Interviews, insight & analysis on digital media & marketing

NDA Agency News: SEEN Group, iCrossing, Brand Advance and more

Beauty communications agency SEEN Group has launched its groundbreaking diverse micro-influencer network ‘Community x SEEN’ in the United States. Community x SEEN is a first-of-its-kind concept that connects real beauty fans – not just the impossibly beautiful – with major beauty brands they otherwise wouldn’t be able to reach. The inspiration came from the grassroots demand of diverse beauty enthusiasts looking to share insights, beauty tips and recommendations and connect with both like-minded people and the brands that they’re investing in. For brands, Community x SEEN is an ever-growing tool to keep a step ahead of emerging trends and offers the opportunity to connect directly with beauty enthusiasts not only to inspire content creation but also to glean first-hand insights from a highly engaged beauty audience.

Hearst Magazines-owned iCrossing has announced the acquisition of Mediablaze, a London-based digital experience and content marketing agency, following a 2016 minority stake investment. The agency will join iCrossing’s UK office, a global digital marketing leader. The announcement was made today by Hearst Magazines President Debi Chirichella and CEO of Mediablaze Paul Button. The newly-formed partnership will offer clients full-service marketing solutions with industry-leading expertise in customer experience, digital transformation, performance media, and creative-driven content marketing campaigns.

Brand Advance, a global diversity media network that helps brands reach diverse audiences, has been announced as a long-term partner for all-disabled Team BRIT. The  diversity network, which uses bespoke sentiment data and analytics to deliver creative marketing campaigns and events aimed at diverse communities, is pledging its support of the team ahead of its latest race weekend at the iconic Brands Hatch circuit. Team BRIT aims to be the first-ever all-disabled team to race in the Le Mans 24 hour and through its Racing Academy, it supports people with physical and psychological challenges in accessing motorsport. Racing in the Britcar Championship this year, the team is set to take to track once again on Saturday 31st July and Sunday 1st August in the Endurance and Trophy categories. As major sponsors for the next three years, the Brand Advance branding will appear across the team’s fleet and race wear and the firm will be influential in supporting Team BRIT’s next steps towards Le Mans.  Having announced plans to enter British GT in 2022, a successful championship will place the team just one step away from being able to apply for its Le Mans goal.

Hudgell Solicitors has appointed 43 Clicks North to manage their multi-channel digital marketing activities. The Hull-based agency will handle the law firm’s digital strategy across SEO, PPC, Paid Social, and Display, whilst also providing support across both Creative and Web Development. Sarah Parsons, Digital Marketing Manager at Hudgell Solicitors, said: “As a business operating in the highly competitive claimant litigation space, we appointed 43 Clicks North to push the boundaries of our performance marketing – their team structure allows us to implement strategies at pace in a rapidly changing landscape.”

Creative comms agency Radioactive PR has been hired by Forbes Advisor, the trusted personal finance insight, news and price comparison website. Radioactive will help Forbes Advisor reach and empower consumers with unbiased reviews and actionable guidance, and deliver on its brand promise: ‘Smart Financial Decisions Made Simple’. Performance marketing agency Radioactive Talent has been chosen after a three-way competitive pitch to deliver influencer activity for Affinity Water, the largest water-only supplier in the UK, designed to drive participation in its ‘Save our Streams’ campaign. The campaign will run for the rest of the summer. Forbes Advisor and Affinity Water join a roster of clients including, the Snaptrip Group (the parent group of and ProDog Raw.

The print and paper advocacy group, Two Sides, is excited to announce its newest member, the Go Inspire Group. Go Inspire Group is a marketing performance company that invests in its people, practices, and the latest technology to remain efficient and progress its environmental journey. “At Go Inspire Group, we know that your marketing print is more than just a piece of paper. It represents your brand and is a powerful, persuasive and proven addition to any marketing strategy.” says Patrick Headley, CEO at Go Inspire. Headley continues, “By joining Two Sides, we hope to promote the sustainable qualities of our company and an industry that has a great sustainability record.”

Independent creative agency Waste has launched an innovative new revenue-share initiative called Upstart, as it seeks to diversify its revenue streams and support up-and-coming independent gaming clients. The agency, which also works with many of the world’s biggest AAA games brands including Supercell, Riot, and Nintendo, developed the new model in the face of continued commodification in the ad industry and a need to develop new value-based revenue streams, but also in recognition of the fact that many smaller studios lack the advertising budgets or expertise required to market their games. Upstart aims to help expand the potential of gaming and entertainment companies by engaging with them through a “freemium” model, where its marketing services are provided completely free-of-charge and in return, Waste receives a percentage of net revenue generated.

