BREAK BOUNDARIES Great minds come together to raise the bar
BE AGILE Keep focus and prepare for change and challenge
EMBRACE CHANGE Businesses go bold to mark a new era of bright thinking
#2 Winter 2016-17
CONSIDERED CONTENT FOR CREATIVE MINDS
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TIME TO REFLECT Each passing year seems to go faster than the last and when I look back at what has been achieved at Method in just a few short years it’s a reminder of the effort that goes into building a brand. We’ve taken time throughout 2016 to really think about where our future lies – which opportunities we want to pursue as a business and who we want to work with. The thinking behind our brand update: how to define ourselves in a very crowded marketplace by letting our personality shine. We’ll leave it to you to decide if we’ve achieved our goal. Kirsten Corrigan, agency founder
THANKS TO AN AMAZING TEAM OF THOROUGHLY DECENT PEOPLE
design Jillian Boys | Jenny Swales
engagement Laura Wing | Jessica Toye | Kristian Turner | Charlotte Pettitt | Dave Rawlings | Lucy Debenham | Suzanne Pattinson
brand & strategy Kirsten Corrigan
marketing Jenny Cattier | Kayleigh Didcott
organisation Michelle Davies
01223 491350 methodcreative.co.uk method_creative wearemethod
THE AWARD WIN BRINGS US A NEW ENERGY AND PERSPECTIVE
The METHOD VIEW
An award win marks the start of our next chapter.
words by Laura Wing
PAINTING THE TOWN SILVER Our clients appreciate us pushing their boundaries to ensure they get the right results from their investment with us. So how do we ensure that we don’t take what we’re doing for granted and become stale? This is a question we ask ourselves on a regular basis. Receiving an endorsement from a neutral third party takes things to another level. In September, we were awarded silver at the CIPR Anglia, Thames and Chiltern PRide Awards
and it has brought a new energy and perspective to our agency. The award was for our work with long-standing client Carter Jonas. We have a fantastic relationship with them based on honesty, challenge, humour and trust. They had a need for an integrated marketing campaign to prepare their market for its change of name (previously known as Carter Jonas Bradshaws). We needed to reassure their customer base that
although they were changing, they were still offering a cost-effective service and, crucially, the people remained the same. The project involved risks and a need for both ourselves and the client to be bold. With big decisions and budgets at stake, our recommendations would have a significant impact on the business. The award not only reinforced the fact that taking risks pays off, it put a fire in our belly and
reignited our passion to push clients, think creatively and most importantly, to keep aiming higher. I sat there at the awards ceremony elated at our win. It was a big achievement for us to be recognised by a certified body and it was certainly a big milestone in the Method story. Before I’d even left the venue, I found myself asking ‘what next?’. With the win under our belts, the answer was simple. Better, stronger and higher.
MIS S I ON It’s all about the people. We’re surrounded by creative thinkers and hands-on doers. Let’s celebrate them.
Highs & lows
We work with cross-geographic creatives who complement our thinking and bring a new perspective. Meet florianmatthias.
People have questioned the existence of unicorns for centuries. We delve a little deeper and prove they are walking amongst us today.
We meet those who are carving out creative careers on our doorstep. They share the pain and the pleasure.
COMING Is your brand outgrowing you? I advise clients daily on how to bring their brands to life, but when it came to reviewing Methodâ€™s, tasting my own medicine was harder than I thought. words by Kirsten Corrigan
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AS A CONTINUALLY EVOLVING, LIVING ENTITY, METHOD HAS ADAPTED AND RESPONDED TO OPPORTUNITY 08
CAPTURING THE personality of a business and translating this into something people connect with is an artform, and one which requires objectivity – something that I struggled to maintain through our recent rebranding journey. It’s also much bigger than deciding which colours or typography you prefer; if embraced fully, it’s a potentially business-changing opportunity to review the very fabric of your existence and set you up for the future. Why is objectivity so important in the process? As the business founder, and someone who has pretty robust views on how we do things, the risk of emotional factors overriding logic, valuable observations and differing perspectives was potentially high. I hold my hands up and admit it’s been hard to let go of old habits. growing up When I first set up the company I was in a very different phase of maturity and I’ve done a lot of growing up in the past decade as a result of running a business, developing professionally and personally along the way. The Method brand seems to have followed that personal trajectory, which isn’t unusual in the context of owner-led SMEs, where individuals can play a big part in influencing the narrative. As a continually evolving, living entity, Method has adapted and responded to opportunity, which in turn has sharpened my skills infinitely. However, in contrast to the invaluable professional development that comes as part of the package, there is the reality that a sustainable business needs to not be reliant on personalities if it is to flourish.
