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AUTUMN 2012

Have we met? It’s been a busy year as Method makes an impact in Cambridge


STAY TRUE

Name: Lorna Hopkins

Name: Alex Kreisl

Name: Lucy Debenham

Expertise: Social Media/Marketing

Expertise: European Localisation

Expertise: Content Creator

A few years ago I left the safety of paid employment and started a new business. It was 2008 and things were a little unpredictable, to say the least. A few annual contracts provided sanity while I pondered what kind of brand I wanted to build. My background in publishing, a degree in languages and an interest in psychology led me to a definite conclusion:

About: Sharing insight, content and guidance, our graduate knows exactly how to handle digital.

About: German-born Alex works on our Red Bull account to transform content into his native language.

About: Wordsmith who adapts her style for print/digital also rehomes battery hens in her spare time.

Name: Jill Boys

Name: Laura Wing

Name: Kirsten Corrigan

Expertise: Creative

Expertise: Relationship Manager

Expertise: Brand & Strategy

About: Elegant design for print and web is second nature, with an equally original taste in music.

About: Agency experience for brands like Wonderbra means our PR ace is never short of ideas.

About: Helping clients achieve more, Kirsten is an expert communicator with a strategic business mind.

Stay true to my values and don’t dilute them, even if it means Method won’t appeal to everyone. In the past 12 months, the team has grown to 6 staff. We have connected with businesses across Cambridge and cemented our relationship with our biggest and longest-standing client, Red Bull. We’ve launched a magazine and we moved office... twice! But most importantly we have remained true to our values of integrity, credibility and creativity. We’d like to share our ideas with you if you’re ready for a journey like ours.

Boosting media profile for Breitling Combining a range of our strategic creative, editorial and digital skills we produced a stylish and elegant media resource for Swiss luxury watch brand Breitling to use for promotion of the company’s many aviation amabassadors. The ambassadors include the dynamic Breitling Jet Team, the colourful Breitling Wingwalkers (who often grace the skies of Duxford) and Jetman – the Kevlar-winged pilot who has flown across the Channel and the Grand Canyon. He also recently appeared on BBC’s Top Gear. Delivered in 5 language versions, we wrote all editorial content, handled translation and compiled an easy-to-use digital USB kit ready for the international media to use. Our efforts helped Breitling to capture the imagination of the world’s media as they secured press exposure with an estimated value of $500,000 for the Breitling Jet Team alone. We have led the strategic creative direction for the aviation ambassador portfolio since 2009.


Red Bull upgrades with Method An exciting project for 2012 involves supporting one of the world’s most visible brands as it refocuses its efforts in the area of credible content production. Working with Red Bull across a variety of projects since 2009, Method has upgraded the scope of its services this year to include multi-language provision and digital PR. As part of a major media initiative, Method is responsible for leveraging newsworthy activities from a new digital platform. Responsibility for the effective representation of a portfolio of more than 600 sponsored athletes lies with the Cambridge agency. The contract has created additional jobs and will continue to evolve as the project gains momentum. “This is a massive boost to us as a young agency,” says brand & strategy director Kirsten Corrigan. “We’ve taken the time to understand the brand and where it’s going and this meant we could be trusted with such a significant role in the project.”

Back to our publishing roots! Method has been working closely with Cambridgeshire Chambers of Commerce to relaunch its monthly member magazine and unveiled the new Connected magazine at the B2B exhibition in September. Kirsten Corrigan, brand & strategy director, who sits on the Cambridge committee at the Chamber, offered the publishing expertise at Method to design a new magazine that could leverage value to its members and increase the profile of the Chamber at local and national level. The quality of the new magazine offers a credible platform for businesses to showcase their product or service to local companies and also enhances visibility at member events. Connected involved a complete redesign by Method’s creative director Jill Boys. “We have created a clean, professional and forward thinking publication that has a very different look and feel to other local titles,” she says. “Most importantly, the editorial space for members to share news has been preserved to maintain the strong sense of community the magazine promotes. We are keeping advertising to just 30% which means content will always rule with members’ news a priority.” Method continues to contribute to the Chamber, with Kirsten supporting a new chamber initiative ‘Speak Digital’. The campaign seeks to attract Government funding to educate wary or reluctant business people to become more active on digital platforms. Method employees are encouraged to engage with the Chamber and build their own professional relationships by attending events including the Riverboat Georgina networking lunch.


