Interviews, insight & analysis on digital media & marketing

NDA Agency News: The Specialist Works, Spark Foundry, Kitty and more

Independent media agency for dynamic growth brands, The Specialist Works, has unveiled its debut campaign for new client, the luxury jewellery brand Mejuri. Already a firm favourite of celebrities such as Oprah, Lizzo, Margot Robbie and Kate Hudson, Mejuri tasked The Specialist Works to build brand awareness in its first foray into the UK market. The campaign, which launched on 1st October and will run for four weeks, is Canadian-brand Mejuri’s first TV ad in the UK. The campaign will run nationally using 2 x 30” and 2 x 10” spots, targeting women aged 25-44 who will embrace the idea that they can buy themselves fine jewellery designs, not just for special occasions, but for everyday wear – they can sweat, shower and sleep in it, if they so desire. The underlying messaging is ‘BE YOUR DAMN SELF’. Mejuri’s target customer is in the prime of their life and looking to tell their story through jewellery. To reach them, The Specialist Works’ has focused on slots within lifestyle programmes including The Only Way is Essex, Made in Chelsea and Real Wives of Cheshire.

Premium bourbon brand, Woodford Reserve, part of Brown Forman, has curated two bespoke brand events which bring together cocktails, food and film for the ultimate sensory experience. Woodford Reserve’s media agency Spark Foundry and Publicis Media Content engaged film and cinema specialists elevenfiftyfive to develop a unique cinema activation for their campaign. Woodford Reserve will be curating two specially designed cinema events, in London and Manchester, to engage audiences in unique ways. Both events will follow the same format, with a film screening paired with Woodford Reserve cocktails and a menu drawn up by chefs from popular local eateries. The unique, themed cocktails have been specially created for each film, in close collaboration with the Woodford Reserve ambassadors. The campaign is aimed at premium whiskey drinkers, with the combination of food and drink complementing each other and elevating the overall flavour profile. elevenfiftyfive will be handling the PR and influencer marketing to promote the event and paid social in collaboration with Spark Foundry. The events will be available via ticket vendor Eventbrite.

Kitty acquired MTR UK as a client, launching the website for the new UK arm of the MTR business in September 2022. Following the successful launch of the MTR UK project, Kitty has been retained to develop the new website for the MTR Elizabeth Line. The Elizabeth Line stretches more than 100km with 41 accessible stations. The MTREL website is due to launch in early 2023.

T Rowe Price are one of the largest active managers of US equities. The firm’s ability to nurture and sustain deep long-term relationships with US companies is a key part of their ongoing success. In their first creative campaign for T Rowe Price, AML Group bring to life these lasting relationships by contrasting retro Polaroid-style film with today’s digital imagery, emphasising the firm’s unique combination of insight and experience and a focus on long-term investment returns. Targeting intermediaries in three countries – UK, Italy and Germany – the campaign includes print and digital executions featured in key finance media and activation across additional touchpoints.

Lenovo ISG Division has chosen Creation Agency for its new Data Management Campaign. The objective of the campaign is to generate opportunities with new customers, as well as to increase Lenovo awareness and share of voice with selected audiences on their storage and data management solutions. Centred on a new Lenovo Storage Central Knowledge Hub, the single point of entry for the campaign, Creation Agency are driving traffic to the hub to access the latest resources across all aspects of Storage and Data Management, from Backup and Security to Analytics and AI, via a multi-touch, integrated ABM plan.

Digital marketing agency, Impression has announced it has become a Certified B Corporation®, joining a growing group of companies reinventing business by pursuing purpose as well as profit. Impression has been certified by B Lab, the not-for-profit behind the B Corp™ movement, as having met rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit. The B Corp™ certification addresses the entirety of a business’ operations and covers five key impact areas of Governance, Workers, Community, Environment and Customers.

Independent PR agency, The PHA Group, is pleased to announce its appointment by Backbone, the company powering game streaming and core gaming on mobile devices. Supporting Backbone’s mission to “elevate the gaming experience for everyone”, The PHA Group have been tasked with raising awareness around the controller and transcending beyond the mobile-gaming community, which is currently accumulated by three billion users worldwide.

Northern independent and integrated agency CreativeRace has launched a ground-breaking webinar & podcast series aimed at brands and marketers. “CreativeSpace” will showcase some of the most provocative and exciting industry developments and trends of the moment; giving marketers an invaluable insight into what the coming months will bring. Headed up by Strategy Director Victoria Aspinall, the series will take the form of intimate fireside chats, with no fixed agenda or schedule – just a chance to learn what every marketer needs to know, and how it’ll impact buying behaviour.

More than twice as many consumers choose brands due to cultural influences (70%) than because of advertising (28%), reveals research from Impero Activate. The newly established division of London-based creative agency Impero also discovered just 22% of consumers know what brand they want to buy from before heading in-store, suggesting a big majority of decisions are made as people reach the shelf. Impero Activate launches with a mission to use culture to drive conversion at the point of sale and accelerate advocacy long after someone buys a product. Shopper marketing often falls into the trap of focusing on product offers and promotions, but via its latest research, the agency has identified that modern consumers value brands which create desire by tapping into culture. The new division wants to give a wider range of brands access to this approach that has made household name brands so iconic.