Interviews, insight & analysis on digital media & marketing

NDA Agency News: The Kite Factory, Talon, VCCP London and many more

The Kite Factory has been appointed by the UK’s largest children’s charity Barnardo’s as their full-service strategic media planning, buying, and consultancy partner to direct efforts in increasing audience awareness and action. Taking a holistic approach, the agency will encourage and drive understanding, consideration, and loyalty through a wide range of channels so the charity can continue to help and support children, young people, and families to enjoy brighter futures.

The Kite Factory has appointed independent Out of Home agency Talon as its OOH partner following a competitive review. The partnership between the two thriving independent agencies means supercharging The Kite Factory’s media planning and buying with Talon’s industry-leading data-driven technology solutions at global, national and regional levels, to deliver innovation with effectiveness at the heart. Announcing the appointment, Anthony Abou-Zeid, Head of Client Services, The Kite Factory, said that as a proud independent agency, it was crucial that partners share in their commitment to delivering ground-breaking work for their clients.

The reusables brand, Chilly’s is launching ‘Flip The Ordinary’, a campaign to introduce its new Series 2 Flip bottle to the UK market and attract a new, younger and more active audience to the brand. The campaign comes after Chilly’s appointed VCCP London as its lead agency partner across creative, media and production. The reusable product maker will now work with VCCP London and VCCP’s media planning and buying agency, VCCP Media, and its global content production studio, Girl&Bear to bring to life the integrated campaign and help grow market share. Chilly’s new Series 2 Flip has been created to attract a younger, more active audience to the brand that rejects conventional paths. Described as ‘urban explorers’; they carefully choose products and brands that marry superior function with style. The product was originally called the Series 2 Sport but as part of VCCP’s creative brief they had the licence to change the name and developed the re-named Series 2 Flip to match the goals that Chilly’s wanted to achieve. The OOH, OLV, social and AV creative uses an optical illusion to dramatise the ‘Flip the Ordinary’ strapline. In the creative a girl is sitting on a ledge, effortlessly leaning against a wall of water while taking a sip from her Chilly’s Series 2 Flip. Her hair flows upwards against gravity giving the viewer the impression that all is not as it seems. This concept will be brought to life in a multi-sensory immersive experience in the heart of London called ‘The House of Flip’. Free to enter, the event helps Brits understand Chilly’s mission of accelerating the adoption and everyday use of its reusable products. Visitors will be able to see the idea of ‘Flip the Ordinary’ brought to life in five interactive and instagrammable rooms that take them on a 45-minute journey to bring to life features of the Series 2 Flip bottle. The rooms take inspiration from the five product colours and core features and include the Chilly’s Beach, down in the Clouds and the infinity Abyss.

Digital marketing agency, Organic, has been appointed as retailer B&M’s SEO agency to help improve its organic search rankings, drive more traffic to their website, and enhance their local SEO strategy. Organic will begin work immediately on a strategy that will help B&M to boost its technical and content SEO. The win comes following some consultancy work for the brand and is Organic’s fifth new business win of 2023.

Young talent is the lifeblood of the media industry, but over the past few years, it’s an area that has arguably been neglected. In response to this, Wavemaker UK has launched ‘Thrive’ – a talent-first recruitment initiative for school leavers, graduates or career changers aged 18+. There is no prerequisite for experience or in-depth knowledge of the media industry. Instead, ‘Thrive’ focuses on a talent-first approach that prioritises potential, ambition and passion. This will help the scheme truly build a more inclusive and representative cohort of potential entry-level candidates – those diverse thinkers with the skills that are critical to the success of this ever-evolving industry. To kickstart the new scheme, Wavemaker has partnered with schools and learning programmes, including Global Academy, UTC Media City, Brixton Finishing School, and WYK Digital. The goal is to build the perception that a career in media is for both left and right brained individuals. Wavemaker UK will host in-person and online sessions with potential candidates to showcase the opportunities it holds for the mathematical geniuses and data scientists, as well as those with copywriting and project management prowess. Working collaboratively with all partners, Wavemaker will handpick the candidates that demonstrate ambition, motivation and passion for the opportunities available. The recruitment process will conclude on 28th June with an ‘immersion day’ that has been created, and will be facilitated with the necessary accommodations to ensure diverse thinkers can really shine . From this, approximately twenty five ‘New to Media’ candidates will be selected to join the Summer 2023 cohort across Wavemaker’s London and Manchester offices. They will be provided with a ‘Thrive Track’ of their choice – either media, data, digital, or project management. Retention is as pivotal to the ‘Thrive’ scheme as recruitment, and as such, joiners will receive a structured induction programme packed with insights and community-building activities. This will allow new talent to immerse themselves into the agency experience and organically grow their expertise to unlock their full potential at Wavemaker. Management will play a significant role in ensuring joiners have the necessary care, support and motivation. As a result, as well as the help of assigned Wavemaker specialists within their ‘Thrive Track’, Wavemaker will appoint an ‘Early Talent Development Manager’. This newly-created position will be tasked with providing an additional layer of support. 

Lucky Generals has been appointed by Drambuie to handle its global advertising business. The agency will be briefed with developing a multi-market brand campaign to drive salience and relevance, with the aim to unlock a new era of growth for Drambuie. Owned by William Grant & Sons, Drambuie is a unique blend of aged Scotch whisky, heather honey, herbs and spices. The brand has a rich history in hospitality, having been created by a hotelier on the Isle of Skye, who blended a family recipe dating back to the 18th Century. 

Hard seltzer, White Claw, is launching a new global integrated campaign, The Next Wave in Town with the ambition to build the brand and drive awareness. The campaign will launch first in the UK and the hard seltzer brand worked with global agency of record, VCCP to develop the campaign, looking to hero people who are making waves in areas where others see none. Embodying the refreshing, pioneering attitude that drives White Claw, the campaign champions those who share the same attitude never standing still and always looking to experience something new, and find interesting and innovative ways to do things. With its triple-wave logo and refreshing taste, White Claw is challenging traditional alcoholic drinks across the globe. For something light and refreshing, there’s not a lot to choose from in the existing alcoholic category, but White Claw has disrupted the beverage industry with its unique process and natural taste for unmatched refreshment.  Building on the ‘Bring The Wave’ platform, the multi-channel campaign represents the next wave and further cements White claw’s place as a market leader and a true pioneer. Launching with a partnership with Channel 4, the hero 30” BVOD directed by renowned sports action director Simon Thussbas is visually as refreshing as the taste of White Claw itself. The work heroes those who are turning the city into a playground. Wakeboarding in canals, dancing on longboards, skimming fountains and soaring on wing-foils; they never stand still and never take the expected for an answer.

Strava, the subscription platform at the center of connected fitness, has announced a partnership with Nike that will, for the first time, give members the ability to track and share their activity, inspiration and community across both platforms. The partnership will enable members: to share activity details from the Nike Run Club and Nike Training Club apps to Strava, allowing athletes an aggregated way to seamlessly track their workouts and connect with their community, to access a Nike-branded club on Strava that will host challenges and curate specialized content from Nike’s world-class coaches and athletes, and to access the Strava global community and the more than 750,000 Clubs that live within the platform. Later this summer, millions of Nike Run Club and Nike Training Club users will be able to seamlessly upload their activity into Strava to share with their community across platforms. The partnership furthers Nike’s vision to make sport a daily habit and support every athletes’ sport journey through the power of digital connectivity, coaching, inspiration, and community. Nike will begin hosting challenges on Strava later this summer. The hosted challenges will inspire connection and engagement around a shared goal, while enabling athletes to track their progress and unlock rewards with the brand.