Interviews, insight & analysis on digital media & marketing

The NDA Roundup: Page & Page and Partners, VCCP, TAKUMI and more

Page & Page and Partners, a London-based creative agency specialising in health and wellness, and patient advocacy group PINNT have launched ‘PINNT Buddies’ to transform the lives of people they support. The PINNT Buddies are a collection of animated animal-based characters designed to give confidence to those who rely on liquid nutrients. The vibrant and engaging animal ambassadors demonstrate how people shouldn’t be hindered from following their passions, whatever the challenges. PINNT, a patient advocacy group supporting individuals with artificial nutrition at home, was looking for an accessible creative solution to resonate with a broad audience including patients, carers, children, adults, and healthcare professionals which would inspire a newfound confidence and a zest for life. Page & Page and Partners transformed the brief into a video series featuring the collection of the PINNT Buddies and launched on the PINNT website and through social channels

Pizza company Domino’s has launched the next iteration to its hugely successful DOMIN-OH-HOO-HOO campaign across the country today. Back by popular demand, the new playful creative reveals a highly sought-after new deal offering 50% off pizza when £30 or more is spent online. Created by agencies of record VCCP alongside its CX and production arms VCCP CX and Girl&Bear, the DOMIN-OH-HOO-HOO campaign continues to delight the nation following the success of the first two films which reached 95% of the UK population and started a yodelling movement. The third instalment reveals a reason to be happy this January, a month common with tighter purse strings – a crowd-pleasing nationwide deal. The new 30” hero film called ‘Betty-Hoo-Hoo’ was directed by renowned Somesuch’s director, Sam Hibbard, who created all previous spots in the series. The creative spotlights Betty, who appeared in the first DOMIN-OH-HOO-HOO spot, after lots of consumer interest about her own pizza eating habits following the first yodel campaign. Running today until 10th April the integrated campaign will roll out across a wide mix of channels including TVC, VOD, radio, print and instore, OOH, DOOH, YouTube and digital. The hero TV spot will run across channels from ITV to Channel 4 and Sky as well as on VOD across channels including All 4, to BT Sport VOD, Sky, ITVSTV Player and Google Preferred. 6 and 10” cut downs of the TVC will be used in the digital space. Havas Media are responsible for the media planning and buying. Fans can join in the Domino’s yodelling community by using the campaign hashtag #DominOhHooHoo.

Global influencer marketing agency, TAKUMI, has agreed exclusive early access to ThisThat, an insight partner for influencer campaigns. The partnership will give TAKUMI unlimited use of ThisThat’s strategic brand uplift studies and social surveying solutions. ThisThat’s unique brand uplift studies guarantee exposure to a creator’s campaign through whitelisting, unlocking innovative insights from hard-to-reach communities and informing campaign optimisation. Its trackable survey links also measure the impact of creator content across a range of key performance metrics including purchase intent and engagement. Additionally, ThisThat’s cross-filtering technology combined with creative testing facilitates analysis of brand performance against competitors, enabling TAKUMI to identify new opportunities for its clients to gain market share and to uncover the interplay between brands. As well as being the first agency to have unrivalled access to ThisThat’s tool, TAKUMI is also the first agency trained to conduct brand uplift research on the self-serve platform.

Nedap, has announced that Carter’s, Inc. (NYSE:CRI), the branded marketer of apparel and related products exclusively for babies and young children, has selected Nedap’s iD Cloud platform for its U.S. retail store RFID technology needs. The objective is to improve overall inventory accuracy leading to omnichannel sales growth, increased sell-throughs, and operational efficiencies. The roll-out to all stores in the United States was completed in August 2021. Ailen Li, Director of iD Cloud Platform, North America at Nedap comments: “We’re really excited to work with such an iconic brand. Founded in 1865, Carter’s has an even stronger legacy than our company as Nedap has been around since 1929. To stay relevant over the course of so many decades requires a long-term strategy, but you must also be able to innovate as needed to meet the needs of modern consumers in our everyday reality. With such deep roots, there is a lot of synergy between both companies and that has made a solid starting point for building a successful partnership”.

Kao, a Japanese consumer goods manufacturer and one of the world’s largest suppliers of professional salon products including brands like Goldwell and other iconic beauty brands such as John Frieda and Molton Brown, has appointed the7Stars to handle media planning and buying for its UK Consumer Care Business following a competitive pitch supported by Abintus Consulting. the7stars is tasked with bringing in new customers and propelling business transformation across Kao’s Consumer Care brand portfolio made up of John Frieda, Bioré and Curél. One of the key activities will be to support Kao UK´s key Consumer Care brand John Frieda in its ambition to strengthen its digital and fully integrated commerce strategy with a rigorous test and learn approach.