empower your business We recently completed a full rebrand and repositioning exercise for a longstanding Cambridge firm – owner-led and also with strong personalities at the wheel. My advice from the outset: trust us to determine what is really needed to build the business of the future rather than holding on to the business of the past. Our goal was to capture the secret of their success and find meaningful ways to distil the best bits to provide a blueprint for the future. To reassure those whose fears and anxieties mirrored my own, I also gushed about how they could really use the opportunity to empower those in the business to take things forward. You might want to ask my team about how much of that advice I was able to follow myself… Definitely easier said than done, regardless of how amazing the people around you are. embracing change While we moved beyond a startup mentality a while ago, we have been navigating our way through brand adolescence for the past couple of years to finally reach adulthood. It’s exciting to know Method is still standing after the angst of its teenage years and has in fact blossomed into a well-regarded and respected ‘grown up’ that is accomplished at what it does and respectful of others. I feel like a proud parent. My ‘baby’ can now look after itself… And I can enjoy proper sleep again. Taking that analogy further, personifying the brand is a very relatable way to help more than one person make consistent decisions about the company, ultimately ensuring the right quality standards
OUR NEW BRAND REPRESENTS WHERE WE ARE NOW AND SETS US UP FOR THE FUTURE
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and service levels are maintained. When we talk to clients about their brand and make recommendations about communication strategies, we really get under the skin to understand what is the ‘thing’ that makes them different, special and appealing to their audiences. Often they don’t know how to fit this into a neat brand diagram, but they can draw on their experience to describe what being part of the company feels like – often highlighting both the good and the bad. This is the bit that gets us excited
and means we’ve got to the heart of it. Defining how a brand behaves, how it dresses, how it talks, what music it likes – suddenly these characteristics give life to an abstract entity and help people to walk in the company shoes long after the founder has put their feet up. who we are For Method, we have a clear sense of what our shoes look like – and we’re confident that our way of doing things sets us apart. We feel a strong sense
internally about whether something is ‘Method’ or not – and whether people are a good fit for our culture and mindset. The strategic justification for our rebrand was to confidently bring our light out from under the bushel so that we don’t miss a trick when it comes to new opportunities. 2016 was significant for us on many levels – not least because we were recognised as a leading agency in the region for our work. We’ve unofficially predicted that 2017 will be the year Method comes of age – and maybe I will too.
RELATIONS words by Kayleigh Didcott
What do you get when you add together hard work, strategic minds, design and Austrian flair? Our friends Florian and Matthias.
WITH THE CONSTANT change in political landscapes, we at Method feel that it’s important to build cross-geographic partnerships. This is one of the reasons we engaged florianmatthias – an innovative and dynamic design studio, located in Innsbruck, Austria – as a new web development partner. The studio was founded four years ago by Florian Gapp and Matthias Triendl, who met in high school and both have backgrounds in design. Adapting and evolving in order to constantly improve is a core focus of the business and they continually strive to do so. They set the bar high and aim to consistently do good work and develop their skills through the projects
they undertake. Matthias explains: “We have learned that the more effort we put into our projects, the more we get back, both through having fun and in attracting new clients.” They find innovative ways to learn by running workshops that relate to their current work and on topics that might relate to future projects. The team takes the stance that real growth and development comes from consistently maintaining the quality of all the projects that they do – quality over quantity. They may be young, but they’re also wise enough to know that growth doesn’t just come from success. Failure is often necessary. Trial and error have taught them that the most important thing
for excellent projects isn’t always the implementation of the newest technological innovations. It’s far more crucial to focus on those factors that are part of their core skillset and that are essential to the creation of their best work. They focus on the purpose of the project and then set clear objectives to meet their goals. Florian and Matthias welcome leaving their comfort zones as a door to new learning. They often leave their comfort zones, quite literally, for inspiration – having recently taken a trip to Japan. They recognise the benefits of changing work environments and working crossgeographically. It’s one of the reasons that we were enthusiastic to work with
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THE DYNAMIC DESIGN DUO
TOP 5 FAVOURITE FONTS AT FLORIANMATTHIAS
them – they bring a fresh European perspective to the table and have a curiosity that excites us! It goes both ways too – they are eager to build strong relationships with their clients. Matthias continues: “It doesn’t matter if it’s a website, an identity, something crazy, or just a simple thing – if the client stimulates us and vice versa, we have a good time.”
When it comes to work, they’re clearly doing something right, having won a surge of design awards in the last few years (a Red Dot Design Award, iF Design Award and a European Design Award – to name a few). When asked what it means to them, Matthias expressed that the more innovative or exciting work that they produce, the more interesting the clients and
projects they attract. In this way, awards motivate them to push the boundaries even more to create work that they are proud of, which defines the direction that they move in. Having worked with them first hand, we can testify to their enthusiasm and their commitment to creating great output. We can’t wait to see where the future takes them!
1. Gill Sans 2. Univers 3. Tundra 4. Ingeborg 5. Gotham
FLORIAN AND MATTHIAS WELCOME LEAVING THEIR COMFORT ZONES AS A DOOR TO NEW LEARNING
BETTER TOGETHER words by Laura Wing
There’s nothing more important to us than bringing our clients the most inspired thinking possible. That’s why we’re championing interns to all businesses – including yours.
I DON’T THINK I KNOW anyone in business opposed to the idea of taking on interns. It’s usually met with a lot of nodding and excited appetites... until it comes to organising and shaping what an internship looks like. Who will look after them? How much hand-holding will they need? Do we even have anything they can do independently? Probably not. Let’s revisit it again at some point… Creating an internship sounds like a great idea – and it is. But businesses shouldn’t just be taking them on because ‘it’s a good thing to do’; they need interns as much as interns need them. In summer 2016 Method took on three interns that rocked our world. We had a clear goal – to make their two weeks with us worthwhile and bring our clients a fresh dose of creative thinking. And of course, to give back and nurture the growing pool of talent that thrives in our city and industry. What’s even more important is the value our clients can get via Method working alongside interns. I like to think I have my finger on the pulse. I work in communications full-time and my clients are usually not far from my mind even when I’m not in the office. While Method prides itself on having perspective when it
comes to client work, we still make sure we’re getting our own dose of fresh inspiration that we can apply to our work. This is where interns come in. These individuals are able to bring knowledge and perspective we don’t get exposed to every day. They can bring ideas to the table that may make us look at a concept or a client challenge in a completely different light. They’re at the cutting edge, as new trends surface and the next generations of thinkers come to the fore, they are right there at the front riding the first crest of the wave. Yes, they need nurturing and yes, their ideas may not be a polished nugget of gold ready to present to a client, but the fresh seed of inspiration is there and it must be listened to. I was definitely in the ‘interns are great, but involve a lot of work’ camp before we developed our own programme. Investing in the creation of a robust plan to nurture these individuals for just two weeks made me realise that as long as you have a blueprint, taking them on needn’t be arduous. There are easy ways to ensure they don’t fall into the tea-making trap.
