This document provides an overview of Seven, an award-winning strategic content agency. Some key points: - Seven creates content strategies for major brands across multiple platforms including mobile apps, magazines, websites and more. - They have over 140 full-time staff including editorial, design, and digital teams and produce over 40 magazines. - Seven re-launched the CIMA publications Financial Management and Excellence in Leadership with a focus on international coverage, design improvements, and higher-profile contributors. - They also develop email campaigns, social media strategies, websites, and produce magazines for clients like the LTA, M&S, Met Police, Defra, and Lloyds Bank.

1. CIMA
Welcome
SEAN/PETE
Ideas that work

2. Who are Seven?
● An award-winning strategic content agency
● We create content strategies for the world’s best brands
● Multi-platform including mobile apps, magazines, websites, email, social media, video
● We are experts in the creation of cuing-edge apps and content for iPad and tablet devices
● We love to innovate – launched the world’s first iPad only magazine for Virgin
● A large-scale agency with resources: turnover forecast of £35 million for 2011
● Won the prestigious award for Best Integrated Marketing Solution 2010 for Sainsbury’s
● We generate £15m annually in advertising revenue for our clients
SEAN/PETE
_seven.co.uk

3. Why invest in content?
● Customers like it
● It delivers rich engagement, cost efficiency and marketing effectiveness for brands
● It increases sales and drives profits
● Allows you to recognise and reward important customers
● Builds depth around a brand - engages customers beyond price
● Provides a customer with advice and direction - indirectly driving sales
● Can create powerful media opportunities
SEAN/PETE

4. CIMA Communications:
Financial
Issue 18 | 2011 | £12
Management
Excellence in leadership
RISK
T EGIC MENT
STRAANAGE
s
’t FO
Top nancial and
isn C f
re sk o
tu We a ces ber
fu . Debt
Sea
n
M
business insight he ier rie um
g t as pe g n
in this issue tin y e ex in
e dic g an their grow sks
Pr ttin re g a f ri
CFO of Ford, In Europe alone, $1trn of corporate debt is
on scanning the horizon for risks
ge sha gin ty o
set to mature between 2011 and 2014.
CFO of Icelandair,
Will the world’s companies stay afloat?
on handling black swan events to ana arie
CFO of Gold Fields, m dv
an
on prioritising strategic risks
CFO of Hemas
Holdings, on smart risk-taking
finance director of Tesco
Malaysia, on market idiosyncrasies
8 ways to improve cash management Plus:
Reporting
convergence p54
CFO of Vodafone,
on emerging markets M&A
Is it alive? Artificial intelligence hits business Demographic
trends p14
UK governance
CFO of J Sainsbury,
on financial flexibility Q&A: Siemens Pakistan’s Murtaza Abbas code explained p44
Excellence in Leadership Financial Management
Quarterly Monthly
PETE
_seven.co.uk

5. CIMA Communications:
www.fm-magazine.com FM Email Newsleer
Monthly DAVE Monthly
_seven.co.uk

6. What’s new - FM.
● More international coverage
● China, Pakistan, Colombia, Australia, USA and Europe in Q1 2011 alone.
● Greater focus on the major socio-economic trends shaping the world today
● Beer and higher-profile writers
● FT's US managing editor Gillian Te,
● Economist's South Asia bureau chief Adam Roberts
● BBC's Colombia correspondent Jeremy McDermo
● Faster pace: shorter, punchier features – and more of them.
● Fresher, sharper design
● Brand new online edition of FM.
SCOTT
_seven.co.uk

7. What’s new - EiL.
● More interviews with high-profile CFOs from the largest global
companies.
● In the first issue:
●Lewis Booth, CFO of Ford
● Andrew Halford, CFO of Vodafone
● Paul Schmidt, CFO of Gold Fields
● Sean Wilkins, FD of Tesco Malaysia
● Stronger emphasis on peer to peer views from CFOs.
● New editorial advisory board
● Four key topics a year
● Strategic risk management
● Human capital
● Business sustainability
● Strategic performance management JON
_seven.co.uk

8. Reaction.
Reaction to Seven’s CIMA re-launch of Financial Management
“At last! The journal, which I have received for 55 years, has now become worthy of the name.
Well done – there are articles to interest just about everyone, with nothing so long that boredom
wins”.
Alan Orme MSc FCMA FCCA
“I just want to say that I love the new-look Financial Management magazine. The content and
articles have a fresh and vibrant look about them but the magazine still retains the
professionalism that it should have. I found the previous style quite dry and an effort to read.
This is the first FM I have read from front to back!”
David Locke CMA
JON/SCOTT
_seven.co.uk

9. Commercial.
CIMAglobal.com - CIMA Myjobs - Direct Marketing - Sponsorship
● New location
● Fresh commercial strategy
● Broader client base
● More opportunities
HILTON
_seven.co.uk

