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Colgate was buying creator footage to cut into four paid ad formats plus stills, so it needed the usage rights signed at contract time.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"Our challenge was to produce engaging influencer assets for paid ads that drive awareness of Colgate's Max White Ultra Active Foam whitening toothpaste in Sweden amongst 18-34 year olds."
| Who says so | Digital Voices, the agency. Worth knowing how the work arrived: the agency's Head of Client Development came from Wavemaker, where she led Colgate, and the work landed about a year later. Read it |
|---|---|
| A second source | No independent coverage found |
| What the agency was asked to do | "Our challenge was to produce engaging influencer assets for paid ads that drive awareness of Colgate's Max White Ultra Active Foam whitening toothpaste in Sweden amongst 18-34 year olds." (Digital Voices case study) |
| How the agency was picked | A person moved, the account followed |
| How that happened | A hire, not a pitch. The agency brought in the person who ran the account: Georgia Goodwin joined Digital Voices as Head of Client Development from Wavemaker, where she was a Managing Partner with 15 years of agency experience and led accounts including Colgate. The Colgate work followed. This is the clearest people move channel on the sheet, and it is worth studying because it is repeatable. |
| How long it took | Colgate work landed roughly a year after the hire. |
| Recorded as | Colgate (Max White) (Colgate-Palmolive) |
Every other case where they could not turn the posts into ads →
The other 2 cases where a brand hired Digital Voices →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.