Située au Danemark, cette maison de vacances a été rénovée par Kim Holst Architect qui a voulu la rendre plus boisée, avec une dominance de la couleur grise et un jeu sur les textures. Seules la cuisine, la mezzanine, la salle de bain et la cheminée viennent rompre le gris avec du blanc, de la mosaïque et du noir.
Photos by by Karsten Damstedt.
Skoda is using eye scanning technology that tracks the movement of consumers’ eyes to collect information about the car model they prefer, in a digital campaign that kicks off today.
Havas is set to hire Chris Hirst, the chief executive of Grey London, for the same role at Havas Creative Group in the UK and Europe.
« Travel Where You Live » est un film conçu par le réalisateur allemand Sebastian Linda. Film, à travers lequel il se pose la question suivante : Que faire si nous vivions de la même manière que nous voyageons ? Il n’y a parfois pas besoin d’aller bien loin pour découvrir de nouveaux paysages, Sebastian nous rappelle que la porte à côté est souvent bien faite.
Question: when is a pitch not a pitch? Answer: when you lose then it was “just credentials”.
Despite the toing and froing on definitions, the 2014 AAR report on which agencies were best at new business makes interesting reading.
For the fourth year in a row, VCCP had the most new-business opportunities with 20, closely followed by that other new-business machine, M C Saatchi, with 19.
In joint third place were Adam Eve/DDB, DLKW Lowe and Karmarama, all with 13. A E/DDB s total was particularly impressive because not only was it absent from the government framework, but it had a new-business moratorium in the final quarter.
When clients had the chance to invite any agency to pitch, as in 2013, VCCP was the clear winner with 17 opportunities.
Unsurprisingly, the table of agencies with most opportunities from within a roster was dominated by those on the government framework, with Enter and M C Saatchi at the top with eight each.
Clients awarding their business to an agency without a formal pitch is becoming increasingly rare.
For agencies that do win new accounts this way, particularly the 2014 winner Droga5, it is clearly a very cost-effective strategy.
In the end, the ultimate new-business goal of any agency is to win more new accounts. In 2014, VCCP proved itself the Lewis Hamilton of the new-business world with 13 appearances on the top of the podium, followed by A E/DDB and M C Saatchi, both with 12.
Finally, every agency strives to have a good pitch conversion rate. Last year s winner, with a 100 per cent pitch record, was Mcgarrybowen, having undertaken five pitches. Next was A E/DDB, with an 89 per cent conversion rate across nine pitches.
There does appear to be a suggestion that less is more, with those agencies participating in fewer pitches more likely to have a better pitch conversion rate than those spreading their finite resource too thinly.
What will 2015 bring? My feeling is that agencies will become increasingly selective on what they pitch for and the majority will end up pitching less than in previous years but for reasons of their own making rather than a lack of opportunities.
Martin Jones is a managing partner at AAR
Helly Hansen, the Norweigan outdoors and activewear brand, is speaking with agencies ahead of a pitch for its global creative account.
The process is in its early stages. Helly Hansen has approached UK agencies about a global brief in the past few weeks.
Forsman Bodenfors, the Swedish agency, currently works with Helly Hansen.
Last month, Forsman Bodenfors created an app called The Winter Duel to promote Lifa Flow, Helly Hansen s range of base layer clothes.
The app enables users to race against other people. The two people who run the furthest over five weeks compete against each other at a Helly Hansen event.
Tor Jenssen is the global marketing director at Helly Hansen. He has been at the company since 2007.
Wunderman has promoted Mel Edwards, the chief executive of Wunderman UK, to chief executive EMEA, replacing Stephane Faggianelli.
She will report to Mark Read, the WPP agency s global chief executive, and manage 3,000 people in 78 offices across the region.
Edwards will continue to be based in London. She will retain her current title of Wunderman UK chief executive until a replacement is appointed, when she will become the chairman.
Edwards joined Wunderman in 2013 and has been involved in winning business from brands including News UK, Virgin Media Business, Shell and Coca-Cola. She has also created an in-house publishing arm at the agency and launched a content studio.
Before Wunderman, Edwards was the chief executive of M C Saatchi s digital and direct agency Lida from 2009.
