After recently winning the Häagen Dazs account as part of a pitch for General Mills, Haygarth is pleased to present ‘Häagen Yaasz’.

Following the indulgence of the festive period, the campaign introduces Häagen Dazs’ new 150 calorie Gelato range. The creative content aims to entertain and entice shoppers with a clear message that January doesn’t have to mean saying ‘no’ to all life’s little treats.

The ‘Haagen Yaasz’ campaign features a series of bespoke animated stop-motion video content, each showcasing the NPD flavours. The campaign was initially promoted to specific targeted audiences across social platforms is now live organically across Häagen Dazs’ Facebook, Instagram and Pinterest channels.

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This Christmas, Haygarth has teamed up with Vodafone to present The VeryMe Tree – a fully interactive digital Christmas tree which combines the spectacle of a public tree with the joy of  surprises underneath it to promote Vodafone’s new rewards platform: VeryMe. The tiered experience provides a heart-warming, communal Christmas experience for all shoppers, regardless of their network, while dramatising the amazing offers exclusively available to Vodafone users through the VeryMe platform – encouraging existing customers to download the MyVodafone app.

Shoppers will be encouraged to interact with the tree by sending personalised messages to be displayed live on the digital ribbon, making for an engaging, insta-worthy festive moment. Visitors will then have the option to share their message to social media through a special e-card. In the spirit of the season, before leaving the tree Vodafone customers will receive an extra special gift for taking part, along with a free gift-wrapping service to make present buying a little bit easier and give shoppers a lasting reminder of the VeryMe experience.

“Christmas is a huge time of year for Vodafone and our customers, and this year we’re really excited to be doing something that will bring the joy of Christmas to life in a distinctively Vodafone way. Our VeryMe tree provides a great opportunity to introduce shoppers to our VeryMe Rewards, while reminding existing customers how much we value and reward them for choosing Vodafone. In keeping with our latest brand direction, Haygarth have brought to life an engaging and digitally-led brand experience – we are particularly delighted with the personalised e-card animations our customers will be able to share with their loved ones.” – Holly Riddle, Channel Marketing Brand Manager, Vodafone UK.

In the lead up to Christmas, our tree will visit three cities: beginning in Manchester Arndale between the 5^th and 9^th of December, then on to Westfield White City in London between the 11^th and 15^th December, and finally finishing up in Bristol’s Cabot Circus from the 19^th to the 22^nd December.

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To highlight Vodafone’s range of products and services, Haygarth is proud to announce the launch of their best-in-class exhibition stand at the Dixons Carphone’s conference. The innovative and impactful activation provides a multi-layered brand experience that aims to educate and engage stakeholders and staff, showcasing Vodafone’s extensive offering for Dixons Carphone’s customers.

Taking place at the NEC in Birmingham, the activation utilises Vodafone’s recent #BeUnlimited infinity room experience. The consumer-facing #BeUnlimited campaign toured the UK in August and celebrated the launch of Vodafone’s 5G offering. The experience included an infinity mirror selfie booth, consumer competition and immersive sound shower element. At the Peak Conference, these same campaign elements are combined with educational pods that detail Vodafone’s key brand propositions, so that Dixons Carphone’s staff are fully equipped with the knowledge and product expertise to become successful brand ambassadors.

To maximise attendee engagement, Haygarth’s activation includes a bespoke prize promotion whereby all visitors to the stand will be entered into a draw to win from a selection of amazing prizes; ranging from tech bundles to holidays abroad – ensuring that Dixons Carphone employees leave Vodafone’s stand feeling both excited and informed.

Dixons Carphone’s conference is at the NEC in Birmingham 16^th and 17^th October 2019.

Charlene Kharbanda, Brand Manager at Vodafone UK, said: “We’re excited to launch our most engaging and immersive trade activation to date. We are confident in the power of well-versed and excited staff in the retail space, and believe that for Dixons Carphone’s employees this activation will highlight and make memorable Vodafone’s latest offering.”

