Get to know our Accelerator agencies - February 2021

A Q&A with some of the members of the IPA's Accelerator community.

The IPA Accelerator scheme is designed to give up-and-coming agencies some guidance, help and inspiration as they grow their businesses. Here, we meet some of the newest members of the IPA Accelerator community.

Meet the agencies

    SevenSix Agency

    sevensixagency.com

    Describe your agency in a photo.

    SevenSix Q&A.jpg

    We are ALWAYS laughing!

    Describe your agency in five words.

    Black women breaking industry norms.

    Which piece of work are you most proud of?

    We're proud of so many campaigns we've put together but I would say the trial we did last year with Greenpeace which was their first step into influencer marketing outside of celebrity influencers! We worked with a roster of people of colour who created content about the Forest Fires, Factory Farms and Fast Food campaign, starting a conversation on their feed about the issue and leading people to sign Greenpeace’s petition in their stories.

    What’s been the most challenging/interesting campaign you have worked on?

    We worked on an incredible campaign in the summer with Badoo to highlight and help educate their audience around the Black Lives Matter movement. We would love to do something like this again, it was so interesting and the entire team got involved. I'm also extremely proud of this one as it spanned 4 countries.

    What’s the most important thing to your agency?

    Authentic and sustainable representation.

    What does the future of advertising look like to you?

    Well rounded, tokenism free and ACCESSIBLE opportunity for all minority groups

    What industry issue is keeping you up at night?

    The lack of black and brown people in the advertising industry. Ideally, advertising should be an accurate reflection of society, so we should see different faces in and behind campaigns.

    Advertising is…

    ...one of the most powerful ways to change mindsets

    Advertising can…

    ...breakdown barriers

    What do you hope to get out of being an Accelerator?

    We strive to become the go-to agency for inclusive marketing campaigns and, as a start-up, having the IPA’s support and guidance will give us the boost we need to get there.

    Absolutely Advertising

    absolutelyadvertising.com

    Describe your agency in a photo.

    Absolutely Advertising Q&A.png

    This is a photo from our office wall which outlines the four pillars of Absolutely Advertising & Absolutely Health. Confident, creative, curious, connected. This was hand drawn by our talented illustrator, Emily.

    Describe your agency in five words.

    A Team of Big Believers.

    Which piece of work are you most proud of?

    The most recent piece of work we are most proud of is working with our global clinical research client, and a leading pharmaceutical company to reach consumers via an integrated media campaign to help bring a Covid Vaccine to market.

    What’s been the most challenging/interesting campaign you have worked on?

    We find most of our client campaigns ‘interesting’ as we are a full-service Agency and our client base is quite broad. We 'challenge' ourselves as a team every day and we share our market knowledge and experience to excel in all we do for every one of our clients

    What’s the most important thing to your agency?

    We’re open, we’re hands-on and we’re tireless in our pursuit of first-class client service. Whether it’s building brands, generating awareness or driving online sales – we go about working with all of our clients in a collaborative and accountable way.

    What does the future of advertising look like to you?

    AI, AR and VR at scale!

    What industry issue is keeping you up at night?

    The lack of inclusion and diversity that unfortunately, still exists throughout our industry.

    Advertising is…

    ...a power that can connect us all and that can be used in a conscious and sustainable way.

    Advertising can…

    ...and should make a difference.

    What do you hope to get out of being an Accelerator?

    We are excited to become an Accelerator Agency with the IPA. We hope to learn, to network and to grow alongside other affiliated Agencies.

    One Day Agency

    onedayagency.co.uk

    Describe your agency in a photo.

    One Day Agency Q&A.jpg

    Describe your agency in five words.

    We don’t behave like one.

    Which piece of work are you most proud of?

    Part of our DNA is to unite all disciplines to solve a problem: from creative concept to technical implementation. A good example of this is when we took a very traditional approach to lead generation in the bathroom renovation business and transformed it into one of the most engaging campaigns we’ve ever seen, generating high-quality leads and business. We leveraged storytelling through video and motion graphics, and Facebook Messenger, to ask consumers to take pictures and videos of their bathrooms and send them effortlessly through the Messenger App to our client’s inbox. A bold move for the industry! Our client’s sales team would then start a dialogue, and not a sales process, with ideas and improvement suggestions even before collecting user data. Great results!

