Leeds-based brand and creative consultancy, Propaganda, is launching a new consulting arm, Propaganda Agency, helping brands realise the opportunity to differently frame how we see mid-life and the years beyond. Propaganda has appointed brand strategist Claire Lowson to lead the new division.
As a Founding Partner of GenM, the menopause partner for brands, Propaganda’s new age-positive offering forms part of its commitment to changing the conversation around the menopause. Propaganda Agency will be the recommended brand support for GenM’s consulting division.
GenM launched last year and has so far signed up over 50 Partner brands including Co-op, Boots, Royal Mail, M&S and WW (formerly Weight Watchers), each pledging to do more to improve the menopausal experience. Building on its initial success, GenM is now launching a consulting division to support its brand Partners – connecting them with expert businesses who can help them adapt and shape their menopause offer. Propaganda Agency will work alongside this division, offering brand and marketing consultancy to GenM’s Partners.
Claire Lowson joins Propaganda to lead the new service. She brings extensive experience in brand strategy for clients including Kimberly Clark, GSK, Aviva and BT. Prior to that she was MD of TW Creative where she ran the RBS and Barclays accounts. She lectures on the Master of Design course at Ravensbourne University and oversaw the brand strategy and rebrand for Leeds Playhouse, formerly West Yorkshire Playhouse, where she is a Trustee.
With a recent IPA report showing that less than 5% of marketers aged 51+ are female, Propaganda is committed to addressing the lack of older women in the industry. Through recruitment strategies, new role creation and an active freelance base for seasoned talent, Propaganda is working to address this gap of female understanding, knowledge and talent in marketing.
Laura Kynaston, Managing Director at Propaganda says: “Through our work supporting GenM’s brand proposition and launch, we’ve developed a deep understanding of the mid-life audience. It is clear those experiences demand new and appropriate brand responses. Propaganda Agency will help brands change the way this market is represented in campaigns, product development and internal communications, better serving this audience and driving societal change.”
Claire says: “Many forget that the menopause transition (which starts in relative youth) kicks-off the most powerful phase of life yet. From corporate clients retaining senior talent, NPD creating a new market, or external campaigning for aspirational ageing, the societal and commercial benefits are obvious. As marketers, it’s time to colour in the decades beyond 40 and switch out the cult of youth for the cult of powerful ageing.”
Heather Jackson, co-founder of GenM says, “Normalising the conversation around the menopause, and ageing as a whole, is one of the most important things we can do to make a change. Together, GenM and Propaganda will support responsible and forward-thinking brands to play their part. The outstanding work we have delivered with Propaganda over the last year speaks for itself – strategically we couldn’t have asked for a better partner. GenM looks forward to what together we can deliver to drive real change to the change over the next important and impactful years ahead.”
Contact Claire to find out how your brand can influence ageing positively. For greater representation, relevance and commercial opportunity.
Contact: claire.lowson@propaganda.co.uk 0113 322 9660
Leeds-based brand consultancy agency, Propaganda, has created an inspiring new brand film for retail logistics specialists, Clipper Logistics. Launched to mark the brand’s 30th anniversary year, the film – titled ‘Enabling Retail’ – celebrates Clipper’s industry-leading retail proposition.
Blending live action with seamless CGI, the minute-long spot sees a digitally rendered version of Clipper’s iconic pegasus soaring across the world as consumers in every corner of the globe order items with ease and convenience. Representing an omnipresent guardian over retail, the winged horse connects retailers to consumers, villages to towns and cities to countries.
Demonstrating Clipper’s agility and reach, we see satisfied customers in futuristic cityscapes and the great outdoors alike, while the pegasus, an animal known for its speed, strength and reliability, remains an ever-present figure regardless of location.
Led by Propaganda’s creative team, the concept was developed by Lee Bennett and Oliver Meech – Creative Director and Head of Copy, respectively. The video elements were created by Manchester-based Chief Productions and directed by Mark Ingham.
Julian Kynaston, CEO of Propaganda, said, “We’re so proud of this work. A lot of blood, sweat and tears went into this film but the results speak for themselves. The team did a fantastic job at finding a novel, exciting and unique way to illustrate the amazing work that Clipper does. A huge well done to everyone who was involved on the project.”
