Interviews, insight & analysis on digital media & marketing

NDA Agency News: A week in agencyland 27/11/20

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

Design by Structure has worked with tech brand Fime to refresh its logo and visual identity to strategically align it with its offer. The brand identity was outdated and lost in its competitor arena. The brand assets and communications materials were not serving their purpose and the was no thematic brand consistency across the brand’s channels. There was an issue with Fime’s communications, market perception did not reflect the services it offers and there was no clear message for its target audiences. Design by Structure created a fresh and standout visual language to help elevate the brands positioning. The creative solution re-thought the brand’s touchpoints and created a suite of materials and toolkit to allow the in-house marketing team the flexibility to further develop the brand.

Publicis Conseil has created a new festive campaign for Orange; ‘Unicorn Grandad’, the story of a grandad who is given a smartphone on Christmas Eve. This modern-day tale, directed by Vincent Lobelle (Iconoclast) and broadcast from 19th November, shows us how new technology can be used in times like this to stay in touch and make memories with our loved ones. On social and digital channels, we’ll see our grandad in increasingly amusing situations to promote Orange’s offers and services. In addition to this digital content created by Marcel agency, a “unicorn” filter will be made available to users on Instagram and Facebook. This will be complemented by a print (press and OOH) and DOOH campaign produced in collaboration with talented set designer Solinne D’Aboville and photographed by Vincent Dousserez. The handmade-style adverts will be like miniature theatre sets, each one creating the perfect Christmas window display. At points of sale, bags with a cut-out design have been designed so shoppers can make their own Christmas decorations at home.

Publicis Conseil have also created a Christmas campaign for Carrefour called ‘The Letter’. In the 60 second film, Carrefour portrays a little girl writing her letter to Santa. Aware of the amazing work Santa has to achieve this year, she leaves him cookies and a glass of milk so that he can gain strength. This Christmas film “The Letter” is the brand’s first “group” film, as it will also be broadcasted in Belgium, Spain, Italy, Poland, Romania and Argentina, with some adaptations to stick as closely as possible to local cultures, such as the Christmas dessert scene. Alongside the film, Carrefour are also launching films on toy accessibility and Christmas meal essentials, a radio campaign and a social and digital relay of interviews with Carrefour employees.

Anker Innovations, has selected Widen for the provision of a digital asset management (DAM) solution to help its employees worldwide manage their digital assets. The company wanted to implement a DAM platform to help manage and distribute its extensive range of digital assets, including videos and images. Widen’s DAM solution will provide Anker Innovation’s employees with a single source of truth, allowing marketing, creative, and sales teams to confidently and securely access the content they need, and allows teams and individuals to manage, store, share, and review and approve assets quickly, easily, and collaboratively.

Digital Ethos has been appointed to run the press office and handle all PR-related enquiries for the facelet. To help them launch their new unique, reusable, washable face covering to the UK market, they recognised the importance of fast-paced marketing such as PR to bring this important product to the forefront of consumers. Responsible for running the day to day of the account will be Maisie Bamford, Account Manager at Digital Ethos.

Independent media agency The Kite Factory and London based advertising agency Red Brick Road have unveiled their debut campaign for Majestic after both were appointed in September. The omnichannel campaign will run across digital OOH, radio and digital and social display and supports the recent re-brand of the UK’s leading wine specialist which returned the logo and visual identity to its historic grapes motif and green colour palette with a modern update. The campaign launches a new creative platform, “Discover New Tastes” which encourages customers to explore Majestic’s specially selected range of beers, wines and spirits with the help of their qualified in-store, expert staff.Given the frequent changes in national restrictions, the campaign has been designed to be agile so all aspects can be flexed to fit the shifting landscape. The messaging in OOH can be changed in minutes should stores be forced to close, regional airtime can be switched out if fulfilment becomes a challenge, and digital channels can be optimised in real time to ensure strong ROI for the campaign.

Joint has been appointed as branding agency by coffee industry leaders Nestlé and Jacob Douwe Egberts UK as they join forces to launch nationwide coffee pod recycling scheme – ‘Podback’. Joint has been chosen to develop the new brand that will launch to consumers early next year and create all brand led communications. The brand work developed for Podback includes brand Strategy, logo & brand identity, recycling bag designs, announcement video asset for corporate social channels (Linked in + Twitter) and a Podback Members Guide. They will also be working on digital media consumer launch assets and consumer facing website (still in development).