Draft FCB
Draft FCBAs with many global agencies we offer best-for-business services. However, more importantly, our model only puts the right disciplines together to give you the 6.5 Seconds That Matter.
NIVEA Dare Women to Dip Into Summer
Wed, 01 May 2013
info@draftfcb.com (Draftfcb New York)
Dan Bradshaw Joins Draftfcb London as Digital Design Director
Tue, 30 Apr 2013
info@draftfcb.com (Draftfcb New York)
NIVEA Men Unlocks Men’s Everyday Potential
Mon, 29 Apr 2013
info@draftfcb.com (Draftfcb New York)
Sir Keith Mills combats Olympian in charity ergo extravaganza
Sun, 21 Oct 2012
info@draftfcb.com (Draftfcb New York)
The trial was preceded by a breakfast talk from Sir Keith on the marketing legacy of the Olympics and Jonathan Moore a young person who has benefited from the work carried out by sported. in disadvantaged communities across the UK. The breakfast was attended by employees, clients andindustry influencers.
Sir Keith said: “The Olympics has roused fantastic national pride which will undoubtedly have a positive impact on British sport but the real legacy is far wider reaching than that.”
He went on to reveal many lessons that could help reinvigorate UK businesses. Tips centred mainly on effective sponsorship decisions. Brands who actively leveraged their investment saw the grandest results as, in an age where there is such potential to engage consumers, marketers cannot afford to rest on their laurels. This warning against passivity ran through the animated speech with sage advice, “Always have a back-up plan,” as Sir Keith’s number one lesson from the bidding process.
Perhaps the greatest wisdom imparted was on the marketing of the Olympics itself, which gave a master class on engagement. Preceding the Games the nation was split in their support, but as the countdown began the country was enthralled by the inspiring stories of the torchbearers. By limiting them from financial shareholders, LOCOG engaged communities and consumers felt connected and emotionally invested in the Olympic brand. This was reflected in the late surge in ticket demand.
Other highlights of the day included a preview of the new sported TVC created by Draftfcb’s London office; health classes such as yoga and kickboxing; and a bake sale. After rowing a combined total of 151,013 metres the final tally reached more that £2000.
Sir Keith commented, “sported. is now the only nationwide ‘sport for development’ charity with 2,000 members inspiring vulnerable young people by providing them with confidence, discipline and team working life skills which come from participating in sporting activities. Today’s event is a great way to continue raising awareness and funds.”
Zara Philips, a newly signed sported. ambassador, kicked off the charity’s first big fundraising effort on Saturday night (13 October) raising £5,000 for the charity during a celebrity special on Channel 4’s Million Pound Drop.
OREO HELPS CHEER UP LUNCHBOXES
Mon, 03 Sep 2012
info@draftfcb.com (Draftfcb New York)
“Pixie Davies continues to charm in the ongoing father and daughter Oreo saga. Even though Oreo is now conveniently available in the two-biscuit Snack Packs, Dad is still having difficulty getting his hands on one,” stated Draftfcb in London’s Head of Creative Alistair Ross.
The press and outdoor ads feature a smiling lunchbox happy to welcome Oreo Snack Packs that will, “Cheer up your lunch.” The simple visual and cheerful tone is aimed at mums who want to make their family’s lunch more playful.
The work will run throughout September to coincide with the start of the school year and marks further extension of the Oreo line, which includes Oreo, Oreo Double Stuff and Mini Oreo. Oreo Snack Packs are available in Original and Chocolate Crème flavours in multipacks of ten.
STEVEN BENNETT-DAY TO JOIN DRAFTFCB IN LONDON AS DIGITAL CREATIVE DIRECTOR
Wed, 29 Aug 2012
info@draftfcb.com (Draftfcb New York)
In an advertising career spanning over fifteen years, Bennett-Day has acquired many accolades including: two BIMA wins in Business to Business and Best Online Game categories; Gramia Digital Agency of the Year; an IVCA Gold; two nominations for Revolution awards and one for NMA Effectiveness; and overall winner of CIM Marketing Excellence Awards for Innocent Drinks.
Very active in the advertising community, Bennett-Day is committed to fostering creative talent, not only having created Skinny Cubs for Cannt Festival, the London-based alternative to Young Lions at Cannes, but also mentoring at the School of Communication Arts.
“Draftfcb's focus on creativity lead to a great performance at Cannes this year and I am happy to join a diversified team that is so committed to digital creative excellence,” said Bennett-Day.
NIVEA SUN to support Cancer Research UK
Mon, 30 Jul 2012
info@draftfcb.com (Draftfcb New York)
The campaign intends to increase awareness of three simple measures to enjoy the sun safely: when the sun is strong, use an ice cream scoop of SPF 15+ sunscreen and reapply regularly; cover up with suitable clothing, for example a wide-brimmed hat, t-shirt and sunglasses; and spend some time in the shade when the sun is particularly strong between 11am and 3pm.
Alistair Ross, Draftfcb in London’s head of creative commented, “The campaign taps into the nostalgia of quintessential British summertime to help deliver the message that our audience need to take as much care in the UK as they would abroad.”
Client: Graham Taylor
Copywriter: Andy Brown
Art director: Steve Waring
Planner: Shula Sinclair
Media agency: Carat
Media planner: Hannah Caine
Illustrator: Stephen Gilpin
SIMON WHITE TO JOIN DRAFTFCB AS EUROPEAN CHIEF PLANNING OFFICER
Thu, 31 May 2012
info@draftfcb.com (Draftfcb New York)
DRAFTFCB LAUNCHES NIVEA’S SUMMER OF CLOSENESS CAMPAIGN
Mon, 28 May 2012
info@draftfcb.com (Draftfcb New York)
Credits:
Project name: Nivea Summer of Closeness
Client: Andrew Rawle – Marketing Manager
Creative agency: Draftfcb
Copywriter: Jo Wallace, James White, Carley Jackson
Art director: Henry Finnegan, Cate Anderson
Planner: ShulaSinclair
Media agency: Carat
Media planner: Joseph Brewer
Media spend: £2million
Production company: ASD Lionheart
Director: Jo Wallace
Editor: Rushes
Post-production: Rushes
About Draftfcb
In case you didn’t know…
- The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
- The Chicago office is considered one of the “Best Places to Work” in Illinois.
- Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
- Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
- South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
- New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
- Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.
