Marketing Gazette Deal Roundup, April 2020


Client wins


Video game publisher 2K has hired partner marketing specialist BRIDGE to promote several of its leading franchises, including NBA 2KWWE 2K and Borderlands, across EMEA throughout 2020/21 following a competitive pitch process.

As an award-winning partnership marketing and activation agency, BRIDGE will source and secure influential brand partners across the region, with creative opportunities including in-game integration, brand collaboration and sponsorship. In addition, BRIDGE will use its bespoke brand matcher software, alongside AI-powered insight and research tools, to meet 2K’s needs for best-in-class brand partnerships. The agency is retained by several major studios and entertainment rights holders to negotiate and deliver partnership campaigns.

CEO Rich Barnes said: “NBA 2K, WWE 2K and Borderlands are three of the best-selling video game franchises on the market, each bringing vast opportunity for unique, integrated partnerships that will engage customers and grow brand loyalty. We want to begin conversations with brands that are seeking to align themselves with a premier publisher and gain access to vast global audiences.”

Octopus Group

B2B tech marketing agency Octopus Group has been chosen to support Yapily with its UK and European PR. Yapily is a fast-growth fintech focused on simplifying the creation of new Open Banking-based products and services.

Octopus Group will help Yapily build awareness and engagement with core audience groups in the UK, Europe and beyond, as Open Banking and other PSD2-like initiatives gain momentum globally.

Jade Thomas, head of marketing at Yapily, said: “After a successful year in 2019, we plan to grow even faster, strengthening our customer base in the UK, before rapidly expanding into new territories. Working with Octopus Group, we know we have an agency with proven experience of working with fast-growth fintechs, building creative communications and marketing campaigns that cut through the noise in a very competitive industry.”

The account will be led by MD Pete Hendrick, client director Toby Brown and account director Jack Ferris.

Hendrick said: “The next few years will see huge growth in Open Banking initiatives as the opportunities presented by payments come to the fore and Open Finance starts to become a reality. We’ll take advantage of this to drive awareness of Yapily and how its platform simplifies the creation of new great new financial products and services.”


change ++ , a Business Intelligence (BI) system development provider, has selected Resonates, a UK-based PR agency for innovators, to raise the profile of its extensive performance management portfolio.

As part of the campaign, Resonates will raise awareness of the company’s performance management expertise in the hospitality and leisure sector showcasing its work with Premier Inn, Travelodge and Welcome Break amongst other well-known brands. Resonates will also promote change ++ growing presence in outsourced services and manufacturing where the company provides support on database design, self-service analytics and business reporting.

Resonates is said to have been appointed due to its “experience and proven track record of developing successful marketing, PR, content and digital campaigns” for clients operating in the technology sector.

Andy Best, MD for change ++, said: “We needed an agency to help us not only promote our expertise, but shift our perception in the market from being seen as solely operating in hospitality and leisure, to experts in outsourced services and manufacturing as well. We want the market to know we can do more than self-service analytics and business reporting. change ++ can automate manual processes working in partnership with our clients to deliver greater business efficiencies.”

The integrated marketing and PR campaign includes creating website content, thought leadership, media relations and overall lead generation. It seeks to reinforce change ++ standing as a problem solver in the industry and communicate the benefits of the company’s breadth of services to Chief Technology Officers, Chief Data Officers and anyone in a company who is faced with data overload and wants actionable insight.

Andrea Wilcox, MD at Resonates, said: “We’re looking forward to helping change ++ raise awareness of the great consultancy and innovative work they do. We have a lot of experience working with passionate technology innovators and are confident that this experience, combined with our commitment to achieving and exceeding targets, will help Change ++ elevate their profile within the market.”

Episerver logoOrganic

Digital agency Organic has been appointed by Swedish- and US-based digital experience platform provider, Episerver, to work on a number of projects, kicking off with the creation of a brand awareness campaign.

The global campaign, aimed at senior decision makers in the B2B space, will roll out through paid display, organic and paid social, sales collateral and ABM. The project aims to increase awareness of Episerver within its target audiences of key buyer and decision maker groups across multiple sectors, whilst also ensuring the brand’s unique offerings of speed, innovation and customer service shines through.

The technology provided by Episerver empowers marketers and merchandisers to create and deliver digital experiences, including content management, commerce, data and personalisation tools.

Ben Scoggins, MD at Organic, said: “The team at Organic is thrilled to have the opportunity to work with Episerver, they’re an ambitious global brand who appreciate great work and they exhibit a collaborative way of working which aligns well with us. We look forward to supporting their digital activity across other areas of their business in the coming months.”

Andrew Davies, head of brand and digital at Episerver, said: “When looking for an agency partner, we needed a team who not only understand the brand and the issues we face, but who also understand the velocity with which we need to move. Organic have been a fantastic choice and have really delivered.”


The fast-growing digital platform for small-holder farmers Wefarm, has appointed BMB, independent London-based creative agency, to update their brand and reflect its mission to facilitate the success of the small-scale farming community.

BMB’s brief is to update the Wefarm brand to reflect its vision: For every small-scale farmer to be able to connect with the people and resources they need to achieve their full economic potential.

Today, Wefarm is empowering over two million platform members to know more, buy smarter and sell better – enabling them to gain a fairer position in the global economics of the supply chains they participate in. The small-scale farming community has often been disconnected from this opportunity as hundreds of millions of farmers are disconnected from the internet, something that Wefarm is solving by making its platform accessible even via SMS – so all farmers can join and benefit from the advantages of a well-connected community.

Alex Sonnenberg, Wefarm VP of Growth, said: “As Wefarm enters the next stage of its growth, we wanted an agency partner who could bring that vision to life for our community.”

David Bain, Founding Partner of BMB, said: “Wefarm are an incredibly exciting and ambitious business. Farming is mankind’s oldest route to prosperity, so we are incredibly proud to help Wefarm bring the possibilities of technology to empower small-holder farmers everywhere.”

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