Interviews, insight & analysis on digital media & marketing

New Business Bulletin 08/01/21

Advertising Agency Creature London and web design agency Crew Studio have issued an open letter to Twitter CEO Jack Dorsey demanding the permanent removal of Donald Trump from the social media platform. The campaign builds on the already successful #TheGreatUnfollow campaign that launched in November last year. The Great Unfollow movement originally targeted those people who do not stand with the President but follow him on Twitter regardless, urging them to take action against Trump’s lies by unfollowing him, and so reducing the global reach of his tweets.

The letter calls on Twitter to adhere to its own rules that state that behaviour that poses serious safety and security risks and result in physical and emotional hardship for people will result in the immediate and permanent suspension of an account. #TheGreatRemoval asks people to share the letter in support of the action and to donate to refugee charity Choose Love, whose work directly helps the people the current administration have so severely let down.

Australian Tea brand T2 Tea has hired London independent creative agency isobel to produce a new campaign for 2021, focusing on gifting. Amy Smith, Global Brand Director states : “T2’s mission is to celebrate the beauty of diversity – diversity of ingredients, people, places and, through offering a modern twist on an ancient ritual, unite the world over a cup of tea. This Mother’s Day we are celebrating creativity and bringing our very best gifting ideas brought to life in a wonderful campaign created by isobel.”

BrandContent, a creative content and PR agency based in Cardiff, has been reappointed to lead the FTSE-100 insurer Admiral’s consumer facing PR for the fourth year in a row. The agency was first awarded a 6-month contract in 2017, which was subsequently extended. In 2020, the BrandContent team has delivered an 176% increase in consumer coverage and a 560% increase in links driving traffic back to the insurer’s website. The new brief will see the agency deliver media relations and integrated digital PR and content campaigns for the insurer across a range of insurance products including home and motor.

Digital agency Organic has announced its appointment by Sainsbury’s to handle the supermarket chain’s SEO. Having worked with Sainsbury’s Argos since 2016, Organic will now also be working with Sainsbury’s Supermarkets Ltd. to develop the retailer’s current SEO capabilities, by providing support throughout the organisation. Organic and Sainsbury’s will work together to deliver Sainsbury’s natural search objectives and put SEO at the heart of e-commerce. The plan includes providing best in class technical and strategic support alongside empowerment training for internal teams that will allow them to deliver SEO success.

Fashion brand Misspap has appointed eCommerce agency Bring Digital to help support its paid search strategy amid record growth. Misspap seeks to strengthen how it navigates a hectic retail period with the help of Bring Digital’s paid search strategists. Speaking of the agency partnership, CEO Samantha Helligsø says “During this period of unprecedented growth and demand, we’re delighted to be able to support our talented internal team by bringing in a specialist eCommerce agency. Bring Digital are known for their experience and knowledge in fast-paced online retail, and we’re excited to be working together through this busy trading period”.

Brand language consultancy The Writer has launched a ‘Rebrand January’ campaign. The Writer’s creative output imagines that the team has been briefed by the Gregorian Calendar™ to rebrand the Northern Hemisphere’s least favourite month, appealing to the fresh new generation of ‘Jan fans’ who are happily bidding farewell to 2020.

There are three potential creative directions to ‘elevate’ the month: #SwaggyJan capitalises on streetwear culture to connect with the ‘cool’ kids. Gen-Z icon Steve Buscemi is the proposed face for the new brand. Blanduary is about an absence of style and tone. It strives to be relevant, but remains nothing but beige. Little Jan Jr. draws strength from the month’s perceived weakness by making the most of the brand’s underdog status, and giving the audience a lovable hero to root for.

Readers are invited to vote for their favourite direction on their website. Created for fun, there’s also a reminder here: for brands not to stand for it when they get faced with anything that resembles the contents of the Rebrand Jan campaign.

Cadbury Creme Egg has revealed its annual campaign, which this year takes the form of a Creme Egg Golden Goobilee in celebration of the brand’s 50th birthday. To mark the milestone birthday of a British icon, Cadbury has partnered with ELVIS to throw an inclusive season-long celebration for the nation, heroing all the different types of Creme Egg eaters out there and encouraging everyone to join in the EATertainment in order to make this Creme Egg season the best yet.

