By Yelena Gaufman, Strategy Partner. With Breast Cancer Awareness month behind us for another year, it feels like a good time to look at one of the major obstacles preventing early diagnosis. According to behavioral research conducted by U.K.-based breast cancer charity Coppafeel and creative agency Common Collective, the No. 1 barrier to breast self-exams is body shame. Here […]
We’ve appointed two creative teams as the business expands. These are Dave Billing’s first appointments to the Fold7 creative department since he took up the role of Executive Creative Director in September. Esin Huseyin and Davide Mauroni join from VaynerMedia London. While D&AD New Blood winners, Dan Burkitt and Jacob de Figueiredo, come fresh from […]
We’re proud winners of System1’s Ad of The Week and Top 5 performer for ‘The Seal,’ our advert for Carlsberg, promoting their partnership with WWF . The research showed it at as a Top 5 for the entire alcoholic drinks category, with a whopping 4.9 Stars! It was also one of the best-performing ads in […]
By Marc Nohr, Miroma Agencies Group CEO, Chairman Fold7, Chairman IPA Commercial Group The storm clouds are gathering once more. For many, understandably worried about their jobs and businesses, the cautious optimism of late summer as we planned our return to ‘normal’ working life, has dimmed a little. Entering another indefinite period of suspended animation, wearied […]
By Marc Nohr, Chairman We have incredible talent in the world of advertising. But we don’t always take care of it – and that includes ourselves. One of the main reasons for this is that we work in a high-pressure service industry, with a long-hours culture. When I founded my first agency, Kitcatt Nohr, I was […]
By Yelena Gaufman, Strategy Partner Jingles aren’t cool. But boy do they work. In fact, as you’re reading this, one or two probably just popped into your head. Maybe even more. Maybe even a lot more. Maybe even for a random brand that you don’t buy, and never will buy – with no other claim […]
By Yelena Gaufman, Strategy Partner In December the Advertising Standards Authority (ASA) moved to ban gender stereotypes in advertising. While the representation of women in advertising was rightly covered, it also offered crucial guidance on the depiction of men. Specifically, it called out instances where a man is shown putting his feet up while a […]
By Marc Nohr, CEO. 2018 didn’t do much for adland’s optimism. The year ended with news headlines dominated by Brexit paralysis, the slide in global equities and a wider economic slowdown, while adland reeled from the collapse of WPP’s share price and the sudden disappearance of some of its most famous names. These broader macroeconomic […]
Our CEO, Marc Nohr has been enlisted by the IPA to chair its commercial leadership group, establishing a new agenda as the industry comes under increasing pressure to adapt to the rise of martech giants and management consultancies. As part of his new growth agenda, Marc will work with leading commercial agency heads to examine […]
We were thrilled to find out last week, that our Trust Your Touch campaign for CoppaFeel! won a Campaigns for Good Awards for Best Public Awareness Campaign in the Charity or NGO category. See the campaign here.
Many brands have bloomed online by forging communities more akin to a subculture of fans than ‘consumers’. Combining the appeals of ecommerce – low overheads and economies of scale – with an ability to tap incredibly engaged communities using social media and data has played out well for many brands, particularly in the fashion and […]
It’s not about exactly how many people are in each job role, but creating the right culture and focusing on outcomes. This article was originally featured in Campaign, written by our CEO Marc Nohr. When Marc Pritchard called on his agencies to boost the proportion of creatives to account teams on his business he made a […]
Following the success of the UK relaunch campaign, we have been appointed by Carlsberg to build on the global brand positioning and deliver a global creative platform. The work is set to start rolling out at the start of 2018, and once launched, it will be the first global campaign running simultaneously in all markets, providing […]
We’re proud to announce that Fold7 recently won Mettle, NatWest Group’s digital account for small businesses, in a four-way competitive pitch. Mettle’s mission to champion the self-employed and small businesses has never been more critical. It wants to fuel this growing movement and believe the opportunity to start a business should be open to anyone, […]
We are a curious lot. It’s one of our values because we believe endless curiosity and interest in fresh thinking will spark our creativity. We love to hear people’s stories and challenges, our FoldSchool sessions (lunch and learns) are highlights in our month, we love to explore new places (perhaps closer to home this year) […]
Following a competitive pitch, the premium beer have appointed us to lead their Global account. Charged with developing a brand strategy and core creative idea, we will be responsible for building the brand across +40 markets including China, Russia, South Korea and Canada. Steve Stringer, Carlsberg VP Craft & Speciality said:“Above all else, we chose […]
Hip Hip Hooray! Our New Brew campaign for Carlsberg has won Gold for Creative Strategy in the Eurobest awards! View the work here
Written by Marc Nohr, CEO Last weekend, a data company commanded the front page of the Financial Times for exploiting customer data. But it wasn’t a story about the latest Cambridge Analytica/Facebook data infringement. Or another example of Google’s virtual monopoly of search habits. It was about Bounty, a company that has been providing information and […]
Behold! This year’s Christmas cards have ben hand knitted by grannies. These ‘Digital Detox Sox’ are a cosy place for you to lock away your mobile phones this holiday and spend quality time with your loved ones.