WE VALUE OUR INTERNS – THEY PROVIDE FRESH THINKING AND A NEW PERSPECTIVE
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KAYLEIGH DIDCOTT: METHOD’S MARKETING INTERN
One person should have overall responsibility for the programme and check in with the intern daily, but ultimately everyone in your business should be involved along the way.
CREATE A BLUEPRINT
TAKE THEM SERIOUSLY
Create a robust plan that identifies the skills you want the interns to leave with and select the best people in the business to deliver these. Once you have a timetable, you can use it with each intern and tweak accordingly.
Give your interns something to aim for and ensure everything they do during their time with you is contributing to the final task. Let them know what they will be expected to do by the end – it will create a sense of purpose for them.
They may not have as much experience in the industry as you, but they have a complementary understanding that you can utilise. Listen to them, encourage them to ask questions and treat them as equals.
It’s important to let interns know their strengths and weaknesses. Equally, be open to feedback from them – how could you improve your internship programme for the next person? Honest but constructive feedback is crucial.
The Method intern programme 3 interns - 2 weeks - 1 challenge
Our interns were tasked with creating an integrated campaign to relaunch the new Method brand. It was presented back to the Method management team at the end of the two-week programme. To support their development, they spent specific periods of time with various members of the team to give them insight into different areas of the business. They learned about how to present to an audience, what it takes to turn an idea into reality and how to recreate a bit of Method magic.
MY INTERNSHIP JOURNEY Arriving at Method headquarters, one thing is clear – this is a team of welcoming and capable individuals who know what they’re doing and who have fun doing it. Method’s human-centric focus enables the agency to create lasting and engaging experiences for employees, clients and consumers – I believe there is great strength in this. Since taking the first steps of my placement, I have found the tasks I’ve been assigned to be interesting, challenging and exciting. I’m making use of my can-do attitude, tackling tasks head on and asking lots of questions along the way! I’m finding new ways to add value to the agency and I’ve found that it’s about taking things one step further than simply following through on my tasks, as I bring my unique and fresh spin to the table in everything I do here. Experiences are what you make of them, and mine are going to be great. I’m learning more every day; I have been encouraged to seek help whenever needed and I have received support that is conducive to growth. These are the kinds of experiences that you can’t learn from a textbook. With changes underway, I couldn’t have joined Method at a more exciting time in its history and I am feeling optimistic and fired up about the months to come!
MYSTICAL NO MORE It’s true, unicorns are real. Here’s how you can spot them... words by Kayleigh Didcott
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THERE SEEMS TO BE A LOT OF EXCITEMENT AT THE MOMENT ABOUT ‘UNICORN’ EMPLOYEES 15 THOSE WHO HAVE yet to sight one in person may tell you they’re not real. We’re here to tell you that they are, and how you can recognise one! At Method, we recently came across an article published by Ryan Holmes – the CEO of Hootsuite – titled ‘5 Signs You’re a “Unicorn” Employee’. Everything that Holmes wrote resonated with us – we’ve been talking about unicorn employees for a while now. We talk about ourselves as being a team of unicorns. It’s something that motivates us, encourages us to raise the bar and helps us to inspire trust in existing and potential clients. We believe that the industry expects us all to be unicorns today and we don’t expect any less from ourselves or from those that we work with. It has become an industry standard. But what is a unicorn employee and why do they matter? Here are the key traits of unicorn employees, as highlighted by Holmes: you can wear many hats Unicorn employees are not limited by their job title. As Holmes explains, employees truly flourish when they are “flexible and intellectually curious”. They have the ability to wear many hats and are always eager to expand their knowledge. you’re a big-picture thinker Having the ability to see the bigger picture and always keep the overall goals of the business in mind, while simultaneously paying close attention to detail, is a key characteristic of unicorn employees. They know that “the devil is in the detail”.
CULTIVATE YOUR HORNS...
doggedly persistent Holmes describes unicorn employees as having “true grit”. Whenever obstacles arise, they know that it is crucial to keep focused on their longterm goals. naturally respectful Unicorn employees are naturally respectful to everyone that they interact with, regardless of their title. This means leading by example, having humility and the ability to work well with others. you get sh#t done As Holmes so aptly stated: “…At the end of the day, you can be respectful, multi-talented, tenacious, detailoriented and a big thinker. But if you don’t produce real results and move the needle, all those traits are wasted. They must be able to execute”… And execute while having fun!
Aspiring to be unicorn employees inspires growth and trust, which is why we seek these traits in our team and those that we work with. While they may be difficult to catch, they are worth the effort and will inevitably offer up great benefits for your business… And they’re not as elusive as they once were. With some coaxing, anyone can transform into one. Go forth and cultivate your horns!
