on a mission Putting purpose purpose before before profit profit Putting the new new benchmark benchmark in in bright bright isis the business practice practice business
make friends Collaboration and and creativity creativity Collaboration go hand hand in in hand, hand, especially especially in in go Cambridge where where ideas ideas thrive thrive Cambridge
keep it real Build brand brand experiences experiences that that Build blow the the competition competition out out of of the blow water to truly to stand the water to truly makeout your mark
Edition 1 #1 July 20162016 Summer
CONSIDERED CONTENT FOR CREATIVE MINDS
brave new world
SUMMER 2016 /
Change is upon us, and for those with ambition and vision it signals opportunity – a chance to write the future together. With political disillusion, the power is in the hands of the people. This is our chance to challenge the status quo. is where we’re starting our quiet revolution at Method; a place for us to express who we are as an agency and to be brave enough to do what feels good for us. is just the start. The best is yet to come. Kirsten Corrigan, agency founder
thanks to an amazing team of thoroughly decent people
design Jillian Boys | Jenny Swales | Becky Rolph engagement Laura Wing | Jessica Toye | Penelope Woodham | Lucy Debenham | Suzanne Pattinson | Dave Rawlings | Jess McCulloch | Charlotte Pettitt brand & strategy Kirsten Corrigan marketing Jenny Cattier | Gemma Hughes organisation Michelle Davies
01223 491350 methodcreative.co.uk method_creative wearemethod
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MISSION /
The METHOD VIEW 04
words by Penelope Woodham
There’s rarely a dull moment in the Method office. We continually adapt and evolve as our journey unfolds. Here’s a glimpse into our world.
BEING SHORTLISTED IS A KEY MILESTONE IN METHOD’S JOURNEY
CIPR AWARD We are proud to share the news that our work for Carter Jonas has been shortlisted for an industry award. The ‘Your Next Chapter’ campaign is included in the ‘Integrated campaign’ category of this year’s Chartered Institute of PR (CIPR) PRide awards, which recognises outstanding work delivered across the Eastern and Chiltern regions. The multichannel campaign prepared the estate agency for change at a crucial stage of its evolution in 2016. The winner will be announced on 22 September in a ceremony at Homerton College.
space to be
fit comes first
We have recently relocated to a converted barn on the Childerley estate in the Cambridge countryside. It’s a stunning location and has proved to be a great source of creative inspiration. Future Business Centre, Allia’s space for growing companies, was our home for two years and we certainly thrived in such a positive environment. Having an events venue on our doorstep here at Childerley has come with a number of advantages and introduced us to a different world of culture and creativity in the city.
We’ve been getting ourselves ‘match fit’ for Method’s next chapter with a series of new recruits. Laura Wing returned to the business in late 2015 as head of engagement and the team was bolstered by Penelope Woodham and Jessica Toye. Jenny Swales has also joined us as a creative designer, adding a sharp eye for originality, while intern Becky Rolph joined us in an official capacity. With key management additions due in August, it’ll soon be a full house at Method HQ.
think global
we reached 168m people in 2015
The Method team is currently in the midst of another high G and adrenaline fuelled Red Bull Air Race season. We’ve stepped up once again to lead the global digital communications for the eight stage event which keeps us busy between March and October. We reached 168m people in 2015 as we deployed a heavyweight digital strategy. It’s a real privilege to be collaborating once again with some of the best people in the business in an immediate and fast paced environment.
MISSION It’s all about the people. We’re surrounded by creative thinkers and hands-on doers. Let’s celebrate them.
In Vino Veritas
Old skool’s out
Highs & Lows
Cambridge Wine Merchants has a clear edge over the competition. Creating spaces for likeminded locals is proving profitable.
Forget networking, it’s all about social soirées in the city. Good things happen when great minds meet.
We meet those who are carving out creative careers on our doorstep. They share the pain and the pleasure.
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MISSION /
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Cambridge Wine Merchants has grown exponentially over the past few years and its shops now dominate the Cambridge market, covering all corners of the city.
WE’LL DRINK TO THAT words by Penelope Woodham
how is it that this
A SOCIAL PRESENCE IN THE REAL WORLD GOES BEYOND DIGITAL
Image credit: Cambridge Wine Merchants
independent wine merchants has managed to thrive while others have perished under the shadow of increasingly well stocked supermarket wine aisles? The story of this business is as Cambridge as it comes; after meeting at a Peterhouse ball in 1990 and discovering a shared passion for wine, Hal Wilson and Brett Turner saw a gap in the market for a quality independent. Having started off as a discount retailer, Cambridge Wine Merchants has always aimed to stock the best value, best quality wine it can
find. They now have a large wholesale business which caters to the Cambridge colleges, as well as a number of high street shops. As a craft wine retailer, they source small batch wines from independent winemakers and family run vineyards. They are excited by the stories behind the wine and develop excellent relationships with the producers. Managing director Hal Wilson attributes some of the success to the Cambridge market: “Having the colleges on our doorstep has not only given us a prime customer base, but one that constantly pushes us to be at the top of our game. There is great symbiosis between the two sides of the business; what we do on the wholesale side allows us to have the best drinks in our shops at the best price. And the shop fronts give us considerable presence in the market.” However, having the right product on your shelves is not enough to draw in the crowds. Today’s consumers expect so much more, and with the wealth of information online, internet shopping and increasingly good supermarket selections, the punters need a good reason to visit your shop. Cambridge Wine Merchants has grown and diversified with the market. The introduction of wine bars, tastings and classes into some of its branches has seen it become a destination and so much more than a wine shop. The atmosphere is buzzing and friendly, with staff that are engaged and passionate. It’s this love for the business and a simple, honest approach that has earned CWM a place in people’s hearts.
