The&Partnership doesn’t always get the credit it deserves for trying to up its creative game. The agency is best-known perhaps for its formidable client retention abilities – it recently held on to British Gas creative (which it began handling at the end of the last century) in a repitch against Mother.
Even its work for Toyota, its biggest international account, isn’t as dire as most of its car rivals – car advertising has reached a veritable nadir.
Jim Ratcliffe’s Ineos is a giant too, chiefly in the world of industrial chemicals. So it’s a big step to launch a consumer brand against the likes of Unilever’s Dove with its new handwash, a case of a pandemic product seeking new frontiers.
And Jim has spent a bit of money on it. Which surely helps.