FMBE Spring 2015

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Volume 12

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A General Election is just around the corner and field marketing and brand experience teams will be lined up in support, whether promoting impulse items in stores for that election night in or creating stunts and sideshows wherever crowds are queuing up to vote.



Volume 12 Issue 1 Spring 2015 Production Publishing Editor Frank Wainwright News and Event reportingHarriet Advertisement Manager Harry Stack

Some substantial field teams will be deployed, many of them

Cover: comprising people who have been lifted back into the workplace on Blackjack Promotions assists deals that start with casual hours and lead to greater commitment. Mondelez with an airport campaign

Contents 1 Ed letter 2 Switched On 4 FM News 8 Retail Training 12 FM Forum BEST BEF ORE SPRING 2015

Subscription Enquiries Catherine Hazelden


Colouring In Ian Cramer


FIELD MARKETING available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA

If the Conservatives or a Conservative-led coalition wins, the victors will know that falling unemployment has been a major factor. People historically have voted for the status quo if they feel that the incumbent offers them the best chance of keeping their jobs. Field marketing massively underplays its hand in job creation. Typically our industry has to justify the decision to outsource by showing a better performance than the in house team is capable of. Outsourcing is often a risk-based decision, going to an agency is cheaper, more flexible and requires less management resources. Typically it also offers better results. Field marketing agencies have allowed many of the biggest brands to flourish human resources in the field at the time when they need it most. It offers a major win for big businesses and helps keep the cycle of money flowing in the economy ad shoppers become engaged, a green light to any monetarist advocates. By taking up a pivotal role between brand and shopper with an army of people who otherwise may be claiming a jobseeker’s allowance, and doing so in a way that outperforms other European nations, UK field marketing has a lot to be proud of. As a collective, however, we have no known position on subjects such

Published by Frank Publishing Ltd, 86 Sandyhurst Lane, Ashford, Kent TN25 4NT email

as minimum wage, enforced pension schemes, zero hours contracts 15 Brand X and more. Decisions are being made in Westminster and Brussels that 17 BX News can change our industry for better or worse whilst the politicians are 20 The Active Space largely blind to our industry’s achievements and what laws affect it. 22 Central Points When the next lot get in, Field Marketing magazine will be aiming to help our industry make its presence known with as much collective 22 Events & Life support as possible from our readers. Expressions of interest feature welcome to 27 FM Forum 30 Data and Inight 32 Technofield Frank Wainwright 38 Brand Ambassador Publishing Editor, 39 Pastures New Frank Publishing

Powered by insight, shaped by passion!

1086 Event Staff

employed and trained

516 Venues

covered simultaneously for

9 million

samples distributed

5 days

For scaleable, creative solutions to everyday challenges contact Julia Collis: Spring 2015 1 Tel: 07824 622122 Email:

Working Away Retail Marketing Group was recently placed 49th in the Sunday Times Top 100 Best Small Companies To Work For, a great piece of recognition for us but also one that made us stop and think about what this really means. On face value, the listing on the top 100 recognises our culture that focuses staff engagement but for us, being a great place to work means much more than this. Sustainability through our expertise is an equally important factor in our commitment to the team at Retail Marketing, and as such the award also recognises that being a best practice employer allows us to take on client strategies with confidence. Our cohesive team, supported with leading data and insight, is a dynamic that lead to further account wins in the last quarter and this positivity and achievement by the team is another factor in being a great place to work.

James Keleher Central Development Director Retail Marketing Group

The Sunday Times recognition further rubber stamps our commitment to building the business using teamwork and a culture that allows bright ideas to thrive. These endorsements and the success that this approach brings for our clients should give us confidence in what our industry is capable of. In recent years strong competition in the field marketing industry in the UK has produced some high performance teams and increasingly high standards and I believe that the UK has developed an industry to be proud of, with knowledge and systems that are typically ahead of agencies in other countries. There are a lot of positives about what the industry in the UK is doing and how good we are at doing it.







This has given us the confidence to export our service, and coupled with our localised management team we have been able to win our first contract in Australia. When exporting our business methods it was paramount in that we started working in combined force with real local know-how and in Australia we are confident that we can achieve significant results for our clients. The expertise that we intend to bring to Australia will be underpinned by a desire to achieve best practice there too. We believe that our expertise will help achieve client results but we will also need to make the most of our local credibility. In Australia we are confident that we have found the right local management to make sure that our approach can thrive. We’re excited about it. Shared excitement was a key part of our business culture that The Sunday Times admired. If we can harness our excitement though best practice business we will give the brands we represent the chance to thrive anywhere they entrust us to represent them.




FieldStar & Derby Uni launch field sales programme FieldStar has partnered with the University of Derby to create the Certificate in Professional Field Sales – the first university accredited learning and development programme for front-line field sales professionals and their managers.

conversations more effective. Training is delivered using online and flexible work-based learning, ensuring little disruption to existing work patterns, with students also attending two 1-day workshops and receiving full support from a University tutor throughout.

The new programme is available to any organisation looking to improve the effectiveness of their field sales team, with places now available on the 2015 open programme starting in June.

Ben Cope, business development manager from the corporate learning team at the University of Derby, said: “This is an important partnership between Derby and FieldStar. It’s a great opportunity to work with some leading brands, engage with a wide range of high street The 20-week programme aims to improve time names and demonstrate how important professional management, enhance objective setting, help employees sales skills are in this sector.” build more productive relationships, and make sales

IRI’s Global Analytics Centre of Excellence becomes ISO certified Global market and shopper intelligence firm IRI, has received ISO 9001:2008 certification for its global Analytics Centre of Excellence (ACE), demonstrating its commitment to deliver high quality solutions and services and achieve continuous improvement. This certification covers the Centre’s operations around the development and delivery of analytics solutions, insights and consulting services, and ensures all


Spring 2015

of its processes are of an extremely high standard and are documented and tracked from initial design to final delivery. IRI put the Centre forward to be certified, despite the fact that analytics centres rarely seek ISO certification, to demonstrate its commitment to continually improving operations and processes and to ensure the consistent delivery of high quality services.

Steve Radford, managing director at FieldStar, added: “It was a clear choice to partner with The University of Derby for their obvious experience in online and flexible work-based learning.” Warburtons, the family baker, has already benefited, with their area managers completing the training as an in-company programme. Every member of the Warburtons team successfully gained their university certificate - for some this was their first experience of higher education. All agreed that the programme had increased their motivation, their performance and the return on investment they deliver. Full story:

CPM takes on Association of Professional Sales responsibilities CPM, the world’s largest outsourced sales business, has consolidated its relationship with the newly-formed Association of Professional Sales (APS) through the direct personal involvement of two of its board directors.

development in sales and establish an authoritative presence on sales standards.

Andy Hough, chief operating officer at the APS said: “Their early desire to share in the APS’ leadership highlights the Karen Jackson, managing director CPM ethics and standards that CPM align UK, has accepted the role of vice chair of themselves to, and look to enshrine in the Association, while the company’s their own organization. sales and marketing director Andy Buck This should provide their customers and sits on the APS’ board of trustees. prospects with great comfort on the Corporately, CPM is a Founding Fellow of quality of service and professional nature the APS, which was launched at the end of CPM teams.” of 2014 to champion professional Full story:










Aztec Event Services gets the ISO 9001 certificate Event Supplier, Aztec Event Services has announced that it has just secured the International Organisation for Standardisation (ISO) 9001 certificate. The company has spent the last 18 months working towards its first ISO which involved having its working practices independently audited by AJA

Registrars Ltd. ISO9001 is an internationally recognised standard which establishes processes to ensure quality and consistency of product / service as well as continuous improvement. Full story:

Response One & Asos sample partnership Response One, the data-driven marketing agency owned by St Ives Group, has announced a strategic partnership with Asos. Response One will provide the online retailer with its Affinity Sampling service, launched to help relevant brands get directly into the hands of their target customers.

allow the brands to target both new and existing customers with complimentary samples enclosed with their Asos order, helping Asos to build a loyal customer base as well as supporting the advertiser in reaching a guaranteed audience.

Using campaign hashtags, customers can then post comments and photos of Response One will supply Asos with themselves enjoying samples on social targeted data, matching Asos with brands media. that suit its customer base. This will Full story:

Old Jamaica in sampling drive

The Individual Agency has embarked on a nationwide sampling tour, on

behalf of Cott Beverages, to launch the new packaging and design of Old Jamaica to the trade. A refurbished ice cream van, which was supplied and staffed by iMP, is targeting customers at wholesaler

depots and staff going to and from retailer head offices. Gavin Herbert, Old Jamaica brand manager, Cott Beverages commented: “The Individual Agency have managed the whole project expertly and we are thrilled with the success so far in reaching our key customers and having a stand-out presence at key trade shows in 2015.� Full story:


The FieldStar Network

It's the opposite of hoping. We do: online training / flexible work-based learning / university qualifications higher return / lower investment / exceptional salespeople / improved sales! We don't do: crossing our fingers and hoping.












Primesight uses audio to raise Cancer awareness An audio outdoor campaign, created by Leith and planned by Carat Scotland and Posterscope as part of a wider Scottish Government programme, ran for a fortnight across two locations, Glasgow’s Buchanan Bus Station and The Sandgate in Ayr town Centre, on two special build poster sites, from OOH expert Primesight. Passengers waiting at the bus shelter and Station heard intermittent 30-second audio of a man coughing before a woman’s voice recommends visiting the GP if he, or anyone he knows, has been suffering from a cough for three or more weeks. The creative also included an image of a man coughing with the strapline ‘Don’t get scared, get checked’ to further reinforce the important health message. Rachael Coombs, client manager at Posterscope Manchester, commented: “This is a great example of OOH bringing the creative message to life and creating engagement with the passing audience.”

Wearables market Gü gives Virgin value researched passengers their just desserts Coinciding with the launch of the highly anticipated Apple Watch, research commissioned analysed by experience agency Fizz* has found that almost half of Britons are willing to spend £111 on a newly launched piece of wearable technology, equating to £35 million** across the UK adult population.

Online research proved to be the most common way people learn about the products, with two in five (41 per cent) opting for this method, followed by recommendations from friends and family (32 per cent) and social media reviews (23 per cent), before ultimately purchasing in-store. The importance for retailers to invest in their in-store offering and online presence was highlighted further, as the ability to touch the product or try it on is cited as the top reason why consumers are more likely to buy a piece of wearable technology in-store (41 per cent). This is closely followed by in-store demonstrations explaining how the product works (31 per cent) and expert knowledge from the retail assistant (28 per cent). Wearable technology that helps people get fit is the most desired, with over half (53 per cent) saying they would like to invest in this. This is followed by wearable technology to alter style and appearance (27 per cent). Jill Pinner, chairman and founder of Fizz Experience, said: “There is huge growth predicted in the wearable technology sector in 2015 with some big launches planned. Considering how new the concept of wearable technology is to the general public it is extremely encouraging to see three quarters of Britons wanting to invest in a piece of wearable technology. There is a big opportunity for brands, especially in the health and beauty sector, to meet consumer demand, and for retailers of wearable technology to invest in their in-store experience and online presence as they play a fundamental part in the customer’s route to purchase.”

