Interviews, insight & analysis on digital media & marketing

NDA Agency News: Wavemaker, Nudge PR, Fox Agency and more

Wavemaker UK and Audible, a provider of spoken word entertainment, have collaborated on a campaign to promote an upcoming Audible Original, George Orwell’s 1984. Launching to coincide with the first diary entry of Winston Smith in the novel itself – 4th April – it features Andrew Garfield as Winston Smith, Cynthia Erivo as Julia, Andrew Scott as O’Brien, and Tom Hardy as Big Brother. The objective of the campaign is to pull back the curtain and reveal the similarities that exist between Orwell’s dystopia and modern Britain. Activations will highlight themes such as Doublethink and Censorship that will captivate and resonate with fans old and new. To build anticipation pre-launch, Digital Cinema Media (DCM) indents will cause dystopian disruption with Winston Smith (Andrew Garfield) issuing a warning that 1984 is coming. Ten second glitchverts will distort showings of Dune 2 in DCM and Pearl and Dean cinemas nationwide, these will be replicated across GroupM’s Nexus’ Advanced TV on Broadcast Video on Demand (BVOD). The full 30 second glitchvert will launch on April 4th. Running from the day of the launch to 11th April, across London Underground and TfL stations, Out of Home (OOH) special builds will feature an Orwellian monitor. With ‘glitching’ DOOH screens and ribbons completing the dystopian effect. Situated in the same stations will be the perfect companion – copies of Metro UK with cover wrap featuring one of the famous doublespeak lines from the story. This will be accompanied by a Channel 4 partnership which features the C4 continuity stings again ‘glitching’ with Winston Smith’s warning, leading up to the final reveal of the hero 60-second spot featured next to Taskmaster (airing on Thursday 4th April at 9pm). This will be replicated on 4OD, with the addition of pause screens which feature a glitched 1984 hold screen, for the full dystopian experience. A partnership with The Guardian will lean on the key theme of censorship. A full digital print and audio takeover will feature redacted text that can be removed to reveal the doublespeak in the news. Bespoke print and digital articles will delve into the relevance of 1984 in 2024, and audio ads will run across The Guardian podcast including Today in Focus. Finally, a mixture of premium, immersive placements and creatives across Nexus Audio, Social, Online Video, Advanced TV and Acast Podcasts have been activated to further amplify the campaign. The aim is to let people experience the scale of 1984’s production – letting them know this is 1984 as you’ve never experienced before.

Nudge PR are expanding their client portfolio further with trusted family drink & snack brand Pip Organic. Nudge will be using their expansive press knowledge and experience to increase consumer, trade, and social media brand awareness for the 100% organic family-founded company. The new account will add to Nudge’s food & drink portfolio, which includes clients such as KETTLE Chips, Idahoan mash, Odysea and the Marine Stewardship Council. The Pip Organic range includes juices, smoothies, snacks, and frozen lollies all made with 100% organically grown, Soil Association certified fruit and vegetable with no added sugar or sweeteners, no added preservatives and not from concentrate ingredients. Nudge will be launching Pip Organic’s latest NPD project – their 100% organic dried fruit stick, Pipsticks – as well as establishing the brand as the go-to for families across the UK.

IMI Hydronic Engineering, IMI plc’s leading HVAC business, has appointed Fox Agency to create and execute integrated B2B marketing campaigns across Germany, France, and the UK. IMI Hydronic Engineering is an industry-leading provider of world-class, innovative, and energy-efficient heating HVAC solutions. Following its acquisition of UK smart thermostat brand, Heatmiser in 2022, IMI has appointed Fox Agency to bring the Heatmiser brand into the IMI portfolio and lead its launch into France and Germany. Separately, Fox Agency has been appointed to launch IMI’s new Smart Thermostatic Head in Germany. The new range sees IMI expand into the ‘smart homes’ market with the launch of its first B2C proposition.  

Distinctly has begun Q2 with multiple shortlistings for the UK Company Culture Awards. The London and Hertfordshire-based agency is up for three awards: Best Agency To Work For (Medium), Best Employee Development Programme (Agency) and Best Workplace Health and Wellbeing Awareness Initiative (Agency). Meanwhile, Managing Director Tom Shurville has been added to the Agency Hackers Growth Index Top 50 2024. The nominations were chosen by Kate Ross, MD at eight&four, spotlighting the agency leaders and team members driving change in 2024. 

