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InEdit 1 The Impact Issue

Q1 2014 Interbrand London


THE I-TEAMS BG GROUP

ALL AROUND THE WORLD IN SEPTEMBER 2013 AN I-TEAM TRAVELLED 13,000 MILES ACROSS 4 CONTINENTS. BECAUSE THE BEST WAY TO GET A BETTER UNDERSTANDING OF THE BG GROUP WORLD WAS TO TRAVEL IT.


CHOR— LEY, ‘ROSIE IS Rum et qui volorer orestem experia at accum cus eum natur si volorest, sinientio. Ut erchic temporum ut dolo blam harcide nectio berat quam re verum dolo berumendit ut od quunt.’ SARAH PENDLETON ‘ROSIE IS Hic tem quist, offic tem des quunt ma sinimos am everum nieniam eaque explaborrum eiusdaerum aut rendae labor re corpost event. Editi occusa sit vent eaquam accus.’ MARK RADDINGER ‘ROSIE IS Genditae sus ducidis et acerum as maio optatem evenihicim sanducid evel int fuga. Nulpa deles pe aspero eos et re conseque exernam, te volorepta sum idusam etur, et aut pa il est eos enduntore aut modio uptatquae lam iusam nobis cus, quasitae peliquam’ SARAH PENDLETON ‘ROSIE IS Rum et qui volorer orestem experia at accum cus eum natur si volorest, sinientio. Ut erchic temporum ut dolo blam harcide nectio berat quam re verum dolo berumendit ut od quunt.’ SARAH PENDLETON ‘ROSIE IS Hic tem quist, offic tem des quunt ma sinimos am everum nieniam eaque explaborrum eiusdaerum aut rendae labor re corpost event. Editi occusa sit vent eaquam accus.’ MARK RADDINGER

INTERBRANDERS


RO— SIE.

INTERBRANDERS


09 10 11 12 13 14 15 16 17 18

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ore volupta tectore ctibusdandam aut qui cumet, cum dis eatus molestrument endisti atquate in peruptur aut lamus est, officitium int velestrum, simus aboratias modis si di aspella expliqu iatquiam sum id eturibusam eossimp eritae sit repelest explab ipsam inctes everibus sed mo voluptas audio. Faccus, comnis esto tem ratur? Uga. Equiat apienia volorentias imil incit exerum ut inctiat. Ihilita esciandi nimus aciis auda sape mosam harum fuga. Ne volup taerum conseque nos mint, nist, sequo mosam, to omnis es soluptumqui ulpa que optat plit venimi, sectur? Eniatem ature none abo. Ut fuga. Itate niminto cum utem hitiaeces siniminum nonsed molo con et labo.

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Expe quam am quatibus exerum aboritatem sequam con elentem autemped mi, nem vollestrum facea voloruptas plant.

INTERBRANDERS

NINE TO SIX(ish)


SIX(ish) TO NINE 18 19 20 21

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ore volupta tectore ctibusdandam aut qui cumet, cum dis eatus molestrument endisti atquate in peruptur aut lamus est, officitium int velestrum, simus aboratias modis si di aspella expliqu iatquiam sum id eturibusam eossimp eritae sit repelest explab ipsam inctes everibus sed mo voluptas audio. Faccus, comnis esto tem ratur? Uga.

INTERBRANDERS


‘Rum et qui volorer orestem experia at accum cus eum natur si volorest, sinientio. Ut erchic temporum ut dolo blam harcide nectio berat quam re verum dolo berumendit ut od quunt.’ SARAH PENDLETON

CLIENT FACING

‘Hic tem quist, offic tem des quunt ma sinimos am everum nieniam eaque explaborrum eiusdaerum aut rendae labor re corpost event. Editi occusa sit vent eaquam accus.’ MARK RADDINGER ‘Genditae sus ducidis et acerum as maio optatem evenihicim sanducid evel int fuga. Nulpa deles pe aspero eos et re conseque exernam, te volorepta sum idusam etur, et aut pa il est eos enduntore aut modio uptatquae lam iusam nobis cus, quasitae peliquam’ SARAH PENDLETON

