Luxury Car Brand Pitch

Slide 1: February 2008 1

Slide 2: Oh no, not another new agency start-up! February 2008 2

Slide 3: February 2008 Oh yes 3

Slide 4: Only it’s not quite as simple as that Nick ran a media agency, but was also in partnership with Robert who ran an advertising agency who’d been working with Philip February 2008 who had an idea about a new type of agency. 4

Slide 5: So what is t7F London? An integrated agency expert in premium niche and challenger brands February 2008 5

Slide 6: What do we do? We are responsible for advertising and brand communications in both real and digital worlds, from creation We are a group of professionals based by Russell Square connected through to to a growing network of additional niche specialists. implementation. February 2008 6

Slide 7: A bespoke agency Working in partnership with a discrete number of brands and businesses that seek measured returns for a targeted investment February 2008 7

Slide 8: The difference We blend the skills of strategic media planning with creativity and the techniques required in brand activation. Which really means a group of clever and enthusiastic people February 2008 focused on results. 8

Slide 9: t7F London brand values Curiosity Lateral thinking Contagious enthusiasm Fluid team working style Maven based passion for February 2008 communications that work 9

Slide 10: Relationships Robert Thackery has had • SeaFrance as a client for 10 harman / kardon years, harman / kardon for Fresh & Green over 4 years SeaFrance West London Clinic Our media planning team Bahamas Tourist Board • Bonhams have worked with Bonhams HR Owen for 12 years, Their main Mentzendorff clients include 4 who have Prada fragrances been with the agency for February 2008 Standard Life Investments more than 10 years 10

Slide 11: MAXjet: a 30 month flight From resizing someone else’s ad to realising £1Om of communications value from under £3m spend February 2008 11

Slide 12: It all seemed so simple to begin with August 2005. Take an American agency’s work and re-size for the UK. February 2008 12

Slide 13: Then it all sort of snowballed February 2008 13

Slide 14: It wasn’t just the cancelled flights, this small operation However the passengers were getting a rough ride didn’t have the ground staff to explain when things went wrong. February 2008 14

Slide 15: MaxJet, which offers nonstop all- business-class service between Washington and London Stansted, has sale fares of $999 round-trip for travel Nov. 1-Feb. 28; usual MaxJet fare starts at $1,749 round trip, and business-class fare on other airlines starts at $2,213. The sale fare must be purchased by Oct. 1; request promo code ANNV06. Info: 888-I-FLY-MAXJET. * = In December 2006 there were 942 active bloggers writing about MAXjet Not bad for business class travel between DC and London. Plus, no Virgin Atlantic laptop restrictions. travelpost.com Butcheck-in desk. Fast-tracked through security. A private lounge with food and drink then we engaged with So - was it any good. Oh yes! Quiet and peaceful available. And when we got on the plane, leather seats that actually can be hiked back to almost horizontal and still allow room for the passengers we had let down and person next to you to stand up and get past you. That’s right - stand up! And food served on china with proper cutlery! And great food as well. Fantastically cheerful cabin crew who seemed to be around offering something all the time. some of the negative bloggers*. If you live north of Watford and want to avoid the mess and nightmare that is Heathrow then I seriously suggest you check out MaxJet. SAYING They almost put the fun back into flying. yellowswordfish.com Using a none corporate email So if you like travelling business class at an economy price then it might be time to give Maxjet a shot. airtravelgenius.com 23 march 2005 style, coupled with what looked Maxjet, which operates transatlantic flights in and out of Stanstead, reported a 30% hike in average weekly sales during the past five days, with passengers originating in the U.K. making up a substantial percentage of the increase for travel in August and September. like pretty randomatgift giving, Anthony Garcia is Future posted 8/16/2006 02:18:00 PM - iagblog.blogspot.com It was a fabulous experience and I told several people they needed to try it out. – persuasion.typepad.com SORRY Now’s Senior Persuasion Architect. the public mood changed… Anecdotally, this blog gets hammered daily with the search word “maxjet”. You would be amused to know by whom – BA, bmi, BAA, and yes even Virgin. What does this tell you? February 2008 posted at 10/17/2005 08:37:00 AM – iagblog.blogspot.com Onboard my London flight from New York, I wasn’t disappointed. Inside the Boeing 767 cabin, customers could relax in wide leather , seats — only 102 of them — half the usual number of seats for the aircraft. Consequently, aisles are wide, walk-around is easy, and there’s nobody in a middle seat. It seemed there were more flight attendants onboard than usual, and one of them handed me a 15 digEplayer, my personal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. – ruth. a. hill gatewayva.com

