Founded in 2008, W is growing fast – with more than 80 clients, from start-ups to global corporations, and five core divisions: W Consumer, W Media & Corporate, W Influencer, W Social, and W Global.Our London headquarters now sits at the heart of a growing international network – with offices in Singapore and Amsterdam – and in 2015, after yet another year of stellar growth and landmark creative work, the company was proud to be recognised with PR Week’s coveted Agency of the Year award.
W’s challenge was to give Aperol’s signature serve, the Spritz, a starring role in Britain’s bars and restaurants. Our work, built around direct-to-consumer activity and on-trade engagement, has firmly established the brand in UK cocktail culture.
A season of “Spritz Social” pop-ups delivered summer brand experiences to thousands of consumers in London, Brighton, Bristol and Manchester. And our content division’s unique take on the famous “Rube Goldberg Machine” – made to educate and inspire bartenders – won huge audiences on social and was recognised across the marketing media for its creativity.
As much a way of life as an iconic fashion brand, Belstaff’s unique aesthetic is inspiring a new generation with the spirit of adventure. Aimed at a global audience, W’s social campaign has brought to life the Belstaff journey in exciting new ways – creating unprecedented engagement at London Collections: Men, and London Fashion Week, as well as landmark collaborations featuring actress Liv Tyler, explorer Sir Ranulph Fiennes, stuntman Riley Harper, and photographer Rankin.
Taking the controversial “Marmite Neglect” TV campaign as our starting point, we created an entire immersive, fictitious world around this “local jewel” in Unilever’s global portfolio – with a wealth of digital content and interaction designed to capture consumers’ imagination and rekindle their love for the brand.
Our hard-hitting “mini-documentary”, premiered on Facebook, presented Marmite Neglect as a national scandal – and attracted 1.5m views. We sent the Marmite Neglect Squad to rescue Dean Gaffney from obscurity (and “relaunch” him as a Marmite ambassador). We launched a telephone helpline for those affected by Marmite Neglect, and created an app to make using Marmite more fun. Plus, we’ve generated daily social content that has kept the brand in the headlines and been acclaimed as best-in-class by Twitter itself.
The result? Acres of earned media coverage, unprecedented interaction – and an extraordinary double-digit sales increase.
Our digital campaign for Yves Saint Laurent Beauty, #YSLEyeStyle, bravely bypassed the beauty media to connect directly with consumers, and delivered a remarkable 12% sales uplift with zero above-the-line spend.
W designed, built, and programmed a web portal where consumers were invited to explore eye make-up technique with YSL’s experts, before “uploading” their own looks to our special “eyecam”, and sharing the images with friends via social.
Amplified via W’s influencer network and a Grazia Live partnership, #YSLEyeStyle set a new standard for the category, revitalised an existing product range, and was hailed by London Beauty Review as “by far the most personal and interactive activity we’ve seen from a luxury brand”.
Levi’s wanted to strengthen its association with the music industry and increase its online presence to involve consumers in new ways.
W devised a unique influencer programme that’s established long-term relationships with both top-tier and up-and-coming artists – giving Levi’s unprecedented earned media visibility and driving sales of key products.
Meanwhile, we’ve created a wealth of distinctive social content. Highlights include a modelling competition with talent-scout app Feels that yielded more than 500,000 impressions on Twitter alone, and an Instagram-led campaign for the launch of Levi’s tailoring & customisation service, in partnership with independent record stores across the UK.
Designed as an antidote to the stale and dysfunctional broadband market, Relish set out to be a breath of fresh air – offering instant installation, transparent pricing, great service, and virtually unlimited data.
W’s campaign, based around eye-catching customer initiatives, hard-hitting thought leadership, and engaging social content, was designed to make consumers reconsider their relationship with broadband, transforming their perception from unloved utility to positive lifestyle choice.
The launch exceeded all commercial targets, and has set the stage for Relish’s roll-out across other major UK cities.
