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    T7f London T7f London Presentation Transcript

    • Who?  April 2009 1 © t7F London.co.uk all rights reserved: PS/RT
    • WHAT IS t7F LONDON? An integrated agency expert in premium niche and challenger brands  April 2009 2 © t7F London.co.uk all rights reserved: PS/RT
    • 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.  April 2009 3 © t7F London.co.uk all rights reserved: PS/RT
    • A BESPOKE AGENCY Working in partnership with a discrete number of brands and businesses that seek measured returns for a targeted investment  April 2009 4 © t7F London.co.uk all rights reserved: PS/RT
    • 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.  April 2009 5 © t7F London.co.uk all rights reserved: PS/RT
    • IN THE COMPANY OF www.allthe7thfloors.blogspot.com -our weekly blog EXPERTS Philip Robert Will be your Creative Director. He started life at Saatchi & Will be your Planning Director. His past includes BMP, directorships at Nick 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.  April 2009 recent convert to the countryside, he's taking courses in applied wax jacket wearing and camouflage for 6 © t7F London.co.uk all rights reserved: PS/RT townies.
    • t7F BRAND VALUES Curiosity Lateral thinking Contagious enthusiasm Fluid team working style Maven based passion for communication issues  April 2009 7 © t7F London.co.uk all rights reserved: PS/RT
    • A few examples of our previous campaigns  April 2009 8 © t7F London.co.uk all rights reserved: PS/RT
    • The campaign reached over 8 million unique users and delivered over 19m advertising impressions  April 2009 9 © t7F London.co.uk all rights reserved: PS/RT
    • Challenge: Required to make Frontline flea and tick treatment more consumer friendly and start one to one dialogue with consumers Increase brand engagement and compliance of Frontline The Strategy: Revolutionise advertising strategy from 100% broad TV spend to include a comprehensive, integrated, consumer facing online solution Drive consumer interaction and engagement via micro-site creation, with search, display and social network activity The Insight: Target audience going online but not to the Frontline site  April 2009 Pet owners share photos of loved ones and are heavy users of social network and photo 10 © t7F London.co.uk all rights reserved: PS/RT sites
    •  April 2009 11 © t7F London.co.uk all rights reserved: PS/RT
    • For a tiny budget and working with a distributor rather than the brand owner. The press & online campaign we did for DEXTRO Energy has been pulling like a train. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 12 © t7F London.co.uk all rights reserved: PS/RT
    • DEXTRO Energy Cost effective tactical campaign. Working very closely with media owners to delivery high impact. Press, online and microsite  April 2009 13 © t7F London.co.uk all rights reserved: PS/RT
    •  April 2009 14 © t7F London.co.uk all rights reserved: PS/RT
    • SeaFrance Targeting specialist audiences Online & offline branded content development  April 2009 15 © t7F London.co.uk all rights reserved: PS/RT
    • Golddigga is a teenage fashion brand owned and distributed by analogue people. However the target audience were extremely digital. We took the brand completely online via a multi layered relationship with social network Bebo. In less then 4 months we had 80,000 interactions on our brand page, equating to a coverage of 1.8m consumers, 20,000 of whom chose to use our branded graphics to Philip Slade +44 7956 685 615 philip@t7flondon.co.uk personally identify themselves online  April 2009 Plus we got to cover £60K worth of © t7F London.co.uk all rights reserved: PS/RT Audi Q7 in bright pink vinyl 16
    • A weekly changing Bebo profile that used event photos to interact with the lives of Golddigga customers Downloadable wallpapers Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 17 © t7F London.co.uk all rights reserved: PS/RT
    • THE RESULTS Did it work? Beyond even our wildest expectations In just the first three months of going live, the campaign on Bebo directly delivered almost 30 million branded impacts to girls aged 13 to 24. Over 5,000 people asked to become a friend of golddigga Bebo. The brand profile was viewed by almost 90,000 people, and golddigga branded skins were downloaded to over 23,000 personal profiles delivering at the very least 1.1 million personally endorsed brand messages to their friends. We developed content, however the profile became self perpetuating as the users created content quicker than we could… And perhaps most importantly, the phone started to ring. Calls came from major fashion retail chains like Republic. FUTURE DEVELOPMENT Follow our ‘friends’ as they mature, to their new  April 2009 social media (Facebook, LastFM) and continue the engagement with different technology 18 © t7F London.co.uk all rights reserved: PS/RT
