The IPM is thrilled to spotlight Wall’s latest campaign, “Sing It to Win It!“—a fantastic demonstration of how brands can blend creativity, interactivity, and digital marketing to engage consumers.

This campaign builds on creative agency Activation’s earlier work, which first cooked up the “When Hunger Calls, Grab a Wall’s“ tagline. From tradespeople taking on the Wall’s Street Challenge to sausage rolls flying off shelves thanks to freebie giveaways, the tagline has already left its mark. Now, Wall’s is turning up the volume. Now, with ‘Sing It to Win It!’, the UK public is invited to perform their take on this catchy line. Participants can submit their renditions online for a chance to win £5,000, collaborate with a music producer, and have their jingle professionally recorded for a national radio ad airing next spring.

Rolling Out Big Laughs and Bigger Connections!

Wall’s expertly blends user-generated content with influencer partnerships, teaming up with On the Tools for a second year to strengthen its connection to the tradesperson community. By creating relatable, laugh-out-loud content that resonates with this audience, the campaign ensures its messaging hits home where it matters most. Key to driving the campaign’s success are sausage roll-loving influencers, who leverage their platforms to spread the word far and wide. This is further bolstered by Wall’s own social media presence and a targeted digital push on Meta and YouTube.

The campaign flips the script by inviting fans to join the action, turning a tagline into a national singalong. By encouraging people to get creative and have fun, Wall’s isn’t just selling sausage rolls—they’re turning consumers into co-creators and giving them a chance to shape the brand’s story. It’s a bold and playful move that brings Wall’s closer to its audience, turning everyday fans into the stars of the show.

This campaign stands out as a feel-good moment during challenging times. By offering a chance to win a tasty £5,000 prize, Wall’s serves up a tasty treat that will bring smiles and shares along the way. This approach brings the audience closer to the brand, creating a shared experience that’s fun, uplifting, and unifying. Think you’ve got what it takes to be Wall’s next star? Visit grabawalls.co.uk and let your voice be heard!

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The UK government has recently opened a consultation on the future of zero-hour contracts, a decision with potentially far-reaching consequences for many sectors, especially the promotional marketing industry. Many IPM members rely on zero-hour contracts to staff fluctuating campaign demands, providing essential flexibility. For workers—including students, part-timers, and freelancers—these contracts offer the freedom to work across multiple agencies. During this period, it’s crucial to consider how these contracts can meet the needs of both businesses and workers. This article explores the potential implications, offers critical insights, and encourages active participation to collectively shape how these changes are implemented, ensuring they work for everyone—businesses, agencies, and the workers who make our campaigns possible.

What is a Zero-Hour Contract?

Zero-hour contracts are agreements where employers are not obligated to offer a minimum number of working hours, and workers, in turn, are not required to accept the work offered. These contracts provide critical flexibility, particularly for students, parents, freelancers, and those balancing other commitments to work around their schedules, accommodating studies, family responsibilities, or other part-time work. For employers, it provides the ability to quickly adapt to fluctuating business needs without the burden of fixed staffing costs. This type of contract first entered the public debate in 2013, when industries needed a workforce that could adapt quickly to changing demands—particularly in sectors like hospitality, retail, and promotional marketing.

Flexibility vs. Fairness: The Debate

A pro-worker, pro-business economy demands genuine, two-sided flexibility for both employers and employees. The problem to date has been that this flexibility has too often gone one way. Through the Employment Rights Bill, the government aims to fulfil its pledge to end exploitative zero-hour contracts. It is proposed that this type of contract does not offer the worker any form of certainty as to their earnings, making it difficult to apply for credit or a mortgage, to rent a flat, to plan for major events like weddings or holidays. Flexible hours of work can benefit both workers and employers, but without proper safeguards, this flexibility can be one-sided.

A pro-worker, pro-business economy demands genuine, two-sided flexibility for both employers and employees. The problem to date has been that this flexibility has too often gone one way.

Rt Hon Jonathan Reynolds MP, Secretary of State for Business and Trade

Too many people are drawn into a race to the bottom, denied the security they need to raise a family while businesses are unable to retain the workers they need to grow. We’re raising the floor on rights at work to deliver a stronger, fairer and brighter future of work for Britain.

