// Newsletter // March 2011
// REPUTATIONcph.com
New global luxury client – Georg Jensen They have been highly preferred by royalty and other good people for decades. Preferred because of their outstanding designs, quality, and craftsmanship with silver. The name is Georg Jensen – a brand with a unique position within luxury goods. Today, Georg Jensen’s products can be admired and purchased in more than 100 shops around Europe, Asia, Australia, and the Middle East. But Georg Jensen wants to grow even stronger. So they went around the world looking for a new advertising agency. They chose REPUTATION, in particular for our Publicis experience with luxury brands including Hermes, Dior and Burberry. Our first collaboration was a large Christmas campaign that REPUTATION ran in the Nordic countries and in the UK. The campaign included ads and catalogues, and in the London Underground there were also billboards – making the long passages so much nicer to look at.
Georg Jensen was founded in 1904 when silversmith and sculptor Georg Jensen (1866 -1935) started his workshop in Copenhagen.
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Total decoration of Bond Street station
Spring 2011
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Fine Jewellery & Watches
FUTURE PERFECT
SPHERE was inspired by the idea of the magic crystal ball and all of the hopes, dreams and curiosity this legendary theme embodies. Pale blue aquamarine gemstones and pearls, giving the line a contemporary edge.
georgjensen.com
Fine Jewellery & Watches Spring 2011
SPHERE SAUTOIRS AND EARRINGS IN STERLING SILVER SET WITH GEMSTONES AND PEARLS
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JEWELLERY Nature’s beauty revealing your own – this is how it feels trying on Georg Jensen jewellery. By turns intimate and expressive, delicate and daring, this is jewellery as you’ve never encountered it. Exquisite metals and gemstones combine into flowing, organic, and luxurious creations, as personal as the individual wearing them. The result is a range of jewellery so diverse that it spans every season and celebration.
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New jewellery catalogue with Danish supermodel Freja Beha Erichsen
REPUTATION behind comedy campaign FBI præsenterer
ÅRETS COMEDY SHOW TIL FORDEL FOR BØRN, UNGE
KRÆFT
FBI præsenterer
ÅRETS COMEDY SHOW TIL FORDEL FOR
Værter:
Send H til 19 99 O PE og støt med 50 kr. Gør en forske
l!
Værter: Simon Talbot og Jacob Wilson 27. Dec. Aalborg Kongrescenter • 28. Dec. Musikhuset Aarhus • 30. Dec. Falconer Salen, Kbh. • Anders Fjelsted • Brian Mørk • Carsten Bang • Carsten Eskelund • Christian Fuhlendorff • Dan Andersen • Elias Ehlers
Every Christmas, Denmark’s twenty leading stand-up comedians do a big charity show together. The event is called Comedy Aid and raises money to support children with cancer. This year the show was hosted by Simon Talbot and Jacob Wilson, the two comedians who were featured on all the campaign material that was once again developed by REPUTATION. We created both a digital and print campaign that helped to sell out the show in no time. Almost overnight, 8,500 tickets were sold – generating more than DKK 1 mio for children with cancer and their families.
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• • • • • • •
GEO Jacob Tingleff Jesper Juhl Jonatan Spang Lasse Rimmer Martin Høgsted Michael Schøt
• • • • •
Mikael Wulff Omar Marzouk Thomas Hartmann Thomas Warberg Thomas Wivel
• Musik: DJ Noize
Billetter og info: www.fbi.dk SMS’en koster almindelig takst og din donation går ubeskåret til Kræftens Bekæmpelses arbejde med børn og unge: Forskning, rådgivning og oplysning.
