Master shorter

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Master shorter

  1. 1. Introducing 1o1A Free Range Creative Company
  2. 2. o2Who are we?What do we do?Why do we exist?
  3. 3. o3A collective of wisecounsel & curiousminds./ / / / /Phil Rumbol Richard Flintham Laurence Green Steve Waring Mark ElwoodFounding Partner Founding Partner Founding Partner Founding Partner Founding PartnerMarketing Director, Founding Partner Founding Partner Partner and Partner, CreativeCadbury and ECD, and Chairman, CFO, SSF Group & Director & Design,2006 – 2010 Fallon Fallon Fallon Fallon 1998 – 2010 1998 – 2010 2000 – 2010 2005 – 2010Marketing Director,InBev2003 – 2006
  4. 4. o4We’re building on aproven track record ofcreative businessbuilding.
  5. 5. o5We see:Too much Too littleStarting with the Sight of the business problem.comms brief. Holistic and upstream counselSiloed, downstream and invention.agency engagement. Studied creation of genuinelySprint to execution. valuable ideas.Settling for the ordinary. Striving for the extraordinary.Cat-fighting and cat-herding. Enthusiastic collaboration.
  6. 6. o6Too often business &brand are lost in thefog of war. Identity Instore PR Promotion Advertising Brand NPD Busines s Experiential Channel Planning Packaging CSR Sponsorship Digital
  7. 7. o7Our ambition is to lendour collective imaginationto business problems,rather than just lend ourcreativity to comms.
  8. 8. o8At 1o1 we think ofourselves as fellowbrand managers. United behind the brand’s fortunes. Appraised and remunerated ‘as one’ wherever possible. Enabled and driven by a ‘client inside’ mentality/spirit of custodianship.
  9. 9. o9We design brands, Businesstheir behaviour & Customertheir organising idea. Evaluation Campaign design & orchestration Product & service definition PR Positioning Events & experiences Look & feel (& voice) Partnerships Innovation Advertising/digital/design Organisational change
  10. 10. 1oAt 1o1 we are builtto collaborate& co-create withthe very best. Deeply connected to a network of like-minded ‘best in class’ talent. Cast according to task, free to do so as an independent. Accountable for high performance teamwork.
  11. 11. 11Flexibility &accountability areat the heart ofour approachto remuneration. Sized to reflect the task. Based more on value to you than cost. Shared ethic of risk and reward.
  12. 12. 12Our ideal partners: Want a running mate. Want to make a difference. Believe that creative imagination should be used to solve business problems rather than just a comms brief.
  13. 13. 13Foundingclients/tasks.Brand architecture, 360° platform, organising Organising idea, newpositioning, retail and comms. idea for pan-media positioning, to double membership drive. the size of the brand. Comms audit and Organising idea, comms Second opinion recommendation. for global rebrand
  14. 14. 14TheBusinessProblem.Grow membership by 10,000.Increase funding to museums andgalleries by 50% over the next fouryears.
  15. 15. 15TheOrganisingIdea.‘Never Without Art’
  16. 16. 16Results. Membership trials: 78,000 Through a recent partnership with The Guardian 154% increase in paid-for memberships YOY
  17. 17. 17What couldwe do for you?9 Rathbone Place, London, W1T 1HW+44(o) 2o7 87o8 1o1, www.101london.co.uk
  18. 18. Appendix
  19. 19. 19TheBusinessProblem.Needed to „Get the love back‟ becausebrand preference/sales had stalled,the brand had lost a generation ofbuyers, and then experienced a majorsalmonella recall.TheOrganisingIdea.Act like purveyors of joy –‘Glass and a Half Full Productions’
  20. 20. 2oResults. Sales growth (2 years in a row) +10% Return on investment: 4 The FMCG average. Step change in number of 16-24 year old buyers. IPA Effectiveness Silver Award.
  21. 21. 21TheBusinessProblem.How do you take a niche brandwith a 35% premium and make ita major player?TheOrganisingIdea.The Lager of SupremeQuality & Worth –‘Reassuringly Expensive’
  22. 22. 22Results. Sales: £1bn Sales Growth: +16% 10 Year CAGR. 17th 2nd biggest beer brand. Marketing Society Grand Prix Winner. The Virtue of Consistency.
  23. 23. 23TheBusinessProblem.“There‟s a gap in ourcommercial program –we need a £10m idea” 2008TheOrganisingIdea.The People’s Chocolate Bar –‘For the Love of Wispa’ 2009 2010
  24. 24. 24Results. Sales (in launch period): £15m Number 1 selling chocolate bar. Generating: £80m From a £2m pa investment. Gold IPA Effectiveness Award.
  25. 25. 25TheBusinessProblem.Volume and price capped by“children crying in the showroom”TheOrganisingIdea.‘It’s a Skoda. Honest’
  26. 26. 26Results. Sales growth in 2 years: +64% Return on investment: 2.46 Record market share. Gold IPA Effectiveness Award.
  27. 27. 27TheBusinessProblem.Recover brand leadership in TV.Restore brand halo beyond.TheOrganisingIdea.‘Colour like no other’
  28. 28. 28Results. Views: +20m Brand leadership. Commercial taken off air. New factory built to meet demand.
  29. 29. 29TheBusinessProblem.French Connection is FCUKed.TheOrganisingIdea.Man/Woman.
  30. 30. 3oResults. Sales: £400m Company back in profit despite difficult high street conditions.

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