Fidelity International, a provider of world class investment solutions and retirement expertise, has selected MEC as its media agency following a pitch process. MEC, which won the business following a review handled through Oystercatchers, will support Fidelity’s ambitious growth plans and intention to take its media focus beyond press and OOH supporting the promotion of its fund management and platform distribution businesses to both end investors and investment professionals. Fidelity aims to build on its position as an investment leader and substantially grow its business, alongside increasing the awareness of its role as a provider of retirement solutions. MEC will help to evolve a media strategy for the Fidelity UK business, join up all media activity across digital and traditional platforms and adopt a data-led approach to media planning and strategy. The agency’s work will support Fidelity’s increasingly bold creative activity following its appointment of Grey London as its agency in July 2015. Jason Dormieux, CEO at MEC said: “We have a mutual focus on using data to get under the skin of target audiences both in terms of attitude and behaviour. MEC’s experience in understanding how people make financial decisions, drawn from our bespoke Momentum research, means we are incredibly well placed to help Fidelity continue to excel in the future.”
Following a competitive pitch, Zenith Optimedia (part of the Publicis group) has been appointed as global media agency for Edrington’s Regional Power Brands, which include The Famous Grouse, Blended Scotch Whisky, Cutty Sark Blended Scotch Whisky and Brugal Rum. From January 1 next year (2017) Zenith Optimedia will assume responsibility for all media agency requirements including media planning and buying across eight key markets: the UK, Spain, France, Netherlands, Sweden, Hungary, Portugal and Cyprus. Grant Millar, Chief Client Officer at Zenith Global, said: “Edrington has a clear vision for the future strategy of its brands, and by consolidating its media they will enable us to deliver the very best performance in terms of return on investment.”
The Heineken Company’s Strongbow Cider brand picked 360i as its digital agency of record after a review. This news follows last month’s news indicating that Droga5, which had been lead agency on both Strongbow and Newcastle since 2013, would no longer work on the business and had won AB InBev’s The Best Damn in its place. In separate competitive reviews, Heineken went with 360i to work on digital advertising for the brand and IPG’s Current to handle public relations. Heineken plans to spend more to promote the brand according to Senior Director of Marketing Jessica Robinson, who said: “Strongbow has exciting new programming planned for 2017 as we evolve our work to align with the global campaign. 360i is an agency that’s digitally led, but not digitally limited. They proved the ideal marketing partner to help us drive continued growth, consideration and momentum.” Strongbow launched a European creative review back in February after more than 10 years with St. Luke’s. Whether the client plans to replace Droga5 as creative AOR or change its marketing strategy moving forward is currently unknown.
Ogilvy & Mather Singapore has announced its appointment as digital Agency of Record (AOR) for the Ministry of Culture, Community and Youth (MCCY). The renewed engagement follows a competitive pitch, and will see O&M continue its role in advancing MCCY’s vision in building a more cohesive and vibrant society, and to deepen Singaporeans’ sense of identity and belonging. Since its inception in 2012, MCCY has been actively engaging and inspiring Singaporeans through the arts and sports, strengthening community bonds, and promoting volunteerism and philanthropy. The agency will be responsible for conceptualising and driving integrated digital communications. The appointment is effective immediately and will run until end August 2017. Chris Riley, Group Chairman, Ogilvy & Mather Singapore, said, “We are proud to be working with MCCY to champion the values and beliefs that define and unite Singapore as a nation. We embarked on this journey with MCCY three years ago with the SG50 thematic campaigns as the Creative Agency of Record, and look forward to fresh ways of connecting with Singaporeans through engaging digital content and platforms.”
Leading UK charity Girlguiding has appointed award-winning youth marketing agency Livity to launch its first awareness campaign to date, following a competitive pitch. Livity has been charged with raising awareness of the charity in the minds of millennial women, challenging outdated perceptions and promoting the fact that the charity is a positive force for modern girls and women through the broad range of experiences it offers and skills they can develop through its programmes. Livity has been tasked with developing all strategy and creative for the groundbreaking campaign, which is likely to run online primarily and will launch in October. The pivotal work will target 25 to 34-year-old women specifically, a group whom Girlguiding is keen to engage with more in future. As the original experts in youth, Livity’s unique model of working with young people to co-create campaigns, content and communities for brands, government, charities and broadcasters mean that the agency’s work benefits from young people’s insights, energy and authentic voices. The agency also has its own established youth network. Livity’s clients include Google, Channel 4, Unilever and Cancer Research UK. Sam Conniff, co-founder and CEO of Livity, said: “Girlguiding have an amazing legacy and are an incredibly progressive force for young women today, focused on a future of opportunities and fairness for their members. We’re really pleased to be working with them.”
Honda Motor Europe has appointed global marketing and technology agency DigitasLBi as its pan-European content agency of record for all car models. The appointment follows a competitive pitch against four of the brand’s other creative agencies. DigitasLBi will now partner with Honda to develop a fully integrated suite of engaging and informative content for the Honda car brands, creating an experience that allows customers to experience the car before they’ve sat in one. DigitasLBi and Honda will work to ensure that all content flexes for different media throughout the purchase journey, across owned digital properties, social, search and dealerships. The appointment further cements DigitasLBi’s relationship with Honda Motor Europe. The agency has partnered with the brand on its pan-European digital platform since 2012. Matt Steward, Managing Director, DigitasLBi said: “We’re thrilled to be expanding our relationship with Honda, and look forward to creating innovative content that evolves the customer experience of Honda and its high quality products.”
