McCann Bristol, Author at Bristol Creative Industries

Yeo Valley Organic, Britain’s largest organic dairy brand, is returning to TV with a new multi-million-pound advertising campaign by McCann Bristol which will celebrate the big difference everyone can have on the planet.

Over a decade ago Yeo Valley Organic made history by taking over an entire commercial break during a 2010 X-Factor live show, with its two-minute rapping farmer ads. Now the brand is going back on screen with a carefully crafted multimedia masterbrand campaign by McCann.

McCann Bristol won the work through a competitive pitch process, and it marks an exciting new era of growth for the organic dairy brand as it raises awareness of its regenerative organic farming credentials. Yeo Valley Organic believes that regenerative organic farming is key to mitigating the effects of climate change and the creative campaign, including over £3m media investment, will celebrate the big difference everyone can have on the planet by coming together to take part in small positive acts, as part of the ReGeneration.

The campaign will launch on TV next spring with further bursts and activity planned throughout 2022 including events, press, on-pack promotions and innovation.

Yeo Valley Managing Director Tom Wright said: “It’s an very exciting time for us as a business and we’re thrilled to have McCann as a creative partner to help us fulfil our ambitions. Due to climate change, what we eat, how we farm and how we live have never been more important, and we feel we have a role to play in helping the nation join the dots between organic and the planet. We want to inspire people to think about food systems, and how we can all collectively make a difference through small everyday acts, like choosing Yeo Valley Organic products. The message should be fun, positive and inclusive.”

Vince McSweeney, Chief Creative Officer at McCann Central, said: “We’re delighted to have been selected by Yeo Valley Organic to produce their first masterbrand campaign in a decade. As a champion of sustainable practices, we couldn’t be more excited to work with them on driving meaningful change. When we all come together to take part in small regenerative acts, we’re all part of the ReGeneration and can make a big positive impact.”

Sustainability is high on consumer agenda’s and new findings from the latest organic shopper research reveals that 79% of people say they are increasingly worried about the natural world and our impact on it. With the organic market experiencing the highest year-on-year growth in 15 years (at +12.6%) and 77% of people saying they want to make more sustainable choices in the products they buy, Yeo Valley Organic feels it’s the right time to launch a motivating consumer campaign.

New Group Diversity and Inclusion Officer is appointed to McCann Central Management Board.

McCann Central, which has an office in Bristol, has further strengthened its Management Board with the promotion of Ruepal Aujla to the newly created role of Group Diversity and Inclusion Officer.

Ruepal joined McCann ten years ago so brings a wealth of knowledge and experience about the agency, people and its clients to the role. Ruepal will add this new responsibility to her current role as Managing Partner within Media.

In the last 12 months, Ruepal has been a driving force in spearheading the agency’s diversity, equity and inclusion programme. As such, she will continue to draw together all the good work which is currently being done across the Central offices in Birmingham, Bristol, Milton Keynes, Leeds, and its London-based office, McCann Demand. Recent initiatives include setting up Conscious Inclusion Councils, launching a ‘Cultural Conversations’ series and introducing flexible annual leave policies around religious and cultural events. Ruepal will also continue to work with the rest of McCann Worldgroup’s DE&I teams to implement other initiatives locally. Most importantly, she will hold the leadership accountable for continuing the changes it is making to the business and it’s culture, from the work produced to the experience of all employees.

Dean Lovett, McCann Central CEO, said: “DE&I has become a key pillar of McCann’s philosophy, and whilst this has been driven within Central through a combination of HR initiatives and more recently the work of the Conscious Inclusion Councils (CIC), both of which will continue, we felt it was important that Conscious Inclusion becomes completely embedded in how we approach and run the business. I can’t take full credit for introduction of this role, as this was actually closely related to an idea which, fittingly, was originally suggested by our employees in our first Day For Meaning*.”

