Interviews, insight & analysis on digital media & marketing

NDA Agency News: VCCP London, The Corner London, Milk & Honey PR and many more

Cadbury and global agency of record, VCCP London invite the nation on a heist of a lifetime for the launch of the new limited-edition flavour, Wispa Gold Salted Caramel. With the Wispa Gold bars locked away in virtual vaults, hopeful heisters will be challenged to complete a safe-cracking audio game accessed via QR codes on OOH sites across the country, or through ‘Wispa Gold Heist’ ads served on TikTok in order to secure the limited-edition loot. The ‘Wispa Gold Heist’ will roll out across OOH and TikTok and for a limited time, those successful will be rewarded with first dibs on Wispa’s best gold yet – the salted caramel flavour. Created to appeal to a younger Gen Z audience and break into the competitive salted caramel category, the code-breaking mechanism of the campaign taps into the playful spirit of the Wispa Gold brand. The heist element has been designed to drive intrigue and desire for the new product by locking it away and increasing the lure of the Wispa Gold Salted Caramel bar which heisters will be able to get their hands on for free if successful. This was an integrated effort across the VCCP, bringing together VCCP London with the group’s global production studio Girl&Bear; and their digital product & service innovation company Bernadette who designed and built the online platform.

Airband, part of the UK’s next generation of internet service providers, has appointed The Corner London to relaunch their brand. The work will see a complete overhaul of Airband’s communications across all touchpoints and follows two successive projects focused on the ISP’s brand strategy and visual identity. James Hyland, Head of Marketing, Airband said: “For too long communities and businesses outside of major cities have been served sub-optimal broadband; be that bandwidth prices, service, or overall value. Working with The Corner we have seen how we can unlock growth through our brand and show consumers it doesn’t need to be this way.”

Milk & Honey PR has launched its new podcast, Untick The Box, to give a platform to underrepresented voices and inspire people from diverse backgrounds to enter and succeed in new industries. As the name suggests, the podcast looks to highlight and reimagine diverse talent beyond a box-ticking exercise. It seeks to do this by allowing people to learn from the experiences of leading diverse industry voices. The podcast will see Milk & Honey chatting with people from a range of industries, to discuss the highs, lows and changes they want to see for this generation and the next. Untick The Box aims to be inspiring, thought-provoking and hold up a mirror to different industries to show them how they can better support people from all backgrounds to overcome challenges and allow them to succeed. 

B2B sales and marketing agency Punch! has rebranded as two sister agencies, Punch! B2B and Punch! Sales, as it expands its services for a growing client base. The structural change and rebrand mean each agency can focus on what they do best, while increasing their offering for a global B2B client portfolio. Building on its sales background and marketing expertise, Punch! B2B will focus on driving long-term growth for B2B brands, through repositioning and rebranding ambitious businesses and helping them reach new targeted audiences through ABM. Its sister agency, Punch! Sales, will focus on sales development for B2B brands, creating and delivering multi-channel programmes and supporting marketers to develop leads to fuel their pipeline and drive growth. 

Creative agency Impero has announced the launch of George at Asda’s next Back-to-School campaign ‘Uniform for the People’ to promote the supermarket’s great quality yet affordable schoolwear. The campaign aims to show that George at ASDA has parents’ backs, with a range of uniforms designed to deliver great value and durability for kids returning to school at the end of Summer during the growing cost-of-living crisis. The 30-second ad also encourages sustainability as well as cost-saving and durability, with a scene where one of the young rappers delivers second-hand uniforms from her stall to a queue of enthusiastic kids. The film concludes with a group of kids with placards chanting “Uniform for the people, uniform for me.” Uniform for the People is a disruptive omnichannel campaign for George that shows you can have both affordability and quality when it comes to school uniforms.

DTCX, a producer of premium quality nutritional supplements, has appointed PR agency The PHA Group for their latest product launch. Nu:tropic® is a user-friendly brain food made with plant-based, sustainable ingredients designed to boost daily brainpower. The Warwickshire-based business has engaged The PHA Group for a creative launch campaign. With an ongoing press office brief that spans product placement, influencer engagement, feature placement and business profiling.

