Facebook’s parent company, Meta, has scaled back on its global offices footprint by shutting the doors to its London West End headquarters.

The decision to close the space, located on Rathbone Square, follows the technology giant paying £149 million to break a long-term lease on another office, Deadline reported.

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After the closure, Meta’s presence in the UK will exist from its newly expanded Brock Street office and Kings Cross campus.

The parent company of Instagram and Facebook told employees about the change in December.

At the time, a spokesperson said in a statement: “We’re looking forward to consolidating our teams at Rathbone Square into our recently opened King’s Cross campus and our newly expanded Brock Street office.”

However, Meta added that there would not be any reduction in the UK staff figures amid the closure of the Rathbone Square site. According to latest filings, from 2022, showed the technology company had a headcount of 7,000 in the UK, however due to redundancies, it has been reported Meta now employs 5,000 staff members in the UK.

The news comes as Meta opened the doors to its new Dublin office, which employed around 2,000 people.

At the time, Meta Head of Meta Ireland and Vice President of Mid-Market Global Business Group in EMEA, Anne O’Leary said: ”

“Today marks a positive new chapter in the story of Meta in Ireland. We opened our first Irish office in 2009, with a team of 25 people.

“Now, with over 2,000 employees across 80 teams in three Irish locations, our operations continue to play an important role for Meta, both in Ireland and globally, as we build the future through AI and immersive technologies.”

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Mobile Marketing Magazine sits down with Lyca Group’s CEO Richard Schäfer to discuss the network operator’s strategic digital strategy, the challenges of navigating data privacy and the company’s vigilance in monitoring emerging trends.

On unlocking loyalty via digital tools

Lyca Mobile launched in 2006 and has garnered over 16 million customers in 22 countries thanks to its ethos of combining the power of connectivity and affordability.

However, the heart of Lyca Mobile’s success lies in enhancing digital tools to unlock customer engagement and foster brand loyalty.

According to Schäfer, who joined the company in 2021, digital segmentation based on user patterns allows the company to trigger personalised offers and catering to various customer segments, which he believes will be more beneficial for its different customers such as students and migrant communities.

“We experiment and leverage offers tied to significant cultural holidays such as Diwali, Lunar New Year and Christmas,” he tells Mobile Marketing Magazine.

“These highly customised, digitally-led campaigns have resulted in an increase in usage on our platform as well as enhanced customer retention by 6%.

“In our focus on value and fairness as our key pillars, we’re successfully positioning ourselves as a consumer champion, targeting a growing segment of customers seeking better value for money in the SIM-only market.”

On offering an improved omnichannel experience

Lyca Mobile’s pursuit of an improved omnichannel customer experience is evident in its cross-channel marketing approach.

Its approach is a mix of high street presence and strategic digital embrace, which Schäfer emphasises the importance of.

He says: “Our increased focus on digital channels, alongside our traditional high street store strategy, contributes to a cohesive and integrated customer journey.”

“Not only are we ensuring a consistent brand experience across our channels, but we are also localising our products and messaging to engage with multiple communities within each of the markets we operate in.”

As a result, Schäfer claims many customers discover and engage with the brand via its digital platforms.

Highlighted by recent out-of-home campaigns and summer promotions, the integration of traditional and digital channels maximises impact and reach, he adds.

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On the ‘crucial’ role of personalisation and data-driven decisions

“Personalisation is crucial to what we see as the next evolution of our mobile business,” the former Lebara and Vodafone exec continues.

“Our digital marketing tools and implementing an improved omnichannel approach. The use of real-time proposition fulfilment ensures that customers receive personalised offers aligned with their individual preferences and behaviours.”

He states that Lyca Mobile’s segmentation strategy, guided by data insights, allows for targeted and relevant campaigns, enhancing the overall personalisation of the customer experience.

According to Schäfer, data plays a pivotal role in shaping Lyca Mobile’s decisions, whether that is marketing strategies or product offerings.

As a result, he stresses the importance of analysing both internal and external data points to guide decisions tailored to diverse customer segments worldwide.

He states: “In our marketing world, data guides how we engage with our consumers and what products and plans we offer to them. We operate around the world and our segments look wildly different in Sweden compared to Spain for example, so a one-size-fits-all approach to how we market is not realistic.”

“This translates to a difference in channel mix, messaging, offers and media choices according to the market.”

However, in terms of how Lyca Mobile ensures it is respectful and compliant with its customer’s data, it adheres to “robust internal policies that guide responsible data use as well as adherence to strict data governance policies”, he claims.

However, as the group trades in over 22 countries, Schäfer branded data privacy across the Lyca Mobile countries of operation as “challenging”, revealing it deals with five different sets of regulations.

As a result, the company invested in a dedicated Lyca Mobile Data Protection Office that works hand in hand with the business to ensure that relevant marketing programmes, as well as data processing activities, are in-line with local laws.

