Interviews, insight & analysis on digital media & marketing

NDA Agency News: Wavemaker, Havas Media Group, Speed Communications and more

Wavemaker has partnered with Sky on a TV sponsorship deal to showcase the LEGOLAND® Windsor Resort as the premier destination for family days out. The brand’s sponsorship of ‘Family Movies on 5’ debuted on 29th January 2022 and will run for a full 12 months. To launch the sponsorship, Wavemaker has collaborated with Sky on the production of a series of idents designed to showcase and build continued momentum for the resort’s new land, LEGO® MYTHICA: World of Mythical Creatures. As the single biggest investment in the park since it first opened 25 years ago, the new land was launched to guests in May 2021. It features rides, attractions and experiences, including the UK’s first flying theatre ride – Flight of the Sky Lion. The project is the first TV sponsorship deal for Wavemaker and family entertainment group – and LEGOLAND Resorts owner – Merlin Entertainments. Wavemaker was selected to handle all of Merlin Entertainments’ media planning and buying for the company’s theme parks, resorts and Midway attractions last year. Its decision to consolidate its media planning and buying into Wavemaker forms part of Merlin’s ambitious growth plans, as the UK visitor attractions industry emerges from COVID-19 lockdowns and restrictions. As demand for days out and short trips rises, the TV sponsorship aims to increase awareness amongst key growth audiences, keeping LEGOLAND Windsor at the front of mind of families across critical periods such as school breaks and holidays. To do this, beyond promoting LEGO MYTHICA, Wavemaker will additionally phase idents to promote the LEGOLAND® Resort Hotel as well as the park as a whole. In collaboration with Sky, Wavemaker is also planning to refresh the idents later in the year to promote the Halloween experience, ‘Brick or Treat’, a spooky staycation for all the family. 

Havas Media Group has opened its Havas Boost programme for applications. Spearheaded by Gerald Appau-Bonsu alongside his colleagues within Havas Media Group’s Diversity, Equity & Inclusion Committee, Havas Boost seeks to address the lack of funding and support available to start-ups founded by underrepresented groups. The initiative provides investment and support to emerging media and tech start-ups founded by groups which are traditionally less likely to receive funding, with an initial focus on Black, Asian and minority ethnic-owned businesses, as part of Havas Media Group’s ongoing efforts to make a meaningful difference to brands, businesses and people. Havas Media Group is inviting Black, Asian and minority-ethnic entrepreneurs to apply to Havas Boost, for the opportunity to receive up to £150,000 worth of resource, split between cash, media spend and facilities (with free rent for storage and/or office space). To support the launch, Havas London has developed a new Havas Boost logo and brand identity, with a bright, optimistic colour palette to reflect the diverse range of people the programme will help. In the new logo, the ‘t’ in ‘Boost’ is represented by a slightly elevated arrow, to demonstrate the lift and energy that the programme aims to bring to start-ups founded by underrepresented groups. Havas Boost has been developed in partnership with investment management specialist CEG Investment Group, which was also co-founded by Appau-Bonsu, and will act as investment managers for the programme. The independent vetting process for Havas Boost will be conducted by Acorn Business Consultancy. Anyone interested in applying to the programme should visit Applications must be submitted by the 28th February 2022.

Speed Communications has been hired to support an awareness-raising programme for Professional Assessment Ltd (PAL), which provides services for training organisations and employers involved in the delivery of Apprenticeships and adult learning. Established in 2017, the company was formed by a group of experts with vast experience in assessment and vocational training delivery. The team at PAL is passionate about inspiring and supporting people to achieve their potential, and about driving quality in learning, development and assessment. PR and communications agency Speed has been chosen to ensure PAL’s key messages are effectively communicated to its target audience, drawing on their years of experience promoting and growing brands in the training sector. Speed’s sector specialists will deliver PR activity to boost awareness and leads.

