Interviews, insight & analysis on digital media & marketing

New Business Bulletin: eyeo, Armadillo, The PHA Group and more

eyeo, developers of the market-leading ad-filtering technology, has unveiled its new solution, Trestle which will allow advertisers to connect with 225 million users that were never available before because of adblocking. Launching in the United States, Trestle will become the marketplace that will offer a sustainable and fair middle ground between user choice and monetization, benefitting both advertisers, publishers and users alike. It will also work with the Acceptable Ads Standard, an independently established and transparent set of criteria for non-intrusive ads which are shown to Acceptable Ads users across the globe.

Armadillo, the CRM agency, launches Summer Surprises for McDonald’s in Ireland this week. The new campaign is based around giving customers an unbeatable offer every day for 14 days to be redeemed exclusively on the McDonald’s app. It starts on Monday 9 and ends on Sunday 22 August. The campaign will run across channels including Facebook, Twitter, Instagram and Snapchat. To redeem each offer, users must register on the app and activate their daily deal in-restaurant or at the Drive-thru. 

The PHA Group has announced its appointment by digital mortgage broker, Tembo Money, to help grow its awareness by managing its UK communications strategy. The PHA Group, has been tasked with building awareness of Tembo among potential first time buyers and their families, as well as mortgage lenders and IFAs more broadly, demonstrating how the company is getting people onto the property ladder with its Deposit Boost and Income Boost products. The PHA Group will also raise CEO and co-founder, Richard Dana’s profile in media too, sharing his expertise and emphasising the company’s mission to turn the tide on the generational wealth gap and tackle the poverty premium.

Corporate finance experts, Shaw & Co is launching its new brand suite, created by Design by Structure (Structure). The new work supports its ambition to position the company as a ‘disruptor brand’ in the corporate finance market. Founded by former GB cyclist Jim Shaw, Bristol-based Shaw & Co wants to make CF more accessible and has taken a more human and emotional approach to this brief. By understanding how important people’s business are to them and focusing on the emotional drivers, the brand is offering a more differentiated business service. Having already conducted a deep dive into the Shaw & Co brand, its Chief Marketing Officer, Paul Mills approached Structure with a brief to develop its proposition, positioning, TOV, visual identity, brand guidelines. In addition, the agency was asked to deliver a website, illustration style and both client and brand vision films.

Carex has installed 116 hand-sanitiser units across Manchester Airport and its brand new Terminal Two extension to further support a safe return to flight travel as UK and international restrictions continue to ease. Carex has become the official sanitising partner of the airport, which is located just a stone’s throw away from the brand’s UK HQ on Aviator Way in the city. Its UK best-selling* Aloe Vera gel is now available for passengers to dispense – free of charge – in the three-year partnership. The Carex advertising campaign highlights the importance of using hand sanitiser to help protect others throughout the airport and in post-flight destinations. The three branding sites feature billboard advertisements that encourage passengers to use the hand sanitiser stations to help ‘get Manchester moving again,’ to ‘keep the nation’s hands safe at home and on the go’ and to wish passengers safe travels as they get out and about, travelling for pleasure and business and to reconnect with friends, family and colleagues overseas.

The Ozone Project, the high attention digital advertising platform, has announced an exciting innovation with the launch of Ozone Ad Manager, a new audience insights dashboard and campaign planning tool. With guidance from award-winning independent full-service media agency Goodstuff, Ozone Ad Manager will provide advertiser and agency clients with direct access to Ozone’s unique first-party data set and accelerate their ability to activate digital advertising campaigns across the premium publisher platform. As a result of this collaboration, Goodstuff has been able to access this product first in market for their clients.

According to research findings from intellectual property and data analytics company, White Bullet Solutions, 60 per cent of the most popular pirate websites in Hong Kong for illegally watching Premier League content carried advertisements considered risky, containing either fraud, malware, adult or gambling content. Following White Bullet’s findings, the Premier League has launched the second season of its ‘Boot Out Piracy’ campaign in Hong Kong to raise awareness of the dangers of viewing pirate content, as well as the compromised viewing experience offered by illegal streams. The campaign highlights the risks that fans face by watching Premier League matches via unauthorised websites or streaming devices, including potential exposure to malicious malware or ransomware, which increases their risk of data theft and fraud. Their viewing experience is also likely to be disrupted by broken links, pop-up ads and delays. The campaign will run across digital platforms, with content featuring some of the Premier League’s top players including Manchester United’s Marcus Rashford, Liverpool’s Mohamed Salah and Tottenham Hotspur’s Son Heung-Min. This is the second time the campaign will run in Hong Kong, having first launched at the start of the 2020/2021 season. Outside of Hong Kong, ‘Boot Out Piracy’ will also run in Malaysia, Indonesia and, for the first time, Singapore. The ‘Boot Out Piracy’ campaign was developed with creative agency DDB Worldwide. In Hong Kong, the campaign is a collaboration between the Premier League and local broadcast partner, Now TV, the Pay TV Platform under PCCW Media Limited.

Independent global media advisor, MediaSense has announced that private equity firm, Apiary Capital LLP has acquired a significant stake in MediaSense to support its ambitious expansion plans. Graham Brown, MediaSense CEO and Co-founder said: “Thanks to our great team and loyal clients, we are very proud of what we have achieved over the last 12 years, but we remain ambitious and hungry for further expansion and growth: to achieve our goals, we wanted to find a like-minded partner for the next phase of our development. I am delighted to say that in Apiary we have found a company who is as excited about our future as we are.” 

Founder and Lightning, a company that helps non-specialist, commercially minded business leaders to develop and scale new tech ventures, has secured a £1.5m loan to invest in a new generation of tech trailblazers. The funding will also help to support the company’s white-label platforms, which are used to enhance a start-up’s functionality without incurring the cost of developing single-use systems. BOOST&Co is a leading provider of growth capital for innovative, fast-growing UK SMEs. It chose to work with Founder and Lightning because the firm has an exceptional management team and board of advisors, and takes an equity stake in each of the start-ups it supports.

Extreme Networks, Inc., a cloud-driven networking company, has announced the intent to acquire a newly created entity called Ipanematech SAS (“Ipanema”), the SD-WAN division of Infovista. The acquisition will expand Extreme’s market-leading ExtremeCloudä portfolio, offering new cloud-managed SD-WAN and security solutions required to power the Infinite Enterprise. Ipanema’s solution automatically and dynamically adjusts application traffic flows based on real-time network conditions, providing increased performance and improved quality of experience, even under diverse conditions across various types of cloud-managed WAN connectivity. Extreme plans to leverage these capabilities to establish an infinitely distributed and secure solution within the ExtremeCloud portfolio – progressing the company’s position as one of the world’s most advanced cloud platforms. 

Backbase has supported real estate financing leader pbb Deutsche Pfandbriefbank (pbb) to introduce its new client portal which is powered by the digital banking technology provider’s Engagement Banking platform. With the help of the Backbase platform, pbb has been able to further digitize its processes, create new efficiencies and empower both its development and business teams with a new portal that will facilitate innovation and customer service. Leveraging the digital sales capabilities of Backbase’s Engagement Banking platform, pbb’s portal digitizes the interface between the bank and its clients. The major benefits the portal offers are a digital workflow, higher transparency over the entire credit application process and improved document management. In addition, Backbase’s out-of-the-box accelerators are flexible and scalable, empowering pbb’s own developers to continually innovate the bank’s solutions and enhance the end-user experience. Pbb and Backbase are working together to deliver a best-in-class customer-centric approach.