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writing on the wall Drawing inspiration from those who use outdoor space as a canvas for creative expression

seeking the truth Fake news is already old news – let’s highlight it while celebrating good reporting

thinking space Create the right environment to boost productivity and drive collaboration

#3 Winter 2017/18

CONSIDERED CONTENT FOR CREATIVE MINDS


see more at...


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ready to be fearless?

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As Method marks a decade in business in 2018, I’m asking myself questions about what the next ten years could look like for our agency. While our growth has been entirely organic and measured, it has required much facing of fear in order to progress. It’s this mindset that our clients value, and they feel in safe hands with us when it comes to challenging their own thinking. If you’re looking ahead to the next ten years as we are, maybe it’s time to talk to us. Kirsten Corrigan, agency founder

thanks to an amazing team of thoroughly decent people

design Jillian Boys | Giuliana Tammaro engagement Nina Lancaster | Laura Wing | Jessica Toye Dave Rawlings | Lucy Debenham Steve Nash | Suzanne Pattinson brand & strategy Kirsten Corrigan marketing Kayleigh Didcott organisation Michelle Davies

01223 491350 methodcreative.co.uk method_creative


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COLLABORATION AND BRAINSTORMING ARE A TEAM FOCUS

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The METHOD VIEW

If we want to attract and retain inspirational individuals to support the Cambridge of the future, we need to let people know London isn’t the only place to start a creative career.

words by Kirsten Corrigan

THE CREATIVE CHALLENGE OF THE FUTURE Ideas are our currency at Method and keeping the creative spark alive is what motivates us as individuals in our work. We constantly ask ourselves how to add value to the relationships we have with our clients – it’s vital that our work impacts the bottom line, but equally we recognise our team needs to feel stimulated and challenged too. Having people who get excited about the work they do and who can translate original, creative thinking

into tangible results is key for us. Finding people like this – full of energy, enthusiasm and ambition – is our eternal challenge. It seems Cambridge suffers from something of a talent vacuum when it comes to young, fresh and focused creative individuals. The lure of London as a must-do for agency experience is a very real threat to regional agencies like us in attracting people who can help us build for the future.

There’s a definite need to raise the profile of the creative sector in Cambridge – showcasing the opportunities that exist here – for those early in their careers to flourish and achieve career progression. As twentysomethings become ever-more discerning about what they value in an employer and strive for a work/life balance that challenges historic agency culture, we can adapt as needed due to our freespirited and openminded nature. This is one of our

greatest strengths and we challenge ourselves constantly, both when it comes to raising the bar for clients and for us as a team. Together we’re shaping our business every day and resisting the corporate status quo that many other larger, regional agencies need to accommodate to stay in business. So how do we capture the attention of creative individuals who may bypass Cambridge? We can start by challenging our own thinking as leaders.


MIS S I ON It’s all about the people. We’re surrounded by creative thinkers and hands-on doers. Let’s celebrate them.

Art on the streets

Funding creativity

Highs & Lows

Making a statement with street art to transform environments. Is there an opportunity for more impactful public art in Cambridge?

Tracing how government funding for the creative sector trickles down, we uncovered many initiatives worth shouting about in our region.

We meet those who are carving out creative careers on our doorstep. They share the pain and the pleasure.

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writing’s the


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on wall Street art has made it into the mainstream for getting the message out. In a world of digital overload, our team has found inspiration in the raw creative expression of those with something important to say... words by Kirsten Corrigan


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THE STRIKING TERATOLOGY MURAL BY VERA BUGATTI

BIG AND BOLD, WE couldn’t miss the glorious, giant mural painted by Italian artist Vera Bugatti on the side of a building at the entrance to Clerkenwell, on Old Street in London’s hipsterville. We first saw Teratology early in 2017, but it’s since been painted over with a street art style advert for The North Face, and has probably changed again since we last visited. While statement public artwork is nothing new – Banksy has been active since the 1990s – it’s developed a more mainstream audience thanks to mass communication via social sharing, especially on Instagram. Understandably, fans of Bugatti were vocal in their disapproval when the artwork was painted over but it shows that public spaces, especially brick walls on buildings that form part of regeneration zones, are considered the ideal canvas for mass media communication.

freedom of expression Cities around the world provide canvasses for those with antiestablishment opinions and creative capability. In the past year we’ve spotted some great examples hidden down winding streets away from the masses, unassuming and left to be discovered as they do not fight for prime advertising space on high traffic junctions like Bugatti’s. We’ve also noticed that on our doorstep in Cambridge – a city full of thinkers and doers – there is a distinct lack of engaging or provocative work. There was one exception – the now infamous Latin grafitti that made the headlines in April 2017, when so-called vandals spraypainted a message across a new development in Chesterton. The phrase ‘Locus in Domos Loci Populum’ was a statement (we think) intended to highlight the lack of affordable housing in the city for locals. The development in question comprised homes selling for £1.25m, so you could argue it’s a fair point... and one that needs to be made. Other opinion suggests it’s a protest against residential development in this picturesque area by the river. Either way, someone had something to say and they found a way to grab our attention. Surely that’s mission accomplished?

