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At LAW Creative we blend passion and instinct with rigorous strategic know-how. We align brand marketing skills in offline, digital and social media channels with leading edge technology. We mix planning with agile implementation. We are an agency that cares and ignites action amongst customers and inspiration amongst internal stakeholders. We have proven capability to build brands and create, manage and implement effective multi-channel campaigns. We offer integration in the truest sense. We are not a collection of disparate companies with competing objectives, but a single team with one objective: to maximise your return on investment.

Benefits we deliver through planning: • Insights that reveal brand opportunities • Robust and inspiring brand positioning, communication, innovation strategies and ideas • Coherent integration of all communication channels • Increasing your organisation’s commitment to the brand – We use proven methods of creating real engagement between business teams, the brand and the consumer



Broadstock Burt’s Bees Butlins Caesars Entertainment Café Bar Caffè Nero Caffè Ritazza Charing Cross Hotel Cool Spaces David Lloyd Leisure David Lloyd Studio easyCar Club Ecobat Girling Goodwood Estate

Grosvenor Casinos Guoman Hotels Harbour Club Holiday Inn InterContinental Hotels & Resorts Jam Tree Jurys Inn Lucas Maru Massarella Catering Group Mecca Bingo OPRO Playboy Club London Rank Group

Royal Caribbean Royal Veterinary College Spirit Health Clubs Streamline Foods The Cumberland The Grosvenor The Royal Horseguards Hotel The Tower Hotel Thistle TRW Value Retail Virgin Limited Edition Weetabix

Virgin Limited Edition appointed LAW Creative to conceptualise, design and create social media assets for Facebook and Twitter, search engine marketing display ads and a fully integrated campaign to promote Christmas dining occasions at the London flagship destination ‘The Roof Gardens’. A combination of our strategic approach to problem-solving, ability to get straight to the heart of a brand and outstanding creative concepts demonstrated just why we are so well-placed to support our client on an array of exciting marketing briefs.

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Early in 2016 LAW Creative worked with Caesars Entertainment to help them with the launch of a brand new restaurant, Tasty, with TV chef Tony Singh. Tasty is a spectacular 120 seat restaurant in its own unique setting in the Alea Glasgow casino overlooking the Clyde and the Glasgow skyline. It offers a vibrant, fun, relaxed atmosphere reflecting Tony’s take on life. Tasty offers an exciting menu with a mash-up of flavours that captures freshness and energy. Tony is a firm believer on using what is on your doorstep and as far as he is concerned Scotland has the best larder in the world, from beef and lamb to the scallops and salmon and even a wee tot of Whisky!



The IHG Sales Team required an effective, interactive and intuitive digital sales tool to showcase their 65 centrally managed Holiday Inn and Crowne Plaza hotels to corporate customers, at the touch of a button. We scoped, designed and built what has been coined a ‘game changing and best in class’ web app, fully optimised for desktop, mobile and tablets. The sales team have used it to attract high profile clients, including BP, GSK, CISCO and Amex Travel.

LAW Creative has recently conducted a strategic brand project for the OPRO Group. The objective was to work together to determine a future branding model. This model would be suitable for both the current product and service offer and sustainable for future growth, either organically or via acquisition, and to identify process improvements that needed to be implemented for the resulting recommendations to be successfully delivered.

TRW Automotive Aftermarket is the leading safety products Original Equipment manufacturer for the world’s vehicles. Now part of the ZF Group, the business is the second largest in the Global Aftermarket (the part of the business that supplies parts to cars already on the road).

With sales of more than €30 billion, the company has the skills, coverage and resource to be able to take advantage of explaining the brand benefits of being a leading OE manufacturer to the aftermarket. Our campaign umbrella theme of ‘True Originals’ reflects that fact. It reminds aftermarket buyers that they can do no better than to specify parts that the car makers themselves buy. The result is product innovation, optimum safety and prolonged life. To make the point relevant to both the brand and its products, we involved the staff of the company from global locations to find individuals who themselves are true individuals – originals – to reflect the fact, for example, that they are as passionate about their work for TRW as they are for the jazz band that they play in, or the equestrian trail riding that they compete in. A strategic mix of targeted digital media planning has driven high viewing figures for our True Originals video campaigns across Europe. With over 50 million impressions, and views driving towards one million, 18% of viewers have watched the videos all the way through and an impressive 42% have watched over 75% – proving the large figures being reached have been targeted with relevant and engaging content.