Event Supplier, Aztec Event Services has announced that it has just secured the International Organisation for Standardisation (ISO) 9001 certificate. The company has spent the last 18 months working towards its first ISO which involved having its working practices independently audited by AJA Registrars Ltd. ISO9001 is an internationally recognised standard which establishes processes to ensure quality and consistency of product / service as well as continuous improvement. Full story:

Slice launches new brand & website Slice, has developed a new brand and website off the back of their most successful year to date. In 2014 Slice saw a 60% increase in revenue with new business wins for clients including Thomas Cook, News UK, Coca-Cola and Barratt London. 2015 promises to be just as exciting with a further 30% growth forecast.

people than those lucky enough to attend, communicated through their i6 strategy, which explains how they approach each live event in order to reach the ‘unattending’. The new yellow and black colour palette of the brand and website is intended to highlight this bold way of thinking in a purposefully provocative way.

Approaching their third year under the leadership of Tom Rutter and Alec Braun, the re-brand marks a new era for Slice. The new look takes a fresher approach to the agency’s position of ‘creating experiences people talk about’ and acknowledges their continued recognition as experts in flawlessly delivering brave and engaging brand experiences.

Alec Braun, Managing Director and Creative Lead of Slice, said “Here at Slice we believe the ‘unattending’ are fast becoming the most important audience for successful brand experiences. Simply facilitating sharing is no longer enough – we need to actively provoke it and create experiences people talk about outside of the physical event location.”

Slice believe brand experiences should reach many more Full Story: Spring 2015


Event Training Field Marketing investigates the staff training benefits of instore events When Easter is over how do you keep people buying chocolate? Iconic British confectionery brand Cadbury enlisted the help of Blackjack Promotions for its latest ‘Say it with Chocolate’ in-store promotion at London Stansted and London Heathrow’s Terminal 5. The promotion sees Blackjack staff offering shoppers samples of the Cadbury Dairy Milk range and the opportunity to personalise packs of three chocolate bars using a selection of unique stickers, which can be applied to a gift sleeve. In other words, when the event is over bring on the event. In this case the big and universal appeal of Easter is replaced by the highly individualised celebration. Cadbury has created six different personalised stickers. Three of them feature generic messages – Thankyou!, I [heart] you and Congrats! – while the other three have London-specific messages and images, including I [heart] London, a classic London routemaster bus modelled in chocolate and a Buckingham Palace-style sentry box and guardsman, again in chocolate. The activation will be supported by bespoke ‘Say it with Chocolate’ gondola end display stands and Point-ofSale material, plus, of course, space where the stickers and the sleeves can be displayed. The activity will be running

between 15th April 2015 and 30th June 2015 at London Stansted and between 2nd September 2015 and 17th November 2015 at London Heathrow Terminal 5. It is only a tactical promotion but it is a very good example of brand and store operating in unison to keep up momentum around a product. The promotion is running in World Duty Free stores, a groups that has developed a very good understanding of the full variety of field marketing and brand experience skills. Commenting on the activity, Kay Walker, account manager, Luxury, Confectionery, WDFG and Airport Retailers at Blackjack Promotions, said: “It’s always exciting working with Mondelez and this in-store promotion will give passengers the chance to add a unique personal touch to their chocolate – the perfect gift for friends and loved ones!” The long runs that are lined up for the activity, together with the gift appeal of the promotion shows that Cadbury is thinking outside peak seasons such as Easter and Christmas and seeking everyday events that can drive the impulse to purchase. That appeal is certainly embraced by the retailer which is striving to tap into the everyday celebrations of travellers. Airports have many peak seasons and low seasons and initiatives like this one help keep tills ringing on days when the total number of travellers is low. Nicole Hatt, manager category marketing at Mondelez World Travel Retail, said: “From our global shopper research we learned that more than 60% of travellers think chocolate makes a good souvenir in a duty free store. To capitalise on this knowledge we developed a promotional concept which draws on the unmistakable visual identity of Cadbury, the no.1 chocolate brand in the world, and adds value to both shoppers and the retailer. The promotion delivers on the three pillars of our ‘Delighting Travellers’ confectionery vision in travel retail – ‘More Shoppers’, ‘More Spend’, and ‘More Often’. This is a perfect example of how Mondelez WTR is driving category growth by using shopper insight to increase store footfall and stimulate impulse purchases.” With cohesive campaigns such as these the benefits to the store from the field marketing should be transparent. In other instances though the field marketing team needs to be sure that the value brought to the store by the field marketers is fully understood. Retail training is one method at the field team’s disposal for getting the stores to buy into the brand’s effort in reaching shoppers. Retail training is most often deployed by brands in the consumer electronics and telecoms sectors but increasingly FMCG and home entertainment brands are working with stores on product launches and event days that require more than a passing interest in the brand.


After ten years of working together, agency infinite and game publisher Ubisoft have been past masters of Spring 2015

event day sales, with 2014 adding the latest FMBE award to the team’s successes through the years. It is a very strong and progressive relationship that has seen the brand and agency put an events-based strategy in place with store education, shopper education, brand avocation and product sales all amongst the objectives. As the gaming retail landscape changed in 2013, with Blockbusters closing and HMV stores fluctuating between open and closed, the field marketing team helped Ubisoft to retain their effectiveness in the channel. The high level purpose of the team is to reinforce back catalogue sales at the same time as pushing out pre-orders and sales for new releases. To increase market awareness of the Ubisoft brand as a publisher and to market software both to stores and consumers. Key messages are defined based on release, platform and time of year. Messages are introduced or amended via Ubisoft EMEA and sent directly to the team. The Ubisoft effort is based around events but it is also focussed on maintaining sales and brand knowledge between events, leading to quite a complex evaluation process. The team is evaluated monthly on:

Many of Ubisoft’s top titles carry PEGI ratings of 18. This means the games cannot be previewed in stores during normal opening hours. The team have to be creative when planning their events. As well as the industry standard after hours “lock in” and midnight launches the team are tasked with creating innovative sales and demonstrations events. The in-store training aspect of the programme gives the staff teams privileged demo time with the games that they are expected to sell, so the events programme provides a natural building process. The overall effect is one that allows Ubisoft to justify increased investment in its field marketing team in a virtuous cycle. The year on year comparison for 2012/13 to 2013/14 showed significant percentage increase in all areas. Continual improvement of what the team know and what the team do is at the heart of Ubisoft UK culture.

• Excellent closing skills required to shorten the purchase journey (Nikon quote a typical DSLR consideration time of 3 months) REL’s intensive training and development programme brought about a team of highly-motivated and wellinformed imaging sharpshooters. Alongside compliance, merchandising and display site negotiation the team set about training over 12,000 retail staff members on the benefits of Nikon in an initial 18 month period.

• Pre Order Revenue up 55% • Pre Order Units up 39%

2. Following event guidelines

• Software units sold up 5%

3. Sales targets per quarter

• Play-test / Views up 52%

4. Phone audits are completed of 10% of stores visits by the business support team at infinite head office. The outcome of these audits must be a minimum of ‘acceptable’ based on nine audit questions

Whilst gaming events are often about launch titles, the back catalogue work is a point of difference. The home entertainment sector typically has large tactical teams that focus on first day sales performance but the Ubisoft core team is always in action helping older titles to maintain their shelf presence for longer.

Further rules are drawn up to ensure that the effort of the team covers the full landscape rather than focussing on the easy wins. Event stores, when selected, form the hub whilst compliance calls must be completed for stores in the direct vicinity of the event store.

• High level of specialist knowledge required to sell top end camera equipment

• Number of Days up 33%

• Back Catalogue Revenue up 41%

All of the team has to deliver against demanding sales targets and event guidelines. Sales targets are set quarterly depending on release, region and channel. Each team member must hold six to eight events per month (unless advised differently by Ubisoft). Events can be a launch, standard day, supermarket or satellite.

Operating in retail in the technology environment is challenging due to high value of items for sale and specialist knowledge needed to engage with customers. The biggest factors for consideration when recruiting the team were:

• Part time contracts involving weekend working.

• Launch Revenue up 11%

5. In-store training with store staff is completed on forthcoming news/trailers/release and launch dates

Working in collaboration REL and Nikon created a sales/engagement team to drive market share in supported stores.

• Total Events up 77% • Total revenue up 34%

1. Following a territory call file to complete store visits and compliance calls

the market place together with a view to reversing fortunes against a declining imaging market – a market that has come under pressure from the sophisticated cameras being installed in smartphones.

The individuals within this team have to be very passionate brand ambassadors with a versatile approach to sales. Store testimonials passed back to the Ubisoft reps often compliment their informative approach, for instance “Mike’s information and presentations are always good”, Smyth’s Toys Hull or ““Holly often does events with stores and relays good information about the games”, Game Liverpool. Another one of the FMBE award winning campaigns from 2014 saw a strong focus on retail training, and like that of infinite and Ubisoft it reached success by generating results from a much changing retail landscape. REL Field Marketing and Nikon entered

Store staff training has been successful – demonstrably so, given accountable ROI figures – and this has been underpinned by the field team being very happy and motivated in their work. In addition to demonstrable retail results, the Nikon team scored very highly in RELs employee satisfaction survey: • Colleague engagement score – 75.4% • Leadership capability score – 83.8% • I am proud to work for REL – 84.6% • I am treated with fairness and respect – 96.2% • My immediate manager recognises and acknowledges when I have done my job well – 93.2% • I enjoy the work I do – 96.2% Logically sales through store engagement should be best delivered by a team who truly believe in their brand and products and are motivated to sell it. Dedicated brand teams, trained and cared for by a proactive agency can make a huge difference to the brand’s reception, reputation and sales at retail.


Samsung in takeover of Harrods A retail first for Samsung, developed with Cheil UK, puts it centre stage in the world’s most famous department store: Harrods. The activity saw Samsung take over the majority of the retailer’s window displays. This is the first time the retailer has let a technology brand take over the whole store.

machine and Chef Collection oven, as well as two ground breaking smartphones, the Samsung Galaxy S6 and Galaxy S6 edge.

For three weeks, up until 24th April, Samsung took over two sides of the prestigious Harrods storefront, including three adjoining windows facing Brompton Road that were turned into an Working with Cheil UK, Samsung’s “Experience exhibition space - directly accessible from the Innovation at Harrods” campaign has been street. Samsung branding featured on signage designed to showcase and generate awareness throughout the store including vinyl posters, for a range of electronics products including lobby wraps and digital screens. In-store activity Samsung’s latest innovative SUHD TVs, domestic was supported by Samsung branding on the appliances such as the WW9000 washing Harrods website and advertisements in the


Spring 2015

April issue of Harrods Magazine. Customers were given limited edition options and bundles and were able to have their new phone engraved. Full Story:



ales people are a particular breed. Many say that the ability to sell cannot be taught; you either have it or you don’t. This may be why we are witnessing a complete sea change in high street selling strategies.

