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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Marketing services group Omnicom has created a new ‘Global Experiential Practice Group’, a network consisting of its market-leading experiential agencies, including Auditoire and Luxury Makers of France, DOIT! from Germany, GMR Marketing of the US, and, from the UK, TRO.

The group said in a statement that Omnicom Experiential Group “will form a borderless experiential network… Building upon Omnicom’s core growth strategies, the Experiential Group is focused on: strengthening new business development; creating customized teams for clients; better targeting of internal investments; improving expertise and knowledge across management teams; and creating more opportunities for our employees. Agencies within the Practice Area will continue to retain their strong individual brands and cultures.”

Cameron Parsons, CEO of GMR Marketing, observes: “Omnicom Experiential Group provides us an opportunity to combine the strengths of our individual agencies to create an unmatched global offering for today’s leading brands. We know that marketing is changing at the speed of culture. Now, more than ever, creating a truly meaningful connection and building consumer trust through experiences gives us the power to change how people think, feel and behave.”

Omnicom Experiential Group will include 1,600 practitioners across 29 offices in 16 countries with leadership in five global hubs: London, Milwaukee, Paris, Sao Paulo and Shanghai. The agencies making up the group create over 65,000 activations every year, driving more than a billion engagements (digital and physical).

Omnicom says that with one in three Chief Marketing Officers (CMOs) saying they will set aside between 21% and 50% of their budgets for experiential elements (2017 Freeman Global Brand Experience Study), its new network is poised to capitalize on the sector’s growth.

Omnicom Experiential Group is led by a board consisting of the founding members, Cameron Parsons, CEO, GMR Marketing, Cyril Giorgini, CEO, Auditoire and Michael Wyrley-Birch, CEO, TRO Group.

“We all know that more and more people seek experiences over material objects. Omnicom Experiential Group gives us a global toolbox of capabilities and talent to bring brand experiences to life anywhere, anytime.” adds Cyril Giorgini, CEO of Auditoire. “For global brands with a need to deliver global strategies with local insight, there is no better solution.”

Michael Wyrley-Birch, CEO, TRO Group, says: “In the current environment where fast-changing technology and customer requirements are driving change, speed is a key competitive edge for our clients. As a borderless agency, we can develop global strategies and creative that are relevant and implemented by our local experts at the speed that keeps our clients ahead of the competition.”

Omnicom Group (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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There is a growing trend for brands to create their own loyalty programmes, rather than sign up to coalition loyalty schemes, says Belinda Clark of RAPP UK

When Sainsbury’s announced it was buying Nectar from Aimia earlier this year, we all nodded knowingly. That made sense. As the retailer that issues the most Nectar points and provides the most rewards¹, it’s not surprising they saw value in owning the coalition, rather than merely being a part of it.

But when news broke that Avios.com would close on May 20^th, with Avios currency transferring across to the Executive Club², it signalled a clear change. And, of course, we can’t ignore the imminent merger between Sainsbury’s and Asda and what that means for its loyalty strategy – but we do know that there is a growing trend by big brands away from third-party-owned coalition programmes and towards brand-owned programmes.

So if brands (especially big brands) are no longer buying into coalition-driven loyalty, that raises the question: is there any future for coalition loyalty programmes?

Recent evidence would suggest, no.

Why? Because coalition programmes are not designed to drive loyalty to any one brand. They drive loyalty to the coalition at the expense of individual brand loyalty. Yet this individual loyalty is ultimately what brands are after, as it offers the best long-term value.

Coalition programmes have instead leant on the marketing potential from their massive customer databases. But many brands have found this access to be limited, too – limits that could deepen when GDPR legislation comes into force on May 25th – less than two weeks from now. While aggregate data, insight and trends are useful to a point, customers are demanding more than being treated in aggregate. And brands have responded by creating their own customer databases, which are arguably bigger and better than those available from a coalition.

Coalitions undoubtedly benefit the consumers who are members by allowing them to earn and burn points from just one programme. But as the value of a point begins to decline³, so too does a coalition’s popularity. Without value, the simplicity of earning and burning in one program simply loses its sparkle.

So what lessons can brands learn from coalitions?

When done well, brand-owned programmes can achieve many of the benefits of a coalition… and more. Yes, it will require investment, or a coalition purchase such as Sainsbury’s and British Airways have opted for. But this investment is in more than just a programme; it’s in your customers, your company’s data collection capabilities and your competitive advantage.

There are some simple tips for those running loyalty programmes:

OPTIMISE THE VALUE EXCHANGE
Coalitions were known for their no-brainer value-add. Over time this became a reason for customers to share their data; but while the value-add has eroded over time, the principle of offering a strong value exchange (namely, rewards for data) still holds true as it makes the exchange valuable for both sides.

