Interviews, insight & analysis on digital media & marketing

NDA Agency News: VCCP, EssenceMediacom, Wavemaker, Dentsu, and more

Müller Yogurt & Desserts has continued its ‘Rice, Rice Baby’ partnership with footballer Declan Rice, launching an integrated campaign centred around a series of special-build billboards and digital assets created by agency of record, VCCP, and its content creation studio, Girl&Bear. The ‘Rice + Protein’ campaign aims to land the creative idea that Müller Rice Protein helps power people through everyday scenarios, dramatising its effects as Declan Rice demonstrates super-human strength with tongue-in-cheek hyperbole. The campaign is supported by social static and video content across Meta and YouTube also featuring Declan Rice. Additionally, content in fan parks throughout June and July and Müller is sponsoring various Acast podcasts. OOH will run until 30 June, and the wider campaign will run until 14 July across fan parks, OOH, social, and YouTube. Media planning and buying was driven by EssenceMediacom and PR was handled by Ogilvy PR & Influence.

INEOS Automotive has launched its first brand advertising campaign, introducing its Grenadier 4X4 to a global audience with a multi-channel activation across television, print, social, outdoor media and on-demand video streaming. The ‘Built for More’ campaign was conceived and created by Wonderhood Studios and is focused on “the feeling of possibility” that getting behind an INEOS Automotive vehicle can give you. Wavemaker is responsible for the worldwide media buying strategy and launch plan, which is designed to reach 400 million adventure-oriented adults with placements focussed on this year’s high-profile sporting events, including UEFA EURO fixtures, the Summer Olympic Games in Paris, and Formula 1 Grand Prix.

Dentsu UK&I has unveiled its latest innovation in support of its long-term commitment to sustainability – an anti-toxin mural sucking pollution from the air of one of London’s most congested streets. Towering almost eight meters above passersby on Euston Road, the mural aims to raise awareness of one London’s biggest issues – air pollution. ‘This Campaign Sucks’ was developed in partnership with environmental charity Global Action Plan to mark Clean Air Day 2024. It highlights the unacceptable levels of air pollution in London and educates people on the actions they can take to help drive change. By scanning the QR code painted on the wall, the public can engage with interactive elements and ‘catch’ the air pollution in the art, developed in partnership with Web AR Platform Zappar. The campaign was bought to life by Dentsu Creative and Global Street Art, who specialise in hand-painted advertising. The mural is at 222 Euston Road, NW1 2DA until 23 June 2024.

Bupa UK Insurance has launched a brand campaign aimed at the UK’s 1.5 million small-to-medium-sized enterprises (SMEs). The ‘Let’s Get Growing’ campaign, undertaken byB2B brand and content agency Rationale, stretches across addressable TV, CTV, digital radio and podcast advertising, out-of-home, and paid social media activity on LinkedIn and Meta, as well as a partnership with The Times. It features small business teams from across a range of sectors driving key moments of business growth such as expansion, winning new clients, meeting increased demand, and performing under pressure. Working alongside Rationale to deliver the campaign is media agency Initiative; marketing consultancy Stick & Twist; film production agency Lost Clock; and photographer Harrison Reid.

Brand experience agency Sparks has unveiled a new EMEA network. Acquired by events company Freeman in August 2023, the network will combine Freeman’s agency with Sparks under the Sparks brand. The expanded Sparks network has offices in London, Paris, Berlin, and Amsterdam, while current clients include Microsoft, Salesforce, Meta, Figma, Amazon, AWS, Celonis, Workday, AON, Coupa, Dell, Prologis, and Deloitte. The Sparks leadership team in EMEA includes Adam Charles, Global Chief Growth Officer; Jason Megson, SVP of International Business; Marianne Vendelbo, VP of International Business; and Trin Basra, VP Executive Creative Director, EMEA. They will lead an 80-strong team within Sparks’ 1,300 employee global workforce.