AN UNEXPECTED DELIGHT TUCKED AWAY IN THE NARROW STREETS OF PORTO


Image credit: Vera Bugatti/Teratology

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LARGE SCALE INSTALLATIONS FORMED A KEY PART OF THE GARTEN EXHIBITION

positive campaigning The word graffiti in modern language comes from the Italian graffiato which means ‘scratched’, although the original word originates from the ancient Greek graphein — meaning ‘to write’ or ‘to paint’. It seems fitting that this example of graffiti in Cambridge is suitably intellectual, but what about those of us who don’t speak Latin and can see the potential to gain support for positive initiatives? Meaningful public art doesn’t have to be antagonistic to have impact

– quite the opposite. Charities such as Hope4Havering in London have identified the value in leveraging this powerful medium to raise awareness for their cause, and it seems that with the right stakeholder engagement it can be a mutually beneficial endeavour. Cambridge could benefit from statement street art that both provokes thought and captures the imagination of those who recognise original creative expression. We think it’s time we got our hands dirty and let our creativity shine.

GEORGE ORWELL INSPIRED STREET ART BY CHARLEY UZZELL EDWARDS IN SOUTHWOLD

NATURE AND GEOMETRY Method’s creative designer, Italian native Giuliana Tammaro, is passionate about great design and the use of outdoor space for bringing important issues to the public. Back in 2013, she developed an original concept called ‘Garten’ in Milan and invited nine talented street artists to collaborate. The project culminated in an exhibition around the theme of the Third Landscape, which refers to natural space discarded by man in urban areas and considered by many as the ideal environment for biodiversity. The exhibition celebrated the themes of nature and geometry, with a mission to highlight how nature reclaims abandoned space. Giuliana selected artists who already had a keen interest in the subject and had combined these two themes in their work. The exhibition was composed of various elements, including largescale paintings and installations using natural materials. One artist created a human-sized nest, replicating the techniques used by birds in their natural habitat. “I was fascinated by the word Garten because it’s a word we have in common with English to describe private domestic space, whereas in German the word alludes more to ‘closed space’. The result was powerful; it had such a physical presence and combined so many creative disciplines. It was a true collaboration, which was its real success.”

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CREATIVITY POWERS THE CITY Are we making enough of a noise about the creative sector in Cambridge and what actions are being taken to bolster it? words by Kayleigh Didcott


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DID YOU KNOW THE Government has a manifesto for making life better by supporting UK creativity and innovation? This support funnels down to the creative sector in Cambridge in many ways. Destinations like London, Bristol and Glasgow attract creative talent because they are renowned for flourishing creative sectors, and while Cambridge has an abundance of talent to tap into, it’s hard not to wonder why we don’t hold a similar status.

where it flows from Taking a look at some of the bodies that support the creative sector in the UK, there’s a wealth of options. The Arts Council offers funding for the cultural creative sector at a strategic level across the arts, museums and libraries. Programmes like Creative Europe, which provides funding for the culture and creative sectors and invests in media through its Culture and MEDIA sub-programmes, are

at our fingertips. Creative Industry Finance, a programme to help creative enterprises in gaining financial investment, is another similar example. There’s also ready support from the public sector in the form of the Greater Cambridge Greater Peterborough Enterprise Partnership (or LEP, for short), that works in partnership with partners to help drive economic growth in the area. Signpost 2 Grow is gleaming example of an action-focused

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Image credit: Matthew Usher for Collusion

cambridge has an abundance of talent to tap into

COLLUSION R&D CHALLENGE - THE BRINK OF THE FUTURE


Image credit: Josh Murfitt/Art Language Location

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SAMANTHA HUANG INSTALLMENTS AT WATERSTONES FOR ART LANGUAGE LOCATION

initiative that is leading the way for the creative sector in Cambridge. As Laura Welham-Halstead of the LEP explains, “Signpost 2 Grow was created by the LEP to make it easier for businesses to connect with the help, advice and funding they need to grow. There’s actually a lot more support out there for businesses than you may think, and our team of Navigators can expertly connect you to the right places for free”. If you didn’t know about all of this already, consider yourself educated! reaping the benefits So who is benefiting from all of these incredible funding schemes? Collusion, a not for profit company based in Cambridge, that describes itself as

“working at the intersection of arts, technology and human interaction”, is one such a company. With support from the Arts Council and the LEP (amongst many others), Collusion create disruptive, immersive works that explore the impact of emerging technology on society. Simon Poulter, one of Collusion’s creators and directors, says: “The creative industries are still one of the strongest areas of growth for the UK due to our willingness to open up the frontiers between business, academia and artistic practice. The combined support from Arts Council England, the LEP and companies such as ARM and Anglia Ruskin University (ARU) enable us to achieve impact and scale with a relatively small team”.