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NIVEA FOR MEN SUPPORTS THE ENGLAND TEAM FOR THE EURO 2012
Mon, 21 May 2012
info@draftfcb.com (Draftfcb New York)
Credits:
Project name: NFM Euro 96 reunion
Client: Lindsay Key – Brand Manager
Creative agency: Draftfcb
Copywriter: Dan Shone
Art director: Sean Cullen
Planner: Shula Sinclair
Media agency: Carat
Media planner: Joseph Brewer
Media spend: £2million
Production company: Outsider
Director: Pedro Romhanyi
Editor: Big Boy
Post-production: Big Boy
About Draftfcb
If you didn’t already know…
- The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
- The Chicago office is considered one of the “Best Places to Work” in Illinois.
- Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
- Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
- South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
- New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
- Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.
DRAFTFCB LAUNCHES TUC CAMPAIGN IN EUROPE
Wed, 02 May 2012
info@draftfcb.com (Draftfcb New York)
The online game, also developed by London asks players to choose their favourite player and pick up as many TUC crackers on the way to the football stadium without being blocked by photographers, fans and other obstacles.
“The larger-than-life TUC characters are provocative and surreal, and the chance to play games, share scores and win prizes plays perfectly to the social nature of the daily web use of our target audience,” said Alistair Ross, head of creative at Draftfcb in London.
The campaign runs until July 2012 with the Facebook page here to stay.
Credits
Facebook page
Creative Director: Matthew Maxwell
Art Director: Darion Leigh
Social Media Producer: Nadine Clarke
Copywriter: Brian Brady
Media Planner: Bence Bathi
TV
Brand: TUC
Product: TUC Flavours
Advertisers: Chrystel Barranger, Alessandro Ursino, Anne Eltchaninoff, Aurelie Teyssier, Claire Mourot
Account: Petra Mayer, Estelle Zaquane, Laure Poquet, Ella Hageg
Creative Director: Odile Creze
Artistic Director/Copywriter: Sebastien Zanini, Pierre-Marie Faussurier
Producer: Dawn Feer, Bob Dutretre, Wanda, Lisa Chaumont
Director: Spike Jones
Music: Maxim and Maxim Lebidois Pinto Dirty Dozen Records – MX2 Editions
About Draftfcb
If you didn’t already know…
- The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
- The Chicago office is considered one of the “Best Places to Work” in Illinois.
- Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
- Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
- South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
- New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
- Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.
Draftfcb in London launches campaign for Department of Health recruitment drive
Mon, 23 Apr 2012
info@draftfcb.com (Draftfcb New York)
The initial acquisition DM pack is a baby-shaped mailer, near actual size. Its design is emotionally engaging and mirrors the challenges and rewards of becoming a health visitor. The call to action is to sign up and register their interest either online, via phone or through a detachable registration coupon. Following the success of an initial test mailing, the pack is currently being dispatched to approximately 300,000 current nurses.
An informative email followed by a DM pack is also sent to individuals once registered which includes a pocket-sized handbook and clearly breaks down the role of the of the health visitor, the key attributes required and the requirements needed to become one. The information is enhanced throughout by the words of current health visitors, helping to provide context and a true insight into the profession.
Tactical outdoor and local press in the South Central SHA region, as well as inserts and ads in national nursing publications are also supplementing campaign activity.
A full CRM retention programme and further acquisition activity is also in development.
About Draftfcb
In case you didn’t know…
- The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
- The Chicago office is considered one of the “Best Places to Work” in Illinois.
- Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
- Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
- South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
- New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
- Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.
DRAFTFCB BOLSTERS CREATIVE DEPARTMENT
Two new teams will continue creative momentum under revamped management team
Mon, 16 Apr 2012
info@draftfcb.com (Draftfcb New York)
Creative head, Ross, has also match-made Cate Anderson, copywriter and Carley Jackson, art director from Crayon and Claydon Heeley respectively. Anderson’s experience crosses various channels and accounts, notably Honda, Sony and BT. In 2010 she represented the U.K. after winning Campaign & The Wanted Ads Young Team of the Year. Jackson who also spent time at Elvis Communications has worked on Sailor Jerry and extensively on Virgin including Virgin Holidays, Virgin Trains and Virgin Media. They’re currently working on the Post office, Elastoplast and Hyundai accounts.
“I'm very happy to welcome Cate, Carley, Dan and Sean to the creative team as they are fully matching what we want to achieve: getting young, entrepreneurial teams, able to think big and craft the details and these two teams definitely fit the criteria,” said Ross.
About Draftfcb
In case you didn’t know…
The London office won a Gold at Creative Circle and a Best and Merit at the MAA Best Awards for their ad for sported.
- The Chicago office is considered one of the “Best Places to Work” in Illinois.
- Our global Chief Marketing Officer Debra Coughlin is a NOW Woman of Power & Influence.
- Greater China was named “Brand Agency of the Year” at the 2011 ROI Festival.
- South Africa was honoured as a top empowered company at the 10th Metropolitan Oliver Empowerment Awards.
- New Zealand was named the “Most Effective Agency of the Year” at the 2011 CAANZ Effie Awards.
- Effie Worldwide and Warc results ranked Draftfcb one of the top 10 most effective agencies in APAC.
Draftfcb launches radio campaign for Elastoplast ‘Extra Tough’ range
Wed, 04 Apr 2012
info@draftfcb.com (Draftfcb New York)
DRAFTFCB WINS DEPARTMENT OF HEALTH RECRUITMENT TASK
Tue, 13 Mar 2012
info@draftfcb.com (Draftfcb New York)
“We’re delighted to be working on such a critical and important initiative and help in the recruitment of health professionals”, said Draftfcb London President Kate Howe.
An initial test Direct Marketing campaign and a CRM acquisition and retention programme aimed at both student and current nurses will help achieve the ambitious recruitment target, as well as elevate the status of health visitors in terms of the integral role they have in giving children and families the best possible start.
DRAFTFCB ON A WINNING ROLL FOLLOWING WIN AT CREATIVE CIRCLE AWARDS
Fri, 09 Mar 2012
info@draftfcb.com (Draftfcb New York)
“’Crossing the line’ is an exceptionally mature piece of writing, art directed with great restraint,” said Draftfcb London’s head of creative Alistair Ross. “It perfectly captures the sported. belief that ‘Sport changes lives’ in a way that catches the reader off guard, amplifying the key message. It also has two brilliant sister ads we hope will follow in its footsteps.”
sported. works with inner city kids , to encourage them to play sports rather than turn to crime and drugs. The clever poster (attached) illustrates how sported. can help change the lives of young people. It shows that on the surface, life on the sports field and life on the street are more similar than you think, but look a little closer and you’ll see how easily things can change by crossing the line.