By Ryan Newey, CCO and Founder. Creativity is a tricky quality to define. I’ve seen it assigned to a department or a team, treated as a skill to be learned or held up, like a shaman’s magic, as the ability to tap into an idea mainline and channel its goods to the mortal realm. To […]
By Yelena Gaufman, Strategy Partner The ongoing disruption of banking is a well-documented process, and depending on who you ask the outcome is a foregone conclusion. Though the likes of Monzo, Revolut and Starling offering compelling new visions of financial services, there’s more to these brands’ success than innovation alone. With an Accenture report released […]
Agencies can be a conservative lot when it comes to structural innovation. So Procter & Gamble’s marketing chief Marc Pritchard has decided to shake things up a bit and announce not one but three new agency models. Perhaps the most intriguing is his “People First” amalgamation of talent from roster agencies, brought together to service the FMCG […]
The dust is now settling on the brand dust-ups kicked off on International Women’s Day. Verity Messett – Content Strategy Director. McDonald’s “MFeminism” debacle is the highest profile ‘marketing fail’ of IWD ‘18. And yet its inverted arches forming a W have emerged as the day’s iconic image. It’s probably the one we’ll remember. Design-wise […]
Consumer products group, PZ Cussons, has appointed Fold7 to lead its UK advertising and social marketing across its three key personal care brands: Carex, Original Source and Imperial Leather. This follows a competitive pitch which brought together the advertising and social agency briefs under one agency. Fold7 will lead the strategy and creative across all […]
Delighted to announce that financial services provider, Capital One, has chosen Fold7 to lead its UK advertising, as the brand shifts to build a wider story. This is a three-year contract for us, as the client looks to give greater meaning to its brand purpose. It follows a competitive four-way pitch. Having launched in the UK […]
Written by Verity Hosken Fine, Senior Creative. Over the past year, getting ads made in the time of corona has led me to some interesting places via a succession of Zooms, Teams and live video links. The latest stop on my virtual world tour took me to a casting studio in Buenos Aires. As I […]
In case you missed it, our recent webinar is now available to view in full and on demand. In the session Fold7, Defected Records, Creative England and Carlsberg reviewed the current state of the UK cultural landscape and the opportunities that the future presents. There is no denying the sector has been hit hard, but […]
Marketing Week readers have voted our Carlsberg ‘Probably Not’ as the best marketing campaign of 2019! The campaign was up against Tesco’s ‘100 Years of Great Value’ campaign in the final shoot out, and had previously knocked out advertising from the likes of Monzo, Warburtons and ITV across three rounds of voting. Christmas has come […]
Written by Marc Nohr, CEO Who’d want to be a CMO in the current climate? Most CMOs last barely 18 months in the role. The turnover rate outpaces any other c-suite position by a country mile. Some 80 per cent of chief executives surveyed last year expressed ‘unhappiness’ with their senior marketers. It would seem […]
It’s awards season and we’re kicking it off by winning – ‘Best Consumer Brand Event’ for Carlsberg Cabin at the Event Production Awards. Congratulations to the Fold7 and Brand Experience arm, Hyperactive. Boom!