Casual dining restaurant, Nando’s, has awarded all digital and offline media planning and buying to Zenith, part of Publicis Media, following a competitive pitch. Zenith will help Nando’s to drive long-term growth and relaunch the brand to further engage its cult following and support its ambition to be the UK’s most loved restaurant amongst Gen Z. Working alongside creative agency New Commercial Arts (appointed in March this year), Zenith is also tasked with handling all marketing effectiveness measurement for the brand.

Mondelēz-owned savoury biscuit brand Ritz has launched a new brand platform and its first campaign in several years. The push was developed in partnership with creative agency ELVIS. ELVIS has partnered with Ritz to create “One Thing We Can All Agree On”, a new brand platform with the power to break it out of its seasonal heartland and make it an enabler for people to get together at any time. The campaign, which is running across Facebook, Instagram and Twitter, harnesses bold, dynamic macro shots and split-frame food imagery, overlaid with copy which playfully intersects contrasting views around the cracker. Media planning and buying is by Carat and production is by Food Hall.

Volkswagen has been working with global total experience agency, Tribal Worldwide, to generate engagement and awareness through a new social media engagement campaign. Kicking off at the start of this year’s UEFA Women’s EURO, the campaign is centred around Tiny Buzz, a remote-controlled miniature Volkswagen ID. Buzz. The objective of the campaign is to interact with fans on Twitter and TikTok by capitalising on topical events to join conversations and jump on the latest TikTok trends. Launching with Tiny Buzz making its first appearance delivering the match ball to the players at the start of the UEFA Women’s EURO, the campaign has seen Tribal create social accounts for the ‘sentient’ remote-controlled car to establish its distinct personality. Focusing on driving community engagement, Tribal Worldwide created content with the aim of connecting with key audiences and fans alike, whilst striking a chord with younger audiences and humanising the brand. The quirkiness of the Tiny Buzz car allows a different tone of voice to Volkswagen’s primary channels, enabling the brand to engage with the latest memes and social media trends.

M&C Saatchi London has collaborated with the University of Greenwich to co-create a new creative advertising degree, Creative Advertising and Art Direction, as part of its ongoing relationship with the institution. The creative agency already works with the University of Greenwich on its groundbreaking Carbon Academy initiative, which is now entering its third year. The scheme enables young women from inner-city schools to participate in a six-month creative mentor programme, hosted by M&C Saatchi. The interdisciplinary degree seeks to develop graduates with an appropriate, adaptable skillset for any creative advertising or communications environment, allowing participants to specialise in art direction, copywriting, moving image, experiential, digital content and a variety of other visual and written branded communications types. The degree offers a combination of experiential, active, studio-based activities as well as research and reflection.

Beck Greener, attorneys specialising in patents, trademarks and design, has worked with branding and communications agency Curious, to design and develop a fresh new website and user experience using intricate designs illustrated by renowned artist Brett Ryder, previously featured in Time Magazine, The Guardian and The Times. Curious looked to develop a platform that not only showcased the depth and range of expertise and services Beck Greener offered, but also had the flexibility to scale and grow alongside the business, without comprising a user-friendly, audience-centric design.

Following a competitive pitch, integrated agency TMW Unlimited has been appointed by heritage body Historic England to deliver an integrated campaign aimed at inspiring a younger audience to rediscover their local high street. Launching this summer, the campaign will focus on unearthing people’s unique food stories and showcasing England’s rich heritage in eclectic cuisine. The contract was secured via UNLIMITED’s position on the Government roster and will see TMW Unlimited apply its deep capabilities in local activation. TMW Unlimited will be responsible for brand activation, creative output, content curation, social activation, event consultancy and influencer activity. All work will be underpinned by expertise in neuro, behavioural and data science from UNLIMITED’s Human Understanding Lab.

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