Field Marketing and Brand Experience Magazine - Spring 2018

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Looking Forward


pring has finally sprung, hopefully we can now put away our thermals for a few months and look forward to a typical erratic British Summer. It’s been an eventful winter at FMBE and I would like to start off this edition of the magazine with a huge thank you to everyone who attended the BE Connected Showroom at Oxo2 in January and congratulate all our BE Connected Finalists. As we have recently celebrated International Women’s Day, it seems fitting to use this issue to highlight the work of the strong women in this industry and keep striving for equality across the field marketing and brand experience sectors.

s ale l d S ting * Fie ke t Mar men * Live Engage 18 omer ring 20 Cust ue 4 Sp Iss e 14 Volum

BE ected n Conners Win aled Reve

Tasteationsort SenFslavour Rep The


Cover: Our editorial team’s Image of the Year from Lidl’s event by CSM Live Smaller pictures: Diarmuid Gavin at BE Connected (by Splento) Poken by GES BelVita sampling by HeyHuman,

1 Open Field 2 FM news 3 Sam Says 4 Retail Execution 6 BE Connected Awards 13 BX News – Taste Special 16 Taste Special – The Incredible Edibles 20 Taste Sensations Award and Future Food Forecast

It also seems fitting to discuss the treatment of the hostesses at the Gentleman’s Club and the swift removal of Grid Girls from Formula One. We know the Field Marketing and Brand Experience agencies recruit specialist staff based on their capabilities and expertise not their sex appeal – and this is true across all disciplines. It is paramount that we as an industry uphold this value and continuously stress the value of best staffing practice. In return, FMBE Awards and Magazine will continuously support and champion the best brand ambassadors across field sales, demonstration, merchandising and experiential. Last year, the female finalists at the Brand Ambassador’s Reception, sponsored by Wave, demonstrated this. We saw Mondelez’s Elsa Dodds, Ferrero’s Emma Hanley, SSE Arena’s Maddie Pearce, The Food Warehouse’s Jean Lowe, and Willow Park’s Laura Landamore battling it out for Brand Ambassador Live and Laura Landamore later joining Tetley’s Caroline Firkins in taking Brand Ambassador of the Year titles at FMBE 2017. By celebrating these role models, whether in sales or experiential, we can show the watching world what the brand ambassador profession truly means as an equal rights employer. Harriet Cramer


Cram Harriet

News and Events Editor FMBE Magazine

Volume 14 Issue 4 Spring 2018

21 Be Connected Awards continued 27 FM Forum 32 Technofield 35 Pastures New – Celebrating Women

36 Celebrating Women – Women in Sport

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Production Publishing Editor Frank Wainwright

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Colouring In Ian Cramer Spring 2018







UFI selects Poken by GES



Angela Crebbin, motorsport commercial & contract manager, “We have been working with Gorilla for a number of years and they have consistently delivered a spectacular series of events around the island. We were happy to award them this two year contract, and we look forward to seeing the 2018 IOM

Poken by GES will deploy its smart exhibition technology at UFI’s major international events, including the European Conference in Verona, and the 85th Global Congress, set to be held this


Gorilla selected for Mayhem Event production company Gorilla Marketing & Events has secured a twoyear deal with the Isle of Man Government Department for Enterprise to produce its TT Mayhem Roadshow, which tours the island during TT week, and provides high energy bike entertainment for TT fans.

UFI, the Global Association of the Exhibition Industry, has chosen GES as its global digital partner to drive attendee engagement at its events in 2018.


TT Mayhem Show.” Gorilla has been working on TT related entertainment since 2014 and has delivered promenade motorbike shows, mountain bike and BMX demonstrations and the ever-present freestyle motocross show. Gorilla managing director, Andy Gregorek, commented, “The Isle of Man TT is an amazing event and the TT Mayhem Roadshow has always been a high point in our event calendar. The whole Gorilla team is delighted that we have secured a further two years and we look forward to seeing everyone in TT week.”

year in St Petersburg on 31 October – 3 November. Kai Hattendorf, managing director/CEO of UFI, said, “We are very happy to continue this digital partnership with GES. The smart exhibition technology that Poken brings to our events combines visitor insight with a more interactive experience for our participants.”

L’Occitane launches Regent Street For the official launch of their first UK Flagship store – L’Occitane invited beauty editors, industry influencers and special guests to experience their new multi-sensory retail space on Regent Street, London. Designed by UXUS, the concept store was created with the vision of producing unique and luxurious experiences that allow customers to explore textures, tastes, sounds, sights, and fragrances, whilst celebrating the brand’s provenance.

At 6,450ft, the store is the company’s largest in the world, spread across two floors and is also home to a Pierre Herme cafe and macaron bar. L’Occitane commissioned The Flash Pack to create the UK’s first permanent multi-camera photo booth installation, the L’Occitane Selfie-Studio. Using complementary materials to tie in with the store, the ‘Selfie Studio’ captures eyecatching 3D content of customers against a Provence-inspired backdrop made up of the brand’s iconic ingredients and foliage. The backdrop will be updated seasonally to reflect the brand’s long-standing connection with nature.

Bee rebrands as Hyphen Boutique experiential agency Bee, part of Cosine Group’s events offering, has rebranded as Hyphen. Luci Beaufort-Dysart, head of live events & experiential at Hyphen comments: “Hyphen creates experiential campaigns and live events for brands including: Merlin, Bumble, Mars Wrigley, Glanbia, LG, Shell and Nestle. Recent activations include painting the town yellow for dating app Bumble, educating consumers on mobile payments for Shell, and capturing students’ attention at Freshers’ week for brands including: McVities and Skittles. The team is currently busy planning an experiential Valentine’s Day installation for Bumble.”


Spring 2018

Luci Beaufort-Dysart, joined Cosine Group in May 2017 from Madame Tussaud’s, where she was senior global brand manager. Before that, she was business development and brand director at experiential and events agency TRO.





DoSam you deploy tactical and promotional activity?

FMBE’s new Events Director is well known to the event. She has worked on the production of the event for 8 years. Here’s KEY FEATURES her look at the event and its future. • GPS Tracking with Location The FMBE Awards identified some real stars in our business, as guests Check-In and Check-Out. embraced the sci-fi themed night with gusto and partied into the early hours. It

As an Event Producer, these awards are particularly close to my heart. I would like to see the value of production, the suppliers, and ambassadors be recognised alongside agencies and clients. Good production and efficient execution are critical to the success of any creative campaign. I have always been very proud to be involved in the campaigns that I have worked on. Going beyond client expectations is rewarding in itself, but I believe these accomplishments, and the partnership between client, agency and supplier, should be embraced and appreciated. We celebrated the BE Connected winners in March at an industry get together where we also enjoyed the thoughts of guest speaker, YouGov’s JoeReview Twyman and Check-in looked ahead to 2018 Start awards categories.

Track and manage staff with TeamHaven. Says….











So what will FMBE 2018 bring? I am excited to Abbotts Langley Budgens 6 was a big celebration and well deserved due to steep competition. progress even more of Street an alliance between the 57 High Langley FMBE Awards andAbbotts its sister awards, BE Connected. WD5 0AF Judging proved to be a challenging task for our expert panel of judges as they Work Day FMBE would like to embrace the passion, saw an increasingly high standard of creativity, new technology and innovations Summary Planner enthusiasm and talent of Check-in all of the people behind across the categories. To win an award at FMBE, you must have excelled, and I 3 11 2017-03-08 14:49 the amazing work we see. This year the date for feel proud to be involved in the production of an awards ceremony that really GPS information: the awards is Thursday 11th October so please means something to win. Good secure it in yourAccuracy: diaries. During the course of this Vacancies Messages Distance: 3840 Metres But, we didn’t want to just reward the agencies and brand-led campaigns. We evening, we will continue to recognise excellence also set out to celebrate the suppliers and brand ambassadors behind their in Field Marketing and BrandOk Experience successful execution. We established the BE Connected Awards to recognise campaigns, but also intend to acknowledge BE the backbone of our industry, and FMBE hosted two successful and wellConnected winners, encouraging their attendance Settings Support attended events at OXO2 to acknowledge these efforts. along side the agencies and the clients that they Directions work hard for. At the Brand Ambassadors Reception, we witnessed enthusiasm, passion and tenacity from shotlisted contenders. The evening saw ‘Staff Supplier of the Year’ agencies battling it Let’s make it a night to feel proud, and celebrate all of the out with live case study presentations, and individual brand ambassadors attempting to woo roving talented people working together judges. behind the brands we love. In January, we hosted our BE Connected Awards Showcase. This exhibition style event enabled Workforce their Directions own devices. tha cannuse delegates to vote for their favourite entries. The showcase provided guests with hands on nSupport s m Settings a i S b b experience, and a stage to hear from the people responsible for the delivery and technology behind Ro T sker some of the most innovative and creative campaigns. Events Director - FMBE Ok

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Spring 2018








M&C Saatchi opens in Jakarta

The network has partnered with Anish Daryani to launch in Indonesia.

Within Southeast Asia, M&C Saatchi Jakarta will complement the existing operations in Malaysia and Singapore. The agency will offer integrated marketing solutions including advertising, digital and social media marketing, mobile marketing, performance marketing, CRM, data analytics, public relations and influencer marketing, sports and entertainment marketing, sponsorships, shopper marketing and retail innovations, among others.

Anish has 15 years of advertising experience in India, Kenya, Nigeria, Vietnam and Indonesia. He has been working in Indonesia for the past 2 years where he’s managed clients including Gudang Garam International, The Body Shop Indonesia, Shell, Lion Wings, Glico Wings and Anish has many awards to his credit; in 2016, he was voted Campaign Asia’s 40 Under 40 advertising and marketing professionals to watch

MWC events appoints Freeman

memorable brand experiences.

Freeman has been named an official approved partner for all Mobile World Congress (MWC) events worldwide, in a new three-year deal with event producer, the GSMA. The agreement will see Freeman act as a recommended agency for the flagship MWC event in Barcelona beginning in 2019. The company will have the opportunity to apply its creative and strategy expertise and work with exhibitors as their preferred creative agency and stand builder, helping them to design, plan and deliver the most

Freeman has also been appointed general exhibition contractor for MWC Americas starting in 2018, where it will provide audio visual (AV) services – including exhibit floor AV, AV for conference programmes and support on production. At MWC Shanghai, Freeman will provide design and management services for the Innovation City, a central exhibition feature that showcases how mobile technology impacts virtually every aspect of life in a variety of vertical sectors. Freeman’s work at MWC Shanghai will begin in 2019

Retail Execution news



McCurrach Development Director, Gordon Neil shares his insight into the stark differences between the UK and Ireland FMCG retail market, and gives us some tips on how he thinks both field marketing agencies and suppliers should think about Ireland. “I thought it would be good to talk about retail execution in Ireland because, given that I operate across both markets I’m often asked if a similar approach can be applied. Often I find that people are under the misapprehension that the retail markets in both regions are very similar, but that’s just not the case in my experience. In fact, I’d go as far as to say that they’re entirely different and small similarities are few and far between, with the notable exception of some recognisable retailer brands. So why the big difference? For a start, in general the Irish retailers are far more entrepreneurial. This may not be surprising if you know that the market has a high proportion of franchise and independent retail, but likewise a significant part of the retail market is also comprised of ‘multiples’. Their ability to change tack rapidly is streets ahead of the UK, which is great when you’re seeking to go the extra mile in-store, however, there is a downside for manufacturers as well.