The Sales Breed

Exhibition: Ideal Home Show Tim Lark

Managing Director ?Many of the high street SERVICE INNOVATION GROUP (UK) stores we work with are now employing FM teams staff working in-store. to complement their sales teams, so the FM teams Historically, brands always do the merchandising, tried to have one team to both auditing etc thus leaving the sell and to merchandise and sales people to concentrate audit. They would avoid on what they do best – selling sending two different people product. to the same stores as this was This strategy is becoming very seen as a waste of money – popular for retailers selling a surely one team could do everything needed within the technical or complicated one visit? But it’s a product. For example, a leading high street technology competitive market place and retailer has an internal sales sales numbers are dropping. The smart brands have team and then a separate external team to handle the all realised that the focus has to be kept on one thing – sales. auditing and merchandising A ‘one person fits all’ strategy tasks. Another leading simply doesn’t work; sales consumer electronics people want to sell, sell, sell provider has done the same although both their sales team and don’t want to get bogged and merchandising team are down completing operation tasks. out-sourced - but the out-

sourced sales team are no longer collecting data or merchandising. And it’s not just tech companies that are realising the benefits of splitting their teams this way; a leading drinks manufacturer has been doing this for a while too and a leading cosmetics company has recently employed us to gather data in Boots stores on fragrances, even though they have sales

I see this as a positive move not everyone has this amazing talent and so by splitting teams, everyone can focus on what they do best. And of course the training budget and resources can be directed exactly where needed too. Selling is an art form –I’m glad that it’s being recognised as such.

The Ideal Home Show’s heady mix of reality TV celebrants such as Gregg Wallace and Alan Titchmarsh, sponsors including Anglian Home Improvements, Lexus and Thirst Pockets and a crowd of progressive house proud consumers would seem like an open opportunity for brand engagement. But independent reviews, easy enough to find on Trip Advisor and were little short of damning with many comments questioning the event’s cheek in charging money for a bad set of market stalls. Here is an example:

“Last time I went to an IHS, I at least got a half decent goody bag at the end. All I got this time was a pile of advertising leaflets (straight in the recycling bin), a voucher for £1 off kitchen towels, a minute piece of rancid chocolate and a pack of “pleasure gel” (relevance to a home show??). I would never in a thousand years pay even £5 to go another IHS unless I was sure the whole thing had had a major revamp and ALL of the above were improved upon. Oh, did I mention long queues for overpriced refreshments.” One Trip Advisor focused in on the Gregg Wallace Restaurant for extra one star derision waiting past 2.45pm for a 1.30 booking before getting a refund. Seeing Alan Titchmarsh served in 15 minutes added to their chagrin. Worse, the reviews on those sites morph into very similar opinions for previous years. If the Ideal Home Show was a hotel or a restaurant it could forget about and overcrowding problems in 2016.

Harriet Cramer’s Report Virgin media’s immersive mock house, is the ‘Ideal Smart Home’. It is kitted out with the newest technology, some not even on the market yet, to demonstrate how the home of the future would greatly benefit from superfast Virgin Media Broadband. Most of the technology is app based and once an hour the presenter, Lee, demonstrates them the public and talks them through the house of the future. Upstairs is the ‘play zone’ full of beanbags, Sony televisions and Playstations. Consumers are encouraged to take part in a quiz to find out what their watching habits say about them, and then assign them an animal archetype or ‘sofa buddy’ to coincide with that. Using a smart interactive camera, participants can have their photo taken with the animal archetype that they most resemble, to print out and take home with them and share on social media. Animal archetype adverts, featuring characters such as Ed the Sofa Bear and Ally the Night Owl, have been running to coincide with this across television, cinema and social networks. Virgin brand ambassadors have ‘coffee on us’ cards to be handed out to potential new customers or loyal existing ones that can be used at venues through the show.

Our own reviewer, news reporter Harriet Cramer agreed with the lacklustre impact and was surprised by the lack of enthusiasm around aspects of the show including stallbased sampling through to the Lexus sponsored Catwalk

Sam Harrington, event manager said “I have been blessed with top quality brand ambassadors, the activity is a great success and we have thoroughly enjoyed all aspects of the activation.”

Lacklustre exhibitions often have their deficiencies masked by brand experiences and for Ideal Homes, Virgin Media, with a show home created by agency Itch and staffed by Mash, was doing its best to banish consumer frustration.

Virgin Media’s in house sales team have a stand adjacent to the activation to answer any queries that new or existing customers may have and to set consumers up with up virgin media packages on the day.

Spring 2015


Agency: Beyond Red’s upstream agenda Beyond Red is a new venture that has emerged to offer sponsorship agency Redmandarin an activation arm.

brand into the DNA of the platform and not just ‘sticker and broadcast’.

Finally, we must be the most experienced ‘start up’ in the sector – with the sister agency having been established for 15 years and the Beyond Red has emerged supported by the teams combined experience allowing us to experienced team of the sister agency. create a business model that is both flexible Redmandarin has been established for 15 years. Redmandarin expertise is augmented by and extremely cost effective and using ‘best in the arrival of activation and experiential expert class’ delivery partners who are specifically Barnett Fletcher, who joins the team following selected for their capability and expertise on a project by project basis and not the usual a period of consultancy. agency practice of defaulting to a list of regular Fletcher, who has recently anchored brand suppliers. We go directly to source, globally, experiences and sponsored events with the and avoid the layers of cost and inefficiency. world’s number one golfer, Rory McIlroy, has signed up with Beyond Red after experiencing What do you like about Redmandarin? a number of different agencies and campaigns A long while ago I started a journey, a beauty pageant of agencies if you will – I spoke to as a consultant. many and worked with some, during which Sports sponsorship activation looks set to be a time I tried to get under their skin, find out major factor in Beyond Red’s repertoire with what they really do, how they operate, this year’s Rugby World Cup on the immediate motivate, create and charge – this threw up agenda and the Rio Games and Ryder Cup more questions than answers and I never looming large in 2016. really found what I was looking for – until now. Sister agency Redmandarin has a strong track I will be honest, I did not know Redmandarin record in Olympic sponsorship with CEO (and I thought I knew everyone!) I was Shaun Whatling leading direct client work recommended to take a look, I asked a number across 3 Summer Games including 3 partners of trusted sources and as I discovered more I at London 2012. became more and more impressed, I made contact and what impressed me initially was Following the launch. Harriet Cramer their approach, far more ‘up-stream’ and put the questions to Barnett Fletcher clearly sit at the top table with their existing for FM Forum client relationships. As someone who’s worked What do you feel is different / with most of the agency players over the years, I’ve never come across a sharper team that refreshing about Beyond Red? offer a great mix of strategic insight, analytics It’s easy to say ‘we’re different’ and we are, and creativity. but our start point is certainly more ‘up-stream’ and we start every conversation So for me, it was great to find that complement with a client armed with a vast knowledge of to my own skill set and then curiously I found insight and activation experience in the that we also had many points in common. sponsorship arena across all brand categories We’re both restlessly looking for ‘better’ we and communications channels – the team have share an incredibly strong service ethos and been at the coalface for a long time. put our clients first. We’re obsessive about Add this to our deep psychological insight of audience behaviour; some agencies insist they understand the fan but don’t demonstrate how they take this understanding of people and create programmes that actually resonate with and not irritate ‘fans’. As an example – tribes are a great metaphor for fans but tribal identity shows quite clearly that tribes often dislike each other! Translate this into a team sponsorship - whilst it might generate great awareness, how many customers do you potentially alienate because they are not fans and what do you need to build into a partnership to combat this? We are certainly creative yet only deal in the ‘black art’ of practical creativity the sponsorship industry is dominated by people who ‘produce’ but in most cases the level of creativity are not high because the source of the work comes from a ‘social’, ‘sports’ or PR background and not from a creative standpoint. Beyond Red is an ideas agency born from the true experiential space with a passion for sponsorship and partnership activation and as such we have the ability to meet opportunity with creativity to ensure we fully immerse the


Spring 2015

detail and production quality. And we’re both creative problem solvers. So when I discovered they were planning on creating a sister agency to deliver activation, it felt like a great opportunity for both of us – finally my search was over and I really had found the smartest guys in the room.

What plans lie ahead?

We are in our infancy yet we have hit the ground running thanks to an extensive black book of contacts and existing clients from both sides of the relationship, we have live opportunities being built out as we speak. We are constantly active in our key areas of expertise including – motorsport, golf, Olympics - and we have a Rugby World Cup this year and a very unique proposition connected to that. 2016 will be Rio Olympics, Ryder Cup and we have some exciting arts and entertainment events closer to home - all I can say is ‘watch this space’ – but Beyond Red will be a significant alternative player in the sponsorship activation space very quickly and as always, with everything I am involved in, expect a few surprises along the way.

Opinion: Promotional Careers Not traditionally viewed as a typical career choice, promotional staffing is varied, exciting, fun and rewarding. Dominique Packham, staffing director at brand experience agency Sense, looks at how attitudes to the work are changing, its rise in importance to brands and the many benefits it brings. In today’s highly competitive consumer environment, with many brands trying to differentiate themselves from their competitors when in reality there is little difference to emphasise, opportunities to connect directly with consumers to really bring out a brand’s personality need to be grasped and maximized. This has heightened the importance of sampling activity and creating brand experiences in busy places like shopping centres. And key to the success of these kinds of live marketing are the promotional staff, whose job it is to get consumers involved in the brand.

sales skills, gain an understanding of the increasingly important discipline of experiential marketing, while getting experience of working with both clients and agencies.


The best and most respected event managers build strong relationships with staffing departments. They get personally selected for jobs, recommended to clients at pitch stage and have pretty much guaranteed work throughout the year. What’s more, they often get paid more than the head office staffing team. At Sense, some of our best staff have been selected to work for the client brand directly. Although it means we lose a great team member, it reflects just how well we train our promotional staff – and of course it’s great for the individuals involved. It also shows how seriously brands are taking promotional marketing and the importance of having well-trained and talented staff.

Skills set

Gone are the days when promotional marketing was an easy There was a time when promotional option. Although it’s exciting, varied and fun, it’s also hard work. So what staff were drifters and do we look for when recruiting our commitment-phobes, just out for easy money, but those days are long team? gone. We now live in a marketing As we’re putting brands in their world where promotional staff have hands, first we want people who are become key brand ambassadors trustworthy, reliable and and where the best are well trained responsible. We really value to reflect the visions and values of honesty in all areas of the job and the brands they represent. After all, great communication back to the they have the potential to provide agency. As well as representing our the key point of difference all clients on the ground, our field brands are searching for and staff are, of course, an extension of project the true brand personality us, so when they are doing a good better than any advertisement. job, it reflects well on our agency,

Making a difference

Those who take promotional work seriously find it very rewarding in many ways. It can pay well, is varied and gives individuals a lot of responsibility to work autonomously out in the field without constant supervision. You can work your way up the ranks from brand ambassador to team leader, assistant event manager and event manager, all with increased accountabilities.

which is great.

