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Why achieve?

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his seems a simple enough question, but it is worthwhile asking, if we must work so much why are many people in FMBE driven to be achievers?

Fraser & Doher ty n a r g is h evers

Sales Field * rketing * Live Ma ment r Engage 2016 Custome ng/Summer

Volume 13

Issue 1 Spri

hi FMCG ac FMBE speak to

Money, of course, is typically the answer. We get the family sorted first and then…?

cover) the drive is to see other young people get the opportunity to make their way in the arts, whilst for Fraser (this issue) playing music in care homes and his inspirational grandmother really started something (see page 6)

But it doesn’t always seem that way. The pride in a job well done, fascination with innovation, job creation and team exercise, developing others, building new concepts, taking responsibility or supporting causes – these seem to also be driving factors in our industry.

FMBE Awards too are about people who care, people who understand that the FMBE industry has a togetherness we can celebrate and high achievers amongst us who can help us to gain more from the daily to do list.

FMBE Awards have always been about more than ROI. They celebrate people who generate profits, of course, but they also celebrate something less obvious – let’s call it business vivacity. These, as much as profits, are the things that excite us and give meaning to the extra hours, the ones spent fretting and polishing long after the family have been fed and gone to bed.

Come and celebrate with us on May 25th. Book via fieldmarketing.com (whilst places remain). Any profits from our get together will go to our keynote speakers’ charities and after our day I’m confident we’ll all feel more inspired after a day of thought and reflection about our working lives and what we might achieve next.

FMBE Symposium, 25th May, Tobacco Dock, celebrates this kind of drive, individuals like Fraser Doherty MBE and Zoe Jackson MBE who have started out as inspired teenagers and who live passionate business lives - that create better possibilities for people at both ends of a colourful spectrum. For Zoe (our September issue

Frank Wainwright Publishing Editor, Frank Publishing

FIELD MARKETING available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA Published by Frank Publishing Ltd, PO Box 4059 CHIPPENHAM SN15 9HX email: fm@frankpublishing.com

Volume 13 Issue 1 Spring/Summer 2016

www.fieldmarketing.com PRODUCTION Publishing Editor Frank Wainwright frank@frankpublishing.com

News and Event reporting Harriet Cramer harriet@fieldmarketing.com

Subscription Enquiries Vicki Lloyd victoria@fieldmarketing.com

Editorial Assistant Vicki Lloyd victoria@fieldmarketing.com

Advertising fm@frankpublishing.com

Colouring In Ian Cramer

BEST BEFORE spring/summer 2016

SAMPLING TO FANS CAMPAIG NS WITH CREATIVE BOTTLE

+ INSIDE

rating th, celeb m , May 25 posium keting.co BE Sym fieldmar FM at : ts te e Even Diary Da ent – se achievem

Cover: Fraser Doherty and his Gran To support Fraser’s charity providing parties for dementia care visit www.superjamteaparties.com Brand X cover – Banana Kick samples Kingstone Press cider to Tough Mudder finisher

Contents 1 Open Field 2 Switched On 2 FM News 6 Consumer Champions 8 FM Forum

BEST spring/suBEFORE mmer 201

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SAMPLI G TO FAN NS CA MPAIGN S WIT CREATIV H E BOTTLE

11 Brand X 12 BX Ed Letter 12 BX News 18 Shopping Centre Winners 21 Creative Sampling 27 Data and Insight 28 Field Sales Insight 28 Technofield 30 Pastures New Spring/Summer 2016

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power of personalisation.

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fter nearly twenty years’ experience in data-driven marketing with dunnhumby, Catalina and IRI, I arrived at Retail Marketing earlier this year with a track record of using retailer and shopper intelligence from the FMCG Grocery sector to drive a better understanding of consumer behaviour. Whilst at dunnhumby, with it’s reputation for transforming customer analytics through Tesco Clubcard data, I became passionate about the power of personalisation. I realised that customerlevel data could not only further consumer understanding with granular insights that would impact pricing and promotional strategy, merchandising and availability but that through in-store and online media it could shape and enhance the shopper experience.

return on field investment. Retail Marketing Group also recognises the market needs for innovative data solutions and recent investments in software development shows intent to develop omni-channel retail propositions. Looking ahead ‘datafication’ is here to stay. The ability to gather information ‘in the moment’ from field staff makes retail marketing agencies best placed to provide agile, responsive campaigns. Using data to ‘hold a mirror’ to the past can allow you to reflect the future and it’s this anticipation of future trends which suggests that predictive analytics and foresight will be the new face of insight into the 2020s.

Phil Laybourne recently joined Retail Marketing as global innovation director. Here he discusses why the experience he brings via data insight may help drive a better return on field investment

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Whilst the dynamics of superstores and ‘showrooms’ may be different, there are clear and obvious parallels in the way that retail data can guide both retailers and brand owners to target the right shoppers with the right products, in the right stores at the right time. Overlaid with demographics, this means that field staff can be better informed around cross-selling and up-selling opportunities thereby driving a better

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Plumbs job for TRO Retail launches The Market Creative

TRO has launched ‘TRO Retail’ – a 360 service focusing on creating experiences specifically in and around the retail environment. For the past 18 months the retail sector has been identified as a growth

The Market Creative has been appointed by home furnishing specialist Plumbs to develop its marketing programme. The strategic brand and retail agency will help Plumbs’ made-to-measure sofa reupholstery appeal to a wider audience group. The Market Creative will develop a customer segmentation, which will inform a programme of marketing activity. Sue Benson, Managing Director at The Market Creative said: “It’s fantastic to be working with another home interest brand. We’ve already looked at the semiotics of the category, competitor activity and used our ‘Ask 100 Shoppers’ service to establish how Plumbs can widen their appeal. Our aim will be to develop a way forward that attracts a broader audience without alienating existing customers that are loyal to the brand.” Jo Whitworth, Marketing Development Manager at Plumbs added: “We were impressed by The Market Creative’s knowledge of our core customers and business model. We’re delighted to have them on board at what is an exciting time for the company.”

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area for TRO, and the move to create ‘TRO Retail’ as a sub-division of the business reinforces the agency’s strategy to drive experience into retail across the globe. Driving TRO Retail forward is Retail Experience Director Ben Taylor, who returns to TRO after four years supporting the startup of two retail ventures. Taylor comments: “We can provide a full service offering in-house – from strategy, design, creative technology development, build and production right the way through to provision of brand ambassadors.  But it is our proven expertise in telling a brand story through experience that we believe will add true value for our clients – crucially at the point where sales can be made and real ROI can be measured.”

Ceuta Holdings acquires majority stake in Orchid FM unique, robust and growing alliance of international partners, with 40 partner companies in over 100 countries.

To enable further growth, and help realise their objectives going forward, Orchid Field Marketing has announced that Ceuta Holdings Ltd (Ceuta) has acquired a majority stake holding in the company.

Ceuta is a Bournemouth-based company jointly owned by the founders of Ceuta Healthcare and the American organisations Juggernaut Capital Partners (JCP) and Advantage Sales & Marketing (ASM). Ceuta Healthcare is the UK’s leading provider of outsourced sales, marketing and logistic services to the health & beauty industry, representing some £250M of clients’ brands. It has also established a

JCP is a private equity firm focused on investments in middle market companies primarily in business services and consumer products.

ASM is the leading outsourcing sales & marketing organisation in the USA employing 38,000 people and generating over $65 billion in retail sales. Lysa Campbell, managing director, Orchid Field Marketing comments: “This exciting decision to become part of the Ceuta Group has been made to add value to our existing business as we become part of a much larger international organisation, therefore being able to bring long-term benefits from increased service offerings across the group.”


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Posterscope and psLIVE launch Urban Partnerships Posterscope and sister agency psLIVE, has launched a new division dedicated to helping brands create projects in the heart of urban communities with both societal and commercial benefits. Named Urban Partnerships, the new division will identify unique opportunities for brands to create immersive and engaging experiences that are grounded in social good and provide real benefits to communities. In return, brands will gain access to hard-toreach audiences, and enable them to communicate in a much more powerful way that aligns with their commercial objectives while also providing significant benefits to local communities, relevant to their needs and aspirations. The further benefit of positive association with local government, charities and not-forprofit organisations combines to make Urban Partnerships a powerful and flexible proposition that can play out in many ways. Examples of projects the Urban Partnerships team has completed in trial phase include: * Community events and partnerships: adidas worked with Tower Hamlets to create a light up running track, facilitating safe running for women at night, whilst promoting the launch of the boost X women’s running shoe. Energy for the night-time lighting was generated by kinetic energy from people’s footsteps * Investment in public infrastructure and street furniture: Online cycle retailer Wiggle helped provide branded cycle pumps and bicycle repair facilities in train stations, driving brand loyalty by giving their target audience a free utility whilst promoting their online retail site

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* Innovation: Working with the British Heart Foundation and London & Partners, the Urban Partnerships team helped launch the London Heart Trail, an interactive dualdirection walk along the South Bank, from the London Eye to Tower Bridge that provided information on how to keep you heart healthy. Michael Brown, MD of psLIVE, said: “We believe brands have the power, connections, resources, and in many ways, an obligation to change the world for the good. The new Urban Partnerships division has been created specifically to help brands realise this potential, by acting as strategist and facilitator between local authorities, charities and notfor-profit organisations where they can make a real difference. “Recent research carried out by CONE communications found that 90 per cent of consumers are likely to switch brands to one associated with a good cause. To that end, we are not populating this new venture with overtly commercial or marketing people from the world of media, and instead furnishing it with people with experience doing positive work in the heart of local communities. For instance, to help me drive this forward we have engaged Christopher Nicola, who has spent 10 years with Camden Borough Council rolling out local community initiatives.” Christopher Nicola, head of Urban Partnerships, said: “The way in which consumers perceive brands has a huge influence on the effectiveness of that brand’s advertising. Through Urban Partnerships, we’re creating positive, impactful experiences for consumers that means brands are giving something back to the community at the same time. This isn’t just advertising, it’s advertising for good.”

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TeamHaven chosen for Haribo bunnies treat passers-by National Lottery Working in partnership with Plan2Install, a leading UK display equipment installer and Camelot UK Lotteries the licensed operator of the UK National Lottery, TeamHaven has been selected to help with a roll out of new point of sale equipment across the UK.

TeamHaven also integrates with Camelot’s database by pulling information to create and manage the store visits and pushes back the data collected from the completed visits. An interactive photo gallery allows Camelot to group and filter the photos captured during the installation for TeamHaven provides Camelot with all their visits. a dynamic web-reporting portal showing the status of all the Steve Grimes CEO comments “We installations taking place across are very proud to be working with their retailers in the UK. The Plan2Install and Camelot on this installation team follow an major nationwide project.  We are interactive script on their mobile a leader in providing our device advising what display technology to manufacturers and materials need to be installed in installers of display equipment to The furry Haribo creatures, clambered into taxis before Easter  to enjoy the sites before making each individual visit without the allow them to manage their need of an internet connection installation teams and dynamically their way to Kings Cross Station and London Victoria Station where they handed out Haribo’s Easter treats to passers-by. during the installation visits. report back to their clients”

Sales campaign a success in store for Optyma The Purple Agency’s “Quietly Efficient” promotion for Danfoss’ Optyma Plus New Generation condensing units coincided with a 15 per cent rise in sales. The campaign involved a range of on and off line marketing measures, including support for in-branch staff, as well as targeting engineers and end users. It has also been

highly praised at Climate Center, the UK’s leading supplier of refrigeration and air conditioning equipment, components and ancillaries, as setting a new benchmark for marketing campaigns in the sector. Paul Szyszczak, business area director, Danfoss

BE INSIGHTFUL.

comments, “The 15 per cent lift we got off the back of our “Quietly Efficient” promotion was down to a wellplanned and well executed campaign, and the support of our channel partners, reaffirming our market leadership in the condensing unit sector.”

Tracking multiple field-marketing programs in real time can be challenging without the right tools. CACI & Natural Insight allow you to intelligently organise and execute field marketing programs in real time, every time.

CACI and Natural Insight. Efficiently effective.

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Spring/Summer 2016

web efficiently-effective.com


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Icon scoops Innovation Award for meshh technology Brand and live experience agency Icon has experience is extremely fast, not affected by picked up the inaugural Innovation Award at this buffering and completely free for the end year’s Retail Design Expo, announced on customer. Thursday 10 March at Olympia. “Meshh enhances the overall retail customer From an initial field of 85 entries, Icon pipped 18 experience by turning static advertising into short-listed finalists to win the award for interactive content, accessible via tablets and meshh, the hyper-local wifi technology. phones, with incredible data-free download speeds,” commented Mark Savage, Icon’s chief Developed in partnership with Curb Media, this commercial officer, who collected the award. technology creates a local network within a 10 to ‘’Clients we spoke to at the Retail Design Expo 30m radius, which is off-grid and independent believe our meshh innovation could change the from 3G and 4G networks. This means the user retail landscape, and this is very exciting”

Crabbie’s Airclad Pop-up Bar

Grand National cocktails.