Mercedes-Benz Vans’ lifestyle store Mercedes-Benz Vans UK Ltd has asked TRO to deliver its first ever lifestyle retail outlet. Set within Manchester’s Intu Trafford Centre, the Pop-Up Store showcases luxury pickup, the new X-Class – in addition to a Vito and a Marco Polo campervan. The store features interactive touch screens, enabling customers to find their ideal Mercedes-Benz Van, a


This lies in the fact that the combination of the retail model and entrepreneurial spirit makes it much harder to achieve consistent virtual reality surfing simulator and lifestyle brand execution across the market. Our insights really demonstrate merchandise will be on display to browse. the scale of the gap, and the opportunity. For example, promotional Kids will be kept entertained with a compliance, hovers around the 75% mark in Ireland - whilst a children’s activity area and goodie bag comparable figure in the UK would be over 90%. It’s also worth noting competitions. that this level of execution is after field sales teams have pre-sold and Kiara Blenkinsop, account director at TRO, intervened in-store. You may recall I wrote previously about said: “We’re delighted to be working with compliance levels in the UK as being circa 50% for off-gondola Mercedes-Benz Vans and loved creating a promotions that had no field intervention, so you can imagine how striking retail environment to reach a diversified demographic. Taking inspiration potentially large this gap could be. The numbers look similar when we from customers’ active lifestyles and varied look at speed of implementation. For NPD and range reviews, Ireland vocations, our designers executed a sleek runs at an implementation level that’s 15% lower than the UK on yet industrial space, and we’re excited to average. see the impact the store creates.”

It’s obvious that field sales plays a vital role in driving execution in Ireland; and I’d even go as far as to say that I think this is even more critical in Ireland than it is in the UK, given the structure of the market, the size of the execution gap and the entrepreneurial nature of the retailers. One thing is for certain… a one size fits all approach won’t work when it comes to retail execution in the UK and Ireland markets. Don’t be fooled into thinking that because it’s a market within touching distance of the UK it must be similar; that couldn’t be further from the truth. Spring 2018

Proud Winners

Field Marketing

Agency of the Year Massive thanks to all our clients and staff for making this possible.

A winning partnership to boost your sales We work in partnership with our clients to activate sales and deliver retail excellence. We do this through empowering our Field Sales teams with clear objectives, sense of purpose and effective technology and measure our success by evaluating the return on investment.

Contact us to today to find out how we can boost your sales! Contact David Louis on or call 07973 220347 for a chat.


Your sales, our business Spring 2018


Engagement App of the Year

What did the judges especially like about the entry The judges were impressed with Holovis’s creative execution of a common problem faced by theme parks, how do we fill the time The Engagement App category split our judges and visitors into camps – those between experiences? Holovis were challenged with entertaining who buy Field Marketing services and those who buy experiential – so we have loyal customers and engaging them during flat time, including split the award into Experiential and Field accordingly. waiting in queues for popular attractions. Holovis created immersive touch points which engaged customers in a relevant way while they waited in line. The results, including the implementation of the VR in merchandise at the store, really demonstrated that Holovis Gold Winner – Holovis – Cedar Fair brought Cedar Fair’s venue to life through story telling. The judges were impressed that the app could be used by the park to direct the Silver Winner – TRO Retail – Vans flow of traffic around the site, taking people past underutilised food The category also saw detailed scoring and feedback from brands and consultants for a raft of potential and beverage areas to encourage increased spend or linking in with real-time queue line data to keep waiting times as short as possible. clients including Britvic, ASOS, Turtle Island, Polaroid and BMW. A great addition to what was already a fantastic app. The Holovis and TRO Retail campaigns are universally loved, and were certainly brought to life by getting a hands-on experience of them at the Oxo2 Showroom. Comments for silver winner TRO with Vans showed that the use of Augmented Reality at retail could drive a dynamic effect with loyal shoppers. TRO’s mission was to educate consumers on Vans’ new products and help them to understand why the range was more expensive and the quality it could offer.


The agency produced an augmented reality app-based campaign, spanning 28 stores in seven countries. Using trigger stickers around the Vans’ stores, customers could access augmented reality imaging on their phones, themed around the winter clothing line. Featuring animated images of different weather conditions, each trigger sticker also gave customers the chance to find out more about specific products and learn about the brand. Throughout the campaign the app was downloaded a total of 4,203 times, with more than 2000 tag activations, impressive results over a fortnight. A campaign very deserving of silver. What stood out about the winning campaign Holovis went into the finals with a lead which they extended at the event simply because the app had such comprehensive engagement built into it and showed creative thinking that brands in either goods or services could empathise with. Holovis created an app to be used around King’s Dominion theme park. The app used mixed reality storytelling and digitally augmented place-making to produce a personalised immersive experience for the guest.

Image of the Year Category Winner


Spring 2018

Team in Action Editorial Team Award

Holovis at the BE Connected Showroom

Everything Creme Egg about - MKTG this - The picture contrast shouts between engaged. theThis vibrant picture egg shows and thehow serene agency Loch CSM Ness Livemakes has taken for a the stunning simplevisual. premise Theof photographer a football has capturedfor competition theLidl hardand teamwork injected that it with goes emotional on behind energy. the scenes We feel before that this suchphoto a big,showcases ambitious and whatdramatic our industry reveal. is all about – creating moments of immersion and focus. That’s why we also chose this shot for the front cover this issue

BE Connected winners in pictures

(by Aniseed Photo)

The BE Connected Winners celebration and networking event was held on Tuesday 13th March at the Woodman, Highgate. The event was a superb neworker featuring many senior VIPS from the FMBE industry. Holovis, Instore and Hammerson win gold

CSM Live, King’s Cross with SpaceandPeople and Wasserman win gold

Image of the Year wins for MKTG, Circle and JC Decaux

Spring 2018


Engagement App Development of the Year (Field Marketing) Gold Winner – Instore Field Marketing, What’s In Store Silver Winner – Retail Marketing Group – RMG Loop

while in return the retailer is incentivised for each response. The 1-click access to a survey from a text message takes no longer than 60 seconds to complete. The technology is a low cost, intuitive system-led solution, which enables instant data or images to be captured from anywhere as long as smart phone technology is in use.

This was a really close call, through both stages of judging, with the two finalists separated by a couple of judge’s votes at the end. The judging split was very industry specific too, so FMCG brands loved What’s In Store? and consumer electronics brands showed allegiance to RMG Loop – although both groups accepted that there were learnings to take away from either.

What did the judges especially like about the entry The judges were impressed by the apps offering, commenting on its 7 day a week access, low cost, visibility of wider displays and live reporting. As a bonus, What’s In Store has been proven to have halo benefits, retailers taking part would make the displays of specific products look their best, resulting in proven increased sales. This helped secure the gold award for this category.

Instore Field Marketing at the BE Connected Showroom

What stood out about the winning campaign What’s In Store? unlocks previously untapped potential that lies within retailers. Their solution offers a unique insight-driven real-time opportunity discovery tool for publishers, suppliers and independent retailers. Being a member of What’s In Store, the retailer agrees to participate in this simple ‘1 click’ solution enabling suppliers to ask questions or request pictures

Image of the Year Category Winner


Spring 2018

Team in Action Creme Egg - MKTG - The contrast between the vibrant egg and the serene Loch Ness makes for a stunning visual. The photographer has captured the hard teamwork that goes on behind the scenes before such a big, ambitious and dramatic reveal.

Photo Splento

Both teams were commended on their presenting skills at Oxo2, the live event really helped delegates to get to grips with these two innovative advances that had complex stories to tell. Revium – RMG Loop, a deep dive employee engagement app, impressed judges and scooped silver. In the short space of twelve months, RMG designed, built, tested and launched Loop, compatible with iOS, Android and Web. An app for the staff, who’s average age is 29, Loop’s objective was to bring their team closer together, increase engagement, unlock peer recognition and boost communication across a large, remotely based workforce. Loops stats are impressive, 1000 active users and nearly 13,000 logins since launch, an increase in satisfaction levels by +12% (to 82%) and an increase in communication satisfaction levels (+20%) moving from 3 stars to 4 stars.




Holovis Spring 2018


Camera Crew of the Year (Social Impact)

At our Showroom event, The Flash Pack were successful in convincing a number of client and agency judges that the technology they have invested in has been brought to bear for successful engagement to meet the needs of a number of different campaign briefs.

The Challenge for the Trophy

What the judges especially liked about the entry The Flash Pack’s Freezus Curve, Bullet Rig and fully customisable gif booth have delivered engaging photographic experiences to many events and have made generating content easily accessible. The Flash Pack’s rapid growth from a photographic solutions provider to a 360 fullservice studio over the course of five years was recognised by our judges and event visitors – and snapped them the Gold trophy.

Gold Winner -The Flash Pack – Freezus Curve Silver Winner Social – Pictures Experience – Britvic

At a time when content is streamed, documented and instagrammed live, engaging photographic opportunities can be make or break for an experience.

What stood out about the winning campaign. The Flash Pack scooped gold with a demonstration of technologies used to fit the requirements of some exacting brands. Working with brands including Jack Wills, ASOS, GQ and Pernod Ricard, The Flash Pack have an extensive repertoire of innovative moment capturing kit that can be applied to a large range of briefs, as witnessed by many judges at Oxo2.

Image of the Year Category Winner


Spring 2018

Strike a Pose!

The Flash Pack at the BE Connected Showroom

Thrilled with the results, this happy lady shows off her subtly branded manicure to the camera, and perfectly matched to the pink and purple branding behind her. This Lucozade and Missguided roadshow delivered a number of compelling images – a credit to the event presentation skills of agency TRO.

Photo Splento

For event capture, the teams behind the images can be functional and technologically skilled, or, like our winners, functional, technologically skilled and creatively inspiring, building social impact with relevance that allows the images to work for more than likes and shares. Pictures Experience delivered a photo activation set up for Britvic lemonade brand R Whites consisting of green screen, camera equipment and, most importantly, its own proprietary photo branding app, which instantly adds branded graphics to each photo. This engaged students who bravely clambered aboard a penny- farthing prop that the Picture’s Experience team suggested to its client. Pictures Experience’s online gallery made the pictures easy to share on many social media platforms resulting in high levels of content engagement.





For more information call Torie on 01832 733460 or visit @mobileprom Spring 2018


Image of the Year Category Winner


Spring 2018

Star Performer

Visitors to the gallery at the BE Connected Showroom (supported by Hammerson Engage) loved this. The gamer in this photograph could not be more thoroughly immersed in the PlayStation experience and the photographer has gone unnoticed. We like the way that the picture conveys feelings of focus and delight as Batman watches over him. The event was created by The Circle Agency

B X N e w s - Taste S p e c i a l

Snickers enlists Promohire

Following on from the success of last year’s ‘You’re Forgetful When You’re Hungry’ Valentine’s Day campaign, Snickers and agency AMV BBDO created another experiential stunt for forgetful consumers. Snickers came to the rescue, once again, saving those who had forgotten to reserve a table for their loved one that evening. Promohire was commissioned to deliver an iconic H-Van to be part of this activation, fully branded with the

campaign messaging.