Image credit: Espresso Library
SUMMER 2016 /
THE ESPRESSO LIBRARY
THE PERFECT BLEND
words by Penelope Woodham
There is a coffee shop in Cambridge for every occasion. Here we give a run down of our favourites. BEST FOR AUTHENTIC ITALIAN...
BEST FOR FEELING AT HOME...
07 BEST FOR CLIENT MEETINGS...
Espresso Library With its swish look, fabulous coffee and a handy wall for you to hang your bicycle on, Espresso Library will provide you with the perfect atmosphere to hold client meetings. It also has excellent free wifi (ask for the passcode at the bar) and plenty of plug sockets. The coffee here is top-notch and these baristas clearly know what they are doing – expect perfect flat whites and latte art. Fresh, locally sourced produce is turned into hearty breakfasts and healthy lunches. Custard tarts from the nearby Norfolk St Bakery are the perfect treat. 210 East Rd, Cambridge CB1 1BG espressolibrary.com
BEST FOR QUIRKY CAMBRIDGE...
BEST FOR HIPSTER COFFEE...
Caffè Sicilia
CB2
Clowns
Hot Numbers
The first branch of this charming coffee shop opened on Regent Street in 2013 and proved so popular that they swiftly opened a second branch on Hills Road. If you’re looking for a slice of Sicily then this is the place to be. Come here to relax, sit outside, watch the world go by while sipping a coffee and sampling delicious Italian delicacies. The Aubergine Parmigiana is an extremely popular lunchtime treat, with locals ringing up in advance to order. Plus there is an extensive range of incredible looking cakes. The nutella and pistachio option is to die for. Literally.
A favourite for locals and students alike, this Cambridge staple feels like a home from home. Friendly staff and regular clientèle mean you know what you’re getting from this cosy coffee shop. Sit upstairs and you will be surrounded by books and a fireplace, and downstairs you’ll be in amongst the hustle and bustle. The coffee is pretty good and perfect when accompanied by the sweet canoli and there is an excellent range of toasted ciabattas and wraps too. CB2 is also well known for its interesting programme of music and events. Come here to meet arty, student types.
Any Cambridge natives will be familiar with this unique coffee shop. Why a clown theme should be chosen for an Italian café is unclear, and there are certainly a lot of clowns. But as this Cambridge institution has been on the scene for nearly 30 years now, it’s clearly working. The coffee is Italian and the pasta dishes are cheap and cheerful. But the best thing about this place is that you are sure to receive an incredibly warm welcome and be greeted as an old friend. Sit upstairs for more light... there is a small space on the roof if the weather is behaving too.
Hot Numbers is probably every coffee connoisseur’s dream. You won’t see syrups or grande mocha frappuccinos at either the Gwydir St or city cafés. At any one time, two different origin coffees are on offer along with detailed tasting notes. Self-confessed coffee geeks will love that Hot Numbers is not just another coffee shop, it’s also a roastery and has a brew bar for slow-brew methods. Barista training and coffee tastings are available to book at the Trumpington Street store. So if you were looking to learn the craft of coffee making, this is probably a good place to start.
59 Regent St, CB2 1AB pizzeriacaffesicilia.com
5-7 Norfolk St, CB1 2LD cb2bistro.com
54 King St, CB1 1LN
5/6, Dale’s Brewery, Gwydir St, CB1 2LJ hotnumberscoffee.co.uk
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LET THE RELATIONSHIPS TAKE SHAPE NATURALLY AND THE IDEAS WILL FLOW
KEEP IT REAL Collaboration is key, which means connections are everything. But are you making the most of what this connected city has to offer? words by Jessica Toye
SUMMER 2016 /
meeting new
people and making connections plays a crucial role in any business. It can open up a world of inspiration and collaboration. However, attending endless formal networking events can seem like more of a chore than anything else. But it doesn’t have to be like this, we are firm believers that these connections can happen everyday, through every interaction we make, sometimes without even knowing. It’s these authentic meetings and organically grown relationships that form lasting business partnerships. As a business or individual, you will know which organisations you want to build genuine connections and friendships with. It’s about rolling your sleeves up, taking the initiative and
making that contact happen. Find the people that inspire you. If the benefit is mutual, it’s rare for someone to say no to a cup of coffee or an after work drink. So what are you afraid of? Put yourself out there. Once you start the process of meeting people you immediately start to build your own network and community. With commitment to getting out there and meeting new people in a natural environment, you gain access to an infinite number of networks. It seems that a number of people have noticed the sometimes fruitlessness in the stuffy, formal environment of the traditional networking event whilst recognising the value of collaboration. It is in this vein that a number of informal networking events
make time to talk
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and spaces have been created to facilitate the meeting of the next generation of business minds. Meeting in a coffee shop is far less intimidating and in this relaxed setting it is far easier to build friendships, share ideas and think creatively. Every interaction is an opportunity to make a connection. We are capable of sculpting our own surroundings and making things happen for ourselves. Adopting this approach to meeting people will take away the pressure of making forced introductions.
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Cam Creatives Last Wednesday of every month Hot Numbers, Gwydir Street 7.30pm
Misfits Local Every other month Hot Numbers, Gwydir Street 7.00pm
MEETUP.COM/ CAMCREATIVES
YOUCANHUB .COM
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hot numbers
pecha kucha
network on a bike
pitch and mix
Leading the thinking and drinking revolution – the independent coffee bar enables you to grab a beverage and get chatting in an informal yet creative environment to likeminded professionals.