To celebrate this year’s Grand National, Crabbie’s Alcoholic Ginger Beer installed their Airclad inflated pop-up bar in Chavasse Park, Liverpool One. The Crabbie’s Grand National Bar covered the duration of the event, opening from 11am until midnight from the 6th until Saturday 9th of April, serving a range of bespoke drinks for the visitors to The Grand National and Liverpool One. Bar staff provided by Independent Events were on hand throughout each of the event days, supported by two mixologists, offering an array of specially designed

Jamie Collin, brand activation manager for Halewood International said of the activation: “For the build up to the Crabbies Grand National we placed our branded Crabbies Airclad in the heart of Liverpool and in the extremely popular Liverpool ONE shopping centre. Independent Events once again supplied the promotion staff who were fantastic and really brought the activity to life, the staff were energetic and really embraced the brand and the whole Crabbies Grand National experience which generated a buzz to the consumers who not only visited the air clad but around the shopping centre in general. IE also supplied the bar with mixologists who showed off their skills and flare by serving up special cocktails using a variation of Halewood International spirits and brands”

Lick Me I’m Delicious rolls out Nestlé Breakfast Cereals’

Aisle of Wonder

Providers of experiential food installations, Lick Me I’m Delicious, has announced expansion into Europe. The pioneers of Nitro Ice Cream and Edible Mist will now be providing their services across the continent for the first time. Lick Me I’m Delicious have been providing the events industry with immersive foodie experiences since 2011.

Charlie Harry Francis, Inventor and Owner of Lick Me I’m Delicious comments: “We’re really excited to be launching our services across Europe, the demand for our products, especially on larger scale events, is really growing, so this expansion will allow us to meet those demands and continue to grow the Lick Me I’m Delicious brand”

Nestlé Cereal’s Aisle of Wonder allowed consumers to sample the cereals for free with a range of toppings, milk and yoghurt and purchase their own personalised cereal creations.

different ways you can enjoy it for a great start to the day’, said Michelle Bull, marketing manager, Cereal Partners UK

The Aisle of Wonder was in situ at Westfield Stratford City until Thursday ‘The Aisle of Wonder is a fun, engaging 7th April before visiting the Arndale experience that demonstrates the variety Centre, Manchester (9th – 15th April). of Nestlé Breakfast Cereals and the Agency Hot Pickle created the activation.

Purity wins event staffing contract for BMW and Mini Purity has announced its appointment as the official supplier of event staff to BMW and Mini. Purity secured the three-year contract after a competitive pitch Purity will be tasked with providing staffing solutions for an extensive range of events running across the country, including the BMW PGA Golf at Wentworth, Goodwood Festival of Speed and the Frieze Art Fair as

well as at BMW and Mini pop-up shops, retail activity and conferences. The account will be headed up by Purity’s client services director, Mark Dunn and business director, Amanda Wenban, who will work alongside BMW and Mini’s other agencies. Paul Ferraiolo, marketing director at BMW UK said, “Purity showed a huge amount of energy

understanding and enthusiasm throughout the tender process and we are pleased to have them on board for what will be a very exciting few years for BMW and Mini.” Purity MD, Rob Quinn, summed up, “BMW and Mini sponsor a range of events and are linked in with a number of highly prestigious events in the UK. We are delighted to be working with them.” Spring/Summer 2016

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Consumer Champions

FM Magazine interviewed two industry leaders who have led their businesses to make new inroads with FMCG and whose business achievements are rooted in family, simple flavours and inspirational grannies

Interview 1: Fraser Doherty MBE, founder, SuperJam At 14 years old, Fraser, now 24, took his jam, that has no added sugar, to farmers markets and then to supermarket shelves. He received his MBE for services to business in 2014. His two books, the SuperJam Cookbook and SuperBusiness chart his rise as a cook and businessman. He will be speaking at FMBE Symposium, May 25th and giving away copies of his book. SuperJam makes millions of jars of jam but it is a lifestyle business that allows him to work from home.

as selling jam, we run hundreds of free tea parties for older people who live alone or in care homes.

2. W  hich of your books was the most fun to write? Why? I really enjoyed writing SuperBusiness, which is all about my journey from the kitchen table to the supermarket shelves and beyond. It was fun to share some of the lessons that I learned about creating a food brand with other people who might be trying to do the same.

important thing is that you are willing to try in the first place and keep trying when your idea doesn’t work out first time around - which it never does!

4. H  ow important is the shopper experience?

The supermarket environment is so competitive - there are thousands of products trying to grab our attention, so as brands it is important that we work on doing something different. By having packaging that stands out, handing out 3. I n business (or as a businessman), samples in store and building the brand 1. If asked ‘what do you do for a out of store with live events. how important is ‘experience’? living?’ what do you reply? 5. How easy is it for a UK business to Well, I never had any experience when I I make jam! I’m the founder of 100% expand overseas? What are the was a kid starting out, but I did have a lot fruit jam company, SuperJam, which I main challenges? of enthusiasm for my idea, which is what started as a 14 year old boy in Scotland The challenges are largely the same as with the help of my grandmother. As well makes the difference. I think the most

they are in the UK - finding distribution and growing rate of sale, with the added challenges of language, culture and local regulations. The best approach is to find a local partner who you can trust to build your brand in each market. 6. Why did you choose to support dementia care? As a kid, my grandmother would take my little brother and I to visit care homes near her home in the East end of Glasgow. She’d make scones and jam and we’d play our musical instruments. I figured it would be a nice idea to do something like that on a big scale - so we set up The SuperJam Tea Parties, running hundreds of free tea parties with the help of volunteers.

Interview 2: Richard Clothier, Managing Director, Wyke Farms FMBE Magazine spoke to Richard Clothier after his brand, top ten cheddar manufacturer, Wyke Farms had started a campaign that revelled in the brand’s Somerset heritage. Rich has just been shortlisted in the Guardian’s reader nominated ‘Business Leader of the Year’ category for his ground breaking ‘100% Green’ initiative which resulted in Wyke Farms becoming the UK’s first national cheddar brand to be 100% self-sufficient in green energy. This year the Passion for Somerset board which includes Richard, will host their second Somerset Day, taking place on 11th May. In support Wyke Farms have teamed up with two other much-loved Somerset-based brands, Thatchers Cider and Miles Tea & Coffee, to run a #LoveSomerset social media campaign throughout the month of May. The three brands who are all family run, and have long-standing Somerset heritage are hoping that by communicating what Somerset means to them, it will encourage others to participate, raising the profile of the county, which is known to be loved by locals and visitors alike. Wyke Farms has the second largest social media following in the category, and the best overall engagement rate (10% weekly average compared to industry 1%). The company hope the #LoveSomerset campaign will reach around 500,000 people during May. The products are available nationwide in Asda, Co-op. Makro, Sainsbury’s, Tesco and Waitrose. For a family business as big as Wyke

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Farms, how important is local reputation?

wouldn’t be Cheddar (that’s a good reason in itself to #LoveSomerset! The Very. The art of traditional cheese making Mendip Hills have always and still do provide the best pastures for our cows, will never be lost on our family farm in and the fact that our Cheddar is made Somerset where we have been farming the land and making Cheddar since 1861. just 15 miles from the town of Cheddar only adds to our provenance story. The Today, Wyke Farms is one of the largest family run- independent cheese makers #LoveSomerset campaign will build on in the UK producing over 13,000 tonnes of our brand values of: taste, family, provenance and sustainability. Cheddar per year to the same award winning secret recipe. A few things have Will there be support in stores for changed since my grandmother Ivy made #LoveSomerset in terms of sampling or her first truckle of Cheddar all those point of sale promotions? years ago, but one thing will always We have a great working relationship with remain the same – our passion for Tesco and will be sampling in their making great tasting Cheddar. We also Shepton Mallet store on May 11th, along ensure we work in tandem with the with friends from Thatchers Cider and Somerset countryside that not only Miles Tea & Coffee. They both also have a provides our food, but also our home. long-standing heritage in the Somerset Because of our heritage we have some region. great ties with the local community; employing people from the local area and Will there be instore promotions with the other Somerset brands (Thatchers also working closely with local farm and Miles)? suppliers who produce milk for our cheese-making. Since 2012 we have been Vouchers will be given and we will be 100% self-sufficient in Green Energy, a sampling our Mature, Extra Mature and first for a Somerset food-producer, but Vintage Cheddar varieties which are all also a first for the dairy industry. As a available to buy in Tesco stores. result we work closely with local schools Will you expect to see a peak in sales and community groups, and even invite people to Somerset from further afield, locally? to knowledge share and show them our It would be nice! We know from market Sustainable Energy Centre and cheeseresearch that shoppers are keen to making operations. support local producers and buy produce How will the #LoveSomerset initiatives knowing how it’s been sourced/made/ grown, so we are hoping it will increase help to build or underline the brand sales locally, but, for us it’s about working values? with likeminded brands and celebrating We always refer to Somerset in our brand everything about Somerset. There’s so communications. Without Somerset their many people with stories to tell; from

families who have resided in the county for generations, to those who just love to visit and through our #LoveSomerset campaign we want to involve and engage everyone and anyone (businesses too) that want to shout about why they #LoveSomerset. Is Wyke Farms using a sales team to visit stores (either in house or outsourced to a field sales agency)? We have a great team of people who all work with us (in house) to tell our brand story and sample our Cheddar to shoppers. Will #LoveSomerset have a halo effect nationally? Hopefully! Through working with other like-minded producers in Somerset who are also known nationally it will help us show people further afield how great Somerset is. How easy is it to make sure that the brand and its local values are properly presented further afield? Somerset as a county is well known for its variety of great businesses, especially in the food and drink sector, so therefore we find shoppers are quite receptive to our Somerset values, but as with anything in the grocery sector, especially in the everyday Cheddar market, we have to continually work to ensure our brand communications; which include packaging, social media, sampling events and other forms of media all work well to tell shoppers our story.


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30/06/2014 14:34


Opinion:

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Stay or Go?

he EU: Should we Whether we are in stay or should we go? or out, we as a That’s the topic on country would still everyone’s lips at the need to comply with moment and on the 23rd all EU legislation if June you will have to make we wish to continue a decision at the trading with them. referendum on our If we leave then the membership. We will all UK will be hear lots of contradictory classified as an statistics and political EFTA member much Tim Lark like Switzerland and information and misinformation from all Managing Director other fringe trading sides of the debate so the SERVICE INNOVATION GROUP (UK) nations. The rest of key is to attempt to Europe sells more separate fact from fiction to the UK than we and understand the main issues that will do to Europe so I’m sure that new trade affect us all personally. agreements would be very quickly put in to place, but that said, trading with We are a European industry, and we are a Europe would still be governed by the European company – so, what are the huge amounts of red tape that surrounds facts and how will staying or leaving affect the EU. Forecasts range between 2.2 per the trade and finances of the UK? cent drop in GDP if we leave to an

Opinion: Providing staff is a very competitive business. At Aesthetics we never compromise the quality of our staff to win a pitch however this becomes increasingly difficult when clients are cost sensitive.  What impact could substandard staff have on your client and your event? If event cost compromises have to be made remember that staff are the front line of guest experience for your brand or your event. The experience your clients have face to face could determine the positive or negative experience that your client or guest takes away with them.  Ask yourself do you want to make an impression like a budget or a premium airline? Which

Great Staffing hosts and hostesses would you rather have serving your clients?

Lee Thomas, managing director, Aesthetics

That is not to say that glamorous staff equate to quality staff. Many people think that providing event staff is all about looking the part, being attractive and within a certain age group and size. At Aesthetics our staff range from 18 to 85. One of our clients wanted a team to reflect their entire brand and what the brand represented.  When we took over the staffing we interviewed their existing event team, many of whom were

Agency Profile: Woof London Harriet Cramer put the questions to Woof’s James Farmer

times then you do in the good times, especially the ins and outs of running a business but I think a lot of people are How long has Woof been around for? surprised that a brother sister working 12 years - my sister started it and she relationship works. We have such had the experience working for Cunning different skills and we are respectful of Stunts and so she had a great grounding each other’s strengths, Sarah is more in experiential from the beginning. creative with an eye for detail, she Sarah had the vision that she could do it makes things pretty. I am more practical, herself. I make things happen and I have a more I was 24 years old at the time and wanted grounded understanding of how things work. Combining these skills is a pretty to be in the events industry so when Sarah offered me that route, if felt like potent mix. too good an opportunity to turn down. I What was the highlight of last year? jumped on board and I have learnt a lot from her. It’s been a fantastic career so We won the National Army Museum as a client. They are currently closed for far and we are still here 12 years later refurbishment, so we are doing a lot of We survived the 2007/2008 economic outreach, getting out there and troubles. You learn way more in tough reminding people about the museum and

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increase of 1.6 per cent if we deregulate and dispose of all the EU laws. If we leave then Frankfurt would quickly take London’s crown as the financial centre of the EU – which is bound to affect the City, but either way, at least losing our currency is a non issue as we will continue to use sterling; however which way the exchange rate will go between sterling and the Euro is again unknown territory. If we leave then we can claim back our fishing rights and have control over our own energy policies. But if we stay then we benefit from the better trade deals that the EU has with the USA and China and we will continue to benefit from the EU working directive that ensures we don’t all work stupidly long hours.

to create a level playing field with every EU country having an equal seat at the table, but it costs us a lot to help create this, around £55million a day, and even then not all countries are equal. It’s an interesting debate and no one really knows what will happen if we leave. The decision that we will all be making in June will affect not only how we work in the coming years, but the lives of our children and our children’s children. I implore you to take your decision wisely – to do your research, ignore the extremes and the hype and instead read a balanced number of arguments for and against before you make your decision. But please do vote – your children will thank you for it one day and you will never get another chance.

