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INSIDE03 THE DRUM NOV.25.11 www.thedrum.co.uk

Blue Ball Brewery branding from Ahoy Creative, one of our showcased Hidden Treasures

25 Nov 2011 ®ISSUE #23Cover: courtesy of Andy Welshwww.flickr.com/andywelshAndy Welsh is a graphic designer and photographer working for MBL Solutions in Newcastle-upon-Tyne

16 05 Leader The Drum’s editor Gordon Young explains why 2012 will be the Year of Retail.

08 People on the move The latest news on who has been appointed where, including former Newsquest Herald & Evening Times sales manager Liz Hamilton’s appointment as business development director at Carnyx, publisher of The Drum.

10 Pitch NewsFind out what accounts are under review, including William Hill’s media planning and buying account.

12 A world-class recordThe Drum speaks to Guiness World Records vice president Paul O’Neill, fi nding out more about the company’s view on social media.

COVER STORY

14 Year of RetailThe Drum, Carat and Synovate have named 2012 as the Year of Retail. Here we take a look at the future of retail in the digital age.

16 Hidden GemsThe Drum showcases 15 agencies you may not have heard of, but really should have.

25 The Works The Drum presents the latest creative work and campaign news, including The Red Brick Road’s brand positioning work for Savills.

30 Walking the WalkadiVERSE Virtual Football Wall was created by Start JudgeGill and developed by Intel for client adidas. It scooped the Chairman’s Award at this year’s Dadi Awards.

34 MiAwards 2011The Drum takes a look at some of those who managed to impress the judges at the recent MiAwards for MiNetwork.

37 Last Word The Drum’s guest blogger Iain Hepburn takes the last word.

35 Directory 39 JobsCreature Collective is a selection of work created by London design studio Supafrank to explore the curiosities of nature

25

The d

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Publisher/Editor: Gordon Young (gordon.young@carnyx.com) Assistant Editor: Thomas O’Neill (thomas@carnyx.com) News Editor: Stephen Lepitak (stephen@carnyx.com) Senior Reporter: Cameron Clarke (cameron.clarke@carnyx.com) Editorial Assistant: Katie McQuater (katie.mcquater@carnyx.com) Reporter: Ishbel Macleod (ishbel.macleod@carnyx.com) Associate Editor: Richard Draycott (richard.draycott@carnyx.com) Business Development Manager: James McGowan Senior Sales Executive: Victoria Swan Events Manager: Katy Thomson Marketing: Ayush Kejriwal Design & Production Director: Nick Creed Design/Production: Amanda Dewar, Debbie Murdoch Events Director: Lynn Lester 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 Manchester office: 5 Oak Street, Northern Quarter, Manchester, M4 5JD Tel: 0161 819 5651 Original Design: stand Printed by: Stephens & George Magazines THE DRUM is published by Carnyx Group Limited. The 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 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 2011 iSSn 2046-0635

WhY The DRuM, CARAT AND SYNOVATe hAVe DeCLAReD 2012 The YeAR OF ReTAIL

It is the final approach to Christmas for the retail trade. The seats are in the upright position, the tables are folded and the crew strapped in. The pilots are fully committed. But between them and the illuminated runway lights

lies trouble.Wild cross-winds cast doubt on whether the landing carriage will touch

down on target. Flashing warning lights and electronic alarms warn of low footfall, low margins and discount trouble.

Christmas 2011 promises to be one the hairiest ever for the retail trade. They have had torrid time throughout the year. The credit squeeze, inflation and public sector cuts have driven away consumers.

The weather has compounded the problem for the fashion trade. A warm start to winter has left cold weather gear languishing on the shelves.

But if that wasn’t bad enough, there is no doubt the whole mood of the business is undergoing a transformation thanks to the increasing influence of online and mobile.

In other words, just when they can least afford it, this is when shops really have to invest in reinventing their businesses.

It is a perfect storm for a sector which is so vital to the UK economy. That is why The Drum has joined forces with Carat, the world’s largest media independent, and Synovate Retail Performance, the global research company, to declare 2012 the Year of Retail.

The business is at a crossroads. And we want to help signpost it, by embarking on a year- long research project. Every quarter, different elements of the sector will be addressed, which will lead to the publication of a report. The four studies will then culminate in a white paper which will be published around this time next year.

The project is to be launched on Monday with an event in the Carat offices in London. However, in this issue of The Drum we interview key people involved about what they believe the major challenges might be, which you can see on page 14.

It gives real insight into why the business, although facing huge threats, is also facing some great opportunities. The metaphorical landing could be terrifying. But it will also be exciting.

gUy REDwooD, Managing DiREcToR, siMplE UsabiliTy shares his thoughts on the things each online retailer should have on its christmas list

REbEcca jEnnings, sEnioR cliEnT aDvisoR, global REviEws provides insight into how insurance companies are performing in the online stakes

RicHaRD DRaycoTT, associaTE EDiToR, THE DRUM speaks to some of the winners at this year’s miawards

THoMas o’nEill, assisTanT EDiToR brings together the best of the latest creative work and campaign news

isHbEl MaclEoD, REpoRTER sources and writes news stories for the drum

anTon gETHing, co-foUnDER & pRoDUcT DiREcToR, nToklo looks at what retailers can do to benefit from the rise in s-commerce

iain HEpbURn, bloggER foR THE DRUM ponders the future of the Herald newspaper, suggesting now might be the time to go digital only

sTEpHEn lEpiTak, nEws EDiToR speaks to vice president of guiness World records to find out how the company is approaching social media

caMERon claRkE, sEnioR REpoRTER gathers and commissions news and analysis for this issue’s agenda section

kaTiE McqUaTER, EDiToRial assisTanT speaks to 15 agencies you may never have heard of for the Hidden gems feature

coMMEnT05

conTRibUToRs THis issUE

THE DRUM NOV.25.11 www.thedrum.co.uk

gordon young, Editorgordon.young@carnyx.com

www.thedrum.co.uk NOV.25.11 THE DRUM06agEnDa

Only 5% of UK brands improve quality of life

brands

Havas Media has launched its Meaningful Brands index, measuring perceived impact of brands on our personal wellbeing, including factors such as health, fitness, happiness, values, social relationships, financial security, lifestyles and habits, and how brands help to improve communities, societies and the environment.

The UK results of the research found that 28% of UK citizens say they would pay 10% more for socially and environmentally responsible goods. 81% of people surveyed in the UK feel that it is the responsibility of companies, rather than the government, to solve social and environmental issues. These findings suggest that there is a huge opportunity and demand in the UK to increase the impact of brands on individual wellbeing and quality of life, with two thirds of UK consumers feeling more positively towards companies who are involved in these issues.

When it comes to expectations of improving our personal wellbeing and quality of life, the results in the UK show a staggering 95% of brands in the UK are under-performing. This reveals a huge opportunity for brands. To some extent this is being realised by brands in sectors such as food and drink and retail which are both high performers at delivering emotional wellbeing; food and drink brands also perform well on an individual’s physical wellbeing, with retailers over performing on environmental issues. According to UK consumers, most brands in the financial and utilities sector under-perform in helping us improve our daily lives and individual wellbeing.

Retail is the most successful sector, scoring well on collective wellbeing, alongside consumer goods. Both sectors come in strongly on the more collective issues such as society, community and environment. Personal efforts to protect, reuse, reduce and recycle come up as key drivers for people when ranking retail brands. The food and drink sector scores well on emotional values such as feeling happy and satisfied with life.

When looking into brands’ impact on our sense of collective wellbeing (communities/societies/environment), there is a general decline across the board in terms of perception of brand initiatives in this area. This is perhaps understandable with many brands retreating from specific communication of their environmental credentials in the face of increased economic pressures. This represents an opportunity for brands to stand out in this area especially in those sectors where this would represent ‘new news’, such as for the drinks sector or for telecoms companies. The results show that O2 has made some gains in this area over the last year, with UK citizens caring more about the brand and rating it highly on contributing to a higher quality of life.

There has been a dramatic downturn for the oil and energy sector’s contribution to more collective issues. The BP oil spill disaster and its effect on consumer perceptions of the brand, is a stark example of how aware the general population can be of the environmental impacts of global companies.

Despite these trends, the analysis demonstrates how some brands have been able to break free from these industry limitations. There are brands with exceptionally high MBi scores in low scoring sectors. Again, O2 scores well in this area registering significantly higher than average MBi scores in the UK. Auto brands in the UK also do well in terms of their contribution to our individual and collective wellbeing – despite the auto sector’s general trend. This is mainly down to auto brands’ efforts to help British consumers with their fuel efficiency.

Havas Media has found that only 5% of UK brands have a noticeable positive impact on our quality of life.

Top 10 tips for online retailers this Christmas

retail

All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling for bargains online and worrying about getting them delivered in time to tuck under the tree. Here are ten top dos and don’ts every multichannel retailer can put in place.Don’t cover your tracksA clear strategy for handling post-purchase worry about delivery is paramount. Users want to check the status of their order. If you’re using a third party, make it clear who it is so shoppers can chase them directly. This means any problems are more likely to be blamed on the delivery company than the retailer.Inspire confidence in deliveryOn the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments.Add a last postPeople infer value in something that has limited availability – so set some last order deadlines or stock levels to encourage purchasing decisions. Similarly add ‘last order dates’ in the same way Royal Mail lists its last posting dates.Steer and suggest ideasConsumers are more likely to make a purchase when there are fewer decisions clouding their minds. It’s a good idea to help buyers through subtle narrowing, i.e. by suggesting products suitable for the

season or that would be good gifts.Keep tabs on product placementPeople will invariably research and compare products across many retailers, so refrain from moving things around on your website as it will confuse and frustrate them on return. Always keep the user journey as simple as possible.Don’t go for style over substanceBig, shiny photos and images with no call to action are a source of frustration. There is nothing worse than featuring great products in glossy images, but with no links to purchase the product displayed.Avoid ‘Sold Out Sorrow’Nothing is more annoying than finding ‘Out of stock’ items. Make sure that if it is the end of the line for certain products the website reflects this. Ensure you regularly clean it up so users don’t become frustrated, and let them know if it will be back in time for Christmas delivery.Keep it simpleDon’t bog the users down with too much text. Make it short and snappy, or bullet point those important lines.Show off your reviewsObviously users aren’t able to touch and feel the products online; instead they look to customer reviews for feedback. Don’t tolerate an empty review section; make an effort to get feedback for every product.Check your searchIf users are searching for products from publications then make sure all the variations of the naming of that product are returning results. There’s nothing more tedious than manually searching the website for a specific product.

Guy Redwood, MD at SimpleUsability, shares his top tips on the simple things every online retailer needs to have on its Christmas list.

See p14 for more on the opportunities

digital presents to the retail industry

UK’s top 10 meaningful brands:

1. Marks & Spencer2. Sainsbury’s3. Unilever4. Tesco5. Walmart (Asda)6. Mars7. Danone8. O29. Starbucks10. Wrigley

THE DRUM NOV.25.11 www.thedrum.co.uk agEnDa07

S-commerce is growing at an incredible speed, but are retailers doing all they can to benefit?Social Commerce: So much more than a ‘Like’-buttonIt is a generally accepted viewpoint that the rise of online social networks such as Twitter and Facebook and social commerce services like Groupon, are changing the face of business. For retailers, it can often be a bewildering challenge that comes with disruptive changes everywhere. Social commerce is something often discussed as a natural progression of two successful market arenas – social networking and e-commerce.

However, many brands today are failing to make inroads in this rapidly rising trend. Current forays amount to little more than adding a ‘Like’ button or setting up a Twitter feed. While this approach is fine in the short term, it is not a recipe for long-term success in the world of s-commerce, which arguably has the potential to be one of the biggest revenue generators for retailers in the coming years. The underwhelming adoption of Facebook Commerce, for example, is evidence of this. If the largest social networking site with over 800 million active users is not implementing s-commerce successfully, clearly something is being lost in translation and online retailers remain unable to leverage

s-commerce

various social activities to strengthen their user base and sales.

Dumb pipes and brand dilutionThere are many examples of brands and retailers using s-commerce to improve their business model and reach out to customers. ASOS is one example. Many clothing manufacturers sell their products on the ASOS website, which has become a marketplace of different brands under one umbrella.

