Worldwide Partners is excited to welcome another new agency partner to the global network of independent agencies, Pluto. Pluto is a multifaceted creative agency focused on building real and lasting connections. “We believe that emotional connections build brands and we get up everyday to shape great connections that stick,” said Cathy O’Donohoe, Managing Director at Pluto.
"In today’s environment, brand marketers are selecting agency partners to address very specific business challenges. To meet these needs, Worldwide Partners continues to diversify our global agency platform by geography, capability and vertical expertise,” said John Harris, CEO of Worldwide Partners. “Pluto not only expands our European footprint into Ireland, but their expertise in social media, events and FMCG marketing adds further dimension to our service offering. Most importantly, their collaborative spirit is consistent with the DNA that permeates our network. Collaboration is the new marketing currency, and we are thrilled to welcome Pluto to our global community."
Pluto was originally established as a live experience agency. As media consumption and consumer behaviors have evolved over the years, the agency expanded their offering to include virtual events, influencer-led digital and integrated campaigns, FMCG and shopper marketing, and full creative studio offering. “Our evolution is the result of deliberate recruitment of eclectic talent with diverse backgrounds, cultures, minds and disciplines,” said O’Donohoe. “Our connection experts from digital, design, creative, shopper marketing, events, experiential and social backgrounds work seamlessly to solve problems differently and bring brand objectives to life in ways that people won’t forget.”
Their work for Dublin Rape Crisis Center will surely not be forgotten. To build awareness among 18-25 year olds about the need for sexual consent, Pluto created the campaign “100 consent.” They worked with a group of 20 of Ireland’s leading Tik-Tokers, many of whom are now household names for Gen Z audiences. After attending workshops with a facilitator and sharing stories among their group, the Tik-Tokers were asked to produce content native to their own platforms and personalities. The original content and genuine messaging was a huge success, resulting in even more original content from the target audience, as well as more than 100 pieces of media coverage across national and regional online, print and broadcast media.
This campaign also helped to shape their influencer-led, digital and integrated core discipline, and resulted in a focus on Gen Z audiences. “Where Millennials are tech-savvy optimists who share things online rather than making content themselves, Gen Z prefer to make their own content and be part of the conversation,” said O’Donohoe. Pluto has since leveraged this understanding of Gen Z for multiple global brands and are executing communications strategies related to COVID and vaccine information for the Government of Ireland. Other notable clients they work with include McVities, Microsoft and Volkswagen Group.
Pluto is based in Dublin, Ireland, a city that’s bursting with youthful creativity and culture, and a continual source of inspiration for the Pluto team. “Not only will you hear sweet melodies drifting down cobbled streets, spot colourful creations by local artists around the city and glimpse countless monuments to Ireland's prolific literary history, but everywhere you go you’ll come across a new story, new experience, or new curiosity,” added O’Donohoe.
Pluto is looking forward to expanding their inspiration sources globally through Worldwide Partners’ global network of independent agencies. “We are so excited to tap into a global entrepreneurial energy that mirrors our values, vision and philosophy. To gain a global knowledge resource, a place to share and refine ideas, and unparalleled access to local market know-how,” O’Donohoe shared. “It’s a privilege to share our best work with the global best in class.”