Your Business Autumn 2012

Newsletter for our Corporate Supporters

Connecting Cambridgeshire Supporting the Connecting Cambridgeshire campaign as a Broadband Champion, Method hosted leading figures from local government and officials from South Cambridgeshire District Council at the new office in Cottenham earlier this summer. As a growing creative agency the implementation of more sophisticated operational processes and the need for improved infrastructure has been highlighted at Method.

What a year! As the Hospice turns 30, we thank you all for your energetic and creative fundraising efforts

making every moment count

“While it’s hugely exciting to be growing at such a rate, there are definitely things that must be in place to allow us to deliver for our clients and to be able to effectively compete with London as a regional agency,” says Kirsten, a proactive campaigner for ‘big brand thinking’ at local level and an active member of the Cambridge Chamber Committee. “We would encourage people to sign up online to support the campaign so we can all pull together to ensure the muchneeded infrastructure reaches us soon.”

JCI Mini Magazine The vibrant and inspirational news round-up highlights the great work carried out by the voluntary organisation and its membership of young and proactive business people. Engage invites current and new members to get involved with the member-focused sections in the 8-page mini-magazine.

Have you signed up? visit connectingcambridgeshire.co.uk and follow Method on Twitter @Method_Creative to keep up to date with progress.

Cambridge Therapy Centre Winning the Method Social Media Experiment earlier in 2012, Christine Schneider from Cambridge Therapy Centre unveiled her new professional brand identity at the September B2B exhibition. She was awarded £1000 in creative and brand development

Laura Wing led the project, “I’ve really enjoyed getting under the skin of the JCI. The newsletter provides a platform for people to develop strong personal and professional networks.”

services from the Cambridge agency and opted for a total overhaul under the guidance of the creative team The aim of the redevelopment was to better connect with local companies to demonstrate how useful therapy can be in resolving staff issues and alleviating stress in the workplace. Removing the stigma that therapy can attract is central to the new identity, which remains approachable but professional at the same time.

Cambridge Therapy Centre


TWEET OR NOT?

Getting stuck in! A colourful B2B charity fundraising event organised by Method brought ten teams together in June for the inaugural Wacky Races canoe relay event on the water at Milton Country Park, raising more than £3000 for the Arthur Rank Hospice. The 2012 event formed part of the Gold Challenge national fundraising initiative.

How effective social networking can help your business.

The Cambridge News team won the imaginative obstacle relay race, picking up rubber ducks and balloons along the way to take the Business Gold Star 2012 trophy. They triumphed over teams from other local businesses including The Cambridge Building Society, Next Retail and Cooper Lomaz Recruitment among others. “We couldn’t have asked for a better first event,” said organiser Kirsten Corrigan. “All the teams mixed really well, with a healthy dose of competition and camaraderie as they donned their Rambo-style team bandanas – the perfect ingredients for a fab, fun teambuilding day out. Working to support the Arthur Rank Hospice has been an honour and we will continue to do all we can to bolster the fundraising team with ideas for corporate engagement.” If you are interested in getting involved at the second Wacky Races next summer, please email Kirsten directly at kirsten@methodcreative.co.uk Method has also helped the Charity with ongoing creative support for both the 2012 What’s on Guide and the new Corporate Supporter newsletter Your Business. “We look forward to doing more together,” adds Kirsten.