For W, the 10th anniversary of this landmark music festival was an unmissable opportunity to make the event bigger, better and louder than ever.
Turning up the volume on its media profile, our strategy was designed to position the event way beyond the music pages, and deliver the widest possible coverage.
We negotiated a partnership with BOOMcycle to create hip-hop-themed exercise classes, staged a massive online flash sale with tickets priced at 2005 prices, and orchestrated a string of high-impact talent interviews to land in lifestyle and features, rather than arts sections.
Wireless 2015 became the most successful so far – with an extra day added to mark the 10th birthday, and sell-out crowds across the board. Wireless 2016 will be even bigger – and even louder.
What was once a niche US start-up that produced bluetooth headsets has become an industry leader in lifestyle technology.
W has been with the brand since its birth. Our strategy has been to lift its products beyond the tech pages and into mainstream consumer media. Backed by meticulous messaging, deskside briefings and creative use of product imagery, both the Jambox speaker family and UP wristband system have earned widespread and consistent acclaim for their design, utility and innovation.
Our campaigns have kept Jawbone and its products front of mind with consumers – and constantly in the media.
A quintessential Swedish brand that was nothing short of a phenomenon on its UK launch, Kopparberg had spawned a host of imitators in the fruit cider category and needed to reassert market dominance.
Taking inspiration from the brand’s home in rural Sweden, W created a unique festival designed to celebrate Kopparberg’s roots and re-connect with influencers in their own world.
The Kopparberg Urban Forest became London’s most talked-about event of Summer 2014 and was hailed by marketing media as a new benchmark for big-brand activity. In the first 48 hours, we attracted 100+ pieces of top-tier coverage, while our social campaign broke records for the brand, with 700,000 Vine views alone.
Turn a burger van in a south London car park into the hottest new restaurant in Britain? Get it on to the front pages? Without even talking to food critics? And see the whole thing become a £15m phenomenon? Almost overnight? On a shoestring budget?
Yep, we did. W’s campaign rewrote the rule-book for restaurant launches and set a new benchmark for the use of social media.
It won Best Media, Culture & Sport Campaign at the 2012 PR Week Awards – and there’s still a queue down the street every evening to get a table.
A unique brand, with a unique voice and a “delightfully peculiar” sensibility.
W programmed an immersive literary venue at the Brighton Fringe, featuring more than 100 separate acts, that was so successful it’s transferred to the Edinburgh Festival for summer 2013.
Plus, we staged a series of other “most unusual” happenings – featuring exploding puddings, drumming haggis, heart-shaped cucumbers, live taxidermy, and a theatre of the paranormal.
The result? Hendrick’s grew its market share and posted a 27% increase in volume sales.
When menswear designer Spencer Hart created a bespoke car for Mercedes-Benz, and decided to put it on the catwalk as part of his show at London Collections: Men, our challenge was to bring the collaboration to life in ways that would bridge the gaps between fashion, motoring and design media.
W‘s work ensured that the launch of the unique Spencer Hart CLS63 AMG Shooting Brake – complete with celebrity-packed front row – became one of the highlights of the Collections, with premium press and broadcast coverage both before and after the event.
Of all London’s Olympic Legacy projects, East Village is the grandest in scale and vision.
The former Athletes’ Village is now the largest new housing project in Europe, and the biggest in London since Victorian times – with its own school, health facilities, retail, and 500 acres of parkland.
W‘s campaign, based on a combination of community activism and thought leadership, set out to help build a true new neighbourhood for the capital by emphasising community cohesion and driving desire among prospective buyers and renters.
It’s comfortably exceeded all the owners’ expectations, resulting in a 65% increase in targeted consumer sign-up and positive sentiment increase to 96% in just 10 months.