Taking place at the city’s Espresso Library, the Tokyo inspired format uses the art of concise presentations to get your message across. 20 images, 20 seconds each, just over 6 minutes to speak to your audience.
Starting at Espresso Library, Ashtons Legal has launched an opportunity to stay in shape whilst meeting new contacts and lending support to Addenbrooke’s Charitable Trust. Check out the summer dates to get involved!
Connect with the entrepreneurial community in Cambridge every Thursday morning. Go to pitch your new venture or just to mix with a bunch of innovative individuals. The world is your oyster!
MISSION /
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Anna Millward, 26, is the festival manager for the largest literary festival in the region. We find out the highs and lows she experiences when planning, finalising and implementing these exceptionally creative literary events.
Anna Millward Festival Manager at Cambridge Literary Festival
my role is
fast-paced and exciting, as no two days are the same. A highlight has been meeting so many diverse authors and connecting them to young audiences, such as Syrian children’s author Nadine Kaadan and YA Novelist Lisa Williamson who talks about LGBT issues. Other perks have included chilling with the incredible spoken word poet Kate Tempest’s husky in the green room and papping Peter Rabbit with his adoring fans at Cambridge Literary Festival’s children’s programme in April. The main highlight is being able to play a key role in delivering these wonderful literary events to Cambridge throughout the year. It’s really rewarding when you see smiling festival faces and realise all your hard work was worth it.
after the festival there is
always a day or two of feeling flat. Naturally, from all of the hard work that goes on months before the event, when the day finally arrives it’s so magical but goes so quickly. Before you know it you’re packing up programmes, taking down the bunting and marquees, and clearing up the festival site. This is when it feels so quiet and still, it’s the aftermath of the event and everyone has gone home. This is when we can take stock of how the event went and think about what we would do differently next time. However, like any good party the memories are still there and before you know it we are on to programming, organising and marketing the next festival… so there isn’t much time to stop!
MINDSET Love what you do, do what you love. We wax lyrical about the things that make us tick and where we get our professional kicks.
Finding purpose
The mashup
Redefining rhetoric
Forget what you think you know about leading a business. The times, they are a changin’... and it’s for the better.
A country in chaos, a political sham. The EU referendum gave us enough dinner party chat to last a lifetime. But it was the media that won out...
Banish the business jargon – what is marketing and PR anyway? It’s about time we all spoke in plain English and cut to the chase.
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MAKE IT YOUR MISSION words by Kirsten Corrigan
I recently attended an industry event for agency founders and it marked a bit of an epiphany for me as a business owner and communications devotee. Sitting among a slightly predictable cross-section from the agency world – think hipster swagger alongside geek chic – I was captivated by one of the speakers, who elegantly put into words what I had long felt to be relevant and true in my own career.
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MINDSET /
conservatively
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dressed and refreshingly sans beard, Michael Hayman MBE kicked off the day with a shameless plug for his recently-launched book, Mission. Credit where credit’s due, this man is a PR powerhouse who can deftly weave a compelling conceptual narrative and leave you hanging on his every last word. He had me at hello. What I hadn’t appreciated at the time, however, was his additional status as an Honorary Fellow of the Judge Business School’s Entrepreneurship Centre, nor the wider work he’s done as an ambassador for UK entrepreneurs as cofounder of StartUp Britain and other significant initiatives. Impressive stuff. Credible stuff. That talk was a wake up call for me. Stand up for what you believe in and be counted… or be lost in the sea of same-
ness. It’s the very advice we give to our clients every single day but somehow find harder to follow ourselves. be a believer According to Hayman, ‘belief is the new currency’ and as business leaders, we can all learn from those who have put purpose before profit. In the book, he highlights companies that epitomise this philosophy, describing the people behind them as ‘carers, sharers and darers’ – those who are motivated by something bigger than making money and who are prepared to challenge the status quo to succeed. It’s a simple theory and one that resonates with many of us already in business who put values at the heart of all we do. But perhaps it’s also a truth that some of us feel hesitant about shouting from the rooftops – that by
not being ruthless enough in our commercial pursuits it must mean we’re less serious about being in business, somehow inferior to our buck-chasing competitors? I’ve been wrangling with this for a long time and I keep coming back to the same conclusion: if it were just about money, it would be a whole lot easier! I truly love what I do and feel genuinely grateful that I have been able to create a business out of something that is a huge part of my life. As a team, we’ve built a business that has created jobs and helped the people we work with grow their businesses too. We’ve made a difference and made some great friends along the way. That feels like success to me. The fact that we’re pretty profitable is just the icing on the cake. It means we don’t have to kill ourselves taking everything that
comes our way, nor do we have to work longer hours just to keep up. I’m happy that our purpose is very much at the forefront of all we do and so is the wider team. But am I ready to tell the world we aren’t trying to make millions? all about the words Rewind a few years and I’ll give some context to where my personal mission began… I’ve always been into words and the art of expression, starting a love affair with language in my childhood that endures today. Journalism shaped the first part of my career and organically evolved into brand communications after I set up an agency here in Cambridge in the wake of the 2008 financial crash. I didn’t really have a plan to be honest, and starting a business certainly wasn’t about getting