“Ruepal has already been a genuine asset in helping to drive positive change and create conditions of belonging throughout the business. Along with members of our Conscious Inclusion Councils, which she chairs, and guided by input from all of our employees, she has successfully steered our DE&I approach into the all-encompassing programme it is today. I’ve no doubt that under Ruepal’s leadership, we will continue to make further enhancements in this important area, and I am delighted to welcome her to the McCann Central Management Board.”

Diversity, Equity and Inclusion initiatives which have been introduced across McCann Central include; identifying and sharing best practice generally and across the advertising and media industry, including setting up a resource library and cultural calendar, working in collaboration with HR and Talent teams on benefits, career development, flexible working and inclusive social events; developing DE&I insights and processes for client work, across creative, casting and content; and advising clients on their external creative output and their internal communications.

*Day For Meaning is an annual McCann Worldgroup activation which brings together every employee to participate in a series of workshops designed to develop initiatives that will increase engagement and belonging by enhancing our diversity, equity and inclusion practices.

McCann has further strengthened its strategy team with the promotion of Kathryn Ellis and Gideon Wilkins to managing partners.

Kathryn has over 15 years of experience in leading brand, business and communications strategies, alongside holding the position of associate lecturer in Advertising at Southampton Solent University. She is a leading voice on growing and retaining female talent within the industry, and her acclaimed research in this area has formed the basis for her many keynote speaker appearances at IPA and Creative Equals events, as well as her published work. Whilst at McCann Bristol she has been integral in rebranding the Royal Mint, launching Motability’s first ever direct to consumer campaign and taking Pink Lady apples global.

Gideon joined McCann Birmingham in 2019, having previously held the position of Global Brand Guidance Director at Kantar where he led the Unilever account. In just 18 months, he’s been instrumental in further innovating the McCann strategy offering, enhancing its signature planning and research capabilities, as well as introducing a host of exciting new talent and skills.

The promotions follow the 2020 appointment of Gary Armitage as Regional Head of Strategy, Mastercard last year, and are the latest steps in expanding McCann Central’s 30-strong division of strategy, research and planning specialists, who sit at the core of its effective creative.

Dean Lovett, CEO at McCann Central, commented: “Strategy, planning and research are a fundamental part of everything we do here at McCann and in our pledge to help our clients play a meaningful role in people’s lives. Every day, our expert strategists, planners and researchers uncover insights to guide our creativity and – crucially – create positive results for our clients, which is why we are delighted to be further strengthening our strategy team.

“It’s an exciting time for our business and we recognise that a strong strategy team is central to continuing to deliver the world-class work for which we are known and building on our celebrated philosophy of, ‘Truth Well Told’. We’ve always prided ourselves on the strength of our offering but thanks to these latest developments, we are now the strongest we’ve ever been.

“We’d like to congratulate Gideon and Kathryn on their promotions. We have no doubt that, along with our brilliant team, they will continue to ensure our creative work is the bravest and best it can be, and more importantly truly effective for our clients.”

The McCann strategy team brings different agency disciplines together to build campaigns with a shared, consistent approach. Its strategists’ experience, skills and capabilities include brand planning for digital communication and creative development, from analysis of consumer trends, needs and segmentation, focus groups, workshops and co-creation, to campaign creative and proposition evaluations.

McCann Bristol has created a new brand TV advert for Thatchers, to showcase the cider makers’ four generations of family cider making.

The ad is a light-hearted exploration of the contemporary meaning of family, featuring amusing and touching scenes of both blood-related families and modern takes on ‘family’ like close friends and colleagues. It’s packed with stories that will resonate with people across the UK.

Featuring a voice-over from comedian Bill Bailey, the ad has a distinctive look and feel. It highlights the range of ciders during drinking occasions and family life, while still featuring the Thatcher family and their stunning Somerset orchards, to make the point that, no matter what, no-one cares more than family.

The ad was created by Zane Radcliffe and Ken Sara from McCann Bristol, and shot by Steve Reeves from Another Film Company.

