Interviews, insight & analysis on digital media & marketing

NDA Agency News: iCrossing UK, AccuraCast, Lickd and more

iCrossing UK has unveiled an evolved brand identity and new proposition: Change. Made Simple, created to reflect the agency’s proven approach to helping clients create real digital step-change and fuel its continued growth. The new proposition is rooted in iCrossing’s belief that moving too slowly in digital is the biggest threat facing businesses today. No category is immune to change, and the past 12 months have shown that if you don’t focus on digital now it may soon be too late. The launch also follows the recent appointment of Jamie Clifford as the agency’s MD.

London-based digital marketing agency, AccuraCast, is planning International expansion after achieving an average of 48 per cent growth each year for the past five years. The agency, which focuses on helping businesses to grow their online presence Internationally, is itself gearing up for overseas growth with plans to establish French, German and American offices either directly or through acquisition. As a finance expert with extensive mergers and acquisitions experience, MAP, is supporting AccuraCast with its expansion plans.

Lickd, the digital platform helping YouTube content creators legally use the music they love, has signed with advertising, media and music agency, Truant London, after a four-way competitive pitch. Truant has been appointed as Lickd’s first ever creative agency partner to help the brand further cement itself into the hearts and minds of the YouTube creator community, via an attention-grabbing ‘Supercharge Your Content’ communications platform and media strategy that spans both the UK and the US. Debut work breaks in Q3 2021 across digital channels and key global creator events including VidCon 2021. The creators themselves will feature at the heart of the campaign, using grassroots talent as brand presenters to bring to life the benefits of using Lickd. From gamers to fitness instructors, choreographers and food fans, Truant will target Gen Z YouTube creators with 1,000+ followers by developing an energetic, distinct and visceral campaign built upon the creative idea of ‘Supercharge Your Content’.

Merlin Entertainments is launching a major new campaign to promote The lastminute.com London Eye. The push was developed in partnership with creative agency ELVIS, which it appointed to the brief after a competitive pitch earlier this year. Following the most challenging year ever experienced by the global attractions business, The lastminute.com London Eye has worked with ELVIS to create a campaign which aims to stand out in a fiercely competitive market, reinforcing the attraction’s status as an icon and broadening its appeal to domestic tourists. “Rediscover the feeling at every turn” brings to life the rich quality of the experience offered by The lastminute.com London Eye, and positions it as THE leading attraction in London. The push seeks to drive category leadership and an emotional connection, enticing Covid-weary locals back to experience the attraction.Featuring stunning photography of the views afforded by The lastminute.com London Eye, executions feature lines including “WOW” and “OH MY GOSH”, with The lastminute.com London Eye forming the letter “O”, along with the campaign line “Rediscover the feeling at every turn” and an invitation to book a visit at LondonEye.com. The campaign will run across out-of-home, social and affiliate channels. Media planning and buying is by Vizeum, with space provided by Posterscope.

Havas Media Group has announced the launch of a new sustainability marketplace in the UK, as part of its ongoing commitment to making a meaningful difference to brands, businesses, and people, and its mission to understand the most “Meaningful Media”— the media channels, moments, and brands that really move consumers to action. Brands signing up to the marketplace will be offered access to publishers and networks that are focussed on building a sustainable media ecosystem, as well as sustainability-oriented content, and can also reach audiences who are engaged with sustainability issues and ready to drive change.

Creative agency Joint is helping furniture retailer DFS go for comedy gold with a daily content show created in Tokyo featuring Team GB athletes. Comedian Justin Moorhouse will host #OMGB, a daily series of light-hearted Team GB updates from the sofa in Tokyo – featuring post-event interviews, features on the medal winners and some unusual sporting challenges, such as the Japanese competitive sport of…cup stacking. The project was awarded to Joint in 2020 ahead of the original date for the Games. The idea of a daily show was developed by Joint alongside PR Agency Teneo and will feature some of Team GB’s star athletes such as Max Whitlock, Adam Peaty, Jazmin Sawyers and Vicky Holland.  The show will feature on both Team GB and DFS’ YouTube, Instagram and Facebook channels. Standalone, shorter content will also be produced and amplified across other platforms including Twitter, TikTok and Instagram – as well as on the athletes’ personal social accounts. 

Copy House, an award-winning content marketing agency specialising in technology and FinTech, has grown during the pandemic,from a 60% annual growth rate to a projected 280% annual growth rate for 20/21. In addition to this annual growth, since launching the company’s specialised marketing services in 2019 and pivoting to its technology specialism and agency model the UK-based content marketing agency Copy House has also grown 900%.

Bed Head by TIGI has appointed Lucky Generals to work on a new brand positioning and brand platform activation to drive  brand appeal to a wider consumer market. UK Brand Team at Bed Head said: “After 25 years of creative styling we wanted to work with an agency who recognises our need to push the boundaries of the brand to the next stage but retains our heritage and bold creativity.  We believe Lucky Generals is the perfect fit.”

The Department for Work and Pensions (DWP) is revealing a major new multichannel campaign to encourage jobseekers to access support through its ‘JobHelp’ website. The push was developed in partnership with M&C Saatchi. As the labour market recovers from the impact of the Coronavirus pandemic in the UK, DWP has partnered with M&C Saatchi to develop a campaign helping jobseekers, those on furlough and ‘the worried working’ to see their strengths differently, and encourage them to discover support, training and advice on finding their next opportunity. Based on the insight that many jobseekers feel lost in the current labour market, but are keen to put their strengths to work, “Somewhere out there” encourages people to find what they are looking for from work rather than focusing solely on gaining employment. The campaign launches with a 30-second TV spot directed by Vince Squibb at Academy Films, supported by cinema, radio, digital and social activity. Working with M&C Saatchi M&KE, the DWP has also given the JobHelp digital platform a complete overhaul, from mapping user personas and customer journeys through to design and build.

Global data and measurement-driven media agency Essence has announced it is expanding its consulting division, housing industry-leading experts set to deliver strategic vision and bespoke digital solutions to elevate brands through the next iteration of the digital economy. Globally, Essence Consulting operates in parallel to the agency’s full-service media offering. In EMEA, the expanded consulting division will deliver data, technology, eCommerce, and media in-housing expertise. Aimed at brands looking to develop key strategic business areas, ahead of the media planning implementation stage, the venture will ensure clients have clear direction on priority business development areas.

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