Read said: “Mel has done a fantastic job in helping Wunderman become a formidable force in the UK.
She has the right qualities, a focus on clients, creativity and new business, to spearhead further growth in EMEA.
“I d also like to thank Stephane for his nine years of service to Wunderman.”
The agency said that Faggianelli is “stepping aside to explore other opportunities within WPP”.
Transport for London reviews creative and media accounts together for first time.
DLKW Lowe has launched an in-house digital content production company to work across Lowe and Partners in London.
Make will produce online films, TV ads, animatics, motion graphics and promotional videos for Lowe Open, Lowe Profero and DLKW Lowe. It also plans to work with other brands. Make will collaborate with DLKW Lowe s broadcast department, which is headed by Trudy Waldron.
The team will be led by Isaac Bell, who was hired in July 2013 to set up the department. He was previously a senior creative editor at Adam Eve/DDB.
During his time at DLKW Lowe, Bell has developed the post-production department into one that creates digital content and TV campaigns.
Richard Warren, the chief executive of DLKW Lowe, said: “In Make, we are formally offering an exceptional in-house digital content production company, responding to our clients increasing demand for agile, fast-turnaround film content across broadcast, direct and online channels.”
Ahead of its official launch, Make created “conditions”, the British Heart Foundation TV ad featuring children attempting to pronounce the name of their heart condition. It was part of the “Wear it. Beat it” fundraiser, which encouraged people to wear red last Friday to raise awareness of heart conditions.
Ribena has appointed J Walter Thompson London as its strategic partner in the UK after a pitch.
JWT beat Mother and VCCP and Grey London at an earlier stage to land the account. The agency has been tasked with creating a new brand position for Ribena in the UK to broaden its appeal.
Ribena, which is now owned by Lucozade Ribena Suntory, kicked off the review of its UK and Ireland advertising account in October 2014. M C Saatchi was the nine-year incumbent but declined to repitch.
Hannah Norbury, the marketing director at Ribena, said: “As well as showing some strong strategic thinking, the pitch team demonstrated a deep understanding of the brand s rich history, its wonderful personality and the great opportunities that lie ahead.”
Grey London is Ribena s global advertising agency and is unaffected by JWT s appointment to the Uk business.
888.com, the online gambling site, has called a UK media review and aims to appoint an agency in the second half of the year.
The incumbent is Adconnection. The 888 Holdings-owned company has also previously worked with All Response Media.
Partnerships have been central to 888.com s marketing in the past. In 2012, the brand launched a Big Brother platform with Channel 5 and Endemol, and a betting partnership with Ryanair.
The Big Brother activity, which was hosted at BigBrotherBingo.com, offered a range of games and was promoted through TV ads on the C5 network. The spots were created by Hero Media.
888 Holdings did not respond to a request for comment. Adconnection declined to comment.
Budgens, the Musgrave Group convenience-store chain, is looking for an agency to help it “revitalise” the brand with a TV campaign.
ISBA is handling the pitch. As Campaign went to press, ISBA had contacted shops with an anonymous brief but no chemistry meetings had been held.
Anna Burleigh, the marketing director at Budgens, said: “We re looking for an agency to help us with a TV advertising campaign to revitalise our brand.
“It is all part of the development of our new proposition, which will see us further building on our credentials in food and meeting consumer expectations locally.”
Haygarth, the shopper-marketing agency acquired by Rapp in 2014, is Budgens incumbent agency but was appointed to work on retail and below-the-line campaigns. The agency will not repitch given that Budgens has switched its focus to TV.
Lucky Generals has hired Laurence Horner, a former joint head of strategy at Mother, as its first strategy director.
Horner, who joins Lucky Generals on 2 March, will work initially across all of the agency s accounts, reporting to the co-founder Andy Nairn.
Horner was most recently a freelance planner. As a strategist at Mother, he was promoted alongside Matt Hardisty (now a partner at Jam) to joint head of strategy in 2011. He left the agency in December 2013 after five years.
Nairn said: “Loz is an outstanding strategist. Very commercial, brilliantly creative and a lovely guy to boot. We re growing in leaps and bounds, and Loz will make us better as we do so.”
