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NDA Agency News: Incubeta, Words + Pixels, VCCP and more

Digital marketing group, Incubeta, has announced it has been appointed by Golden Nugget Online Gaming (GNOG), an affiliate of one of America’s largest casino brands, to drive growth of its online channels including Paid Search, YouTube, UAC and Playstore. After both parties gained the necessary licences to operate in Michigan, Incubeta has launched Golden Nugget’s Google activity across the highly contested state. As a verified Google Marketing Platform Partner, Incubeta will work closely with Google’s real money gaming team in building, managing and executing campaigns for the online casino’s expansion across the US to boost performance and growth.

Digital agency Organic has launched a new website and brand identity for Stop Cyberbullying Day – an annual event founded and co-ordinated by The Cybersmile Foundation which reaches millions of people around the world on and offline each year.The agency, which has a longstanding relationship with the anti-cyberbullying charity, was tasked with creating a new, inclusive Stop Cyberbullying Day brand and website to support the charity in time for their next global event on the 18th of June 2021. The work included creating a new visual identity on behalf of The Cybersmile Foundation through evolving and redesigning the Stop Cyberbullying Day brand, making it more modern and fit for purpose. The agency worked closely with the charity to develop a new logo, colour palette, and iconography with a strong focus on accessibility. The brief also included developing a refreshed website and new digital experience for Stop Cyberbullying Day. The new website is more engaging for users, providing slick, easy to use functionality – enabling Cybersmile to showcase and reach its audience of supporters and partners more effectively. This is achieved via a restructuring of the website, with each section clearly signposted, making the online journey simpler. Organic based the designs for the new site around the need for a more inclusive experience that also reduced friction on the site.

Engineering AI software company Monolith AI has selected Words + Pixels to handle its communications. As more industry sectors incorporate the benefits of AI assisted technologies, Words + Pixels will focus on raising Monolith’s profile and communicating how AI is fuelling innovation in significant and unexpected ways in industries such as automotive manufacturing, aeronautical engineering and packaging manufacturing.

Mediareach Advertising is supporting the NHS Volunteer Responders programme (NHSVR), delivered by Royal Voluntary Service and enabled by the GoodSAM app on behalf of NHS England. Since the start of the pandemic, volunteers have been supporting those in need with shopping, prescription pick-ups, friendly phone calls and patient transport. Currently, there are 400,000 volunteers who have put themselves on duty over the course of the pandemic and they have responded to over 1.8 million requests for help during this time. Diversity communications experts, Mediareach Advertising, co-created content, targeted at volunteers and clients from multicultural heritage to encourage people to sign up as volunteers and also to raise awareness for those in need of the support. Mediareach were given the task of raising awareness of NHSVR within ethnic minority communities in ten identified locations in England to build confidence in the scheme and communicate how NHSVR can be accessed and supported by those communities.

Property investment company NorthHill has launched its first-ever social media campaign, “The Future is Flexible”, celebrating the future office space. The new campaign highlights how sustainable, design-led and flexible office spaces will drive the future of the workplace through a campaign film starring performer Louisa Fernando. Incorporating both organic and paid social activity, the campaign will run across Instagram, LinkedIn and stakeholder channels in a shift away from traditional print methods of marketing properties. In addition to creative development and execution of the campaign, The 10 Group will lead on social activation.

Publicis Media has announced it has been appointed to deliver the roll-out of Google Marketing Platform (GMP) services globally for Reckitt across all business units. The partnership will be led by a centralised team based in the UK, headed up by Richard Dance, Chief Digital Officer. Since securing GMP reseller status in 2020, Publicis Media has worked to consult with clients on implementing and operating the full suite of GMP tools which includes, Display & Video 360, Search Ads 360, Campaign Manager, Google Analytics 360 and Optimize 360. Publicis Media has been working with Reckitt since 2010, handling all media planning and buying through Zenith.

LinkedIn is shining a light on the unique benefits of the platform with the launch of its latest integrated, TV-led campaign. The launch comes as the UK is emerging from its third lockdown and research shows that two thirds (67%) of the workforce is feeling more optimistic about their career prospects. With spring in the air and the easing of lockdown restrictions, the ad plays on the visual of a neglected house plant coming back to life to reflect a renewed sense of hopefulness amongst UK workers – showing how ‘small steps’ can lead to a brighter future. The story will play out in a series of 60 and 30-second spots, strategically placed across TV, YouTube, Facebook, Instagram, Twitter and LinkedIn itself. To drive momentum for the second half of the campaign, LinkedIn will also make its TikTok debut with a bespoke hashtag challenge, starting in June. The fully integrated campaign sees LinkedIn teaming up with a series of influencers to talk about their career growth and, in keeping with the plant theme, the professional network will host a #KeepGrowing social activation for members to win one of hundreds of Patch plants. The campaign will culminate with a socially distanced careers event in June, complete with live jobs vacancies and career advice. VCCP is the lead creative for the agency, working alongside comms and social agency, Brands2Life who will support the roll-out and be responsible for the social execution, and the earned media activation and careers event in the UK.

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Patrick Collister: More is less

Patrick Collister, NDA’s monthly creative columnist, is the Curator of The Caples Awards, Editor of Directory and a friend to Ad-Lib.io.