HOW TO TELL A GHOST STORY - The Drum
HOW TO TELL A GHOST STORY - The Drum
HOW TO TELL A GHOST STORY - The Drum
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OCT.26.12<br />
SOUTH<br />
WEST<br />
FOCUS<br />
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THE DRUM OCT.26.12 www.thedrum.com<br />
VOLUME #33 ISSUE #22<br />
Cover: courtesy of Rankin<br />
www.rankin.co.uk<br />
Rankin shot the poster for When the Lights Went Out, the<br />
supernatural horror film set in Pontefract, West Yorkshire, directed<br />
by Pat Holden and co-produced by Bil Bungay.<br />
20<br />
Bil Bungay, who provides an insight this issue into what happens when ad men make movies<br />
31<br />
26 Oct 2012<br />
Is South West best? This regional focus concentrates on the creative marketing sectors in the<br />
South West, catching up with agencies operating in the region<br />
05 Leader<br />
<strong>The</strong> <strong>Drum</strong>’s editor Gordon Young discusses the<br />
innovation to be found in out of home advertising.<br />
06 Agenda<br />
Some of the latest insights and analysis<br />
into the media and marketing industries.<br />
13 People news<br />
A round-up of some of the latest appointment<br />
news, including the hiring of Mike Shackle as<br />
executive creative director of gyro London.<br />
INSIDE03<br />
15 Out of home innovation<br />
Out of home advertising is undergoing a revolution.<br />
<strong>The</strong> <strong>Drum</strong> takes a look at outdoor innovations to emerge<br />
from the Creative Out of Home Awards judging process.<br />
18 Women in digital<br />
As part of our series profi ling infl uential digital women,<br />
Propel CEO Melina Jacovou speaks to Jocelyn Bull,<br />
marketing director, Somo, about the growth of mobile.<br />
COVER S<strong>TO</strong>RY<br />
20 Admen take on the movies<br />
With Halloween approaching, Bil Bungay of Beattie<br />
McGuinness Bungay takes us through the experience<br />
of conceiving and creating horror fi lm When <strong>The</strong> Lights<br />
Went Out.<br />
25 <strong>The</strong> Works<br />
A round-up of some of the most interesting recent<br />
creative work, including a series of prints created<br />
by the Association of Illustrators for Ted Baker.<br />
31 South West focus<br />
<strong>The</strong> latest in <strong>The</strong> <strong>Drum</strong>’s series of regular regional<br />
features focuses on the creative talent to emerge from<br />
the South West, catching up with agencies operating<br />
in marketing industries in the region.<br />
44 MiNetwork update<br />
We take a look at the nominees for the MD/CEO of the<br />
year award, a public vote category at the MiAwards.<br />
46 Last Word<br />
Opinion editor Cameron Clarke rounds up some of<br />
thedrum.com’s best read blogs from the past few weeks.<br />
45 Jobs 47 Directory<br />
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THE DRUM OCT.26.12 www.thedrum.com<br />
conTRibUToRs THis issUE<br />
joHn McLELLAn, foRMER<br />
EDiToR of THE scoTsMAn<br />
analyses the recent Panorama<br />
investigation into the dropping<br />
of the BBC investigation into<br />
Savile’s conduct<br />
biL bUngAy, foUnDing<br />
pARTnER, bEATTiE<br />
McgUinnEss bUngAy<br />
writes on his experience of<br />
what happens when ad men<br />
turn their hand to movies<br />
MELinA jAcovoU, cEo,<br />
pRopEL LonDon catches up<br />
with Somo marketing director<br />
Jocelyn Bull in the latest of <strong>The</strong><br />
<strong>Drum</strong>’s profiles on influential<br />
women in the digital space<br />
jAnE AsscHER, MAnAging<br />
pARTnER, 23RED looks at<br />
the trend of brands<br />
increasing their investment<br />
in brand activation and<br />
below-the-line activity<br />
MARk LowE, foUnDing<br />
pARTnER, THiRD ciTy takes<br />
the last word this issue, looking<br />
at the recent controversial<br />
Wonga sponsorship of<br />
Newcastle United<br />
sTEpHEn LEpiTAk,<br />
nEws EDiToR<br />
stephen.lepitak@thedrum.com<br />
THoMAs o’nEiLL,<br />
AssisTAnT EDiToR<br />
thomas@thedrum.com<br />
cAMERon cLARkE,<br />
opinion EDiToR<br />
cameron.clarke@thedrum.com<br />
kATiE McqUATER,<br />
sTAff wRiTER<br />
katie.mcquater@thedrum.com<br />
giLLiAn wEsT, REpoRTER<br />
gillian.west@thedrum.com<br />
OuTdOOr nOw mOre<br />
pixel Than pasTe<br />
LEADER05<br />
As ancient grainy pictures from the early days of photography<br />
demonstrate, outdoor advertising has always been a feature<br />
of our cityscapes.<br />
Above the blurred pictures, of petticoat clad girls, or flat-cap wearing<br />
men, are images of long forgotten health tonics, confectionary brands<br />
and ladies hat suppliers.<br />
Sometimes they are painted direct on to rough, soot blackened gableends,<br />
or pasted in a chaotic mish-mash that proves that the scourge<br />
of the fly-poster was as much a fact of city life then as it is now.<br />
This is an industry that is not only as old as the oldest profession,<br />
but as civilisation itself – it possibly emerged around the time of the<br />
first cave paintings in the form of ‘Buy my Bison’ drives.<br />
So that’s what makes it all the more surprising that the sector is not<br />
only surviving the current digital revolution – but is actually excelling.<br />
New digital screens grace the landscape. Interactive displays are<br />
becoming more common. Posters that recognise the gender of its audience,<br />
or dispense cakes or the seductive smell of baked potatoes have featured.<br />
Near field communication, broadband technology and augmented reality<br />
have taken it to the very cutting edge of modern communications.<br />
Its strength seems to be that, in this social media enabled world, people<br />
need something to talk about and things to share. And outdoor is perfectly<br />
placed to pump-prime these sorts of conversations. Over the last couple<br />
of years we have seen some great examples like the Lynx Angels in Victoria<br />
Station, were passengers could watch themselves on a giant screen interact<br />
with virtual angels who appeared to be standing next to them.<br />
But more recently we have seen other examples that have taken<br />
this concept beyond the realms of traditional outdoor. <strong>The</strong>se include<br />
the recent Red Bull stunt for example, which saw 8 million people watch<br />
a live YouTube stream of a man breaking the sound barrier after freefalling<br />
from the stratosphere.<br />
Initiatives like this have made the whole out of home space one of<br />
the most exciting and dynamic parts of the business. Which is why<br />
<strong>The</strong> <strong>Drum</strong> has launched the Creative Out of Home Awards in association<br />
with Clear Channel to recognise the innovation in this sector. You can<br />
see some of our nominations for our inaugural event on page 15.<br />
This work provides evidence that this business is now more about<br />
pixels than paste.<br />
gordon young, Editor<br />
gordon.young@thedrum.com<br />
Publisher/Editor: Gordon Young Associate Editor: richard draycott Assistant Editor: Thomas O’neill News Editor: stephen lepitak Opinion Editor: Cameron Clarke Staff Writer: Katie mcQuater Reporters: ishbel macleod, Gillian<br />
west, Jen Faull Business Development Director: liz hamilton Business Development Manager: James mcGowan Directory Sales: Victoria swan Recruitment Sales: Tehmeena latif Marketing & Subscriptions: ayush<br />
Kejriwal Design & Production Director: nick Creed Design/Production: amanda dewar, dane Brown Events Director: lynn lester Events Manager: Katy Thomson<br />
Managing Director: diane Young Head of London Operations: andy Oakes Head Office: 4th Floor, mercat Building, 26 Gallowgate, Glasgow G1 5aB Tel: 0141 552 5858 Fax: 0141 559 6050<br />
Original Design: stand Printed by: stephens & George magazines<br />
THE DRUM is published by Carnyx Group Limited. <strong>The</strong> publishers, authors and printers cannot accept liability for any errors or omissions. Any transparencies or artwork will be accepted at owner’s risk. All rights reserved. On no account<br />
may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. © CarNyx groUP limiTeD 2012 iSSN 2046-0635
06AGENDA<br />
marketing deals<br />
Groupon UK & Ireland managing<br />
director defends its offering<br />
Four years ago discount website<br />
Groupon brought daily deals commerce<br />
into the mainstream, offering<br />
users bargains and discounts<br />
on spa treatments, fine dining and<br />
hotels. Since its 2008 launch in Chicago<br />
Groupon has grown at a rapid<br />
place quickly expanding into some<br />
48 countries.<br />
However, in December 2010 the<br />
Advertising Standards Authority (ASA)<br />
referred the site to the Office of Fair<br />
Trading (OFT) over ‘serious concerns’<br />
after it broke UK advertising regulations<br />
more than 50 times in less than a year.<br />
In March of this year the OFT ruled that<br />
Groupon needed to change its trading<br />
practices, leading UK and Ireland<br />
managing director Roy Blanga to admit<br />
Groupon customers had “experienced<br />
the negative side effects of our growth”<br />
and that “we’ve messed up.”<br />
Since then many have criticised<br />
Groupon in the UK of lagging behind its<br />
contemporaries such as Wowcher, LivingSocial,<br />
regional sites such as itison,<br />
and its US counterpart. Speaking to <strong>The</strong><br />
<strong>Drum</strong>, Blanga defended Groupon UK,<br />
commenting: “Groupon is only two and<br />
a half years old in the UK so it’s fair to<br />
say the technology we have has not had<br />
the time or the opportunity to ‘lag’.<br />
“Many companies have tried to replicate<br />
what we do – but none of them<br />
have been able to develop as quickly<br />
and engage with the level of businesses<br />
as we have. What people tend to underestimate<br />
is the dual nature of the Groupon<br />
model. We are both a technology<br />
company and an operational company.<br />
You cannot deliver the service we deliver<br />
without both sides of the coin.”<br />
Blanga also defended criticisms that<br />
the UK offering falls behind its US sister,<br />
adding: “<strong>The</strong> US is Groupon’s largest<br />
market and this is why most of our technology<br />
is developed and tested there<br />
before being rolled out to our other markets.”<br />
David Katz, vice president and general<br />
manager for consumer mobile at<br />
Groupon agreed with Blanga, adding<br />
the company was “actually pretty aggressive<br />
about rolling out new offerings<br />
into the UK market” and “it’s not entirely<br />
accurate to say everything comes out of<br />
the US.”<br />
<strong>The</strong> latest Groupon offering to roll-out<br />
onto the UK market in the near future is<br />
<strong>The</strong> <strong>Drum</strong> catches up with Groupon UK and Ireland<br />
managing director, Roy Blanga, to discuss criticisms<br />
the discount site is lagging behind its UK peers.<br />
Roy Blanga, Groupon MD UK and Ireland, and David Katz, global vice president and<br />
general manager of mobile<br />
‘Smart Deals’, which has been jokingly<br />
referred to by chief executive, Andrew<br />
Mason, as a feature to stop it “sending<br />
pole-dancing offers to men.” Launched<br />
in the US in February, the feature “enables<br />
subscribers to enjoy a more<br />
personalised offering with customers<br />
receiving more targeted emails based<br />
on their location, gender and previous<br />
purchases,” according to Blanga.<br />
Katz explained to <strong>The</strong> <strong>Drum</strong> how this<br />
would also be incorporated into Groupon’s<br />
mobile platform: “What we’ll be<br />
doing is trying to organise deals so that<br />
when you open the application for the<br />
first time the deal that you’re going to<br />
see is the most relevant one that is most<br />
appealing to you. It’s not about having a<br />
mobile specific deal, its more about how<br />
we sort to make it easiest for you to get<br />
the best deal that you want quickly.”<br />
Blanga told <strong>The</strong> <strong>Drum</strong> that Groupon<br />
“sees itself as the ‘go to’ destination for<br />
people who want to try new and exciting<br />
experiences,” continuing, “we see ourselves<br />
as an experience-provider rather<br />
than a voucher or discount website. We<br />
are continuing to focus on technology in<br />
order to grow.”<br />
Part of that technology is mobile, and<br />
in August Groupon launched a “substantial<br />
re-working” of its mobile application,<br />
which Katz explains was done<br />
to “make the experience on mobile as<br />
good as, if not better than, the experi-<br />
ence on a desktop.”<br />
Speaking about the mobile side of<br />
Groupon, Katz explained: “Groupon<br />
is in a fortunate situation as we are a<br />
commerce company; I think some companies<br />
who rely on mobile advertising<br />
for their revenue struggle a little on the<br />
mobile.<br />
“For a commerce company like Groupon,<br />
our business model transitions<br />
onto mobile very easily. Users can do<br />
the same things on their mobile device<br />
as they can on desktop. From a business<br />
point of view we make revenue in<br />
exactly the same way, and so it’s really<br />
very seamless for us.”<br />
Despite complaints, stories of merchants<br />
being unable to cope with<br />
demand, claims of unfair pricing and<br />
misleading terms of advertising, Groupon<br />
still boasts over 38 million users<br />
worldwide. <strong>The</strong> <strong>Drum</strong> asked Blanga how<br />
he thinks Groupon is viewed by British<br />
businesses, to which he replied: “With<br />
many high street businesses struggling<br />
in the current economic climate, we are<br />
keen to be seen as a core part of a business’s<br />
marketing mix, helping them to<br />
bring new customers through the door.<br />
“<strong>The</strong> Groupon offer is just the trigger<br />
to get a new customer through the door.<br />
Once they are there, [it is the merchant’s<br />
chance to] develop a relationship with<br />
them for the long-term, encouraging<br />
them to return.”<br />
www.thedrum.com OCT.26.12 THE DRUM<br />
Acquisitions<br />
and growth<br />
WPP owned Grey Group will<br />
acquire the majority stake in ArtM<br />
Communications Group in China.<br />
<strong>The</strong> deal, which is subject to regulatory<br />
approval, will see the company, which has<br />
offices in Beijing, Shanghai, Shenzen and<br />
Guangzhou, will join the Grey Group.<br />
New York-based digital advertising<br />
agency Clash Group has announced<br />
its expansion into the UK.<br />
<strong>The</strong> announcement of the transatlantic<br />
expansion has followed the company’s<br />
acquisition of Vendari, a UK voucher comparison<br />
site.<br />
M&C Saatchi Mobile has announced<br />
that it is to expand into Australia with<br />
a new office in Sydney.<br />
<strong>The</strong> office will be led by Sarah Di Mento<br />
in the role of business development manager,<br />
with Di Mento saying: “<strong>The</strong> Australian<br />
market is ready. Our entry strategy is<br />
very similar to what we’ve deployed and<br />
been hugely successful with in the UK<br />
and US markets, as well as our recently<br />
opened South Africa office.”<br />
Chime Communications is to wholly<br />
acquire pH Associates in a deal that<br />
Could be worth up to £14m.<br />
<strong>The</strong> deal to buy the pharmaceutical<br />
data agency will see an initial considering<br />
of £6.07m paid in cash, and £0.85m<br />
in working capital of PHA at the time of<br />
acquisition.<br />
<strong>The</strong> Mission Marketing Group has<br />
acquired balloon dog for a deal<br />
worth £3.2m.<br />
<strong>The</strong> multichannel marketing agency,<br />
which has offices in London and Norwich,<br />
offers a range of marketing services,<br />
working with Aviva, Barclaycard, Pret a<br />
Manger, and Rightmove. <strong>The</strong> agency recorded<br />
a pre-tax profit of £0.7m last year,<br />
with a turnover of £6.3m.
