Fox Agency

Fox Agency is an integrated agency for global B2B tech brands on a mission: To grow, expand, transform, accelerate, go-to-market, get investment. Or simply, get customers.

From insight to implementation, we use creativity to excite and make a difference – awareness, sentiment, engagement, demand. We call this creating opportunity.

Our approach is based on expertise, collaboration, and momentum – getting the best people, working together to define challenges, develop strategies, and build solutions. This takes open-ness, straightforward-ness, and willingness to adapt to change and different ideas.

By ‘global B2B tech brands’ we mean brands with a global footprint (or game-plan), and an ambition to change their world - including leaders in SaaS, fintech, transformation, IT & cloud, electronics, telco & IoT, industry 4.0, and automotive.

We have offices in London, Leeds, New York and Düsseldorf, and a network of international partners to support implementation in world-wide markets.

We believe in creating the best possible environment for good people to thrive. Respect, wellbeing and accountability are at the heart of all we do, and we are proud to be recognised as one of Campaign’s Best Places To Work for the third year in a row.

As a B Corp Certified business, we have a commitment to sustainability and are on a journey towards Net Zero by 2030.

A different breed of awareness campaign - Gamma

May 23, 2024 | 3 min read

It’s purple. It’s fluffy. And it’s making Europe want to embrace it.

The challenge

Make relationships matter

CX is the most important factor today in building customer loyalty and revenue growth, which Gamma – a UK head-quartered business communications provider – understands and champions. It’s brand ethos, ‘communications with a conscience’ aims to empower people at the heart of good business by strengthening relationships and humanising how we connect.

The challenge is that while Gamma is bigger than BT, it’s been flying under the radar – known and loved by its customers and channel partners, but unheard of by prospects. Now, it was time for the brand to step into the spotlight with a UK and European awareness campaign to help it take a seat firmly at the table.

Our solution

The power of being good together

Deep down, we all know relationships are important – but how could we demonstrate their value in real, measurable terms as well as connecting on an emotional level? Following in-depth sector research, interviews and competitor analysis, we defined an omni-channel strategy that could win people’s hearts as well as savvy business minds.

In a two-pronged approach, we first created the perfect visual metaphor for communicating Gamma’s values and positioning in a giant, fluffy, purple dog – your best friend and loyal partner through every up and down of business. Partnering with a 3D animation studio, we created a brand icon that could encapsulate the heart and soul of the Gamma offering, bringing the dog to life in a video and photography shoot, then unleashing it across digital, DOOH, social and online.

Accompanying this was ‘Return on Relationships’ PR activity, which demonstrated the measurable value of good business connections. Research was conducted across 800 European business leaders and turned into an in-depth whitepaper and online calculator, allowing audiences to identify where stronger connections could positively impact their growth, and how they could go about achieving it.

The outcomes

Good connections unleashed across Europe

With an emotive, unique and distinctive creative idea, backed by powerful insight and measurable evidence, the Gamma dog is having its day across Europe. The campaign launched across multiple channels, supported by our on-going PR activity, content creation and central online hub, brought together by the ‘Good Together’ creative and proposition.

On launch, the campaign made some considerable noise – in a sector full of the hum-drum, the Gamma dog was unleashed to huge attention (really, who could resist?), with its creativity being specifically highlighted and praised within the B2B community. The campaign is currently ongoing across the UK, Spain, Netherlands and Germany, putting Gamma firmly centre stage. We can’t wait to see what happens next.