Interviews, insight & analysis on digital media & marketing

NDA News Roundup: Spark Foundry, ScienceMagic, Wavemaker and more

Super premium tequila brand, Herradura, part of Brown-Forman’s Emerging Brands portfolio, is launching its first-ever OOH campaign in the UK to celebrate Margarita Month this February. Media agency Spark Foundry handled the media planning and campaign execution with buying by OOH agency, Kinetic. The activation, titled Tequila Herradura – Extraordinary Awaits this Margarita Month, will be live for one night on Friday 17th February in anticipation of renowned International Margarita Day on Wednesday 22nd February. The campaign will see large-scale guerrilla projections across London in three central locations. The creative will feature colourful imagery of the tequila and its associated ingredients to drive awareness of Herradura, targeting premium spirit drinkers whilst also capturing a wider audience at sites which are likely to see a high footfall due to their central London locations. Alongside the OOH, Tequila Herradura will be featured on special cocktail menus within the network of associated restaurants in Soho and Covent Garden. Those ordering a margarita will be eligible to enter a contest worthy of a £150 tab at any participating venue, simply by submitting their details.

The Crown Estate, one of the UK’s largest landowners, has launched Flavourscapes, an experimental gastronomic food market on London’s Glasshouse Street. The activation was developed in partnership with strategic and creative company ScienceMagic. ScienceMagic partnered with The Crown Estate to develop cultural programming in order to create buzz and excitement around the Regent Street area, driving awareness of the destination and its cultural relevance. The UK’s most experimental food market, running on Friday 17th and Saturday 18th February, offered visitors a chance to ‘eat joy’ in the form of creative and unexpected delicacies, including fluorescent glow-in-the-dark bao buns, liquid nitrogen ice cream and brightly coloured candyfloss burritos. The experience also featured a cocktail bar serving innovative warm and cold drinks, and coffee from social enterprise Change Please, with 100% of profits going towards people experiencing homelessness. As part of the push, ScienceMagic also developed PR, social media and organic influencer activity. Food and drink for the event was developed in partnership with The Robin Collective.

Wavemaker has been appointed as global media consultancy partner for Back Market, the dedicated renewed tech marketplace which sells high-quality professionally refurbished electronic devices and appliances. The agency won the $50M brand media account after a competitive pitch process which began in October 2022. Wavemaker will be tasked with supporting future growth plans and helping to scale the brand as the global go-to for refurbished electronics. The media agency will support Back Market across existing markets in Europe, including the UK, which is a key focus for the French-based brand this year. Wavemaker will also support on its growth expansion into the US.

Fostr, a UK-based eCommerce agency specialising in Shopify Plus for global luxury, fashion and beauty brands, announces the appointment of Angela Mahon as their Head of Solutions, a new role for the business. Mahon joins the team from Shopify, where she was previously Engineering Program Manager, Product Operations, responsible for developing the EMEA R&D vision.

NHS England has launched a major new multichannel campaign to drive more people to complete the bowel cancer screening test when sent one. The push was developed in partnership with M&C Saatchi London. As part of the NHS’ broader ambition to increase the proportion of all types of cancers being diagnosed early, the new campaign aims to boost participation in bowel cancer screening amongst those who get invited to take part. To ensure more people complete the bowel cancer test when they receive one, M&C Saatchi has developed a memorable hero TV spot, “Ribbon Dancer”, directed by Si&Ad at Academy Films. In the film, we see a man in his fifties getting up in the morning before he heads downstairs and takes a loo roll from a bag by the door. This is the moment inspiration strikes. He begins to unravel the paper before bursting into a graceful dance. Like a rhythmic gymnast, he uses the toilet paper as his ribbon. The display is a joyous celebration of life, choreographed to the tune of ‘I’ve got to be me’ by Sammy Davis Jr. Along with TV, the integrated push also includes activity across video-on-demand, search, social, online video and community radio. Media planning for the campaign is by Wavemaker, and media buying is by OmniGov. 

