Cadbury has launched a new campaign to support the return of its Find a Legend, Win a Legend promotion. The push was developed in partnership with creative agency ELVIS.

For the fourth year of the campaign, Cadbury is partnering with six of the nation’s top football clubs, lining up a legend from each club, including Arsenal FC’s Ian Wright, Chelsea FC’s Petr Cech, Manchester United’s Gary Neville, Liverpool FC’s Robbie Fowler, Manchester City’s Micah Richards and Tottenham Hotspur’s Rafa van der Vaart.

The push, which is part of Cadbury’s wider promotional activations strategy centred on its partnership with six of the nation’s top clubs, aims to get people buying standard chocolate following the festive period.

Consumers are invited to buy a promotional bar, and if they find a legend’s shirt inside their pack, they win an experience with the featured legend. If they don’t find a shirt in the pack, they can head online to legends.cadburyfc.com, enter their barcode, and find out if they have won a £5/€5 or £10/€10 club shop voucher or a personalised video message from one of the six club legends.

As part of the campaign, Cadbury has worked with ELVIS to develop national social content starring football legend Ian Wright, which sees the viewer finding his shirt in their Cadbury pack, before it pops up in Wright’s living room, much to his surprise. ELVIS developed the concept as a playful analogy for the campaign headline, bringing to life the idea that finding the legends shirt inside your Cadbury pack launches you into the legend’s world. This activity is supported by club-specific content featuring the other football legends, as well as several radio ads.

Media agency Carat is managing media planning and buying for the campaign. PR is led by Golin, fulfilment is by Promo Veritas and talent is provided by MKTG.

Pippa Rodgers, Brand Manager, Mondelēz, said: “We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes. We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

Neale Horrigan, Executive Creative Director, ELVIS, added: “For Cadbury Legends’ fourth year, we wanted to create a winning mechanic that would bring the club partnerships to the fore, and to celebrate the new legendary names added to our line-up while ensuring that the campaign feels very much like an evolution from previous years.

“Hiding the club legends’ shirts inside the pack was a sure-fire way to generate excitement (along with our money-can’t-buy grand prizes) and formed the basis of our playful social content starring Ian Wright. We’ve really taken Legends to the next level.”

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WPP and TikTok, a leading destination for short-form mobile video, today announced an innovative global partnership to enable WPP agencies and clients to tap into the culture-shaping impact and reach of the platform. The partnership allows WPP clients to benefit from unique access and capabilities on the TikTok platform.

Recognising the significant opportunities for brands that both short-form video and digital content continue to present, WPP will have early access to advertising products in development, ensuring WPP and its clients remain at the forefront of innovation as TikTok further develops its suite of products for brands. This includes partnering on marketing API integrations and next-generation formats, such as augmented reality offerings. Subvrsive, a WPP company, was one of the first TikTok Effects Partners.

TikTok will also collaborate with its talented creator community to build a diverse network of creators to partner with WPP and facilitate exclusive opportunities for collaboration with select advertisers. WPP will be the Lead Agency Development Partner to new creator-focused APIs, which will incorporate WPP’s market leading brand safety methodology while leveraging unique brand and marketer data signals. The goal of these new solutions will be to enable brands to gain deeper insights on creators, connect with diverse voices and have early access to these creators for their campaigns.

Additionally, WPP and TikTok will co-create an industry-leading training and accreditation program for WPP agencies, which will secure priority access to content tailored to media and creative disciplines. This program certifies that WPP’s talent is leading the development of best-in-class creative and media solutions on the TikTok platform.

To further build brand safety solutions on the platform, GroupM, the media buying arm of WPP, and TikTok will continue to work on complete integration with third party verification vendors, developing meaningful first party inclusion and exclusion controls, and alignment with the GARM Brand Safety and Suitability Framework. The companies also intend to jointly conduct market-leading research to guide brand on TikTok best practices and assist them with employing data-informed strategies for driving engagement on the platform. GroupM has already engaged TikTok on niche auction training and will continue advancing buying capabilities through its large network of specialists.