THE DRUM OCT.26.12 www.thedrum.com AGENDA07<br />
marketing<br />
IPA Bellwether survey reveals<br />
marketing spend decline forecast<br />
<strong>The</strong> latest IPA Bellwether survey has<br />
found 23 per cent of companies likely<br />
to reduce marketing spend, with only<br />
18 per cent planning to increase their<br />
spend. This is the second downward<br />
revision of the year.<br />
Reasons given for the downturn in confidence<br />
relate to the slowing of the global<br />
economy and a lack of resolution to the<br />
Eurozone sovereign debt crisis.<br />
Online budgets were revised higher,<br />
with the net balance growing from 5.1 per<br />
cent to 7.1 percent, with online advertising,<br />
search and SEO spend growing by 5.2 per<br />
cent, while all other communications categories<br />
set to fall. Below-the-line will decline<br />
by the highest degree, it has been claimed,<br />
while direct marketing and sales promotion<br />
will also decline.<br />
IPA president Nicola Mendelsohn commented:<br />
“<strong>The</strong> message provided by the<br />
Bellwether survey is consistent and indicative<br />
of the economic situation as a whole<br />
which is one of underlying stagnation. We<br />
had hoped when the year started that<br />
things were picking up but as time has<br />
gone on the economy has stuttered and<br />
confidence isn’t particularly strong. We had<br />
hoped for growth but are instead looking at<br />
a flat market. Although this is disappointing<br />
it is by no means terrible. <strong>The</strong> outlook<br />
for UK economic growth in 2013 is looking<br />
better than this year so consequently<br />
Reaction fRom the industRy<br />
Keith Hunt, managing partner, Results International:<br />
“<strong>The</strong> latest Bellwether report certainly makes for<br />
depressing reading. Yet it’s important to remember that<br />
not every business in the industry is suffering. What we<br />
are seeing are winners and losers, with some digital<br />
disciplines doing better than more traditional areas. In<br />
our work we see agencies in high growth areas such<br />
as data and digital doing well as marketing executives<br />
recognise that they deliver the best returns for their<br />
brands. Agencies with a more traditional skill set should<br />
be thinking hard how to get a better ROI or getting into<br />
these growth areas themselves, fast.”<br />
Tim Hipperson, chief executive, G2 Joshua:<br />
“<strong>The</strong> latest IPA Bellwether report paints a gloomy outlook<br />
on marketing spend for the rest of the year, however, if<br />
the priorities of customers are put at the forefront and<br />
acted upon with immediacy through the use of intelligent<br />
and connected marketing, then 2013 will offer a far<br />
more prosperous picture. Cash-strapped consumers are<br />
looking for brands that offer them relevancy, engaging<br />
Marketing budgets have been revised down for the<br />
second successive quarter, taking figures to their<br />
most extreme in three years.<br />
we are expecting a relative improvement<br />
in marketing spend. We shall see what Q4<br />
and the year ahead brings but the advertising<br />
and marketing industry is certainly not a<br />
market in decline.”<br />
Chris Williamson, chief economist at<br />
Markit and author of the Bellwether, added:<br />
“Disappointing sales and revenues prompted<br />
companies to cut their marketing budgets<br />
again in the third quarter, reflecting the<br />
weaker than expected economic environment<br />
than many had hoped to be operating<br />
in. <strong>The</strong> modest increase in budgets that<br />
had been set at the start of the year looks<br />
instead to turn into a reduction in spend<br />
compared with 2011, as companies seek<br />
to reduce costs. It therefore seems likely<br />
that marketing spend will have fallen for a<br />
fifth successive year.<br />
“<strong>The</strong> Bellwether is consistent with other<br />
surveys which suggest that the official data<br />
overstated the weakness of the economy<br />
in the first half of the year, but also suggests<br />
that economic growth slowed, and<br />
perhaps even stalled, in the third quarter.<br />
With business confidence falling further in<br />
the third quarter, prospects also look rather<br />
subdued for the rest of the year.”<br />
content and value for money delivered as soon as they<br />
request it and the marketing industry needs to tap into<br />
these demands to reap the rewards.”<br />
Nick Jefferson, MD, gyro London:<br />
“Work comes home. Home comes to work. Our lives<br />
are portable. And the devices we are using – iPhone<br />
5, Kindles – are only getting faster and better. It makes<br />
perfect sense that more spend would gravitate to digital.<br />
It also makes sense that there is a greater emphasis on<br />
SEO and being found. <strong>The</strong> crowd is arriving in throngs<br />
to digital properties and as with any channel, it’s up to<br />
marketers to stand out.”<br />
Renee Joyce, marketing manager, Tangent Snowball:<br />
“Research from periods of economic downturn has<br />
consistently shown that brands who invest in marketing<br />
are the ones who grow market share and revenue. It’s up<br />
to agencies to continue to work more closely with clients<br />
to understand the real pain points and devise strategies<br />
around this with tangible measureable outcomes.”<br />
advertising<br />
TV takes 61% of<br />
global advertising<br />
spend<br />
TV advertising still accounts for 61<br />
per cent of global ad spend, Nielsen’s<br />
Global AdView Pulse found, although<br />
TV investments have declined 2.2 per<br />
cent in Europe in the first half of 2012<br />
compared to the first half of 2011.<br />
<strong>The</strong> research found a 7.2 per cent<br />
global gain in internet advertising, with<br />
an 11.2 per cent increase in this sector<br />
seen in Europe; while magazine spending<br />
fell significantly in both Europe and<br />
North America.<br />
Outdoor and radio ad revenues were up<br />
in all areas measured, while cinema saw a<br />
slight gain in Europe of 0.4 per cent.<br />
<strong>The</strong> report concluded: “Gains in areas<br />
such as Internet (+7.2 per cent), radio<br />
(+6.6 per cent) and TV (+3.1 per cent)<br />
offset the 1.3 per cent decline in magazine<br />
spending in the first half of 2012,<br />
leading overall advertising investment to<br />
be up 2.7 per cent.”<br />
marketing<br />
Staff levels up<br />
but budgets down<br />
Warc’s Global Marketing Index has<br />
seen a slight decline for all regions’<br />
measures in marketing budgets, trading<br />
conditions and staffing levels from<br />
September to October, with marketers<br />
in the Americas most positive.<br />
<strong>The</strong> research also found that conditions<br />
in Asia Pacific are also generally positive,<br />
while the figure is negative in Europe.<br />
<strong>The</strong> report explained: “<strong>The</strong>re were<br />
mixed signals from the three individual<br />
components that contribute towards the<br />
headline GMI metric.<br />
“<strong>The</strong> index for global trading conditions<br />
remains unchanged in October on 54.7.<br />
Within this, the Americas index value<br />
signalled rapidly improving conditions<br />
(60.0), with Asia Pacific and Europe also<br />
positive, on 54.3 and 52.5 respectively.<br />
“Globally, the index for marketing budgets<br />
registered a value of 48.8 in October.<br />
This represents a marginal month<br />
on month improvement, but indicates<br />
that marketing budgets are generally decreasing.”<br />
It adds that staffing levels has ‘continuously<br />
been in positive territory over<br />
recent months’, with the levels rising<br />
in all regions.
08AGENDA<br />
sponsorship<br />
Do Armstrong sponsors<br />
have a case for fraud?<br />
As Nike claims it was ‘misled’ by Lance Armstrong,<br />
Ben Griffin of the Fraud & Risk Services team at<br />
national law firm Cobbetts LLP considers whether<br />
sporting cheats could not only expose themselves<br />
to public disgrace, but also to claims of fraud.<br />
During his reign as Tour de France<br />
champion, Lance Armstrong was a<br />
sporting superstar, with some of the<br />
top brands in sport clamouring to be<br />
associated with him. However, with<br />
the recent publication of a report labelling<br />
him a ‘serial cheat’ and alleging<br />
that he systematically used performance<br />
enhancing drugs, the question<br />
of whether he deceived sponsors and<br />
employers for financial gain has come<br />
to the fore.<br />
Indeed, this question is certainly one<br />
Nike’s bosses may now be asking, after<br />
the global sports brand dropped Armstrong<br />
on the basis of “seemingly insurmountable<br />
evidence that he participated<br />
in doping and misled Nike for more than a<br />
decade”. Bike maker Trek and Budweiser<br />
brewer Anheuser-Busch have also now<br />
dropped Armstrong.<br />
In English law, Armstrong’s sponsors<br />
may have grounds to argue that they<br />
have been victims of fraudulent misrepresentation.<br />
This is on the basis that he<br />
would have represented to sponsors that<br />
there was a benefit to being associated<br />
with him at the same time he was, according<br />
to the US Anti Doping Agency<br />
(USADA), taking performance enhancing<br />
substances. <strong>The</strong> sponsors, Nike included,<br />
would have paid substantial sums for<br />
the supposed benefit of being associated<br />
with him at this time.<br />
However, Armstrong has denied doping<br />
(though he chose not to contest USADA’s<br />
claims). Furthermore, the brands associated<br />
with him during his prolonged period<br />
of dominance in cycling’s biggest race will<br />
no doubt have benefited from the profile<br />
he gave them at the time and as a result,<br />
may not have suffered a loss – which is<br />
vital if they were to pursue a claim.<br />
It is also doubtful whether their brands<br />
have truly been tarnished by association,<br />
as it could be argued that only true cycling<br />
fans can remember the bike he rode<br />
or who sponsored the kit he wore on Alpe<br />
d’Huez in the 2004 edition of the Tour, or<br />
indeed, in any other race.<br />
In addition, the teams for which Armstrong<br />
rode, could, theoretically, have<br />
claims against him. A parallel can be<br />
drawn with the situation where job applicants<br />
falsify of qualifications in order<br />
to secure employment. In some cases<br />
of such falsification, the applicants have<br />
been subject to criminal sanctions and<br />
employers have pursued civil proceedings<br />
for recovery of salary paid to them.<br />
In an employer-employee relationship,<br />
the employee is subject to a duty<br />
of good faith and therefore must not act<br />
in a dishonest manner or in a way that<br />
would be detrimental to the employer.<br />
It is arguable that such a duty could be<br />
established between Armstrong and the<br />
teams he rode for.<br />
<strong>The</strong> only fraud that we can say Armstrong<br />
(and a large number of riders in the<br />
professional peloton) is perhaps guilty of<br />
is one against the fans.<br />
pr<br />
Fans of <strong>The</strong> Thick of It will join me in<br />
spotting the parallels between the last<br />
episode and BBC director general<br />
George Entwistle’s appearance at the<br />
parliamentary Savile inquiry.<br />
I am typing as Entwistle takes to the<br />
gallows, sorry, parliamentary enquiry;<br />
the media ready and poised to judge his<br />
statements and either release the trapdoor<br />
or let him struggle on his job.<br />
Let’s not beat around the bush though,<br />
I think many in the PR and media sector<br />
think that this will need a Herculean public<br />
relations fix for Entwistle to survive.<br />
In fact, if any one man needs a Malcolm<br />
Tucker figure, it is George. But what are<br />
the tried and tested media options to help<br />
Entwistle survive? Let’s take a look.<br />
Apologise and apologise hard – TICK.<br />
<strong>The</strong> first apology from George and Team<br />
BBC came on 12 October. He started<br />
today’s appearance with several humble<br />
words about the gravity of the situation.<br />
Announce an urgent internal investigation<br />
– TICK. Again, announced on 12 October.<br />
This is where you assure people no<br />
stone will go unturned in your organisation’s<br />
attempts to find the root of the problem.<br />
<strong>The</strong> BBC has gone a step further and<br />
announced two investigations. Boom…<br />
Sack people at a senior level – Operation<br />
Scapegoat: NOT YET. George needs<br />
to make sure he is not that scapegoat.<br />
<strong>The</strong> buck may well stop at the most<br />
senior person within an organisation, but<br />
savvy senior folk make sure that there is<br />
www.thedrum.com OCT.26.12 THE DRUM<br />
Tips to save Entwistle<br />
from the BBC trapdoor<br />
As the BBC gets ever more embroiled in the Savile<br />
row, director general George Entwistle was hauled<br />
up to a parliamentary inquiry. Here, Andy Barr of PR<br />
agency 10 Yetis offers a Entwistle a handy crisis PR<br />
guide that could save him from the sack.<br />
a buck shaped funnel that points elsewhere.<br />
Expect former director generals of<br />
the BBC to be dragged into the debate<br />
and blame to be directed their way.<br />
Leak a bigger story to divert attention –<br />
NOT YET. Unless pictures emerge of Gary<br />
Lineker having a sex-orgy with a bevvy of<br />
otters (not likely, Gary is a lovely guy) there<br />
is little the BBC can do to shake this. Even<br />
the Sunday Times’ story on MPs’ second<br />
home BuyToLet swindle this weekend<br />
could not budge Savile off the news.<br />
Start a war – NOT YET. Political PR 101<br />
to recover failed ratings. America and the<br />
UK have done this to great effect in the<br />
last 30 years. Who can the BBC start a<br />
war with? Well, that is the difficult one<br />
given it is an organisation riddled with<br />
cardigan-wearing lefties. Maybe this is<br />
the time where Entwistle starts a war with<br />
the BBC DG that was in charge during<br />
Savile’s time. If they are still alive.<br />
Female spokespeople – NOT YET. <strong>The</strong><br />
PR overlords at the CIPR (stands and<br />
salutes) recommends as part of its crisis<br />
comms planning that brands in a bit of<br />
doo-doo put forward females to front off<br />
the media. Apparently women appear<br />
more sincere. What a shame the BBC did<br />
not heed corporate governance advice<br />
and get more women at the top of the<br />
tree. Maybe time for George to become<br />
Georgina?<br />
Smear the people investigating you –<br />
ERM – this is the BBC, they don’t do this.<br />
Do they?
