21437697 the Drum Magazine 23 October

OCT.23.09

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5.25 DAVIES IN WITH THE MMIXX RAR SITE GETS NEW LOOK LIVE FROM THE AURORA THE HOWELLS SIBLING RIVALRY DIGITAL WEEK EVENTS LINE-UP HUGHES HAS NEW IDEA

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INSIDE03UPFRONT 05NEWS 12CAMPAIGN ROUND UP 14THE MARKETING FORUM REPORT 19SIBLING RIVALRY 20UNCLE CARL 21CREATIVE REVIEW 25VIDEO GAMING REPORT 30LAST WORD 31APPOINTMENTS 32MARKETING MECHANICS 34SERVICES 36RECRUITMENTTHIS ISSUE OF THE DRUM ALSO INCLUDES A 48-PAGE SUPPLEMENT FOR THE SCOTTISH ADVERTISING AWARDS

ISSUE 2223 OCT 2009

05 12 14

21 2519

UK EDITION

PUBLISHER: GORDON YOUNGEDITOR: RICHARD DRAYCOTT - [email protected] EDITOR: GORDON LAING - [email protected] EDITOR: STEPHEN LEPITAK - [email protected]: CAMERON CLARKE - [email protected] ASSISTANT: THOMAS ONEILL- [email protected] DEPUTY GROUP SALES MANAGER: JO COLLINSSENIOR SALES EXECUTIVES: JAMES MCGOWAN, CHRIS MORTON, VICTORIA SWANEVENTS MANAGER: KATY THOMSONDESIGN & PRODUCTION DIRECTOR: NICK CREEDDESIGN/PRODUCTION: AMANDA DEWAR, JASON BYERS,DEBBIE MURDOCH, SUE RUSSELLGROUP SALES MANAGER - CARNYX: EMMA STEWARTMANAGING DIRECTOR: DIANE YOUNG HEAD OFFICE: 4TH FLOOR, MERCAT BUILDING, 26 GALLOWGATE, GLASGOW G1 5AB TEL: 0141 552 5858 FAX: 0141 559 6050 MANCHESTER OFFICE: 5 OAK STREET, NORTHERN QUARTER, MANCHESTER, M4 5JD TEL: 0161 819 5651SUBSCRIPTIONS: 150.00 PER ANNUM TEL: 0141 559 6060ORIGINAL DESIGN: STAND PRINTED BY: STEPHENS & GEORGE MAGAZINES

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THE DRUM is published by Rush Media Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any transparencies or artwork will be accepted at owners risk. All rights reserved. On no account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. RUSH MEDIA LIMITED AND CARNYX GROUP LIMITED 2009ISSN 1752-6671

Cover supplied by:Creative Liverpool,0151 236 [email protected]

UPFRONT03 THE DRUM OCT.23.09 www.thedrum.co.uk

Last week the Marketing Industry Network held a Business Briefing session in Birmingham city centre.

During the hour-long discussion a panel of clients talked openly about how they have handled the recession so far and the impact it has had on their marketing strategies. They also gave some insight into how they intend to work with agencies in the future.

It was a genuinely interesting event, with upwards of 40 agencyside marketers in the audience raising points and asking questions.

One of the points that did come out during the discussion was that clients are increasingly looking for even more added value from agencies.

Inevitably, that was understood by

some members of the assembled audience to mean that clients really want more for less from their agencies and that concern was voiced.

Not surprisingly it was shot down in flames by the clients on the panel, no doubt affronted by this accusation that ultimately all they really want is for agencies to give up their insights and expertise for a smaller and smaller fee.

The word value is quite possibly one of the most misunderstood and misused words in the English language. You could argue that the advertising industry has got a lot to do with that, throwing the word value around willy nilly over the years.

But ultimately what the clients were saying is that in order for them to take

an agency approach seriously they need to see that the agency has at least invested some time and effort in understanding their business and their brand and can deliver a considered strategy that can take it forward.

Some of the clients said they are now receiving up to six approaches from agencies per day and these tend to be through pieces of direct mail that merely tell them how great the agency thinks itself is. These do not even get looked at most of the time.

So, if you are going to approach a client this week, dont simply tell them how great you think you are, but use your expertise to offer some real insight and tell them how great you can and will make them.

HEAD FIRST ADVERTISING & DESIGN. We aim to excite.F O U R W A Y S H O U S E . 5 7 H I L T O N S T R E E T . M A N C H E S T E R . M 1 2 E J

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We aim to d e l i g h tA fresh perspective wi l l s t rengthen any market ing plan. Win or lose, Head Fi rst wi l l e ither change your wor ld or conf i rm your approach. Open your mind and open your next pitch to see what we can do. Cal l Car l or Dom

on 0161 228 6699 or emai l dom@head-f i rst .co.uk.

FORMER COORS DIRECTOR KICK OFF NEW NW AGENCY

CHAPTER CLEANS UP WITH FIRST WIN

RECOMMENDED AGENCY REGISTER RELAUNCHES SITE

SUBARU APPOINTS GOLLEY TO DM TASK

Simon Davies, the former marketing director of Molson Coors who left the brewer after 13 years at the start of this month, has opened a new strategic and creative agency in Manchester.

MMIXX, which is based in Spinningfields, is the brainchild of Davies, experienced agency man David Walters and Dr Mark Batey, a psychology academic at Manchester Business School who has consulted for the likes of Unilever, Rolls Royce and Johnson & Johnson.

The start-up bills itself as a combination of a strategic marketing consultancy and media neutral creative agency.

Davies said: As a client I found it frustrating that there are so few if any genuinely integrated agencies out there.

Even the big groups are more like shopping malls of individual disciplines than properly integrated operations. MMIXX is going to offer clients strategic insight and the means to act on it regardless of whether the answer is advertising, web, DM, pricing, distribution or all of the above.

Chapter, the Birmingham start-up which launched earlier this year, has been appointed by shower firm Triton.

The agency will work to engage the Triton brand with a variety of audiences through the line.

Chapters managing director, Mike Rose, said: This is a fantastic win for the agency and is testament to Chapter being structured around an ethos of client closeness and understanding. Our approach is really striking a chord.

It is also understood that Chapter has been working with Calor on a packaging design assignment.

The RAR has launched its new website at www.agencyregister.co.uk. The new site aims to provide a single source of all the information clients need to make an initial assessment of marketing suppliers.

Clients can register on the new the site for free and can rate any of their existing suppliers at any time. Key supplier information and case studies are available through a new improved search function on the site. Clients can also follow particular suppliers or view comparison reports are also available on groupings of suppliers which is ideal for clients looking to review or benchmark existing agencies.

The new site also gives suppliers a host of new tools so they can take advantage of their recommended status and get feedback on their overall ratings.

Golley Slater Dialogue (Leeds) has been appointed by Kenyon Neads, Subaru UKs marketing director, as the automotive brands national DM agency.

The agencys first brief for the brand will be to launch the new Subaru Legacy and Outback. The creative will follow the Uncommon Sense above-the-line message produced by Chick Smith Trott (CST). Golley Slater has also worked closely with One Black Bear to develop the email campaign.

One Black Bear in Birmingham is Subaru UKs incumbent online agency and launched the new Legacy and Outback micro site www.unlikeothercars.com last week.

The Drum has launched a new application for the iPhone which will allow users to keep up to date with all the latest Drum news and comment in real-time.The application has been developed by Birmingham-based digital agency 383 Project. Jacob Dutton, account director for 383 Project, said: The popularity of the iPhone in the UK is undeniable, particularly in our industry. This is why we wanted to work with The Drum to develop an app that will help keep suits and creatives up to date whilst on the move.Features in the application include a look at our live Twitter feed, the full Drum Directory, latest job postings and the ability to view and book onto all the latest events.

