LONDON, UK – LONDON Advertising launches ad industry’s first-ever January Sale. “We will help businesses get ‘match-fit’ ahead of the forthcoming economic recovery following approval of the Oxford vaccine” says LONDON Advertising CEO, Michael Moszynski.
The supporting ad campaign embraces the vernacular of Retail January Sales: “Brilliant ideas. Ludicrously small prices” or just “Hurry”, with the tagline “The LONDON Advertising Sale Now On”.
The Sale is based on the simple Retail proposition: “Buy two get one free”. Any business which appoints LONDON Advertising in January will get the first month’s fee of £25,000 at no cost, based on a three-month assignment – the time required to develop a new ad campaign.
The Agency ran a major campaign to grow its own brand awareness in July by promoting the benefit of advertising in a downturn. A Populus pre and post-poll demonstrated the ads increased LONDON’s brand awareness by “an impressive 50%”, catapulting it ahead of the UK’s leading agencies. Since the campaign, the agency has also won five new clients.
Alan Jarvie, Founder and Creative Director, said “We are firm believers that good advertising builds strong brands and have led by example. We also recognise that to help our clients achieve their commercial objectives there are times when a hard-sell message is appropriate. We also believe the latter will perform so much more strongly if done in unison with the former. Our own promotional ads apply not only the same look and feel and tone of voice as our brand ads, but also adhere to the three principles that we believe are essential for any ad to be effective: Is it simple? Does it standout? Will people remember who it is for?”
Michael Moszynski, Founder & CEO, said “Alan and I have led crisis recovery campaigns across the globe, including the “You’ve seen the film. Now visit the set” campaign for the US Government after 9/11 that generated a record ROI. We are keen to offer our highly relevant experience to help British businesses grow again as people are getting itchy to unleash their £54.6bn of unspent disposable income, as well as to take advantage of the UK’s new trade deals with 54 countries that start on January 1st.”
Bruce Haines, Chairman, said “LONDON Advertising has been unique in our industry by advertising during the crisis to build its brand. Now it is pioneering the use of a powerful promotional proposition. The campaign is appearing exclusively on Ocean Outdoor due to the impact seen from using their premium, large format digital poster sites in July. ‘Reinforcing success’ is a maxim we recommend to our clients.”
Phil Hall, Joint MD of Ocean Outdoor, said “Brand building is going to be key for advertisers as Britain emerges from the COVID crisis. There is a wealth of evidence showing the benefits of spending during tough times and the effectiveness of Digital Out Of Home advertising, especially on large format. The impact and immediacy of the messaging on Ocean screens helped LONDON Advertising really stand out during the summer and it is great to see them return to use our London portfolio to promote their unique January Sale.”