Chris Owen, Head of Cambridge School of Art at ARU, says there’re a lot of creative initiatives associated with the university, such as REACTOR, a project that uses the application of games to tackle serious topics. Other examples that Owen cited were Brains Eden – the UK’s largest student gaming festival, held annually at ARU – and Art Language Location, contemporary & performance art projects led by an ARU graduate. making a place for talent If there’s so much activity in the public sector, I asked, then why do you think we experience such a brain drain in the city? Owen says he believes it’s partly due to the proximity we have to London.

there is actually a lot more support out there for businesses than you may first think


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if government could help create incubation spaces for graduates, then we might find young, bright talent would be more inclined to remain

Image credit: Ben Prest for Collusion

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COLLUSION’S AUGMENTED REALITY GAMES IN ACTION

He also feels that while there are many companies in the creative sector in Cambridge, there aren’t many large ones with graduate schemes, and there’s little in the way of graduate incubator spaces. Artist and designer studios are also few and far between – there’s a definite lack of space – and Owen says that, “if local government could help create incubation spaces for graduates, then we might find young, bright talent would be more inclined to remain”. There are such wonderful intentions behind such an idea! Vying for space in our city is a challenge, but Cambridge’s university status is an aspect that should be upheld. Perhaps more answers for inspired graduates could be the key, leading us

on the path to obtaining a more vibrant and creatively acclaimed status. raise your voice While I think it’s fair to state that cultivating the creative sector in Cambridge isn’t the city’s primary focus, there’s a plethora of innovation and collaboration taking place here. Perhaps a more poignant question to ask: why aren’t we making more of a noise about it? There’s no ‘pot, kettle, black’ scenario here. We know creative brilliance when we see it, and I think it’s high time we started speaking about it more. It just takes one person to start a wave; to influence a mindset. Let’s make a noise about cultivating creativity in Cambridge.


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G R O U N D - B R E A K I N G I N N O VAT I O N S T H AT A R E R E D E F I N I N G I N D U S T R I E S

Our flagship event descended on The Hauser Forum this year, bringing with it some of the most influential tech startups in Cambridge in a collaboration with the GCGP LEP. words by Jessica Toye

ATTENDEES WERE ABLE TO IMMERSE THEMSELVES IN INNOVATIVE TECH SHOWCASES


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unite provided a platform for people to come together and support businesses, entrepreneurs and startups OUR CITY IS KNOWN

Image credit: Iliffe Media

for its pioneering technology industry and for nurturing future talent, but is traditionally modest about its achievements. UNITE encourages this sharing of success and provides a platform to celebrate those who are brave and passionate enough to innovate and challenge the status quo in their own industries. Having taken place at Cambridge’s hub of innovation, the Hauser Forum, attendees heard from a diverse mix of speakers, who shared their journeys from startup to success. Fin-Tech giant Bango explored the importance of staying disruptive, allowing all levels of the business to contribute ideas. Cambridge’s very own Dovetailed – inventors of the revolutionary 3D food printer nūfood – discussed its passion for using science and digital to make the food industry interactive.

hotbed for innovation Google’s Digital Garage – winner of the European Digital Skills Award – delivered a masterclass on sharing business stories online, emphasising the importance for businesses to have a strong web presence in this digital age. Agne Milukaite, founder of bike app Cycle.land, spoke about how changes in the digital sector enabled her to disrupt the way we use bicycles. Laura Welham-Halstead, head of communications and connectivity at the LEP, said, “It’s been fantastic working with Method to deliver UNITE. We recognise the importance of celebrating the great ideas that are continually emerging from this area in order to promote Cambridgeshire as a hotbed for innovation. “UNITE provided the platform for people to come together and support businesses, entrepreneurs and startups striving forward and disrupting the norm, transforming their industries by finding simple solutions to everyday tasks. We look to continue delivering these events, to promote and highlight our region’s successes.”

business relevance A range of exhibitors were on show throughout, including Collusion – a not-for-profit company working at the intersection of arts, tech and human interaction – who created a bespoke piece of virtual reality to demonstrate how it can be used within business. Barclays Eagle Labs also showcased its 3D printer, building a three dimensional plastic arm during the event. It was an exciting day, with plenty of time for networking and idea sharing. Roll on UNITE 2018.


