Interviews, insight & analysis on digital media & marketing

NDA Agency News: Digital Ethos, Spark Foundry, Azerion and more

Digital Ethos has launched its Graduate Academy this month to help graduates gain industry experience in digital marketing. The Leicester-based agency has launched the paid graduate scheme this year, which gives three individuals a chance to gain industry experience and guidance across PPC, Paid Social, Technical SEO, Content, Digital PR, Organic Social, and Business and Strategy. The scheme is open to graduates from De Montfort University and surrounding universities in the East Midlands who come from a creative or marketing background. Joining the scheme are Kimran Gill, Bushra Siyam, and Arjun Rajeev. Graduates who successfully complete the programme will be offered a chance to join the agency permanently, with the opportunity to specialise in a service offered by Digital Ethos. The agency has also strengthened its Content, PPC, CRM, and Technical SEO offerings this year with 6 new appointments. Digital Ethos launched its CRM offering with the introduction of Tamaryn Abrahams, based in South Africa. Abrahams brings more than 10 years of CRM to Digital Ethos, having experience working both in agency and in-house marketing teams. In her new role as CRM Specialist, she will be combining creativity, analytics, and consumer data to develop targeted marketing campaigns, enhance customer engagement, and optimize the overall customer experience.

National Rail has launched an exciting new gaming campaign with Roblox, featuring train travel as the key mode of transport between Roblox Games in the virtual universe, a first of its kind initiative never seen before by the gaming world. Players will be able to go into 16-25 Railcard branded train carriages and be transported to other worlds within the game. Alongside the branded train carriages, players will be able to fully interact with a train conductor to learn more about the benefits of the 16-25 Railcard. Led by Spark Foundry’s specialist gaming proposition – Publicis Play – the campaign will run from 11th September -19th October and aims to capture the attention of students across the country looking to save money on train trips as they begin to make travel plans for the new term. The campaign media planning and buying was led by Spark Foundry, National Rail’s media agency, via the specialist Gaming division Publicis Play – a division that offers clients an end-to-end gaming solution spanning media, production, data, commerce and creative. Working alongside National Rail’s creative agency Accomplice, Venatus a leading advertising solution in gaming, was responsible for the campaign concept and the gaming unit within Roblox.

Azerion, one of Europe’s largest digital advertising and entertainment media platforms has announced it has entered the North American market following the successful integration of recent acquisitions – Hybrid Theory, Infinia, and Targetspot – to form a single entity, Azerion US. Azerion is unique in its ability to use data captured from browse, search, share, social, and context to identify and build custom audiences in real-time. Its datasphere consists of over 90 billion monthly data events, allowing Azerion to scale even niche or cookieless audiences. Fed by data that is refreshed every two hours, it also brings live audience insights into targeting strategies, helping clients drive performance at all stages of the funnel. Azerion brings access to exclusive first-party data and video, display, and audio supply from 20,000 owned and operated games plus more than 15,000 owned and operated digital radio stations, all housed within its own proprietary advertising platform, Improve Digital, that automates the transparent buying and selling of premium inventory across its own supply and wider third party partner supply.

PR and social media agency Down At The Social has won a competitive pitch to launch a game changing new heating gadget which is set to fight fuel poverty and help households nationwide this winter. Airgon is a North West designed and manufactured appliance that attaches to the heating system and by removing air, makes the radiators hotter, increasing the amount of heat transferred for less fuel. It also works to prevent cold spots building up in the radiators. Down at the Social is briefed with making this £249 gadget a household name through a campaign of media relations, stunts and digital PR alongside an exciting partnership designed to help people who are struggling to pay their bills as well as those who wish to make their home more energy efficient.  

During London Design Festival 2023, equity campaign Design Can is sending a bold message to the UK’s creative sector with street posters: are you using your power? The campaign has been developed in partnership with global street advertising agency UNCLE who have printed and distributed the posters, and designed by cause-led brand agency TEMPLO. On 8 September, the message appeared at 400 locations across London and will remain in place until 25 September 2023. It comes at a time when creative businesses are gathering in the city – kick-starting a conversation about how everyone should play a role tackling inequality. The campaign launched officially at NOW Gallery on 14 September, and a QR code on the posters links to a digital call-to-action on, where users can also find further resources on allyship and inclusion.

Joint has launched its new creative campaign for Amazon Web Services. The campaign will hit US televisions and digital platforms in time for the new NFL season, making this year’s opening bigger and better than ever. Joint has built on their existing creative platform, first introduced to the AWS Sports partnerships in 2022, which showcases the different ways AWS revolutionises the sport with transformative technology including machine learning, AI and data analytics. The partnership goes beyond stats and deep dives into game changing elements from player health and safety to building the perfect schedule from a quadrillion possibilities. To bring this to life, the agency and client collaborated with Supercontinental, Rascal, Final Cut, Wave Studios, Nick Rapaccioli Music and Major Tom.

Dominus have appointed design and development agency, Kitty, to create  a cohesive online presence through a digital rebrand. The agency will be  responsible for both the design and build of the new sites. Following a competitive pitch, Kitty was the chosen partner for the UK-based real  estate company focused on regeneration, hotel, residential and commercial real  estate sectors. The brief included bringing forward Dominus’ key values and operations to their  various target audiences. The challenge was to create a site that will help Dominus  compete within the market and promote its values to a variety of target audiences  with different interests in the business, including banks, investors, charities and  contractors, without alienating one another.