This results in the user making their purchase from a third party without actually engaging with the brand that they are buying. And it is this approach that could lead to content providers and retailers losing all of their brand relationships online. While it is true that marketers will find it difficult to market unless they have an online presence, driving people to a virtual mall away from the brand itself means that the effect of the marketing becomes diluted. S-commerce should offer them a way to engage with their customers directly, rather than risk turning into ‘dumb pipes’ of content.

Many retailers are starting to realise the mass reach social platforms offer. Here Anton Gething from nToklo discusses how they can be best utilised.

There must be another wayThe entire concept of social commerce hinges on one main principle: making the right offer to the right person. At the heart of all commerce is the customer and in order to be successful, s-commerce needs to put the customer first and prepare the retailers for their voice. Reviews and the ability to connect with like-minded individuals online should be available to customers on-site.

Customers need to be able to be social when they shop online, just as they would in real life. If users could connect to one another, they could replicate the high street experience by finding users with similar tastes to their own and connecting with them in real-time. B&Q’s social hub is a step towards this, as it allows users to share content which connects back to the company’s presence online. However, in the user experience it does not actually connect users to each other or with the very useful customer advice they offer, which is a disadvantage. Evidenced by the popularity of sites such as Tumblr, there are many customers and consumers

who are willing to share their experiences or opinions online, this information could very quickly become valuable to the retailer and their users. Moreover, without compromising the privacy or anonymity of these users, retailers could leverage this information to bring like-minded people together on their websites and give them relevant recommendations. In turn, if valuable and relevant information is given to the user, the brand can truly take part in the conversation between consumers rather than being an invasive third party. And by socially engaging with users, brands will find it easier to create brand loyalty.

S-commerce should be used to provide correct recommendations and relevant content, allow like-minded users to connect and enable brand participation. Retailers and brands should be leveraging their customers’ social network channels but they must also allow them to shop online in a social way. Done correctly, s-commerce could be very powerful, not to mention profitable, and will breed brand trust and shopping confidence.

S-commerce therefore, is the future, because it is a perfecting of targeted marketing that will allow businesses to communicate directly with their customers, person to person, brand to fan.

The departure of Stuart Feather from Carat just a month after the announce-ment Aegis-owned Feather Brooks-bank (FB) would rebrand as Carat Edinburgh might not have come as a great surprise to many.

Feather has run the business, alongside co-founder Giles Brooksbank for two decades, and was very much a figure head for media buying in Scotland.

The agency rebranded 12 years after it was acquired by Aegis in order to fall in line with the rest of the Carat Group, and although Feather and Brooksbank’s earn-out period ended in 2003, the two continued to steer the ship, with Feather remaining managing director.

Being informed that he would now report to Tracy De Groose, MD of Carat’s London operation, looks to have been a

media

step too far for Feather, who has always been seen as being his own man..

Andy Jones, a former director at FB, described Feather as an entrepreneur who was far more suited to running his own business than working in a corporate environment like Aegis.

“He is a great networker so will have plenty of contacts although will no doubt have an exclusion clause in his contract. However, he has been there before and knows how to operate with that constraint. His company will attract clients who want a more personal operation to work with. He also has intimate knowledge of Carat’s pricing and will be able to exploit this.”

Tony Harding, former head of TV at FB, said he felt it was a good time for Feather to leave, but was sceptical of reports Feather would build another agency

similar to his previous one.“He is a real talent and a good leader of

people. At Feather Brooksbank there was a good axis of people. You had Giles who looked after the money, Barbara [Moyses] who looked after the accounts, with Stuart out socialising and winning the business and being very much the driving force. He’s fantastic in pitch when on form.”

Harding said of the impact Feather Brooksbank had on the Scottish creative agencies: “Agencies like The Union and Leith have benefitted from having Feather Brooksbank on their manor. That’s a lasting legacy. These creative agencies undervalue media anyway, but would the creative agencies be as successful without Feather Brooksbank having done what they did in the marketplace? I would say probably not.”

Stuart Feather departs Carat Edinburgh

08people

Leeds-based agency Golley Retail has swelled its team with a series of new appointments and promotions, including former Samsung UK marketing manager Stacey Kenward.

Kenward moves from Delta’s Asda House team to become an account director, heading up the agency’s southern office from group headquarters in London.

Emma Thompson has joined as group account director from Savvy Marketing and will work across clients including P&G and Asda.

Michelle Tully, who has worked at agencies including EHS Brann, Wunderman and Maynard Malone, has been recruited as senior art director.

Carat has appointed ex-Mediacom director Ben Cunningham as head of direct marketing following an 18 month search to fill the role.

Cunningham, who replaces Brett McKibbin, will spearhead the development of the agency’s direct product and proposition business.

Richard Morris, Carat’s deputy MD, said: “In Ben we are pleased we have found someone with an outstanding pedigree, equally adept in direct marketing and digital performance media.”

InMobi has appointed ex-Microsoft UK mobile ad head Lee Blyth as head of sales.

The Small Agency has promoted account director Kate Pullen to managing director.

5 News has announced CNN International director of coverage Geoff Hill as its new editor.

the7stars has brought in Stephen Wright as head of search, having previously held the role of head of operations at Agenda 21.

Kenyon Fraser has brought in Geraldine Turner as its new corporate director.

glue Isobar has appointed Katie White as head of Isobar Social, as well as five more appointments to its

social media team.

HarperCollins Children’s Books has appointed Nicola Way as its new marketing director.

UTalkMarketing has brought in Guardian News & Media’s former MD,Tim Brooks, as chairman.

MEC China has announced former MEC Russia MD Christian Guinot as president.

Palmer Hargreaves has a new creative director in the shape of Vineet Raheja, former senior creative at

McCann Erickson Birmingham.

Other new additions include account managers Ciaran Marsh and Rachel Woodward-Black and account executive Nathan Jeffers from Gratterpalm.

Aidan Nicholson has been promoted to client services director, responsible for heading up the agency’s client list at the Leeds office. Nicola Hirst has also been promoted to account director, responsible for leading the Nestlé account.

Tim Orrell, managing director of Golley Retail, said: “It’s great that we can welcome new faces and give our hard working guys the recognition that they deserve.”

Orrell added that the agency is looking to expand overseas into Europe and the USA in 2012.

Liz Hamilton, sales manager for newspaper publisher Newsquest Herald & Evening Times is to join the Carnyx Group, publisher of The Drum, as business development director.

Hamilton, who has held her current role at Newsquest since 2007, will take up her new post in January.

The role will see Hamilton oversee the sales team at the business as it continues to build it online base and geographic reach. She takes over from Jayne Nicholson who has left to return to her roots at The Northern Echo.

Tim Blott, managing director of Newsquest Herald & Evening Times, commented: “I thank Liz for all she has done for us and wish her every success at The Drum.”

Gordon Young, editor of The Drum, commented: “We are delighted that Liz is coming on board. She joins us at a key time as we expand our range

of services and geographic reach. Her experience in first rate organisations such as Newsquest means she has the skills to help take this business to the next level.”

Newsquest Herald & Evening Times sales boss Sean Duffy is to leave the publisher for the role of commercial director at First Rail.

Duffy, who joined the Glasgow operation of Newsquest in 2010, is expected to take up his new role early next year, overseeing all advertising and sales contracts throughout First Rail.

People on the move...

Ralph Lee has been appointed by Channel 4 to the newly created role of head of factual.

Lee, who joined Channel 4 in 2002, was previously

head of specialist factual, before this new role was created. A deputy head of factual will also be sought to support him.

The appointed comes after factual commissioning within the broadcaster was changed to merge the documentary and specialist factual teams.

So the only number you need, iS ourS.Call 0870 027 4296 or visit www.truecareers.co.uk

TRUE_base banner_30x216mm.indd 1 17/12/10 12:23:35

The only job you need is The righT one.

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Cunningham replaces McKibbin at Carat

Newsquest’s Duffy joins First Rail

New Channel 4 head of factual

Golley Retail appoints ex-Samsung marketer

Newsquest sales manager Hamilton to join The Drum

www.thedrum.co.uk NOV.25.11 THe DRUM

THE DRUM NOV.25.11 www.thedrum.co.uk EvEnTs nEws09

Drum Marketing Awards judging panel unveiled

The judging panel for the 2012 Drum Marketing Awards has been unveiled, and is made up of senior marketers from companies including Match.com, Mercedes Benz, Wrigleys and Santander.

The deadline for entries for the awards is 20 January 2012, and

events

Rewarding effective social media strategies, this event will be attended by individuals and companies who are transforming the use of online to communicate with people in new and innovative ways. Taking place on 1 December at Wembley Stadium, London, tickets can be booked by visiting www.socialbuzzawards.com.

The Drum Marketing Awards is now accepting entries for 2012. Enter the awards and your work will be judged by a panel of senior marketers from brands including Santander and Virgin Atlantic. Enter before 16 December 2011 and receive 20% off the submission fee. For more information visit www.thedrummarketingawards.com.

The UK Event Awards are going to Wembley. On 30 November the results of the 2011 awards will be announced in this fantastic venue. In attendance will be the elite of the UK’s event industry, including event organisers, suppliers and venues. If you do not have your tickets yet, visit www.ukeventawards.com to book.

events

Grand Prix: Savvy Marketing for Soreen.Chairman’s Award: Twentysix for Mo’s Wanted.Press advert: Home for Doll Twiddle Stic. Craft: Elmwood for Peel’s Deli.Packaging: Gamma Creative for Bottle Green. Broadcast: Home for Holland’s Pies.

Outdoor Advertising: Savvy Marketing for Soreen. Corporate Identity: Elmwood for The Breakfast Club. Corporate Lit, Publications & Annual Reports: The Consult for Adrian Ray. Poster: Glad for Women’s International League for Peace and Freedom. Direct Mail: Elmwood for Make Mine a Builder’s.

Digital: Twentysix for Mo’s Wanted. Low Budget: Outside the Box for Direct Holidays.

Cream Yorkshire winnersCream Yorkshire took place on 10 November, celebrating the best creative work in the region. Here we take a quick look at who won what.

events

Senior marketers from Match.com, Mercedes Benz and Santander to judge DMA 2012.

Daniela Campari, marketing director, Wrigley’s

David George, marketing director, Mercedes-Benz

Gail Gardner, senior marketing communications manager, Santander

The judging panel so far includes: Hamish Rickman, global advertising manager, Virgin Atlantic

Katie Shepphard, director of marketing & relationships, Match.com

Steve Antoniewicz, managing director, Recommended Agency Register

there are 21 categories set to go in front of the esteemed panel, ranging from Brand of the Year to Advertising Strategy. Enter before 16 December 2011 and you will receive 20% off the entry fee.

For more information on how to enter, visit thedrummarketingawards.com.

Later this month, two events organised by The Drum will aim to break Guinness World Records, with an attempt at the Most People Bird Calling at the Social Buzz Awards and the World’s Longest Relay ‘Cheers’ attempted at the UK Event Awards.

The world record attempts will take place at Wembley Stadium in London, where the UK Event Awards winners will be announced on 30 November and The Social Buzz Awards will take place on 1 December.

An official Guinness World Records adjudicator will be in attendance at both events.

On page 12 The Drum catches up with Paul O’Neill, vice-president of Guinness World Records Entertainment, to find out how the 66-year-old brand is coping in the 21st century.

The Drum attempts two Guinness World Records

All the winning work from this year’s Cream Yorkshire awards can be found on http://bit.ly/uC8Mvc

events

www.thedrum.co.uk NOV.25.11 THE DRUM10piTcH nEws

La crème de la crème.

Proud sponsors of the Cream Awards.Creative / Account Handling / PR recruitmentpitchconsultants.co.uk / info@pitchconsultants.co.uk / 0121 270 4080

accoUnTs UnDER REviEw

aDvERTisER accoUnT woRTH

Adidas Pan-Europeanadvertising n/aBirdsEye UKdirectanddigital n/aElastoplast Digitalanddirectmarketing n/aGreaterLondonAuthority Advertising n/aKenwood Globaladvertising £20mLeCreuset Pan-Europeanadvertising n/aMattessons Advertising £4mNestlé Socialmedia n/aSCAHygiene UKCRM n/aSchweppes Advertising £4mSilentnight Advertising n/aTombola Advertising £8mVikingRiverCruises UKadvertising £3.5mWilliamHill Mediaplanningandbuying £13m

Bingo brand Tombola has invited several agencies to pitch for its £8m ad account, previously held by Euro RSCG London.

Silentnight is looking to step up its marketing activity in 2012, approaching agencies to pitch for its advertising business.