What’s more, you never have the same day twice. Working with new people in a wide variety of environments for different brands makes promotional marketing an exciting and diverse job. You learn how to deal with different personalities, how to motivate both yourself and, others and how to communicate. You also develop

The career path’s simple – start as a brand ambassador and work your way up. Once you’re in the club, it’s down to you. Perform badly and you will be out, but build positive relationships with everyone you work with and really there is no limit to the offers you could get and where you could take your career.

You also need to be able to be a team player with fellow promotional staff and the head office both upwardly and downwardly managing constantly. You need to be able to multitask and juggle many balls without letting one drop, be polite and courteous, particularly when dealing with the client, as well as presentable, charismatic and – really important – fun!



Old Speckled Hen pops up tour

Reebok and BEcause kick off campaign

Old Speckled Hen, the leading premium ale brand in the UK, kicked off Easter festivities early, rewarding its loyal fans and intriguing the nation with the launch of a new ‘Hunt for a Hen’ campaign.

Reebok, together with live brand experience agency BEcause, kicked off an experiential campaign in Bluewater Shopping Centre for the brand's new Z Pump Fusion trainer.

The new Hunt for a Hen travelling bar pitched up at secret venues with clues to its location posted on social media throughout. Real ale fans who found the bar were rewarded with a free half pint of Old Speckled Hen in exchange for a social media post using the dedicated #huntforahen hashtag. Destination clues throughout the campaign period were shared by the

brand’s biggest fan, Old Speckled Henry, on Twitter and the Old Speckled Hen Facebook page. An on-pack promotion ran in conjunction with the campaign across select Old Speckled Hen pint, 500ml and multipack retail formats. Chris Houlton, managing director for Greene King Brewing & Brands, said: “The Hunt for a Hen initiative is a fantastic piece of theatre and a chance for us to really engage beer lovers during a key seasonal time for premium ale” Popcorn PR is activating the campaign for Greene King. Full story:

trainer can support them. People could try them on to see how they ‘pump to fit’. Parkour style performers bouncing on BOSU balls whilst wearing the Z Pump Fusion trainers were attracting passers-by For the campaign, BEcause deployed a into the dome. Additionally, BEcause pumped up pop-up in high footfall areas, orchestrated a ‘Z Pump Fusion Sprint including near Reebok’s flagship store in Challenge’ where participants were Covent Garden on 3rd and 4th April, at asked to run on the BOSU balls for The Oracle in Reading on 11th April and 60 seconds; the person who outside Reebok’s Richmond store on achieved the highest number of April 12th. Inside the dome were iPads steps won vouchers to spend in the which 3D scan people’s feet and Reebok store. educated them on their foot shape and Full story: how exactly the new Z Pump Fusion

Square in the Air under Betway orders Square in the Air, the specialist betting, sporting and gaming PR and marketing agency, had a strong presence at the Cheltenham festival with sponsor Betway.

activation zone downstairs and the VIP area upstairs.

Kate Towler, head of field marketing, Square in the Air commented, “Cheltenham week is one of our The activation had a 20 strong group busiest of the year. Like a good jockey, of brand ambassadors stationed in we need to be cool, calm and and around the Betway Clubhouse. collected when it comes to The Clubhouse, purpose built for the activation.” client, was split into two sections: the Full story:

intu brings Home nationwide All 15 intu shopping centres across the UK were active in the launch of a brand immersion campaign seen by millions of families and spotlighting the latest family animation movie, Home. It was the first time the promotion of a new movie has included a group of UK shopping centres for a single, national campaign. Roger Binks, customer experience director at intu, said: “With over a million visitors to our UK’s most digitally connected centres each day, the film had major market penetration ahead of its launch in cinemas on shopping centres, the campaign incorporated a 20th March.” significant multi-channel The brand immersion campaign embraced presence. As well as on-line ambient media, workshops and experiences competitions and social aimed at children of different ages, and media, the film was promoted personal appearances from the film’s leading through a home page character. advertising takeover of the transactional website. In keeping with intu’s strategy to create the

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BRAND X Spring 2015 III

RPM entrusted with Cadbury Easter Egg Trails

MaxiNutrition’s Rugby Cup

RPM were reappointed by Cadbury to enhance the brand's annual Easter Egg Trails experience, which is held nationwide in partnership with the National Trust and National Trust for Scotland. This marked the eighth year of the campaign and the second year that Cadbury has commissioned RPM to develop the event proposition and deliver the property based trails hand in hand with the National Trust teams.

MaxiNutrition gave grass roots rugby teams the chance to play at Twickenham Stadium in the first MaxiNutrition Rugby Cup 22 contact, touch and women’s rugby teams headed to The Stoop, for the qualifying rounds before teams battled it out for the winners’ trophy at Twickenham the famous home of rugby.

This year's campaign involved trails at over 300 National Trust and National Trust for Scotland properties. It operates across the UK on Easter weekend. In total over 21 tonnes of chocolate, 250,000 Cadbury Easter eggs were delivered to National Trust

Properties across the UK. Dom Robertson, managing director at RPM, noted: "We are thrilled to be working for the second year running on such a large scale project with two of the UK's most loved brands. Last year we created a unified, creative approach across all channels and were thrilled to see trail attendance rise 17% year on year, the highest in the events 7 year history." Trail participants were asked to either pay a small fee or make a donation to take part, with all proceeds going back to the National Trust and National Trust for Scotland properties themselves. Full story:

Alongside the on-pitch action, MaxiNutrition and Circle Agency introduced a new engagement mechanic – the digital protein mirror – to facilitate this education and bring the message to life. Visitors used an interactive touch screen to programme in their statistics. The digital mirror then used this data to display a bespoke Player Statistic Card, which could be shared instantly via email or The campaign was designed and social channels. The resulting activated by Circle Agency, which has infographic included recommended worked with MaxiNutrition for the last daily calorie intake and daily and three years, raising the brand’s profile post-match protein requirements. and educating consumers on the role Full story: protein plays in a healthy and active lifestyle.

Mim-Mim set for intu shopper tour Nanas knit the nation nicer Cereal Partners, the makers of Shreddies, and McCann London have launched a new campaign for Shreddies aiming to help solve some of Britain's little gripes. Focusing on the issues that often get overlooked, Shreddies' iconic Nanas will be asking Britons what would make their nation nicer. In the run-up to the General Election, the Shreddies Knitting Nanas are setting out to help mend the little things that really affect the lives of Britons. Ranging from oversharing Facebook friends to commuters eating

smelly food, the Nana state is in place to lobby on the nation's behalf. The campaign is formed of two halves; in the first stage Shreddie’s Nanas are asking for people to submit their gripes. Nanas will be on the road and online, finding little problems that they can help fix. Armed with

Intu brought big bunny Mim-Mim, star of the popular animated CBeebies series, Kate & Mim-Mim to its centres for a big bunny bonanza over the Easter period, Mim-Mim toured 14 intu branded centres over the Easter period kicking off in Milton Keynes Roger Binks, customer experience director of intu, said: “As the UK’s only national shopping centre brand,

intu is able to work with leading children’s entertainment names such as CBeebies, to give their most popular shows and characters a truly national presence. Our powerful brand enables us to collaborate and deliver activities to surprise and delight our loyal customers.” Full story:

this information, the campaign launches with an online film, amplified through Shreddies¹ social media channels, targeted out of home, and on pack. Full story:

TransferWise retains House of Experience House of Experience and TransferWise have activated a number of stunts in order to expose the banking industry and tackle the hidden fees associated with transferring money abroad. Specialists in disruptive and offline experience marketing, House of Experience aims to directly engage consumers with brands through unforgettable experiences. In February, the agency executed a stunt entitled ‘bath4banks’, which saw protesters gather in London's financial district to

IV BRAND X Spring 2015

call for a clean up of current banking. Demonstrators wearing bathrobes drove engine-powered bathtubs around Bank Underground station and blew millions of bubbles over London’s skyline. Generating thousands of social shares and over 1,000,000 online views, campaigns such as these have contributed to the company’s decision to appoint House of Experience as their official retained agency.

BrewDog pairs up for Easter feast On Easter Sunday, beer business BrewDog and pop-up restaurateurs Dram & Smoke presented The Last Sipper – a unique, cutting-edge lunch at the BrewDog’s Shepherd’s Bush bar. A six-course Scottish-themed feast was served, with each course paired to a carefully selected craft beer.

The BrewDog team were on hand to chat about the pairings and lead a game of ‘Beer Bingo’ which gave participants the chance to guess the upcoming matches and win prizes. Tickets for the event were sold at £35. Full story:

RPM brings Sky Academy to life RPM has worked closely with Sky to design a Scottish subsidiary of its Sky Academy Skills Studios, with the objective of raising aspirations and improving key life skills of young people aged 8-18. The launch of Sky Academy Skills Studios Livingston follows the success of Sky Academy Skills Studios in London, a project which RPM led from creative conception to design and build. Since it's unveiling in 2012, over 30,000 pupils have participated in the London based experience.

The initiative is part of Sky's ambition to help one million young people build skills and self-belief by 2020. Pupils are taken on a tour of Sky to gain understanding of the workplace and how television is made, shaped and shared, and then have a go at creating a real-life TV report themselves, supported by a team of Sky experts. Full story:

Grolsch celebrates 400th As part of a global campaign. Grolsch, launched “Celebrating 400 years of Originality” in the UK. 400 artists from around the world had their designs featured on a series of limited edition packs and cups, targeted OOH, digital advertising, social media and merchandise to celebrate Grolsch’s official birthday May 11th 2015. To coincide with this, an experiential roadshow developed by Life Agency, launched on March 10th at Waterloo Station before heading off to other major UK cities. The interactive tour gives consumers the chance to sample Grolsch and take part in a unique experience that creates an original

Land Rover launched its Rugby World Cup 2015 campaign by asking some of its most high-profile Rugby ambassadors to lend a hand at a grassroots match in Hampshire, England.

around the world undertake in order to play a game of Rugby.

With neither side aware of the activity being conducted it came as quite a surprise when Sir Clive Woodward, Rugby World Cup winning coach with Rewarding amateur side Racal Decca England in 2003, arrived to conduct a RFC, recognised as the 'Smallest pre-match team talk. After putting on Rugby Club in the World', for its their matchday jerseys, which had commitment to Rugby, Land Rover been laid out with care by Will provided a host of the game’s biggest Greenwood, a team member of that names to assist in the routine match 2003 winning side, and Bryan day preparations and give the side a Habana, himself a Rugby World Cup once in a lifetime experience. winner with South Africa, the teams were put through their paces in a As the side prepared to take on rivals warm-up led by former Scotland Streatham-Croydon 3rds, Land Rover captain Kelly Brown. Johnny Wilkinson surprised the two teams by calling on took responsibility for the kicking tee. a world class line up of Rugby World Cup winners from all across the globe. The event marked the launch of Land The legends past and present, which Rover’s Rugby World Cup 2015 boasted five Rugby World Cup sponsorship campaign, ‘We Deal In winners’ medals, fulfilled all the Real’ Agency Fast Track helped Land essential roles that thousands of Rover with the event PR. amateur players at grassroots clubs Full story:

portrait using special effects. ‘Selfie’ style portraits are taken using an electronic camera sculpture that incorporates a number of different cameras operated by consumers via a cable release. Images are projected on to a billboard and merged to create a giant swing top bottle, shared on social media, and printed and presented in a wallet designed by one of the artists, with a money off coupon. The roadshow is to visit London, Birmingham, Brighton, Bristol, Cardiff, Liverpool, Leeds and Manchester.