i’d previously worked in organisations where there was a frustrating lack of entrepreneurial thinking
LEAD FROM THE FRONT AND DO IT WITH PURPOSE
Image credit: Seven Hills/Michael Hayman
SUMMER 2016 /
in the book hayman highlights the ‘carers, sharers and darers’ who are defining this leadership philosophy
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hayman’s wise words
rich for me; I just knew that I’d always been spellbound by the power of words and how skillful use of language could incite emotion. That passion, coupled with a growing interest in visual communication, was the starting point and I wanted the freedom to explore where that could take me on my own terms. on a mission I’d previously worked in organisations where there was a frustrating lack of entrepreneurial thinking, and in others, where the ability to make quick decisions and create opportunities fuelled motivation, engagement and progress. In some cases, it had also been unscrupulous, chaotic, reactive and often out of control. Taking the leap into the unknown eight years ago was about following my heart – while using my head – to shape something that brought together all the things I believed in based on my observations. Don’t get me wrong, I like creature comforts and financial stability as much as the next person, but doing what I love every day is what I get out of bed for. Doing it with a clear
conscience and a happy heart is a big part of my job satisfaction and this authenticity seems to be valued, so much so that I recently had a client tell me it was about time I put my fees up. Anyway, I’d heard the phrase ‘mission-led business’ a few months ago in the context of a recent brand development project. At the time, it piqued my curiosity and then continued to rattle around in my subconscious. When Hayman took to the stage to showcase his wares, little did I know that I’d come away with such valuable insight into what this phrase means in the context of business culture, how it underpins my own approach and why I shouldn’t be afraid to shout about this recent revelation from the rooftops. earn, don’t insist It’s no surprise to learn that consumers expect more from brands than ever before. Whether B2B or B2C, it’s ultimately about connecting with people. Both for ourselves and on behalf of our clients, we have to earn the affection and attention of those
we wish to engage with. It’s a really positive shift in the industry in my opinion, and one which challenges the way brands have communicated for decades with their audiences. Perhaps because of my editorial grounding, I’ve always believed it’s far better to demonstrate your value, earn the trust of those around you and let others decide if you’re worth shouting about. Making a whole lot of noise about how great your company is might get you short-term fame, but in reality the power lies with the people – and they will be quick to shoot brands down if they fail to deliver on their promises. Understanding your purpose as a business and staying true to it gives you an unshakeable foundation. It shapes your culture, guides decisions and for us at Method, it provides a professional code of conduct that governs how we operate as a business. Most importantly, being authentic and operating from the heart gives us the ultimate advantage over our competitors – it’s the one thing we have that no one can imitate, and that’s hugely valuable.
I LIKE STORIES THAT ARE SIMPLY TOLD. IT’S IMPORTANT TO SEE COMPLEX PROBLEMS IN SIMPLE TERMS AND I BELIEVE IN THE BEAUTY OF EXPRESSION IN BUSINESS.
I WAS ALWAYS TAUGHT THAT NO ONE OWED ME ANY FAVOURS.
IT’S VITAL TO SHARE YOUR EXPERIENCE WITH OTHERS.
LEADERS SHOULD BE ON THE FRONTLINE OF THEIR BUSINESSES. BUSINESS IS IN MY BLOOD AND I ENJOY LEADING FROM THE FRONT.
MINDSET /
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FEEL THE L VE words by Laura Wing
Let’s go deep. Beneath the surface of every brand is a personality waiting to shine.
HYUNDAI UK
Lending your name to an event provides a rare opportunity for the people you care about to experience you in HD and create a closer bond. Immersing your consumers in a full blown tangible experience allows you to move from acquaintances to friends. Activating your brand through real life experiences not only breathes life into your business and 2D presence, it makes people feel something about you... and that’s worth more than gold. We shine the spotlight on some of the brands who haven’t been afraid to add an extra dimension to their personality...
Hyundai created the FanDome as an innovative screening event that gives fans the opportunity to enjoy football through a real-time, 360-degree, audio-visual experience. Hyundai has been a long-standing sponsor of the UEFA Euros championship and has used the FanDome as a way to maintain a connection with the fans. Hyundai marketed the dome as ‘Football Heaven’, and recruited actor and former football player Vinnie Jones to inject his personality to bring home the fans.
CONNECTING WITH FANS THROUGH A 360 DEGREE EXPERIENCE
SUMMER 2016 /
IKEA UK Ikea has done what all brands should do; it listened to its audience. A facebook group called ‘I wanna have a sleepover in Ikea’ attracted 100,000 people to its page, thus catching the brand giant’s attention. This provided the perfect opportunity for the com-
pany to create a brand experience that went beyond just being a furniture store; it enabled the brand to be brought to life. The Ikea sleepover dream became a reality for 100 lucky winners chosen at random from the 100,000 entrants.
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WOULD YOU HAVE A SLEEPOVER IN IKEA?
Image credit: IKEA UK
CREATIVITY AND CONVERSATION THRIVE IN FARRINGDON
Image credit: Hyundai Motor UK Ltd
APEROL Aperol Spritz Terrazza events have brought a new dimension to the Aperol drinks brand. Its latest pop up venue has been unveiled at a rooftop bar, located at the Bird of Smithfield in Farringdon. Staying for the duration of the summer, this has created an experience that goes beyond just selling drinks. It has provided a trendy space centred around creativity and conversation, whilst subtly reinforcing the Aperol brand amongst visitors.
Image credit: Campari Group
MINDSET /
Image credit: Tate Britain
words by Jillian Boys
Thinking of a rebrand? Has your business evolved or new opportunities arisen that you need to respond to? Taking your brand further can require a thorough deep clean. Often it’s an opportunity to get everyone back on the same page and focused on the future. Here’s a few that are worth exploring further...