Deputy Prime Minister Angela Rayner

The Impact on Promotional Marketing

Promotional marketing—especially experiential campaigns and live activations—relies heavily on the ability to quickly scale staffing up or down based on client demands, campaign types, and specific locations. Zero-hour contracts have been instrumental in providing the workforce flexibility needed for these unpredictable scenarios, enabling agencies to meet diverse client needs efficiently. The flexibility of zero-hour contracts benefits not only businesses but also workers—many of whom are students, freelancers, or part-time professionals looking for dynamic and short-term opportunities.

Our initial conversations with members have shown that these changes could significantly impact how some businesses operate. Without the option for zero-hour contracts, the promotional marketing industry may struggle to meet client demands and maintain the high level of agility required to succeed in an environment where staffing needs shift rapidly. The banning of such contracts could place significant strain on the workforce and the industry as a whole, potentially leading to decreased employment opportunities and a reduction in the industry’s economic contribution.

IPM General Manager Emma Kirk

Challenges in Implementing Reforms

Agency work is inherently unpredictable, with workers frequently choosing this type of employment precisely for the flexibility it offers, allowing them to fit work around other commitments. However, the proposed reforms—such as guaranteed hours—would not only limit workers’ freedom to choose when to work but also hinder agencies’ ability to respond swiftly to campaign demands. Striking a balance between flexibility and stability is crucial for ensuring the industry can continue to flourish while offering fair conditions for all involved.

A key complexity in the promotional marketing sector is the tripartite relationship between agencies, workers, and end clients. With the proposed reforms, questions arise about who should be responsible for offering guaranteed hours or providing reasonable notice of shifts—should it be the agency, the end hirer, or both?

Why Industry Voices Matter

The Employment Rights Bill presents a pivotal moment for sectors like ours that depend on agile staffing solutions. Now is the time for us to collectively shape how these changes are implemented, ensuring they work for everyone—businesses, agencies, and the workers who make our campaigns possible.

The IPM is actively gathering vital input from across the industry to present a well-rounded response to the government consultation. We need real-life examples, data on economic impact, and ideas for how to protect workers without losing the adaptability that our work demands. Your insights could be the key to ensuring the new measures support our industry.

Join the conversation and help shape the future of work in our industry by completing the feedback form via the link below. The deadline for submissions is Friday, 15th November 2024, at 4 pm.

Click Here To Find Out More and Submit Your Feedback!

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Experience12, the UK’s leading pop culture brand experience agency, has appointed industry veteran Nick Swift as Client Services Director in a newly created role.

Swift brings his 20 years of events, experiential and content marketing experience to Experience12. He has worked at some of the industry’s leading agencies, most recently from Circle Agency, where he was Group Account Director, following his role as Director of Brand Experience at Retail Marketing Group (RMG). Nick has led numerous prestige campaigns over the years that have won industry awards, including IPM and FMBE golds.

Swift has worked with leading gaming, toy and entertainment brands including PlayStation, Electronic Arts, Activision, Hasbro, Capcom and Team17 that perfectly align with Experience12’s specialised focus on pop culture marketing, making him well-positioned to understand and serve the agency’s client base.

Working as a part of the senior management team with Business Director George Bateman, Head of Production Nick Parker and Founder Chris Whittle, Swift will focus on consolidating the agency’s best in class client servicing in addition to supporting the agency’s growth plans. His appointment comes, as Experience12 expands its work within the gaming and entertainment sectors in the UK and Internationally.

Swift will take up his position with immediate effect.

“I’m extremely excited to be joining the team at Experience12, an agency I have long admired.  I’m passionate about brand showmanship and building fan love – and I’m looking forward to working with Experience12 clients old and new to create campaigns that both dazzle and deliver.” 

Nick Swift, Client Services Director at Experience12

“Given the extraordinary year for the agency it’s a great time for Nick to be joining the team. We were looking for someone with a strong track record in our core pop culture sectors with a demonstrated experience in securing campaigns and successfully delivering them for clients. It was clear even from our initial conversations that Nick understood the board’s vision for Experience12’s future. We’re looking forward to working with him on developing that future and the many exciting adventures ahead.”

Chris Whittle, Founder and Managing Director at Experience12

About Experience12

Experience12 is an independent, award-winning agency specialising in experiential marketing and events across the Film, TV and video game sectors. With unrivalled insight into the fan audience through years of research, we utilise data, trends and the demands of this powerful pop culture audience to deliver events with stand-out results for the biggest entertainment brands in the world. Based in London but operating globally, our services include creative, experiential events, exhibition stand design and build, PR stunts, press and influencer engagement and national and worldwide tours.

