Shaken & Stirred - Influential Brand Profiling and Positioning

Bradley Cooper, Amaze, Jaywing & Jamie Riddell, Häagen-Dazs, UM London

UM London client and luxury ice cream brand Häagen-Dazs is about to embark on a new UK advertising campaign, featuring superstar and Academy-Award nominated actor Bradley Cooper.

The TV ad, which will hit UK screens on 3rd June, sees the doors to The House of Häagen-Dazs open to reveal an opulent Baroque ballroom filled with couture-clad party goers.  Bradley Cooper locks eyes with a glamorous guest, portrayed by model Jana Perez, who beckons him to a private room. Things look to be heating up between the pair but instead of planting a kiss, Perez takes the Häagen-Dazs from his hands, walks out the door and locks it behind her, proceeding to tease him by enjoying the luxurious ice cream herself. Watch it here.

Jaywing has strengthened its digital capabilities with the appointment of Jamie Riddell as Director of Social. Riddell returns to the company after a four-year hiatus to take up the newly-created position, where he will build upon Jaywing’s strong heritage within social media with a view to developing new services within the area.

Riddell is one of the digital industry’s original pioneers, co-founding specialist search and digital media planning and buying agency Cheeze in 1999 before selling the business in 2007 to Digital Marketing Group (now Jaywing plc). Since, he has founded social media consultancy Digital Tomorrow Today and created the Social Media Reconnaissance tool Birdsong.

He also played a notable role as part of the Advisory Board helping the National Media Museum launch ‘Life Online’, Europe’s first museum space dedicated to the Internet, and is also a regular industry commentator.

At Jaywing, Riddell will be responsible for strategic planning, targeted advertising and creating social content across the agency’s portfolio of clients.


One of the largest building supplies providers in the UK, Travis Perkins Plc, has appointed marketing and technology consultancy, Amaze, as its lead digital partner. The brief was won following a four-way competitive pitch.

As Travis Perkins’ lead digital partner, Amaze’s brief is to provide digital consultation, strategy, digital marketing and thought leadership for the central Travis Perkins Group. Amaze is to advise Travis Perkins on how to employ digital across its brands, which include Keyline, City Plumbing and CCF, and to help position the Group as the leader in the field of digital within the building and construction industry.

One of Amaze’s key tasks will be to introduce digital campaigns and solutions designed to make tradesmen’s lives easier. Initial campaigns will include SEO, PPC, social media and website design and build.

Linda Doughty, Group Marketing Director at Travis Perkins, commented: “We are looking to enhance our digital offering and enable our customers to operate at their optimum in today’s digital world. In a marketplace where most brand interaction happens in person, it is essential that we keep customer service central to all campaigns and use digital to support, not replace, personal relationships.

“The team at Amaze impressed us and we found they excelled in strategic thinking, with clear technical and digital strengths whilst demonstrating an understanding of our customer base and the marketplace in which we operate.”

Sandra McDowell, Managing Director of Amaze Communications, commented: “The Travis Perkins account is a hugely exciting win for us as we are delighted to be able to bring our team of specialists together to form channel-neutral communications plans, for the Group and its brands in the building and construction market.”


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