Interviews, insight & analysis on digital media & marketing

NDA Agency News: TMW Unlimited, Creature London, Lucky Generals and more

TMW Unlimited (part of UNLIMITED) is launching new specialist digital agency, TMWX. The new agency combines the digital design and development specialists who formerly sat within Splendid with TMW Unlimited’s Performance Marketing and SEO teams. TMW Unlimited’s proposition is to combine stand-out creativity with end-to-end connectivity, creating Ideas That Move People. This will be bolstered by the addition of an award-winning design and digital experiences agency. TMWX will help brands to connect with, interact with and convert their customers in more engaging ways, by using human insight to improve communications throughout the customer journey. The integration of design, development, SEO and performance marketing will enable TMWX to have seamless collaboration between these naturally coexisting specialisms. All teams will continue to be supported by the Human Understanding Lab, UNLIMITED’s in-house collection of expert neuro- and behavioural scientists, trends analysts, and data strategists. TMWX will be led by Managing Partner, Rob Watt, who previously headed up the Performance Marketing and SEO teams. Watt will continue to sit on the TMW Unlimited senior leadership team, led by TMW Unlimited CEO, Chris Mellish. TMW Unlimited was the only agency to be shortlisted in both the Integrated and Customer Engagement categories at the most recent Campaign Agency of the Year Awards. TMWX will be working on one significant piece of new business: a contract to build a new website for Westfield Rise, the in-house media agency of Unibail-Rodamco-Westfield.

Merlin Entertainments’ most thrilling theme park, Thorpe Park, has appointed Creature London as its lead creative agency for Project Exodus – a brand new rollercoaster – following a competitive pitch. Creature London’s first job will be to launch the park’s brand-new rollercoaster, Project Exodus. Project Exodus will be the tallest coaster in the UK, and the first to launch at Thorpe Park since 2012. The advertising agency will be responsible for creating the overarching communications platform and multi-channel campaign to drive awareness and entice visitors in, as the theme park seeks to attract thrill seekers from far and wide. Creature London and Thorpe Park will begin working together with immediate effect.

Co-op has taken a distinctly different direction with its latest brand campaign to support its membership proposition and the launch of Member Prices, in a move designed to bring a disruptive and playful approach to a busy and competitive advertising environment. The multi-channel campaign from Co-op and creative agency Lucky Generals, launching on Wednesday 19th July, across TV, print, digital out of home and in Co-op stores, focuses on the money-saving benefit of being a Co-op Member and features a regular Co-op shopper, visually represented as a ‘Proper Donut’, who loves a bargain and waxes lyrical about Co-ops new Member Prices. Co-op has committed 65 percent of its annual marketing budget to promote the initiative, including a new visual identity, significant media spend behind the ‘Members Save More’ campaign and the introduction of innovation channels.

After a hotly contested pitch involving many of the world’s best UX & design agencies, Aer Studios is excited to announce its appointment to the BBC Digital Design Roster. The only agency in the South West region to be appointed, the engagement spans four years. Aer Studios will work in close collaboration with the BBC UX&D team across its entire digital estate, with a focus on young audiences and learning. Aer Studios will be joined by six other industry-leading agencies and consultancies, including Moving Brands, Next15 and Epam Continuum. Aer Studios has previously worked with the BBC, but this represents a significant expansion of its remit. The company also partnered with South West agency, Wreel, to ensure it could offer end-to-end creative, design and tech services. Wreel will be supporting Aer Studios with creative and brand design capabilities.

A global specialist in bridal wear, Pronovias Group, has selected GA Agency as its trusted strategic partner for full-funnel digital creative activation. Covering the entire portfolio of brands within the Group, GA Agency will be managing paid search, paid social, and programmatic and organic search across global markets, with a particular focus on the EU and US. Chosen for its ability to provide deep dive analysis of performance and opportunities in multiple markets, GA Agency brings an international team – including more than 15 native nationalities – led by Guido Ampollini. 

It’s been 50 years since the birth of the F-Box, the iconic FILA logo that changed the game of global sports. Since then, many records have been set by FILA athletes. Half a century later, the brand reminds us that without passion, there is no achievement, and that ‘Numbers are just numbers without love.’ With this new campaign, FILA gives a uniquely personal voice to its ambassadors, both past and present. Each one shares insight on what really drives them, and how winning for the sake of victory alone is rarely enough. This prestigious roll call includes names such as Björn Borg, Suzanne Schulting, Grant Hill, Reinhold Messner, Alessandra Chillemi and Reilly Opelka. Remembering, among others things, the historic moment when Soldini abandoned his solo round-the-world race to save Isabelle Autissier who was shipwrecked in the middle of the Pacific, and the environmental efforts behind Messner’s mountain ascents, show how each of these ‘game changers’ believes that sporting achievements go beyond mere numbers. For the campaign, FILA partnered with Hello, the creative agency of the Plus Company group. The ‘Numbers are just numbers without love’ campaign will roll out over the coming months on social media and digital platforms, and be a highlight of FILA’s communication throughout its anniversary year.

iProspect, a dentsu company, has announced it has been named the UK and Ireland media agency for Center Parcs, the short-break family holiday company. The decision followed a competitive pitch process, with the contract starting in May. Center Parcs previously worked with multiple agencies but was won over by iProspect’s scale and expertise across media strategy, planning and activation. The media agency’s sophisticated audience mapping and planning tools and deep understanding of experimentation and measurement across media impressed the holiday company, with five sites across the UK and one in Ireland. iProspect will be responsible for all media planning and buying in the UK and Ireland. This brings areas previously overseen by three agencies under the iProspect banner.

Over 30 years ago Müller burst onto the UK market, grabbing consumers by the spoon amidst an aisle of plain, simple flavours and identikit formats. Founded on a bold and disruptive spirit, Müller is still producing the Nation’s most loved dairy products today, albeit with a wider range, and within the context of a very different world. With the ambition of reminding the nation what made Müller the unique, loved brand they first fell in love with, Müller is launching its new masterbrand campaign, showing that there is (still) a Müller for everyone. The integrated campaign, created by agency of record VCCP London, shows a return to greatness for the brand with a bold and distinctive creative, playfully reminding the nation of its iconic status. At the heart of the campaign, sit three films each of which hero a different Müller product and a different eating ritual. ‘Teacher’, ‘Family Tradition’ and ‘The Drop’ all bring to life Müller’s new brand platform, ‘Love Every Bit’ devised using insight from consumer research which revealed that the thing people love most about Müller products are the little rituals they get to enjoy with every single one. Targeting lapsed buyers, the campaign aims to boost brand awareness and to remind consumers of its role as a fabric of the nation brand.“Love Every Bit” will run from today until 19th November across TV, VOD, YouTube. Media has been planned and executed by EssenceMediacom.

Additionally, DLMDD, the creative sound branding agency, has crafted a new sound identity for Müller Yogurt & Desserts, bringing a sense of positivity, delight, and satisfaction to the much-loved brand. With a brief to create a mnemonic that would reflect Müller’s status as part of the fabric of the nation for years to come, DLMDD worked with composer Tom Bromley to create the new sound of Müller. Starting with a deep dive into understanding the Müller Yogurt & Desserts brand, its competitors, its relationship with music and its ambitions, the DLMDD team presented several different creative routes, which were simplified into a 3-note piano melody; a simple, satisfying, and uplifting sound.  Müller’s new sound identity launches today across TV, online video and YouTube as part of their new Müller master brand advertising campaign – Love Every Bit – created by VCCP.