Multi-award-winning creative brand experience agency N2O is entering its second year as experiential partner working with Pride in London (The UK’s largest Pride event), as Westminster City Council grants the rights to experiential spaces for this year’s celebrations for the first time ever.

There will be 13 experiential spaces for brands to stand proud in front of an audience of 1.7 million (Nielsen, 2024) at landmarks, including Trafalgar Square, Soho Square, Leicester Square, Golden Square, and Victoria Embankment.

This massive opportunity for brands is set against the backdrop of London’s current bid to host World Pride in 2030. All eyes will be on the capital for 2025 before the decision for the host city is made.

Jack Horlock, Cultural Partnerships Director at N2O, comments: “Pride in London is the year’s most aspirational event, surpassing Glastonbury, BST, and the London Marathon in brand perception. Brands’ presence demonstrates meaningful allyship while reaching a highly engaged audience. It’s a really massive opportunity. We’re also delighted to share that every package we sell for Pride in London this year will see a 10% donation to the Pride in London Unity Fund.”

Interested in securing a spot at Pride in London or Brighton Pride 2025? Get in touch with N2O at jack.horlock@n2o.co.uk to find out how your brand can take part in this historic moment.

Want to learn more about how brands can authentically engage with Pride? Read our full article, Beyond the Rainbow: Growing Your Brand with Pride, featuring exclusive insights from Pride in London’s Dee Llewelyn and N2O’s Clare James.

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The Ingenuity Group acquired Reg&Co in March 2024 to bolster its brand partnership offering, with the two agencies aligning themselves closely and working together successfully. Today it is revealed they are merging under one name – Reg&Partners – led by Managing Director and founder of Reg&Co Karen Morris.

Chris Kemp, Founder and CEO of The Ingenuity Group, comments: “The Ingenuity Group acquired Reg&Co to supercharge our brand partnerships and sponsorships offering. After months of successful collaboration between them and our existing partnerships division now felt like the right time to fully integrate the two and relaunch our offer under the new Reg&Partners brand. Karen will be taking the now fully integrated team forwards as it continues to grow in 2025.” 

Karen Morris, MD of Reg&Partners, adds: “This merger and rebrand is incredibly exciting for the team and our existing and future clients. Merging the Ingenuity brand partnerships team with Reg&Co under one umbrella, Reg&Partners, combines the expertise and networks of both agencies, empowering us to grow and deliver more for our current and future clients.  I am excited about the challenge for 2025 and beyond as we deliver sponsorship strategy and sales, brand partnerships, licensing opportunities and loyalty programmes.” 

Reg&Partners client roster includes The Royal Institution, Sony Pictures, Samsung, Hasbro, Hello Fresh, Grosvenor estates, The Kennel Club, Canary Wharf Group, Chance to Shine.

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Award-winning creative brand experience agency, N2O, is thrilled to support Tesco once again with their London and Brighton Pride activations.

Featuring a DJ, stunning choreography and an army of LGBTQ+ colleagues involved in the big celebration, the truck will be adorned with the new Tesco Pride toolkit, based on the flowing colours of the progressive flag that Tesco is proud to support.

The crowd were electrified by the beats of DJ Glitzy von Jagger at the capital’s Pride on the 1st of July before heading to Brighton Pride on the 5th of August. Tesco colleagues will come together to dance their hearts out to N2O-choreographed routines and engage with the massive crowds to spread the love.

Nicola Johnson, Tesco Retail Operations Director at N2O, said: “We are delighted to be working with Tesco on its Pride float for another year, building on last year’s success for the 50th anniversary, and standing proud together for this momentous celebration once again.”

Tesco is the Gold sponsor for London Pride and Partner for Brighton Pride, and will support Pride events across the UK in Birmingham, Cardiff, Edinburgh, Belfast, Norwich, Manchester, Glasgow and Dundee.

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As the UK re-emerged from lockdown, drive in cinema events started popping up across the country, offering customers an opportunity to get out of the house for a safe and fun experience.  Just Eat! were a headline sponsor for The Drive In Cinemas and required a team of COVID safety trained ambassadors to support them in delivering a memorable experience for attendees.

The post Just Eat! @ The Drive-In with POD appeared first on IPM Bitesize.

This week, online travel brand lastminute.com has officially launched its sponsorship of the London Eye, the capital’s best-known landmark.

