Droga5 know it's fun to stay at the YMCA
After a competitive review, the YMCA of the USA has selected Droga5 to handle its national brand positioning efforts in a new creative strategy that will launch in 2016. The agency will be charged with developing a creative strategy to help increase national understanding of the Y, which has 2,700 centres in the US alone. This will be the first national campaign of this scale and scope for the company since World War One, and will see Droga5 attempting to engage individuals in the Y's cause and support its fundraising efforts.
The YMCA of the USA has selected Droga5 to handle its national brand positioning
Donna Bembenek, vice president of marketing communication at the YMCA, said that although “The Y is moving the needle on critical social issues in important ways,” research has shown that there is still some confusion as to the depth of their work.” She believes Droga5 will be able to combat this, by developing “Compelling, creative ways,” to bring the Y's story to life, helping public "Understand the impact their local Ys are driving every day.” Jonny Bauer, global chief strategy officer at Droga5, says “The Y is a truly purposeful and valuable community pillar for so many,” and his agency are “Passionate about ensuring that the breadth and depth of the YMCA story” is told to as vast an audience as possible.
Coca-Cola announce who is through to Euro 2016
Coca-Cola has appointed five agencies to support its communications activities in Europe throughout the UEFA 2016 Euro football tournament, with M&C Saatchi Sport & Entertainment taking PR. Spanish agency SRA Rushmore will be handling content activity, Ogilvy Frankfurt will be taking care of digital, MediaCom take connections planning, and Geometry Global will handle shopper marketing. Coca-Cola is one of the major global sponsors for the tournament, which kick off in France from June 10 to July 10 2016, with Carlsberg, McDonald's, Continental, and Hyundai-Kai filling the other slots.
Coca-Cola has appointed five agencies to supports its communications activities in Europe throughout Euro 2016
A Coca-Cola spokeswoman said; “Following a competitive pitch process, we can confirm that we have appointed five agencies to work with us to deliver the European framework for our Euro 2016 marketing campaign across Europe.” She makes clear that “These appointments do not impact existing agency relationships held in each country as each market continues to have responsibility for local media plans and work with agencies at a local level to deliver this.” Coca-Cola look forward to working with all five agencies on “What promises to be an exciting campaign.” For this year’s World Cup, Coca-Cola released "signs" by Wieden & Kennedy São Paulo, which aimed to capture the hope that soccer brings to people around the globe.
Publicis get relevant
The Publicis Groupe announced yesterday that it had made another exciting acquisition, this time in the form of the Boston-based Relevant24, a leader in real-time, original, multi-media branded content. R24 specialises in leveraging real-time consumer insights with a daily publisher process for original content creation that takes the form of a “War room model” comprised of experts who identify trends daily, pick out what's relevant, and apply judgment and sensibility to create original multi-media branded content as insights, events, trends and conversations unfold.
The Publicis Groupe announced yesterday that it had acquired the Boston-based Relevant24
R24 will be aligning with the Starcom MediaVest Group, significantly boosting SMG's real-time content creation capabilities. It will, however be retaining its name, team, and structure, operating as a standalone unit within SMG. Starcom MediaVest CEO Laura Desmond, said the move “Enables SMG to gain new advantages,” in a “Landscape offers huge opportunity to capture data in real time and create a new paradigm in the strategic process, ensuring that messaging and distribution comes together in a way that is live, personalised, agile and tech-enabled.” R24 CEO Marc Gallucci, who founded the agency alongside president Lane Murphy (both of whom will retain their roles), said; “Consumers are giving valuable insights daily,” and they make this data actionable by “Striking a balance between speed and quality along with unearthing the right data each day.” They are excited to bring this “Expertise to SMG and its clients.”