On February 14th, Snickers parked the bespoke Valentines Van on a busy Shoreditch High Street, asking the question ‘Need a table for tonight?’. Passers-by were invited to take a reservations card which would be their golden ticket to reserve a romantic table for 2 at the exclusive restaurant created with AMV Live of AMV BBDO ‘Oublié’ – meaning ‘forgotten’ in French.

belVita brings Good Mornings Breakfast biscuits brand, belVita, brought breakfast and music to commuters at Charing Cross station in London as part of its ‘Good Mornings’ campaign. The music came from a bright yellow piano played by a professional pianist. The campaign was created by HeyHuman and toured several train stations.

Liz Richardson, managing partner at HeyHuman, comments: “Good Mornings highlights belVita’s aim to brighten up people’s day by providing a modern breakfast solution which can be enjoyed on-the-go, filled with slow release energy to keep everyone feeling good all morning!”

Gin Giveaways to Londoners

Following a month of strikes, delays and another spike in train fares, Gordon’s Gin launched a service that rewards delayed rail passengers with either a half price or a free Gin & Tonic. The service – called #YayDelay – uses an intelligent algorithm to monitor realtime train delays and tweets containing #YayDelay in order to unlock half price or free Gordon’s London Dry Gin & Tonic’s for commuters. Passengers travelling through London Waterloo could check the yaydelay website to see if the volume of train delays and tweets triggered a free G&T. Vouchers could be claimed online and redeemed at The Beer House within the station. Agency, The Romans, were behind the activation. In a separate activation, BrewDog backed craft distiller, LoneWolf, installed a free gin and tonic vending machine in London to give the capital’s gin fans a chance to toast the end of Dry January. The vending machine dispensed cans of LoneWolf’s signature gin and tonic on the 23rd and 24th January. Londoners received their free token for the LoneWolf vending machine by tweeting #TheWolfOfOldStreet. This activity was supported by Manifest London

IE and DFDS go Dutch DFDS Seaways took over Monument Metro over the last weekend in January, teaming up with Independent Events, to transform the Metro station into an immersive Amsterdam experience.

very own giant clog, available for photo opportunities with the public.

Traditional stalls housed the finest Dutch gouda and edam from Amsterdam, along with stroopwafels baked and directly imported from the Dutch capital which were distributed to the many visitors at one of Newcastle’s busiest Metro Stations. The walls of the station were transformed into Dutch buildings to give a truly immersive feel alongside DFDS’

Why? Because finding someone that aligns with the personality and ethos of your brand and products is the key to success, and boy do we know it.

We’ll find you brand ambassadors that add the fire to your work.

Find out more at: @experience_wave


Wave_Agency Spring 2018

FMBE Quarter page ad Firework.indd 1


13/11/2017 11:43:13

Seedlip and Kru Live go dry

Creme Egg Camp in Shoreditch To celebrate the return of Cadbury Creme Egg Hunting Season, Cadbury launched Creme Egg Camp – an immersive haven for all Cadbury Creme Egg lovers. The camp is open for five weeks from 19th January 2018 in Old Street, London. On arrival, ‘campers’ discovered there was more to the secret woodland hideaway than meets the eye. A narrow path led them into a forest complete with mysterious tree house, to help them get a better view of all the Cadbury Creme Egg delights. Campers hunted down the rare white chocolate Cadbury Creme Egg, hidden amongst the depths of the camp wilderness. The hot spot of the Creme Egg Camp was the Campfire Kitchen – where Cadbury Creme Egg dishes were made for hungry campers including: Gooey Creme Egg Cookies, Creme Egg Toastie, Creme Egg Fongoo, Woodland Waffles, Creme Egg Hunters’ Hot Chocolate and Georgia’s Goo-tastic Creme Egg Cake. Tickets were available online and sold out. The event PR was handled by Golin.

Non-alcoholic spirit brand, Seedlip, partnered with Kru Live to encourage Londoners to sample their range, coordinated to align with the Dry January trend. The team at Kru Live delivered 30,000 samples of Seedlip Spice 94 and Garden 108 accompanied by giant wicker statues of the brand’s striking Fox and Hare,

designed and built by Tom Hare during Dry January. A bespoke casting and training was developed in collaboration with Seedlip and carried out at Kru’s training studio ensured all teams selected by Kru Live were fully aligned with brand messaging and values and prepared with intricate product knowledge.

The Kraken invites guests to The Darkest Hotel The Kraken Black Spiced Rum crafted the world’s darkest “hotel” – a unique ‘rumantic’ Love Lair draped in black upon black, furnished with imposing midnight décor for couples seeking a wholly particular experience. Set deep in the depths of the English countryside, The Kraken Black Spiced Rum offered a unique romantic sanctuary, dedicated to the dark, located under one of Britain’s blackest skies. Positioned in Northamptonshire, one of the darkest parts of the country.

The Love Lair was decked out with everything a couple needs for the perfect Valentine’s – complete with a fireplace, mini bar, outside decking and luxury throws. The Lair hosted guests during the Valentine’s week between 7th to 14th February. Cow PR delivered the Love Lair from Kraken. The event was supported before Valentine’s Day with an in bar competition tour staffed by Hel’s Angels, who have supported Kraken brand owner, Proximo, on many experiential events.

Greggs hosts Valentine’s dining experience On Valentine’s Day, food-on-the-go retailer Greggs teamed up with OpenTable to open its doors for couples to enjoy a romantic, candlelit dinner in its shops for the very first time. Selected shops were transformed into restaurants designed for romance, complete with mood lighting and music, roses, candelabras and white linen tablecloths. Instead of ordering at the till, diners will be waited on at their own tables in the retailer’s first ‘fine dining’ experience, while classical music plays in the background. Billed as the ultimate Valentine’s treat for any Greggs fan, the one-night-only menu will be made entirely from Greggs’ food given a special Valentine’s twist. Adrian Valeriano, VP EMEA, OpenTable, comments; “We are really excited to be working with Greggs to deliver reservations for this unique Valentine’s dining experience. For fans of Greggs this is a one night only occasion and we didn’t want to miss out on the chance to help romance blossom on this exclusive evening.” Agency Taylor Herring were behind the romantic event.


Spring 2018

I’ll watch what they’re watching.

Share the experience.

Spring 2018


Recently seen at intu… In a UK first, Mercedes Vans opened a 6 week pop up shop at intu Trafford Centre Manchester with TRO. An army of Storm Troopers arrived in Mercedes vans before performing on intu Trafford Centre’s stage to generate PR buzz at the launch of this fantastic activation.

Nintendo Switch worked with The Field to bring a highly interactive experience to 11 intu centres during Q4 2017. The experience gave thousands of customers the chance to try the fabulous Mario Kart and 1-2-Switch titles.

The Incredible Edibles Harriet Cramer caught up with some of the food wizards who can enshrine experience on the palate. Humans have an emotional connection with taste. If food were merely the sustenance we need to survive, we would not be so inclined to use it as a platform to treat ourselves, indulge our loved ones and celebrate. Brands hone in on our relationship with taste and flavour to shock, surprise, delight and connect with their audience, just turn to our news pages this issue for a round-up of recent examples. The entries to this year’s BE Connected Taste Sensation award all proved that cooking up an event where food and drink take centre stage can be the perfect way to engage with all five of our senses and truly immerse us in a brand and leave a positive lasting impression. As taste has taken centre stage so a greater degree of expertise is called upon. To follow the trend, I spoke with these fine food and drink maestros. Melanie Goldsmith, MD, Smith and Sinclair – Smith and Sinclair combine theatre and food to curate experiences for partners including Google and Topshop, as well as being the genius behind alcoholic pastilles and edible cocktails. Brad Smith, Founder, Whipsmiths – The wonderful Whipsmiths contraption brings nitrogen ice cream and flavour vapour to events – creating personalised ice cream while you wait. This and also their Kraken vapour was enjoyed by judges at our BE Connected Showroom in January. Meredith O’Shaughnessy, CEO & Wizard, The Meredith Collective – Creator of Ohlala macaroons, Pop-Up Queen Meredith works with brands including Whirlpool and Vivienne Westwood to bring creative and culinary delights to their guests. Emma Thomas AKA Miss Cakehead, is the brains behind some of the most talked about foodie stunts we have seen. The experiential PR specialist boasts impressive credentials for her edible artworks including work with Twiglets, Kraken and Fox.

Why does taste play such an important role in experiential campaigns?

Samsung’s eye-catching installation popped up at intu Eldon Square, intu Trafford Centre, intu Victoria Centre and intu Braehead in Q4 last year, showcasing an incredible array of technology. intu Experiences worked with Location Live to bring this to life at these regional super-centres.

Melanie Goldsmith - If a campaign can engage any isolated sense to a heightened level the experience will have a longer lasting effect on the memory. Taste is, to us, a fun one to play with as we rarely push our taste profiles to the limits. We often rely on sight and sound (through traditional models of

marketing.) When we produce experiential campaigns, what we’re always prioritising is a sense of awe and a reaction to the unknown, which we rarely get as adults and taste is a surefire way to provoke this reaction. Meredith O’Shaughnessy - An experiential event is one that is an experience, defined as “an event or occurrence which leaves an impression t

Coca Cola brought their Christmas truck to our destinations in Manchester, Bristol, Newcastle and Essex last Christmas, giving thousands of shoppers the chance to take selfies and project messages onto the iconic vehicle. intu were delighted to work with Haygarth who brought this to more of our sites than ever before. @intugroup 16

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Vaping and instant ice cream from Whipsmiths at BE Connected


Sony Playstation worked with Circle Agency to create an immersive experience for intu’s shoppers at intu Victoria Centre (Nottingham), intu Milton Keynes, Manchester Arndale, intu Eldon Square (Newcastle) and intu Braehead (Glasgow). Shoppers had the chance to try a variety of exciting titles including GT Sport VR and Superhot VR.

Reach over 1 million customers every day intu Braehead

intu Metrocentre

intu Eldon Square

Manchester Arndale

intu Trafford Centre

intu Victoria Centre

intu Potteries

intu Broadmarsh

intu Derby

intu Chapelfield

intu Merry Hill

intu Milton Keynes

330,000 weekly footfall 63% ABC1, 74% female Largest exp. space: 10m x 9m

660,000 weekly footfall 60% ABC1, 74% female Largest exp. space: 8m x 5m

600,000 weekly footfall 72% ABC1, 67% female Largest exp. space: 13m x 5m

215,000 weekly footfall 35% ABC1, 66% female Largest exp. space: 6m x 5m

465,000 weekly footfall 50% ABC1, 70% female Largest exp. space: 10m x 9m

425,000 weekly footfall 42% ABC1, 75% female Largest exp. space: 22m x 12m

The Mall at Cribbs Causeway

405,000 weekly footfall 56% ABC1, 79% female Largest exp. space: 16m x 13m

800,000 weekly footfall 51% ABC1, 61% female Largest exp. space: 15m x 7.5m

465,000 weekly footfall 58% ABC1, 74% female Largest exp. space: 10m x 10m

270,000 weekly footfall 44% ABC1, 73% female Largest exp. space: 24m x 16m

215,000 weekly footfall 60% ABC1, 61% female Largest exp. space: 20m x 10m

330,000 weekly footfall 71% ABC1, 76% female Largest 11m x 5m

intu Lakeside

230,000 weekly footfall 73% ABC1, 73% female

500,000 weekly footfall 69% ABC1, 67% female Largest exp. space: 18m x 13m

intu Watford

intu Uxbridge

300,000 weekly footfall 88% ABC1, 72% female Largest exp. space: 12.5m x 5m

230,000 weekly footfall 62% ABC1, 66% female Largest exp. space: 4m x 4m

Call intu Experiences on 020 7887 7046 Sources: CACI Q4 peak survey 2015, intu properties plc

Spring 2018



them of some senses to heighten their experience. this is where we have a lot of fun playing.

on someone.” The most effective way to do this is to take into account all five senses. By including a food element in an event, you are automatically engaging people with taste, smell and sight and creating a lasting emotional interaction with your brand. By using taste, you can add an additional layer of creativity and spark to your campaign that will resonate with people in a very visceral way. With so many benefits it’s surprising brands don’t harness the benefit of exciting food and taste experiences in their events more often.