Some people will say we are crazy to start now, but very many successful businesses launch in a recession.

Davies and Walters met as brand managers on Imperial Leather in the 80s and say they have long planned to launch a business together.

While Davies stayed client-side Waters crossed over to agency life as a director of Clark Hooper Scotland and founder and creative director of Blue Chip Marketing.

In an age of media without boundaries everyone needs help navigating the new world to connect with consumers, so there has never been a better time to launch an agency that can do just that, Walters said.

Davies: became frustrated at lack of integrated agencies - so he launched his own

UNLESS YOU ARE OFFERING TO TAKE A CUT IN PAY OR YOU ARE THE GUY IN THE OFFICE THAT NO ONE REALLY LIKES THEN NO, THEY WONT LOOK FAVOURABLY UPON IT YOU BERK. UNCLE CARL, PAGE 20

WWW.THEDRUM.CO.UK/NEWS 05 THE DRUM OCT.23.09 www.thedrum.co.uk

AEGON LOSES ASSET AS DIRECTOR LEAVES IN RESTRUCTURINGThe sales and marketing director of Aegon Asset Management Jon Bennett is set to depart the company alongside four fund managers as part of a move to better integrate its European business in both the UK and the Netherlands.

The move will see Bennetts responsibilities assumed by Martin Harris, head of European distribution. Alistair Duffy, Simon Holman, Mark Love and Duncan MacKay will also leave the European equity team.

Andrew Fleming, head of European asset management, said: I believe these changes provide a clear signal of our intent to compete as a successful third party asset manager on a pan European scale. The fund management changes are consistent with our stated aim of strengthening our existing propositions where we believe we can add value for our customers and future clients.

Scotland's leading B2B networkIt's what you know and who you know...

Edinburgh: 0131 526 3104 Glasgow: 0141 428 3020www.thriveforbusiness.co.uk

Scotland's leading B2B networkIt's what you know and who you know...

Edinburgh: 0131 526 3104 Glasgow: 0141 428 3020www.thriveforbusiness.co.uk

06WWW.THEDRUM.CO.UK/NEWS www.thedrum.co.uk OCT.23.09 THE DRUM

YORKSHIRES DIGITAL TALENT TO BE SHOWN OFF DURING DIGITAL WEEK AND THE DADISThe line up of events for Digital Week have now been announced in order to showcase the digital creative work being handled across the Yorkshire region.

Taking place in November in Leeds, Bradford, Huddersfield, Scarborough and Sheffield, the week long line-up will have a particular theme given to each city and will also examine and discuss new technologies in every area of the digital and creative sectors.

Digital Week will culminate with the DADI Awards, in association with Leeds Live it Love it.

Leeds will host events on sound and music, and will look to celebrate the citys music scene with seminars including a round table event on 9 November entitled Audio evolution: Music in the digital age, which will see four views from specialists in the sector about how music can survive the digital boom and stand up to giants such as iTunes and the pirate traders.

Rubber Republic, the viral and social media agency, is teaming up with the BBC to launch nature documentary, Life.

Life follows in the scale and ambition of the BBCs popular Planet Earth and Blue Planet series.

Every week, before each episode, Bristol-based Rubber Republic will take previously unseen preview clips of the BBC 1 series to an online audience.

The BBC has a track record of producing footage that people love and want to see its fantastic for us to be able to work with them and take clips from this series and match them up with relevant online communities each week, says Kirk Hullis, account director at Rubber Republic.

Rubber Republic will also be using footage from the series to promote the BBCs new and incredible Nature site, which offers an archive of video and sound clips spanning over 30 years.

Sheffield will host discussions looking at the role of 3D technology in design and architecture as well as a workshop examining 3D technologies in the gaming world.

Social media will be the focus in Huddersfield with new media clients set to discuss the best use of social networks such as Twitter, Facebook, Whippet on the Wire, Flickr and Audio Boo.

Scarborough will be looking at the advancement of digital on-screen with Woodend Creative Space and the Scarborough Digital group hosting

NEW LEASE OF LIFE AT RUBBER REPUBLIC

The DADI Awards will be one of the highlights of Digital Week 2009, as the event takes place across the Yorkshire region

an evening of film screenings which pioneered the digital movement.

Bradford will host both the Bradford Animation Festival and the Bradford Gaming Festival in conjunction with Digital Week. It will also host BarCamp, which will involve more than 130 attendees from Yorkshire and across the country who will link-up live to BarCamps in the US, Canada and India to look at new developments in film, animation and digital media and offer a special guest speaker which will be announced nearer the time.

A new design roster for the University of Liverpool has been drawn up consisting of seven agencies.

The agencies include Liverpools Uniform, ICE and Kaleidoscope, Crescent Lodge Design from London, Gardiner Richardson from Newcastle,

Photographers representative The Miss Jones Agency has signed London fashion legend Tony McGee.McGees career has spanned over thirty years. Working at Pinewood Studios aged fourteen, he developed his skills in photography that would catapult him to success at the young age of seventeen, shooting his first cover for Harpers & Queen.By 21 he had his 25th magazine cover under his belt and had developed his reputation for high fashion, high quality images.

NEW UNIVERSITY OF LIVERPOOL DESIGN ROSTER TO FEATURE SEVEN AGENCIES

Forepoint from Preston and Da Vinci Communications from Manchester.

The appointment was made following a competitive tender process, which looked to appoint creative agencies to aid the promotion of the University both in the UK and globally.

WRINKLY POSTER FROM NEWHAVEN

A new poster campaign has been launched for the Scottish Government by Newhaven, to highlight the value of older people in society, life and the workplace.

The wrinkled special build posters are the next stage of the See the Person Not the Age campaign which began last year. The posters will roll out across the country backed up by wrinkly leaflets which are being handed out to commuters to back up the message and drive people online to the campaign website.

The site was created by Edinburgh digital and design agency Whitespace.

Creatives on the campaign were Chris Watson and Rufus Wedderburn, the campaign was produced by Helen Clyne, while account handlers were Fiona Stirling, Campbell Ferguson and Tracey McIntosh.

REPUBLIC LOOKS TO PROPAGANDA FOR BRAND STRATEGYFashion retailer Republic has announced the appointment of creative agency Propaganda following an agency review.

The Leeds-agency has now been tasked to work on the development of Republics brand strategy and communications having recently opened its 100th store in Chester.

Jo Molineux, Republics head of multi-channel, confirmed Propagandas appointment and said that they were now looking forward to working with them to develop their brand further.

Mike Phillipson, director at Propaganda, commented: Republic is a very successful business with a unique proposition, culture and personality. We will now be working with their team to enhance their brand further.

IT FEELS LIKE SOME OF THE DECISIONS ARE TAKING LONGER TO GET GREEN-LIT, AND THE IMPRESSION IS THAT SOME OF THE GAMES PUBLISHERS ARE BEING A LITTLE BIT MORE CAUTIOUS IN TERMS OF WHAT THEYRE PUSHING THE GREEN BUTTON ON. STU AITKEN, AXISANIMATION, PAGE 25

MaguiresFlexibilityAd.indd 1 15/10/2009 15:27

WWW.THEDRUM.CO.UK/NEWS07 THE DRUM OCT.23.09 www.thedrum.co.uk

LOWD&KLEA ANNOUNCES CREATIVE PARTNERSHIPS The Lowd&Klea Group has announced a host of senior appointments and promotions alongside their recently formed collaborative partnerships with Designers Republic founder Ian Anderson and GHAVA in New York.

