, as well as campaigns with NHS Leicestershire and Rutland. In November 2020, the marketing agency finalised discussions with KlearNow, Socksmith, Found and Homefix. These wins were quickly followed by Faun-Zoeller, ICashCars, Emitwise and Bazar in January of this year. This month has seen the addition of XML International, Advantage Finance, Perfino and Bike. Rent as well as other exciting businesses.

The PHA Group has been appointed by digital workplace culture platform, Totem, to help grow its awareness by managing its UK communications strategy. The PHA Group has been tasked with building awareness of Totem among HR and business leaders, as well as general consumers, celebrating its ‘player-first’ ethos to staff engagement and showcasing the capabilities of an AI-driven approach to understanding staff wellbeing and workplace culture. The agency will also support Totem’s CEO, Marcus Thornley, in sharing his expertise on workplace culture and his aims to disrupt the ‘staff survey’ landscape.

Adnami, which specialises in programmatic, high-impact advertising solutions, has announced a partnership with Omnicom Media Group in Sweden, with the global media network opting to work with the Danish tech company in order to optimise the delivery of high impact advertising for its wide range of clients. Adnami facilitates opportunities to stand out in digital display buying, with its standardised solutions and programmatic capabilities also driving efficiencies in media buys.

UNLIMITED has launched six new solutions from the Human Understanding Lab which have been specifically developed to diagnose the root cause of strategic challenges across the customer purchasing journey. The ‘Super Six’ created by a team of expert lab consultants including neuroscientists, data scientists and trend analysts offer a unique blend of data modelling truths to provide brands information about purchasing choices that their customers can’t. The ‘Super Six’ services and team of experts are able to provide real world real impact for any brand and it’s truly exciting to see. The Super Six can be applied to any brand in the world and consists of: Human Understanding Masterclass, Brand difference, Decision drivers, Personality Profiler, Creative connection and Lifetime value.

Clockwork, Cannes Lions winning agency in South Africa is opening its second office in the UK with an Ex-Engine and Ex-Wunderman Thompson team heading it up. The UK agency’s model has been built to meet the needs of clients with Reckitt Benckiser and Xbox already on board. Clockwork UK is a creative agency that helps accelerate digital and social expertise for forward thinking brands in social, content and commerce. The agency’s offering focuses on four capabilities; content and ideas, connected ecosystems, influencer identification and engagement and data insight and measurement.

Berocca, from Bayer Consumer Health, has become the first FMCG brand globally to adopt innovative ‘actionable audio ads’ with Berocca Boost, its energy vitamin and mineral effervescent tablets with added caffeine. Consumers listening to Global radio stations via their Amazon Alexa smart speaker can interact directly with the ad to buy the vitamin supplement using a simple voice command. The campaign allows listeners to respond immediately to an ad that asks them to ‘Open Berocca Boost’ either by verbally requesting more information about the product, or by purchasing directly through a voice command. This concept was due to a collaborative effort from Say It Now, MediaCom, MullenLowe London & SSP3 and A Million Ads.

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