Interviews, insight & analysis on digital media & marketing

NDA Agency News: Spark Foundry, Art of the Possible, MI Media and more

Spark Foundry, the Acceleration agency, outlines consumer search trends from Q1 2024 around Diversity in Advertising, Sustainability, and Gaming & Tech in its latest ‘Insights Accelerated’ report. Using a range of proprietary tools, this latest edition of Spark Foundry’s quarterly report looks at the trends in consumer spending and search habits from Q1: January – March 2024. Key Diversity findings from the report show that: Audiences feel more represented by advertising in January, with 28% saying they feel well represented by the ads they see, compared to 16% in September and October. TV is generally felt to be the most representative advertising channel throughout the year, however, really pulls ahead in Q1. While a 62% majority of 18-34s feel represented by the ads they see on TikTok in January (the highest of the year), only a small proportion (12%) of 55+s and 30% of C2DEs feel represented during this time (the lowest of the year). Advertisers are overlooking significant audiences in their TikTok advertising.

Quorn Foods, a global market leader in healthy, sustainable protein, has appointed Art of the Possible as pan-European creative and social agency of record for its food service arm QuornPro, following a four-way competitive pitch. Art of the Possible will now partner with QuornPro to launch its new brand world, with a focus on social and digital channels, in order to build awareness and drive sales. Rolling out from this month, the activity will seek to engage with multiple audiences, including restaurants, pubs, wholesalers and buying groups.

Following a three-way competitive pitch, MI Media will assume responsibility for building brand awareness for the Association for Project Management (APM) while implementing tactical acquisition and retention campaigns across paid search, paid social and programmatic display. MI Media has been selected to support the organisation in segmenting and targeting its various industry sector audiences to deliver income from qualification & standards and membership & partnership subscriptions, while driving bookings across its flagship events. 

Two Northamptonshire businesses have teamed up to provide digital PR packages to organisations across the UK, becoming the first Northants-based digital PR agency. Goldings Communications and Eighty Eight Digital are blending their experience and expertise to deliver fully integrated digital PR campaigns. A highly targeted, measurable and effective way to increase brand reputation across a whole host of digital platforms, digital PR combines traditional PR methods with SEO and data-driven digital marketing capabilities and is becoming increasingly popular with businesses who are keen to maximise their brand reputation and online presence. Done well, digital PR will generate quality backlinks on digital platforms, online publications and social media, which means search engines are more likely to recognise websites and other online content as credible, trustworthy and authoritative. Unlike traditional link building for SEO, digital PR uses journalistic storytelling and traditional media outreach to create valuable, newsworthy content, earning media mentions, coverage and links from some of the most reliable sites on the web.

Wildfarmed, the regenerative food and farming company, has kicked off its first major advertising campaign to celebrate the launch of its ‘life-changing’ bread range, now available nationwide at Waitrose. The breads are the first fully regenerative farmed loaves in UK supermarkets, made from wheat grown in 100% regenerative fields. Wildfarmed is shaking up the traditional, stale bread aisle by taking regenerative produce – which tastes better, is better for our health and is better for our landscapes – to the masses. Its first major marketing campaign aims to embody this disruptive vision – empowering consumers to join the regenerative farming revolution and transform lunches and landscapes, one slice at a time. Named “Full of Life”, the marketing campaign spans several platforms and media formats across the UK, with planning and buying by Bountiful Cow. The full channel plan includes a TVC, flyposters, digital displays and social ads. The campaign’s 30-second TVC, ‘Transforming Lunchtimes and Landscapes,’ developed by Patterns Inc., features Jemma, a disenchanted office worker whose mundane lunch sparks a vivid, animated journey through nature, filled with birds, bees, and butterflies. Narrated by Tim Brinkhurst, the commercial showcases the journey from wheat to Wildfarmed’s Life-Changing Sliced White bread, now available at Waitrose. It will run across Prime Video SVOD, following guest appearances by Wildfarmed’s co-founders Andy Cato and George Lamb on Season 3 of ‘Clarkson’s Farm’. 