TO REMAIN RELEVANT, ENSURE YOU REMAIN VALUABLE
For all customers, a valuable programme is one that offers something in exchange for their continued purchase. But as the point declines in value, so too does a programme’s popularity, unless it’s able to demonstrate value beyond just monetary terms. In the case of Nectar, this meant its alignment with Sainsbury’s and its ability to target their customers with personalised offers based on their purchases. Something which gave loyal Sainsbury’s customers yet another reason to shop.

SIMPLICITY, SIMPLICITY, SIMPLICITY
Coalition programmes that last get this one right every time. They offer a programme with a minimum of steps to join, participate and earn and burn. This familiarity of structure was key to their success because it meant customers knew what to expect without having to re-learn the rules every time.

But if brands are to succeed in a coalition-less world, they also need to go above and beyond this. They need to:

BE GENEROUS:
With much more than just their money – their time and people too. Because money doesn’t talk like it used to! Customers demand brands be generous with their entire offering in an effort to make them feel special and give them a reason to return again and again.

BE VALUABLE – AND MAKE PEOPLE FEEL VALUED…
To be valuable means to offer something that customers see real value in. While rational reasons like money are still core parts of this equation, to be a valuable programme means to give customers bragging rights (think myJohn Lewis…free coffee and cake anyone?). To make people feel valued, means to make the programme feel like it’s been created just for them – even if its offering is available to everyone (think Harvey Nichols’ complementary concierge service…yes please!).

DELIGHT WITH AN EXCEPTIONAL CUSTOMER EXPERIENCE…
A simple, seamless end-to-end customer experience is now expected as standard. To delight now means to make customer’s lives easier; to demonstrate shared values and to improve their experience not only with you, but with the environment and community you both live in.

The best of both worlds really is possible, as Sainsbury’s and British Airways will no doubt demonstrate in time. While coalition programmes used to make sense, they just don’t cut it in today’s world. And as Sainsbury’s and British Airways have now shown us, a new world is opening up. And that world just so happens to be owned and run by brands.

Belinda Clark is Senior Strategist at RAPP, a London-based integrated agency which is part of the Omnicom Group. Rapp works with clients including Rapp UK is based in London, working with clients including PayPal, Virgin Media, Mercedes Benz and Nestlé Waters.

Sources:

¹ Sainsbury’s buys Nectar rewards scheme from Aimia for £60m. The Financial Times. February 1, 2018 https://www.ft.com/content/584f106e-0766-11e8-9650-9c0ad2d7c5b5

² British Airways’ Avios scheme is closing down – here’s everything you need to know about your points. UK Business Insider. April 11, 2018
http://uk.businessinsider.com/british-airways-avios-frequent-flyer-scheme-closing-points-2018-4?r=US&IR=T

³Sainsbury’s Nectar point cut angers customers. The Guardian. 10^th April 2015. https://www.theguardian.com/money/2015/apr/10/sainsburys-cuts-to-nectar-points-anger-its-customers

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Global brand experience agency TRO has been appointed to deliver the UK national consumer launch of the new BMW X2, the automotive manufacturer’s Sports Activity Coupé (SAC).

Aimed at an adventurous target audience, TRO has devised a bold experiential campaign for the X2 launch, which sees a partnership between BMW and top urban climbing or bouldering centres across the UK.

Entitled the BMW X Climb, the roadshow campaign will appear in five locations nationwide over the next two months, each featuring integrated activations within the urban climbing centres. Activity in the respective venues culminates in the BMW X Night, which features key bouldering influencers performing demonstrations and tricks against a backdrop of lighting and UV projections – along with DJs from BMW’s Global Radio partnership.

Emily Latham, Experiential and Sports Marketing Executive at BMW UK, says: “The new BMW X2 is designed to allow people to go beyond the everyday commute and get adventurous. TRO demonstrated a deep understanding of the model’s target audience and has devised a campaign to really get under the skin of a whole new demographic. The campaign is an exciting precursor for our Snowbombing sponsorship, and we’re very much looking forward to engaging with consumers across the country.”

Laura Burroughs, Senior Account Manager at TRO observes: “We were incredibly energised by BMW’s exciting brief for its new X2. Our nationwide activity has experience at the very heart of it, and we hope to realise great brand affinity through a campaign that fully resonates. Previously reserved for expert rock climbers, younger audiences are now using bouldering centres as a social alternative to a gym, so we hope to reach consumers in a really effective way.”

The BMW X Climb activity runs from March 23rd to April 15th at bouldering centres in Sheffield, Bristol, Edinburgh, London and Newcastle.

TRO is a brand experience agency which creates immersive experiences which can incorporate live events, partnerships, retail and creative technology. TRO is an Omnicom Group company.

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Creative technology specialist CASSETTE has been appointed by leading tourist attraction Madame Tussauds Washington DC to deliver an Augmented Reality experience based around the Presidents of the United States.