Integrated digital marketing agency Candid has announced that digital agency Positive has joined the Candid Platform. Julian Reiter, Positive’s CEO, joins as a partner of the Candid platform and will continue to lead Positive. Founder Tim Miller will take on an ambassadorial role in supporting Positive in its growth ambitions in the UK and beyond. This latest expansion marks the next step in Candid’s ambitions to internationalise the platform.

Mediahub Worldwide and Adelaide have announced a partnership to develop media buying technology using Adelaide’s attention-based media quality metrics. Thanks to this strategic partnership, Mediahub clients can access proprietary tools and data co-developed with Adelaide. The teams are now building out a suite of programmatic tools to integrate AU into existing Mediahub planning, buying, and optimization tools and services. The suite will include evidence-based approaches to planning, custom algorithms, pre-bid filters, and advanced optimization.

Specialist integrated tech marketing agency, Fox Agency has been appointed as global agency by Delphi Technologies following a competitive pitch. Fox Agency has been appointed to work with Delphi Technologies Aftermarket Global and EMEA marketing and communications teams with a focus on positioning the company around their electrification and sustainability vision whilst continuing to leverage their OE strength and strong ICE portfolio expertise. The awareness campaign will help cement the brand perception across the global automotive aftermarket through research and insight, brand strategy, proposition and creative, PR, content and collateral, events, and digital activation. Fox Agency will be working to position Delphi Technologies Aftermarket as a future-focused brand for the automotive aftermarket – including, defining, and communicating Delphi’s proposition for trends impacting the global aftermarket – from connected and autonomous vehicles to the impact of shared vehicles and the rapid-acceleration of the electrified vehicle (EV) market.

VCCP Group is the first advertising network in the world to open its global virtual office doors in Roblox, a global gaming social platform where millions of people gather together every day to imagine, create, and share experiences with each other. VCCP X Roblox is a reimagining of VCCP’s network, inspired by its headquarters in London Victoria, Greencoat House. Spearheaded by the Innovation team at VCCP to educate colleagues across their eight global offices about the opportunities within gaming, in a new, fun way. It also encourages them to experiment and build prototype ideas for the agencies’ brands. The building features five floors and includes mini-games as well as Easter egg collectibles and fun homages to some of VCCP’s clients from across its global network and key features including a Compare The Market, Meerkat enclosure and O2’s friendly blue robot, Bubl. There are NPCs (non-playable characters) inside including VCCP Founders Charles Vallance and Adrian Coleman alongside well-known and loved office staff from VCCP London; Milani from Office Support, Samson from IT and ECD Monty Verdi in the DJ Booth. VCCP X Roblox was led by ACDs Ben Hopkins and Morten Legarth alongside Alex Dalman, Business Director – Innovation and collaboratively produced through VCCP’s global content studio, Girl&Bear and Pro Roblox Builder, TrustMeImRussian.

The UK’s national charity for homelessness, Crisis UK, has appointed independent media agency The Kite Factory to develop both its online and offline media planning and buying strategy. The Kite Factory, which also won Crisis UK’s digital account last July, will deliver a media planning and buying strategy to drive significant growth for Crisis to help meet its goal of ending homelessness. There will be a particular focus on helping the landmark Crisis at Christmas Campaign retain its market leadership in charitable giving during the festive period. The Kite Factory will develop new ways to future proof the programme, expanding the year-round campaign with new tactics to maximise the media effectiveness.

Global independent marketing services group, The Miroma Group has completed the acquisition of Miroma SET, the industry-leading sports, entertainment, and technology marketing company. The acquisition sees The Miroma Group incorporate Miroma SET under its umbrella to enhance its end-to-end marketing platform, creating an expected full year combined revenue base of more than $350m, with 600 employees across 14 markets globally, including London, Los Angeles, New York, Milan, Amsterdam, Madrid, Sydney and Singapore. Miroma SET provides clients with branding, marketing, advertising, creative design, digital product development, production and data analytics services in the sports, entertainment, and tech sector with clients including world-renowned brands like Live Nation, AEG, IMG, MasterClass, Simba, Apple TV+ and Comcast. 

