Interviews, insight & analysis on digital media & marketing

NDA Agency News: Dentsu, VCCP, Brave Bison, MG OMD, Wavemaker and more

Snap and Dentsu have announced the launch of ‘Catalyst,’ a partnership focused on delivering immersive brand experiences via augmented reality (AR). The partnership is part of Dentsu’s client promise of innovating to impact, with access to Snap’s AR technologies and a focus on developing solutions tailored to meet the needs of each client. Through advanced analytics and data-driven insights, clients will gain a deeper understanding of the effectiveness of their AR initiatives, allowing for informed decision-making and optimisation of future campaigns.

O2 has launched a fully integrated campaign titled ‘Only O2/Roaming,’ from its agency of record VCCP London. The second phase of the Only O2 campaign series, Only O2/Roaming switches focus from the rewards and experiences available on Priority to O2’s inclusive EU Roaming offering, demonstrating the benefits of being an O2 customer through Bubl and a real-life family enjoying a holiday – without the worry of roaming charges. The 60” AV follows Bubl and the family as they navigate their way around Italy and Greece; checking directions, looking up idyllic sunset spots, finding language tips to communicate with locals and staying in touch with friends and family back home. VCCP’s content creation studio Girl&Bear worked with director duo thirtytwo and Anonymous Content on the new ‘Roaming’ film. Creative digital agency Bernadette also worked across the integrated campaign to bring digital, social and online elements to life. The campaign has launched across TV, Cinema, Radio, OLV, Social, Retail, D/OOH and O2 owned channels with a special continuity TV spot with ITV set to run during Euro 2024 coverage. The campaign will run until the end of August with media planning and buying led by MG OMD.

Digital media, marketing and technology company, Brave Bison has been selected by Yours Clothing, a plus-size fashion retailer, to handle its performance marketing following a competitive three-month pitch. Brave Bison will be responsible for driving efficiency in the UK market while setting the business up for success across core international territories (US/Ireland/Australia) as the retailer expands throughout 2024. To achieve this, Brave Bison will leverage its relationship with technology partners, such as Feedonomics and GWI, for the data and insight to determine the most profitable territories and how to navigate each respective market’s unique nuances. In particular, considering Yours’ brand mission to champion women and their curves, there is a need to understand the attitudes towards body positivity and self-love across target growth regions. This will include the use of AI insights to give an accurate reflection (and renewal) of their current core audience, alongside building out and managing all paid search, shopping, feed management and paid social channels.

Transport for London (TfL) has launched its new ‘TfL Cycle Sundays’ campaign to encourage Londoners to embrace cycling this summer, in partnership with its agencies of record VCCP London and Wavemaker UK. Launched ahead of last weekend’s RideLondon FreeCycle event, the fully integrated out-of-home, digital, and social campaign includes more than 60 localised cycling leisure routes carefully selected by TfL and its range of London cycling partners. The routes, available via the TfL website and TfL Cycle Sundays Club in the Strava app, are part of the campaign aimed at promoting the exploration of local areas by bike and addressing barriers to cycling felt by many Londoners. To capture the essence of local exploration, the campaign uses real Londoners cycling through the city, captured by London based photographer Nico Froehlich, alongside hand-drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink. TfL Cycle Sundays will run from May to the end of September.

Socially-led creative agency We Are Social has released a new report which helps brands tackle hate speech during major sporting events. Titled ‘Braving The Backlash: How Sports Brands Can Take a Stand on Social,’ the report has been written by We Are Social Sport and covers two key issues that are likely to result in online hate during sporting events: racial discrimination, and discrimination on the grounds of sexuality or gender identity. The agency’s research has found that these conversations spike on social media during major sporting occasions. As a result, Braving the Backlash examines these topics through the lens of two major sporting events this summer: UEFA Euro 2024 and the Paris Olympics/Paralympics, and advises brands on how to manage their response. Braving the Backlash lays out a three-step programme specific to both the Euros and the Paris Games. The initial preparation phase describes why sports brands need an anti-hate policy, what it should consist of and where to display it. This leads on to a collaboration phase, explaining how to co-create and work or stand alongside others from affected communities. The final step details the actions brands need to take depending on the issue at hand, from separation to deliberation.

Wavemaker UK has been commissioned to boost Henkel Consumer Brands’ presence on TikTok Shop alongside Rex Brown, as a fulfilment partner. Wavemaker UK’s social commerce capabilities, powered by GOAT, will support Henkel Consumer Brands with paid media activation for TikTok Shops across brands such as, LIVE, got2B and Bloo. The agency will further boost the company’s TikTok Shops through in-depth portfolio analysis and content reviews. GOAT will take the responsibility for crafting creator-led commerce content, which will be amplified using optimised TikTok ads, driving further conversions on the platform.

RocketMill, part of PMG, has been named as media partner by high-end luxury fragrance and retailer, Creed. Recently acquired by Kering, Creed was founded in 1760 and has become one of the world’s leading perfume. Seeking a partner to evolve their media and digital maturity to build on performance channels, RocketMill’s remit will focus on paid social, search and media fuelled by first-party data and lifetime value optimisation. RocketMill will aim to enhance Creed’s existing digital presence to generate awareness and reach new customers across the UK and Europe.

Creative agency Lucky Generals and PR agency Tin Man have been appointed as the brand creative and PR agencies, respectively, for EDF UK following a competitive pitch. The agencies pitched in partnership following a collaboration on Virgin Atlantic. They will launch a new long-term creative platform for EDF UK, highlighting the energy supplier as an alternative and promoting its role in providing low-carbon nuclear and renewable energy.

ALT, a creative media and digital marketing agency, has launched a 3D out-of-home (OOH) advertisement to promote the new visitor experience at The Scotch Whisky Experience in Edinburgh. This campaign marks the first use of 3D technology on Edinburgh’s major central thoroughfare, Princes Street. The Scotch Whisky Experience collaborated with ALT to bring a sector of their new experience to life through cutting-edge media. ALT’s vision was to capture the essence of the whisky distillation process and translate it into a visually captivating advertisement. By utilising suspended baubles and digital technology and visual techniques, ALT mirrored the distillation process featured at The Scotch Whisky Experience.