Interviews, insight & analysis on digital media & marketing

The NDA roundup: CreativeRace, M&C Saatchi, PR Agency One and more

Independent, integrated agency CreativeRace has been appointed as the new integrated digital marketing partner for Go Car Credit following a competitive pitch process. Following several in-depth conversations, both businesses’ identified core client requirements around achieving brand fame by driving traffic and conversions through SEO and PR activities. With a 40-year history of using consumer-grounded insights to drive brand strategy, CreativeRace will utilise exclusive YouGov audience profiling data, coupled with digital data insight from Google Analytics, AdWords and Google Search Console to uncover a brands true audience behaviour and provide valuable, actionable strategies for performance. CreativeRace will deliver an integrated strategy for Go Car Credit based on their insights, incorporating a solid understanding of user journeys and audience personas to ultimately build brand fame and increase brand trust for the car finance specialist.

Costa Coffee has unveiled Costa Club, a new loyalty proposition with value at its heart. Originally launched in March 2010, the brand’s long-established loyalty scheme, the Costa Coffee Club is one of the largest in the UK with over six million members. M&C Saatchi worked closely with Costa Coffee to develop the new proposition, which replaces the previous Costa Coffee Club Scheme. Costa Club offers a simplified, frictionless and easy-to-understand digital-first experience. To coincide with this reinvigorated loyalty programme, Costa Coffee has worked with Pablo London to create a new brand identity and strategic positioning for the Costa Club to help propel it into its next chapter. 

South Manchester-based PR consultancy PR Agency One is on track for a record 10th birthday year, following a continued period of growth. The PR, digital and reputation consultancy is celebrating 10 years in business, whilst reporting strong increases in turnover and profit. In the last financial year (2020/21), turnover has increased by 26% taking it to £1.8 million. Profitability (EBITDA) has also increased by 20% due to the continued expansion of the business. The development of the team and the business will continue to be a major part of future plans, ensuring it is based on PR Agency One’s sustainable culture and core set of values.

Skipton, the UK’s 4th largest Building Society, has launched a new TV campaign, part of a long-term strategic and creative brand platform developed by leading integrated agency, Jaywing. Having built strong audience recall and memory structures over the last three years, the development of the brand’s strategy evolves Skipton’s journey from the rational space of raising awareness and brand knowledge to a more emotive territory and positioning. With the pandemic redefining people’s attitudes to their finances in far-reaching ways, the campaign taps positively into the Nation’s changing mindsets around money, and the simple truth that giving can mean more than money. Produced with world-renowned TV production house Knucklehead, the ads were directed by filmmaker Michelle Coomber with Academy award-winning producer Rob Lewis providing the soundtrack. The campaign breaks on TV today (13th September) and includes national press, digital and social activity.

Sky Media and Churchill have announced a brand-new partnership, titled ‘Stay safe with PAW Patrol: Mission Road Ready’, to promote road safety with Nickelodeon. Featuring characters from the popular children’s TV show PAW Patrol, the commercial campaign aims to entertain and, most importantly, educate UK families about the importance of road safety essentials. The campaign, developed in partnership with media agency MediaCom, launches in October and highlights the importance of being safe on the roads, particularly during the winter months. The bespoke AFP (Ad Funded Programme) music video content is sponsored exclusively by Churchill and will broadcast across Nick Jr. and be available on a bespoke online hub, featuring assets from Premier Education’s Game of Actual Life that is being rolled out in schools as part of the campaign.

Hawk Platform (formerly TabMo), the creator of cross-channel demand-side platform (DSP) Hawk, has announced a global partnership with Anzu, an in-game advertising platform. The deal enables advertisers using the Hawk DSP to run their banner and video ads programmatically across Anzu’s gaming inventory, which includes some of the most popular mobile, PC, and console games. These advertisers will be able to connect with gamers using Anzu’s blended in-game ad formats that put players first and enhance the gameplay rather than disrupting it.
Advertisers using Hawk can also take advantage of its multichannel capabilities. The platform enables campaigns that integrate audio with mobile, digital out-of-home (DOOH), connected TV (CTV), and now in-game advertising on mobile, PC, and console.