Interviews, insight & analysis on digital media & marketing

NDA Agency News: Billion Dollar Boy, Brave Bison, ROAST and more

Who said Lipton Ice Tea was just a summer drink? The brand (PepsiCo Group) is deploying a bold strategy to de-seasonalize its drink and offer a unique drinking experience all year round. The initiative aims to create moments of happiness and pleasure, transforming iced tea’s usual association with the summer season into a refreshing experience whatever the season. By launching its “frosty campaign” in partnership with global influencer agency, Billion Dollar Boy, Lipton Ice Tea is committed to sharing sunshine even during the coldest months. To achieve this, the brand has surrounded itself with a “Fun-shine Team” to bring the pleasures of winter within everyone’s reach. The ultimate goal: to send consumers “on the road to Folie Douce” thanks to a partnership with the famous after-ski concept “La Folie Douce”. The campaign kicked off on January 19 with a disruptive activation at the Opéra metro station in Paris: from “metro station” to “ski station”! The “Fun-shine team”, dressed in yellow and pink ski outfits, and were on hand to brighten up the day for Parisians. Influencer partners such as Lawra Meschi and Femi The Scorpion were also on hand, embodying the positive, jovial spirit that characterizes the brand. In addition to the 3,000 Limited Edition cans distributed, a competition was organized to win a ski holiday for two in Val d’Isère. This opportunity is also available via a game on the Lipton Ice Tea France Instagram page. Following this launch, and as a continuation of the activations already initiated on Snapchat and TikTok at the end of 2023, Lipton continues to address Gen Z throughout January and February 2023 via a large-scale influencer campaign, involving 20 partners. The aim: to recreate the fun of the winter atmosphere, with content and challenges on the theme of “iced tea” to “frosted tea”. Finally, to round off this totally frosty campaign, the brand is organizing an unforgettable 100% Lipton Ice Tea “Par-Tea” at Val d’Isère’s Folie Douce on February 29, in the presence of partner influencers including DJ Julien Granel, the perfect embodiment of Lipton’s positioning and a symbol of Gen Z. Winners of the competition will have the opportunity to take part in this ultimate experience, strengthening the bond between the brand and its consumers.

Kitchenware specialist ProCook has appointed Brave Bison to build on its existing paid advertising activity. The digital media, marketing and technology company will optimise outreach and engagement across paid search – including shopping and feed management – and paid social. The appointment comes as the retailer, which has its headquarters in Gloucestershire, recently opened its 60th store at Atria, Watford. The expansion is part of the brand’s mission to strengthen its brand awareness in the UK and become customers’ first choice for kitchenware. To achieve this mission, the brand needed expert support to manage its performance accounts and align its digital growth with its brick-and-mortar expansion. Brave Bison was selected for its proven in-house capability to manage multi-platform product feeds, run online to offline campaigns and deliver performance across the funnel at ProCook’s required scale. Additionally, ProCook was impressed by the in-depth response to the brief. Informed by industry trends and audience and competitor analysis, Brave Bison conducted a full audit of ProCook’s existing ad accounts to inform its strategy. The resultant roadmap and forecast for delivering on the brief demonstrated it can support ProCook in making a splash in the UK market.

Payment giant, WEX, have chosen to partner with independent agency, ROAST for their digital services following a competitive pitch. WEX will have ROAST carry out services including SEO, PPC, Display and Paid Social. The digital activity is for EMEA markets. The brand approached media and performance agency, ROAST, with the challenge to grow their global revenue by 150% – and in doing so, increase the proportion of the global revenue that is attributed to EMEA.

Global social media and marketing agency, Socially Powerful, has announced the launch of its revolutionary AI-powered influencer discovery platform Aria – a first for the industry, connecting marketers to influencers at zero cost. With the global influencer tech platform market currently valued at approximately $20bn, and expected to hit $143bn by 2025, Socially Powerful is set to disrupt the dynamic between brand investors and influencers by offering influencer access for free and maximising the use of AI-enhanced search technology. Aria will enable marketers to search more than 200 million influencer profiles using pioneering AI-powered visual analysis and data enhancement to deliver far more intuitive and granular search results than any other influencer matchmaking software on the market, and at no cost. With the launch of Aria, Socially Powerful aims to remove the barriers between brands and influencers, streamlining brand campaign planning as well as enhancing performance and measurability across the funnel.