Annabel Bradford is the marketing and events manager at Redgate Software, Cambridge. Her role involves organising large influential events across the world. We hear from her on the highs and lows of delivering these thought-leading events… Annabel Bradford marketing and events manager at Redgate Software
MY ROLE IS diverse and exciting. Bringing ideas to life by first creating an event concept and seeing it through to delivery is a truly exhilarating process. A real high of my role is being able to deliver a memorable experience for delegates and continually explore creative new ways to excite them. I’m fortunate to have freedom to experiment, which often means stepping out of the comfort zone and trying new things. As we run events throughout the year, it’s important to keep up with industry trends to make the experience as relevant and thought-provoking for attendees as possible. By being on the frontline at events you get to meet so many influential people and gather insight into what really makes them tick. What’s really lovely is hearing positive feedback from attendees and customers! The engagement that is generated on social media about the events adds to this and is another indicator of their success. Seeing it all come to life makes it worthwhile!
DELIVERING EVENTS worldwide means travelling a lot, which I love! But on arrival at these places I want to throw myself into everything – all the morning runs, after-parties and yoga classes on offer – so getting enough sleep can be an issue! Rest is important, so I get as much as I can to keep me ready and raring to go, although the buzz of my job always gets me through. As an events manager, the action never stops. Once one event is over, planning the next project has already begun. So there isn’t ever much time to dwell on the lack of sleep.
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.
Whatâ€™s with print?
We rolled up our sleeves to get stuck in to the Estates Gazette Question Time debate so we could be part of the conversation.
Devolution is the buzzword of the moment. We go beyond the headlines to explore how this will affect Cambridge.
As we absorb digital technology into our everyday lives, including our careers, it begs the question: where does print now stand?
PROTECTING BRAND CAMBRIDGE FROM
BREXIT words by Kristian Turner
Estates Gazette’s Cambridge Question Time partner Method was on hand to help ponder Silicon Fen’s ability to insulate the city from the tremors around a British exit from the EU. Could its impact whip up a wave of bad PR for the city?
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UNCERTAINTY AND speculation – two words currently doing the rounds, as a void of information emanates from Whitehall. Rightly or wrongly, the Government has yet to present a plan for Brexit. While Theresa May parks the intricacies of rhetoric in order to get the politics right for March 2017, Cambridge companies are already thinking hard about how best to overcome their own communication problems – a point that set November’s debate into motion. ‘We are open for business’ – a sign being hung optimistically on every
company’s door, according to the Cambridge Question Time panel, chaired by Estates Gazette editor Damian Wild. A positive spin is needed for the inevitable departure. It is critical to the ongoing successes forged by Cambridge’s richly entrepreneurial ecosystem – a long established global hub of business innovation, science and technology. Business leaders seem confident that solutions will both be sought and found, with pragmatism (despite the challenges that are certain to come) and a sense of opportunity both taking centre stage. Could Brexit ultimately
allow Great Britain – and Cambridge by proxy – to be seen as truly ‘global’? Businesses will need to stay agile and present messaging that is both adaptable and transparent. To remain ‘neutral’ may not be what key stakeholders need (or want) to hear. Speaking in PRWeek before the referendum, Citigate Dewe Rogerson MD Patrick Donovan asked: “Is it credible for companies to say they remain ‘neutral’ out of respect for the diverse views of its stakeholders? I don’t think so. Shareholders and other interested groups are surely entitled to far more transparency.” It’s a sentiment echoed in Cambridge, with the city voting overwhelmingly in favour of remaining part of the EU (though the Fenland district saw a 71.4% swing towards leave). Corporate messaging will need to be honest and open and able to accept objection. It will need to appeal to a myriad of stakeholders, both at home and across mainland Europe. As business analysts are tasked with adjusting projections, corporate communications teams will have to ensure that they are equipped to deal with any conceivable outcome. At Cambridge Question Time, 42% of audience respondents felt that Brexit heralds bad PR for brand Cambridge. Whilst in no way an overwhelming dash for the hills, that percentage suggests that businesses acknowledge – and intend to be ready to – face the inevitable challenges head on. Leaders will need to be vocal to fight the city’s agenda at an international level, taking the time to consider what to say to Brussels directly and in a tone that will be well received.
The panel lineup
KEY INDUSTRY VOICES DEBATED THE IMPACT OF BREXIT
DEREK CARR Partner, PEM –
WILLIAM JEWSON Development director, Howard Group –
EMILY ORTON Co-founder, Darktrace –
RICHARD JANES Cambridge head of development, Savills –
MARK REEVE Chairman, Greater Cambridge Greater Peterborough LEP –
RT HON LORD LANSLEY Chair of the Cambridgeshire Development Forum
a state of flux With European politics in a state of flux, the demands on business communications are huge. Increasing anti-EU discourse and the reemergence of the far-right – never mind the role of both mass and social media – make getting the right message to the right people at the right time near-Sisyphean. Whilst speaking multiple languages to multiple audiences has always formed part of the remit for PR people, their workload just got heavier. What Brexit means for their own business – not just their customers – has added a whole new dimension to next year’s communications plan. changing infrastructure With Cambridge creaking under an ailing infrastructure of congested transport networks, affordable housing in short supply and a lack of modern, flexible workspace, devolution may represent an opportunity to set out
a clear, local strategy for Cambridge. News landed recently that a new mayor will be elected in May 2017 to head up a devolved Cambridge and Peterborough. The panel agreed that he or she would need to understand the dynamic of the region and work closely with neighbouring boroughs and counties to create a robust network of ideas and collaboration capable of navigating the unavoidably choppy waters of post-Brexit Britain. A programme of sustainable expansion (done properly and away from a densely populated, overburdened city centre) could act as a beacon to overseas investment from an incoming AstraZeneca or Google – generating good news stories all round. the cambridge talent pool and free movement Given the fact that the UK is unlikely to retain its existing arrangement around free movement, the need for coherent messaging – and what our new image
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projects to the rest of the world – is paramount. Is the UK really open for business? Should people still come to work, enroll their children in schools, and relocate their research facility or global head office here? Would it be a different story if AstraZeneca and Google were reading about us in 2020? For Cambridge and its resident businesses to continue to attract the very best international talent, startups and SMEs, in particular, will need access to marketing teams equipped to weather the storm. With word-of-mouth referral alive across the University’s global alumni network, galvanising a student body that feels a sense of disassociation from the referendum’s majority voice
may prove pivotal in determining whether the current pool of workers evaporates or remains buoyant. the power of good comms The Rt Hon Lord Lansley reminded the room that many people voted to leave the EU because they wanted to feel part of something global. Two things are certain: Britain will leave the EU and we will need to be bold with what we say if brand Cambridge is to carry the collective and withstand the trials to come. Media outlets, PR professionals, businesses and academic institutions alike must shout it from every spire and every rooftop – Cambridge is open for business.