MG Motor UK is pressing the button on its latest TV ad campaign this week when it brings the MG3 Hybrid+ to our screens. The iconic British automotive brand is expecting massive demand for its latest model, which experts consider will redefine the B Supermini segment with a host of luxury features from just £18,495*. It has engaged with West Midlands-based to create the TV commercial and supporting campaign that will run across all major terrestrial and satellite channels and across key European stations – all helping drive interest in what MG is calling a landmark in powertrain development. The advert, which was shot exclusively in iconic Birmingham locations, shows the feel good ‘aura’ that a person gives off when they are driving or even just anticipating getting behind the wheel of their MG3 Hybrid+.

dxw, an employee-owned digital agency has announced it has partnered with Wellcome, a global charitable foundation supporting science to solve urgent health issues to ensure dxw’s leading digital services, products and technology support the delivery of the Wellcome’s strategic vision and ambitions.  The two-year contract will see dxw working alongside Wellcome’s growing Digital & Technology team across a variety of projects. Through its user research and service design expertise, dxw will put users at the centre of Wellcome’s digital estate, identifying how products and services can be enhanced to create more efficient and user-friendly processes. Early work will include an exploration of systems tracking and managing the wide range of items in the Wellcome Collection, and new tools and systems to support the finance team at the heart of Wellcome. dxw will also focus on accessibility and inclusivity, making sure that audiences connect with the collection’s knowledge and information in a way that challenges how they think and feel about health.

The new nationwide B2B creative campaign for Samsung, Makes You Wonder, has launched, strengthening SMB trust in the new Galaxy AI capabilities of the Galaxy S24 Series. ‘Makes you wonder how you ever worked without them’ celebrates a smartphone first for SMB’s with inbuilt AI tools including Live-Translate and Transcript Assist functionalities. The campaign also includes the first B2B activation bringing to life Circle to Search with Google. The creative campaign rolls out nationwide across VOD, social, digital and DOOH placements with three 20 second films with media planning and buying from Samsung’s media agency Starcom. The films were curated by award-winning writer and director, Matt Huntley, who has an eye for casting and drawing out great comedic performances, and photographer David Stewart on stills, noted for his surreal and humorous portraits. By bringing together strategic media buying and planning from Starcom and the creative from Ogilvy UK in an immersive way, the campaign addresses apprehension from SMBs by capturing business leaders’ attention as they are in action. The ambition is to pique the interest and consideration from SMB leaders in Galaxy AI. The Video on Demand element uses data-targeted Connected TV and Online Video placements that target Samsung’s SMB audience in high quality trusted environments. The creative is also being rolled out across digital billboards in 71 WeWork buildings to reach leaders during the working day and spark intrigue around the potential and possibilities with AI. The campaign is supplemented by a tactical partnership with leading industry publication Business Insider, orchestrated by Starcom, using a video content series hosted on the website telling the stories of real SMB who are using AI features of the Samsung S24 across their businesses. The partnership which will launch later in May, also offers custom social and display promotions showcasing how SMBs can adopt AI in the palm of their hands.

Max, Warner Bros. Discovery’s enhanced streaming service, unveiled its European launch marketing campaign today ahead of its launch in its first European countries on 21st May. Through the campaign, consumers across 20 countries in the Nordics, Iberia and Central and Eastern Europe will get a first look and feel of the Max brand and the sheer breadth of the content on offer, including smash hit Dune: Part Two that will be available to watch on the service on launch day. The multifaceted campaign is inspired by the premise that Max makes you feel differently. The creative showcases the breadth and depth of the streamer’s high quality and varying content by visually constructing the idea that the viewer is transported physically and emotionally through watching on Max. For the out of home and digital creative, the design is intended to spark an emotional connection and build brand awareness of Max. In these static and animated builds, bold messages are partnered with highly anticipated content from the Warner Bros. Discovery slate. For instance, the advert for House of the Dragon S2 states ‘Where Rivalries Unite Us’, and for Dune: Part Two ‘Where Blockbusters Transport You’. The multi-title assets featured in the digital and outdoor creative are designed to showcase the breadth across genres that Max brings such as House of the Dragon alongside 90 Day Fiancé and the Harry Potter film collection.

The Mars Agency has officially rebranded as Mars United℠ Commerce, a name reflecting the company’s transformational growth into a full-service commerce marketing partner for brands and retailers worldwide. Mars United Commerce fully embodies the ongoing evolution of the commerce marketing industry, which has become a vast, complex array of shopping channels and engagement opportunities that must be mastered individually to deliver program-level success but also managed collectively to drive company-wide growth. Mars United Commerce now encompasses a workforce of 800 professionals integrated across North America, Europe, Australia-New Zealand and Asia, all experts in specific functions but also trained and certified in every aspect of commerce marketing.