The through-the-line campaign aims to bring back the hype and get the nation excited about Creme Egg’s unique taste experience, helping to drive sales by celebrating 50 years of delicious Creme Egg EATertainment. The campaign centres around a 60-second hero film, directed by Zac Ella at Craft Films, celebrating the different ways Cadbury Creme Egg fans have enjoyed their favourite Easter treat for the last 50 years, supported by social and digital activity including Mondelez UK’s debut on social platform TikTok.

Virgin Red has appointed brand engagement specialists Glow London as its lead creative agency. Glow is partnering with creative agency Truant London to lead the strategic creative elements of Virgin’s new rewards club that has recently launched on an exclusive, invitation-only basis.

Virgin Red makes it easy for members to earn and spend Virgin Points – the universal Virgin currency that never expires, which was launched in September 2020. Virgin Red also makes it easy for members to support local communities, charities and the environment. Virgin Red initially launched on an invitation-only basis but will soon evolve into a bigger, better rewards club fit for the future, where people do not need an invitation to join. It will be home to rewards with partners from across the Virgin family, plus many more.

Wavemaker has been appointed by leading Italian confectionary and gum manufacturer Perfetti Van Melle to handle all the account in main markets US, China, Netherlands and India – as well as in the UK, MENA, Belgium, Turkey and Indonesia. The account win is the result of a series of local pitches held throughout 2020, and covers all on and offline planning and buying for the sweets giant. The account covers 85% of Perfetti Van Melle’s global media spend and will be led from Wavemaker’s Worldwide Client Leadership Hub in Amsterdam.

In addition, Wavemaker has been appointed as the global media agency of record for leading global media and entertainment company ViacomCBS Networks International, effective February 1, 2021.  Wavemaker will handle media buying and planning for the company’s complete portfolio of linear channels and related networks in nearly all markets outside the U.S. including the U.K, and will handle data strategy and analytics, audience sciences and precision marketing related to its media buying and planning business.

Digital marketing agency iCrossing UK is to start working with online temporary insurance specialist Tempcover as it looks to build on its growing SEO performance. iCrossing was selected by Tempcover following a competitive pitch process that included four agencies. Tempcover was looking for an SEO specialist agency with a proven track record in transforming performance. Tempcover has introduced flexibility to a traditionally rigid sector and in iCrossing has found a partner which also champions flexibility and finding new ways to solve old problems. iCrossing’s remit includes technical SEO as well as onsite content. 

The Industry Club has announced the full list employers who’ll be taking on young people from diverse backgrounds in the Marketing Debuts apprenticeship scheme. The apprenticeship scheme is placing 14 students in roles from diverse and low social mobility backgrounds only. Those signed up to new apprentices in the Creative Project Management and Social Media and Community Management programmes are: adam&eveDDB, Red Brick Road, Lucky Generals, UNLIMITED, 33 Seconds, Big Brand Ideas, Elvis, Generation Success, Havas Lynx, Leagas Delaney, Mando, Seven Six, Wilderness Agency, The Marketing Store, TRO (Omnicom) and Brandstand Communications. They will be offering the new starters the chance to take their first steps in a career in advertising and marketing.

The new recruits will begin on 11th January 2021 with a two-week bootcamp hosted by Marketing Debuts and government regulated apprenticeship provider, The Opportunity Group. Here, they’ll get to know each other and their new employers and take part in a series of exercises and presentations focusing on team working, resilience, self-belief, virtual working, self-management and more. Following the bootcamp, the apprentices will join their new employers to start training in their chosen apprenticeship programme.

Integrated digital marketing agency Numagoo have been the digital partner powering the Burrow Seven fundraising campaign, which is raising money for rugby legend Rob Burrow and his Fight Back Fund for the MND Association. The campaign is being backed by Sky Sports and has gained widespread media attention when it was launched back in November of this year. As digital partner, Numagoo created the Burrow Seven brand, designed and built the campaign website, created all digital and print assets including the welcome packs, and will oversee the paid social activity and email marketing.

The aim of the campaign is to raise awareness about motor neurone disease (MND) and encourage visitors to the site to become a member of the Burrow Seven Racing Club at a cost of £59. In just over a month the campaign has attracted thousands of members from around the world and the team behind the fundraiser has already handed over the first of many large donations to the charity partner, the MND Association. As a fast-turnaround concept, the work was briefed just two weeks ago and delivered in just six days, pulling out all the stops to support the campaign.