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Jess Turner, Senior Copywriter at Haygarth, explores the importance of words in great marketing.

In marketing, we’re often told that when it comes to copy, it’s best to keep things short. Headlines should be succinct and understood in a fleeting moment. Captions should be brief enough to catch eyes in a scrolling newsfeed. Everybody’s far too busy trolley-dashing around Sainsbury’s, bouncing on and off tubes or staring at cat videos on their phones to pay attention to what brands are saying. If ads do get a look in, it’s the image that makes the impact.

Call me biased, but I think that, used properly, words can be worth their weight in gold and used to make a lasting impression. And I’m not just talking about ‘find me in the cheese aisle’.

What’s in a word?

Words can make a connection. In 2017 and 18, Spotify mined listener data to create its global out-of-home campaign that brought user habits to life in a way everyone could recognise and relate to. In its quest to connect with people, the brand tapped into specific events, locations, times and dates to create playful insight-led ads. This resulted in longer headlines – like “Dear 3,749 people who streamed “It’s the end of the world as we know it” the day of the Brexit vote, “Hang in there.” – but ultimately bigger emotional connections.

 Words can achieve clarity. Despite popular opinion, it’s not always the case that the longer it takes to say something, the more complicated the message is. Sometimes stripping out words for the sake of brevity can often strip out the meaning too. Take dental hygiene brand Corsodyl’s ‘For People Who Spit Blood When They Brush Their Teeth’. It’s long (and also a little gross), but there’s no mistaking the message.

Words can tell a story. A picture might paint 1,000 words, but words can tell a far richer story. For example, dating app Hinge’s data-driven copy ads deliver its promise of a ‘better dating app’ through stories inspired by real user responses. (Unlike many dating apps, Hinge asks users questions in order to understand their personality types and inform better matches). Founder Justin McLeod told Adweek that the fact that the ads take a while to read reflects the ethos of the app – in contrast to the quick-swipe nature of online dating, “If you slow down and put in a bit of extra effort, there can be huge rewards.”

 Words can seal a deal. It’s true that words have to work harder in store, but that doesn’t mean every message needs to scream WIN or FREE to nudge shoppers to buy. Take Tesco’s Food Love Stories. The brand’s personable campaign took a softly does it approach to catching and converting shoppers’ attention into sales, simply by celebrating the food people love to make. The creative rolled out in store was undoubtedly bold, beautiful and impactful, but it was the story – the words – behind each execution that warmed people’s hearts. A boring bowl of tomato soup became Nana’s ‘Magic’ soup; Yann and Pamm’s ‘Recharge’ Ratatouille brought to mind hectic weekends with hordes of grandchildren. Through relatable recipe inspiration that felt genuinely human and helpful, Tesco managed to contextualise its grocery offering and put its products at the heart of people’s homes.

Words might not be as nice to look at as a pretty picture, or as instant, but used properly they can hit home just as hard. They can intrigue, entertain, educate, persuade, shock or surprise you. They can raise a laugh (or a least a smile) or set a different tone altogether. They can pull at heartstrings, make a point or make a sale. And for brands with something to say, they can be the difference between people looking and people listening. Take my word for it.

Haygarth is an award-winning creative agency that create powerful brand and retail ideas that amaze and persuade people to buy.

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Following a competitive pitch, Haygarth has been appointed as the lead marketing agency for Clarins UK.

Haygarth will work on existing and new product innovations, including an upcoming creative campaign launch that will include digital, social, experiential and shopper marketing and is backed by a £1m budget.

Lorraine Barnett, Marketing Director at Clarins UK says: “We were incredibly impressed by Haygarth’s pitch response. In our pipeline, we have plans to launch brilliant digitally-lead activations and are delighted to partner with Haygarth to bring these to life.”