THE DRUM OCT.26.12 www.thedrum.com AGENDA09<br />
MEDIA<br />
How Savile reminded public there is a lot<br />
going on they should know is going on<br />
As Rab C Nesbitt might have put it,<br />
Jimmy Savile wasn’t just a creep,<br />
he was a creep’s creep. No, he was<br />
worse than that. Much worse.<br />
Revelation after revelation continues<br />
to pour out about his perverted behaviour.<br />
200 alleged victims and counting. It<br />
seems everyone who has ever had anything<br />
to do with him is falling over themselves<br />
to say that they had suspected as<br />
such, heard the rumours, couldn’t prove<br />
anything, had to keep quiet, etc.<br />
Except now we know there weren’t just<br />
rumours; there were real allegations made<br />
to the police by real victims. A report was<br />
sent to the Crown Prosecution service,<br />
but without witnesses prepared to testify<br />
in court, there could be no guarantee of<br />
successful prosecution and the case was<br />
dropped. (Phone-hacking, Hillsborough,<br />
Jimmy Savile? Is there is a pattern emerging<br />
of strangely curtailed police activity?)<br />
We know there was enough evidence<br />
for Savile to be quizzed both by police<br />
and the BBC. As far back as 1980, even<br />
I heard the rumours while a student, from<br />
a fl atmate whose father worked in TV in<br />
Leeds. Savile was a well-known pervert<br />
but the police didn’t have enough to<br />
charge him, he told me. 32 years on and<br />
they can only nail him now he’s dead and<br />
can’t lie his way out of another inquiry.<br />
Now we know we weren’t wrong to<br />
fi nd his groping of young people on Jim’ll<br />
Fix It disturbing. So why didn’t the producers?<br />
How could someone who made<br />
so many people feel, at the very least,<br />
uncomfortable, manage to maintain a<br />
position as national treasure for so long?<br />
Looking back at the footage, it’s clear<br />
the blatant sexism wouldn’t pass today<br />
but it now seems it was more than just<br />
eccentricity or a lack of political correctness<br />
which was tolerated at the BBC.<br />
At least on this occasion we can’t say<br />
that illusions have been shattered, as<br />
with John Simpson’s claim about Derek<br />
McCulloch, the legendary children’s<br />
radio presenter. Unless we are talking<br />
about the illusion the BBC deliberately<br />
created, of course.<br />
Admittedly, proof of such behaviour is<br />
not easy to come by. Newsrooms are full<br />
of rumours about well-known people and<br />
their shenanigans, none of it printable.<br />
That’s the stuff you haven’t heard<br />
about at the Leveson Inquiry. All the stories<br />
journalists haven’t printed because<br />
they don’t know for sure they are true.<br />
I have long found it ironic that while<br />
John McLellan, former editor of <strong>The</strong> Scotsman,<br />
now communications director for <strong>The</strong> Scottish<br />
Conservative Party, comments on the Panorama<br />
investigation into the BBC’s decision to can its<br />
own investigation into Jimmy Savile’s conduct.<br />
the most common accusation levelled at<br />
journalists is that they make everything<br />
up, the biggest inquiry into press standards<br />
has been over material obtained to<br />
ensure stories were totally reliable.<br />
So for all the bleatings about an unrestrained<br />
press from the likes of Charlotte<br />
Church and Hugh Grant, perhaps we<br />
should thank Jimmy Savile for reminding<br />
the public there is an awful lot going on<br />
they should know is going on, but the law<br />
makes it virtually impossible to reveal.<br />
We have gone from “How did they fi nd<br />
that out?” to “Why didn’t they tell us?”<br />
Journalists can’t win.<br />
<strong>The</strong> BBC is now engulfed by a different<br />
problem. Newsnight knew about Savile; it<br />
had the witnesses but it didn’t broadcast.<br />
Panorama aimed to reveal why, in what<br />
must go down as one of the most bizarre<br />
episodes in modern British journalism.<br />
<strong>The</strong> comparison in newspaper terms<br />
would be an investigation published in<br />
the feature pages about why the news<br />
department hadn’t revealed the paper’s<br />
recently deceased star writer was a paedophile.<br />
And that the order not to publish<br />
came from the managing director.<br />
It was certainly a gripping show, if for<br />
no other reason than watching one part<br />
of such a familiar organisation ripping the<br />
rest of it apart. I had to keep reminding<br />
myself I was still watching the BBC, so<br />
devastating were its criticisms.<br />
<strong>The</strong>re is now little we don’t know about<br />
Savile’s depravity; vomit-inducing, as<br />
Paul Gambaccini described it. But to see<br />
reliable faces like Nationwide’s Bob Langley<br />
reveal he witnessed him leaving his<br />
caravan with underage girls showed just<br />
how far we have come from the age of<br />
TV innocence which allowed people like<br />
Savile to get away with what they did.<br />
Listening to victim Karin Ward’s moving<br />
testimony with the knowledge Newsnight<br />
had corroboration from other witnesses<br />
makes it all the more diffi cult to understand<br />
why the investigation was halted.<br />
And it was astonishing to hear reporter<br />
Liz MacKean accuse the Corporation of<br />
misleading the public about the reason.<br />
That being said, the Panorama team<br />
failed to stand up the central allegation:<br />
that the probe was stopped because of<br />
pressure from senior programmers so a<br />
Christmas tribute could go ahead. It is<br />
clearly more than just an embarrassment<br />
that the beatifi cation fronted by Shane<br />
Ritchie was broadcast by one bit of the<br />
BBC when another possessed solid evidence<br />
of Savile’s sordid past.<br />
It may yet emerge that such pressure,<br />
so far denied, was in fact applied but the<br />
show could not fi rmly establish the link<br />
beyond the allegations of the journalists<br />
whose work was spiked. For now, the<br />
strongest accusation which can be laid<br />
is despite having an on-camera witness,<br />
corroboration, a police investigation and<br />
a subject who could not sue, the programme<br />
editor Peter Rippon simply did<br />
not have the bottle to broadcast.<br />
And for a journalist, maybe facing a<br />
charge like that is as bad as it gets.<br />
EVENTS<br />
<strong>The</strong> new <strong>Drum</strong> Design Awards<br />
purely recognises great design<br />
work being produced by agencies<br />
across the whole of the UK. Focusing<br />
only on design, categories<br />
will cover graphic, digital and<br />
environmental design, with the<br />
awards being judged by a panel<br />
of designers who have extensive<br />
industry experience.<br />
Register and entert at thedrumdesignawards.com.<br />
<strong>The</strong>re’s only a few weeks left for<br />
you to get your tickets to this<br />
year’s MiAwards. Join us on 15<br />
November at the Mercure Piccadilly<br />
in Manchester where the<br />
winners will be revealed. For more<br />
information and to book tickets<br />
visit miawards.me.<br />
<strong>The</strong> <strong>Drum</strong> Marketing Awards<br />
2013 will be launching very soon.<br />
To get your hands on one of<br />
the industry’s most sought after<br />
accolades – you have to enter!<br />
Register your details online at<br />
thedrummarketingawards.com/<br />
register to be kept up-to-date<br />
with entry deadlines and other<br />
news.<br />
Tickets for the Cream Midlands<br />
Awards, sponsored by Pitch,<br />
are available to buy online<br />
at midlands.creamawards.<br />
co.uk/book. <strong>The</strong> winners will<br />
be revealed at the Jam House,<br />
Birmingham on Wednesday 7<br />
November.
oooh!<br />
intermarketing.co.uk/oooh
THE DRUM OCT.26.12 www.thedrum.com AGENDA11<br />
digital<br />
<strong>The</strong> day 60 digital agencies visited 60 high schools<br />
D-Day took place on 10 October and<br />
saw 60 digital agencies paired with<br />
schools across the UK to complete<br />
challenges and address the digital<br />
skills gap. As a media partner of the<br />
BIMA initiative, <strong>The</strong> <strong>Drum</strong> ran a live<br />
blog of the day to highlight the educational<br />
value of the initiative.<br />
At present, 1.5 million people are employed<br />
in creative industries or in creative<br />
roles in other industries, accounting for 5.1<br />
per cent of UK employment. Employment<br />
in digital has also grown at twice the rate<br />
of the whole economy, yet digital skills are<br />
often overlooked in the classroom.<br />
As part of <strong>The</strong> <strong>Drum</strong>’s coverage of<br />
the initiative, reporter Gillian West joined<br />
Govan High School and its partner<br />
agency, Spider Online, to experience<br />
BIMA D-Day first hand. In a presentation<br />
to the class, John Campbell, MD<br />
of Spider Online, discussed the value<br />
of digital as a career “you can fly” in<br />
very early on, adding: “Digital is making<br />
money right now, and this is the worst<br />
recession since the 20s.”<br />
After Campbell had spoken, the crux<br />
of the day got underway as the pupils<br />
began work on their BIMA D-Day challenge.<br />
<strong>The</strong>re were six challenges in total<br />
– design a mobile app, an innovative digital<br />
solution, a social media campaign,<br />
web coding, or multimedia content.<br />
Pupils from Govan High chose the social<br />
media challenge which saw them devise<br />
<strong>The</strong> British Interactive Media Association (BIMA) recently brought together 60<br />
digital agencies from across the UK with over 1,800 school pupils. <strong>The</strong> D-Day<br />
challenge looked to address the digital skills gap in the UK, with the initiative<br />
pairing schools with local agencies to educate students about digital careers<br />
through hands on advice.<br />
a social media campaign for a new café.<br />
<strong>The</strong> <strong>Drum</strong>’s live blog coverage of the day<br />
asked pupils and agencies to join us by<br />
tweeting using the hashtag #BIMADDay,<br />
and roles were reversed as the pupils at<br />
Govan High taught computing teacher Mr<br />
Mullen how to tweet.<br />
It seemed Mr Mullen wasn’t the only<br />
one learning new digital skills, as one<br />
of the recurring themes of the day was<br />
the level of knowledge and insight of the<br />
school pupils involved. Abi Ellis from LBi<br />
told us one of the pupils at its partner<br />
school, Woodside High, had “explained<br />
the virtues of passbook iOS6 to me in<br />
great detail. [He’s the] best coder in the<br />
school, so they tell me. Seems like I’m<br />
learning a thing or two today.”<br />
Phil Heywood of Redweb, partnered<br />
with Avonbourne College, commented:<br />
“My big revelation for #BIMADDay was<br />
going to be user centred design. Turns<br />
out the students at #AvonbourneCollege<br />
already knew! #smartkids”<br />
Kristal Ireland, Enjoy Digital’s strategy<br />
director, was also impressed by the pupils<br />
of her partner school, David Young Com-<br />
munity Academy. In her D-Day reaction<br />
piece for <strong>The</strong> <strong>Drum</strong> she wrote: “What<br />
was most impressive was the level of<br />
digital skillz (I’ve been told z is the cool<br />
thing now) that some of the pupils had.<br />
One 16-year-old in our group had a great<br />
understanding of HTML, CSS and could<br />
use Photoshop. He came up with a very<br />
innovative iPhone app, but what was the<br />
most impressive was how excited he<br />
was about how to market the app and<br />
importantly monetise it. A great commercial<br />
head for someone of his age!”<br />
Pupils across the country were also<br />
very familiar with the use of social media<br />
and had expectations about how companies<br />
should handle customer service<br />
queries through these channels. Ireland<br />
commented on this familiarity in her analysis<br />
of the day, explaining that one of the<br />
revelations of the day was the discovery<br />
of pupils’ digital knowledge: “A standout<br />
quote of the day came from one of<br />
the Multimedia teachers, who said, ‘the<br />
students don’t understand the concept<br />
of “digital”; it’s just how their lives have<br />
always been’.”<br />
When <strong>The</strong> <strong>Drum</strong> spoke to teachers<br />
at Govan High, they echoed this, saying<br />
there is a real passion for digital amongst<br />
their pupils, but their knowledge of social<br />
media doesn’t come from the school.<br />
“It’s in their lives, they use it every day.<br />
We can’t get access to the likes of Twitter<br />
in class but they all have it on their<br />
phones, that’s how they know what to<br />
do,” explained business management<br />
teacher, Sonja Kerr.<br />
Codegent co-founder David Hart<br />
made a similar comment on <strong>The</strong> <strong>Drum</strong><br />
live blog: “Scary and heartening that digital<br />
comes so naturally to teenagers who<br />
have grown up with it.””<br />
With digital growing on an almost daily<br />
basis, it’s clear to see more initiatives like<br />
this are needed to get kids into a thriving<br />
industry, something mentioned by John<br />
Campbell in his presentation to Govan<br />
High: “Forget colleges and uni, it’s school<br />
level you need to start at.”<br />
Echoing this was LBi’s Ellis, who said:<br />
“<strong>The</strong>se are coders, planners, designers,<br />
imagineers, makers, movers and shakers<br />
of the future.”
20 200<br />
20% 15% 25% 18%<br />
2 %<br />
0%
THE DRUM OCT.26.12 www.thedrum.com<br />
Pelliet to head up<br />
Sony European<br />
marketing<br />
Following news that<br />
Sony is to cut 1000 jobs<br />
in its Europe division,<br />
the brand has appointed<br />
a new group of marketers<br />
led by Gildas Pelliet as European<br />
head of marketing.<br />
Pelliet, formerly the Sony UK and Ireland<br />
MD, will be based in the Weybridge<br />
office and will be supported by nine<br />
platform and product marketing heads.<br />
It has also been revealed Shaun Dorrington<br />
will be the head of marketing in<br />
the UK while Matt Coombe has remained<br />
as head of brand and consumer activity.<br />
G2 appoints<br />
Wolfram as C<strong>TO</strong><br />
G2 has announced the<br />
Frank Wolfram as chief<br />
technology officer for its<br />
EMEA region, beginning<br />
in January 2013.<br />
For the past 12 years Frank has<br />
been C<strong>TO</strong> at SYZYGY Group, a fullservice<br />
digital agency, and previously<br />
worked as an independent software<br />
consultant.<br />
Yahoo! hires<br />
Google exec<br />
Yahoo! CEO Marissa<br />
Mayer, on her first day<br />
back from maternity<br />
leave, announced the<br />
hiring of senior Google<br />
advertising exec Henrique de Castro<br />
as Yahoo!’s COO.<br />
De Castro will initially work from the<br />
Yahoo! London office because he does<br />
not have a US work visa. <strong>The</strong> company<br />
said he will transfer to California as soon<br />
as he can obtain one.<br />
Gyro London appoints<br />
Shackle as executive CD<br />
Mike Shackle has been appointed<br />
as executive creative director<br />
of gyro London, replacing Ian<br />
Kerrigan who leaves next month.<br />
Shackle, the former creative director<br />
of TBWA\Singapore and Y&R/Enfatico<br />
Beijing, will aim to bolster the agency’s<br />
creative offering, working across all of<br />
the London office’s accounts, including<br />
Virgin Atlantic, FedEx, HP, L’Oreal,<br />
Google+, Audi, American Express and<br />
Shell.<br />
Nick Jefferson, managing director of<br />
gyro London, commented that Shackle<br />
is “a true creative leader”.<br />
He went on to say: “As a Brit who<br />
has lived and worked in Asia, North<br />
America and Europe, he brings a truly<br />
international perspective to our global<br />
network. With Mike, gyro London will<br />
reach its next level in its unstoppable<br />
pursuit of creative innovation and<br />
thought leadership for our clients.”<br />
Shackle meanwhile said of his appointment:<br />
“In this day and age, it’s<br />
even more important than ever to create<br />
work that ignites real human emotions.<br />
After working in Asia and the<br />
States, it’s exciting to come home to<br />
join an agency that has that belief ingrained<br />
into its DNA.”<br />
Grey lands Saatchi &<br />
Saatchi design director<br />
Grey London has announced the<br />
appointment of Steve Davies to head<br />
up its design department.<br />
Davies, previously design director at<br />
Saatchi & Saatchi, will oversee design<br />
output across all platforms in his new<br />
role.<br />
He said: “I’m very proud of what I’ve<br />
achieved at Saatchi & Saatchi in regard<br />
to building a great design department,<br />
but Grey is clearly an agency on the<br />
up and this was an easy decision to<br />
make. <strong>The</strong>y’ve got a fantastic roster of<br />
clients – clients you wouldn’t have expected<br />
them to have five years ago –<br />
and are already producing some really<br />
high-quality stuff. I’m looking forward to<br />
building up the department and taking<br />
that even further.”<br />
starts with the right pitch.<br />
Creative / Account Handling / PR recruitment<br />
pitchconsultants.co.uk / info@pitchconsultants.co.uk / 0121 270 4080<br />
PEOPLE NEws13<br />
Every great relationship<br />
As well as being responsible for the<br />
development and direction of Grey London’s<br />
design department, Davies will<br />
report to executive creative director Nils<br />
Leonard.<br />
Leonard said: “Grey London is about<br />
world class talent, and Steve is up there.<br />
He shares our vision to create not just<br />
ads, but popular culture and he’ll take<br />
our aesthetic thinking to the next level.”<br />
People on<br />
the move...<br />
Leo Burnett USA<br />
has appointed Mick<br />
McCabe as chief<br />
strategy officer,<br />
where he will oversee<br />
research, analytics, shopper<br />
marketing and brand strategy.<br />
ASOS has appointed former<br />
Amazon UK boss Brian McBride<br />
as chairman, while M&S executive<br />
director of general merchandise<br />
Kate Bostock joins as executive<br />
director.<br />
Woolley Pau Gyro has brought<br />
in Andy Jones, previously creative<br />
director at Ogilvy Healthworld,<br />
as creative director.<br />
Carat has<br />
announced Anne<br />
McCreary as digital<br />
strategy director,<br />
joining from her role<br />
as lead digital strategist at Skive.<br />
Guardian News & Media has<br />
announced the appointment of<br />
Wolfgang Blau as digital strategy<br />
director, beginning next April.<br />
Haygarth has<br />
appointed Benoit<br />
Cacheux as head<br />
of digital having left<br />
Omnicom agency<br />
Organic where he headed up<br />
its London office.<br />
<strong>The</strong> RSPCA has announced<br />
the appointment of John<br />
Grounds as its new director<br />
of marketing and campaigns.<br />
Adobe has<br />
appointed Jeremy<br />
Waite, formerly<br />
head of social<br />
strategy at TBG<br />
Digital, to handle its social<br />
strategy for EMEA.
