Interviews, insight & analysis on digital media & marketing

NDA Agency News: Waste Creative, Publicis Conseil, isobel and many more

Publicis Conseil has created the campaign ‘Unrecommended’ with Fnac. In reaction to the growing threat of cultural bubbles online, Fnac wants to offer an alternative where algorithms are not the only ones to decide our cultural choices and humans keep their role as influencers. FNAC developed digital banners to recommend the opposite of what mathematics formulas would have recommended: cultural items we are less likely to buy. Based on real data profiles from publisher ad servers, Fnac flipped around the algorithm recommendation mechanism to select & serve contents that people had only a 2% chance to like. On social, under the #UnrecommendedByAlgorithm hashtag, a Twitter bot publishes tweets with cultural content at the opposite of what people like & share on the social network. The experience is completed with a print campaign to denounce the bias of algorithms in our cultural choices. To emphasize what makes shopping in a Fnac store a unique experience: the knowledge & cultural background of Fnac advisors. Because there is no area more human than culture.

Online greeting card marketplace thortful have launched their latest ‘really really really thortful’ campaign, this time, for Father’s Day. The campaign, created and produced by independent creative agency isobel, shows people how to win their Dad’s approval, by giving them a thortful card. The campaign includes ‘Dad’s Approval’ film content, for VOD, social and digital channels, as well as a consumer confessions content series, featuring comedian Mike Shepard, which will be activated through TikTok. The work was written by isobel’s Tom Dyson and Lance Boreham, produced through isobel Productions, and directed by Rob Fletcher and Chan Spencer. 

SALT, the specialist food and drink marketing consultancy, has become the first food and drink consultancy to launch on the global food metaverse, OneRare. SALT has opened an office and an event space housed within British pub – The SALT Arms – to offer its unique marketing services to global food businesses in the specialist metaverse, bringing the SALT portfolio into Web3 and making metaverse marketing more accessible to food and drink brands. SALT and OneRare’s teams will work closely together to deliver a suite of services in the specialist metaverse which has been dubbed the ‘Foodverse’. SALT’s Foodverse offices will be spread across two floors and a rooftop that will include a British pub; where all good things happen! This is a space designed for holding virtual meetings and events with options for gamified components using NFTs that combine virtual and real-world elements.

Digital marketing agency, Wagada Digital, based in St Albans and Cheltenham have won two Inspiring Herts Awards, at last week’s ceremony (9 June), which was held at the Warner Brothers Studio, in Leavesden, Watford. Cheryl Luzet, CEO, Wagada Digital won Entrepreneur of the Year, while Wagada Digital was awarded the Small to Medium Business of the Year Award. The Inspiring Herts Awards are run by the Hertfordshire Chamber of Commerce, and give Hertfordshire businesses the chance to “showcase their performance and achievements” across the Hertfordshire business community.

Digital marketing group, Incubeta has announced its acquisition of Dubai-based integrated digital marketing agency Bruce Clay MENA, specialists in search, social and creative. This acquisition, the fourth in 12 months for Incubeta, will expand its global presence in the Middle East and North Africa, allowing the group to continue driving growth for clients through their expertise, and best practices in media, technology and creative. Sitting under the Incubeta brand, Bruce Clay MENA will have access to Incubeta’s full scope of services, including Incubeta’s exclusive Google Marketing Platform relationship. As such, Incubeta MENA will provide clients with a fully integrated, end to end digital offering beyond their founding specialisms.

Newcastle-based Start Fitness, one of the UK’s largest fitness retailers, has chosen local agency Glass Digital to deliver a new digital marketing campaign. As part of the new campaign for Start Fitness, Glass Digital will design and deliver a complete SEO campaign to develop the brand’s online presence, ensuring it remains competitive in a fast-paced digital market. The agency’s three organic search teams will implement the latest SEO tactics, including onsite technical work, expert copywriting, and link-building tactics, to boost the brand’s rankings on search engines. Since contracts were signed a few weeks ago, Glass Digital has kickstarted their outreach campaign by building links to Start Fitness on sites such as Metro, My Celebrity Life, and Toddle About. The agency is also working to resolve technical issues on the site and has already started working on content creation for the brand’s transactional pages, both of which will help improve Start’s visibility in the Google search results.