“We’re thrilled to be working with Clarins once more, especially given the great success we’ve had together, creating innovative award-winning campaigns and successful new product launches,” adds Haygarth’s CEO, Marcus Sandwith.

Haygarth is an award-winning creative agency that creates powerful brand and retail ideas. It is part of the DDB network, a division of Omnicom Group.

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UK agencies collected 15 awards in the IMC European Awards 2017, with two Gold, three Silver and 10 Bronze trophies being shared by seven British agencies.

Gold awards went to TracyLocke for its ‘Dolce by Ferrero Rocher’ campaign in the Event Marketing category, and to Toucan for its ‘Peperami Stunt Animal in the Angry Birds Movie’ campaign in the Sponsorship/Joint Effort/Tie-in category.

Three Silver awards were handed out. TracyLocke won for the ‘Dolce by Ferrero Rocher’ in Brand Building, ignis won for ‘Jameson #BeOriginal360’ in Branded Content and RPM won for ‘Only One Captain Morgan’ in the Innovative Idea or Concept category.

Ten Bronze trophies were awarded. TLC Marketing won two awards for its campaigns ‘Relish Rewards’ (B2B, Loyalty Marketing) and ‘Giant Chip Fork’ (B2B, Direct 1:1) each. Two went to ignis for ‘Jameson #BeOriginal360’ (Digital Communications, Innovative Idea or Concept). Haygarth also received two awards for its ‘Clarins Urban Oasis’ campaign (Event Marketing, Innovative Idea or Concept). Two agencies took a bronze each – TracyLocke for ‘Dolce by Ferrero Rocher’ and Brand & Deliver Marketing for ‘Join the Radeon Rebellion’.

John Sylvester, IPM Chairman, says: “The exceptional work awarded to U.K. agencies this year shows the breadth and creative scope of our talent here. At the IPM we will continue to support this important European award programme.” The IPM are Members of EACA and a key representative of the IMC Council.

Overall, 85 winners have been selected in this year’s IMC European Awards for Integrated Marketing Communications, representing 32 agencies from 7 countries. The country with the most awards in 2017 was Czech Republic with 21 trophies.

For a full list of British trophy winners click here.

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This year’s IMC European Awards for Integrated Marketing Communications saw 81 trophies awarded to 31 agencies from five countries.

Ireland took the lead with 25 trophies, followed by the Czech Republic with 18, Belgium with 16, and Italy and United Kingdom, both with 11.

The biggest individual success was for Irish agency guns or knives, which took a total of 14 awards – five for the Hailo Drive For Equality campaign, four for the Orchard Thieves Launch for Heineken Ireland, three for the Hailo 3rd Birthday activity and two for It’s Your Call, again for Heineken.

BBDO from Belgium took seven awards – three for Lidl Blend Test, two for The Write Thing for Parkinson Liga and two for Personal Billboards for JC Decaux.

UK campaigns won 11 awards. Carey Trevill, Managing Director of the IPM, says: “Agencies Haygarth, Pretty Green, Space, Jack Morton, TLC Marketing and whynot! thinkpeople are all recognised for their work across a broad spectrum of blue chip brands. With wins across Innovative Idea, Digital Comms, Integrated, Product Launch and other high profile categories, the UK have yet again shown strength across promotional marketing.”

Integrated agency Space collected four Silver IMC trophies for GalaCoral with their innovative #CheltenHAM micropig racing content concept for betting company Coral, which won the IPM Awards 2016 Grand Prix earlier this year. Pretty Green scooped another two Silver IMCs for client Concha y Toro, while IPM Gold winners Haygarth picked up a Silver IMC for Sony. TLC Marketing’s campaigns for BUPA UK and Continental collected Silver and Bronze awards, while Jack Morton’s work for Freeview picked up a Silver with whynot! thinkpeople picking up an award for Arla.