NIELS SHOE MEULMAN<br />
JOINS CREATIVE SOCIAL<br />
GLOBAL INSPIRATION DAY<br />
NOV 9TH<br />
OLD ST.<br />
LONDON<br />
elle@creativesocial.com<br />
creativesocialgid.eventbrite.com<br />
Photography by Adele Renault
THE DRUM OCT.26.12 www.thedrum.com<br />
Armed with new digital technologies,<br />
out of home advertising has become a<br />
linchpin for successful media executions,<br />
connecting key components of an<br />
integrated strategy.<br />
Red Bull took its trend for content producing to the<br />
extreme in an out of home advertising stunt that was<br />
out of this world with Felix Baumgartner’s leap from<br />
the skies.<br />
Baumgartner’s record-breaking skydive didn’t just<br />
push at the boundaries of human possibility but was<br />
also an example of marketing without limits. Red Bull<br />
had funded and conceived a stunt that captured the<br />
world’s imagination, with the live stream of the jump<br />
viewed by millions globally.<br />
As well as sharing of such high-profi le out of home<br />
stunts, social media and mobile enable advertising to<br />
transcend the immediate space – from billboards to<br />
subway posters – with out of home communications<br />
now being consumed inside the home as well as on<br />
the go. <strong>The</strong> sharing of innovative ads or memorable<br />
stunts means even just one billboard can be<br />
consumed by millions.<br />
One such example, nominated in the experiential/<br />
ambient and special build categories at the inaugural<br />
Creative Out of Home Awards, is the live bacteria<br />
billboard designed to promote Warner Bros fi lm<br />
Contagion. Created by CURB Media, and developed<br />
by microbiologists to ensure the stunt would work,<br />
the name of the movie gradually appeared as it grew<br />
from live bacteria, fungi and mould.<br />
Despite only appearing on two boards in a disused<br />
shop front in Toronto, the ad went fi guratively (as well<br />
as literally) viral thanks to YouTube and social media,<br />
and was consumed by millions worldwide.<br />
Paddy Power was certainly counting on the power<br />
of word of mouth with its tongue-in-cheek out of<br />
home antics over the course of the summer. If its<br />
defi ant billboard ad poking fun of strict Olympics<br />
advertising guidelines didn’t get consumers talking,<br />
then the stunt involving footballer Nicklas Bendtner<br />
fl ashing boxers emblazoned with the Paddy Power<br />
logo certainly did. <strong>The</strong> brand also came under fi re for<br />
its controversial customising of the Uffi ngton White<br />
Horse.<br />
Traditionalists may argue that Paddy Power’s<br />
antics don’t fall into the category of out of home, but<br />
its approach of seeding social conversation around<br />
its cheeky stunts is just one of the new faces of out<br />
of home in 2012 – and this approach challenges<br />
OUT OF HOME15<br />
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OUT OF THE BOX<br />
<strong>The</strong> advertising industry’s oldest medium is undergoing a change<br />
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unveiled a raft of entries symbolising the new out of home.<br />
Paddy Power<br />
outdoor stunts<br />
this year include a<br />
challenge to Olympic<br />
advertising rules,<br />
Nicklas Bendtner’s<br />
lucky pants and the<br />
customisation of the<br />
Uffi ngton White Horse
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the DRum OCT.26.12 www.thedrum.com<br />
the boundaries of the sector, opening it up to new<br />
possibilities.<br />
Another example which emerged from the Creative<br />
Out of Home Awards judging process was the<br />
Forza Motorsport out of home campaign for Xbox<br />
by UM London. Integrating outdoor posters with<br />
an experiential build in Westfield shopping centre,<br />
the campaign typifies the innovation to be found<br />
in out of home, combining high impact creative<br />
with a memorable experiential campaign to seed<br />
conversation. <strong>The</strong> build provided an interactive<br />
element, asking consumers to choose the various<br />
elements that would make up the real life build of the<br />
car, as they would within the game.<br />
So no longer is out of home about static posters<br />
visible only to passers-by. <strong>The</strong> medium is becoming<br />
far more interactive, fuelled by advances in digital<br />
technology and the meteoric rise of social media.<br />
Advertisers who seek to integrate these elements into<br />
campaigns will reap the rewards.<br />
<strong>The</strong> inaugural Creative Out of Home<br />
Awards has been organised by <strong>The</strong> <strong>Drum</strong> in<br />
association with Clear Channel to recognise<br />
and reward the growth in innovation in the<br />
out of home sector, with categories ranging<br />
from experiential/ambient to use of live<br />
updates.<br />
Judging took place on 10 October at<br />
Clear Channel's offices, and the panel was<br />
chaired by John Jessup, creative director,<br />
Leo Burnett.<br />
<strong>The</strong> awards ceremony will take place<br />
on 22 November at the Emirates Stadium,<br />
London.<br />
<strong>The</strong> full list of nominations can be viewed<br />
at creativeoutofhomeawards.com.<br />
out of home17<br />
Viral marketing takes on a whole new meaning with this billboard created by CuRB media for Warner Bros film<br />
Contagion, and nominated at the Creative out of home Awards.<br />
um London’s out of home and experiential forza motorsport<br />
campaign for Xbox, which has been nominated in<br />
categories including innovation at the Creative out of<br />
home Awards.
18girl guides www.thedrum.com OCT.26.12 THe druM<br />
upwardly<br />
mobile<br />
in our latest installation in a series focusing on influential<br />
women in digital, melina Jacovou speaks to Somo’s Jocelyn bull.<br />
Earlier this year Somo was named ‘One to<br />
Watch’ in both <strong>The</strong> <strong>Drum</strong>’s UK Digital 100<br />
and New Media Age’s poll of the top 100<br />
interactive agencies, as well as being lauded<br />
as the fastest growing mobile company in<br />
Europe in the Media Momentum Awards.<br />
Established in 2009, the mobile specialist has already<br />
expanded its operations from London to the US and Asia,<br />
and works with massive clients – Audi, Paddy Power,<br />
Disney and <strong>The</strong> Times, to name just a few. Based on<br />
headcount, it is unequivocally the largest independent<br />
full-service mobile marketing agency around.<br />
<strong>The</strong> person responsible for the safekeeping of such<br />
a valuable brand is Somo’s marketing director Jocelyn<br />
Bull. Such a brief might intimidate many, but when we<br />
meet she is relaxed and full of enthusiasm for her task.<br />
Perhaps part of the reason for her bright outlook is<br />
that she’s amongst friends at Somo – some of whom<br />
she’s known for more than eight years of her career. For<br />
Jocelyn, it’s the second time she’s worked alongside<br />
Nick Hynes, Somo’s co-founder and CEO.<br />
“Nick is from <strong>The</strong> Search Works [where Jocelyn<br />
worked between 2005 and 2008] and there’s a big ex-<br />
Search Works contingent here.<br />
“Working at <strong>The</strong> Search Works taught me a lot about<br />
the kind of business and the kind of people I want to<br />
work for. I knew that any business Nick was part of<br />
would have the same qualities and that I would leap at<br />
the chance to work with him again.”<br />
Where <strong>The</strong> Search Works’ mission was to build<br />
Europe’s largest paid search marketing agency, Somo<br />
is much broader in scope. As a full service agency, its<br />
team covers mobile strategy, innovation, advertising<br />
campaigns and creative design and production from<br />
conception to delivery.<br />
“<strong>The</strong> challenge of mobile, and the beauty of it, is that<br />
it changes phenomenally quickly. From 2005 to 2007,<br />
search was changing a lot. But that’s nothing compared<br />
to mobile right now.<br />
“When I joined, I was quite guilty of thinking ‘mobile<br />
is going to be just like digital, isn’t it? Same stuff on a<br />
smaller screen.’ I quickly realised how wrong I was.”<br />
Mobile is growing incredibly quickly and represents<br />
the current zeitgeist of digital, and marketing in general.<br />
Somo appears, from the outside at least, perfectly<br />
placed to ride that wave into a position of market<br />
dominance. Does Jocelyn agree?<br />
“We adopt a ‘mobile-first’ philosophy. When your<br />
starting point is a bit of kit which sits in someone’s hand<br />
24 hours a day and that can play a part in almost every<br />
interaction with a company or a brand all through the<br />
life-cycle, that’s extremely powerful.<br />
“I think we’ll see more of a shift of clients who will start<br />
to think in that way – mobile first. And yes, that’s going<br />
to be great for Somo.”<br />
Not that it will be an uncontested fight: “<strong>The</strong>re are lots<br />
of people doing mobile, so it’s very competitive in that<br />
sense. You can barely find a digital agency these days<br />
that doesn’t also say that it’s doing mobile as well.”<br />
When Jocelyn talks about mobile, it’s apparent how<br />
much belief she has in the future of the channel. This<br />
confidence is widespread in the industry, and with good<br />
reason – mobile advertising and technology is poised<br />
to dominate the landscape as mobile internet adoption<br />
reaches saturation point.<br />
<strong>The</strong> potential of mobile lies in the fact that it remains<br />
largely untapped as a brand opportunity. Jocelyn<br />
sees the inherent linking ability of mobile as crucial for<br />
reaching audiences in new ways.<br />
“When you look at the stats around media spend by<br />
advertisers versus consumption, 10 per cent of users’<br />
time is spent on mobile but only around one per cent of<br />
ad budget is spent on the channel.”<br />
“From a consumer perspective, no one sits there and<br />
really dissects the media they’re consuming – they don’t<br />
see the dividing lines. What we try to do is create better<br />
experiences joining channels together. So, social media<br />
and mobile go perfectly together, for example. And<br />
the things we can do to enhance print media through<br />
mobile really make sense.”<br />
How much are clients willing to adopt that ‘mobile<br />
first’ perspective that Somo advocates?<br />
“Of course it varies a lot,” says Jocelyn. “Many clients<br />
will start talking about mobile in a niche sense – getting<br />
more app downloads, or improving their mobile site.<br />
But when they start to consider the broader changes in<br />
behaviour that mobile is creating, they start to get very<br />
excited about the broader opportunities.”<br />
In a discipline regarded as ‘of the future’, how much<br />
does Somo have to be focused on the long-term<br />
evolution of mobile?<br />
“We’re always looking ahead, but frankly,” – she says<br />
with a laugh – “you can’t see very far into the future<br />
“FroM a consuMer perspecTive, no one siTs THere<br />
and really dissecTs THe Media THey’re consuMing –<br />
THey don’T see THe dividing lines.”<br />
of mobile. When clients ask for three or five year plans<br />
it’s just not possible. If you can even look a year ahead<br />
you’re doing well.<br />
“We’ve got a dedicated innovation team whose<br />
job it is to know what’s coming up and how it can be<br />
harnessed for clients. Right now they’re looking at<br />
things like audio triggers in TV advertising and how they<br />
can be linked up with the mobile experience, or the next<br />
generation of augmented reality.”<br />
At 33, Jocelyn has already achieved a lot in her<br />
career; sitting pretty in a senior marketing position at<br />
an agency that’s positioned to take advantage of the<br />
mobile revolution. Not that she’s taking it for granted:<br />
“Particularly with the state of the economy in the<br />
last few years, it’s been a pleasure and a privilege to<br />
be a part of an industry that is not only doing well, but<br />
is booming.”
THe druM OCT.26.12 www.thedrum.com<br />
girl guides19
20when the lights went out www.thedrum.com OCT.26.12 the DRuM<br />
Horror Story<br />
from AdlAnd<br />
Adman Bil Bungay has co-produced a horror movie, written<br />
and directed by his former creative partner Pat Holden, and<br />
based on the ‘true’ story of the haunting of Holden’s aunt<br />
Jean’s Pontefract council house in the 70s. So, as Halloween<br />
approaches, we catch up with Bungay to find out what<br />
happens when ad men turn their hands to the movies.<br />
How did you find time to make ‘When <strong>The</strong> Lights<br />
Went Out’ when you have a busy day job?<br />
I have had to do a little juggling at times, and my days are<br />
busier as a result of wearing two hats, but the producer’s<br />
role is very much on and off. Loads of phone calls, especially<br />
to the US after hours (my co-producer Deepak Nayar, of<br />
Bend It Like Beckham fame, lives in Hollywood) and a few<br />
trips to a film set/edit suite/sound mix. Lots of little things<br />
to take care of, so finding the balance hasn’t been quite<br />
as tough as you’d think. A bit of stamina has helped at<br />
times though. Also, a producer’s role doesn’t end with the<br />
production. It very much carries on to theatrical release,<br />
DVD release and I suspect well beyond that. Ironically,<br />
promoting the movie has been the toughest bit!<br />
So this is a Hollywood production?<br />
I suppose it is in part. <strong>The</strong> financing is local and we filmed<br />
in Huddersfield with a local crew, so it is a British movie in<br />
reality, but the Hollywood connection is cool I suppose. One<br />
thing’s for sure, there’s no way I could have made it without<br />
Deepak. He is a class act. A proper producer! <strong>The</strong>re’s<br />
nothing that man doesn’t know about film-making and I<br />
had the privilege of being his annoying student intern.<br />
Describe movie making.<br />
Creativity’s extreme sport. Unless you include Stromberg’s<br />
‘bullet art’. I honestly don’t think it gets much tougher than<br />
making a movie. And I started an agency, remember! It<br />
is fraught with extremes. Massive ups and catastrophic<br />
downs. Like a passing train of consecutive carriages of hot<br />
girls and cold vomit. You get the finance approved – UP. You<br />
discover it isn’t nearly enough to do what you need to do<br />
– DOWN. You miraculously shoot 100 pages in six weeks<br />
– UP DOWN UP DOWN UP DOWN UP DOWN DOWN<br />
DOWN, REALLY DOWN, SOMEONE KILL ME… UP. <strong>The</strong>n<br />
you see the first edit and it sucks – CRASH BURN. BUT!<br />
You somehow reshoot the ending and by some miracle<br />
finish the movie and, my god, it works! – BIG UP!! But then<br />
you can’t cut a decent distribution deal – DOWN, DEAD.<br />
BUT suddenly you nail a theatrical release – UP!!! And you<br />
get a release date and a premiere! – UPDIDDLYUP. <strong>The</strong>n<br />
you see the poster they want to run…<br />
But didn’t you design the poster? We had it in a<br />
previous issue of <strong>The</strong> <strong>Drum</strong>?<br />
Yes, Dan Forde and I designed it. Rankin shot it. It’s dark<br />
and awesome. But here’s the funny thing, in this process<br />
I was suddenly the client! It’s the distribution company<br />
that has the responsibility of promoting the movie, not<br />
me. So they decide the release date, the marketing<br />
plan, the poster… it was tough letting go, I can tell you.<br />
But really interesting being put in the client’s shoes for a<br />
change; being a client is a lot tougher than you’d think.<br />
So what have you learnt about being a client?<br />
Loads. But the biggest lesson is the client’s seat is a<br />
very scary seat indeed. Fundamentally, they employ the<br />
services of a marketing company that are specialists<br />
in their particular field of creative selling and more<br />
often than not, the client knows nothing of creativity’s<br />
mysterious ways; which actually explains why so many<br />
clients are bothersome to their agencies – because often<br />
the only tools they have to defend themselves against<br />
our dark art is data. That’s why clients are obsessed with<br />
research. It appears to numerically assess the efficacy of<br />
an idea, which in turn seems to justify the concept.<br />
Of course the reality is that it is impossible to numerically<br />
assess a creative concept (this one equals 63?) so it’s<br />
best to leave that crutch at home. That said, there I am<br />
in the client’s seat for a change, and there I was quietly<br />
wishing I had the time to play the research card in order to<br />
convince the ‘agency’ to change tact dammit…<br />
How does movie making compare to making ads?<br />
<strong>The</strong> production processes are much the same for sure. In fact,<br />
I have a deep admiration for TV producers that have to set up<br />