Twitter is a social media platform that poses many questions for marketers. Is it an effective marketing tool? Do followers indicate how popular the business is? How often should you tweet? Quality or quantity? Each business has a unique audience and reasons to use twitter so the answers to the above will differ. Twitter is a great platform on which to build positive perception of brand. Contrary to popular belief, it’s not difficult. The hard part is getting started. Jack Dorset, co-founder of twitter provides top tips for building a brand on twitter Be Human “People like to see the faces behinds the firms. Post behind-the-scenes photos to engage your followers.” Get Talking “Start a dialogue with people who mention your business. Retweet your customers; they will feel more special.” Keep Friends Close “People like seeing cross-pollination e.g a chef talking to another chef. It will attract people who are passionate about your sector.” Get Inspiration From Others “Tweet every day and see what works for peers in your area.”

Supporting the Wildlife Trust The Wildlife Trust has brought its corporate supporter newsletter to life, enlisting Method’s publishing skills to transform the quarterly magazine. Method, a corporate member of the Wildlife Trust, offered its expertise in editorial design and publishing to revamp the current magazine and maintain the interest of its valued members. “There are so many great member stories to shout about and we wanted to bring these to life in the pages of the magazine”, said Jill Boys, creative director

The new design gives the publication a professional edge, with a visual front cover that uses focused imagery to provide a more memorable reader experience. The new design compliments the aim of the magazine; to showcase the best of the three counties it covers and to bring articles to life. “2012 is the centennial year for the Wildlife Trust. To support this legacy, we wanted to produce a piece of collateral that would stimulate the interest of a new generation,” said Jill.

Be Positive “Turn negative reviews into opportunities. Reply with an @ response to publicly acknowledge that you are there to rectify things.” Dedicate ten minutes every couple of hours to check your feeds and interact where relevant. Don’t be left behind as the world leaps forward with marketing on digital platforms. Method is using social media to build a digital community where ideas can be shared and together better brands can be built. Use hashtags #mondaymemo and #fridayfinale by following @Method_Creative and let’s help each other to succeed in the digital era!


REBRAND REWIND We have been busy the past year, sharing our expertise and creative approach with many local companies as they prepare for growth. It has been a great time for us as an agency and it is now a bit of a reminder of how much we’ve achieved as we highlight some of our favourites in this retrospective. One interesting fact... we worked with all our neighbours when we were at our old office in Newmarket and feel very proud to have added some Method sparkle to their brands. We miss you! So here is just a quick glimpse at our local work...

Lemontree

Crescent Trust Staffing company Crescent Trust was in need of assistance to help define its proposition as the company entered a transitional period of growth in to new markets. The new identity was created to consolidate the three main objectives of the company; to continue with staffing provision in the social care sector, to expand its staffing provision to more generic industries and to incorporate the future vision of the company to open social care homes to align with its original roots. “Working with Kirsten and her team has been invaluable,” said operations director Charles James. “She understood what was needed.”

The rebrand included several consultations between Lemontree and the creative team at Method as the future direction of the property management company was planned. The distinct colours of purple and yellow were kept to honour the legacy of the business, however the fresh redesign was implemented to align with the modernisation of the company and its objectives. Development of the tangible marketing collateral was complete with a shop refit to capitalise on the footfall of its new office. A daring vehicle wrap was designed in addition to bold property boards, both implemented to increase the visibility of the Lemontree brand within the community. There was fantastic synergy between Method and Lemontree allowing results that have the potential to make a significant impact on the business.

Dermaplicity Tasked with changing the client profile of a leading laser skin clinic, Method stripped the brand back and worked with the client to understand the premium market and how to connect with the desired audience. A change of name and total repositioning exercise has changed the business and transformed the client base in under a year. Communicated through print advertising and digital, the brand has delivered beyond expectations.