Corgis race for Barkingham On the 18th of March, The Ladbrokes Barkingham Palace Gold Cup, created by Sketch Events and Kaper PR took place at Bloomsbury’s prestigious Bedford Square.

Land Rover kicks off its Rugby push

Ten dogs, all wearing names coats, raced to determine the name of the royal baby Due in April.

Curl's Best Friend pops up To celebrate the launch of its revolutionary new mascara, Roller Lash, iconic beauty brand Benefit Cosmetics is launched a vibrant threestorey curl and cocktail bar, ‘Curl’s Best Friend.’ Open for one month girls could re-live 1950s beauty parlour indulgence and enjoy three theatrical floors of fun, glamour and pampering. The brand new ‘Curl’s Best Friend by Benefit’ mobile app enabled girls to book in beauty and fauxblow services,

reserve bar tables, share photos and browse live news feeds at their fingertips using an app available for free download on the Apple App Store and Android Play Store. The ‘Curls best friend’ roadshow starts on 17th April and will travel the country Curls Best Friend is a creative delivered by agency DeVriesSLAM whilst the event has been fitted out by agency The Persuaders and staffed by Hel’s Angels. Full story:

Alexandra was the first Corgi past the post. Full story:

BRAND X Spring 2015 V

Creating compelling experiences Emily Edwards, experiential sales manager at intu, discusses how shopping centres are perfect places for experiential promotions and events that reach customers in the mood to buy. Top brands and experiential agencies are increasingly seeing shopping centres as great places for their promotions and events. Customers are relaxed and there for several hours. Often, they combine shopping, eating and leisure (such as a movie). And that means promotional events are welcomed as part of the fun and add to the overall experience of the day. For customers, a visit to a shopping mall is very much a social activity. The vast majority of visitors are there with someone whether a friend or family member or, in many cases, several friends or family members. That means entertainment for the kids or with your mates is welcomed and wanted. With over half the UK population visiting intu centres each year, the potential to reach numerous customers, is considerable. 20th Century Fox did exactly that when it ran a brand immersion campaign for the Dreamworks’ animated movie ‘Home’ at all the intu branded centres. This was the first time a new movie promotion had included a group of UK shopping centres for a single, national campaign. Elements included ambient media, workshops and character appearances. Importantly, there was also a significant multichannel presence with online competitions and social media, plus an advertising take-over of intu., our virtual, transactional shopping centre. Also, Skoda launched its third generation Skoda Fabia – recently named Car of the Year in What Car? magazine – at selected intu centres. The promotion included an interactive experiential campaign, amplified with ambient media such as pillar wraps, escalator wraps and VIP car parking for Skoda drivers.

Cashing In Brand X takes a look at the ways in which free money talks The oldest form of handout has made an experiential comeback recently. Something for nothing has been a tenet of sampling enthusiasts for years but how do you sample something slightly more conceptual in a bid to make your message stick? Perhaps part-inspired by the election season ahead brands have been matching their message to the purse strings as much as heart strings in a more blatant way than the chancellor or any of his manifesto rivals can. Handing out cash to passers by was a bit of a shock tactic a few months ago; money was the ultimate pared down giveaway. Samplers began to gauge the likely reaction to this, not always favourable as one infamous online clip of a rep for GeoLotto, an online lottery, shows. In it an affable brand ambassador sings ‘Lady in Red’ to a passer-by and offers free money – earning a violent scream in the face for his trouble ( Brands have had to think of ways of giving money whilst minimising the risk of insulting a portion of its audience with unwanted charity. The trend first arrived at Brand X’s door back in September in the shape of news from peer-to-peer online lending business who used a prop to help engage participants and get quite a complex message across. took to the streets of London to hand out cash-laden ‘money trees’ in a bid to encourage Brits to grow their money through peer-to-peer lending and safeguard their future. Setting up a money tree market stall in London Victoria train station an East End market trader for Zopa handed out the ‘money trees’ complete with £10 notes and vouchers worth £10, redeemable when lenders make their first investment through the platform. Giles Andrews, CEO and co-founder of Zopa commented: “With the money trees we wanted to put a smile on the faces of

intu is the only company with the national coverage of prime and superregional prime centres to be able to reach millions of people in the mood to buy. Top brands such as Microsoft Xbox, Diageo Baileys and Coca-Cola have leveraged this position to engage with their customers. intu is focused on creating compelling experiences for visitors, giving clear business advantage to retailers and brands.

Emily Edwards is experiential sales manager at intu For more information on the shopping centre portfolio contact: @intugroup VIII BRAND X Spring 2015

Frozen Money from Bird’s Eye

busy commuters. It is not every day you encounter someone wanting to give you money on your way to work. The money tree campaign is all about encouraging Brits to plant a seed with Zopa and watch their money grow.” This Spring there has been a fair flourishing of the free money handout with a variety of techniques on display, greater levels of success and acceptance. Acceptance though wasn’t top of the agenda when an N2O actor handed out fivers in a social experiment devised by Citigate Dewe Rogerson on behalf of Santander. Passers-by were offered a free five pound note by N2O’s actor dressed as ‘the taxman’ in the PR stunt. Only five per cent of passers-by accepted the money with most turning down the offer. The purpose of the social experiment had a premise. It was devised to demonstrate how the public were saying ‘no’ to free cash from the taxman. This is to correspond with a study, conducted by Santander, which revealed Britons are handing over an estimated £57 million to the taxman by not taking advantage of tax-free savings. Santander wanted to raise public awareness of ISAs,and tax free savings as the end of the tax year. Election candidates may also be advised to pay heed to this social experiment. The public will not automatically be swayed by promises of extra spending power. Another financial brand trying to harness the power of money to sell its message directly to the public is insurance provider Beagle Street. Hundreds of origami dogs made with £10 notes were let loose on the streets of London and then in and around Bristol – to be rescued by lucky passers-by and office workers, pocketing the free money. For each release, a team of experts spent continued on page 24


Exhibition: Event Production Show March’s 2 day Event Production Show at Olympia, billed as the show for outdoor, festival and sporting event organisers, saw a bag full of ace ideas and enough attendees for the event guides to have run out on the second morning (oh dear). FM Forum’s Harriet Cramer caught up with Robin Carlisle managing director of exhibitor Mobile Technik, at the 2015 Event Production Show to get an expert opinion.

How have you enjoyed the show so far?

Speaking of the future, what’s next for Mobile Technik?

I have been speaking to Airbus [another exhibitor] and assessing their technology, and we are excited to pave the way for a new future within mobile communications. We are looking to build a rapid response internet coverage unit to enable people to upload and download large amounts of data very quickly at large scale events and festivals. Our aim is to overcome the restrictions that are in place and override Wifi using a satellitein-a-truck mobile device to enable any amount of people to have instant access to the internet. We feel people have become accustomed to slow internet service and poor phone signals at busy events or in low coverage areas, so Mobile Technik are going to exceed expectations.

Supplier: Fo’s on the go An interview with Stephen Spanias, founder of Promo Fo’s the Facebook led staff/agency finding platform. Harriet Cramer spoke to Stephen as the networking group is looking to take the business beyond its Facebook origins.

going through a staffing agency. This keeps the staff/promo agencies in business and keeps the industry running smoothly. I post video tutorials to help out those just getting started, and I will remove someone from the group if they fail to turn up to a job or engage in gross misconduct.

Why did you create Promo Fo’s?

What has been the greatest achievement for you so far with Promo Fo’s?

In April 2010 I had just started working as a Brand ambassador after quitting my full time job and I had difficulty finding It’s been excellent, the best Event enough work. One day whilst on a rare Production Show for a good few years, it promo job, I overheard other staff is well staged and nicely compressed. I talking about other jobs that they were have spent most of the time here away turning away. It was then I had the idea from our stand and meeting people. It’s to start Promo Fo’s, a place where guys been really enjoyable and very interesting. Robin Carlisle then introduced me to like me that were just starting, could Airbus’s head of enterprise indirect Has anything really stood out and channels, Florian Lefévre, who concluded; pick up jobs from other staff, too busy to caught your eye today? work them. In terms of people, I have really enjoyed “We are here today to learn more about Promo Fo’s started with me manually engaging with the younger generation, the the UK market as we are wishing to adding brand ambassadors, then after expand outside of France. We have a ones with start-ups and fresh Ideas. I am that, agencies wanted to become vision to provide satellite connection very passionate about working with the involved and it grew from there. anywhere at anytime including on the youth and getting them into business so move and in remote isolated areas” this has been a fantastic insight into Why is Promo Fo’s different from future possibilities. other social media based staff

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How will the website be different from the Facebook group?

I feel the social media aspect has been exhausted and Promo Fo’s can go further. It will be an exclusive third party resource where agencies can find staff. The integration aspect aims to allow agencies to benefit from the efficiency that Facebook brings only without the risks. All agencies will create a profile databases? Promo Fo’s is the only brand ambassador and so will staff. People will be able to social media group that has all the staff download templates for timesheets and invoices. Agencies will be able to personally vetted before allowing them connect with staff privately or publicly to join. I screen all staff who request and will be able to target jobs to the membership and I regularly check for spambots, I only allow staffing agencies right people. It will stop dormant jobs to post if I know they are legitimate and I slipping through the net so It efficient don’t allow brands to post jobs if it isn’t way for staff to seek jobs.

Event: New Howard’s Way across London Howard’s Way Walk, the event industry charity hikeathon, has challenged event professionals to take to London’s streets for a 10 mile walk for pancreatic cancer charities. The walk, taking place on Friday 12 June, will see 200 event professionals trekking the 10 miles from the home of Chelsea Football Club to the home of Arsenal Football Club through two of London’s most famous parks, Hyde Park and Regent’s Park. Howard’s Way Walk was created in memory of event professional Howard Kerr after losing

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Securing a government funded business loan to get the website up and running was a real achievement. I pitched a 60 page business plan and presented it as a start up enterprise and it was successful.

his battle with pancreatic cancer. This year’s walk takes on a new poignancy after the tragic passing of Jim Harding, Head of Premium Sales and Hospitality at Arsenal Football Club, from the same disease. Since 2010, event professionals taking part in the Howard’s Way Walks have raised over £330,000 for the charity by completing gruelling hikes across Britain’s most challenging landscapes. For this first time, the walk will be in an urban setting and open to the wider event industry.