new productions constantly, because at least for filmmakers<br />
they only have to set up a production once, maybe twice<br />
a year. Director, casting, locations, costume, studio hire, set<br />
builds, storyboards, editor, post deals, etc, over and over<br />
again. It is more or less exactly the same process that filmmakers<br />
follow, just for a few days instead of weeks.<br />
But though budgets are diminishing, the price per second<br />
for commercials is still much higher than movies for sure.<br />
And there are a few good reasons for that, such as – the<br />
performers tend to charge an appearance fee as opposed to<br />
an hourly rate, that looks reasonable over a 6-8 week shoot<br />
whereas on a commercial it’s ‘ouch’. You can cut a much<br />
better rate over 6-8 weeks with the crew too, but the main<br />
reason for the difference is (as much as I love them) clients<br />
again! On my film shoot Pat Holden the director took the<br />
proverbial bull by the horns (and we are talking the biggest,<br />
baddest muvver of a bovine that God had the temerity<br />
to create) and got on with it. No play back, no comment,<br />
nothing – I was a spectator and a good thing too.<br />
Whereas on commercial shoots – clients, and agency<br />
of course, are allowed a monitor and a say; that more or<br />
less means approvals of every shot (a bit like approving the<br />
carpet first, then the wallpaper, then the sofa with no eye on<br />
the finished effect) by people that are unlikely to know about<br />
the intricacies of storytelling in 30 seconds – and that takes<br />
time. Loads of time. Three takes max on a film shoot, on a<br />
commercials shoot the director’s patience is the limit…<br />
What advice would you give ad folk who have the ideas,<br />
but are struggling to produce decent commercials?<br />
Make sure that the client fully understands the idea, choose<br />
a brilliant storyteller (director), cast actors and NOT models<br />
(performance first, appearance second always), rehearse
the DRuM OCT.26.12 www.thedrum.com<br />
Clockwise from top: Pat holden and Bil Bungay (picture<br />
by Chris Bretz), the Rankin shot film poster, Bungay takes<br />
delivery of the house keys, and number 30 east Drive<br />
when the lights went out21
22when the lights went out www.thedrum.com OCT.26.12 the DRuM<br />
then go shoot without the client or with a very brave and<br />
trusting one! And if you are shooting dialogue, block it out<br />
if possible; meaning shoot a well-rehearsed story from<br />
several angles and not shot after shot. You will get a much<br />
more fluid story told convincingly this way. <strong>The</strong> other way,<br />
including 300 approvals will give you a commercial, which<br />
the consumer certainly doesn’t want to see.<br />
What else have you learned from the experience?<br />
You have to be madder than a pervert with a meat<br />
grinder fixation to want to make a movie. It’s difficult,<br />
it’s expensive, it’s stressful, it’s a huge gamble. But like<br />
advertising at it’s best, it can be great fun. I am proud<br />
to have made a movie and feel like the experience<br />
has made me grow as a creative. <strong>The</strong> last time I was<br />
exposed to a learning curve this vertical was when I<br />
started Beattie McGuinness Bungay back in 2005.<br />
What advice do you have for anyone wanting to<br />
follow suit?<br />
Don’t do it! Save your money, your sanity, your marriage<br />
etc! But where’s the fun in that? I am a total believer in<br />
taking risks in life. Ironically, I am never more comfortable<br />
than when I feel like I am sticking my neck out, when I<br />
cannot be sure of the outcome – BUT can have some<br />
influence over it.<br />
I’ve never thought of this before, but perhaps I am not so<br />
different to the adrenaline junkies who throw themselves off<br />
buildings. I love the rush you get from taking a leap into the<br />
unknown. Cicero, an incredible Roman philosopher, lawyer<br />
and statesman that rose to the top of the Roman senate,<br />
had a simple philosophy: ‘You don’t know the solution to<br />
a problem until you create the problem’, this is definitely a<br />
philosophy that I identify with. Have the courage to declare<br />
your intention, then you have no choice but to work it out,<br />
and more often than not – you will.<br />
<strong>The</strong> movie is based on true events that happened<br />
in a house in Pontefract, West Yorkshire right?<br />
Yup. I’d say 70 per cent (for the clients reading) is based on<br />
fact and the rest embellishment. More or less all the events<br />
that we portray happened in some form, but we added<br />
a fairly spectacular ending because poltergeists just stop<br />
doing stuff, which is a little underwhelming.<br />
Rumour has it you bought the house?<br />
Erm, yes. It was for sale, so I bought it.<br />
For heavens sake, why?!<br />
I refer you to Cicero! <strong>The</strong>re is a load of stuff I had no idea<br />
would happen now happening in and around the house,<br />
all with a view to promoting the movie, so as it stands, it<br />
was an excellent purchase. But I have also put it back<br />
on the market – for 2.5 million quid! Because if the price<br />
doesn’t scare you, maybe the poltergeist won’t either! It is<br />
also the most expensive ex council house in the UK.<br />
Have you stayed there?<br />
God no! <strong>The</strong>re’s a kicking, screaming nut job of a<br />
poltergeist in there, and yes, he (it) is still there – and by<br />
all accounts is not best pleased with me for spoiling its<br />
tranquility. On the bright side, this landlord isn’t charging<br />
his polty tenant any rent, so it should be grateful.<br />
It’s still there?<br />
Yes. It is. <strong>The</strong> girl that plays Sally in the movie visited the<br />
house with a friend recently and swears the lamp swung<br />
on its own, the neighbour (a medium) was in there a<br />
month back and she was possessed by the thing for a few<br />
minutes. <strong>The</strong>re’s bumps, scrapes, shadows… eeek.<br />
Do you believe in ghosts?<br />
If the question is ‘do I believe in an unexplained phenomena<br />
that results in the physical manifestations of formerly<br />
living things’ the answer is a firm yes! Not least as I have<br />
physically experienced, let’s call them ‘ghosts’ twice, and<br />
what I saw/heard is not in debate, with a third encounter in<br />
the balance. But what’s really incredible is that you would<br />
not believe how many people have come up to me whilst<br />
I’ve been working on the movie and volunteered their<br />
ghostly encounters. Easily as many as eight out of 10 folk<br />
have had some kind of paranormal experience, some quite<br />
extraordinary events experienced by very sane, grounded<br />
folk. People you work with right now.<br />
But what ‘ghosts’ are, is a different debate altogether.<br />
What I find interesting is that you quickly get labelled a kook<br />
for an admission like mine, but if you talk about parallel<br />
universes, string theory, or there being eleven different<br />
dimensions – you get labeled a kook too! And they are well<br />
founded, incredibly advanced scientific theories!<br />
My suspicion is that there is a perfectly sound, as yet<br />
undiscovered scientific reason for ‘ghosts’, and when<br />
solved is likely to be the most profound scientific discovery<br />
of our time. <strong>The</strong> kooks need to unite to figure it out in my<br />
opinion! Happy to host the discussion at my house!<br />
So the poltergeist in your house?<br />
I’d love to know what it is. Or indeed where it is from.<br />
<strong>The</strong> house is supposedly built on a ley line (I’ll get me<br />
coat…) and has underground water. It is on the land of<br />
a former monastery, there is plenty of supposition that<br />
religion buildings, including most of the ancient churches<br />
we use today, were built on ground that has a particular<br />
energy, so it could be that the house has a peculiar set of<br />
circumstances that lend themselves to the extraordinary<br />
phenomena that has without a doubt, occurred there.<br />
But for the time being, let me trade off the fact that it’s the<br />
things we don’t understand that scare us the most!<br />
Nice segue back to the When <strong>The</strong> Lights Went Out.<br />
When can we see it?<br />
It’s out at Halloween, midnight viewings nationally for a<br />
couple of weeks with the prospect of us rolling it out to<br />
more cinemas before Christmas, and it’s on Blue Ray/<br />
DVD early next year. Go and see it! Oh, and note that it’s<br />
the Rankin poster that is leading the way! Thanks to a<br />
little research. ;-) UP!<br />
So what next?<br />
Well, we’ll see. I am getting loads of screenplays sent<br />
to me which is cool, but a big responsibility as people<br />
put an awful lot of effort into a screenplay, so it troubles<br />
me knowing that in reality one in ten is a genuine good<br />
read and fewer will ever get made – but you never know,<br />
something may come of them.<br />
<strong>The</strong> other thing that I am often banging on about<br />
is the advertising industry being firmly part of the<br />
entertainment industry now, based on the very simple<br />
truth that the more entertaining your ads are, the more<br />
engaging they are, the more effective they are likely to<br />
be. On that basis, the ultimate advert would be a movie,<br />
so there are some quite advanced plans afoot to marry<br />
my advertising world to my movie world. A very exciting<br />
prospect indeed, but boy am I going to need the bravest,<br />
most trusting, most forward thinking, most loaded of<br />
clients for this one! Know you of such a man?!
the DRuM OCT.26.12 www.thedrum.com<br />
when the lights went out 23<br />
the dated decor of number 30 east Drive and, above,<br />
pictures from the when the lights went out premiere<br />
at the house
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tHe DrUM OCT.26.12 www.thedrum.com<br />
creative news25<br />
the works<br />
To submit work to our creative round-up contact thomas@thedrum.com<br />
ted Baker has unveiled ‘a Baker’s Dozen’,<br />
a series of 13 a2 prints created by the<br />
association of illustrators which will be<br />
gifted to customers who spend over<br />
£150 on the a/w collection in store. the<br />
artwork has a British theme, including<br />
fish and chips, drinking tea, village fetes<br />
and gardening. Only 1000 copies of each<br />
print will be available worldwide.
26the works www.thedrum.com OCT.26.12 the DrUM<br />
expanding on its branding work for luxury jewellery<br />
store Union, red Design has designed and specced some<br />
elegant bespoke packaging including bags, tags and ring<br />
and bracelet boxes. these are now in production and<br />
should hit the shops in the next few months.
tHe DrUM OCT.26.12 www.thedrum.com<br />
creative news27<br />
Fedrigoni, the italian papers manufacturer, has created<br />
an anthology of interpretations of papers for book<br />
blocks, with 16 different paper stocks tackled by 16 book<br />
designers. the first eight designers involved are: studio<br />
Joost Grootens, rainer Groothuis, Frédéric teschner,<br />
Kameel Hawa, wijtntje van rooijen & Pierre Péronnet,<br />
elyron, sánchez/Lacasta and thomas Manss & company.
28the works www.thedrum.com OCT.26.12 the DrUM<br />
Barcelona-based hey studio has created the poster and a colourful and tactile<br />
ribbon application for a suite of print pieces to promote the city’s art and design<br />
festival ArtFad 2012.
tHe DrUM OCT.26.12 www.thedrum.com<br />
creative news29
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THE DRUM<br />
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MARKETING INDUSTRY AWARDS
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sOUTH By sOUTH WesT<br />
®<br />
OCT.26.12
THE DRUM OCT.26.12 www.thedrum.com<br />
WEST IS BEST<br />
Continuing our series shining the spotlight on the creative<br />
marketing sector in different UK regions, <strong>The</strong> <strong>Drum</strong> reaches<br />
the South West of England, where an air of positivity pervades<br />
and the creative industries lead the way to financial recovery.<br />
From St Ives to Bristol, we spoke to a cross<br />
section of the region’s top creative marketing<br />
agencies, and the message was clear… the<br />
industry in the South West is buoyant.<br />
And, as a marker of health, what better<br />
industry by which to gauge a region’s fettle than marketing<br />
services, as Andrew Buffrey, West & Wales regional<br />
manager at the Direct Marketing Association, explains.<br />
“Marketing activity – or, not to put too fi ne a point on<br />
it, marketing spend – is a true barometer of the economy<br />
at large. Rightly or wrongly, marketing is the fi rst sector<br />
to feel the pinch when times are hard. Conversely, when<br />
business leaders believe that the future might be a little<br />
rosier, it is the fi rst to feel the lifeblood returning.”<br />
But why does the South West seem to be leading the<br />
charge back into recovery when so much of the country<br />
is still struggling?<br />
Wolf Rock director Dave Meneer describes the<br />
region as “a creative place for creative thinkers”, while<br />
e3 MD Neil Collard says these are exciting times for<br />
the creative industries in the South West, with the<br />
area boasting “the most competitive and productive<br />
economy of any large English city outside of London,<br />
with world recognised companies such as Aardman<br />
Animations, the BBC and HP.”<br />
Creative marketing in the South West has been<br />
“reliably consistent and strong”, according to Mike<br />
Spurr of Bristol design shop Duttons. And while, just like<br />
the wider economy, it is “facing up to some pressing<br />
challenges”, there has been cause for optimism recently<br />
as “recruitment and relocation pick up again, with a<br />
more confi dent outlook for many agencies”.<br />
Recent research by the DMA backs this up, with<br />
fi ndings indicating a seven per cent growth in the direct<br />
marketing industry in the fi nal months of 2012, taking<br />
the annual equivalent spend to £15.2 billion.<br />
Andrew Buffrey explains: “<strong>The</strong> South West is set to<br />
reap the benefi ts since the creative sector is growing<br />
SOUTH<br />
WEST<br />
FOCUS<br />
more rapidly here than anywhere else in the UK.<br />
According to government fi gures, 8.2 per cent of the<br />
UK’s advertising enterprises are based in the region, so<br />
this could equate to £1.2 billion. It is no exaggeration to<br />
say that the creative industries will be at the forefront of<br />
the South West’s economic recovery.”<br />
Bournemouth agency RLA’s Paul Smith takes up the<br />
argument, saying: “<strong>The</strong> South West creative industry is<br />
fl ourishing as a lot of clients look outside of London for<br />
what I think is comparable skill but at signifi cantly greater<br />
value for money.”<br />
While this explanation is shared by many in the region,<br />
it is the skill sets evident in the South West that most cite<br />
as reason for optimism.<br />
David Flavell at TV production company Pangaea<br />
observes that while in London there once prevailed a<br />
perception of the South West as a parochial, production<br />
backwater, 2012 has seen creative marketing and TV<br />
production thriving, “with many businesses punching
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THE DRUM OCT.26.12 www.thedrum.com<br />
well above their weight, successfully competing against<br />
national companies and winning major contracts”.<br />
He continues: “<strong>The</strong> South West now benefits from<br />
a wide range of companies that have proved they are<br />
perfectly capable of delivering truly top class work at a<br />
national level. On the back of these achievements, many<br />
out of date preconceptions have been swept away and<br />
now, more than ever, companies from the South West<br />
really are competing on their own merit.<br />
Paul Honey at Strange likewise agrees, saying that<br />
from a digital point of view, “the South West competes<br />
with London in terms of quality of work and it far outstrips<br />
it in terms of value for money.”<br />
While the South West has long been a hotbed for<br />
creative talent, its recovery will by no means be limited to<br />
the design studios for which the region is renowned. <strong>The</strong><br />
area is poised for a surge in digital business, with agencies<br />
having acted carefully and strategically throughout the<br />
recession, and in some cases completely realigning their<br />
business in readiness for the brighter days ahead. And<br />
the region is no longer dominated by Bristol, with several<br />
hubs of digital expertise, particularly on the south coast.<br />
“<strong>The</strong>re is a plethora of talent across the South West<br />
and in particular across digital and creative disciplines,”<br />
says Stuart Devlin of Devon-based SEO and digital<br />