Draftfcb Promotes Alistair Ross and Hires Vicki Holgate
Thu, 08 Mar 2012
info@draftfcb.com (Draftfcb New York)
Before joining Draftfcb, Ross was integrated creative director on O2 at VCCP, and previously at Publicis where he was responsible for six award-winning integrated campaigns for the British Army over three years, including Army on Everest that won the Grand Prix at Campaign Digital and was short listed for the Titanium at Cannes Lions. He recently chaired the jury of the Marketing Agencies Association Best Awards 2012 in partnership with The Guardian.
Holgate joins Draftfcb from DDB London where she was strategy director and deputy head of planning. She worked previously at the planning department of Grey and JWT. Vicki has enjoyed great success on much talked about campaigns such as Swine Flu and Cravendale, and has both IPA and APG awards under her belt.
Holgate will lead the planning department made up of 16 experts in commercial, brand, communications architecture, retail and digital planning. Phil Nunn, Draftfcb’s global communications architect joined the department last year as head of planning communications and is an integral part of the team.
“I’m very happy to announce Alistair’s well deserved promotion and the addition of Vicki to our Draftfcb team,” said Kate Howe, president of Draftfcb in the UK. “They both have an undeniable passion in their respected fields and share similar visions of advertising and the industry at large. They have both enjoyed great success in the past and as we move forward together I’m confident their talent and leadership spell great things for the agency.
DRAFTFCB LAUNCHES TV SPOT FOR NIVEA FOR MEN SENSITIVE RANGE
Fri, 02 Mar 2012
info@draftfcb.com (Draftfcb New York)
DRAFTFCB AWARDED “BEST WRITING” AND MERIT FOR “BEST CAMPAIGN BY AGENCY YOUTH” AT MAA BEST AWARDS
Fri, 02 Mar 2012
info@draftfcb.com (Draftfcb New York)
Hyundai UK Veloster Launch with split screen technology
Tue, 14 Feb 2012
info@draftfcb.com (Draftfcb New York)
To support the launch of the exciting all-new Hyundai Veloster, Hyundai UK commissioned Draftfcb London, in partnership with Innocean, to create a series of short Youtube films (http://www.youtube.com/user/HyundaiMotorUK) featuring innovative split screen technology.
The series of Youtube films bring to life the dual nature of the unique 1+2 door Hyundai Veloster. On their own the films are fun and stand independently, however with the split screen technology and when combined with another they make a single and even more entertaining clip. The idea is to allow users to select any two of the six films and play them simultaneously. Whatever combination you play the films in, the characters and scenes will fully interact with each other.
“The Hyundai Veloster will change perceptions of the brand amongst a younger audience who look to the digital world for information and will undoubtedly bring new customers to our Brand”, says Andrew Cullis, marketing director Hyundai UK. “These films are an excellent example of digital technology and original ideas combining to give a brand experience that will resonate with our target audience.” The campaign aiming to drive re-appraisal for Hyundai also includes a Direct Mail component incorporating the same two-sided experience.
Credits: Project name: Hyundai Veloster
Client: Hyundai Motor UK Ltd
Client's name, job title, company: Andrew Cullis, Marketing Director, Hyundai Motors UK
Brief to: Generate excitement, intrigue and buzz for the new Veloster that helps challenge perceptions of the brand and ultimately drives test drives in dealerships.
Creative agency: Draftfcb
ECD: Mark Fiddes
Creative Director: Alistair Ross
Copywriter: Jonathan Benson
Art director: Stanley Cheung
Head of Design: Sarah Grieg
Planner (creative agency): Shula Sinclair
Producer: Henry Huang
Director: Nick Parish
Exposure: YouTube & DM
Oreo – TVC ‘Explanation’ Launch
Mon, 06 Feb 2012
info@draftfcb.com (Draftfcb New York)
Mexican Import Hijacks Manchester Football Derby
Fri, 06 Jan 2012
info@draftfcb.com (Draftfcb New York)
Taco Bell and Draftfcb UK celebrate Manchester with new restaurant opening
Tue, 15 Nov 2011
info@draftfcb.com (Draftfcb New York)
After having successfully launched restaurants in the Lakeside and Eastgate Shopping Centres in Essex, Taco Bell has now opened in the Manchester Arndale Centre with the help of its advertising agency, Draftfcb.
Taco Bell is the world’s leading Mexican-inspired quick service restaurant chain serving more than 2 billion people a year in the U.S. Part of Yum! Brands, in recent years Taco Bell has expanded into international locations such as Spain, Cyprus, India, Dubai and the UK.
The creative uses Taco Bell’s bright and eye-catching brand colours and truly connects with the local ‘Mancunian’ personality and humour. The American brand has been made relevant to Manchester with headlines that showcase the Taco Bell brand wink by using local lingo such as, ‘It’s proper Mexicunian’ and playing on the local football rivalry with a City versus United poster stating ‘One foreign import you’ll all love!’
“Taco Bell is a fast, feel good brand, with an irreverent, cheeky spirit,” said Draftfcb London’s head of ideas Alistair Ross. “A natural fit for a city like Manchester.”
The campaign elements for the opening of Taco Bell’s first northern based restaurant include outdoor and point of sale.
Credits:
Project name: Taco Bell Manchester Arndale Centre launch
Client client's name, job title, company: Amy Page, Marketing Manager, UK & Europe
Brief to: Announce the store’s opening with the Manchester Arndale Centre and drive product trial.
Creative agency: Draftfcb
Copywriter: Andy Brown
Art director: Sharon Chong & Steve Waring
Planner (creative agency): John Viccars
Media agency: Walker Media
Media planner: Chris Smith
Exposure: Outdoor, point of sale
Draftfcb London “Fuelled by Blue Barracuda” is part of Draftfcb, the first fully integrated, global marketing communications agency to operate against a single P&L. Its network spans 96 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That MatterSM, an operating system that recognises the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioural, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on IdeasSM.
Draftfcb employs 180+ multi-disciplined professionals in London skilled in advertising, CRM & eCRM, retail marketing, digital creative production and media planning and buying. Clients include NIVEA Beiersdorf, Kraft, Post Office, Boeing, and TD Waterhouse. New clients include Hyundai, The Coca-Cola Company and eBay. The London agency’s leadership team consists of Kate Howe, president; Martin Talks, president digital; Simon Calvert, global chief planning officer and Mark Fiddes, executive creative director. For more information, visit www.draftfcb.co.uk.
NIVEA and Draftfcb London target women with new campaign ‘Your Skin. Your Rules.’
Wed, 02 Nov 2011
info@draftfcb.com (Draftfcb New York)
NIVEA and Draftfcb London have launched ‘Your Skin. Your Rules’ a new campaign to drive awareness of NIVEA’s Daily Essentials range in the UK.