Emma Thomas - Yes. So many see it as an easy consumer win. However, as these events increase, I also see a decrease in attention to detail. Agencies are not doing taste or food led stunts because they passionately believe in it, but because they see it as an easy win. As a result, things are not being thought out, press nights run out of food and the innovative food and drink promised in press releases end up being something you could eat every day.

Emma Thomas - Taste immediately provides a direct link between the consumer and the product, the act of placing something in your mouth, eating something given to you is the ultimate act of trust.

Smith and Sinclair testing and perfecting

Brad Smith - Taste combines all of the five human senses to create a super sense. The sight of a beautiful dish induces curiosity and excitement, smells stimulate receptors in the brain and body which prepares us for digestion. How a food feels has an effect on the experience and taste. It’s not just the tongue that experiences taste, it’s the entire body.

Any advice for brands wishing to bring a tasty element to their next marketing campaign? Melanie Goldsmith - We always advise that brands have a very clear end goal when considering a live experience campaign as it’s so easy to think big when you’ve got specific objectives in mind. It’s where this creativity sits that brands get most excited as we can guarantee some level of tracked return on their investment. Make your objectives channelled, be open to the amazing and be committed to see it through to the end as from every good experience can come an opportunity for longer consumer engagement.

What has been an exciting branded campaign or event that you have worked on? Emma Thomas - I created burgers which replicated the taste of human flesh to promote The Walking Dead for Fox International Channels. I researched every instance of cannibalism and took detailed notes as to what was said about the taste of human flesh. I then worked with a chef in bringing this to life. For example, bone marrow was used to add the crunch which was recorded by many. The Human Butchery which sold meat in the shape of human limbs - to promote Resident Evil 6 - was also a very exciting project. Brad Smith - One of the most exciting for us was the MAC pastel make-up campaign in 2016. Commissioned by Andy Hillman Studios, we created the multicoloured, layered ice cream cones matching the exact colour pantones of that year’s range of makeup. A professional sculptor was hired to help create each sample that was made from real cream and ingredients so they were edible for the models to take a bite if requested. This campaign was shown on billboards and digital media worldwide. Melanie Goldsmith - We recently worked on the relaunch of Schweppes’ new bottle and brand. To educate consumers on Schweppes being the most carbonated tonic on the market, we created a cocktail experiment where guests could ‘make their own bubbles’ using a spherification process. We wanted to give the same level of education a child would experience somewhere like the Science Museum, whilst elevating the sense of play and choice. Guests could select their flavour


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Meredith O’Shaughnessy - I hope so, because that’s what we do best. It’s about finding an agency or producer that has an incredibly high attention to detail and isn’t afraid to take chances. Having a background in hospitality has certainly helped, meaning we can really push the boundaries of people’s ideas that little bit further.

Meat sculpture by Miss Cakehead

Brad Smith - The aesthetic of a dish is as important as the taste. An impressive food display will increase anticipation and overall experience. Draw in crowds with some theatre; create an audience by giving them something to watch. Surprise with unexpected flavours and textures. Do something interactive and give choices. Or simply hire us!

of bubble, use the equipment to make the products, then infuse it into a Schweppes G + T, giving each guest a bespoke taste. Meredith O’Shaughnessy - We have included taste in many of our most successful campaigns and events, whether it be a fun add on designed to delight, such as creating gin toothpaste for a character to hand out in our ‘Keeping Up with the Jones’ event or having guests walk into a full-sized Whirlpool dishwasher and be handed a macaron made in the shape of a dishwasher tablet. Some events are completely built around dining experiences such as the AvoPopUp, the world’s first avocado only restaurant. Wherever possible, we encourage people to have fun with food and use it to

complement and enhance the brand messages. Do you expect to see an increase in multi-sensory branded events? Brad Smith - Of course, it’s becoming more recognised that a taste experience can be as effective, if not more so, than physical or single-sensory activity. Melanie Goldsmith - All events should engage more than one sense, otherwise you might as well stay inside. What we find is brands always want to ‘push consumers to the limits’ but get scared by provocation and true innovation. Where we like to sit is in this world of exploration - inviting our consumers in to be a part of the experience, showing ‘anything is possible’ and of course engaging their senses or even stripping

Meredith O’Shaughnessy - Hire us! And if you don’t hire us hire someone who has a proved track record of creating experiences that you would personally chose to pay to go to. Those are the ones that live on in people’s mind. Creating fully experiential campaigns might cost that little bit more but people will be talking about them and your brand for years to come. Emma Thomas - Work with people who are used to working with food and are experts in this field. It is not as easy as it looks. Don’t always fall for WOW but ensure that promised ideas can be delivered. Work with PR / advertising food experts rather than just reaching out to existing food providers. Creating food & drink PR is a very different skill set to providing food for normal day to day service. Shop around and allow for a detailed research and development period.

To receive your free Ocean Hero water bottle & our 2018 catalogues simply email

Join the growing band of heroes... To date we have sent bottles to over 300 of our customers, we’re aiming to break 1000. That’s a lot of plastic bottles that can’t make their way into our oceans. Refill not Landfill.

Spring 2018


Taste Sensation of the Year Winning silver, Hope&Glory’s immersive restaurant brought the Ikea DIY ethos to life, applying the make it yourself furniture concept to food. The experience saw members of the public take over a specially created restaurant – all created using Ikea furniture. A group of up to 20 members of the public would come and cook together, under the supervision of a chef, to highlight that people are the best ingredient. Hope&Glory created two retail spaces within the flatpack dining activation. First, a miniature marketplace where visitors could buy a selection of the Ikea food and kitchen ranges. Second, Ikea’s first (and only) Meatball Café – serving the brand’s iconic dish outside a store for the first time. The 8,000 square -meter space in London’s Shoreditch also included a presentation theatre where renowned foodie influencers treated visitors to ‘Food for thought’ talks. The event gained nationwide coverage leading to its sell out success. in total there were 23,196 visitors to the space – with over 300 visiting the DIY Restaurant which received 5,000 bookings for 40 slots. The Dining Club website saw over 50,000 visitors book places at the DIY Restaurant, watch videos of the Food for Thought talks or read about the event. What’s more, the Meatball Café and retail space sold products totalling £164,000 over the course of the three-week run.

What stood out about the winning campaign. ‘The Grand Journey’ is a multi-sensory theatrical culinary experience that explored the history of the gin. This was a fantastic event that fully immersed the guests in the brand. The cast of characters, spectacular audio visual, delectable food and uplifting narrative earnt this campaign another Gold award. The Showroom offered a superb platform for bringing a flavour of this event to life, as Wasserman’s cut down carriage from the tour captured the quality and authenticity of the technology and storytelling that brought the gin and its taste to evocative life. What the Judges especially liked about the entry Wasserman brought The Laverstoke Express to six countries. Each event sold out, with outstanding press coverage globally, exceeding the clients’ expectations and delivering Wasserman at the BE an experience that received Connected Showroom impeccable feedback and brilliant footage. Judges unanimously agreed that this is a true demonstration of a fully immersive brand experience and should be hailed as such. Wasserman played with all five senses, focusing on taste, to entertain and educate on the rich heritage of the brand and bring it life in a new and exciting way. Bombay Sapphire had high expectations for ROI and Wasserman delivered. Results showed that 61% of guests consumed Bombay Sapphire in the three weeks post event (smashing the target of 50%.) 41%, against at target of 30%, purchased a bottle afterwards.

Photo Splento

Imminent Future of Food n peer-to-peer eating will see diners use Uber-style interfaces to eat at each other’s houses

Bompas & Parr the makers and curators of some of the most headline grabbing taste events, has released its first annual report into the future of food. The Imminent Future of Food report constitutes the first official forward-looking predictions the studio has made into eating and drinking and comes with the authority of a decade spent at the forefront of food and drink culture.

Sam Bompas, director of Bompas & Parr, said: “Your dream dinner party with the Maquis de Sade, William Shakespeare and your favourite film star or singer is about to become reality thanks to advances in artificial intelligence and mixed reality; our always-on culture and insatiable thirst for something new will see us book in to a new breed of ‘restaurants’ at strangers’ homes; and we’ll fast for weeks at a time: these are the realities of the new food environment.

n dining with your food and drink, cultural or literary heroes will soon become possible even if they died centuries ago n fasting will become a prevailing dieting trend n African tastes, flavours and hospitality styles will become one of the leading culinary influences

Photo Bompas & Parr

n communal eating will drive technological advances to bring artificial intelligence to the dining table


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The report is easily found via the white face picture on the website.

Photo Alexandra Constantinides

In particular it signals how:

“Now that we have a decade of experience as an agency with a reputation at the cutting edge of food, drink and experience design, it’s a natural next step for us to produce a report of this kind.”

Photo Ann Charlott Ommedal

The report makes predictions for how our drinking and dining culture will adapt as it responds to changing global culinary influences, technological changes, scientific advancements and wider cultural movements.

Photo Donal Murphy

Food Trends Report, 2018

Creative Technology Award Gold Winner – REWIND – Welsh National Opera Silver Winner – 4D Design – Abbott The entries for this category showcased the innovative technological creativity that this industry has to offer. This category saw an exciting array of new technologies being implemented to engage a wide range of different clients with their target audience. Judges attending the BE Connected Showroom at Oxo2 were lucky enough to experience some of this tech first hand which helped move a difficult judging process forward. Abbott, a pharmaceutical healthcare company, wanted a way to visualise their latest research around the theme of growth at The RCPCH global conference. 4D’s solution used sunflowers to pull all elements of the design together as a central focus point to depict this message, through both physical and digital means. The aim was to showcase Abbott’s research without being too clinical and appeal to children as well. 4D used digital sunflowers to highlight the theme of growth and ensure Abbott would stand out from the other exhibitors. The digital flowers appeared to magically grow throughout the day. The gamification element was provided using a touch surface where product information was provided through a quiz and educational-style messaging. 4D Design replicated elements of the sunflower activity and showcased it to judges at BE Connected Showroom.

and the Magic Flute. The experience brought the theatrical productions to life with interactive elements. What the judges especially liked about the entry The Magic Flute engaged the audience and allowed them to play with and tame the animals, which the judges who trialled the headset experience agreed was an excellent touch and a brilliant way to bring opera to the forefront of the younger generations mind. Making opera relevant and using VR to make it more accessible to a younger audience was a difficult brief but Rewind rose to the challenge without blowing a big tech budget. Judges were impressed with the execution of the experience and commented on its ease of use and meticulous attention to detail. Rewind at the BE Connected Showroom

Camera Crew of the Year (CONTENT) Gold Winner – CSM Live – More Th>n Camera Crew was split into two categories as two gold winners both excelled in very different ways, one with exclusive content as focus, one with equipment + content creation. CSM’s work with More Th>n is comedy gold and deserves a fitting accolade and we are pleased to present it with one. CSM Live’s aim was to create a dog, cat and family friendly free event and generate shareable pet content from it. The content was to be enjoyed by millions online whilst delivering the important message that we should be spending more time with our pets for their mental health. The concept for Bark in the Park was simple – if dogs and cats ran pet shows, what would they want? Car Window Endurance, Freestyle Frisbee Catch, Most Excited Welcome Home, Professional Post Shredding, Best Beg and Freestyle Flowerbed Dig generated enthusiastic and energetic content for the dog lovers. In a separate building, cats nonchalantly battled it out in competitions such as Ornamental Knock Down, Marathon Stare-Off, Sofa Scratch-Down and 10m Box Slide.

