‘Ready or Not?!’ sees content creator Adeola Patronne and special guests dive headfirst into unfamiliar worlds of work while expressing their true selves through style, makeup, and skincare. Episodes begin with Adeola and friends using e.l.f. products to prepare for mystery adrenaline-fueled activities, which include a win-or-lose football challenge as well as a day out at a vegan animal sanctuary shovelling muck and a high-octane session stunt training with a Hollywood pro. 

As part of the deal, e.l.f. will become the first brand to trial ecommerce across Channel 4 social branded content with the addition of shoppable links alongside each ‘Ready or Not?!’ episode – allowing Channel 4.0’s highly engaged young audiences to purchase products as they appear in the show. The campaign also includes additional bespoke content across Channel 4.0 newly launched Instagram and TikTok accounts.

Channel 4.0’s partnership with e.l.f. was brokered by Jodie Miles, Content Lead in Channel 4’s award-winning commercial arm 4Sales and e.l.f.’s media agency, Wavemaker. ‘Ready or Not?!’ marks the latest development in Channel 4.0’s first ever branded deal which saw e.l.f. become the platform’s ‘Official Beauty Partner’ earlier this year.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4 said: “Ready or Not?!’, like 4.0, reflects British youth culture today. It’s funny, boundary-pushing, and empowers viewers to stay true to themselves. We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future.”

Lauren Thornton, AVP, International Marketing at e.l.f. Beauty added: “We’re thrilled to be partnering with Channel 4.0 on their first ever social branded YouTube series ‘Ready or Not?!’ It’s what we call an EYES.LIPS.FIRST. This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out.”

Louise Temperley, General Manager at Wavemaker said: “As the official launch partner of 4.0, we’re thrilled to see e.l.f.’s first content collaboration with 4.0 talent go live, placing e.l.f. at the forefront of entertainment and connecting with Gen Zs”

Channel 4.0 recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards and has commissioned 29 series since its launch in October 2022. With an audience made up of 84% 13 to 24-year-olds, its shows feature a host of Gen Z talent including Chunkz, Nella Rose, Mist, Harry Pinero, Chloe Burrows, Dreya Mac, Spuddz and America Foster.

The launch of branded series and ecommerce on Channel 4.0 contribute to 4Sales’s long history of being a commercial innovation leader. This month, 4Sales released three new products off the back of its pioneering ad experiment, and recently led the way with dynamic ads and devised first party data matching, offering advertisers the ability to match their first party data with user data.   

Created and produced by Wall of Productions, episode one of ‘Ready or Not?!’ launches on 27^th July on Channel 4.0, with a further two episodes being released fortnightly. Shorter edits will also run across Channel 4.0’s Instagram and TikTok platforms.

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Source: Wavemaker UK

The partnership between Stanley Black and Decker and Jellyfish started two years ago when the regional digital marketing business secured its retail media activity, including Amazon search and display advertising. This new remit broadens the scope across the full digital media activity and will leverage Jellyfish’s vast retail and commerce expertise to drive performance for the different brands under Stanley Black and Decker. 

The work will be led by Sally Husseini, Account Director, and Belén de Mingo, Client Partner, alongside a broad team of platform experts. 

In a statement, Stanley Black and Decker Digital Marketing Director, Majo Martinez, expressed her excitement about the strengthened partnership: “We are excited to announce a significant leap forward in our brand’s growth and outreach strategy for DEWALT and STANLEY. As part of our commitment to staying at the forefront of the digital landscape, we have decided to invest more resources in digital marketing and online presence. Embracing this dynamic shift, we aim to leverage the vast opportunities offered by the digital realm to better connect with our valued customers and reach new audiences across the EMEA ANZ region.

