Shaken & Stirred - Influential Brand Profiling and Positioning

‘Fresh news’ about – Michael Laurie, Ellie Edwards-Scott, SKYCIG, Steve Pereira, QUISMA, Jaywing, Crimestoppers

SKYCIG, a major distributor of e-cigarettes in the UK, are proud to announce that they are now members of the Electronic Cigarette Industry Trade Association (ECITA), the leading regulatory body for electronic cigarettes in Europe – The move is considered crucial to help aid progression and encourage industry growth, particularly as the issue over the regulation of e-cigarettes, and the industry as a whole, intensifies.

Proposals to make alterations to the EU Tobacco Products Directive – which would include a variety of restrictions on the sale of electronic cigarettes – have been widely opposed by ECITA. The body acts as the industry voice, ensuring quality standards and fairness for the industry are met and acknowledged.

One of the major driving forces behind ECITA’s cause is the belief that electronic cigarettes should not be classed in the same category as tobacco products, or as a medicinal product – ECITA are also currently liaising with both the EU and the UK government to develop a fair and robust regulatory code for the industry.

QUISMA, the leading European performance marketing network, today announced it has appointed Steve Pereira as Head of UK Advertising Operations.

Pereira will be responsible for overseeing the execution and implementation of all of QUISMA’s UK-based campaigns. Pereira is an ad operations and marketing specialist with six years experience working as a senior manager at some of the industry’s most successful advertising technology companies.

Pereira most recently served as Head of Operations, and previously as Senior Operations Manager, at Struq overseeing the delivery and optimising campaigns throughout his 5 year tenure. Pereira was responsible for household-name-brand clients such as UNIQLO, TopShop, Waterstones and Pereira was a senior member of the team at Struq during its expansion phase last year, overseeing the doubling number of staff within one year and the company’s expansion overseas, with its most recent office opened in New York, in October 2012.

Ellie Edwards-Scott, MD of QUIISMA UK said: “We are delighted to have a digital media professional, such as Steve Pereira on board to lead our UK ad operations, with his in-depth knowledge of the industry and experience in increasing sales and driving digital marketing ROI for his customers, we couldn’t be more excited to welcome him to the QUISMA team.”


Jaywing has been appointed to design and develop a new, fully responsive and socially integrated digital presence for independent charity Crimestoppers, after a competitive five-way pitch.

Each year, the crime-fighting charity receives almost half of all its actionable information through its website.  With smartphones and tablet devices increasingly prominent in the nation’s digital consumption habits, it’s crucial that Crimestoppers’ future digital strategy continues to embrace this change in usage. As well as acting as a conduit for information between the anonymous public and the police, the site also plays an important role supporting online donations, volunteering and regional crime information.

Jaywing will create a fully responsive, device agnostic site for Crimestoppers, which will allow members of the public to upload images and video content without compromising anonymity. It will address changes to the technical infrastructure, user interface and content architecture, including the important Most Wanted area, and the Appeals Management System that supports it.

Launching later this year, the new site coincides with Crimestoppers’ 25th Anniversary celebrations.

Crimestoppers Chief Executive Officer, Michael Laurie CBE commented, “The panel’s decision was unanimous in selecting Jaywing as the agency to meet this brief. The response described a vision and understanding of the use of digital for Crimestoppers that went above and beyond the brief. We had no hesitation awarding them the task of creating a functional online presence for our charity to make it even easier and more accessible for the public to pass on information about crime anonymously and to support our cause.”


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