Photo Splento

What stood out about the winning campaign Rewind used virtual reality to deliver a fully interactive and immersive experience suitable for people of all ages and abilities for client Welsh National Opera. The Rewind team created an eight-minute touring virtual experience set in a shipping container. Rewind used motion capture, animation, music and technology to create a new artistic expression of classical opera, bringing it to a new audience, one that would not necessarily have shown an interest in opera previously as well as connecting with existing opera fans. Rewind used the Houdini software program to create the content and Google’s Daydream headset to deliver it. The virtual reality experience transported guests to a musical wonderland where they were immersed in the world of Madame Butterfly had a full festival feel by organising trade stalls at the event, such as food trucks, Retired Greyhounds and balloon modellers to keep guests entertained throughout the day. Nevertheless, this was a content-led event that required outstanding images and video taken from the live environment, with dogs and cats as stars, a real challenge. Bark in the Park’s video was well served at the Showroom as, when exhibited, it is to see why it boasts astounding results. 284,000 viewers tuned in to the Facebook live videos, a Facebook engagement rate of 24.81% against the 10% industry average and a staggering number of Youtube views, just under 1 million, at time of entry. CSM Live at the BE Connected Showroom

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What the judges especially liked about the entry CSM Live and sister agency, VCCP were keen to create the content without impairing the experience for event guests and their pets. It was important that Bark in the Park visitors had an enjoyable experience. To do this, CSM Live ensured the event Spring 2018


Art at Work Award In this category, the two leading works of art pre-event stayed ahead at the live event and few could argue with the meticulous quality of the builds. This category saw incredible entries which highlighted what a creative and talented industry we are in. We were treated to clever concepts and stunning visuals which were a treat to peruse. Energy’s work with Rolls Royce really was a piece of art. The immersive dark and edgy rose garden at Goodwood FOS brought RRMC’s alter ego – Black Badge – to a younger audience, as it spirited them away from the show. Attendees to BE Connected showroom could see the visuals on display and ascertain for themselves why this won silver at BE Connected. This also won Gold at FMBE Awards in October in a category where the accountability of the stand was closely analysed. What stood out about the winning campaign Renowned landscape gardener, Diarmuid Gavin, wished to replicate what he

Image of the Year Category Winner


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Amazing Displays

produced for the RHS & Chelsea Flower show and to immerse shoppers, retailers and other business and community stakeholders in his creation, the Garden of Pure Imagination, at Hammerson’s Dundrum Town Centre. With Hammerson focusing on Dundrum in 2017 as their newly acquired asset within the portfolio, this campaign was seen Diarmuid Gavin at as a unique opportunity to showcase the BE Connected the centre positively and to leverage Showroom marketing and commercialisation opportunities with an ambitious set of objectives. These included; Increasing footfall and visitor frequency of target persona groups, improving dwell time and sales, opportunities to showcase recently launched new brand communications campaigns and opportunities for retailer participation.

Photo Splento

Gold Winner – Hammerson: Dundrum Town Centre – Diarmuid Gavin’s “Garden of Pure Imagination” Silver Winner – Energy – Rolls Royce

What did the judges especially like about the entry Alongside the garden, a whole host of ancillary activities and commercial projects were implemented including pop-up food and beverage outlets, events for children, wellness, fashion and beauty events.

Retailers from the centre actively participated in ancillary events including the fashion shows, beauty pop ups, children’s entertainment and food sampling. Judges agreed that The Garden of Pure Imagination genuinely put the art to work. Engaging with a shopping centre this way was a gamble, but one that paid off. Gavin’s work enriched the experience for Dundrum shoppers.

Here we see why JC Decaux’s Fast and Furious installation stopped people in their tracks. Simple yet effective, the display provides an engaging photo opportunity for the public to get involved with. After pausing for this showstopper, visitors were drawn into a deeper engagement


Bullring, Bullring,Birmingham Birmingham Bullring, Birmingham

Brent BrentCross, Cross,London London Brent Cross, London

Cabot CabotCircus, Circus,Bristol Bristol Cabot Circus, Bristol

Centrale, Centrale,Croydon Croydon Centrale, Croydon

Dundrum, Dundrum, Dublin Dublin Dundrum, Dublin

Grand Grand Central, Central, Birmingham Birmingham Grand Central, Birmingham

Highcross, Highcross, Leicester Highcross,Leicester Leicester

Oracle, Oracle,Reading Reading Oracle, Reading

Silverburn, Glasgow Silverburn, Silverburn, Glasgow Glasgow

Union Square, Aberdeen Union Union Square, Square, Aberdeen Aberdeen

Victoria,Leeds Victoria, Victoria, Leeds

Westquay, Southampton Westquay, Westquay,Southampton Southampton

Hammerson Engage isbehind behind some thegreatest greatestbrand brandand andretail experiences the UK and Europe. We Hammerson Hammerson Engage Engage isisbehind some some ofofof the the greatest brand and retailexperiences experiencesinininthe theUK UKand andEurope. Europe.We Weprovide provide brands and agencies with a range of extensive and immersive experiential opportunities to engage and delight millions brands brandsand andagencies agencieswith withaarange rangeofofextensive extensiveand andimmersive immersiveexperiential opportunities opportunitiestotoengage engageand anddelight delight millionsofof shoppers through our 61 mid-mall and external spaces andplatforms platformsacross acrossthe the UK and Ireland. shoppers shoppers through through our our 61 61 mid-mall mid-mall and and external external spaces spaces and and platforms across theUK UKand andIreland. Ireland. XVI BRAND X Autumn 2017 Spring 2018


Experiential Venue Team of the Year Gold Winner – Network Rail with SpaceandPeople – King’s Cross Silver Winner- intu – intu Trafford Centre

consistent delivery of top quality consumer experiences across diverse projects.

What stood out about the winning campaign Unlike shopping centres, station concourses do not attract so many people using leisure time. Many campaigns have to be effective at stopping commuters in their tracks to produce A great venue is paramount for an experiential campaign. Brands and any sort of lasting engagement. agencies have a lot to consider when choosing the right place to host Kings Cross Station is one of the UK’s busiest stations with a weekly footfall of over 1 million. their event or activity. Location, footfall, accessibility and logistics are just Since SpaceandPeople took over the promotional space management in October 2015, the a few of the key factors that come into play when scouting for the right number of promotional events being held at the station has increased significantly. Within venue. Entrants to this category demonstrated how they retain clients and the first year of winning the contract, the volume of brand experience events had doubled consistently gain new and has increased again in 2017. Case studies from the team business. This final saw two have highlighted how campaigns for clients including Waitrose, Sonos at King’s Cross of the highest profile venues TK Maxx, Sonos and Kat Von D have engaged with an audience of for experiential in the UK often time-poor commuters to bring to life a branded campaign. splitting the judges, with Since their take over, SpaceandPeople has increased the number two teams that proved that of promotional sites at the station from one to three, added a leading brands and creative promotional kiosk which can be used by promoters and the campaigns will be assured station, and widened the variety of activities to include pop-up of success when handled by retail. All of this has been managed on a day-to-day basis and an expert venue team. supported by an onsite team at Kings Cross. Intu Trafford Centre plays host to over fifty experiential What the judges especially liked about the entry campaigns throughout the The SpaceandPeople team demonstrated that they deliver results. year. Notable examples Using their wealth of in-depth industry knowledge and expertise, include The Playmobil they have elevated the station as an experiential property, earning take-over of the annual it the title as one of the most highly regarded locations in the Christmas grotto and a UK for brand experience. King’s Cross Station has hosted some Euromillions publicity stunt involving a helicopter landing. Both ambitious, complex and logistically challenging promotions. Case studies have shown judges the both executed with precision and both delivering exceptional results. Intu has constant problem solving undertaken by the team to ensure that the multifaceted activations a dedicated team in the London office focused on allowing brands to create are health and safety compliant, often against tight deadlines, whilst simultaneously running meaningful experiences and retail activity in an environment with an already one of the busiest railway stations, dealing with a busy food court and shopping centre present audience. The case studies provided by the team demonstrated their environment.

Image of the Year Category Winner


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Star Performer

Film still or brand experience? These brand ambassadors are fully in character as they accompany guests on The Grand Journey with Bombay Sapphire. This tour really showed off the experiential skills of Wasserman and the performer attributes of event staff partner Coalition.

Spring 2018


Expert Support Award Gold Winner – Produce UK Silver Winner – Promohire

Creativity at heart: providing a point of difference and distinction from the competition. striving for authentic artistic delivery and insight, both professionally and through personal work. Depth of knowledge: maintaining their position as experts with investment in the team; attending events and conferences immersing themselves in their clients’ worlds, training the teams and delivering sector specialist support.

Expert Support covers such a vast range of agencies and suppliers that pitting them against each other was a real challenge for the judges. The one thing all entrants had in common is a dedication to thorough support to their clients – that allowed the clients to meet creative demands. Promotional vehicle specialists Promohire, worked closely with brand experience agency Jackanory to launch an exclusive activation between Cadbury and Sainsbury’s. Promohire were called upon to create The Spotter’s Hide - a bespoke, converted double decker bus experience which toured 20 Sainsbury’s stores across the country. The ‘Spotters Hide’ bus attracted 6060 people on-board over the four weeks, which exceeded all expectations. Crucial to the success of the campaign, Promohire’s expertise focused on being a trustworthy ‘brand guardian’ for the client and understanding how to integrate their wider brand campaign into the work they were specifically commissioned to do. Having an in-depth appreciation of brand consistency set them apart and awarded them a silver BE Connected Powerpuff Emporium by Produce UK trophy. What stood out about the winning entry Produce UK is an artistic event-making and placemaking agency. During 2016 the agency enjoyed phenomenal growth of more than 600%. The agency works to three main principles: Collaborative approach: working ever more closely with clients and expanding the network.

Image of the Year Category Winner


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The award-winning Powerpuff Emporium showed Produce UK supporting Hope & Glory PR to bring the world’s first Powerpuff Emporium to the UK. The experience featured zones inspired by the show for guest exploration. These included a welcome zone with make-up and nail bar, a petting zone to meet snakes and rabbits and a Power Science Cafe. 1600+ people visited the Emporium. Press coverage included 94 pieces with 3.5m+ impressions on social media. What the judges especially liked about the entry The glowing recommendations from the clients and partners Produce UK had worked with proved how much of a valuable asset they are to the industry, which is exactly what BE Connected Awards aims to celebrate.

