Introducing 1o1A Free Range Creative Company

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Who are we?What do we do?Why do we exist?

/Phil Rumbol Founding Partner

Marketing Director, Cadbury 2006 – 2010

Marketing Director,InBev2003 – 2006

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Richard FlinthamFounding Partner

Founding Partner and ECD, Fallon1998 – 2010

/Laurence Green

Founding Partner

Founding Partner and Chairman, Fallon1998 – 2010

/Steve Waring Founding Partner

Partner and CFO, SSF Group &Fallon2000 – 2010

/Mark ElwoodFounding Partner

Partner, Creative Director & Design,Fallon2005 – 2010

A collective of wise counsel & curious minds.

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We’re building on a proven track record of creative business building.

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Sight of the business problem.

Holistic and upstream counsel and invention.

Studied creation of genuinely valuable ideas.

Striving for the extraordinary.

Enthusiastic collaboration.

We see:

Too much

Starting with the comms brief.

Siloed, downstream agency engagement.

Sprint to execution.

Settling for the ordinary.

Cat-fighting and cat-herding.

Too little

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BusinessBrand

Too often business & brand are lost in the fog of war.

Promotion

Packaging

Identity

ChannelPlanning

Experiential

CSR

PR

Advertising

Instore

NPD

DigitalSponsorship

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Our ambition is to lend our collective imagination to business problems, rather than just lend our creativity to comms.

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At 1o1 we think of ourselves as fellow brand 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.

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We design brands, their behaviour & their organising idea.

BusinessCustomer

Evaluation

Product & service definitionPositioningLook & feel (& voice)InnovationOrganisational change

Campaign design & orchestrationPR

Events & experiencesPartnerships

Advertising/digital/design

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At 1o1 we are built to collaborate & co-create with the 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.

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Flexibility & accountability are at the heart of our approach to remuneration.

Sized to reflect the task.

Based more on value to you than cost.

Shared ethic of risk and reward.

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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.

Our ideal partners:

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Founding clients/tasks.

Brand architecture, positioning, retail and comms.

Comms audit andrecommendation.

360° platform, organising idea for pan-media membership drive.

Organising idea, newpositioning, to double the size of the brand.

Organising idea, comms for global rebrand

Second opinion

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The Business Problem.

Grow membership by 10,000.

Increase funding to museums and galleries by 50% over the next four years.

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The OrganisingIdea.

‘Never Without Art’

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Results.

78,000Membership trials:

Through a recent partnership with The Guardian

154% increase in paid-for memberships YOY

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What could we do for you?

9 Rathbone Place, London, W1T 1HW +44(o) 2o7 87o8 1o1, www.101london.co.uk

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Appendix

The Business Problem.

The OrganisingIdea.

Needed to ‘Get the love back’ becausebrand preference/sales had stalled, the brand had lost a generation of buyers, and then experienced a major salmonella recall.

Act like purveyors of joy –‘Glass and a Half Full Productions’

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Results.

Step change in number of 16-24 year old buyers.IPA Effectiveness Silver Award.

×4

+10%Sales growth (2 years in a row)

Return on investment:

The FMCG average.

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The Business Problem.

The OrganisingIdea.

How do you take a niche brand with a 35% premium and make it a major player?

The Lager of Supreme Quality & Worth –‘Reassuringly Expensive’

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£1bnSales:

+16%

Results.

10 Year CAGR.

Sales Growth:

17th 2nd biggest beer brand.Marketing Society Grand Prix Winner. The Virtue of Consistency.

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2009

2010

2008

The Business Problem.

The OrganisingIdea.

“There’s a gap in our commercial program – we need a £10m idea”

The People’s Chocolate Bar –‘For the Love of Wispa’

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Results.24

£15mSales (in launch period):

Number 1 selling chocolate bar. Generating:

£80mFrom a £2m pa investment.

Gold IPA Effectiveness Award.

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The Business Problem.

The OrganisingIdea.

Volume and price capped by “children crying in the showroom”

‘It’s a Skoda. Honest’

Results.

Record market share.Gold IPA Effectiveness Award.

×2.46

+64%Sales growth in 2 years:

Return on investment:

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The Business Problem.

The OrganisingIdea.

Recover brand leadership in TV.Restore brand halo beyond.

‘Colour like no other’

Results.28

+20mViews:

Brand leadership.Commercial taken off air.New factory built to meet demand.

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The Business Problem.

The OrganisingIdea.

French Connection is FCUKed.

Man/Woman.

Results.

£400mSales:

Company back in profit despite difficult high street conditions.

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