The 135-metre wheel on the south bank of the Thames opposite the House of Parliament was officially turned pink and has been fully branded to reflect the deal with lastminute.com. The deal to sponsor the London Eye was reminiscent of the early days of online travel.

Lastminute.com has created packages for its customers with free rides on the wheel included along with flights and hotel stays. Free rides will also be offered to customers as incentives as part of promotional offers.

At this week’s VIP launch party on a boat on the Thames opposite the Eye global pop superstar Meghan Trainor took time out from filming The Voice UK, on which she is a judge, to play an acoustic set to guests, including the 80 members of staff lastminute.com has based in London.

Marco Corradino, chief executive of lastminute.com, said: “We’re delighted to officially launch our flagship partnership with the London Eye. To see one of the capital’s most recognisable icons lit up in pink is a proud moment and we can’t wait to bring visitors from the UK and across the globe to experience it. We’ve been helping people make memories in London for more than 20 years and we know enjoying moments on this unique part of the London skyline will make people pinker in the years to come.”

The 135-metre observation wheel on the south bank of the Thames opposite the House of Parliament will celebrate its 20th birthday this year.

If you would be interested in partnering with lastminute.com in 2020, please get in touch with Paddy Goggin by emailing partners@lastminute.com

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Mastercard, one of the world’s most active sponsors of major sporting events, has today announced a thrilling long-term partnership with Goodwood Festival of Speed.

In a multi-year deal extension, and building on the last four years as Presenting Partner for the world’s greatest celebration of motorsport, the partnership reflects Mastercard’s continued commitment to connecting consumers with their passions and enriching visitor experience.

The Festival of Speed is the largest motoring garden party in the world – a unique summer weekend that brings together a heady mix of cars, stars and motor sport ‘royalty’ to create the largest car culture event in the world, held in the immaculate grounds of Goodwood House.

“I am delighted that Mastercard has made such a significant commitment to the future of the Festival of Speed,” said the Duke of Richmond, who founded the event in 1993.

“Mastercard has been a hugely supportive partner over the last four years and their renewal is a ringing endorsement not only of the Festival of Speed as an event, but also of motorsport as a forum to drive passion, engagement and to keep the automotive world relevant to our changing audience.

“Together with Mastercard, we enjoyed a record-breaking year in 2019 that saw our biggest-ever attendance, the automotive industry presented more new car launches and dynamic debuts than ever, the all-new Drift Arena was enormously popular and a new record time was set on the Hillclimb by Volkswagen’s all-electric I.D. R.

“I am sure that our 2020 event on 9-12 July will build from there and deliver still more fabulous entertainment.”

A major factor in the continued success of the Goodwood Festival of Speed has been a concerted drive to embrace and showcase not only the best automotive heritage but also its relevance to the future. The FOS Future Lab, introduced in 2017, takes the Festival of Speed into new territory with major interactive displays in 2019 on the potential of 5G technology, space exploration, autonomous transport, robotics and future mobility.

As preferred card and contactless payment provider, and surrounded by the most exciting innovations in motorsport and technology, Mastercard will offer unique cardholder access, Priceless experiences and competitions, helping fans make the most of the event.

Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard said: “At Mastercard, we believe experiences matter more than things, which is why we’re so excited to bring motorsport fans closer to the thrills and innovations on offer at Goodwood Festival of Speed. Whether you’re a vintage car enthusiast or devoted racing fan, this is the partnership to get your heart racing.”

In addition, Mastercard and Goodwood have today launched the new co-brand logo, featuring Mastercard’s symbol brand.

The event will also be an opportunity to amplify its multisensory brand through strong sonic integration onsite and via digital channels including card acceptance devices, Goodwood Radio and live stream footage.

For tickets to Goodwood Festival of Speed presented by Mastercard, please visit here.

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2019 will see MINI make its first ever appearance at Goodwood Revival.

Following its world premiere at the Frankfurt Motor Show, MINI will be showcasing the brand-new MINI Electric, which will be the first time the UK public get to see the car in a non-closed room environment.

Goodwood Revival is the world’s most popular historic motor race and the only event of its kind to be staged entirely in the nostalgic time capsule of the 1940s, 50s and 60s. The Revival really is a magical step back in time – a unique chance to revel in the glamour and allure of motor racing – which provides the perfect backdrop to continue the celebrations of MINI’s 60th birthday.

