Agency roundup: Cat Among The Pigeons; Open Communications; Fox Agency; and more

Horlicks, the malted drink made by Aimia Foods, has appointed promotional marketing agency Cat Among The Pigeons to attract a younger shopper audience to the brand through a shopper marketing campaign.

Horlicks, which is celebrating its 150th anniversary this year has traditionally been consumed as a relaxing bedtime drink to aid sleep.

Leeds-based Cat Among The Pigeons’ remit will be to expand household penetration by associating Horlicks with a wider range of drinking occasions across the day.

The appointment follows a four-way competitive pitch and sees the agency create a major new shopper advertising campaign across digital media, out of home and in store. 

Also planned this year are a range of targeted promotions and brand partnerships to add value and encourage trial from supermarkets and convenience stores.

Michelle Younger, marketing director at Aimia Foods, said: “As guardians of Horlicks we need to evolve this historic brand to stay relevant and grow long term brand and category value. 

“The proposal from Cat Among The Pigeons really impressed with their insight into changing shopper behaviour and a creative 360 marketing plan to reach them and win at fixture. We’re really excited to be working together.”

Paul McGann, founder of Cat Among The Pigeons, added: “We’re living in difficult times with seismic change in home, leisure and working patterns over the last couple of years. 

“Hybrid working, Zoom meetings, shopping around online, all while juggling extended family life and school runs has become the norm.

“We think there is a great opportunity to better align Horlicks to these busy days. Encouraging more shoppers to take a moment out to find their happy place and focus on their wellbeing.”

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Leeds-based PR agency, Open Communications, has been appointed as preferred PR and social media agency for Walker & Sutcliffe, a chartered accountancy practice based in Huddersfield.

The agency will work alongside the team at the practice to deliver a year-round communications plan to share content, amplify engagement and build brand awareness across channel to manage the reputation of the business.

Taking responsibility for all traditional PR, media relations, content creation and social media management, the agency will also support the wider team with internal communications and customer facing marketing engagement.

Emma Lupton, director at Open Communications, said: “As a respected chartered accountancy practice, Walker & Sutcliffe has a strong reputation across our region. With exciting plans for the year ahead, we are looking forward to helping the firm to raise its profile even further.

“Working alongside the team, we know we can become the marketing function that Walker & Sutcliffe needs. It’s through this approach that we deliver the best return on investment for our clients, whatever sector they work in.”

The appointment by Walker & Sutcliffe marks another milestone in Open Communications’ growth trajectory as the agency continues to expand its portfolio of clients in Yorkshire and beyond.

Nick Ledgard, practice partner at Walker & Sutcliffe, said: “We chose Open Communications because of their expertise in the PR industry and their track record of delivering results for their clients. The agency has been on our radar for some time, so we are excited to get started with them.

“We have a lot of good news to share and some exciting plans for the next 12 months and beyond. We hope Open Comms will become the extended team that we need to deliver the ambitious business targets we have set.”

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Leeds and London-based B2B tech marketing specialist, Fox Agency, has made eight new senior appointments to meet growing demand.

The new hires cover key specialisms including client consultancy, strategy, marketing, PR, content and digital.

Fox Agency has welcomed Bill Lyne as head of copy, Hollie Denby as head of marketing, Søren Kristensen as client strategy director and head of DACH, Paul Shields as senior strategist, Clare Anderson as PR director, Jo Round as account director, Niamh Hogan as digital project manager and Andre Brites as motion designer.

The experienced new team will further expand the agency’s focus on recruiting senior experts in key specialisms to ensure clients receive the best possible service.

Ben Fox, director at Fox Agency, said: “With multiple new business wins and our client base increasing by 50% across the breadth of our services, these new senior appointments will ensure our clients can realise the significant benefits of a truly integrated service delivery.

“The world of B2B tech marketing is evolving fast and for agencies to fully support clients, they need to deliver across multiple channels and specialisms; while demonstrating a strategic vision that encapsulates all aspects of a client’s brand.

“Our new colleagues are all experienced experts and we’re happy to add to an already talented team.”

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Leeds-headquartered creative communications agency, Hatch, has opened applications for its paid Fledglings programme, an internship placement open to everyone over the age of 16, regardless of experience.

The successful intern will receive first-hand experience across a range of disciplines, gaining insight into the world of PR, social media, events, production and design.

The Fledgling programme offers a tailored year-long paid internship with support from a mentor and a training package to learn on the job. There is no minimum experience requirement for applying.

Helen Simpson, performance and development director at Hatch, said: “Fledglings was inspired by our commitment to increasing inclusivity and diversity in the industry, starting with removing barriers to gaining valuable work experience.

“We’re passionate about developing future talent and giving talented and creative individuals the chance to develop CV-able skills, regardless of background, life stage or qualifications.

“Fledglings provides that important ‘foot in the door’ that can lead to further opportunities, and we will be recruiting based on passion for the industry, as well as creativity, ambition and drive.”

Applications are now open until Monday 8 May.