Interviews, insight & analysis on digital media & marketing

New Business Bulletin: Xandr, Space & Time, Born Social and more

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Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, has shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases. In the busy quarter, Xandr debuted first-of-its-kind technology, forged strategic alliances to streamline audience-based advertising across premium digital and TV, and announced the extension of long-standing relationships with leading global media companies, advancing Xandr’s position in an increasingly complex global media landscape. With analysts predicting industry digital video and CTV spend to grow 28.1%1 and 34.8%2 in 2021 respectively, Q2 spend on Xandr’s platform in these areas was impressive. Total digital video spend on Xandr’s platform – globally, across Xandr Invest’s DSP and Xandr Monetize’s SSP and ad server – grew 125% YoY in Q2 2021 and 101% YoY in H1 2021. The primary driver of this video spend growth across the platform is CTV, with total global platform spend up 180% in Q2 YoY and 203% in H1 YoY. Video represents 39% of overall spend on Xandr’s platform as of the end of the second quarter of 2021.

Immaculate Vegan, a premier vegan fashion and lifestyle platform, has appointed Space & Time as its media partner. The appointment was made without a pitch. Immaculate Vegan houses a selection of cruelty free and eco-friendly designers, selling everything from vegan shoes, bags and accessories to ethical and sustainable clothing and homewares. Space & Time will manage paid search, paid social and email marketing for the ethical online platform, with the overall objective of driving sales and building brand awareness as the business continues to grow.

Social media agency, Born Social, is launching a bold new rebrand including website, logo, tone of voice and toolkit, that captures the essence of the company as it continues to grow and evolve. Created in collaboration with London design agency Human After All, the rebranded website features the company’s distinct shade of blue and a ‘digital-first’ colour palette using pastel shades, photography and 3D. Born Social is a pioneer of the ‘Social-First’ movement, which was integral to the rebrand. Dynamic content layers consisting of Emojis, app tiles and real-world objects combine to create an experience reminiscent of our social media interactions. The new identity is grounded in the rigour and experience that the agency has become known for within the industry. 

Sixteen months since Clubhouse launched, the audio-social media platform has announced that it is now out of beta, open to everyone, and ready to begin its new chapter. Previously operating on a waitlist system, Clubhouse now allows anyone to join and any creators to share links with their audiences, inviting them to join. You can bring close friends, classmates, family members, co-workers, and anyone else you like — on iOS or Android. The gradual waitlist system coupled with Clubhouse’s weekly Town Hall sessions, has allowed the platform to grow and develop in a measured way. Moving out of beta will allow Clubhouse to welcome more members, creators and Clubs, enabling even more users to access content on the platform.

The Gut Stuff, the company on a mission to democratise gut health for everyone, is launching a new OOH and digital campaign that’s sure to get noticed: “Amazing going in, better coming out”.  With creative developed by purpose agency Revolt, the campaign will run across 42  railway station sites in London and the South East and on social media. The Gut Stuff is using geo-targeting to support the OOH activity with digital ads on social platforms.  

Fast-growing UK creative agency OC has acquired the respected global digital creative company Zero Degrees West (‘ZDW’). The deal increases OC’s global footprint to include Los Angeles, a key growth driver for the entertainment-focused agency. The acquisition forms part of a wider restructure for OC, which has created a new parent company, OC Group, with both brands operating independently yet collaboratively. OC was previously known as ‘Obviously Creative’ but rebranded earlier this year. ZDW, whose recent clients include Netflix, Warner Media, Amazon Studios, Sony Music and NBCUniversal, will retain all full-time staff as part of the deal, including Global Creative Director Ipar L’Aimable, and all existing clients and projects will continue unaffected in both London and L.A. The deal was brokered by management and growth consultancy ‘the arc’.

M&C Saatchi Talk has announced its appointment as lead lifestyle PR agency for professional beauty brand, Sally Beauty, providing press office and influencer campaign consultancy across both trade and consumer. The win has since led to further opportunity for the independent global SERMO Communications network, with the client signing on five of the network’s European partners to provide social strategy support for Sally Beauty’s sister brand, Pro-Duo across France, Germany, Spain, Netherlands and the sister brand’s heritage heartland, Belgium. M&C Saatchi Talk has been appointed to deliver both a consumer and professional trade-focused programme for Sally Beauty and Salon Services by showcasing the expertise behind and within this successful retail business, as well as continuing to show support for the hair and beauty industry.

To mark ‘Freedom day’, TfL and VCCP are launching a welcome back campaign. ‘Welcome back. Tube it. Bus it. Train it.’ is VCCP’s latest integrated campaign for Transport for London and was the campaign presented in the recent pitch and successful retention of the account. The campaign welcomes back the public and encourages them to go back out and take part in all the activities and destinations they have missed with TfL’s services, be it by Tube, bus, train, tram, riverboat or Emirates Airline. Targeting younger Londoners aged between 18 and 44 years old, who are ready to get back to living life, the campaign reminds Londoners that public transport isn’t just about routes and timetables – it’s about our lives. The film features real members of the public to authentically communicate the personal journeys that we all take with the TfL network.