The strategy behind the campaign recognizes that women in the UK have busy lifestyles and fit skincare into their lives and not vice versa. It reinforces skincare expertise and makes the Daily Essentials range relevant by demonstrating an understanding of consumer lifestyle needs and encourages women to reclaim authority over what is rightfully their decision – how to use skincare.
The creative makes skin the focus and builds on the simple yet iconic blue NIVEA circle.
“Our target audience appreciate the value of skincare but don’t let it get in the way of other priorities,” said Mark Fiddes, Draftfcb’s executive creative director. “With ‘Your Skin. Your Rules’, we wanted to show that NIVEA understands this and Daily Essentials lets women choose their own routine while letting them enjoy the things that really matter to them in life.”
The campaign includes print, outdoor and digital elements and will run until the end of this month.
Draftfcb London “Fuelled by Blue Barracuda” is part of Draftfcb, the first fully integrated, global marketing communications agency to operate against a single P&L. Its network spans 96 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That MatterSM, an operating system that recognises the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioural, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on IdeasSM.
Draftfcb employs 180+ multi-disciplined professionals in London skilled in advertising, CRM & eCRM, retail marketing, digital creative production and media planning and buying. Clients include, Hyundai, NIVEA Beiersdorf, Kraft, Post Office, Boeing, and TD Waterhouse. New clients include The Coca-Cola Company and eBay. The London agency’s leadership team consists of Kate Howe, president; Martin Talks, president digital; Simon Calvert, global chief planning officer and Mark Fiddes, executive creative director. For more information, visit www.draftfcb.co.uk.
Post Office launches a new campaign for their Travel Money services.
Tue, 20 Sep 2011
info@draftfcb.com (Draftfcb New York)
The Post Office recently launched a new campaign as part of a big marketing drive to promote the brand’s successful range of Travel Money services.
The integrated campaign highlights, in particular, the great deals they are promoting on selected currencies.
The campaign shows consumers that they are getting the best value for their money with the Post Office, at a time when more and more people are reducing the cost of their holidays and ensuring that every penny is stretching that bit further.
The press, created by Draftfcb, is complemented with online activity, in-branch Post Office TV, DM and email. Dare are responsible for executing the idea in outdoor and radio, with media planning and buying for the campaign by OMD.
“This competitive campaign hitting the start of the key summer holiday period achieves great impact and standout in a cluttered market and reinforces the Post Office’s commitment to providing consumers with great value products,” said Gabriella Neudecker, Senior Marketing Manager at Post Office.
Draftfcb London creates the campaign for the MAA Best Awards 2012
Thu, 01 Sep 2011
info@draftfcb.com (Draftfcb New York)
Draftfcb London has launched ‘The Great Idea Escape’ campaign for the Marketing Agencies Association Best Awards 2012 in partnership with The Guardian.
The awards are designed to recognise achievement in a variety of fields including bestcampaign, creative and strategic thinking.
‘The Great Idea Escape’ calls for all great ideas that have overcome common barriers such as budget, risk or reputation to come forward and celebrate the best of British advertising this year.
“The Great Idea Escape reflects the challenges agencies face to get great work out. The MAA are at the heart of helping agencies achieve this, and recognising them when they succeed”, said Alistair Ross, Draftfcb’s Head of Ideas, who will also chair the judging panel.
The campaign includes a call for entries direct mail pack, print, online display and an online game that sits alongside the awards.
Draftfcb sponsors the event alongside Wicked Web, USP Content, CP/MS, Feline Soft and The Guardian. All work closely in order to ensure that the collateral maintains creative consistency throughout the awards process.
Phil Nunn appointed as Global Communications Architect for Draftfcb London.
Tue, 21 Jun 2011
info@draftfcb.com (Draftfcb New York)
Draftfcb London has announced today the appointment of Phil Nunn as Global Communications Architect, effective immediately.
Phil has spent 18 years in media, starting at BBC Worldwide and then Publicis’s Optimedia. He joined Manning Gottlieb OMD in 2003 AS Managing Partner, responsible for Digital, Data and Direct. He was actively involved in John Lewis, Virgin Media’s launch, as well as Virgin’s roll-out across Europe.
He went on to launch Trinity Communications which had clients including Harrod’s, Talk Talk, Lexus, WWF and New Look.
FOR last two years, he has been working at the TBWA Group as Executive Media Director where he has led the successful retention of the Carbon Trust business, built the comms programme for the award-winning Adidas Messi campaign, and as lead planner on the Nissan business, he has successfully launched Nissan’s all new Micra, Juke and Nissan’s 100% electric Leaf.
He has been attracted to join Draftfcb London as their first Head of Communications Planning, reporting into Simon Calvert, Draftfcb’s Global Chief Planning Officer.
Phil says, “Over the past 18 months, I have seen Draftfcb London succeed as a strong integrated agency with a growing client base across all channels. Its management department and, in particular, its planning prowess under Simon is an appealing proposition. It is a really exciting time for me to join the agency to help enrich its capabilities with channel and comms planning ”.
Simon says, “Attracting someone of Phil’s calibre and expertise will help us to further enhance our success in the integrated space where clients are looking for communications planning as a necessary addition to what we do for them.”
Phil, who will work across the full client base, is joining a team comprised of Gaby Bell, Brand Planning Director; Caroline Wilde, Retail Planning Director, and Oli Kunze, Relationship and Commercial Planning Director.
Draftfcb London unveils Institute of Direct and Digital Marketing’s new logo
Tue, 24 May 2011
info@draftfcb.com (Draftfcb New York)
The Institute of Direct and Digital Marketing has unveiled its new corporate identity, designed by Draftfcb London.
The IDM believes the future of marketing is undeniably digital and its new identity represents a more innovative and dynamic body; currently 50 percent of the courses IDM offers are digital.
The logo appears on the IDM website and all marketing material going forward. It incorporates bright, bold turquoise, with magenta, gold and grey shades to give a youthful and fresh look and multidimensional aspect to the new logo -- compared to the previous blue, white and yellow. It transports Europe’s leading direct and digital marketing institution into a modern sphere and is more eye-catching than ever before.
“The IDM is very highly regarded and we’re privileged to have been selected to lead their corporate identity makeover with a new logo and website,” said executive creative director Mark Fiddes. “We wanted to stay true to their identity as an institution with history but also show them as a leader in the future of direct and digital marketing.”
Derek Holder, Chairman of the IDM, says, “The IDM is delighted with the work performed by Draftfcb’s design team on our new brand identity. Not only was it a comprehensive and thorough process but, more importantly, the reaction from our marketplace has been extremely positive, reinforcing the forward-thinking and contemporary nature of the new logo.
