The landscape of digital marketing is constantly evolving, and brands need to keep up with the latest trends, challenges, and technologies to stay competitive. One aspect that often undergoes significant changes is the relationship between clients and agencies. However, there are rare instances where enduring partnerships defy the norm and continue to thrive.
One such example is the collaboration between Essity, the consumer care brand, and AMV BBDO, the creative agency owned by Omnicom. This article explores how their 10-year partnership has not only defied industry trends but also yielded groundbreaking work and impressive results.
The Power of Long-Term Relationships
In an industry where client-agency relationships are becoming increasingly short-lived, the partnership between Essity and AMV BBDO stands out. The average length of such partnerships has declined over the years, but Essity and AMV BBDO have managed to maintain a fruitful collaboration for a decade. This longevity has allowed them to build a high level of trust and a shared vision on the importance of brand purpose and breaking barriers in the health and hygiene category.
According to Tuomas Yrjölä, the president of global brand, innovation, and sustainability at Essity, the long-standing relationship with AMV BBDO has provided clarity, a shared language, and efficiency in decision-making. This has allowed both entities to focus their efforts on pushing for great creative work without the need for constant debates or starting from scratch with each new strategy.
Taboo-Busting and Purpose-Driven Work
The collaboration between Essity and AMV BBDO has not only strengthened their relationship but also resulted in taboo-busting campaigns that have made a significant impact. One of the most notable campaigns is “Blood Normal,” which was a groundbreaking sanitary product ad that showed real blood in the U.K. This campaign challenged societal norms and sparked conversations about menstrual care. It was based on Essity’s own study, which revealed that 74% of men and women wanted to see more realistic period ads.
The success of “Blood Normal” paved the way for other purpose-driven campaigns. For instance, “Viva La Vulva” aimed to move the brand beyond period care and into intimate care by celebrating the female anatomy. Another campaign, “Womb Stories,” shed light on the unseen, unspoken, and unknown truths about the physical experiences of people with uteruses. These campaigns not only resonated with audiences but also garnered accolades at prestigious awards shows like Cannes Lions, D&AD, and the Clios.
The Impact on Business and Growth
The partnership between Essity and AMV BBDO goes beyond creative work. It has had a tangible impact on the business as well. In Q3 of 2023, Essity reported a net sales increase of 8.5% to $3.9 billion, thanks in part to the collaboration with AMV BBDO. This growth is a testament to the effectiveness of purpose-driven advertising and the ability to connect with audiences on a deeper level.
Keeping track of the commercial impact is crucial for Essity, and the company’s digital, marketing, and insights teams work closely together to establish and track success. Sales, market penetration, and growth are at the forefront of their approach, demonstrating that creativity, audience connection, brand trust, and growth are all interconnected.
Nurturing a Time-Honored Relationship
Maintaining a long-term relationship in the advertising industry can be challenging, but AMV BBDO has found ways to keep the partnership with Essity fresh and exciting. One strategy is regularly rotating the creatives working on the account to ensure new perspectives and ideas. This approach helps to prevent stagnation and keeps the creative process dynamic.
Furthermore, AMV BBDO acts like journalists, always on the lookout for the next story to tell. The agency’s focus is on creating work that makes people feel understood and seen, rather than simply pushing boundaries for the sake of it. By constantly seeking new ways to connect with audiences and staying true to their purpose-driven approach, AMV BBDO and Essity continue to shape each other and make a lasting impact.
The enduring partnership between Essity and AMV BBDO serves as a testament to the power of long-term relationships and purpose-driven advertising. Their collaboration has resulted in groundbreaking campaigns that challenge societal norms and create meaningful conversations. By staying true to their shared vision and maintaining a high level of trust, Essity and AMV BBDO have not only achieved commercial success but also made a positive impact on the health and hygiene category. As the digital marketing landscape continues to evolve, the partnership between Essity and AMV BBDO serves as an inspiration for brands and agencies to strive for enduring relationships and meaningful work that breaks barriers and resonates with audiences.
See first source: Adweek
Q1: How long has the partnership between Essity and AMV BBDO lasted?
A1: Essity and AMV BBDO have maintained their partnership for a decade, defying the industry trend of short-lived client-agency relationships.
Q2: What benefits have Essity and AMV BBDO derived from their long-term partnership?
A2: The enduring relationship has provided clarity, a shared language, and efficiency in decision-making, allowing them to focus on pushing for great creative work without constant debates or starting from scratch with each new strategy.
Q3: Can you provide an example of a notable campaign resulting from their collaboration?
A3: One notable campaign is “Blood Normal,” a groundbreaking sanitary product ad that challenged societal norms by showing real blood in the U.K., sparking conversations about menstrual care.
Q4: How have these purpose-driven campaigns impacted the business of Essity?
A4: In Q3 of 2023, Essity reported a net sales increase of 8.5% to $3.9 billion, partly attributed to their collaboration with AMV BBDO. Purpose-driven advertising and audience connection played a significant role in this growth.
Q5: How does AMV BBDO keep the partnership fresh and exciting over the years?
A5: AMV BBDO regularly rotates the creatives working on the account to bring in newperspectives and ideas. Additionally, the agency focuses on creating work that makes people feel understood and seen, rather than just pushing boundaries for the sake of it.
Q6: What is the primary focus of AMV BBDO in their collaboration with Essity?
A6: AMV BBDO acts like journalists, constantly seeking new ways to connect with audiences and staying true to their purpose-driven approach. Their goal is to create work that resonates and makes a positive impact.
Q7: What can other brands and agencies learn from the partnership between Essity and AMV BBDO?
A7: The partnership serves as an inspiration for brands and agencies to strive for enduring relationships and meaningful work that breaks barriers and resonates with audiences, even in an evolving digital marketing landscape.
Featured Image Credit: Photo by Cytonn Photography; Unsplash – Thank you!