Interviews, insight & analysis on digital media & marketing

NDA Agency News: Journey Further, Ogilvy UK, Loud Mouth Media and more

Performance marketing agency, Journey Further, has launched its first creative campaign for international clothing textile brand, TENCEL™. Journey Further were tasked with creating a brand platform and launch campaign that would enable the brand to better engage with shoppers seeking sustainable fashion. The strategic plan for the campaign was to highlight the incredible brand partners of TENCEL™ including Fila, Jack&Jones, Esprit, Guess, Only and Selected. The ‘X’ campaign was created, including new brand guidelines to highlight co-branded partnerships and has already been rolled out across the UK, Germany, Turkey, India, Indonesia, Singapore and China, and is due to launch in the USA in 2022. Journey Further’s campaign combines static and video assets that have been deployed across YouTube, Facebook, Instagram, Teads and VPON, including 30 second ads and six second bumpers. The art direction and tone of the advertising takes inspiration from the aesthetics of the fashion world and positions TENCEL™ in the same energetic and eye-catching light as many fashion-forward brands. The campaign also included a 3D animation that showcased the forest to fiber story of TENCEL™ and was made alongside We Are Covert.

Global advertising group, Ogilvy UK, is celebrating National Apprenticeship Week with the 2022 launch of The Pipe, its acclaimed apprenticeship scheme. The Pipe – named after David Ogilvy’s ubiquitous smoking pipe – is now open to applicants looking for Account Management roles. Having begun in 2016, The Pipe aims to provide accessible routes to employment in the creative industries, whilst championing all forms of creativity and diversity. The scheme is now successfully entering its sixth year of recruitment and is open to all applicants regardless of background or qualifications. Successful Pipers are paid the London Living Wage throughout their two-year training and there is no degree or experience requirement. Since launch, Ogilvy has taken on 45 apprentices, across Consulting, Strategy, Data, Finance, Production and People, with over half from ethnic minority backgrounds. In 2018, it hired 90% of apprentices for permanent jobs. Ogilvy hopes to open applications for additional roles in Consulting and Strategy later in the year.

Loud Mouth Media, a performance marketing agency, is proud to announce that it has achieved 2022 Premier Partner status in the Google Partners programme. From its offices in Belfast, Glasgow, Dublin and London, Loud Mouth Media’s team of experts provide integrated specialist services across PPC, Paid Social, SEO, Performance Creative, Video Marketing, Ecommerce and Digital Strategy to clients in a wide range of industries. In January, Google recognised the achievements of top-performing digital marketing partners across the globe by awarding Premier Partner status as part of the new Google Partners programme. The programme has undergone significant changes for 2022, including redefining what it means to be a Premier Partner through new, advanced programme requirements and offering new Premier Partner benefits to support growth and success with Google Ads. 

Violife, the vegan alternative to cheese products, has announced its new ‘Change Your Cheese, Change Your Planet’ campaign to celebrate it’s dairy-free range. The fully integrated campaign devised by VCCP Media, Topcut-Modiano and Newton encourages consumers to try Violife, and ‘Change your Cheese’ from dairy to vegan, in a bid to reduce our harmful impact on the climate. The media campaign by VCCP Media is multifaceted and runs across many platforms, designed to target multiple audiences and not just Vegans given the soaring popularity in dairy alternatives.  Rolling out on TV and BVoD, the media strategy not only delivers awareness and visibility for the brand, but also delivers hyper targeting using shopping data to identify consumers who are in the market to nurture the consumer through the path to purchase. This is replicated in digital channels led by social where VCCP Media have again targeted multiple audience segments including Vegans, Curious Foodies, Health Conscious, Environmentally Conscious to drive home the ‘Change Your Cheese, Change Your Planet’ messaging.’ The campaign launches with a 40” hero film, and is supported by a 20” cut down across TV and BVoD. The playful creative by Newton and production Topcut- Modiano showcases everyday foodie moments such as dining out, cooking at home and indulging at the cinema whilst introducing Violife’s ‘change’ meals.

TMW Business is launching a multi-media Pan-European campaign to support Amcor, a global leader in developing and producing responsible packaging solutions, on the introduction of its unique high-barrier, recyclable packaging for snacks, confectionery and more. Following years of research and development, Amcor is releasing its new LifeSpan® Performance Paper product under its AmFiberTM product platform. This offers brands the natural look and feel to meet the growing consumer desire for more sustainable, recyclable paper-based packaging. One of the product’s central features is its 80% paper fiber content which, along with being FSC®-certified and PVDC-free, helps meet industry best practice for more sustainable paper packaging. TMW Business’s content and media campaign has been designed to share the unique product features with brand leaders and product managers in key verticals, highlighting the commercial benefits of transitioning towards paper-based products. It involves a comprehensive set of activities across digital content, video, paid media and social. This includes a 30-second animated video to launch the campaign featuring origami-themed designs showcasing the paper-based aspect of the product, all set within a natural landscape that influences the aesthetic of the entire campaign.