The Christmas ads are here and elbowing one another out of the way to get the best seat at our festively decorated dinner tables. John Lewis has held the seat for many years, and we’ve told adland what we think of #EltonJohnLewis, but I think we’re ready for a new guest that perhaps might spark […]
By Yelena Gaufman, Strategy Partner I wrote half this post with my phone on the desk, and half with my phone in my drawer. Can you guess which was written more quickly? The fact is, we can’t ignore the promise of a new notification, or on the other hand the uncertainty of a blank screen […]
By Yelena Gaufman, Strategy Partner Challenger bank Starling has recently launched what it calls a “ground-breaking” new bank card design intended to bring the brand into line with the way people use debit cards today. This move poses an interesting question for the cohort of disruptive fintech brands, including Starling of course: what does it […]
Fold7 has been appointed by Denmark’s official tourism organisation, VisitDenmark, following a competitive pitch. We will be working on a new positioning piece for Denmark and various cross-national campaigns through the year. “Fold7 are true ambassadors of Denmark. With an incredible insight about our culture they are giving us new perspectives on how to communicate Denmark as a […]
CONTENT: How Fake News Spreads on Twitter “Falsehood flies, and the truth comes limping after it,” Jonathan Swift once wrote. He made that statement in 1710. We live in a world where it’s hard to tell what if you are reading is fact or fiction. This is the biggest study ever looking at how fake […]
Fold7 has appointed Dave Billing as Executive Creative Director, following an industry-wide search for a broad reaching talent. He will head up the agency’s creative department, leading work across all channels, including social, digital and content. Dave brings over 25 years’ experience across a diverse spectrum of creative industries including advertising, PR, film and […]
Earlier this week we announced that ‘The Seal’, our advert for Carlsberg, promoting their partnership with WWF, won System1’s Ad of The Week and Top 5 performer. Here, our Strategy Partner, Yelena Gaufman, shares what made it such a winning ad: Carlsberg has been in pursuit of a better tomorrow since 1847, well before sustainability […]
Written by Marian Connolly , People Partner at Fold7. This year is entirely unique, of course. Never before has the world been so united in a shared experience. We have all fought personal battles and been on a rollercoaster of emotions, sometimes changing hour-by-hour. Some of us have found life-changing new perspectives, many of us are […]
Miroma are launching a series of bi-weekly webinars looking at the new rules of consumer engagement. We’ll be hosting panel events along with the other agencies in the collective – Hyperactive, Contented, Twelve A.M, Way To Blue, New Stance, Raven, and Outcomes. This week, at 14:00 on 15.05.2020, we will be discussing why the concept of […]
Whichever way you’re voting, one thing’s for sure, the whole thing will leave you wanting a beer, a better beer? Probably. Following on from our New Brew campaign, this week we launched a tactical ‘Better Beer For Britain’ bus, which travelled across London in the run up to the election.
Our Yelena chats to Bloomberg’s David Tweed about Carlsberg’s turnaround and how Fold7 helped put the froth back into the beer.
We were chuffed to hear that Campaign Magazine has named us as one of the best places to work in the industry. This is all down to the ambition, generosity and curiosity of our incredible colleagues who make Fold7 the best place to work.
A warm welcome this week to Michelle Hickey, who joins us as Head of Production, heading up our film, video and Content production department. Michelle has extensive experience working for some of the world’s most recognised brands, having previously held the role of senior producer at Leo Burnett, overseeing campaigns for brands including McDonald’s, NSPCC […]
By Ryan Newey, CCO and Founder Last month, Carlsberg unveiled a new pub. Its maiden pint was pulled not in a well-trafficked city-centre location, but in a woodland clearing. Instead of a glamorous launch party, the cheers of just six people greeted the first round. It’s a little odd to think of a big beer […]
By Yelena Gaufman, Strategy Partner Gaming, like other facets of culture, offers a huge untapped opportunity to engage with new audiences – but brands and agencies must truly immerse themselves in communities to realise the potential. In the midst of the World Cup, there was a parallel conversation which rallied millions of diehard fans to fever […]
Verity Messett – Head of Content Content marketers have an anxious relationship with the idea of attention. Always have had. Our existence depends on our ability to command the attention of The Audience (conceptualised as a mercurial, yet screen-rapt, horde) and, if their attention goes away, we are done for. The current wave of anxiety about […]
CONTENT: The majority of YouTubers eke out a meagre crust Bloomberg’s latest report shows that most influencers actually don’t make enough money to survive. It’s not the glamorous life that we think it can be, more like working two-jobs, eating Tide pods and hoping for your big YouTube break. Plus there’s going to be a […]