The fundamental principle of the EU is concerned that an event staffing agency would replace them with a younger more aesthetically pleasing team. It soon became apparent that there were some amazing characters that had been great ambassadors for the brand for many years.  It made perfect sense to combine many years’ experience and history with experienced customer service staff to create a team that could move the brand forward in line with its vision.

We now have a very successful team of male and female staff ranging from 18 to 85, sizes 6 to 24 and from varying cultural backgrounds speaking a variety of languages. The team reflect the brand exactly as required.

informing them that it will be bigger and better when it reopens.

transit and refitted it into a catering van, we took it on a tour last year to lots of outdoor events and we are in the process now of making it bigger and better for this year.

In this industry it is quite rare to win a pitch completely out of the blue- we were invited to pitch and then we won it. It’s very different to our usual consumer brand clients but we devised a really interesting campaign. The battle of Waterloo’s 200th anniversary was last year and we used it as a touch point and we built a 19th century pub and took it on a tour around various cities around the UK - a lot of the army who fought in the battle of Waterloo went on to open their own pubs – it was a real experiential and educational campaign. We are very proud of it and will be entering it into awards- so that was a real highlight for us What’s in the pipeline? Branston is a big client of ours who we worked with last year, we bought an old

The team that above has gelled through a good combination of skills and personalities but it is also the result of good shared brand knowledge and training. It never ceases to amaze me how many clients expect their event staff to hit the ground running with little or no training on the brand or event. Investing in training enables your team to feel confident and enthusiastic. If training cannot be done face to face with the team then briefing documents or on-line training is next best. Going without any training at all is foolhardy.  We love knowledge!

We have a few things we can’t talk about that are very exciting. We are a small agency so everything we do is a personal service. When we pitch to a client it’s me and my sister going in and we have to emphasise our quality of personal delivery. Because of our size, it makes us stand out. We have purposefully only got 500-600 staff on our books - staff we have got to know over a long period of time. Our staff are the best in the industry and they deliver our campaigns for us - that been our focus. No matter how great our build is, no matter how well everything is delivered, if the staff aren’t up to scratch neither is the campaign.


Agency News: The world according to TRO FM Forum’s Harriet Cramer had the pleasure of meeting up with the TRO team at their office in Isleworth. Upon arrival, she was asked to judge the whole team’s Valentine’s Day cake decorating competition. After picking a winner, she sat down with Michael, Keith, Nicky and Luci for a coffee (and a delicious cupcake decorated by Michael himself) to hear about life at one of FMBE Award’s most successful agencies, TRO. Luci Beaufort-Dysart - Business Development Director

to being brand experience based, we were at the forefront of this change. 2000-2003 was really the emergence of experiential marketing. We believe that events +creativity +planning =experiential. We forecast that brands will want to become global, and we are a global agency. We have such a global well trained body of staff, we are one community regardless of country, cultural or time difference.

This enables us to be a stronger unit and achieve better solutions, over the last Keith O’Loughlin - Chief Executive 2-3 years we have experienced an Michael Wyrley-Birch – Chief exciting growth in marketing and so Operating Officer looking to the future, you can expect Should we look out for any spectacular more growth. work to coincide with the euro How much demand is there for digital championships? innovation? Nicky Morgan - Talent Director

Nicky

Michael

Yes, you can expect to see some our clients, who are non-official sponsors having a lot of activity coinciding with the games, however, it is very regimented, some brands can be cheeky and maverick about it and get away with it. So the answer is yes you can definitely expect to see some of our work, being a non-official sponsor forces us to be more creative, which is never a bad thing.

The wonderful thing about working in this industry is that it is still very much in its infancy, we have so much room and time to grow in this industry.

Nicky

Michael Our biggest one is Meetic (French match.com) in Paris. The client liaises with the TRO Paris office and can trust that the rest of TRO will do the rest. We all report and liaise with the Paris office. This is the value of a brand going global, the client can leave the day to day running of Meetic to TRO Paris and focus on the bigger picture. Our client will get one global report through from the Paris office, and that will cover the account on a global level.

Is Rio 2016 likely to produce work for European agencies? Nicky We will have a lot going on around the Rio 2016 games. We will have sponsors doing things across the globe. Each home team will have different sponsors so the brands we work with will be working with the teams they are sponsoring. Here in Great Britain we have Nissan as a sponsor, so there will be a lot of activity going on in GB with Nissan.

TRO recently launched TRO Retail

Whatever we do has to be shareable. We are now in an age of content generation.

Authentic content is important, and we are experts at story telling. We can create authentic ideas and we can create Luci experiences. We are not a jack of all We run about 25 Mini/BMW pop-ups trades agency. We do what we do and we annually. We also have our event support do it very well. service based in Norwich and we run How does TRO stay at the top of their about 4000 events from here. We have all game? the systems in place so we can roll out another Mini/ BMW activation at the drop Keith of the hat for any motor event. As an agency we are not intimidated by

What can we look out for?

What multi company campaigns are on the horizon?

At first we were creating corporate theatre. Then we were providing hospitality. Now we have moved into the digital age of interruption.

Will we be seeing more activity for BMW/ Mini?

At the Norwich warehouse we have built up a database of knowledge and expertise, which enables us to be able to roll out any one of these activations at a moment’s notice, which is quite an achievement in itself.

It is in our best interest to invest in and attract young people and make sure they are coming into this industry.

Another example of this is the work we undertook in Berlin for the Champions League. We had to make a campaign that worked across all cultural differences and languages to ensure that whatever team made it through to the Champions League finals, their fans had a truly immersive and relevant enjoyable experience.

other agencies, what we provide is global. Having other highly skilled professionals at other agencies is actually a good thing, our competition is other channels, not other agencies. We want other agencies to do well and succeed. That’s how our industry should be. The big challenge is when the creative brilliant people don’t enter the industry

TRO Retail has launched. We are developing retail technology. Our offices Nicky in Australia are paving the way, we work very closely with the teams there and we We want a stream of bright people in to this agency, and if not this agency at least have very big things on the horizon. this industry. We are a global network, we are very We are very proud of the work we do at much integrated throughout the world. Sheffield Hallam University. We work This is going to be a global trend. very closely with them. We guest lecture; Do you regard TRO as an industry we teach them what our idea of a dream leader? graduate needs to know. Keith Keith TRO are definitely pioneers in the It is a similar in Sydney, we work very experiential industry. When the events closely with the Billy Blue design school. industry moved from being events based

Award Winner: Tennent’s Lager/ Material T in the Park has been a big hit for years but this year the festival sponsorship won a coveted European Sponsorship Association Award for Best Use of Integrated Marketing. What was the aim of the activation? 2015 marked a new chapter for T in the Park, with its move to a new location generating significant excitement amongst fans. Tennent’s seized the opportunity to tap into this excitement with a new integrated campaign Tennent’s Lager at the Heart of T in the Park – with the objective of driving consumer takeout from the event. The campaign centred on a major piece of experiential activation - an on-site destination bar - The Tennent’s Arms which delivered engaging, immersive experience for festival-goers, was one of the most popular destinations at T in the Park and generated positive media coverage and social conversation. The two-tier bar was hugely popular, with a stunning raised platform offering an open-air beer garden experience, plus a real party vibe thanks to a DJ line-up curated by Glasgow club Sub Club.

How did you engage with fans?

Through a dedicated PR campaign which generated strong cut-through, with highprofile media hailing the bar as a highlight of the new site. Tennent’s also utilised engaging social content including memes and a video edit which drove conversation via Tennent’s’ social platforms.  The Tennent’s Arms was also promoted as a major highlight of the new site within wider T in the Park digital/PR comms. How did the activation integrate? Yes, The Tennent’s Arms was part of the wider Tennent’s Lager At the Heart of T in the Park campaign - an integrated throughthe-line campaign which had consumer experience at its core.  The various elements of the campaign were: • E xperiential bar (at-event) delivered by Material • O  n-trade activation delivered by Multiply and Wire Media • App delivered by Bright Signals • D  igital, social & PR campaign delivered by Bright Signals, Wire Media, Something Something and Material • Overall design concept by D8 Spring/Summer 2016

9


Interview: Harriet Cramer caught up with The Experience is the Marketing’s Kevin Jackson. How did The Experience is the Marketing come about? The Experience is the Marketing came about from a thought that I had 10 or 11 years ago when I was asked to look at the event industry and work out whether it was in decline or if it was going to end. There was a bit of a recession. Things like travel budgets were being cut and everyone was saying it was going to be the end of the event industry, a bit like they’re

Kevin Jackson

saying now that technology and sharing is going to be the end of the event industry. But I looked at the industry and decided that brand experience was the future. Of all the people that hear and look at messages 90% of them believe the experience they had (so how you answer phones in your call centre, what you do at reception, what your website looks like, your events, your retail experience) is the marketing. 10% believe in the advertising or the PR. is. That’s where the phrase Experience is the Marketing came from.

Event Review:

What makes you a good agency leader?

What is next for the industry?

I don’t carry work I’ve done and I don’t refer to the work I have done previously. I’m always looking for the next thing. I read voraciously. I go to everything I can go to in terms of taking on new influences. For me it’s about the next big thing not the last thing.

The Events industry now contributes £43 billion to the UK economy which makes us bigger than manufacturing. We have finally caught the eye of the government through the great work the industry is doing. We are moving forward as a legitimate industry to join. The first degree course was 20 years ago in Leeds so we are a recognised career path. I think the future of our industry is to take advantage of all that and to grow our own people. We are not exactly like advertising, we are not exactly like a marketing discipline. We need hybrid people who are grown specifically.

What’s the best thing about your job? The satisfaction is shaping the future of an industry, shaping brands and the future of the people I work with. That, I think, is what I’m about. I see my job as being three things, to help move the industry forward, but in order to do that I have to help move the companies in the industry forward and to do that I have to help the people in those companies move forward. So that’s my day job. That’s what I do every day.

Brand Experience Masterclass 12/02/16

Joss Davidge, creator of the unexpected, BEcause, is delivering a series of two hour masterclasses on all things brand marketers need to know to get their teeth stuck in to the ever-changing world of Brand Experience. At this one, attendees included representatives from a wide variety of companies including BBC Worldwide, Lebara, Barclays, Direct Line, British Heart Foundation, Bang & Olufsen and Abel & Cole.

Educated brand ambassadors educating the product, thus engaging through necessity. public about the brand. This is best used for 4 Give Something Back sensitive subjects, where education and Using a non-for-profit reward for either awareness are the core objectives. existing customers or target audience. 2 Taste and Touch Thanking customers or enticing potential Let the public sample the product. At the customers with a seemingly selfless revenue end of the spectrum, a brand can gesture. make the money back by charging people for 5 Surprise and Delight. the experience, if marketed well and the Either leave the consumer with a positive event is truly immersive experience. impression of the brand using positive However, by paying for an experience, the As one element of a feature packed engagement. Alternatively, leaving the consumer feels more committed to it and Masterclass, Joss ran through of the seven consumer shocked enough to share their therefore more likely to attend. different strategies brands can use to experiences of their engagement with the deliver an effective brand experience, giving 3 Fulfilling a Need brand can be equally effective at leaving a examples. Deliver the brand message in a useful way, lasting impression and generating content. making the consumer have a need for the 1 Educate 6 Immersion in a Brand World.

