Advertising

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Top 10 Account Wins of the Week

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BBH – Uber

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Uber has hired Bartle Bogle Hegarty as its first retained creative agency in the UK, in an appointment that follows a pitch process that kicked off at the start of the year and was run directly by the client. Creature had been working with the app-based taxi service on a project basis but pulled out of the final stages of the review. One YouTube film created by the agency showed the negative impact that proposed private-hire regulations could have. The first BBH work is due to break later this year. The brief for the work was to create a campaign to improve Uber’s brand recognition outside large cities in the UK. In related news, Uber also recently appointed Arena Media to its UK media planning and buying business.

Pablo San Miguel

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Carlsberg UK has appointed Pablo London to work on through-the-line advertising content across four brands, including San Miguel, without a pitch. The creative agency, co-founded by the former England rugby player Ben Kay, has been appointed to work on the San Miguel, Grimbergen and Somersby brands. Pablo will also launch a debut ad campaign for the company’s Italian beer brand, Poretti, in May. There are no incumbent ad agencies for the brands. Pablo has previously worked on an experiential campaign for Grimbergen.

Pablo impressed us with its grasp of brand and activation in both advertising and on-trade; and it’s refreshing to find an agency that can hit both spots” Carlsberg UK Director of Brands and Insight, David Scott

AnalogFolk – Costa

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Costa, the UK’s largest coffee shop chain, has awarded its social media and content marketing business across the UK to AnalogFolk. The appointment follows a pitch process involving undisclosed agencies. Previously handled in house, AnalogFolk will work closely with the Costa marketing team in the UK to concept, create and activate ongoing social activity across Costa’s social platforms. The independent digital agency’s first work for the brand is due to launch in the spring. AnalogFolk will also work in collaboration with Costa’s existing roster of agencies, which includes Karmarama, ZenithOptimedia, One Green Bean and The Real Adventure Unlimited, across the brands’ key integrated campaign spikes.

We’re phenomenally excited to be working with Costa, a brand whose passion for what they do is imbued across all facets of their business” Paolo Nieddu, Managing Partner at AnalogFolk

MullenLowe London – FSCS

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MullenLowe London has been announced as the new advertising agency for the Financial Services Compensation Scheme. The agency won a four-way pitch to secure the contract which runs for up to four years. It will take over from AMV BBDO in April. The scheme is running a campaign to increase awareness of savings protection. It has come to the aid of millions of people since 2001, including people with cash in Icesave. MullenLowe will join a multiagency team that includes UM London, FSCS’s strategy agency.

The FSCS plays a vital role in protecting consumers and financial stability, we’re very proud to have been chosen as their agency” Tom Knox, Chairman of MullenLowe London

Karmarama – Confused.com

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Confused.com has awarded Karmarama its £40 million advertising account, a coup for the agency which won over Wieden+Kennedy and TBWA, having only entered the competitive process after the comparison brand called for a wild card agency. The appointment comes after the company called into review its advertising relationship with Publicis London in December following the arrival of chief marketing officer Paul Troy the month prior.

We’re thrilled to be working with Confused.com in one of the toughest categories out there, but also one of the most creative” Nik Studzinski, Chief Creative Officer at Karmarama

Ogilvy Australia – Seafolly

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Cult Australian swimwear brand Seafolly has appointed Ogilvy Australia as its creative and strategic partner, as it looks to evolve its market-leading position while celebrating Australian beach-life culture. The appointment (following a unique competitive pitch) is effective immediately, with the first of three creative shoots starting within weeks. Ogilvy has been tasked with the development of an overall strategy, creative approach and executions from digital and social, through to OOH. Three shoots in total will be undertaken as part of the campaign partnership, with the first to start within weeks at a prominent Australian beach location. Creatively, Ogilvy Australia will look to showcase the spirit of Australian Summer while showcasing different lines of apparel within relevant contexts. Once complete, the campaign will be featured locally and in selected global locations.

We are incredibly excited to be working with the great team at Seafolly to help evolve this brand position, and celebrate Australia’s beach lifestyle while demonstrating its proven fashion leadership” Ogilvy Sydney, Executive Business Director, Leigh Bignell

Mcgarrybowen – Monster.com

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Monster.com, the online recruitment network, has appointed Mcgarrybowen to its European advertising account after a competitive pitch. The Dentsu Aegis Network agency will handle Monster’s advertising across 23 European countries, developing new work across digital, radio, social, print and TV under the “Find Better” tagline. The BBDO network was the incumbent on the account, having held it since 2007. Leo Burnett had previously handled the brand's advertising on a project basis. KBS was named as the brand’s lead global agency in January, and OMD handles media planning and buying, which in the UK is run out of Manning Gottlieb OMD.

After an exhausting and thorough process Mcgarrybowen impressed us with their creative and strategic thinking” Andrew Warner, European Marketing Lead at Monster

Havas Jakarta – Danone Nutricia

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Nutricia, the specialised healthcare division of food company Danone, has appointed Havas Jakarta to handle the integrated creative account of its two nutritional supplement brands, Nutrilon and Bebelac in Indonesia. Havas bagged the accounts following two separate competitive pitches for each brand. The appointment sees a further expansion of Havas’ duties on the business from media planning and buying, which Havas Media Indonesia has been leading for the two brands for the last few years. Havas will work closely together with sister agencies BETC (Paris) and Havas Media to execute a fully integrated communications program for both brands, spanning both above-the-line and below-the-line activities.

The wins speak volumes of our expertise and we are extremely honoured that Danone has placed its trust and confidence in us” Roy Sagala, Executive Creative Director of Havas Jakarta

TBWA\Group Thailand – L’Oréal Paris

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TBWA\Group Thailand has announced that its digital agency, Digital Arts Network (DAN), has been appointed to handle the digital creative duties for L’Oréal Paris, the biggest brand franchise in L’Oréal Thailand. The agency reportedly won the business because it revealed a strong understanding of the brand's consumers in the online world and big ideas that challenged the status quo. The agency have been tasked with helping L’Oréal become the leading beauty brand in Thailand.

We’re happy to have been rewarded with this business, and look forward to using the power of disruption to break conventions within the beauty category in Thailand” Chaipranin Visudhipol, Chairman of TBWA\Group Thailand

Red Engine SCC – CarsGuide

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Independent creative content agency Red Engine SCC is off to a strong start this year with the announcement of new client CarsGuide and a move to larger premises to accommodate for a steady increase in new business development with further announcements anticipated over the coming weeks. As the lead creative content agency for CarsGuide, the agency will provide strategic and creative support with a strong focus on social video, to help the leading automotive trading platform deepen engagement with car buyers. This latest business win comes off the back of Red Engine SCC scoring a coveted finalist position in this year’s AdNews Specialist Agency of the Year category, following on from last year’s industry recognition in BRW’s prestigious Fast Starters 2015 List.

Our strategically lead approach to content saddled with creative agency smarts and a deep understanding of the channels it's deployed across is driving strong results for our clients” Red Engine SCC Managing Director Julian Townley

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