Exclusive research released by Bountiful Cow, an independent UK media agency, proves that brands adopting Relative Advantage growth principles can deliver a significant uplift across brand metrics and business performance. Analysis of 236 advertising campaigns from the IPA Databank, demonstrated the impact of Relative Advantage as a growth framework, that is particularly relevant for challenger brands. Relative Advantage focuses on approaching one or more elements of planning strategy with the ambition to be distinctive from category norms and to grow market share in unique spaces, contexts, environments, and moments that competitors have overlooked. Unlike conventional laws of brand growth, which predominantly focus on driving excess share of voice (ESOV) by outspending the competition, Relative Advantage looks to outsmart the competition, to gain share in unique and under-utilised spaces.
Web design and digital marketing agency, GRM Digital, has announced its partnership with Switchboard, the UK’s national LGBTQIA+ listening service. The partnership has been established to successfully develop a user-friendly website to drive Switchboard’s unwavering commitment to the LGBTQIA+ community. GRM Digital was selected as digital partner to amplify the recently refreshed brand ahead of Switchboard’s 50th anniversary, through the development of a new website that showcases the organisation’s visual identity and encompasses its past, present and future goals. As part of GRM Digital’s strategy, the team worked closely with Switchboard to provide support and guidance through the web development process. Drawing on their wealth of expertise in web development, GRM Digital designed the website to cater to a diverse range of needs, making it accessible for all users, but also retaining Switchboard’s legacy. The fresh, modern and user-friendly website is now equipped with detailed information on how to use the Switchboard service, become a volunteer or donate, as well as the necessary resources and support to address their specific needs and challenges. For Switchboard, a key focus was the visual identity of the website and paying homage to the LGBTQIA+ community. GRM Digital created the website with this central motif at the forefront of its design, including the dynamic colour pairing paying tribute to the LGBTQIA+ flag. GRM Digital will continue to support and enhance Switchboard’s website as more content is included from illustrators from the LGBTQIA+ community.
Creative communications agency, Hatch, has won the PR contract for British heritage footwear brand, POD. Hatch specialises in both traditional and digital PR, social media, activation, and has a full in-agency content production studio. The agency will lead on POD’s consumer and trade PR activity, as the brand looks to reclaim its place as a market leader.
Employee recognition and rewards platform, Bonusly, has announced the appointment of international digital marketing agency, Eskimoz. Bonusly officially appointed Eskimoz in January 2024, with an initial strategy to further increase revenue and drive qualified leads through the alignment and optimisation of its paid and organic campaigns. International marketing agency, Eskimoz, boasts an impressive track record in working with major brands worldwide, alongside extensive industry experience in developing both paid and organic campaigns and digital acquisition strategies that generate real growth. Their data-driven approach delivers tailor-made campaigns designed to deliver impactful and meaningful results. Now in the process of aligning Bonusly’s paid and organic channels, Eskimoz will work closely with the brand to drive further organic visibility, optimise its SEO strategy and provide dashboard automation support.
Leeds-based strategic marketing agency, Fantastic Media, has announced the acquisition of Faith Brand Communications for a six-figure sum. This strategic move comes after nearly sixteen years of successful collaboration between the two Yorkshire firms on various projects and underpins Fantastic Media’s commitment to expanding its service offering and depth of expertise for clients across the UK and Europe. While both brands will maintain their distinct identities for the immediate future, this partnership has significantly expanded the collective strength of the business duo, which now boasts a team of 33 marketing professionals. Together, they will oversee a substantial portfolio of over 45 retained clients with a combined turnover exceeding £2 million.
Carwow, the online car marketplace, has launched a new disruptive advertising campaign ‘The Break-Up’, launched on 7 February to coincide with Valentine’s Day and developed by Carwow’s in-house team. The creative speaks to the lighthearted reasons why motorists might sell an old car; from the allure of moving onto bigger and better things, to simply recognising the natural evolution of life stages causing them to “grow apart” from their old motor. This is the first campaign following the company’s rebrand (unveiled in December, crafted by Ragged Edge). It will roll out across digital and social media channels first including Meta, YouTube and PMax before landing out-of-home, across transport and tube stations across the country to include digital 48 and 6 sheets from the end of the month.