Student marketing agency Raptor, which aims to inspire, challenge and support the next generation to grow and make a difference in society, has appointed Words + Pixels PR agency to showcase their campaign work and shine a light on their work they do to support their student network. Words + Pixels will work with Raptor to drive awareness of the company’s innovative and experiential campaign work alongside focusing on the work they do to provide mentorship opportunities to their network of student brand ambassadors. In addition to the work with Raptor, Words + Pixels will also continue to work with their sister company ayda – the hybrid campus events platform – to communicate the benefits of hybrid events within the higher education space.

Digital agency, twentysix, has announced it will expand its physical footprint with a new office in Belfast, Northern Ireland, creating 20 new jobs whilst capitalising on the city’s status as one of the FDI Tech Cities of the Future. The strategic move which supports the agency’s long-term growth plans follows a raft of new business wins (including Tag Heuer, Holland & Barrett and CIPD) and significant client growth. twentysix will build upon its industry-leading technical and media offering by hiring key roles across website development, DevOps, SEO and paid media. In addition to opening a new office, twentysix aims to establish long-term relationships with Belfast’s education providers, creating a gateway for future talent to get into digital through dedicated apprenticeship and graduate programmes.

Just Play UK, the UK subsidiary of US toy company Just Play, has announced the appointment of Havas EntertainmentHavas Media Group’s entertainment and culture proposition, as its media planning and buying agency. Havas Entertainment will now partner with Just Play UK to develop and execute a media strategy to support a number of the company’s key licensed ranges, including Blue’s Clues & You! and Disney’s Mickey and Minnie, as well as their owned brands, such as the iconic Slinky, aiming to create demand amongst kids and their parents. Activity will run across TV and digital channels, supporting Just Play UK’s digital-first approach.

Dianhun Network, one of China’s biggest online gaming companies, has appointed creative agency Waste Creative as creative partner to work across a number of their new titles. Waste will now partner with Dianhun Network on in-game character design and the development of key visuals for several new games. The news follows Waste’s acquisition by Keywords Studios, the international technical and creative services provider to the global video games industry, in December 2021.

Independent communications consultancy Harbour Collective has been appointed as strategic and creative partner for London-based fintech, Soldo. Harbour’s first task is to develop brand positioning work to support all marketing campaigns going forward into 2022. Soldo is the latest brand that Harbour has added to its roster in the last twelve months of growth – others include Tilney Smith & Williamson, Upstix, Bestinvest and BT. The consultancy has also expanded its relationship with existing clients such as McCarthy Stone, The Athletic and Suicide & Co.

Wavemaker has collaborated with Sky Media to enable Peroni Nastro Azzurro to become the inaugural sponsor of Sky Atlantic Video on Demand (VOD) content on NOW.  The sponsorship campaign will run across the channel’s award-winning drama content and popular programming such as House of the Dragon and Gangs of London S2 for 12 months from 7th February. This premium sponsorship opportunity will go live with a campaign produced by Trouble Maker that brings Peroni Nastro Azzurro’s unique Italian style proposition to life by simply stating ‘We’re Italian. Of Course We Love a Little Drama’. The creative draws on the brand’s proud Italian heritage and shows a group of friends on the Italian coast in what feels like the start of a drama, but leaves the story to the imagination of the audience to create their version of what could happen next. 

Bensons for Beds, the nationwide bed and mattress retailer, has appointed the7stars as its new media agency to handle UK media planning and buying. This month, the7stars will work with Bensons on integrated media strategy, planning and activation. The brief is built around Bensons’ three-year plan and growth ambitions. The agency is tasked with building Bensons for Beds digital capabilities and driving business growth through an integrated and cohesive brand strategy that spans physical stores and digital channels. The Bensons for Beds account follows on the heels of a number of new wins for the7stars this year including AG Barr, Kao, and a coveted place on the Crown Commercial Services for Public Sector Planning and Buying. The competitive pitch process for Bensons was managed by The Aperto Partnership and the7stars was one of four agencies to make the final round. 

Growth marketing agency Space & Time is unveiling LaunchPad, a new entry-level training programme designed to develop skilled digital marketing professionals and launch their careers at the agency. The programme begins with a comprehensive three-month training schedule focused on developing a strong grounding in the fundamentals of digital marketing, including organic and paid search, paid social and programmatic advertising. LaunchPad will also develop strategic thinking, client experience capabilities as well as technical and soft skills. After three months, recruits will be integrated into teams, working closely with experienced colleagues, and continuing their own personal digital platform certifications. To begin with, LaunchPad will offer four, salaried, full-time positions. There are plans to evolve the programme with subsequent cohorts and to develop community links as well as relationships with educational institutions in and around the agency’s office locations: London, Manchester, Edinburgh and Reigate. LaunchPad marks the next phase in the development of the agency’s award-winning Space Academy, a bespoke, internal training programme for employees.

The start-up tackling online misinformation, Factmata has appointed performance-driven marketing and communications consultancy Hard Numbers as their lead PR agency. Hard Numbers’ remit will include thought leadership and content creation designed to build greater awareness of Factmata’s technology, whilst driving traffic and leads from communications professionals at large corporations or the agencies advising them, to NGOs, charities and journalists. Or anyone that needs to monitor news and narratives about themselves, their products or consumer attitudes online.