It looks inevitable that the cost of doing business internationally will rise; that the city’s infrastructure will need a serious overhaul if we’re to be match-ready; and a visa system may yet impact on our ability to attract and retain the best talent. But with a preference towards a soft Brexit and its opportunity for the continuation of shared ideas, the air over Silicon Fen is optimistic. Cambridge is poised to adapt. William Jewson, development director of the Howard Group, put it succinctly: “Cambridge is a dynamic city and I am confident it will find a solution.” It seems the might of ideas and the power of good communication should not be underestimated.
IT LOOKS INEVITABLE THAT THE COST OF DOING BUSINESS INTERNATIONALLY WILL RISE
One event, many voices – we take a look...
Devolution deal for Cambridgeshire and Peterborough set to go ahead ITV NEWS – NOVEMBER 22
Cambridgeshire and Peterborough back £800m devolution deal BBC NEWS – NOVEMBER 23
Peterborough and Cambridgeshire to get elected mayor after devolution deal finally agreed PETERBOROUGH TELEGRAPH – NOVEMBER 23
Cambridgeshire and Peterborough have given the go-ahead to a devolution deal that will include a £170m affordable housing fund INSIDE HOUSING – NOVEMBER 24
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THE NEWS AS I SEE IT
GCGP LEP Laura Welham–Halstead 23
– a word you will have heard bandied around the press recently as local authorities and Local Enterprise Partnerships (LEP) across the East decided whether to do a deal with Government that would see powers and money devolved to the local area. Sometimes thought of as another layer of Government, devolution actually brings these powers and funds closer to the local area – extracting it from central Government and putting it under the custodianship of the Combined Authority. Column inches aplenty were printed this summer about the potential tri-county Devolution Deal between Cambridgeshire, Peterborough, Norfolk and Suffolk, and the subsequent refusal of the deal by Cambridge City Council and the Greater Cambridge Greater Peterborough LEP (following strong views from business that this area was too large and not fit for purpose). The media covered the twists, turns and potential Mayoral candidates with great interest – with one journalist reputedly feeding information about potential Mayoral candidates to a well-known Bookmaker!
More intense negotiations with Government followed, and the Cambridgeshire and Peterborough partnership managed to secure an even better deal with additional funding for affordable housing. Consultation with businesses and residents followed, showing support for the Deal, before the LEP and each of the local councils took a final vote on whether to proceed with the deal. The day before the Chancellor’s Autumn Statement the final partners voted in favour of Devolution – with round one of the Deal worth £770 million to the local area, and the potential to negotiate Deals Two, Three and maybe more in the future. At the forefront of these negotiations will be a new Mayor for Cambridgeshire and Peterborough, who will be voted for by local residents in May next year. The strength of the Mayor is critical for the success of the Devolution Deal. So keep reading the papers and following the headlines to find out who throws their hat in the ring to stand for Mayor. As we went to press, we’d just heard that Heidi Allen MP had done just that
Weâ€™re in a world that is digitally obsessed. With a continuous influx of new technologies, traditional forms are being pushed further away. This leaves us with the question: does print still have a place in a digital world? words by Jessica Toye
TO PRINT NOT TO PRINT?
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PRINT IS AN ARTFORM THAT HAS ENDURED FOR CENTURIES
IT’S BEEN NINE YEARS since Amazon released the first Kindle. Specifically designed for reading on the go, it performed the same function as the physical book and more. Allowing multiple stories to be stored on one device, it was the commuter’s dream. No longer having to lug a weighty paper book around, losing your place every time your bookmark inconveniently fell out of place, or the page corner unturned itself. This new digital device changed the way book lovers read and heightened the longstanding argument – is print dead? With books now digital and newspapers favouring online offerings, things have started to look bleak for print. It would be easy to think that print’s supposed drop in popularity was
its own doing, not being able to keep up with technological advances and with no upgrade option to offer consumers anything new. But some things do not need added frills to remain timeless. Physical book sales dwindled for the first few years after the Kindle launched, but have steadied in recent years. Print has found its niche. Swimming against the current, this timeless form of communication has found a new place in the world. With so many people embracing digital, print has become a luxury and personal form of interaction. It provides physical contact with something that would otherwise only exist in a virtual reality. This example is echoed through most industries. It’s hard to find a print-based task that doesn’t have a
MANY INDUSTRIES HAVE BENEFITED FROM USING DIGITAL, BUT PRINT STILL PLAYS A KEY ROLE
digital alternative. Many industries have benefited from using digital, but print still plays a key role – it’s the constant factor in a highly changeable world. We have the luxury of choosing between print and digital, providing us with an expanding communication ‘toolbox’ where we can speak to our audience through a variety of channels. Technology is continually progressing – enabling these channels to multiply – and opening up new doors through which to interact with each other alongside the more traditional ones. It comes down to knowing what will work best to achieve the ultimate communication goal. Print and digital go hand in hand – we just need to know how to utilise them together.