Top photography tips from Dan Rubin & Hotel Indigo.

Hotel Indigo is a brand that is different. Their hotels are all about neighbourhoods and they take every opportunity to share them with their guests. Neighbourhood Guides To drive awareness of the hotel’s local neighbourhood story, a bespoke display system was installed in hotels featuring cards with content gathered from the hotel team. From art and culture to local attractions to where to enjoy the best cappuccino. The concept has delivered great results, with positive mentions on TripAdvisor. Hotel Indigo and the World Photography Organisation To promote the Hotel Indigo World Photography Organisation partnership, photography masterclasses were hosted advising guests how to take great local photographs on their smartphones. LAW Creative has produced video content with Dan Rubin, Photographer and Instagram expert. The engaging, informative and shareable video content was used online, socially and within the hotel properties themselves.

Neighbourhood story packs.

A brand synonymous with motor racing, Girling has a long history of pioneering on the biggest stage. From F1 to Le Mans, the world’s greatest drivers have relied on Girling. LAW Creative worked closely with the Girling team to help refresh the brand and generate a new wave of interest to show just why Girling is still the last word when it comes to quality and safety in braking performance.

Our launch campaign ‘The power to stop is everything’ features dynamic photography, emphasising how exceptional attention to detail can enhance the braking system. A second route utilises the brands rich heritage to make a strong statement about safety; the products Girling offers today are built on exceptionally strong foundations, because Girling brakes have stopped the fastest cars on the planet.

Loyalty schemes are beneficial to both companies and individuals. Player Rewards is a very generous loyalty scheme and the only one that rewards members in the UK and Las Vegas. This refresh of the Player Rewards identity needed a consistent message and execution across the casino estate, with the objective of encouraging more customers to join as well as reminding existing members of the benefits. A suite of ‘stand out’ promotional graphics and digital communications has been created by LAW Creative.

Caffè Nero Group is one of the leading coffee house operators with over 600 stores worldwide. LAW Creative has worked alongside Caffè Nero to create a new ‘look’ for the brand, specifically for their seasonal product promotions, including the launch of new muffins and a summer frappé range. This has been achieved via fresh new photography and design, which has been well received throughout the whole business.

Our unique blend of espresso, milk and ice

100% Pure Fruit Juice blended with ice

In the competitive modern marketing landscape, making the most of every opportunity can be the key to success. IHG and LAW Creative have developed an idea that does just that for IHG Business Rewards, a relatively new loyalty scheme that’s been extremely successful in attracting meeting and event bookers. We created an interactive microsite to celebrate Business Rewards’ 1st Birthday. The objective was to celebrate the scheme’s 1st birthday with members, thank them for their loyalty and raise awareness of the rewards programme and IHG itself.

In the four years that I have been working with LAW Creative they have operated very much like an in-house agency – understanding our business, providing quality work against brief and acting as an extension of our team. What has been refreshing is their genuine passion for creating campaigns that not only deliver the message but which generate true returns on investment. David Collyer Marketing Director, InterContinental Hotels Group

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Spend quality time. Come and make a weekend of it at Holiday Inn. With 57 locations across the UK from London to Edinburgh, there’s plenty of choice for the perfect family getaway. Book direct for our best price. Book today:

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Make a weekend of it.

The social way to hire

The social way to hire

The easyCar Club lets owners make money by renting out their cars and helps drivers save money through cheaper, more convenient, local car hire. Branding, website design and promotion by LAW Creative.

LAW Creative created a fully co-ordinated promotional campaign to launch ‘Mecca Millionaire’ for Mecca Bingo. The promotion aimed to create the first millionaire bingo player in the UK and a highly visible campaign was developed to generate interest from new and existing players. This proved to be highly successful in achieving excellent levels of attendance and there were four winners of the million pound jackpot. LAW Creative delivers to all of our demanding Mecca Marketing deadlines with several design options and achieves the balance of pushing the boundaries but remaining within our brand guidelines. With strong account management, creativity on new ideas and always delivering on a brief it is a pleasure to work with the LAW team. Carla Morley – Mecca Bingo

love coffee for those who

as much as we do



Café Bar, the UK’s leading hot beverage solutions company, appointed LAW Creative to launch a new brand look and feel into the marketplace. LAW has quickly and effectively designed a new brand identity via evocative photography, bundles of personality and a passion for coffee. It’s what we call ‘coffee art’.