Birds Eye is on the hunt for a BTL agency to work alongside retained agencies Abbott Mead Vickers BBDO and Carat to handle direct marketing, digital and experiential.

SCA Hygiene is pitching its UK CRM brief for Tena Lady and Bodyform, currently held by Rapp.

Adidas is looking to appoint an agency to handle pan-European advertising for its Adidas Originals range. The pitch list is thought to include Bartle Bogle Hegarty, Creature London and Mother.

The £4m ad account for Schweppes is under review, with the Coca-Cola-owned company contacting agencies ahead of a pitch in December.

Elastoplast has shortlisted four agencies for its digital and direct marketing account, with an appointment to be made by the end of the year.

The £4m ad account for Kerry Foods brand Mattessons is under review, with the company in talks with several agencies about a £4.5m campaign which will look to revitalise the cooked meats brand.

Kenwood has approached a number of agencies ahead of a review of its £20m global advertising business.

French cookware manufacturer Le Creuset has shortlisted several agencies as it looks to appoint to its pan-European advertising account. It is unclear whether incumbent Ignite will take part in the pitch process later this month.

The Greater London Authority is looking for an ad agency to raise awareness of events planned to coincide with the 2012 Olympic Games.

Nestlé is looking looking to appoint an agency to handle social media activity for its coffee brand Nespresso.

Pitch news and reviewsThe past few weeks have seen several big accounts come under review, including Adidas, Birds Eye, Kenwood and William Hill. Here we take a look...

William Hill reviews £13m media planning and buying

Bookmaker William Hill is reviewing its media planning and buying account, thought to be worth £13m.

The company is talking to agencies ahead of chemistry meetings, but incumbent the7stars is understood not to be repitching for the business.

A new media agency is expected to be in place before Christmas.

Incumbent creative agency Beattie McGuinness Bungay is understood to be unaffected by the review.

hot pitch

THE DRUM NOV.25.11 www.thedrum.co.uk AgEnDA11

Motor and home insurers fail customers online

With 65 million people driving 31 million vehicles and living in 25 million homes in the UK, the British motor and home insurance markets remain fiercely competitive. With comparison sites now bringing increased price transparency, both home and motor insurers have struggled to make their website stand out from the crowd.

Global Reviews’ Insurance Benchmark Survey found that most brands in the home and motor insurance markets struggle to provide the required level of customer experience online, but what can the industry do to improve its levels of customer service online?

In terms of helpful self-service info, few brands offer comprehensive hints and tips for protecting your home and vehicle, or full explanations of terminology. The survey suggest the majority of online insurance shoppers would prefer to solve any problems through online channels, so extensive and easy-to-navigate FAQs and glossaries are a must.

Consumers increasingly look to insurance brands themselves for comparisons of products, both between different products from the same insurer, but also between insurance companies. Even if your price is occasionally beaten by your competitors, your own site should provide the perfect place to support the pricing and display your added value.

Brands in the motor benchmark largely shy away from such comparisons, with none offering side-by-side comparisons of policy coverage. Whilst offerings in the insurance market can be complex, the proliferation and power of comparison sites generates expectations of openness

that at present many insurance company websites are failing to meet.

Many home owners significantly underestimate the cost of replacing their entire home contents, so home insurers are slowly catching on to the advantages of online tools to help with this. LV, for example, offers an application which shows users a visual prompt of rooms in a property, with lists of typical contents allowing users to enter the value of such items in their homes and calculate an overall contents total. This could be taken one step further by allowing users to save their progress rather than having to redo each room again if forced to cut their research short. In fact, many insurers fail to allow users to save applications, forcing users to complete them in one sitting; whilst most life insurers now allow users to save part completed applications, motor and home insurers do not.

Overall, it’s clear that the insurance industries in the UK have some way to go to fully meet customer expectations online. Global Reviews suggests that a comprehensive glossary and FAQ would be a good place to start, followed by clear and comprehensive guides on how to claim, and the impact on your insurance cover of doing so. A wider embrace of the tendency of users to compare across products and brands will build trust, as well as provide insurers with a clear platform for displaying service and offering benefits over competitors. Finally, added-value applications such as home contents calculators and the ability to save and return to application forms increase consumer utility and ultimately increase their propensity to return.

digital

Rebecca Jennings of Global Reviews examines findings from a recent insurance benchmark survey.

Advertising contributes £15.6bn to UK economy

Credos, the advertising think-tank established by the UK Advertising Association, has commissioned a report which provides an economic impact analysis of the UK’s advertising industry.

The report, titled The Contribution of the Advertising Industry to the UK Economy, estimates the UK advertising industry’s contribution to be £15.6bn. However, this analysis does not take into account a number of ways in which the advertising industry has a catalytic effect on the broader economy.

Amongst the report’s findings was the observation that advertising is the third largest UK creative industry in terms of employment, indicating that advertising employment does not seem to have been significantly affected by

the recent recession.The report also found that 68%

of surveyed UK consumers felt that advertising was a critical driver of competition between companies, and that through this mechanism it leads to better products and lower prices. 61% of UK consumers agreed that advertising makes a positive contribution to economic growth.

Additionally, the report examined the role of advertising as a UK export sector within the UK creative industries. The review found that advertising was the fourth fastest export growth sector in the UK creative industries between 2000 and 2007. The exporting of advertising consulting expertise is likely to be a key contribution of UK advertising to exports over the next decade.

advertising

Advertising found to be UK’s third largest creative industry in terms of employment.

Door drops ‘most trusted’

A survey conducted by FreshMinds has found that 43% of consumers trusted door drop leaflets and voucher over any other medium.

This was closely followed by radio, which was trusted by 40%, while 7% have confidence in unsolicited emails and only 5% trusted online pop-ups.

Royal Mail’s Philip Ricketts said: “If brands want to sell successfully, engendering trust with consumers is vital and this research demonstrates that door drops are good at that.

“What’s clear is that consumers are still nervous by the ‘virtual’ nature of online when it comes to

trust, particularly when receiving and redeeming vouchers.”

Royal Mail is set to offer its Door-to-Door service across Christmas for the second year, allowing advertisers to deliver door drops throughout the Christmas period.

advertising

Doors drops have been found to be the most trusted form of communication, according to a new study.

Stylish, modern office suites for creative people and companies to let in Merchant City,Glasgow. All inclusive rent. Shared services include conference room/meeting space.Email lois.gerrard@tvi-ltd.co.uk or call Lois on 0141 564 2242

For more industry specific consumer experience reports visit globalreviews.co.uk

The Drum will attempt two world record attempts later this month at the Social Buzz Awards and at the UK Event Awards. Here we catch up Paul O’Neill, VP of Guinness World Records, to talk about social media, economics, and the world’s ugliest dog.

IS GUINNESS STILL INVOVED IN THE COMPANY? About 15 years ago Guinness sold the company to Gullane Entertainment, which owned Thomas the Tank Engine and later became Hit Entertainment, before again being sold four years ago to the Jim Pattison Group, a Canadian company. It was originally owned by Guinness however until it was sold by Diageo.

The idea stemmed from a hunting trip by Sir Hugh Beaver, managing director of Guinness, in 1951, as a result of not being able to fi nd out the answer of which was the fastest gaming bird and decided that similar arguments must be happening in pubs up and down the country. He commissioned the McWhirter brothers to create the book, the fi rst edition of which was a giveaway which was kept behind the bar to settle arguments.

WHEN PEOPLE INITIALLY WANT TO SET A RECORD, HOW DO THEY GO ABOUT IT?We have about 40,000 enquiries or approaches from all around the world, from 40 or 50 countries. Most of these come through our website, which is the easiest way to deal with that account.

They can either highlight the record attempt that they want to make, which can be an existing record or a they can suggest a new category for what the record broken is, in which case we can put it through our record breaking criteria, which is that it has to be measurable, it has to be breakable, it has to be achievable and it has to be relevant, basically.

A nine-dart fi nish, for example, wouldn’t be breakable so we wouldn’t accept that as a world record, or if you said that my girlfriend/boyfriend was the ugliest in the world, that wouldn’t be acceptable as that’s down to opinion. However we do have the Ugliest Dog in the World, which won a competition, which then becomes measurable, although it’s actually quite cute.

HOW HAS ONLINE AND SOCIAL MEDIA CHANGED THE BUSINESS IN RECENT YEARS?For me, 2011 is the year that we dragged the 66-year- old carcass into the 21st century. From the Guinness World Records point of view, we have grown our fans and likes on Facebook to 600,000.

Our Twitter following has trebled this year, and through YouTube we are now getting a million views every week. So it’s hugely driving everything that we do now and it’s great for us, as we’re a very visual medium.

HAVE YOU DISCOVERED HOW TO BEST UTILISE SOCIAL MEDIA FOR THE COMPANY THEN? It’s about engagement. We have a new challengers website where you can fi lming yourself and upload a video of you attempting the challenge. It’s now offering engagement for people at their computers or in clubs with their mobile phones. It’s about getting people to look at your content as well, if there’s a world record challenge, many of our videos has had around 5 million hits. If a brand fi nds the right record, then it’s sure to get some pretty decent engagement.

WITH ALL OF THESE NEW PLATFORMS, WHERE DOES THE BOOK STAND WITHIN THE BUSINESS?The book remains huge and always will be. In the UK and the US it’s the perennial Christmas present and that continues to be the case. It’s a very tactile gift and as a gift, aunties, uncles, mums and dads still want to buy it for children because it is the one book that boys aged 10-12 will read. That’s why it’s still hugely popular with mums to give their kids.

HOW MANY COPIES DOES IT SELL PER YEAR?It sells somewhere between 3million and 3.5million copies worldwide each year. In the UK we were the Number 1 last week and we will be in the top three for the weeks in the run up to Christmas. We sell between 750,000 and 1 million books alone in the UK each year, and the US is similar now, while Germany is also quite big. Other areas are changeable.

We also have a very big TV presence in other countries. Asia Pacifi c has a massive TV audience, while there’s also a programme in China where it’s the most watched programme in the country, with 13 episodes that over 450 million people will watch.

HOW HAS THE BOOK CHANGED IN RECENT YEARS?It’s changed massively. It started out as very much a reference books and was a lot smaller. Now it’s colour, with pictures and has very much started to look like something you’d see online. It’s content rich, with a lot of facts and fi gures packed into each page.

It’s always going to be a book that you dive into the middle of and explore in your own way. I think it’s changed in as much as it probably was more of an organ that you wouldn’t have read, but now that it’s started to come alive, people dive into the middle of their favourite section and go from there.

WHAT EFFECT HAS THE ECONOMIC TURMOIL OF THE LAST COUPLE OF YEARS HAD ON THE COMPANY?In some ways we are very lucky. We’ve actually seem quite a steep rise and one of the things is that we are hugely good value for money. Corporate adjudication is normally about £6,500. That normally delivers on average about £200,000 of equivalent value in media. So that helps.

In terms of our commercial arm; that’s only really about two or three years old. It’s a new business and we’re just beginning to explore the areas and scratch the surface of what is achievable. So we’re seeing exponential growth in the largest projects that we’re doing.

RECORD BREAKERS

“FOR ME, 2011 IS THE YEAR THAT WE DRAGGED THE 66 YEAR OLD CARCASS INTO THE 21ST CENTURY.”

12GUINNESS WORLD RECORDS www.thedrum.co.uk NOV.25.11 THE DRUM

THE DRUM NOV.25.11 www.thedrum.co.uk AgEnDA13

Beauty brand marketing

How useful is social media for beauty companies?As in almost every sector, beauty brands are keen on social media because it enables them to chat to their consumers. But perhaps social networks are even more useful to beauty brands, because many of their products are sold by outlets like Sephora and Boots, who apparently don’t exactly spread their customer data around. Social networks allow beauty brands to gather information on their consumers, build databases, and promote products through online tutorials.

Has advertising ‘normalised’ an unrealistic vision of beauty?Absolutely. And the irony is that consumers have gone with it. Ideologically they admire initiatives like Dove’s “Real Women” campaign, but sales suggest that they are even more keen to buy in to the impossible vision. Most beauty advertising is driven by the promise that “you’ll look better”. A campaign suggesting that you’ll look exactly the way you do today is honest but hardly alluring. Beauty consumers buy hope. Can’t say I blame them: wanting to be desired must be one of the oldest human urges. Pass the eye cream.