BEFORE W’s CAMPAIGN:“Shops boarded, buildings gutted and streets in a mess: The sorry side of east London that Olympic chiefs don’t want you to see…” (Daily Mail, May 2012)
SINCE W’s CAMPAIGN:“The Olympic Park has been transformed from a former industrial wasteland to one of London’s more desirable places to live…” (London Evening Standard, October 2012)
Drambuie promises “a taste of the extraordinary”, and that’s precisely what we delivered – with a unique movie experience for paying audiences, in a “first-ever” brand partnership with Secret Cinema.
Over the course of the 20-day event, staged over an entire 10-floor office building in suburban London, 25,000 people took part in an dazzling immersive production of Terry Gilliam’s classic sci-fi satire, Brazil.
Eight Drambuie bars throughout the venue served specially themed cocktails. Futuristic “intelligent” vending machines served drinks (and conversation) to unwitting guests.
The launch of Britain’s first new national daily paper for 25 years presented unusual challenges.
Rival newspaper titles were hostile, media buyers and advertisers were sceptical, and consumers indifferent.
W’s campaign, based around broadcast, and designed to unfold and evolve through a 24-hour rolling news cycle, dominated the bulletins for days and delivered phenomenal sales figures.
In total, W generated more than 1,075 items of coverage, and daily sales hit more than 180,000 in the first week.
Today, i outsells The Guardian, with a circulation of more than 300,000 per day – the only UK title consistently expanding its reach.
W Ventures was established during 2012 to invest agency time and expertise in organisations and causes we believe in – and where we feel we can genuinely make a difference.
Our pro bono work with the Teenage Cancer Trust includes media relations and event support for both its fund-raising art auction, hosted by Jake Chapman at the Groucho Club, and its annual summer party in Ibiza, featuring Neneh Cherry, Groove Armada and food by Tom Parker Bowles.
Influencer marketing can be among the most effective of all earned media routes. Yet finding the right connections and mobilising them correctly takes skill and subtlety.
W’s work with influencers is not just industry leading – it’s world-class. We’ve pioneered entirely new routes to connect with specific influencer audiences that don’t rely on payment and are designed to build enduring relationships and meaningful advocacy.
There’s no “one-size-fits-all”. W/X, our proprietary mapping system, identifies the most appropriate influencers and strategies for each brand. Building bespoke networks, we deliver long-lasting, business-defining results to clients including Levi’s, Lynx, Nest, Addison Lee, L’Oréal, and W Hotels.
Our multi-award winning campaign for the launch of MEATliquor famously rewrote the social rulebook – and social strategy has always been at the heart of the agency.
Backed by the latest listening tools, state-of-the-art analytics, and industry-leading insight, W Social works across our client roster – building brands, nurturing communities, developing content, and shaping the agenda.
Leveraging the full range of channels to help build brands’ personality and purpose, W Social is acclaimed across the industry for its work with Marmite, Levi’s, Soho House Group, Aperol, Coravin, and many others.
W Corporate is a discrete offer that enables companies of all sizes – from dynamic start-ups to global tech giants – to get their message across in the most effective ways.
Led by former senior journalists, and drawing on decades of experience in the news industry, this best-in-class division offers a full range of communications services including media and stakeholder relations, CEO counsel, thought leadership, brand consultancy, executive coaching, and editorial development.
And with so many media clients on our roster – local, regional and national newspapers, international magazine brands, global broadcasters, internet giants – W has a level of connectivity that's genuinely second to none.
W Corporate is designed to be both impactful and unobtrusive; helping business leaders to reach key audiences with confidence, clarity, and credibility.
Nobody likes it when things go awry. But with the right knowledge and experience, it’s possible to find the safest route through shark-infested waters.
Since its birth, W’s approach has been to understand media better than any other agency – by representing more UK and international media organisations than any other agency.
This unique level of insight and connectivity enables us to offer a comprehensive crisis and issues management capability – overseen by CEO Warren Johnson and Strategy Director Adam Leigh, former Deputy Editor of The Independent.
We work with clients to provide effective and realistic guidance, act fast to take control of negative situations, and mitigate reputational harm.