Magazine article Marketing

Marketing Agency of the Year 2012: Experiential Agency of the Year - Best of the Rest

Magazine article Marketing

Marketing Agency of the Year 2012: Experiential Agency of the Year - Best of the Rest

Article excerpt

Ignite, a high-flying independent experiential agency, was commended by the judges for its strong performance.

The agency increased its gross profitability and opened its first overseas office in Miami, while launching a London-focused website Ignite added six clients this year, which included EDF Energy, Sky, Intel and Tesco.

In a year of firsts for Ignite, it created what it claims is the world's first social-media-driven light show for EDF and the biggest-ever grass-roots marketing activity outside North America for the NBA (National Basketball Association).

The EDF work will be familiar to Londoners who travelled past the London Eye at the right time - it was the platform Ignite used for its social-driven 'Energy of the Nation' lightshow that turned online conversations about the Olympics into colours on the wheel. According to Ignite, the activity made EDF the 'most-recognised' domestic Olympic sponsor.

iD Experiential was highly commended for its year, recording a pounds 12.7m turnover and 101% year-on-year growth. The agency pulled in five new clients, including make-up brand Benefit, Marks & Spencer, and Reckitt Benckiser, totalling pounds 2m worth of new business, and climbed up Marketing's experiential league tables from 12th place to fourth.

Notable campaigns included its work for Volkswagen, which aimed to overcome consumer reluctance to visit dealerships and give them a first-hand physical experience of a car; and for Revlon, which aimed to drive sales of its Grow Luscious Plumping Mascara and its Just Bitten Lip Tint. …

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