He adds: “Having committed resources that are focused on ensuring that the high standards instilled within GDPR are our reference point.

“We can give marketers the autonomy to roll out initiatives like personalised offers of more beneficial roaming packages as well as bespoke content that demonstrate an understanding of a customer’s interests and needs.”

He states: “Utilising a combination of legitimate interest, customer consent and an analytical approach, we’re executing a customer-centric marketing approach while at the same time respecting user privacy.”

On staying at the forefront of innovation

“We keep a close pulse on emerging industry trends to stay agile, regularly collaborate with our technology partners, and importantly, we foster a culture of innovation amongst all team members at Lyca Mobile,” Schäfer adds.

“Some key things we are doing to stay ahead of the curve is to implement best-in-class attribution software to guide and optimise our digital marketing as well as to integrate our online and offline touchpoint.”

He concludes with revealing these initiatives simplify and allow the group to track user journeys, which in turn increases how it offers personalised communications to its users based on how they are engaging with the brands. 

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Boots Opticians has unveiled a new multichannel advertising campaign themed around seeing the ‘little details’ that can be missed in everyday life.

The campaign which will feature TV, demand, OOH, social media and radio adverts, has been created in partnership with VML/The Pharm and Essence Mediacom.

The 20-second film is part of the company’s ‘See What’s Possible’ brand and showcases the impact of glasses and contact lenses when noticing smaller details.

It also highlights that with Boots Opticians it’s also possible to get a third pair of glasses for free this month.

Boots Opticians Head of Brand and Digital, Gail Borley said: “We are really excited to be launching our new TV campaign, which is an extension of our successful ‘See What’s Possible’ brand platform, highlighting the importance of eye health and vision.

“The campaign showcases how life can be enhanced when you have your eyes tested and find the right pair of glasses or contact lenses, not only in the objects and places you can see more clearly but in the faces and expressions of the people you love.”

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Vodafone Ireland has launched a new campaign to launch its new TV offering, Vodafone TV PLAY.

In partnership with creative agency Grey London, the telecoms giant has drafted in award-winning director Tom Green to bring a sense of drama in the two adverts to launch the first of-its-kind service in Ireland.

The service is a smart entertainment hub which features immersive built-in audio and offers access to the best TV channels, sports and streaming services, all in one place.

The advert “Remote”, showcases a family fighting for the remote control before being brought together by powerful entertainment.

The campaign will also run across cinema, TV, digital audio, OOH, print, digital and social.

Vodafone Head of Brand, Orla Nagle said: Vodafone TV PLAY is a game changer, an innovation-led design to redefine home entertainment and bring customer experience to the next level.

“Our desire was to deliver a campaign that matches the quality of the product itself. Grey’s expertise, creativity, and dedication aligned perfectly with our vision and the level of craft and quality in the campaign has blown us away.

“I am excited for customers to experience this new entertainment platform with a fantastic range of TV and broadband bundles that give real value savings.”

Grey London ECD David Wigglesworth added: “The launch of Vodafone TV PLAY is a huge moment for the brand, landing them a player in the crowded home entertainment space.

“To do this with credibility we needed to show up with the same level of cinematic gravitas that audiences expect from their entertainment, but with a twist – the humanity and connection that sits at the heart of the brand’s DNA.”

He concluded: “We dramatised how Vodafone TV PLAY’s amazing content, sound and picture can bring everyone together, even a family squabbling over the remote on family movie night. Huge thanks to Tom Green and Stink Films for doing all the above with aplomb.”

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Pizza Hut UK, Ireland and France has appointed Jana Ulaite as its new Chief Marketing Officer.

Ulaite has over 15 years of experience in the marketing industry, holding senior positions at TikTok, Apple and Electronic Arts.

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Most recently, she held the position of Vice President of Marketing at tech company Tempest.

In her new position, she will pivotal role in identifying creative ways to deliver brand activity for the restaurant chain.

Commenting on her appointment, Ulaite said: “I’m delighted to be joining Pizza Hut UK & Europe’s leadership team. As one of the world’s largest restaurant and takeaway franchisers, it is truly an iconic brand.

“My role will focus on transforming Pizza Hut into a younger, more culturally relevant, and digital-first brand. Not to mention delivering everyday value and experience for our customers – I can’t wait to drive this forward in 2024.”

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LNER has launched a new multichannel campaign, ‘Freedom all the way’, in partnership with M&C Saatchi.

The new 60-second campaign is part of a successful four-year partnership between LNER and the creative agency which aims to to inspire more people to travel with the train line.

According to the company, the new advert is to showcase the benefits of travelling with LNER, targeting leisure and business travellers along the East Coast route between London and the Scottish Highlands.

Starring Fatboy Slim, the campaign is also running across TV, video on demand, OOH, digital audio, social and digital channels alongside on the LNER network.

LNER Head of Marketing John Galloway said: “We’re proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity.

