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Account Wins of the Week

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VCCP

Nationwide has appointed VCCP as its lead advertising agency in a move to keep the momentum going behind the revamped brand building strategy launched last year. VCCP will take over lead duties on the £20 million account from 18 Feet and Rising, who were appointed to the account back in 2011, and will continue to work on the roster. The decision has been made faster than usual for such a big account with chemistry meetings taking place only last month. Nationwide undertook the process without the presence of a permanent marketing director with interim boss Stephen Leonard handling VCCP's appointment. It's an announcement that chimes with Nationwide’s earlier hints of changes to its advertising, with the bank having spoken in the past about the need to trumpet what makes it's brand stand out, whilst also addressing the apathy many young people have toward banking.

Nationwide has appointed VCCP as its lead advertising agency

VCCP will be tasked with sharpening the advertising focus on Nationwide’s customer service and support for local communities, which are now at the heart of the brand after it was revamped last year with a £10m advertising campaign, the building society’s biggest media outlay to date. Digital media, particularly the use of vloggers, has also played a key role in Nationwide’s marketing activity in 2015 in an effort to attract younger customers. VCCP will undoubtedly continue to work this angle with their creative output.

 

MEC

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MEC has retained their MBNA Limited £10 million account after a competitive pitch involving four other agencies. The deal encompasses MBNA Limited’s cross-media channel planning and buying, and means that MEC will be focusing on delivering a fully integrated brand and performance strategy for MBNA Limited, focused around the brand positioning of “Making Life Easier.” Marc Pearson, managing partner at MEC Interaction, said “MBNA Limited has a successful history working with MEC over the years,” so they are happy to continue their work together in “Driving the MBNA Limited brand vision forward, as well as delivering data-driven performance marketing.” Louise Tantum, head of marketing operations at MBNA Limited, adds that they are “Thrilled to continue the partnership with MEC.” In the pitch process, she said they “Showed that they perfectly understood they target audience and business objectives,” and she is “Looking forward to working with them on the new campaign and seeing the results.”

 

CP + B Scandinavia

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CP+B Scandinavia has been appointed AOR for Betsafe, with the agency set to roll out a new creative and strategic communications platform spanning all media across Scandinavia, the UK and selected markets in Europe. Initial executions will appear as early as the second quarter of 2015, followed by a wider roll-out during the summer and autumn. Anders Davidsson, CEO at CP+B Scandinavia, said “Early on in the pitch, Betsafe was very clear that they were looking for an agency who thinks differently and doesn’t hesitate to challenge conventions,” and that they “Recognised a great sense of trust from Betsafe in letting CP+B be CP+B, no-holds-barred.” Patrik Öqvist, CMO at Betsson Group, said he “Listened to CP+B present their rather provocative ideas with a mix of fear and excitement.” But seeing as their clients are risk takers by nature, he thought the approach worked well, and he is “Really looking forward to partnering up with CP+B to further develop the Betsafe brand and truly make an imprint on the industry.”

 

VCCP Berlin

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VCCP Berlin has been appointed as the lead agency for BILD, Europe’s biggest daily newspaper, with a mandate to oversee the entire brand, including the newspaper, online portal and all mobile channels. They won the account in a competitive pitch and will launch their first campaign for the brand in the coming months. The agency will develop a comprehensive new brand identity for the paper, with an objective to “Strengthen the role of BILD as a leading media outlet in a digital age,” according to Donata Hopfen, chairwoman of the Management Board of BILD Group. Oliver Frank, executive creative director at VCCP Berlin, said they were “Invited to participate in the pitch via a wild card, and are very proud to have convinced BILD” with their courageous ideas. He says they are looking forward to “Working with a feisty client” that challenges their capabilities.

 

Arc

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Molson Coors, one of the biggest brewers in the UK has asked the award-winning brand activation agency Arc, to join incumbent agency Life, on its below the line agency roster. Arc was appointed after a competitive pitch process, with Arc presenting the winning response to a “Convenience channel” brief as part of the pitch. All other 2015 work-in-progress will continue to be activated by Life. Andy Cray, Director of Brands at Molson Coors, said: “The drinks industry is constantly evolving” and that the Arc team was chosen because they were “Hugely impressive during the pitch process, and the ideas they presented demonstrated that they fully understand the creative approach required” to connect the Coors brands (which include Coors Light, Carling, Staropramen and Blue Moon) with their target audiences.” Beri Cheetham, ECD at Arc says, added that they are “Immensely proud to work with Molson Coors across their portfolio of iconic brands.” Their ambition it to “Generate work that resonates with consumers and creates envy among their competition.”

 

HeyHuman

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HeyHuman has been appointed by Glyndebourne, one of the world’s great opera houses to inspire and attract a fresh audience to the opera. The agency's first campaign will support Glyndebourne’s 2015 Festival, and follows extensive data work to identify and define new audience opportunities, geographical hotspots and new media channels through focusing on people’s wider interests and behaviours. The campaign is called “Be part of an extraordinary performance,” and it aims to create awareness of the Glyndebourne experience to a younger audience by attracting them to what makes Glyndebourne, and the festival, so unique. It was created by HeyHuman’s Creative Group Heads Alison Brushfield and Nick Frearson and will run on TV, digital, print, outdoor and online channels.

HeyHuman has been appointed by Glyndebourne, one of the world’s great opera houses to inspire and attract a fresh audience to the opera

George Bruell, director of communications at Glyndebourne, said that “HeyHuman’s rigorous data and behavioural approach to finding and appealing to these attenders” was exactly what they needed to communicate the “Glyndebourne experience to these new audiences.” Jossy Pilgrim, planning director at HeyHuman, added that they're “Excited to be working with Glyndebourne in 2015, not only from the chance to tell such an exceptional, unique and rich story but also in the knowledge that the work will inspire a new generation of people to enjoy the magic of Glyndebourne.”

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