Mark Read, CEO, WPP, said: “Our clients want new and innovative ways to reach consumers. TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform. I am delighted that we have formed this global partnership, a first in our industry, and look forward to working with TikTok to ensure our clients continue to benefit from what its platform has to offer.”

Blake Chandlee, VP of Global Business Solutions of TikTok, said:  “More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value. Creative and media agencies play a major role in fuelling these creative campaigns, and we’re excited to partner with a global innovator like WPP as we build for the future. We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy. We look forward to delivering on this shared goal for WPP, its agencies and clients.”

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Pavel Shynkarenko, founder of Flime.com, shares advice on effectively managing freelancer contracts

In today’s global economy, freelancers and contractors play a vital role and many agencies and brands are choosing to hire from a pool of talented freelancers to bolster their workforce rather than take on permanent employees.

Figures for the UK alone show that there are an estimated two million freelancers contributing some £271 billion each year and that freelancers now represent six per cent of the UK workforce[i]. This growing ‘gig economy’ represents a significant shift in the structure of the workforce and presents a huge opportunity for the promotion and brand activation industry, where freelancers and contractors’ skills are needed on a project by project basis.

Running a company with a core, lean team and then bringing in freelancers offers some clear advantages such as the flexibility to scale the workforce up and down easily across busy and quieter periods, as well as selecting freelancers based on their experience and expertise, allowing for highly skilled hires as and when required.

However what businesses are also telling us is that alongside the benefits there are some challenges. The red tape and the issue of compliance with the ever-changing legislative landscape is proving to be a real headache as well as the amount time required to manage freelance contracts by the internal team.

Carefully managing freelance contracts to maximise the pros and eliminate the cons can be achieved by picking the right tools – online management services like Flime.com can streamline the process, meaning businesses have time to concentrate on what they do best – focus on driving their growth, profits and market share.

By listening to businesses and understanding the challenges of working with freelancers,  the service also helps overcome compliance obstacles without having to worry about all the bureaucracy and its associated paperwork, whether it’s GDPR, the Article 13 Copyright Directive, the Criminal Finances Act, changing tax rules, and so on.

The Flime service ensures that freelancers’ invoices are 100% tax compliant and any stored freelancer data adheres to the new GDPR regulations. Businesses and contractors alike can benefit by operating an instant, effective, hassle-free, cross-border payroll. Ultimately, with the use of services businesses can overcome administrative and legal challenges – essentially creating a streamlined, flawless workflow that makes outsourcing your workforce easier and admin-free.

There is no doubt that the ‘gig economy’ is flourishing in the UK, and as it continues to grow, so do the opportunities it presents. Businesses who work effectively with freelancers can benefit from the changing workforce, and by implementing workflows and systems that streamline that process will further reap the benefits.

[i] The Association of Independent Professionals and the Self Employed, 2017

If you would like to get in touch with Flime, please contact office@flime.com or via the website https://www.flime.com/

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Alex Agertoft, Sales and Marketing Executive at Black Tomato Agency shares his insight on how brands and agencies can create the best travel incentives. 

The best incentives aren’t just about the destination. They’re about finding the right angles to make that destination a motivator, irrespective of personal interests. They’re about maximising engagement, creating intrigue and excitement and most importantly, they’re about getting the most bang for your buck.

Couple this with the ever-increasing impact of Millennials and now Gen-Z on the workplace, it’s clear that today’s incentive travel attendees are more comfortable than ever to stand out from the crowd, seek out authentic experiences and celebrate what makes them unique. A one-size-fits-all mindset just won’t cut it.

Take Morocco for example; the gateway to Africa, it occupies the ‘Goldilocks’ zone. Close enough to make it onto any Euro-focused shortlist, exotic enough to get your attendees out of their comfort zone, affordable enough to be accessible, and intrepid enough to offer excitement at every turn.

