Advance (company)
Advance is an advertising and marketing agency, founded in 1976. Based in Copenhagen, Denmark, they are currently one of the largest independent creative agencies in Denmark, employing over 60 people.Their clients consist of a broad mix of Danish national, Nordic and global partnerships.
The agency is known for its work with LEGO, Coloplast, Piz Buin, and Ipren.
History
Advance was established in 1976 by existing advertising agency, Ted Bates (Copenhagen branch). The agency was initially created to work exclusively with LEGO.[1] Over the years, LEGO has remained a client of Advance; however, the agency now has multiple clients and partnerships, spanning various fields, products and projects.
In 2015, Responsive A/S, a data-driven agency, became a sister-agency to Advance.[2]
In 2018, as a result of their work with Interflora, Responsive received the Grand Prix, as well as the Marketing Automation prize at the Rambuk awards [3][4].
Notable Work
LEGO
LEGO are the agency's longest running account, with more than 40 years of partnership.[5]
Over the years Advance have worked on various collaborative projects, such as:
Advance have influenced some of LEGO's most successful projects such as, LEGO Bionicle, LEGO Creator and LEGO Harry Potter.
Launched in Europe and Australasia in 2000 and then the Americas in 2001, the LEGO Bionicle range was LEGO and Advance's first big success. It reinvented the brand from simple building bricks to inventive storytelling. It became a bestseller for LEGO over its 10-year lifespan. Production was discontinued in 2010 before a 2-year revival in 2015.
In 2012, Advance helped to develop and create the LEGO Friends product range aimed at girls between the ages of 5 and 8. The LEGO Friends range created a new market for girls toys; 85% of girls in the US describing LEGO Friends as a "Toy I Want to Get", which is 34% above the average for competitors.[6]
In 2012, Advance worked with Toys 'R' Us (Denmark) to create a Star Wars inspired TV advertisement. Using creative production in a YouTube video to show the Death Star, along with other space crafts from the film series flying around the city.[7][8]
In 2018, Advance created an interactive YouTube series for LEGO Jurassic World: Fallen Kingdom. One video from the series, LEGO Jurassic World Rescue Blue,[9] reached the monthly YouTube Top 10 leaderboard, twice and in December 2018, was nominated for YouTube Ad of the Year[10].
Most recently, the agency helped LEGO bring the LEGO Vestas Wind Turbine to market as a limited edition re-release.[11]
Coloplast
Coloplast have been an client since 2009 with the agency acting as their Global Lead agency for Continence and Ostomy Care.
In 2012, Advance developed the interactive app, WheelMate[12]. The app allows users to find and assess wheelchair-friendly toilets and parking spaces so that others can locate and use these toilets when necessary. There are now 100,000 WheelMate users around the world.
Recently, Advance produced with the global launch of SenSura® Mio,[13] an appliance which is designed to fit individual body shapes for all types of ostomies.
Piz Buin
In 2015, Advance created Piz Buin's successful “Where have you been?” campaign; focusing on going home with tanned skin, rather than the act of tanning itself. This campaign remodelled the conventional approach to sun care with results illustrated through the profitable brand growth in key markets.
In 2016, Piz Buin achieved their highest market share goals to date.[14]
Ipren
In 2014, Advance worked with Ipren to create the "pain doesn't have to be so dramatic" campaign. [15] It allowed the agency to demonstrate how Ipren not only understands how to relieve pain, but also how it feels to be in pain. Content was created for various social channels and provoked users to question their attitude towards pain and how to treat it. As a result of the campaign, Ipren returned to the number one Ibuprofen brand in Sweden. [16]
Widex
In 2011, Widex challenged Advance to find a new way to promote their up-and-coming range of hearing aids. The agency chose to present real hearing aid users being active, rather than models, producing aspirational and authentic communication[17].
The campaign compromised of more than 20 different films and became one of the most successful high-end launches in the company's history[18].
Other
CMO Challenges 2018
The CMO Challenges 2018 event is a combination of keynote speakers, committed participants and professionals who come together to discuss the challenges and opportunities faced by those working in marketing industries[19].
Advance's creative director and partner, Gavin Mulligan, was a keynote speaker at the 2018 conference. He explained the agency's core beliefs and how they can guide a client to avoid distractions, allowing their brand to retain its true meaning and stay on course for growth[20].
Contagious Event
Following the CMO conference, Advance held an event, partnering with London-based creative agency, Contagious.[21] Advance's senior concept creator, Chris Calvert presented the agency's '9 core belief's that help a brand a brand stay true in a world that never stands still'. Senior Strategist at Contagious, Anna Chapman, shared insights about the 2018 Cannes Lions [22] as well as what makes winning creative solutions.
Partnerships
Worldwide partners
In 2018, Advance joined the Worldwide Partners, Inc., one of the world’s largest global networks of independent agencies. Advance will be part of a worldwide team consisting of over 3.600 people, over 60 agencies in 50 different countries. [23][24]
- ↑ "Who are we?". Advance. Retrieved 2018-12-11.
- ↑ A/S, Responsive. "home". Responsive. Retrieved 2018-12-19.
- ↑ "MEDIADAGEN/ ÅRETS RAMBUK 2017". Årets Rambuk 2019 (in dansk). Retrieved 2019-01-07.
- ↑ "12 bureauer delte Rambuk-priserne". Dansk Markedsføring (in dansk). Retrieved 2019-01-07.
- ↑ "Building stories with LEGO". Advance. Retrieved 2018-12-11.
- ↑ "More than just powerful communication". Advance. Retrieved 2019-01-08.
- ↑ Advance Copenhagen, Death Star over Copenhagen, retrieved 2019-01-08
- ↑ "May the fjord be with you: Star Wars Death Star appears over Copenhagen (but don't worry, it's only a TV ad)". Mail Online. 2012-03-24. Retrieved 2019-01-10.
- ↑ LEGO, Rescue Blue the Dinosaur - LEGO Jurassic World - Pick Your Path, retrieved 2018-12-18
- ↑ "YouTube Ad of the Year". adoftheyear.withyoutube.com. Archived from the original on 2018-12-04. Retrieved 2018-12-18.
- ↑ Diaz, Jesus (2018-10-02). "Lego is re-releasing one of its most rare and beloved designs". Fast Company. Retrieved 2018-12-18.
- ↑ "Providing understanding to Coloplast products". Advance. Retrieved 2018-12-11.
- ↑ "Ostomy Care - Corporate". www.coloplast.com. Retrieved 2018-12-18.
- ↑ "Advance - Redefining sun safety with Piz Buin". Advance. Retrieved 2018-12-11.
- ↑ "Hem". IPREN SE (in svenska). Retrieved 2019-01-07.
- ↑ "Returning Ipren to number 1". Advance. Retrieved 2019-01-07.
- ↑ "UNIQUE høreapparater". www.widex.dk. Retrieved 2019-01-07.
- ↑ "Helping people hear with Widex". Advance. Retrieved 2019-01-07.
- ↑ "CMO Challenges 2018 – af Dansk Markedsføring". Retrieved 2019-01-07.
- ↑ "CMO Challenge 2018". Advance. Retrieved 2019-01-07.
- ↑ "Contagious is for marketers seeking a competitive edge through creativity and innovation". Contagious. Retrieved 2019-01-08.
- ↑ "Cannes Lions 2019 | International Festival of Creativity". www.canneslions.com. Retrieved 2019-01-08.
- ↑ "Welcome New Partner Advance! – Worldwidepartners inc Blog". Retrieved 2019-01-08.
- ↑ "https://www.worldwidepartners.com/". Retrieved 2019-01-08. External link in
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