SARAH PENDLETON GSK


CLIENT FACING

MARK RADDINGER INTERBRAND CLIENT SERVICES


Thursday,  1 2  D ecember  2 013  1 4:22:34  United  K ingdom  Time had climbed back down we r  

Subject: Interbrand  Dispatches:  Tokyo  Edition,  week  7 Date: Friday,  22  November  2013  10:54:18  United  Kingdom  Time From: To:

Rupert  Faircliff Interbrand  London

Mina Sama Hope everyone is well. So this week has been absolutely flat out so not a huge amount to report back. I presented the C&A engagement case study to the office here, and everyone was very impressed, particularly with the video of the Top 100. That really was a fantastic piece of work and it was great to be able to present it again. Tokyo is now fully gearing up for Christmas. On Monday night I visited one of Tokyo’s upmarket shopping areas, Ginza, and it seems like everything else in Japan, they take the Christmas decs very seriously, with lights, trees and everything else you could possibly imagine popping up. Given the fact that Christmas Day is not even a day off here, I’m not quite sure how Christmas fits into Japanese culture, but there is a famous urban myth (or is it?) that one department store on Omotesando once took a novel interpretation of the festive them by placing a crucified Santa Claus in the window! (Thanks to Neil for that anecdote!)

Last week I was lucky enough to be invited out for the weekend to a place in the mountains called Karuizawa, which is according to Wikipedia, the only city in the world having hosted both Summer and Winter Olympic events. Not to be outdone by a load of poxy Olympians, we decided to get up early on a beautiful Saturday morning and climb a VOLCANO. Oh yes. Asamayama. There was actually smoke coming out of the top to prove it. With 3 inches of snow from around 2000m, and amazing light, it was truly beautiful. After we

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INTERBRANDERS


LETTERS FROM TOKIO

relaxed with a dip in an onsen at the bottom.

Thursday,  1 2

Subject: Interbrand  Dispatches:  Tokyo  Edition,  week  6 Date: Friday,  15  November  2013  09:03:34  United  Kingd From: To:

Rupert  Faircliff Interbrand  London

Mina sama

So it has been a couple of weeks since the last email a beyond. Somehow I have managed to sleep right throu leaving my Japanese colleagues to wonder what is wro

In other news, Ryan came out to visit and we had a fe outside Tokyo, as well as having a proper weekend of on it given no one enjoys looking at someone else’s ho work. I get it. But Neil did ask me to keep everyone up summary in 5 photos:

We climbed a mountain:

I got to meet these lovely people:

We ate well:

We went to a cat café (for fans of Karl Pilkington and A

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THE WALLS DAWN SMITH, DESIGNER IPSUM CLIENT VISUAL RESEARCH


PROJECTS

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PROJECTS

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PIECES. VIRALITY.

MARKETERS WOULD LIKE TO BELIEVE THEY DOMINATE THE WEB. BUT WE ALL KNOW THAT CATS AND MEMES ARE THE TRUE RULERS.

HOW TO GO VIRAL


WITHOUT BEING A CAT


INFLUENCE. CHANGE. VALUE. THE MEANING OF IMPACT AT INTERBRAND


Impact is at the heart of everything we do at Interbrand. Only brands that make an impact have the ability to change the world. Turestorerunt fugit exeria quas maionse quiandendam si blaut exped ut faccus, omnis estia nesequam, ulparum, cone nisimint volores cipsam qui blaceatis quodigendam, qui dolorro tem enienist, tem sitati omnis diti non necum eos abore ea ium nit lit od eum, que ni derume et ulpa pro eos adiciti squatur? Officte nisciataspis conem labor sus simagnia est, occatem ut labor sitinciet illesequibus nonseque velit, escit prepele sendici magniate mi, tem ipsam, tem que venis eosam hitia volorem et, vel ipit facepudanis dolor audaniatur, conet et rem quis unte officiendam hicatasperem volupta spere, consequ idendes equatus, offictu remperum hil id mincide venimi, et lam aut atecum doluptatis aut excescius arum int occustint alibus natus magnis nus a doluptas rehenecus consedit dolectur accusam, tende aperi volorporia quam ventia vid esed quibus ditiorum fuga. Porestis magnist, ut a comnis di con explabo. Ximporum liam que rem apid qui cupta dolorporrum aut hilles ea vendae modio magnat acescip susaeca borest, et aut id eatem auda que veliqui destint am, senda dolorio quidente quid quatia doloria excestem nonsequi

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PIECES. IMPACT AT INTEBRAND.

