Interviews, insight & analysis on digital media & marketing

NDA Agency News: VCCP London, Atomic, Fuse, Mindshare and more

Tango launches ‘Warden’, a new integrated campaign created by agency of record, VCCP London and its content creation studio Girl&Bear. ‘Warden’ is the second film within the ‘dangerously potent flavour’ brand platform, aimed at a Gen Z audience, which continues driving differentiation for Tango Orange by reasserting its powerful taste compared to generic orange fizzy drinks. The campaign is brought to life by an integrated agency team comprised of VCCP, Girl&Bear Studios who led production, VCCP’s in-house social team who created content for TikTok, and mSix&Partners who drove media planning and buying, and PR, in-store and sampling managed by Cirkle, Initials and ID respectively. The spot aims to land the creative idea that Tango’s dangerously potent flavour leads to outrageously bold behaviour (getting Tango’d), as the iconic brand continues on its mission to increase its market share and introduce a younger generation to the powerful taste of Tango. The campaign breaks category norms of the soft drinks market as Tango taps into its heritage distinct position of being bold, pushing boundaries and behaving mischievously, all while retaining its classic British humour roots. In addition to conceiving the idea for the campaign, VCCP’s in-house social specialists, the Creator Team, led on all content creation for TikTok. The social-first films consist of a series of ‘behind the scenes’ style TikTok videos, all recorded on set, including a native ‘POV’ film of the warden dancing from the point of view of the other prisoners.

Independent agency Atomic has announced the launch of a new creative agency, Atomic Matter, to help health brands do more of what matters. The enterprise will be run by a triumvirate of Natalie Enniks (Managing Director), Frankie Everson (Head of Strategy) and Paul Foster (Executive Creative Director), supported by Atomic’s existing leadership team and growing portfolio of specialist creative agencies. Enniks and Foster both join from BBH, where they held the roles of Head of Health & Partner and Executive Creative Director & Partner respectively. There they built a team of 70 and were responsible for BBH’s pharma accounts in Europe and the US. Everson, also formerly part of the Health leadership team at BBH, leaves her role as Head of Planning at VCCP Health, where she has helped deliver record-breaking new business wins in recent years. As co-founders of Atomic Matter, the reunited team of Enniks, Everson and Foster, bring decades of collective experience launching and growing blockbuster healthcare brands. Their new agency will be supplemented by broader Atomic expertise (including social and creator-led content, media, performance and data strategy) to help healthcare brands do more of what matters.

International Sport and Entertainment agency Fuse, part of Omnicom Media Group, has announced the launch of its new office in São Paulo led by Luiz Fiorese, Head of Fuse Brazil. The new office will further cement Fuse’s presence in the LatAm market, enabling it to capitalise on the region’s fastest growing sports sponsorship market. Fiorese brings almost two decades of experience in advertising and sports marketing to the role. He has previously held the position of Marketing Director at São Paulo Futebol Clube, and most recently headed up the sports division at media agency Outpromo, OMG Brazil. Fiorese will report to Louise Johnson, CEO of Fuse, and Mauricio Gallian and Ricardo Franken,​​Co-CEOs of OMG Brazil. The new office officially opened with a strong roster of clients, including insurance company Ezze Seguros, gambling businesses, KTO and F12Bet, online sticker shop, Panini, Comite Olimpico Brasileiro (Brazilian Olympic Committee) payment e-wallet company, Pay 4 Fun and brewing business, Heineken. The Brazil office will have a particular focus on partnership consultancy, rights consultancy, activation, and measurement and effectiveness across sports and entertainment. Alongside these services, Fuse Brazil will launch a rights holder sales and consultancy offering, Fuse Ignite, designed to power up rights holders’ sponsorship propositions.

The Italian restaurant brand Prezzo has hired independent creative agency isobel as its new brand strategy and creative partner. isobel will work with Prezzo as it refreshes its brand and continues to innovate its marketing output across product launches and expanding brand architecture. Prezzo has also appointed isobel as a lead social agency, across the brand’s social strategy and content.

Immediate, home to trusted brands people love, and Alpen, the iconic healthy cereal brand, have announced a new multi-platform partnership designed to reconnect consumers with Alpen’s core values: delicious taste, the best natural ingredients, and health benefits. The centerpiece of the campaign is a media first bespoke competition offering one lucky winner a dream garden makeover worth £25,000 from the BBC Gardeners’ World Magazine team. The strategic partnership supports Alpen’s objective of maintaining and growing market share within a competitive healthy cereal landscape, with Alpen integrated into the number one brands in gardening and food, BBC Gardeners’ World and Good Food. Immediate’s trusted brands, including BBC Gardeners’ World, Good Food and Radio Times have a combined reach of 7.3 million ABC1 adults aged 45+, with a passionate audience known for their interest in natural foods and healthy living. The partnership will unlock unprecedented editorial engagement, with a dedicated designer crafting the winning garden and BBC Gardeners’ World Magazine promoting the competition throughout the year across various platforms with activations in print, online and on its podcast. This partnership provides Alpen with a unique opportunity to re-engage with customers and introduce the brand to a new generation of health-conscious consumers. Immediate’s audiences turn to its market-leading brands to seek out practical guidance on various aspects of their life.
Immediate has created a custom-built segment to deliver the campaign through their cookieless data platform imaudiences. Meanwhile, Immediate’s content studio, Imagine, has overseen the creative development and execution of the campaign. The media agency that developed the partnership was Mindshare UK.

The Ethical Supply Chain Program (ESCP), a non-profit leader in social compliance and labour standards for ethical supply chains, has selected B2B PR agency, Fourth Day, to manage its UK and international PR and thought leadership programmes. The organisation decided to appoint a PR agency, following its major rebrand as it continues to broaden its programs to new product categories and geographies. Fourth Day is tasked with promoting the organisation’s quest to champion integrity, transparency and sustainability across international supply chains. The agency was selected, following a competitive pitch, for its relevant supply chain experience, as well as its proven track record in delivering results-driven thought leadership campaigns.