Swedish-founded global digital marketing agency, Precis Digital, has announced that it has acquired performance marketing agency, Booster Box. The acquisition further strengthens Precis Digital’s data and technology competence and adds a new milestone in its growth strategy, entering both the Italian and Spanish markets. Precis Digital aims to help clients make the most of their marketing investments. With the constant development of complex and black boxed adtech, this ambition required an ever-deeper understanding of data and technology. By adding Booster Box to the group, Precis Digital reinforces its market leadership in this critical field. Having signed the agreement on the 31st January 2023, the agencies plan to complete the integration process slowly and build on the strong brands, cultures, colleagues, and client relationships that both companies have built over time. Booster Box will be part of Precis Digital’s new business area, Precis Southern Europe. As part of its broader growth strategy, Precis Digital also welcomed Nalka Invest, which works to develop independent, competitive and long-term profitable companies, as a long-term minority investor. The goal of this partnership is to expand the impact Precis has in the market through increased investments in people and technology, better equipping the organisation to support its current and future clients to navigate the complex digital landscape. Booster Box founder and MD, Gianluca Binelli, will become Managing Director of Precis Southern Europe, with a firm commitment to further develop the great platform and relationships established by Booster Box.

WPP and BigCommerce, an Open SaaS ecommerce platform for fast-growing and established B2C and B2B brands, has announced a new strategic partnership offering omnichannel solutions to help WPP clients drive growth and maximize sales across hundreds of advertising channels and marketplaces. This innovative partnership will give WPP priority access to new product tools on both BigCommerce and data feed management platform Feedonomics, in addition to providing APIs and data sets that will enable WPP agencies to develop unique insights for clients across product, trend and purchasing data. As BigCommerce’s inaugural data partner, WPP will receive priority access to alpha and beta products as well as platform integrations including Amazon, Meta, Google and TikTok. These tools will allow teams to maximize omnichannel sales and optimize spend for both B2C and B2B clients. WPP will help shape product development and innovation at BigCommerce with commerce specialists joining product and partner councils, in addition to receiving access to a custom training program and certification pathways. As part of the partnership, WPP will commit to upskilling 150 commerce specialists within the first year of working with BigCommerce.

Nutritionally complete food brand, Huel, is turning their supply chain into a competitive advantage by partnering with AI-data driven supply chain management platform 7bridges. Due to rapid growth across global markets, which is set to continue after their recent £20 million funding round, Huel’s supply chain has become increasingly complex. By partnering with 7bridges, Huel will have the ability to optimise and elevate their supply chain strategy, giving them a bird’s-eye view of their shipments, across all lanes and modes, all in one place. Huel will use 7bridges technology to develop a smarter supply chain. On average 1 in 5 logistics invoices are incorrect, and with the baselining and benchmarking approach of the 7bridges platform, Huel will have the ability to automatically audit invoices and model current rates and service performance against the market. In addition, they will be able to automatically analyse and dispute mischarged payments, installing a scalable, cost-effective solution to further support their growth plans. From the get-go, Huel will achieve significant savings from their invoice auditing and as the partnership develops they will have better negotiating power with their logistics service providers. Other 7bridges customers have seen an average of 10% better rates negotiated following this AI-led benchmarking process. Making customers happy wherever they are in the world is a core business value for Huel. The 7bridges platform ensures Huel has the cost and service insights from their carriers and logistic service providers. This enables them to not only optimise their logistics network but also to continue to build on the exceptional customer service that Huel are already known for.  

Birra Moretti, with support from Amazon Ads, has created its very first TV series, Live Italian, in which Jack Whitehall, Maya Jama, and Lawrence Dallaglio explore Italian culture and discover what it means to ‘live Italian’. The brand funded programme ( BFP) marks the brand’s first move into long-form content, as it targets highly-engaged consumers in an authentic, credible way. Live Italian will be supported by an integrated ATL campaign including a nationwide out of home campaign going live across key UK cities including, London, Birmingham and Edinburgh. The campaign will also be supported across social media with digital ads going live from Friday 10 March across Facebook, Instagram and YouTube.

People’s Postcode Lottery, the successful charity lottery operator, has appointed the7stars to its UK media planning and buying account, following a four-way competitive pitch handled by MediaSense. The7stars will take over the account from Carat on March 1st. Dave Singleton, People’s Postcode Lottery’s Head of Media Investment led the pitch on behalf of the advertiser, which is worth more than £66m in billings according to Nielsen. The7stars has been tasked with delivering accelerated ticket sales for the lottery which helps players across Britain win cash prizes while raising much needed funds for good causes. 33% of the ticket price goes to charity.