The Madame Tussauds brand is part of the Merlin Entertainment Group, which also owns or operates a number of visitor attractions and theme parks in the UK and worldwide, including LEGOLAND, Sea Life Aquariums, Thorpe Park Chessington World of Adventures and the London Eye.

CASSETTE has developed a fun AR installation in the Madame Tussauds Washington DC museum. Visitors will be able to reimagine themselves as the 46th President of the United States of America, appearing behind the podium at the presidential inauguration.

CASSETTE is a new standalone business unit launched earlier this year by experiential marketing agency TRO to deliver innovative creative technology solutions for live experiential marketing campaigns.

The move follows the success of TROi (the agency’s previously-titled creative tech division). CASSETTE will operate as its own entity, servicing both TRO clients and the wider industry.

Headed up by Ben Taylor, who previously established TRO’s retail offering, CASSETTE is focussed on taking creative technologies into a physical world environment, and will provide an end-to-end service from strategy, UX and design, to development, build and installation.

Solutions encompass Augmented Reality, Virtual Reality, Mixed Reality, mobile apps, interactive windows, eye tracking technology and more.

TRO was founded in Norfolk in 1982 as The Russell Organisation. It is now an Omnicom Group company. Previous digital work by TRO has included interactive windows for Vogue, and interactive wardrobe for Lucozade Zero, VR suitcases for Samsonite and an interactive football challenge for Nissan.

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TRO and Fuse, both part of the Omnicom group of agencies, have been jointly appointed by Nissan to run the global car manufacturer’s experiential activation at the UEFA Champions League Final in Cardiff, June 2017.

The two agencies, who have worked together previously for the Berlin 2015 and Milan 2016 Finals, will work together to bring to life Nissan’s innovative partnership with UEFA Champions League at the UEFA Champions Festival in Cardiff, where over 200,000 fans are expected to visit.

Thomas Rodier, Events & Motor Shows Manager at Nissan Europe says: “Innovation that excites is part of everything that Nissan does, and nothing excites more fans around the world than UCL – so it’s imperative that our experiential activity reflects this. We were really impressed with the tender that Fuse and TRO proposed in partnership; both agencies showed real passion and commitment to delivering innovative brand experiences for UCL fans and visitors.”

Chris Booker, Business Development Director, TRO commented: “We are thrilled to have been awarded the UCL Final experiential project by Nissan for a third consecutive year. As an agency, we are well versed in delivering immersive and engaging experiences to maximise clients’ sponsorship campaigns. We’re particularly excited to utilise our TROi division to create a relevant and compelling brand story through a host of creative technology solutions.”

Fuse Managing Director EMEA Lou Johnson added: “We are excited to continue to work with Nissan on their UEFA Champions League Final experiential activation in Cardiff. Over the last two seasons, together with our partners at TRO, we have worked closely with Nissan to bring to life their exciting partnership with the UEFA Champions League, and look forward to another great Final this year.”

This activation is part of the global management of Nissan’s UEFA Champions League and UEFA Super Cup sponsorship by Fuse.

TRO, a specialist experience agency, has been working with Nissan since 2011 on campaigns including The Nissan Innovation Station at the O2 and Goodwood Festival of Speed.

Fuse is a marketing agency within the Omnicom Media Group which creates partnerships and experiences for brands. It specialises in strategy, activation and evaluation and offers seven core services: strategic consulting, partnership marketing, experiences, PR, content, data and insight.

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Digital, relationship and promotional agency group RAPP has appointed Chris Freeland as UK Chief Executive Officer, effective January 2016.

Freeland was previously Joint CEO of TMW, where he spent 21 years. At RAPP, he will be part of the wider senior team reporting directly into Sophie Daranyi, RAPP Regional President who also oversees promotional marketing agency Haygarth and digital agency Code, both part of the RAPP network in the UK. Charged with galvanizing the agency’s growth plans, Freeland will also be overseeing and running the UK operations across data, media and creative.

Daranyi continues to report to Alexei Orlov, RAPP’s Worldwide CEO, who runs the agency’s worldwide network.

Whilst at TMW, progressing from Managing Director to Chief Operating Officer through to Joint CEO, Freeland was instrumental in transforming it from a traditional CRM agency of 25 people, to being part of an award winning, full service agency, employing nearly 300 people within the Creston Network.

Sophie Daranyi says: “Chris has a stellar reputation in agency management and will bring an experienced and fresh perspective to a new stage of RAPP’s growth. His arrival in January coincides with our move to Bankside and the joining of our new UK Group Executive Creative Director Ben Golik, and will be a hugely positive start to 2016, marking how we intend to go on.”

Chris Freeland observes: “RAPP has such a strong heritage, it’s an honour to be taking the company on the next chapter of its journey. The business is at an exciting stage of significant change and under Sophie’s stewardship, and Alexei Orlov’s global vision, I feel there is no better agency to be part of right now.”

RAPP is part of Diversified Agency Services, a division of Omnicom Group.

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