Tag: WiredCo.

Australia – Advertising agency WiredCo. has launched a major new campaign for Reckitt’s hygiene brand, Dettol, who has partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.

The partnership approaches handwashing from a fun standpoint, using a trusted role model and music to build memory structures that teach children to wash their hands properly.

To raise awareness of the partnership, WiredCo was appointed to develop the ‘Wash Like The Wiggles campaign’, which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week in ANZ, centred around a song and a simple dance routine and music video that was co-created with The Wiggles.

Alongside this, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available in multiple stores across the ANZ region.

To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.

Talking about the partnership and the campaign, Holly McCarthy, marketing director for Reckitt ANZ, said, “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.”

“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” she added.

Meanwhile, David Kennedy, partner at WiredCo., commented, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.”

Australia – Naturally-led UK mouthcare brand Waken has unveiled its new integrated brand campaign with independent digital and creative marketing agency WiredCo. 

Extending across creative, media, social, earned media, and influencer marketing, the six-month campaign aims to position the brand as a challenger to disrupt the dental care supermarket aisle.

In a persuasive open letter, the brand turned traditional perceptions of dental products being ‘ugly’ as sin on its head. While also showcasing the aesthetically pleasing looks of Waken’s product, the light-hearted piece of hyperbole aims to create an entertaining launch moment focusing on the brand’s aesthetic qualities, efficacy, and sustainability.

“When you think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades now, there’s no way a new brand can compete if it just talks about efficacy. Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!” WiredCo.’s Managing Partner, David Kennedy, explained.

Simon Duffy MBE, founder of Waken Mouthcare, also commented, “WiredCo. Confirmed our suspicions through the research that Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness.”

He added, “Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.”

Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. utilised Pinterest and TikTok for the campaign. 

“We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life,” Kennedy explained.

The campaign also includes an always-on approach to earned media, along with significant native content-driven influencer marketing led by brand partnerships with TV personalities Angie Kent and Cherie Barber.

Australia – WiredCo., an Australia-based advertising agency, recently announced the launch of their new digital PR offering named WireCast.

WireCast is developed by Founder and Managing Director Angela Hampton and Partner David Kennedy-Cosgrove, as well as Managing Partner and co-owner Michelle Hampton. 

With WireCast, the company aims to spotlight earned media in top-table strategy discussions. 

“Our digital campaigns get supercharged whenever earned media is integrated so we’ve created an offering that not only amplifies what we already do but also elevates PR to play a much more meaningful role,” said Michelle.

On what inspired her to develop WireCast, Michelle said, “WireCast is our optimised earned media offering that’s measurable. We created it to try and tackle what’s held the industry back from the same level of growth and progression as other marketing disciplines.”

She added, “Measurement is still a big issue when it comes to earned media and many marketers continue to view it as a single channel, single purpose ‘add-on tool’.”

Moreover, WiredCo. wants to elevate earned media for brands by emphasizing WireCast’s competitive advantage of tapping into the smarts of performance marketing and SEO systems.

“So by addressing what’s been holding earned media back, there’s enormous potential for significant growth,” Michelle added.

WiredCo., previously known as The Wired Agency, is an award-winning digital and creative agency that offers tailored media experiences, content creation, and consumer research services, amongst others.

Sydney, Australia – Australian footwear and clothing company R.M. Williams has appointed WiredCo. as its global digital media partner, where the agency will be working with the apparel and footwear brand across six regions globally.

WiredCo’s mandate covers paid search, shopping, display, broadcaster video on demand (BVOD), and off-page management of the brand’s Meta, Pinterest and YouTube channels.

R.M. Williams is undergoing a massive digital transformation and will use digital media channels to drive brand awareness, consideration and growth globally, focusing initially on their biggest and emerging markets; Australia, New Zealand and the UK, respectively.

As part of the mandate, WiredCo will work in close partnership with the brand’s offline agency partner, Audience Precision, tapping into their proprietary ‘Precise360’ platform, along with Special Group, the brand’s creative agency of record.

Chris Willingham, chief marketing officer at R.M. Williams said, “What really stands out about WiredCo. is how successfully they integrate strategy and creativity with digital performance. It’s something I haven’t seen done this well by a digital agency before.” 

He added, “Above all, the people at WiredCo. are the perfect fit for the people at R.M. Williams. We’re looking forward to a fruitful long-term partnership as we launch into a new era for the brand.”

Meanwhile, Angela Hampton, founder and managing director at WiredCo, commented, “We’re absolutely stoked to be appointed to the legend and icon that is R.M.Williams. Having grown up in the bush myself, I have a genuine connection with the brand so this is a dream come true for our agency. As the brand embarks upon a new journey to get closer to its Australian roots, we can’t wait to play a key role in realising this.”

Australia – Australia’s independent agency, The Wired Agency, has now rebranded to WiredCo. This rebranding includes a new name, which comes with a new logo, branding, and website.

WiredCo.’s purpose is to move digitally and humanly by specialising in strategy, insight and creative for content, social, and search, as well as placement and partnerships. Its key clients include Pizza Hut, Assembly Label, Indeed, Chatime, Maurie & Eve, and Viking Cruises, amongst others.

Angela Hampton, founder and managing director at WiredCo., commented that the change symbolises a new chapter for its business, as it has grown from a two-person gig just a few years ago, to an incredibly connected and talented 32-person business.

“Our updated brand and name reflects a maturing of our agency and of who we are – we’re connected, and we move brands digitally, humanly,” said Hampton.

Meanwhile, David Kennedy-Cosgrove, managing partner at WiredCo., said “We wanted our new brand to better represent what we now do as an agency. Our legacy is performance marketing, and our fastest-growing service line is now creative and content. We are taking on bigger and better brand work so we needed a brand that also played to this strength.” 

Additionally, WiredCo. shared that it has experienced a record 70% compound annual growth rate in revenue over the past five years and with this year looking to exceed all records for the business, several roles are open at the agency, including social media executive (on-page), digital performance account manager, digital designer, and social media specialist (off-page).

Facing a tough talent market, WiredCo. has also recently launched its own recruitment drive called, Recruit your Mates where $10,000 per role is up for grabs for anyone who recommends successful placements, totalling $40,000.