Fold7 lands money.co.uk account

Fold7 lands money.co.uk account

We’re delighted to announce that money.co.uk has hired Fold7 as its creative agency following a competitive pitch. The task ahead will see us handle brand strategy, creative, and content strategy, positioning money.co.uk as a challenger brand and a trusted alternative in the sector.

Founded in 2008 by entrepreneur Chris Morling, the company is independently owned and was ranked the UK’s second-fastest growing business in 2015 by the Sunday Times. The brand’s mission is to provide people with the expert knowledge they need to make smart financial decisions and choose the right deals for them.

Marc Nohr our CEO comments: “We are drawn towards entrepreneurial fast growth businesses. And we have our fair share of credentials in the comparison space – so we feel equipped to provide the brand with a voice and distinctive point of view on the world. money.co.uk are an ambitious organisation with a clear sense of how they want to win.”

With the comparison sites category being a crowded one – dominated by the likes of Compare the Market, Moneysupermarket, Gocompare.com and Confused.com – we’re on a mission to switch things up, watch this space.

No Excuses, Think Like a Small Brand

I spent two days at the Transition Percolate marketing conference in New York City, and one of the most insightful panels was titled, How to Build an Inspired Customer Community. Nikki Rappaport, director of brand and marketing at Cava Grill, has helped grow a local restaurant into a national chain with an engaged social community. Her tactics may be easier to execute within a small organization, but that’s no excuse. Here’s what we learned:

Be nimble. When Nikki started at Cava Grill, the social photography was less than stellar. She went beyond styling better food photos and actually changed the way the restaurants were presenting food. By making a few small tweaks in how the kitchen added garnish and sauces, she was able to inspire the brand’s advocates to post more pictures on social.

Follow-through is key. Cava Grill keeps track of each user asking for new restaurant locations, then follows up with them on social when they launch in the requested city. They’ve done the same with specific product requests—tagging vegetarians in social posts announcing new meat-free menu items.

These are just a few of the simple concepts presented at Transition Percolate that have a huge impact, which big brands should be executing. Changing an organization’s process is not an easy task, but if you’re nimble and you follow through, you can build an inspired customer community.

#Transition2016

No Excuses, Think Like a Small Brand

I spent two days at the Transition Percolate marketing conference in New York City, and one of the most insightful panels was titled, How to Build an Inspired Customer Community. Nikki Rappaport, director of brand and marketing at Cava Grill, has helped grow a local restaurant into a national chain with an engaged social community. Her tactics may be easier to execute within a small organization, but that’s no excuse. Here’s what we learned:

Be nimble. When Nikki started at Cava Grill, the social photography was less than stellar. She went beyond styling better food photos and actually changed the way the restaurants were presenting food. By making a few small tweaks in how the kitchen added garnish and sauces, she was able to inspire the brand’s advocates to post more pictures on social.

Follow-through is key. Cava Grill keeps track of each user asking for new restaurant locations, then follows up with them on social when they launch in the requested city. They’ve done the same with specific product requests—tagging vegetarians in social posts announcing new meat-free menu items.

These are just a few of the simple concepts presented at Transition Percolate that have a huge impact, which big brands should be executing. Changing an organization’s process is not an easy task, but if you’re nimble and you follow through, you can build an inspired customer community.

#Transition2016

Livity secures £1.5m investment to accelerate growth ambitions


Livity is to accelerate its growth ambitions and enhance its specialist agency offer, following an investment of up to £1.5 million from award-winning social investment fund, Impact Ventures UK (IVUK).

Livity will be using the funding to strengthen its core agency offering of having best-in-class youth insights and access. This will be done through investment in creative and strategic expertise; new agency products and services; the creation of a youth-led innovation team and a social impact report.

Livity will also be scaling its international youth audience ownership through the launch of a new publishing offering, which will see the creation of a suite of youth co-created social content channels. The “Made By Livity” multi-platform network will be overseen by Livity’s current executive creative director, former Dazed editor, Callum McGeoch who takes on the newly created role of publishing director.

The network of wholly-owned and partnered channels will

Awards: IDEO Wins Fast Company Innovation By Design Award

IDEO’s work with Planned Parenthood to redesign the patient experience was selected as the Health category winner in the 2016 Fast Company Innovation By Design Awards. The IDEO Toy Lab’s new smartphone app, Monster Moves, was also selected as a finalist in the Apps category.

See the full list of winners here. Read more about the new Planned Parenthood Experience at plannedparenthoodexperience.org.

Experiential start-up Hyperactive joins the Fold

Experiential agency Hyperactive joins Fold7

Determined to provide our clients with the expertise needed to thrive in the noisy 21st century, we’re thrilled to announce the backing of experiential start-up Hyperactive. Led by the former Managing Partner and Head of Experiential at Havas SE Cake, Andrew Casher, its mission statement is to create “brand experiences that can’t be ignored”.

Hyperactive will see Fold7 Founder/CCO Ryan Newey and CEO Marc Nohr taking director roles. A familiar face at the Fold, Andrew met Ryan in his music days when he was marketing manager at Ministry of Sound, a previous Fold7 client. Eurostar and Tag Heur are amongst the start-up’s launch clients, with Andrew and his team of experiential buffs looking to service stand-alone clients, as well helping to broaden opportunities at Fold7.