Agent3, the global end-to-end Account-Based Marketing (ABM) provider, has acquired demand generation specialist, oneninefive, to significantly enhance its ability to deliver account-centric demand generation programs to its global customer base.  Combining the existing Agent3 demand generation resources with the team at oneninefive will immediately create a global team of more than 40 consultants focused on the delivery of higher quality account engagement and leads that are faster to close.

Ingenuity, the UK’s new business consultancy, has announced the launch of Ingenuity North, its new base in Leeds ready to serve brands and agencies locally. The office will be led by Head of Ingenuity North, George Vann, who returns to Ingenuity after seven years in business development roles in Australia and Leeds, where he will build out the Ingenuity North team. George and the team will be offering Ingenuity’s full suite of services to connect brands and agencies. For agencies: events, intermediary, proposition and pitch consultancy business development, PR, digital marketing, and content. And for brands: partnerships, agency selection, events, marketing efficiency and effectiveness consultancy. 

CHEAT, a brand, marketing and PR agency specialising in the sports and fitness industries has launched as part of the Tried&True group, with locations in Glasgow, Harrogate, London and Sunderland. The agency will offer marketing and PR services, content creation and management, SEO, and web development specifically tailored to clients with a presence in the sports industry. CHEAT aims to adopt a data-driven approach to sports marketing, generating deeper insights for clients and a bespoke service that endeavours to increase their brand visibility, audience reach and revenue. CHEAT provides their clients an unfair advantage in the marketplace by offering clients unmatched insider knowledge from both a sporting and marketing perspective. CHEAT is launching with several clients already on board, including RugbyPass and their portfolio of publications, Olympic Athlete and World Champion Sarah Stevenson and a business consultancy deal with former premier league star Victor Anichebe.

Awin advertisers can now take advantage of TikTok’s surging popularity within the influencer space following the latest partnership between Awin and advertising agency, and official TikTok marketing partner, Sellers Alley. Sellers Alley creates winning advertising strategies via Amazon PPC, Google Ads, Amazon DSP and TikTok advertising services. After identifying a gap in the market, Awin and Sellers Alley have integrated to optimise TikTok ads with affiliate tracking. As an official TikTok marketing partner, Sellers Alley has partnered with Awin to develop ad strategies on behalf of Awin advertisers and at no additional service cost. Advertisers can leverage short-form video and influencer content efficiently within the TikTok feed on an agreed campaign rate. In addition, the Sellers Alley partnership grants Awin advertisers access to multiple incentives such as social listening boosted posts and early bird previews of new features on the TikTok platform.

With its latest campaign, Netflix Italy wants to celebrate its audience. Passionate and sensitive viewers, find such originality within the brand and that decided to bring Netflix both in their everyday life and in pop culture. To share the passion for those stories, Netflix highlighted one of the most iconic trademarks of the brand, so familiar for its audience that it’s used every day with irony: the “Tudum” we hear every time we start watching a show on the platform. And whenever the “Tudum” plays, it “sounds like a good story is about to start”. The campaign was launched during the Sanremo Music Festival, the pop-cultural event of the year in Italy, with more than 22 million interactions on social networks. The film, signed by Publicis Italy / LePub and directed by Alex Feil, shows different daily scenarios turning into the beginning of great new tv shows or movies, through the eyes of passionate protagonists, from comedy to horror and thriller. And that’s why they all comment on what’s happening with a “Tudum”. The unmistakable sound always triggers the beginning of a great new story.

krow Group (part of MISSION) has announced the launch of krow.x – the creative CX agency, adding new capabilities to its Group offering. With a robust heritage in delivering strong creative for clients, the launch of krow.x marks the evolution of its original offering, taking on board recent societal changes and a genuine customer understanding. The launch comes following in-depth research with the group’s current client set, industry peers and employees which delved into the challenges and demands they face. By using both quantitative and qualitative methods, the agency was able to create a 360-degree view of its audience’s needs. The insight gathered proved an overall need for efficient, effective, and creative work across multiple channels, with a focus on delivering joined-up experiences for customers – something krow.x will help fulfil.