Experiential agency TRO will be creating a premium visual display for the brand which showcases the new MINI Electric alongside the classic MINI, as well as giving fans the opportunity to take part in a whole host of activities which celebrate its 60th birthday whilst giving a glimpse into the future.

Michelle Horn, Senior Project Manager, TRO commented: “After such an amazing reception at Goodwood Festival of Speed, Goodwood Revival is a great opportunity for MINI to reconnect with fans and take them on a journey from the past through to the present. It has been such a pleasure working in partnership with MINI to bring this story to life.”

To celebrate 60 years of MINI, visitors will be invited to recreate the iconic 1959 Mini Classic advert in an interactive style studio and will receive a polaroid and digital copy of their photo, which they can share on social channels and tag MINIUK.

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After a comprehensive four-week judging process – both online and panel-based – this morning the IPM were delighted to announce the 21 brilliant companies shortlisted for the IPM COGS Awards 2019, their annual Celebration Of Great Service.

Many congratulations go to the following…

The IPM COGS Awards exists to recognise and reward all the incredible work that enables promotional marketing and brand activation campaigns to happen. All the passion, graft and expertise without which most campaigns would fall at the first hurdle. All the hidden heroes, the engine rooms, the hard yards, the reason clients can sleep at night, the backbone of the industry.

Paul Cope, IPM Managing Director, said: “Yet again, the standard of entries across the board this year was excellent – which made the judging process pretty lively, to say the least! It further proves our industry is truly committed to the machinery and implementation of brand activation. It’s the foundation on which campaign effectiveness is built and you under-value it at your peril.”

Richard Pink, IPM Head of Awards, added: “The 22 companies on this year’s IPM COGS shortlist should be very proud of their achievement. This recognition is just reward for their skill and effort, acknowledged by our superb judges who certainly know a thing or two about what it takes to deliver brilliance in marketing services.”

The IPM will be awarding trophies across 12 categories and 3 special awards – Team of the Year, Service Agency of the Year and the coveted Grand Prix – at their presentation event at London’s legendary Café de Paris, in the heart of Piccadilly, on Thursday 26^th September.

Running from 1pm until 5pm, attendees at the event will enjoy a welcome reception, three course lunch, compere and unique opportunity to network with a room of industry colleagues.

Tickets are strictly limited and the price has been reduced by 10% compared to last year. Click here for more information and to purchase.

Become a sponsor

There are a small, select number of sponsor packages available for the IPM COGS Awards 2019.

As well as gala tickets and branding, all sponsors will receive significant content exposure across the full and extensive range of IPM communications before, during and after the gala event on 26^th September.

If you would like more information on our broad range of sponsorship packages, please email Sidiqa Hazara at sidiqah@theipm.org.uk or call 020 3848 0444.

HEADLINE SPONSOR

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Drinks brand PIMM’S is taking over London’s Flat Iron Square with the ultimate summertime experience – The Pimm’s Garden

Opened on 1^st July, The Pimm’s Garden recreates a traditional English garden and feature screens to watch the best of the summer’s sport, including Wimbledon, until the end of August.

Visitors can compete with their friends in an array of free ‘garden games’, including corn hole, garden Jenga and mini-tennis, which includes it’s very own umpire chair to ensure fair play at all times.

The garden includes stripey deckchairs, picnic benches, flower garlands and a photo-ready flower wall on a perfectly manicured English lawn, and enjoy a PIMM’S in hand.

PIMM’S fans will also be able to enjoy the British favourite in ice pop form, with PIMM’S POPS being available on site alongside the traditional PIMM’S No.1 drink, served in both classic and Spritz form.

Lizzy Forster, Senior Brand Manager, Europe at PIMM’S, says: “If there are two things that we love during the summer, it’s watching sport with a PIMM’S in hand. For those who couldn’t be courtside at Wimbledon this year, The Pimm’s Garden will serve up all the tennis action alongside the best of summer sport – or is just the perfect spot to relax in the sun.  It’s PIMM’S O’Clock all summer long!”

The Pimm’s Garden is located at Flat Iron Square, 64 Southwark St, London SE1 1RU.  It is free to enter throughout the summer, and will be available on a first come, first served basis.