Carey Trevill adds: “With an incredibly strong assembly of entries, the UK picked up some great IMC Awards this year including more awards for our IPM Awards 2016 Grand Prix Winner, Space, for #CheltenHAM, Haygarth for its work for Sony and Pretty Green for its work for Concha y Toro. An impressive list of winners from the UK and we’ll be back next year to take back the coveted IMC Grand Prix to demonstrate our creative strength in Europe.”

IMCC Chairman, Ondrej Gottwald, comments: “I am really grateful for the agencies’ high interest in the IMC European Awards and the high number of entries during my chairmanship. I am delighted that our industry is doing well across Europe. Beside the commercial campaigns, I highly value campaigns with positive social impact. I really like to see that these campaigns are recognised and rewarded by industry professionals.”

The winning campaigns were selected after two rounds of judging. All entries were first reviewed by a jury panel made up of 45 leading industry professionals from across Europe. Entries were then judged by the second round jury, comprised of IMCC Council member representatives. Full details of the judging procedure can be found at the official website at www.imcceurope.com.

Only campaigns which first win gold awards in their respective national awards programmes are eligible to enter the IMC Awards.

For the UK, the only way to enter the IMCs is to first win Gold in the annual IPM Awards. The IPM has just announced details of the IPM Awards 2017. For further information about categories, how to enter and entry fees, please contact the IPM Awards team on 020 3848 0444 or check the IPM website, www.theipm.org.uk.

The IMC European Awards are run by the Integrated Marketing Communications Council (IMCC), which is part of the European Association of Communications Agencies (EACA). The IPM is a member of EACA.

IMCC represents the integrated marketing communications agencies and agency associations in Europe. It acts as a central source of information for the industry and assists in the development of the reputation and professionalism of the industry across Europe by focusing on best practice, lobbying, the IMC European Awards programme and education through the IMCC International Diploma, which has been developed out of the IPM’s long-established Diploma in Promotional Marketing. For more information on the IMCC, visit www.imcceurope.com.

The European Association of Communications Agencies (EACA) is a Brussels-based organisation which represents full-service advertising and media agencies and agency associations in Europe. For more information, visit www.eaca.eu.

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Telefónica, Leo Burnett/Arc and Space were crowned the big winners at The IPM Awards 2016, taking home the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award respectively.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Tuesday 14th June at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

With an opening address from Lord Guy Black of Brentwood, President of the IPM, the evening included creative highlights from the past year in promotional marketing.

Telefónica was named as Brand Owner of the Year, after collecting a series of awards during the night.

Leo Burnett/Arc, which took the Agency of the Year accolade for the second year running and which also shared it two years ago, were presented with their Award by Greg Mulholland MP, who started his professional life in marketing agencies BD Network and The Marketing Store.

Integrated agency Space proudly took home the Grand Prix Award for its #CheltenHAM campaign for Gala Coral, featuring a festival of micro-pig racing, after collecting a series of trophies for the campaign during the night. The picture above shows Space collecting their award from Lord Black (left) with the evening’s host, Bill Bailey, third from left.

Other agencies celebrating multiple trophies included Savvy, iD, P&MM, Haygarth and whynot!

Graham Temple, Chairman of the IPM, said: “The IPM Awards celebrate outstanding promotional marketing from the very best UK agencies. Each year, we continue to be wowed by creativity, innovation and effectiveness in the campaigns that are entered. Our Awards are open to everyone in the industry and we were delighted to see both old friends and newcomers to the IPM collecting Awards last night.”

Temple added that this year, winners of Gold, Silver and Bronze IPM Awards all qualify for entry into the IMC European Awards. “If last year’s UK success in Europe is repeated, then last night we were seeing not just the best campaigns in the UK, but also Europe and possibly the world.”

Sponsors for the IPM Awards 2016 included The Lettershop Group, Snipp!, POD Staffing, i-movo, The Black Tomato Agency, Selby Marketing, SVS, Limelight PR and Pictures Experience.

A full list of this year’s winner can be found on the IPM website.

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