New Agency: Business partners David Burgman and Jonny Edwards have flown out of the blocks with their student-connected agency Raptor. Harriet Cramer put the questions to David. How did Raptor come about? I’ve been in the experiential marketing industry for eight years now. I started working for an event agency in Leeds, and then I moved to a boutique agency that looked after festival productions. I moved to London and worked with Tribe as new business manager for two years before deciding the time was right to start my own thing with my business partner. Have you had a successful few months in business? Raptor was a meeting of two minds. I was telling him what I was doing, he was telling me what he was doing. I’m good at speaking to brands and understanding what they want, Jonny understands what students want, and we just thought if we could put the brands into the student events and it will resonate well with the students. We find that if you get a 2016 10 Spring/Summer 2016 10Spring/Summer

the students, they need to understand what the nights are, meet the people around the campus, so they can use their student, or a fresher at the beginning own networks too. We work with the and they like the products you usually get promoters in each of the cities to ensure a customer for life. So it’s a perfect that they integrate well with that opportunity to get in there. particular event, sometimes they already work with a particular promoter as well; We found that some of these brands, so we already have that connection. And who are usually quite strict in terms of their brand and the guidelines etc., seem we make sure the promoters amplify the message through their social channels. If to be more relaxed in terms of the kind you think – each of the promoters in of marketing that they can do when it each of these cities may have between 20 comes to marketing to students. It and 30 000 followers already, we’ve got becomes a lot more fun and a lot more the opportunity to plug into those tongue in cheek – and that’s the kind of specific students. thing that we enjoy doing. We have around 20 – 25 Raptors per city Are all of your brand ambassadors working on Deliveroo campaigns. And students? 50-100 working on our Uber Recommend All of our Raptors are students. They go a Friend campaign. through a rigorous screening process. Who are you working with at the We came up with the name raptor moment? because we wanted something that was fun, that resonates with students and the We have been working with Deliveroo. brands we work with but also something It’s called the Student Club Takeover slightly aggressive. campaign, and it all sits around the We ensure if we have targets that we hit hashtag #RooRescue. RooRescue those targets and our Raptors know that rescues students who partied hard the night before and need food delivered to they have targets to hit and deliver. them. At each venue we have three We want our Raptors to resonate with Raptors who have branded pop-ups and

Raptor

Generate brand theatre. Using virtual reality, or having a prominent role at a live event, brands can encourage consumers to actively immersive themselves with the brand. 7 Capture a Moment. Using images as visual currency, brands can create influenced content using strategic branding at photo opportunities to be shared instantly in a digital social context, making the consumer the brand ambassador. I would recommend future masterclasses to anyone wishing to dip their toes into the world of brand experience or gain a fuller understanding of how live events can help their brand.

selfie frames. They orchestrate branded giveaways, inflatable balls and Deliveroo credit prizes. We’ve currently got an overarching prize of free Deliveroo for a whole year. There will be more halls based competitions coming up and then we’re looking into some more activations over the summer at festivals, and then it’s September and freshers’ campaigns start again. We like freshers because they’re brand new to the city, they like to go out a lot, they’re receptive to new brands and new experiences etc. Whereas third-years we find they’ve got their head down. The Uber campaign has been very successful. Promo codes are stamped on the student’s hands to enable them to get money off journeys and encourage them to recommend friends. We average around 1000 new clients a month on that campaign so it is very successful. What other part do you play in the activations? We are a full service agency, we handle the creative, we look after the promotional team, production, print, social, digital etc.


BEST BEFORE spring/summer 2016

SAMPLING TO FANS CAMPAIGNS WITH CREATIVE BOTTLE


Published by

Frank Publishing Ltd, PO Box 4059 CHIPPENHAM SN15 9HX email:victoria@fieldmarketing.com

BEST BEFORE SPRING/summer 2016

Flat Out of Ideas? Cadbury’s hero Dairy Milk bar has inspired some landmark advertising, often creative and often eclectic, but laying down some bubble wrap? ‘Tastes Like This Feels’, are you serious?

share-on-Facebook style joy.

Dairy Milk isn’t even bubbly. I thought it was Aero that was bubbly? Coke is also bubbly. Isn’t Coke the brand of ‘Taste the Feeling’? I’m confused.

“Sure, but let me set the camera first, your gran would love to see you do that.”

Let’s listen to Matthew Williams talking about the brand campaign. At some point, possibly, he’ll mention how bubbly it is? Matthew Williams, marketing director at Cadbury said: “With this campaign [Tastes Like This Feels] we want to remind people that joy is never far away. By focussing on the unique taste sensations that each chocolate bar in the range delivers, consumers will be able to easily identify the right bar for them that will lead to their moment of joy – whether it’s the intense satisfaction that can only be achieved with the classic Cadbury Dairy Milk, the indulgent experience you can expect from Cadbury Dairy Milk Medley, or the adventurous experience of Cadbury Big Taste.” Not bubbly then, but joyful. Bubbles are joyful, but campaign objectives show quite lofty aims. If that’s the big wish then starting things off with a bubble wrap themed stand in Westfield and a – take-your-shoes-off-please – floor to pop just seems, how can one put it, a bit flat? I guess joy was, to some extent, created. Certainly participants duly played and smiled for the cameras. 3.7 million viewers of the pop video on Cadbury’s Facebook page seems successful enough. But surely, surely in the age of Amazon and Ebay, bubble wrap evokes packaging emotions in many of us rather than unbridled, must-

II BRAND X Spring/Summer 2016

“Oh look mum, some packaging. Can I pop it?”

It is hard to help the feeling that Cadbury has decided that its platform is fully ‘experiential’ and someone has read the ‘switch on the senses’ rule book. In the rulebook we learn that touch makes an experience memorable. We have also been educated to learn that just handing out a sample isn’t immersive enough. And yet Dairy Milk is an impulse purchase FMCG, so truly memorable big budget brand experiences can be hard to justify and are challenging to get right. But this is Cadbury we are talking about – fun quirky Cadbury of Bournville where Dairy Milk is still made, not practical Cadbury of Poland where Mondelez manufactures so much chocolate. Sadly, bursting some packaging materials probably does weakly equate to a brand experience. It was very nicely presented bubble wrap, and Westfield is much more theatrical than most parcel depots. It will be more memorable than a plain advertising poster by many many multiples – especially with the samples on offer and brand ambassadors to chat to. Nevertheless, I’m hoping for more exciting experiences ahead for the brand. This issue celebrates effective creativity and our forthcoming FMBE Symposium (May 25th) will cheer some of brands that have seen great rewards from ground breaking brand experiences. Come and join us!


Game on with PlayStation

Rodda’s activates

EGX Rezzed, hosted by Eurogamer’s parent company Gamer Network, welcomed thousands of gaming fans to London’s Tobacco Dock on the 7-9 April. Following on from the success of EGX 2015, which took place at Birmingham’s NEC in September, PlayStation once again called upon experiential marketing experts, Circle Agency, to activate its presence.

Bray Leino has been appointed the primary marketing and communications agency for Cornish clotted cream producer, Rodda’s.

Circle Agency transformed one of the striking vaults at Tobacco Dock into a fully immersive area where gamers could experience PlayStation’s latest technology, PlayStation VR, and test their skills on a host of different titles, including RIGS: Mechanized Combat League, PlayStation VR Worlds, Playroom VR, Battlezone, Rez Infinite and Superhypercube. EGX Rezzed was the first UK consumer event where fans could experience many of these titles first hand, in advance of the PlayStation VR’s October 2016 release.

includes sampling, retail space for Rodda’s, and will see the Cornish clotted cream served to all LTA hospitality guests.

Rodda’s managing director, Nicholas Rodda, said: “Cornish Clotted Cream has always been synonymous with Through a sponsorship with the Lawn tennis and this partnership further Tennis Association (LTA), devised, strengthens the association. Rodda’s negotiated and delivered by Bray is about sharing special moments Leino, the brand has been crowned the with the ones you love, and what’s official clotted cream of British tennis. better than doing that whilst The partnership will promote the watching a quintessential British Cornish brand as the ’premium serve‘ sporting past-time. We are extremely at all British LTA tournaments, proud and excited to be an official including the Aegon Championships at supplier to the LTA.” The Queen’s Club in June. It also Full story: www.fieldmarketing.com

Carlsberg creates chocolate pop-up bar On March 23rd Carlsberg revealed a pop-up bar in London made entirely from chocolate. The pop-up, entitled If Carlsberg Did Chocolate Bars, appeared as a giant bar of chocolate affixed to the wall of the Truman Brewery in Shoreditch in the morning.

Claire Stokes, MD and founder at Circle Agency commented: “We were really excited to help PlayStation activate at EGX Rezzed this year, as it provides the perfect audience to showcase PlayStation VR first hand.”

World Cup moments. Members of the public were invited to help themselves to a complimentary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass.

Carlsberg unwrapped the foil on the front of the bar to unveil a fully functioning, three-metre-deep pop-up bar, which was commissioned ahead of the Easter bank holiday weekend.

The idea was thought up by agency Fold7, with Blackjack Promotions and Talon Outdoor handling the physical build of the bar. Media agency OMD were responsible for paid media, The Highlights included a handcrafted Marketing Store handled social media chocolate dartboard, carefully engagement and Clifford French were constructed chocolate bar stools and responsible for all earned media a bespoke chocolate television screen, output. showcasing one of England’s greatest

Full story: www.fieldmarketing.com

Jeep partners with Warner Bros The ‘Battle of the Renegades’ interactive experience was created and led by World of Initials with Brave Spark Media supporting. The live event was held at a fitting venue in Bicester, Oxfordshire, on ex Jeep has partnered with Warner Bros. Ministry of Defence Pictures to become the official car land. 1,000 invited guests from the partner of the hugely anticipated online experience could drive the Jeep action adventure, Batman v Superman: Renegade over a variety of obstacles. Dawn of Justice. The experience, that kicked off on the The link-up with Warner Bros. Pictures 29th of March for 6 days, took place kicked off during production, when in a 3500 sq. metre disused aircraft Jeep’s Renegade SUV model was hangar. deployed through the streets of Rachel Bateman, head of live Metropolis with Bruce Wayne, aka Batman, at the wheel for a key scene engagement at World of Initials, said: “This has been a hugely exciting in the film. campaign combining an interactive Jeep UK also launched an innovative digital platform with the live online experience and advertising experience environment.” campaign, created in collaboration Full story: www.fieldmarketing.com with the filmmakers.

Vodafone UK appoints FreemanXP FreemanXP has been appointed as the lead agency by Vodafone UK to activate its sponsorship of Capital’s Summertime Ball this summer. FreemanXP will lead the inter-agency team of incumbent PR, media, digital and retail agencies for Vodafone’s highest profile sponsorship, by supporting brand activation and audience engagement throughout the event experience. This will include continuing to support Vodafone’s

search for the very best unsigned talent from all over the UK with Vodafone Future Breakers. “The Capital Summertime Ball with Vodafone is now in its fifth year and we see 2016 as the most exciting yet” said Alex Conaway, head of brand development & advocacy, Vodafone UK. “FreemanXP’s thinking is in line with our own and we’re delighted they’re on board.” Full story: www.fieldmarketing.com

BRAND X Spring/Summer 2016 III


B&D launches Three’s tour Three launched an experiential tour of eight major cities across the UK on March 12, to promote its new ‘Blackspot Banisher’ campaign.

places they couldn’t before.

The tour consists of a sports commentator that entices customers to a boxing-ring style stand, Created by Brand & personalised for each location. Deliver, the tour began They then have their photo at Birmingham’s taken wearing a purple boxing Bullring before heading robe and making a punching on to seven other highmotion, accompanied by a giant footfall shopping statue of the ‘Blackspot Banisher’, centre locations Jackson. GIFs are created using the Samsung Galaxy S7 and customers Three’s new low frequency 4G Superare invited to share their image on Voice signal ‘Kicks indoor blackspots’ social media for a chance to win the ass’, travelling much further into phone. buildings so customers can make calls, Full story: www.fieldmarketing.com send texts and browse the net in

Florasaurus seen On Monday March 21st Florasaurus – a giant diplodocus made from plants – toured the streets of London to help re-engage children with where their food comes from. The stunt from Flora demonstrated how many of the world’s biggest and most magnificent creatures were powered by plants.

April). The free interactive experience included photo opportunities with the Florasaurus, competitions and activities made with the help from the Eden Project activity boards Agency Golin is handling the press office, PR strategy and content creation.

Full story: www.fieldmarketing.com

Flora has pledged to reconnect children and families with where their food comes from and the power of a plant based diet. The brand is investing a landmark £12.5million in a programme of activities that will be rolled out over the course of the year. Florasaurus resided at Westfield Stratford, London (Friday March 25th- Monday April 4th) and Trafford Centre, Manchester (Thursday 7th – Sunday 10th

innovision creates Easter Lindt Gold Bunny experiences

management, production and staffing of the experiences. The Lindt Gold Bunny Hunts are held at eight specially selected parks and gardens across the UK over three weeks.

Innovision has been recommissioned by Lindt to deliver its Lindt Gold Bunny Participating children wind their way brand experiences for the fourth year. through the trails, solving clues and seeking to uncover the renowned Innovision has been tasked with Lindt Gold Bunny. On completing the leading the experiential deliverables, chocolate trails, children are rewarded including the creative concept, event with a Lindt Gold Bunny prize. The Lindt Gold Bunny Warren was installed at three high-profile UK shopping centres. Children count the bunnies in the warren and receive a Lindt chocolate treat as a prize.