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The IPM’s Experiential Community gathers to chart the future of the sector, uniting industry leaders to define and amplify its purpose and value. This collective effort comes at a crucial time, as findings from the IPA Bellwether report reveal a remarkable 23.1% increase in event marketing budgets—up from 15.9% in the previous quarter. This surge in investment signifies a clear shift in marketing strategies, emphasising the critical role of real-world experiences in forging meaningful connections with consumers. So, what drives this investment in marketing spend during challenging economic times? Jon Evans, Chief Commercial Officer at System1, explains:

“The ‘why’ rests in consumers’ increasing demand for human connection. We’re still experiencing the pandemic bounce back, with hybrid working leading to a greater need for in-person interaction. As more work and leisure time is spent in the digital world, the desire for thrilling real-world experiences continues to increase, making it an essential channel for brands looking to build powerful audience connections.”

At Brand Experience 360, Olivia Rayner, Creative Director at Sense Marketing, highlights the loneliness epidemic impacting today’s youth. She paints a portrait of a post-pandemic world that feels increasingly digital, noisy, and overwhelming, which contributes to what she calls “Connected Anxiety.” Olivia argues that by creating immersive and meaningful experiences, brands can effectively address the emotional pain points of younger generations, enabling them to rediscover a sense of belonging and community in a disconnected world.

Engaging Communities & The Rise of Run Clubs

The rise of local run clubs reflects this growing need for community and face-to-face interaction in today’s digital age. Google Trends indicates a steady increase in searches for ‘Run Club‘ in the UK over the past five years while the Hackney Half Marathon has sold out for the first time ever, demonstrating the heightened appetite for community-driven events. In her article, “Is Strava the New Tinder?”, Clara Duval digs deeper into the phenomenon, exploring how platforms like Strava and local run clubs are redefining connections and promoting real-world meetups over traditional dating apps. Nick Tuppen, CEO of Threshold Sports, elaborates:

“The continued growth of wearable tech engaging people with their wellbeing and fitness shows how health is increasingly seen as the new wealth. Coupled with wider cultural trends for ‘athlete CEOs,’ platforms like Strava cultivating active communities, and the crossover of outdoor brands like North Face becoming high street staples, it’s no surprise that consumer appetite for active events is on the rise too.”

Recent research conducted by Bumble Inc. in collaboration with YouGov supports this theory, revealing a significant increase in the participation of active events for 2024. The report highlights a 31% increase in time spent and 17% rise in spending intentions for activities such as marathons and 10K runs. Driven primarily by Millennials and Gen Z, this trend highlights the significance of physical community gatherings, with participants engaging in active events an average of 3.6 times a year. Building on these insights, Bumble recently celebrated its first Run Club Festival, partnering with the five top running clubs in Paris for a week filled with runs, coffee collaborations, and brand experiences. This cultural shift highlights the role brands can play in uniting shared passions, in this case, health and wellbeing, through active experiences.

Bringing Brand Partnerships to Life

Through experiential marketing, brand partnerships come alive. A prime example is Polly Pocket’s recent 35th-anniversary collaboration with Airbnb, which captured widespread attention this summer by offering fans a chance to stay in a life-sized Polly Pocket replica. This collaboration taps into nostalgia, reflecting what Pion describes as “the pursuit of stagnation”—a desire to revisit and celebrate beloved aspects of the past. However, brands must proceed with caution when forming partnerships. Barbie’s ventures into unexpected product categories—such as toothpaste and meat-based snacks—have raised eyebrows. With over 165 brands associated with the recent movie, the sheer volume of these collaborations sparks debates about consumer fatigue, illustrating the delicate balance between cultural relevance and commercial saturation.

Technology Transforms the Viewing Experience

2024 brings sports and technology closer than ever before. TRO leads the way with the Just Eat Grabber and Pepsi Pulse Challenge, while also offering an exciting opportunity to test-drive a Mini in virtual reality at the Goodwood Festival of Speed. These pioneering campaigns reflect a broader trend in the industry: Lucy Porter, Strategy Partner at PrettyGreen | B Corp, highlights that spending on live sports is set to increase by 10% in time and 15% in overall expenditure. The Paris 2024 Olympic Games exemplify this shift, achieving a record-breaking 34 million livestream viewers and shattering the BBC’s sports streaming records. In response to this growing interest in live viewing, fan zones are on the rise, with Shared Reality Experiences like Cosm at the forefront of this trend, creating hybrid environments that allow fans to experience front-row seats from anywhere in the world.