marketing agency e-Strategy.<br />
Saman Mansourpour, managing partner at <strong>The</strong> Agency,<br />
describes the South West as a “centre for digital excellence<br />
which makes up a high percentage of client spend”, with<br />
the region’s “early adoption of digital technologies, and<br />
investment in digital education and people as a whole,<br />
largely helped by the universities of Bath and Bristol”,<br />
meaning much of the creative talent it produces choose to<br />
stick around, or return after some time in London.<br />
And why wouldn’t they stick around? <strong>The</strong> South West<br />
offers one of the best work/life balance for creatives in<br />
the UK, according to Lynne Elvins, vice chair of the West<br />
of England Design Forum, who says “it’s not surprising<br />
that creatives are attracted to the region for the lifestyle,<br />
with its easy access to the coast and countryside and<br />
train links to London and further afield”.<br />
It’s a “beautiful place to live and work” according<br />
to Sanders Shiers owner Alan Sanders, who explains<br />
“our nearest beach is literally a 10 minute walk, while<br />
commuting tends to be much less stressful. Most of the<br />
artists in the studio here all walk to work”.<br />
Getting back to business, the South West has proved<br />
that creativity, while still evident in abundance, is just one<br />
part of its offering, as agencies have had the foresight<br />
and bravery to not just weather the economic storm but<br />
to turn threat into opportunity. <strong>The</strong>y have demonstrated<br />
that by marrying creative talent with strategic nous, they<br />
can deliver innovative, targeted marketing activity with<br />
exceptional results.<br />
Thinking Juice MD Gellan Watt sums up the region’s<br />
appeal, and the reason clients are keen to get on board:<br />
“If you want to find an agency that can make a budget<br />
go further, it won’t happen in W1. Agencies outside of<br />
town work harder, faster and often smarter. <strong>The</strong> only<br />
difference is we don’t often get the same briefs as in<br />
town, from the truly big brands. What’s brilliant about<br />
the South West is that it’s got a truly rich talent pool<br />
that came from, or commuted to London – meaning you<br />
get everything you want in the South West, but from an<br />
agency that is glad you’re their client.”<br />
In the next issue of <strong>The</strong> <strong>Drum</strong>, we continue our<br />
regional review with a feature focusing on the<br />
marketing industries in Scotland.<br />
SOuTh<br />
WEST<br />
FOCUS
36regional review www.thedrum.com OCT.26.12 THe DrUM<br />
Q&A<br />
What is the current state of the creative<br />
marketing industry in the South West?<br />
Neil Collard, MD, e3:<br />
<strong>The</strong>se are exciting times for the creative<br />
industries here in the South West. <strong>The</strong> area<br />
boasts the most competitive and productive<br />
economy of any large English city outside of London,<br />
with world recognised companies such as Aardman<br />
Animations, the BBC and HP.<br />
Gellan Watt, MD, Thinking Juice:<br />
It’s tough. Like everywhere. We’re doing<br />
great things, winning business and delivering<br />
big results – but we’re working harder than<br />
ever, and faster than ever. Luckily we’re built to be able to<br />
do it. Nimble, efficient and packed with talent. But those<br />
agencies that aren’t, are very clearly finding it hard. Some<br />
big agency brands of years gone by are suffering. It’s sad,<br />
but the world has changed and keeps changing. It’s not<br />
enough to be good. Today the bar is great.<br />
Mike Spurr, director, Duttons:<br />
This sector in the South West has been<br />
reliably consistent and strong, although<br />
right now, just like the wider economy, it’s<br />
facing up to some pressing challenges. <strong>The</strong> percentage<br />
of micro-businesses is higher than average and many<br />
of them have relatively precarious finances, with a third<br />
seeing no net profits or profits of less than £25,000 in<br />
2011. But there is a mood of cautious optimism now<br />
emerging, with recruitment and relocation starting to<br />
pick up again and more confident outlook for many<br />
agencies.<br />
Andrew What is Girdwood,<br />
the current state of the creative<br />
media marketing innovations industry director, in the South LBi bigmouthmedia<br />
West?<br />
Saman Mansourpour,<br />
managing partner, <strong>The</strong>Agency:<br />
<strong>The</strong> creative marketing industry in the South West is ever buoyant. A<br />
centre for digital excellence, which now makes up a high percentage<br />
of client spend, the region’s early adoption of digital technologies, and<br />
investment in digital education and people as a whole, largely helped by<br />
the universities of Bath and Bristol, means many choose to stick around,<br />
or at least return post London. In addition there has been a lot of agency<br />
consolidation since the 2008 economic crisis. <strong>The</strong> region saw a number<br />
of mergers and acquisitions, as well as distressed purchases. This has<br />
left fewer mid-size agencies today, propped up the revenues of larger<br />
agencies and led to an influx in the number of start-ups.<br />
David Flavell,<br />
MD, Pangaea TV Production:<br />
If you were asked to think about which<br />
type of industries might be flourishing<br />
in the South West today, creative marketing and TV<br />
production might not immediately spring to mind. Within<br />
the swirling media hub that is London, there used to<br />
be a perception that the South West was a parochial,<br />
production backwater. However, in 2012 this couldn’t<br />
be further from the truth. Creative marketing and TV<br />
production is thriving, with many businesses punching<br />
well above their weight, successfully competing against<br />
national companies and winning major contracts.<br />
What major changes have there been in the last year?<br />
<strong>The</strong> <strong>Drum</strong> speaks to some of the<br />
most influential individuals in the<br />
South West creative marketing<br />
scene to gauge the health of<br />
the industry in the region and<br />
find out where it is headed.<br />
Ella Romanos, CEO, Remode:<br />
<strong>The</strong> South West has been seeing growth<br />
in creative industries, particularly in games.<br />
<strong>The</strong>re is a great vibe and energy which<br />
seems to be encouraging collaboration, communication,<br />
innovation and creativity and ultimately growth of existing<br />
companies and the setting up of new ones.<br />
Lisa Killbourn,<br />
group strategic director, Bray Leino:<br />
<strong>The</strong> loss of the COI SW roster is significant.<br />
<strong>The</strong> replacement of this with the new<br />
£520m Government Procurement Service which is<br />
ploughing through 500 bids for only 30 roster places<br />
seems likely to favour a few big London players rather<br />
than the many in the regions. <strong>The</strong> ARM framework gives<br />
regional agencies some hope of government business,<br />
but only for projects under £100k.<br />
Paul Smith,<br />
business development director, RLA:<br />
Certainly the failure of some key middleweight<br />
agencies has been a real eyeopener,<br />
so I think there has been a little consolidation<br />
which is worrying smaller companies a little.<br />
Which sectors are in growth or decline?<br />
David Flavell,<br />
MD, Pangaea TV Production:<br />
I don’t see any one section suffering from an<br />
inevitable, terminal decline, but decline is a<br />
possibility within every sector of the industry if we are not<br />
quick to recognise the diversity of requirements in today’s<br />
climate and adapt our services and products accordingly.<br />
It’s no longer viable to sit back and go along with the status<br />
quo. Whatever the sector, those companies prepared to<br />
think outside the box, provide innovative services and<br />
deliver excellent value for money will flourish.<br />
Gellan Watt, MD, Thinking Juice:<br />
PR agencies seem to be finding it tough.<br />
<strong>The</strong>y are moving more and more into<br />
social media to find new budget. Mobile, of<br />
course, is growing at a rate of knots.<br />
Mark Mason, CEO, Mubaloo:<br />
Purely creative businesses are in decline.<br />
Every agency needs to be digital these<br />
days – that’s what businesses expect. As for<br />
growth, mobile is definitely growing as I’ve mentioned but<br />
also social networking, UX consultancies and marketing<br />
automation agencies are seeing strong growth.<br />
What does the South West offer over London<br />
or other UK regions?<br />
Paul Honey, MD, Strange:<br />
For digital, I think the South West competes<br />
with London in terms of quality of work<br />
and it far outstrips it in terms of value for<br />
money. In the current economic climate, doing more<br />
with less is important for many companies and Strange<br />
is able to attract clients because we have a far better<br />
cost structure than our London peers.<br />
Paul Handford, exec director, redtag:<br />
<strong>The</strong> South West not only has some of the<br />
best and most experienced marketing and<br />
creative brains in the country, it is also a<br />
hotbed for innovation. Clients not only benefit from this,
THE DRUM OCT.26.12 www.thedrum.com<br />
01 02<br />
What major changes<br />
have there been in<br />
the last year?<br />
Gellan Watt, MD,<br />
Thinking Juice:<br />
Strangely, I’ve seen a<br />
lot of client movement.<br />
You’d imagine in times<br />
like this there would be<br />
more value placed on<br />
long-term relationships<br />
and commitment. But people are unsettled. I’ve<br />
seen a lot of clients move work into London (for<br />
what reason I have no ideas – security?) only to<br />
move it back out when they get worse results.<br />
Other changes include the stampede towards<br />
social media, which very few clients have<br />
mastered, or understood, its true potential.<br />
but can make their budgets go further through competitive<br />
pricing structures that reflect the lower overheads.<br />
Stuart Devlin,<br />
digital director, e-Strategy:<br />
<strong>The</strong>re is a plethora of talent across the<br />
South West and in particular across digital<br />
and creative disciplines. <strong>The</strong> quality and delivery of work<br />
is on a par with that of other regions but at typically lower<br />
costs. Staff retention also tends to be good in the South<br />
West and this is an area that clients value as it enables<br />
long term relationships and deeper understanding<br />
of clients’ businesses.<br />
Saman Mansourpour,<br />
managing partner, <strong>The</strong>Agency:<br />
Necessity is the mother of invention. Only a<br />
few agencies in the South West have had<br />
the support of agency networks or groups and their<br />
cash to keep them afloat. Every individual in an agency<br />
organisation, or indeed every freelancer, has to prove<br />
themselves each and every day, which means we have a<br />
very versatile and practical talent pool, both in their work<br />
and their approach. It has never been truer that agencies<br />
in the South West deliver more bang for client buck.<br />
Lisa Killbourn,<br />
group strategic director, Bray Leino:<br />
A bit like the Galapagos, if you’re somewhat<br />
isolated from others in your ‘species’, you<br />
evolve differently and bring something fresh or even<br />
unique to the party. You don’t grow your business as<br />
London agencies do, with a constant watching eye<br />
on what others are doing – you are led more by your<br />
clients’ changing needs than your competitors’.<br />
David Flavell,<br />
MD, Pangaea TV Production:<br />
<strong>The</strong> South West has everything to offer.<br />
While the challenge in London is to<br />
stand out from the crowd, the challenge in the South<br />
West is to stand out from the crowd and persuade<br />
companies to do business outside of the capital city.<br />
To win big contracts and get noticed, companies from<br />
03<br />
SOuTh<br />
WEST<br />
FOCUS<br />
01 Bristol agency Taxi Studio redesigned and refreshed<br />
Westonbirt Ice-cream as Jolly Nice 02 Bournemouth‘s<br />
Thinking Juice carried out photography and product<br />
design for new tent brand FieldCandy 03 Duttons<br />
Design’s work for Ecotricity’s car charging points<br />
for a new national network<br />
the South West don’t just talk about ‘going the extra<br />
mile’, they actually get on and do it. In addition, our<br />
cultural heritage and stunning filming locations make<br />
the South West a unique place to do business.<br />
Is there a sense of community among creative sectors<br />
in the area?<br />
Tony Stiles, CD, Smith & Milton Bristol:<br />
Yes, there’s a strong sense of community,<br />
especially in Bristol. <strong>The</strong>re’s something<br />
about the area that brings people together<br />
and there’s a groundswell of support out there for local<br />
businesses – just look at the Bristol Pound. <strong>The</strong>re are<br />
many organisations that help facilitate this as well –<br />
Bristol Media, PMStudio (Watershed), West of England<br />
Design Forum – they all help bring creatives together.<br />
Bob Mytton, MD, Mytton Williams:<br />
Yes. <strong>The</strong> creative community has been<br />
growing and getting stronger over the past<br />
10 years.<br />
Dave Meneer, director, Wolf Rock:<br />
Yes very well networked and supportive of<br />
other local businesses – although the South<br />
West does sometime stop at Plymouth!<br />
Mike Spurr, director, Duttons:<br />
<strong>The</strong>re’s a very strong sense of community<br />
across the creative sector in the SW. <strong>The</strong>re’s<br />
a concentration of creative businesses<br />
in Bristol and Bath, two of the UK’s ten creative
Truth 1: REAL people who won’t let you down.<br />
THE S<strong>TO</strong>RY OF THE CLIENT<br />
AND THE THREE HEADED BEAST.<br />
It had been a good year in the<br />
valley. <strong>The</strong> corn had grown high,<br />
and the sheep had grown fat.<br />
From high up in the mountains,<br />
however, a jealous and vengeful giant<br />
looked down. He had no grain and<br />
no sheep.<br />
He was used to taking what he needed<br />
from unfortunate travellers winding<br />
their way through the treacherous<br />
mountain passes.<br />
But this year, there had been few<br />
travellers. He had grown hungry. And<br />
so he sent a fierce, terrifying dog into<br />
the valley to steal from the villagers<br />
and bring meat back to him.<br />
Ten hands at the shoulder it stood<br />
with teeth like ivory scythes, eyes like<br />
flaming coals and breath like… well,<br />
like a dog’s.<br />
In the fields, the villagers watched the<br />
dog descending the rocky track into<br />
the valley with horror.<br />
But one young man saw in its eyes the<br />
hunger of a whole summer without<br />
food. And he knew the animal’s urge<br />
to eat was stronger than its urge to steal.<br />
He fetched meat from the butcher and<br />
fed the dog. It ate until its belly was<br />
full, and then sloped away back to its<br />
master in the mountain with nothing<br />
in its jaws to give him.<br />
<strong>The</strong> giant was furious, and sent his<br />
biggest most terrifying dog into the<br />
valley. One with three heads, each lined<br />
with triple rows of razor sharp fangs.<br />
Three times as fearsome, three times<br />
as dog breathy…<br />
Again, the young man knew the beast<br />
would rather eat than steal.<br />
But this time it was trickier.<br />
This time, the heads that were not<br />
being fed would get jealous and<br />
impatient, snapping at the young<br />
man’s wrists and hands.<br />
All the rest of the villagers had fled<br />
when they first set eyes on this<br />
apparition. All but one – his oldest<br />
and best friend.<br />
As the young man fed meat into the<br />
ravenous maw of one head, his friend<br />
would distract the others, always keeping<br />
a step ahead of their snarling teeth.<br />
Eventually even this ferocious<br />
hellhound had had its fill, and turned<br />
tail to go back to its mountain lair.<br />
with a cry that echoed like thunder,<br />
brought his stick down hard across the<br />
dog’s shoulders.<br />
Big mistake: baying in bloodcurdling<br />
triplicate, the creature fell on its master<br />
and ripped him limb from limb.<br />
While down in the valley, the young<br />
man – and the friend who had stood<br />
shoulder to shoulder with him –<br />
were carried through the village by its<br />
grateful inhabitants and feted as heroes<br />
forevermore.<br />
<strong>The</strong> Moral: When confronting your<br />
greatest challenges, you need people<br />
you can rely on to never let you down.<br />
To learn more about the agency who’re<br />
trusted to solve the most complex of<br />
comms. problems for some of the world’s<br />
biggest brands, call Paul smith on<br />