Thorntons creates interactive factory Thorntons launched an interactive Easter eggs within the factory to win chocolate factory to engage consumers a real-life tour of the Thorntons during the Easter season. factory and a year’s supply of chocolate. The campaign, which used CGI animation techniques to demonstrate Thorntons invited a selection of the inner workings of the chocolate influential bloggers to experience the factory, aims to give consumers a taste real-life chocolate factory as well as of how Thorntons lovingly crafts each have a go at personalising their own and every one of its Easter eggs. Easter eggs and crafting their own chocolates. “The Ultimate Guide to Easter Eggs” is the brand’s biggest investment yet in Thorntons worked with Cogent Elliott content and experiential activity. and CGI specialists Junction Eleven to create and develop the campaign. Consumers are challenged to find five

Ahead of Easter, a giant Bunny Bum, commissioned by Dr. Oetker and crafted by baking expert Juliet Sear, appeared in Piccadilly Gardens, Manchester. The entirely edible sevenfoot-tall Bunny Bum took over 110 hours to create using more than 3,000 bars of Dr. Oetker Fine Cooks’ In anticipation of Easter Dr. Oetker’s sweet bunny appeared in Manchester, Chocolate.. Full story: www.fieldmarketing.com Piccadilly Gardens.

Dr.Oetker’s giant bunny lands in Manchester

UEFA Euro 2016 train trophy tour Space launched the UEFA Euro 2016 Trophy Tour on Saturday March 2nd. The experience is running from April 1 to June 9 2016, serving as a vital part of the build up to Euro 2016. The Tour will take

IV BRAND X Spring/Summer 2016

in 25 French cities including the ten host cities. Space has designed and built a train containing a UEFA Euro 2016 exhibition which houses the Henri Delaunay trophy. Full story: www. fieldmarketing.com


BPL Live event in Cape Town

Firestone sets the stage

Wasserman delivered a two-day fan park experience called Barclays Premier League Live in Cape Town for Barclays and the Premier League. The event, which was the third of its kind to be produced by Wasserman, took place on 19 – 20 March 2016 at Camps Bay High School in Cape Town.

Firestone is setting the stage for scores of unsigned acts to showcase their skills to more than 15,000 people, courtesy of a unique partnership with the Barclaycard Arena.

alongside 15,000 excited fans. The live event offered fans the opportunity to meet football legends, get up close to the iconic Barclays Premier League Trophy and take part in various activities ranging from skills competitions to mini-activations provided by 9 BPL Clubs, such as Arsenal and Manchester United.

Wasserman transformed the 18,500sqm location into a huge fan The free event was split into nine park for Barclays Premier League (BPL) activation zones across the venue. football fans; visitors could watch key Full story: www.fieldmarketing.com matches on a giant 118sqm screen

The tyre brand will transform the Birmingham venue’s unsigned area into the Firestone Stage, allowing ambitious musicians to make a fitting first impression inside the arena before the headliners take to the stage. Officially launched on March 21 at Ellie Goulding’s Birmingham show, the

sponsored stage will play host to unsigned artists in the pre-show entertainment arena at selected arena events, exhibiting a wide array of music talent from across the UK to up to 15,800 people. It is announced in addition to Download Festival sponsorship, where a huge Firestone presence has been confirmed for the event from June 10 to 12 supported by a number of activities to be confirmed.

Full story: www.fieldmarketing.com

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Opportunity:Student reach at intu... Intu’s partnership with Unidays offers a unique opportunity for a brand that wants to make a huge impact with the students nationally.

Unidays and intu is a very natural partnership. Uniday’s online retail discounts and student offers reach out to 70 per cent of the entire student population whilst intu offers a unique national shopping centre network. 1.4 million students use Unidays of which 900,000 actively use the Unidays app. A month long national event series is planned in 2016, starting with pre-event publicity via Unidays. The pre-publicity alone will reach out to students via 2.3 million emails to promote the event. The connection culminates in a national student event across 11 centres (including intu Trafford Centre, intu Metrocentre, intu Eldon Square and intu Victoria Centre Nottingham). The 2016 partnership offers the next step in a partnership that saw 120,000 students attend in 2015. It was a buzzing event that saw brands including O2, Fosters Rocks, STA. Cocio and Desperados taking a share of the student audience. For 2016 the opportunity remains for a single sponsor to take up a package that includes a month long pre-promotion with Unidays and the full event package. Experiential, sampling, goody bag and centre branding is all available at the student nights. For brands that are serious about targeting students and attracting their spend the integrated marketing, live activation and demographic penetration looks a potent mix.

BCSC Awards review

The British Council of Shopping Centre Awards saw some winners that showed why Mall activity can make a major impact. As a judge, FMBE’s Frank Wainwright received privileged access to the entries. Here is some insight into who won and – in two case studies – why. The BCSC Opal Awards recognise excellence in shopping centre and retail space commercialisation. FMBE’s Awards Director Frank Wainwright was one of 11 judges for this year’s Opals, on a team that represented senior industry leaders from brands, suppliers, agencies and venues. The Opals recognise a number of different aspects of commercialisation in a variety of categories including Immersion and Experiential where brand teams shine. Brand Immersion ‘Home’ Invasion at intu won the Opal in immersion for its comprehensive blend of brand experience techniques alongside extensive use of mall resources in a multi-venue takeover campaign. The 20th Century Fox and DreamWorks campaign was activated across 15 centres. Experiential There were three Opal winners for Experiential differentiated by footprint/stand size. Rolls Royce’s Wraith of the North campaign won in the under 50,000 sq ft category whilst Samsung’s 360 Soundlab won the over 1 million square foot Experiential Opal. Rolls Royce, together with agency Fusion, promotional staff from iMP and facilitation from Hammerson won with a creative box of tricks that presented the luxury brand to shoppers in a way that was very well targeted, using the prime location to associate with retailer Ted Baker, extending reach and penetration. It was very well targeted. Samsung, together with the team at Blue water and Location:Live showed how the brand was able to exploit the best from an impressive stand using the extensive resources of the centre, proximity to John Lewis and Location:Live’s expertise. Sky also won in experiential. A very impressive entry that won the multiple location experiential category showed how shoppers still love to queue for a photo – in this case on the Game of Thrones throne. The aim - for entrants Sky, Wasserman and Fat Unicorn was to data capture in big numbers and this tirelessly enthusiastic tour achieved that majestically. Cont. page X

IEenquiries@intu.co.uk www.intugroup.co.uk @intugroup VIII BRAND X Spring/Summer 2016


Reach over 1 million customers every day intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female Largest exp. space: 10m x 9m Manchester Arndale 800,000 weekly footfall* 57% ABC1, 61% female Largest exp. space: 15m x 7.5m intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female Largest exp. space: 13m x 5m intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest exp. space: 6m x 5m intu Derby 465,000 weekly footfall* 54% ABC1, 63% female Largest exp. space: 10m x 9m intu Merry Hill 450,000 weekly footfall* 53% ABC1, 61% female Largest exp. space: 22m x 12m intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female Largest exp. space: 8m x 5m The Mall at Cribbs Causeway 230,000 weekly footfall* 76% ABC1, 66% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female Largest exp. space: 12.5m x 5m

intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female Largest exp. space: 16m x 13m

intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female Largest exp. space: 8m x 6m

intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female Largest exp. space: 16m x 10m

intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female Largest exp. space: 24m x 16m

intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female Largest exp. space: 20m x 10m

intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female Largest exp. space: 18m x 13m

intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female Largest exp. space: 10m x 7m

intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female Largest exp. space: 4m x 4m

Call intu Experiences on 020 7887 7046 IEEnquiries@intu.co.uk intugroup.co.uk Estimated weekly footfall

*

intu FMBE ad_A4_v3.indd 1

07/05/2015 10:56


Mall Retail World Vision’s stand in Westfield picked up a win in the Mall Retail category, though in truth The Story Shop was far more than a shop, a beautifully designed library of interactive stories to drive intimacy, connection, engagement,

and brand awareness. Brave and stirring stuff delivered for World Vision by agency The Yard Creative. An intriguing Highly Commended was awarded in Mall Retail to Ovo Energy and Kingfisher Shopping Centre in Redditch. The monetary payback of this

brand experience mall stand was immense for the client and the centre, showing precisely why brands and agencies might, with more imagination, look to less sizeable destinations to target shoppers whilst generating a strong ROI and maintaining high brand

Home Invasion at Intu Summary of entry

graphic design team to create the dazzling spacethemed collateral. A Fox representative also visited the centres during the promotion, making for a cohesive brand partnership.

Intu Experiences approached 20th Century Fox with a commercial sponsorship proposal, to generate revenue and theatre in the malls through a multi-channel media campaign around Fox’s 2015 family movie slate. It was the first time the promotion of a new movie included a group of UK shopping centres for a single, national campaign, and paved the way for this type of brand immersion partnership approach.

All the elements of the campaign were paid for through a six figure partnership between intu and 20th Century Fox, an intu first as kids’ movies have traditionally been marketed on a contra basis with no commercial revenue upside.

The space theme from the movie, about friendly aliens ‘invading’ earth, provided inspiration for immersing four of the 15 centres, with ambient media covering escalators, pillars and balustrades. Marketing messages and Kids’ Club takeovers were implemented across the portfolio of 15 centres. Taking place during half term, the campaign gave the movie major market penetration before its release and attracted thousands of youngsters keen to get up close and personal with the film’s lovable leading character, who made several special appearances. Background, implementation and delivery The intu team worked closely with Fox on the creative elements of the promotion, particularly with the

The ambient media saturation included pillar wraps, escalator wraps, vinyl balustrades and hanging banners at intu Lakeside, intu Metrocentre, intu Trafford Centre, intu Braehead and intu Merry Hill. 15 centres ran

values. This one was staffed for Ovo by agency Motion. Here is a closer look at two of the winners, Immersion Winner ‘Home’ Invasion and Experiential Winner The Wraith of the North.

opportunity to have their photo taken either superimposed in the film artwork or with their chosen Home background. A screening area with the movie trailer playing and engaging audio visual content also featured as part of the promotion, as well as a costume character area with face painters painting Home-themed motifs. Promotional staff, dressed in Home-branded t-shirts handing out activity sheets and merchandise/ giveaways and an entertainer interacted with children and families. Home-themed updates were posted on the centres’ social feeds to generate further buzz. A promotion via Home’s Facebook offered 20 Home plush toys for the first 20 people to visit the stand in each location. Creating a Home event page to promote in-centre activity was also part of the immersion strategy, as well as a Home competition page, with Fox providing packs for the competition mechanic. The event page also carried links to downloadable activity sheets and featured an embedded movie trailer.

innovative space-themed kids’ club activities, including alien craft workshops, while an appearance by ‘Oh’ coincided with the brand immersion at intu Lakeside, intu Braehead, intu Merry Hill, intu Trafford Centre and intu Metrocentre. A green screen area gave families and children the

Kathryn Allan, Regional Executive, Northern Region, 20th Century Fox Film Company, said: “The UK was one of the strongest territories for this title coming in. Cinemas within intu centres performed well on Home.” Following the success of the ‘Home’ partnership, intu Experiences have managed to create further commercial partnerships with Fox, using similar activations, for films including ‘Peanuts’ (Autumn Half term 2015) and ‘Kung Fu Panda 3,’ (Spring half term 2016.)

The Wraith of the North Summary of entry Victoria Quarter Shopping Centre in Leeds is described as ‘The Knightsbridge of the North’, boasting the first Louis Vuitton store to have a VIP area, Paul Smith’s third flagship store and Religion’s first-ever store in the UK. Over the summer, Victoria Quarter announced another first partnering with Rolls Royce to deliver a month long, exclusive brand immersive event. Up until this collaboration, Rolls Royce had never before promoted within a shopping centre and didn’t just want to “pop up” but wished to have a fully engaged brand event that would achieve maximum results.

champagne bar, touch-configurator, LED screen for image movies and a heritage gallery – altogether creating an intensive brand experience.

Background, implementation and delivery

The iMP team of brand ambassadors generated superquality leads offering further access to the car and booking test drives. The team qualified each lead before taking potential customer details, later followed up by Rolls Royce. Ambassadors were also equipped with dozens of technical facts about elements including paintwork (7 stages, 5 days and 50kg of paint), amazing stories about the brand and info about which celebrities currently own a Rolls Royce. In addition, Rolls Royce collaborated with local retailer Ted Baker dressing their brand ambassadors in the latest fashions.

The Rolls Royce custom designed Cube contained a

Rolls-Royce completed their month long exhibition

The primary aim of the activity was to showcase the stunning new Rolls Royce Wraith aimed at a younger market than its more stately models. With a very specific target audience, Rolls Royce wanted a location that would enable brand ambassadors to submit qualified leads and provide key shopping profiles for the region, but also be a suitable location to entice existing Rolls Royce owners to an event.

X BRAND X Spring/Summer 2016

by treating a select group of lucky people to a fully immersive Brand Experience Day in beautiful Yorkshire. Starting from central Leeds, customers were given a choice of six cars to drive, two Ghost SII, two Wraith, a Phantom and a Phantom coupé giving a rare opportunity to sample one of each of the Rolls-Royce families. Setting off through Yorkshire they enjoyed a lunch and on returning, some wine tasting. All of the guests had a thoroughly enjoyable day, one stating: “It has been a fantastic day. I have never driven a Rolls-Royce before and I am totally bowled over as to how good these cars are”.