The Lowd&Klea Group has announced the repositioning Smart Thinking.Collaborative Working and rebrand of existing agency LeadsDesign and the launch of the special projects team within its existing visual communications studio, L&K Creative.

L&K Brand Communications, formerly LeadsDesign, will provide strategic and creative brand communication, whilst sister agency L&K Creative brings together an in-house creative team with global collaborative partners including GHAVA in New York and Ian Anderson (The Designers Republic), in the UK, combining concept creative, graphic design, motion and audio-visual disciplines.

Alienation Digital has developed a new website aimed at encouraging NHS employees to submit their ideas for improving the health service.

Scottish Health Innovations Ltd (SHIL) works in partnership with NHS Scotland to protect and develop the new innovations and ideas of health care professionals.

By developing these ideas, SHIL creates new products and technologies that improve patient care and generate

Meanwhile, new senior positions include the promotion of Carla Murphy to group managing director. In addition Simon White has joined L&K Brand Communications as head of creative, while Jo Daley has been recruited from Mccann Erickson to manage public sector and education clients.

Darren Wake also takes the post of marketing and business development manager for L&K Brand Communications as he joins from Open Door Design.

Anderson: has joined forces with Lowd & Klea Group

Cheryl Cole has launched her new website www.cherylcole.com to support the launch of her debut solo album. The site was developed and designed by Birmingham digital creative agency Clusta.Going live to coincide with the launch of the singers debut single, Fight for This Love, the site aims to complete Cheryl Coles official branding as a solo artist and will allow users to post comments.

NHS STAFF GET WEBSITE SO THAT THEY CAN AFFECT CHANGE FROM WITHIN

financial income for NHS Scotland.SHIL markets itself to two target

audiences: NHS Scotland employees and the commercial sector.

The new website, located at www.shil.co.uk, is a marketing platform for the various products that SHIL has developed, a starting point for people looking for information about patents and intellectual property, and aims to be a hub for a range of commercial opportunities.

AMAZE ACQUIRES DIGITAL BUSINESSLondon and Belfast digital technology consultancy MCL Digital has been acquired by Amaze.

The acquisition of the company, which was founded by Matt Clarke and Nigel Conde, follows a partnership which was developed over recent years.

It will now be integrated into the Amaze Group with Clarke and Conde joining the technology leadership team which provides strategic technical direction for the company, and will work alongside Jonathan Copnell, operations director.

Natalie Gross, managing partner at Amaze, said: The acquisition of MCL Digital is a strategic move for Amaze that will further extend our skills into emerging areas.

Additionally, MCL Digital will support our existing teams to fulfill the growing demand from our clients for forward-thinking technical consulting as more of them turn to digital to support their business infrastructure.

The Awards Evening is almost upon us.

Visit www.marketingindustrynetwork.com/

awards/nominations to find out if you have

received a nomination. The Marketing

Industry Network Awards aim to identify the

BEST media, marketing and communication

agencies and teams across the whole of the

UK. Book your tickets now. Call Kim Baran

for more details on 0141 559 6078.

Masterclass: Using Social Networks for Business, 2 Nov, ManchesterCould your company benefit from using Facebook, Twitter, LinkedIn and other social networking sites? You will come away from this day understanding how to use social networks, hear from experts and look at case studies, find out whether its appropriate for your company and take away some guidelines for engaging with audiences in this way.

Masterclass: Writing Effectiveness Papers Masterclass , 25 Nov, ScotlandAs the effectiveness season looms one of Scotlands best know paper writers shares his experiences of writing many, many effectiveness papers with practical advice on the way to win. Learn real insights into what the judges are looking for, how best to research your paper and how to structure it. Anyone faced with the prospect of entering a paper into any of the UKs effectiveness award competitions and not knowing where to start will benefit from attending this event.

Business Brieng: What is Collaboration? in association with Marketing Birming-ham and Business Link West Midlands, 8 Dec, BirminghamHow do design agencies, full service agencies, freelance designers and social media experts combine their services to pitch for work and maximise the opportunities for income generation? Marketing Birmingham, Business Link West Midlands and The Marketing Industry Network are bringing you this event to hear from clients and find out about how to collaborate and who to collaborate with.

www.marketingindustrynetwork.com

TEVIOT LAUNCHES NEW MISSONI HOTEL BRANDING

Having implemented the brand for Hotel Missoni across its collateral for the opening of its Edinburgh office, Teviot is now set to work with its new hotel in Kuwait.

The Edinburgh-design agency has worked with Hotel Missoni from the early stages of the brands development and was key to the design and production of its hotel collateral for the Edinburgh hotel which opened in June.

Now Teviot is producing the brand guidelines to ensure the effective implementation of the brand globally.


FORMER BARKERS BOSS HUGHES LOOKS TO THE FUTURE WITH NEW IDEA AGENCYFormer Barkers director Andy Hughes has officially launched his new advertising agency, Idea, formed following the recent closure of Barkers.

Two former colleagues, Zoe Law and Lynsey Massie, have also joined Hughes in partnership. Hughes was a stalwart of Barkers in Scotland having been at the agency for more than two decades. However, following its surprise closure he quickly launched Idea taking with him a trio of long term, ex-Barkers clients, Behar Carpets, Verve Automotive and Robertson Homes.

However, Idea has been forced to resign the Robertson Homes business last month following a pending conflict of interest.

Speaking of the launch, Hughes said: We are doing pretty well, particularly given the short start up timescales and we are particularly grateful for the

considerate support given by two of our longest-standing clients formerly at Barkers, Behar Carpets and Verve Automotive.

We have also pitched for several new pieces of business in recent weeks with some success and I hope to provide more details soon.

The only regret is that after handling the business for around five years through Barkers, Idea recently resigned the Robertson Homes account. The reason for this decision is a pending conflict of interest. The parting is completely amicable from both parties and I wish

Robertson Homes every success in finding a replacement creative agency. I have offered to provide any suppport required to facilitate a responsible hand-over to our successor when required.

I should imagine the news of an account review will be welcomed by a fairly static agency marketplace and I wish all interested parties good luck we have had many successful and enjoyable experiences working with Robertson Homes over the last five years.

I hope to reveal more info on our new business wins in due course.

WORLD CUP 2010 SITE LAUNCHED

EDITORS INBOXA ROUND UP OF SOME OF THE LATEST PRESS RELEASES UPLOADED BY YOU ONTO THE DRUMS WEBSITE IN THE LAST FORTNIGHT

NEWENGLISH DESIGN has been appointed to create a full print, instore and web campaign

for HONDA POWER EQUIPMENT following its, Whatever you doMake sure its a Honda launch

at the Southampton Boat Show. The campaign is

the first for Honda UK to run across four sectors.

THE REMARKABLE GROUPs specialist video and motion graphics division, REKO, is working with one of the biggest sporting brands for a World

Cup campaign. Reko is creating a promotional

video for PUMA, filming behind the scenes at its World Cup campaign photo shoot with Chelseas

Nicolas Anelka and Arsenals Bacary Sagna, Tomas

Rosicky and Emmanuel Eboue.

TANGENT GRAPHIC has created the brand and visual identity for GATEWAY TO GROWTH, a specialist division of Business Gateway. The

agency was appointed based on their previous

work carried out for public sector organisations.