We’re thrilled to be expanding our work with Jellyfish to take Stanley Black and Decker’s brands to the next level to drive performance marketing. We have been continually impressed with their achievements and expertise across retail media, so the natural progression was to achieve the same results across all our digital media activity. I’m confident that together we can drive more effectively digital transformation and achieve great results for our core brands. With this strategic move, we are confident that we will continue to shape the industry and deliver innovative solutions that exceed expectations.”

Meanwhile, Tommaso Pietrarelli, Senior Growth Director at Jellyfish said, “We’re delighted to be strengthening our partnership with Stanley Black and Decker. Over the last two years, we have achieved great things and I am excited to achieve even more together in the next part of this journey.”

Source: Jellyfish

InMobi, a leading provider of content, monetisation, and marketing technologies that help businesses fuel growth, today announced its appointment of Dan Rapaport as Vice President of Product for InMobi Commerce, a leading advertising technology platform for retailers and eCommerce companies.

Retail media is one of the fastest-growing ad channels and is poised to capture a significant market share moving forward, with global ad revenue set to exceed that of television by 2028. The demand for innovative solutions, standardisation and differentiation is at its peak in an era where it is increasingly challenging to capture consumers’ attention. Dan’s expertise and extensive industry experience will play a pivotal role in propelling InMobi‘s success in this rapidly evolving landscape.

Dan brings over two decades of product management experience to his role at InMobi. Prior to InMobi, he held key positions at companies such as PubMatic, Yahoo, and AdKnowledge. Most recently, Dan served as the Vice President of Product, Ads & Retail Media at Firework, a leading provider of livestream and video commerce solutions for brands, retailers, and publishers.

“We are thrilled to welcome Dan to InMobi. His experience as a product manager and deep understanding of the Ad Tech and retail media landscape positions him perfectly to drive our growth and innovation. Dan’s addition to our team will further strengthen our ability to deliver cutting-edge solutions to our customers and allow us to inspire product discovery through InMobi Commerce’s solutions that are loved by Advertisers and Marketers,” says Jimit Doshi, Senior Vice President and General Manager, InMobi Commerce.

Dan holds an MBA and a master’s degree in electrical engineering from Stanford, as well as a bachelor’s degree in economics from U.C. Berkeley. A native of the San Francisco Bay Area, he currently resides in Redwood City, California.

InMobi Commerce is an innovative suite of product discovery and monetisation solutions, for retailers and e-commerce companies that are designed to help maximise media-derived revenues. InMobi Commerce is a pioneer in launching shoppable videos to retailers, helping them create high-impact shopping experiences, moving immersive product discovery from social platforms back to their owned channels.

Source: InMobi

Adaptive streaming specialist, SeenThis, today announces a new partnership with real-time and cookieless Semantic Marketing Platform, Qwarry, marking a significant milestone to provide a more sustainable landscape within digital advertising.

SeenThis’ proprietary streaming technology has disrupted traditional content distribution methods, providing a solution that maximizes performance while minimizing carbon emissions from digital campaigns. By harnessing the power of SeenThis’ cutting-edge technology, Qwarry, a platform that enables businesses to make sustainable decisions through advanced semantic analysis, can help their customers deliver impactful messages while minimizing their carbon footprint from creative delivery, compared to conventional technologies.

Furthermore, SeenThis’ creative platform enables digital advertising campaigns to achieve maximum effectiveness while minimizing data waste and the energy it would consume.

Geoffrey Berthon, CEO at Qwarry, says: “We aim to empower industry stakeholders to create campaigns with a reduced environmental footprint while actively contributing to the industry’s transformation towards a more virtuous model. Our partnership with SeenThis plays a pivotal role in this endeavor, allowing us to take a step towards minimizing carbon emissions while Qwarry upholds user privacy. Together, we’re building a brand sustainable future where advertising respects both the planet and individuals.”

Jean-Robert Mamin, Managing Director France at SeenThis, adds: “We are thrilled to join forces with Qwarry who shares our mission to prioritize sustainability in digital advertising, especially when the overall performance increases as a result, and I look forward to tackling the sustainability challenge together. Our combined expertise and resources will pave the way for innovative solutions that propel us towards the change we need.”

