Interviews, insight & analysis on digital media & marketing

NDA Agency News: Fox Agency, Pretzel Group, Ecrubox and many more

Plumm, a workplace mental wellbeing solution, has appointed Fox Agency, a specialist integrated tech marketing agency, to drive awareness of its mission to make wellbeing services accessible to the global workforce. Plumm supports organisations with employee mental wellbeing, offering preventive, interventive, and personal growth care, such as one-to-one video and chat therapy, meditations, expert-led courses, and mental health training for leadership teams. Fox Agency’s PR team will support Plumm on its ambitions to become the go-to workplace wellbeing solution, following its rapid growth trajectory. As well as leading UK press activity, including securing media opportunities with the BBC, Metro, and Healthline, Fox Agency is also co-ordinating Plumm’s global press activity, with a presence in the UAE, and plans to expand into additional countries soon.   

After welcoming a stream of new clients on board in recent months, Cheshire-based Pretzel Group is further making waves with its latest addition – Crag Water. The new-to-market environmentally conscious spring water brand is being bottled at source in the Macclesfield countryside, after owner Doran Binder discovered an untapped stream running underneath the Crag Inn, Wildboarclough; the pub he purchased when his marriage broke down. Binder is now a qualified water sommelier, better known as The Bearded Water Sommelier, and wants to share his newfound passion – water – with the world. He has engaged the integrated digital agency to help take his business and his profile in the industry, to the next level. Pretzel has overhauled the Crag Water website, simplifying the customer journey and adding more options for Crag’s spring water subscription service, before embarking on a national PR and marketing drive to raise the profile of both Doran and the Crag Water brand.

Ecrubox, a rebellious digital marketing agency has launched ‘Project Joy’. This initiative aims to create an even happier environment and a focus on the well-being of the team to allow them to flourish and deliver ever greater results. Ecrubox use ‘The Happiness Index’ to provide real-time information on its culture, which has really helped to shape the agency’s way of life. Project Joy is now a regular part of life at Ecrubox. The staff have regular away days and social nights plus a mentorship programme from day one. Every month the senior leadership team also acknowledge one employee at the agency’s ‘Employee Appreciation Awards’, where they are gifted a £25 Amazon voucher for their great work. Staff receive a trophy after their first anniversary of working for Ecrubox. The agency also recently created its own internal learning and development programme. “We work from home every Friday and everyone takes part in EcruAcademy. Each week we focus on a topic that is not directly related to our roles. We’ve most recently looked at are Cult Theory, Why Retro Matters and Data Driven Personas.”

New airline Norse Atlantic has selected digital agency Impression to devise and deliver its international marketing strategy after a competitive two-stage pitch process. Norse Atlantic is a brand new low-cost airline operating out of Norway and serving transatlantic routes. It prides itself on delivering excellent customer experience at competitive prices, onboard comfortable and more environmentally friendly Dreamliners. Conducted throughout Jan and Feb 2022, the pitch process was led by Norse who invited agencies from across Europe and the US to put forward a proposal to accelerate performance in a crowded and competitive market. Nottingham and London based digital agency Impression will supply a variety of specialist services spanning paid media, digital strategy, search engine optimisation and conversion rate optimisation. Its teams will work closely together to craft and execute an integrated, multi-channel growth strategy.

London-based B2B sales and marketing agency Punch! is partnering with Anglo-Chinese business specialist Singing Grass Communications in a bid to open up markets in China for its clients. China represents an enormous opportunity for Western businesses. It’s home to 1.4 billion inhabitants, international trade represents 47% of its GDP, and total retail sales of consumer goods hit US$4.84 trillion last year. Punch! is already well established in the European market and has a partnership to deliver programmes in the Middle East. It recognises that having ‘feet on the ground’ is needed in certain territories, to account for cultural nuances and regional complexities, so partnering with a Chinese specialist like Singing Grass is the best route to market as Punch! continues on its growth journey. This partnership will add value to Punch!’s clients which are looking to execute campaigns across multiple territories – providing them with the expertise and experience that only a market specialist could offer.

Luxury British cruise line Cunard has consolidated its UK creative and media accounts into the7stars, in a deal worth £4.7m. the7stars will handle the UK media planning and buying account whilst Supernova, the7stars’ creative production house, will lead on strategy and creative execution. The account was awarded without a pitch and is the first time Cunard has integrated its media and creative accounts, which previously lived at Wavemaker for media, and Alpha Century for creative, before its merger into the7stars. Combining creative and media into one agency comes at a pertinent time for Cunard as it gears up for a post-pandemic resurgence and looks to open bookings for the launch of its industry-defining fourth ship, Queen Anne.