Integrated agency RED C has won a three-way pitch to expand the role of online marketing for

AGA RANGEMASTER GROUP, which celebrates 300th anniversary of its foundry this year. The

agency has been appointed to work on brands

including AGA, Fired Earth, Divertimenti, Falcon,

Rayburn, Rangemaster and Mercury.

ASDA is launching its first ever fully animated flash microsite and online flash games as part of

its major collaboration with LazyTown to promote

its GreatStuff healthy food range. The online

campaign has been designed by Leeds-based

agency GRATTERPALM.

Telecoms giant MOTOROLA has awarded Cheshires EVENT MARKETING SOLUTIONS a six-figure contract to deliver a major B2B roadshow

throughout Germany. The tour will target a major

global market for Motorola the emergency

services and specifically the German fire service.

Bristols TRUE has created a new website for Somerset school, MILLFIELD. Millfield has a distinguished alumni, including international

sportspeople, world business leaders and leading

figures in the arts.

TO SUBMIT YOUR PRESS RELEASES GO TO WWW.THEDRUM.CO.UK/INBOX

Thomas Cook Sport is to launch a microsite featuring travel packages and flight offers for football fans planning to head to the World Cup in South Africa.

The tour operator appointed Staffordshire digital agency TAMBA to create a site which will include information and entertainment while highlighting exclusive travel offers. An online display advertising campaign will coincide with the microsites launch later this month.

Danny Talbot, managing director of Thomas Cook Sport, said: Having been appointed as a participating tour operator for the 2010 World Cup, our focus is on the fast growing online football market - we understand that to successfully engage with this active consumer group, we must offer the most relevant and helpful information.

TAMBAs MD Jon Broomfield described creating an online base for football followers interested in attending the World Cup was an ideal brief.

Rucsac and footwear brand Karrimor has appointed Karol Marketing Group to handle its PR.

The public relations account adds to the North East agencys list of outdoor clients which already includes Vango and Force 10.

As a result of its appointment, Karol Marketing will be responsible for all PR activity for Karrimors rucsac and footwear ranges.

Sheridan&Co has designed the travel retail environments to launch Absolut Rock edition, the latest special edition bottle from the iconic vodka brand. The first UK sites will open in Heathrow and Gatwick airports in the first week October. Sheridan&Co has worked with Pernod Ricard Travel Retail Europe to bring the Absolut Rock concept to life in a series of sites in airports across the globe.

OUTDOOR FOOTWEAR BRAND KARRIMOR LOOKS TO OUTDOOR SPECIALISTS KAROL

Neil Kennedy, general manager at Karrimor said: The outdoor sector continues to grow at an increasing rate and we are constantly developing and refreshing our ranges to suit the needs of our customers.

Communicating with our target audience about the range and quality of our products is key to our success and PR is an essential element of our marketing campaign.

IM LUCKIER. PHIL HAS BEEN IN AND OUT OF THE SHIT A BIT. I SEEM TO HAVE GOT LUCKY WITH MY LOT. EXCEPT HAVING TO TOLERATE SHINTON. WE ALL HAVE OUR CROSSES. GARETH HOWELLS, PAGE 19

ONLINE COMMENTSJulie Grant: Very pleased to hear this Andy, I am sure your wnew venture will be a great success!

Karine Burns: Well done Andy. Look forward to catching up with you again soon. Wish you and the team all the best.

mercedes crescenti tvproductions. serviced beautifully.

07852 944 [email protected]

est 1991


BLACKPOOL TOWER MOVED TO LEEDS AND MANCHESTER

CO-OP LAUNCHES TV AND RADIO ADS

Blackpool Tower has been moved around a little over the last week, making its way to Leeds and Manchester with the aid of Amaze PR.

The Manchester office of the marketing services company was tasked by VisitBlackpool with the promotion of the beachside town and used a 200 foot high projection of the Tower to lead the way in its delivery. The Tower was projected, unannounced, onto local landmarks through the use of a mobile rig and was used as a reminder that the towns illuminations will continue until 8 November.

Having been awarded the Celtic Connections festival contract earlier this year, O Street has launched its first work for the client.

The initial work for Celtic Connections includes an advert for the Glasgow Concert Halls Whats On Guide. The official launch for the festival took place on 20 October. The full brief includes the creation of all the marketing materials for the 2010 festival. The Glasgow agency was appointed in August following an open credentials tender, and a creative pitch against a shortlist of three other agencies. The brief invited agencies to suggest a new look and feel for the festival in its 17th year.

The Co-operative has launched the latest phase of the multi-million pound brand campaign it started in February.

As well as running an edited version of its TV ad from earlier this year, the Co-operative has now unveiled a new online and national radio campaign and in-store communications created by Manchester agency Refinery.

The online and radio work, which uses the good for everyone message from the TV ad, centres on three of the organisations major initiatives Renewable Energy, Fairtrade and Community Projects and gives examples of its work in these areas.

The three 30-second radio ads feature a voiceover from the actor John Hannah and will run across major stations and networks including Talksport from this week.

O STREET OFFERS FIRST LOOK AT CELTIC CONNECTIONS 2010 MARKETING CAMPAIGN

ELMWOODS EDINBURGH OFFICE WILL REMAIN OPENThe boss of design consultancy Elmwood, Jonathan Sands, has hit out angrily at rumours of the agencys closure in Scotland, saying in a long statement posted on The Drums website that they have not made any decision to close in Edinburgh.

Rumours of redundancies being made at the agency, in order for it to focus more on overseas development, began to circulate in recent weeks, and while Sands did confirm that there had been redundancies in Scotland he would not confirm how many, though he did says: Not everyone in Scotland has been made redundant.

In his statement on www.thedrum.co.uk Sands said: The Scottish market is unbelievably tough and it is going to get much, much worse in my view. With this in mind it is true that we have cut some costs over the last month right across the company and that program will continue until the year end. It is also true that the Edinburgh office is likely to be the hardest hit.

As I am sure every reader can imagine this has been a tremendously hard few weeks, the talent in our Edinburgh office is exceptional and we have had to let go some very, very

gifted people. In fact one or two of our best.

Last year Elmwood made a record profit well in excess of 1m. Fortunately as with previous years we left most of this cash in the business in anticipation of the continuing market downturn. Being independent from the bank will be vital over the next two years as the recession gets even deeper.

Conserving cash and investing in growth markets is our plan.

BRIEFSSheffield based shopping centre MEADOWHALL has appointed BRILLIANT MEDIA to handle the 500,000 planning and buying account for

its Christmas campaign. The agency beat out

incumbent Miller Advertising and MediaVest

(Leeds) for the work with the campaign set to

launch in the next month.

BIRMINGHAM AIRPORT has appointed 3SIXTY to aid it in maximising the monetisation of its

website while also ensuring that it communicates

with airlines and tour operators.

BLUE GINGER, the group of Manchester Chinese and Thai takeaways, has launched a new website

with STUDIO NORTH. The Manchester agency has designed and built the new site, which

features an onine ordering system that emails

every order placed to the chosen restaurant.

Accident claims company THE CLAIMBRAINS has launched a new website by ONEBESTWAY ahead of its forthcoming ad campaign. The site

by the Newcastle-based agency features the

ClaimBrain characters, who will also feature in the

TV campaign. Social networking will also feature

through Facebook and Twitter with the campaign

extending to radio, direct mail and SEO.

WIMBLEDON GREYHOUND STADIUM, part of the GRA Limited group which operates five tracks

across the country, has appointed PR agency

Paver Smith to handle its public relations.

