Agency: JWT, New York
The agency beat Havas Worldwide London in a head-to-head contest managed by ISBA. Drinkaware has spent £1.2 million on above-the-line advertising in the past 12 months, according to Nielsen.
Drinkaware called the pitch in November last year after splitting with the incumbent, OgilvyOne, which had recently picked up the £50 million Department of Health account.
OgilvyOne had worked on the business since February 2011 after winning a pitch against VCCP and M&C Saatchi. The agency’s most recent work for Drinkaware included an interactive digital campaign that targeted mums to highlight the importance of having meaningful conversations with children about alcohol.
The ads linked to an interactive video that hosted a Q&A session between the viewer and a child.
Neo@Ogilvy will continue to handle Drinkaware’s media planning and buying.
This article was first published on campaignlive.co.uk
In the week that it was shown that users only visited the planet Google+ for less than 7 minutes a month it’s interesting to look at how a contemporary rock artist brand goes about using social media in their marketing and the different levels of interest on different platforms.