10. Commercial.
● Webcasts
HILTON
_seven.co.uk

11. CIMA Events App
JAKE / DAVE

12. FM Mobile Site
JAKE / DAVE

13. Who we work with.
SEAN/PETE

14. A full-service agency with partners.
Infectious
Agency 2
Digital
Social
Media
Media
Advertising
Anomaly
New Model Seven. RMM
Social
Advertising Editorial CRM Media
Agency
strategy
Mighty Fine Beyond
Productions Analysis
Video Database
Production Insights
_seven.co.uk
SEAN/PETE

15. Our resources.
In order to provide the service, we have the following resources internally:
● 140 full-time staff, including a:
● 50-strong full-time editorial team
● 28-strong full-time advertising sales team
● 25-strong full-time design team
● 12 full-time account/project managers
● 30-strong in-house digital division inc. web design, development and strategy
● Extensive specialist freelance network
● Dedicated subs desk
● Dedicated picture desk
● Dedicated production team
_seven.co.uk
SEAN/PETE

16. We produce over 40 magazines.
_seven.co.uk
SEAN/PETE

17. We build content-rich sites.
Guardian - 100 projects this year. Including:
hp://www.guardian.co.uk/california-classics
hp://www.guardian.co.uk/poverty-over
hp://www.guardian.co.uk/enjoy-england#/home
_seven.co.uk
DAVE

18. Case studies Defra & Lloyds.
Defra Lloyds
We designed and built the We have produced four
Landscape website to editions of Perspective
replace the magazine, ­ a strategic website for
launched last month, Lloyd’s corporate
updated monthly. banking customers
_seven.co.uk
PETE

19. Case study Grant Thornton.
hp://www.grant-thornton.co.uk/bigdecisions
PETE
_seven.co.uk

20. We deliver email campaigns.
RAC ● Sainsbury’s Lile Ones ● New Look ● LTA
_seven.co.uk
DAVE

21. Case study Lawn Tennis Association.
● Newsleer is broadcast to 250k members monthly
● E-mail segmented by gender, geography, skills (coach, player)
● Player ratings, login and feedback form are dynamically created
● 456 personalised iterations
● Seven broadcasts and generates monthly reports
● 22% open rate, 7% above industry standard
● 300% upli in visits to lta.org.uk
● Part re-purposed, part original content
● Subject-line testing improve open rate dramatically
_seven.co.uk
DAVE

22. Case study Aviva.
● Newsleer is broadcast to 25k customers monthly
● E-mail segmented by stage of customer engagement (lifestyle
section, my health count)
● Content is dynamically generated
● Seven broadcasts and generates monthly reports
● Unique open rate average is 40.6% which is 25% above
industry average
● Clicks to open ratio 38.5%
_seven.co.uk
DAVE

23. Case study RAC.
● Newsleer is broadcast to 330k members monthly
● E-mail segmented by gender, breakdown or insurance cover
● Content is dynamically generated
● Seven broadcasts and generates monthly reports
● Open rate average is 25.1% - 10% above industry average
● Click Through average – 30% (improvement from last
agency of 11%)
● Upli visits to Member Offers site - 8% per month
_seven.co.uk
DAVE

24. We develop social media strategies.
LTA ● New Look ● ASOS
_seven.co.uk
DAVE

25. Case study New Look.
● Seven manages multiple Facebook campaigns for New Look
● Integrated regular content onto Facebook page from other
sources e.g New Look Daily
● Seven manages Facebook competitions
● New Look Facebook page has over 1m ‘likes’
_seven.co.uk
DAVE

26. _seven.co.uk
JON

27. British Tennis Quarterly
• Judy Murray is a regular columnist – doesn’t talk about her
other son much
• Circulated to every tennis club in the nation
• 7% of the paper used to make the magazine comes from
recycled tennis balls used at Wimbledon
_seven.co.uk
JON

28. Your M&S
• M&S is the staff magazine of all M&S employees, with a circulation
of 46,000
• A recent Health and Well being feature in the magazine led to an
86% increase in visitor numbers to the Plan A website
_seven.co.uk
JON

29. The Job
• The Met is the largest employer in London, with 52,000 officers and staff
• Having started in 2006, we’ve now produced more than 50 issues of The Job
• The publication has won many awards for its effectiveness as an
internal comms product
_seven.co.uk
JON

30. Landscape
• Landscape is the magazine of Defra
• We produce ten online issues a year
_seven.co.uk
JON

31. Perspective
• The magazine is for Lloyds Corporates, which targets companies which
turn over more than £500m per year
• The magazine is partner to a much wider digital offering (more to
come on that)
• We do a range of other work for Lloyds, including eight bespoke
internal comms magazines and two consumer magazines
_seven.co.uk
JON

32. Your ideas &
questions.
JAKE

33. Thank you.