Slide 16: Readers voted MAXjet No. 2 International carrier behind Singapore Airlines. (Despite continuing cancellations) February 2008 16

Slide 17: Passengers understand when machines break down Just not when communications February 2008 break down 17

Slide 18: We are currently working on a couple of very exciting new projects February 2008 18

Slide 19: www.amplifiedjourneys.hk harman / kardon wanted to connect with keen drivers of luxury cars on a regular basis. Being an OEM with Range Rover, Jaguar & Mercedes they had no product to sell directly. They needed a programme that would grow and adapt We’ve partnered with Top Gear to produce a series of advertorials and online content. The campaign centers around a unique web 2.0 site to launch later in ‘08. Programming by our partners in South Africa February 2008 Hosting via Fast Hosts ‘Music discovery interlinked with navigation via user generated content in a community of common 19 purpose - sort of’

Slide 20: Luxury Resort On behalf of a new exclusive resort destination we are investigating linked profiling amongst some of the Using our in-house capabilities most exclusive print and online TGI publications. MOSAIC, Experian, Acorn and CACI Mintel Our aim is to devise a Mediatel communication strategy that fulfils Nielsen competitive media the need to fill a new resort but BARB / DDS keeps the most discreet of profiles Have developed in-house bespoke systems for: Two of our 17 full time planners are working on this project Regional profiling and mapping Database analysis and interpretation Selection of individual messaging for highly selective micro- February 2008 targeting ‘REMU’ (the specialist response, evaluation and measurement unit) 20

Slide 21: Innovation Previously, Philip Slade was founder and Creative Director of Hicklin Slade & Partners where he helped set up two innovative eCRM programmes for Honda and The National Lottery February 2008 21

Slide 22: Honda used to use cold lists for incentivised test drive communications. An increase in budget allowed significant data mining and analysis. A change from short term showroom traffic to lifetime prospect value. After 5 years there are 600,000 qualified prospects in the programme. The Civic Type R launch achieved a 21% open rate, a 40% click rate and an overall 8% response rate February 2008 22

Slide 23: National Lottery Subscriptions & Syndicates Previously Camelot had only mailed prison officers and oil rig workers. Analysis of work place and social groupings led to an exploratory DM & email campaign. Further recruitment advertising expanded the base. Geographic profiling influenced weighting, bizarrely Cheshire and Teesside. There are now 227,000 subscribers. February 2008 97% would recommend the service. Cost per sale reduced by 40% with a ROI of 10:1 23

Slide 24: February 2008 LUXURY 24

Slide 25: Luxury brands satisfy an emotional desire with subjective intangible benefits. Trust Reliability Delight February 2008 25

Slide 26: Towards Proactively lean customer needs intangible + Design new added values value Gain economies in communication via a smart Subtle intimacy eCRM Innovative retention system Random acts of communication February 2008 26

Slide 27: contact that interest us. Handmade. Automated personalisation doesn’t sit comfortably with luxury brands, embedded video Trends in customer messaging is a very fine line, i.e. www.e-class- experience.com Real World. Digital brands reaching out to meet their users. i.e. Flickr.com and Last.fm both running successful experiential programmes. Collaborative brands. Doing what you do best and February 2008 gaining kudos by recommending complementary brands. i.e Dorset Cereals > Boden > Scott Dunn www.dorsetcereals.co.uk www.boden.co.uk www.scottdunn.com 27

Slide 28: Advertising What can you expect from Experiential an eCRM programme email designed by us? Landing experience RSS An extension of customer relationships Improved delivery ofCollaborative information Third party sites Better customer knowledge & insight CRM endorsed Efficient cleansing of contacts February 2008 UGC Rich deep site 28

Slide 29: Influences We really like Guinness CRM. Even though the calendar doesn’t change much the executions still delight - and keep winning awards www.guinnessblog.co.uk We have long admired the Howies clothing brand and its multi-tiered communications www.howies.co.uk We got really excited when we first saw Semapedia. Objects in the real world February 2008 become hyperlinks to the digital sphere. Hugely under exploited. 29