Destination agency for London, London & Partners, in collaboration with media agency Wavemaker and creative agency M&C Saatchi London, has launched a £10M campaign to promote the home of Big Ben and HRH Queen Elizabeth II to international visitors. As part of its work to shine a global spotlight on the capital city, the new “Let’s Do London” campaign, led with impactful digital out of home creative from M&C Saatchi, will be unveiled in New York City’s Times Square and will coincide with Mayor Sadiq Khan’s visit to the city to kick-off the campaign. The campaign aims to entice tourists back to the UK capital by showcasing London’s unique mix of iconic and surprising experiences across a range of themes, presenting London as an exciting, vibrant, and inclusive destination for global visitors. The digital-first campaign will inspire tourists from Germany, France, and US to visit London during the summer and the Christmas festive period. The data-driven travel and lifestyle promotion will utilise addressable TV advertising, digital display, social media, targeted OOH and paid partnership deals with Expedia and Tripadvisor. In addition to Times Square, key digital out of home locations include Hollywood Boulevard, Pacific Coast Highway in the US, Paris, Loire Valley, and Marseille in France, as well as Berlin, Hamburg, and Munich in Germany. 

Joint, an independent creative agency based in London, has teamed up with Vue and Universal to create a cinema first campaign aimed at increasing anticipation for the forthcoming Jurassic World Dominion, due for release on the 10th of June. Launching on May 5th in cinemas across 8 markets, the ad campaign recreates Joint and Vue’s successful ‘Get Lost’ film featuring Sir Ridley Scott and John Boyega – but with the added surprise of featuring the Jurassic World dinosaurs. Building the dinosaur assets and placing them into an existing film meant an intensive production process led by Tippett (Universal).  The collaboration between Joint, Vue and Universal (Tippett) ensured the dinosaurs were input perfectly in order to represent the new Jurassic World Dominion film premise – in which dinosaurs live amongst us. The film also brings to life Vue’s point of view that the world is full of distractions fighting for our attention (even T-Rex!), highlighting the importance of switching off the outside world to truly immerse yourself in a great story at Vue.

In celebration of its coming-of-age 20th birthday and to reflect its continual evolution, family-focused marketing agency Kids Industries (KI) has announced a brand update to simply, KI. The name update for the established leader for insight, strategy and creative in the family market, whose clients include the likes of McDonalds, Amazon Kids+, BBC Worldwide, Legoland, Universal and The Walt Disney Company, reflects its continual evolution as a business and is a step that supports one of its key paired values – to always be brave and bold.

UNLIMITED & Pablo has been appointed by Her Majesty’s Revenue and Customs (HMRC) to handle its creative agency account after a highly contested pitch. The UNLIMITED & Pablo consortium saw off roster agencies based on the strength of their creative response and cultural fit with HMRC. The extensive pitch process was run through the Crown Commercial Service (CCS) the Government Procurement Service and marks one of the first wins out of the Government’s new Framework agreement. The contract runs for two years. The team will partner with HMRC to continue to develop its brand proposition and help deliver on its vision to be a more helpful and supportive brand that keeps its customers at the heart of everything. Through UNLIMITED & Pablo, HMRC will tap into two of the UK’s top independents coupling best-in-class creativity, alongside deep expertise in neuro, behavioural and data science from UNLIMITED’s unique Human Understanding Lab. UNLIMITED & Pablo will be responsible for all strategic and creative brand work as well as key campaigns, such as self-assessment and tax credits, effective immediately.

Kimberly-Clark baby care brand Huggies has unveiled a new social media strategy, following its recent appointment of ELVIS as its UK social media agency of record. With social media often offering a polished, pixel-perfect view of life, Huggies wanted to present a new, more authentic face to the world in order to help its audience navigate the unknowns of parenthood. Following its recent appointment of ELVIS as its UK social media agency of record, Huggies worked with the agency to define a new strategic direction: “Refreshingly Real“, with the goal of creating a judgement-free social community reflecting the realities of parenting. The community harnesses a playful, honest and caring tone of voice and visual style. The new strategy aims to engage with all parents (not just mothers), with a particular focus on third-trimester parents. Placing the consumer at the heart of everything, Huggies has adopted a PESO (paid, earned, shared, owned) strategy across its marketing, shifting its focus beyond paid media and putting more credence into earned, shared and owned channels, which play a critical role in connecting with consumers in their journey. In a first for Huggies, the UK is taking the lead in adopting the new social strategy and tone of voice, with a view to other EMEA markets emulating the approach. The new social strategy is running across Instagram, Facebook, Twitter and Pinterest.

Reserved, the global fashion brand, has released a new campaign to celebrate the launch of its biggest brand collection to date, the ’22 Women’s Collection – Welcome to Dreamcore. Devised and produced by TwelveA.M., the creative content agency, the campaign features ground breaking UK talent and new faces for the brand including hip hop DJ Taylah Elaine, musician and illustrator Heidz the Artist (Heidi Petitjean) and Parisa Wilkinson, the model and content creator, modelling key items from the collection.  The campaign can been seen online now across social media, and the collection is available in the Reserved Oxford Street store and online now.