Scent-sational Marketing

This year, brands like McDonald’s and Lynx have taken a bold step into sensory advertising with their aromatic billboards, transforming traditional marketing into immersive experiences. In a striking move, Doritos even ignited one of their billboards to launch a new spicy hot range, showcasing how brands can push boundaries with creative installations that engage consumers on multiple sensory levels. Aldi UK takes this a step further, winning the IPM Grand Prix with the world’s first rosé-dispensing billboard. Developed in collaboration with Hopper and Clarion Communications, this innovative installation pours rosé once the temperature hits 19.2°C—the ideal temperature for enjoying rosé. As we look to the future, the lines between advertising and experience are clearly blurring. How do you think these blurred lines will impact consumer expectations of advertising?

Brand Experiences for a New Generation

As we look to the next generation of brand experiences, it’s clear that both Gen Alpha and Gen Z are redefining how we interact with brands. In a digital world fraught with existential threats, the demand for real-life connections has never been greater. With many feeling too stressed to enjoy simple pleasures, nostalgia and Kidulting experiences—those that allow adults to embrace their inner child—are thriving.

What trends do you see shaping the future of experiential marketing? How are brands like Pinterest breaking the B2B mould? What role does the “main character” mentality play in light of AI and personalisation? We’d love to hear your thoughts in the comments below.

In response to these shifts, our Experiential Community is committed to leading the way and shaping the future of our industry. Emma Kirk, our General Manager, summarises:

“The IPM’s Experiential Effectiveness Community is shaping the future of experiential marketing. Together, we tackle critical industry challenges by defining the essence of experiential marketing and developing standardised measurement tools that provide quantifiable value for brands and agencies. By transforming competitors into collaborators, we empower one another to establish and elevate industry standards for the collective benefit. To register your interest and contribute to the progression of this dynamic sector, please reach out to us today.”

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Multi-award-winning creative brand experience agency N2O is excited to announce its acquisition by GLOBE GROUPE, the leading European group dedicated to shopper marketing. This collaboration marks a significant milestone for N2O, unlocking new opportunities for expansion, innovation, and success.

Since its inception, N2O has seen incredible growth, delivering creative, standout campaigns across diverse sectors. With GLOBE GROUPE’s support, N2O will gain access to extensive resources, networks, and expertise while maintaining its signature client-first approach.

“This is an incredibly exciting time for our company. We’ve built something special over the past 25 years, and business has never been stronger. By joining forces with GLOBE GROUPE, we’re able to take our vision to new heights, offering even more value to our clients and exploring untapped opportunities. This acquisition allows us to accelerate our growth, while staying true to our creative heritage and innovative approach that has always defined us.”

Terrence Woodward, CEO of N2O

GLOBE GROUPE is known for empowering its network of agencies with the resources and autonomy to thrive, making it a natural fit for N2O’s continued success. The two companies will enhance their ability to lead in the rapidly evolving European marketing landscape, combining local expertise with global reach.

“The merger of GLOBE GROUPE and N2O was a natural fit due to our shared DNA, based on a strong positioning: People x Tech. Together, we are combining our expertise to put people at the heart of technological innovation. We are delighted to incorporate N2O’s British expertise in brand experience creation into our European offering.”

Jeremy Dahan, President of GLOBE GROUPE

About N2O

N2O is a leading Creative Brand Experience Agency that transforms consumers into dedicated brand fans through innovative and immersive experiences. Specialising in Experiential Marketing, Retail Marketing, Social Media & Influencer Marketing, and Smart Mass Sampling, we leverage strategy, planning and insight-led creativity to craft tailored, data-driven campaigns that resonate deeply with target audiences. Our full-service, in-house team of experts, known for their strategic insight, award-winning design, and comprehensive execution capabilities, make us the agency of choice for brands seeking to go beyond the ordinary.

About GLOBE GROUPE

Founded in 2002, GLOBE GROUPE is the leading European group dedicated to Shopper Marketing (communication and sales performance), with strong expertise in the High-Tech, Beauty, Pharma, and FMCG sectors.

Our mission is to support brands in achieving commercial success amidst increasingly fragmented customer journeys. As a true Shopper House, our strength lies in our ability to act on all touchpoints along the shopper’s journey. GLOBE GROUPE employs over 300 people across France, Switzerland, the United Kingdom, Spain, Portugal, and Germany.

