t7F London creds

Slide 4: WHAT DO WE DO? We are responsible for advertising and brand communications in both real and digital worlds, from creation through to implementation. We are a group of professionals based by Russell Square connected to a growing network of additional niche specialists.  JUNE 2008 4 © t7F London.co.uk all rights reserved: PS/RT

Slide 5: A BESPOKE AGENCY Working in partnership with a discrete number of brands and businesses that seek measured returns for a targeted investment  JUNE 2008 5 © t7F London.co.uk all rights reserved: PS/RT

Slide 6: 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 focused on results.  JUNE 2008 6 © t7F London.co.uk all rights reserved: PS/RT

Slide 7: IN THE COMPANY OF www.allthe7thﬂoors.blogspot.com -our weekly blog EXPERTS Philip Robert Will be your Creative Director. Nick Will be your Planning Director. His He started life at Saatchi & past includes BMP, directorships at Saatchi going on via a bunch of Publicis and FCB, followed by 15 years Is our Managing Director as well as awards to found Hicklin Slade & in communications strategy planning. providing media insight & planning Partners. He used to manage a He gave his body to rugby, but now is on your business. He also runs a girl band but now blogs for merely obsessed by the game. successful media independent. A England.  JUNE 2008 recent convert to the countryside, he's taking courses in applied wax jacket wearing and camouﬂage for 7 © t7F London.co.uk all rights reserved: PS/RT townies.

Slide 8: t7F BRAND VALUES Curiosity Lateral thinking Contagious enthusiasm Fluid team working style Maven based passion for communication issues  JUNE 2008 8 © t7F London.co.uk all rights reserved: PS/RT

Slide 9: The Difference in Action We are currently working for the following brands: Abidec Children’s multivitamins – brand building on-air programme sponsorship Dextro Energy tablets – brand building on-air programme sponsorship & daily press Fresh & Green Environmentally friendly cleaning – UK market launch, 30 sec TVC Frontline Spot on Market leading pet healthcare – building ‘soft values’ with online communities Golddigga Teenage fashion – building brand personality with online communities and experiential activities Harman/Kardon Premium in-car audio – brand building with an innovative online application SeaFrance French-owned ferry operator – strategic branded content campaign St Vincent & The Grenadines Premium Caribbean destination – UK response advertising West London Clinic Cosmetic surgery – re-branding and repositioning  JUNE 2008 9 © t7F London.co.uk all rights reserved: PS/RT

Slide 16: It wasn’t just the cancelled ﬂights, this small operation didn’t However the passengers were getting a rough ride have the ground staff to explain when things went wrong.  JUNE 2008 16 © t7F London.co.uk all rights reserved: PS/RT

Slide 17: 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. Not bad for business class travel between DC and London. Plus, no Virgin Atlantic laptop restrictions. travelpost.com But then desk. Fast-tracked through security. A private lounge with food and drink we engaged with So - was it any good. Oh yes! Quiet and peaceful check-in 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. * = In December 2006 there were 942 active bloggers writing about MAXjet 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 random gift giving, posted at 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 Anthony Garcia is Future Now’s SORRY 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? posted at 10/17/2005 08:37:00 AM – iagblog.blogspot.com  JUNE 2008 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 digEplayer, my 17 personal deliveryallsystem forPS/RT movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. – © t7F London.co.uk rights reserved: more ruth. a. hill gatewayva.com

Slide 23: Screen grab www.ampliﬁedjourneys.hk home page In Beta phase now  The campaign centres around a unique  web 2.0 site to launch summer ‘08. ‘Music discovery interlinked with navigation via user generated content Screen grab in a community of common purpose results page - sort of’  JUNE 2008 23 © t7F London.co.uk all rights reserved: PS/RT

Slide 27: 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  MCCA & IPA membership  www.allthe7thﬂoors.blogspot.com www.t7ﬂondon.co.uk  JUNE 2008 www.awmedia.co.uk 27 © t7F London.co.uk all rights reserved: PS/RT

Slide 28: 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. After training with Heinz, Robert moved into advertising and worked for a number Robert Thackery 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 In 1990, Robert started his own business in media neutral, multi-channel marketing precedence. communications with a personal focus on strategy planning as well as client interest management. When younger he gave his body to In February 2001 the business he started was bought by and merged into a US rugby which gave it back, but not communications group, Kupper Parker Communications. necessarily in the same condition. In March 2003, in order to concentrate again more exclusively on planning & robertt@t7ﬂondon.co.uk strategy consultancy, Robert left Kupper Parker to form The 7th Floor Consultancy in partnership with Nick West as part of AW Communications, the parent company of AW Media. 020 7843 9456 Robert’s business experience – both UK domestic and international – is extensive. 07803 945 147 He has worked at a senior level in a wide range of market sectors and with a large number of major blue chip companies. He cites his particular areas of business interest as travel & tourism, audio, retail, pubs & restaurants, wine, automotive & automotive retailing, and professional institutions.  JUNE 2008 His experience in the automotive industry ranges from running the Toyota and Renault accounts at BMP and Publicis respectively, working with Unipart at FCB and more recently in t7F with both HR Owen (BMW) and harman/kardon 28 © t7F London.co.uk all rights reserved: PS/RT

Slide 29: 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 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.  JUNE 2008 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 29 Concorde and Club World. © t7F London.co.uk all rights reserved: PS/RT

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