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Adam Giles and Richard Millen are the Directors and driving force behind Cambridge Filmworks, a creative video agency working with global clients. We catch up with this dynamic duo about the highs and lows of filmmaking. It certainly is a rollercoaster…

Adam Giles (left) and Richard Millen (right) of Cambridge Filmworks

THERE’S NO SUCH thing as a normal day for us. We have had opportunities to work with many truly inspirational figures – from the brightest academics and broadcasters, like Stephen Hawking and Stephen Fry – to the inspirational people who are championing and leading in this amazing digital age. There’s so much happening in Cambridge – we could be working on a project for a pharmaceutical company in the morning and then interviewing Sir Ian McKellen in the afternoon. We love the diversity of our industry! One of the highs of our partnership to date was when Rich and I first joined forces. We were creating documentaries for National Geographic Channel – our work took us from Alaska to Patagonia and London to Beijing and even to Outer Mongolia tracing the path of Genghis Khan on the Mongolian steppe! We didn’t find Genghis Khan but we did find Mongolia, and we had the time of our lives along the way!

THE ABSOLUTE LOW point for us also happened when we were in Mongolia… One of our guides initiated us by presenting a swollen dead marmot, which had been gutted, filled with hot stones, blowtorched and then stitched up again… Apparently, this is considered a culinary delight in Mongolia! It tasted like chicken! Really, we don’t have anything to complain about, although we do always have a tremendous amount of activity going on at once. We set very high standards for ourselves and always aim to deliver the very best for our clients, whether it’s a television documentary or a new corporate animation for the latest Cambridge innovation. But these aren’t lows for us – we thrive in this environment (almost as much as Outer Mongolia – and there are far less dead marmots)!


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.

Pause for emphasis

Teamwork dreamwork

Fact first

Presenting with passion for impact. We hear from Kate Chacksfield about how to effectively master the art of public speaking.

Understanding differences in personality could be the key to unlocking the potential of your team...

Fake news is everywhere. It’s also avoidable. It’s time to take a stand against misleading reporting to protect society at large.

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SAY

what?

Persuasive presenting is a matter of perfectly timed... pauses, among other things.

words by Kate Chacksfield


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FORMER BBC AND SKY NEWS BROADCASTER KATE CHACKSFIELD TRAINS SENIOR BUSINESS LEADERS AS A COMMUNICATIONS COACH

communicating my ideas; I failed to rally the nation,” says Gordon Brown about his defeat in the 2010 general election. Brown believes he was ‘not an ideal fit’ for today’s ‘touchy-feely’ politics and that his inability to be conspicuously demonstrative was a root cause of the result that handed David Cameron power. The initial charm of being promoted as ‘Not Flash, Just Gordon’ by his marketing team had worn off by the time the polling booths opened. The ability to persuade, to convince, to make your audience listen to you is at the heart of being a strong speaker. The key to success is neither the wording of the speech, the detail of the research, nor the cleverness of the writer. It is the ability to perform. The body language and tone of the voice. Natural actors take to this more easily than the great majority, who have to practise. Endlessly. It is estimated that a speaker should rehearse their presentation 24 times.

prepare to perform It takes work to put on a show. Want your presentation to be a relaxed and off the cuff or more ‘I’ll just perch on the edge of this desk and chat’ style? Even more preparation is required. Eye contact, smiles, strong handshakes, positive gesticulations, facial expressions, walking with confidence, standing tall and only talking when looking at your audience fall into the category of body language. Effective voice tone, meanwhile, is created with a powerful – not necessarily loud – delivery and an often overlooked technique, pauses. To quote American writer Mark Twain “no word was ever as effective as a rightly timed pause”. Not talking for a moment is incredibly powerful. The temptation may be to rattle through a presentation. Those skilled at speaking build in pauses at the end of sentences and paragraphs to enable them to look down at their notes, to allow the audience to process what’s just been said, and for emphasis before an important point.

you can learn Bill Clinton is acknowledged as a powerful speaker, but it wasn’t always so. Decades ago, the then relatively unknown Clinton was scheduled to speak for fifteen minutes, but continued for more than half an hour. The biggest applause reportedly came at thirty two minutes, when he said, “and in conclusion…”. But the former president persevered and became a charismatic presenter, using pauses and body language to great effect. With powerful body language and vocals mastered, the audience has no choice but to be engaged and will, finally, be able to hear and listen to the speaker’s message – A trick Gordon Brown was unable to master.


