Interviews, insight & analysis on digital media & marketing

NDA Agency News: VaynerMedia, VCCP, Aberfield Communications and more

As TikTok is now the first digital entertainment platform to sponsor the UEFA EURO tournament, the platform is seeking to become a credible voice in the sport whilst showing football fans that TikTok is the platform for them. With the EURO 2020 tournament kicking off last week, TikTok have ramped up their social marketing activity surrounding the competition with strategic and creative partner, VaynerMedia London, in a bid to tap into football audiences and broaden the appeal of the platform beyond its core user base. This activity is being driven through their latest campaign ‘Where Fans Play’ to deliver relevant, impactful and real-time content across the social ecosystem during the event. ‘Where Fans Play’ applies a real-time marketing approach that provides an ongoing daily drumbeat of content, fusing together football and TikTok’s community culture. This is brought to life through both reactive and proactive content that dives into football culture as it happens, coupled with the creation of football-relevant content using UEFA intellectual property. In a bid to create culturally relevant storytelling opportunities that connect TikTok to football in an authentic way, TikTok and VaynerMedia will capture real-time moments during the tournament to use the following day. The team will analyse data, conversations and engagement in real-time to ensure that the match footage is relevant to the core EUROs audience, whilst remaining true to TikTok’s mission of spreading joy and creativity to the world.

Leeds-based PR, social media and brand communications agency Aberfield Communications has been appointed by Wakefield Council to help deliver its summer tourism campaign, Experience Wakefield. Aberfield will work as an extension of the tourism team at Wakefield Council, delivering a strategic PR and marketing campaign to challenge perceptions and establish the Wakefield district as a tourism destination, whilst supporting the economic recovery of the sector following Covid-19. Aberfield was appointed following a competitive pitch process, presenting an approach centred on creating strategically targeted, SEO-driven content to reach key audiences through national, regional, broadcast and specialist media, as well as for the newly launched Experience Wakefield website and its social media channels.

Automotive brand ŠKODA UK has partnered with global agency Tribal Worldwide to create a digital experience to drive awareness and desire for ENYAQ iV. Tribal brings the design, personality, performance and advanced product features to life through a new digital experiential campaign, devised to encourage onsite interaction and bring people closer to purchase. With the launch of the ENYAQ iV, ŠKODA are targeting a diverse audience who are united in being time poor, looking for excellent quality and design with state-of-the-art technology at accessible prices. They are also open to products with a green footprint. Tribal Worldwide’s creative approach and execution needed to visually resonate with this audience.

Nationally acclaimed and celebrated artist, Yinka Ilori MBE has partnered with the British Red Cross to launch the latest collaboration for the charity’s ‘This Is Human Kind’ campaign. Since the beginning of the pandemic, the British Red Cross has worked with almost two dozen diverse UK-based artists who are aligned with its mission to spread the power of human kindness at a time when the nation needs it most. At the heart of the integrated campaign is a mural celebrating the acts of kindness shown in communities around the UK since the start of the pandemic. Located on Ebor Street, a short walk from Shoreditch High Street Station, the 15ft mural is part of the charity’s This is Human Kind campaign which celebrates the deeper human connections made through supporting one another, particularly through the coronavirus pandemic. Alongside the mural, the campaign will run for two weeks across OOH, social, online and eCommerce by VCCP, with prints of the mural will also be sold at The social, online and OOH activations will show specific acts of kindness from the British Red Cross in local communities around the UK. High impact billboards will be situated in London, Manchester, Newcastle, Peterborough, Leicester and Edinburgh.

MyTutor has appointed Joint as its creative agency after a competitive pitch against 5 other agencies. MyTutor is an online tutoring network of great live expert help from those who have been there done that (also known as, ‘near peers’). The brief is to get parents of teenagers to sign up for MyTutor.  MyTutor wants to be the first thing parents think of when they think about how to boost their child’s confidence, or support their education. The brief covers TV and Radio.

Global experience design company Imagination has been appointed as Costa Coffee’s global creative partner to support the brand’s international expansion. With 14 offices in eight countries, Imagination will draw on its international presence to deliver strategic experience design for the coffee brand across multiple global markets and formats including high street, drive-thru, airport and express. The agency will focus on meeting the changing demand of consumers, who care more than ever about crafted quality coffee and authentic localised experiences that are frictionless from start to finish. Whilst continuing to focus on Costa Coffee’s sustainability values. The appointment also includes the creation of brand storytelling assets, such as a suite of playful, courageous and localised illustration styles for application across all retail destinations, creating a sense of place and bringing to life core brand stories.

JA Europe, a provider of education programmes for entrepreneurship, work readiness and financial literacy, has appointed The PHA Group as its PR and communications partner. The PHA Group will be raising awareness of the crucial role JA Europe is playing in inspiring young people and preparing them for a successful future, through its programmes focussing on financial literacy, entrepreneurship and other vital skills neglected in mainstream education. A key focus will also be JA Europe’s upcoming Entrepreneurial Festival Gen-E 2021, taking place virtually in Lithuania between 29th June and 15th July, showcasing the achievements of thousands of young entrepreneurs, who will be competing for the titles of Best Company and Best Enterprise of the year.

O2, working with Island Records and Epic Games, has announced that London’s The O2 is now available to explore in the world’s biggest game Fortnite, within Fortnite Creative. Running for a week, the campaign, run by VCCP will connect Fortnite’s global audience of millions with the world-renowned music venue. Inside Fortnite Creative, players will be able to enjoy an interactive musical experience alongside the chance to win exclusive rewards in the Priority app, including tickets to future easy life shows at O2 venues for O2 customers. Accessible globally, the week-long activation marks the first time that the world’s most popular entertainment venue, The O2, has ever appeared in a video game. Another first for the campaign, includes a unique interactive musical experience by the UK’s top up-and-coming Leicester act, easy life, who will virtually perform tracks from their debut album ‘life’s a beach’. They are the first UK act to play within Fortnite Creative.