Interviews, insight & analysis on digital media & marketing

NDA Agency News: Journey Further, M&C Saatchi London, The Think Tank and more

Premium heritage and lifestyle brand, Barbour has appointed performance brand agency, Journey Further to bolster growth in the UK, US, and European markets. After a fierce five-way pitch, the premium heritage brand, Barbour, has selected Journey Further to unify its brand and performance activity and drive growth across international markets. The agency will deliver an integrated approach, encompassing creative strategy, media planning, and performance marketing activity to help Barbour achieve its exciting growth objectives over the next 12 months. The agency’s strategic remit will focus on maximising Barbour’s digital footprint and increasing brand awareness globally by restructuring the brand’s content to articulate a distinct brand message and optimise performance through media channels. The agency will cultivate brand fame with its loyal target audience, as well as experimenting and capturing a new audience with substantial growth potential. Driving organic growth will also play a vital role in the strategy, utilising SEO and content marketing efforts to further solidify Barbour’s market presence.

London’s leading artists and art world figures, gallerists, museum directors and auction houses are uniting to launch a new creative campaign, LONDON CREATES, at the 20th anniversary of contemporary art fair Frieze London on the 11th of October. LONDON CREATES, a brand and campaign created by M&C Saatchi London, is being championed by the Evening Standard and the Mayor of London, Sadiq Khan, to support London’s place as a world-leading creative capital. LONDON CREATES has been developed to celebrate the capital’s world-leading cultural and creative industries following a challenging few years due to the impact of the pandemic and the cost-of-living crisis. It will initially focus on the promotion of London’s visual arts sector, with the ambition to extend to other areas of the arts in which London leads – fashion, film, theatre and music. M&C Saatchi London was responsible for developing the LONDON CREATES brand, campaign and communications strategy.

B2B PR and marketing agency, The Think Tank, has been selected by equipment management platform MachineMax to raise its profile as the company expands in the UK and worldwide. With a global presence and a customer base in diverse sectors such as construction and mining, MachineMax offers an equipment management platform and universal telematics sensors designed for off-highway fleets. MachineMax provides customers with data that unveils patterns linked to operational inefficiencies, for example; idle durations, fuel usage, emissions, geographical positioning, and operating hours. This ensures that MachineMax customers can optimise productivity, efficiency, sustainability and overall profitability. The Think Tank brief is to increase awareness of MachineMax with construction site managers and the agency won after a competitive pitch process.

To mark its 15th anniversary since launching in the UK, Spotify is this week running a series of print ads in national titles such as the Times, the Daily Telegraph and the Evening Standard to pledge its support for the Digital Markets, Competition and Consumers Bill. The Bill, as it stands, is set to improve digital products for consumers and give them better access to digital content and service. It is currently in passage through the UK Parliament. Spotify’s ads form part of Spotify’s ‘Time to Play Fair’ campaign, which aims to tackle Apple’s anti-competitive behaviour and advocate for a fairer digital marketplace. 

Incubeta has announced the addition of ABN AMRO, one of the largest banks in the Netherlands, as a new client. Having been selected as ABN AMRO’s Tech and Innovation Partner from an elite pool of the largest agencies within the digital industry, the win solidifies Incubeta’s position as a growing leader within the digital space, particularly across the BENELUX region. Setting themselves apart from traditional media buying agencies, Incubeta positions itself as an advanced data solutions provider. For ABN AMRO, Incubeta will specifically be focused on addressing data structures and quality inside of ABN AMRO’s Google Marketing Platform (GMP). The agency’s track record in delivering data-driven marketing solutions to complex ecosystems for the likes of L’Oreal, Accor Hotels, and KIA has played a pivotal role in securing this highly sought-after client. With its extensive experience and expertise in performance marketing, search, programmatic, data and creative solutions, Incubeta is well-positioned to provide ABN AMRO with scalable innovation and data solutions strategies tailored to the bank’s complex needs and unique goals. 

Hyper-realistic plant-based meat business THIS™ has announced the launch of the brand’s first TV advert on ITV, following the Media for Equity deal announcement last month, featuring the acclaimed food critic Grace Dent. The latest through the line advertising campaign, set to run throughout October and November, is the brand’s biggest advertising campaign to date, investing over £600K across TV, OOH, in-store, digital, influencer and social activations. THIS™ first TV advert, which features restaurant critic and columnist Grace Dent, tasting what she thinks is a pork sausage will air across ITV and ITVX from the 16th of October. The plant-based brand has become the first food brand to receive investment from ITV as part of their Media for Equity programme. Supporting the TV advert, which goes live on ITV the week commencing 16th October, a creative OOH campaign across the London Underground and bus sides featuring the brand’s award-winning THIS™ Isn’t Pork Sausages went live this week. The hero OOH shot of a THIS™ Isn’t Pork Sausage is accompanied with copy highlighting the staggering fact that their plant-based sausage has 83% less saturated fat than a pork sausage. THIS™ Isn’t Pork Sausages were compared to five pork sausage products that can be found on supermarket shelves, to reveal the whopping 83% less saturated fat they contain compared to pork sausages.

Mondelēz International has officially announced the return of Toblerone, an original icon with a future proof long-lasting vision of product innovation and category disruption through a new type of premiumness. In a world craving for originality, there are a lot of boxes to fit into but still we have standardized ways of working and living. Sometimes we move so fast that we don’t even stop to reflect whether there are alternative or more original ways. “Never  Square”, the brand platform ideated by the creative agency LePub Amsterdam, wants to inspire people to look at conventions  and standards with a cheeky, progressive, and grown-up point of view – just like the brand’s founder Theodor Tobler encouraged in 1908. In fact, when the chocolate industry only proposed squared-format bars, Toblerone boldly launched a triangular-shaped-product, proving since the very beginning the brand would have never adhered to the standards. The new unveiled brand signature, “Never Square”, mirrors this spirit, aiming to show exactly the attitude that questions standards, encourages uniqueness and champions those who dare to be different. Towards this goal, Toblerone and LePub Amsterdam collaborated with fashion photographer Manu Fauque, who has previously worked with celebrities, magazines and fashion brands. His keen eye brought a fun and bold twist to the progressive and premium brand – bringing a more editorial aesthetic treatment. 

Global Sport and Entertainment marketing agency Fuse has been appointed by British Gas as their agency for its partnership consultancy and activation. British Gas joins Fuse’s roster of clients that include PepsiCo, Vodafone, Nissan, Enterprise, FedEx and Just Eat. Fuse has been working closely with British Gas for the past 8 months to secure its return to the sports partnership industry, negotiating major deals with the Scottish Rugby Union, the Scottish Football Association as well as Team GB and ParalympicsGB – the latter two announced earlier this week. As part of the new Team GB and ParalympicsGB deals, Fuse will be supporting British Gas in the delivery of the ‘Get Set for Positive Energy’ programme; a pioneering nationwide initiative that uses the power of sport to promote healthier lifestyles and educate young people on sustainability and the steps we can take to create a greener future. The programme is expected to reach up to 1million young people and families across the UK. Fuse has also played a key role in securing high profile ambassador deals for British Gas with major Olympic and Paralympic talent including Tom Daley OBE, Ellie Simmonds OBE and Katrina Johnson-Thompson who will feature in their brand campaign across the next 12 months.