Interviews, insight & analysis on digital media & marketing

NDA Agency News: ScienceMagic, Fox Agency, OMM and many more

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Brompton, famous for its iconic folding bike, has unveiled its first global brand campaign, “ab ra ca dab ra”, which celebrates the transformative freedom created by its “magical engineering”. The campaign was developed in partnership with ScienceMagic, following its appointment as the brand’s lead global strategic and creative agency earlier this year. ScienceMagic has partnered with Brompton to develop a new creative campaign in order to connect the brand with a global audience of Urban Outsiders – people with an urban mindset living and exploring the city outside. The campaign aims to drive growth and brand awareness, as well as reframing perceptions and breaking down barriers to purchase, and inspiring more people to get on a bike. The new campaign is underpinned by the idea of the transformative freedom created by Brompton’s “magical engineering”, honouring the brand’s founder Andrew Ritchie, whose original brief to himself was to design a “magic carpet” that would make travelling across London easier for all. Born from this original ambition, ScienceMagic landed on the creative concept of “ab ra ca dab ra” – a celebration of the magical way in which the Brompton bike can solve big and small challenges, but also using the five syllables of the phrase to reflect the five moves of folding and unfolding a Brompton bike. The media activations have been developed with globally consistent but locally relevant executions for each market, to tackle specific issues audiences face in their cities – whether that’s a lack of space in New York or too much congestion in Beijing. Dynamic Creative Optimisation will be deployed to ensure that campaign messaging is relevant and resonates through the executions’ placement at locations of major disruption for commuters.

tesa, the international manufacturer of innovative tapes and self-adhesive product solutions, is expanding its agency setup and will work with Fox Agency in the future for global B2B communications in the industrial segment. Starting immediately, tesa’s new agency partner will develop and realize integrated campaigns aimed at different industries worldwide in close cooperation with tesa. Fox Agency’s responsibilities will include global market research, strategy, and planning, as well as the creative development of concepts and content. This encompasses localised campaign materials, digital content, 3D animations, videos and moving images.   

OMM had the opportunity of building a unique “world-class interactive experience” in the heart of Limerick, Ireland. The International Rugby Experience has been built on the foundations of World Rugby’s values, Passion, Discipline, Integrity, Solidarity and Respect. Visitors will be immersed in a truly authentic and exciting experience that reflects all the elements of the game. Chosen for their expertise in digital experiences, OMM played a key role in transforming world-renowned Níall McLaughlin’s architectural masterpiece into a set of experiences that is just as unique on the inside as it appears on the outside. Paul O’Connell, International Rugby Experience Chairperson and one of the sport’s most renowned figures, describes the experience as “one of the best of its kind in the world”. Having been assigned the colossal task of the creative and development of all the experiences throughout the IRE building, OMM created an overarching design system ensuring good design thinking and consistency across all experiences. Thus, creating the foundations for the final creative treatment, storyboarding, scriptwriting, film production, video edits, backend architecture & database creation, Unity game engine and Touchscreen development. 

Ahead of Xperience 2023 (June 19-21), the customer experience (CX) event of the year, Genesys® highlights how organisations are transforming their customer engagement through the power of the Genesys Cloud CX™ platform. With nearly 30% year-over-year growth on the platform in total customers during the company’s most recent fiscal year 2023 (February 1, 2022-January 31, 2023), Genesys Cloud CX today powers more than 4,500 organisations to orchestrate loyalty-defining experiences that give them a competitive edge while helping them gain efficiency and scale. Strong customer demand for the all-in-one Experience Orchestration platform has propelled the company’s momentum with more than $2 billion total revenue reported in the last fiscal year. Join Genesys at Xperience ‘23 to learn directly from their customers about how Genesys Cloud CX empowers them to transform their customer and employee experiences. The three-day event will feature some of today’s most forward-thinking organisations, including Virgin Atlantic, ATB Financial, Coca-Cola Bottlers’ Sales & Services Company, GM Financial, GSG, Lighthouse Works, The National Domestic Violence Hotline, Rabobank, TechStyleOS and more. Registration is open now.

Creative agency VCCP, is launching an AI creative agency called faith. The new agency will act as the Group’s Generative AI creative shop, producing work for new and existing clients and through a pioneering partnership with two universities will also act as an explorative R&D hub. The agency launches globally and will work alongside VCCP’s seven international offices, servicing VCCP’s worldwide roster of clients. VCCP has created and been using generative AI tools for several years within its media, data, planning, production and UX/UI capabilities. This move sees the network further invest in their AI capabilities to accelerate and diversify their learning and client offering. faith will be spearheaded by VCCP Partnership CEO, Michael Sugden who will also become CEO of faith. The agency will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers.

Morrisons is bringing back “More Reasons To Shop At Morrisons” including a rework of the iconic jingle. Created with Leo Burnett, the major new advertising and brand campaign debuts tonight on Coronation Street. It will celebrate the real and motivating reasons why customers choose Morrisons, in a funny and relatable way. Following research* into Morrisons distinctive brand assets, the campaign will see the return of the “More Reasons To Shop At Morrisons” strapline, which was introduced in Sir Ken Morrison’s time and still resonates strongly with consumers despite last being used in 2006. The “More Reasons To Shop At Morrisons” jingle also showed a very high level of brand recall and salience in the research and so it has been refreshed with a modern twist while retaining all the familiarity and nostalgia of the much-loved original. Morrisons bold new brand world and visual identity builds on the original branding. Specifically, the green and yellow colour duo and tree logo has been modernised and remains central to the new campaign after performing strongly in the research. At the heart of the campaign, a series of seven 20” adverts focus on a different ‘reason’ to shop at Morrisons in a vox-pop and humorous style, direct to camera.  The down-to-earth and unmistakably British films all end with the catchy new jingle and highlight Morrisons Market Street counters such as the freshly-baked doughnuts, the 100% British meat sold on Morrisons butcher counters, the fresh produce, the ‘iconic’ salad bar and the popular café.

The Flywheelers, the integrated comms agency for high growth startups and scaleups, has announced that it has been selected by AeroCloud, the intelligent airport management platform, as its comms agency partner in the UK and US. Following the announcement of its $12.6m Series A funding earlier this year, The Flywheelers was brought on to deliver a high-impact media relations campaign to raise awareness of AeroCloud’s disruptive, cloud-based airport management technology. And after a roaring start to the UK programme, it has now expanded its media relations brief to include the US. In just the first three months, The Flywheelers team led the media strategy for AeroCloud’s industry-first computer vision technology for airports, AeroCloud Optic, and supported on the ground at its launch at Passenger Terminal Expo in Amsterdam. The awards programme has also resulted in AeroCloud being shortlisted for the North West Business of the Year Awards, Northern Tech Awards, AI100, and the Computing Digital Technology Leaders Awards.