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In a major coup for Manchester’s Love it appears as if the team has succeeded in landing the advertising and brand strategy account for Taylor’s of Harrogate’s coffee products. The win seemingly comes after the agency faced stiff competition from some of the biggest names in the marketing services arena.
It is known that Love pitched for the business on Friday last week and official confirmation of the win is expected today (Wednesday). However, at the time of writing agency representatives would not be drawn on whether they had secured the account. Nevertheless, much is known of what the brief actually consists of, and of Love’s relationship with Taylor’s parent company Betty & Taylor’s of Harrogate. The firm owns the enduringly popular Yorkshire Tea brand, which Love took back onto television last year after collecting the account in late 2005. It is thought that this relationship opened the doors to the coffee brief, as Taylor’s looks to push its portfolio of eight ‘lifestyle’ brands for the very first time. Unlike other established coffee names, Taylor’s brands focus on ‘moods’ as opposed to strength and provenance, featuring names like ‘Lazy Sunday’ and ‘Rich Italian.’ Although popular with niche markets these have yet to find the wider audience that it is believed Taylor’s feels they could command and, as a result, the firm is looking to invest a substantial amount in through the line national brand building. TV appears to be a mid to long-term goal in this respect, with the majority of work in 2008 expected to sit across the key mediums of press, outdoor and radio. MediaCom North has the buying brief, as it does for the £2m per year Yorkshire Tea task. The coffee brief is expected to fall below this mark, but could grow towards a similar value as activity is ramped up. When Love originally won the tea business in 2005 it marked a sizable scalp for the team as they defeated Fallon and FCB in the process. If rumours are to be believed the coffee job carries with it similar gravitas as it is believed that DLKW and Dye Holloway Murray also pitched (Karmarama were approached by the client but declined to pitch due to their relationship with Costa Coffee). Unconfirmed reports at the time of writing suggested that TBWA\Manchester and McCanns may have also been involved in the process. In other news at the agency – news that the team could talk about – the digital arm of Love has been appointed to launch the new mobile networking site ZYGO. ZYGO marks the next evolutionary step forward in the fast moving milieu of social networking, as it moves the playground over from personal computers to mobile phones. Created by a team of senior executives from Orange, the idea revolves around groups, or ‘ZygoHubs’, that communicate with one another through mobiles – in a similar manner to group emailing.  Love's corporate work for ZYGO Love, as the agency’s Jonathan Rigby explained, has got in at ground level: “They approached us on the strength of some other work that they’d seen and we were appointed after that, without a pitch. “Firstly we designed their brand identity and then the digital team has built their corporate website, http://www.zygocommunications.com/ . We’re now working on the main Beta site for them and that’s due to go live imminently, within the next few weeks.” “We’re part of a consortium of companies that are helping the founders to develop what we think is a very useful and exciting new advertising platform.” Rigby added that the recently launched digital side of the agency was “going from strength to strength” and now boasted ten members of staff. “We’ll be looking for more going forwards,” he explained. “By the end of next year we see it accounting for maybe 30 to 40% of the entire business.” http://www.lovecreative.com/ Something to add? Then leave a comment below or email us now.
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