WE ARE Pi – Paddy Power
Paddy Power has appointed Amsterdam-based ideas company WE ARE Pi as its “Mischief” agency in a competitive pitch handled by the AAR. The agency has been entrusted with “Sparking mischief” for the brand, an integral part of Paddy Power’s marketing strategy that kick off the relationship by launching a “Big Game Hunter” social campaign for Rugby World Cup. Their first task has been to leverage the excitement around the Rugby World Cup by creating Paddy Power’s very own big match predictor called “The Big Game Hunter.” A psychotic American dentist with a high powered rifle is entrusted with match predicting duties in a series of online films in which he hunts national team’s icons. If a country’s icon goes down then they are predicted to lose the game by the dentist. At the end of each film, Paddy Power highlight specific match odds for the game.
Paddy Power has appointed Amsterdam-based ideas company WE ARE Pi as its “Mischief” agency
Paddy Power CMO Gav Thompson said: “WE ARE Pi are our kind of agency; creative, restless and non-conformists. We went looking for a partner in mischief and they were the stand-out choice. Their ideas were clever and naughty in equal measure, and I am very excited about our future together.” WE ARE Pi Partner Paddy Garvey added: “The Pi Way is about never falling into a repeating pattern. We spend a lot of our time trying to be good, so Paddy Power is an opportunity for us to continue breaking our pattern, let off some steam and cause some trouble. In this case we are targeting the bad guys, and hope to spark change by making noise.”
Campbell Ewald – Travelocity
Travelocity has appointed Campbell Ewald as its new agency of record after a formal review. The agency, part of Interpublic Group, will be responsible for delivering an integrated scope of work for Travelocity, including creative and production services. The account will be run out of Campbell Ewald’s Detroit office. McKinney previously handled the account and was responsible for introducing the iconic Traveling Roaming Gnome. While Campbell Ewald declines to discuss its specific creative plans, it will retain the nomadic gnome as the face of the brand under its purview. This agency switch follows significant changes with the online travel platform. Earlier this year, Expedia acquired the brand, though Travelocity marketing remains independent from Expedia's other platforms, including Hotwire, Trivago, and Hotels.com. Travelocity's ad budget was $29 million last year, according to Kantar Media. One of its most recent initiatives, “Smell The Roses,” ran across social media and traditional channels to invite people to enter to win their dream holiday.
Travelocity has appointed Campbell Ewald as its new agency of record after an intensive formal review
Brad Wilson, VP/GM of Travelocity said: “While clearly communicating a brand promise is important in every industry, it is even more critical in the crowded online travel space. With our brand message, we want to reinforce that Travelocity is a trusted companion for travellers, and we are excited to be working with Campbell Ewald as we inspire people to explore the world and find new experiences through travel.” Jim Palmer, CEO of Campbell Ewald added: “This is an incredible opportunity for our agency to work with a trusted brand and its iconic Roaming Gnome, as together we create an integrated brand experience for consumers.”
Gyro Manchester – Charge R&D
Charge R&D Ltd, a revolutionary low-carbon technology company for the truck and bus industry, has appointed Gyro Manchester as its lead strategic communications partner following a competitive six-way agency pitch. Charge is developing range extended electric vehicle technology targeting the commercial vehicle space using state-of-the-art driveline solutions, and employs a multi-disciplined group of engineers who are devising radical low carbon solutions, which are new in the commercial vehicle sector. Gyro Manchester has been appointed to create and execute Charge’s brand positioning, platform and strategic messaging. The new platform will roll out in two phases later this year, initially into the company’s key target markets in China and then Russia.
Charge R&D Ltd has appointed Gyro Manchester as its lead strategic communications partner
Danny Turnbull, managing director of Gyro Manchester, said: “I’m extremely excited and honoured to be chosen to work with the Charge team on such a disruptive and game-changing business. It’s perfect in terms of fit for gyro’s humanly relevant approach to business-to-business and our global footprint.” Konstantin Polyakov, who leads Charge R&D’s business development team, added: “Selecting the right creative partner is enormously important for us which is why we searched in the UK, the acknowledged centre for such talent. gyro Manchester stood out from the six agencies we reviewed and we are already working closely together to develop inspiring and high impact marketing programmes.”
Grey Melbourne – Health&
Australian health tech start-up Health&, has announced Grey Melbourne as its agency of record. The company has brought together a multi-disciplinary team of Australia’s most renowned medical, creative and digital minds to overhaul the delivery of health information online. The first stage of its project was launched in June this year and the company is now preparing to unveil a dynamic digital health platform that will help Australians to monitor and proactively manage their health affairs. The Health& consumer portal is a platform technology that provides a single window into people’s health and allows them to combine several data sources together in a single dashboard, including wearable device information, medical records, allergy information and medicine management tools. It will continue to evolve in line with consumer demand and trends in the digital health space.
Australian health tech start-up Health&, has announced Grey Melbourne as its agency of record
Health& CEO John Stewart said: “We are thrilled to have combined our many years of hard work and ideation with the team at Grey, to build a creative platform that we believe will help our product launch to make headlines around Australia. It is a rare privilege to launch a truly innovative product, and I know we are in exceptional hands with the Grey team.” Grey Group Australia’s chief creative officer Michael Knox, added: “Health& presents a compelling challenge, which will include negotiating a large-scale behavioural shift within the community by leveraging digital tools and information to encourage people to look after their health.”
AnalogFolk – Plymouth Gin
Plymouth Gin, the connoisseur’s gin owned by Chivas Brothers, the Scotch whisky and gin business of Pernod Ricard, has appointed AnalogFolk to handle a digital-orientated brief following a pitch against undisclosed agencies. The agency has been tasked with developing a new digital strategy for the brand and refreshing its online presence. As part of the activity, the agency will draw upon the brand’s authenticity and rich maritime heritage. The account will be run from AnalogFolk’s London office, with additional support from the agency’s growing global offering to ensure the work is culturally relevant in the brand’s key markets. This includes the US where AnalogFolk has offices in New York and Portland.
Plymouth Gin has appointed AnalogFolk to handle a digital-orientated brief following a pitch against undisclosed agencies
JC Iglesias, Plymouth Gin Global Brand Director, said: “Plymouth Gin continues to impress gin enthusiasts around the world through insightful initiatives that celebrate its intrinsic link to Plymouth City. Digital will play an increasingly fundamental role in building on this so with AnalogFolk’s experience, creative proficiency and innovative thinking, they are the perfect partner to take Plymouth Gin’s online presence to the next level.” Matt Law, managing director at AnalogFolk London, added: “The Plymouth Gin brief is a dream for any creative agency. When the team discovered some of its incredible history and powerful evocative brand stories, it was truly an awe-inspiring process to be a part of. We look forward to developing the ideas and working collaboratively with the client team.”