Jessica Binns, managing director, The Brooklyn Brothers says: “I am a huge fan of Produce UK. We have collaborated with them for the last two years and they are insightful and responsive partners. The Hyundai FanDome was a massive scale project for more than 40k people and they wrapped their arms around it from start to finish with good grace and excellent results. This year, we partnered on a much smaller proposition for Jaguar Land Rover at the Hay Festival - and this is where we saw how their nimble, flexible and artistically informed approach shines. They turned around an installation piece on a modest budget in an incredibly creative way that has now seen the client so impressed that they want to install the final piece at their HQ. Attentive to detail, responsive, commercially astute and (perhaps most importantly) fun to work with, they are our trusted partners and we will relish working with them in the future.”

Blown out of all Proportion

What a hero shot! This speaker has captured the attention of the packed auditorium. All eyes, and the spotlight, are on him. This picture captures how drp transformed an ordinary business conference from Nationwide into a headline event that the whole Society engaged with.

Opinion: Looking ahead

Andrew Bodwick, Head of Brand Experience at SpaceandPeople, lists his predicted trends for 2018. n VR EXPERIENCES TO BRING BRANDS TO LIFE are ever more prevalent in brand activations. The technology has recently been used to great effect for brands that have to be more creative to increase consumer engagement such as Just For Men and Direct Line. n POP-UP SHOPS WITH COMPLEMENTARY SATELITTE SITES with brands setting up stores outside of units which gives them more flexibility and enables them to focus on selected product ranges and/or be trading for very short periods of time. n EXPERIENTIAL ACTIVATIONS BY AUTOMOTIVE BRANDS has always been an effective way to engage with potential customers but we are also seeing some brands that have carried out less of this type of activity in recent years looking to do more this year and many individual makes of car branching out to do their own campaigns.

Venue Options: Leisure vs Shopper

starting as soon as they arrive at the airport.

The opportunities in airports are broad and with the detailed demographics available, brands can be extremely targeted in their approach. Airports offer significant dwell time (2.5 hours with 70-80 Leisure venues offer high dwell time and minutes on average in the departures terminal). This provides brands visitors in a very relaxed frame of mind. It with a captive, relaxed and receptive audience, typically with a high makes them ideal options for brands looking socio-demographic profile. to engage with the family audience including toys and family-orientated holiday offerings. Shopping venues allow brands to target specific demographics and engage with a high footfall quickly and easily. Many shopping centres It’s worth bearing in mind that the term have incorporated several new and exciting attractions and eateries leisure can apply to a range of venues which has enabled them to evolve into leisure venues and increased including many airports, where people are dwell time significantly. travelling for leisure and see the holiday FM Forum asked SpaceandPeople to assess venue options with leisure in mind.

VR: Inition’s new heights project DigiComm of Dubai have tasked Inition, with creating a virtual reality experience that takes users on a height-themed spy mission at Burj Khalifa – the world’s tallest structure and

UAE’s must-visit tourist attraction.

VR-headset wearing users into mission operatives who need to foil an impending cyber attack by scaling the Burj Khalifa’s 828-metres to intercept an overhead satellite.

Rich in immersive, visual and audio content, the The interactive experience experience is designed to challenge fears whilst captures key elements from the letting users see Dubai’s most stunning views from Burj Khalifa experience in an perspectives that wouldn’t otherwise be possible adventure that transforms

Field Sales Insight from

Average rates of intervention opportunity versus rate, bottom performing store, multiple categories

Store performance: are some stores just “bad”? In a previous article, we The chart below demonstrates our results: investigated call file selection and how a client can identify key considerations when selecting stores. By applying an analysis to a cross section of post campaign results from a 4. Rate of 1. Appears multiple 2. Average Rate 3. Intervention intervention range of our clients, we were able to Opportunity times in bottom of sale 100 conclude that as many as 47% of stores in a Inspection of the chart immediately typical call file underperform versus the reveals that in general, rate of sale is investment of time spent in store. These an issue in the bottom performing results implied that the time spent in these stores, with rates of sale in such underperforming stores may be better spent stores around half that of the average visiting other stores more frequently or of all the other stores in the call file. visiting previously unvisited stores. However, note that this isn’t But what makes a store “bad”? And, universally true: of all the stores in moreover, are some stores just ‘bad’ stores the bottom 100 for each category, only in general? 43% of them appear more than once in multiple categories indicating that To find out, we took a cross section of the low rate of sale is often a category, or bottom 100 performing stores in our indeed brand specific, issue. database and assessed them across 4 main areas: 1. H ow many times the store appears in the bottom 100 across multiple categories 2. The average base rate of sale in store vs the category average

So does this indicate then, that, although not all stores are bad, bad performance is a base rate of sale issue and therefore nothing can be done about poor performance?

The average levels of intervention 3. O f all the interventions that could be opportunity and rate would seem to made, what proportion were actually made indicate so, with opportunity only at on visit 70% of the overall call file and rate at 76%. However, as is always the way 4. When an intervention was made, how with averages, the truth is somewhat many of that specific intervention type less clear when you dig a little deeper: were made versus the category average

Average Proportion of Interventions Made

In the chart above, we have mapped our results in terms of average opportunity to intervene versus proportion of interventions made, with bubble size determined by rate of sale. As you can see, the result is now somewhat less clear cut. Although average rate of sale is a particular issue for some categories (the grey and green bubbles respectively), others are impacted by insufficient opportunities to either make the full suite or number of interventions that are required (blue bubbles). Other still (yellow bubbles) suffer from something else entirely – possibly the wrong type of intervention being made in store. So where does that leave us? Well the answer is simple, and goes back to one of the first articles I wrote on ROI: that better ROIs for field sales are achieved by having more well established filed teams than having shorter term, more tactical type arrangements. As the analysis above demonstrates, store performance, or lack of, isn’t down to one single universal characteristic: rather it is often down to a combination of factors and only a knowledgeable, well established team will have the store and category knowledge to turn around store performance. Indeed, this needn’t be a complicated process: such a scorecard can be as simple as working closely with the client to identify the key considerations when selecting stores, assigning some metric to them and then identifying the weights to use for each factor so that the optimal mix of stores can be arrived at. Rhys Jones, Retail Alchemy

Spring 2018


Event: Deltapoll and BE Connected

Deltapoll, a new research business from YouGov’s founding partner Joe Twyman opened its doors to the world in March, officially starting trade on March 11th, the day before Joe’s guest appearance at The Woodman for the celebration Coalition support


Guest speaker entrepreneur Twyman is a major name is polling and is a television ‘go to’ for electoral event analysis and Brexit discussion, as well as being a highly rated academic. Deltapoll promise “a defined change in the measurement of public opinion.

of our BE Connected Awards.

The event was an industry get together coupled with a celebration party for the BE Connected Award winners (whose winning campaigns are celebrated this issue). The event was also supported with staff by Coalition, registration services from Mobile Promotions, photography (shown here and on our Facebook page) by event specialists Aniseed Photo, and further event support from Hammerson and

Joe Twyman


RPM celebrates 25 years The agency was launched in 1993 and remains independent to this day. Founded in Jan ’93 by three friends, RPM began in a cowshed on a working farm near Wokingham, with each of them raising just £5,000 to launch.

creation of Smirnoff Original Nights; getting 1m people back on their bikes for Skyride; global work with Johnnie Walker; and the innovative Only One Captain Morgan campaign, which picked up multiple awards in 2017.

“Before receiving visiting clients, we had to establish their shoe size, as they couldn’t reach the office without wellies, but they left with a box of fresh produce, an early version of the box scheme!” remembers CEO and founder, Hugh Robertson

RPM started life out as an experiential agency but has developed their competencies to include shopper, brand and innovation. Working globally from their office in Shepherds Bush, over 40% of the agency’s revenue is from global clients. Their clients range from the likes of Diageo and Heineken to Mondelez and Sky and in the last year have picked up Lilly’s Kitchen, New Balance, Merlin Entertainments, Dairy Crest, Lipton, Pepsico and Panmure Gordon

Client highlights from the last 25 years include: taking Strongbow into Music Festivals, the first cider to do so in ’98; launching the award-winning PG Tips pyramid bag; the



Instore winners


VENUE SPOTLIGHT: REGIONAL TRAIN STATIONS Train stations offer a fantastic platform for brands to target commuters and a high volume of train passengers effectively.

Supplied by

Q4 Activity Report Food and drink sampling was as popular as ever in Q4 with a range of brands choosing train stations and city centre locations as their venue of choice. Branston Pickle visited multiple locations including Cardiff and Leeds with its branded sampling van distributing samples of the product with cheese accompaniments. Müller Rice and Almond Breeze both went on tours of train stations across the UK with their sampling activations; Müller Rice to support their advertising campaign “The 5 Grains Crew” and Almond Breeze with a branded VW camper van. There was also a healthy eating pop-up at Lewisham Shopping Centre and an experiential campaign by MAOAM which visited multiple shopping centres including St David’s Centre in Cardiff. Building on the success of The Economist’s #feedingthefuture campaign, the publication, in partnership with agency Sense, added a new twist over the winter months by encouraging Londoners to try free nutritious soup made from vegetables destined for the rubbish bin. The campaign visited multiple high footfall London locations including One New Change. In the run up to Christmas, several retailers also carried out pop-up activity including Amazon who brought their Treasure Truck to Charing Cross and Kiehl’s on Wheels returned to Paddington Central. Starbucks re-introduced its limited-edition cup for Christmas and tied it in with an experiential sampling activation at King’s Cross Station. E.On helped visitors to Broadgate beat the winter blues by hosting a taste of summer pop-up which included giant beach chairs, table tennis and crazy golf.


Spring 2018

Edinburgh and a national hub for the CrossCountry network serving destinations from Aberdeen to Penzance.

Edinburgh Waverley Station offers services to all main Scottish cities as well as long distance destinations include York, Birmingham and London and has a weekly footfall over 508,000. Glasgow Central is a major mainline terminus with a weekly footfall of over 697,000. The station serves Greater Glasgow’s suburbs and towns as well as being the terminus for all intercity services to cities in England.

Liverpool Lime Street terminus station is located in the city centre and serves a wide variety of destinations including Norwich, Newcastle, Manchester, Leeds and York. The station also has an underground station covering the Liverpool area. Bristol Temple Meads is an important transport hub for public transport and receives trains from London Paddington travelling to Swansea, WestonSuper-Mare, and Penzance. The station runs services to Cardiff, Portsmouth and Brighton, as Leeds Station is an important stop between Scotland, the Midlands and South West England and well as cities in the north and Scotland. has a weekly footfall of over 590,000 people. Reading Station plays a key role on the Great Manchester Piccadilly serves multiple intercity Western Main line, servicing over 200 destinations destinations as well as other destinations running west from London Paddington Station with cross country services to Birmingham, the North throughout Northern England with over 767,000 visitors per week (43% are within 35-54 age and the South Coast. bracket). Birmingham New Street Station is a major For more information, please contact marketing@ destination for services from London, Glasgow and Cadbury’s placed a giant snow globe in multiple shopping centres including White Rose in Leeds, encouraging shoppers to take a selfie in the globe. LEGO visited Buchanan Galleries in Glasgow asking young LEGO builders to create Christmas decorations as part of its #BuildToGive campaign and Nintendo Switch toured shopping centres, including The Glades in Bromley, enabling shoppers to try out the console. Also in Buchanan Galleries, BMW gave shoppers the opportunity to experience the BMW i3 with an education area and an innovative light installation

with the chance to test drive the car within the car park. There were also some activations to raise awareness of particular milestones. CrossCountry celebrated its 10th birthday by placing photo booths in Meadowhall, Grand Central and White Rose shopping centres and Atout France visited St Pancras International offering train passengers the chance to see the Ryder Cup to promote the event which is being held in France for the first time in 2018.