Each of its subsidiaries benefits from the synergies of the network and a shared technological innovation hub, allowing them to respond to new consumer behaviours. This unique setup enables us to address the complexities of shopper journeys on both a local and global scale.

GLOBE GROUPE serves around 100 active clients, has a revenue of €107 million, and generated a business volume of €2.5 billion for its clients. In 2024, the group is projected to achieve €150 million in revenue and grow to nearly 500 employees.

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Manchester based The fresh Group is expanding north of the border with the opening of an office in Edinburgh. This marks a significant milestone in fresh’s continued growth, bringing new energy to the agency world.

Former long-term IPM member David Roberts, alongside respected industry figures Peter Wright, Laura Jones, and Valerie Weaver, will lead the Edinburgh team. Together, they bring 65 years of integrated marketing expertise to fresh, with a proven track record in delivering award-winning campaigns for challenger FMCG and luxury brands.

David Roberts, Director of fresh Edinburgh said “It’s an incredibly exciting time. We’ve known the guys at fresh for a long while and when the opportunity came to fuse our respective skillsets, it really was a no-brainer. The best in brand experience, events, and communications coming together with some of the most ambitious consumer campaign marketeers.”

Lee Harris, fresh CEO said “Building the plans with David, Peter, Laura and Valerie has been an inspiring and exciting step in our continued journey to be the world’s most trusted and creative partner for brand experiences. We’re looking forward to sharing their skills and knowledge with our clients as well as expanding The fresh Group into dynamic new creative territories with new clients.”

Overview of fresh   

The fresh Group is a leading global brand experience agency that has been delivering activations with their long-standing client partners since 2004. As an award-winning agency, they create amazing global brand experiences using joined-up thinking and a true partnership approach. Through brand activations, events, creative communications and now integrated marketing, they help brands connect with audiences, change perceptions and inspire action.
   
This approach has made them the trusted partner of some of the world’s biggest brands delivering global projects across a wide range of sectors including telecoms, tech, retail, FMCG, finance, automotive, education and the public sector.   

For more information, contact: david.roberts@freshemail.co.uk

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Experiential marketing agency TRO worked with BMW and MINI to create interactive and participatory brand experiences for automotive fans at Goodwood Revival 2024.

Held at the Goodwood Motor Circuit, West Sussex, from 6-8th September, Goodwood Revival is an immersive celebration of iconic cars and fashion, and the only automotive event to be staged in a period theme.

Each year, Goodwood Revival attracts hundreds of thousands of motorsport enthusiasts and aims to inspire them to rethink, repair, and re-wear through its theme, ‘Revive and Thrive’.

TRO brought the brands to life in this unique world, creating end-to-end experiences to help fans indulge in their passions.

BMW’s experience, ‘Racing Through Time’, focused on gamification, taking petrolheads back in time to a nostalgic arcade and multi-player game portal, challenging them to solve multiple tasks. From popcorn and gumball machines to tattoo studios, the experience offered various vintage delights and surprises. Attendees also had the opportunity to get hands-on with the new BMW i5 Touring and explore the latest in-car gaming technology.

At the MINI stand, car fans were immersed in a retro-style (and bubble-filled) laundrette, inspired by self-serve detergent stations from the 1940s-50s. The stand included various touchpoints, such as a scent booster station offering sweets, an iron-press transfer station for customer handkerchief giveaways, and the return of the fan-favorite spin-to-win machine. Washing machine drums were transformed into screens, showcasing MINI’s latest OLED display technology—playfully demonstrating the brand’s commitment to blending tradition with innovation.

“Goodwood Revival is an event like no other. It gives brands the opportunity to step away from traditional automotive marketing and into a unique, vintage world, with all the creative opportunity that comes with that. By harnessing the power of experiential marketing, we transported attendees back in time while simultaneously celebrating the future of the industry. This year’s event tapped into automotive passion through innovative and exciting experiences.”

Tara Allen M Grey, Head of Client Services

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A giant pink cat hologram surprises commuters at London Waterloo. The hologram shows HypnoCat, Recycle Your Electricals’ pink, fluffy mascot, playfully leaping out at commuters with his tail twitching and eyes swirling, giving commuters no other option than to be hypnotised into recycling their electricals by HypnoCat’s holographic eyes. 