‘Kindle sales have ‘disappeared’, says UK’s largest book retailer’ THE TELEGRAPH – JANUARY 2015
‘The plot twist: E-book sales slip, and print is far from dead’ NEW YORK TIMES – SEPTEMBER 2015
‘Waterstones to stop selling Kindle as book sales surge’ GUARDIAN – OCTOBER 2015
IN THE LAST YEAR SALES OF PHYSICAL BOOKS GREW BY
E-BOOK SALES FELL BY
1.6% SALES OF PHYSICAL BOOKS REACHED
£2.76bn Guardian – MAY 2016
‘Is the writing on the wall for e-books? Sales of traditional books up after readers prefer the old-fashioned format’ DAILY MAIL – OCTOBER 2015
M E T H O D Changing the game is what fuels the Cambridge brand. We’re excited to work with those who question the status quo to build brands that people love.
A quiet revolution is coming to the fore, as businesses strive to put purpose before profit. But what does it all mean?
We take a look at the startup companies changing the big data game in Cambridge. Let’s see how data analytics is shaking things up.
2016 brought us dabbing, the mannequin challenge and ‘squad goals’. We explore what 2017 is set to have in store for us.
AT THE HEART OF IT The changing consumer landscape means that businesses are increasingly opting to define their brand purposes, but why is it so important? Letâ€™s delve into how having a positive guiding principle can lead to successâ€Ś words by Kayleigh Didcott
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Global warming. Recycling. If you live in the twenty-first century (which I hope you do) then these are terms that you most likely have thrown in your face every time you look at any form of media… And maybe even when you make the mistake of engaging in polite conversation with your yuppie-pressedjuice-drinking neighbours. With a deluge of messaging and a shifting mindset towards healthy and sustainable lifestyles, there is an increasing demand for a new form of business – one that is driven by purpose.
Consumers are taking a stand and placing intensified pressure on businesses for more transparency in their practices. It’s not enough to simply have bolt-on CSR packages – brands need to stand for something. Consumers want to engage with companies that exist for a purpose that shines through in all that they do. Brands that are jumping on this bandwagon by finding ways to leverage this changing mindset to their advantage are reaping the benefits.
START WITH WHY Simon Sinek, the pioneer of the Golden Circle theory, is an advocate for starting with the ‘why’. He explains that all inspired organisations, regardless of their size, “…All think, act, and communicate from the inside out”. It’s the ‘why’ that counts – the guiding principle that informs decisionmaking, creates direction, and that generates a competitive advantage that is near to impossible to reproduce. Having a shared purpose within a business ensures that when project
What? How? Why?
SIMON SINEK’S GOLDEN CIRCLE THEORY IS A SHINING LIGHT FOR BUSINESS
challenges arise – while there may be a shift in the goals for that project – the purpose ultimately remains the same. Knowing and allowing the ‘why’ to lead communicates that profit is not the ultimate driver of the business. Profit can become a consequence of having a strong and meaningful identity, communicating authentically, adding value to the lives of people, building sustainable relationships, and serving the brand purpose in all that the brand does. This is a concept that I learnt during my studies at Vega School of Brand Leadership, and it is something that I will carry with me throughout my professional life. LET PURPOSE LEAD The process of letting purpose lead may require adjustments within the organisation, which has to have buyin from the top down, as leaders inspire action. Great leaders who leverage business purpose have found that it ultimately makes the business stronger, even if the transition stage can be somewhat rocky. Charles Davidson, previous executive chairman and CEO of Noble Energy, successfully reinvigorated employees by identifying the company’s real purpose – ‘energising the world, bettering people’s lives’. Leaders like Davidson know that if you don’t define your business’ values, others will do it for you. If businesses are serious about letting purpose lead, then some form of evolution is necessary, and this is a process that can take time.
IT’S THE ‘WHY’ THAT COUNTS – THE GUIDING PRINCIPLE THAT INFORMS DECISION-MAKING AND CREATES DIRECTION
AT THE HEART OF IT Brands that hold their guiding principle at the heart of everything that they do are the ones that will ultimately win. This doesn’t only apply to small startups either. Consider Coca-Cola, one of the most valuable global brands for 2016 – their purpose is ‘to bring togetherness, spread happiness and inspire a better future’. Big brands have the scale, reach and resources to leverage their businesses for good. They should strive to lead by example, guiding the way for others. GO FORTH WITH PURPOSE Businesses with purpose are the future in a constantly evolving consumer landscape – this is undeniable. So go forth, be great, stand for something, own it, win it, and find ways to show it. With this kind of attitude, you can’t lose.
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Image credit: Innocent Limited
Brands strive to put purpose before profit. Here are some that are leading the way...
Innocent Drinks taste good and they do good too. The brand’s objective is to create healthy drinks that help improve people’s lives, which is visible through their sustainable practices and their efforts to educate about the benefits of fruits and vegetables for a happier and healthier world.
