TheMarketingblog

All about Morrisons, Indicia, Ian Stockley, Elmwood, Maxymiser, Nick Keating, Tele2, Little Big

Leading customer engagement agency Indicia has further signalled its intention for growth with the opening of a London office.

Based in Farringdon, the new office follows Indicia’s appointment to the Government’s Digital Marketing Services Roster in March and will serve as a base to help meet the growing needs of its expanding client base.

Ian Stockley, Managing Director, Indicia, comments, “The opening of a London office reflects the increasing level of business we’re seeing in the capital and represents an incredibly exciting time for the agency. We’ve seen great success in the past thirteen years and with clients increasing in profile now is the right time to invest in a space within the capital too.

“We’re fiercely proud of our Bristol heritage and we believe our budding UK network and customer engagement proposition will provide a valuable differentiation in a competitive marketplace.”

The award-winning digital, direct and social agency will remain headquartered in Bristol, with a third outpost in Edinburgh. Current clients include Nissan, Shop Direct Group, Tourism Ireland, Yorkshire Building Society, Carluccio’s, TGI Friday’s, Yo! Sushi, Glenmorangie, Heineken and Viking.

Indicia also recently bolstered its digital engagement offering with the acquisition of Top 100 digital agency Evolving, a specialist in web, email, search, social media and mobile marketing.

 

One of Europe’s leading telecom operators, offering mobile services, fixed broadband and telephony, data network services, cable TV and content services, Tele2, has selected Maxymiser, the global expert in testing, personalisation and cross channel optimisation, as its pan-European provider of A/B, multivariate testing (MVT) and online optimisation services.

Maxymiser will provide the technology and consultancy services to drive Tele2’s web optimisation strategy across 10 European countries – from Scandinavia to Holland, and emerging markets including Kazakhstan – to ensure that the customer experience in each region is as relevant and effective as possible, thereby increasing overall conversion numbers.

Prior to selecting Maxymiser as its optimisation partner, Tele2 had carried out some A/B and multivariate testing in some of its more advanced markets. However, insights were not always shared and the amount of resource available in the different countries varied significantly. Tele2 recognised that it needed a centrally coordinated and consistent approach to testing all aspects of its websites – from usability and infrastructure requirements, to content and offers – both to make each user experience as straightforward, engaging and relevant as possible, and to use the internal resource as effectively as possible.

Nick Keating, VP EMEA, Maxymiser, adds, “For any sizeable web business the easiest way to increase market size is to move into a new territory. But organisations need to minimise the risk and maximise effectiveness. We are very pleased to be working with a forward-thinking multinational organisation such as Tele2, who has recognised that by constantly testing and refining that country specific content, they can rapidly build upon online expertise and achieve the vision of cost effective international expansion.”

 

Morrisons has launched its new own brand baby range, Little Big, created by design agency Elmwood. The range provides parents with all the products they need to care for their baby including nappies, wipes and toiletries.

Elmwood worked closely with Morrisons to deliver Little Big, which launches in stores throughout June. The new brand will help position the supermarket as a credible baby destination by offering products that will help parents through the different stages of a baby’s development.

With the objective of connecting with second time parents on an emotional and functional level, the design takes a friendly, empathetic approach to parenting, understanding that it’s all about the little things.

Working with the idea of every day experiences between baby and parent, Elmwood has created a unique and iconic design. The packaging, which features soft elephant illustrations, creates a recognisable and emotive brand with broad market appeal and the photographic element on the nappies is key, not only to aid product navigation, but also to convey the brand message. The design also hints at both the humour and frustrations that parenting can bring.

Elmwood Account Manager Kelly Broomhead said: “This has been a fantastic project and is part of our growing relationship with Morrisons. People have a very trusting relationship with the supermarket and it is the perfect place to supply them with all their baby needs from new-born onwards.”

Jodene Rogers, Senior Brand Manager from Morrisons said: “We are delighted to be rolling out Little Big across our stores to help firm our position as a leading and trusted brand for mothers and babies. Elmwood has helped us create a highly credible and easily recognisable own-brand across the baby category.”

Elmwood’s Little Big concept has been rolled out across all product packaging, POS and online.

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