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MEDIATOR

ADVOCATE

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except

CAMPAIGNER

In service-led organisations, people are your biggest asset. But what makes for a cohesive and harmonious team dynamic? Here’s how we do it at Method... words by Kirsten Corrigan

PROTAGONIST


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COMMANDER

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ENTERTAINER

tional ADVENTURER

THERE ARE PLENTY OF

CONSUL

psychometric testing methodologies available for the purpose of candidate profiling during the recruitment process. The goal is to evaluate someone’s natural skillset, their intelligence and importantly, their personality, to make an informed decision about whether they can do the job you require and if they will fit in. Many, such as the Myers-Briggs framework, call upon the conceptual theories of analytical psychologist Carl Jung. This MBTI test creates scenarios where you are required to answer questions about how you would feel or act. This information broadly categorises you across four spectrums – Introvert/Extrovert, Intuitive/ Sensing, Thinking/Feeling and Judging/Perceiving. You end up with a four-letter ‘type’.

While no test can guarantee seamless integration for a newcomer to a team, understanding what makes someone tick – and what might send them over the edge – is actually very useful when it comes to achieving harmony. People in different roles also need complementary characteristics so the baton can be passed around the team depending on the task. Not everyone is a natural ‘front of house’ personality and equally, many are not fastidious about detail. At Method we need both and rare is the unicorn who can span both comfortably. The MBTI approach has definitely been useful but we felt a little disconnected from our fourletter labels... and came across a modernised way of expressing who we are on the 16 Personalities website. Instead of saying ‘ENTJ’ I became a ‘Commander’ – which actually helped the rest of the team to understand why I am wired in a certain way and that it’s necessary in my role. It also helped me to reorientate people more effectively with greater understanding about what it means to be a ‘Consul’ or an ‘Advocate’ – personality types that are better suited to less confrontational situations than I might have put them in previously. This insight and easy to digest way of describing ourselves has been invaluable in making our team more collaborative, by building trust in each other as individuals. We currently have eight personalities within our team of 12. Through the engaging way in which 16 Personalities brings our characteristics to life, we appreciate what each of us brings to the wider Method mix and how we all fit together.


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BEYOND THE

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HEADLINES One event, many voices – we take a look...

she just tripped & fell into my life DAILY MIRROR – 28 NOVEMBER

the corgis took to her straight away THE DAILY TELEGRAPH – 28 NOVEMBER

the stars were all aligned... this beautiful woman just fell into my life DAILY MAIL – 28 NOVEMBER

she’s the one THE SUN – 28 NOVEMBER

prince harry: ‘all the stars were aligned’ THE TIMES – 28 NOVEMBER


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THE NEWS AS I SEE IT Nina Lancaster Method

AS WITH ALL ROYAL announcements, the news that Prince Harry and American actress, Meghan Markle, are to be married sparked a frenzy of comments and debate in the UK’s media and, not surprisingly, worldwide. Britain’s national newspapers love a royal story, especially one that involves a prince falling for a Hollywood actress, but how they choose to report the news is an insight into what makes the editors and their readers tick. Without fail, the tabloids immediately highlighted the ‘fun’ elements, which help to tell the tale. There were juicy headlines ‘He surprised her on one knee as he cooked her roast chicken’ and ‘Diana’s diamonds in ring’ – along with pullout souvenir guides, multi-page supplements and unseen photos. But it also prompted unexpected headlines in the typically more reserved broadsheets. The Daily Telegraph even decided to lead its story with the headline that the corgis had given Meghan their seal of approval. Although the editor of The Guardian made the decision to lead with a Brexit story, they squeezed in a photograph

of the happy couple on its front page. It was a simple approach rather than an eye-catching headline emblazoned across the front of its morning edition. Whether you’re a fan of the royal family or not, the forthcoming marriage, not to mention the possibility of an extra Bank Holiday, poses an opportunity to jump on the bandwagon and celebrate. For fellow marketers, particularly in the world of consumer goods, it provides a profitable opportunity – the advertising team at The Daily Telegraph were quick to secure an ad for Tiffany engagement rings to run alongside its article. And just think of the opportunities to sell memorable souvenirs, royal-themed merchandise for street parties and tempting travel promotions to entice some of us to take a long weekend in sunnier climes – again, Bank Holiday permitting! But it’s hard not to think that in a world that is often clouded by news filled with doom and gloom, the prospect of a royal wedding that’s tipped to be ‘a moment of fun and joy’ could really boost the UK’s economy and lift our spirits in 2018.