The PIMM’S menu includes:

• PIMM’S No.1 – a mix of PIMM’S No.1 Cup topped up with lemonade and a garnish of strawberries, orange, cucumber and a sprig of mint
• PIMM’S Spritz – PIMM’S No.1, lemonade and a splash of sparkling wine
• PIMM’S No.6 (Vodka Cup) with botanical tonic or citrus tonic
• PIMM’S POPS ice pops

The Pimm’s Garden is  open until the 31^st August at Flat Iron Square, SE1 1RU.

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You can buy tickets and tables to the IPM Awards 2019 gala dinner presentation event on Thursday 4^th July here and see the full shortlist here. 

The Work Perk puts office-based sampling in the limelight as they become headline sponsor for the IPM’s two awards platforms in 2019: The Awards and COGS.

2018 saw TWP introducing themselves to the IPM Awards in fine fashion, winning GOLD in the ‘Best Product Launch’ category for their Nature Valley ‘Nut Butter’ office sampling campaign. “Little ol’ us!” they said, as their small and nimble team celebrated their first ever IPM attendance and win, amongst notable industry competition.

On the back of the awards, TWP launched themselves into 2019 with successful office sampling and experiential campaigns for Unilever’s “Pot Shop”, Cadbury Darkmilk, and  L’Oréal Viktor & Rolf Spicebomb/Flowerbomb fragrances. Furthermore, they’ve increased their North American presence tenfold, with engaging office desk drop sampling campaigns for Heineken 0.0% USA, Bahlsen Choco Leibniz, and Red Bull Tropical…no wonder more and more companies across the globe are keen to sign-up to The Work Perk for free employee rewards!

TWP are now ready to truly shine a light on their innovative work in the promotional marketing sector. The IPM Awards showcase the best of the best in the promotional marketing and brand activation space. They celebrate “brilliantly effective, insightful and creative campaigns” through recognised awards that are judged by influential industry professionals. Award categories range from “Best Insight-Led Shopper Marketing Campaign” to “Best Experiential Creative Execution”.

In true The Work Perk style, they plan to give brand and agencies attending, a unique glimpse into their sampling mechanic, as Director Craig Williams, hints: “Rewarding The Global Workforce with an awards-night twist!”.

“The IPM and The Work Perk collaboration is a natural progression for us as a specialist in BTL advertising, specifically product trial and sampling. Winning last years’ accolade of Best New Product Launch alongside our good friends at Nature Valley, gave us a platform to elevate our brand profile to FMCG brand partners and their media agencies, as a truly innovative service provider they can rely on when looking to engage consumers in a fun and exciting, results driven way. As more and more brands stand behind the performance of their products, and the experience consumers gain from trialling samples, The Work Perk’s client base in the U.K, Europe, Canada and the U.S. has seen exponential growth amongst the who’s who of the F&B & Beauty and Cosmetics Industry.

There’s been a noticeable shift in the brand strategies for a number of the major household brands & NPD’s we represent in recent times, and whilst ATL communications have historically dominated the brand strategies and subsequent budgets, the landscape is changing to support the savvy, preferred methods the end customer enjoys being impacted with when it comes to advertising. If brands and agencies are looking for an effective way to truly engage the right consumers, in the right environment, at the right consumption period – all the while doing so on mass to millions of consumers in a fun and exciting way that yields tremendous results, then we’re always here to support.

To that end, it’s an exciting opportunity to be amongst illustrious companies at the IPM awards in July, and we look forward to seeing a showcase of the best in class promotional marketing efforts our fellow service providers work so hard to achieve.”

TWP’s presence at the 2019 IPM Awards doesn’t stop there however, as they’ve also been shortlisted for their brilliant NPD campaign with Nestlé YES! Snacks – “A range of distinctive fruit and vegetable and nut bars specially crafted to be both delicious and wholesome*”

Paul Cope, Managing Director of the IPM, added: “We are absolutely thrilled to welcome The Work Perk as our headline sponsor for both of our Awards platforms this year, especially given their success at the 2018 Awards. Fingers crossed, they’re able to repeat that success this year!”

You can read more about TWP’s shortlist announcement at: https://www.theworkperk.com/the-work-perk-yes-snacks-sampling-shortlisted-ipm-awards/

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