Before Mother, Horner worked at Wieden Kennedy in Amsterdam, and Leo Burnett and Carat in London. He has won Account Planning Group awards for clients including Coca-Cola, Nintendo and Stella Artois. Horner also picked up a bronze IPA Effectiveness award for Boots in 2012.
Lucky Generals has recently added Pot Noodle and Hostelworld.com to its roster of clients.
The Radio Advertising Bureau has partnered with Campaign to showcase the winners of its monthly Aerial Awards.
The Department for Education is searching for an agency to raise awareness among parents of the childcare support they might be entitled to.
The process is being handled through the Crown Commercial Service and will be completed by mid-March. The government is not permitted to run ads or appoint agencies between the period that parliament is dissolved (30 March) and the general election (7 May).
Ogilvy Mather has been appointed to work on activity for any unforeseen emergencies during this purdah period after a separate process also handled by the CCS.
Last month, the London boroughs appointed Enter, Manning Gottlieb OMD and Carat to oversee the first HIV awareness campaign for the capital.
The government adver tising roster comprises: Abbott Mead Vickers BBDO; DLKW Lowe; Engine; Enter; Inferno; Kindred; M C Saatchi; McCann London; Rainey Kelly Campbell Roalfe/Y R; and Ogilvy Mather Group.
The Department for Education and Cabinet Office declined to comment.
No-one who followed the contest for the BBC s 5 million ad account was in any doubt how crucial the result would be for staff at Rainey Kelly Campbell Roalfe/Y R.
The shop had held the brief for nine years and, after a recent lacklustre run of new business and the loss of Virgin Atlantic, needed to retain the prestigious account.
Tensions were running high, particularly after news began circulating that its rival Bartle Bogle Hegarty had pulled a blinder in the pitch, gathering the entire agency for some Strictly Come Dancing moves to impress the client.
So when Alison Hoad, the RKCR/Y R vice-chairman, walked into her office last Friday for a 9am call with the BBC s marketing team, con fidence was shaky. “Clients usually speak to the agencies who haven t won the pitch first, don t they?” Hoad says.
It was good news, though. Abbott Mead Vickers BBDO, BBH, Saatchi Saatchi and Wieden Kennedy were out after a seven-month process, and the BBC stuck with its trusted partner for the potentially rocky years ahead.
Celebrations began at 10am and continued in a local dive, uninterrupted by the news that swiftly followed the BBC s decision Vodafone was dumping RKCR/Y R in favour of Grey London.
Public Health England has appointed M C Saatchi to launch its Living Well brand and manage its Smokefree campaign.
M C Saatchi beat Abbott Mead Vickers BBDO, DLKW Lowe, McCann London and Now, which partnered with Kindred.
The process kicked off in November last year and was handled by the Crown Commercial Service.
M C Saatchi will be tasked with creating work targeting 40- to 60-year-olds around smoking, drinking, eating well, exercising, stress and sleep.
The Smokefree account was previously handled by Dare and Now.
In September last year, the two agencies created an ad for the government s Stoptober campaign that featured Paddy McGuinness and Al Murray.
Dare, whose predecessor MCBD won the Department of Health s anti-smoking account in 2007, has partnered with Now on the strategy elements of the campaign since 2012. Dare, which is not on the government roster, did not repitch for the business.
Public Health England confirmed that M C Saatchi has been appointed as a preferred supplier.
Separately, M C Saatchi has promoted Camilla Kemp, a managing partner, to the role of chief operating officer. Clare Willetts, a business director, replaces her as a managing partner. Tom Bazeley, the chief executive, said that he is creating a “smaller, tight-knit man agement team”.
When Grey London won Vodafone s 53 million UK business, more than 40 people could take personal satisfaction in the win.
“In terms of the sheer number of people involved, I can t think of a recent pitch that matched it,” Grey London s chief executive, Chris Hirst, says.
Grey had been appointed to handle a specific campaign in March last year but, by December, was asked to pitch for the entire UK account against the incumbent, Rainey Kelly Campbell Roalfe/Y R.
The win will be particularly sweet for the managing partner, Natalie Graeme, who galvanised the troops for the pitch while continuing to oversee the day-to-day business for Vodafone.
“Her performance was exceptional,” Hirst says. “I don t think that she slept for two weeks.”
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