For the human connection

Morocco’s capital of chic and one of the most stimulating cities in the world – Marrakech is a constant source of inspiration to its inhabitants and visitors alike. Over 2 million tourists a year visit the Red City so we work hard to continually reinvent and ensure we offer once-in-a-lifetime experiences that are unachievable from personal travel.

Whether you’re seeking design inspiration or looking to bring a dash of creative flair to your business, we look beyond Marrakech’s medina to connect you with the designers, artisans and entrepreneurs at the heart of the city’s creative community. It’s these local connections and human interaction that provide you with a new perspective and ensure you return home with more than just a tan.

For the digital detox

Visitors come to Morocco as much to relax and get away from it all as for the adventure on offer. Whether you’re rising early for sun salutations and yogic breathing at a surf camp in Taghazout or partying into the night at your own private camp in the Agafay desert—give yourself over to the feeling of freedom brought about by patchy Wi-Fi and no 4G.

You might never have opened yourself up to the idea of wellness, but it’s hard not to feel a shift in perspective when you’re existing beneath the sheer majesty of North Africa’s greatest mountain range.

For the adrenaline junkies

For those burning to go beyond the edge, Morocco is the ultimate adventure playground. Beneath the snow-capped jagged peaks of the High Atlas, you’ll be roaring through the Agafay desert in a selection of high-octane off-road vehicles.

In the nearby mountains, Terres D’Amanar offers you a veritable smorgasbord of adventure activities including mountain biking, zip-lining and horse riding. And if those don’t whet your appetite, then we can put together a crack team of mountain guides, sherpas and cooks to keep you in relative luxury on hikes of varying degrees of difficulty.

Morocco’s coastline offers plenty of adventure too. Blessed with year-round sunshine and amazing waves, the laid-back fishing village of Taghazout has emerged as the country’s surfing mecca. Whether you’re in search of barrelling point breaks or prefer to seek solace in the white water, there’s a wave for all abilities.

For the real local experience

We don’t offer formulaic city tours to tourist traps for ten-a-penny generic postcard photos. We want you to glimpse the heart of Fez’s intricate old town. A truly local experience, just the right amount outside your comfort zone.

Setting foot on the riotous streets of Fez medina can be a disorientating experience for the uninitiated. Fear not. Led by the best-connected guides in the country, you’ll see the city the way only a local can. They’ll have you dodging trolleys that hurtle down steep old town alleyways, take you off the beaten track for a quiet moment amidst the mosques and expertly navigate you through bustling local markets with some bartering tips and tasting sessions thrown in along the way (we drew a firm line at the plate of sheep brain though).

For the bucket list

It’s a human need to explore; to discover new and unseen destinations. But sometimes the reality of getting off the beaten track can be overwhelming, not least because of the levels of organisation required to do something for the first time. The good news is, this isn’t our first camel train.

We encourage you to go beyond the limits of your imagination for experiences that will live long in your memory. Heading into the vast expanse of the Sahara might feel like a leap into the unknown, but creating your own Blink camp in the shadow of the towering dunes of Erg Chebbi will surpass even your wildest desert dreams. What these desert camps lack in the way of marble bathrooms and infinity pools, they more than make up for with the true modern luxuries of silence and space.

For some social responsibility

Increasingly employees are expecting more out of their job than a payslip at the end of each month and consumers prefer to do business with corporations and brands they see as socially responsible. If you want to engage, develop and retain the best talent out there, then the creation of a culture of corporate social responsibility (CSR) to match the core values of your socially-minded workforce is an unmissable opportunity.

In Morocco, you can play a small part in helping the local community. 0.5% of the total price of your trip is donated to support the Centre Fiers et Fort; a centre that supports underprivileged children in the village of Tamesloht. It might not sound like a huge amount but it’s quite a sum when you add it up over the thousands of guests we’ve sent to Morocco over the years.