“Eleanor encapsulates the freedom of doing whatever it is you want to do when travelling on an LNER train – whether that’s catching up on work, spending time with friends or enjoying some downtime.”

M&C Saatchi Executive Creative Director Matt Lee added: “How do you demonstrate the freedom you experience onboard an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s “Weapon of Choice”, obviously.

“We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”

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Apple has picked up an Emmy Award for outstanding commercial at the 2023 Creative Arts Emmy Award ceremony in Los Angeles.

The technology giant’s “The Greatest” advert, which was directed by Kim Gehrig raises awareness of seven people going about their lives, who are living with living with vision, mobility, or cognitive impairments.

As a result, the two-minute film showcases how Apple products make life easier for people across the world every day.

The commercials track, “I Am the Greatest,” used lyrics from the speeches of boxer Muhammad Ali, who became an advocate for disability late in life following his Parkinson’s diagnosis

The lyrics were also remixed by DJ and producer Cola Boyy, alongside jazz pianist Matthew Whitaker.

The win comes as Apple recently released a new advert to promote its new software update, showcasing voice-preservation technology which allows users to recreate their voice to ensure that it’s” never lost”.

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Online fashion retailer Asos has partnered with VaynerMedia as its strategic media agency.

As part of the partnership, the duo will focus on brand building with more full-funnel marketing this year.

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The media agency will have a broad remit that predominantly covers global media strategy and execution, it revealed.

The partnership will be led out of London but supported via offices across its global footprint with a focus on North America.

Asos Senior Customer Director Dan Elton said: “Partnering with VaynerMedia is an exciting and positive step that we are taking in a wider brand-building drive.

“During the pitch process, it was the deep understanding of their whole team as practitioners that stood out for us.”

VaynerMedia EMEA, Vice President, Ed Turner added: “We’re absolutely thrilled to start working with Asos.

“From the start of the process we felt like our social at the centre, consumer up, full-service model was perfectly aligned with what Asos were looking for. I can’t wait to support them on their growth plans in 2024 and beyond.”

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Cadbury has reworked one of its best-known adverts, Mum’s Birthday, to celebrate its 200th birthday.

The original advert was launched by the FMCG giant in 2018 and featured a young girl buying a bar of Cadbury Dairy Milk for her hardworking mum on her birthday, paying for it with novelty trinkets like a plastic ring and unicorn toy- which was kindly accepted by the shopkeeper.

However, the new rework ad focuses on the same story and the three main characters throughout the ages. It begins in the 1824 scene and ends with the 2018 version that aired at the time.

The original advert’s cast and director, Frederic Planchon, return for the rework, which was developed by Girl&Bear and features a set of crowdsourced social and OOH ads.

This content features real photographs submitted by the British public showcasing the different ways that Cadbury chocolates have featured in their lives.

Cadbury Senior Marketing Director Elise Burditt said: “This is a very special moment for us. It’s not every day that you have the opportunity to celebrate a 200th anniversary! But for us, this is so much more than that – it’s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn’t be here today without them.

“We want to demonstrate that the values upon which Cadbury was founded in Birmingham 200 years ago still ring true today with people, and with a generous spirit at the heart of everything we do.”

VCCP London Executive Creative Directors Chris Birch and Jonny Parker added: “Crikey. 200 years old. That only happens when you have the relationship with the British public that Cadbury has.

“This work celebrates every Christmas morning Selection Box, every school trouser pocket Curly Wurly, every drippy Flake 99, every Dairy Milk on the sofa and everyone in Britain who’s gleefully munched them down since 1824. Happy Birthday, Cadbury.”

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T-Mobile US has named Dentsu Creative as its lead creative agency, following a competitive review process.

As part of the deal, the agency hopes to help telecoms giant continue fueling the brand’s continued growth into a new generation of customers.

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The partnership will be headed up by Dentsu Creative’s Chief Creative Officer, Rafael Rizuto and will leverage the agency’s offering which includes storytelling, social, disruptive positioning and cultural fluency.

T-Mobile President of Marketing, Strategy and Products Mike Katz said: “As the un-carrier, we’ve always pushed the status quo to take a radically different approach to meeting consumer needs.

“As our brand has evolved – from the underdog to now the network leader – it’s more imperative than ever that we continue to put the customer at the centre of everything we do to ensure we deliver the most relevant and creative content and experiences.

He continued: “Dentsu Creative has set the bar high with their strategic, customer-centric approach and fresh ideas to help T-Mobile as we begin telling the next chapter of the un-carrier story. We’re ready to get rolling.”

Dentsu US CEO Abbey Klaassen added: “It is an incredible honour to work with one of America’s most iconic brands, and we can’t wait for more people to experience the magic that is T-Mobile.

“From the very start of the process, it was clear there was shared ambition for pushing boundaries, which is exactly why we built Dentsu Creative – to be able to take a holistic view of brands and incorporate results-driven strategic thinking that goes beyond advertising.”

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