INNOCENT’S SOW AND GROW INITIATIVE ENCOURAGES KIDS TO GROW THEIR OWN VEGETABLES
TOMS PROVIDES RESOURCE TO THOSE IN NEED
PRODUCING SAFER CARS IS AT THE CENTRE OF VOLVO’S ETHOS
VOLVO Known as one of the safest car brands in the world, Volvo has committed itself to Vision 2020, an initiative that aims to ensure that no serious injuries or fatalities should take place in a new Volvo car by 2020.
Image credit: Volvo Car Corporation
Image credit: TOMS UK
With their ‘One for One’ policy, for every pair of TOMS shoes sold the business provides shoes, better sight, clean water, and safer birth services to people in need through thoughtful partnerships. TOMS believes that they can “…improve people’s lives through business” and they certainly do.
OUR GREAT CITY WILL
words by Kirsten Corrigan
Cambridge remains on the global stage for energetic charity endeavour.
THE CROWDS PASS THROUGH CAMBRIDGE CITY CENTRE
Image credit: Andreas Langreiter/Red Bull Content Pool
STEPPING IT UP once again earn a place on the map with the announcement that Cambridge has been chosen as one of the locations for the ambitious Wings for Life World Run event on 7 May 2017. Following a successful debut in 2016, after two years holding the race at Silverstone, runners flocked in their thousands to take part in the one-ofa-kind sporting concept and we have been selected for a return visit next year. The race has an unusual format, where competitors run in over 30 locations at exactly the same time around the world – regardless of the time zone. We’re lucky in the UK as we start the race at 1100UTC, while it’s an all-out race through the night for those in Australia.
The challenge is to be the last person running in the men’s or women’s competition, regardless of where you are on the globe – you’re essentially racing people from around the world. Next comes the catch… literally. The race has a moving finish line – the Catcher Car – snapping at the heels of the runners as they try to outrun it. As there is technically no fixed finish line and no set distance to cover, the race is defined by the pace of the eventual Global Champions. The Catcher Car leaves the start line 30 minutes after the official start time, giving the competitors enough time to make headway, and increases its speed incrementally. As the moving car passes each individual runner their race ends. It’s a simple yet visionary way to add
THE CHALLENGE IS TO BE THE LAST PERSON IN THE RACE
Image credit: Andreas Langreiter/Red Bull Content Pool
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33 THE CATCHER CAR IN FULL SWING
which will directly fund research and clinical trials aimed at finding a cure. 2016 winner Giorgio Calcaterra set a new record with 88.44km covered in Milan, Italy and in 2017, the goal is to raise the bar once more – both in terms of participants and funds raised. The winners of the UK race in 2016 were Steve Way and Caitriona Jennings. Wouldn’t it be great to put Cambridge on the map with a Global title in 2017?
Image credit: Andreas Langreiter/Red Bull Content Pool
new energy to road racing. Heading into its fourth year, it has captured the imagination of all those aware of it. It’s also captured the hearts of those involved. The event is organised by Wings for Life, a not-for-profit spinal cord research foundation that was co-founded by the man behind the Red Bull brand. It makes sense that such an ambitious concept was conceived by the company behind the ‘Gives You Wings’ slogan – and it’s that focus on rehabilitation and recovery that has fuelled the momentum of the organisation since it began in 2004. The facts are sobering. More than 250,000 people sustain a spinal cord injury each year, with millions consigned to a wheelchair as a result. In 2016, the event raised €6.6million,
THE FOUNDATION All funds raised through the World Run event and other fundraising activities are reinvested into specific scientific research and clinical trials at world-class institutes, including on our very own doorstep. The Foundation receives around 250 grant applications each year, with about 15-20 qualifying for funding. Dr Stefano Pluchino, from the Department of Clinical Neurosciences at the University of Cambridge, is one example of a beneficiary of the funding. His research into nanotherapeutics and stem cells is supported for three years by the Foundation.
RUNNERS OFF THE MARK AT THE CAMBRIDGE EVENT
GAME CHANGERS words by Jessica Toye
Cambridge is renowned for its influential startup culture. The city nurtures entrepreneurial spirit and provides the foundations for these companies to grow. We take a look at the Cambridge-born ventures that are changing the big data game in their industriesâ€Ś
SUPPORT FOR EVERYDAY DECISIONS flotsm is
transforming the way decisions are made by utilising the power of the iPhone â€“ unlocking the ability of collaborative decision-making. The app allows you to tap into collective knowledge and provides informed unity in the decision-making process. Users can float a question and receive feedback from the Flotsm community, as well as follow and
search specific topics. It connects you with a digital community and makes you feel supported by harnessing the wisdom of crowds on difficult or light-hearted decisions. Users remain anonymous to ensure people respond truthfully, taking away the fear to contribute.
THE APP ALLOWS COLLECTIVE DECISION MAKING
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THE WORLD’S LEADING PROVIDER OF ADAPTIVE BEHAVIOURAL ANALYTICS TECHNOLOGY fraudulent behaviour is
something we hear about a lot. Whether it’s a personal experience or in the news, it seems to be all around us. Featurespace built the world’s first Adaptive Behavoural Analytics engine – technology to defuse fraud attacks by understanding ‘normal’ patterns of behaviour.
FEATURESPACE’S TECHNOLOGY OUTSMARTS RISK TO HIGHLIGHT BEHAVIOUR ANOMALIES
The engine builds up profiles of normal behaviour, so it can rapidly locate and highlight behavioural anomalies. It has the ability to predict what an individual or group will do next. Born out of the University of Cambridge, this technology self-learns – enabling it to stay ahead of the curve and fend off fraudsters, providing security for businesses.
