Interviews, insight & analysis on digital media & marketing

NDA Agency News: Starcom, VCCP and Mindshare

Starcom has announced the launch of AXA Startup Angel, a nationwide competition across Global’s radio stations Capital, Heart and Radio X, to help find two worthy startup businesses and make their business aspirations a reality. AXA will offer two startups the chance to win £25,000 worth of funding, AXA business insurance for their first year and a year’s worth of mentoring from the AXA Startup Angels. The “elevator pitch’ type competition promoted across Capital, Heart and Radio X will ask budding startups across the country to pitch their ideas to the AXA Startup Angels.

Media16, the dedicated Connected TV agency, is announcing Premier Sports as a new publisher in its roster. Premier Sports joins Match Room Sport as the agency’s second major sports offering in the digital space. The news comes after the Media 16, which was launched earlier this year to help brands navigate advertising within the Addressable TV space, set out to build upon its Sports and Fitness offering.

Interbrand Group has launched a dedicated Inclusive Design practice to pursue barrier-free brand experiences, following the finding that that between 75% – 80% of customer experiences are failing disabled people. The Interbrand Inclusive Design practice will be led by Marianne Waite, through Interbrand’s London office, and will partner with some of the best brands around the world. This new practice will aim to help brands create a world that works for more people. Combining disability-centric insights with brand thinking, Interbrand will help brands create barrier-free experiences for underserved audiences. It will also help brands to develop deep-rooted, repeatable process and models that enable companies to continue removing barriers to everyday experiences, from retail access and product development, to cultural engagement – reducing the design divide.

PGL Travel Ltd, the outdoor education and activity provider, has appointed Lucky Generals as its advertising agency. Lucky Generals will be briefed with reshaping PGL’s brand messaging, increasing brand awareness and creating an exciting new launch campaign. The new work will demonstrate that its programmes don’t just cater for children, but offer escapism, excitement and entertainment across the UK for the entire family.

R/GA London has announced that it has been appointed as digital innovation partner for experimental clothing brand, Vollebak. In 2021, the brand is experimenting with AI, stealth technology, robotics and space exploration. To kick off this long-term partnership, R/GA’s first phase of work will be to create a world-class digital experience to showcase the brand and invite people to discover, connect and buy the future of clothing. R/GA will work directly with Vollebak’s founders, Steve Tidball and Nick Tidball and the team, looking to push each other’s thinking in order to achieve new and innovative results for the growing brand.

With 9.6 million illiterate adults in South Africa above the age of 15 Cadbury’s latest integrated campaign is on a social mission to improve literacy in South Africa. Launching today in South Africa only, the campaign lands Cadbury’s brand purpose of shining a light on the power of human generosity and will lead with an emotive TVC created by VCCP London. The TVC will run alongside a consumer-driven activation, created by partner agency Ogilvy South Africa. Driven by the stark fact that only 2% of books published in South Africa are in African languages, the activation will invite South Africans to help address the problem one word at a time, by translating words into their own language. Using human generosity to help tackle the issue, Cadbury has partnered with Nal’ibali and a range of South African authors to use these words to create children’s storybooks in African languages.

Digital agency, dxw has spent the past ten weeks providing support to charities seeking to digitise parts of their services, as part of the Catalyst and The National Lottery Community Fund COVID-19 Digital Response Definition programme. The fund is a partnership between The National Lottery Community Fund and the Centre for The Acceleration of Social Technology (CAST), supported by the Catalyst network. For the project, dxw has spent ten weeks with representatives from four charities, which were selected for the programme based around the specific area that they wanted to explore – digital service design. Together, dxw and the charities have worked to identify the main focus areas for their digital transformation programmes and support them through workshops, coaching and support to deliver this. The charities have focused on designing digital strategies and shaping their digital projects, and are given opportunities to present their learnings back to the group. All the while, the work they complete will be linked back to the organisational vision of their individual charity. dxw, acting as a digital support partner, has been required to report back to CAST every three weeks to assess the progress of the project. CAST has set outcomes and indicators for dxw to meet during this time. For the duration of the project, all partners and charities involved are encouraged to be open and collaborative, creating notes, blog posts, and sharing their experiences.

Global vitamin and supplement leader, Nature’s Bounty®, has launched its new positioning for the UK and Ireland, developed and brought to life by creative agency Initials. The rebrand comes as Nature’s Bounty® commits to an ambitious growth strategy. Initials was tasked with redefining Nature’s Bounty positioning to align it to the company’s founding purpose of accessible, simplified nutrition from nature. The agency ensured the new branding connects with consumers on a more human level, differentiating it in a highly commoditised category. The new campaign – ‘We’ve got this’ – is spearheaded by a hero 30-second brand film and a trio of individual 15-second spots. This is also supported by the rollout of a 360-comms campaign including video, social and ecommerce channels to help increase brand awareness with audiences and generate positive brand value perception.

As part of its mission to inspire people to be more resourceful with food and waste less, Hellmann’s has joined forces with Channel 4 to create ‘Cook Clever, Waste Less with Prue & Rupy’, produced by BBC Studios’ Science Unit. The unique branded four-part series will raise awareness of the scale of food waste in the UK, as well as the small steps and fooTo enhance the impact of the show and reach even more households, a broader campaign, managed by Mindshare, features a social teaser phase to kick off the campaign a week prior to the show launch, followed by broadcast, online video and social activity to coincide with launch, which continues running into the summer. The initial burst includes a bespoke branded food waste manifesto TVC featuring Dr Rupy, outlining Hellmann’s mission to reduce food waste. This contextual 30” TVC, also produced by BBC Studios will air in each episode’s ad break, alongside bespoke brand idents as well as across Channel 4’s wider schedule.d rescue behaviours households can take to turn their leftovers into delicious meals. 

BT’s mobile business, EE, is welcoming Londoners back to their commute as they begin to travel to work again, in a new out-of-home campaign created in partnership with NOW. “Welcome back to the glorious commute”, which aims to make commuters consider switching to EE for business, recognises that although commuting is part of the daily grind, it is also often the only chance you may have to carve out some time for yourself and be on your phone in peace. Highlighting the fact that EE is London’s best network, the campaign shows how EE business plans can make your commute easier, allowing you to tweak a pitch deck, catch up on some TV or simply enjoy some “me time”. The ads will run on key Global sites across the London Underground network.


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