Interviews, insight & analysis on digital media & marketing

NDA Agency News: LADbible Group, M&C Saatchi, Poppins and more

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LADbible Group, the world’s biggest social publisher, have launched their campaign with Google and Harry Kane to showcase how Google’s AI, Bard, supports Harry’s new life in Germany through everyday situations on and off the pitch. With football as the #1 sport in DE and the UK and Harry Kane being one of the most talked about football stars in the world, the partnership sees LADbible Group launching a social-first content series with Harry Kane experimenting with the AI tool and translated into both languages, to complement the promotion of it to audiences in both UK and Germany markets. Filmed in Munich, the content series sees Kane creating playful scenarios to help everyday challenges he might face whilst living in Germany off and on the pitch. The films include requesting ideas for different goal celebrations he can use and explaining the offside rule during a rhyme to a young child, all to highlight that Bard is a useful tool for young people, to brainstorm ideas with, spark creativity, and accelerate your productivity. The activations will go live on LADbible Group channels to reach the UK audience (LADbible and SPORTbible, combined following 115.4 million).

LNER, the rail company that operates on the East Coast Mainline, has unveiled a major new multichannel brand campaign featuring its first-ever brand character, Eleanor. Called “Freedom all the way”, it was developed in partnership with M&C Saatchi, with online creative by Merkle and media planning and buying by Manning Gottlieb OMD. The new campaign follows four years of successful partnership between LNER and M&C Saatchi, during which time all brand metrics have increased significantly. Building on this success, the new push aims to inspire even more people to travel with LNER, more often, with an idea that translates across paid and owned channels. The creative idea was inspired by Fatboy Slim’s track “Weapon of Choice” and its iconic video starring Christopher Walken. The track was selected as the perfect vehicle to describe all of the things you can do on a LNER train, evoking the freedom offered by the journey. At the centre of the campaign is new brand character, Eleanor, a puppet that captures the joy customers experience when travelling with LNER. In a 60-second film, we see Eleanor enthusiastically making her way through the carriage, in awe of what’s possible on an LNER train, whether that’s watching a film, catching up with friends, getting stuff done, or just relaxing. At the end, she takes her seat and receives a warm welcome from a member of LNER’s onboard crew. Across other channels, Eleanor playfully engages with customers on their journeys, highlighting the benefits of travelling by train versus other modes of transport. The push showcases a new bespoke headline font as well as an updated look and feel for the brand, featuring the iconic LNER route line. The campaign is running across TV, video-on-demand, out-of-home, digital audio, social and digital channels, as well as on the LNER network.

Poppins, the agency that operates at the intersection of pioneering technology and creativity, has announced the acquisition of award winning specialist automotive and change management agency Y2Change. Y2Change brings brands like BMW Motorrad, Lotus and RockarTech under the Poppins umbrella and will join existing automotive clients Hemmels, Norton and Meyers Manx among others. The acquisition will see Y2Change founders Stuart and Nikki Hodge take on new roles at Poppins as Senior Vice President of Automotive and Vice President of Automotive, respectively, as the agency bolsters its strategic capabilities.

The Fast 800, Dr Michael Mosley’s science-based weight loss programme for better health, has launched a TV-led advertising campaign, created by Creative & Production Agency, Be The Fox to encourage people to change their lifestyle for the better in 2024. Dr Michael Mosley’s The Fast 800 is based on the latest science in nutrition and intermittent fasting and offers meal plans, workouts, and support for members. The multichannel creative showcases how people of all ages and from all walks of life can use the programme to help them lose and maintain a healthy weight and lifestyle. The campaign will run until 31st January 2024 in the UK and Australia across TV, BVOD and social media platforms.

Digital marketing agency, Bolser, has designed the new website for one of Europe’s largest town centre regenerations, North London’s Brent Cross Town. The bold new website by Bolser is a supercharged version of the original, with enhanced functionality and a significantly streamlined experience for site visitors. The transformation involved the creation of new website elements including bespoke residential pages, interactive maps to place users right in the heart of Brent Cross Town and removing friction for people making an enquiry. Drawing a diverse mix of audiences including local area residents, first time buyers, global investors and local councils, the site now speaks to the varied needs of each audience with a tailored experience.

Trinity Create, a Cheshire-based marketing solutions agency, is thrilled to announce a collaboration with Celtic Rewilding. Led by Harvey Tweats and Tom Whitehurst, Celtic Rewilding was established in 2020, dedicated to the reintroduction of Britain’s lost herptiles (amphibians and reptiles) and the rewilding of ecosystems. Trinity Create is poised to contribute to this cause by undertaking a comprehensive project that aligns with their shared values of environmental stewardship. As part of its commitment to environmental awareness, Trinity Create is excited to contribute to the vital conversation around rewilding and biodiversity across the UK. By engaging with industry-specific platforms, the marketing agency aims to bring Celtic Rewilding’s story to a broader audience, fostering understanding and support for their crucial work.

Conscious Communications, the Cambridge-based B Corp certified PR and marketing agency, has kickstarted 2024 with the addition of a number of esteemed organisations to its growing roster of clients. The new clients include British Antarctic Survey, Anglia Ruskin University, Cambridge Open Studios and Jigsaw Education Group. The British Antarctic Survey has appointed Conscious Communications to deliver internal and external communications to promote the latest construction season for its Antarctic Infrastructure Modernisation Programme, focusing on developments taking place at Rothera Research Station. The team is working with Anglia Ruskin University (ARU) to help celebrate a hat-trick of recent successes for the university. During the current academic year, ARU has been named the Times Higher Education (THE) University of the Year 2023, received a Gold award – the highest possible rating – for the quality of its education in the national Teaching Excellence Framework (TEF), and won the University of the Year title at the UK Social Mobility Awards. Over the coming months, the agency will be supporting Cambridge Open Studios to deliver a proactive media relations and social media programme to support the 50th anniversary of its July Open Studio Arts Festival. The team will also be responsible for devising and implementing a public relations programme to raise awareness, drive advocacy and encourage action for Jigsaw Education Group, following the appointment of a new CEO at the company.