Creative Trial

As the move away from mass sampling towards focussed immersive trial continues, BX looks at the latest examples to get the best out of touch, feel, taste and test with amplified results.

hand to everyone who completes a Tough Mudder obstacle race. The brand has entered into the Tough Mudder foray, a sports addition to its high profile association with Rugby League. Kingstone Press has repeated its Tough Mudder sponsorship this year after a successful 2015, with the assistance of brand experience agency Banana Kick. Ahead of the 2016 Tough Mudder season, Brand X spoke with Emma Endersby, senior account manager with Banana Kick. After Kingstone gave the thumbs up to a second season Emma told us about the plans for getting even more out of the Mudder opportunity.

Sampling and trialling product is still a great way to generate true product evangelists. Marketers are under pressure to do more than hand a product out but to do so in a way that surprises, delights makes headlines and builds a fanbase. The sheer power of sampling is such that it remains a powerful sales driver and a popular brand can barely fail to create a buzz with even simple creativity. Cadbury did just that recently when launching ‘Tastes Like it Feels’ with a stand and carpet made of packaging bubble wrap. It is very hard to see what the creative experience here does to genuinely add an emotional connection to piece but shoppers did seem energised by the bold stand design which allowed brand ambassadors to sample in style.

Tough Mudder supported by Kingstone Press

Emma continues “This year Kingstone Press will now be sponsoring one of the toughest obstacles in the Tough Mudder course, Arctic Enema! It is a high speed entry slide into a container filled with 10 tonnes of ice and water. The only way to get out is to submerge yourself and duck under a barrier to escape. The ultimate brain freeze!

One brand really captured the essence of creative trail recently, with a simple but very clever proposition was Krispy Kreme. The brand rode on the back of the emotive Leicester City Premier League push and helped the Thai chairman and owner of the club, Vichai Srivaddhanaprabha, to celebrate his birthday with a free doughnut (and a SIngha beer) to every supporter at the match against Southampton. Leicester, of course, won the match and the owner of the club, of course, departed via helicopter from the ground with a full tray of doughnuts.

So what worked best at TM last year? Says Emma, “Our position in the finishers chute was ideal as it allowed us to interact with every participant coming through and allowed us to have the brand visible in a very prominent area. Having this positioned right next to our photo backdrop also allowed us to manage this additional area easily without dispersing our staff too far from our sample stands during the busiest periods. Having the finishers photo area allowed people to connect further with the brand by having a memorable photo to view on Facebook. Also offering people the ‘chance to win’ is always a positive attraction for people. “

Before all of this, fans spent the pre match build up tweeting their smartly packaged birthday doughnuts whilst the press, all on hand for the match anyway, had something extra to report and a free doughnut to sustain them. 30,000 boxed doughnuts were presented at the ground, one per match ticket and branded distribution trucks were also set up on the routes to the ground. Simon Browning, Strategic Partnerships & Occasions Team at Krispy Kreme helped to mastermind the brand experience that was a sampling and PR stunt rolled into one.

She says, “We have learnt that no Tough Mudder event is the same and we now have a better understanding of when the majority of the participants will finish and therefore ensure we have plenty of staff available during that time to hand out the bottles of Kingstone Press. We have also learnt to be prepared for any weather eventuality. We literally had everything from, heavy rain, scorching sun to lightening last year! Year 2 will very much be an evolution rather than revolution as the activation we undertook last year only requires minor tweaks rather than a full blown refresh. A key area for Y2 will be exploring the new ‘Après Mud’ partnership, looking to drive increased sales through the base camp bar. Après Mud is a party kicking off at 1pm with games, music and general frivolity continuing through until the early evening.”

Sampling is at Tough Mudder is embraced as a major opportunity by the brand team

Krispy Kreme with Leicester City fans

He told BX about the partnerships marketing objectives: “To take the Krispy Kreme into new channels where our customers expect us to be. As part of this work we know we are bringing the Krispy Kreme experience to new audiences as well as our current fan base. In the past two years we have developed strategic business into various new channels such a B2B, Private, Festivals & Events, Stadia and Leisure. We aim to align ourselves with leading brands and venues in the UK that share our passion for quality, enjoyment and creating magical memorable Krispy Kreme experiences.” The cleverness of the Leicester match day sampling is borne out of a simple event marketing aim: “We both target aligned strategic partners as well as receive incoming enquiries on how we can help make an event that little bit more enjoyable or memorable. A lot of the events we are involved in are based around putting smiles on people’s faces.” Putting a smile on the recipients face should be a key indicator of sampling effectiveness. A smile proves the emotional connection. Few samples are as happily received as the free bottle of cider that Kingstone Press

“Being the Official Finishers cider gives us an unparalleled sampling opportunity, we were able to get Kingstone Press into the hands of over 100,000 Tough Mudders over the 2015 season. Of course, as with any sampling activity, staffing and logistics are core to delivering a great experience. Staff Emma affirms “need to make sure that the short interaction the participants and attendees of the event have with Kingstone Press is a positive one. They also need to be prepared to work hard to assist in set up, replenishment of stock and constant interaction throughout the entire day.” The ‘off the beaten track’ nature of some of the muddy locations together with a refrigerated arctic lorry to deliver and hold stock make the event challenging to set up and dismantle physically.

Tough Mudder sampling and sponsorship dovetails with Rugby League sponsorship (that Banana Kick also activates) to help leverage opportunities for Kingstone Press including supermarket listings gains and sales success. Creative trial extends beyond food and drink with recent stand out activities such as Good Ship Benefit for Benefit Cosmetics and the subscription sales campaigns for The Economist which sample feature content to readers alongside challenging food and drink such as insect ice cream or cat poo coffee. An extended version of this feature with insight into the creative ideas behind these two brands – from agency and clients – will be posted on the fieldmarketing.com website at the end of May.

BRAND X Spring/Summer 2016 XI


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Business Profile: Urban Nerds Collective How did Urban Nerds come about? We started with our own events in sweaty east London clubs and now create bespoke solutions with brands that appreciate our stance. When we realised that there was a lack of authentic representation on the agency landscape, but an increasing interest for credible brand engagement with this audience, it made sense that we stepped up in the way we have and forged a commercial operation out of the street roots, sounds and fashion we speak for. How does marketing to the youth differ? The universal challenge that is common across all youth focused brand activity is identifying points and sources of influence. Who are the focal characters and faces of their cultural interests? Who are they looking at, watching, following for those emerging identifiers that convert to codes of identification and the signifiers of belonging? In essence we are dealing with age old questions that require informed solutions in an ever-faster moving context. What does Forbes recognition mean for you and Urban Nerds?

Harriet Cramer put the questions to Urban Nerd’s Luke Hodson. Luke was recently listed by Forbes as a 30 under 30 business performer.

The Forbes feature has taken a while to sink in but definitely offers us another great vehicle for opening conversations and underpinning our offering as a forward thinking outfit that is very well equipped for the changing landscape of youth marketing and more specifically the cultural engagement remit we are increasingly celebrated for.

Who are the Urban Nerds Collective?

What keeps you at the top of your industry?

Urban Nerds Collective is most commonly referred to as a Youth Marketing specialist. We’re fine with that if it helps potential clients understand that we can assist them in solving their challenges to reach and engage younger consumers but internally we aren’t set on a label.

As culture becomes more crucial in a brand’s ability to retain relevance, the weighty combination of our vision and experience in this space is what keeps us moving ahead.

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Client View: The Good Ship Benefit With 5 months of brand experience underway. Benefit Cosmetics is becoming one of the most experiential brands out there. The Good Ship Benefit follows superb 2015 experiential events, Gabbi’s Head and Curl’s Best Friend. All three campaigns are the work of agency The Persuaders, consumer PR team DeVries SLAM and staff from Hel’s Angels. Good Ship Benefit will be open for five months from 9th April 2016. Visitors will be transported from Benefit’s home of San Francisco with three decks of immersive experiences.

Lashitude at the Upper Deck: With the London Eye and the Houses of Parliament in full view of Good Ship Benefit’s leading restaurant, it may be London outside but on deck three, girls will be transported into a world inspired by Benefit’s award winning mascara, they’re Real. Hoola Decks: Bringing the beach to the boat are the Hawaii-inspired Hoola decks. The luxury decks come complete with Tiki huts and cabanas where girls will be able to sip

The Good Ship Benefit is at the R.S Hispaniola and located at Victoria Embankment will be divided up into five rooms. The Brow Lounge: After visiting one of Benefit’s beloved brow experts on the first deck for a signature service, girls will be able to show off their wow brows and indulge in a luxurious afternoon tea, rounded off with a glass of bubbles. The POREfessional Vault: after stepping through the door into Spy Gal’s lair, the secrets of flawless skin will be unlocked. The 1960s, spy-chic space is the place to avoid makeup slippage and seek out that flawless finish while sipping on a cocktail created by head barman, Matt Rescue.

Interview:

cocktails from the beach bar, served by one of Benefit’s Hoola hunks. Fitness classes will also be taking place on deck. The Pinkton Parlour: guests will be

transported to the land of laidback fabulousness and can watch the world go by on the River Thames while drinking cocktails or coffee. Consumer PR agency, DeVries SLAM, who has worked with Benefit since 2014, will provide strategic PR support for Good Ship Benefit. DeVries SLAM director, Jamie Posner, explains how this activation builds on those which have made Benefit famous in recent years. “There’s no denying that in order for brands to make a truly impactful statement and cut through the noise you need to think big! While the successes of Gabbi’s Head and Curl’s Best Friend were unsurpassed, we needed fresh thinking to create a moment for the brand that hadn’t been seen before. Launching Good Ship Benefit in collaboration with Benefit Cosmetics and The Persuaders has been an exciting challenge which DeVries SLAM was proud to take on in order to make Benefit famous – again!” Commenting on the agency involvement, Benefit Cosmetics’ head of PR and events, Kyra Oates says: “We’re pleased to be working with DeVries SLAM and The Persuaders again this year for this exciting brand activation. From the past successes of the Gabbi’s Head

Simeon Aldred

Why is it important to have brand engagement at live events?

Simeon Aldred is a business leader who has, and has had wide ranging input into brand experiences – via his owner/ partner/manager status with various businesses including Fullcircle, Eroica Britannia Festival, Xcitecm and Vibration Group. He was also a director at Concerto Group at the time of this interview.

London in summer and Xmas, through to creating and designing brand activations and physical environments for our experiential clients such as Yorkshire Tea, Smeg, and Fentimans. We work on over 1000 events a year so it’s a massive range of big and small.

What is your role?

Working as a lead supplier to the award winning team at Eroica Britannia festival (family festival and ride held in the Peak District). I worked for Britannia events the company that run the festival on the look and feel of the festival site as well as creating a number of brand activations on site as well as being the exclusive production partner on site.

For me it’s the practical benefits that a brand can bring to the look and feel and experience of the overall event, from supplying water for a sports event through to controlling the kind of drinks served on site and the type of DJ booked. The brands can not only underpin the financials of the festival but can enhance/define the whole story of the event.

I work across the Concerto Group and Fullcircle businesses as group Creative Director. The reality of that role is a commercial one; creating product, designing environments and devising campaigns. These go from our own venues and seasonal activations such as the marquee in the moat of the Tower of

24

Spring/Summer 2016

What have been the highlights over the last 12 months?

How has brand engagement at events changed over the last few years? A much more integrated approach to brand activation, presenting partnerships and brand curation is helping create a much more joined

and Curls Best Friends pop-up, we can’t wait to welcome our Bene guys and gals on board this spring.” Benefit’s success-fuelled belief in think big brand experience makes them a dream client. We asked Kyra Oates, head of PR and Events what’s best about the business She comments “[The best bit is that] it doesn’t feel like work. Every day brings something different and we work together as a team to help each other.  The brand’s strapline is ‘Laughter is the best cosmetic’ and this is definitely the case working for Benefit!  Also what’s great is that no idea is a bad idea.  We’re a big brand run like a small business so no red tape and cynicism from above!” Kyra adds that the main challenge for the brand is to choose which great experiential idea to go for. Those ideas flow freely through the collective input of a consistent team. She says: “It’s only in the last 3 years that we have worked with agencies in a truly integrated way.  We work with a few key agencies now who are genuinely part of the Marketing Team which is very rare.  What makes them different is their approach.  They all came to us with amazing ideas and proof that they could deliver.  All too often agencies want you to talk them through the brand, what you’re looking for, budget etc which isn’t the way people work anymore.  I want to see something that makes me think, ‘Wow, we HAVE to do this’ and work out a way from there.” So what lies ahead? Krya concludes: “You should expect  to see some amazing innovation in our new products.  We are really excited to be launching a Brow Collection in June that is nothing like anyone will have ever seen before.  Of course we’ll be surprising the UK with creative experiential activities, digital content and partnerships too.” up approach to the way brands communicate pre and post event as well as on site. Social is obviously having a massive influence from simple # campaigns through to more complete content creation. Our audiences are expected to work harder in the relationship between brand and event goer. What do you see as being the next trend for brands at events? I am seeing a trend towards more simple anti-tech briefs with brands pushing hard for measurable activations with old fashioned sampling, tasting and feeling. But perhaps stronger than that there’s a big push for Heritage crafts, ‘meet the makers’ featuring the people behind the skills.


