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5 Star Campaign for DUGUUD

A new brand is launching today called DUGUUD with an advertising blitz not seen in the finance sector since the likes of ‘Tell Sid’.

David Scrivens, CEO, DUGUUD, said “millions of people want to invest in companies that do good, but the industry has been talking to itself using jargon people don’t understand and failing to gain their trust. We want to redefine the sector and make it possible for many more people to invest in it”.

David Pickles, Head of Marketing at DUGUUD, said “the industry loves using phrases like ‘Impact Investing’, but our research by Kantar published today shows that just 10% of people have ever heard of it and can explain what it means. Yet when it’s explained to them 60% agree it can create positive change in the environment and society for the UK economy and three times more people agree than disagree that if they had funds to invest, they would want to invest in this area.”

Michael Moszynski, CEO LONDON Advertising, said “To cut-through the jargon, we named the brand DUGUUD. To make it accessible to everyone, we created advertising that is simple, stands out and ensures people will remember the name of the brand. To drive rapid brand awareness, we are running it in refreshingly old-fashioned broadcast media.”

The campaign will be the agency’s largest since it opened its doors in 2008 and is backed by a multi-million spend between July and October on national TV, Outdoor, Print, Online and Sponsorship. The creative is centred around the DUGUUD logo made out of images of the types of companies DUGUUD will invest in, along with the line “We only invest in companies that do good”. Kate Humble, the well-known science and ecology television presenter provides the voice-over.

Alan Brydon, Head of Media at DUGUUD, said “we appointed LONDON Advertising having seen the simple but powerful TV and Outdoor campaign the agency ran to promote its own brand. If they could do that for themselves, we were confident they could do it for us – and they have. In spades”

But as Alan also went on to say, “we not only want to invest in companies that do good, but we must also always do good in how we act.” So, we applied this spirit to the campaign. Rather than sending film crews around the country with all the carbon that would ensue, we worked with Getty Images to re-use stunning existing film and photographic images from their extensive library.

DUGUUD’s current investments include the award-winning Sterling Suffolk, which produces tomatoes in what’s been called “Europe’s cleverest greenhouse.” The semi-closed hydroponic glasshouse is considered 25% more energy efficient than a traditional one and allows for greater carbon absorption, which also leads to better tasting tomatoes.


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