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Bower Collective won the pitch to participate in the multi-stakeholder agency collaboration
Canon has revealed the next step of its ‘Creative Futures’ project in collaboration with The Drum, with the aim of giving UK-based start-ups an opportunity to catapult marketing with individualised print.
Bower Collective, the start-up that won the pitch to participate, will now benefit from a multi-stakeholder agency collaboration featuring not only Canon and The Drum, but also Nutshell Creative, The Strategic Mailing Partnership, Join the Dots, Herdify, Jicmail, Latcham, Royal Mail Marketreach and Autlay.
A provider of natural household products in reusable packaging, Bower Collective’s core business is a refill subscription service, with marketing efforts focusing on driving new subscriber acquisition.
The omnichannel marketing campaign launched in May 2024, allowing for a test-and-learn environment across digital and print channels. Results of this will be shared later in the summer.
Nick Torday, co-founder and CEO of Bower Collective, comments: “The team at Canon, The Drum and the wider group have been very positive about Bower and our mission to eliminate plastic waste, and have brought that passion to bear in working with us on the planning and execution of the campaign.”
Cathy Bittner, strategic business development manager at Canon Europe, adds: “This project has really set a strong precedent on how we can work together as an industry in the future.
“By bringing together expert parties on data, insights, creativity, production and measurement from the beginning when building a new campaign from scratch, we can leverage our knowledge as an industry and the technology at our fingertips.
“We’ve already learnt a lot from the project and involved parties, from audience exploration and creative customisation to seamless production, and we’re excited to share more of our learnings soon.”
Canon is also showcasing the initiative on its stand at Drupa 2024 (Hall 8a, Booth B41-1 – B41-8).
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