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SEEKING


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Fake news is either being propagated or highlighted by media publications across the UK. Let’s delve into the origins of this concept and how we might tackle it together. words by Kayleigh Didcott

MEDIA OUTLETS THE world over are on the witchhunt for fake news – news that isn’t entirely based on fact; that bends the truth with an insidious agenda. Ironically, Donald Trump brought the term to light when he accused a journalist of representing “fake news” at his first press conference as President-elect earlier this year. Fake news isn’t new news – it has been around for thousands of years and can be observed in countless examples throughout history. During the first century BC, Marc Antony committed suicide upon hearing the fake news, spread by his rival Octavian, that the Egyptian queen Cleopatra VII had killed herself. In 1835, The New York Sun

there’s a need to identify trusted and quality sources of information

published fictionalised stories about astronomers who had observed life on the moon to boost penny paper sales. After the Nazi Party rose to power, Hitler established the Reich Ministry of Public Enlightenment and Propaganda to promote their agenda. A recent study by the University of Oxford even highlighted that proLeave bots had a hand in shaping the conversation on Twitter during the EU referendum. Fake news is more important now than ever. Named as the word – or in this case, term – of the year by Collins Dictionary, it is clear that there is a need to identify trusted and quality sources of information when so many are using sensationalist tactics to influence public opinion.

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we need to continue to cultivate a network of people with integrity

Access to the digital world allows people to have information at their fingertips, allowing information to be broadcasted at a rapid rate. If information is incorrect or bends the truth, the masses can be misled and manipulated. We have already witnessed the far-reaching consequences of this impact in Britain – I need not even mention the ‘B’ word. Whether wittingly or not, social media has also been instrumental in the rise of fake news, allowing for the swift dissemination of information to massive audiences with very little cost and regulation. People are calling for transparency. As a brand communications agency, we feel a responsibility to express

our standpoint – fake news presents a threat to freedom of thought and it should be highlighted, exposed and rejected. We need to continue to cultivate a network of people with integrity, who share good content and who steer clear of spurious subject matter. The key is to understand the values of our audience, creating narratives that will resonate with them – not to mislead them. We’ve reached a crucial turning point – Article 50 has been triggered and March 2019 will be upon us in the blink of an eye. While we can’t undo what has been done, we can protect the truth. We’re ready and willing to call out false reporting when we see it… Are you?


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.

Momentuous milestones

Coming together

Perfectly poised

When a client reaches an important time in its history, its important to celebrate this while remaining respectful of traditional values.

Collaboration is key, and work environments that foster this culture can untap employee satisfaction, loyalty and productivity.

An exciting addition to the new Station Quarter, the Tamburlaine hotel is has opened its doors to Cambridge with impeccable timing.

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ime When your business is rooted in time and heritage, an important anniversary can present opportunities for positive change. words by Laura Wing


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Image credit: Phil Mynott/CHS Group

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REACHING A significant milestone can often be a catalyst for change in business. As days turn into years and decades, evolving and progressing can present a myriad of challenges and opportunities. Responding to these in the appropriate way at the right time can contribute to repointing and repositioning a business to build solid foundations for its future. We’ve been lucky to work with sector leaders who are ambitious enough to take risks to achieve their goals. They recognise opportunity and the need to continually transform and think long term to ensure they remain prosperous. When you are working in the shadows of an established history, the challenge is not only in evolving to meet the needs of business… it’s also about making sure your staff are on the journey with you too. navigating change Being Cambridge based, a number of our clients have a deep history in the city that is intrinsically linked to the very fabric of who they are. Harnessing this heritage with one hand, while navigating and setting the tone for future evolution with the other, is a tough balance to strike. Milestones must be marked with sensitivity and diplomacy to ensure no-one is lost during the transition.

CELEBRATE YOUR HISTORY

We were particularly proud to help one Cambridge stalwart mark its 90th birthday in 2017. CHS Group – or Cambridge Housing Society, as it is known to some of the thousands of people it supports across our region – used the occasion to celebrate its outstanding team and its loyal and celebrated customers. A staff and customer party was held at Robinson College’s new Crausaz Wordsworth building and focused stakeholders on the future. Long-serving staff were acknowledged and chief executive Nigel Howlett gave an inspiring speech to set the tone for the next chapter of the organisation’s future. Details such as afternoon tea were thoughtfully chosen to ensure CHS remained true to its roots, giving a nod to the past and a welcome to its future in keeping with its brand. Behind the scenes, CHS has been quietly planning the next stage of its journey for some time. We’ve worked with its senior leadership team to define a new communications strategy that will support their vision that those they work with will achieve


Image credit: Phil Mynott/CHS Group

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31 ENGAGED PEOPLE ARE PROUD OF THEIR SHARED HISTORY AND EXCITED ABOUT THE FUTURE THEY ARE CREATING TOGETHER