Method in 12 months What a difference a year makes! We take a quick trip down memory lane and look back at the last 12 months

Dec 2011

Mar 2012

Apr 2012

May 2012

Chamber Women’s Christmas Lunch

Jill Boys joins the team

Kirsten joins Chamber committee

Lucy Debenham joins the team

Oct 2011

Mar 2012

Mar 2012

Apr 2012

Office move to Newmarket

2 Counties Exhibition

Winning the LEP as a new client

Wildlife Trust Partnership


Inn House Associates Inn House Associates was in need of creative stimulation and a new brand design that represented the professionalism of the licensed trade accountancy and stock taking company. The rebrand process included creation of all marketing collateral and a website design. Neil Robinson, director at InnHouse Associates commented on the work partnership with Method. “Method deals with all our marketing and creative requirements, taking all the stress out of this essential business component. Our rebrand has helped to secure new business and we are frequently complimented on the professional quality and style of all our marketing collateral,” he said.

Adept Cambridge based software consultancy Adept appointed Method to redevelop its brand identity, with the aim to create a more accurate representation of the vibrant personality that comes from within the business. The initial consultation to define the business culture was completed internally, with employees participating in a 360-degree critique of Adept. Method’s brand & strategy director Kirsten worked with David Smith managing director at Adept to reposition the brand. “It has been refreshing to work with a client who is prepared to fully explore all potential avenue of the rebrand opportunity, even if it means moving out of the comfort zone,” she said.

Ann Pettengell Recruitment agency Ann Pettengell has undergone a dramatic rebrand with Method, bringing the Cambridge based company in to the modern era while honouring the legacy of the historic company established more than 30 years ago. The new brand image has been created to support the business strategy; to appeal to clients and candidates across a variety of levels and sectors. The importance of maintaining the rich history and reputation of the company was honoured with the iconic red palette still very much a defining characteristic.

Jun 2012

Jul 2012

Aug 2012

Sep 2012

Adept rebrand unveiled

Lorna Hopkins & Laura Wing join the team

Alex Kreisl joins the team

Connected magazine launched

Jun 2012

Jul 2012

Jul 2012

Aug 2012

Sep 2012

Wacky Races hits the water

Relocate to bigger office in Cottenham

VIP visit for ‘Digital Champion’

JCI Engage launched

Ann Pettengell rebrand unveiled


Method out & about Get to know us a bit better The Method team loves to share ideas and has been out and about building relationships in the local market place. Relationship manager Laura Wing has been busy, attending Women in Business networking sessions and several JCI meetings including the charity skydive. The team was also on board the Cambridgeshire Chambers Riverboat Georgina networking lunch where the team was able to chat informally to other members and share ideas. We like to give and gain valuable advice in all aspects of marketing. Be sure to say hello!

Inside the Method office there are lots of interesting conversations to be heard... from whether Lionel Richie is better than Elton John, if the quality of news on Radio 1 is acceptable and is it wrong to be loving Radio 4 if you’re under 40? Here are some other things you might like to know about us...

4

6

rounds of hot drinks per day

people in the office

1

70

32

pages in our new magazine

man in our team

clients who’ve worked with us

2

iMacs on Kirsten’s desk

Is your brand in need of a health check? With ideas, innovation and strategic focus always defining our approach, find out how Method’s expert creative marketing services can help your business. Join marketing expert Kirsten Corrigan of Cambridge creative agency Method for a 1-day Brand Bootcamp and learn how to make your business stand out in the market. With practical and easy-to-implement exercises, this course will help marketing managers and business owners to propel their brand forward. There will also be real life case study experience from guest speaker Jenny Cattier, former global brand and advertising manager for Grant Thornton International and founder of Cambridge Superfoods.

Date: Friday 5 October 2012

Location: The Cambridge Room, Bedford Lodge Hotel, Newmarket, Suffolk

Delegate rate: £325 + VAT (Chamber members £50 discount) To secure your place email lorna@methodcreative.co.uk or call 01954 251411 in office hours.

Like to see your brand success story featured in these pages? Contact us today to see how we can help raise the profile of your business: 01954 251411 | thinkbig@methodcreative.co.uk

Method Autumn 2012 newsletter  

A round-up of what Method has been up to over the last 12 months.

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