Health & Beauty




Entertainment 24% Property/Home Related



13% Food & Drink

Communications 3% Financial


Miscellaneous 2%

our vision

Professional Agency

“loved by our people and first choice for customers� Agency of the Year

20 17

20 16

20 15

20 12

20 14

20 11

20 10

20 13

20 09

Team of the Year 2017















We are thrilled to have won Professional Agency as well as a host of other awards in 2017! Brand Ambassador (FMCG) Brand Ambassador (Live) Product Launch Sales Campaign of the Year Sales Demonstration Brand Ambassador (Technology) Sales Demonstration Field Data Award Product Launch 0118 927 1000


REL Field Marketing

Spring 2018


A Stitch in Time: Slaughterford 9 Frank Wainwright celebrates grass roots sport and the opportunity it provides for meaningingful brand connections for global and national brands on a local level Comparatively, we are all terrible runners. Running is like that. Because there can only be one Mo or one Paula, we all fail in comparison. We’re not going to get there, there’s no point in trying. In truth we don’t even really know where there is. It can all seem pretty pointless. And then there is the Slaughterford 9, a running race so esoteric that it doesn’t even have the grace to be a Something 10 and for which ‘Slaughterford’ is chosen as a name not because of some cleverly macho marketing plan but simply because the route goes through the village of Slaughterford. This nine-mile race, or a catchy 14.481kms if you prefer metric, even has the temerity to finish up the Sting, a hill so steep that no one harbours serious ambitions to run it and which reduces competitors into an amdram drunken interpretation of the knock-kneed ghouls in a cheap zombie flick. And then why not set this whole charade at the tail end of a miserable January, the light inevitably grey and grainy, air thick with precipitation, hanging ominously above the steamy perspiration of the embattled competitors? And compete they do, with fervour and vigour. This event is very popular. For many it is an unmissable perennial. It sells out way in advance. Most live locally enough that they could run the route any day they want – a sunny one even – so why do they turn out early, together, on the same Sunday morning and pay out actual money to share this self-inflicted burden?

popular. It is a heart and soul project run by people who care deeply about people, the locality, and the way we all get on. They are – no coincidence – terrific and tireless organisers too. It delivers all of this with the surface effortlessness that only the very best events deliver, allowing the effort of its participants to take centre stage. It’s a brilliantly modest event that makes all involved feel quietly proud. So well done to the organisers, the volunteers and the staggering participants. We mooted together at Slaughterford to celebrate something that makes meaning out of pointlessness. We returned to our lives encouraged by our collective determination to be better.

Slaughterford 9 is held at Corsham, near Bath. The catchment for the event is a very sought after Perhaps it is some form of primal camaraderie, perhaps demographic. No wonder Weetabix Protein chose to it is some winter instinct for ritual exercise of the most sample at it. flagellating type? Surely few could be allured by the gold, glory or plunder? There’s no medal, no podium Weetabix Protein and even no real relevance on these hills and in this Weetabix Protein provided its restorative protein mud to the alluring “Personal Bests” that runner’s drinks to Slaughterford runners, supporters and collect. The only fool’s gold on offer is in the shape of a marshals this year. We collected positive feedback lurid bright yellow T-Shirt awarded amidst a chorus of from runners on the day both that such a successful polite ‘Well Dones’ from a grin-gurning army of equally brand should show an interest in a community fluorescent bibbed assistants. But perhaps, on the back event, and when evaluating the product itself. of this neon garment, is a clue to the main question that Protein shakes provide amino acids in a form ready hangs over Slaughterford, namely, why bother at all? for fast absorption. They aid the speedy repair of On the back of the T-Shirt it says, ‘Sting Survivor’, and microtears in muscles and tendons, as well as that’s something everyone can take their own meaning reenergising and hydrating. from. Running is about instinct, about flight and about survival and whilst these days we’re not running from bears so much, we’re all escaping something, surviving some sort of nasty sting. Running is remarkable for its low threshold of access and participation – age, size, shape, gender, race or creed aren’t relevant. Runners applaud each other’s progress because we almost all of us take to it to get better, feel better, give better, live better or be better – not to race for better times than Mo or Paula but to be better by some incremental measure of how we see our selves, and how we might be seen. Through events like Slaughterford 9 you get to share this feeling of “better” and it can be incredibly powerful. Some say that they are passionate about running, but running together releases not passion but compassion. So, I think I have understood why Slaughterford 9 is so


Spring 2018

Events like Slaughterford 9 allow brands to make an intimate connection that really resonates. Opportunities abound. Here are some tips: n The club organising the event will typically work with you to promote online or via enewsletter n Ask if you can be added to the event apparel or t-shirt n Don’t forget to provide samples for marshals, organisers and family members supporting n If you can extend budget to a videographer or photographer, you will get a lot of exclusive content as well as instant research/ feedback/ vox pops n Consider offering discount vouchers in tandem with a local retailer or extending the sampling to grocery outlets in a 20-mile radius of the event. n One benefit is that your sampling team will often be the club volunteers themselves, so think what value you can add by sending extra staff along n As the organiser if you can put a team of participants together for the event so that you can trial your own product and full understand the experience for repeat consideration. This gives you a branded team building exercise alongside all of the other benefits. n Consider if you can help the organiser with their recycling or post event tidy up

We create any type of branded content for instant social share: a static photo, animated GIF or even a 360 degree image. You can have it all. Snap it. Amplify it. Track it.

tel: 020 8740 7947 Spring 2018


Technofield Kru Live accepts BitCoin Kru Live they will be accepting any of the top five Crypto currencies as payment for their services for both UK based and international activity. Tom Eatenton, CEO and founder of Kru Live, comments– “Crypto currencies seem to be the focus of attention at moment in both commercial and dinner table conversations and I am confident in the place they have in future business transactions. We are willing to demonstrate this confidence and the desire of many of our global clients to find more cost-effective means of doing business across borders by offering

this as a method of payment. We are known for being innovators, embracing new technology in order to enhance the experience and results that our clients receive and have been given indications there is a demand, so if anyone is going to offer this first here in the UK I am happy that it is Kru Live”. Kru Live are preparing to accept Bitcoin, Etherum, Ripple, Dash and Litecoin as means of payment and have put in place a detailed structure and processes to make this possible as well as to manage the risk in current currency fluctuations.“

Dashboard reporting for TeamHaven In addition to the Quick Charts and Picture Galleries, TeamHaven has added a new dashboard reporting tool to their offering which allows users to easily add and customise the reports they add to their dashboard.

TeamHaven operations. Multiple dashboard reports can be created which can be based on the collected data or an engaged scoreboard.

The personalised dashboard can engage any number of hierarchies allowing the user to filter the data by the given attributes used in the project. TeamHaven allows the facility to create a dashboard so that clients can easily view the selected reports and dashboards without any access to

synchronisation tool that will dynamically send data and all attributes to Zoho BI reporting. Zoho provides a low-cost dashboard reporting tool allowing you to produce complex reporting dashboards including charts, tables with calculations, count boxes and pictures.

Through the use of data visualisations, dashboards simplify complex data sets to Users can add new reports, select their size provide users with at a glance awareness of and add the required groupings by rows and thier current performance. columns. TeamHaven will shortly be releasing its data

SimpliWiFi launches heat mapping tech SimpliWifi’s service makes use of conventional CCTV and thermal imaging cameras to find hot spots in crowds during festivals in order to aid event organisers.

suggest that problems often occur in the middle of a crowd and if stewards had access to technology capable of delivering real-time information on high-risk Hot spots can indicate where a crush might incidents, they could be quickly deployed to defuse or save a potentially harmful be likely to occur and the technology can situation. spot a person on the ground. Ozan Pakyuz, MD, SimpliWiFi, comments: Heat maps gathered from test events “While the foundation of our business is

based upon the provision of high-speed WiFi and telephony at major events, we have decided to branch out in this new direction based upon our experience of attending festivals and concerts around the UK. “It is disheartening to see large crushes or injured people at these events when people have come along to have fun. We

knew that something more could be done, which is why we have teamed up with a leading provider of thermal technology to develop this new system which works in a variety of conditions.”

T HE QUA N D E R WAY Quander is a new breed of event technology specialists, with a focus on brand experience, conferencing & events. There has never been a solution so reliable and so strong. Quander look after the digital and data so you can focus on keeping your customers happy. Their case studies include the likes of Sky, NBA, YouTube, Nespresso and Martini to name a few, as well as collaboration with award winning agencies including Wasserman, Wonder London and AMV BBDO. They offer a comprehensive digital toolkit for marketeers to deliver digital experiential campaigns as well as cost effective solutions for conferences. Their three pillars of Engage, Capture and Analyse gives you a one stop shop of tools for branded digital engagement, data capture, event registration and analytics.


Spring 2018

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Symphotech triumphs equality Symphotech has collaborated with Blue Multimedia Ltd to provide concerts with two signing solutions to aid the deaf and hearing impaired, in a bid to ensure both inclusivity and compliance with disability access legislation. The first method involves using an Autocue operator and a downstream keyer to overlay live text onto the IMAG screens for the song lyrics. The second method uses a live signing presenter, who is situated off-stage in

front of a green screen and their live signing is ‘floated’ over the live show and placed into the corner of the IMAG video screens. Under the Equality Act 2010, organisations who are supplying a service to the public are required to undertake any reasonable adjustments to make certain that the experience of a disabled person is as close as possible to someone without a disability.

Work Life Balance In this thought piece, David Jones, CACI Field Force, asses the work life balance for a field sales representative


hen I started out in the area of field force planning, some 25 years ago, there was no attention paid to the amount of driving a rep (or merchandiser) did getting to their first call, or returning home after their last. The company was generally just concerned about whether their field employee was in their first call at around 9am, and their last at 5pm. I even remember salespeople being cajoled into signing agreements to say they were ok not to be covered by Working Time directives of the early 2000s. However, as Bob Dylan would say “The Times They Are A-Changin’”. This can be attributed in part to the influence of European Court rulings, such as the one involving Tyco in 2015 that stated, “where workers do not have a fixed or habitual place of work, time spent travelling each day between their homes and the premises of the first and last customers does constitute working time”. Elsewhere, companies may just be more mindful of the growing emphasis on work-life balance and wellness. Whatever the exact cause, commuting now has to be considered, and measured, when looking at a field person’s working time. In a recent study (Robert Half), a third of HR directors identified a better work-life balance as the most common factor that drives people to switch jobs. It takes just over a month to recruit a new sales person and even longer to see the recruit deliver value, according to a study from The Quarterly Journal of Economics, so any attrition in the field team is bound to have an impact on revenues and call rates.