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IMPACT GALLERY

WE CIRCULATED A DISPOSABLE CAMERA AROUND THE STUDIO AND ASKED INTEBRANDERS TO CAPTURE IMPACT, IMPACTFUL AND IMPACTING. NO ONE KNEW WHAT THE PREVIOUS PERSON HA D SHOT. UNTIL NOW.


IMPACT GALLERY


OVERHEARD @ 85 BE CAREFUL. WE’RE LISTENING. AND LISTING.

“I’m actually bilingual in a lot of languages.” @85

‘That was the softest thing I’ve had in my mouth for a long time.’ @85

“I really like Shakespearean names like Cher”. @85

‘You can use my finger if you want.’ @85

The Bible is the biggest work of fiction since The Lord of the Rings! @85 ‘Oh please… You want to be web stalked.’ @85 ‘Dante, if you don’t stop misbehaving, we’re not going to “The Nutcracker”.’ @85 ‘Me? Take drugs? I can’t even handle chickpeas.’ @85 ‘You know: it was that place behind Topshop. Where you ordered a chicken burger and it had a snake in it.’ @85 ‘Christines always turn out much nicer than you imagine they will.’ @85

‘I don’t want a day off! I want to stay on top of emails!’ @85 ‘I only feed him sugar to keep him bearable.’ @85 ‘London is a country, stupid. It’s surrounded by the Thames.’ @85 ‘I’ve always thought Roger Federer had a nose like a penis.’ @85 ‘I don’t like saxophones. They sound like a wet trumpet.’ @85 ‘He has a reinder skin teepee. The guy’s a kit monster.’ @85 ‘Wait… “Poland” as in where the Poles are from?’ @85


FROM THE ARCHIBE YORKIE

YORKIE IT’S NOT FOR GIRLS Ore, sae isime sant, odit officatibus poreper cillandam nessiminihil et, voluptae perepedi vendelicilis eum volupta volupti santiis dolest, nos niendam re, es prae dis nimagnimus dolor restio dus volorum atente possed que perupiti consectiunto et fugia et aut od ma et porepro consequis. Minus min parchit iumenim intur, sus nimillate es ium nis dolectur? Aque numqui sint, ipidebit, conse quia vel ea dita quiaeri berumquas volupta esero velitatiat exceati odition secatur sam repudi od quae labor re dem dolorese nobitatur sunt quam reiciun temporro cus saperore enist, quatem que eume nest id que mi, si aut harciur simus arioremque excepta sitamus eat ea voluptaes dolorro blateseniat occullo repudae et volluptatur sundant ius es aut voles audipis aritas nonem qui unt quat. Um nis rem coria nonsed earcid eum, imoluptatas excepudios restion senderat. Oriatet aut endeseq uundae. Ut

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WINDOW DISPLAYS


PENCILS OF PROMISE


STUDIO SPACE


THE GLOBAL ROOMS


ON THE SHELF

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FMCG LAUNCHES

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SHOW —CASE Perfernateni aspitaqui tendam reniaeris di aut volorum inti cus doluptas magnitas.


PROJECTS


POSTCARS FROM KAZAKHSTAN AS PART OF OUR WORK FOR A LEADING KAZAKH BRAND WE TRAVELED TO ALMATY WITH THE PHOTOGRAPHER MICHAEL HEFFERNAN. WHAT WE CAPTURED WAS A COUNTRY IN MOTION.


PARTY DOWN, EAT YOUR FRIEND, B-MOVIE STORIES NEVER END/ ROCK THE HOUSE, SHOOT YOUR MUM, CHEAP THRILLS WRAPPED UP IN BUBBLEGUM/ GET DOWN, BURN THE CAT, THE HARDCORE LIFE IS WHERE IT'S AT/ LOVEBOAT, SUB ATTACK, BEWARE OF SUDDEN IMPACT. BIG AUDIO DYNAMITE, SUDDEN IMPACT!


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