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Clarins (UK)

Media Spend £4.8m (+120%)

Business Challenges:

  • Finding creative ways to re-inspire ABC1 40+ consumers to choose Clarins over other brands
  • Looking to develop its ecommerce activities to capitalise on its new UK base

Areas of Investment: Investing in media planning, digital online ads, social media and ATL campaigns based around its product launches and promotional campaigns

Incumbents: Haygarth – Creative / Dagobert – Brand Communication

Marketing Decision Makers:

  • Head of Brand Marketing UK, Astra Glass Ross - Connect →  
  • Lorraine Barnett Marketing Director, Lorraine Barnett - Connect →  

MORE ON CLARINS →

 

INNOCENT

MEDIA SPEND £5.5 MILLION (+488%)

Business challenges:

  • Driving engagement with consumers out-of-home
  • Becoming synonymous with health and wellness

Areas of investment: Considering OOH shopper marketing investment earlier in the year as well as experimenting with programmatic OOH digital displays.
Review schedule: Uses a roster, but also open to hearing from global shops.

Incumbents/Partnerships: Mother, Medicaom, Mobsta

Marketing Decision-Makers:

  • Group Marketing and Innovation Director, Tim Clarke - Connect →   
  • Head of Brand UK, Joe McEwan - Connect →

MORE ON INNOCENT   

 
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CARLSBERG (UK)

Media Spend £6.1m (+44%)

Business Challenges:

  • Looking for a new brand story to engage younger generations on a deeper level
  • Shifting positioning towards a more premium offering through heritage-led messaging

Areas of Investment: Earlier this year was investing in music sponsorships, as well as experiential events and on-trade digital innovation plans to build stronger connections with a younger consumer

Incumbents: Fold7 – Advertising / Initiative - Media

Partnerships / Sponsorships: Live Nation

Marketing Decision Makers:

MORE ON CARLSBERG →

 
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DIAGEO

Media Spend: £28.5m (+11%)

Business Challenges:

  • Ensuring its sustainable packaging reflects its brands’ stories
  • Looking to influence consumers at moment of purchase to ensure its products are always front-of-mind at POS

Areas of Investment: Investing in sponsorship and experiential opportunities to build brand presence, as well as exploring packaging and design innovations

Incumbents: Carat - Media

Partnerships & Sponsorships:  Premiership Rugby, RBS 6Nations

Marketing Decision Makers: 

  • Design Lead, Innovation & Futures, Steve Honour - Connect → 
  • Global Category Director, Advertising & Content, Simon Tilden - Connect →  

MORE ON DIAGEO →

 
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DEBENHAMS

Media Spend £17.1m (+5%)

Business Challenges:

  • Driving interest to its individual sub-brands whilst simultaneously promoting the Debenhams brand as a whole
  • Considering how to best target the multiple demographics its brands cover

Areas of Investment: Investing in Lifestyle PR around its seasonal releases for each of its in-house brands, as well as events to further generate excitement around new releases.

Incumbents: Mother - Creative, JWT – Communications & Advertising

Marketing Decision Makers: 

MORE ON DEBENHAMS →

 
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Jameson (Pernod Ricard)

Media Spend: £4.6m (+121%)

Business Challenges:

  • Striving to give the brand a point of difference in the saturated whiskey category
  • Looking to a range of unique digital concepts to drive engagement with its core 25-34 year-old male audience

Areas of Investment: Investing in creative app innovations, augmented reality, TV advertising and experiential events to connect with a mass male audience

Incumbents: Jack – OOH advertising, Havas Group - Communications, M&C Saatchi Sport & Entertainment – Digital & Advertising

Partnerships: The Best Fest

Marketing Decision Makers: 

MORE ON PERNOD RICARD →

 
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TOYOTA MOTOR CORPORATION

Media Spend: £27.9m (+16%)

Business Challenges:

  • Considering how to offer ‘mobility for all’ in a category where a lot of revolutionising technological features are found solely in luxury models
  • Communicating its emerging tech innovations to be seen as more than just a car manufacturer