McCann Group Executive Creative Director, Jon Elsom, says, “The Thatcher family is deeply involved with life at Myrtle Farm. Their passion for quality and innovation is at the very soul of the business. They are the family cider makers, producing iconic brands including Gold, Haze, Rosé and the newly launched Cloudy Lemon. Our new approach illustrates the importance of that family commitment. When you come right down to it, whatever family means to you, both good and bad, no-one cares more than family.”

Martin Thatcher, fourth generation cider maker says, “This is an ad that’s warm with a smile in its heart. We hope everyone will be able to relate to it. The sense of family runs very strongly throughout all we do at Thatchers, from our heritage and traditions, through to our quality and expertise in cider making. It’s something we’re all very proud of, and we know it’s something that will always stay true. There’s never been a better time to reinforce the message of family and caring for each other.”

The advert will air from 17th – 23rd August in a 40-second format, followed by a 30-second format between 24th and 30th August. It will appear on ITV, ITV Digital, Sky, Channel 4 and Channel4 Digital (E4, Film4, More4, Box music channels and UKTV). It will also feature on social media and through a YouTube campaign.

National domestic abuse charity, Refuge, has partnered with McCann to launch a new short film starring awarding-winning actor Maxine Peake, drawing attention to the shocking rise in violence against women during lockdown.

Peake stars alongside TV, film and stage actor, Lex Shrapnel, in Surfaces, which is available to view on the Refuge website, – refuge.org.uk/surfaces – and through its YouTube channel from today. To drive traffic to the hard-hitting film, a 30-second teaser trailer will run on Facebook, Instagram and YouTube, alongside a rich media digital display campaign and Spotify audio campaign.

The 11-minute story written by McCann Bristol’s Group Executive Creative Director, Jon Elsom, and directed by Steve Reeves, features characters Alix and Richard. The married couple in their 40s started a whirlwind romance five years ago, which quickly descended into physical and mental abuse towards Alix. Filmed entirely over a real conference call, lockdown has just started – but Alix isn’t at home and Richard is ‘worried’ about her whereabouts.

After two days of unsuccessfully trying to reach her, Richard finally gets through on a video call. At first, his wife seems cool and distant, saying she’s simply left him. But all is not as it seems. The conversation gradually reveals the horror of Richard’s controlling coercion and abuse throughout their relationship. As the story unfolds, we understand that Alix has lived her marriage to Richard in lockdown – isolated and in fear. Ironically, it is the COVID lockdown and her one hour of exercise that provides her with the opportunity she needs to escape to a refuge. Alix has finally found safety and expert support, and is taking the first steps to rebuilding her life free from violence and abuse.

Surfaces sends a clear message of hope to survivors. Whether they have already fled their perpetrator, or are still living in constant fear, it tells them that there is a life after abuse, and that support is available – and that they are not alone. Refuges are still open and the National Domestic Abuse Helpline is still running twenty-four hours a day, seven days a week. The film ends with details of how to get in touch with Refuge and access its Helpline.

Since the PM’s request for people to stay at home in March, calls and contacts to Refuge’s National Domestic Abuse Helpline have recently rocketed by 66 per cent, with visits to its website rising ten-fold.

On the launch of Surfaces, Sandra Horley CBE, Chief Executive of Refuge said, “This short film is a stark reminder of what lockdown has been like, and continues to be like, for victims of domestic abuse. As restrictions slowly lift and an end to lockdown is in sight, it’s important to remember women across the country will continue to experience abuse.

“Women watching Surfaces will not only identify with Maxine’s brilliant depiction of an abused woman, but they will also know that they not alone. Refuge is here around the clock, providing specialist, confidential, non-judgmental support. If, like Alix, you are frightened of your partner, reach out and contact us.”