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Tate Britain: The Un-Rebrand Tate asked agencies from around the world to pitch for its rebrand project and the outcome was quite surprising. The winning proposal from North was the suggestion to continue with the existing identity, giving clarity on its usage, rather than changing it. Before the ‘deep clean’, Tate had 75 versions of its logotype and no real guidelines for its usage. Unsurprisingly consistency was an issue. Even though the original idea for the brand was to ‘have no rules’, it became clear that this was now having a negative impact. To help effectively engage audiences, the brand required structure and consistency. Just one of the
75 variants of the logotype was chosen as the sole wordmark; the dots blur. This was refined from the original 3000 dots, to a more manageable 340. This meant the dots could be animated; captivating the ‘ever-changing’ spirit of the brand for use on anything from film clips to dynamic displays at railway stations. Interesting crops could then also be used across all forms of merchandise adding to the flexibility and visual interest of the brand. This is a great example of retaining what a brand already has and utilising it. By refining the existing brand, rather than changing things for the sake of change, Tate has kept its identity and improved it.
THE INSTAGRAM FAMILY OF ICONS
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Instagram: More than just pictures of cats When Instagram announced and launched its rebrand recently, it was met with mixed response. The average active daily user (all 200m of them!) would happily click that skeuomorphic rendered ‘Polaroid’ style icon on their smartphone multiple times a day and spend an average of 21 minutes every day on the app. Its omnipresence certainly added to people’s difficulty in accepting change. But looking at the reasoning behind the change, it really does make sense. The icon just didn’t represent the community any more; things had moved on from simple photo and video shar-
ing, to becoming a forum of discovery and discussion among its users. The icon needed to work better as a flexible, scalable glyph which had a personality of its own. The new look, produced in-house, retains some elements of the old logo, helping with recognition, and introduces a vibrant gradient colour scheme. This change has given it the versatility to bring it in line visually with the ever increasing extended family of apps and give a clear and cohesive feel. With an active audience encountering the brand so frequently, dislike soon became acceptance and growing affection.
Image credit: Instagram
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REBRAND REVOLUTION
TATE’S REFRESHED BRANDING AS IT APPEARS ON BROCHURES
Image credit: The Co-op
SUMMER 2016 /
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Co-op: The Rewind Rebrand
After several scandal hit years, the Co-op has gone ‘back to the future’ with its recent rebrand to really get back to its roots of being the ‘people’s supermarket’. Interestingly, it decided against designing a completely new identity, instead opting to reunite the company with its classic clover leaf logotype of the 60s. By doing this it has evoked nostalgia in older generations, while younger generations recognise it as classic British design and see it as a modern brand of the future, ready
A SHOPPING TOTE BAG USING THE NEW CLOVER LEAF DESIGN
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to embrace the digital world. The simple, compact shape of the clover leaf design seems as if it was perfectly designed for the requirements of today. It works strongly on own-label product packaging, and on the ever-popular bags for life, as well as smoothly transitioning to any digital platform. In this unusual move by agency North, the Co-op has managed to recapture its core values and helped extend its sell by date for a good while.
Image credit: Gretel NY
Google: Going Dotty
Just Google it has become a phrase we all say when we don’t know the answer to something that’s really niggling us, or need a phone number or address for somewhere. It’s just part of everyday life, and this is what’s great about it. Google was keen to harness this familiarity when it came to rebranding as well as showing that it is more than just a search engine. Ensuring it was kept simple, friendly and approachable, while being perfectly calibrated for every possible digital format was the aim of the game here. The logo, produced by Google’s inhouse team, is now made up of three separate elements; the logotype, a set of dots and a monogram. The three elements together are the representation of the brand at every point: the G monogram of the app, the dots while the app is loading and the iconic search engine through the wordmark. When viewed separately, you know they are Google, even the dots – simply by using the iconic colours which have not changed. Some may say this rebrand was a little ‘boring’, or could have done something a little different, but I think it’s the simplicity that wins out here.
BILLBOARD ADVERTISING USING THE STACK
THE THREE INDIVIDUAL ELEMENTS OF THE NEW GOOGLE IDENTITY
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Netflix: Stacking Up
Netflix is a brand that has grown and evolved massively in the last few years. Back in 2014 it chose to adapt its dated ‘shadow’ logotype with a simpler, more streamlined version that sat much more comfortably within the digital world it inhabited. More recently, the overall visual identity has had a clever makeover by New York agency Gretel and introduced ‘The Stack’ concept, which is made up of multiple ‘cards’. It can contain any form of visual content, from imagery, video, information or branding and can be shown as static or animated. The Stack works as a visual metaphor for the never ending catalogue of shows and movies that make up the product
offering and can be tailored to the end user. A distinctive, elegant, infinitely variable and easy-to-use identity that is just as effective in Times Square as it is as a PowerPoint deck has been expertly executed here. There is also a brand ‘volume’ scale that this identity can work to – only adding to the adaptability and flexibility of this brand.
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MINDSET /
BEYOND THE
HEADLINES 20
One event, many voices – we take a look...