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W Spring 2015



Gillette/ Haygarth

Best Winners

Haygarth’s FMBE Gold winning campaign for Gillette, with its comprehensive ‘Mo Gents United’ Movember activation won the MAA Best award in the Experiential category. The entry edged out Virgin Media’s Commonwealth Games activation, ‘Race Bolt’ from agency Itch which saw member of the public taking on a graphic of the world’s most famous athlete in a head-to-head 100 metres. The Guardian ‘Vote’ award also saw brand experience prevail with Best awarded to Elvis for a Cadbury campaign that pioneered gaming use JC Decaux’s station dominating ‘Motion@Waterloo’ giant digital screen. Merit in this category saw Soul’s clever use of yellow sheep leveraging PR and social media when the Tour de France came to Yorkshire.

Exhibitor: The Clear Idea

Several brand experience campaigns, for brands from Deezer through to Air New Zealand have featured in FMBE Magazine using a clear perspex trailer. So when The Event Production Show came about this March Harriet Cramer caught up with one of the men who started the trend Ahmed Mansour, managing partner. The Clear Idea.

What was the purpose of being at the Event Production show?

have also added a custom manufacturing side to the business. So The Event Production Show was a great opportunity for us to announce this to the industry. The show also provided an opportunity for us to show The Clear Idea lorry in the flesh and interact face to face with industry members, which was fantastic.

What was the overall reaction from people?

The reaction was what we hoped for and Jonathan (Bramley) and I acquired The more. The lorry did its job perfectly, it Clear Idea in 2014 and have re-launched it caught the eye of everyone that walked to deliver campaigns across Europe. We past and got people to ask us lots of

The Clear Idea exhibiting at the Event Production Show


Spring 2015

questions. We also demonstrated the frosted-to-clear switchable film technology, which prompted quite a few wows as we revealed the vehicle behind the frosted glass at the push of a button. After the show we drove through Oxford Street and it made me really happy to see us excite so many people. People were coming out of the shops to have a good look, pedestrians were smiling, taking photos, and waving. Our final stop through London was in Richmond Park, and a 4 year old with his grandma were especially impressed with the vehicle. It was hard to get away!

What was the most enjoyable aspect of the show for you? Seeing people’s reactions to The Clear Idea lorry was very heartening and made me feel that all the hard work the team put in for the show was more than worth it.

What are you looking forward to most this year? I really look forward to working with impressive and good people within client and supplier businesses to deliver campaigns that work and draw smiles on people’s faces.

Venue Spotlight: Manchester Arndale Located in the heart of Manchester and boasting the impressive title of largest inner city shopping centre in the UK, Manchester Arndale houses over 220 retailers, 60 fashion stores, 29 eateries and 16 health and beauty boutiques. The tenant list includes a number of well-known high street names such as Apple, Hollister, Reiss and Superdry.

Supplied by

There are 19 promotional spaces within the centre, ranging in size from 1.5m x 3m to 15m x 7.5m and with a footfall in excess of 41million per year, Manchester Arndale is the perfect location for brand promotions and roadshows. The Centre attracts a large proportion of young, well-educated city dwellers and a high female demographic of 61% with an average dwell time of 92 minutes. Perfectly positioned at the heart of Manchester’s buzzing city centre, Manchester Arndale is surrounded by Harvey Nichols, Selfridges, M&S and Primark and has a loyal shopper base.

Q1 Activity Report

Promotional Activity by Sector Q1 2015

Quarter 1 of 2015 has seen a number of bookings for experiential marketing roadshows including food and drink as well as health and beauty promotions.



Food & Drink



Government & Health 5%



Entertainment 4%

Health & Beauty



Financial Services

Miscellaneous 6%



Anchor Cheddar took a branded bus to more than 100 destinations nationwide as part of a new campaign. The ‘Cheddar Sandwich Needs You’ tour was conceived in a bid to save the classic cheese sandwich. The team on the bus were equipped with loud speakers and campaign flags asking consumers to #getonboard and pledge to help save the cheese sandwich. Hundreds of thousands of Anchor Cheddar cheese sandwiches were also handed out as part of the activity. Elsewhere, the Honey Monster made a comeback giving shoppers the chance to sample the new Honey Monster Puffs recipe, have their picture taken with the Honey Monster and win prizes, including t-shirts and cuddly toys. The health and beauty sector saw the launch of Benefit Cosmetics new Roller Lash Mascara. Brand experience agency


32% 13%

Mobile Communications 4%

The Persuaders developed an experiential training truck tour for Benefit’s make-up artists to learn about the company’s new Roller Lash Mascara. The agency converted a 40-foot shipping container into a 1950s-style salon complete with hair dryer hoods, a vintage TV, hair dryer chandeliers and a neon sign. Benefit’s make-up counter staff were invited onto the truck to receive training on the new product across the UK.

visited shopping centres across the UK promoting healthier lifestyles and offering free advice. Brand experience agency RPM worked with Virgin Holidays to activate its ‘Try on that holiday feeling’ campaign nationwide in UK shopping centres. They created three Virgin Holidays changing rooms offering immersive experiences. The spaces transported customers to three of the brand’s most emotive holiday locations – Barbados, Cancun in Mexico and Walt Disney World, Florida – using recognisable In other sectors, brands tied in activity with January sights, smells and tastes. health kicks. Both Change4Life and Nuffield Health

Lego Overtakes Ferrari as the World’s Most Powerful Brand n Analysis of the world’s top brands shows Lego has replaced Ferrari as the most powerful

lingering nostalgia for the brand long after their own childhoods. The Lego Movie perfectly captured this crossgenerational appeal. It was a critical and n Success of The Lego Movie has commercial success, taking nearly propelled the already well-loved brand US$500m since its release a year ago. It to the #1 spot has helped propel Lego from a welln Ferrari was last year’s most powerful loved, strong brand to the World’s brand, but has dropped to 9th most powerful. n Apple caps a record-breaking month Ferrari Stalls with the highest brand value in history, Lego has overtaken Ferrari, last $128.3bn year’s most powerful brand. n Twitter is the fastest growing brand; Ferrari remains a very strong brand but its brand value has nearly tripled in a its power is slowly diminishing. It has year now gone several years without an F1 n Every year, leading brand valuation and title and last season struggled even to mount a challenge. The sheen of glory strategy consultancy Brand Finance from its 1990s golden era is beginning to puts thousands of the world’s top brands to the test. They are evaluated wear thin. Meanwhile the departure of Luca di Montezemolo heralds a slight to determine which are the most change in strategy at Ferrari’s road car powerful, and the most valuable. division. Montezemolo kept a strict cap ‘Everything is Awesome’ for Lego on production to maintain the exclusivity Lego is the World’s most powerful brand. of the brand. Since his departure, Chairman Sergio Marchionne has It scores highly on a wide variety of suggested that this policy will be relaxed measures on Brand Finance’s Brand Strength Index such as familiarity, loyalty, to boost revenues. promotion, staff satisfaction and Many Ferrari owners and aspiring corporate reputation. Lego is a uniquely owners are extremely brand-conscious, creative and immersive toy; children love making the loss of the ‘world’s most the ability to construct their own worlds powerful brand’ accolade, which Ferrari that it provides. In a tech-saturated world, has held for several years, a particularly parents approve of the back-to-basics heavy blow. Brand Finance CEO David creativity it encourages and have a Haigh comments, “Ferrari is still in a


Spring 2015

strong position and its brand value has actually increased 18% this year to $4.7 billion. The new strategy to capitalise on the brand will certainly drive short term value but over-exploitation risks lasting damage.”

snapped latest models in their droves, helping Apple set records for quarterly profits ($18bn) and company value ($710bn). David Haigh continues, “The Apple brand is worth US$128 billion. That value is huge not just in its own terms but also as a proportion of Apple’s record-breaking corporate valuation. It goes to show how valuable brands are as business assets and how important it is to manage them well.” #FastestGrowingBrand

Twitter is the fastest growing brand; it has almost tripled its brand value in a year, increasing from $1.5 billion in early The power of a brand is just one 2014 to $4.4 billion now. Fellow tech giants component of Brand Finance’s analysis. Baidu and Facebook have also grown The company combines the information strongly, by 161% and 146% respectively. on a brand’s strength with financial data, The three appear to be more effectively to calculate its commercial value. When managing the transition to mobile brand values are calculated, Apple advertising than other tech players such comes out on top. Though not quite on a as Google, boosting expectations of the par with Ferrari or Lego in terms of financial potential of their brands. brand strength, Apple still has a very Chipotle stands out among the many powerful brand. What sets it apart is ability to monetize that brand. Apple has successes from the tech and telecoms sectors this year. Its brand value is up a remarkable knack for using its brand 124%. It is eating into McDonalds’ market to popularise and hence monetize share by positioning itself as a healthier, existing technology, as it did so tastier and more ethical alternative. successfully first with the mp3 player, smart phone and later the tablet. Critics McDonalds’ iconic brand has lost $4bn in value this year. Full report with have been silenced by the success of the iPhone 6 and 6 Plus. Consumers have performance tables: www.fieldmarketing. com Apple Sets Another Record

Technofield Inition helps Westfield with fashion activations To celebrate the launch of spring summer 2015, Westfield partnered with Inition to host Future Fashion – an immersive pop-up experience at Westfield London and Stratford City, which presented a brand new way of experiencing the season’s trends through technology.

representation then tracked the consumer across the screen as they made sweeping shapes and movements, leaving trails of the season’s trends in

modern – fashionistas were then be able to digitally curate products that fit these trends and can be found in retailers within the centre. On giant

A series of digital fashion experiences took visitors on a journey through the season’s most covetable trends: Denim, Floral and Future Modern – through virtual reality and avatars. Virtual Reality Consumers had the opportunity to ‘fly’ into the world of fashion Using a combination of Virtual Reality headsets with gesture tracking technology – which allows users to see their own hands within the virtual world, enabling them to interact with virtual characters, fly through the landscape and mix and match the different trends within a completely fantastical space. This allowed every user to have a unique experience, making them a director in their own conceptual fashion journey. Fashion Avatars Approaching a large scale screen, the technology recognised body shapes and represented them through a fashion avatar. The digital

the air: Future Modern is expressed through glowing lines; Denim sees the avatar appear as if woven from thread; and Floral creates buds and sweeping colours representative of scent across the screen that colour flowers around them.

touch screens displaying Westfield’s trend microsite, Edit Me, they were able to experiment and push style boundaries by discovering new looks and products and then shop the looks within the centre. For the first time since its launch in 2014, Edit Me also included menswear – giving fashion conscious men a chance to pick their favourite on-trend pieces from Westfield retailers without leaving the

Edit Me After immersing themselves in the virtual journey of the season’s key trends – denim, floral and future

event space Myf Ryan, Westfield Director – UK & Europe, comments: “One of the most interesting topics today is the impact of the digital world on our everyday lives. Last year, Westfield’s Future Fashion event brought together the best in technology innovation, allowing shoppers an opportunity to immerse themselves in fashion in a new way. With the evolution of Future Fashion we wanted to explore a more abstract way for our consumers to experience the season’s key trends. From research Westfield conducted we know that shoppers are eager to explore new fashion technologies and are intrigued by new virtual ways to experience it - 52% would use Augmented Reality in a retail environment and 57% are tempted by Virtual Mirrors. This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology.” For eight weeks around the pop-up April event, Westfield will host live fashion activations and create unique immersive experiences in collaboration with fashion brands in-centre and online.

