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Mentoring has long been an established tool in our industry to help young people develop their careers, but we wanted to reverse the roles in order to broaden the perspectives of the Zenith leadership team. Reverse mentoring sees our executive leadership team paired up with junior members of staff so that both can learn from one another, expand their horizons and examine previously held beliefs.

At Index Exchange (IX), celebrating Black History Month is an opportunity to learn, share and build greater allyship. A number of initiatives have been set up, including an internal affinity group committed to empowering Black employees, an Anti-Racism Book Club with the aim of educating and gaining allies among our staff and a dedicated Slack channel to encourage employees to share and support one another.

LADfamily sets out to improve employee wellbeing and create a healthy work/life balance where LADbible Group employees feel supported. Initiatives include paid time off for fertility treatment, paid leave to help employees cope with pregnancy loss and tax savings on childcare costs. By introducing these policies, we have opened up conversations around difficult moments that often aren’t shared at work.

At Moloco, we wanted to create a safe space for staff to come together and discuss different topics surrounding diversity and inclusion, share their experiences and learn from one another. Quarterly Inclusion Lunches see us bring the whole team together to cover how we can create a more inclusive workspace and apply our IDE learnings in everyday life.

Spanish car manufacturer CUPRA needed to increase brand awareness and foot traffic to its dealerships. CUPRA decided to engage Adsquare as a one-stop partner to run a programmatic DOOH campaign and to measure its drive-to-store campaign in Spain. According to the Financial Times, in 2020 domestic sales of Spanish-made vehicles registered a drop of about 35% compared with 2019. To respond to these challenges and intelligently allocate advertising efforts, CUPRA needed to find an effective...

As a result of the pandemic, high street retailer have never faced a more pressing need to attract people into their stores. Facing changing restrictions and lockdowns across 2020, our retailer, along with others on the high street were suffering from declining footfall. Last year as the UK headed towards a second national lockdown, Talon Media’s client our retailer decided to activate a programmatic OOH media plan to target segmented audiences with the specific aim of driving footfall from the...

SpotX teamed up with Digitas to track audience profiles and incremental user reach across Connected TV (CTV) for Under Armour. Under Armour tasked Digitas and SpotX with promoting new workout products by tapping into the power of CTV advertising. The campaign delivery was executed in the build up to a world heavyweight boxing match streamed around the world.

Starling Bank, a digital challenger bank, based in the UK, wanted to reduce manual processes in its partnership marketing programme which had been hindering growth. Founded in 2014, it is a leading digital bank in the UK, with over 2 million accounts. To promote its app and attract more customers, it launched a small referral program with about 10 content and comparison site partners. This network was tracked and managed via manual processes for approvals, invoicing, and reporting. But these...

CurrencyFair has been helping private and business customers to transfer money around the world for over a decade. The company, which was created to assist expats looking for simple ways to move money to and from their new home countries, was facing stagnant affiliate channel growth. It knew that leveraging the right affiliate partners was key to reaching its audience and to achieving its targets, but it had been hindered by a lack of flexibility in its existing programme, which was making it...

No industry can avoid adapting to the changes brought by the digital revolution, and the pet care category is no different, with 65% of growth being driven by online sales. In 2015, after many years prioritising mass reach from TV, Whiskas launched its first digital content foray: Kitten Kollege, seeking new ways of resonating with audiences. Whiskas’ first digital venture had been designed as an entertaining content series to respond to search queries around cat care. But Mars also needed to...

Twentieth Century Fox worked with agencies Mindshare and Think Jam to create a YouTube campaign for the release of Deadpool 2. With the aim of utilising the personality of the Deadpool character, a multi-step sequence was devised in order to drive digital downloads, with Deadpool himself personally providing the skip and view messaging. Each bespoke, skippable pre-roll identified where the viewer was on their journey. They were initially served an action-packed trailer. If they watched the full...

When Tiffany & Co. noticed a decline in search interest, it decided to act quickly. The jewellery brand tasked Wavemaker Global with strategically investing in underdeveloped categories to diversify campaign and channel revenue mix. It wanted to develop a framework that could be rolled out to global markets, so the team set out to test new initiatives that would deliver significant change to Tiffany’s customer acquisition online. It used Google’s Smart Shopping Campaigns to categorise products...

Digitas UK was tasked with maximising reach for a sports apparel brand across 
 the United Kingdom and Germany using both Connected TV (CTV) and online video. The brand wanted to achieve a video completion rate (VCR) of at least 70% across both of these channels. By using private marketplace (PMP) deals across multiple publishers (such as SpotX and Smartclip) Digitas UK activated CTV buys across both the UK and Germany.

Quaker Oats is a brand with centuries of history and heritage, and a longstanding category leader in markets around the world. Yet for many years its brand platform and communications have been disparate, with own-brand labels squeezing its share. Meanwhile global nutrition trends were helping drive awareness of breakfast as the most important meal of the day. But while the number of breakfast occasions were increasing, the cereal category was in decline. What’s more, people didn’t understand...

No1 Lounges offers award-winning airport lounges for travellers, with bars, food and a range of pre-flight services including spas and beds. It wanted to enhance marketing effectiveness through better understanding of channel performance, having recognised that customer journeys today are rarely a linear progression from one point in the sales funnel to another. Its main objective was to reduce pay per click (PPC) spend and identify areas for more effective budget redistribution and growth. It...

Cutting through the holiday noise is a tall order for any brand, especially in a flourishing market like luxury fashion. With so many options to choose from, people are becoming less brand-loyal in favour of brands and creative that speaks to their personal needs. Mr Porter knew one-size-fits-all creative wasn’t going to cut it. So, rather than simply uploading one core ad to YouTube, it partnered with Google’s Unskippable Labs to test the impact of video ad sequences and reach new shoppers. The...

When financial services company Liberis came to independent attribution provider Fospha Marketing, it had the goal of increasing visibility of its consumers’ digital journeys. It wanted to unlock the hidden value in its data to reduce cost, increase efficiency and drive growth. Liberis helps small businesses find the finance they need and it wanted to ensure it was getting its message to the right people, at the right time. Fospha helped the financial services brand to leverage a bespoke...

Simply Business caters for a vast array of different small business types - from butchers to bakers to personal trainers. As such, the brand needs sophisticated audience pools. And, with opera singers and meerkats making it hard to stand out, the insurance market is a crowded space. The objective of this campaign was to communicate that no matter the size, sector or nature of your business, Simply Business can provide insurance. It used the strapline ‘You Name It, We Insure It’. Simply Business...

It’s no secret that rapidly scaling any business brings challenges. For Hostelworld, which offers backpackers access to tens of thousands of lodgings around the globe, expansion has happened faster than for most. CEO Gary Morrison believes that, while the brand uses a wide range of channels to communicate with consumers, search is among the most important. With an ever-increasing range of destinations and properties, keeping cost per acquisition down has been a priority for the brand. To this...

The 2018 Heathrow Christmas campaign, the third iteration of the Heathrow Bears, had two core objectives: to generate reach, awareness and engagement while also increasing the acquisition of products and services to Christmas travellers. The challenge was to leverage the familiarity of what audiences had seen before, while reaching new audiences. YouTube formed the backbone of the campaign, from launching via a Masthead, down to Bumpers keeping the brand front of mind. Agency iCrossing helped...