BCL wins brief to work on Colgate’s Max range

Colgate-Palmolive has appointed Billington Cartmell (BCL) to its agency roster with a brief to work on its Max toothpaste range.

Most of Colgate’s marketing goes through above-the-line agency Rainey Kelly Campbell Roalfe/Y&R. BCL will be working on brand strategy as well as below-the-line projects.

A Colgate spokeswoman confirmed BCL had been appointed to its marketing roster and that the agency would be working on upcoming projects.

The Max product range consists of brushes and toothpaste containing “cooling crystals” and is aimed predominantly at a youth audience.

Brand Republic April 2008

Lucozade to give Gym-Goers a Boost

Lucozade Hydro Active is launching an exercise program aimed at encouraging people to stay active during the winter months. The campaign aims to target gym-goers who take up exercise in the New Year, but lose motivation once the initial enthusiasm wears off.

The Lucozade Hydro Active Virtual Trainer, has been created by integrated agency Billington Cartmell (BCL) in partnership with FitPro and music by DJ, Nicky Holloway.

The workouts are free and are available on the GlaxoSmithKline brand’s new fitness site www.lucozade.com/fitness.

It is being supported by an integrated campaign, which includes online, specialist press advertising, on-pack communication and point of sale material within gyms.

Marketing Week 29th January 2008

Sales Promotion Agency of the Year

ISP Agency of the Year 2007

Billington Cartmell’s consistent performance is particularly noteworthy given its size. It is often difficult for bigger, longer-established industry stalwarts to demonstrate significant growth, but the agency has achieved a 35% uplift in gross income over the past two years. This is equally attributable to organic growth and new business wins, such as the direct acccount for supermarket Morrisons. It perfomed well on the awards circuit, too, winning two golds, two silvers, two bronzes and Promotional Marketing Agency of the Year at the ISP Awards.

Our judges described the agency as ‘a class act in the sector’ and ‘a very professional outfit’, delivering reliable, good creative output.

Marketing, 12th December 2007

Closer brings Plasma to life for Panasonic

Panasonic is bringing to life the above-the-line campaign for its Viera plasma TV range with an experiential drive freaturing a prize draw.

Closer, the experiential agency within Billington Cartmell, is taking an interactive stand to the UK’s biggest shopping centres to showcase the range and to support TV advertising. It is divided into four sectors, each depicting a different area to engage the twin target markets of families and men aged 25 to 45.

Closer group account director Leyton Ede said: “The Viera Plasma Roadshow, supported with above-the-line advertising, will engage, entertain and educate consumers who may relate to some, or all, of the different zones.”

BCL gives music downloads the Lynx effect

Lynx put a digital music store and promotion at the centre of its 2007 Christmas campaign.

The Unilever brand offered five free downloads from a selection of 50 tracks by Universal Music artists, including Amy Winehouse, The Killers and Razorlight, on Lynx twin-packs sold at Boots in the run-up to Christmas.

According to Marco Gazzelloni, account director at Unilever’s integrated marketing agency Billington Cartmell, “We’re using music to reach 18 year olds but in a format they understand. Our customers place a mental value on a music download, which makes the whole gift-pack offering very appealing.”

The promotion was advertised online, in-store and on-pack.

nma.co.uk 29th November 2007

BCL launches pocket-sized magazine for Talk to Frank

Talk to Frank, the Government drugs campaign, has launched a pocket-sized magazine in partnership with 20th Century Fox, MySpace and CD WOW!

The fold-out magazine, which launched on February 29th, is called The Score and targets 11 to 16 year olds. It was distributed through the Frank information bus, which tours schools, as well as in youth clubs, through street teams and offline partners. It had a print run of 300,000, and is also available to download.

Billington Cartmell, the integrated marketing agency which created the campaign, says its partners were chosen ‘to resonate with the youth market.

Robin Shelley, senior account manager at Billington Cartmell, says: “This is the biggest individual piece of activity we have created for Frank, and it really allows us to talk to young people on their terms.”

Marketing Week 28th February 2008

Billington Cartmell gives Splenda® ‘Passport to a Sweeter Holiday’

Billington Cartmell launches new integrated promotional marketing drive for SPLENDA®.

The Campaign, which includes the brand’s first ever UK on-pack promotion, is built around a holiday theme using the line ‘Passport to a sweeter holiday’, with a pink passport execution and a distinctive illustrative style. As well as devising and developing the promotion, we created press and digital advertising, in-store support and built a dedicated microsite (www.splenda.co.uk/holidays). The press ads will run in women’s weekly and monthly magazines, Sunday supplements, general interest magazines and specialist titles throughout June and July.

The drive, in conjunction with Aztec Marketing and ABTA travel agent Apollo Travel Direct, runs across 900,000 SPLENDA® granulated and tablet packs, with a special promotional code. When consumers enter their codes on the dedicated microsite, they can redeem a voucher offering £100 off a large selection of Apollo Travel Direct Holidays. In addition, there is a prize draw for a £10,000 tailor-made dream holiday.

Digital banners and skyscrapers will also target SPLENDA®’s core customer base of women aged over 35 who want lower calorie sweet treats.