Slide 30: That’s us, what about you? How can we help? February 2008 30

Slide 31: February 2008 Extra bits 31

Slide 32: Our agency by numbers Nick started AW Media in 1987 The 7th Floor Consultancy founded by Robert and Nick 2003 t7F london launched with Philip Slade 2007 5 strategic creative staff who sit in the same office as 17 media & data planners as part of AW Media Shared financial, office services and logistical support February 2008 www.allthe7thfloors.blogspot.com www.t7flondon.co.uk www.awmedia.co.uk 32

Slide 33: Robert has worked in marketing communications for over 25 years. After graduating from Cambridge with a degree in English Literature, he joined Heinz as a graduate trainee in marketing. Robert Thackery After training with Heinz, Robert moved into advertising and worked for a number of leading advertising agencies including DMB&B, BMP, Publicis and FCB. He was a board director at both Publicis and FCB. He is married, has two sons and two dogs – in that order of precedence. In 1990, Robert started his own business in media neutral, multi-channel marketing communications with a personal focus on strategy planning as well as client interest management. When younger he gave his body to rugby which gave it back, but not In February 2001 the business he started was bought by and merged into a US necessarily in the same condition. communications group, Kupper Parker Communications. robertt@t7flondon.co.uk In March 2003, in order to concentrate again more exclusively on planning & strategy consultancy, Robert left Kupper Parker to form The 7th Floor Consultancy in partnership with Nick West as part of AW Communications, 020 7843 9456 the parent company of AW Media. 07803 945 147 Robert’s business experience – both UK domestic and international – is extensive. He has worked at a senior level in a wide range of market sectors and with a large number of major blue chip companies. February 2008 He cites his particular areas of business interest as travel & tourism, audio, retail, pubs & restaurants, wine, automotive & automotive retailing, and professional institutions. 33

Slide 34: Philip Slade I am extremely proud of the award winning output of Hicklin Slade & Partners. We spent six years completely over-hauling An excitable creative thinker the National Lottery’s image and marketing programmes, which included Camelot’s successful licence re-bid. I spent 2007 working with The 7th Floor Consultancy on their biggest account the all business class airline MAXjet. I also instigated and led Global advocate programmes for Diageo on the likes of; the agency’s relaunch as a specialist consultancy called t7F London. Johnnie Walker whisky and Tanqueray Gin changed the language used to promote those brands. Two years of I spent of 2006 as Group Creative Director of Pulse. Improving systems innovative DM for Honda won not only awards but also has & raising standards. Key clients: Diageo (Smirnoff and Bushmills developed into an extremely complex customer acquisition relaunches) Renault and Emirates global World Cup experiential programme. activity. Over seven summers I have arduously studied the bright things I came to The Pulse Group when Passion the ideas business I helped set of Europe in Ibiza refining trend prediction methods. I have up was merged in to create a new fast delivery high creativity agency. really enjoyed working on a wide range of campaigns aimed (it didn’t work!) at ‘young of mind’ consumers, from beer, to mobiles, to banking, During its short 12 months Passion won business from: Direct Line, Hed Kandi and Blackwood Distillers. I have strong views on creative standards, which I air across both marketing and mainstream press. Including Channel 4 Passion was my second agency start-up. News and BBC Radio. I’ve judged awards in the UK, USA and The first Hicklin Slade & Partners provided six and half glorious years of Ireland. I was made a fellow of the RSA in 2004. My blog blood, sweat and a lot of tears. (homeslade.com) covers the week’s thoughts. I had been Creative Director of two previous agencies; Purchasepoint Currently I sit on the board of the MCCA and have chaired (now Skybridge) which I hated and only lasted 18 months and IMP their awards committee for the last five years. (now Arc) which I loved, I stayed for four and a half years winning loads of business and awards, One of last year’s highlights was discovering my birth mother, gaining a brother and sister plus, to my children’s delight, an uncle who owns a I had my first break with a small DM agency in Soho working on cars February 2008 chocolate factory. and whisky, areas I still feel passionate about today. But it was during four years at Saatchi & Saatchi that I really learnt how to be an art Hobbies: Alice (13) Jake (11) director. Plus relearning the use of a skateboard and failing to master a snowboard. Live in Clapham. Keen on urban living. I was lucky to be part of the large team that produced the British Love London. Airways campaign ‘The World’s Biggest Offer’ voted promotion of the millennium. Other successes for BA included re-launching both 34 Concorde and Club World.

Slide 35: Revolution Magazine article about our new online strategy for The West London Clinic February 2008 35