Advertising

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Account Wins of the Week

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Digitas Lbi/Samsung Europe

Samsung Europe has appointed global marketing and technology agency DigitasLBi as its European digital content partner agency. The appointment follows a competitive pitch against a shortlist of PR, content and digital specialist agencies. DigitasLBi’s blended team of strategists, creatives and technologists will now work in partnership with Samsung to develop and execute an always-on content strategy, creating targeted content to engage with customers across Europe. Using DigitasLBi’s proprietary BrandLIVE process, the agency will work with Samsung to deliver newsroom-style real-time content for events and product launches in key European territories, as well as an ongoing flow of engaging content that resonates with the European news agenda. The agency will also work with Samsung to develop an overarching content marketing strategy for the brand’s digital platforms and CRM initiative, and the Publicis Groupe-owned media agency Starcom to support the new content strategy across Europe.

Samsung Europe has appointed global marketing and technology agency DigitasLBi as its European digital content partner agency

Winston Eavis, Head of External Communications, Europe at Samsung, said: “High-quality, engaging content is at the heart of what we as a European team deliver to our 27 markets across the region, which is why we wanted to make sure we had the best available solution in place for our business. DigitasLBi not only had strong ideas that resonate with the news agenda, they also have the scale to amplify these ideas through all our available PR, social media, Samsung.com and CRM channels to make sure we maximise the potential of every idea we develop. We were also impressed with their deep understanding of how to engage people throughout the customer journey, and with their data- and insight-led approach to content creation.” Michael Islip, UK Chief Executive at DigitasLBi, added: “Samsung is a magnificent brand with innovation at its heart and ambitious plans for the future, and we’re absolutely delighted to be part of these plans across Europe.”

 

Droga 5/West Elm

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Droga5 announced a partnership with home furnishings retailer West Elm this week. The alliance marks Droga5’s introduction to the design retail category and West Elm’s first hire of a full service advertising agency. These two like-minded companies, rooted in creativity and social responsibility, aim to increase brand awareness and global reach and tell West Elm’s story on a larger scale. Creative work is slated to launch in fall of 2015. Exact deliverables and executions are yet to be determined.

Droga5 has announced a partnership with home furnishings retailer West Elm

“For the past five years at West Elm we’ve been focused on embedding an impact sourcing model into our business, successfully combining performance with purpose, making conscious choices that contribute to big, positive impact on people, communities and the environment,” said Jim Brett, president of West Elm. “We’re thrilled to be working with Droga5 to communicate the West Elm story on a larger scale, and empower customers to participate in a retail model for social change.” Droga5 General Manager and Head of Account Management, Susie Nam, adds; “West Elm is a rare organisation whose vision could radically change the way we view the category for years to come. It’s a privilege to work with them in this vital period of driving awareness of their mission and impact sourcing initiatives.”

 

Solve/Shopko

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Shopko Stores, a $3 billion retailer from Green Bay, Wisconsin in the US, has named Solve as their agency partner after a competitive review. The agency will be responsible for brand positioning, target audience definition, and messaging across traditional, digital, social and in-store channels for the privately held retail chain, which operates almost 350 stores in 22 states. “Shopko is undergoing a remarkable business transformation driven by an aggressive new leadership team and vision. We’re excited about the opportunity to infuse fresh energy into the Shopko brand,” said John Colasanti, Solve CEO. The agency’s work will begin appearing later this year.

 

VML/Virgin Active

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Virgin Active, one of the worlds leading international health club brands, is investing £2 million to reimagine the end-to-end digital experience for its members. The gym chain has appointed leading digital platform and communications agency VML to reinvent, design and deliver a brand new consumer experience, which will include a redesign and rebuild of its flagship website, industry leading members app, and in-gym device experience. The agency won the business following a pitch process managed direct by the client and that included AKQA, amongst others. Virgin Active has briefed VML to create and deliver a market leading, multi-platform digital experience, and to shift the entire customer journey from an interested prospect to an engaged member throughout the lifetime of their membership. The launch of the new platform will coincide with the launch of Virgin Active’s first fully ‘connected’ health clubs in the UK, with digital technology built into every step of a member’s fitness journey.