The advertising and branding of this years STYLE AWARDS IN BIRMINGHAM have been created by 383 PROJECT. 383 Project was appointed to handle the brand communications for the

event which is organised by Retail Birmingham

in the search for the citys most stylish retailers,

restaurants and department stores.

The UK arm of Austrian dairy NOM has appointed WEBER SHANDWICK MANCHESTER to support the launch of its fir yogurt in the UK. NOM Dairy

UKs two new product ranges will see Weber

Shandwick provide PR support to the Everyday

Natural Goodness campaign.

Electricals retailer COMET has appointed Yorkshires SUMMIT MEDIA to handle all of its pay-per-click requirements. The retailer will make

use of Summits Portfolio Manager technology

which will allow it to synch its warehouse with

PPC campaigns in real time.

Sands: will continue in Scotland, while looking at other growth markets

A CAUTIONARY NOTE ON ANY ACCEPTED SALARY REDUCTION; DO THEY GUARANTEE A RETURN TO PREVIOUS LEVELS ONCE TIMES IMPROVE? IS THERE A DEADLINE TO RETURN TO NORMALITY? UNCLE CARL, PAGE 20

12CAMPAIGN ROUND-UP www.thedrum.co.uk OCT.23.09 THE DRUM

01 The Leith Agency has designed a book to accompany As Others See Us, the Homecoming Exhibition created by Tricia Malley and Ross Gillespie, collectively known as Broad Daylight. The publication has introductory texts by Julie Lawson of the Scottish National Portrait Gallery and Professor David Purdie and features images of and texts by Eddi Reader, Aamer Anwar, Peter Howson, Christopher Brookmyre, Hardeep Singh Kohli and Clan Chief Sir Malcolm MacGregor of MacGregor, to name but a few. It is a celebration of Scottish culture, reecting and conveying through words and pictures the work of Robert Burns. The exhibition runs at the National Galleries on the Mound Edinburgh until 7 November 2009. The book is available from the National Galleries shop, bookstores or directly from Luath Press. See other images at www.broaddaylightltd.co.uk.

02 Advocates for Animals, Scotlands animal protection organisation, is poised to unveil a new corporate identity designed by the graphic design studio, StudioLR. The commission includes a new brand identity, stationery and suite of merchandising material. A new website also launches on 23 October.

03 FC United of Manchester, the member-owned football club founded by fans, is working with This Creative as it looks to raise money to build its own stadium. Gateshead-based Solution Group has launched a hand-illustrated annual report for client Premier Waste. The eight page Annual Report aims to showcase the rms green credentials, and to bring this home, the agency has illustrated each section with a cut-out gures.

04 Bristol-based Taxi Studio has been appointed to design a book for British Design 2010. British Design is an annual publication from Dutch publishers BIS. It showcases the best of British design agencies across disciplines. The book launch will be held on Wednesday 28 October 2009 at the Design Museum, London.

05 D8 has completed a large-scale project for GlaxoSmithKline. GSK, one of the worlds leading research-based pharmaceutical and healthcare companies, asked the Glasgow and Birmingham-based agency to help with promoting brand awareness amongst employees. James Young, D8s managing director, said of the work: GSKs in-house team have built a fantastic resource so our main task was to encourage people to use it. As it was mainly an internal exercise we felt it would be best to adopt a friendly, light hearted approach using illustration.

01

I WAS THE FIRST TO GET INTO THE BUSINESS AS IM FIVE YEARS OLDER. GARETH USED TO VISIT ME AT WORK AND THOUGHT IT WOULD BE A BREEZE. THEN PROCEEDED TO MAKE IT LOOK LIKE A BREEZE TWAT! PHIL HOWELLS, PAGE 19

02 03

CAMPAIGN ROUND-UP13 THE DRUM OCT.23.09 www.thedrum.co.uk

04

05

14MARKETING FORUM REPORT www.thedrum.co.uk OCT.23.09 THE DRUM

THURSDAYThursday morning on the Aurora and its all go from 8am. Breakfast is wolfed down quickly to give me time to get along to the first talk being given by Simon Carter, marketing director for Fujitsu, UK Government Division, and previously the head of marketing for the Post Office.

Carter spoke about the transformation of brands and their continual need for change. One of the first questions he asked delegates was Brands, are they important? before telling the room of about 20 marketers that brands ultimately need time and investment to thrive.

He used Virgin as a prime example of a brand that has been given such time and tried to innovate and grow emotional attachment with its consumers.

Brands are emotional, he said. How do people feel about the experience? How do people react and talk about the product that they have bought and the service they have received?

This was a theme taken up later by Will Harris, marketing director at Nokia, who believes that while many marketers may not have as big a marketing budget as they once had, or the same number of staff, it is the most exciting time for the marketing industry.

This, he says, is mainly due to marketers losing a degree of control over their brands to the consumer. Digital innovation has taken the control of a brand out of the hands of marketers and handed it over to the people marketers most want to reach.

Harris cited one website as a great example myastinmartinisrubbish.com made by a disgruntled customer of the car brand, which the company has been unable to prevent from venting its spleen about its hatred for the car that the owner bought.

As a consumer you were informed by

the messages that brands put out, but now media is free, so we no longer control the message. If consumers like a product they will tell the world themselves.

Twitter was another innovation he urged the room to use better and explore how their brand is perceived. Thursday afternoon has been pretty interesting so far with BJ Cunningham delivering his talk on the launch and controversy caused with his brand, Death Cigarettes.

BJ really does love to smoke he even admitted to being a cigarette whore smoking any brand he can get hold of.

Amazing that a brand can launch with the purpose of telling the truth ie that smoking kills only for it to die a death mainly due to a distaste for that truth.

They also offered a money back guarantee on it! Cracking marketing plan! Tell the truth!

Consumers will forgive you if you try and fail, they will not though, forgive entropy. Consumers will not forgive companies that just dont do anything, he said.

An interesting point as there are probably many established brands that wish they didnt have to innovate due to the risk and money involved.

Next up a panel discussion on Asset Leverage, which involved Trevor Watkins, marketing partner for Clarke Willmott, Will Abbott, marketing and communications director at Freesat, Alison Sagar, global marketing manager for American Express

and Simon Carter of Fujitsu, whos really earning his dinner having already held two other talks today.

It was a good discussion with the guys talking about what is becoming the big issue of the forum the use of online and how it is changing brands and creating new challenges for them.

Curiously, this was the first session in which anyone mentioned iPhone applications, which Carter said she believes are more important for brands than interaction with social media.

Sagar, a self confessed Twitter fan, also said that she didnt believe it had much to

offer B2B and that she didnt see a long term future for it.

Sagar also spoke about the change in strategy for the marketing of American Express and that the benefits and services received from being a card holder was now what the advertising would communicate.

We want to reinforce this as a valuable asset and share that this is more than just a card which we will do through out future communications, she said.

Strangely when I was in America last month, I found several places not willing to accept American Expresswhatever happened to Dont leave home without it?

Right, Im off to one more talk and then I have to get ready for dinner. Black tie tonight. Apparently its ABBA tribute night followed by Karaoke! All together now, Waterloo!

ALL ABOARD FOR THE MARKETING FORUM 2009 WEDNESDAYThe first day of the three-day Marketing Forum (now in its 17th year) aboard the Aurora is very much a process of settling in as quickly as possible. Networking at the bar had already begun by the time The Drum arrived on board and figured out its schedule for the next few days.

With the initial emergency drill complete a necessity of Maritime Law apparently the first keynote speaker of the day, geneticist Steve Jones from University College London and author of In the Blood and Darwins Britain, addressed all of the assembled delegates.