Cassette launches to redefine creative tech solutions Cassette, Taylor said “There are a number of players in the creative tech field, so, the very essence of what Cassette stands for is to strip it all back. We are staunchly committed to Following the unprecedented success incorporating tech seamlessly into the of TROi (the agency’s previously-titled tangible world; our sole aim is to creative tech division) Cassette will remove barriers to entry, not add to operate as its own entity, servicing them. both TRO clients and the wider “Relevance is our number one priority industry. – we will apply strategy and exploit Headed up by Ben Taylor, who our expertise in human behaviour to previously successfully established ensure real meaning and truly elevate TRO’s retail offering, Cassette is the consumer experience. Creative focussed on taking creative tech is a powerful storytelling method technologies into an analog and we are incredibly excited about environment, and will provide an endthe wealth of opportunity it brings to-end service from strategy, UX and when it comes to educating and design, to development, build and inspiring consumers.” install. Cassette has opened for business. Commenting on the launch of TRO has unveiled a new standalone business unit, Cassette, launched to solely deliver innovative creative technology solutions.


Spring 2018

Achieving a better work-life balance for employees involves enabling the measurement and minimisation of driving time. This can be explained using metrics that CACI has collected in three key areas over the last decade. Headcount and utilisation Whilst it is important to consider the work-life balance of the field team, it is also paramount that the company gets a good return from its investment in the team. The most important thing is getting an amount of work for the team that is challenging, but realistic. Given that things crop up during the day that are unforeseen, such as accidents and unplanned work, it is realistic to plan to be busy calling and driving for around 90% of a working day. Companies generally know where the stores are, how often they need to visit and for how long. But how do planners accurately work out how much driving between calls they should factor in? CACI has found that, on average, 32% of a salesperson’s time is spent driving, but each team will differ significantly around this average. An inaccurate estimate of driving will likely mean recruiting too many people, or not having enough heads to get the job done. Territory Balancing and Efficiency Our findings are that the average workload imbalance, when looking at existing territory structures, is +/-18%. Whether this impacts a company with staff attrition or lost sales, the result is not pretty. In fact, research by Zoltners and Lorimer suggests that imbalanced territories can cause a drop in sales of up to 7%. Routing Asking field personnel to create their own routes is astonishingly optimistic. Let’s take an example where he/she is given 10 calls to plan on a single day: that’s 3.6 million different possible permutations. Given this, it is hardly surprising that reps doing their own routing spend 17% more time sat behind the wheel than is necessary. With the right tools and approach, you can help your field team get a better worklife balance, in a way that also delivers compelling results for the business in terms of: n Better motivation within the field team n Increased staff retention and lower recruitment costs n Higher customer retention and satisfaction n Increased call rates – and sales. If you’re looking for a new approach to help your field team strike the right work-life balance, I’d be happy to identify what is possible for your organisation.

Jack Morton Worldwide appoints first chief people officer Because announces Natasha Blevins appointment Natasha Blevins joins as creative director, bringing two decades of creative experience to Because. Blevins comments: “With more brands moving away from traditional marketing in the pursuit of more agile, creative campaigns, the spotlight is on experiential like never before and it feels this sector’s time is finally here, demonstrated by festivals like The Cannes Lions launching a dedicated award. It’s therefore the optimum moment to Natasha Blevins join a dynamic and ambitious agency like Because, and I’m excited at the prospect of delivering immersive, meaningful and valuable brand experiences for our clients.”

FreemanXP announces new MD in EMEA Freeman has appointed Dina Green as the new managing director of its agency team at FreemanXP in EMEA. Green joins from Jack Morton Worldwide. In her role as vice president, business director at the agency, she led operations, creative, and strategy teams to successfully manage and deliver brand experiences for a number of top-tier accounts. Dina Green

Three new starters at The Market Creative The Market Creative has strengthened its team with the appointment of three new members of staff.

Jack Morton Worldwide has announced that Melissa Rose has joined the organisation as its first chief people officer. Rose will serve on the agency’s executive leadership team reporting directly to the Chairman and CEO, Josh McCall, in Boston. Josh McCall comments: “Melissa’s industry insight, combined with her infectious passion, energy and drive will Melissa Rose be a tremendous asset to our business and clients.”

Sam Oxley promoted to MD Produce UK has appointment Sam Oxley to the role of managing director at the artistic event-making and placemaking agency. The appointment comes at a time of strong agency growth, which is now being supported with a realignment of management responsibilities. The shift sees Oxley, former managing partner at House PR, focusing on business and client expansion as well as the development of more creative revenue streams and multi-disciplinary partnerships. Agency founder Catherine Borowski will move into a head of creative and CEO role, focusing on creative Sam Oxley and client development.

New appointments at M&C Saatchi M&C Saatchi has bolstered its team across the board with three new appointments. M&C Saatchi has appointed Kate Bosomworth as its new chief marketing officer, Raquel Chicourel as its new chief strategy officer and Sereena Abbassi as head of culture and inclusion.

GES awarded silver status by Investors in People.

creative copywriter, Melissa McPhillips, art worker, Katie Jackson and Lexy Wooley as an account manager.

Of the award, Katrina Rowbury, human resources director, GES EMEA, comments, “Our team has engaged enthusiastically in the whole process and we are delighted Sue Benson, managing director at The Market Creative said: “Our clients are to have been awarded silver status in the latest, more rigorous, IIP Standard increasingly asking for more creative content, so we’ve invested in enhancing our framework. This initiative is a key pillar in our people strategy and the award ranks skills in this area as well as on additional support for our account management team.” us alongside many of the best employer brands in the world.”

Championing female sport A thought piece from Michael Brown, MD, MKTG British female teams are the holders of two world cups and an Olympic gold – respectively Rugby, Cricket and Hockey. The men would be hard pushed to even dream of polishing such silverware at present. In football the national side have performed better than their male counterparts have in over two decades, reaching the last four of the Euros and the World Cup. Broadcasters are increasingly handing over more airtime to women’s tournaments and audiences are not rushing out to put the kettle on! A record 4 million people watched England Lionesses heart breaking exit from the Euros 2017, having roared there way all the way to the semis! It was the most watched soccer match in the USA ever. Who needs a Y chromosome!? Judging from the packed auditorium

Women’s sport is an ever-evolving narrative. The lives and achievements of those athletes without a Y chromosome stand poised to smash the dominance of male sporting endeavour in the hearts, minds, wallets and purses of UK sports fans and casual audiences alike… and with good reason. to see our event; Women’s Sport – A Golden Opportunity at London’s Imax cinema, it would seem that brands are turning at least one eye away from the men to check out the commotion over on the ladies’ bench. Exactly how gold the opportunity is was brought vividly to life by luminaries and legends from the sporting federations. The revelations of Kelly Smith, one of the finest England internationals of her generation, in conversation with Marzena Bogdanowicz of The FA showed why the female sporting narrative is breaking through right now: She spoke to the aloofness of male football stars, describing them as unavailable, by comparison to the women who were closer to their

audiences and more prepared to showcase their personality on and off pitch. One has only to think here of any given TV interview by any male pro, stage managed to a point in which detecting any hint of personality would defy the finest detective. By contrast, Kelly’s description of her early experiences as the star performer in an all boys’ team, and how she was forced out of the league on account of her gender showed both purpose and authenticity – two qualities that chime resoundingly with modern audiences. This is classic overcoming all odds storytelling – a content creators hot ticket that any aspirational sponsor would love to be associated with. As indeed they should: Ad industry interest

in women’s sport is timely because it continues the equality conversation. Advertisers are duty bound to turn much more than an ear to such conversation given past sins in re-enforcing gender stereotypes. England Rugby World Cup winner Maggie Alphonsi MBE told how… “Sponsorship money is needed to accelerate Women’s sport out of the long shadow of the men to a day when we would not think of sport in terms of gender.” When I asked Maggie specifically how she would spend the money she said: “I would invest into the competition structures. Developing talent pathways and competitive leagues so the standard Spring 2018


of women’s sport continues to progress and attract, participants, spectators and broadcasters. I would then invest in the PR of promoting women’s sport appropriately to increase the perception that it is a live spectacle experience no less exciting than men’s sport, and therefore attracting yet more sponsorship.” Claire Connor and Jenny Smith from the England Cricket paralleled Maggie’s sentiment. They outlined the mission ahead for sponsorship, describing it as a collaborative effort between rights holders and partners to celebrate women’s sport and its unique personalities. The end goal being to remove comparisons with their male counterparts. That very much felt like a battle cry. It naturally follows that, having become newly attractive to brands, sponsorship in women’s sport should take a radically different path to that of the men, purely because this conversation started at a different historical time frame with differing attitudes, technologies and media: Overwhelmingly sponsorship in men’s sports arose from mere badging exercises – the let’s just stick our name on all the existing assets approach for just one channel – TV. Though badging is an exercise largely frowned upon now, it has undeniably shaped present-day behaviour in the way sponsorship gets done. Some sponsors do have a tendency to focus on the numerical return at media, and there are big rights holders who are happy to play that particular ball game. Whereas in Women’s sport it is very different. I am paraphrasing Liz Nicholl OBE, chair of UK Sport who suggested that sponsors could take an active role in shaping the activation rights with the rights owners because they are engaged at early stages talking to the source. As proof we heard Joanna Adams, CEO of England Netball, declare that for the right sponsor she would change the rules of the game to help her grow netball skywards of the 1.4 million people currently playing. For us here at MKTG the message for potential suitors is clear. We will pioneer an experience led approach that aims to get people to engage with women’s sport up close and personal as a visceral and vitally entertaining thing. Brands can play an active role as facilitators and enablers of sporting and lifestyle aspirations regardless of gender and they can start the conversation with audiences from the ground up and at the heart of the action to effect positive change. By Michael Brown, managing director, MKTG.

The arrival of Little Miss Inventor Mr Men Little Miss has launched its newest character, Little Miss Inventor, to coincide with International Women’s Day 2018. The launch was supported with an interactive event at the Manchester Museum of Science and Industry and a competition to encourage children to get inventing. Running in conjunction with the event is a national competition encouraging children to submit inventions to help Mr. Bump. The winner will be featured in the next Mr. Men Little Miss book. Competition entries have seen over 700 hand drawn inventions submitted by children from across the UK. The winner of the Little Miss Inventor competition will be announced on March 24th. Five shortlisted entries will also have their invention showcased at the launch. The big day will have an interactive exhibition for children, a timeline of inventions throughout history, storytelling and inspiring talks from the world of invention, science and technology. Alastair McHarrie, licensing director at Sanrio said, “I always enjoy seeing how people respond to a brand-new character. We know how excited our fans will be to meet Little Miss Inventor and the incredible amount of entries to our competition is testament to this. The event launch will be a perfect way inspire children to get into inventing and science” Mr Men and Little Miss want to inspire the next generation of little inventors. At the event, young fans can meet the real Little Miss Inventor who will be there in person to help children with their inventions.

Maggie Alphonsi MBE

Zappar and Enlighten collaborate for IWD Ahead of International Women’s Day, Zappar teamed up with Enlighten and CompTIA to create augmented reality enabled posters, celebrating women throughout history. Working closely with CompTIA, Enlighten developed a campaign to allow users to redesign and develop the classic Rosie the Riveter poster from World War II, in their “Reimagine Rosie” campaign. The character Rosie is inspired by Parker Fraley – who passed away on January 20th this year – as a testament for everything that she represented, which continues to be of huge importance in today’s society. The immersive and interactive posters give users access to games and information. They aim to educate and inform users about International Women’s Day and the work that goes on across the world.


Spring 2018

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