Good Food Group is a major food producing company based in Denmark. LAW Creative helped to build their ever-popular product range of reduced sugar and 100% fruit jams, marketed by Streamline Foods in the UK, into a sought-after and even more successful brand.

In support of InterContinental Hotels & Resorts’ Winning Ways and Responsible Business, LAW Creative is proud to have created and produced a ‘Make A World Of Difference’ General Manager Toolkit to promote Responsible Business Day and latterly Responsible Business Week for three consecutive years. This is a global initiative in association with National Geographic. The campaign has encompassed channels including film, social media, website and e-marketing.



LAW Creative has assisted in building Grosvenor Casinos into a strong and sustainable brand to establish the business at the forefront of the casino market. The brand has been built on the vision of escaping through play, creating unexpected twists and being serious about fun. The ultimate aim is to create a brand with the potential for further national and international roll-out.

LAW Creative was appointed as lead agency, to bring strategic and creative integration to all of Grosvenor’s marketing activity and drive synergy through the creation of an integrated marketing plan. We held a series of planning workshops and collaborative working sessions to re-frame the business challenge and stimulate new ideas and thinking. Our workshops also fostered a more synergetic process and brought ideas together from across all the agency and client teams. Working this way, we were able to help the client develop an integrated plan under a single umbrella theme, consisting of five months worth of communications. This covered everything from PR and content generation, through to celebrity involvement and social media, plus broad reach media (including mobile and SEO), sponsorships and promotions.

In addition to winning the Hotel Marketing Association Award for ‘Best Agency Campaign or Promotion’ and the many successful consumer-facing campaigns that LAW Creative runs on behalf of its clients, there are other areas of communications where the agency is able to assist. Areas that are just as potent in the delivery of the brand message and the success of the brand. LAW Creative is able to offer on-brand creation and delivery of a myriad of internal communications and business-to-business tasks for on and offline projects: brand framework; bids and tenders; management and staff engagement; video messaging; content creation and copywriting; presentations; outsourcing and project management.



LAW Creative is working with Butlins to promote their conference and events facilities. Traditionally a leisure destination, C&E is a key focus for the Butlins team looking to drive bookings and increase revenue. LAW Creative has produced an entire strategy and complete marketing plan. A new sales pack, website, email campaign, press ads and PR campaign are just a few of the items that will deliver for Butlins, each with a highly segmented target audience and item content. This events campaign has generated a 200% increase in enquiries, a contract worth ÂŁ500k and is on target to achieve a 30% increase in events business for the company.

LAW Creative has completed a major international rebranding programme for David Lloyd Leisure. The new ‘look and feel’ touches every aspect of membership. In addition to the modernisation of the famous David Lloyd logo, the creation of a new strapline and a complete marketing communications relaunch, the new style seeks to reinforce the company’s excellent reputation, encourage loyalty and assure quality. At the same time a new CRM programme and continuous customer research programme has ensured that the scene is set for successful future membership acquisition and retention.

LAW Creative is a fully integrated and proactive marketing partner for David Lloyd Leisure (DLL). They have been a core asset in enhancing David Lloyd Leisure’s position as Europe’s leading premier Health, Sport and Leisure business. DLL has worked together with LAW for a number of years, to arrive at an innovative and competitive positioning for our core brand, sub brands and products. LAW have been highly effective in communicating the David Lloyd Leisure proposition to acquire and retain members with results in both disciplines being testimony to the added value that LAW bring to the table. Their ability to work at pace and at multiple levels, from strategic planning to simple stationery requests, ensures that DLL has what it requires to continue to perform and maintain its position in the market. Huw Davies-Thomas Marketing Director, David Lloyd Leisure

Already underway with various digital and email projects, our first challenge for Value Retail was to promote their concierge programme, which rewards hotel staff that successfully endorse Bicester Village and encourage guests visits. We were tasked with creating a database of 400 London hotels that suited Bicester Village’s discerning clientele. Following this we recruited and briefed brand ambassadors to visit the hotels to collect data, discuss the programme and leave uniquely QR coded trackable collateral to empower hotel staff to promote the village to their guests. The response at hotels was overwhelmingly positive, with some running out of collateral almost immediately. The end result for Value Retail is a vast and detailed contact database, a quick start to a positive relationship with leading London hotels, and easily measurable results from the collateral left behind.