Draftfcb Acquires Blue Barracuda in the U.K.
Wed, 04 May 2011
info@draftfcb.com (Draftfcb New York)
DRAFTFCB ACQUIRES BLUE BARRACUDA IN THE U.K.
Newly Fortified Agency Will Operate As Draftfcb London “Fuelled By Blue Barracuda”
NEW YORK, MAY 5, 2011 – Draftfcb announced today it has acquired Blue Barracuda in London, which provides full-service digital strategies across all aspects of digital communications for such clients as Pizza Hut, Getty Images, Roche Pharmaceuticals, and Nectar, among others. Draftfcb London works with such clients as Beiersdorf, Boeing, Bausch + Lomb, Coca-Cola, General Motors, Kraft, SC Johnson, Taco Bell and The Post Office.
The acquisition will fortify Draftfcb’s offering in a key strategic hub worldwide and drive even faster growth.
Blue Barracuda and its staff of 60+people are being merged into Draftfcb’s London agency, effective immediately. The newly fortified agency will operate under the Draftfcb London name, adding as a descriptor: “Fuelled by Blue Barracuda.” It will employ more than 180 people, increasing Draftfcb’s staff in the U.K. by 50 per cent. It will also serve as the digital hub and resource for Draftfcb’s European network of agencies.
The agency’s capabilities will include advertising, CRM, retail, and the complete range of digital services, from digital strategies and campaign planning to full- service execution and online media buying and planning. The agency will also be using Blue Barracuda’s offshore production hub in Tallinn, Estonia, to provide faster, more cost-efficient production services.
“In the five years since Draftfcb was created, we have been focused on building our fully integrated model, which means one P&L, no silos, a single unified management team worldwide, and an equal emphasis on creativity and accountability. Rather than infighting over budgets, our employees are able to put our clients and their brands at the centre of all we do. Now we are committed to further enhancing our capabilities,” said Laurence Boschetto, worldwide CEO and president of Draftfcb.
“Blue Barracuda is a perfect match for Draftfcb, both culturally and in terms of its capabilities and the expertise it provides. Its talented staff shares our fundamental belief that our clients and their customers’ needs have to be central regardless of the channel,” added Boschetto. “This combination represents a new type of integrated agency in the U.K. that ultimately will provide innovative, media-agnostic solutions for a digital world.”
Draftfcb London’s current management of Kate Howe, president, Mark Young, COO & CFO, Sharon Jiggins, managing director, Mark Fiddes, executive creative director, and Simon Calvert, global chief planning officer, will be joined by the Blue Barracuda management team of Martin Talks as the new president of digital (formerly CEO), Marcus Exall as digital director, Draftfcb London (formerly client services director), Nick Berry as planning director, digital (formerly planning director), and Adrian Nicholls as client services director (formerly managing director). Each will be a member of the agency’s new leadership team.
“The union links Draftfcb's existing integrated offering and ability to understand customer behaviour and needs with Blue Barracuda's proven track record in delivering rapidly scalable digital strategies and communications,” said Draftfcb London president Kate Howe. “We are confident our joined entity will match the pace of change and provide the level of real-time interaction and understanding needed by brands today.”
“In joining Draftfcb, Blue Barracuda brings a unique approach to an ever-changing world. Our focus is not so much on perfect, artistic creations but on fluid, agile experiences that work wherever and whenever. Brands must accept being in an operational model where they are in a perpetual ‘beta’ state to maximize the opportunities that rapid change presents. Speed is the new certainty to ensure that communications meet objectives and deliver outstanding commercial results,” said Martin Talks, Draftfcb London’s new president, digital.
About Blue Barracuda
Since its founding in London in 2002, Blue Barracuda has used its unique Innovation process to deliver full-service digital strategies and marketing programs across all aspects of digital communications. Among its notable achievements, the agency developed an innovative website to help visitors find any film in any format for the UK Film Council; it built a conference service to help Roche Pharmaceuticals connect with oncologists; and it created the most effective e-commerce site for Yum! Brands anywhere in the world.
About Draftfcb
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency to operate against a single P&L with one unified management team and no silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That MatterSM operating system, which recognizes the brief period of time marketers have to capture consumers’ attention through creative executions that inspire them to act.
The Draftfcb network spans 99 countries and employs more than 9,200 people. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman and global chief creative officer; and Neil Miller, chief financial officer.
Draftfcb London launches “Oreo Lick Race”
Tue, 03 May 2011
info@draftfcb.com (Draftfcb New York)
Draftfcb London launches “Oreo Lick Race”
LONDON, May 4th, 2011 – Draftfcb London continues its permeation of the most crowded biscuit market in the world with the launch of the new Double Stuff Oreo through its new campaign: the “Double Stuff Oreo Lick Race”.
The family competition encourages parents, children, grandparents and grandchildren to come together and – “Twist your Oreo, lick off all the creme, show it to your opponent, dunk the biscuit, eat the Oreo and drink all the milk; the first one to finish the ritual wins.”
The voice of the campaign will be family personality Stuart Hall, best known as presenter of the infamous competitive game show, “It’s a Knock-out.” Hall successfully captures the essence of fun, irreverence and competition of the campaign.
The integrated campaign focuses on the interactive platform at oreolickrace.co.uk, where Lick Race participants are invited to upload their races and challenge others. People can also watch and vote for their favourite videos. Those with the most votes will compete in a live final in August, with the top prize being a VIP family trip to Florida. Daily and weekly prizes are also up for grabs on the website and for each video uploaded to the Lick Race website, Oreo will donate £1 to children’s UK charity KidsOut, dedicated to bringing fun and happiness into the lives of disadvantaged children. The digital platform will be promoted with a TVC and online advertising campaign.
“We’ve had a lot of fun with this and can’t wait for the lick races to start. The digital component we’ve created adds a new dimension to the way Oreo lovers can interact. It’s all part of sharing the Oreo experience and creating family connections,” said Draftfcb London executive creative director Mark Fiddes.
“We’ve had an exciting few years with Draftfcb, since we successfully introduced Oreo into the UK market in 2008; converting 1 in 3 households. Now we’re launching Double Stuff Oreo with our most integrated campaign yet,” said Oreo marketing manager Nicola Wilkinson. “We’re looking forward to mobilizing the nation and encouraging families from all over the country to participate at oreolickrace.co.uk.”
Additional campaign elements to leverage the digital platform include PR by Weber Shandwick, experiential events by Closer, on-pack advertising by Billington Cartmell, and media by PHD.
Sharon Jiggins Appointed Managing Director Of Draftfcb London.
Fri, 08 Apr 2011
info@draftfcb.com (Draftfcb New York)
Draftfcb London has announced today the appointment of Sharon Jiggins as managing director, effective immediately.
