Interviews, insight & analysis on digital media & marketing

NDA Agency News: Speed Communications, AML Group, Interbrand and more

Speed Communications has been appointed as the partner PR agency for Haven Holidays to deliver consumer campaigns for the UK holiday provider. Following an extensive pitch process, Speed has been tasked with kickstarting a proactive consumer PR programme to engage target audiences, drive consideration and generate bookings. Speed’s work on the account will draw on its experience of supporting brands that enrich family life, delivering impact and PR with power for consumer and lifestyle brands. Having just opened its doors for the 2023 season, Haven has now added exciting new activities and facilities for holidaymakers to enjoy. This enhances Haven’s existing infrastructure, which has strengthened local economies and supported the growing demand for staycations in the UK since 1964. Speed’s experience in travel and engagement of family audiences coupled with the team’s energy, creativity and determination resulted in the win.

London-based creative agency AML Group have teamed up with The Switch, a charity in Shoreditch helping young people meet their potential by providing a link between education and work, to launch The Mac Giveback. The brainchild of AML ECD, Hugo Bone, The Mac Giveback is an initiative asking adland to donate their old tech so that it can be securely erased and refurbed by IT Lifecycle partners KOcycle, and given to schools in Tower Hamlets who teach creative courses. But what about data privacy? The major hurdle for agencies allowing their old tech to leave the building – this is where KOcycle come in. They adhere to the highest level of data security standards, exclusively using the latest Blancco Data Erasure software – so any sensitive IP on any of the donated tech won’t get into the wrong hands and they’ll even provide documentation showing that everything’s been done correctly. Plus they already work with a number of London-based creative agencies and have agreed to donate their services for free as part of The Mac Giveback initiative. So, with Global Recycling Day almost upon us (18th March) – AML Group are asking adland to join The Mac Giveback, to donate their old and unused tech and support the next generation of creative talent.

GE HealthCare and global brand consultancy Interbrand have unveiled the brand strategy behind GE’s first spin-off, as the healthcare company reaches a brand value of $35 billion after two months of public trading on the Nasdaq. The partnership saw GE HealthCare and Interbrand develop the company’s brand purpose and identity to create a standalone healthcare business, built around customer needs, patient outcomes and precision care, while retaining the 130-year equity of the iconic GE brand. GE HealthCare worked with Interbrand on a nine-month collaborative design and data-driven research process, which consisted of 20+ work streams including messaging, brand architecture, ESG, financial modeling, quantitative global research – looking at customer, investor, employee and stakeholder perceptions of the GE brand – and a global online feedback survey to engage its 50,000 employees. Interbrand worked closely with GE HealthCare on several iterations of its final brand purpose statement: ‘To Create a World Where Healthcare Has No Limits,’ which drew on GE HealthCare’s engineering and innovator roots with the need to fix the industry’s biggest healthcare challenges. The collaboration also saw GE HealthCare and Interbrand implement new design features, such as modern, open source typography, blending GE’s original blue and red logo colors to create ‘compassion purple,’ and capturing imagery that represents the humanity behind the brand rather than just machinery and technology. 

Leeds-based Tomoro Agency has been appointed as lead marketing agency by super brand, Thermos® UK. Tomoro Agency will be implementing its brand growth process, Rise&Shine*, developing Thermos® UK’s position and brand platform. It will lead on creative campaigns, launching new products, curating and delivering a next level digital strategy including designing and building a new website and managing all Paid, Owned and Earned channels.

This year to support the humble local corner shop and the work they do for their communities, Cadbury with the help of global agency of record, VCCP, is launching a new integrated campaign, ‘The Big Win-Win’. In the form of a nationwide competition, the campaign aims to spread levity and generosity to chocolate lovers across the country, and most importantly, to reward the heroes that keep the UK going – local corner shops. Newsagents are there for people day and night, through thick and thin and also got the nation through the Covid-19 lockdown. With their latest campaign, Cadbury wants to recognise and champion them as a stalwart pillar of British society. The campaign will bring the focus back to the core range of single Cadbury chocolate bars often picked up in local shops. As well as highlighting the generous mechanic of ‘winning together’ and amplifying shared human stories. With corner shops at the core, every creative angle has been covered to inspire shoppers and shopkeepers alike. Simple and bold packaging and supporting POS has been designed to be engaging and stand out on the shelf. The fist bump featured is a modern representation of the partnership between the people and their local shopkeepers. The typography mimics the informal communications that you have in local shops. It is made to feel human, while utilising Cadbury branding. Social and outdoor creatives are location sensitive, meaning consumers are targeted with dynamic ads that call out nearby participating retailers. This makes the campaign feel personal and builds Cadbury’s inherent role to inspire people to be more generous.vA 15” film has also been created for Cadbury owned social media channels which features real shopkeepers and their establishments, interacting with customers over a day, making it feel truly local. The film introduces the ‘Big Win-Win’ campaign, letting people know how they can win money for themselves and their local retailer. Cadbury worked with VCCP’s Retail Experience team, their product & service innovation company, Bernadette and global content production studio, Girl&Bear to create OOH, retail creative and social elements as well as a dedicated campaign website. 

The MISSION Group, creator of Work That CountsTM, comprising a group of digital marketing and communications agencies delivering real, sustainable growth for its Clients, announces the launch of Turbine, an integrated Growth Media agency specialising in earned, owned and paid media for consumer brands.  Based in the UK but with global reach, Turbine provides an integrated one-stop-shop using best-in-class platforms. By combining data, insight and technology, the Agency optimises media impact in an ever-evolving digital environment, providing highly accountable, transparent solutions that drive customer acquisition and retention. Turbine’s integrated approach removes the need for multiple Agencies or siloed teams, improving operational and cost efficiencies and eliminating fragmented service delivery. This is backed by a holistic philosophy that harmonises campaigns to achieve overarching business goals rather than to hit uncorrelated and segmented marketing targets. 

Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with US cosmetics brand e.l.f. Cosmetics, which literally stands for eyes.lips.face., and is clean, vegan, cruelty free and Fair Trade CertifiedTM. This commercial partnership deal is the first for Channel 4.0 and will see e.l.f. Cosmetics become the ‘Official Beauty Partner’ of Channel 4.0. Viewers will be able to watch e.l.f.’s recent viral advertisement which premiered during the NFL Big Game just last month, followed by a new branded series for YouTube that will follow later this year. Wavemaker Select fostered this deal on behalf of e.l.f. Cosmetics.