R E P U TAT I O N
UPDAT E www.reputationcph.com
Event sponsoring:
August has been a busy month at REPUTATION‌
Twice a year Copenhagen Fashion Week attracts more than 60.000 visitors from the Danish and international fashion industry – buyers, editors, journalists, bloggers, celebs and designers. Copenhagen is buzzing with fashion as large parts of the city are transformed into a Mecca of shows, exhibitions, concerts and parties. To strengthen their equity as the backstage cosmetics brand and their association with fashion, REPUTATION client Max Factor signed a 3-year sponsorship of Copenhagen Fashion Week last year. Reputation has been responsible for activating all touch points in order to optimize the value of the sponsorship.
Ownership of the streets Massive big screens in two central locations brought the shows on the catwalks out into the streets – garnished with Max Factors existing TVCs celebrating the sponsorship. This was also supported via a massive presence in outdoor media with pink and purple adshells lining the streets of Copenhagen.
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Three looks Max Factors’ make-up artist Mina Ingerslev was in charge of creating the looks for three different catwalk shows during the week – and naturally, REPUTATION will take the opportunity to bring these looks and the products needed to create them out into the eyes of the consumers as an integral part of our on-going communication.
We brought a photographer with us backstage to document the work in progress and to provide material for our further communication – for instance television tag-ons (short 5 second tactical films attached to the main TVC), POS and the very successful range of advertorials that REPUTATION distributes word-wide.
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Digital vote:
New talent award Max Factor New Talent Award first ran in February and was a huge success. 3 up-coming fashion designers were shortlisted for the big prize – a fashion show in front of the entire press. Wackerhaus won the award and has since contributed with a neat purse that Max Factor utilises as a gift-with-purchase in their outlets. The look designed for the Wackerhaus show and the products used for it have also been used in an advertorial. In August, we launched to second round of the New Talent Award by disclosing the 3 new nominees at an informal event. You too can ”make-up your mind”, vote for your favourite designer and win cool prizes at www. newtalentaward.dk
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Max Factor was also the proud co-sponsor of the record-breaking event – The Worlds Greatest Catwalk. The entire main shopping street in Copenhagen was turned into a giant (1,6 kilometres) catwalk with 220 models and supermodel Helena Christensen as the protector. Providing the make-up and make-up artists for this event has given Max Factor an invaluable amount of exposure during Copenhagen Fashion Week.
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Isklar - Fashionable refreshments since 4000 ad.
Brand new pop-up store in cooperation with Hill & Knowlton As if it wasn’t enough to have one client involved in Copenhagen Fashion Week, we suggested that Isklar – one of REPUTATIONs latest additions to the client list – became the official water supplier of Copenhagen Fashion Week as a part of their launch activities. Isklar is pure glacial water bottled directly from the 6000 years old Folgefonna-glacier in the pristine and unspoiled Hardanger region in Norway. It is certified carbon-neutral, exceptionally clean and has very low sodium contents. Therefore, it was a logical move to first introduce Isklar to the influencers at Copenhagen Fashion Week and then bring it out to the general public. In cooperation with PR agency Hill & Knowlton, an exclusive retail space was rented for the occasion and turned into a universe of freshness with huge Isklar banners, big screens, large chunks of ice, lounge chairs and even some genuine conifers. The event was kicked off by a reception where the
unique history of Isklar was told to selected people from the press and potential distributors. The shop was then opened to the public for the duration of Copenhagen Fashion Week. Organised by Hill & Knowlton, outside, girls inside giant clear plastic bubbles attracted maximum attention in the streets and were supported by merchandisers handing out samples and explaining the virtues of Isklar to the astonished spectators. REPUTATION also produced a film for the mega-screens located in two visible locations during Copenhagen Fashion Week. So, August was a busy month – therefore this newsletter is fashionably late…
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INVITATION
Say freeze, not cheese!!! On Friday the 15th of October, Copenhagen celebrates culture all night long. Advertising influences on culture and vice versa so naturally REPUTATION will be part of this celebration. Our doors will be open from 18.00 – 23.00 so anyone can experience the work and environment of REPUTATION. We will also have a big photo shoot going on for Isklar the pure glacial water from Norway. Bring your family and friends and star as models in your own Isklar ad.
So come and get frozen…!
s Join u
REPUTATION establishes a playground for new talents For too many years, the advertising industry has been increasingly driven by seniors – this is fundamentally wrong, as there is a lot of young talents out there with lots of fresh ideas, different approaches and refreshing perspectives. Rather than just talk the talk, REPUTATION has decided to walk the walk by establishing an entirely new room at the premises. A room dedicated to young interns from various design, advertising and web colleges. They’ll each be here for a couple of months and participate in the daily routines and contribute with fresh thoughts. Right now we have copywriter Olivia Mendez from Annecy in France. and webdesigner Martina from Slovakia.
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