British political turmoil deepens after EU referendum THE DAILY MAIL – JUNE 26
The EU referendum shows how the sovereignty of Britain’s people can now trump its Parliament THE TELEGRAPH – JUNE 26
Guardian records its highest traffic day ever following EU referendum result THE GUARDIAN – JUNE 29
EU Referendum: Did the polls all get it wrong again? BBC NEWS – JUNE 28
EU can’t be serious Could there really be a second EU referendum and overrule the vote for Brexit? THE SUN – JUNE 26
SUMMER 2016 /
THE NEWS AS I SEE IT BBC journalist Jonathan Legard 21
it’s the story which
keeps on giving and nobody can predict the next instalment let alone the ending. That became clear from the moment the first results began to confound the experts for whom Michael Gove had previously expressed such contempt. By the morning after the vote had closed the night before, the pattern was set. The Prime Minister David Cameron resigned over breakfast. Nigel Farage distanced himself from his infamous poster pledge to direct £350m into the NHS and fellow Brexiteer Boris Johnson recommended no rush to leave the European Union. For the 24 hour broadcast news networks the days since June 23 have passed in a blur of hyper activity. There’s never a quiet moment. What use is a running order when the drama unfolds at such an unprecedented pace making programme planning almost redundant? By contrast, the print media who can regularly set the agenda through ‘sources close to’ and exclusive investigations have consistently found themselves playing catch-up, having to react to events instead of being able to set the agenda for their traditional morning audience. The morning of Thursday 30 June was typical. The Daily Express front page screamed loudly - I want to be your PM: ‘Clear favourite’ Boris Johnson set to launch bid for Number 10. By nine o’clock that day Michael Gove
had announced his shock bid for the leadership of the Conservative party. And by midday ‘clear favourite’ Boris Johnson had pulled out of the contest. Johnson, like the rest of the world beyond his one-time running mate’s inner circle, had been completely blindsided by the decision. Even a weekly publication at the sober end of the market like The Economist was moved to comment after the first week in Brexit territory in its (aptly titled) leader column “the country has seldom looked so wildly off the rails.” Rarely can newspaper editors have been so grateful to their online teams to uphold their reporting prowess with events happening at such unexpected, breakneck pace. The scale of the turmoil unleashed by the vote on June 23 – leadership battles in both major parties, stock markets in flux, the potential for a break up of the United Kingdom, European reaction, the post-Brexit deal – has guaranteed unbroken coverage on the front pages and many more inside. It wasn’t until ten days after the original vote that another split, involving Chris Evans from Top Gear, produced a consensus for a rival lead drama. But while the future direction of the UK remains so uncertain and volatile there’s no sign that media outlets will choose to leave the subject any time soon. In the words of the former editor of the Daily Mirror, Roy Greenslade, “For journalists, has there ever been a better time to be alive?”
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I HATE THESE
BLURRED LINES...
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words by Laura Wing
Marketing. PR. It’s all the same isn’t it? For many of us working in the seemingly ill-defined sector of brand communications, explaining what we do isn’t always easy.
i can’t even count
the number of times my dad has said to me “what exactly is it you do again?”. He once told someone I was a journalist because he understands that concept. But what is it about the intangibility of marketing and PR that makes it so difficult to articulate? And does that accurately describe what we do in this digital, two-way world? People generally feel safe with the word marketing. It’s leaflets and adverts, right? It’s what our eyes are assaulted with every day. “TWO FOR ONE!”… “BUY THIS SOFA NOW!”… We understand its value and appreciate what it’s trying to do. There are, however, many more subtle and brilliant marketing communication methods in the mix these days to express what you offer. From content marketing to digital and SEO strategies, they’re all trying to do the same thing: make you buy more stuff. It’s a constantly evolving beast that even us industry bods grapple with at times. Keeping up can be tricky – but it’s what we revel in; it’s in our blood.
As proud members of such an intriguing and fluid industry, we are constantly analysing the landscape we see before us. We wonder how we can help our clients quickly understand the value we can add. Recently, an industry magazine explored what PR pros under 30 found the biggest misconceptions about PR to be. Robyn Bemment, account director at WE and agency lead on the MicrosoftSkype account, said: “The biggest fallacy is that PR is about being a press release machine. I’ve had the opportunity to work with clients that are forward thinking when it comes to content, which means I haven’t looked at a press release in years.” That’s what it’s all about! Yes, press retains importance and the printed
word still has value. But it is simply one channel a ‘PR’ company will use to connect with and influence an audience. The landscape has changed so much that businesses now create their own channels. It’s all much more sophisticated than it used to be back in the day. It’s not enough to print something good and hope someone will read it. It’s about getting out there and letting your audience get to know you. Experiential (bringing brands to people through experiences) is a huge part of the mix. Which leads me nicely on to the point – what is marketing and what is PR these days? It’s all rolling into one large ball of engagement activity. We have deliberated extensively over how we should describe what we do. Of course we create press releas-
the biggest fallacy is that pr is about being a press release machine
es and leaflets and knock out plenty of tweets… a brand comms agency wouldn’t be worth its salt if it couldn’t. But what we really get a kick out of is engaging with audiences. We don’t call what would traditionally be the PR section of our business ‘the PR team’. We call it the engagement team. Forget naming the activities. We find the appropriate methods of making people care and consider what your business is doing. That you do what you say you can do is a given… but how can you connect with people emotionally and influence their decision making to ultimately put more on your bottom line? Frances Ingham, director general of PR membership organisation PRCA, is behind PR’s transition. He’s even considering changing the ‘PR’ part of the PRCA’s name to reflect the fact that in an analysis of the PR Week top 150 PR consultancies, fewer than a fifth of agencies now have PR in their name. The editor of PR Week was recently quoted as saying that for those new to the industry the term ‘PR’ was inadequate. They’re not wrong.