Qwarry’s advanced semantic analysis capabilities equip companies with the knowledge to make informed sustainability decisions, ensuring their advertising efforts align with their corporate social responsibility objectives. Through this new partnership, Qwarrys clients gain access to a powerful tool that optimizes creative delivery, eliminates data waste, measures data transfer and estimates carbon emissions associated with the creative delivery of digital campaigns.

The partnership has already yielded remarkable results, with a recent campaign achieving an impressive 23% reduction in data transfer compared to running creatives of corresponding quality using conventional technology¹. For the 1m impressions streamed in this campaign, this is the equivalent of 373GB less data transfer, representing 120kg of CO₂e  in avoided emissions², which exemplifies the potential of technology-driven solutions to create tangible positive impact on the environment.

Source: SeenThis

¹ The results are the expected data reduction achieved from delivering this campaign’s creatives with SeenThis Streaming Technology compared to delivering the creatives, with the same quality, using conventional ad serving technology. The model underpinning this estimation has been developed and extensively tested on hundreds of campaigns and has been proven accurate. However, the results provided do include a margin of error as every campaign includes individual circumstances and factors which may have some influence on the result.
² Assuming 1GB corresponding to 1kg CO₂e with streaming impact on the data value chain being 30%. Emission factor based on methodology validated by Doconomy. For more information, read SeenThis’ white paper: The Time to Act is Now.

Attention measurement and optimisation provider Playground xyz Attention Intelligence Solution (AIP) announced today its actionable attention solution on YouTube, as well as unveiling new insights on how advertisers can garner the most attention for their Youtube ad campaigns.

“Optimization is the key to driving attention and campaign effectiveness. With actionable attention insights, brands are able to pinpoint factors that are detracting from campaign success and quickly understand how to coarse-correct,” said Rob Hall, Playground xyz, CEO. “Advertising is a huge opportunity on Youtube and we are excited to help brands learn more about their campaigns in order to drive attention and connection with audiences.”

The launch follows successful trials with a number of blue chip advertisers who used the automated reporting to uncover a wealth of insights regarding campaign performance. A few examples include: 

• A large Sports Wagering brand saw the attention received by bumper ads drop by over 30% as the campaign elapsed, pointing to creative burnout. 
• A leading Subscription Meals brand saw attention on their ads was 25% higher in the mornings than the evenings, yet impressions were being delivered mostly at night. 
• And a leading Financial Services brand was able to calculate how much their Cost Per Attentive Completed View was across various formats and found one strategy to be 5x more effective for them.

“There is a lot to learn about attention within social environments and that starts with technology that can adapt to the unique consumer behaviors within each platform and help advertisers easily optimize each campaign to be where attention is highest. Our attention offering on YouTube is just the beginning of more exciting social capabilities to come,” Rob Hall continued to share.

Through this new solution, Playground xyz AIP reviewed YouTube Impressions for Attention Time, AIP’s metric which evaluates ads for the length of time in seconds an ad is actually looked at. The data revealed that YouTube Bumper Ads, despite being shorter in length, see consumers watching 45% of the ad, 20% more than Skippable Ads and YouTube ads between 10 and 15 seconds garner the greatest levels of Attention Time, approximately 23% more than other ad durations.

AIP is the world’s first tech stack built to make attention actionable. Trained and verified by real eye-tracking data from an opt-in panel, it supercharges that data via advanced AI models to measure attention at scale. AIP’s YouTube attention measurement takes that capability and applies it to live YouTube campaigns, analyzing each individual DV360/CM360 record to accurately score Attention Time across the campaign.

Source: Playground xyz

In a groundbreaking initiative titled ‘Khallina Nethawar’ (Let’s Have a Conversation), the Lebanese Ministry of Telecommunications and Information collaborated with TBWA\RAAD to convey a concise and unequivocal message to both Lebanese citizens and politicians: the time for dialogue has arrived!