Jiggins has been at Lowe, Draft and subsequently at Draftfcb for 12 years. During this time, she worked on different clients from Heals to The Times, and helped launching Egg in the UK. She has been managing partner on the Post Office account for the past 6 years and has a strong mix of advertising, direct, data, digital and shopper marketing experience.
18 months ago, Jiggins successfully led the Post Office Direct Response pitch, which saw Draftfcb retains the contract, securing the business for another 3 years. She was also instrumental in the agency’s Coca-Cola shopper marketing pitch win and has led the agency’s training and development programme for the last year, resulting in Draftfcb being awarded an IPA Gold Award for continuous professional development.
“Sharon’s energy, loyalty and talent make her perfect to take up the role of our Managing Director and as we welcome her to the Exec team I am very much looking forward to working with her in her new role.” said Kate Howe, president of Draftfcb London.
Jiggins joins a management team composed of Kate Howe, president; Mark Young, COO/CFO; Mark Fiddes, executive creative director; and Simon Calvert, global chief planning officer.
Also announced today is the promotion of Gaby Bell to global planning director on Beiersdorf.
Throughout her 12+ year career, Bell has covered all aspects of marketing and communications working for agencies such as JWT, Euro RSCG and HS&P. She has been at Draftfcb for 2 ½ years, during which time she has made a huge difference to both the Beiersdorf UK and Post Office businesses and notably played an instrumental role in Draftfcb’s win of the global Beiersdorf business late last year.
“Gaby has actually been doing this job since January this year,” said Kate Howe, President of Draftfcb London. “She has hit the ground running and is doing a terrific job.”
Draftfcb shows there’s plenty to write home about for Jamaica Tourist Board
Fri, 25 Mar 2011
info@draftfcb.com (Draftfcb New York)
The UK’s infamous weather has played a starring role for the latest Jamaica Tourist Board TVC, “Postcards”, created by Draftfcb London.
Shot in Plumstead, south-east London and Eastbourne on the south coast, the 60-second spot features valiant British postal workers, pushing through typically grim UK weather, to deliver giant postcards sent from holidaymakers in Jamaica. The size of the postcards dramatise the fact that Jamaica is much more than just a beach holiday, in fact, there’s plenty to write home about.
Set against an uplifting reggae track, the clever spot breaks the conventions of traditional travel advertising by not using footage of the tourist destination.
“Tourism advertising is predominantly an expected formula. ‘Postcards’ sets out to engage the British holidaymaker in an unexpected manner, but keeps with the surprising charms and humour of Jamaica itself,” said Draftfcb London Head of Ideas, Alistair Ross.
The campaign will also include ambient activity, with a consecutive three-day stunt at Victoria Station, using eight postal workers to carry the giant postcards between distribution points in and around the station.
A prize draw will be run on facebook.com/visit Jamaica, where visitors can win a free holiday after viewing the film and sharing it with friends to increase their chances of winning.
Draftfcb London dances into top spot at Best Awards 2011
Fri, 04 Mar 2011
info@draftfcb.com (Draftfcb New York)
Draftfcb London has taken home the award for Best Consumer campaign at last night’s prominent Best Awards 2011.
The awards, organised by the Marketing Agencies Association (MAA), with the Guardian newspaper, is a celebration of the most innovative, cutting edge and inspiring marketing work produced by creative agencies in the past 12 months and saw Draftfcb’s ‘Totally Dad Dancing’ for the Jamaica Tourist Board take the top spot in the evening’s only award voted for by the public, beating out tough competition from big brands Walkers, Virgin Holidays, Virgin Trains and John Smith’s.
The idea behind the digital campaign which was also up for the award for Best Small Budget Communication, was the world's first ever Dad Dancing competition created to encourage Dads to pick up Jamaica's cool vibe. Research shows teens are highly influential in determining family holiday destinations, so in targeting them, the campaign calling for video’s of Britain’s worst dancing Dad was launched. The nation’s ultimate Dad dancer won a family trip to Jamaica and a week of dance rehab.
"Totally Dad Dancing proves that eccentric fathers are as much a feature of the digital age as any other. And we should celebrate them. In marketing terms, this also proves that you don't need massive budgets to engage consumers. Just a simple, motivating and relevant idea", said Mark Fiddes, Draftfcb London’s executive creative director.
The extremely successful campaign saw booking enquiries to Jamaica shoot up by 40% and more than 150,000 website views achieved in just a month.
The agency was also short-listed in the Best Paid-for Digital Media category for their COI CWDC social work recruitment campaign, ‘Can you understand children?’
A new creative team at Draftfcb London
Tue, 11 Jan 2011
info@draftfcb.com (Draftfcb New York)
LONDON, January 11th, 2011 – Draftfcb has welcomed senior copywriter Lee Brook and senior art director, Sarah Lim to the agency. Both come from Euro RSCG where they first joined forces and worked on Reckitt Benckiser brands such as Finish, Veet, Clearasil and Nurofen. Their previous experience puts them in good stead to work on the SC Johnson account which includes various home care and cleaning products such as Glade, Duck and OFF!
Between them they have worked at respected agencies such as Grey and BBH, where they have gained extensive experience in television, digital, press and radio.
"Lee and Sarah bring a deep understanding of what it takes to make international brands great. The number of global assignments here has tripled over the past year so they are joining the team at just the right time," said executive creative director, Mark Fiddes.
Brook and Lim have been creative partners since August 2009.
Draftfcb London is part of Draftfcb, first fully integrated, global marketing communications agency to operate against a single P&L, with a network that spans 94 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That MatterSM, an operating system that recognizes the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioural, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on IdeasSM. Draftfcb employs 120+ multi-discipline professionals in London. Clients include GM, SC Johnson, NIVEA, Beiersdorf, Kraft, TDA, Post Office, Boeing, COI-CWDC and TD Waterhouse, as well as our new clients which include Taco Bell, The Coca-Cola Company and Bausch + Lomb. Part of the Interpublic Group of Companies (NYSE:IPG), the Draftfcb network spans 92 countries with more than 9,200 employees. The London agency’s leadership team includes Kate Howe, president; Mark Fiddes, executive creative director; Mark Young, CFO and COO; and Simon Calvert, global chief planning officer. For more information, visit www.draftfcb.co.uk.
Sported named as official CSR partner of Draftfcb
Mon, 01 Nov 2010
info@draftfcb.com (Draftfcb New York)
Staff at the London office of international communications agency Draftfcb voted for sported. as their new CSR partner. The exciting partnership began with sported. being invited to Draftfcb's Global Day of Giving on 15th October. The event allowed staff across the agency to hear about the work of sported. and of one our supported members, Nu Breed Enterprise.