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FROM THE FRONT LINE Our longstanding relationship with Red Bull puts us at the heart of the action. These are notes from a journalist out in the field.
words by Dave Rawlings
there is an art to
telling a story, especially if you have a huge audience that despite this one interest, you could have very little in common with. It boils down to keeping people entertained especially on your website or social channels. And the fans of the Red Bull Air Race will soon find entertainment elsewhere if they can’t find it with us. There is a certain apprehension at the start of each day when reporting on a live sporting event – at that moment there are no stories, nothing has happened. There are planning meetings and a narrative will be established, but ultimately it comes down to what happens in the moment. You literally start the day by opening a new blank document in Word. The nature of motorsports reporting means that if you’re not first, you’re nowhere. That’s where we have to flex our journalistic muscle to ensure we’re the first with the story – and not just the story, but with the ‘breaking news’ tweet, Facebook post and Instagram picture.
As the day progresses you have to investigate where the stories are going to break and prioritise what our readers want to digest and how we can give them that ‘wow’ factor on the page. It takes a lot of tenacity to get the story. If a competitor has performed badly, the last thing they want to do is explain to me where it went wrong for them and why. That’s when the skill of the journalist comes to the fore. You need that quote to separate the fact from the conjecture. It’s the essential ingredient of the story. You have to be fast, accurate and know instantly where the story lies. It’s a high-pressure situation. That’s what makes it thrilling and that’s what comes across in the writing.
you have to be fast, accurate and know instantly where the story lies.
METHOD Gamechanging is what fuels the Cambridge brand. We’re excited to work with those who have a desire to be the best in all they do.
Smart collaboration
Property
Skills
It’s all about the team work. We take a look at some of the local businesses who are thinking big and fulfilling their potential.
It’s where the smart money is. We get immersed in the visionary Station Quarter as CB1 takes shape to reveal the city’s future.
With social media at the heart of every comms agenda, we take a look at what the future looks like for one of the biggest players.
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GAME CHANGERS words by Laura Wing
Cambridge has all the ingredients for world domination; the very best minds, an appetite for success and a strong, confident vision. We’re proud to be part of it.
LOCAL INNOVATION TAKES CENTRE STAGE the areas in and
around the local economic hubs of Cambridge and Peterborough have a lot to shout about. At the heart of the UK economy, these cities have been a real driving force behind some of the most iconic and important innovations of recent times. From the discovery of DNA to Europe’s first test tube foal, it’s all happened here. The Greater Peterborough Greater Cambridgeshire Local Enterprise
Partnership (LEP) launched its #100InnovativeDays campaign earlier this year to celebrate and profile 100 of the most significant contributors to local innovation. A bespoke commemorative book was created by Method to mark the campaign and it proved so popular that a reprint is in order. It also received a thumbs up from Silicon Fen stalwart and godfather of innovation Hermann Hauser.
#1ooInnovativeDays celebrates the most significant local innovations
THE LEP LAUNCHED ITS NEW BOOK WITH A THUMBS UP FROM HERMANN HAUSER
WINTER 2016 /
THOUGHT PROVOKING LEADERSHIP cambridge judge business school
(CJBS) continues to deliver pioneering and ground breaking research through its Business Briefing events. From climate change and big data to sharing information, the briefings are presented by the school’s academic members whose interests span the full spectrum of business issues.
THE CJBS BUSINESS BRIEFINGS PRESENT THE MOST FORWARD THINKING BUSINESS RESEARCH
Adding consistency to the briefing collateral, Method created the identity for the event series to align with CJBS’ wider visual personality. Two webinars on the value of information and board and design capital are still to take place in 2016.
cjbs delivers pioneering research events
MAKING A DIFFERENCE
Image credit: The Greater Cambridge Greater Peterborough Enterprise Partnership
social venture
charity Allia launched its ‘Serious Impact’ business support programme in July. The ERDF funded venture offers a programme of skills, advice and guidance to support a broad range of entrepreneurs in their quest to make a social or environmental impact. Targeting those operating in the Greater Peterborough Greater Cambridgeshire areas, the five-channel programme is open to any individual or SME organisation with a mission to provide social and environmental impact. Method conducted an indepth positioning exercise with Allia to produce the brand identity and guidelines to roll out the concept.
SERIOUS IMPACT IS AVAILABLE TO THOSE WITH A SOCIAL MISSION
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METHOD /
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PROPERTY PAIRING
City property clients achieve impact in first half of 2016 with targeted brand awareness activity at the Station Quarter. Carter Jonas and Howard Group unveil key campaigns as CB1 takes centre stage. words by Suzanne Pattinson
Spillers Mill: an icon reimagined 19 luxury concept
apartments launched earlier this spring at Spillers Mill, signalling independent property development and investment company Howard Group’s rise to prominence in the residential sector. The iconic former flour mill in Cambridge, redeveloped by award-winning firm Hill, is adjacent to the station and forms part of the wider Ceres development at the gateway to CB1.
ICONIC SPILLERS MILL STANDS AT THE GATEWAY TO CB1
Howards acquired the freehold in late 2015. It is a significant acquisition for the family owned firm, marking a key milestone in the company’s 80 year history. Nicholas Bewes, chief executive, said: “This acquisition is consistent with our desire to acquire well located, high quality properties within the region. Over recent years, we have been increasing our exposure to the residential sector to complement our existing commercial investments and developments within the Group.”
elegantly statuesque, spillers mill is a unique find for city residents
SUMMER 2016 /
SMILES ALL ROUND AS LITERARY FESTIVAL EVENT WINS HEARTS AND MINDS
Carter Jonas: writing a new chapter 29
with a clear focus
on achieving meaningful engagement with families in and around the city, Method’s recent campaign for national property consultancy Carter Jonas provided an imaginative platform for success, winning hearts and minds along the way. Working with the well-established Cambridge Literary Festival, the residential team at CJ captivated the imagination of those young and old with a helping hand from a life-sized Peter Rabbit. The property experts hosted two Beatrix Potter themed experiences to mark the 150th anniversary of the author’s birth. Celebrating the much-loved children’s books created the perfect platform for Carter Jonas to tell its own brand story while championing the joy of reading and writing as the first ever sponsor of the Children’s Programme.