Jones discussed the topic of genetics and DNA and how genetics ultimately shape a persons lifestyle. The talk began with the audience of marketing delegates being asked for a show of hands as to who had had a good year as opposed to a bad year. He found that the large majority said they had had a good year.

Following this, Joness talk mentioned that genetics might influence people to become managers of customers depending on which genes they possessed.

An awful lot of what we are as business people may be in our DNA he stated before informing the audience that two thirds of people will die as a result of the genes they possess and that the human body actually is made up of fewer genes than previously thought only around 25,000.

This demonstrates that we actually know very little about genetics, but that we do know more than we did a few years ago.

Many in the room will have learned much from the talk, and they promptly headed to the bar with a few new topics of conversation. But once dinner is completed, the hard work will really begin with a speed dating session taking place soon after.

Tomorrow will see a succession of seminars and talks planned for throughout the day with networking and breakout times also scheduled.

A SIMPLE, MEMORABLE, WELL-PRODUCED IDEA AIMED AT PEOPLE LIKE ME WHO PROBABLY LET THEIR VERY YOUNG CHILDREN WATCH TOO MUCH CBEEBIES BECAUSE THEYRE BUSY WRITING REVIEWS FOR SOME MARKETING MAGAZINE. GARY SETCHELL, PAGE 21

WE WERE SAILING Last week The Drum pulled on its life jacket to spend three days aboard the Aurora with many of the most senior marketers in the UK at this years Marketing Forum. News editor Stephen Lepitak sent back this report from the boat so that landlubbers could keep up with what was going on at the captains table.

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AS A CONSUMER YOU WERE INFORMED BY THE MESSAGES THAT BRANDS PUT OUT, BUT NOW MEDIA IS FREE WE NO LONGER CONTROL THE MESSAGE. IF CONSUMERS LIKE A PRODUCT THEYLL TELL THE WORLD THEMSELVES.

MARKETING FORUM REPORT15 THE DRUM OCT.23.09 www.thedrum.co.uk

FRIDAY (Pre-Breakfast)Well, Abba night wasnt quite what Id expected more cabaret than Mama Mia and I dont remember the wholesome Swedes having quite so many feathered dancing girls either.

At least Karaoke was sung by people who clearly werent regulars in front of a microphone which is usually when its at its best.

Thankfully I had an early evening last night (12.30am) as its another day full of seminars and meetings today.

I have bumped into a few people from the agency scene so far with Refinery, WAA and IAS all positioned next to one another in the Armstrong Bar for meetings.

Theres a few other regional agencies scattered around the boat too and from talking to the two fabric company marketers that were sat next to me during dinner (I learned a great deal about carpets during dinner, more than I could have hoped) the high standard of agencies on board has apparently gone down well amongst the clients.

I wondered just how nervous agencies would be out there if they had a look at the delegate list and saw the name of one of their clients out here.

Ill summarise the client delegate list later so you know if you should be worried or not, but every client Ive spoken to so far has been full of praisealthough they have also been quick to point out just how few people are at this years Forum. Apparently there are four forums altogether taking place on board the ship at the moment and the Aurora is still not even half full.

I was also informed that the client list is not as high profile as it used to be.

I guess thats probably true of the jounalistic turnout too. Only The Drum and Marketing Week have decided to attend this year when it used to be attended by journalists from ITV, BBC and actually made the TV news.

Ill actually be quite happy if we dont make the news to be honest.

Means I should get home in one piece. Now for a hearty breakfast.

THE LONG GOOD FRIDAY ABOARD THE AURORA

WE WERE SAILING Last week The Drum pulled on its life jacket to spend three days aboard the Aurora with many of the most senior marketers in the UK at this years Marketing Forum. News editor Stephen Lepitak sent back this report from the boat so that landlubbers could keep up with what was going on at the captains table.

Above: The Aurora as it sails out of Southampton carrying many of the UKs most senior marketers and The Drums news editor, Stephen LepitakLeft: Clients and agencies get up close and personal at The Marketing Forums speed dating session

16MARKETING FORUM REPORT www.thedrum.co.uk OCT.23.09 THE DRUMITS A BRAVE MOVE DURING SUCH HARD TIMES BUT WITH A TITLE GUARANTEED TO SHIFT IN SUCH LARGE QUANTITIES IS IT NECESSARILY WRONG? RICHARD BENJAMIN, UBER, PAGE 25

FRIDAYI never made breakfast in the end. By the time Id written my previous report it was time to hit the first seminar. Hence, Im currently thinking of the lunch Im missing right now writing this report up.

Todays seminars have been short. Maybe thats due to last nights over indulgences at the Karoke or simply that they were straight to the point, Im not sure, but the first two were both interesting.

The first seminar lasted just 16 minutes and was held by Angie Moxon from 3 Monkeys Communications. She made the comparison between marketing communications and Quantum Physics. Why not?

The argument was simply that Quantum Physics deals with indivisible units of focused energy that only fix when observed. Moxon believes that the same is true of a brands communications that the separate agencies working on a campaign should fix when divising a campaign and work closer together from the very start.

PR should be included from the beginning of a marketing strategy along with the other areas and be a factor in the overall marketing development instead of an after thought.

You cant have a shiny brand that just stays still, you have to surrender the brand to its audience, said Moxon, continuing what has become a recurring theme of the last day or so.

She believes that PR is part of the solution to guiding perception. She follows this up by stating that the age of deference is well and truly gone. Consumers now have the power.

I liked the metaphor, and feel shes right.The PR agency should be involved

from the get go, but PR is coming into its own now and Im sure will be treated with that respect more often too. So perhaps this is a plea that while coming a bit late, is likely to follow through at some stage.

Next up was Thomas Foulkes, head of developmental marketing for Land Security Retail, and his talk was about teaching clients the Five Ways to Make Your Agency Love you.

I was never aware that clients and marketers came over all Ally McBeal and worried about what their agencies thought of them. Its nice to know. Without ruining the talk, which was a follow up to his Five Ways to Make Your Clients Love You talk he began over a year ago. The five ways are: s 7RITE GREAT BRIEFS n AND WRITE THEMdont call them ins$OWHATYOUDOANDNOTWHATTHEYDOs#HAMPIONEFFECTIVENESSs(AVEPARTNERSNOTSUPPLIERSs!CTWITHINTEGRITY

The last one I found interesting in that he urged for marketers to ensure they were a model citizen and professional for the agency to fully respect. A tough call, but hes right. An agency will not respect a marketer they dont believe is ultimately a decent human being.

He rounded off his presentation with a clip thats on YouTube and worth taking ALOOKATnAREDUBBEDCLIPFROM!&EWGood Men with Jack Nicholson and Tom #RUISEnTALKINGASCREATIVEDIRECTORANDclient. Its called A Few Good Creative Men. Find it at http://bit.ly/15gC3.

BJ Cunningham who was yesterdays key speaker held a workshop and explained his model, which was based on Buddhism and full of emotion and fate. He genuinely implored clients to encourage failure within the company

THAT FRIDAY FEELING After a black tie dinner, an ABBA tribute and a karaoke session, delegates managed to crawl out of their cabins for a day filled with quantum physics, lessons in love, Buddism and global economics. The Drum was there to capture the action as it happened.

as he sees this as attempting to do new things and not be scared of it. Its a threshold that once the company gets over it can thrive from.