Goodwood Goodwood briefed LAW Creative to deliver a powerful email solution to broadcast newsletters and promotions to their members. We configured our LAW AMP email solution for them to allow their staff to easily create and broadcast creative, appealing and consistent communications. These emails have been incredibly successful, achieving outstanding figures, which can be tracked using the powerful reporting functionality of LAW AMP. Figures: • Open rates of up to 67%, double the industry average • Click rates of up to 48% • 1 million emails are broadcast each year •1  7 email templates created for the various parts of the Goodwood Estate including Racecourse, Golf, Festival of Speed, Aero Club, etc.


CHRISTMAS & New Year 2014/2015





Strategic planning and implementation of integrated brand building campaigns.

Burt’s Bees has launched its first natural body care pre-pack into UK independent pharmacies offering a selection of ‘straight to shelf’ best selling products from the range. The new campaign and packaging has been created by LAW Creative. Says LAW Creative Director Keith Sammels: The Agency has literally been buzzing! Everyone here already knew and liked the Burt’s Bees brand. We are proud of our work on the campaign and we are pleased to be taking the range to a wider audience in the UK. We have captured the natural elements of the product within our design. All of the packaging and promotional items have been produced from recyclable material and I am sure that our targets will find the pre-packs an ideal and innovative way to offer the products for sale.

Massarella Catering Group works with LAW Creative on cafĂŠ development, in-store restaurant and bar promotion, product development and direct marketing. The scheme illustrated can be found at selected House of Fraser department stores throughout the UK.

Harbour Club

The Harbour Club is London’s finest health and racquets club, with exclusive venues in Chelsea and Notting Hill. LAW Creative has been working with the Harbour Club to produce high-end, elite and effective campaigns that never fail to look premium and evocative and, perhaps most importantly, have consistently delivered return on investment. Last year saw the Harbour Club embark on targeted direct mail and email activity to niche audiences that has resulted in all sales targets being met or exceeded. All activity has delivered the brand promise.

LAW Creative has conceptualised, scripted, produced, directed, shot and edited films on location in the UK, USA, Germany, Belgium and China. These films have been seen by millions of viewers and have achieved great commercial success.

In the first in a series of LAW Creative ‘Head to Head’ films, Brett Sammels hosts a Jay Rayner Masterclass. Fifteen minutes of advice on menu design and content, kitchen sinking, blue chipping, increasing guest diner ratios, menu science and much more. Jay Rayner is one of the most influential food writers around. He is an award winning journalist, broadcaster and food critic and regularly appears for the BBC on MasterChef and The One Show. Says, LAW Creative Director, Brett Sammels: As part of our ongoing commitment to our clients we are constantly building upon our knowledge base in every area of operation. LAW Creative is one of the UK’s leading hotel and leisure based integrated marketing agencies. We are award winning and constantly strive to build both our client’s brands and revenue. Jay Rayner is an industry thought leader, hugely insightful and influential. This interview will be of great interest to anyone who operates a restaurant.

LAW AMP is a game-changing automated marketing platform with CRM capabilities, built specifically to manage customer data and broadcast targeted email campaigns. LAW AMP collects and stores data enabling you to create powerful and personalised email campaigns. LAW AMP currently broadcasts around three million emails per month for a variety of clients. We can provide you with a dedicated data insights manager to analyse your campaigns and make recommendations to improve ROI.

LAW CREATIVE UNITED KINGDOM 90 Long Acre Covent Garden London WC2E 9RZ T: +44 (0)20 7849 3035 4–8 Waterside Station Road Harpenden Hertfordshire AL5 4US T: +44 (0)1582 469 300 GERMANY Rheinstraße 96 | F1 56235 Ransbach-Baumbach T: +49 (0)2623 86 99 496 CHINA 2501 Wheelock Square 1717 Nanjing West Road Jing An District Shanghai 200040


LAW Creative Brochure 2016  
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