Vodafone and Global Sport and Entertainment agency Fuse have turned the Welsh Women’s Rugby team into Women’s Health cover stars as part of a unique paid media partnership. This is the first-time women’s rugby players have featured on the cover and comes ahead of the team’s historic game at the Principality Stadium on the 27th April – the first standalone women’s game at the stadium. The special edition magazine covers, which feature current captain, Hannah Jones, and players Alex Callender, Lisa Neumann, Donna Rose, Sisilia Tuipulotu and Abbie Fleming, are part of a multi-channel campaign managed by Fuse. Fuse liaised with the Welsh Rugby Union to identify the six players featured, shoot the cover and build out the six-page spread within the magazine. As part of Vodafone’s ongoing work as Founding Principal Partner of Welsh Women’s and Girls Rugby, the campaign runs across print, social media and digital (including video assets). Copies of magazine featuring the special edition covers will be distributed this weekend at the Wales and Scotland Women’s 2024 Guinness Six Nations match. The campaign is part of Vodafone’s ongoing drive to help grow the women’s game and helps to raise awareness of the matches, where tickets can be purchased for 2024 Guinness Women’s Six Nations and the location of Welsh Rugby Union home games going forward. The landmark covers build on Fuse’s continued work with Vodafone and its commitment to helping accelerate women’s rugby with technology and connectivity. Previous work together on the proprietary menstrual tracking tool Vodafone PLAYER.Connect is helping improve female players’ performance, wellbeing and recovery and has placed Vodafone at the heart of the conversation on the impact of the menstrual cycle on sporting participation and performance.

Leeds-headquartered creative communications agency, Hatch, has been appointed by bathroom supplier, Frontline Bathrooms, to manage the brand’s 2024 PR strategy. The agency, which specialises PR, content, social media and activation, will work with the bathroom distributor to improve its share of voice, build its profile in the trade space, and drive brand and product awareness amongst key consumer audiences.

The GREAT Britain and Northern Ireland campaign (GREAT) and PabloUNLIMITED have announced the launch of the latest iteration of the Unicorn Kingdom  campaign The ‘Ever-Changing Statue’ – a distinctive, 3D-hologram installation in New York City.  Statues have historically been used to honor past achievements, however this future gazing  statue looks to raise awareness of the UK tech Unicorn and Future-corn leaders who are  spearheading the country’s $1 trillion tech sector. The statue will be on display at Rise, created  by Barclays, in New York City , between March 26 – April 4, 2024. Despite the UK being the third country in the world to have its tech sector valued at one trillion dollars, after the US and China, and boasting the highest number of Unicorns (private start ups which are valued at more than $1bn) in Europe, UK Government research suggests that many of the USA’s top tech entrepreneurs and investors are not aware of the scale of the UK’s world-leading tech ecosystem. GREAT, the UK Government’s flagship international promotion program, has taken steps to address this by launching in 2023 the ‘Unicorn Kingdom’ campaign, created by Pablo & UNLIMITED, which promotes the UK as a place with all the right ingredients to breed new tech unicorns, drive international investment, grow the economy and create jobs across the UK. The campaign highlights the UK sector’s scale ($1 trillion), agile regulation and world-class talent. This year, the GREAT campaign looks to continue to spotlight the UK’s tech strengths having built the world’s third $1 trillion- tech economy following the US and China, through the unveiling of the world’s first ‘Ever-Changing Statue’. Whilst statues have historically been used to honor past achievements and for nations to pay tribute to their most revered historical figures, Pablo & UNLIMITED have put a disruptive spin on the concept by creating a modern representation of the UK’s dynamic and innovative spirit, celebrating the companies that are driving the future of business and technology forward on a global level. Instead of celebrating the figures of the past, the ‘Ever-Changing Statue’ uses cutting edge 3D holographic technology from British company, HYPERVSN to spotlight the icons of the UK’s future from the thriving UK tech sector such as leaders from Quantexa,, Octopus Energy Group and Proximie in a revolving manner. Visitors can now learn more about the UK companies and their founders while viewing the installation. See a full list of all founders featured on the statue here. The campaign will be extended through social content and a series of interviews with the Unicorn and Futurecorn CEOs, talking to their experiences of the Unicorn Kingdom, whilst outlining the beneficial conditions the UK offers to tech start-ups and investors, as part of a partnership with the Wall Street Journal.

Australian wine brand [ yellow tail ] has appointed independent creative agency isobel as its brand strategy and creative agency for the UK market. Owned by the Casella Family Brands, [ yellow tail ] was founded in Australia in 2001 by John Casella, and has grown to become one of the world’s leading wine brands.  isobel will partner with [ yellow tail ] in its next stage of growth in the UK.