E-commerce is rapidly taking over from traditional retail. What impact do you think this will have on the beauty industry?I spoke to a few industry experts about this. They’re interested in e-commerce but find the economics of distributing millions of tiny packages somewhat off-putting. They add that a successful online store only makes as much as a single bricks-and-mortar outlet, so it’s a bit of a yawn as far as the bottom line is concerned. And they report that customers enjoy the “consultative” aspect of buying beauty products – makeovers in stores and the

chance to try cosmetics on their skin. Bearing in mind that a lot of the appeal of cosmetics is sensual, from packaging to texture, there’s still a feeling that face-to-face works best.

What are the current key trends in beauty advertising?For many years the beauty industry imposed an essentially western ideal of beauty – skinny and white – on the rest of the world. However, the big beauty companies are now adopting a more “glocal” approach to advertising, with a wider diversity of skin tones and body shapes among their brand ambassadors. In terms of other visual trends, my beauty tipsters report an 80s throwback trend, as well as vampy and Gothic looks – bright red lips on the one hand and smoky eyes on the other. In general we’re seeing more aggressive and provocative beauty imagery, driven by the likes of Tom Ford and Givenchy.

Apart from all that, we’re inevitably going to see more claims of “organic” and “natural” ingredients.

What can we expect from beauty industry marketing in the future?I think the digital world is forcing the industry to be more transparent. As you know, beauty advertising is driven by “claims” – lengthy and usually pseudo-scientific blocks of copy about what a product can do for its customers. But a number of independent websites now analyse beauty products and explain what their ingredients actually do. The result will inevitably be a new generation of savvier beauty consumers. The industry will have to face up to that and be more realistic in its claims. It may well choose to focus on the mood-enhancing aspect of beauty products: the comfort of the ritual, the confidence that cosmetics instil in their users. Both of those are genuine benefits.

Social media is the new playing field, but brands

worry consumers ‘control the conversation’.

Social networks are seen as valuable customer relationship

management tools that enable brands to bypass retailers and talk directly to customers.

Beauty bloggers are useful for PR, but are seen as difficult to manage.

Readers are turning off beauty blogs as bloggers form

closer relationships with brands, limiting their objectivity.

Online ‘sample clubs’ may provide an alternative way for

brands to reach potential customers.

Even the biggest beauty companies worry that the

digital world is too vast and unpredictable to master.

Social media and beauty

marketing

The Drum speaks to Mark Tungate, author of Media Monoliths, Adland, Branded Male and new book Branded Beauty, about the marketing emanating from beauty brands around the world.

Branded Beauty by Mark Tungate, published by Kogan Page, is out now priced £19.99. Readers of The Drum can enjoy a 30% discount and free P&P in the UK until 1 February 2012. To receive the discount, call 01206 25 5678 and quote TDBB30.

It’s like a job listings site, only it looks nice and it’s easy to use.

social media

Branded Beauty, by Mark Tungate, explores the history of beauty brands and advertising, looking at how these brands have influenced beauty advertising today

The Drum has joined forces with Carat, the world’s largest independent media specialist, and Synovate Retail Performance, the global research consultancy, to name 2012 the Year of Retail.

The project will begin on 28 November at Carat’s London base, where leading client companies will gather to hear the scope of the project, which will include four separate research studies into key areas of the retail market.

Helen Adcock, marketing director for Carat, explained: “Quite apart from the time of year and the rapid advance and influence of social media, the retail sector has been through a tumultuous year – it’s been harder for longer for many – and there’s no sign that this state of flux will disappear any time soon. We wanted to harness the expertise in the agency and also access some of the best minds in the business in a bid to try and understand a little better what has gone before, what is happening currently so we can be better informed about what might come in the future and how we might help clients plan for those challenges.”

Here we speak to WH Smith communications planner Mark Hughes, Aegis evolve’s Mark Greenshot, and Carat’s Francesca Bateman who heads up the agency’s mobile department about the opportunities that lie ahead for retail companies.

FrancescaBateman, headofmobile,Carat

What are the key trends in mobile?Local – and the value exchange around it for retailers. It is clear that this needs to be consumer led so Check in works, but retailer can develop interesting Wi-Fi led experiences and build engagement and value here. Multichannel – The critical thought is that whilst mobile offers the promise for the smartest retailers who offer great multichannel tools to augment the purchasing experience, they also risk their consumer being poached by advertising, price comparison, recommendations that

can be accessed live in the physical or online store. Mobile ready – Media might start a dialogue with a retailer/product but all need to have a mobile friendly site, so that consumers who are happy to transact or research on mobile can discover what they need, or risk that savvy consumer going to another brand that will. Connectivity – the multichannel shopping experience requires that brands are available on demand and accessible. Retailers can have an exciting part to play here to give Wi-Fi access, and can extract useful data by return.

to What extend is mobile a game changer?More than 1 in 4 of us will use mobile as part of our Christmas shopping this year. The Smartphones that are driving the biggest shifts in behaviour have now exceeded 50% penetration (75% of upgrades are to Smartphone). People are playing games, taking pictures, using applications and accessing the internet from their mobile phone to search for products. Some of these new behaviours will most likely create some real success stories for retail and some disasters for the retailers who do not get it. This new Smart consumer is putting these retail brands “on demand”, they are high value customers who have high expectations of a multichannel shopping experience. Any good mobile retailer will drive interaction into the experience, engaging the consumer to gather the data to build the biggest influence on this shopping behaviour – cross, and upsetting consumers and offering Customer Service.

MarkGreenstreet, jointmanagingdirector,

AegisevolveWill social media and e-commerce make or break the retail market?Social media is having a major impact on the way that people interact with each other, share information and organise their lives so it is likely that this will also impact on how people shop in a major way. However

it is unlikely that it will ‘break’ the retail market. Group buying may have a growing impact.

What neW digital innovations look like they have the most potential?1. The penetration of smartphones have now reached critical mass – anything that can be done on the Internet can be done whilst out and about with the added functionality of being (micro) location specific. many surveys show how important to people their mobile device is and how ‘naked’ they feel if they don’t have it with them. For many this becomes the primary method of accessing online services – with the added functionality of Apps – designed to make a seamless user experience, including payment schemes.2. Most new TVs will soon be internet enabled. This will give rise to new potential for apps and interactivity on the ‘main screen’. Major opportunities presented here include

i. Addressable TV – using Internet style behavioural targeting to improve the targeting of TV advertising to relevant households and people.ii. On Demand scheduling viewers changing the way that they schedule their viewing – This could include enhanced ‘browsing’ of retail sites/channels in a more relaxed and entertaining way.

MarkHughes, communicationsplanner,

Arcadia/WHSmithhoW has online changed the fashion sector?As online capability has caught up through broadband penetration and speed, so the shopping experience has improved. The massive investment behind boo.com didn’t matter because the proposition just couldn’t be supported by the internet of the time. This is so far removed from the now – the power of video content and 3D models has allowed consumers experience of clothing in many more ways than just trying on in store. Simpler distribution and return models have improved

The Drum, along with Carat and Synovate, has named 2012 the Year of Retail. Here we catch up with experts in the fields of social media and mobile to find out more about the opportunities which lie ahead for retailers.

wHaT’S in SToRe foR ReTail?

14tHeyeAroFretAil www.thedrum.co.uk NOV.25.11 tHeDrUM

the consumer experience and confidence in terms of buying and sending back unwanted items.

Increasingly, all the major high street fashion retailers have woken up to the fact that they need to be purveyors of content as well as clothes. For instance, Topman has invested significantly in its association with and support of grass roots music, which lives online across sites other than its own and in the social space.

As with all major sectors, online has changed fashion from an audience perspective as well as from a messaging angle. ASOS was a pioneer in this field from a retailer perspective and has driven the category for a while. Debenhams, Next etc have followed suit. From a content perspective, up to the minute fashion is available through sites/blogs and video and social media channels and people can access the latest trends 24/7. With that comes the ability to react/comment and buy at any stage throughout the day and thus making trends a much quicker business than

ever before. The consumer has never been as close to the designer/retailer than now and so the sector will only ever get more and more reactive and proactive in the digital space.

What do fashion retailer need to do in order to future proof their businesses?In short – be more open, more collaborative and more mobile. Retailers need to be ever more adept at delivering content to consumers both on and (more importantly) off their sites/stores. They must be active in all the major channels (Social, Mobile, PPC, SEO) and be prepared to offer the consumer a value trade-off and rich experience in order to standout and make them see that they are more of an advisor than just a retailer. Be prepared to grab a sale at any location (Facebook, mobile, pop up store, eBay etc) but don’t be scared of increased consumer feedback. Don’t hide away from it!

is the mensWear market evolving in a different Way to the Women’s market?Menswear online isn’t delivering quite the volume that women’s is – but this is more reflective of shopper habits of either sex offline. It’s also safe to say that there is a less voracious appetite amongst men overall for up to date and frequent speedy fashion content online.

It’s worth remembering that different male shopper segments shop differently on and offline and there will always be male heavy shoppers as well as those disinterested in the fashion shop apart from at certain times of the year. The key is thinking about how each male segment shops and considering their level of engagement with fashion and attitude towards it. There are definite opportunities for brands that form a relationship in the online space with men via other types of content and then dial up their fashion creds at the right point in each consumer segments customer journey.

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The Drum, Carat and Synovate have named 2012 the Year of Retail, with the aim of helping retailers future proof their businesses

The YeaR of ReTail15 The DRUM NOV.25.11 www.thedrum.co.uk

CREATURE.London.LAUNCHED: March 2011OWNERS: Shared between partners of Creature of London and Creature of SeattleSTAFF: 8 plus freelance supportcreaturelondon.com

Dan Shute, managing partner, Creature

What big name clients have you Worked on over the years?At Creature, we’re working with Microsoft, HP, Penguin, Sky Arts, the BFI, the Real Fight Club, and others. In past lives, we’ve worked on everything from PG Tips to Pot Noodle, Coca Cola to Corsa, the Observer to Orange, the Sun to Sky. (We quite like alliteration.)

What’s the most neWsWorthy Work the agency has ever been involved in?I’d love to claim it was FiftyforFifty, our design competition, that began with a hungover chat about the new £50 note and culminated in a massive exhibition at JaguarShoes in Shoreditch that received global acclaim and went on to tour all the great galleries of the Western World (NB I’m writing this the day before it launches): realistically, though, the fashion film we made (‘I Want Muscle’, directed by Elisha Smith-Leverock, with the quite brilliant KnockKnock Productions) picking up the Grand Prix at the world’s most prestigious fashion film festival was probably the high point of our first six months.

What makes a great agency?Ask us in a year. We suspect/hope it’s a desire to make brilliant things that people actually want to talk about, rather than making what you want, and then trying to get people to talk about it; Creatives that are strategists, and strategists that are creatives; producers who want to make stuff, whatever medium that stuff happens to exist in; people whose instinctive response is ‘Absolutely we can; now let me work out how’ rather than ‘The answer’s no; what was the question again?’; a cultural strategist; an amazing office manager; and, in all seriousness, a lack of sleep.

They’re so busy doing amazing work for amazing clients that you might not have heard of them... but you really should have. Whittled down from a long list of agencies compiled by the combined expertise and insight from The Drum, RAR and MiNetwork, we think our final list includes the best agencies across a variety of disciplines and locations who may thus far have flown under our readers’ radar. We catch up to find out what they’ve been up to, and what their plans are for the future.

AgeNcies you shoulD hAve heARD of

16HiDDEN gEMS www.thedrum.co.uk NOV.25.11 THE DRUM

Which other agency’s Work do you most respect?The last ads we got excited about were from BBH and DLKW, for very different reasons. We all have a lot of time for Mother, glue, DLKW and the other agencies that taught us all of the stuff we know.

MERCHANT SOUL.Glasgow.LAUNCHED: February 2011OWNER: Stephen HalpinSTAFF: 11merchantsoul.co.uk

Stephen Halpin, managing director, Merchant Soul

What big name clients have you Worked on ?Tesco Bank, UEFA, Scottish Premier League, Scottish Golf Union, Kwik Fit Insurance, Edinburgh College of Art, Scottish Dance Theatre, Southampton Football Club, streetfootballworld.

What key things have happened to the agency in 2011?Bringing Scott Steedman into the business and successfully launching Merchant Soul Sponsorship - which identifies, negotiates, manages and activates commercial sponsorship and partnerships across the country on behalf of both rights holders and brands. The other one would be our work with Street League, the charity that changes lives through football. Brand development, strategic support and website development has really helped them step up a level this year.

