Advertising agency roars forward with wild win

A Birmingham advertising agency has secured a major project for one of Germany’s leading wildlife attractions.

M3 has been appointed to complete a strategic brand review of the Serengeti Park, a 20-acre resort with 1500 wild and exotic animals and 40 rides.

The firm, which has offices in Birmingham, Albrighton and London, impressed bosses with the way it had helped West Midlands Safari Park increase visitor numbers over a 15-year period, by delivering ‘Land of the Living Dinosaurs’, ‘Visit Ice Age’ and 2019’s ‘Discover it All’ commercial and multimedia campaign.

It has assembled a team of creatives, planners and account managers to complete a brand review in order to support its 2020 vision.

“We’ve started to make a real name for ourselves internationally, with this latest contract following big wins with Harley Davidson, Solmar Villas and Affordable Car Hire,” said Nick Lovett, managing director of M3.

“The initial enquiry came after our work with West Midlands Safari Park had impressed Fabrizio Sepe, owner of Serengeti Park. He invited us over to Germany for a chat so a couple of us got on a plane and went to meet him, completing a two-day fact-finding tour of the attraction.

“We were delighted when we had a phone call shortly after asking us to take over the brand review project. It just goes to show how a small UK agency that is dynamic and creative can win work on an international stage.”

Stuart Perry, creative director at M3, will be leading the project on the ground. He said: “We’ve assembled a great team of experts that have plenty of experience in this field and also an understanding of the different media mixes that go into moulding a successful creative campaign for Serengeti.

“There’s lots of challenges around working with international clients, not least understanding the local ‘nuances’ and how this is communicated through the brand story. This is something we’ll get to grips with at the earliest stage and with the help of linguists who have an excellent grasp of the dialect.

“The brand review and positioning will be completed over the next six months and, then if they like what we come up with, we would love the opportunity to deliver the concept, a new website and external marketing campaigns across all media channels.”

M3, which employs over 40 people across its three offices, has seen turnover grow 15% over the last twelve months, with annual fees now passing more than £4m per year. It offers online and offline advertising, digital marketing, creative communications and acquisition marketing to clients in the automotive, industry, leisure, and travel sectors.