FENDING OFF FRAUDSTERS
REINTRODUCING CERTAINTY FOR INVESTORS as crowdfunding has grown from strength
to strength over the last fifteen years, it has created a new world for business. Funding through this mechanism has increased exponentially as people come together to fund projects and ventures via the Internet. This extreme growth has meant that data analysis has been utilised less, resulting in investors wading into uncharted territory when predicting
what will be the next ‘big thing’. Crowdsurfer recognised the need for certainty and developed software to address this. The platform utilises big data to highlight the current startup trends by pulling information from over two hundred crowdfunding sites. It sorts through this data and produces straightforward analytics, showing investors the current opportunities in the global market – reintroducing certainty back into the industry.
WE’RE POSITIONING LUKE FOR HIS DEBUT ON THE WORLD STAGE Luke Mossey: the rising star
FULL THROTTLE Motorsport clients shine in a successful year in the air and on the ground. We take inspiration from these dedicated athletes as 2016 draws to a close... words by Laura Wing
MOSSEY IS ONE OF THE YOUNGEST COMPETITORS IN THE BSB SERIES
racing’s biggest rising star joins Method for his most successful year yet. Responsible for growing the profile and media outcome for British Superbike (BSB) competitor Luke Mossey, Method has applied learnings from our work with the Red Bull motorsports series to maximise his presence and appeal to sponsors. Mossey, racing for the factory Kawasaki team in the elite motorcycle racing championship, climbed the ranks in only his second season at top national level to achieve a career second best. He is considered the one to watch and was one of the six title fighters for the 2016 Championship. “We get the most satisfaction working with genuinely ambitious clients so Luke is a great fit for us,” said brand and strategy director Kirsten Corrigan (also lead on the Red Bull motorsport account). “We take away the headache of managing the media while positioning Luke for his debut on the world stage. We’re very comfortable in this environment and understand the pressures and opportunities for professional athletes.” Collaborating with Mossey’s key sponsors to develop the 24-yearold’s public profile, Method achieved significant fan growth on social platforms and secured key media opportunities regionally and nationally.
Image credit: Julian Claxton
WINTER 2016-17 /
Image credit: Joerg Mitter/Red Bull Content Pool
KISSING OF THE BRICKS RITUAL IN INDIANAPOLIS
Red Bull: the sky is the limit THE RED BULL RACE has delivered a
thrilling mix of twists, turns and unadulterated action throughout its 2016 season. Method has been on the road once again with the ultimate motorsports series in the sky, hot on the heels of some of the sport’s most promising stars. We were able to witness first-hand the passion that drives the athletes through our relationship with the series’ communications team. We work closely and are the driving force behind its digital communications strategy. We transmit the drive, ambition and commitment of each pilot and its team to the eyes of the millions of fans addicted to the high-octane competition.
The highlight of the season was German pilot Matthias Dolderer scooping his first championship win in Indianapolis, the home of motorsport. He won the season in epic style with one race to spare, proving that being the best in the world is the only option.
MATTHIAS DOLDERER CELEBRATES HIS VICTORY
THE AIR RACE CAPTURED ABOVE BUDAPEST
Image credit: Armin Walcher/Red Bull Content Pool
Image credit: Tim Keeton/Impact Images
WE WITNESS THE PASSION THAT DRIVES THE SPORT’S ATHLETES
As the year swiftly draws to a close, we take a look at some of the exciting trends for 2017…
words by Kayleigh Didcott
ECO-BOOSTERS Sustainable living is increasingly becoming a way of life. With growing consumer expectations, some brands are choosing to set the bar higher than recycling initiatives and renewable energy. They’re taking their contribution to sustainability a step further by offering products and services that actually benefit the environment – cool things that both feel and ‘do’ good. Adidas and Parley recently collaborated on the creation of a limited edition sneaker made out of recovered recycled fishing nets, frequently found littering the ocean in the Maldives. A competition was run for consumers to win one of fifty pairs by submitting a video on Instagram that demonstrated their commitment to stop using singleuse items made of plastic.
ADIDAS X PARLEY CREATED SNEAKERS OUT OF RECYCLED FISHING NETS
Image credit: Adidas
LET’S GET TRENDY
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Live streaming is the new television – it provides businesses with the ability to broadcast their content in a more flexible way that conveys forward thinking. Many brands are using this as a strategy to connect with and inspire their target audience by livebroadcasting sports and events. It’s a way for consumers to engage with them as they happen, even if they can’t be present in the flesh. Twitter’s Periscope began the trend of live streaming, but is swiftly losing popularity as other channels release similar offerings. With Snapchat stories, Instagram’s Boomerang and the anticipated Whatsapp ‘Stories’ all competing for this space, it will be interesting to see which platforms come out on top as live streaming continues to evolve!
IN THE MOMENT
In 2016 mobile has overtaken desktop computers for the first time ever as the most popular platform for online searching and shopping. StatCounter reported in October that global mobile web browsing traffic accounted for 51.3% versus desktop’s 48.7%.
BRANDS ARE PUTTING MOBILE FIRST
Brands need to listen to consumers by focusing on user experience and placing the consumer at the heart of all they do. Amazon and ASOS are perfect examples of brands that create a great user experience for the consumer through mobile apps and sites.
Image credit: Periscope / Drummond Central
THE NEWCASTLE PUDDLE TOOK LIVE STREAMING BY STORM #DRUMMONDPUDDLEWATCH
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