Lebanon, a nation grappling with despair and corruption, yearns for a lifeline. While many Lebanese view the election of a president as the initial step towards stability, the public finds itself in a state of limbo after enduring over six months of waiting for politicians to engage and reach agreements. As a result, the presidential seat remains unoccupied.

To commemorate World Conversation Day and emphasize the significance of two-way communication during this critical period in Lebanon, the Ministry of Telecommunications provided politicians with free SIM cards as part of the campaign. Each SIM card featured a dedicated number and was accompanied by a letter urging the recipients to initiate meaningful conversations with their counterparts. The ministry also distributed a list of numbers to all politicians, further underscoring the urgency of the situation. Outdoor advertisements strategically placed near the residences of politicians and throughout adjacent areas directly addressed each politician by name, encouraging them to call their counterparts from opposing parties with whom they needed to engage in conversation. The contact numbers were provided in the ads.

For the general public, the ministry extended an offer of over 1000 free calling minutes on July 12th, irrespective of their cellular network. Additionally, 50 extra gigabytes were provided for all landlines, aiming to motivate all Lebanese citizens to pick up their phones and initiate conversations.

For once, on World Conversation Day, with the free numbers, free minutes, and direct callouts, the Lebanese political class are finally left with no excuse not to pick up the phone and have a conversation.

Source: TBWA\RAAD

Established in 2015 by Mike Eley and Richard Edwards, Eley Consulting supports leading advertisers with market intelligence and expertise in strategic and digital planning, intermediary services, media accountability and financial transparency.

The move marks the next phase in ECI Media Management’s international growth plans and follows the expansion of its business in the US. The deal will see Eley Consulting’s talent and client portfolio of UK and European advertisers consolidated into ECI Media Management, boosting the company’s presence and capabilities in the UK and across Europe. Richard Edwards will join the UK team in a senior client management and new business capacity, while Mike Eley will take on an advisory role.

ECI Media Management is one of the world’s largest media performance consultants with a global footprint across the Americas, Europe and Asia Pacific. It offers data-driven media intelligence and rigorous benchmarking to a portfolio of blue-chip global advertisers, helping them to ensure their advertising investment and agency relationships drive higher media value for their brands.

Fredrik Kinge, Global CEO of ECI Media Management, says: “This deal is an important milestone for ECI Media Management. Eley Consulting is a well-established and highly regarded consultancy operating in the UK and across Europe and shares our vision for the future of media auditing and investment consulting. Consolidating their talented team and portfolio of major advertisers into our business will strengthen our position as one of the leading independent media consultancies in the world.”

Richard Edwards added: “We are pleased to be bringing our business into ECI Media Management – our companies are a natural fit as our values and approach align. The integration of our businesses will create a powerful team that will enable ECI Media Management to continue its growth trajectory across Europe.”

The deal is effective immediately.

Source: ECI Media Management

DLMDD the creative sound branding agency, has unveiled a new supervision project for Sheba, creating an atmospheric and uplifting score to highlight the importance of regenerating the coral reef in Hawaii’s Kuleana Reef.

The original soundtrack was produced in collaboration with composer Nick Crofts to accompany the film by Sheba, produced by AMV/BBDO, in order to drive a positive narrative around preserving and restoring the natural beauty of our oceans.

The campaign film shows how Kuleana Coral is working in partnership with Sheba to restore the reef in Hawaii, breathing new life back to the coral and restoring much-needed fish populations to the region. It follows the successful regeneration of Sheba Hope Reef in Indonesia’s Salisi’ Besar, which is a very different place today than it was a few years ago.

Before restoration began in 2019, the silent seafloor was covered in dead, floating grey coral rubble, whereas now colour is everywhere, and the reef is teeming with fish and living organisms. Sheba Hope Reef has made a 10-year commitment to the project, which will see the restoration of the whole of Salisi’ Besar as well as further ocean regeneration projects in other locations around the world.