Teletrack Developments releases Teletrack PLUS The new Teletrack PLUS solution is a feature rich cloud-based web reporting system where no software app installation is required. Utilising new technology, field staff are able to report from any mobile device on any platform, online or offline and using all of the

mobile features including GPS, photo and signature capture. Fully integrated with a staff selfbooking, scheduling and advanced database, Teletrack PLUS enables field marketing and experiential agencies to automatically invite staff by grade,

postcode or specialist skill set. Alongside extensive client and account management reporting, data storage capabilities will enable clients to run their whole business using the system. Teletrack offers a strategic

Gallowglass builds giant dome Event crewing firm Gallowglass assisted in the erection of ‘Encuentrate con Mexico’ at Potters Field Park on London’s South Bank. The giant dome encased a series of multi-format interactive experiences presenting Mexico’s archaeological sites, culture, creativity and gastronomy. Gallowglass was hired by Spanish production company Mapp 3d, which created the show elements of the free-to-enter exhibition, taking visitors on a 45-minute


Spring 2015

journey during which they got to play with interactive touch screens, experience digital tours of Mexico’s streets and see Mexican art through advanced 3D technology. The travelling exhibition, which is visiting Mexico’s major tourist markets to generate positive perceptions of the country as a vibrant, modern and sophisticated travel destination, has already visited Spain and China. In the UK it coincided with a state visit from Mexican President Peña Nieto.

development and consultative partnership where they will work with clients to customise the solution to their own requirements and only charge them for the data collected.

Technofield Faberge egg for Harrods Projection Artworks, projection mapping technology experts, produced the world’s brightest projection mapping show in the windows of Harrods.

The RFL and Upshot announce partnership

an interactive touch-screen element to showcase Faberge’s jewellery designs.

Stuart Henry, award-winning international window designer, conceived the idea of a virtual egg for Faberge’s Easter window. Stuart and his team at Justso visualised an interactive projection show on a 1.5 metre 3D egg-shaped model, and commissioned Projection Artworks to produce the digital content and projection element.

Projection Artworks’ animation studio and in-house development team worked together to create dramatic interactive content that allows Harrods shoppers to explore the world of Faberge via a custom-designed touch screen. Shoppers choose their favourite Faberge design and watch a personalised 3D projection show unfold before their eyes, inspired by their selection. In total, ten exclusive new designs are showcased in emerald, ruby, sapphire and diamond variations.

The installation, which celebrates the lead-up to Easter with Faberge, is part of a five-window display with creative agency Justso acting as project guardian. The display also incorporates

The projection was made possible by production tool – the D3 4 x 4 Pro, which was able to simulate every aspect of the production in the studio before arriving onsite.

In early March the RFL entered a sixyear partnership with Upshot, an online application developed by the Football Foundation, to manage, monitor and evaluate the impact of Sky Try. Sky Try is a new Rugby League initiative that supports and develops grassroots participation across the UK. It incorporates four distinct pillars each with specific targets and outcomes: Primary Rugby League, Secondary Rugby League competition and coaching, Play Touch Rugby League and the ‘Make the Big Games Bigger’ initiative. The Sky Try programme aims to increase the number of viewers,

Viber users get VIP access The best films and filmmakers of the past year, as voted for by readers of Empire magazine and film fans around the globe, were honoured at the 20th Jameson Empire Awards. Viber users were given VIP access to the Jameson Empire awards, as breaking news from the ceremony and back stage was revealed in real-time, live on Viber Public Chats.

very special chat with Best Actor winner Andy Serkis who reprised his best Gollum voice for Viber fans. ’So excited to be part of the @Viber red carpet team for the #JamesonEmpireAwards today! Hope I don’t get too wet’, she posted on Twitter.

There was also live reporting from Empire Magazine in their own Viber Public Chat empiremagazine. The chat features TV host Zoe Hardman was on discussions and analysis about the presenting duties for Viber, quizzing latest in movies from Empire’s editorial everyone from James McAvoy to Jessica team, providing an insider’s view into Chastain on the red carpet, as well as a the world of film.

Visitors to Ford’s stand were given the opportunity to understand the scale of the mobility issues, through content and learning tools; and experience the deep dive work Ford has been doing on today’s mobility challenges. They will also be able to have first-hand experience of the experiments through the many activations, which will also generate data for Ford on the mobility concerns of today and hopes for the future.

Festival goers at this year’s Snowbombing, which took place from April 6-11 in Mayrhofen, Austria, experienced the future of hassle-free buying thanks to the introduction of RFID-enabled wristbands.


Spring 2015

RFL programmes director Julia Lee said: “We are delighted to have enlisted Upshot to help us monitor the progress of Sky Try and measure how successful the club foundations are at delivering the programme.”

wristbands on scanners to buy drinks, food and merchandise. The wristbands acts as the official entrance ticket to the festival.

“You can access our venues and events faster and use your wristband to make The winter sports and music festival, purchases across the festival site. This which welcomes 7,000 visitors, went cashless technology enables us to 100% cashless for the first time. deliver live stages and bars in some of the most inspiring, inaccessible and ‘Snowbomber’s’ special wristbands remote festival locations in the world were linked to their own personalised and helps make Snowbombing truly online account, which can be charged unforgettable,” said Gareth Cooper, up with cash before arriving. During the founder of Snowbombing. festival, guests simply tap their

Alex Poetter, managing director and creative director, Imagination (Deutschland) GmbH added: “This has been an exciting project from the start and we are very pleased to be able to help Ford showcase these important experiments at an event such as MWC. This is a key audience for Ford and we hope to have created a place where they can take their own deep dive into Ford’s innovative work.” This was the fourth consecutive year that Ford exhibited. Ford was the first automotive company to feature at MWC when Bill Ford gave his ‘Blueprint for mobility’ keynote speech three years ago. The Imagination Cologne office created the stand concept with design from the team in London.

Upshot was selected to manage, monitor and evidence the Sky Try programme for the RFL, and ensure accountability throughout so that return on investment can be measured.

Snowbombing goes cashless

Imagination’s connected journey for Ford Ford’s focal point at this year’s Mobile World Congress was the ‘Connected Journey’. Ford Smart Mobility is a plan to use innovation to take Ford to the next level in connectivity, mobility and more. It began with 25 mobility experiments and developer challenges across the globe, with more launching throughout 2015, to help change the way the world moves.

spectators and participants in Rugby League. A key priority is to drive longterm growth through measurable outcomes and impact, whilst ensuring uniform product delivery and monitoring.

Technofield New Tlantic InStore Tracking Tlantic’s new inStore Tracking application tracks Wi-Fi, GSM or Bluetooth-enabled smartphones and tablets carried by customers to provide a cost-effective, real-time people counting solution. Knowing how many people are in a store at any one time enables managers to ensure that a sufficient number of customer service staff are available. Automated warnings of developing situations, such as overcrowded stores or checkout

different areas of a store and dwell times in different zones can also be tracked. This enables retailers to identify the most effective merchandising displays and where the most sales are being generated.

InStore Tracking can also be used in conjunction with Tlantic’s customers or retailers existing apps to communicate with customers in a non-intrusive way. Customers that opt-in will receive notifications from the retailer with areas, can be sent direct to staff on the further information about specific shop floor enabling them to take products or suggestions for immediate action to reduce queuing and complementary products that may be of ensure the safety of all shoppers. interest. Shoppers using the Tlantic Customer app can also interact directly The movement of customers between with the retailer to enquire about a

particular product, check stock levels and sizing information, or request assistance from the floor sales staff who use inStore Tracking to instantly locate the customer within the store. The tracking is already being used by international retailers to engage more closely with their customers and analyse data on a store-by-store basis to determine the effectiveness of workforce management, merchandising, pricing and special promotions. A web-based dashboard provides staff with a customisable, real-time view of performance showing the hot and coldspots of every location. It also shows the routes that shoppers take throughout the store and the time they spend in each department or at the till. The Tlantic Mobile Retail Suite delivers

an omni-channel customer experience and enables applications from Tlantic, third party apps and retailer’s existing apps, to link with legacy retail software applications. It integrates with all commonly used e-commerce, ERP, WMS and POS platforms and is scalable from single site locations through to the largest multi-site, multibrand and multi-currency retail operations. The suite can be deployed as a cloud, or as an on premise-based solution. “Tlantic inStore will significantly increase the effectiveness of sales promotions, enhance customer interaction, create cross-selling opportunities and enable the delivery of improved customer service,” commented Paulo Magalhães, CEO of Tlantic.

Babybel plays it for OXO tower gets a Frizz Ease makeover cinema laughs On the 12th of February the OXO Tower was transformed by a 3D projection featuring celebrity, Millie Mackintosh, styled as Rapunzel, freeing her famously smooth locks from the top of the tower. The campaign was devised and executed by experiential agency

Sense to mark the launch of the John Frieda Frizz Ease Forever Smooth Anti Frizz Primer.

Adam Curry, creative director at Sense, said “The Rapunzel story is a perfect match for the message, and illustrating the concept using 3D mapping technology on such an iconic tower delivers the

‘spectacle’ that the brand demanded.”

John Frieda’s Louise YankovicJenkins commented “Our brief to Sense was to create an experientially spectacular yet premium PR piece and their first response was exactly what we were looking for.”

Babybel rolled out an interactive campaign across the UK’s busiest cinemas in collaboration with Comic Relief’s ‘make your face funny for money’ fundraising initiative. The campaign, planned by OMD UK, Talon and Toast, made full use of OOH expert Primesight’s digital 6-sheet screens and invited moviegoers to ‘become a laughing Babybel’. The animated, sound-activated screens situated in cinema foyers allowed participants to take a selfie which was then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants were able to tap the Babybel to make it laugh, as well as using a QR code to send the picture to their own mobile devices.

Oakley’s retail warriors choose TeamHaven Oakley Inc. manufacturers of sports performance equipment and sports lifestyle fashion accessories has chosen TeamHaven for its field marketing team’s reporting tool. Oakley’s Retail Warrior Team is a retail field team that covers all the major countries in Europe and visits leading retail stores to educate staff on the


Spring 2015

key features and benefits for Oakley’s able to setup, train and implement the extensive range and report on product European project in a matter of days availability and merchandising. allowing the Retail Warrior team to use TeamHaven using their TeamHaven was selected to help smartphone devices. manage this European team and provide standardized reporting across Steve Grimes CEO added “We are all their European retailers. delighted to work with Oakley across Europe providing them with a With no set up fees, TeamHaven was

technology solution that was easy to implement and use for their European team” TeamHaven is used by many brands to help manage their European retail teams in merchandising, training, sales, promotional activities, POS implementation and many more retail activities. With a simple pay as you go pricing model, TeamHaven provides a powerful, yet flexible solution that can span multiple countries in their own language.

