News Bulletin: BWM picks up Toyota work; Frucor $15m media in play; Unruly partners with Emotive

By AdNews | 18 December 2015

Frucor $15m media in play

The $15m media account for Frucor, which owns energy drinks including V, is in play with Omnicom Group's M2M on alert. The incumbent agency declined to comment.

BWM picks up Toyota Rav4 work

Dentsu Aegis-owned BWM Denstu has picked up work on the car brand's Rav4 account, AdNews understands.

It is believed the work, the first specific project obtained by BWM since its acquisition by the Dentsu group, will be a facelift of the Rav4 brand.

Dentsu has a long-running global alignment with the car brand, which locally has been primarily through creative agency OddfellowsDentsu.

In Australia, Toyota also works with Saatchi & Saatchi and Publicis Mojo.

Saatchi & Saatchi is thought to have taken a greater share of the Toyota account this year after taking the Corolla account from Dentsu and winning a roster pitch for new nameplate, Fortuna.

Saatchi has previously worked on the Rav4 brand.

All agencies declined to comment or could not be reached in time for publication.

Unruly ties up with Emotive

Content agency Emotive has partnered with video ad tech company Unruly to increase shareability of Optus content.

As part of the tie-up, Emotive has tested the latest round of Optus' Ricky Gervais ads using Unruly's ShareRank to predict the emotional impact of the ads before launch.

Unruly Australia and New Zealand MD Lance Traore said: “As brands battle the ‘adblockalypse’, they are under more pressure than ever to create content which their audience truly enjoys and wants to share." 

The algorithm found that viewers who were fans of Gervais found the content “hilarious” while non-fans found it “amusing” and that males were more responsive to the ad than females.

Emotive CEO and founder Simon Joyce said “We don’t want to leave the virality of our client’s content down to luck, which is why we partnered with Unruly to build on our own accountable social video content marketing model.”

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