Advertising

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Top 10 Account Wins of the Week

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Team Eleven – Explore Learning

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The award-winning private learning centre, Explore Learning, has appointed marketing agency, Team Eleven to develop its communication strategy for 2017 and beyond. Team Eleven has been tasked with reviewing Explore Learning’s brand positioning and developing and articulating the strategic vision into a wider comms strategy in 2017. The team will create a manifesto for the business which will be threaded through all its internal and external communications and advertising activity. The agency will create a new, fully integrated marketing campaign to amplify the new strategic positioning which will roll out in January 2017. The campaign will include print and digital executions, launching in 122 Explore Learning centres UK-wide. Sophie Gibson, Founder and Client Partner at Team Eleven, said: “We’re thrilled to be working with Explore Learning. They’re a brand with a really unique proposition and we’re looking forward to helping the team deliver a strategic plan that will further grow the business and its centres.”

 

Carat – Standard Chartered

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Standard Chartered has awarded Carat its global media account, with strategy, planning and buying being headed up from the Dentsu Aegis agency’s Singapore office. According to Carat, the win comes after a competitive pitch. It is understood to have taken over six months to complete and saw OMD taken off the shortlist early on. Sean O’Brien, CEO of Carat APAC, inferred that Standard Chartered’s existing relationship with fellow Dentsu Aegis agency iProspect helped secure the win. The bank, which operates in over 67 countries, will lead the strategy with Carat from Singapore but will see Carat work on the account globally, across over 60 markets.

 

Clarity PR – ADYOULIKE

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Clarity PR, which specialises in working with fast-growing technology businesses, has won the brief to handle PR for pioneering advertising technology business ADYOULIKE. Clarity’s teams in London and New York will handle media relations, events and thought leadership in the UK and North America. Launched in Paris in 2011, ADYOULIKE specialises in the supply and demand of in-feed native advertising – digital ads that take on the look and feel of the content surrounding them. Earlier this year, ADYOULIKE launched the world’s first semantic targeting capability for native advertising by integrating with IBM’s Watson AI software. This win comes hot on the heels of Clarity’s appointment by London ad tech business Captify in November, further expanding its portfolio of ad tech clients. Sara Collinge, Clarity PR’s UK MD, said: “Advertising technology businesses have grown significantly in number and scale over the past five years. ADYOULIKE is one that’s captured an area of the market and is reaping the benefit and expanding fast.”

 

AllofUs – The Chartered College of Teaching

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The Chartered College of Teaching (CCT), the new independent chartered professional body for teachers, has appointed design agency AllofUs to create its digital offer for teachers across the country. AllofUs will create, design, develop, build and deliver digital products and services for the CCT that will give teachers access to research, best practice, shared knowledge and a growing community on their journey to becoming Chartered professionals. Heather Eddy, Experience Head at AllofUs, said: “We believe in the mission and purpose of CCT and feel privileged to develop a platform that is set to benefit educators and learners across the country.”

 

J. Walter Thompson – Black Lives Matter

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Black Lives Matter has announced its strategic and creative partnership with J. Walter Thompson New York, which kicks off with the launch, in beta, of BackingBlackBusiness.com, a web tool allowing people to easily discover Black-owned small businesses throughout the United States. Black Lives Matter will work with J. Walter Thompson New York to strategically plan their 2017 communications and events; a year which the organisation wants to make about building Black power. J. Walter Thompson New York aims to create game-changing campaigns that will inspire, inform and influence behaviour, hoping to play a key role in tackling the racial challenges facing society. One of the agency’s challenges will be to help establish the movement in time and beyond the hashtag which made it famous. The first piece of work from the agency is a web tool called Backing Black Business which aims to reframe the importance and the role of Black-owned small businesses for the Black community in today’s political landscape. It also hopes to draw attention to the large and often underestimated racial disparities in business ownership. The Google map-based tool gives people the opportunity to use their dollars to support local Black-owned businesses in order to have a national impact. The site aims to become the biggest and most easily accessible Black businesses database in the US.

 

TBWA\Chiat\Day New York – TD Bank

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TBWA\Chiat\Day New York has been named the US creative agency of record for TD Bank. The agency will be responsible for strategic development of the creative platform that will continue building TD's brand as “The Human Bank,” as well as delivering campaigns across its portfolio of products and services. TBWA\Chiat\Day New York Chief Creative Officer, Chris Garbutt, said: “TD Bank is a really exciting brand. Everyone is thrilled at the opportunity to disrupt the category and create work that connects and resonates with culture.”

 

AnalogFolk – BT

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AnalogFolk has been appointed by BT Group onto its roster as a digital content agency, following a competitive pitch process. The independent digital agency will help to develop BT’s digital content strategy and implementation across the core BT brand through owned and paid channels including website, social and CRM. In addition, BT will utilise the agency’s data intelligence division, AnalogFolk DNA, to develop a data strategy to optimise CRM, social media and other digital channels. AnalogFolk will run the account from its London office. The agency will work in close collaboration with BT’s existing agencies including AMV and Maxus. Ete Davies, Managing Director at AnalogFolk London, said: “It's an honour to be selected to work across content for a client with the pedigree of BT. We’re very much looking forward to helping their great stories and thinking work harder for the brand.”

 

Anomaly – Sally Hansen

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Sally Hansen, the nail colour brand owned by international beauty conglomerate COTY, has signed Anomaly as its lead creative partner after a global review. The company has not yet officially named the MDC network as its agency of record, but it did discuss a global partnership to “sharpen Sally Hansen’s iconic positioning and help drive growth” for the brand. Anomaly will handle everything from TV spots to social, point of sale and in-store work with its first campaign set to debut next spring or summer. Anomaly's Global COO, Karina Wilsher, said: “The Sally Hansen business is at an inflection point, with significant innovation and global expansion plans. This is going to be fun.”

 

Critical Mass – BMW Web Design

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BMW has picked Omnicom’s Critical Mass as its lead agency for US web design and development after a procurement-led review. This means that MDC Partners’ KBS, which has been lead agency for the luxury car giant since beating out Grey, The Martin Agency and others in a 2011 review, will no longer work on that portion of the business. KBS has managed BMW’s web presence for several years and defended its account in the review. BMW has held several agency reviews this year both domestically and internationally. UM retained media agency of record status in a review that ended last year, and various parties confirmed today that Laundry Service won social media work in a review earlier this year.

 

Leo Burnett – Jim Beam

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Beam Suntory has selected Leo Burnett as its new global agency of record for its Jim Beam whiskey brand, concluding a review launched in September last year. Leo Burnett won out against DDB and McCann, picking up an assignment formerly handled by StoryWorks. The review was reportedly a close one. The appointment is very welcome news for Leo Burnett as it seeks to rebound from a tough year. In late August, the agency lost its McDonald’s account and shortly before that news broke, Leo Burnett Chicago went through a round of layoffs. The agency also lost a portion of its Pfizer business and General Motors launched a creative review for its GMC account, for which the agency is defending, in September.

 

Top Image: The Line

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