Motorpoint has invested in its biggest-ever national integrated advertising campaign. Inspired by the trials and tribulations people usually go through to find the perfect nearly-new car, the campaign celebrates Motorpoint’s biggest point of difference – their unbeatable value and incredible customer service. In the 30” brand advert, we follow an intrepid explorer and his trusty sidekick on their epic quest to find the best priced nearly-new car. As they navigate the many dangers, traps, and potential pitfalls, they stumble across their reward – which just happens to be found in one of Motorpoint’s 14 stores; and a far simpler endeavour than they expected. The campaign was created by independent advertising agency Creature, who were brought on board to help Motorpoint identify their brand DNA. The campaign will run at both a national and regional level across cinema, TV, Radio, OOH, Social and Digital, with Creature also launching it internally to help focus Motorpoint’s teams around this new brand promise.

Kia has been named as the official automotive partner for Boardmasters, Cornwall’s own surf and music festival from live entertainment specialists Vision Nine. The deal was negotiated by JUMP, Havas Media Group’s content and culture division. Kia worked with JUMP to identify and secure a strategic partnership that would bring its ‘Movement that inspires’ mission to life in an engaging and tangible way for the festival’s youthful target audience. The partnership with Boardmasters, which takes place in Newquay, Cornwall from the 11th – 15th August 2021, will communicate Kia’s new brand purpose as the brand shifts towards a future of electrification and sustainable mobility. JUMP will activate the initiative via a content partnership with LADbible Group, as well as facilitating on-site experiential, influencer activity with VCCP London, and owned social promotion. As well as negotiating the deal, JUMP is also acting as lead agency for the initiative, coordinating all stakeholders and ensuring that ‘Movement that inspires’ runs through all content created with chosen media partner LADbible Group. The culture and content agency is collaborating with Kia and LADbible Group to develop a social-led content series, showcasing Kia’s partnership with Boardmasters. The two-part series will be split across LADbible Group’s UNILAD and UNILAD Adventure brands, reaching an audience of almost six million, and will feature surfing, yoga talent and showcase the Cornish coastline, allowing Kia’s audience to better understand ‘Movement that inspires’.

Publicis Groupe and TikTok have announced a global partnership to help brands tap into emerging shopping trends on TikTok. Publicis is the first global agency group to partner with TikTok to bring the power of commerce and education to brands and marketers; as TikTok’s founding commerce agency partner, brands will benefit from unique learning opportunities, insights, and strategic counsel centred around driving product discovery and purchase intent on the platform. Publicis clients will also test TikTok’s new commerce products, capabilities and creative solutions. TikTok is home to a new kind of shopping culture — Community Commerce is the blend of community, entertainment, and shopping that makes product discovery so unique on TikTok. Ahead of the 2021 holiday shopping season, Publicis clients will be chosen to participate in TikTok’s first-ever “Community Commerce Sprint”, a bespoke incubator program that will prepare brands to create impactful commerce campaigns for TikTok ahead of the holidays. Through this multi-week program, participants will receive access to cross-functional support and coaching on Community Commerce best practices from dedicated TikTok teams.

The Goodwood Festival of Speed’s famous Central Feature was enjoyed by both in-person visitors and virtual viewers for the first time ever this year. Working closely with the team at Goodwood, innovation studio UNIT9 turned the installation into a smartphone-friendly hybrid experience with an augmented reality (AR) twist. The Festival of Speed presented by Mastercard is a long-standing event celebrating the evolution of motoring and motorsport from the past and the present – and Goodwood continues to embrace the latest and greatest innovations. A Central Feature enhanced with AR was the latest logical step in keeping the event and the venue at the cutting edge of futuristic technologies, ensuring that every visitor – whether in person or virtual – has the best possible experience.

Ethical, B Corp and purpose-led PR agency, Milk & Honey has transferred 55 percent of group shares to an Employee Ownership Trust (EOT). The means 52 percent of employees are now co-owners, qualifying after just 12 months at the agency. This entitles them to actively influence strategic decisions made by the business, as well as share in profits tax free (up to £3,600 per person per annum)

Dogs Trust, the UK’s largest dog welfare charity, has launched its latest TV campaign. Created by independent creative agency, Creature, the film showcases the charity’s Canine Care Card. The free service means that, should the worst happen, Dogs Trust will not only be able to care for your pooch and find them a new forever home but will also know all their individual quirks, loves and dislikes, to ensure they’re cared for just as you would have. The campaign, which goes live today across national TV channels, digital and social media, is narrated by Academy Award-nominated actor Sir Jonathan Pryce, notably known for his role as the High Sparrow in Game of Thrones and most recently as Pope Benedict XVI alongside Anthony Hopkins in The Two Popes.