Storebælt on Facebook – 6,100 “likes” and still counting… A bridge is not just a bridge. A bridge like Storebæltsbroen (the Great Belt Bridge) ties the two main parts of Denmark together, bringing friends, relatives, and all the good things our country has to offer, a lot closer. As one of REPUTATION’s main tasks for Storebælt is writing their monthly, electronic newsletter that inspires 250,000 Danes to take an extra trip across the bridge, we felt the need for a platform that could convey this inspiration on a more daily basis. We wanted a supplement to the newsletter, something to drive people to click to great offers on Storebælt’s
Click here to join Storebælt on facebook
website and maintain loyalty via activities such as quickpolls, contests, and the opportunity for dialogue with group members. REPUTATION went straight to work in the late summer of 2010 and after a few recruitment activities, the number of members who have joined Storebælt on Facebook has risen steadily to 6,100 with more joining every day. This gives us – and Storebælt – the opportunity to convey great offers, get feedback from the group members, and serve editorial, inspirational content in an easy, informal and fun way.
REPUTATION on Facebook – a great platform for contagious conversation Despite all the hype, Facebook is really just another media that should be considered a natural part of the holistic media mix – both for ourselves and for our clients. As is the case for most companies, REPUTATION’s own Facebook group gives us an opportunity to supplement our website with a far more informal forum – a place where cool ideas, more or less philosophical comments on our industry, trends, and basically anything of interest can be posted, linked to and/or commented on – by us, by our clients, by anyone with an interest… But why limit our Facebook group to talk only about ourselves when it could also make a difference for our clients and give both them and us a chance to interact with the consumers? A great example of this practice was the event REPUTATION held on October 15th 2010, or more precisely “The Copenhagen Night of Culture”, where thousands of people took to the streets of Copenhagen. As we are located on street level in the gallery district, it was only
natural to take this opportunity to invite people in and give them a memorable experience on behalf of our client Isklar – a Norwegian carbon neutral mineral water, bottled directly from a 6000 year old glacier. A great story to tell and a great opportunity to combine a contagious event with a social-media activity. People coming in from the street could have their photos taken by our professional photographer and then “frozen” digitally into a block of ice. The ads were displayed in our windows, attracting even more “victims”, but also – and perhaps most importantly – they were made available for download via the photo album on our Facebook page, therefore generating a lot of traffic and a significant number of “likes”. More than 500 people had their photos taken, some were viewed more than 3000 times on Facebook and we’ve seen quite a few “frozen” profile photos around since that evening! Feel free to join our group at www.facebook. com/REPUTATIONCPH for a steady flow of news, inspiration and sheer fun…
Click to watch the event
Click here to join REPUTATION on facebook
New arrivals Kim Schaumann Johansen Our new Healthcare Account Director We continue to grow – also within healthcare marketing. Therefore, we stole Kim Schaumann Johansen from Kunde & Co where he was leading their healthcare group. One of the many good things about Kim is his extensive experience from both the agency and the client world. Due to his former roles as Nordic Marketing Leader at Janssen-Cilag and Medical Sales Representative at AstraZeneca, Kim understands better than most people the importance of differentiation and execution within healthcare marketing.
Kristian Rosén Our new Art Director and Photographer It’s hard to find somebody who knows more about creating Georg Jensen marketing stuff than Art Director and Photographer Kristian Rosén. So when we joined forces with Georg Jensen, we didn’t waste any time in tying him to a desk at our place. From that desk, Kristian will be an essential member of our Georg Jensen team…but we are also planning to use Kristian’s visual talents on other projects. Kristian anno 1986 Have a look at some of his work at www.kristian-rosen.com
Kristian anno 1986
REPUTATION REPUTATION is a nine-year-young advertising agency on the roll, and the creative comet in Denmark for Publicis and Leo Burnett. It is part of Publicis Groupe, Europe’s largest advertising corporation and a stable that includes Saatchi & Saatchi, Fallon etc. Specialising in reputation management and corporate branding, the agency currently has a 37-strong team, including experts in PR, HR, web and film production. The REPUTATION portfolio spans a broad spectrum of sectors, including culture, health, education, IT, consultancy and fashion around the globe. Our international experience extends to being the global lead agency for four companies, and the Nordic agency for three others. REPUTATION · Bredgade 15 · DK-1260 København K · Tlf. 33 38 50 00