    • Harman Becker Automotive Systems asked us to come up with a set of brand ads aimed at both consumers and the motor trade. They wanted both audiences to see harman/kardon as a brand that was intrinsically linked with music and driving. We thought brand ads were a bad idea. Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 19 © t7F London.co.uk all rights reserved: PS/RT
    • People have always had their favourite music for their favourite drives Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 20 © t7F London.co.uk all rights reserved: PS/RT
    • amplifiedjourneys.hk Your favourite music Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 Set to your favourite drives 21 © t7F London.co.uk all rights reserved: PS/RT
    • “...Music discovery inter-linked with navigation via user generated content in a community of common purpose - sort of...’ Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 ( but on a tiny budget ) 22 © t7F London.co.uk all rights reserved: PS/RT
    • Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 © t7F London.co.uk all rights reserved: PS/RT 23
    • Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 © t7F London.co.uk all rights reserved: PS/RT 24
    • Print playlist with directions and export to iTunes Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 25 © t7F London.co.uk all rights reserved: PS/RT
    • A series of advertorials in TopGear magazine emphasising Harman Kardon’s music and driving credentials  April 2009 26 © t7F London.co.uk all rights reserved: PS/RT
    • February 2009 Advertorial in TopGear Philip Slade +44 7956 685 615 philip@t7flondon.co.uk  April 2009 27 © t7F London.co.uk all rights reserved: PS/RT
    • “..a new form of automotive music integration has been born, welcome to the future..” MSN (UK) “..a brilliant way to expand your musical boundaries!..” What Car? “..this is awesome, one of those ‘why didn’t I think of that?’ kind of applications Autotraveller (US) “..creates perfect playlists..” ChipChick.com “..like a music lover’s Google Maps..” iGizmo “..it takes the work out of planning tunes for a long Philip Slade +44 7956 685 615 philip@t7flondon.co.uk journey..” AutoExpress  April 2009 “..quick, easy and free..” News of The World 28 © t7F London.co.uk all rights reserved: PS/RT
    • 30” TVC featuring Jay Worrall Thompson (Unnamed Housewife) …environmentally friendly? …I just want the house clean… … didn’t think there were alternatives… …but my husband told me …. He’d met some people who’d designed a range of household cleaners …called ‘Fresh & Green’ ..especially for people concerned about the environment… My husband said Fresh & Green offers a kinder way to clean your home. They’re derived from natural plant extracts. he says from renewable sources…. And it really does work… …in tests this one even beat the market leader… He then said he was so impressed he was investing in the company, I was shocked! I mean honestly, what does he know about cleaning kitchens? Philip Slade +44 7956 685 615 philip@t7flondon.co.uk (Antony Worrall Thompson, walks into room) Fresh & Green household cleaners…  April 2009 (AWT) ...tough on dirt, gentler on the planet. 29 © t7F London.co.uk all rights reserved: PS/RT
    • Over excitable middle woman, gushing voice: “…wow, Discover The World we felt so privileged to be in a part of the Adventure holidays. world so few get to experience..” Budget TV 20” solution utilising graphics and stock images to take advantage of last minute media opportunity. Ewan McGregor sound-a-like. “Mankind has always sought new adventures” “A Discover The World holiday can help you fulfil your wildest dreams, Antarctica, The Galapagos, New Zealand, Iceland, The Polar Ice-caps”. “Go online now and Discover The World. Live it.  April 2009 Don’t just watch it”. 30 © t7F London.co.uk all rights reserved: PS/RT
    • Abidec programme idents ‘Make my child brilliant’ ‘..darling that’s lovely.. ‘Raising Irelands Children’ ‘Are you smarter than a 10 year old?’ ‘..what is it, a fish?.. (object suggested changes every break) he’s done another one!! (final picture changes every break) ‘..Frank!!!.. ‘..quick!! “Abidec multivitamins for Philip Slade +44 7956 685 615 philip@t7flondon.co.uk everyone’s brilliant children”  April 2009 31 © t7F London.co.uk all rights reserved: PS/RT
    • MAXjet: a 30 month flight From resizing someone else’s ad to realising £1Om of communications value from under £3m spend  April 2009 32 © t7F London.co.uk all rights reserved: PS/RT
    • It all seemed so simple to begin with August 2005. Take an American agency’s work and re-size for the UK.  April 2009 33 © t7F London.co.uk all rights reserved: PS/RT
    • Then it all sort of snowballed  April 2009 34 © t7F London.co.uk all rights reserved: PS/RT
    • 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.  April 2009 35 © t7F London.co.uk all rights reserved: PS/RT
