Ad agencies often tell their clients, that advertising in a downturn increases market share. However, few agencies take their own advice. UKAEG member, LONDON Advertising has launched a major campaign with 10 TV ads, starring Helen Mirren and Liam Neeson, on 9,000 spots on Sky News. The TV is supported by super-premium digital posters across Ocean Outdoor’s UK portfolio, and LinkedIn.
Michael Moszynski, Founder and CEO said: “Our campaign, launching on the first working day after the easing of Lockdown, is a call to arms to all businesses to get Britain going again. We believe in ‘by example shalt thou lead’ and that we all have a duty to help rebuild our economy.”
As we could not do live shoots, Alan Jarvie, the agency’s Founder and Creative Director choose to use an approach that is focused on typography. But he also wanted to demonstrate what London Advertising believe are essential in all advertising. “A great sin of the industry is that ads that are remembered and correctly attributed to the advertiser has slumped to just 8% – that means 92% of the media spend behind all campaigns is wasted. Our campaign demonstrates the three criteria we believe work must satisfy to be effective: Is it simple? Does it stand out? Can you remember who it’s for? A lot of advertising fails to do one, two or all three of these things.”
This is not the first time, London Advertising has lead by example, “We named our company ‘LONDON’ Advertising as we recognized from having run offices for the Saatchi Brothers all over the world, that overseas clients saw London as the best place for international creativity. When we launched in 2008, we also recognized that you do not need a network of offices to deliver international campaigns. So, we designed our agency to be wholly global from day one, using the internet to transform all the back-office processes. Since then we have from our one London office created and supplied work that has appeared in more countries than WPP has offices. Our whole model is predicated on working remotely which is why we have been able to create work that is culturally relevant and motivating to consumers in over 130 countries. We embraced the internet to transform the supply chain of our industry so our agency, with one office in London, could work in any language, any media and any market in the world.”
Michael Moszynski, CEO, London Advertising was also interviewed on Sky News this week which you can view here https://vimeo.com/435741938