The largest portion of Zoe’s work as a brand ambassador has been on behalf of Cheil’s client Samsung. Zoe’s award recognised her remit, which is broader and more taxing than most brand ambassadors. Whilst sales representatives have sales results to make them stand out from the crowd, Zoe stand out from most promotional staff because of the levels of best practice that her agency Purity and the brands that Purity represents adhere to. Zoe ensures, for instance, that all ISO standards are maintained on site. As a site manager Zoe is often responsible for adhering to risk and method statements to ensure that working practices are in line with ISO standards. Purity has recently implemented management systems that comply with ISO 20121, 9001, 140001 and OHSAS 18001.

Zoe Lucy, Purity Our series of cool beans brand ambassadors continues with the exceptional FMBE silver 2014 winner Zoe Lucy. “In conclusion, I would say of the thousands of staff we have used globally to activate our brand, Zoe stands above all and without reproach. She is highly professional, and a positive personality that would be a great addition to any brand, but we are certainly appreciative of her loyalty to the Samsung Brand. I highly recommend her nomination for “Brand Ambassador of the Year”, without her the projects this past year would have been impossible.” This was a fairly stunning conclusion to a long letter of recommendation for Zoe, its author Angelo John Vicari, senior manager, Brand Experience, Cheil Worldwide.

Zoe also impressed with her ability to train and be trained. On a Samsung Galaxy Studio campaign Zoe provided appraisals to her team. She monitored staff progress and provided staff with feedback and OFI’s, scoring brand ambassadors in areas such as product knowledge and customer care. She also mentored staff to help them improve performance and consequently their individual appraisals. Zoe also cares about the industry that she works in. She took time out of her busy schedule to talk to a student at the University of Manchester and together compiled a survey on employee engagement to find out what motivates promotional staff. The results of this study have since been compiled into a white paper. Earlier in the Spring we caught up with Zoe to hear how her career had since progressed. What do you enjoy about being a brand ambassador?

Overall, I enjoy the opportunity to work with and represent some of the world’s best brands. It is also a job where no two days are the same and it allows me to travel to places I could only have imagined visiting. I feel very fortunate to be part of our community of Brand Ambassadors and Agencies where friendships and memories are created and last a lifetime. What have you been working on since the awards night in October? I have continued event managing with Purity on campaigns that have included working with Samsung at Crufts this year. I have also been working on the Canon Come and See Campaign, Olympus Tough at Winterville and Pom Wonderful London Tour.


Haig Club takes Space & Nivea gives shoppers showers An experiential activity developed by creative stars to agency Space, allowed shoppers to try Nivea Body Moisturiser for themselves at Wellington Arch In-Shower Birmingham’s Bullring Shopping Centre and The makers of Haig Club, single grain scotch whisky and brand partners David Beckham and Simon Fuller welcomed guests to the first evening of Haig Club London, a week long residency at the Wellington Arch was transformed by (heart) productions into a modern interpretation of the British private clubs featured in original Haig “Clubman Series” adverts of the 1920s. Mixology was from Sweet and Chili whilst the menu was designed by chefs at Harwood Arms.

Bluewater in Kent for 2 weeks.

Following a competitive three-way pitch, Space was tasked to develop activity to raise awareness of this Nivea product, and dispel potential confusion around its use.

Space designed branded installations that featured fully frosted showers, along with changing rooms where shoppers had the chance to try Nivea In-Shower Body Moisturiser first hand. Brand ambassadors were there to answer questions and to demonstrate that moisturising is now as The clubs featured in the Clubman adverts simple as taking a shower Consumers brought together some of the days most received a full kit consisting of swimsuit, flip– esteemed and respected individuals for conversation and friendship. Set in the centre of flops, shower caps, robe and towel, as well as one of the world’s style capitals, Haig Club London an exclusive £20 shopping voucher as a brings the unique character and style of Haig Club reward. to life through a present day interpretation of Commenting on the initiative, Sharon Smith, those original London institutions. commercial partnerships manager at Bluewater, said: “The Nivea installation is a To mark the residency, the Wellington Arch was great example of Bluewater hosting illuminated blue for the week – mirroring the something innovative and exciting for its cues in the progressively styled blue Haig Club guests, adding to our unique day-out bottle. experience. Full story:


Spring 2015

Lister appointed CSO Digital director for Jack Morton Jack Morton Worldwide has appointed Keith Chamarette as the new director of digital, in its London office. Keith brings to this role over seventeen years’ experience as a digital specialist.

Keith Charemmette

“I’m thrilled to be joining the team,” said Keith Chamarette,

Julian Pullan, President, EMEA, Jack Morton Worldwide, said: “Keith’s vast wealth of experience and creativity along with his clear passion for our industry is outstanding. He is an exciting addition to our EMEA team and I’m delighted to add his invaluable expertise to our work with clients across brand experience.”

Life appoints Cook Integrated agency Life has bolstered its senior team with the appointment of Draftfcb’s Niki Cook as marketing director. The hire signifies the launch of an ambitious growth strategy in 2015 following the agency’s acquisition by Communisis PLC at the end of 2014.

Niki Cook

Grass Roots has created a new role of chief strategy officer (CSO), which has been taken on by Andy Lister. Lister has a long history with Grass Roots and a strong track-record for developing and launching new products. He will concentrate on

Andy Lister

ensuring that Grass Roots’ product portfolio is compelling and profitable, and he will identify global growth opportunities. In addition, new product development will move into Lister’s remit.

OMC’s chief executive The Outdoor Media Centre (OMC), the industry body for the out of home (OOH) media sector, has appointed Alan Brydon, head of investment at Havas Media Group UK, as its chief executive. Brydon replaces Mike Baker who left the OMC at the end of 2014.

Alan Brydon

With over 25 year’s experience in media, Alan Brydon has worked as a

media director at AMV, and has held senior roles at MEC and MPG. He has also held the position of advertising sales director for the Evening Standard, and has worked in the private equity sector with Apax Partners.

Millward Brown appoints Bloomfield GMR recruits FIFA man

Global brand, media and communications research consultancy Millward Brown has strengthened its sales and marketing function in the UK with the appointment

of Jane Bloomfield. Bloomfield joins Millward Brown from Hall & Partners, where she was most recently head of innovations.

GMR Marketing has appointed David O’Connor to help grow and lead its developing international football business. Based out of the agency’s EMEA HQ in London, David joined on

April 1st 2015 after 6 years at FIFA HQ in Zurich where he headed up the marketing communications and research team for FIFA Marketing.

Spring 2015


Mcm Creative group strengthens Event Marketing Solutions’ expands EMS, the roadshow expert has secured £3.2m worth of new contracts so far this year, with both new and existing clients, including two leading home appliance brands and tours with B2B specialists Ortho Clinical Diagnostics and Parker Hannifin. Success has led to the appointment of Nic Whelan to the EMS Board of Directors, who will lead the company’s business development strategy.

Nic Whelan

Trio at Individual team Leeds based marketing agency, The worked as assistant set stylist. Individual Agency, has boosted its sixLouise Burnell who joined The Individual strong team with a new appointment and Agency 18 months ago has been two significant promotions. promoted to head of client services and Morgan Harrop, 24, joins the agency as Katie Ryan who joined as an apprentice account executive from Leeds based three years ago has been promoted to PowerHouse Photography where she account manager.

Grass Root’s telco expert Grass Roots announces the appointment of Simon Mitchell as global account director. Mitchell will be responsible for leading the growth of many existing clients and for seeking out new business opportunities

within the telecommunications arena.

Simon Mitchell

Previously with Google (Motorola) as head of network operators, Mitchell’s experience spans over 20 years and he is well known in the telco space.

innovision appoints operations director Mona Mohtadi will join innovision at the end of April to head up its Operations House and will be responsible for ensuring continued operational excellence across the agency. Mohtadi joins from ITCH, where she was Director of Operations, and brings a wealth of agency experience to the role.

Mona Mohtadi

New additions at TRO Agency TRO welcomes a host of new talent including; Reena Langotra, from Blueskies recruitment, in the newly created role of talent manager, recruiting the best talent in the industry. Joe Boaden, a creative artworker, who will work in the design studio in the West London office.

Martyn Scoates, recently graduated from Bournemouth University, as the junior 3D designer Sarah Hosny, from TRO Melbourne, as account manager to work on projects for Nissan and Lucozade. And Sophie Whitfield joins the Vauxhall team in the newly created delegate executive position.

Expansion for Showforce Two experienced events professionals have been appointed to strengthen and consolidate the business development team at Showforce, the global provider of event crew and technicians. Claire Gilligan joins Showforce as business development manager. Claire has extensive international sales experience having spent the past 12 years specialising in theatre and live entertainment.


Spring 2015

Anya Roszkowiak has been promoted to business development director from her current role as operations manager. Both Claire and Anya will be based at Showforce’s London office in Stratford and report to operations director, Chris Martelly

Mcm Creative has hired Karen Evans as client director and Brendan McCaul joins as creative services director. The appointments follow a successful start to the year for mcm creative group.

held management positions.

The agency has seen a surge Karen Evans in interest from clients and prospects following its successful delivery of the high-profile John Lewis 150th anniversary event in 2014. Evans joins with a wealth of experience gained at BEcause Brand Experience, The Marketing Store, The Circle Agency and The Brendan McCaul Engine Group, where she

McCaul joins with more than 20 years’ experience in film. He has won two BAFTAs for Producing & Directing, and has created IVCA award-winning campaigns. Commenting on the appointments, Nicky Milligan, managing director at mcm creative group, said: “Karen and Brendan are outstanding operators with deep industry insight and a wealth of experience working with some of the world’s leading brands.”

Grass Roots appoints David Battley Grass Roots Meetings & Events has announced the appointment of David Battley as account director for Grass Roots Meetings & Events. Battley joins from BI Worldwide where he was director of events for four years, delivering incentive travel programmes and conference solutions primarily for the automotive, financial services and IT telecoms David Battley industries.

2Heads appoints Olivier Vallee Creative agency 2Heads has appointed Olivier Vallee as managing director of its UK head office. Previously VP, managing director of George P Johnson, Vallee joins 2Heads with the key responsibility of supporting and developing the agency’s existing management team and leading the company in its continued growth.

expansion in recent years. 2Heads’ chairman, Pepe Parra, said: “Working with global brands in multiple industry sectors, our client relationships are becoming increasingly strategic. To take us to the next phase of our growth we need someone with the vision and expertise to extend an audience-centric focus throughout the business.

“Olivier has delivered very Buckinghamshire-based large campaigns and events, 2Heads, which specialises perfectly understanding Olivier Vallee in immersive brand client needs while managing experiences through the internal services and leading creation of brand strategy and planning a large, complex business. His breadth of and design for global experiential experience will support and sustain programmes, has undergone rapid 2Heads’ growth trajectory.”

Simpson Carpenter looks on agencies Research and insights consultancy Simpson Carpenter has hired former RAPP and JWT comms strategist Kirsty Higgins as head of communications research to form a new comms research department.

Kirsty Higgins

Kirsty joins from Kiosk, a mobile-first qualitative agency and part

of the Flamingo group, where she has been insight director for the past year. Before joining KIOSK, she spent three years as head of research at RAPP and was previously business intelligence manager at JWT and planning insight executive at Proximity London.

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