News & Views

All the votes have now been cast for the Masters of Marketing’s Brand of the Year award. The winner, which will be announced at The Festival of Marketing this October, will be the brand who over the last year has set new industry standards when it comes to creativity, innovation and effectiveness. So while we’re waiting to hear who picks up the gong, the Dino Team has sifted through the contenders and picked out their very own favourite trailblazers.

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Frank Fenten - Head of Digital

No-one saw it coming. 

When Theresa May called an election in April 2017, it looked like a hopelessly unequal contest. On one side, you had the beleaguered leader of a divided party with no major donors and very few media allies. On the other, an experienced former home secretary, leading a party whose coffers were bulging and enjoying devoted support from four of the five top-selling newspapers in the UK. It was meant to be a rout. 

Instead, Labour bust a phoenix move. It rose from the ashes to overturn the Conservatives’ huge 25-point poll lead and very nearly ousted Theresa May from Number 10.

So how did they do it?

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When Oscar season approaches, if there’s a film about war, race or sexuality, it’s pretty much a shoe-in for a gong. When it comes to D&AD pencils, the winners are usually big budget charity or public awareness campaigns. This year was no exception. That’s not to say the work wasn’t brilliant, of course. Just as Moonlight earned its academy plaudits, Channel 4’s Superhumans and Clemendger’s Meet Graham rightly deserve their black pencils.

But what about those winners that perhaps you might have missed? Those creative advertising campaigns driven by beautiful ideas and supreme craft that are busy being amazing quietly in the background. Here are our Creative Directors Dan and Lins’s pick of the pencils.

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Last Christmas, an excited customer bounced into Chipping Norton Co-op and told staff ‘I want everything on this page!’. They were holding a copy of the store’s promotional newspaper, pointing to the central food spread. It was just the reaction the Midcounties Co-op store was hoping for.

Easter is another opportunity for Midcounties Co-op’s flagship stores to inspire and delight. As they invite their customers to join them on a four-day flavour adventure over the bank holiday weekend, we show you how Dinosaur helped bring it to life. (more…)

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As well as being big business, holidays are a big deal. We spend hours poring over locations, setting budgets, daydreaming. Expectations are always high. Your hotel experience can make or break your holiday – and social media provides the perfect opportunity to share the good, the bad and the faulty aircon. In response, hotels have had to evolve sophisticated customer service strategies. But the real trailblazers are the brands who have harnessed the potential of social shareability to tell their stories. Doing their brand building on social media shifts the conversation away from the everyday and into the aspirational.

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It’s an awkward fact of life on social that you are ever only one post away from trashing years of careful brand-building. With United, Pepsi, Donald Trump and many others in the news recently for getting it badly wrong, we’ve been looking at moments where it all went bad. (more…)

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NEWS RELEASE

SEPTEMBER 2016

This autumn Metrolink welcomed passengers back to the city centre following engineering works to the newly regenerated St Peter’s Square stop and the second city centre crossing.

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From buying suggestions on Amazon, to setting up alerts on Skyscanner, the increasing ability of brands to personalise our online experiences, content, product and service offers is raising consumer expectations throughout the whole purchasing process with personalised and segmented marketing strategies. (more…)

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Following on from the successful launch of the ‘Good To Be Different’ campaign and fee-free Everyday Rewards scheme, The Co-operative Bank we’re looking to ramp up their activity and convince even more customers to make the switch to their current account.

And what better way to get people’s attention than a big cash incentive.

To support the new incentive, we produced a tactical advertising campaign across posters and press that, quite literally, put the Bank’s £150 switching offer up in lights all across the UK.

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NEWS RELEASE                                                                                

FEBRUARY 2016

In the run up to Fairtrade Fortnight, integrated creative communications agency Dinosaur helped The Co-operative Food grow Fairtrade stories showcasing the positive effects their commitment to Fairtrade has on communities all over the globe.

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As our appetite for life online continues to grow, so does the amount of digital advertising we ingest on a daily basis. Some of it’s good, a lot of it’s bad, most of it is unwelcome.

 

As a result, more and more of us are turning to ad blocking software to turn down the noise of a cluttered digital landscape. With Apple now joining the block party, the software that was once a minor concern for the advertising industry is now causing full-scale panic.

 

Is this the end of digital advertising as we know it… or is the answer to our problem staring us in the face?

 

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Mobile strategy that meets the customer where they are Canadian hockey great Wayne Gretzky once described his success by saying, “I don’t skate to where the puck is, I skate to where it’s going to be.” With greater numbers of UK consumers armed with smartphones and tablets, today’s customers are a lot like that hockey puck – moving at high speeds from one destination to the other, never static for long enough to take a good look at them.

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After a competitive pitch, we’re delighted to announce that we’ve been appointed as the lead creative marketing agency by The Gym Group, pioneers of the budget gym sector in the UK.

 

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The importance of emotion in driving purchase

 

The question of how a brand or product can drive emotional bonds with today’s consumer is a challenge many are facing.

 

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