During the Global Day of giving Draftfcb kindly offered a 2 hour marketing workshops involving a number of Draftfcb staff to brainstorm ideas with sported. members. Jide, of Nu Breed Enterprise said ‘I would like to thank Draft FCB staff for taking the time out of their busy schedules, as part of your Global day of giving. I was glad to be invited by sported. and valued the input and ideas on a marketing plan for my organisation.' In addition to the expert advice Nu Breed Enterprise also benefited from a £300 donation raised by staff at Draftfcb throughout the Global Day of giving.
The event will hopefully be the first of further initiatives for sported. members to access the vast skills and expertises within Draftfcb on a pro-bono basis.
DRAFTFCB London Revamps Healthcare Offering
Thu, 07 Oct 2010
info@draftfcb.com (Draftfcb New York)
London Draftfcb London has announced the appointment of Jeff Daniels and Peter Hudspeth as joint managing directors of Draftfcb Healthcare London, effective 4th October, 2010. They will strengthen and expand the agency’s specialist healthcareoffering in the UK and Europe.
“I’m excited to have two such accomplished and talented industry veterans joining our team,” said Draftfcb London president Kate Howe. “We will be able to offer our clients a broader perspective on health, which continues to grow in importance and opportunity.”
Daniels and Hudspeth both join the agency from LEC\TBWA\WorldHealth. Daniels was creative director at the agency for the past three years. His career spans nearly 30 years during which he worked on major healthcare brands including Crestor (Astrazeneca), Keppra (UCB), Singulair (Merck), Spiriva (Boehringer Ingelheim) and Zantac (GlaxoSmithKline) at such agencies as Grey Healthcare Group, PAN Communications and Publitek.
Hudspeth was client services director at LEC\TBWA\WorldHealth. He had previously worked at Euro RSCG Healthcare and, prior to that, on the client side of the business at Searle Pharmaceuticals. He has a Bachelor of Science degree in Pharmacology and over 30 years of experience in the pharmaceutical industry. He has handled many large ethical brands such as Aricept (Eisai/Pfizer), Cozaar (MSD), Keppra (UCB), Reyataz (Bristol-Myers Squibb) and Symbicort (AstraZeneca). Hudspeth also has experience on a variety of major OTC and animal health brands.
“The Draftfcb Healthcare network has garnered an enviable reputation as the ‘hottest’ of all the global healthcare networks. It is, therefore, an honour and a privilege to be jointly entrusted with further developing the network’s prestigious London office and enhancing the agency’s UK and pan-European capabilities,” said Daniels and Hudspeth.
Daniels and Hudspeth will provide specialist healthcare expertise across borders, with the London agency now also serving as the UK and European hub for the Draftfcb Healthcare network led by Dana Maiman, CEO and president. Additionally, they will work together with the wider London agency to provide clients with a broader view on health and a diversified, integrated offering.
“I’m confident that two leading industry experts such as Jeff and Peter will bring a wealth of expertise to the Draftfcb Healthcare division, helping to grow the network within the UK and Europe,” said Maiman. “They will also play an important role in our worldwide network.”
Draftfcb launches Kraft Foods’ Mini Oreo Snack Packs.
Fri, 06 Aug 2010
info@draftfcb.com (Draftfcb New York)
Draftfcb London has signed a campaign to support Kraft Foods’ official UK launch of new Mini Oreo Snack Packs. The launch of Oreo biscuits in the UK has been really successful with great results: 1/4 UK households purchased the Oreo biscuit in a 12 month period, with a repeat purchase rate of 57%. (Source: AC Nielsen Panel MAT 14th of July 2010).
Draftfcb London developed the creative idea, “Oreo’s little brother”, which portrays
Mini Oreo with the same simple joyful tone of its sibling but with a cheeky mini
attitude. As shown in the TVCs, the playful, brotherly relationship between the two is
emphasised and aims to fulfill the childlike delight of a classic Oreo – but in mini.
Mark Fiddes, executive creative director of Draftfcb, said, “The best way we can
dramatise ‘same but smaller’ is to look at family relationships. The character of the
mischievous little brother for Mini Oreo fits perfectly.”
The campaign targets mums with kids aged between 6 and 12 who already buy Oreos
and understand the moments of childlike delight and family togetherness that an Oreo
treat can bring. The new portable snack pack aims to connect with these mums who
are seeking small moments of family connection and delight with their children
anytime, anywhere - not just in the home with a classic Oreo and a glass of milk.
“Draftfcb has had a proven record of success working with the Oreo brand for many
years”, said Doris Kaefer, Oreo Brand Manager. “We’re excited about the campaign
to launch Mini Oreo Snack Packs, Kraft Foods’ new addition to the Oreo biscuit
family.”
The campaign, set to launch on August 7th with two 10-second TVC spots, also
involves retail activity and an online game.
Post Office Launches New Integrated Above The Line Campaign.
Wed, 23 Jun 2010
info@draftfcb.com (Draftfcb New York)
The Post Office® is launching a new integrated advertising campaign as part of a marketing drive to reinforce the Post Office’s position as a hub for local communities and to promote the brand’s successful range of financial and travel services.
The new campaign, developed througha collaboration between the Post Office brand and advertising team, and an inter-agency team at Mother London, Draftfcb, OMD UK and The Open Agency, will be rolled out across TV, press, direct mail, online, in-branch and outdoor from Sunday 4 July. The campaign commences with a TV advertisement across both satellite and terrestrial networks aimed at promoting the brand’s travel products. Further advertisements promoting other financial products are also planned as part of the campaign.
Running throughout the whole campaign will be the theme ‘there is more that unites us than divides us’, following research which found that 86 per cent of people believe their area is one in which people from different backgrounds get on well together, and the finding that 93 per cent of people strongly feel part of UK society. Along this theme, the advertisements feature real people.
Director Paul Gay, formerly of Skins and BBC period drama ‘Desperate Romantics’ produced the advertisements with Mother London. Post Office Marketing Director, Gary Hockey Morley said of the campaign: “We wanted to build on the Post Office’s heritage as a community brand while also taking it into the future by highlighting the wide array of products, including financial services, that the Post Office offers. Back in the twenties, the General Post Office Film Unit used to create short films featuring a slice of UK life and we wanted to use this as a starting point to provide a modern take on what life in the UK is like today. As such, we’ve made the choice to use real people in the adverts to give a genuine flavour of modern life.”
Taco Bell appoints Draftfcb London.