The giant, 3 metre pink HypnoCat will be seen pouncing on commuters and mesmerising them with electrical items spiralling around him, highlighting the tech items that he wants everyone to recycle. The state of the art technology, provided by HyperGram, uses the latest holographic technology, without the need for a screen or glasses. 3-D objects float mid-air, ensuring that HypnoCat and his message are impossible to ignore. He’ll make recycling electricals unmissable for commuters, holiday goers and shoppers.

The HypnoCat hologram is being launched in the run-up to International E-Waste Day (October 14th), to encourage people across the UK to participate in The Great Cable Challenge. This nationwide campaign aims to address the millions of unused cables lying idle across homes by urging households, local authorities, retailers, schools and community projects to collectively recycle 1 million cables. Cables contain at least 20% copper and this precious material is lost forever when cables and other electricals are thrown away. Copper is an essential part of everyday items we take for granted, including our smart tech, transport, medical equipment and our green energy future.

“HypnoCat is out and about and  larger than ever before! Using incredible hologram technology in this unique visual way, we hope he will pawsuade many more people to take action and join us in our recycling efforts in the run up to International E-Waste Day.

“Almost all of us have those old, forgotten cables stashed away at home – I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken. But by recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste. The Great Cable Challenge is a simple way for everyone to make a big, collective difference – by recycling at least one cable. Most people will be surprised at just how easy it is to do.”

Scott Butler, Executive Director of Material Focus

As a nation of cat lovers, we all know that “cats rule” and this cat is no exception – he’ll be distracting commuters, and even a few dogs! With his tail twitching impatiently, and his voice booming, he’ll compete with essential train information. Commuters at Waterloo on 20th – 24th August will find HypnoCat in 3D underneath the big train time information board. 

It’s been a joy bringing to life Hypnocat which seemed incredibly fitting to what we were trying to achieve this year. We hope consumers around London have a really enjoyable experience and we look forward to the results of the campaign!”

Bailey Young, Director at DMG

How can you get involved in International E-Waste Day?

Anyone can participate in The Great Cable Challenge and take one small action to make a big difference. Simply bag up your cables – and any other old, unwanted electricals you find in your ‘drawer of doom’ – and visit Recycle Your Electricals’ postcode locator to find your local donation or recycling point.

Material Focus has created a campaign toolkit to enable local authorities, retailers, schools and community projects across the UK to take part in the challenge and help inspire people to recycle their old cables and other small electricals. If you would like more information then please email hello@materialfocus.org.uk.

Partners can either:

• Set up pop-up cable collections in offices, universities, schools and community halls, to make it as easy as possible for employees, students or residents to recycle their household electricals and cables. The toolkit includes a step-by-step guide for setting up your own pop-up collection point (for household electricals only, not business waste). 
  
• Help promote the campaign using Material Focus’ communication materials, and raise awareness of electrical waste and encourage individuals, and local communities, to take action.

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The campaign from Ogilvy PR working with Hopper sees Cadbury partner with First Bus to take families to the beach this Summer and marks the first major marketing investment in the Flake brand in over five years.

This summer Cadbury is bringing back the magic of a classic British seaside experience, with the launch of its Flake 99 bus service. In partnership with First Bus, the brand will offer a free pre-bookable bus service from major cities in the UK directly to the coast, giving families the chance to experience the joy of a beachside Flake 99 this Summer.

Developed by Ogilvy PR, with event production and management from Hopper, the campaign aims to reignite consumer love for the classic Cadbury Flake 99 ahead of peak summer season, reminding everyone “If it’s not Cadbury, it’s not a Flake 99’.

The launch of the 99 Bus follows research by Cadbury revealing that 7 in 10 parents rarely take their children to the beach, yet 94% wish they could spend more time on the coastline*. Accessibility, the high cost of travel and parking woes are cited as the biggest barriers preventing parents from enjoying those quintessential seaside experiences.

Families from Bradford and Leeds – where one in five and one in ten, respectively, rarely take a trip to the beach – will have the opportunity to enjoy a free ride to Bridlington Beach on the weekend of the 17^rd and 18^th August. Buses with iconic Cadbury branding will transport families to and from the coast.

A service will also run from London to Southend-on-Sea on 10^th and 11^th August after the study found that 59% of parents in the capital rarely take their children to the seaside despite its proximity. Upon arrival, families will be greeted with a complimentary Cadbury Flake 99 from a classic ice cream van, after 89% of Brits said that a trip to the British seaside is not complete without the classic treat.