07500 012 731 or link in at<br />
linkedin.com/in/paulsmith76<br />
rla.co.uk<br />
When he saw his plans had again been<br />
thwarted, the giant lost his temper and IndIspensable In what we do
THE DRUM OCT.26.12 www.thedrum.com<br />
01<br />
02<br />
hotspots, so the personal networks are strong and<br />
very interconnected. Larger regional agencies tend to<br />
be competing with London agencies rather than other<br />
local agencies so the attitude is more collaborative and<br />
much less protectionist.<br />
Mark Mason, CEO, Mubaloo:<br />
Bristol Media is a fantastic focus for South<br />
West creative businesses in many ways.<br />
Not only are there regular social events and<br />
business get-togethers, but it also enables members to<br />
negotiate better rates on services such as recruitment.<br />
Is there a case of big agency dominance in the South<br />
West or are smaller agencies leading the way?<br />
Saman Mansourpour,<br />
managing partner, <strong>The</strong>Agency:<br />
<strong>The</strong>re are a number of network agencies,<br />
where many talented people start their<br />
careers, or transfer into from London. However, the<br />
South West has an entrepreneurial spirit that may well<br />
stem from its early digital roots. <strong>The</strong>re is a real hotbed<br />
of small agencies doing really bespoke and interesting<br />
stuff. Many are the brainchild of individuals who have<br />
served in organisations such as the BBC, so start-up<br />
projects often get a hearty leg-up.<br />
03<br />
01 Pangaea TV’s work for Devon County Council 02 Strange’s branding and website for Fujifilm Create 03 <strong>The</strong> Agency<br />
created the ad campaign for the re-launch of netmag.co.uk<br />
Paul Honey, MD, Strange:<br />
It’s nicely balanced between big, medium<br />
and small agencies. <strong>The</strong>re’s some great<br />
talent in the region and many agencies are<br />
producing high profile work for some of the biggest<br />
and best brands in the country. It’s good to see clients<br />
recognising the talent available in the South West.<br />
Stuart Devlin,<br />
digital director, e-Strategy:<br />
<strong>The</strong> South West isn’t particularly dominated<br />
by one agency but there does appear to be<br />
a shortage of agencies specialising in a particular digital/<br />
creative discipline, with many full service/traditional<br />
advertising agencies competing in the digital space.<br />
What is the current talent pool like in the region?<br />
Alan Sanders, owner, Sanders Shiers:<br />
Naturally there isn’t the same creative<br />
resource you would find in London, which<br />
can make recruitment more challenging.<br />
<strong>The</strong>re is however a great pool of fresh eager new talent<br />
from the outlying colleges and universities. Falmouth<br />
College of Art & Design for example is world renowned<br />
and always expanding its course disciplines. We already<br />
have our eye on that one. <strong>The</strong>re is also a pool of talented<br />
Your brand is your bottom line.<br />
We’ll make it work harder.<br />
creatives that have done their time in the city and move to<br />
outer reaches in search of fresh air and space.<br />
Richard Spruce, CD, Stuff Advertising:<br />
<strong>The</strong>re are plenty of talented people around<br />
but we seem to be better at attracting<br />
people back to the region than keeping<br />
them here in the first place.<br />
Bob Mytton, MD, Mytton Williams:<br />
Generally OK, although it has been a struggle<br />
to find good middleweights. <strong>The</strong>re is a need<br />
for good digital designers and strategists. In<br />
general, being such a vibrant creative area, it is attractive<br />
to many people in the creative industries who have done<br />
a few years in London and are keen to relocate.<br />
Paul Smith,<br />
business development director, RLA:<br />
<strong>The</strong> talent pool is our greatest problem.<br />
Finding high quality senior management<br />
for account directors, planners and creative directors<br />
is proving a real problem. <strong>The</strong>re’s a lot of people who<br />
say they have these skills but not to the standards<br />
we need to deliver for our national and international<br />
accounts. You’d never imagine there was high<br />
unemployment, the trouble we’ve had!<br />
duttonsdesign.com<br />
SOuTh<br />
WEST<br />
FOCUS<br />
Brand communicators
South West Digital Agency of the Year - <strong>The</strong> <strong>Drum</strong><br />
It’s all about planning and insight<br />
With clever people on board To get great results<br />
For brands big and small Now how can we help you?<br />
planning<br />
creative<br />
UX<br />
We aim high<br />
web development<br />
ecommerce<br />
digital marketing<br />
www.strangecorp.com 01202 203160 results@strangecorp.com
THE DRUM OCT.26.12 www.thedrum.com<br />
01<br />
02<br />
03<br />
01 & 02 Mytton Williams helped Waitrose extend its<br />
identity into a new area of business with the Waitrose<br />
Cookery School 03 Some of Bray Leino’s work for the<br />
2011 Census campaign<br />
Wolf who?<br />
Are universities and colleges in the South West<br />
adequately preparing students for the work place?<br />
Richard Spruce, CD, Stuff Advertising:<br />
I’m not sure they ever really can, no matter<br />
how hard they try. More collaboration<br />
between universities and agencies would<br />
help. <strong>The</strong>re’s no substitute for learning on the job so work<br />
experience plays a vital role in preparing students.<br />
Tony Stiles, CD, Smith & Milton Bristol:<br />
Creatively, yes. Practically, no. A lot of<br />
students come out of college with a great<br />
portfolio of creative work but no idea how to<br />
implement it, either digitally or in print. Surprisingly, few<br />
creative students seem to be getting the training they<br />
need in digital/online design skills. We think these are<br />
national, rather than South West, problems.<br />
Andy Reid, MD, McCann Bristol:<br />
This is certainly an area where we have<br />
seen improvements. Universities are far<br />
more willing to speak to industry leaders<br />
and work in collaboration to give students the chance<br />
to experience real life working scenarios or live briefs.<br />
Mike Spurr, director, Duttons:<br />
<strong>The</strong> colleges in the region are very proactive<br />
in making sure they understand the<br />
needs of the industry and are preparing<br />
students to meet them. <strong>The</strong>re are more students than<br />
opportunities but many agencies link up with colleges<br />
to offer structured work experience places and regional<br />
bodies such as Bristol Media are developing talent<br />
sharing schemes.<br />
Paul Handford, exec director, redtag:<br />
We are seeing some good talent from local<br />
universities, but one of the main issues is that<br />
candidates have little workplace experience.<br />
redtag has given interns workplace opportunities during<br />
the last five summers to provide students with practical<br />
experience of what working for a marketing agency is<br />
all about. We would like to see local universities and<br />
colleges forge stronger links with agencies such as ours<br />
to help prepare students for life after study.<br />
What areas are set to see most growth?<br />
Paul Smith,<br />
business development director, RLA:<br />
Digital, digital, digital. Everything else is in<br />
mild decline according to other neighbouring<br />
agencies but I think that depends on your focus. At RLA,<br />
we’re focusing on both and as a result our traditional<br />
skills, promotional marketing and international clients are<br />
growing just as fast as pure digital.<br />
OK. So you haven’t heard the name (yet) — that’s because we are the South<br />
West’s newest agency. We bring together over 100 years of national and<br />
international experience. <strong>The</strong>re are just three things you need to know<br />
about Wolf Rock. 1) Between us we’ve helped build the world’s first (and biggest) functional drinks brand,<br />
re-branded the UK’s leading superyacht yard, launched a world-famous visitor attraction, led a restaurant<br />
to record results for Britain’s best-loved celebrity chef, and accelerated North Wales’ fastest-growing<br />
holiday cottage company. 2) We are in Cornwall (we like it here). 3) Our phone number is 01872 262698.<br />
Neil Collard, MD, e3:<br />
From an engagement level, mobile,<br />
tablet, m-commerce, mobile payments<br />
and social media marketing are areas we<br />
expect to see ongoing growth in investment. However,<br />
the big shift we are seeing is the growing integration<br />
of customer data to provide real-time joined up<br />
experiences for the customer across all touchpoints.<br />
Alan Sanders, owner,<br />
Sanders Shiers:<br />
Digital sectors will see the most growth.<br />
This has been hugely affected by products<br />
such as iPad, iPhone and so on. People of all ages<br />
are much more computer savvy and building their<br />
lives around the internet and connectivity.<br />
Paul Handford, exec director, redtag:<br />
Like most agencies we are seeing growth<br />
in the digital space, however we are finding<br />
that media integration is key to successful<br />
effective campaigns and therefore agencies that are<br />
able to offer fully integrated solutions are more likely<br />
to see growth.<br />
Are there any significant barriers to growth<br />
in the region?<br />
Dave Meneer, director, Wolf Rock:<br />
<strong>The</strong> perception of distance can be a<br />
barrier, and the logistics of working<br />
with an agency that isn’t on the client’s<br />
doorstep – smart clients will for go for talent over<br />
location... dumb ones will go for the easy choice of<br />
the biddable next-door shop.<br />
Andy Reid, MD, McCann Bristol:<br />
Bristol is well placed and doesn’t have any<br />
issues with infrastructure, whilst talking to<br />
agencies further into the South West, this<br />
can pose challenges.<br />
Paul Honey, MD, Strange:<br />
Not really – but if I had to pick one thing<br />
that’s a continual annoyance for many<br />
agency folk in the region, it would be the<br />
rubbish and intermittent 3G service on the train when<br />
we travel to meet our clients in London!<br />
Alan Sanders,<br />
owner, Sanders Shiers:<br />
<strong>The</strong> only real drawback is distance and<br />
connectivity when travelling for meetings<br />
and events in London and outer regions; we find you<br />
just need to make more of an effort and plan ahead<br />
a little more. Other than that, day to day business is<br />
generally conducted via email/internet.<br />
AMBITIOUS MARKETING<br />
www.wolfrockmarketing.co.uk<br />
SOuTh<br />
WEST<br />
FOCUS
THe dRUM OCT.26.12 www.thedrum.com<br />
e-STRaTegy<br />
Tel: 01803 203311<br />
Email: info@e-strategy.net<br />
Web: www.e-strategy.net<br />
Twitter: @estrategyltd<br />
knowledge bank<br />
Eddie Bent<br />
Managing Director<br />
e-Strategy<br />
developing a content<br />
strategy to succeed<br />
In recent times, the benefits of content marketing for<br />
SEO has been widely broadcast with a plethora of<br />
articles, opinions and top tips reinforcing the need for<br />
organisations to produce unique content regularly in order<br />
to acquire those sought after first page rankings.<br />
However, limiting the role of content marketing to SEO<br />
without first understanding how content impacts on the<br />
delivery of your commercial objectives is unlikely to yield<br />
the desired results. Developing low quality, regurgitated<br />
content from online news sources is unlikely to add<br />
significant value to your audience or significantly enhance<br />
your visibility in these post Google Panda and Penguin<br />
update times.<br />
Content marketing needs to be an integral component<br />
of your digital marketing and communications strategy<br />
and should be utilised to build awareness of your brand,<br />
stimulate user engagement, reach new audiences, increase<br />
visitor levels, improve conversion rates and drive revenues.<br />
For most organisations, the commercial objectives will be<br />
similar, but a clear strategy that clearly outlines the process<br />
for achieving these objectives, is critical.<br />
Prior to embracing content marketing, organisations<br />
should consider the following:<br />
About You<br />
In an increasingly competitive digital landscape, it is<br />
imperative for organisations to differentiate themselves<br />
from their competitors in order to gain market share.<br />
During the early stages of developing a content strategy,<br />
key areas such as brand values, unique selling points,<br />
tone of voice and value proposition need to be identified,<br />
documented and issued as guidelines internally and to<br />
external agencies.<br />
This forms the basis of your content strategy and should<br />
be utilised across all forms of digital communication,<br />
including website content, blog posts, pr and social<br />
media.<br />
Audience<br />
Developing content that is of value to your audience<br />
and stimulates a response; whether that be a comment,<br />
share or like, is the holy grail of content marketing, with an<br />
emphasis on quality over quantity.<br />
Discuss potential subject matters internally and seek<br />
feedback from your existing audience to determine what<br />
types of content would be well received. If you are currently<br />
writing content, review what has worked and what hasn’t<br />
worked, which platforms have been the most effective in<br />
terms of engagement, monitor your areas of expertise and<br />
brand mentions online.<br />
Look at forthcoming events in your sector, product<br />
launches and seasonal trends as potential subject matters<br />
and use all of this information to plan an initial 3-6 month<br />
plan which illustrates timings and schedules for the<br />
development and publishing of this content.<br />
Platforms<br />
Which platforms do you intend to use for the delivery of<br />
your content strategy? A blog should be at the forefront<br />
of your content delivery plan but identify where your target<br />
audience is likely to reside online and which platforms offer<br />
the most effective route of communicating with prospective<br />
customers.<br />
Keywords<br />
Review Google Analytics to identify keywords and phrases<br />
that typically drive visitors to your website and analyse the<br />
search queries report in Google Webmaster Tools to find<br />
keyword opportunities.<br />
Social Media<br />
Ensure that social media, and in particular social sharing,<br />
is integrated into your content marketing strategy. Identify<br />
which social media platforms will be utilised and tailor the<br />
content specifically for each platform. If applicable to the<br />
audience, share your blog posts across the main social<br />
media platforms and integrate social sharing functionality<br />
into key areas of your website.<br />
Utilise Google+ as a mechanism to share content and<br />
build authority. Create a company profile and personal<br />
profiles for each person who will be writing the content and<br />
integrate Google+ authorship features to build authority.<br />
Content Types<br />
It is important to note that content, in it’s broadest sense,<br />
can be delivered in a number of ways such as opinion<br />
pieces, buying guides, reviews, white papers, video,<br />
SOuTh<br />
WEST<br />
FoCUS<br />
podcasts, infographics, imagery and more. <strong>The</strong> type of<br />
content that you publish will be largely dependent on what<br />
your audience engages with and what level of resource you<br />
have to produce this content.<br />
Resource<br />
Resource is a key consideration when developing a<br />
content marketing strategy. Do you have the resource and<br />
expertise in-house to deliver the required content and type<br />
of content effectively? Will you need to outsource elements<br />
of the content development?<br />
In most instances, structuring your content schedule so<br />
that can be delivered effectively in the short term is typically<br />
a good starting point. Its important to emphasise the<br />
‘quality over quantity’ factor and it is often more beneficial<br />
to plan the scheduled delivery of content rather than an<br />
initial burst of activity which will inevitably tail off through lack<br />
of resource.<br />
Measurement<br />
It is important that all content marketing activity can be<br />
measured effectively and key metrics should be agreed and<br />
included within the content marketing strategy. Key metrics<br />
could include an increase in visitor levels, user engagement<br />
and revenue and should be monitored regularly to determine<br />
the overall success of your endeavours.<br />
Summary<br />
<strong>The</strong> analogy ‘content is king’ is still very much at the forefront<br />
of digital marketing but ‘strategy is queen’ will ensure that<br />
your content attracts, engages and converts.