It will be interesting to see what brands take from that advice. Scary, but I can see a certain logic there. &INALLY FOR THE MORNING n *USTIN

5RQUHART3TEWART WAS THE KEYNOTESPEAKERnEXAMININGTHEGLOBALECONOMYand where its going.

A witty, public school educated speaker that couldnt help but command the RESPECTOFTHEAUDIENCEnESPECIALLYWITH

his white shirt, red braces and matching TIEnHISINSIGHTWASFASCINATING

He highlighted the relationship between the USA and China as the most important RELATIONSHPTOWATCHECONOMICALLYnh7Edont want them falling out, was the understatement before looking at where the banks are now. Nowhere by the sounds of it.

Were not a doomed world, but a slower one that is recovering, he said reassuringly. It is in a cycle.

Lets hope hes right and someone gets peddling that cycle quickly.

Above: leaving home, the Aurora departing Southampton for three days of marketing insight. Left: Life boats at the ready for anyone who didnt fancy the ABBA tribute or karaoke

MARKETING FORUM REPORT17 THE DRUM OCT.23.09 www.thedrum.co.uk

HOMEWARD BOUND ITS BEEN A HARD VOYAGE, BUT IT SEEMS THAT CLIENTS AND AGENCIES MADE THE MOST OF THEIR TIMESATURDAYGod its early! I promised to list the clients that were in attendance on the ship. Ill do that in a while. I thought Id conclude my experience on board the Aurora first of all.

Rob Smith from thinking consultancy GoMad had a decent turnout of around 15 people, considering that he had the final timeslot of the whole Forum and was up against a talk that involved sampling international beer and cheese (it was a tough decision folks, but I took the hard one).

His workshop focused on cognitive thinking teaching us to consider our thinking more and the extra success companies and professionals have if they recognise the thought processes involved.

That it included me being tied up to a member of Strathclyde Police during it is something Ill quickly gloss over.

Cinema chain Vues sales and marketing director, Mark de Quervain, held a seminar on clear cut segmented marketing, which was quite tough going at such a late stage of the proceedings, although his insight was intriguing and his overview of the segmentation that he has done for Vue was also interesting.

Vue is the only cinema in the UK to offer teenagers between 13 and 18 a discounted price from adult tickets, which I find surprising but apparently these are the things you do through segmented marketing.

Another panel discussion was held with the same panel as yesterday during which I learned that the marketing director of Wagon Wheels was on board and is now sick and tired of being asked why theyve gotten smaller. She says they havent, so dont ask if you ever bump into her.

The general panel discussion once it got going was about brand protectiononce again following the lines of consumer power and the protection of a brand online.

General consensus was that ultimately the brand must be honest and its

products must be as good as they possibly can be in order to offer a positive consumer experience and gain trust and a good reputation.

That evening saw the Queen tribute act take place, which was better than the ABBA tribute act I have to say in my humble opinion, but I think, as it was the final evening on board, even a Gary Glitter tribute would have been well received.

Everyone was in the mood to let their hair down. At dinner I heard one tale of a woman who had placed her room key in a blokes pocket, only for him to tell her that he was married and therefore uninterested. His friend in turn took the key from his pocket and disappeared with the woman instead. I have no idea if this story is true, but maybe it shows that even in tough times, the marketing industry likes to play as hard as it works.

Ive been asked whether I thought the experience was worthwhile? Im told

each supplier pays upwards of 14,000 to attend the Marketing Forum. Every supplier I spoke to was positive that it had been worthwhile and that they would get more than enough work to cover the cost. I hope they are all right! The marketers too seemed on the whole positive about their experience onboard.

Only once was someones disappointment made clear to me of the number of suppliers and clients on board. I would expect that this will not be the case next year should the industry pick up along with the economy.

So, all in all, yes, I believe it can be worthwhile, but everyone must work hard and use their time onboard to ensure they gain from a business point of view. Anyone who goes for a holiday is either making enough money that it doesnt matter or making a big mistake.

Ill finish off with an abridged list of the clients with which I have spent a hard,

but enjoyable three days. If you are from an agency and one of these is your client, dont worry. Im sure everything is fine (gulp). Im off to lie down.

Shortened client list: Vue Cinema, Nokia, JD Williams & Co, Meridian Business Support, RAC Motoring Services, Krispy Crme, American Express, uSwitch, Fitness First, Motorola, Abbey Legal Protection, Yahoo, BBC Sport, The Co-operative Group, Rank International, FreeSat, Capital One Bank, First Choice Coffee, Chartered Institute of Management Accountants, TNT Express, Berghaus Ltd, Post Office ltd, DirectGov, Aegon Asset Management, Sony Music Entertainment, Hitachi Capital, NSPCC, PDSA, Ocean Finance, Xerox UK, Cardiff University, Diageo, University of Aberdeen, Santander Asset Management, Electronic Arts, Plymouth Argyle FC, HSBC, Morrisons, The Walt Disney Company.

GENERAL CONSENSUS WAS THAT ULTIMATELY THE BRAND MUST BE HONEST AND ITS PRODUCTS MUST BE AS GOOD AS THEY POSSIBLY CAN BE IN ORDER TO OFFER A POSITIVE CONSUMER EXPERIENCE AND GAIN TRUST AND A GOOD REPUTATION.

Above left: Nokia marketing director Will Harris, believes that there has never been a more exciting time to be a marketer as consumer take control. Above right: Jon Bennett of Aegon revealed on board that he is moving on from the company

To see just how hardworking they are, call 0161 237 3757 for a list of client recommendations.

www.pravda-advertising.com

PRA_Drum_1pp_Ad.indd 1 20/10/09 09:16:48

CREATIVE HEAVYWEIGHTS Brothers Phil and Gareth Howells are perhaps two of the most colourful creatives in adland - Phil at The Raft and Gareth at Newhaven. But does their sibling rivalry get in the way? Or has it helped their career progression?

THE DRUM: Right, now we have the two of you together... How did it all start? Who followed who?

PHIL:I was the first to get into the business as Im five years older. Gareth used to visit me at work and thought it would be a breeze. Then proceeded to make it look like a breeze twat!

GARETH:I thought it was all about having a cool office and playing football in the corridor. The bugger never told me how hard he worked. I loved it when he showed me the ads hed done. I used to bore everyone saying my brother had done that ad.

PHIL:We both went to Llandovery College and Carmarthen Art College. I went on to Kingston to do Graphics and Gareth went to Manchester to do advertising.

Im very protective over my brother, though. Once at Llandovery the school bully [called Rat] picked on Gareth. I got a little annoyed and left the vermin battered, bruised and hanging on a coat hanger for the rest of the school to file past on their way to dinner.

On another occasion when Gareth and his writer were having problems from senior management about leaving to join a competitor I had to put a polite call in to the creative directors to make the transition a little smoother.

Another time, I got Gareth a placement at Still Price Lintas when he first started out with Tom Richards. I tried

to get them hired there. I remember them doing some great stuff for Flora cheese. A few months later, Dougal Wilson (Gareths partner from Leith days) did a placement and I tried to get him hired too.

PHIL: Were always bouncing ideas off each other, talking about our beloved Scarlets rugby team or planning our next fly fishing trip.

GARETH:Yeah, we bounce ideas off each other all the time. His are normally shit and mine are fantastic. Eh, eh, eh, eh.

We do it when we get together, to be honest. Over a few bottles of red. Then we forget the ideas in the morning. Probably for the best.

We have never worked together, though. We got as far as getting a logo together. A 2H pencil. (Did I mention Phil has a degree in Graphic design from Kingston?) Id love to work with Phil, though. He could wash and Id wipe.

