Interviews, insight & analysis on digital media & marketing

NDA Agency News: The Specialist Works, What’s Possible Creative Studio, Procreate London and more

GAME has partnered with independent media agency, The Specialist Works, and What’s Possible Creative Studio to launch its latest campaign, encouraging audiences to embrace their silly and “Never Grow Up!”. Previously known for its wide range of games and consoles, GAME is expanding its offering to also include toys, board games, tech, collectables, and more, reflecting the brand’s new vision to become the go-to place for fun activities for the whole family. Behind the creative production, What’s Possible Creative Studio has captured the simple pleasure of turning everyday tasks into amusing pastimes in three different brand films. Featuring a multi-generational cast, the films show families and friends basking in the joy of taking every opportunity to have a bit of fun. Planning the media strategy, The Specialist Works will maximise peak seasonal opportunities by using the strongest channels for GAME’s target audience. These include linear, BVOD, digital and social, according to insight from GAME’s own customer base and TGI. The campaign launches just in time to capture the early Christmas shoppers, and targets everyone from 18-year-old gamers to 75+ grandparents, showing that there is no age limit on having a good time. Rolling out in different stages, the first 30 second spots will debut on BVOD on the 4th of November, with the 60 second spots launching on linear TV the 1st of December. The campaign will run through to the Christmas eve. Social and digital activations will also span YouTube, TikTok and social media.

The Specialist Works and What’s Possible Creative Studio have also unveiled a multi-channel creative campaign “Cut the cost this Christmas” for retail client Robert Dyas. Already a well-loved high street staple, Robert Dyas wanted to make sure it was front of mind for consumers over the extended Christmas period; reminding shoppers of its product range and relevance. It called upon the two What’s Possible Group companies to create and plan a flexible campaign with multiple creative executions to position Robert Dyas as the go-to destination for Christmas and to support customers through tough times with great quality products at great value. The campaign will be phased throughout the season to reflect shoppers’ changing moods and activities including decoration for getting their homes ready for the season, gifting for family and friends and entertaining for guests on the big day. The hero Christmas messaging will run across the entire season with additional messaging around Black Friday and specific products. The campaign flexibility will ensure relevance to existing Robert Dyas customers and new customers to Robert Dyas who are shopping for Christmas. The multi-channel media campaign will run across Radio, Online Video, Online Display and Digital Audio from the 31st October until the 21st December. Robert Dyas will also be running the campaign across in-house channels including CRM, social, influencers, partnerships (example being Ideal Home), store theatre and of course website.

Procreate London, the marketing consultancy for technology-led businesses, and The Flywheelers, the integrated comms agency for high-growth technology startups and scaleups, are announcing a new partnership that enables them to deliver the full suite of marketing and communications services. The collaboration draws on the deep technology expertise of both agencies and experience working with the startup and scaleup community. Together, the agencies are able to provide full marketing and communications strategy and services: from the development of a brand story and visual identity, through to how it is brought to life across advertising, digital marketing, thought leadership, high-impact media relations, and social media.

Digital Isle of Man – the government agency responsible for establishing the IOM as a centre of international excellence in the digital economy – which has launched its new campaign and brand refresh by design agency Lantern, showcasing the island as a centre of digital innovation. Needing to bring the lifestyle and landscape of the island to life, the campaign highlights the unique ecosystem on the island and demonstrates the Isle of Man as the perfect place for the technology sector to flourish – a destination that is filled with, and welcomes, “open minds”. The campaign takes a witty and playful approach whilst highlighting the islands’ sense of network and community. This attitude shines through the campaign headlines, proclaiming the Isle of Man as the “Home to myths, fairies and one day, unicorns” and a place of “Open Minds. Open Space. Open Source.”

Luxury cruise and tour operator Scenic Group, which includes Scenic Luxury Cruises & Tours, Emerald Cruises, Evergreen and Mayflower, has appointed dentsu X to manage its global digital media strategy, planning and buying requirements following a competitive pitch. With immediate effect, Scenic Group has consolidated all its digital media with dentsu X across all its international markets including USA, Canada, Australia, New Zealand and throughout Europe. As the new digital media agency of record, dentsu x will springboard the global transformation and growth of Scenic Group’s online presence and bring a streamlined experience to its digital media offering around the world. Dentsu X in the UK is now responsible for leading global digital strategy and performance activation, whilst local market teams will manage paid media. The scope of the account in the USA also extends to offline media including TV and print. 

Human-centred digital design and development agency, Nexer Digital, has launched a sustainability strategy as part of its ongoing commitment to making its work in digital more eco-friendly on personal, business and group levels. In devising the strategy, Nexer Digital worked with digital sustainability expert, Gerry McGovern, who was also a keynote speaker at the annual Camp Digital Conference. According to some estimates, the digital industry is as polluting as the airline industry, and this statistic is in part what prompted the agency to take action. The company held a learning day away from screens and electronic devices at Whirligig Woods where the team worked on goals for internal consumption and emissions, and ideas for how to help clients with their sustainability commitments. This is aligned with efforts across the international Nexer Group to minimise the environmental impact of their work. Digital Clean-up Day was marked with a campaign to track how much data employees consume and store, and a mission to reduce this by allocating each employee half an hour a week to delete old, unneeded data. In addition, Nexer Digital has helped clients, including NCC Group, Royal Botanic Garden Edinburgh and the Department for Education, to consider digital sustainability as part of their ESG commitments by showing them the potential of sustainable digital products and services.