Jon Elsom, Group Executive Creative Director, McCann Bristol, said, “The insidious menace of domestic abuse is especially heart-breaking right now, with so many women and children trapped during lockdown. I hope this film helps spread awareness that even if things seem normal, you can’t always trust the surface of things. Each of us might know someone being abused, and not realise it. But there is a way out. There is help.”

The film is a follow-up to the spectacularly successful Turn To Us campaign created by McCann Bristol for Refuge in 2019. It featured reversible poems that told two opposing stories depending on which way they were read. Top to bottom, they depicted family bliss. But turned on their head, they reflected the reality of families under siege from abusive men. The campaign collected a Cannes Lion, D&AD Pencil, One Show Pencil and nine Creative Circle awards.

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McCann Worldgroup, part of the Interpublic Group (NYSE: IPG) Acquires Synergy Creative

McCann Worldgroup has acquired Synergy Creative, one of Europe’s leading employee engagement agencies, in a move which broadens its employee engagement and organisational culture capabilities.

Renowned for industry-leading employee communications and engagement, Synergy was founded in 2006 by Gemma McGrattan, Giles Hicks and Nicky Clark and was recently named ‘The UK’s Best Agency’ by the Institute of Internal Communications and ‘Marketing Agency of the Year’ by The Drum. Synergy’s 40-strong team will continue to operate out of Bristol and London under the name ‘McCann Synergy’.

Commenting on the news, Mark Lund, UK, CEO McCann Worldgroup said, “As we continue to go deeper and further in supporting clients to deliver best-in-class brand and customer experiences, we recognise the crucial role organisational culture and the employee experience plays in enabling it. Synergy was the clear partner for us to boost our offering to clients. Not only are they market leaders in the employee engagement sector, they’re a strategic and creative group with a deep passion for what they do, and we’re looking forward to growing together even further.”

Gemma McGrattan, Founding Director of Synergy Creative, added: “Straight away we knew McCann was a great fit for us. We’re aligned in both being ideas-first, creative, strategic and entrepreneurial businesses, sharing similar values. As experts in an industry that continues to grow globally at a rapid pace, the opportunity to partner with McCann and share their global footprint, is the perfect springboard to take us to the next level.”

Photo caption: L-R Giles Hicks (Synergy), Nicky Clark (Synergy), Andy Jones (McCann), Gemma McGrattan (Synergy), Dean Lovett (McCann)

Fourth generation family cider maker, Thatchers, has selected McCann Bristol as its strategic and creative partner with a remit to further build the brand as the Somerset company continues to reach new audiences with its innovative range.

The win will see the agency apply its award-winning, integrated approach across a wide range of communications activities, creating a master brand campaign and tactical campaigns for Thatchers Gold, Haze, Rosé as well as exciting future innovations. The work will be executed across all media, from TV, through outdoor and print to digital and social activity, and shopper and on-trade activation.

Established in 1904, Thatchers Cider is a fourth-generation family cider maker with a respected position in the market and a firm place in the hearts of its customers. As popularity for its products continues to grow across the UK, a new approach with McCann Bristol will see the brand hold true to the familiar tone of the past while laying important roots for supported national growth.

As one of the fastest growing cider brands in the UK with an evolving portfolio, Thatchers demanded a highly creative agency with a truly integrated approach and a track record of catapulting brands into the limelight with award-winning work. McCann Bristol will be unveiling campaigns throughout 2020 that will match the cider maker’s strategy.

This win follows a number of other recent high-profile wins for McCann Bristol and complements a hugely successful year of major award recognition, including a Cannes Lion, a D&AD Pencil, 10 Creative Circle gongs and a One Show Pencil.

Jon Elsom, Group Executive Creative Director at McCann, says: “2019 was a year to remember for McCann Bristol. We’ve well and truly cemented our position as one of the most creative integrated agencies in the UK, increasingly attracting talent and clients both locally and nationally. Thatchers is a fantastic addition to our client list and we’re looking forward to making sure there’s only one name on cider-drinkers’ lips.”