Which other agency’s Work do you most respect?Maybe it’s because of our ethos, but smaller agencies working with big clients always catch our attention, e.g. Music have done some great work with Manchester City and some other cracking clients. They’ve managed to really set the tone of an already big club on the cusp of the really big time – bold, ballsy, impactful with the added bit of tongue in cheek humour that is so often missing in the serious world of sport.

GOLDEN.Leeds.LAUNCHED: January 2009OWNERS: Steven McKevitt, Robert Brearley and Francis CarolanSTAFF: less than 10wearegolden.co.uk

Francis Carolan, managing director, Golden

What’s the most neWsWorthy Work the agency has ever been involved in?We’ve worked on a number of notable projects, from the 2010 FIFA World Cup through to the London 2012 Olympic Games.

hoW difficult is it for agencies to build a strong profile While still giving clients their utmost attention?It’s not particularly difficult, if that’s your aim. However a strong profile has never necessarily been a keen

01 Ahoy Creative branding for Blue Ball Brewery 02 C21 advert for Swan Hotel 03 Retrofuzz web design for Lady Gaga’s website 04 Ahoy Creative newspaper ad for Signatures Restaurant 05 Kutchibok branding for luxury accommodation Cappele

01

03 04 05

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indicator of an agency’s qualities or capabilities. We choose to showcase work by producing our own books and posters and distributing them to a targeted list of clients. This may result in a low-key profile amongst industry peers, but ultimately it’s clients who will provide us with the opportunities to flourish.

What makes a great agency?John Lasseter said “Quality is the best business plan” and that seems to be a maxim realised by the best agencies. It’s certainly a strategy to which we aspire at Golden.

RETROFUZZ.Manchester.LAUNCHED: April 2007OWNERS: Jonathan McNamara and Matt Kendall STAFF: 7retrofuzz.com

Matt Kendall and Jonathan McNamara

RetroFuzz

What big name clients have you Worked on over the years?The Stone Roses, Noel Gallagher, Lady Gaga, Take That, Arctic Monkeys, U2, R.E.M., Beady Eye, Pixie Lott, Eastpak, Lee Jeans, Levi’s.

What great things does the agency have planned for 2012?We really want to capitalise on our recent successes and keep pushing the company forward. We’re hoping to push things forward in 2012 by hiring a new business development manager who can hopefully help us capitalise on all of the good work we’ve done over the

years and help us get involved with even more exciting projects. Exciting new projects are what motivate us more than anything else. Onwards and upwards.

hoW difficult is it for agencies to build a strong profile While still giving clients their utmost attention?We’ve always been completely focussed on looking after our clients and doing great work for them, so shouting about ourselves doesn’t seem necessary – especially when you consider that every single piece of work we’ve done has come through a referral. We had one new client call us earlier this year who had been given our details by eight different people! Which other agency’s Work do you most respect?We respect anyone who values the same principles as us – walking the walk and not talking the talk!

AHOY CREATIVE.Stockport.LAUNCHED: January 2008OWNER: Mark Stringer STAFF: 13URL: ahoycreative.co.uk

Mark Stringer, managing director, Ahoy

What big name clients have you Worked on over the years?Barburrito, Baa Bar, Rowlinson, Berlitz, ASE plc.

What’s the most neWsWorthy Work the agency has ever been involved in?The creation of the original branding for Mexican fast food chain, Barburrito, and the subsequent launch of

its first restaurant.

What makes a great agency?As design and creativity can essentially be chaotic disciplines, it’s essential that an agency establishes a solid, step-driven process. This not only provides a structure in which the designers can safely let their creativity flow, but also allows the client to understand clearly what stage their job is at.

Which other agency’s Work do you most respect?Creative Spark’s work with high profile clients such as Peter Kay and Lily Allen. Interior design agency, Richard Chadwick Associates, for its work in the food and drink industry with clients such as Barburrito, Cuppa and Joseph Holt pubs. Richard himself is a highly talented, visionary designer.

ping.glasgow.LAUNCHED: April 2010OWNERS: Jason Wagner and The Bridge STAFF: Six freelancepingcreates.com

Jason Wagner, The Big Cheese, Ping

What big name clients have you Worked on?Wonderbra, SNBTS, Zero Waste Scotland, Dobbies Garden Centre, Stenna Line and Abertay University.

What key things have happened to the agency in 2011?With the launch of our website Ping has grown from strength to strength in 2011 and it’s been a great year as

01 Kutchibok branding for Mrs Bedford jam 02 Ping Facebook landing page for Caledonian MacBrayne 03 Ahoy Creative branding for Ada and Richmond 04 Tommy’s work on Kung Fu Panda 2 for Paramount Pictures International 05 Still from fashion film ‘I Want Muscle’, made by Creature

01 02

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many more doors have opened. We’re working closely with Speakeasy to create a cutting edge touch screen interface for a prominent private investment bank in London.

We’re constantly developing highly creative digital work with The Bridge for many of their clients including Caledonian MacBrayne, SNBTS and Zero Waste Scotland.

What’s the most neWsWorthy Work the agency has ever been involved in?We recently launched our first iPhone app for Abertay University with our sister agency, The Bridge, and I’m very proud of the result. In a nutshell, it’s a virtual careers advisor which brings together technology and creativity to deliver consumer engagement – it’s exactly the sort of “Connected Creativity” that we believe in.

hoW difficult is it for agencies to build a strong profile While still giving clients their utmost attention?The client will always come first and that’s the way it should be – in fact I see this as a great advantage for Ping. When a client calls they get straight

through to the MD (that’s me) and get an answer there and then. No need to call back, no need to wait, simple.

BEYOND DESIGN.Maidenhead.LAUNCHED: 2002STAFF: 5 plus freelance supportbeyond-design.co.uk

Paul Ringsell, Beyond

Who oWns the agency?There are three shareholders in the business, all of whom spend their days (and nights!) working hard at Beyond.

What big name clients have you Worked on over the years?EA SPORTS, Walt Disney, Cisco, Weight Watchers, Pioneer, Silverstone, Dun & Bradstreet.

What great things does the agency have planned for 2012?Our strategic approach to communications means we operate across all media channels, so we’re excited by the impact of social media on the marketing strategy. Although our design approach is never led by the technology, there are some fascinating digital innovations happening that we’re keen to explore.

What makes a great agency?Beyond is founded on the simple philosophy that work should be an enjoyable part of our lives. Our satisfaction and success comes from seeing the fruits of our imagination make something happen, which invariably makes for a happy client. If we can smash the client’s objectives and everyone enjoys the process, then we’ve done a great job. It you can deliver a great job every time, then you’ve nailed it!

Which other agency’s Work do you most respect?Personally, I admire and respect the work of agencies who don’t necessarily follow the crowd. Those who are not afraid to stick their heads above the parapet

03 05

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and try something different, which usually requires input from a brave client! Some of the agencies whose body of work stands out in my mind are AirSide, Intro, Love Creative, Designers Republic, and Studio Output are doing some great stuff at the moment.

TOMMY.LONDON.LAUNCHED: January 2010OWNERS: Will Tunstall, Chris Edwards & Marcus Foley STAFF: 10thisistommy.com

Marcus Foley, Managing Partner, Tommy

What big name clients have you Worked on?Google, Microsoft & Xbox, Paramount Pictures International, EMI, The Macallan, Blackthorn Cider, BT, Tesco, Nestlé and our first-ever paying client Paul Smith.

What key things have happened to the agency in 2011?As well as setting up our new studio in Central London and launching our long awaited website the highlights include being commissioned for our second Google campaign, selected to work on every Paramount Pictures International release in 2011, working on movie monsters like Transformers, Kung Fu Panda, Captain America, Tintin, Mission Impossible and seeing the work featured in over 60 countries internationally.

What’s the most neWsWorthy Work the agency has ever been involved in?It has to be our campaign promoting England’s bid to host the 2018 Football World Cup. It’s not every day you get a ‘66 World Cup legend to launch one of your campaigns. Tommy were tasked to create

a campaign with huge PR’ability to support the launch of BT Vision’s sport offering whilst promoting their sponsorship of the FA’s bid to host the 2018 tournament.

KUTCHIBOK.Cardiff.LAUNCHED: 2004OWNER: Siôn Dafydd and Alwyn ThomasSTAFF: 4kutchibok.co.uk

Siôn Dafydd, creative director, Kutchibok

What big name clients have you Worked on over the years?We tend to work with smaller businesses but have produced work for NHS Wales, Plaid Cymru and S4C.

What’s the most neWsWorthy Work the agency has ever been involved in?Our work for the Celt Experience Brewery was highly acclaimed and recognised. With this branding we have won one international and two British awards. Celt Ales are now being highlighted by the Welsh Government as a successful Welsh product and are now being widely exported across the globe to countries like Italy, France, Canada and Japan. The brewery has won several accolades and awards from the likes of CAMRA and True Taste.

What key things have happened to the agency in 2011?2011 has been a great year for Kutchibok. We have worked on some really exciting projects this year – one of them, Mrs Bedford’s Jam, culminating in winning the “Best Packaging Award” at this year’s Cardiff Design Festival.

We’ve gained some interesting and varied new clients, from a unique Café Kitchen Bar, a Vineyard producing quality wines to the National Literacy Agency for Wales.

Which other agency’s Work do you most respect?We have some great local agencies who are a stone’s throw away from us – the likes of Elfen and Departures.

Further afield, we admire the work of Adelaide based Mash Design who produce creative and original work with a quirky, illustrative, humorous approach, and Marque Creative with their beautifully considered high end branding and uncompromising attention to detail.

UNCLE.Surrey.LAUNCHED: 2007OWNER: Jellyfish Online Marketing Ltd STAFF: 12creativeuncle.co.uk

Richard Tidman, client services director, Uncle

What big name clients have you Worked on over the years?Skype, Virgin Holidays, Fidelity Worldwide, Time Magazine and Waitrose in the UK, and GameStop in the US stand out.

What’s the most neWsWorthy Work the agency has ever been involved in?Probably our landing page work for Skype which ended up influencing their corporate website redesign, or the Virgin Holidays Trade Advertising Identity we worked on last year, we enjoyed that.

01 02 03

01 Beyond Design for Trend Micro 02 383 Project for Bullring 03 Brandwidth’s work for Toyota Auris04 Golden’s work for Nike Football 05 Chocolate Communications for Newcastle Building Society

20HIDDEN GEMS www.thedrum.co.uk NOV.25.11 THE DRUM

What key things have happened to the agency in 2011?Developing our online proposition and becoming more confident in our approach to digital, a couple of great hires have helped to this effect. We still love a bit of print design, but digital presents huge opportunities and a rapidly evolving landscape, which keeps it interesting. We’ve been busy working for US clients too, our parent company has opened up this market to us. Different aesthetic sensibilities entirely.

hoW difficult is it for agencies to build a strong profile While still giving clients their utmost attention?It’s pretty tough, organisations like the RAR help, but otherwise we try our best to keep in touch with everyone in our network, and deliver great work. Reputation counts for a lot.

BRANDWIDTH.Windsor.OWNER: The Brandwidth Group is privately-owned and funded by the founding shareholder directors and partnersSTAFF: 80+brandwidth.co.uk

Dean Johnson, executive creative director, Brandwidth

What big name clients have you Worked on over the years?Clients include Toyota, Intercontinental Hotels Group, Asda, Guinness World Records, Unilever, Santander, Constellation Europe, Safestore, Lexus, CIOB, City University, Unisys, Atos Origin, Warner Music, Random House, TNT Post and BBC, Macmillan Publishing, Visa, GSMA, Unilever, RIM

What’s the most neWsWorthy Work the agency has ever been involved in?Our app for Guinness World Records made a lot of noise, particularly as people were able to set up their own iPad world records for the first time. More recently our work with BBC Worldwide on the Doctor Who Encyclopedia and Journey to the Exoplanets for Scientific American have also had an incredible response. Our work for Toyota has also won awards and helped us to achieve a top 10 status for content and development.

What key things have happened to the agency in 2011?Making it to the top 10 Digital Agencies in the UK in the Pitch/Marketing Week Survey was a good moment. We have had some great buzz about our work on iPad apps for global publishers such as Random House, Guinness World Records, and Scientific American – with two consecutive ‘App of the Week’ in iTunes, which delighted our clients and proved the quality of our the work. Being an FWA App of the Day and winning a Lovie for Journey to The Exoplanets was also great.