CATALYST FOR CHANGE

their aspirations and live safe, healthy and financially resilient lives. It will underpin and lead communications, but it will also help to create a cohesive, united voice internally, something that is so important in today’s hectic world. It makes sense to do it in line with a pinnacle occasion; change needs to be rooted in logic to enable it to resonate and affect those involved. take everyone along with you Change is exciting and important but it absolutely must be tempered with appropriateness to have any credibility. It should also be progressive. It shouldn’t be easy or comfortable. With a fine line between propelling you to out and out success and alienating your audience, there’s much to be said about the best way to approach marking a milestone. Doing what feels right is the most important element by far… consult those in your network, bring them on board for the next step of the journey so they can take the leap with you.

chs remains true to its roots and welcomes its future

Progression is essential for any organisation, especially one that has been around for almost a century. The ability to anticipate change is one of the attributes that marks out longstanding, successful brands. Technology, cultural shifts and economic uncertainty all present opportunities to reassess. With your people behind the cause, you gain momentum.


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THINKING

SPACE Creating the right environment for productivity is a collaborative affair. words by Kirsten Corrigan


make your office a destination where people choose to be

Image credit: Future Business Centre/Julian Claxton

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33 WE HAVE SHEEP AT OUR

DON’T UNDERESTIMATE THE VALUE OF WORKING AWAY FROM THE DESK

are no separate offices or corporate layouts – it’s light and airy with something of a homely feel and it makes the fast pace of Monday to Friday much easier to manage. It also allows for completely open dialogue between us all, which in turn keeps us feeling connected as a team and able to share in the camaraderie that is essential in nurturing a team bond. This trend for collaborative workspace is on the rise, with greater understanding of how much impact our surroundings have on productivity.

Image credit: Future Business Centre/Julian Claxton

office and a friendly pigeon named Paul – he’s become something of an Instagram sensation and our team looks forward to his impromptu visits, even if he is a little over familiar. Being based out of the city on a beautiful rural estate is great for our wellbeing as a team, but it’s also somewhere our clients love to visit. When faced with the daily grind and the pressure to constantly deliver, those of us with 9 to 5 lives appreciate the chance to go about our business in a place where we enjoy spending time. While this location wouldn’t work for everyone, it’s perfect for us and we’ve chosen to keep our interior as welcoming as our exterior – there

FUTURE FOCUSED The Future Business Centre is the home for social or environmental ventures. In addition to space, it offers free business advice to eligible businesses, plus structured incubator programmes providing great support opportunities for startup companies who want to accelerate their businesses. There’s shared workspace for entrepreneurs, startups, and small businesses at sites in Cambridge, Peterborough and East London. Either through traditional hotdesking or with a dedicated desk space in a co-working suite, they offer full ‘big office’ facilities with small office costs.

A CREATIVE SPACE HELPS GENERATE CREATIVE IDEAS


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34 Collaboration, in its most modern incarnation, involves companies choosing to reside in multi-occupier buildings and Cambridge has a number of these, with the original St John’s Innovation Centre still going strong. But today it’s less about the bricks and mortar consideration for growing companies and lower cost implications – it’s about being in the right space to stimulate creativity as a cultural need. in good company Whether a high growth startup or established operation, being part of a wider community has its advantages. The science park concept is proven and has demonstrated that the strategic

Image credit: JAndreas Langreiter/Red Bull Content Pool

THE WORKS WILL BE A COLLABORATIVE SPACE, ENCOURAGING PRODUCTIVITY

clustering of certain organisations in geographic locations pays dividends in growing awareness for a particular sector. It’s a win-win. It’s also useful having likeminded people around, creating a sense of belonging. Allia, the Cambridge-based not for profit that supports organisations with a social mission, recently opened its third Future Business Centre in Hackney. It joins the Cambridge and Peterborough sites and is supported by the JP Morgan Chase Foundation. Tim Jones, Allia’s chief executive says, “We are really excited to be joining the evolving ecosystem in London Fields and want our new centre to be the home for East London’s impact entrepreneurs.”


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aesthetics, ambience and amenities are key factors in designing go-to spaces

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design for life While the science and social enterprise communities are well catered for in Cambridge, there’s a distinct lack of dedicated space for hightech and creative industries. Regional property developer and investor Howard Group is planning to address this with its recently

unveiled Unity Campus regeneration project in Sawston. Collaborating with global architecture firm NBBJ, the development team is working on a long-term transformation of Sawston Trade Park into an ambitious tech-focused business park. The first phase will open with the flagship building ‘The Works’ in early 2019 and there has been a design-led approach, with optimum productivity in mind. The CGIs give a hint of the vision for the 70,000sq ft building and it’s got destination written all over it. With interest from high-growth tech players already secured, it seems to have hit the right spot.

