Interviews, insight & analysis on digital media & marketing

NDA Agency News: isobel, Pablo, Boldspace and many more

Plant-based food company Gosh! Food have appointed isobel as brand and creative partner. Gosh! produce all-natural plant-based falafel, bites, burgers, sausages and other foods. Independent creative agency isobel will partner Gosh! in their next stage of development.

A major new billboard and digital radio campaign launched by Creative Agency Pablo and intensive care rehabilitation nurse Kate Tantam, calls for an end to the postcode lottery for NHS rehabilitation services that help people recover from the likes of car crashes, cancer or strokes. There is currently no guaranteed access to this vital care. To highlight just how important rehab is and to help end this postcode lottery, the Pablo team travelled to rehab centres, hospitals and intensive care units in Plymouth and documented a series of ‘patient firsts’ that were only possible thanks to rehabilitation – these ‘firsts’ include the first tentative footsteps or first halting words – monumental milestones for those lucky enough to receive specialist rehabilitation care. The campaign is supported by more than 20 healthcare charities, royal colleges and professional bodies such as the Chartered Society of Physiotherapy (CSP), the British Geriatric Society, Asthma+Lung UK and the Stroke Association who are all members of the Community Rehabilitation Alliance. The billboards are live in seven cities throughout the UK and the digital radio ads are being played nationwide. Some OOH Media has been donated by Jack Arts. Digital radio airtime was secured by YOU Agency.

Industry confectioner, The Serious Sweets Company, has appointed Boldspace as its social agency partner for the gourmet marshmallow business, Mallow & Marsh. This collaboration marks a significant milestone for the brand and follows Boldspace being appointed to manage Mallow & Marsh’s brand refresh earlier this year. Mallow & Marsh, a distinguished UK-based confectionery brand known for its craft-quality mallow bites and bars, has been creating waves in the food industry since its inception in 2013. With a focus on sensational flavours and premium quality, the brand has successfully garnered a widespread distribution network and a dedicated fanbase. Acquired by The Serious Sweets Company in 2023, Mallow & Marsh is set for ambitious growth this year, with stocks already available in leading UK retailers such as Tesco, Sainsbury’s, ASDA, Waitrose, and Ocado. Boldspace, rapidly making its mark in the global food and drink sector, has been appointed to creatively develop and execute all Mallow & Marsh’s social activity, across Instagram, Facebook and TikTok. Taking the brand’s latest refresh as a jumping-off point, Boldspace hopes to bring Mallow & Marsh’s social content into a new era, with delicious recipes, brand-building content and creative posts. The agency has already established strong credentials through its work with notable clients in this space such as TGI Fridays and Greek food brand DODONI.

Digital agency group idhl is consolidating eight of its brands as it sets out its plans for future growth. Employing nearly 400 people with offices in London, Leeds, Manchester and Harrogate, idhl will bring WMG, Ingenuity Digital, Equation, Statement, NetConstruct, Pinpoint, Ampersand and Conesso under its main brand title. Fostr, which idhl Group acquired in 2021, will remain in situ due to its specialisms in fashion, beauty and luxury sectors. The group, which received backing from Bridgepoint Development Capital in 2021, specialises in performance marketing, eCommerce, web development, and email marketing. Across all nine brands, idhl Group works with a broad range of clients spanning sectors including financial services, professional services, industrials, luxury and fashion. Clients and staff members have been informed of the brand consolidation, and a transition period is now underway before the full rebrand is completed in June. The agency group delivered revenues of nearly £38m in the last financial year. 

NHS England has unveiled a new multichannel campaign ‘The place to go’, to raise awareness of a new extended offering from community pharmacies, which enables pharmacists to supply some prescription-only medicines when clinically appropriate. The push, which is part of the ongoing ‘Help Us, Help You’ campaign, was developed in partnership with M&C Saatchi. In a major move for the NHS and pharmacies across England, the new offering enables pharmacists to supply some prescription-only medicines, to treat a range of common conditions like sinusitis, earache and uncomplicated urinary tract infections in women, when clinically appropriate. More than 90% of community chemists in England have already signed up to the scheme, which aims to make it easier for people to get the help they need and free up millions of GP appointments. This new campaign aims to boost awareness of the service amongst adults aged 18 to 40 who are experiencing minor health conditions. A light-hearted 30-second film, directed by Andrew Gaynord at MindsEye, shows various people up and down the country visiting their local pharmacy to get the help they need for different conditions. The signs outside each pharmacy have been changed to reflect the inner worlds of the ad’s protagonists, with names including “It Burns When I Pee Pharmacy” and “This Earache is Getting Worse Pharmacy”. The campaign is running across video-on-demand, out-of-home, social, programmatic display and search. Media planning is by Wavemaker and media buying is by OMD.

Payment giant, WEX, have chosen to partner with independent agency,  ROAST for their digital services following a competitive pitch. WEX will have ROAST carry out services including SEO, PPC, Display and Paid Social. The digital activity is for EMEA markets. The brand approached media and performance agency, ROAST, with the challenge to grow their global revenue by 150% – and in doing so, increase the proportion of the global revenue that is attributed to EMEA.

Leeds-based digital agency, 26, has been appointed by electronic commerce retailer, Ebuyer, following a competitive pitch process amongst three agencies. is one of the UK’s leading retailers of electronics, technology, and office supplies. Following new ownership in Spring 2023, Ebuyer has ambitious plans to expand its product lines, audience and territories. 26 will be Ebuyer’s dedicated integrated marketing agency. Aligning to the business’ 5-year plan to double revenue, the agency will be responsible for everything from brand and performance marketing to data, CRO, UX and creative.

CreativeRace, a marketing and creative agency based in Leeds, proudly announces its recent partnership with Northern Trains on an innovative TV advert which launched earlier this month. The project included storyboarding and illustrative embellishments, signalling a step change in creative development for Northern’s brand platform, Go Do Your Thing. The creative brief was to showcase the many possibilities on its network and communicate the quality of the Northern service, building brand trust and increasing appeal for train travel versus the car. “Why Northern” and “Why Trains” were key questions to explore as part of the strategy and, with TV offering reach and building the most emotional trust with audiences, it was time for Northern to seed more leisure trips and a better way to get into work for the year ahead.