Virgin Active has appointed leading digital platform and communications agency VML to reinvent, design and deliver a brand new consumer experience

Andy Caddy, Group CIO at Virgin Active and Clare Gambardella, Chief Marketing Officer UK said: "Virgin Active are embarking on an exciting change in our digital customer journey to reflect the changing needs and habits of our customers as they become more mobile and more connected to technology in their fitness routines. Our ambition is to provide our members with a digital experience that establishes us as the number one digital gym. To help us on this journey, we have engaged VML London as our agency partner.” Chris Wood, Managing Director at VML London added: “We are delighted, possibly on the border of being over excited, about working with Virgin Active. We believe wholeheartedly in the customer proposition of 'Living Happily Ever Active', and love working with a brand and team at Virgin Active that is brimming with personality and energy. Our aim is to make digital a key competitive advantage for Virgin Active within the year, and we have the client, talent and appetite to do just that.”

 

Honey/TP-LINK UK

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Honey, the social creative agency launched by the founders of Text 100, Next 15, Rabbit and Renegade Media, has won the account for TP-LINK UK Ltd, the world’s largest consumer and SME networking brand, following a competitive pitch. Known for its power line adapters, Wi-Fi range extenders, routers and comprehensive range of switches TP-LINK has 49% global market share and selected Honey following a three-way shootout against unnamed agencies. With a massive retail online retail presence, Honey is briefed to solidify TP-LINK’s position as a household name– riding the explosion in connected-home devices and smart home applications through a creative fusion of PR and social.

Honey, the social creative agency, has won the account for TP-LINK UK Ltd, the world’s largest consumer and SME networking brand

Nelson Qiao, Assistant General Manager for TP-LINK UK Ltd, said “The Honey team demonstrated they understand technology brands, and how an innovative social-first approach will deliver awards, reviews and customer stories. We stand by our strap line, ‘TP-LINK, the Reliable Choice’ and believe that using social to underpin the traditional marketing communications mix will boost our return on investment and also help us to provide a better customer experience.” Mark Adams, chair of Honey, added “TP-LINK is incredibly understated, focused on product quality and innovation. Going forward we will use our expertise in social CRM, content marketing and technical to build brand awareness.”

 

Live & Breathe/Frankie & Bennies

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Live & Breathe has been appointed by The Restaurant Group as its lead integrated agency on the Frankie & Benny’s restaurant chain after a four-way pitch. The agency will devise and deliver a series of integrated and strategically-driven initiatives for the group, and will report in to The Restaurant Group’s head of group marketing, Sam Bourke. Bourke said: “The whole team was really impressed with Live & Breathe’s deep understanding of all aspects of integrated marketing in the retail / restaurant environment. The agency showed real initiative and an understanding of our sector driven by a genuine desire to work with us” Nick Gray, managing director at Live & Breathe, added: “This is a fantastic opportunity for the agency to support a unique and loved brand that is serious about further developing what is an inspiring business. We love retail, we love eating out and we love creating integrated work; who wouldn’t be happy to win this account?”

 

Leo Burnett Singapore/GEMS World Academy

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GEMS World Academy, a part of the world’s largest private school operator GEMS Education, has appointed Leo Burnett as its creative agency of record to lead its creative communications in Singapore. Following its appointment earlier this year, the agency also recently kicked off an integrated campaign to support GWA’s enrolment drive. 
The integrated campaign, which includes print, outdoor, digital and events, kicked off in April and will run until September. As a new player to the private education landscape in Singapore, GWA is looking to rapidly acquire new students by significantly increasing their enrolments in 2015, Leo Burnett has been tasked to drive enquiry and school tour registration to GWA.

GEMS World Academy has appointed Leo Burnett as its creative agency of record to lead its creative communications in Singapore

Speaking about the appointment of Leo Burnett Singapore, Dino Varkey, group executive director and board member of GEMS Education said: “Prior to the appointment in Singapore, GEMS has been working with Leo Burnett in Dubai. We are happy to have extended the partnership to Singapore in launching our school locally. The agency has demonstrated clarity in thinking from strategy to creative. Its strong belief in a brand’s need for an anchor in a purpose is what differentiates the agency, generating work that is thought-provoking and engaging.”

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