Marketing agency Repeat Digital has bolstered its services with a new PR offering that supports the company’s plans for holistic growth. Repeat Digital, founded by Olly Fisher in 2017, originally specialised in Pay-Per-Click (PPC) and paid social before expanding into the realm of Search Engine Optimisation (SEO) to help businesses stand out online. After a period of continued growth, the company has now launched a range of PR services to complement SEO and PPC, headed up by former journalist and PR specialist Becca Tee. Tee started her career as a reporter at The Nottingham Post (now Nottinghamshire Live) before gaining more than seven years of experience working across traditional and digital PR.

Following a competitive pitch, the Metropolitan Police Service has appointed UNLIMITED & Pablo to be its agency partner. The pitch process was open to rostered agencies on the Government and public bodies framework. The agency consortium will support the police service in their pledge to deliver ‘More Trust, Less Crime and High Standards’, including their A New Met for London plan, which aims to transform the service through crime fighting, improving culture and standards, and fixing structural issues. UNLIMITED & Pablo will be responsible for developing campaigns to connect with a wide range of audiences. An important component of improving levels of trust in the Met is developing high-quality communication that connects with an array of important stakeholders. The contract’s value is up to £4m and will run for two years (with an option to extend for a further two). It will cover the always-on recruitment campaigns for new officers, with a focus on attracting applications from a diverse group of people, in line with achieving the ambitions outlined in A New Met for London. Additionally, there will be a range of behaviour change campaigns that seek to affect crime reduction in specific areas. The Met Police has previously won a raft of prestigious awards for work that has focused on knife crime reduction and tackling robbery. UNLIMITED & Pablo’s first campaign is expected to be a recruitment drive for the MPS. Through UNLIMITED & Pablo, the Metropolitan Police Service will tap into two of the UK’s top independents, blending best-in-class creative and strategic capability with the ability to operate in-depth, at scale and at pace. Creative work across the UNLIMITED & Pablo consortium will be underpinned by UNLIMITED’s Human Understanding Lab, which will play a pivotal role in using behavioural and data science to enable the Met to better understand and communicate with relevant audiences.

Used car retailer Motorpoint, has appointed the7stars to handle its UK media planning and buying account. This decision comes as Motorpoint, now in its 26th year of business, looks ahead to drive expansion, enhance awareness, and broaden its reach through quality media environments. Motorpoint approached the7stars and began a process of due diligence conducted over several months before awarding the contract during a closed pitch. the7stars takes over the account from incumbent Running Total and is charged with re-invigorating Motorpoint’s AV strategy and driving efficiencies and growth through a data-led approach to media planning and buying.   

B Corp certified public relations and marketing agency, Conscious Communications, has been awarded Platinum by Investors in People, the highest level of accreditation granted by the UK’s leading accreditor for business improvement through people management in the UK. The company joins the top 7% of businesses accredited Platinum by Investors in People globally. The agency sought assessment against the Investor in People standards in January 2024 after it achieved Gold accreditation for the second time in 2021. The accreditation means that policies and practices around supporting its team are embedded in every corner of the agency, so much so that the company scored 836 in its survey as part of the accreditation, well above the  Investor in People average of 730.

Bristol digital agency, Gibe Digital, is set to host the Umbraco Spark web developer conference at Bristol’s M-Shed on Friday 8th March, in collaboration with The Umbraco UK Foundation. The one-day event attracts web developers and designers from across the UK and Europe and includes product demonstrations, technical talks, and presentations by digital innovators and experts in making websites more engaging, sustainable and accessible. The twin-track conference will feature presentations by technical leaders, designers and developers from numerous digital agencies, followed by an after-party at the Arnolfini. Speakers will share case studies demonstrating how they’ve combined their creativity and the Umbraco platform to create award-winning sites that have helped organisations to improve accessibility, enhance user experiences, extend functionality, increase sales, and reduce carbon emissions. This year’s speakers include deafblind accessibility consultant, Molly Watt, who will share how web designers can make sites more inclusive, and Hannah Smith, director of operations at the Green Web Foundation and founder of Green Tech South-West, who will show how developers can measure web page carbon emissions.