De’Longhi, the leading brand in domestic coffee machines, has once again partnered with experiential experts, TRO, to help launch its new product – Rivelia – into the market. TRO will help visitors get hands-on with Rivelia through ‘The One Touch Café’, an exciting and fresh activation that provides consumers with café quality coffee at the touch of a button. In a world where coffee culture is booming but consumers are more time poor than ever before, The One Touch Café aims to support and enhance the busy and on-the-go consumer lifestyle. Visitors to the pop-up will be able to create their o ..read more

Creative agency, Haygarth, has been appointed by British baking brand, Warburtons, as Lead Shopper Marketing Agency across its entire portfolio. The appointment follows a competitive pitch against four other agencies. Haygarth will be responsible for re-energising Warburtons shopper marketing, building on its strong brand equity to drive prominence, engagement and conversion throughout the path to purchase in retail. The agency’s remit will include all products, channels and retail customers.  Warburtons Head of Shopper Marketing, Fiona Lydon said: ‘We were looking for an agency that cou ..read more

Opinion from Paulina Lang Head of Behavioural Science at Together Agency IPM Member Agency Together explain how they use the COM-B Model to help inform brand strategy and creative. The process is part of a framework used to identify appropriate interventions linked to key drivers or barriers of behaviour. Explaining how the abbreviations work within FMCG with the example of a healthy snack product, Paulina states; “we can begin by thinking about Capability; can the consumer physically open the snack? They need to ensure the packaging is easy to open to ensure it’s not a physical barrier. The ..read more

Ambient Media Worldwide worked with Lynx on a global campaign launch with an OOH stunt, featuring a bold statement. The new Lynx Black Vanilla scent has triumphed over Tom Ford Tobacco Vanille, with 74 per cent of men favouring Lynx over the pricey designer fragrance, according to research for the brand. To reinforce this message Ambient brought a non-branded, scented billboard to London’s Southbank, with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance. Lynx Black Vanilla was diffused with fragrance across the 10ft billboard, enticing Londo ..read more

Multi-award-winning creative brand experience agency N2O is transforming an existing hair salon in the Capital into an immersive space for consumers to experience a secret product line. Consumers can book free appointments with expert hair stylists without knowing the brand behind their finished look. The four-step process includes shampoo, conditioner, serum, and oil before finishing with a blow-dry and style of choice. They’ll then be invited to head down the salon’s stairs to the reveal tunnel to discover the brand behind their ultra glossy salon look! Goody bags of all products ..read more

Award-winning creative brand experience agency N2O has welcomed Jack Horlock and his wealth of 20-plus years of experience in diverse brand partnerships into the agency. As a cultural ambassador for LGBTQ+ events, diversity and inclusion, and having successfully managed partnerships for Brighton Pride Events for the past ten years, city-wide themed events showcase his reputation for bringing cultural partnerships and immersive brand experiences to life. His experience has included events such as Culture Liverpool (City of Liverpool events), Africa OYE (the UK’s largest celebration of African ..read more

With Whole Earth once again being crowned an official partner of Team GB, Activation is offering shoppers the chance to win a once-in-a-lifetime trip to the Paris 2024 Olympic Games—a prize package valued at £10,000. Topped off with 245 daily prizes featuring official Team GB merchandise. The aim? To drive awareness and trial of Whole Earth Peanut Butter with new and lapsed consumers, and convey the wholesome goodness of the product, leveraging their official partnership with Team GB. Nicola Turner, Whole Earth brand controller at Ecotone UK explains: “Peanut butter is often seen as a treat r ..read more

Hold on to your hashtags because the world of influencer marketing is constantly growing and Together Agency are about to break it down for you, by looking at key trends, stats and strategies to help keep you ahead of the curve. They will spill the tea on how influencer marketing isn’t just evolving, it’s the latest social media revolution. From big names like Alix Earle (who has 6M TikTok followers) to micro-influencers building an audience of thousands, looking into the likely trends for this year and strategies for how your business can use influencers to level up your brand. Tak ..read more

The Happy Prize Company was founded by Justine Clement over 8 years ago and they’re excited to be re-joining the IPM after so many years of earlier support. Justine was the CEO of Unmissable, one of the forerunners of the prize management agency scene and has always been a fan of our work here at the IPM in supporting brands and agencies through their many lifecycles.   The Happy Prize Company is a prize creation and management agency that creates and manages both straightforward off-the-shelf, as well as bespoke, unforgettable concepts, for promotional marketing prizes, staff and t ..read more

Cat Among The Pigeons has created a major brand partnership promotion for Horlicks as part of its ongoing marketing campaign to drive trial and attract a younger audience. The Happy Place on-pack promotional campaign offers shoppers a free three-month subscription to Fearne Cotton’s Happy Place app with every purchase of Horlicks 400g, saving almost £15. There is also the chance to win 1 of 10 Wellness Weekends. The Happy Place app is curated by Fearne Cotton and features wellness content and videos from a host of experts across mindfulness, yoga, meditation and sleep to help you take a break ..read more