C21.Altrincham.LAUNCHED: 1998OWNER: Christina ClarkeSTAFF: 14c-21.co.uk

Christina Clarke, director, C21

What big name clients have you Worked on over the years?The Co-operative Bank, The Bank of Scotland, FIFA, Football Club United of Manchester, St Helena

Tourism, Imagine Ireland Holiday Cottages, Manchester Metropolitan University, Salford University, Lancaster University, Royal Manchester Children’s Hospital Charity, Roberts Bakery, Johnson Diversey, Honeywell, Seddon Homes, Wates Living Space and Weatherseal.

What key things have happened to the agency in 2011?We rebranded early in the year adopting the colour yellow because it’s known to have a stimulating effect on the mind but also because it represents renewal and we’ve reinvented ourselves. Through a great fund raising initiative between UNICEF and Dulux, we now officially own a vibrant shade of yellow too, which we named ‘Hello Yellow’.

We were delighted to be accepted as members of the IPA in March and we’ve got so much out of the partnership already, including winning our first new client directly as a result of being a member.

What’s the most neWsWorthy Work the agency has ever been involved in?One of our long standing clients operate in the disposable paper sector and for a range of heavy duty products they were launching in the UK, we created a campaign using the legendary comic Bernard Manning dressed, rather ironically, as an angel. We created the outfit made out of the client’s paper products. That was quite a surreal day.

The photograph was picked up by one of the national dailies after the campaign ran and used for an article they were featuring about Bernard’s life.

What great things does the agency have planned for 2012?One of the things that we really believe in is helping potential new talent get a step on the ladder. So, last year we devised a fabulous, work experience programme specifically for students spending time with the agency. This was extremely rewarding, both for us and for the students, and we’re already taking placement applications for 2012.

0504

HIDDEN GEmS21 THE DRUm NOV.25.11 www.thedrum.co.uk

thisisbeyond.co.uk

CHOCOLATE COMMUNICATIONS.Clitheroe.LAUNCHED: June 2006OWNER: Tracy ArcherSTAFF: 6 plus freelance supportchocolatecomms.com

Tracy Archer, managing director,

Chocolate Communications

What big name clients have you Worked on over the years?National Express, East Coast Mainline, ITC Classics, Newcastle Building Society, Moneysupermarket, William Hill, Cameron Mackintosh Theatres, Visit Chester and Cheshire, NST School Travel – part of the Holiday Break Group.

What great things does the agency have planned for 2012?We are relaunching under a new name - Chocolate Spread. We believe it is more representative of the social landscape we are all finding ourselves in. The new brand currency is peer to peer recommendation, which is all about spreading the word.

Because of our wealth of experience in the travel sector we are also planning to launch a specialist travel division, which will focus solely on the highly competitive travel sector.

What makes a great agency?People that are passionate about what they do who are committed to producing great ideas and results for clients. Work not being put into silos so that the clients get a truly integrated campaign that works best for them rather than the agency.

Which other agency’s Work do you most respect?Twentysix in Leeds. They truly understand how people are living their lives on line and as a result, produce some inspirational customer focused websites.

383 PROJECT.Birmingham.LAUNCHED: 2005OWNERS: John Newbold and Sukhi DehalSTAFF: 21383project.com

Jacob Dutton, client services director,

383 Project

What big name clients have you Worked on over the years?In the past we have done work for Sprite, BBC, Channel 4, Sony and Holiday Inn. We’re currently the lead social media agency for Chevrolet across Europe and digital agency for Bullring and Orion Media.

What key things have happened to the agency in 2011?Winning new accounts with clients that we admire has certainly been a high point. Strengthening the creative and interactive offer at the agency as well as adding a few more strategic heads to the client services team has been key. Being nominated alongside agencies such as AKQA and Dare for DADI Digital Agency of the Year was a particular highlight.

What makes a great agency?In 2011 I think it’s about agility, flexibility and bigger ideas. Now that the larger agencies have a digital offer of sorts, clients have started to consolidate their spend back into these shops as opposed to having a different agency for online. The problem that clients are finding here is that the digital departments in these larger agencies are slow to react at times and don’t offer much in terms in emerging media or technology. Being outstanding at what you know and not chasing projects that are out of your comfort zone are crucial.

Which other agency’s Work do you most respect?I think we all admire and are in slight awe of Wieden + Kennedy. They have remained fiercely independent whilst still producing consistently meaningful work.

MERCEDES CRESCENTI.Manchester.LAUNCHED: September 2009OWNERS: Mercedes Crescenti and Ben SwiftSTAFF: 5 (for a shoot, team can be in excess of 50)mercedescrescenti.tv

Ben Swift, executive producer,

Mercedes Crescenti

What big name clients have you Worked on over the years?In the last two years we have made ads for Geox, Cadbury, Pepsi, Sony, Dominos, Syco Music, WD-40, EA Games and Turkish Airlines, to name just a few.

What’s the most neWsWorthy Work the agency has ever been involved in?A couple of months ago we made an ad with Sebastian Vettel right before he won the F1 world championship which was fun, but our recent star-studded Feature Film “Being Sold” has had us in newspapers, on TV news and across the web, not least because we managed to shoot the whole thing in less than 2 days and on a tiny budget.

What key things have happened to the agency in 2011?Increased turnover by more than 80%, grew our staff numbers, launched our high-end events sister company (So Beautiful Events) and brought in even more great work for high-profile brands.

hoW difficult is it for agencies to build a strong profile While still giving clients their utmost attention?It can be hard if you focus on traditional methods of publicity, but our model has evolved based more on word of mouth. We focus entirely on providing unrivalled client-service, and we’ve found that word gets around much faster than if we’d invested heavily in advertising or PR.

[L] Geoff Hurst and Peter Crouch at Wembley, as part of Tommy’s campaign to promote England’s bid to host the 2018 Football World Cup [R] Mercedes Crescenti advert for Geox with Sebastian Vettel

HIDDEN GEMS23 THE DRUM NOV.25.11 www.thedrum.co.uk

creative news25tHe DrUM NOV.25.11 www.thedrum.co.uk

the branding, signage and website for Glasgow’s new creative factory, the whisky Bond, has been designed by KvGD.

The Whisky Bond has become a new location to develop Glasgow’s creative scene, having been originally built in the 1950’s.

the works

andy Mallalieu, senior designer at creative spark, has won a competition to design the Kooks north america tour poster.the creative allies competition brief was for an original poster for the Kooks to commemorate their new album, Junk of the Heart, and their second tour across north america.

Barclaycard has launched a new marketing campaign, featuring the company’s new tagline ‘Barclaycard. easier’. created by BBH, with digital support from Dare and media planning and buying from walker Media, the two month campaign - which will include press, online and outdoor advertising - aims to build relevance and consideration amongst mainstream consumer and retailer audiences. the campaign will be Barclaycard’s biggest outdoor advertising campaign ever and its first national campaign since 2004.

the Drum’s creative round-upsubmit work to thomas@carnyx.com

26the works www.thedrum.co.uk NOV.25.11 the DrUM

the red Brick road has been briefed to help savills create a brand positioning for its residential sales and lettings team, creating a new look and feel that would take it away from its old corporate identity.

The idea behind the creative campaign is to use infographics to communicate the core brand benefits, letting the business data speak for itself and be the guiding creative idea – meaning people had to engage with the ads to get the full meaning.

The campaign runs in national press and throughout the regional sales agencies.

Front has created and launched a brand identity for Cafe Cereza, the coffee brand by Cafeology. the independently owned supplier of Fairtrade beverages to the out of home market asked sheffield-based Front to devise the brand identity for the south American bean, with the agency having worked with Cafeology since 2009.

the National Centre for Young People with epilepsy has undergone a re-brand to become Young epilepsy, with thompson Brand Partners creating a new logo alongside a range of applications such as signage, web templates, banners, a corporate brochure and newsletters, as well as brand guidelines.

creative news27tHe DrUM NOV.25.11 www.thedrum.co.uk

Front has created and launched a brand identity for cafe cereza, the coffee brand by cafeology. the independently owned supplier of Fairtrade beverages to the out of home market asked sheffield-based Front to devise the brand identity for the south american bean, with the agency having worked with cafeology since 2009.

clock creative has created an an interactive christmas game as part of its latest work for the Lowry.the game can be played at www.thelowrychristmasgame.co.uk.

Online arts and crafts retailer Folksy has launched a new website, designed in-house, as well as a revamped logo and a new tagline: ‘Modern British craft’.the logo update was handled by graphic designer and illustrator Lydia Lapinski, who also created a new illustrated style for the brand and injected colour into the website and marketing material.

28the works www.thedrum.co.uk NOV.25.11 the DrUM

Artworklove has been commissioned by Mademoiselle Noi to create a press dossier showcasing the new ‘krug Lovers’ campaign. the booklet documents a work from the Dutch artist scarlett hooft Graafland, commissioned by krug Champagne.

salford-based creative design agency raw has developed a website aimed at 8-11-year-olds as part of the Premier League’s ongoing Get on with the Game initiative. the Get on with the Game website has a strong focus on capturing the great enjoyment of football as a sport and social activity, whilst educating and engaging children on a range of social and emotional issues, including the importance of getting on with each other and respecting the referee.

UsP Creative has completed work on the roll-out of the Alder hey Imagine Appeal’s annual fundraiser,the Clothes throw as part of an ongoing partnership with the Liverpool based children’s hospital.the event which began as a Ladies lunch and charity auction three years has ago, this year evolved into a national event fronted by Girls Aloud singer, Nicola roberts and sponsored by Liverpool oNe.

creative news29tHe DrUM NOV.25.11 www.thedrum.co.uk

‘creature collective’, created by design studio supafrank, is a selection of work inspired by curiosities of nature. it follows the designers’ journey from initial character sketches to pared-down components that distill the spirit of the original creatures.

The few simple components can be interchanged using just one tool – a mallet – to make up a stool, a hook and a light. The finished products combine quality and durability with a unique personality.

AdiVERSE has been developed by Intel for adidas, and created with global agency Start JudgeGill. Designed for the adidas in-store environment, adiVERSE is a rich and immersive customer experience that puts

all of adidas’ shoes, literally, at its customer’s fi ngertips, ready to buy, even if they are not available to purchase in-store. It’s an exciting and engaging customer experience that combines the best of physical retail with the best of digital.

The life-size interactive wall uses the latest technology to provide access to a vast product portfolio – adidas launches some 4000 shoes each season – within the limitations of even the smallest store environment. It gives

adidas the opportunity to effectively bring the fl agship store range and the entire e-commerce range to every store in the world.

The project demonstrates adidas’, Intel’s and Start JudgeGill’s shared vision of a ‘connected retail’ world, a completely new way of thinking about retail that’s in tune with the digitally connected lifestyles of today’s consumers. It’s the idea that the future of retailing lies in bringing together the best of digital media, interactivity, and product presentation to offer extraordinary and complimentary retail experiences – of which adiVERSE is a perfect example.The client’s objectives:• Improve brand image – drive deeper levels of brand

and product engagement • Reach out to adidas consumers, especially ‘youth’, and meet the needs of the digitally connected lifestyles of today’s customers.• Increase revenue by providing access to a wider selection of products throughout its store network

The technology behind adiVERSE is aimed squarely at delivering an enhanced ‘cross channel’ shopping experience to engage and excite adidas consumers. Start JudgeGill worked closely with Intel on the project, leading the full scale and real time rendering product presentation digital design and development, utilising the latest Intel Core i7 processors and developing innovative approaches for virtual product interaction.

Here we take a look at the strategy behind adiVERSE Virtual Footwear Wall, a ‘connected retail’ innovation developed by Intel and created by Start JudgeGill for client adidas. adiVERSE creates a cross-channel retail experience, enabling consumers to ‘virtually’ pick up shoes and get further product-related information, and then pay for their item via a tablet-based checkout. The strategy won the award for the best Use of Technical Innovation, as well as picking up the prestigious Chairman’s Award, at this year’s DADI Awards.

WALKINGTHE WALK

30CASE STUDY www.thedrum.co.uk NOV.25.11 THE DRUM

In association with: Sponsors:Headline Partner:

FULL RESULTS

The wall is based on a game engine platform, with product images that are lit and presented as in real-life. It allows users to interact with the footwear to an unprecedented level of detail. We used high-level polygon 3D realtime rendered images that can be rotated 360-degrees by customers using hand or fi nger control. This makes the interactive experience as close as possible to real-life shopping. It is audience and gender aware, using prime sense cameras to detect movement when customers approach, immediately grabbing their attention with a dynamic display of products that are relevant to the customer’s gender.

Customers can search for products by colour, price and sport. Each shoe is presented in its own sporting

environment, complete with sport-related sound effects.Users can access the shoe’s performance data, fi nd

out how it’s made, research the technology behind it and watch promotional material. Once selected, a sales assistant is automatically alerted, and the shoe can be purchased then and there via a tablet and delivered to the customer’s home address – all without a trip back to the sales desk. adiVERSE also solves the perennial ‘out of stock’ problem that faces many retailers.

adiVERSE is fully connected to the online world of social media. The wall allows customers to fi nd out what other people are saying about the shoe they are interested in, via social networking and review websites.

Built in anonymous video analytics provides metrics

on shopper trends, demographics, and shopping patterns, enabling adidas to provide personalised experiences and relevant value-add services to shoppers.

adiVERSE footwear wall was unveiled at the National Retail Federation Annual Expo in New York, in January 2011, and is currently performing well in testing. Once adidas and Intel have further demonstrated the success of the adiVERSE system for footwear it will be rolled out to stores worldwide.

Some of the world’s leading retailers – such as Macys, BestBuy and McDonald’s have said that adiVERSE is a fi rst in that it successfully blurs the lines between physical retail and the internet.

CHAIRMAN OF THE JUDGING PANEL PHIL JONES SAID: “THE CHAIRMAN’S AWARD WAS A NO-BRAINER FOR ME; THIS IDEA WAS SIMPLY STAGGERING. IT HAS SINCE WON THE INNOVATION AWARD AT THE WORLD RETAIL FORUM IN BARCELONA AND IS ONE OF THE BEST PIECES OF WORK I HAVE SEEN IN YEARS. USING INTEL TECHNOLOGY, THEIR PRODUCT AND THE AGENCIES CREATIVE KNOW-HOW, THEY ABSOLUTELY NAILED IT!”

CASE STUDY31 THE DRUM NOV.25.11 www.thedrum.co.uk

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Adalyser Advert (Final revised 13th Nov).pdf 1 16/11/2011 10:50

Phil Jones ,

Chairman of the Judging Panel

Tom Evans,

Brand Communications Director, Jack Wills

Olivia Yabsley,

Client Partner, AnalogFolk

Chris Mair,

Strategy Director, Airlock

Simon Labbett,

Creative Director/Co-founder, Saint London

Stuart Mawhinney, Deputy Editor,

Communications Division, The FA Group

Ian Kerrigan,

Executive Creative Director, Gyro

Andy Hinder,

Managing Partner, Steel London

Seb Royce,

Executive Creative Director, Glue Isobar

Paul Hoskins,

Founder and Managing Director, Precedent

Justin Eames,

Founder and Director, Fish in a Bottle

Julian Walker,

Founder, Embreo

Liz Sivell,

Executive Creative Director, Start Creative

GRAND PRIXSponsored by Marketing LeedsBranded3 for Twitition: create, share, and sign petitions using Twitterwww.twitition.com

CHAIRMAN’S AWARD Sponsored by Marketing LeedsStart JudgeGill For adiVERSE http://www.youtube.com/embed/keYu7OouVX8

DIGITAL AGENCY OF THE YEAR Sponsored by Marketing LeedsMatmi

DADI INDIVIDUAL OF THE YEAR Sponsored by Marketing LeedsRichard Ayers- Head of Digital - Manchester City Football Club

PUBLIC SECTOR WEBSITE OR CAMPAIGN The Union For Scottish Qualifi cations Authority

NOT-FOR-PROFIT / CHARITY WEBSITE OR CAMPAIGN Sponsored by News internationalLBi for Macmillan Cancer SupportAND Practical Action For Fat of the Land

PROFESSIONAL SERVICES WEBSITE OR CAMPAIGN DesignUK for Berwin Leighton Paisner (BLP)

FINANCIAL SERVICES WEBSITE OR CAMPAIGN Umpf For Westfi eld Health

IN-HOUSE WEBSITE OR CAMPAIGN Branded3 for Twitition: create, share, and sign petitions using Twitter

RECRUITMENT WEBSITE OR CAMPAIGN Lexis PR for CWJobs.co.uk

CONSUMER PRODUCTS OR SERVICES WEBSITE OR CAMPAIGN SapientNitro for LucozadeAND fuse8 for Soreen

TRAVEL / LEISURE / SPORTS WEBSITE OR CAMPAIGN Matmi New Media Design/Barrie D’Rozario Murphy for United Airlines

INTERACTIVE, ENTERTAINMENT WEBSITE, GAME OR CAMPAIGN fi sh in a bottle for Channel 4

RETAIL WEBSITE OR CAMPAIGN Ampersand Commerce for Made.com

USE OF VISUAL DESIGN Made.com for Made.com

USE OF ORGANIC SEARCH (SEO) Epiphany Solutions for Bank Fashion

USE OF PAID SEARCH (SEM) Found for Tempur

DIGITAL MEDIA STRATEGY EMI MUSIC for Tinie Tempah

USE OF EMAIL Gyro for Virgin Atlantic

USE OF AFFILIATE MARKETING Found for Tempur

CAMPAIGN WHICH BECAME VIRAL TBG Digital for Vodafone

USE OF MOBILE Sponsored by AdalyserMediaburst for NHS

USE OF TECHNICAL INNOVATION Start JudgeGill for adiVERSE

VIDEO WEBSITE / USE OF VIDEO EMI MUSIC for Danger Mouse

INTEGRATED MARKETING CAMPAIGN Sponsored by AdalyserThe Union for STV

USE OF SOCIAL MEDIA Branded3 for Twitition: create, share, and sign petitions using Twitter

OVERALL RESULTS

[from top:] Twitition, created by Branded3, enables users to create, share and sign petitions using Twitter; Branded3 pick up their Grand Prix award; Start JudgeGill collect the Chairman’s Award; Richard Ayers of Manchester City Football Club collects his award for Dadi Individual of the Year

To view all of the winning work, visit dadiawards.com/nominations

DIGITAL INNOVATION33 THE DRUM NOV.25.11 www.thedrum.co.uk

The MiAwards Grand Prix crown paid its first visit to the Midlands recently after Warwick-based digital agency Freestyle Interactive collected not only the top award of the night, but also the Digital Agency of the Year award,

Midlands Business of the Year award and an award for its digital work for Arriva Bus.

The Lifetime Achievement Award, went to not just one individual, but two people this year, the two-man team of Bernie May and Chris Goodwin, who launched their Principles Agency some 25 years ago and are still at the helm of the agency today.

Almost 300 MiNetwork members and their guests packed into the Mercure Hotel in Manchester to find out

who had most impressed the MiAward judges.Speaking of the Grand Prix Alan Cooper, creative

director at Freestyle, said: “Winning one award was great. But taking four back to the agency including the Grand Prix was totally unexpected. Recognition from your peer group in such a positive way is a shot in the arm, great for everyone in the agency and for our clients too.

Freestyle’s MD Suzanne Linton said: “We work hard at creating an agency that can deliver exceptionally high standards to meet client’s needs, but is also a good place to work. To stay out in front it is vital that we continue to evolve our service offering to take account of evolving media and digital landscape and changing online customer behaviour.”

Always an eagerly anticipated category, Ad Agency of the Year was won by TBWA\Manchester, which impressed the judges by increasing its revenue during a tough year. Boss Fergus McCallum said: “We’re delighted to have won the Ad Agency of the Year award – it’s an accolade that reflects the hard work of everyone at TBWA\Manchester this year and they can be justly proud of their achievement.”

Another award winner on the night was Uniform, which was named Design Consultancy of the Year. Nick Howe, MD of Uniform, said: “We’re delighted to win Design Consultancy of the Year. We’ve had another great year, working with some exciting brands and this recognised industry award highlights the hard work and creative talent

Fine style

some 300 Minetwork members gathered last week to find out which were the network’s best run agencies and who worked the most marketing magic for their clients. Here is a snapshot of which agencies eventually clasped their hands tightly around a coveted MiAward.

34miawards 2011 www.thedrum.co.uk NOV.25.11 THE drUm

Fine style

of the Uniform team. It was a great night and satisfying to take home a nice piece of glassware!”

In the B2B sector, BDB was crowned B2B Agency of the Year. Olivia Kehoe, BDB’s MD, said: “We’re extremely proud to have been named best b2b agency. It’s a real accolade to be recognised by the MiNetwork for a great

performance this year, particularly in such challenging economic conditions. ”

For full results, pictures and video footage from the evening see the MiAwards website at www.miawards.me or MiNetwork website at www.minetwork.me

“WiNNiNg ANy AWArd is greAt, but the iNtegrAted AWArd is extrA speciAl. it is A judgeMeNt thAt sAys We Are the best At WhAt We do; A greAt eNdorseMeNt For our clieNts ANd poteNtiAl clieNts, plus A pAt oN the bAck For the eNtire reFiNery teAM. ’’ Nigel pApWorth, oWNer, reFiNery

MiNetwork is an organisation that works with marketing services agencies to help them raise their profiles, share business knowledge and increase the value in their businesses. Member agencies can access a wide range of benefits and resources, all created to help agency owners and directors position themselves as industy leaders. These range from access to various online and offline editorial platforms, live events, webinars and much more. For more on how MiNetwork membership can help your business, visit www.minetwork.me

01. let the party begin 02. A big shout for shout digital 03. bdb doing the business to business 04. get down on it 05. bjl get certified 06. Mec Manchester gets the point 07. they build ‘em big at thinking juice 08. “just like that,” says Mr cooper 09. lexis pr talking the talk 10. Freestyling with the grand prix winners Freestyle interactive 11. the lady in red (and one in black) 12. three, two, one, we don’t have lift off! 13. peekaboo, lifetime Achievement winners chris goodwin and bernie May (or is it?) 14. Where did you you get that hat, where did you get that hat, Marketing personality karen lewis of Madebypi? 15. e3 with their flexible friend principality building society

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MiAWArds 201135 the druM NOV.25.11 www.thedrum.co.uk

3D ANIMATION/VIDEO

Hurricane Media UK LtdTel: 01179 240773Contact: Mark Smoutmark@hurricanemedia.co.ukhurricanemedia.co.uk

ACCOUNTANCY SERVICES

Freelance WorldTel: 01224 585599Contact: Alasdair McGillenquiries@freelanceworld.netfreelanceworld.net

ADVERTISING

Creative Marketing ServicesTel: 0113 287 7973Contact: Andrew Battyandrew.batty@cmsadvertising.co.ukcreativemarketingservices.co.uk

Dino MaddalenaTel: 07980 358 403Contact Dino Maddalenadino.maddalena@blueyonder.co.uk

AGENCY MANAGEMENTSOFTWARE

Traffi c LIVETel: 0800 880 3008Contact: Callum Broderickhello@sohnar.comwww.traffi clive.com

Description: traffi cLIVE is online. And it’s the different way to plan and schedule your agency’s resource more effi ciently. It’s faster, easier, real time and visual.

SynergistTel: 0870 444 9656Contact: Nick Lanenlane@synergist.co.uksynergist.co.uk

Description: Regain control and visibility with the complete agency system. Quick scheduling and easy client portal. Over 10,000 users in marketing, design & digital agencies.

AGENCY SUPPORT SERVICES

Kaizen ITTel: 0845 141 1400Contact: Steve Timmisssales@kaizenit.co.ukwww.kaizenit.co.uk

Streamtime SoftwareTel: 084 333 07 662Contact: Aaron Greenaaron@streamtime.netstreamtime.net/uk/streamtime/

ARTWORK

Coastal Artwork and DesignTel: 0775 321 1941Contact: Steve Johnstonecoastalsj@btinternet.com

Serious ArtworkerTel: 07726 33 79 83Contact: Matt Armstrongmatt@seriousartworker.co.ukseriousartworker.co.uk

Ur StudioTel: 07921 862 146Contact: Dan Haydan@urstudio.co.ukurstudio-cover.co.uk

BRANDING & COMMUNICATIONS

Duttons Design LtdTel: 01275 850905Contact: Mike Spurr mikes@duttonsdesign.comduttonsdesign.com

COPY WRITING

Chris MillerTel: 0781 482 8466Contact: Chris Millercc@ccmiller.ccccmiller.cc

Copy LabTel: 07764 984 374Contact: Ross Hunterross.hunter@copylab.co.ukcopylab.co.uk

Liz Holt Freelance CopywriterTel: 07919 365 335Contact: Liz Holthello@lizholt.co.uklizholt.co.uk

Simon PlattTel: 07771 911256Contact: Simon Plattme@simonplatt.co.uksimonplatt.co.uk

Writer&CoTel: 01902 688828Contact: Terry Hallterry@writerandco.comwww.writerandco.com

DESIGN

Breeze Creative Design ConsultantsTel: 01360 449347Contact: Craig Mackinlayinfo@breeze-creative.combreeze-creative.com

Diagram Design & Marketing LtdTel: 01925 600533Contact: Andy Hutchinsonandy@diagramdesign.co.ukdiagramdesign.co.uk

Engine CreativeTel: 0845 454 1000Contact: Andrew Wiseandy@enginecreative.co.ukenginecreative.co.uk

Gary Swift StudiosTel: 01977 646431Contact: Gary Swiftgary@garyswift.comwww.garyswift.com

HTDLTel: 01564 797420Contact: Andy Thornleypost@htdl.co.ukhtdl.co.uk

Heedi DesignTel: 0131 555 5401Contact: Veronica Fergusonhello@heedi.co.ukheedi.co.uk

Mortonward LimitedTel: 0131 555 3553Contact: Ewan Mortonewan@mortonward.co.ukmortonward.co.uk

Resolve CreativeTel: 0131 555 7585Contact: Katie Firthkatie@resolve-creative.co.ukwww.resolve-creative.co.uk

Shoot the MoonTel: 0161 205 3311Contact: Phil Marshallphil@shoot-the-moon.co.ukwww.shoot-the-moon.co.uk

Description: A collective of outstanding creatives, illustrators and photographers with a large chunk of food, marketing and technical experience.

DESIGN AND BRANDING AND COMMUNICATION

Chic Harper DesignsTel: 01382 330424Contact: Chic HarperChicharper52@yahoo.comwww.chicharper.com

Joe WhittakerTel: 0114 243 3832Contact: Joe Whittakerhello@joewhittaker.comjoewhittaker.com

DESIGN AND DIGITAL

FDCTel: 08444 142 687Contact: Dean Joydeanj@fdcstudio.co.ukfdcstudio.co.uk

WhitespaceTel: 0131 625 5500Contact: Iain Valentineiain@whitespacers.comwhitespacers.com

STAR DigitalTel: 01604 696385Contact: Dom HuntDom@star-digital.co.ukhttp://www.star-digital.co.uk

Description: Digital marketing agency based in Northampton delivering outstanding solutions across all sectors.

DIGITAL

Big Communications Tel: 0116 299 1144Contact: Olivia Brownolivia.brown@bigcommunications.co.ukwww.bigcommunications.co.uk

Coolpink LtdTel: 0113 201 8290Contact: Mark Bowermark@coolpink.netcoolpink.net

Dog DigitalTel: 0141 572 0730Contact: Suzanne Morrowsuzanne@dogdigital.co.ukdogdigital.co.uk

Epiphany SolutionsTel: 0800 019 9727Contact: Amy Noelamy.noel@epiphanysolutions.co.ukepiphanysolutions.co.uk

The Giggle GroupTel: 01452 731080Contact: Peter Rodgerspeter@thegigglegroup.co.ukthegigglegroup.co.uk

FREELANCE WEB DESIGN

Darren LangleyTel: 07970 676 868darren@darrenlangley.comwww.darrrenlangley.com

Toby FreemanTel: 07730 416 762Contact: Pascal Holttoby@tobyfreeman.comwww.tobyfreeman.com

FULL SERVICE AGENCY

Harris AssociatesTel: 0113 230 4411 Contact: Jim Harrisjim@harris-associates.comharris-associates.com

GRAPHIC AND WEB DESIGN

Bean There Done ThatTel: 0141 416 4299Contact: Pearse O'Halloranpearse@beantheredonethat.co.ukbeantheredonethat.co.uk

Carl Antoni GracieTel: 07919 004 047Contact: Carl Graciestudio@carlantonigracie.comcarlantonigracie.com

Wash DesignTel: 01772 880000Contact: Andy Walmsleyandy@wash-design.co.ukwash-design.co.uk

ILLUSTRATION

Lemonade Illustration AgencyTel: 07891390750Contact: Justine VincentStudio@lemonadeillustration.comwww.lemonadeillustration.com

INTEGRATED AGENCY

Ignition Marketing LtdTel: 0131 514 1020Contact: Joe McAspurninfo@watchsparksfl y.co.ukwatchsparksfl y.co.uk

JumpTel: 0131 523 1569Contact: Ann Duncanann@jumpmarketing.co.ukjumpmarketing.co.uk

Rare Creative GroupTel: 0114 282 3429Contact: Steve Beaumontsteve.beaumont@rarecreativegroup.comrarecreativegroup.com

MARKET RESEARCH

B2B InternationalTel: +44 (0)161 440 6000Contact: Nick Hagueinfo@b2binternational.comb2binternational.com

Description: B2B International is the leading global business-to-business market research specialist.

Circle Research LimitedTel: 02079603802Contact: Andy Dalglishandrew.dalglish@circle-research.comwww.circle-research.com

MARKETING COMMUNICATIONS

CFATel: 01622 754 295 Contact – David Ingdavid@cfa-group.comwww.cfa-group.com

PHOTOGRAPHY

Ross Woodhall PhotographyTel: 01952 432 658ross@rosswoodhall.comwww.rosswoodhall.com

Ross Vincent PhotographyTel: 07970 658 818Contact: Ross Vincentpictures@rossvincent.co.ukwww.rossvincent.co.uk

PROMOTIONAL PRODUCTS

Orb International KMSTel: 0141 427 7272Contact: Eileen Hendersoneileen@orbkms.comwww.orbkms.com

PUBLIC RELATIONS

Claire JamesTel: 0161 282 8661Contact: Claire Jamesclaire@essenceagency.co.ukessenceagency.co.uk

Willoughby PRTel: 0121 456 3004Contact: Rachael van OudheusdenJanea@willoughby-pr.co.uk willoughby-pr.co.uk

RETOUCHING

Papa Imaging LtdTel: 07776 281 611Contact: Dan Watkinsdan@papa.uk.comPapa.uk.com

SEARCH MARKETING SERVICES

Vertical Leap08451232753Contact: Ellie Bainebain@vertical-leap.co.ukwww.verticalleap.co.uk

SOFTWARE DEVELOPMENT

Bit FusionTel: 0845 5441 543Contact: Sean Maloneysean@bit-fusion.co.ukwww.bit-fusion.co.uk

SEO/PPC

QueryClickTel: 0131 556 9442 Contact: Debbie Fraserdebbie@queryclick.comuk.queryclick.com

Description: QueryClick are industry leaders in Search Engine Marketing. Specialist in Multinational SEO & PPC, we deliver campaigns returning 73:1 ROI.

WEBSITE & DIGITAL MARKETING

Digital MercenaryTel: 0778 717 347Contact: Stu Bamforthstu@digitalmercenary.co.ukdigitalmercenary.co.uk

Liquid SolutionsTel: 0151 231 6240Contact: Gary Armergary@liquidsolution.co.ukliquidsolution.co.uk

Here you will fi nd a selection of our online directory advertisers. To view their company profi le, work and case studies go to:

THEDRUM.CO.UK/DIRECTORYTo fi nd out more contact Victoria Swan on 0141 559 6070 or victoria.swan@carnyx.com

Here you will fi nd a selection of our online directory advertisers. To view their company profi le, work and case studies go to:

THEDRUM.CO.UK/DIRECTORYTo view their company profi le, work and case studies go to:

THEDRUM.CO.UK/DIRECTORYTo view their company profi le, work and case studies go to:

To fi nd out more contact Victoria Swan on 0141 559 6070 or victoria.swan@carnyx.com

FIND THE RIGHT SUPPLIER FOR YOUR BUSINESS

The online Drum Directory is the place for your agency to be seen as you want it to be seen by new clients.You upload the work. We tell the world!Freelancers receive 25% discount on all pacakges!

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To fi nd out more contact Victoria Swan on 0141 559 6070 or victoria.swan@carnyx.com

THE DRUM NOV.25.11 www.thedrum.co.uk

FOR MORE BLOGS GO TO THEDRUM.CO.UK/OPINION

DIGITAL-ONLY SHOULD HERALD THE FUTUREIain Hepburn

It’s been interesting watching the reaction to Kenneth Roy’s comments in the Scottish Review regarding the future of the Scotsman, and his speculation that it could make the move to digital only.

While Roy ponders if the arrival of Ashley Highfi eld at Johnston Press will result in the Scotsman going digital only, the latest set of circulation fi gures suggest a far better candidate elsewhere.

Indeed, given the spectacular circulation collapse suffered by the super soaraway Sunday Herald this year, it’s a surprise they haven’t tried it already.

Or it would be, if the Herald’s digital division wasn’t clearly a bunch of brainless chumps with the social media strategy of a dodo.

Harsh? Here’s a little stat for you. In the last 90 days, the Herald has not once linked to a single story on its website via the paper’s offi cial Twitter feed. Barring a handful of retweets, it has singularly failed to promote a single piece of copy on its own digital platform.

Rare, too, is a link to content from any of the reporting staff on Twitter, instead urging readers to buy the paper version.

Let’s not forget, this is a paper which earlier this year announced plans to introduce a metered paywall around its web content – content which it currently delays putting online every day in order to try and shore up paper sales.

It’s almost as if there were a strategy to direct potential readers away from online entirely, with Twitter being little more than a 140 character version of the hoardings outside newsagents.

Last Word

Well, clearly that strategy is failing. As the ABCs revealed this month, the Herald is down 13% year on year, while the Sunday Herald – after its much vaunted switch to the ‘news magazine’ format and the publicity boost of THAT superinjunction front page – saw circulation collapse, dropping an astonishing 31.4% in a year to just shy of 29,000 copies.

This year marked the 20th anniversary of the Sunday Scot launching – and promptly closing three months later. At the time of the anniversary, and in the wake of the News of the World’s closure, I suggested elsewhere that a Sunday newspaper may be the best place for a new launch in Scotland – something which combined print and digital in a new, innovative way to produce a newspaper genuinely in touch with a modern Scottish audience. Next February the Sunday Herald turns 13. With little else to lose, perhaps now is the time to exploit those rebellious teenage years by genuinely trying to innovate and moving the entire operation online.

With a well-designed website and app version, and an investment of some of the resources saved by no longer publishing a print edition into strengthening the editorial resources at editor Richard Walker’s disposal, it would justify any glances towards paywalls Newsquest may be covetously making.

Newsquest’s Tim Blott told The Drum earlier this year: “What we’re talking about is content that is specifi cally Scottish and is suffi ciently distinct so that people will say ‘I cannot get that content from any other publication or any other news organisation’.”

It’s a sound strategy. And there’s no denying the Sunday Herald, for all the audience has deserted it, has rarely disappointed in terms of delivering interesting content. The key is to fi nd a way that delivers that content appropriately – and the readership fi gures show the paper is not that method.

When it launched, the Sunday Herald was on the cutting edge of using online

“PERHAPS NOW IS THE TIME TO EXPLOIT THOSE REBELLIOUS TEENAGE YEARS BY GENUINELY TRYING TO INNOVATE AND MOVING THE ENTIRE OPERATION ONLINE.”

as a news medium – a far cry from the clunking HeraldScotland service it has now. It’s always boasted a more sophisticated design sensibility than the rest of the Scottish newspaper sector. With some clever planning and a dash of innovation, that sophistication could translate well into user experience and give a failing title a new lease of life.

The alternative, sadly, is clear, as the paper haemorrhages readers at a rate where a mercy killing looks almost too late.

“Sooner or later – probably sooner – a serious newspaper in Britain will ditch print, giving it up as a lost cause, and go for broke online”, claims Roy in his article. Given print is already, seemingly, a lost cause for the Sunday Herald, I’d say the time is right for them to go for broke.

In its current form, the Sunday Herald is a sad failure of a newspaper which should be either go digital or be put out of its misery. After all, what have they really got to lose?

This month’s best read blog on thedrum.co.uk was by Iain Hepburn, director of Brand Journalism with Contently Managed and former digital editor of the Daily Record, in which he ponders the future of the Herald newspaper. Here we give him the Last Word.

BEST OF THE BLOGS37

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