The new campaign is inspired by the insight that an ice cream by the beach is a quintessential part of a British seaside visit and a fond childhood memory of many adults. However, today some children are missing out on these important shared family moments. In fact, the research revealed that eating a Flake 99 ice cream is considered the second most important thing to make up a perfect day at the British seaside, preceded only by paddling in the sea.

 “At Cadbury we’re all about spreading generosity and joy, especially as we celebrate our 200th anniversary this year,” says Olena Solodka, Brand Manager at Mondelez International. “We are thrilled to partner with Ogilvy PR and First Bus to give more families the chance to create the types of memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!”

Charlie Coney, Creative & Strategy Officer (UK and EMEA), Ogilvy adds, “I remember the first time I went to the beach and was given a Mr. Whippy, topped with a Cadbury Flake – it’s as British as Wimbledon or BBQing under an umbrella.  Sadly, many people have never been to the beach, and we thought this was a problem Cadbury and First Bus could definitely fix.  After all, Cadbury is an iconic British brand with generosity at its core – and we’re hoping this Summer we can create many more happy family memories”

The campaign, developed by Ogilvy PR in the UK, working with production agency Hopper, and integrated with Cadbury’s social agency, Elvis, will be amplified across the brand’s social media channels, encouraging consumers to book their free ride and share their seaside adventures.

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Live events and experiential experts TRO will be working with clients including BMW, MINI and Genesis to create a series of participatory brand experiences at the celebrated automotive event: Goodwood Festival of Speed.

Taking place at Goodwood Estate, West Sussex, from 11-14 July, Goodwood Festival of Speed (GFOS) is the largest celebration of motorsport and car culture, bringing together hundreds of thousands of motorsport enthusiasts every year. The theme for 2024 is ‘Horseless to Hybrid – Revolutions in Power’. GFOS said the theme aims to celebrate the evolution and advancement of the motoring industry.  

Reflecting this theme, TRO will be working with its clients to transform iconic areas such as The Orangery, Trackside and Stableyard into innovative and exciting experiences, from exclusive product launches and member perks, to live entertainment and special appearances.

At Trackside, BMW will be celebrating the duality of M, highlighting both race performance as well as street style and adventure by drawing on the energy of M car meets. Day one of the festival will see the highly anticipated world premiere of the all-new BMW M5, which enters its seventh generation with an electrified drive system for the first time. Other key product reveals throughout GFOS include the launch of the new BMW X3, BMW i5 Flow Nostokana and the BMW Concept Skytop. Stableyard will be a more tranquil experience, showcasing the joy of innovation by humanising the latest technologies and looking towards the future. 

“Our longstanding relationships with automotive clients have given us deep and unrivalled insights into the industry. As products and technologies evolve rapidly, competition intensifies.”

“We’re so pleased to be working with brands who truly understand the value of experiences. When invested in, they are most effective tool to help cut through an increasingly crowded market and create authentic, emotional connections with auto fans.

“Goodwood Festival of Speed is undoubtedly the pinnacle event for the automotive industry and community as a whole, and we can’t wait for visitors to experience what promise to be some of our most innovative and interactive experiences yet.”

Tara Allen M Grey, Director of Client Services, TRO

For MINI, the agency will deliver ‘MINISCAPE’, a playful and colourful world that brings together the new MINI family for the first time. The brand world will highlight MINI’s unique heritage, while telling the story of an optimistic future.

Genesis’ presence will focus on the showcase of its brand-new Magma range (G80 Magma Special, GV60 Magma Concept, GV80 Coupe Concept and X Gran Berlinetta Concept) which is inspired by a distinctly Korean design. The bright orange range will help transition the brand from luxury into luxury performance, as it combines experimental concepts with technological and aesthetic elements. 

Special appearances from the likes of the Duke of Richmond and former Belgian racing driver, Jackie Ickx, will also encourage fans to the stand. 

“We’re pleased to be partnering with TRO for our elevated presence at Goodwood this year. Genesis draws on rich Korean heritage and a warm sense of hospitality, and TRO has transformed The Orangery, a cherished and private space at Goodwood, into an exclusive and luxurious hospitality experience. TRO’s attention to detail and creativity have brought our vision to life, and we are excited to share the end result with Genesis fans.”

Joerg Poggenpohl, Head of Marketing and PR, Genesis Motor Europe

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