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Posts Tagged ‘Alistair Campbell’

Trop50 Tries to Keep the Juice Going on New Year’s Resolutions

Trop50′s “Resolution Rescue” campaign, produced by the newly merged Agency Republic (and Critical Mass), is sort of like a digital addiction sponsor. Only, the sponsor doesn’t try very hard to stop you from your addiction and really only wants you to drink more low-calorie orange juice.

Resolution Rescue offers a semi-personalized response to those who tweet about potentially breaking their New Year’s resolutions. The video above gives a good example of the creative work: @MissTrixster wants to stop eating sweets and do more exercise, so Trop50′s response makes a clever joke about training by staring at muffins. Agencies that roll out these response-based campaigns typically have a few options that repeat, but to Agency Republic’s credit, there seems to be enough detail and personalization to tailor to the needs of most tweeters.

Of course, the campaign also hinges on a few ridiculous points: people need to tweet thoughts about breaking resolutions without actually breaking them, and the resolutions need to be simple. What if your resolution is to stop tweeting? What if your resolution is to stop drinking sugary drinks? Does Trop50 send you a black screen? Credits after the jump.

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Critical Mass Adds Brady, Hayes to Fold, Loses Delichte in Calgary

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Critical Mass is off to a busy start in the new year as the Omnicom/DAS digital agency has not only merged its London operations with Agency Republic, but has brought on Conor Brady and Chris Hayes as chief creative officer and chief marketing officer, respectively.Hayes and Brady (pictured l-r above), you may recall, most recently worked at Huge but parted ways with the IPG-owned, Brooklyn-based agency last month. As for the U.K. Critical Mass leadership team, Matt Kwiecinski and Alistair Campbell will lead the combined UK team as managing director and ECD, respectively, with the latter joining the newly created Creative Council, led by Brady. Susanne Jones, former managing director of Critical Mass London, moves into a new strategic role as SVP/client partner for what sources tell us is Citi, one of the agency’s largest global clients.

On another note, to address the tipsterati who sent us a note about it, we did receive confirmation that 18-year Critical Mass vet Darren Delichte, who served as SVP/ECD out of the Calgary office, is no longer with the agency and actually parted ways a few months ago.