New ad campaign from Miguided to feature UK TV advertising first delivered by MediaCom Manchester

New ad campaign from Missguided to feature UK TV advertising first delivered by MediaCom Manchester 09 November 2015

STORY' to allow viewers to upload videos via social media to feature in TV ads

A new brand campaign from leading fashion brand, Missguided, is to feature a UK TV advertising first, as MediaCom Manchester introduces a new social TV platform into a the retailer's latest creative.

Set to break during the Mobo Awards on ITV2 from 8:00pm tonight, Missguided and MediaCom Manchester have collaborated to develop a new TV campaign featuring an innovative social TV platform called STORY' from Norwegian company never.no, able to incorporate real-time user generated content into live TV ad breaks.

With Missguided's new campaign already on air across various channels, the new version of the 30 second ad will run first tonight on ITV2 and various other key peak spots to reach key 16-34 female fashion conscious viewers throughout November. Developed by Missuided, the creative features a Missguided mash-up of international influencers showcasing this season s party wear styles, with customer videos weaved into the creative. Viewers will be invited to upload their own footage to social media platforms including Facebook, Instagram, Twitter and Vine using the hashtag #cantisabadword, at which point Missguided will use STORY to choose which submissions will be featured live on TV.

Missguided's collaboration with MediaCom and STORY builds on the success of recent campaigns featuring both Nicole Scherzinger and Pia Mia.

Aleks Certa, Associate Director at MediaCom, who coordinated the campaign with Missguided, said: It's always exciting to be pioneering new ideas and technologies, but even moreso when it is something so perfectly in tune with a brand's image and values. STORY gives us a fantastic opportunity to see the worlds of social media and TV advertising collide seamlessly and powerfully and we're looking forward to helping Missguided's fans play a starring role in the brand's return to TV.

Sarah Lynch, Global Brand Manager at Missguided, added: Missguided's customers are among the most social media savvy and switched on people in the UK and across the world, and this exciting technology gives us the opportunity to reach out to our fans and followers in a more dynamic and impactful way than ever before. Our brand stands for empowerment and inclusion, and STORY offers the perfect platform to engage and involve our customers in our brand.

Scott Davies, CEO of never.no said: We are excited to work with MediaCom and Missguided to deliver the first interactive campaign of its kind in the UK. Missguided has such a strong social media following which is a perfect fit for a social TV campaign such as this. STORY's ability to manage the social content shared by Missguided fans and generate multiple unique versions of their broadcast adverts for distribution makes the whole process easy.

About MediaCom

MediaCom is the The Content + Connections Agency , working on behalf of its clients to leverage their brands' entire system of communications across paid, owned and earned channels to step change their business outcomes. MediaCom delivers not just individual channel silo efficiencies but also connected communications system effectiveness, by developing and optimising all content defined as any form of consumer messaging as the fuel that drives high-performing systems. MediaCom measures and quantifies communications systems across paid, owned and earned through their unique Connected System Audit.

MediaCom is one of the world's leading media communications specialists, with billings exceeding US$33 billion (Source: RECMA 2015). It employs 6,000 people in 125 offices across 100 countries around the globe. Its client roster includes P&G, VW Group, Dell and Universal. In 2015, MediaCom was recognised by RECMA as the leading global agency network in its Network Diagnostics report, and also was the first agency network to top all 3 key RECMA reports across EMEA. In the past year, MediaCom has been awarded Media Agency of the Year in the US by AdAge and Adweek and Agency of the Year in the UK by Campaign and The Drum. The agency captured six Media Lions at the 2015 Cannes Lions International Festival of Creativity, making it the top performer among all global media agency networks.

MediaCom is a member of WPP, the world s largest marketing communications services group, and part of GroupM, WPP's consolidated media investment management arm.

For more information, visit www.mediacom.com

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About GroupM

GroupM is the leading global media investment management operation serving as the parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus, each global operations in their own right with leading market positions. GroupM's primary purpose is to maximise performance of WPP's media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM's focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people. Discover more about us online at www.groupm.com.

About WPP

WPP is the world's largest communications services group with billings of US$76 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship

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