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Client View: Nickelodeon Marianne James

and visit more often, helping our retailers to flourish.” The SpongeBob tour is just one event on the calendar for a brand owner, Nickelodeon that has some amazing assets that appeal to a very strong fanbase. That’s an enviable job, but nonetheless a challenging. So we asked Marianne about this in the interview. What are the most challenging aspects of your job?

During a SpongeBob tour Marianne James, Vice President, Consumer Products UK & Ireland & European Retail Sales & Marketing Nickelodeon and Viacom Consumer Products spoke to FM Forum. SpongeBob SquarePants’ Laughter Party toured intu centres including intu Metrocentre, intu Trafford Centre and intu Lakeside at Easter, giving families a unique SpongeBob-inspired experience. The free activities in the Easter experiential event included a Laughter Limbo Challenge, Hysterical Prank Classes and Snail Slalom racing as well as an UnderWhere Pants Hunt. SpongeBob also made personal appearances to meet his fans at selected intu centres. Host of the tour, Trevor Pereira, commercial and digital director of intu, commented: “At intu we are always looking for fun ways to help parents keep children occupied during the Easter break. We’ve had great fun working with Nickelodeon to create a fun-packed programme of activities for children to enjoy making intu a must visit destination through the holiday for SpongeBob fans. By doing this we’re encouraging our customers to stay with us for longer

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Spring/Summer 2016

The most challenging part of each day here at Nickelodeon is ensuring our proposition and strategy continues to drive innovation and differentiation from our competitors. The world in which we operate is fast-paced and kids’ interests can be easily influenced

What are the best aspects of working with Nickelodeon’s popular characters and shows? The current Nickelodeon portfolio of characters and shows appeal to a broad range of fans of all ages. We now have a collection of pre-school shows that all offer a different look, characters, storyline and appeal to girls, boys or both! For example, Shimmer and Shine offers a bright, sparkly and magical creative look, whilst Lily’s Driftwood Bay has a beautifully creative and organic feel to it. With these broad differences, product development is never repetitive and allows us to work closely with our partners to truly capture the essence of the show. Our evergreen properties, Teenage Mutant Ninja Turtles and SpongeBob SquarePants, are not only loved by kids today but have strong nostalgic appeal for adults too. This enables us to explore product innovation and collaborations that stretch the potential of our brands and means each day the breadth of what we can deliver is constantly challenged. From edgy fashion collaborations to 3D printing, the best part of our role is finding the next unique opportunity and seeing it flourish. How much fun is it to bring such lively brands and characters to interact in the real world with shoppers and fans?

to allow fans to experience the brand. Recently we embarked on a nationwide campaign with intu Shopping Centres and SpongeBob SquarePants where we created a fun and engaging hands-on experience for kids. With more activities like this scheduled for the future we hope to ensure as many kids as possible have the chance to interact with their favourite characters! What will be keeping you busy in 2016? The most exciting launch coming up in 2016 is the release of the Teenage Mutant Ninja Turtles 2 Movie ‘Out of the Shadows’ on 3rd June. With unique marketing activations at all our key retail accounts we’re looking forward to seeing the fans reactions to the brand new movie and the CP opportunities we have created to support it. In conjunction with the movie release we have a global partnership with Dr. Martens who have created a retro Turtles inspired range of their classic boot. Aside from the movie, 2016 is going to set the precedent in the strength of our pre-school portfolio. With PAW Patrol and Blaze and the Monster Machines taking the market by storm, we are paving the way for Shimmer and Shine to fill the gap within the girls pre-school market as well as support our enchanting UK productions, most notably Digby Dragon – a fledgling dragon learning how to fly – and multiple pre-school award winner, Lily’s Driftwood Bay

At retail the most exciting part for us is coming up with new themes to help make our properties relevant to shoppers and fans throughout the year. Each of the characters and shows that we represent have different traits and characteristics that make them one way or another so it’s important to unique to their fans and through experiential stay ahead. Our goal is to ensure our activities, in store marketing and digital properties appeal to a wide audience campaigns, we can help bring our brands to and stay relevant whether that be life. Outside of the retail environment we are through a unique marketing theme, exploring a number of new and exciting ways product innovation or through highprofile halo collaborations. Every now and then a property can take the market by storm and we have to think creatively in order to help our n M  ichael Ventre will show how his properties resonate with kids. proposed NY to London swim has been At the time of writing just a handful of What are the most enjoyable? supported by experiential agency tickets remain for the first ever FMBE WeAreFearless. It goes without saying that being part Symposium, to be held at Tobacco Dock on of the licensing industry is one of the n Zoe Jackson MBE will show how her 25th May. most rewarding aspects of the role business driven faith in great brand and it wouldn’t be as enjoyable without FMBE Symposium celebrates achievements ambassadors underpins her campaign in FMBE with keynote speakers leading the the people. We have an incredible to help young people gain careers in the way and inspiring our delegates. range of licensees who we work with arts and on stage. on a daily basis and together we have n Louise Fowler will discuss the CMO n Mark Wright will show why he deserved produced a number of innovative role at British Airways and First Direct Sir Alan’s business partnership and how products and retail marketing and how FMBE can get more boardroom you can leverage online amplification. campaigns and best in class property recognition. launches through our combined hard Full details of n Fraser Doherty MBE work and commitment. Each day is the event are will show how his jam, different, unpredictable and exciting at www. his book and his tea and I am lucky to have a driven team fieldmarketing. that supports me as we work together parties have made him com. Just click to ensure the success of our a name to be reckoned on the Events properties and have fun along the way! with at the age of 24. tab.

New Event: FMBE Symposium 25th May 2016


New Agency: gemsatwork Harriet Cramer caught up with Matthew Huntly from gemsatwork to find out more about the company that is helping brands to mass sample at offices cost effectively and responsibly. Why gemsatwork? gemsatwork is a relatively new agency that launched about 8 months ago. Between the founders we have many years’ experience in digital marketing, advertising, sampling and logistics gemsatwork helps brands reach their target consumers in a captive environment that is typically not open to them - the office.  We are able to execute campaigns that scale, reaching large numbers of consumers locally or nationally and capturing insightful feedback from consumers post-trial. As a streamlined business that harnesses the latest technologies we’re able to keep our overheads low and deliver costeffectiveness to help our clients’ budgets go further. How does gemsatwork operate? Companies register to receive free products as a way to reward and motivate their employees. Through the on-boarding process and the relationships with gemsatwork

ambassadors at these companies we’re able to build a picture of the demographic of each office’s employees. Aligning with a brand partner’s target consumer we’re able to create brand occasions for each product being sampled, often bringing together the employees to sample the products as a group experience where the brand becomes the talking point of the office. What was your involvement with this winter’s Optiwell activation? The idea is the commuter is engaged with the Optiwell take over at Waterloo and then they are presented with a sample and voucher at their desk. Our team geomapped offices around Waterloo and on bus routes into central London and cross-referenced them with Optiwell stockists to ensure that we were targeting offices close to stockists so employees could easily redeem their voucher when they leave the office. This combined to complete the consumer journey. As well as connecting brands with their ideal consumers, with each campaign we offer a bespoke survey so that clients can understand how these consumers react to their products. What did they think of the product, would they buy it after trying it, where would they like to see it stocked

etc.? The scale of sampling gives the feedback weight upon which strategic decisions can be based. Optiwell is currently stocked in the long life aisle in Tesco and the Friesland Campina team were looking to understand more about where consumers would expect to find Optiwell in stores, and then use this in negotiations with the stores to get more favourable placement.   What other campaigns have you worked on? The flexibility of the mechanic allows us to work with small and large brands and we have successfully executed both small and large scale campaigns using both chilled and ambient delivery. Through the relationships with ambassadors and the extensive national distribution network we can deliver samples in line with brand occasion requirements – for example afternoon pick me up, lunch alternative, mid-morning snack etc. One example is Nairn’s Rough Oatcakes. Leading up to the sampling activity we educated Ambassadors as to topping suggestions so people were encouraged to bring in the topping of their choice ready for when the oatcakes were delivered. You’d be amazed at some of the pictures we received of random toppings.  Another is Heinz; we helped

Heinz reach 500,000 consumers with Tomato Cup Soup and we’ve just delivered 50,000 chilled bottles of Orangina to consumers in offices across London to support their push into retail. What agencies have you collaborated with? We’re always keen to work with agencies who provide wider media planning and brand activation as our model provides scale of reach and depth of targeting that extends beyond traditional sampling methods. We’ve worked with Sense London on a national campaign for a meal kit solution and have some exciting campaigns coming up with other agencies. So what’s on the horizon for gemsatwork? We’re launching our mobile app. This will allow our brand partners to send e-vouchers directly to consumers’ smartphones after they’ve tried and liked their product, and when they’re in close proximity to one of the retail stockists. We’ve also got some exciting innovations in the pipeline for our network which will build upon the high levels of engagement we already have.

VENUE SPOTLIGHT: KING’S CROSS Situated in the heart of London, King’s Cross has a weekly footfall of 1,190,017 and is a destination in its own right due to the level of high quality retailers within the station. King’s Cross station is home to a variety of stores such as American Apparel, Oliver Bonas and The Harry Potter Store. This has caused an increase in commuter browsing and the station now has an average dwell time of 25 minutes. King’s Cross is also host to a number of gourmet eateries such as Leon and Wasabi.

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Q4 Activity Report

King’s Cross hosts premium promotional space centrally located in the stations concourse covering a 15m x 6m x 3m area. This space has the ability to bring any experiential activity alive. If you would like more information on this station please contact us at brandx@spaceandpeople.com

Experiential marketing roadshows are on the rise, Q4 saw an increase in the number of bookings across all S&P venues. Healthy living and health related products were particularly dominant this quarter. As bodybuilding and protein supplement experts USN demonstrated by taking their new ISOCO Coconut water across 5 venues in the UK with great success. “We knew we had the product, but what better way to get it into the consumer’s hand, than to personally delivery it... we sampled to over 3,000 members of the public in one day and it was extremely effective.” - Chris Sweeney, USN UK Marketing Coordinator Dairy producer Arla took to the road in order to promote their new “Best of Both” milk. Arla BOB aimed to reinforce healthy living with their natural and artificial free milk product. Other brands such as Benefit, Lucozade and Belvita also created effective experiential campaigns in Q4. My Little Pony had their first ever experiential roadshow, starting off in St David’s Cardiff this quarter creating an exciting experience for young girls complete with Pony Passports to “Equestria”. This marketing roadshow allowed the children to

have fun gathering stamps to complete their Pony Passports, participating in exciting activities such as face painting, colouring, a figurine play area and photo booth. The marketing objectives were to promote My Little Pony merchandise and the new mobile application; collateral included money off vouchers and a goody bag. In other sectors Air New Zealand took over London Waterloo promoting their London to Los Angeles flights. The campaign was in conjunction with LA Fashion Week, which featured two bespoke dresses created from boarding passes and commuters were encouraged to scan the dresses using visual recognition technology to find out if

they had won flights to LA. The campaign was very social media heavy, featuring the hashtag #RunwayToLA. Social media integration continues to play an increasingly important part in Brand Experience. Currys/PC World ran an activity at London Kings Cross to raise awareness of the launch of the new Samsung Addwash Washing Machine. The campaign was centred on the hashtag #NoSockLeftBehind, in which commuters entered a competition to win a cash prize by placing a Curry’s branded sock into the giant washing machine. The campaign also featured dancing acrobats emerging from the washing machine. Spring/Summer 2016

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Size and scale matter: the ROI of tactical vs ongoing Field Sales relationships

TheROI relative merit of anvsongoing fieldField sales relationship versus a more short term, tactical ze and scale matter: the of tactical ongoing Sales relationships

relationship is one that many of our clients are concerned about. Naturally, most field agencies e relative merit of an ongoing field sales relationship versussince a more prefer an ongoing relationship thisshort bothterm, grantstactical some guarantee of longevity in terms of repeat ationship is one that many ofbusiness, our clients are concerned about. Naturally, most agencies efficiencies granted by having a and allows such agencies to benefit fromfield the operational efer an ongoing relationship well-established, since this both grants some guarantee longevity in terms of repeat largely fixed, team in of place. siness, and allows such agencies to benefit from the operational efficiencies granted by having a But is in there also a tangible benefit in terms of ROI to the agencies’ client from having such a ll-established, largely fixed, team place. relationship in place as well? Our work on proving the true incremental value that field sales activity t is there also a tangible benefit in terms of ROI tothere the agencies’ client from having such a returns suggests that is. ationship in place as well? Our work on proving the true incremental value that field sales activity the two graphs In both cases we have mapped thesuch ROI from various salesbelow. In both cases we urns suggests that there is. Take a look at he relative merit below. longevity in terms of repeat business, and allows Take a look at the field two graphs campaigns from a variety of clients in ourto database the number of stores that that activity of an ongoing field agencies benefit fromagainst the operational efficiencies have mapped the ROI from various field sales ke a look at the two graphs below. In and boththe cases we have mapped ROIthe from various field sales sales relationship granted by having a activity well-established, largely fixed,against campaigns from and a variety of clients in our database covered number of weeks for the which took place (i.e. the ‘size’ relative versus a more against short term, team in place. against the number of stores that that activity covered mpaigns from a variety of clients in our database the number of stores that that activity ‘scale’ of that activity). tacticalthe relationship one place (i.e. against the ‘size’ and relative vered and the number of weeks for which activity is took But is there also a tangible benefit in terms of ROI to the and the number of weeks for which the activity took that many of our clients are concerned about. agencies’ client from having such a relationship in place place (i.e. against the ‘size’ and relative ‘scale’ of that ale’ of that activity). Naturally, most field agencies prefer an ongoing activity).