Sascha Darroch-Davies, co-founder of DLMDD, comments:

“The Sheba project was a joy to work on, collaborating with our agency partners at AMV/BBDO and the brilliant [insert composers names] to create an inspirational and uplifting soundtrack. The original score is designed to highlight the importance of restoring and preserving the world’s coral reefs, to support nearly 500 million people globally who rely on reefs for food, income and coastal protection.”

Kieran Sadler, Project producer, AMV BBDO, comments:

“DLMDD were brilliant in taking the brief and understanding the needs of the film from the few references we shared. They came back with a near bang-on composition incredibly quickly, which was brilliantly executed and which our creative team and client team loves.”

For more information, please visit:
https://www.shebahopegrows.com/uk/the-reef-story

Source: DLMDD

Snapchatters are able to scan the iconic venue using the Barbie Lens and see Tower Bridge transform into a bright pink and pastel version of itself, as though it came right out of Barbie Land. Landmarks around the world are also being transformed for global Snapchatters to experience the Barbie Land fun. 

In the US at the Statue of Liberty in New York, the TCL Chinese Theatre in LA, and the Capitol Building in Washington DC. Other Global Landmarkers include: Paris, the Eiffel Tower, Rome, the Coliseum, London, Tower Bridge, Sydney, Harbour Bridge and Berlin, Brandenburg Gate.

With the debut of the new Barbie Wardrobe AR Lens, Snapchatters can also see themselves wearing looks inspired by Margot Robbie and Ryan Gosling’s outfits from the upcoming film. The wardrobe will feature several outfit and accessory options for Snapchatters to try on, all of which are inspired by the costumes in the movie.

Snapchat is the only platform where people can access the virtual Barbie movie wardrobe in AR to create their perfect Barbie outfit and see how they look in pink!

According to David Norris, European Head of Creative Strategy, Snap Inc: “We’re delighted to partner with Warner Bros Discovery on what has been an incredible marketing campaign for Barbie.  We’ve loved creating AR Barbie experiences on Snap for our audience of 750m global MAU and 21m MAU in the UK, creating the Barbie Land version of iconic landmarks around the world including Tower Bridge here in London, as well as giving people the opportunity to try on outfits from the movie.”

Source: Snap Inc.

With a brief to create a mnemonic that would reflect Müller’s status as part of the fabric of the nation for years to come, DLMDD worked with composer Tom Bromley to create the new sound of Müller.

Starting with a deep dive into understanding the Müller Yogurt & Desserts brand, its competitors, its relationship with music and its ambitions, the DLMDD team presented several different creative routes, which were simplified into a 3-note piano melody; a simple, satisfying, and uplifting sound.

Tom Bromley, who is a founding member of the indie pop band Los Campesinos and a touring member of Perfume Genius, recorded the sound on a vintage upright piano at Battery Studios in London. The team used multiple recording techniques and vintage microphones to achieve a “living room” sound that is real and authentic, as if it were being played in a family’s home.

Müller’s new sound identity launches today across TV, online video and YouTube as part of their new Müller master brand advertising campaign – Love Every Bit – created by VCCP.

Erin McCullough, Brand Music Consultant at DLMDD, comments:

“Müller is an iconic brand with mass popularity across the UK since the late 80s. We wanted to create a sound that honours that rich heritage but also aligns with their new “Love Every Bit” brand platform. We did a huge amount of creative exploration to reach this balance, and what we landed on is purposefully pure and simple: a 3-note piano melody. It’s real, it’s satisfying, it’s uplifting, it feels like home – just like your favourite Müller product.”

Marketa Kristlova, Brand Equity Lead at Müller, comments:

“Our ambition was to create a sonic which captures the Müller brand essence – sound that is positive, real and simple enough that anyone could play it, while being timeless, so we can use it across our assets in years to come and put smiles on people’s faces.”

Source: DLMDD