Interviews, insight & analysis on digital media & marketing

NDA Agency News: Born Social, Ogilvy, M&C Saatchi and more

Social media agency, Born Social, has partnered with King’s College London to launch a social-first campaign exploring the mental health of the UK, as part of ongoing research project – The Repeated Assessment of Mental Health in Pandemics (RAMP). A year on since the UK first went into lockdown, the pandemic has had a profound impact on the mental health of people all over the UK. As part of the RAMP research project, the team aimed to take a reading of the nation’s emotional wellbeing, uncovering those who have been most affected. Born Social worked with the team to create a stigma-free campaign for social media that would encourage as many people as possible to respond across the country. Leading with the headline statement, “Have you checked on your mental health?”, the campaign uses real-life photos of people representing potential respondents and a combination of news feed, stories and carousel ads. Since launching the campaign, over 6,000 people have participated, with a 50% increase in sign-ups by males and a 20% increase in BAME participants – addressing an earlier imbalance from respondents among both demographic groups.

5G apps dedicated agency, Nonvoice Agency, has announced the signing of education app Sir Linkalot. The Sir Linkalot app boasts almost instant results and improvements thanks to the multi-sensory functionality that has been developed to help students of all ages. Designed by Thinkalink Digital in the UK, the app offers a great way to enhance school lessons and assist with home schooling and can also help children reach the national curriculum SPAG (Spelling, Punctuation and Grammar) criteria. The Sir Linkalot app uses spelling animations, quizzes, puzzles and other unique teaching techniques to improve literacy such as creating word bundles and sorting these by level of difficulty and subject area.

O2 Business has announced its brand-new multi-million-pound B2B campaign, designed to show the nation’s SMBs how its tariffs and digital tools can adapt as their business changes, all on O2’s flexible network. The campaign is launching with O2 Business’ TV advert which follows the journey of sole trader, Ted, whose shop has been forced to close. We see Ted struggling to adjust his business to the ever-changing climate when O2 Business’ flexible credentials – realised by his reliable comrade, the O2 robot, Bubl – supports him through this transition. Bubl, the embodiment of the O2 brand, demonstrates how O2 is always there for customers as a trusted partner, whenever needed.

The advert first airs on Friday evening, with key spots during Coronation Street on ITV1 alongside ITV2 movies over the weekend, as well as Sunday Brunch on Channel 4. To celebrate the launch and O2’s rich heritage in music, the public also have a chance to win a pair of O2 Academy venue tickets to a gig of their choice and a £50 record store voucher by spotting the name of the radio station that features in the brand-new advert. The competition launches on O2’s Twitter channel on Friday until midnight Sunday. T&Cs apply. The campaign will appear across multiple channels including TV, BVOD, Social, OLV, retail, PR and online – all designed to showcase the value customers get through O2 Business.

Purpose Media, a full-service marketing agency in the Midlands, has announced that it is now responsible, and has been appointed, for leading Rivus Fleet Services’ digital performance with Digital PR, SEO and Video. Ellie Buckle, Head of Digital and Strategy at Purpose Media comments: “We are delighted to announce this new partnership, particularly because of the ambitious plans and great digital campaigns we have already in the pipeline!”.

Marketing and business growth agency F&G Funnel Mechanics is growing with a new client win in April 2021. Geovation, the startup accelerator backed by Ordnance Survey (OS) and HM Land Registry, has appointed F&G Funnel Mechanics to run its Marketing Academy for the third time. Geovation’s mission is to help launch and grow innovative solutions to social, environmental and economic challenges that harness the power of data and technology. Geovation has just announced its Spring 2021 cohort of GeoTech and PropTech startups.

Digital Ethos has recently won the business of Legal Connection, an exciting startup looking to revolutionise the legal world with its innovative digital platform. Digital Ethos will be providing an omni-channel marketing campaign for Legal Connection, including public relations and social media, to help reach potential users and raise the company’s profile. Luke Tobin, Managing Director of Digital Ethos, said: “We’re delighted to be working with Legal Connection. We believe that they’ve found a great gap in the market and we look forward to utilising all of our skills to help them grow.”

Ogilvy UK, the London-based office of the global advertising group, has unveiled its ‘Stay Home. Take Pictures. Gram’ project – an ethnographic study of life in lockdown in the UK. The study has been developed by Ogilvy, who encouraged people to photograph and write about their experiences throughout lockdown. These contributions have been turned into a 272-page book, replicating the rollercoaster feel that the lockdown created. The images have also been published to a dedicated Instagram page – @stayhome.takepictures.gram. The book itself is a physical representation of the lockdown experience, reflecting the fact that lockdown was not slick, predictable or conventional. It has a matte front cover while the internal pages are glossy. The spine is exposed, showing the glue and stitching, to give it an almost “homemade” feel.

Brand studio Saboteur has unveiled a radical new rebrand for financial data company Quant Insight. Quant Insight – Qi – is an innovative newcomer to data analytics. They use mathematical models from the science of astrophysics to decode the massive torrents of macro data that flood through the financial markets every minute of every day. Saboteur starting by identifying Quant Insight’s core brand idea and narrative. They developed ‘Look Up’ as the brand’s strategic heart. Phase two was the translation of this into a new visual identity, including logo, typography, colour, imagery, original photography and a new brand website. The style Saboteur developed is described as ‘gravity-free design’, where none of the normal rules apply. Dynamic, iconoclastic, and at the same time, clear and simple. The redesign has the flexibility to be used to pivot Quant Insight to a B2C proposition.

Half of UK 20–30-year-olds engage in more wellbeing practices now than before COVID-19, according to new research launching today from digital strategy and creative agency Good Rebels. Good Rebels surveyed consumers between the ages of 20 and 30 across three markets (UK, Spain and Mexico) to understand the generation that makes wellbeing digital and how they interact with digital resources. The research also investigates how COVID-19 has changed the digital wellbeing market, and where the opportunity for brands lies.

Independent hospital provider Spire Healthcare is launching its first-ever TV campaign. The campaign is the first work developed in partnership with M&C Saatchi, which it appointed following a three-way competitive pitch last year. “Doors” aims to build brand awareness and understanding of Spire Healthcare’s world-class expertise. Based on the idea that when something’s wrong with our health, it can be a constant unwanted presence in our everyday lives, the campaign looks to demonstrate that Spire Healthcare are there when you need them, so you can get back to the things that matter. The ad, which will run across TV and BVOD channels, was filmed over three days during lockdown, in Nottingham, Manchester and the Lake District. Media planning and buying for the campaign are being handled by Smithfield.