Vote for your MiAwards MD<br />
Nominations for MiAwards 2012<br />
are now live with more than 60<br />
agencies set to go head to head to<br />
collect awards in November when<br />
the judges decisions are revealed.<br />
However, one area of the awards<br />
that still need to be decided<br />
are the Public Vote categories.<br />
Nominations were sought from<br />
MiNetwork’s membership for the<br />
public vote categories - which<br />
covered MD/CEO of the Year,<br />
Creative Director of the Year,<br />
Marketing Director of the Year,<br />
Emerging Marketer of the Year and<br />
Marketing Personality of the Year.<br />
Here we look at the nominees who<br />
are vying for the MD/CEO of the<br />
Year award. To vote for your winner<br />
please visit www.MiAwards.me.<br />
Christopher Bishop, MD, 7thingsmedia<br />
In the last three years Chris Bishop has taken<br />
£15k and turned it into an international multimillion<br />
pound digital agency. Founding the<br />
agency in 2009 it is his infectious drive and passion that<br />
has led the company’s phenomenal growth. Brands<br />
such as Agent Provocateur, boohoo.com, Liberty<br />
London, Ted Baker and UNICEF have bought into his<br />
approach as much as his 17 employees in London<br />
and New York have. <strong>The</strong> <strong>Drum</strong>’s 2012 “Marketer of<br />
the Year” is showing no signs of stopping with further<br />
growth planned for 2013.<br />
Gary Boon, MD, Shout<br />
Shout is still a relatively young business,<br />
only three years old, but Boon and his team<br />
have shaken up the North East’s digital<br />
scene and become an established player working with<br />
an impressive client list. After just two years Boon’s<br />
agency was named North East Marketing Company of<br />
the Year at last year’s MiAwards and this year saw Boon<br />
set a growth target of £5m by 2015 after it developed<br />
work for GFI, Sage and NAC Group.<br />
Ian Ord, MD, Fifth Ring<br />
Ord has spearheaded a £3M charity<br />
campaign for cancer care and he has won<br />
so much business that their income in<br />
Aberdeen has risen by £500k this year. He has taken<br />
Fifth Ring to the top of Scotland’s Recommended<br />
Agency Register and has also invested £450k to<br />
make sure they have the best working conditions and<br />
technology available. He has also continued Fifth Ring’s<br />
international expansion, bedding in the agency’s new<br />
office in Kuala Lumpur, while continuing to grow their<br />
interests in Texas, Dubai and Abu Dhabi.<br />
Gellan Watt, MD, Thinking Juice<br />
In 2011 Watt integrated his agency<br />
Thinking Juice into the growing Emerge<br />
Group and overnight saw his creative<br />
and operational role expand to include cities such as<br />
Manchester and Edinburgh. Over the past 12 months<br />
Watt has led both the business and the creative team<br />
through massive growth and the merger of Thinking<br />
Juice with the Emerge, along with balancing the<br />
creative output for the entire group. In that time he’s<br />
worked tirelessly to ensure the business continued<br />
to achieve significant success and has overcome the<br />
challenges in the market place that every agency faces<br />
when going through such fundamental change.<br />
Rob Shaw, CEO, Epiphany<br />
Shaw’s leadership as Epiphany Group<br />
chief executive has led to a remarkable<br />
phase of growth for the agency. <strong>The</strong> last<br />
twelve months have seen agency revenues grow by<br />
54%, the creation of subsidiary agencies in the form<br />
of Epiphany Australia and Shackleton PR and also<br />
a recruitment drive that will see Epiphany’s 100th<br />
employee join the company before November. Shaw<br />
also oversaw Epiphany’s staff share option scheme,<br />
whereby Epiphany employees benefit from the<br />
company’s continued success, as part of an integrated<br />
staff benefits scheme that was highly commended at<br />
this year’s Business Benefits Awards<br />
www.MiNetwork.me<br />
Winners celebrate<br />
collecting trophies at<br />
last year’s MiAwards,<br />
held at the Mercure<br />
Hotel in Manchester.<br />
Justin Cooke, CEO UK, Possible<br />
High profile digital man Justin Cooke has<br />
had quite a year, the high point obviously<br />
being the sale of his agency Fortune Cookie<br />
to Sir Martin Sorrell’s WPP, the agency becoming part<br />
of the international POSSIBLE network. And while<br />
Cooke’s agency role has expanded dramatically he has<br />
still continued to spearhead the growth of the British<br />
Interactive Media Association (BIMA) and was key in<br />
the launch of the UK Digital Hall of Fame among many<br />
other initiatives to support the growing digital sector.<br />
Ben Hatton, MD, Rippleffect<br />
Hatton’s Rippleffect continues to be a<br />
highly respected digital agency and has<br />
continued to add impressive clients to its<br />
clients list over the year. Hatton’s role within the Trinity<br />
Mirror organisation has also been expanded and he<br />
is now a scout for the group identifying opportunities<br />
for acquisition to continue the growth of Trinity Mirror’s<br />
digital operations across then UK.<br />
Gary McCall, MD, Banana Kick<br />
McCall’s Leeds-based Banana Kick<br />
agency is now three years old and what<br />
was launched very much as a niche sports<br />
and leisure marketing business has grown significantly<br />
and now McCall and his team handle new store<br />
launches for ASDA across the UK and also for the<br />
rapidly expanding gaming and leisure group Genting.<br />
<strong>The</strong> agency has grown significantly in numbers and<br />
now employs more than 35 staff members, with little<br />
sign of slowing up.<br />
To find out if you have been nominated for a MiAward visit www.MiAwards.me. To find out more about<br />
MiNetwork visit www.minetwork.me or contact Chris Morton on 0141 559 6068 or chris.morton@thedrum.com
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46last word www.thedrum.com OCT.26.12 tHE drUM<br />
last word<br />
<strong>The</strong> <strong>Drum</strong>’s opinion editor Cameron Clarke takes a look at some of thedrum.com’s best read blogs from<br />
the last couple of weeks, including Mark Lowe’s take on Wonga’s controversial sponsorship of Newcastle.<br />
To see your views in print or on our website, email your opinion pieces to cameron.clarke@thedrum.com.<br />
loads oF wonga For nEwcastlE bUt<br />
nEw sponsor FacEs a HUgE pr battlE<br />
Mark lowe, founding partner, third city<br />
It has been hailed by some as a stroke<br />
of PR genius, but the most telling<br />
comment about Wonga’s sponsorship<br />
of Newcastle United football club<br />
came from @thejamesdixon on<br />
Twitter, who wrote:<br />
“Wonga are to pay £24million to<br />
sponsor Newcastle over 4 years. If they<br />
lent that @ their typical APR over 4 years<br />
they’d have to repay £4bn.”<br />
But who cares? We’re told that a<br />
majority of Newcastle fans approve of<br />
the deal, which sees the club’s stadium<br />
revert to its original name of St James’<br />
Park. And boss Alan Pardew toed the<br />
line hard for the new sponsor: “As<br />
manager of this football club I can only<br />
say that to have the best sponsorship<br />
deal we’ve ever had is a good thing.”<br />
Wonga’s chairman Errol Dammelin<br />
knows his limits and the debate about<br />
turning St James’ into the ‘Wonga<br />
Stadium’ will have lasted less than a<br />
nanosecond. But even if it occurred<br />
by default, this was a clever PR stunt<br />
that established the brand as a people’s<br />
champion for the credit crunch.<br />
As a result, ninety thousand Newcastle<br />
fans now love Wonga, but it still has a<br />
huge battle on its hands to bring itself in<br />
from the margins of acceptability.<br />
This drama has a colourful cast, with<br />
the Machiavellian Dammelin on one side<br />
and on the other the ambitious young<br />
Walthamstow MP Stella Creasy, who<br />
has built her political reputation on a<br />
fight to bring payday lenders to heal.<br />
Wonga’s success will depend almost<br />
entirely on its ability to convince the<br />
public of one central argument – that<br />
the market confers its legitimacy. People<br />
want us and need us, they say, so what<br />
we are doing is good.<br />
This ‘ends justifies the means’<br />
argument is similar to that of Pardew and<br />
Newcastle chairman Derek Llambias,<br />
who say that their Faustian pact with<br />
Wonga is the only way to match Qatari<br />
cash and push Newcastle into the top<br />
tier of clubs.<br />
<strong>The</strong> counter-argument is equally<br />
simple. It frames Wonga and other<br />
companies with ‘innovative’ business<br />
models like Amigo Loans as quasi-<br />
Medieval money-lenders exploiting the<br />
poor and marginalised.<br />
I’m told by those in the know that<br />
Wonga’s customer base is surprisingly<br />
upscale; that they happily service<br />
thousands of young professionals<br />
unjustifiably frozen out of mainstream<br />
credit. Certain well-respected journalists,<br />
for instance the Independent’s Simon<br />
Read, have accepted this with<br />
qualifications, saying that there is a<br />
place for payday loan companies.<br />
But there is no doubt that a good<br />
chunk of Wonga’s customer base is<br />
either poor, or has fallen on hard times.<br />
This impression is reinforced by stories<br />
of customers using their loans to pay off<br />
gambling or drugs debts.<br />
It is through these human stories that<br />
the Wonga name will live or die. Social<br />
media will make it almost impossible for<br />
the brand to cover up sharp practice<br />
and Creasy has built a powerful lobby<br />
that will not waste any opportunity to<br />
move against the lender.<br />
For MorE blogs go to tHEdrUM.coM/opinion<br />
mOre frOm<br />
<strong>The</strong> blOgs...<br />
MISSION IS ONE <strong>TO</strong> WATCH<br />
Deals expert Tony Walford<br />
says the Mission Marketing<br />
Group’s recent buying spree<br />
marks it out as ‘one to watch’.<br />
“If Mission can resist the<br />
temptation to pull everything<br />
toward the centre, while at the<br />
same time keeping costs under<br />
control and nurturing talent and<br />
clients, there could be a bright<br />
future – and now that the group<br />
has real scale, it won’t be long<br />
before it’ll be able to add really<br />
big global clients to its portfolio.”<br />
CAMERON’S TWEET TEST<br />
Daljit Bhurji offers some<br />
advice for David Cameron<br />
as the PM joins Twitter.<br />
“In both tone and content<br />
Cameron has the opportunity<br />
to counter his occasionally bad<br />
tempered, Flashman persona<br />
and the much more dangerous<br />
charge of chillaxing levelled<br />
against him... However he<br />
decides to use Twitter, a clear<br />
strategy will need to go hand<br />
in hand with bravery.”<br />
STARBUCKS’ PR MACHINE<br />
PR columnist Andrew Barr<br />
expects Starbucks to come<br />
out fighting over allegations<br />
in the press that it is not<br />
paying enough tax.<br />
“It will be an interesting one<br />
to watch, as Starbucks’ PR<br />
team is slicker than Don’s hair<br />
in Mad Men, so when they<br />
come out firing, the collective<br />
media better get ready.”
THE DRUM DIREC<strong>TO</strong>RY<br />
Here you will fi nd a selection of our online directory advertisers.<br />
To view their company profi le, work and case studies go to www.thedrum.com/directory<br />
To fi nd out more contact Victoria Swan on 0141 559 6070 or victoria.swan@thedrum.com<br />
AGENCY MANAGEMENT SOFTWARE<br />
Synergist<br />
Tel: 0870 444 9656<br />
Contact: Nick Lane<br />
nlane@synergist.co.uk<br />
synergist.co.uk<br />
AGENCY MANAGEMENT SOFTWARE<br />
Sohnar Ltd<br />
Tel: 0800 880 3008<br />
Contact: Callum Broderick<br />
enquiries@sohnar.com<br />
sohnar.com<br />
COPYWRITERS<br />
Blackad<br />
Tel: 0845 838 0612<br />
Contact: Alan Black<br />
copywriters@blackad.co.uk<br />
blackad.co.uk<br />
DESIGN<br />
Shoot the Moon<br />
Tel: 0161 205 3311<br />
Contact: Phil Marshall<br />
phil@shoot-the-moon.co.uk<br />
www.shoot-the-moon.co.uk<br />
DESIGN AND DIGITAL<br />
STAR Digital<br />
Tel: 01604 696385<br />
Contact: Ben Harper<br />
ben@star-digital.co.uk<br />
www.star-digital.co.uk<br />
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DIGITAL<br />
BSS Digital<br />
Tel: 0330 303 50 50<br />
Contact: Sangeeta Raval<br />
digital@bss.org<br />
www.bssdigital.org<br />
MEDIA BUYERS<br />
Boutique Media<br />
Communications<br />
Tel: 0113 3948993<br />
Contact: Simon Bollon<br />
simon@boutiquemc.co.uk<br />
boutiquemc.co.uk<br />
SEARCH MARKETING SERVICES<br />
SEO<br />
Tel: 0800 088 6000<br />
Contact: Danielle Haley<br />
sales@seopositive.co.uk<br />
www.seopositive.co.uk<br />
TRANSLATION & MULTILINGUAL PRODUCTION<br />
Brightlines Translation<br />
Tel: 01225 811200<br />
Contact: Neil Gauld<br />
ncg@brightlines.co.uk<br />
www.brightlines.co.uk<br />
ACCOUNTANCY SERVICES<br />
FW Accounting<br />
Tel: 01224 585599<br />
Contact: Alasdair McGill<br />
enquiries@fwaccounting.com<br />
fwaccounting.com<br />
AGENCY SUPPORT SERVICES<br />
Kaizen IT<br />
Tel: 0845 141 1400<br />
Contact: Steve Timmiss<br />
sales@kaizenit.co.uk<br />
www.kaizenit.co.uk<br />
thedrum.com/directory<br />
Expertise in web development,<br />
mobile and apps, e-commerce<br />
and systems integration<br />
capabilities. Achieve a<br />
joined-up and effortless<br />
communications experience.<br />
Media agency, buying and<br />
planning specialist, Integrated,<br />
online, offl ine, privately owned<br />
and entrepreneurial. We’re<br />
everything you would expect<br />
from a media agency and more.<br />
SEO Positive is one of the<br />
UK’s most innovative online<br />
promotion agencies, specialising<br />
in SEO strategy development,<br />
PPC marketing campaigns and<br />
social media management.<br />
Translation and multilingual<br />
production. Working with<br />
marketing and media agents<br />
is a speciality. We’ll take care<br />
of your brands.<br />
Streamtime Software<br />
Tel: 084 333 07 662<br />
Contact: Aaron Green<br />
aaron@streamtime.net<br />
streamtime.net/uk/streamtime/<br />
BRANDING & COMMUNICATIONS<br />
Duttons Design Ltd<br />
Tel: 01275 850905<br />
Contact: Mike Spurr<br />
mikes@duttonsdesign.com<br />
duttonsdesign.com<br />
ELLA LA VITA!<br />
COPY WRITING<br />
Liz Holt Freelance Copywriter<br />
Tel: 07919 365 335<br />
Contact: Liz Holt<br />
hello@lizholt.co.uk<br />
lizholt.co.uk<br />
Matra Copywriting<br />
Tel: 07891 287602<br />
Contact: Audrey Mason<br />
audrey@mantracopywriting.com<br />
Simon Platt<br />
Tel: 07771 911256<br />
Contact: Simon Platt<br />
me@simonplatt.co.uk<br />
simonplatt.co.uk<br />
DESIGN<br />
Breeze Creative Design<br />
Consultants<br />
Tel: 01360 449347<br />
Contact: Craig Mackinlay<br />
info@breeze-creative.com<br />
breeze-creative.com<br />
Diagram Design & Marketing Ltd<br />
Tel: 01925 600533<br />
Contact: Andy Hutchinson<br />
andy@diagramdesign.co.uk<br />
diagramdesign.co.uk<br />
Engine Creative<br />
Tel: 0845 454 1000<br />
Contact: Andrew Wise<br />
andy@enginecreative.co.uk<br />
enginecreative.co.uk<br />
Gary Swift Studios<br />
Tel: 01977 646431<br />
Contact: Gary Swift<br />
gary@garyswift.com<br />
www.garyswift.com<br />
Manifest<br />
Tel: 0113 2429174<br />
Contact: Nev Ridley<br />
nev@manifestcomms.co.uk<br />
www.manifestcom.comSI CONT.<br />
Milestone<br />
Tel: 01494 676436<br />
Contact: Jay Roff<br />
jay@milestonedesign.co.uk<br />
www.milestonedesign.co.uk<br />
Mortonward Limited<br />
Tel: 0131 555 3553<br />
Contact: Ewan Morton<br />
ewan@mortonward.co.uk<br />
mortonward.co.uk<br />
Resolve Creative<br />
Tel: 0131 555 7585<br />
Contact: Katie Firth<br />
katie@resolve-creative.co.uk<br />
www.resolve-creative.co.uk<br />
Stocks Taylor Benson<br />
Tel: 0116 240 5600<br />
Contact: John Benson<br />
john@stbdesign.co.uk<br />
www.stbdesign.co.uk<br />
Brightlines Translation<br />
Fluency for Business<br />
Fiveways House,<br />
Westwells Road,<br />
Corsham, SN13 9RG<br />
United Kingdom<br />
Triangle Design<br />
Tel: 01454 311220<br />
Contact: Jules Ashford<br />
info@triangledesign.biz<br />
www.triangledesign.co.uk<br />
DESIGN AND BRANDING AND<br />
COMMUNICATION<br />
Happy giraffe<br />
Tel: 01562 886 752<br />
Contact: Kerry Baynon pearce<br />
kerry@happy-giraffe.com<br />
www.happy-giraffe.com<br />
DESIGN AND DIGITAL<br />
Bloom Agency<br />
Tel: 0113 243 4757<br />
Contact: Alex Morris<br />
amorris@bloomagency.co.uk<br />
bloomagency.co.uk<br />
CSI MEDIA<br />
Tel: 0844 873 0073<br />
Contact: Richard Nash<br />
richard@csimedia.net<br />
www.csimedia.net<br />
Davison Williams<br />
Tel: 020 7490 3737<br />
cuppa@davisonwilliams.com<br />
www.davisonwilliams.com<br />
Purple Agency<br />
Tel: 01256 631 660<br />
Contact: Steve Shaw<br />
enquiries@purple-agency.com<br />
www.purple-agency.com<br />
Whitespace<br />
Tel: 0131 625 5500<br />
Contact: Iain Valentine<br />
iain@whitespacers.com<br />
whitespacers.com<br />
DIGITAL<br />
Big Communications<br />
Tel: 0116 299 1144<br />
Contact: Olivia Brown<br />
olivia.brown@<br />
bigcommunications.co.uk<br />
www.bigcommunications.co.uk.<br />
Dog Digital<br />
Tel: 0141 572 0730<br />
Contact: Suzanne Morrow<br />
suzanne@dogdigital.co.uk<br />
dogdigital.co.uk<br />
Enjoy Digital<br />
Contact: Kristal Ireland<br />
kristal@enjoy-digital.co.uk<br />
www.enjoy-digital.co.uk<br />
Magma Digital<br />
Tel: 0845 241 6460<br />
Contact: Jeremy Coates<br />
info@magmadigital.co.uk<br />
www.magmadigital.co.uk<br />
Mind orchard<br />
Tel: 01273 819340<br />
Contact: Arran D'Aubigny<br />
arran@mindorchard.com<br />
T: +44 (0) 1225 580770<br />
F: +44 (0) 1225 580370<br />
E: info@brightlines.co.uk<br />
www.brightlines.co.uk<br />
Advert AWK (B-Words).indd 1 15/10/2012 11:35
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