Areas of Investment: Looking to build awareness with features in motoring press and tech magazines that will align with its new positioning of mobility, as well as investing in sponsorship that can showcase its technological innovations

Incumbents: The PR Network – PR & Comms, The & Partnership – Media & Advertising
Partnerships / Sponsorships: Olympic & Paralympic Games, IAAF World Championships, Vevo

Marketing Decision Makers:

  • Marketing Director, Andrew Cullis - Connect →
  • Brand & Digital Marketing Manager, Mat Thomas - Connect  

MORE ON TOYOTA →

 
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uber technologies (uk)

Media Spend: £5.5m (+282%)

Business challenges:

  • Considering how to grow brand awareness across the EMEA and improve overall consumer experience
  • Wanting to be seen as the most innovative go-to travel and mobility option

Areas of Investment: Looking to invest in UberEats takeaway app, launching it in 100 new EMEA cities to fuel growth. Considering sponsorships to showcase its innovations and keep the brand front-of-mind.

Incumbents: BBH - Creative, Arena Media – Media Account, Portland – PR

Partnerships / Sponsorships: Manchester United, Parklife Festival, Volvo, Orlando Magic

Marketing Decision Makers:

  • Senior Marketing Manager, Regional Partnerships, Stephanie Desmond - Connect
  • James Sutton – Brand & Content Marketing, UberEats - Connect →

More on UBER →

 
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WAITROSE

Media Spend: £28.8m (+23%)

Business Challenges:

  • Focusing on customer experience in order to drive consumer loyalty
  • Looking to reach the ‘next generation’ of younger consumers alongside its traditional AB shoppers

Areas of Investment: Looking for events which target small groups of consumers, also expanding JLAB programme event, as well as investing in sponsorships which showcase its more premium offering

Incumbents: Manning Gottlieb OMD – Media, Adam & Eve DDB - Communications

Partnerships / Sponsorships: Channel 4’s Food on 4, previously ECB

Marketing Decision Makers:
Brand Experience Manager, Jeremy Hall - Connect → 
Head of Marketing, Rupert Ellwood - Connect →

MORE ON WAITROSE →

 
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PADDY POWER BETFAIR

Media Spend: £23.3m (+157%)

Business Challenges:

  • Increasing loyalty levels to combat the emergence of new betting apps and sites
  • Looking to differentiate Paddy Power and Betfair after its merger, ensuring neither steals market share from the other

Areas of Investment: Investing in TV, print media and finding new high-profile sports partnerships, as well as venturing into the fantasy sports category following the Supreme Court ruling to lift betting restrictions

Incumbents: Chime – Advertising, MediaCom - Media

Partnerships & Sponsorships: David Haye – Brand Ambassador, FC Barcelona, Arsenal

Marketing Decision Makers:

  • Head of Marketing Strategy & Communications Planning, Marina Clowes - Connect → 
  • Marketing & Brand Director UK & Ire, Michelle Spillane - Connect →

MORE ON PADDY POWER BETFAIR →

 
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tui travel

Media Spend: £30.4m (+54%)

Business Challenges:

  • Expanding its portfolio of services to really capitalise on growing demand in its tours, cruises and multigenerational holidays
  •  Tracking how well people are connecting with the new TUI identity following its recent rebrand

Areas of Investment: Considering investment in integrated campaigns, consumer PR, and digital, as well as sponsorship in Cricket, the Arts, Music & Entertainment

Incumbents: MediaCom – Media Planning & Buying / Y&R - Rebranding

Partners & Sponsorships: SkyOne

Marketing Decision Makers:
Head of Marketing, Sarah Ali - Connect →
Head of Brand Activation, Amanda Lakin - Connect →

MORE ON TUI TRAVEL →

 
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American Express (Europe)

Media Spend £20m (+8%)

Business Challenges: 

  • Uniting its business - consumer, corporate and merchant - under a unified image and slogan, positioning itself as a go-to for a variety of choices
  • Building value for card members and merchants to accelerate growth 
  • Reinforcing its 'trusted brand' positions, leveraging heritage to strengthen relationships with customers

Areas of Investment: A content-led social strategy to demonstrate millennial expertise. Digitak OOH installations and integrating online services and products into customers' digital lives

Incumbents: Media planning - Mindshare (since 1998 but under review), activation - Momentum Worldwide, content - The Brooklyn Brothers, creative – Mcgarrybowen.

