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Contributor Network Latest: Big Group acquires Frontline, why TV sponsorship is big for small brands and selling summer food on social media

Whippet indulges itself at the Magnum Pleasure Store

The Drum loves great content and this week saw the launch of the title's new content marketing platform The Drum Contributor Network where companies can post their own news, insights, projects and case studies directly to their own company page.

In this new bi-weekly Contributor Network update we look at Big Group’s acquisition of Frontline Display International, why TV is a great brand builder for smaller brands, how to target foodies during the summer, case studies for Metropolitan and Evaluserve and how Whippet’s day trip to the Magnum Pleasure Store worked out.

Big Group: Marketing agency acquires Frontline Display International

Big Group, the leading integrated marketing communications agency based in London, has acquired Frontline Display International expanding its footprint beyond the Thames Valley to Bath in Southwest England.

The deal was signed in mid-July between Big Group, which works with clients that include Hyundai, Mastercard and ABTA among others, and the owners of Frontline Display International. The agreement reached privately strengthens Big Group’s existing services in retail design solutions and experiential environments, as well as reinforcing its ties to the Southwest. This follows the move of the firm's existing Thames Valley businesses to a new combined HQ in Newbury which houses 35 staff working across retail design and digital marketing in April this year.

Read more here.

Guerillascope: TV sponsorship helps drive long-term growth for smaller brands

TV sponsorship has long been regarded as a potent tool for advertisers seeking to increase their visibility. Yet, historically, it’s also been seen as the preserve of bigger brands wielding bigger budgets. It’s time to expose this train of thought for the myth it is.

Cue new research commissioned by Thinkbox. Titled Get with the Programmes, the report has placed the microscope firmly on the power of TV sponsorship for smaller businesses – and it makes for an interesting read.

The study, conducted by YouGov and House 51, shows that challenger brands should not be perturbed by the cost of entry: by starting out with a simple association with a programme, they can then scale this up in accordance with growth to manufacture a fully-integrated partnership. Brand awareness scores for lesser-known names typically grow at a significantly higher rate than those tallied for established names (17.2% to 1.1%).

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Adaptly: How to target summer foodies on social

Consumer spending spikes as the temperature rises; so, while the longer days and warmer nights lull customers into a state of relaxation, summer is certainly no time for advertisers to lose focus.

With more sunshine and more time on their hands, audiences are more likely to check in on and post on social media platforms.

It’s also no secret that food dominates a large part of the summer festivities. From watermelons and ice-creams to barbeques, summer food traditions hold true. In 2016, UK sales of ice-cream, burgers and sparkling wine all increased in the twelve-week period leading up to the August bank holiday.

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Michon: Simplifying shared ownership for potential Metropolitan homeowners

Metropolitan, is one of the largest social housing organisations in the UK. The shared ownership market offers first-time buyers, renters, and people whose combined household income is lower than £80,000, the opportunity to own their own home and save on rental costs too.

Michon created an upbeat and positive concept to clearly communicate its shared ownership offer. This way of owning a brand new home is somewhat misunderstood by many, so our client wanted to educate and dispel preconceived ideas associated with shared ownership in general. The film was also intended to target those potential customers who might not realise they could actually own their own home with the help of this great scheme.

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Earnest: How a brand positioning project transformed Evaluserve’s business

Evalueserve combines human expertise and class-leading technology to provide businesses with the research, analytics and data they need to make better decisions, faster. The firm approached Earnest to help it develop a strong, differentiating positioning and a new visual identity to help propel the its growth.

It got what it came for – and rather a lot more. The firm's chief executive credits the project with reinvigorating Evalueserve's entire corporate strategy and even helping him land a book deal.

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Sequence: Promoting and developing the Heart of East London

From taking a tour of the Park at the beginning to launching the site, the Sequence-Queen Elizabeth Olympic Park project was a success founded on communication and trust.

Sequence's agile and iterative approach to the design and build, with the team at the Park guiding the agency, meant the site was created with complete efficiency. The site continues to attract new visitors to the park, and improves the website experience for frequent and returning visitors.

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Whippet: Magnum pop-up shop offers ice cream lovers ultimate luxury

With the sweltering temperatures in London, we really need to cool down. And what better way than to visit the Magnum Pleasure Store in Convent Garden (as if we needed an excuse, really).

Back for another year, this time in a collaboration with Moschino creative director Jeremy Scott, this colourful, vibrant and uber indulgent pop-up shop gives those seeking a bit more than your average ’99’ the chance to design a luxury, personalised Magnum, with double dipping allowed!

Entering the store, you’re greeted by a ‘Pleasure Maker’, who’s on hand to design your Magnum exactly the way you want it at the special ‘dipping bar’.

Read more here

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