    What’s been the most challenging/interesting campaign you have worked on?

    With the 2020/21 pandemic, a lot of our e-commerce clients, especially fashion, were forced into an abrupt marketing pivot as consumer habits massively changed. This was both the most challenging and interesting time for our agency. What is known today was really not known at all in the leading moments of the first lockdown. Some of the interesting ways we tackled the challenge was to monitor and apply market intent to paid social strategies. Or in other words, monitor in near real-time what consumers were searching for (want) and adjusting all marketing strategies to meet the demand.

    What’s the most important thing to your agency?

    A good challenge.

    What does the future of advertising look like to you?

    Today we mostly use third-party data and an "audience" mindset to reach to potential buyers. In a not very long distant future, first-party data will absolutely take off. And we’re not talking about emails or names. We are talking about all the end-to-end behaviours from website, app, purchased products, and much, much more, for 100% personalisation. From creative to message.

    What industry issue is keeping you up at night?

    Issues? What issues?!

    Advertising is…

    …more than ever, a dialogue.

    Advertising can…

    …be transformational both for the individual and advertiser.

    What do you hope to get out of being an Accelerator?

    To take part of this exciting industry, get leading research, protection and support!

    Rainmaker Advertising

    rainmakeradvertising.co.uk

    Describe your agency in a photo.

    rainmaker radio.jpg

    Radio & Audio is at the heart of our Agency, it’s what we know inside and out and a platform we love and trust!

    Describe your agency in five words.

    Straight talking, honest, effective advertising!

    Which piece of work are you most proud of?

    Our clients are a "Force for Good" covering various sectors including Fitness, Health care, Nutrition or just good old-fashioned FUN and I’m very proud of the work we do to improve quality of life. Our first client was the launch of Puregym, as the lead offline agency from their start in 2010 we launched 140 gyms across the UK and delivered some outstanding results generating over 700K gym members and hitting No 1 status in 5 years. Although the numbers are impressive, I’m particularly proud to have been a part of the team to bring affordable gym membership and fitness to the UK

    What’s been the most challenging/interesting campaign you have worked on?

    Campaigns that require in-depth sector learning and a shift in thinking. We have been working with Team Sport Karting repositioning their offer to more frequent use rather than special occasions. We focused our marketing efforts on the wider leisure market and driving awareness of the fun and competitive elements of karting which appeals to the family audience.

    What’s the most important thing to your agency?

    Earning the right to work with clients at a strategic level to fully understand their business model and objectives so we can build the brand and maximise marketing investment.

    What does the future of advertising look like to you?

    Brands will find it difficult to deliver growth without adjusting and testing new approaches and technologies, advances will continue to shape consumer behaviour opening up new opportunities to deliver less intrusive highly relevant adverting that adds value.

    What industry issue is keeping you up at night?

    Attribution modelling - last touch is still steering budgets into a level of granularity that does not build brands

    Advertising is…

    ...what you do when you can’t talk to everyone personally.

    Advertising can…

    ...help people find a solution to a problem and make them feel good about it.

    What do you hope to get out of being an Accelerator?

    We have been working (under the radar) for 10 years and it’s easy to become complacent, blinkered almost! Joining the IPA will help us to broaden our perspective and positioning within the advertising community, linking into the shared knowledge of the industry and using the resources of the IPA will be enriching and improve our service to clients.

    Skin Communications

    skincomms.com

    Describe your agency in a photo.

    Magnifying glass and logo.png

    Describe your agency in five words.

    Passionate, Results-driven, Unconventional, Punk

    What’s the most important thing to your agency?

    Creative media solutions that get 'under the skin' of our clients’ target audiences.

    What does the future of advertising look like to you?

    A powerful and potential force for positive change and good

    What industry issue is keeping you up at night?

    An over-reliance on data and logical thinking killing the golden goose of creativity

    Advertising is...

    ...essential for any successful business.

    Advertising can...

    ...influence, persuade, change hearts and minds, help business succeed and in the much bigger picture…build a better and fairer world.

    What do you hope to get out of being an Accelerator?

    The opportunity to network, collaborate, learn, contribute and grow as a business.

    Find out more about the IPA Accelerator Programme

     

    Last updated 10 March 2021