Thu, 03 Jun 2010
info@draftfcb.com (Draftfcb New York)
Taco Bell has assigned Draftfcb London to handle its communications strategy to launch the brand into the UK market. The first restaurant is planned to open at the Lakeside Shopping Centre in Essex at the end of June this year.
Taco Bell is the world’s leading Mexican-style quick service restaurant chain serving more than 36.8 million customers each week in the US. Part of Yum! Brands, in recent years Taco Bell has expanded into international locations such as Spain, Cyprus, India and Dubai and aims to fill a gap in the UK market with the opening of its first restaurant in Essex with expectations to open more locations.
“The UK is a very important market for Taco Bell,” said Nick Dawson, general manager of Taco Bell UK and Europe. “Draftfcb impressed us with their understanding of the brand and business and we’re confident that the communications strategy they’ve developed will make the launch of our first restaurant in the UK a great success. This is a major step in our international expansion and Lakeside is just the start of our exciting plans in this country.”
Kate Howe, president of Draftfcb London, said, “We are excited to be working with Taco Bell and for the opportunity to help launch such an iconic brand in the UK.”
Draftfcb London is handling Taco Bell’s UK launch campaign starting with the opening of its first restaurant at the Lakeside Shopping Centre and will continue to build the brand’s national presence throughout its expansion plans in the UK. The London agency is set to develop the communications strategy based on the brand’s tagline and global creative platform, “Think Outside the Bun”, and position it as the smarter fast food alternative.
The UK campaign, set to roll out in June, will bring a unique local personality to the brand while appealing to a younger audience. The campaign will include sales promotions, retail point of sale, outdoor and direct response advertising. Draftfcb also manages the US Taco Bell business through its office in Orange County, California and its Spanish business through its office in Spain.
Bausch+Lomb appoints Draftfcb London as advertising agency across Europe.
Tue, 04 May 2010
info@draftfcb.com (Draftfcb New York)
Bausch+Lomb has appointed Draftfcb in the UK to handle above the line creative ideas for their eye care business for Europe.
“We're delighted to be working with Draftfcb to develop above the line ideas for use in Europe. They will bring new life and vision to our brands and help us to challenge current category conventions.” said Adam Woolf, Bausch+Lomb European Marketing Director.
Bausch+Lomb is one of the best known and most respected healthcare brands in the world with over 150 years in the industry. Its core business includes contact lenses, lens care products, and ophthalmic surgical and pharmaceutical products.
Draftfcb London will serve as the hub for Bausch+Lomb’s communications across Europe with new TV, press and outdoor campaigns expected to roll out in 2010.
Draftfcb London to launch new campaign for NIVEA FOR MEN partnership as an Official Supplier to the England football team.
Thu, 29 Apr 2010
info@draftfcb.com (Draftfcb New York)
Draftfcb London has created an advertising campaign to support NIVEA FOR MEN’s new partnership with the England Football Association. The FA agreed a four-year deal with NIVEA FOR MEN to become the Official Men’s Grooming Supplier to the England football team. Octagon and Draftfcb have partnered to make this happen.
Based on ‘Preparation is everything’, the creative concept developed by Draftfcb London, the campaign focuses on the preparation that goes on before a game. The core idea behind the campaign positions the brand as part of the team’s essential grooming kit.
Beiersdorf Marketing Manager, Andrew Rawle, said, “We are very proud to be an Official Supplier to the England football team. This association with the team aims to make male grooming more accessible and we believe that Draftfcb’s concept, "Preparation is Everything" reinforces the relevance of the NIVEA FOR MEN brand with the audience."
“Preparation is everything is a proposition that offers NIVEA FOR MEN plenty to engage fans with, not just in the run up to the 2010 FIFA World CupTM but through the UEFA Euro 2012 qualification too,” said Mark Fiddes, executive creative director of Draftfcb London.
The creative expression of ‘Preparation is Everything’ is portrayed through the ads which will feature NIVEA FOR MEN products photographed inside the changing room.
The campaign launches in May leading up to the 2010 FIFA World CupTM Press ads will run in national press, football magazines and men’s magazines. As part of the wider campaign, digital outdoor posters will be displayed in Piccadilly Circus and Canary Wharf.
‘Feel Closer’: NIVEA’s new brand platform
Thu, 04 Mar 2010
info@draftfcb.com (Draftfcb New York)
NIVEA is launching a new brand platform ‘Feel Closer’ for all its products targeting women.
Developed by Draftfcb, NIVEA’s new platform aligns itself with the brand’s skincare heritage, exploring how skin plays a role in closeness. ‘Feel Closer’ emphasises the positive impact NIVEA skincare has on women’s relationships: feeling good in her own skin has a strong impact on her relationship with others. NIVEA inspires to bring people closer together.
“We wanted to find a more relevant role for the NIVEA brand in our target markets’ minds. The awareness of the NIVEA brand is vast but we needed to find a way to engage with the audience to a greater degree. The Draftfcb strategy and the creative execution by both our agencies give a clear role for the brand showcasing our extensive product range and celebrating our expertise in skin care.” said Nicolo Pome, Marketing Director, Beiersdorf UK.
The creative idea, ‘Feel Closer’, celebrates all of the relationships that women might be experiencing and how feeling closer enriches their lives. Gaby Bell, brand-planning director at Draftfcb London said, ‘Feel Closer’ is a campaign that celebrates the role of NIVEA in bringing people together by making skin to skin closeness more enjoyable. It challenges the category’s obsession with ‘self’ to argue that NIVEA-nourished skin ultimately impacts on not just us, but our most important relationships… making them richer and ultimately, ‘Closer’.”
Three new campaigns are going to launch using this new platform: one executed by Draftfcb London for ‘Calm & Care’, NIVEA’s latest female deodorant, and another two developed by TBWA\London for NIVEA’s Visage and Body brands. Hit US artist Kaki King’s version of The Cure’s Close To Me will be used as the sound bed to each of the creative treatments.
Mark Fiddes, Draftfcb London’s executive creative director, said “The entire NIVEA creative project focuses on a woman’s relationship with those she cares about. For the first time we are not putting beauty on a pedestal but on the chair next to you. ‘Feel Closer’ is precisely the kind of idea that links seamlessly the TV and print work with the CRM and PR.”
"It's hard to pull off genuine moments of intimacy between people without feeling clichéd. Director Joe and photographer Sarah really delivered, walking that fine line between the accessible and the aspirational," said Al Young, TBWA\London’s creative director.
The campaigns are supported by NIVEA’s insight research program that collects insights about relationships, taps into women’s opinions on their lives, and replays them through the “facts” and “statistics” used in the advertising.
The three campaigns will break in March 2010 in TV, posters and press.