    • 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 So - was it any good. Oh yes! Quiet and peaceful check-in we engaged with * = At the time there were 942 active bloggers writing about MAXjet 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 Maxjet, which operates transatlantic flights in and out of Stanstead, reported a 30% hike in average weekly sales during the past five style, coupled with what looked days, with passengers originating in the U.K. making up a substantial percentage of the increase for travel in August and September. posted at 8/16/ 02:18:00 PM - iagblog.blogspot.com like pretty random gift giving, 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 Senior Persuasion Architect. SORRY 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/ 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  April 2009 — 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 personal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. – 36 © t7F London.co.uk all rights reserved: PS/RT ruth. a. hill gatewayva.com
    • Readers voted MAXjet No. 2 International carrier behind Singapore Airlines. (Despite continuing cancellations)  April 2009 37 © t7F London.co.uk all rights reserved: PS/RT
    • Extra bits  April 2009 38 © t7F London.co.uk all rights reserved: PS/RT
    • 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 AW Media & new digital off-shoot: Nextdoor  Shared financial, office services and logistical support  MCCA, IAB & IPA membership allthe7thfloors.blogspot.com t7flondon.co.uk awmedia.co.uk  April 2009 nextdoorthinking.co.uk asktheguysnextdoor.co.uk 39 © t7F London.co.uk all rights reserved: PS/RT
    • 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 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 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. robert@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. He cites his particular areas of business interest as travel & tourism, audio, retail, pubs & restaurants, wine, automotive & automotive retailing, and professional institutions.  April 2009 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 40 © t7F London.co.uk all rights reserved: PS/RT
    • Philip Slade I was lucky to be part of the large team that produced the British Airways campaign ‘The World’s Biggest Offer’ voted promotion of the millennium. Other successes for BA included An excitable creative thinker re-launching both Concorde and Club World. I came to t7F to help out on the MAXjet account and stayed to help I am extremely proud of the award winning output of Hicklin re-launch the agency as a specialist brand consultancy. Most Slade & Partners. We spent six years completely over-hauling recently I have also help establish the new digital media division; the National Lottery’s image and marketing programmes, Nextdoor which included Camelot’s successful licence re-bid. I spent of 2006 as Group Creative Director of Pulse. Improving systems Global advocate programmes for Diageo on the likes of; & raising standards. Key clients: Diageo (Smirnoff and Bushmills re- Johnnie Walker whisky and Tanqueray Gin changed the launches) Renault and Emirates global World Cup experiential language used to promote those brands. Two years of activity. innovative DM for Honda won not only awards but also has developed into an extremely complex customer acquisition I came to The Pulse Group when Passion the ideas business I helped programme. set up was merged in to create a new fast delivery high creativity agency. (it didn’t work!) Over seven summers I have arduously studied the bright things of Europe in Ibiza refining trend prediction methods. I During its short 12 months Passion won business from: have really enjoyed working on a wide range of campaigns Direct Line, Hed Kandi and Blackwood Distillers. aimed at ‘young of mind’ consumers, from beer, to mobiles, to banking, Passion was my second agency start-up. The first Hicklin Slade & Partners provided six and half glorious years of I have strong views on creative standards, which I air across blood, sweat and a lot of tears. various media including Channel 4 News, BBC Radio and various blogs. I judged award in the UK, USA and Ireland. I had been Creative Director of two previous agencies; Purchasepoint I was made a fellow of the RSA in 2004. (now Skybridge) which I hated and only lasted 18 months and IMP (now Arc) which I loved, I stayed for four and a half years winning Currently I sit on the board of the MCCA and have chaired loads of business and awards, their awards committee for the last five years. I had my first break with a small DM agency in Soho working on cars One of last year’s highlights was discovering my birth mother, gaining a and whisky, areas I still feel passionate about today. But it was during brother and sister plus, to my children’s delight, an uncle who owns a four years at Saatchi & Saatchi that I really learnt how to be an art chocolate factory. director.  April 2009 Hobbies: Alice (13) Jake (11) Plus relearning the use of a skateboard and failing to master a snowboard. Live in Clapham. Keen on urban living. 41 © t7F London.co.uk all rights reserved: PS/RT Love London.
    • How can we help?  April 2009 42 © t7F London.co.uk all rights reserved: PS/RT