Image credit: JAndreas Langreiter/Red Bull Content Pool

Method was one of the original anchor tenants at the Cambridge centre, moving in when it opened at the end of 2014. In our two years there we extended our professional network and gained access to invaluable support and advice, as well as benefiting from the shared amenities on site. It was the right place for us to mature as a team.

THE WORKS The first phase at Unity Campus will be a 70,000 sq ft building aimed at cleantech, office and R&D tenants. Housed in the original precast concrete frame, the building is being renovated and reimagined. Colin Brown, director of portfolio development at Howard Group said, “We want to create an environment people want to spend time in, so the design of the building is intentionally about encouraging interaction.” The Works is the first phase of the 260,000 sq ft estate and is expected to be ready for occupation in early 2019.

A DESIGN APPROACH TO RIVAL SILICON VALLEY


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stylish

Station Quarter gets an injection of glamour with the arrival of the Tamburlaine. We’re all over it. words by Nina Lancaster

THE ARRIVAL OF THE sleek Tamburlaine hotel, in the heart of Cambridge’s buzzing station quarter, once again puts this prime location on the map and highlights how it really is all about location, location, location. With improvements in infrastructure – transport, in particular being a topic of hot debate as the city continues to grow – the O’Callaghan group clearly made a strategic decision to build its 4 star hotel here and to provide the latest business facilities within easy access. With rail links to Cambridge North, London and more just a few footsteps away, as well as Amazon and other world-class, high-growth businesses already in residence, the Tamburlaine really couldn’t be in a more prominent and timely position.


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THE LUXURIANT GARDEN ROOM IS IDEAL FOR LOUNGING IN STYLE

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Named after a Persian emperor in a play by a 16th century dramatist and Cambridge alumni, Christopher Marlow, the Tamburlaine is an elegant destination that’s hard to miss. Its façade on Station Road is striking, glossy and akin to what might be usually found in capital cities around the world. Once inside, the hotel space and staff are warm, inviting and have an easy air of sophistication. Clearly, attention to detail is paramount. Each room oozes a modern decadence, which combines a Persian influence with Cambridge’s old school charm – or as I overheard a guest saying in the hotel recently - is like a scene from 1920’s New York. The snug areas furnished with armchairs upholstered in tweed and shelving lined with books are ideal spaces to work in away from

elegant and welcoming, the tamburlaine is perfectly placed

the office or for grabbing an informal chat over coffee. If you need a more formal business space, they have these too. The hard decision really comes when trying to select which one you prefer. This is something we discovered recently when we decided to host our Christmas party at the Tamburlaine. The Garden Room, however, instantly felt ‘very Method’. Although to some it’s only a space, to us the vibe had to be right – we really do live and breathe our brand. With a strong exotic influence, plush sofas and lush greenery, it’s inviting and comfortable, but a sophisticated place at the forefront of the future of Cambridge. We hope you’ll agree it’s the ideal venue for us to celebrate our successes of 2017 with you and to toast a prosperous new year.


Image credit: Balazs Gardi/Red Bull Content Pool

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THE SPORTING HIGHS! IT’S WHAT THE FANS CAME FOR


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PULSE

RACING Understanding what makes your audience tick is the secret to great content success. words by Dave Rawlings

Image credit: Armin Walcher/Red Bull Content Pool

THINK OF THE MOST obscure hobby or interest you can – chances are there is a Twitter handle, Facebook page and Instagram account that focuses on that subject. In our daily lives, we are inundated with images, videos and updates vying for our attention. When creating content for social, you need to ensure it not only reaches as many eyes as possible, but that fingers are tapping the like button, commenting or retweeting. Through great audience insight you can curate content that strikes an emotional chord – it’s about

connecting with hearts and minds. That’s when impressive audience growth occurs. Method’s work with the Red Bull Air Race global motorsport series has ensured its channels go from strengthto-strength each year. It’s not just down to the content we put on the channels, or the promotional strategy that we run in tandem, it’s also very much about community management. This means answering fans’ questions and constantly guarding the reputation of the brand on wholly visible and public channels. It’s about

showing them love and ensuring they feel valued as part of the sport’s community. Empathy is a big part of being able to do this – our team has a long history with the sport and the wider brand, so we know instinctively how to communicate in this arena. It’s not a technical marketing task – there’s no complex science to why Method has been so successful. True social engagement comes from being real people with a personal investment in the subject. It’s because we live it, we breathe it and, if we’re being honest, we’re fans as well…

RAISING THE BAR TO CREATE THE NEW DIMENSION OF MOTORSPORT

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Cutting through the noise

M. Winter 2017-18 – 3rd Edition  

Considered Content for Creative Minds

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