Partnerships: The Spectator, Small Luxury Hotels of the World

Marketing Decision Makers: 
Director of Global Brand Planning and Strategy, Shreeti Prasad - Connect →
Director of Brand and Partnerships, Ben Hook - Connect →

More on American Express → 

 
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Admiral Group

Media Spend £37m (+30%) 

Business Challenges: 

  • Understanding how to drive preference without relying on price - price comparison sites making this harder. 
  • Communicating broad offering – the convenience of having your entire insurance under one company and it handles claims quickly and reliably. 
  • Making Confused.com the go-to brand for driver savings

Areas of Investment: TV and improvements to social media and content across all its brands to deliver "entertainment and excitement".

Incumbents: PR - BrandContent, advertising - McCann Birmingham, media – PHD, Digital –Delete, Creative Karmarama

Partnerships: Welsh Rugby Union, Wales Rugby 7, London Motor Show

Marketing Decision Makers:

  • CMO – Confused.com, Samuel Day Connect →
  • Acting Head of UK Communications, James Carnduff - Connect →
  • Head of Marketing - Product & Sales of Admiral Loans, Fanny Limare Wolf - Connect →

more on Admiral Group
 

 
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Jaguar Land Rover

MEDIA SPEND £18 MILLION (+64%)

Business challenges:

  • Strengthening brand positioning
  • Rapid responses to consumers - investing £4.5bn in new products, technology and capabilities

Areas of investment:  Consumer insight with a special focus on understanding the UK consumer. Fast-paced comms to respond to quickly shifting UK landscape

Incumbents: Dentsu Aegis Network, The Outfit

Partnerships: Tennis player Kei Neishikori, Jose Mourinho

Marketing Decision Makers:

  • Customer Experience Director, Fiona Pargeter (effective July 2018) - Connect →
  • UK Marketing Director Anthony Bradbury (effective July 2018) - Connect → 

More on Jaguar Land Rover →

 
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E.ON

Media Spend £7 million (+474%)

Business Challenges:

  • Moving away from a ''commodity'' provider position to a ‘sustainable tech’ message - 
  • Growing recognition of its range of sustainable technologies – e.g. smart meters, batteries and solar panels - to be seen as the most innovative name in the sector.  

Areas of Investment: Renewed emphasis on TV and email marketing to communicate its new brand messaging. Research to understand how online campaigns are spurring direct action from consumers and then optimising strategy. More regionally focused partnerships and sponsorships to engage stakeholders and local communities surrounding its offices – especially interested in CSR angle. 

Partnerships: Big Bang Fair, Sky Cinema / Premiers / Family Channels

Marketing Decision Makers: 

  • Head of Global B2B Marketing, Ilke Rangette - Connect →
  • Marketing & Commutations Director, Belinda Moore - Connect →

more on E.ON →

 
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Everything Everywhere

Media Spend £37 million (+20%)

Business Challenges: 

  • Connectivity the core message –wants to be seen as the leading provider of connectivity in the UK. Aiming to provide 4G to 90% of the UK Market, with unmatched data packages and keep both leisure and business customers connected seamlessly. 
  • Unifying fragmented product-focused communications around a singular brand message

Areas of Investment: Partnering with large events and properties to highlight connectivity message. The partnerships with sponsors/partnerships/incumbents will further helped. TV ad and OOH activity to drive awareness of new brand message supported by digital ads, to target parents. Just signed a signed three-month partnership with Vue to sponsor family cinema tickets and run ads across their cinemas in the gold spot.

Incumbents: Saatchi & Saatchi London

Partnerships: Lead Partner to Wembley Stadium (2014-2020), Official Partner of the FA and FA Cup, Glastonbury Festival,  British Film Academy.  Brand Ambassadors Kevin Bacon and David Mitchell.

Marketing Decision Makers: 

MORE ON EE →