The Future of Mobile

Pitch Perfect: Public Health England, McDonald’s, Mini, Swarovski, Asics, Royal Enfield

Alex Spencer

Pitch Perfect is our fortnightly update on all the latest client wins in the marketing industry.


 Public Health England/Ogilvy UK

Ogilvy UK has won the brief for a Public Health England digital campaign around sexual health over the festive season.

The campaign is aiming to encourage 16-21 year olds to use condoms at a time of year with an increase in sexual activity. It’s an issue which was last addressed in a 2009 TV campaign.

According to Campaign, Ogilvy beat out six agencies for the brief, including Mother and Lucky Generals.

The campaign is part of Public Health England’s recently unveiled three-year marketing strategy.



McDonald’s has appointed IPG’s Huge to handle global digital design and user experience work, reportedly beating Accenture’s Fjord to the brief, according to Ad Week.

Huge will work together with the brand’s in-house digital team on strategic and creative elements of its customer experience, including apps, web and in-store.

It’s a big deal for Huge, which is planning to open its first Chicago office following the partnership.

McDonald’s made its last major digital appointment in August, naming Publicis Sapient and Capgemini for a multi-year ‘digital innovation’ initiative.


Mini/360i, Pereira & O’Dell and Merkle

BMW Group automotive brand Mini USA has named 360i as its new for digital, social media and CRM, with support from data specialists Merkle. Pereira & O’Dell has also been appointed as Mini’s creative agency.

“The world has changed dramatically since we last reviewed our agency partners. Our new agencies demonstrated throughout the pitch process that they are incredibly talented, creative, highly collaborative organizations that are built for today’s consumer landscape,” said Patrick McKenna, head of brand communications for Mini.

The appointments are the conclusion of a creative agency review conducted by Mini with assistance from The Burnett Collective.

Interpublic’s Universal McCann will continue to serve as the brand’s media planning and buying agency through an existing contract.



Financial technology firm Wirecard has added Swarovski Crystal Worlds to its portfolio of clients.

The partnership will see the Chinese mobile payment solution Alipay integrated into the till systems at Swarovski’s Crystal Worlds stores using Wirecard’s Alipay Barcode Payment technology.

“Among Chinese tourists, Swarovski is one of the best-known European brands,” said Rita Liu, head of Alipay EMEA. “Accepting Alipay will definitely offer Chinese customers an even better shopping experience as the Discovery platform leads users to nearby Swarovski stores and the payment process is as convenient abroad as it is in China.”


Asics/Saatchi & Saatchi

Sports equipment brand Asics has named Saatchi & Saatchi as its global creative agency of record.

The appointment comes as Asics begins a brand repositioning process, under the new ‘I Move Me’ banner.

“Asics was founded on the promise to get people moving for a better future. We are thrilled to bring that unique purpose to life with ‘I Move Me’ for years to come,” said Paul Miles, senior general manager of Asics’ global marketing division. “In Saatchi & Saatchi, we have found an outstanding creative and strategic partner to help define this message, inspire more people to embrace a physically active lifestyle and carry Asics into the future.”


Royal Enfield/DDB Mudra

DDB Mudra Group, part of the Omnicom/DDB Worldwide Group, has landed a brief from Indian motorcycle company Royal Enfield.

A multidisciplinary team from DDB’s Delhi office will collaborate with Royal Enfield’s own marketing and content team on future projects.

“As Royal Enfield moves into the next phase of its global foray, we are always looking for partners who understand our purpose and will help us build the brand,” said Chandan Jha, head of brand strategy at Royal Enfield. “The DDB team brought in a differentiated strategy and demonstrated digital-enabled creative thinking. We look forward to a fruitful partnership.”