Yvonne Flannery, head of brands at Thatchers, says, “Last year Thatchers Gold and Thatchers Haze saw really strong growth across the UK. We’re looking forward to strengthening this position even further with the ambition and creativity that McCann Bristol will bring, helping make 2020 a stand-out year for us. Our mission is to bring fantastic tasting cider to drinkers in all parts of the UK, proud of our West Country heritage, whilst reaching new audiences nationally.”

One of the UK’s oldest and well-known brands, The Royal Mint, has appointed McCann Bristol for a two-year contract to help shape the historic brand’s future.

Considered a British institution with a 1,100-year legacy, The Royal Mint is most commonly known for making currency and its extensive range of collectable medals and commemorative coins.

Creating a brand that both treasures The Royal Mint’s important heritage and communicates its breadth is core to McCann’s brief. Adopting an integrated approach, McCann will work across core disciplines such brand strategy, creative development, digital marketing, and front-end website design to increase awareness, change perception of the organisation and drive sales.

The dynamic brand already has an extensive range of consumer products and services, including high-quality gifts and jewellery, precious metal investments, secure storage for personal items and even great days out. But its diverse offering is often overlooked.

In addition to appealing to new audiences and developing the brand, McCann will develop its online presence and introduce a new website. There will be an increased consideration for user experience to better reflect the brand proposition.

Jonathan McGregor, Chief Marketing Officer at the Royal Mint, says “Everyone knows our name. But for most, The Royal Mint conjures an image of a traditional institution, the coins and the significant commemoration we are involved with. We love this side of our business, as do many others, but it’s time for us to show off all that we do and create.

“We have many new products, services and experiences which lots of people just aren’t aware of. With the help of McCann, we want people to better understand what we do and when to consider us. We are all looking forward to what we can achieve with this plan, heading into an exciting new period for such an historic brand.”

Andy Reid, Managing Director for McCann, adds, “It is our privilege to be entrusted with The Royal Mint’s legacy and its evolving future. It forms part of the fabric of British life, we are all touched by it in a very obvious way with circulating coins, but its new product collections and experiences bring much more than this. The brand has the offering to remain a part of our lives for years to come.”

The contract cements McCann Bristol’s position as a leading integrated agency with the capability and expertise to take national and global brands into new territories and create new opportunities.

McCann Bristol will develop and coordinate all advertising activity in China, Qatar, Saudi Arabia, Thailand, UAE and Vietnam

Apple & Pear Australia (APAL), the brand owner for apple brand Pink Lady®, has appointed McCann Bristol as its lead global communications agency. The news comes after five successful years working together in the UK and cements the agency’s position as a strategic ally in the brand’s worldwide expansion.

The integrated team will be responsible for developing all creative advertising content across APAL’s key global markets including China, UAE, Saudi Arabia, Qatar, Thailand, and Vietnam. It will also coordinate all activation via McCann’s locally-based agencies. This is in addition to the UK work, which it has retained.

The contract will see the development of brand advertising, on-pack and in-store promotions, and a global website. It will continue to focus on the superior quality of Pink Lady®, which is the first apple tree to blossom in spring, and last to harvest in autumn. This provides time to develop a unique sweet and tangy flavour – a key factor in its success. The creative content is currently in progress and will be rolled out from August.

The win is testament to McCann Bristol’s prior success, having supported APAL’s UK subsidiary Coregeo® through a period of sustained growth of 15 per cent year-on-year.

Michelle Evans, Group Head of Marketing at APAL, added, “This is the start of a fantastic global relationship with the wider McCann network. We’re incredibly excited to see our partnership grow into new markets and expect to see great results from the campaign.”

Andy Reid, Managing Director, McCann Bristol said, “We’ve worked hard to bring Pink Lady® to life in the UK, which has been recognised with this significant new global remit. We have a strong integrated team in Bristol, which is continuing to develop its national and international client base. This is just the latest example of our continued growth powered by our strong creative product.”