“Big ideas are only half the story. It’s what you do with them that counts. At Hyperactive we are all about producing exciting, innovative and uber-creative experiences for our clients, and we structure our ideas to live beyond experiential and into communications channels for increased scale and tangible measurement,” explains Andrew. Hyperactive will become a key pillar in what we believe clients need to succeed in the 21st century,” adds Ryan.

Before giving birth to Hyperactive, Andrew was a board director at Cake where he ran the experiential team for 6 years, leading experiences for brands including EE, Coca-Cola, Carling, British Airways, Xbox and River Island to name drop a few. He’s even made a few cameos on Rihanna’s Instagram having led a series of events to launch her clothing range for River Island.

Hyperactive will be taking residence in our lovely Farringdon office. Drop us a line if you’d love to pop in and say hello over a cuppa – we’ve got loads of biscuits.

Instagram Stories—Great for Brands, Bad for Snapchat

Instagram announced on its blog that it’s adding “Stories” as a new format that will be rolling out in the next few weeks. Sound familiar? That’s because the functionality is nearly identical to Snapchat’s “Stories.” The content disappears within 24 hours, allowing users to share unedited moments throughout the day without worrying about over posting. Plus, there are no likes or public comments on Stories, so users can relax, have fun and get creative with text and drawing tools. What does this savage play by Instagram mean for brands?

The Good:

  • Lower content expectations. Brands that may not have a steady stream of real-time content for Snapchat now have an easier way to test the “Stories” format without the expectation of keeping a separate account active.
  • Less investment. Brands don’t have to spend time and money growing their following on Snapchat if they can leverage their existing audience on Instagram. This helps level the playing field for smaller brands.

The Bad:

  • Not free for long. Instagram is owned by Facebook, which means it’s only a matter of time before it becomes a “pay to play” channel, while Snapchat still allows brands to earn high organic reach and doesn’t use an algorithm to filter users’ feeds.
  • No way to measure success. Instagram’s blog post doesn’t mention any measurement tools for brands. Sure, brands can tap the new tool, but how can they analyze and optimize their content? Brands need data in order to justify new investments.

The Ugly:

  • Uncool, Insta. Didn’t their mothers ever teach them not to steal other people’s ideas? As an innovative, leading brand in the social space, could Instagram really not put a unique spin on the functionality of Stories?

Only time will tell whether Instagram or Snapchat will win over users with Stories, but the format is here to stay because users want to share both their highlight reel as well as their everyday moments. They want the social recognition that comes from likes and the carefree fun of disappearing content. With that in mind, when testing Stories, brands should focus on transparency and creativity to appeal to this audience.

Carmen Graf named 2016 Adweek Media All-Star

Every year for the past 30 years, Adweek’s Media All-Star award has honored the most trailblazing media executives in the business. And this year, with little surprise to us, Carmen Graf was named an Adweek Media All-Star. Ask anyone who has worked with Carmen Graf, executive director of GSD&M’s media department, and they’ll tell you why she’s one of the 12 executives in the country to be honored this year.

Adweek saw no oversight into her many achievements such as being named a Media Star of the Future by Newsweek, earning a Silver Effie Award, being named a media finalist at Cannes and being part of the BMW/Graffiti campaign, which Forbes named one of the best social media campaigns of all time.

With her intuitive and creative approach, Carmen exemplifies the quality of charisma required for her capacity of work, and in her 24 years at GSD&M, she has channeled that energy, creativity and forward-thinking to make serious moves for the media department. You’re an all-star, Carmen! Congrats. Learn more about the honor right here.

carmen-adweek-congrat-poster_FINAL_WEB2

Artwork by GSD&M designer, Laura Guardalabene

Hold True – Magners Brand Relaunch

Magners hold true

It’s been a momentous journey but we’re delighted to reveal our relaunch campaign for the Magners brand as part of a recent multi-million pound marketing overhaul.

Following months of market research and brand development, the campaign entitled “Hold True” sees a new positioning introduced, rejuvenating the brand and injecting a new-found relevance in the 21st century. The strategy sees us champion Magners as an authentic cider that has held true to its original recipe since 1935 and remains uninfluenced by modern-day fads. In the same vein, the launch TV ad celebrates a group of musicians who remain true to themselves, however different and non-conformist that may be.

Directed by Jake Scott, who has previously filmed promos for the likes of Oasis and Radiohead, it sees an eclectic range of music artists playing the classic Rolling Stones song “I’m free to do what I want”. Among the line-up we hear a 66 year-old punk singer, a seven-piece ska group, a harpist, a rockin’ blues band and a hip-hop artist – each musician holding true in an uncompromising and unique way. Our ECD, Simon Learman explains: “Magners has landed its new brand positioning ‘Hold True’ by celebrating a diverse range of musical talents, who each hold true to their musical ideals in a highly distinctive fashion.”

The spot airs across TV and VOD, also receiving radio and digital OOH support. Those who find themselves dancing along to the music from the ad will be glad to know three versions of the song will be available to download from Apple Music, Google Play, Spotify, Tidal and Amazon.

Watch the spot below and find out more behind the brand relaunch in an interview with our CEO Marc Nohr and CCO Ryan Newey for Campaign.