If you would like to get personally involved then contact Alex Agertoft on alex@blacktomatoagency.com 

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The IPM has announced that there is just five working days to submit your 2018 promotional marketing and brand activation campaigns to the IPM Awards 2019, one of the industry’s foremost and most respected annual Awards. The closing date is on 15th March at 6pm.

The IPM Awards is focused on the celebration of companies, clients and work, culminating in a fantastic night at the gala presentation event at the London Hilton on Park Lane.

Paul Cope, Managing Director, IPM, commented: “The IPM Awards are not only a way to give your business a boost, but a fantastic chance to pit your campaigns against the best work of the past year. After all, there’s nothing quite like the immense satisfaction of knowing that, if you do win, you were part of creating something special (as you’d told everyone all along).”

Richard Pink, Head of Awards, IPM, added: “With only five days to go until the closing date for the IPM Awards, make sure you get you entries submitted in good time so we can help you get them created to perfection. This will give you the best chance of walking off with Gold.”

To find out more about how to enter, click here.

For any help with your entries, call the IPM Awards team today on 020 3848 0444 and ask for Paul Cope, Richard Pink or Serife Gul. 

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Well if “Life is a box of chocolates” as Forest Gump said, then it’s amazing how similar pitching for new business resembles making a bowl of chilli!

Promomarketing has been on the hunt for those secrets we all need… what really makes one pitch better than the other? The planning? The personalities? The ideas? At Promomarketing, we often report on the success after the pitch but rarely on the science and secrets behind what really makes yours a winner.

We decided to ask pitch guru, Tony Spong, Managing Partner at AAR for his views on what makes up that secret recipe for success. Tony told us a tale about chilli and going from the ‘safe chilli’ to the ‘magic chilli’ everyone wants.

“Pretty much everyone I meet can make chilli. It’s one of the first dishes we learn with rice involved and so it quickly becomes a staple of our culinary repertoire. We can go shopping and grab the ingredients almost without thinking and is a dish we can rustle up safely without too many high dramas.

Occasionally we are forced to swap some ingredients around because we forgot something or didn’t have it in the cupboard or the shop was out of stock but hey, it looks like a chilli and everyone knows it is one, so that’s great. But then one of the guests notices that it tastes slightly different and in a good way. So you have a quick think about what that might be and once you’ve tracked it down you share it with your friends and they confirm that this new ‘magic’ ingredient does indeed make it taste better and you write down ‘your’ recipe for them so they can try it for themselves.

Then several months later you go to another friend’s house and they are cooking chilli. And guess what you think? ‘I wonder if they have a magic ingredient?’, ‘I wonder if they have one as good as mine?’

And bugger me they do! Your friend has been to South America and had ‘proper’ chilli with some very magic ingredients. Now your friend can’t find all these ingredients back here in the UK but has found some very similar and it certainly tastes different. But is it better?

Most of your friends play rugby and that’s how you met them. Now the rugby club always has a big bash and the end of the season and this year you have been asked to help out with the food as have lots of other people. They ask you to make your ‘famous’ chilli which you would be honoured to do of course.

When you get there you see that your friend who’s been to South America is there and has been asked to make his ‘famous’ chilli too. There are a lot of chilli lovers at their rugby club.

At the end of an exhausting day, one vat of chilli was empty and the other one was only half way down.”

If you want to know who won the chilli contest and more importantly why, Tony has teamed up with the IPM for a very special Pitching to Win workshop on 6^th July (held at the IPA, Belgravia Square.)

Exclusive ‘Pitching to Win’ half day workshop is available by booking via the IPM website and is available to IPM Members and non-Members. The IPM helps progress and promote the promotional marketing industry.

Tony Spong is Managing Partner at AAR. Tony likes metaphors and whilst we have talked about chilli in this article, his business is working with brands and agencies, helping them make the right choices about their pitches.

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