Richard McMurrough, Director at Propaganda, said, “This film is a celebration of the transformative journey that Clipper has taken over the last 30 years to become a leading player in retail logistics. It perfectly captures and expresses their unique proposition of agility matched by ability, which has been central to how they have consistently innovated in their field and can now justifiably claim to ‘Enable Retail’.”
Having worked together for over a decade, this video is a product of Propaganda and Clipper’s 14-year shared history as the two brands have grown, evolved and developed over the years.
The full film can be watched here: https://twitter.com/ClipperPlc/status/1496824831882539010
Leeds-based brand consultancy Propaganda has partnered with infaant, a new children’s clothing brand, to develop its market and launch strategy. Created with the intention to inspire a sense of curiosity in children, infaant’s minimal yet child-friendly designs reflect themes about the world around us.
Pre-launch, Propaganda undertook its extensive Brand Discovery™ consultative process to identify ways to refine and amplify infaant’s messaging, before developing a take-to-market strategy. The brand creative and campaign launch was brought to life by Propaganda’s Creative Director Lee Bennett, who will be responsible for the continued creative delivery.
Crafted from organic cotton, infaant’s stylish and fun clothes are designed to provoke conversation on difficult topics, such as climate change, in a way that is accessible to children. The brand is unapologetic about this, aiming to stimulate inquisitive minds, rather than attempting to insulate young people from the issues that will affect their future.
Ryan Knight, founder of infaant, says: “infaant is about more than just clothes – we believe that the more knowledge we can impart on our kids today, the better chance we give them to make an impact on tomorrow. It was important to me to partner with a team that understood this vision.
“Having had a relationship with Propaganda for some time, I knew from the track record that it was the right choice to support infaant. The team’s expertise has been invaluable in the journey so far.”
Laura Kynaston, MD of Propaganda says: “Supporting brands with purpose and a desire to shake up the status quo has long been part of Propaganda’s DNA. We loved working with infaant to push the traditional codes of childrenwear to do something not only different, but that matters – appealing to an audience of parents looking beyond fast-fashion and seeking to grow their child’s understanding of the world. We’re looking forward to being part of the infaant journey and inspiring the free-thinkers of tomorrow ”.
Leeds-based strategic and creative brand consultancy, Propaganda has launched an advert campaign for leading garden building manufacturer and online retailer, Woodlands Home & Garden Group. Yorkshire-based Woodlands engaged Propaganda to develop a nationwide campaign to unveil a distinctive new look for its award-winning e-commerce brand, Tiger Sheds.
Propaganda created two national TV ads which are live across all ITV channels and the ITV Hub. The ads star a typical British family and Eric the Tiger – the face of the brand – brought to life through CGI. Featuring two separate stories with 30-second and 10-second versions of each, the adverts will air until June 2022.
Outdoor living has become increasingly popular over the last few years, with more homeowners than ever planning to update their garden spaces. Consumers are also becoming increasingly confident when it comes to shopping for garden buildings online, and it has become evident that both quality and choice is of utmost importance. The new campaign for Tiger responds to the overarching consumer need for more space, whether it be for gardening, storage, living, working, playing, for pets or even a workout. It embodies the spirit of allowing the consumer to find their own perfect space.
Created in collaboration with director Chris Cottam and Manchester-based creative agencies Chief Productions and Flipbook, the ads seamlessly blend live action with CGI. Oliver Meech, Head of Copy at Propaganda said, “We wanted to create a distinctive campaign for a category devoid of recognised brands. One that showcases the much-needed space that Tiger Sheds provide, reinforces their position as market leaders, and introduces their new tiger character, Eric.”
Ala Kowalczyk, Propaganda’s Design Director added, “Central to the creative execution was a recognition of the many strengths of the Tiger brand. Additionally we worked to recognise changing consumer behaviours and create content that would bring this to life in an engaging way.”
Woodlands’ Managing Director, Ged Lees, said, “We have a distinct message to offer consumers the choice they need – this is why we have invested significantly in printed brochures, digital marketing and not just one but two TV creatives, to make clear to consumers that Tiger has a building for whatever they require. Tiger can help find your perfect space.”
The adverts can be viewed at the links below: