1. MODERN MARKETING JUL.20.12
®
WWW.THEDRUM.COM
CANNED GOODS AISLE
£5.25
29
9 772046 063004 THE BRANDS LEFT ON THE SHELF
2. Digital marketing
with a difference...
An agency driven by ROI
and a passion for service
excellence
Click Consult are a specialist multi-lingual digital marketing agency
with over one hundred in-house experts within SEO, PPC, Social
Media, Reputation Management, Web Development and Mobile Web.
Head Office Telephone:
Unit B1, Willow House, 0845 205 0292
Oaklands Office Park
Hooton Road, Hooton,
Cheshire, CH66 7NZ Website:
www.clickconsult.com
London Office
Regent’s Place, Email:
338 Euston Road info@clickconsult.com
London, NW1 3BT
Voted UK’s Number 1 SEO Company 2008 to July 2012* Listed as No. 1 ‘Top UK SEO Companies 2012’
*As ranked on topseos.co.uk July 2012 *As listed by ibtimes.com July 2012
SEARCH ENGINE
OPTIMISATION
3. THE DRUM JUL.20.12 www.thedrum.com INSIDE03
20 July 2012
VOLUME #33 ISSUE #15 ®
Cover: courtesy of Kelly K Jones
www.kellykristinjones.com
Kelly K Jones is a Chicagoan photographer who provided
images for this issue’s feature on The Museum of Failed
Products in Ann Arbor, Michigan.
26 05 Leader
The Drum’s opinion editor Cameron Clarke discusses
the apathy surrounding the London Olympics.
06 Agenda
Some of the latest insights and analysis
into the media and marketing industries.
12 Pitch news
A round-up of accounts under review and recent account
activity, including the NSPCC’s advertising account.
13 People on the move
The latest appointment news, including Mecca Bingo’s
hiring of James Condon as brand marketing director.
14 Simplicity of thought
The Drum catches up with the ‘quiet man of advertising’,
M&C Saatchi’s Jeremy Sinclair, to talk about the brutal
simplicity of thought.
17 The Works
A round-up of some of the best new creative
campaigns, including m-four’s design work for
the invitations to the opening of the National
Football Museum.
22 The silent salesman
Steve Osborne of Osborne Pike explores how
digital technology is shaking up packaging design.
25 Becoming a socialeader
The Drum presents an extract from Jay Oatway’s
Deadwater: the Museum of Failed Products displays a collection of brands which have failed to launch Mastering Story, Community and Influence, which explores
the use of social media to become a ‘socialeader’.
17 COVER STORY
26 Failure to launch
When brands fail to succeed, where do they go to die?
The Museum of Failed Products serves as a graveyard
to failed ideas from throughout the twentieth century.
30 Last Word
Tim Downs, director, Aberfield Communications,
takes the last word this issue.
28 Directory 31 Jobs
SPECIAL SUPPLEMENT
Paper & Print
This issue of the magazine comes with a special paper
and print review, published on a different stock. The
review showcases opinions and insights on the paper and
print industries: from the dominance of digital to the
ManvsMachine has created the identity for Channel 4’s new channel 4seven
resurgence in using innovative print techniques.
4. “The most awarded digital agency
outside of London.” The Drum
Pioneering digital experience since 1999.
www.codecomputerlove.com
6. 06AGENDA www.thedrum.com JUL.20.12 THE DRUM
marketing deals
Has financial turmoil affected Lloyds Acquisitions
TSB’s Olympics sponsorship strategy? update
The Drum speaks to Sally Hancock, director of Olympic marketing for
Lloyds TSB, about the bank’s marketing activity in the run up to the Games.
The Olympic Torch is set to reach Aegis Media is set to be sold to Jap-
its final destination, with the open- anese media buying and planning
ing ceremony for the London 2012 agency Dentsu. Aegis has announced
Olympic and Paralympic Games that it has agreed on the terms of a
just days away. While touring with recommended cash offer for 30.5 per
the flame, Sally Hancock, direc- cent of Aegis’ ordinary share capital.
tor of Olympic marketing for offi- The deal values each Aegis share at
cial banking partner of the Games, £2.40, a 48 per cent premium on their
Lloyds TSB and Bank of Scotland, closing price of £1.62 on 11 July, and
spoke to The Drum about its activ- values the entire business at £3,164m.
ity building up to the Games. Dentsu has immediately purchased
One of the first decisions made by 15 per cent of the firm and has agreed
the bank was to develop three objec- to conditionally purchase a further 15.5
tives, which have remained in place per cent.
over the five year journey, and which, Aegis directors will now unanimously
insisted Hancock, were all treated with recommend that shareholders approve
equal importance. the deal.
These were in the form of questions authentic and appropriate for a bank fraction’ of the total price paid for the
to answer: what would the sponsor- to do,” replied Hancock when asked rights. Cost was also saved through
ship do for the brand? What would it about her views on this. “I was very a cull of unconnected sponsorships,
do for employee motivation and pride? clear from the go that we wouldn’t alongside other revenue being divert-
And what would it do to drive incre- be distributing torch bearer places ed into the Games, such as the hospi-
mental business? to people within the organisation by tality budget for the business banking
She said that all three have re- virtue of their status. That was fully arm of the bank being diverted through
ported good results, and having ac- understood and completely accepted. the Games too.
quired HBOS since, while seeing the Equally I wanted all of our torch bear- As to how restrictive the guidelines
company grow to around 100,000 ers to be relevant and credible and in- are for non-sponsors, most notably
employees, the sponsorship has also line with LOCOG’s ambition for there small business people, Hancock be- BBH is to be acquired by Publicis
been used internally to bring together to be people who have made a differ- lieves that a pragmatic view should be Groupe, which has held a minority
a large staff working across what was ence within their community.” taken of each case. stake in the agency for a decade.
seen as two disparate brands. Asked whether the turmoil within the “Really, it is about having fun and The agency, which employs around
Of the total 8,000 torch bearers, financial climate affected the sponsor- celebrating. It is all within a certain 1,000 people, will become fully owned
Lloyds TSB had 1,350 placements, ship strategy itself, Hancock said that degree of reason and good humour. by Publicis, which has held a 49 per
the same number as other torch relay she expected that it would: “I genu- Were 300 people to show up wear- cent stake in the agency since 2002.
sponsors Coca-Cola and Samsung. inely thought at some point I’d get ing Barclays football shirts and sit in a Following the acquisition, BBH has
The expectation that all of these bear- a call that said we’d need to scale it cluster within the stadium then yes, I’d installed a new senior management
ers would be local heroes, however, back, we need to do less, we need to want that seen to, but are we going to team, with Alexandre Gama chosen to
caused controversy with US music consider how we might get out of the be concerned about one bloke walk- succeed Sir John Hegarty as worldwide
star Will.i.am involved in the relay at contract but that never happened.” ing in with a football shirt that says chief creative officer.
one stage, alongside a Russian editor As to why the budget was never al- Barclays on it? Of course not. That Founding partners Nigel Bogle and
invited by Coca-Cola. tered, she explained that it was due doesn’t make sense. We should be Hegarty will both remain active on client
“I have been very clear all the way to initial agreements to phase the confident enough in our own activity business, however they will transfer
through this process that whatever the activation budget over the five years, not to worry about those things and I their executive responsibilities to the
bank did had to be very credible and which she says meant the deal was ‘a am confident enough.” management team.
helping you stand out in your field
0151 227 1777 // uspcreative.com // uspcreative
TM
7. THE DRUM JUL.20.12 www.thedrum.com AGENDA07
marketing
How might the independent agency sector be
impacted by the domino effect of acquisitions?
The marketing and digital landscape has undergone significant change of late. The Drum’s Stephen
Lepitak takes a look at how independents might be affected as a result of the latest tide of acquisitions.
The UK marketing and digital sector good time to invest for marketing ser-
is experiencing a wind of change. A vices agencies.
number of high level acquisitions have According to Tina Judic, managing
taken place in recent weeks, spanning director of Found, the marketplace is
a range of sectors, not least digital. buoyant, but it is clear that digital is now
These include WPP’s £540m acquisi- leading the way, where unique specialism
tion of AKQA; Chime Communications’ is demanded in order to most effectively
disposal of the Bell Pottinger business to ensure brand targeting and engagement:
its own directors; LBi’s admission to ac- “Should smaller independent agencies
quisition talks with Omnicom; Yammer feel threatened by this? I don’t think so,”
entering the Microsoft fold; adam&eve said Judic. “If anything, such moves –
being acquired by DDB Worldwide; yet to be shown to be successful – are
Photo: koocbor
Aegis agreeing to a cash offer from a thumbs up that we’ve got something
Dentsu, and advertising monolith BBH that the big guys want – and in such a
becoming wholly owned by Publicis fast-paced market, this is always going
Groupe. to be the case.”
But what does this mean for the inde- Managing director of performance
pendent sector watching these compa- marketing company AffiliateTraction, AKQA and potentially LBi, Gall contin- their success and by their success, we
nies join the network fold? The views to Nicky McShane, who has joined the ued: “There’s a hugely powerful sector have a massive vested interest in making
these deals seem to indicate that some company to lead its entry into the UK and between creative, digital and media things work. Independents, I suspect,
have been initiated to resuscitate the European marketplace, believes that the which is really critical to the needs of cli- are faring relatively well because clients
holding company’s flagging offer, while acquisitions support the importance of ents, is very demonstrable and is trans- see the value of that.”
others plug a skillset gap. independent agencies: “Specialism and forming the model quite rapidly.” Mendelsohn believes that the tide of
Douglas McCabe, media analyst for creativity are key commodities now and As to what it means for independent acquisitions has caused a domino effect
Enders Analysis, said that the direction the bigger network’s templated service companies, Tarek Nseir, CEO of TH_NK, in creating other deals.
is clear: “The larger agencies are acquir- isn’t good enough. When you specialise another independent digital player, said “Having these numbers of deals in a
ing the creative and technical skills they you become a complete expert. That be- that consolidation will immediately push pretty short period of time shows that
need as part of their service solution in comes impossible when you generalise.” the company higher when it comes to this is a growth sector, it’s an exciting
the future. A certain independent ‘edge’ Dale Gall, CEO of independent digital independent lists, while also “liberating” area and that is good for all agencies of
is clearly part of such an asset, as brands marketing agency Profero Group, also talent to good agencies: “We are finding all sizes.”
look to engage audiences with tech- believes that a generalised offering, in that clients who are looking for very strong Ultimately though, the industry has
niques beyond traditional advertising.” the current environment, is going to be core competencies in digital strategy and proven that clients will always want to
Nicola Mendelsohn, chairman of Kar- all the more difficult for agencies without innovation are also looking for the ability to work with exciting agencies that offer
marama and chair of the IPA, believes global scale: “You either have to have control action and delivery.” original and effective creative solutions,
this to be an “exciting time” for the indus- global reach or you have to be pretty Nicky Unsworth, who heads up BJL, a no matter what their size or reach. Bril-
try: “Industries that have momentum and niche in the digital space. If you’re just a member of independent marketing net- liant work can be produced by any com-
growth indicates positive signs, which creative shop in the digital space, where work, Tribe Global, believes that now is a pany, independent or in the form of a
can only be a good thing.” increasingly some of the above-the-line good time for agencies to aim for growth, network owned agency, such was the
Mendelsohn added that growth in agencies are doing good ideas in that describing good agencies as offering meteoric rise of adam&eve as a recent
marketing spend, indicated by the pre- space, unless you’ve got scale and the ‘strong and agile strategic thinking’ and example. Should that exciting creative
vious Bellwether Report for Q1, shows true ability to prove that you can deliver using partnerships in order to strengthen come from an independent house how-
signs that confidence among market- that to some point-of-difference, then that offer and grow reach. ever, it’s only a matter of time before the
ers had risen. Now, it would seem, after you’re going to struggle.” “Clients like the ‘owner-run-and-man- networks come calling.
a couple of years of belt tightening, is a Commenting on the acquisitions of aged’ model because our success is So... who’s next?
Colour print comes alive
when it's personalised.
Tell us your name and your favourite
mms
mms
mms
mms mms colour and we'll bring it to life for YOU.
mms s
s Oliver
Oliver Graham mm Vanessa
mm Yasmin Brad
Ric
k Iain 0141 950 2222
8. Streamtime loves Finger Industries.
The work that Marcus and partner Jonny at Finger Industries
create is completely unique. Their design, animation & illustration
has created a great portfolio of work that our team truly admire.
Streamtime was created to manage studios just like Finger Industries -
tracking jobs and projects, planning and scheduling the clients work.
It helps your team by keeping all your mission critical information in “Integral to our company,
one location that everyone can access - wherever they are. I’d be scared without it...”
You need a quality solution to run your business - MARCUS KENYON.
get your free trial from streamtime.net FINGER INDUSTRIES.
>> job & project tracking. cost analysis. production management. invoicing.
scheduling. time sheets. CRM. sales analysis. iPad & iPhone Applications. Finger Industries loves Streamtime.
9. THE DRUM JUL.20.12 www.thedrum.com AGENDA09
media media
The new generation: What is the BBC won’t mind
if older listeners
future for Radio 1 post-Moyles? leave with Moyles
After the announcement Mike Williamson, head of radio at
that Chris Moyles is Carat, thinks Chris Moyles’ exit from
the Radio 1 Breakfast Show signals
to leave the Radio an effort from the station to recon-
1 Breakfast Show nect with a younger audience. Here’s
in September, The what he had to say...
“Radio 1’s announcement that Chris
Drum caught up with Moyles will leave its flagship show in
former Radio 1 DJ Gary September isn’t a small step change;
Davies, now running this is a bold long term shift in its audi-
ence strategy.
branded content Controller Ben Cooper has been
agency Upfront, to find under pressure to bring the average
out what Moyles’ exit age down as its current average listener
age is 32. Moyles’ eight year run as the
means for the future
longest serving Radio 1 breakfast pre-
of a station looking for senter ever has taken the audience too
a younger audience. old. He leaves with an audience of 7.1m
weekly listeners.
It was expected that Greg James
The BBC recently announced that And therein lies the problem. At 38, In a commercial radio world, everything would be his replacement. He would have
Chris Moyles would be leaving the the age gap between Moyles and his is about audience figures whereas with been the safe choice – ensuring some of
Radio 1 Breakfast Show in Septem- intended audience was becoming ever the BBC and Radio 1 it’s about getting Moyles’ loyal listeners stay with Radio 1.
ber. Gary Davies left Radio 1 in 1993 greater. In a report published last No- good audience figures but also meeting Grimshaw was not seen as a favourite
after more than a decade as a DJ at vember, the BBC Trust found that the your target demographic as well.” as he currently hosts evening specialist
the station. station needed to work harder to attract New breakfast host Nick Grimshaw, shows. But his credentials for attracting
Chris Moyles has had an impressive more under 30s, with the average lis- 27, already presents a late night show a much younger audience are clear and
eight year reign on the Radio 1 break- tener of Moyles’ show being 32. on Radio 1 as well as Channel 4’s youth he will deliver against this objective.
fast slot, attracting over seven million Davies, who presented Radio 1 lunch- slot, T4. But will the new addition to With Grimshaw and James on the
listeners to the show each day. So one time show ‘The Bit In The Middle’ during breakfast radio bring in the station’s key two flagship Radio 1 shows, the BBC’s
might argue that Moyles was still very the 1980s, was part of a similar replace- target demographic as well as maintain- long term strategy is clear: it is aligning
much at the top of his game in a job that ment of old presenters with new, young- ing the audience figures? its schedule to attract the younger end
has not traditionally lasted more that a er ones upon the arrival of axe-wielding Davies said: “When someone’s been of its 15-29 year old target market.
couple of years for other DJs. station controller Matthew Bannister in there for a very long time and gathered The short term is likely to see loyal
“I think that he’s had an amazing run 1993. As such, the resignation of 38- a very loyal following there will initially be Moyles listeners switch to other sta-
on the Breakfast Show,” Gary Davies year-old Moyles comes as no surprise an effect on listening figures. Obviously tions. But this is what the BBC wants
told The Drum. “It’s the longest serving to him. the idea is that Nick will win them over and needs to happen. Will the 30+ year
breakfast show on Radio 1, which is a “I think Radio 1 has always done that as soon as he can and try and build on old Moyles listeners switch to Chris
real achievement. throughout the years,” Davies said. “It’s what Chris has achieved over the last Evans’ Radio 2 show? Will they move
“But the thing about Radio 1 is that an interesting dilemma that it has be- eight years. But my guess is probably, over to commercial stations and irrev-
it’s a youth market station and I think cause obviously it doesn’t want to lose initially, there will be a small dip. erent breakfast DJs such as Christian
everybody who works there knows the audience but it has to stay within the “[Grimshaw] is a really good jockey. O’Connell’s Absolute Radio show?
that you’re not going to be there for- remits of the station youth wise. It’s not He’s funny, he’s chatty, he’s got an ex- The first set of listening figures for the
ever. There are exceptions, I suppose, like Radio 2 where you can potentially cellent knowledge of music. It will be in- new breakfast show host will not be re-
with Pete Tong and John Peel, but as be a DJ until the day you die. teresting to see him in a situation where leased until early 2013, leaving time for
a mainstream jockey you pretty much “On Radio 1 as you get to 40, you’re he is playing more commercial music the BBC to do a huge amount of mar-
know that the closer you get to 40 your getting a bit old for your audience re- than he is doing at night time. But time keting across its platforms to minimise
time is going to be limited.” gardless of how good your figures are. will tell. Who knows.” any drops in the listener base.”
forever: INSPIRING
forever
ADVISING
PIONEERING
& doing things
SURPRISING differently forevercreative.com
Forever-DrumBannerAd.indd 1 30/05/2012 16:14
10. 10AGENDA www.thedrum.com JUL.20.12 THE DRUM
digital
High-profile breaches of cookie law legislation
The EU’s Privacy and Electronic Communications
Information Commissioner’s Office Mail Online
Directive, or cookie law, came into force in the UK www.ico.gov.uk www.dailymail.co.uk
in May. But are websites complying? David Cook, It would be very embarrassing if the This website is supposed to be the
arbiter of the new cookie regime most viewed newspaper site in the
solicitor and cyber expert at law firm Pannone, was itself breaching the legislation. world. Needless to say then, the
reviews six high-profile sites to find out. However, it does not appear to be. amount of viewers per day must be
Its website uses a discrete toolbar at massive. It is therefore extraordinary
the top of the screen, which is set to to see that it does not appear to
not accept cookies unless a person have made any changes at all. The
makes a choice by positively accept- foot of the page has a link to their
ing them. Its explanation of which privacy policy, which itself appears
cookies they use and why is also compliant. However, to consider the
thoroughly explained. subject of opt-in, you have to go to a
further link, which does a decent job
Channel 4 of explaining the position.
www.channel4.com As I see it, the issue with this site
Channel 4 has used a status bar at is that it seeks to rely on implied
the top of the screen, which requests consent – the user continues to use
a decision on whether cookies are ac- the site and so it is implied that they
cepted or not. It also explains which consent to its cookie policy. The
cookies are used and why. It has ICO guidance states that sites need
utilised a fairly non-intrusive method to gain a positive indication that
which appears fully compliant. users understand and agree to the
There has been a muted response in a site uses and would be the exception changes, most commonly obtained
the media to the changes to the law on rather than the norm. Examples of strictly The Telegraph by asking the user to tick a box to
the use of cookies, but they are poten- necessary cookies are therefore those www.telegraph.co.uk indicate that they do indeed consent
tially far reaching. which help the site remember your choic- This site has taken a somewhat to the new terms. The ICO also
The issue for businesses is that the es when making an online purchase. hybrid approach – there is a fairly no- states that any attempt to gain con-
Information Commissioner’s Office can The ICO has recommended that web- ticeable toolbar at the top, explaining sent that relies on users’ ignorance
impose fines of up to £500,000. Whether site owners take the following steps: about “privacy and cookies”, but this about what they are agreeing to is
fines of that amount will ever be imposed 1. Review what type of cookies the site is fails to explicitly request consent. The unlikely to be compliant. With that
is another matter, but the public naming using and how they are using them. information that a user is directed to in mind, I simply cannot see how
and shaming that would result from even 2. Consider how intrusive the use of these is fairly thorough, but it nevertheless this site is compliant.
a minor breach could be a public relations cookies is. does not appear to have complied
disaster for companies. 3. Decide what method of consent will be properly. The suggestion of the ICO Department for Transport
The amended legislation is only a best in the circumstances. to have a tick-box has gone unheed- www.dft.gov.uk
subtle change but it does have an effect. The ICO recognised the difficulties that ed. Given the setup of the toolbar, Apparently, government websites
It now states that cookies cannot be used could be caused by these changes and the addition of a tick-box would be have been slow to update their sites
unless the person has already consented. agreed to delay enforcing them for a 12 incredibly easy and it is unclear why to take into account the changes
Essentially, this means that it is now an month period, to give UK businesses it has not utilised this method. to the cookie law. But the ICO is
opt-in system rather than opt-out. enough time to resolve any issues arising. The cost of adding a tick-box to supposed to have sent a letter of
The new rules are fairly simple and de- That deadline expired on 25 May and, that toolbar would be relatively small, warning to 75 of the UK’s most
signing a website with them in mind from predictably, nobody was ready. Cue many when compared to the original cost popular websites asking for them to
scratch would be pretty easy. However, rushed website changes. of implementing the toolbar itself. prove within 28 days how they are
the problem is that most websites have Despite more than a month having- The cost of adding the tick-box moving towards compliance with the
not been redesigned for this purpose, passed since this legislation became when compared to the maximum new legislation. The Department for
presumably because of the cost and loss properly active, it is clear that many sites fine that the ICO could impose, of Transport is one of those sites.
of sales while the site is down. Most sites have either misunderstood the legislation £500,000, is infinitesimally small. It is therefore fairly worrying to
therefore simply shoe-horned in a pop-up or are flagrantly disregarding it. When the note that the DFT website appears
box or some other method of compliance, ICO has stated that only the most prolific The Financial Times unchanged. It has a cookie option on
which tend to be completely at odds with offenders in the most serious of breaches www.ft.com the site, in amongst the many other
the aesthetic of the rest of the site. will receive a fine, there appears little in- The Financial Times website utilises options. Clicking on this also allows
This consent rule applies to every type centive to properly implement the chang- a pop-up box. The rest of the screen you to consider the brief explanation
of cookie that is not ‘strictly necessary’. es when a token attempt will do for now. greys out and the pop-up, whilst as to how to amend the browser
Many website owners originally saw this But at some point the ICO will have to pretty intrusive, does the job. This settings to control cookies manually.
as a get-out and planned to suggest that bare its teeth. The directive is clear and method forces the user to immedi- However, this also appears contrary
all of their cookies were strictly necessary. the government has stated it will comply ately consent – or not – to the use of to the spirit of the legislation and,
However, the European legislators have with it. The ICO, which has been chosen cookies, which are properly explained. being as the ICO singled out this site,
stated that a cookie that is strictly nec- to police the issue, will have to be seen The FT website therefore appears fully it will be interesting to see how it is
essary should make up only a very small to take it seriously, even if website owners compliant with the changes. received.
percentage of the number of cookies are currently not.
11. THE DRUM JUL.20.12 www.thedrum.com AGENDA11
social media EVENTS
BBC’s Cellan-Jones talks VirtualBagel
“We’d been told by various people Following a Facebook investigation which saw Rewarding effective social media
that Facebook’s adverts either weren’t campaigns and open to agencies
delivering good results or were deliv- the BBC question the value of Facebook ‘likes’ and clients based in the UK, there are
ering lots and lots of ‘customers’ or and advertising investment for brands, The Drum 27 categories to enter in the Social
likes which were of little value and we Buzz Awards 2012 including new
wanted to put that to the test,” BBC
spoke to BBC technology correspondent Rory categories In-house Client Team;
technology correspondent Rory Cel- Cellan-Jones, the man behind ‘VirtualBagel’. User Generated Content; Crisis
lan-Jones told The Drum. Management; and Use of Insight/
From this Cellan-Jones and a team at Monitoring. Judged by individuals
the BBC decided to test the theory by with extensive experience and
creating the Facebook page ‘VirtualBa- knowledge in social media, including
gel’ to investigate the value of Facebook @VincentBoon @NickJonesCOI
advertising and ‘likes’. @sedgebeswick and @jeremywaite.
He explained the concept of ‘VirtualBa- www.socialbuzzawards.com
gel’ was little more than a picture and a @buzz_awards
slightly daft slogan; it wasn’t promoted in Entry Deadline: 1 August
any way except via Facebook and widely
targeted the US, the UK and a number
of Middle East and Asian countries. In
just 24 hours ‘VirtualBagel’ had garnered
1,600 likes and just a short time later the
fictitious brand had amassed an online
following of 3,000 fans.
The findings of this investigation, ac-
cording to Cellan-Jones, call into ques- wasn’t getting any real return from being an example of poor advertising practice
tion the value of advertising on the social on the site. and brands will get better results and
media site: Cellan-Jones told us he had also better returns if they target their adverts
“Advertisers are paying for a click spoken to a “major British brand, who correctly.
from somebody who doesn’t really exist didn’t want to be named, but who said Worryingly for Facebook, which has
and the question we put to Facebook is exactly the same; we can’t justify spend- recently gone public, Cellan-Jones’ Enter Cream Midlands or Cream
what are you doing to police that? Is it a ing money on adverts on Facebook. You findings, in his words, show “you can Yorkshire and prove great work
serious issue?” might want to be on there, you might achieve an awful lot on Facebook for is being produced in the regions.
According to online statistics, around want to have an interesting page and your brand without ever spending a Check the websites to see eligible
six per cent of Facebook profiles are engage with people, but spending money penny, which is a big worry for Face- postcodes.
bogus and recently General Motors on adverts seems pretty pointless.” book as it needs to go on building rev- midlands.creamawards.co.uk
(GM) pulled its $10 million advertising Facebook and social media consul- enue quite substantially if it’s to justify its yorkshire.creamawards.co.uk
portfolio from Facebook, claiming it tants have responded by saying this is valuation.” Entry deadline: 27 July
social media
5 steps for making social B2B work Entries are now open for the
MiAwards. To view categories and
details on how to enter visit
1. Understanding Pete Wood, account manager at digital marketing miawards.me
You wouldn’t buy a house without Entry deadline: 7 September
checking out the area and the neigh- agency Steak, offers up five top tips to help make
bours first, so why would you start your B2B social work for your business.
social presence without understand-
ing as much as possible about what is the same thorough checks you’d put in 4. Cooperation
going on around your business? place if you were sending out analysis There’s no point being in the social
to a client. It’s an extension of the meta- space just existing. You want to give the
2. Resource phorical shop window. people interacting with your content an
If you don’t have a dedicated market- experience. The only way you can do
ing department, don’t put someone too 3. Buy-in this is by sharing the knowledge you The Creative Out of Home Awards
senior in charge of the project. They’ll You need to have buy-in for the right have about your product or service. in Association with Clear Channel
always have bigger priorities and the reasons. Too many businesses enter is now open for entries. For more
social project will tend to find itself side- the space tentatively with the attitude it 5. Goals information and to enter, visit
tracked. won’t work or it’s a waste of money. If Don’t just make your goals around hard creativeoutofhomeawards.com
In the same vein, don’t pick some- you head into social media with that at- targets like followers or fans. Look for Entry deadline: 31 August
one too junior. Social content needs titude, it simply won’t succeed. business social goals.
12. 12PITCH www.thedrum.com JUL.20.12 THE DRUM
Pitch news and reviews
Mars is in talks with a number of UK Plenty of updates on the pitch front, including Tesco’s £100m ad review
shops as it looks to put together a
roster of consumer agencies to devel- drawing to a close and B&Q seeking a shop for its £40m account.
op more innovative and creative cam-
paigns and build its profile in chocolate
and non-confectionery categories.
hot pitch
Visit Wales is reviewing its commu-
nications planning account through
NSPCC reviews
the Government Procurement Service.
The account is currently serviced by
£5m fundraising
Arena Media. ad account
B&Q is set to review its £40m ad
account, with eight agencies, includ- The National Society for the Prevention
ing incumbent McCann London, lining of Cruelty to Children is looking for an
up to pitch for the DIY retailer’s adver- agency to handle its £5m advertising ac-
tising business. count across its fundraising business.
Ben Sherman is seeking a shop to The children’s charity has issued an RFI
handle a new advertising campaign to agencies, with an appointment expect-
for its upcoming collection. The Brit- ed later in the year. Incumbent Rapp has
ish clothing brand currently handles worked with the charity for 12 years.
advertising in-house. The account will focus on increasing
Vitaminwater, the Coca-Cola fundraising activity, traditionally consist-
owned water brand, has called a pitch ing of direct mail and direct response TV.
for its European advertising account. The charity is also reviewing its media
Huawei, the Chinese telecoms planning and buying account. Rapp is
giant, is on the hunt for an agency to also incumbent on DR media, and Ze-
run a corporate brand strategy brief. nithOptimedia incumbent on ATL media.
Direct Line Group’s review of its
direct marketing business is drawing
to a close, with a decision imminent.
MRM Meteorite, Kitcatt Nohr Digitas accounts under review
and OgilvyOne are in the running.
Marriott’s pan-European advertis-
Advertiser Account Worth
ing review is under way, with a shortlist
of agencies including Anomaly, AMP B&Q Advertising £40m
London, Partners Andrews Aldridge Ben Sherman Advertising n/a
and The Red Brick Road pitching for Direct Line Group Direct marketing n/a
the account.
Tesco is holding final pitches this
Huawei Corporate brand strategy n/a
week for its £100m advertising ac- Marriott Pan-European advertising n/a
count, with VCCP, Wieden+Kennedy Mars Consumer roster n/a
and TBWAManchester competing for
NSPCC Advertising £5m
the account.
RAC has grown its pitch list for its RAC Advertising n/a
advertising account to now include Tesco Advertising £100m
incumbent Rapier, Grey, Saatchi Visit Wales Communications planning n/a
& Saatchi, Rainey Kelly Campbell
Roalfe/Y&R, Bartle Bogle Hegarty and
Vitaminwater Advertising n/a
Adam & Eve/DDB.
NEED THE RIGHT AGENCY, YESTERDAY?
Fast track your agency review and stay focused on the day job.
Visit www.recommendedagencies.com and call 0845 004 5626
13. THE DRUM JUL.20.12 www.thedrum.com PEOPLE13
Anyone can find you people…
180 Amsterdam
hires Hall as
Mecca Bingo brings People on
the move...
creative director in Morrisons’ Condon Blast Radius
has appointed
Lucille Moreau
180 Amsterdam has ap- Mecca Bingo has hired James Con- to its expanding
pointed Graeme Hall as don, previously marketing director Amsterdam office in
creative director, with at Morrisons, as its new brand mar- the role of client director on the
Hall relocating to the keting director. pan-European Michelin account.
Netherlands after nearly Condon had been marketing di-
three years with Y&R New York. rector at Morrisons since September Starcom MediaVest Group has
At Y&R Hall worked on campaigns 2011, after six months of holding the brought in Alfred Cheng from MEC
for the likes of Dell and VH1 and was post on an interim basis. Before join- Hong Kong as its regional director
creative director for Virgin Atlantic. Pre- ing the supermarket chain he was for Hong Kong.
viously Hall spent five years at DDB Lon- chief operating officer at Lebara Mo- channel-based structure to a brand-
don working on campaigns for brands bile, and he has also held senior roles based one, creating a single Mecca Euro RSCG PR has hired Steve
including Marmite and Harvey Nichols. at Tesco and Wal-Mart. brand team so that we can collectively Marinker as MD. Marinker’s new
Mecca Bingo managing director focus on delivering a fantastic experi- role includes business development
Mark Jones said: “Recent customer ence for our customers no matter how and overseeing the directors.
Pont returns to insights reveal that it doesn’t matter
whether our customers play online,
they choose to play.
“With his extensive senior level re- LBi has appointed
Wieden+Kennedy in clubs, on their smartphone or iPad
– as far as they are concerned they
tail and digital experience, James will
play a key role in ensuring that Mecca
Greg Georgiades from
JWT as UK client
Jordi Pont has made a re- are playing at Mecca. For that reason, continues to lead the industry across partner, where he will
turn to Wieden+Kennedy we took the decision to move from a all platforms.” head up relationships
Amsterdam to take up on flagship accounts such as Asda,
the post of group ac- RBS and E.ON.
count director on Hei-
nken and GE.
Pont rejoins the agency after two
years as managing director of DoubleY-
Pure Agency appoints TMW has promoted Daren Kay, its
joint executive creative director, to
the newly created role of director of
ou Madrid. He first joined the Amster-
dam agency in 2008 as account direc-
tor, leading the Nike Football account
Omoluabi as UK VP innovation.
Enjoy Digital has
and the ‘Write the Future’ campaign. announced the
Pure Agency has announced the ap- appointment of Kristal
pointment of Femi Omoluabi as UK Ireland as strategy
McCann London vice president.
Omoluabi, who joins from Manning
director.
appoints COO Gottlieb OMD, is charged with estab- Total Media has announced the
lishing the European agency in the UK, appointment of Celine Saturnino as
McCann London has maintaining and growing of the UK arm head of digital. Saturnino joins from
made two internal pro- and identifying key new business op- MPG.
motions, with Jamie Co- portunities.
pas taking on the role of He said: “I’m thrilled to be joining pany’s expansion into the UK. Since Fetch Media has appointed Matt
chief operating officer Pure Agency at such an exciting time. its creation in 2008, Pure Agency has Champion as media services
while Simon Hill has been announced Mobile marketing is the fastest growing rapidly become a powerhouse in Eu- director.
as head of account management. and most innovative area of marketing rope and is synonymous with success
Previously client services director, Co- at the moment, so the opportunities for and results. The company is a powerful Ignite has appointed
pas will take on the COO role for McCann expansion in the UK are immense.” entrant to the market that will certainly Peter Smith as
London immediately, and will continue to Omoluabi reports to CEO Christophe shake things up in the UK. We are very marketing manager,
lead key client relationships, while also Leon, who said: “We’re very excited much looking forward to working with with Smith joining
aiming for operational excellency across to have Mr Omoluabi join us at Pure Mr Omoluabi who is as enthusiastic as after two years at
the agency. Agency and to have him lead the com- we are about launching in Britain.” iD Experimental.
…we’ll find you talent.
Creative / Account Handling / PR recruitment
pitchconsultants.co.uk / info@pitchconsultants.co.uk / 0121 270 4080
14. 14m&c Saatchi www.thedrum.com JUL.20.12 THE DRUM
simplICITY
OF THOUGHT
In the complex world of advertising, creativity is often
overlooked. Mairi Clark catches up with M&C Saatchi’s ‘quiet
man’ Jeremy Sinclair to discuss brutally simple thinking.
H
e has been described as the ‘shad- say “what do you do?”, you mention them and they tive,” he says. “The whole idea of procurement, I don’t
owy partner’ of M&C Saatchi, and the know them,” he says. know whether that’s making advertising a) cheaper or
‘quiet man of advertising’. When I finally Saatchi & Saatchi was formed in 1970, and Sinclair b) more effective.”
meet Jeremy Sinclair, chairman of M&C was a stalwart until the heady times of the 90s. Mau- The ironic thing about Sinclair’s involvement with the
Saatchi, I’m astonished that we haven’t rice and Charles Saatchi were unfavoured by the new Conservatives is that if he wasn’t in advertising, he’d
met before. After nearly twenty years in the industry, management board of the parent company of Saatchi be in politics. “I’ve always believed if you go into poli-
and almost 50 years for him, it’s surprising. & Saatchi and when the idea of ousting them was tics, you should do something before,” he says. “So
But that’s the attraction of Sinclair. He admits that mooted in 1994, Sinclair was not for turning – to quote I wasn’t completely waylaid. Besides we do a lot of
he lies below the ‘celebrity’ level of the ad industry, but his favoured party’s line. politics as an agency.”
seems to be relishing his new-found status as an author “We told the board not to get rid of Maurice and It shouldn’t be surprising that Sinclair’s love of phi-
of advertising literature after the publication of Brutal Charles, as did Mars and British Airways,” he says. losophy has influenced the Brutal Simplicity Of Thought.
Simplicity Of Thought. “Then when they did, we [Sinclair, Bill Gallacher and He teaches his other passion outside creative advertis-
“Creativity is ignored,” he says. “Things come in and David Kershaw] thought ‘we’re not going to spend the ing twice a week at London’s School of Economic Sci-
out of fashion. Most types of advertising are far too next five years making up for a mistake we told people ence. “The philosophy that I teach is to be useful, and
complicated. Most people who have an understanding
of the simplicity of the world become Steve Jobs.”
The book, which has now been replicated in several
languages, has evolved into a competition for young
“most types of advertising are far too complicated.
creatives to win an internship in M&C Saatchi’s offices Most people who have an understanding of the
in London’s Golden Square. The book looks at Sinclair’s simplicity of the world become Steve Jobs.”
belief in ‘inspiration being both verbal and visual’, so the
competition has rules which relate just that. not to make. We’re going to start an agency.’ not just about mind expanding,” he says. “That’s heavily
The ethos of the book remains at the centre of what “Then we had a phone call from Maurice and Charles influenced the book. Part of it is about looking at things
the Saatchi brothers evoked, but Sinclair has a slightly who wanted to join us.” and then looking again to see just what they are.”
lower-key past than them. The agency has since gone from strength to strength, The book has been a great success. The agency ran
He stumbled into advertising via a stint in Paris. “I with this new book – and competition – being another a course for staff – led by Sinclair – and then started
saw an ad in The Times for Watford Art School,” he injection of vigour. compiling ideas for a second edition. The whole pro-
says. “So I wrote in and said I’m the kind of person that “Oddly enough, the idea for doing the book was cess was driven by what would work as an ad.
you want. I wrote, actually to all the advertisers at the Moray’s,” Sinclair says, referring to Moray MacLennan, “We edited it down by a completely arbitrary and
time, just to see what kind of response I’d get.” the agency’s worldwide CEO. “I nicked the idea off egocentric manner,” Sinclair says. “There are rules. You
A trip to Algeria delayed his journey to Watford – a him, and just did it. When he suggested it, I said ‘that’s have to have a very simple picture, you have to have a
well known incubator for advertising gurus – but after a great idea, now you sit back, have a rest and I’ll do question on the right-hand side and the copy has to be
borrowing the money from his mum to do the entry the book’. So then we just took it and did it.” four to six lines. You could end up with the discovery of
test, he got in. Sinclair has a passion for creativity; one that has led penicillin or nuclear power. It mustn’t become a list of
After joining what was then Cramer Saatchi in 1967, to him being lauded by his peers. Being in the industry inventions, it has to become ideas.”
he was responsible for overseeing possibly two of the for so long he’s clearly seen changes. The question of The project, if you can call it that, has yet to come to
most famous ads of all time: The Pregnant Man for whether accountability is helping creativity or hindering fruition. “Well, the first thing that has to be done, long
the Health Education Council in 1969 and Labour Isn’t it is one that causes him some thought. before the work,” he says, “is that your strategy has
Working for the Conservatives in the 1979 election. “Certainly clients know how every penny is being to be correct. What is supposed to be ‘brutal’ is your
“In my view of the business, there are two adverts spent, much more than they ever did, and I would thinking. The first thing you’re supposed to be brutal
which, when you can go to a dinner party and people question whether that’s making advertising more effec- with is yourself; to cut out all those irrelevant bits.”
16. In designing Fenland we looked for
a new way to create shapes in order
to help you create new designs.
see more at typography.net
Email info@typography.net for a
free limited edition sample book
(a shortened pdf version can be downloaded at typography.net)
Fenland
our new 14 font typeface
17. THE DRUM JUL.20.12 www.thedrum.com creative news17
The Works To submit work to our creative round-up contact thomas@thedrum.com
The packaging for the
first craft ale released
by LittlePod has been
designed by Aesop.
LittlePod Vanilla Beer is
a dark ale that infuses
honey and vanilla to create
a ‘not overtly sweet flavour’.
LittlePod tasked Aesop with
designing packaging which
would reflect the beer’s
‘innate specialness’, it
has said.
M-four, Manchester
Taxi Studio has created the city council’s in-house
identity for Carlsberg’s new creative agency, has
cider product Somersby. designed invites and a
Taxi was also responsible promotional campaign
for creating the identity for for the opening of
Somersby in Denmark, which is the National Football
a separate product and brand. Museum in Manchester.
The branding utilises a green The invites are red and
similar to parent brand Carlsberg yellow cards which tell
which it says is unique in a cider guests they have been
category dominated by yellows ‘booked’ for the occasion.
and blacks.
18. 18the works www.thedrum.com JUL.20.12 THE DRUM
StudioLR has designed a book as part of Whatever gets
you through the night, a new multimedia project created
by Olivier award-winning theatre director Cora Bissett,
Edinburgh band Swimmer One and playwright David Greig.
Yesterday has unveiled a brand
refresh with agency DixonBaxi to help
change viewers’ perceptions of the
factual TV channel.
The channel looks to make its audience
more diverse, with a new logo and set of
idents to launch 24 July.
19. THE DRUM JUL.20.12 www.thedrum.com creative news19
Channel 4’s new channel 4seven, which
will show the most popular content
from the last seven days, has launched
with identity by ManvsMachine with a
distinctive corner wrap concept across
the package.
The idents were created to be similar
to the ‘everyday location’ ones used by
Channel 4, while at the same keep keeping
its own identity.
International design and style magazine,
Wallpaper* has launched a new fragrance
with German publisher Gerhard Steidl and
fashion icon Karl Lagerfeld.
The perfume captures the scent of
freshly printed books and the packaging,
designed by Lagerfeld, features a real
book with a hidden cut out compartment
to house the bottle.
20. 20tHe works www.thedrum.com JUL.20.12 tHe DrUM
rob ricketts has designed a series
of posters detailing how some of the
most notable drum sequences were
programmed using the roland tr-
808 Drum Machine. each sequence
has been analysed and represented
as to allow users to re-programme
each sequence, key for key.
creative agency Music has created the
identity and graphics for the Britain
creates 2012: Fashion & art collusion.
21. THE DRUM JUL.20.12 www.thedrum.com creative news21
Daniel Britt has directed and animated an animation for the WMD Awareness
Programme for its 1000 reasons campaign, devising a low budget solution to
create a stop-motion animation.
Build has designed a box set of Gary Hustwit directed
documentary films, devising a system of abbreviating
each film (He-Helvetica/Ob-Objectified/Ur-Urbanized)
to give the box set an identity of its own.
22. 22packaging www.thedrum.com JUL.20.12 THE DRUM
Don’t just
stand there...
entertain me!
Steve Osborne of brand design consultancy Osborne Pike
considers how packaging is fast becoming its own advertising.
T
here was a time when the very idea of hance packaging communication, I didn’t find the point capable of enhancing the brand experience created
packaging was new technology. Napoleon of consumption to be the best moment to take it all in. by packaging are springing up everywhere. Suremen
is often credited with spawning the idea by Nor would I imagine is the point-of-sale. The thought transformed its cans into game controllers which,
offering a prize to anyone who could find a of a Friday evening in Asda, dozens of smart shoppers when pointed at a webcam, let players face a range of
way to preserve food for his much-travelled hovering smartphones over smart packaging, doesn’t adventurous challenges in a bid to win prizes.
armies. Nicolas Appert won the 12,000 francs and feel like ‘augmented’ reality, more an inconvenient one. Dutch design graduate Niels van Hoof meanwhile has
more or less invented the canning process. But sit me down in a comfy chair with a glossy maga- created an app called Taggie, intended to encourage
Appert’s invention was all about functionality, but by zine and it’s another story. Ardaich water cleverly used children to access information on the origin, cultivation,
the time packaging became widely available in the late augmented reality to illustrate its defining story of ‘the variety and nutritional values of various products.
19th century it had started to take on a new role – re- water that whisky drinkers choose’. The AR-enhanced Brands will argue that this is exactly what the con-
placing the people who previously mediated in the buying print ad dives beautifully into this theme, playing an epic sumer wants – more informed choices. Yes, we do
and selling of goods, and telling a story about the product film about the ‘cold, mineral rich waters of the raging want to preserve the environment, we do want healthy
and its manufacturer. As one of the very first packaged North Atlantic’ on your smartphone or tablet. options, we may be calorie counting or allergic to
brands, Quaker’s name and symbol epitomised the most
popular of all brand stories: trust and dependability.
Nowadays we’ve become used to packaging as a so-
phisticated marketing tool, using the subtle interplay of
“in many fields a wealth of information is creating
form, materials, colour and design to appeal to our sense
a poverty of attention, meaning that as consumers
of self. Without saying a word packaging speaks to us, we make a lot of short-cuts (technically known
earning it the reputation of ‘The Silent Salesman’. as choice heuristics) in arriving at our decisions.”
But now digital technology is changing the game
again – souping-up our view of the real world with an Now if the real bottle could suddenly trigger this nuts and we are interested in provenance; but no, we
overlay of virtual information, which brands are moving story again from the shelf as I walk past, we might just haven’t got all day. Research by experts in business,
to exploit. Far from being the silent salesman, packag- be in business, and of course this kind of interactivity psychology and neuroscience has shown that in many
ing can now broadcast its own advertising, show you is surely where we’re heading. fields a wealth of information is creating a poverty of
a 3D version of its contents in action, or take you to a Google glasses, currently in test phase, promise to attention, meaning that as consumers we make a lot
microsite or app, all with the swipe of a smartphone. superimpose informational or experiential graphics on of short-cuts (technically known as choice heuristics)
Brancott Estate, for example, now features a QR top of real world objects, triggered not through codes in arriving at our decisions.
code on its back label that opens the digital door to 14 but more advanced object recognition technology. Typically we will ignore most of the available informa-
different brand experiences, prompting its marketing Nutrition and price information could appear mid- tion and rely on a few important cues, like good old-
people to dub it ‘the world’s most curious bottle’. aisle, a nod of the head present us with recipe ideas, fashioned pre-digital packaging design.
It’s innovative, but trying it at a dinner party I was in and a satnav function would avoid us having to ask Technology-enhanced ‘experiential’ packaging
danger of becoming the world’s least interesting guest, where to find the cupcakes. design will no doubt flourish in the coming years, but
as I downloaded the app and presented my phone to the It might be a while before we have access to the kind it must go beyond the level of a short term technology
code repeatedly so I could tell my friends about the New of infographics Tony Stark (aka Iron Man) enjoys, but the ‘hit’ if it is to achieve true brand engagement.
Zealand climate, or what we should have been eating likes of Google, Layar and Aurasma are clearly working to One thing is for sure: brands and their agencies are
with this wine. By that time they were on the dessert. provide new interactive experiences and transactions. all going to face plenty of challenges, but also have a
Much as I applaud this exploration of ways to en- But back in the present day, digital applications lot of fun, as we explore this brave new world.
23. THE DRUM JUL.20.12 www.thedrum.com packaging23
01
!
02 03
01 Suremen’s interactive packaging turns deodorant cans
into game controllers 02 Google glasses could herald
the dawn of interactive transactions 03 Taggie, the app
from Niels van Hoof, helps inform children of the origin,
cultivation, variety and nutritional values of fruit and veg