Field Sales Insight from Size and scale matter: the ROI of tactical vs ongoing Field Sales relationships

T

relationship since this both grants some guarantee of

as well? Our work on proving the true incremental value that field sales activity returns suggests that there is.

Category X: ROI vs Store Coverage

Stores

Total number of days

Category Y: ROI vs Days in Field

ROI

Key

Tactical Activity

It’s clear from the graphs that an interesting pattern emerges: as size and scale increase, so too does ROI, indicating that ongoing relationships (i.e. those with size and/or scale) yield a higher ROI than shorter or smaller scale tactical engagements.

ongoing vs a tactical team: agencies often face increased recruitment costs associated with the short term set up of more tactical teams and these costs are often passed on to the client in the form of an increased daily rate, depressing any ROI gained from the activity.

Some of this pattern will be down to the differing costs associated with an

However, there is more to it than that. Our studies have consistently shown

Ongoing activity

that, on a like for like basis, many tactical engagements are less effective than their longer term counter parts in terms of revenue uplift generated and indeed the length of time that activity continues to affect store sales after the store visit has taken place. Quality of hire and indeed ‘cohesion’ of team both internally and in terms of relationship with retailer

ROI

staff clearly matter when it comes to the effectiveness of a store visit. The upshot of all of this? Rather than commission activity based on a budget cycle, agencies and clients need to find a way to work together much more closely so that work, and more importantly relationships in the field are not disrupted.

Technofield Go-Cam launches a onetouch field report App Go-Cam is a new app making it easier than ever for staff in a multitude of industries to livestream field reports using their smartphones and tablet devices.

says, “We believe we have a worldfirst in this fantastic new app, which has the ability to power highly informed decision-making in a multitude of industries. With one touch, users can stream video Go-Cam is the world’s first oneclips directly from their location, touch field reporting app, allowing informing colleagues of issues in users to live stream video from the field with clear, indisputable the field and send out email and video evidence.” text alerts to nominated recipients. These recipients Go-Cam has also been designed to follow a link to a report page be white-labelled and re-branded where they can see crucial field by business clients, to function as information including sender the company’s very own app. The details, a location map, a time and technology can also be integrated date stamp and the live video; the into a business’s existing app, report page is automatically adding value with enhanced archived for future reference, functionality. Clients benefit from providing evidence to resolve the stable, fully-developed app, disputes and verify compliance. with all back-end issues and updates taken care of by the Tod Yeadon, founder of Go-Cam, Go-Cam team.

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Spring/Summer 2016

Live test drives using Facebook Live and Periscope Land Rover has become the first automotive company to use Facebook Live and Periscope for live streaming test drives. A series of actual test drives, broadcast live throughout April, will enable fans across the world to get close to the action and see first-hand the capability and versatility of Land Rover vehicles. Live broadcasts will be accessible from Facebook’s new Live video service and Twitter via Periscope Live Streams.

Periscope, every Friday afternoon during April. Each ‘episode’ will be broadcast live and promoted to the Twitter audience. Live demonstrations will also be broadcasted on Facebook Live through the global Land Rover channel. Models that will be used within this Live Test Drive programme include the Land Rover Discovery Sport, Range Rover Evoque and Evoque Convertible and the Range Rover Sport SVR.

Each test drive demonstrates vehicles in different environments and across a variety of terrains, with multiple live streams during the day featuring off-road and on-road driving demonstrations. Land Rover will also turn the broadcast into a live Q&A session by allowing fans and prospects to ask questions about the model in test, using Periscope and Twitter via the hashtag #LiveTestDrive.

The global social campaign has been created, developed and executed by The Brooklyn Brothers, establishing a new bridge from social to sales. The Live Test Drives aim to help generate ‘Request Test Drive’ and ‘Configure Yours’ KMIs, as well as delivering engaging, entertaining content and live experiences on Land Rover channels.

The Live Test Drives have been accessible on the @LandRover Twitter channel, using

The Land Rover Live Test Drive campaign will be activated in key global markets including United Kingdom, US, Canada and Italy.


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Augmented reality to Wales Totem Innovation by Phillips Direct Noonah worked with the Welsh division of The National Trust to bring a photographic experience to St. David’s Shopping Centre in Cardiff in March.

was hugely missing out on sensory and visual experiences outdoors.

National Trust provided Noonah with photos of some of their top sites across Wales for the team to Noonah created a bespoke use in the augmented reality branded Augmented Reality Tower. tower. The public were The campaign #TimeToGetReal encouraged to have their picture was based around a study taken against any of the famous commissioned by National Trust landmarks and given a branded Wales and supported by a Cardiff printout to take home with them. University researcher. The survey Participants were also able to aimed to uncover how the public share their photo on Twitter for spend their time online vs. in the the chance to win a National Trust real world. The survey showed pass. that a huge proportion of Wales

The appointment of Russell Whitlock as MD Both of these innovations demonstrate a new announced in mid-February by Phillips Direct direction for Phillips Direct, where modern has led to innovative new ideas. technology, when combined with the manufacturing expertise at Phillips, is The Company has a range of Quick Change already leading to innovative products and Display Totems in a range of sizes from A4 to solutions. 1600mm. The range is designed to accept standard printed, paper insert sheets “When I first joined Phillips Direct, I could containing a promotional offer or message immediately see the role modern technology and hence, updating a message simply could play in developing some of the already involves printing new sheets and inserting very effective products and I think these two them. Totem initiatives do offer customers something new and very different,” said Now the range of Quick Change Display Russell. Totems are available through two new channels. The Totem Postal Service makes the Display Totems from A4 to 1600mm high, available to rent on a monthly basis. Phillips Direct supply updated printed inserts, delivered on the next business day, as often as the customer needs them. Totem Live allows customers to have full control of their point-of-sale advertising within minutes rather than days. The Totem Live web portal enables customers to control their content from their offices, with updated messages being transmitted to individual totems via the Internet.

Social engagement for Moet Academy #Hashtag, the photographic experience creators, have been supplying the #MoetAcademy with two of their brand new Hashtag Mini Instagram Printers for the second year running. The Hashtag Mini tracks Instagram and Twitter for any photos posted

with the hashtag ‘MoetAcademy’ then instantly displays and prints any tagged image to engage with consumers and drive social engagement. Cube Communications are the agency behind the

Moet Academy, which sees groups of ten guests have an hour long immersive and educational champagne experience. Of last year’s event, the client commented “We loved the printers, #Hashtag really made the Moet Academy pop” The event took place from 21st March – 3rd April at the Condé Nast College of Fashion and Design.

Leaders for GPJ Wright for Asset Space Asset Space has announced that they have appointed Andy Wright as an Account Director within their commercial team. Asset Space is an award-winning, asset management-minded commercialisation business, working predominantly as an outsourced resource for shopping centre and shopping park owners. The team is made up of industry specialists who fully understand the property client, and work in tandem with them to deliver robust and more valuable revenue streams across all channels,

as well as associated new asset value. Andy brings an invaluable amount of brand Andy Wright experience expertise across many sectors, and will be responsible for the creation, implementation and delivery of commercial income strategies across a select number of retail assets.”

Tribal additions Tribal Worldwide, London has announced the promotion of Kelly-Ann Maxwell to the newly created role as deputy managing director, and the appointment of Marc Elmer to the role of Volkswagen head of delivery at the agency. Maxwell, formerly head of operations at Tribal Worldwide London, will work alongside managing director Tom Roberts, focusing on the day- to-day management of the agency and shaping its future growth plans.. Marc Elmer, former head of product development at LBi, will be heading up the Volkswagen delivery team at Tribal Worldwide London, reporting directly in to Kelly-Ann Maxwell. Marc will be responsible for bringing further delivery expertise and guidance – ensuring the delivery capabilities support the growing needs of the agency and Volkswagen.

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Spring/Summer 2016

Global experience marketing agency George P. Johnson (GPJ) has made two leadership appointments in Creative and Strategy to accelerate growth.

Jason Megson, managing director of George P. Johnson UK said; “To say that these appointments are gamechanging for our agency is an understatement. Both Jonathan and Neil bring a level strategic insight and creativity that elevates GPJ to an industry leading position.”

Neil Mason joins as executive creative director from Jack Morton where he was the global creative George P. Johnson new team director on the Their inclusion Samsung account. Prior to in our line-up supports a senior team which, Mason ran his own brimming with talent, including recent boutique creative agency hires such as digital strategy director, Lovely and was a creative Nick Riggall from Social Partners director at Ignite (now (WPP) and account director, Mary Wasserman XP), Sledge and Hodson who recently joined GPJ from Iris. sponsorship activation specialists iLuka (CSM). Jonathan McCallum joins the agency as chief strategy officer from Ogilvy Group (WPP) where he was recently head of sports marketing and director of sponsorship across the multi-agency group.

DBi strengthens DBi, Havas Media Group’s digital analytics and data consulting division, has announced the appointment of Jonathan Tate as its new Sales Director.


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Jack Morton boosts London team Global brand experience agency Jack Morton Worldwide has announced three key senior hires within the agency’s core areas of client relationships and creative. Dina Green is appointed as VP, business director and Andrew Thomas and Nate Thompson are appointed as creative directors.

Dina Green joins Jack Morton with nearly fifteen years of senior-level industry experience. From building her own successful agency, Dina went on to hold client and agency-side senior management roles. These roles have included managing director at inVNT, head of live at gyro and director of group events at Barclays PLC.

Spencer joins React React Surveys has appointed Jill will be a speaker at the MSPA Spencer as a director for its 2016 conference in Malta, on 26th mystery shopping services to UK May 2016. and Global retailers, Jill has delivered entertainment venues mystery and other sectors. shopping She is also Vice services to President of the clients at a European chapter of senior level the MSPA (Mystery since 2000. Shopping Providers Previously she Association), which worked for Jill Spencer recently awarded major retailers, Elite Membership to React advising them how to optimise Surveys, the first service provider customers’ in-store service to achieve this status in the UK. experience. Earlier in 2016 Jill Spencer was Nicky Barrell, managing director elected to the Global Advisory at React Surveys says: Committee of the MSPA, which has over 450 members worldwide, “Jill’s appointment recognises her ability to raise the profile of in North America, Europe, Asia/ customer service in businesses.” Pacific and Latin America. She

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Spring/Summer 2016

With nearly 20 years’ experience in the industry, Andrew has held senior creative roles at a number of agencies including Fold 7, Lowe, Pentland and Cheil. During this period, he has worked with many leading brands including BMW, Range Rover, Coca Cola, Microsoft, Pepsi, Nike, Hugo Boss and XBOX. Originally joining Jack Morton’s

creative team in 2013, Nate has now been promoted to the role of creative director. During his time at Jack Morton, he has worked with many of the agency’s clients including Wella and Samsung. Prior to joining the agency, Nate worked with a diverse range of brands including Freshfields Bruckhaus Deringer, Jamie Oliver, Royal Bank of Scotland, Telefonica and Topshop.

Catherine Hazelden leaves FMBE Catherine Hazelden has stepped down from her role as FMBE Awards and Magazine administrator after 8 years. She leaves in order to focus her time more on family and friends as well as her work assisting in school governorship in Kent. In her time in the job the FMBE awards have grown into the major networking event in Field and Brand Experience marketing attracting 800 people to Troxy, London each year to celebrate live sales and experiential marketing campaigns.

head of accounts Victoria Lloyd, whilst the guest co-ordination role for the 2016 awards will become the remit of Samantha Tasker. Sam has been our event producer for 7 years and this year will take on the enlarged role of Events Director. As well as a taking a wider responsibility for FMBE awards, Sam is producing the new event, FMBE Symposium, held at Tobacco Dock on May 25th 2016.

FMBE’s Magazine and Award’s director Frank Wainwright comments, “Catherine stepping down will be a sadness to many in our industry, but she In 2016 the event will return to Troxy on Thursday leaves us with our very best wishes. Catherine’s 20th October. Entry is now open online at husband Chris continues as our company fieldmarketing.com accountant so it isn’t a total goodbye. She leaves Catherine has stepped down with immediate us not just with well wishes from our team but effect so that the 2016 award entry process can from many across the industry.” be handled from beginning to end by FMBE’s

Spring summer 2016  

Field Marketing and Brand Experience Magazine Spring Soummer Edition

Spring summer 2016  

Field Marketing and Brand Experience Magazine Spring Soummer Edition

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