US-based data science and software engineering agency Raybeam has joined digital agency Dept. Raybeam develops custom data-centric applications and software to help brands like Google, eBay, Meta, SPARC, Herman Miller, and Videoamp navigate their big data challenges, increase revenue and optimise costs. With engineers and consultants across offices in Massachusetts, California and Texas, Raybeam will accelerate its global growth by joining Dept. Raybeam joins Dept’s strong technology and engineering practice in the US, led by Rocket Insights and Devetry, both of whom joined Dept in recent years.

Award-winning digital content agency and media network Little Dot Studios has announced the creation of the Little Dot Sport label following accelerated client, staff and financial growth throughout 2021 and a coveted Sport Industry Agency of the Year nomination. Little Dot Sport partners with the world’s biggest sport federations, clubs, broadcasters and brands. It already boasts a first-class client roster of 28 retained clients including Formula E, the England & Wales Cricket Board, The FA, Premiership Rugby, Eurosport and Serie A. Little Dot Sport will be headed up by Robbie Spargo, Director of Sport, who will optimise performance with current partners and forge partnerships in new areas.

O2 and VCCP have released ‘Odd One Out,’ a tactical advert to celebrate the news that alongside Virgin Mobile customers, O2 customers will not face roaming charges in Europe. Instead, customers will maintain inclusive roaming in Europe, using data, calls and texts just as they would in the UK. The move confirms Virgin Media O2 as the only major mobile network in the UK not to reintroduce roaming charges. The creative by VCCP will run from today across press and social media and depicts Bubl, O2’s loyal and reliable blue robot, proudly holding up his hand to show that O2 is the only major network to offer the incredible package. Under the campaign strapline ‘Odd One Out,’ the creative confidently showcases that ‘Only one major network won’t charge you to roam in Europe’ and that is O2. 

Following a competitive pitch, integrated agency group UNLIMITED has been appointed by IAB UK to deliver an integrated insight and creative project to understand and shift perceptions towards digital advertising. Led by UNLIMITED’s Human Understanding Lab, the integrated team consists of Walnut UNLIMITED for research insight and testing and TMW Business for creative strategy, planning and campaign activation. The first set of work will be activated in Spring 2022. While investment in digital advertising continues to grow, it is widely used as a direct response channel rather than for brand building or driving advertisers’ longer-term objectives. This project will unearth how marketers genuinely feel about digital advertising and whether there is a deeper, more emotional barrier to a more nuanced use of digital. UNLIMITED’s Human Understanding Lab will use its expert capabilities in human understanding to better determine the relationship between advertisers and digital. The team will reignite enthusiasm for digital marketing amongst advertisers, agencies, commentators, and policymakers. This will be addressed through a multi-layered research approach to get under the skin of advertisers and understand the subconscious drivers of digital media adoption. Starting with a semiotic analysis of the industry’s current digital advertising narrative it will then use neuroscience to identify the implicit triggers that drive advertisers’ adoption of digital media. AAR managed the pitch process.

NHS-backed team culture platform Kaido has retained Words + Pixels PR agency to handle its B2B communications as it looks to expand its offering in 2022. Words + Pixels will work with Kaido to drive trust and awareness of the brand and offering, with a focus on shifting perceptions around team wellbeing to be more inclusive and accessible as we continue to adapt to a hybrid set up. 

parcelLab, the Operations Experience Management platform, has appointed Diffusion, the international integrated communications agency to help amplify its brand profile in the UK and increase demand for its increasingly sought-after post-sales experience platform. Having engaged Diffusion US as its agency of record in May, parcelLab has now expanded Diffusion’s remit to include the UK market, following the company’s Series C funding of $112 million earlier this year. Working already with over 550 brands including Farfetch, Hotel Chocolat and Bose to improve the post-purchase experience for retailers and customers, the partnership will involve Diffusion supporting parcelLab’s continued growth in the UK. Diffusion’s campaign will support the in-market demand generation strategy and boost its brand visibility amongst target C-suite, e-commerce and marketing audiences through a creative, content-led thought leadership strategy that leverages the executive team’s deep industry knowledge and insights.

B2B tech marketing specialists, Fox Agency has announced growth of 85% in its latest financial year – increasing turnover from £2.4million to £4.4million within the last 12 months and increasing profit by 264% for the same period. The integrated agency, which works solely for global B2B tech brands celebrated its 10th anniversary in 2021 and won B2B Agency of the Year at the European Agency Awards. In addition to growth in turnover and profits, the agency doubled its headcount and won a host of new global tech accounts, including Sony Digital Imaging Europe, Delphi Technologies, Global Switch, Beyond Now, Lionfish, Manx Telecom, and Zenoo. Fox Agency also expanded remits and signed new long-term contracts with existing global tech clients including Alcatel-Lucent Enterprise, BOBST, and BearingPoint.  

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