Richard Hatch, partner at Carter Jonas, said: “The Cambridge Literary Festival was a great fit for us. Each home we visit tells a different story and the families we meet are often starting the next chapter in their lives. This campaign was a great success and the whole concept was spot on for the message we are promoting.” The events formed part of a wider signficant advertising campaign, repositioning CJ’s residential offering across outdoor, trains and print.
well thought out and full of creativity for real impact
CIPR shortlisting the ‘your next chapter’ campaign has been
THE CAMPAIGN AIMED TO ACHIEVE MEANINGFUL ENGAGEMENT WITH FAMILIES IN AND AROUND THE CITY
shortlisted for an industry award in the ‘integrated campaign’ category in this year’s CIPR PRide awards. The awards recognise the most powerful communications work in the Eastern and Chiltern areas.
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SURELY IT’S NOT THE END FOR TWITTER? words by Laura Wing
With user numbers shrinking, share prices plummeting and its former CEO back in the fold, what does the future look like for twitter? twitter has been
thrown into disorder following its decision to extend its celebrated 140 character limit. Does this move signal a shift towards its social counterpart facebook? Its 140 character limit is one of its most protected features and to lose it could potentially muddy the waters. It also announced that the way we view information on our timelines was set to change. Instead of receiving the most recent tweets when we log in, twitter will be using a new algorithm to present users with the tweets it thinks you want to see. When the change was announced the twittersphere reacted by using #riptwitter with one user @RichSharpy commenting ‘People use twitter NOT to use Facebook #RIPtwitter’.
IS TWITTER MORE POPULAR WITH CERTAIN CULTURES?
For PR pros, twitter represents one of the most intricate, delicate and powerful networks at their disposal. Journalists and the media still constitute the largest amount of ‘blue tick’ verified accounts and it’s unlikely this will change overnight; for us it’s definitely not dead. Another audience who also still believes in the power of the tweet is the Japanese. Our experience of running the digital communications for Red Bull Air Race has shown us just how much this collective values the digital channel. In terms of retweets, mentions and direct communication, the Japanese have used the platform far more than any other country on the competition’s journey. Maybe twitter is just more niche than Facebook. Not everything has to be the same size. Maybe twitter can be strong in certain pockets of the world, among different groups of people. Not everything has to be mass market. It’s possible twitter could evolve to have a few good, genuine friends rather than a mass network of acquaintances. Whatever the future holds for twitter, one thing can’t be denied. Its contribution to how we interact with each other has been phenomenal. Even if you don’t use twitter, I bet you’ll have used a hashtag in some way or another. Twitter’s ‘trending’ sidebar is also the quickest way to test the state of the nation; can you think of a better way to instantly take society’s temperature?
its contribution to how we interact has been phenomenal Image credit: Jason Halayko/Red Bull Air Race
SUMMER 2016 /
words by Laura Wing and Penelope Woodham
DON’T BE A HATER 31
The client – agency relationship has quite the reputation. Let’s unpick it and look at how to make it work well. what’s it like to work with us? Straight from our clients... Working with Method is mentally challenging (in a good way!), stimulating, progressive, creative and satisfying. Enjoyable. Stimulating. Productive. Beneficial. Thought-provoking. Rewarding. We have mutual likeability, mutual respect and mutual understanding. Method is not afraid to present bold ideas but appreciates the client’s need to be comfortable with the suggestion made. Their approach is structured but not missing creative ideas. Method is never trying to sell you anything but coming up with creative ideas and approaches. What really makes them special is their personal passion for telling stories and engaging users.
be involved The agency-client relationship shouldn’t be transactional. A decent agency will care about getting to know you personally. Being available to expand on briefs and drill down into what you’re trying to achieve enables them to produce the best results most efficiently. Make it a priority to assign a team member to lead the relationship. make it a good fit Think about what kind of agency you’d like to work with. Do you want one already working in your industry or would a fresh pair of eyes be most beneficial? Knowing the level of autonomy you want your agency to have is also important. Are you a business who will want to monitor constantly or do you want to trust them to act on your behalf? the brief Having a clear idea of what you want your agency to achieve is essential. Are you trying to drive sales or hoping to change perceptions of your brand? Whatever your aim, share it with your agency and make sure the whole business is behind the vision.
Lending your name to an event provides a rare opportunity for the people you care about to experience you in HD and cr
A DECENT AGENCY WILL CARE ABOUT GETTING TO KNOW YOU PERSONALLY
share Sharing information is crucial to your agency. Oversharing is better than undersharing – the team will want to be involved in your business as much as they can so don’t be afraid to reach out. be open to change Any agency worth its salt will probably disrupt your idea of what support you thought you needed in the first place. The best agencies are game changers; they challenge you first so they can produce the most effective results. Remember that they are the experts – they’re just trying to ensure you get the most bang for your buck. but above all… be brave Your agency will want to do some things that won’t sit well with you initially. If you trust your agency, go with it. They really do have your best interests at heart.
you don’t need to shout to make a noise