PHIL:Yep. If we could somehow find a way of working with each other in the future brilliant! It would be great to have someone scruffier than me in the office.

GARETH:I think we could work really well together. Mutual respect. Phil is a big talent.

PHIL:I think we could work well together, hes a great talent.

THE DRUM:So, how has it all turned out in your parallel worlds of advertising?

PHIL:Gareth has been more successful, but Im more handsome and theres still a few years to go.

GARETH: Im luckier. Phil has been in and out of the shit a bit. I seem to have got lucky with my lot. Except having to tolerate Shinton [Jonathan, co-founder of Newhaven]. We all have our crosses.

THE DRUM:And when you get together for family dos, do you bore the rest of the family with ad-talk?

PHIL: Our Dad was in the SAS, if we talked about advertising hed punch us.

GARETH:We do talk ideas pretty much all the time, though. Except when Wales score.

PHIL:Our sister Rhian is a producer at The Moretti Agency. One day shell be the most successful Howells.

GARETH: Im told shes doing well. I think they are being kind.

Brothers in arms: The Howells brothers,

then and now...

SIBLING RIVALRY19 THE DRUM OCT.23.09 www.thedrum.co.uk

20AGENCY AGONY UNCLE www.thedrum.co.uk OCT.23.09 THE DRUM

Dear Uncle Carl

Dear Uncle Carl,Ive been asked to take a 15 percent pay cut. The directors have taken a cut already. It has also been made clear that there will be job cuts. If I refuse the pay cut (which I really cant afford) will I automatically be one of the first out the door? Where do I stand legally? I do not want to leave my job.

A legal question. Who am I, Raymond Burr? (Anyway, could he actually stand legally as Ironside?) My guess is if they are taking pay cuts and now asking the staff then there will be more job cuts and the chances are your name will come up whether you take the cut or not. Legally, or otherwise, they shouldnt be approaching individuals; its stupid management, they are talking about a change in your contract of employment and would have to do it through consultation with HR, lawyers, even unions, if indeed you are members. They should have proposed a unilateral pay reduction across all staff with a secret and anonymous (same thing?) staff vote - just like the UK car industry in the 70s. And thats because, like them you wont vote for a pay cut to save a couple of jobs as you all think well it wont be me, what about Mark in accounts or Tracy on reception. Im too important, yeah right, because no one important ever lost their job.

A cautionary note on any accepted salary reduction; do they guarantee a return to previous levels once times improve? Is there a deadline to return to normality? Will they repay the loss of earnings, what happens if you leave or are asked to leave before the status quo returns its a legal nightmare!

Dear Uncle Carl,Im a long-serving account director and its been my plan to take a short sabbatical. When I last had an appraisal (ages ago) I was told Id be able to take three months off, but no promises were made about when. I now want to make plans but, because of the recession, Im worried about asking the question and about having a job to come back to.

Ask them. I know that you think that if you do that, then they may think mmmm we could give him lots of time off to travel! But what you need to know is they are not stupid and if after such an enquiry from yourself they did indeed choose to kick you out as a cost cutting measure they would be leaving themselves wide open

for you to pursue a rather strong case of constructive dismissal. So approach them and give them a reason why its a great idea for you to make like Michael Palin and fuck-offski. Surely they will welcome the salary relief with you gone. My only advice is to write a record of the meeting and the request, all nicely dated just in case!

Dear Uncle Carl,I have recently moved house away from the city that I work in. My commute takes almost two hours. I was wondering if I might be able to negotiate working from home one day a week, or perhaps changing my hours to avoid rush hours. How could I make this proposition attractive to them?

Unless you are offering to take a cut in pay or you are the guy in the office that no one really likes then no, they wont look favourably upon it you berk. You mention them once and yourself eight times in your question, so really this is all about you, isnt it? And how you should be the centre of their universe. Your lack of spatial awareness and basic geography, if anything, already has them fuming, moving two hours away for fks sake. Management arent idiots. They know you have moved; they now know you will try to maintain your routine for more than one month but less than three and they then know you will fail to maintain this charade which leaves the final step. This is where you nervously creep up to their office or approach HR with a cutting from some business magazine promoting remote working through improved broadband as a positive green issue.

Please make the request and bear in mind all they have to do legally is consider your request... right up to the point where they say NO. Think about this; your management, if they allow this, are allowing staff to re-create the terms of employment, which will become biased toward you. Now, I may sound like a tyrant, but you work for them, not the other way around. One thing that fucks me off about this is, imagine if your bosses one day announced the agency was moving two hours away from you, no requests, no consultation. It couldnt happen could it? If it did there would be an uproar with all the staff shouting you never said that when I signed my contract! Yes, well, neither did you when you signed your contract, so why should it work the other way? But simply because at my old place it said in my staff

handbook you had to work within 35 miles of the office, who is to say that your bosses may in fact be idiots and simply say yes to your request. If they do, well done, you have my and your wifes congratulations. But I guarantee they will have opened a Pandoras box of staff requests and I make you another cast iron guarantee you will leave them in three months anyway mark my words, Im Uncle Carl, I know these things.

Dear Uncle Carl,We have organised a big party to celebrate our agencys 10th birthday. We have invited clients, peers, friends, journalists and a few prospective clients too. The problem is that it looks like very few people can make it. Should I act desperate and beg them to come, should we just enjoy it as an agency party, rearrange it... or just cancel?

We dont beg, do we? After all we are not in PR. Give people a stronger reason to be there. Explain how important it is they are there and how important they have been to the success of your business. Look perhaps at the venue; this is a special celebration are you indeed making it special? Is it the same usual drinking hole or somewhere people havent been before? Look again at your guest list. You have invited the usual suspects but what about beyond that? Invite not only the current team, but the people who helped you build the business over ten years; the key staff, old clients, past suppliers and friends of the agency within the industry.

Look wider still, to other local business owners and leaders in your area. Maybe get a great industry speaker there too (I have an agent). Just remember this is not simply an agency party for agency staff, dont worry that some pencil-dick account director or up-their-arse-mac-monkey wont go. This is your 10th year celebration; fuck those lightweights chances are they wont be there in ten weeks anyway. If you really think about what you are celebrating and what you have achieved there will be plenty wanting to share your moment and you will have a great celebration I await my invite.

ARE YOU TROUBLED? DONT BE. SEND ALL YOUR QUESTIONS FOR UNCLE CARL TO [email protected] OR, IF YOU WISH TO MEET WITH CARL TO TALK ABOUT YOUR BUSINESS, EMAIL HIM ON [email protected]

Pay cuts, parties, vacations and relocations - after years spent managing people nothing shocks Uncle Carl any more. But maybe youre in for a shock when Carl tells you to go and take a hike.

01MAGENETIC NORTHHTTP://KIDS.TATE.ORG.UK/GAMES/DISCOVERING-TURNERTerrific site. Packed with engaging, interactive content that covers art in a way that my young nephews loved. I cant possibly do it justice in this short review but this work results in making the Tate seem fun and accessible. 9/10

02CLUSTAWWW.THESATURDAYS.CO.UKA surprisingly clean and classy site design for pop girls The Saturdays. But this might be because they havent made their first million yet if the band wants to compete with Girls Aloud, they need to invest in features for their site like ringtones, games, exclusives, etc. 6/10

03THE LEITH AGENCYSCOTTISH GOVERNMENT TV ADA simple, memorable, well-produced idea aimed at people like me who probably let their very young children watch too much CBeebies because theyre busy writing reviews for some marketing magazine. I think parents will like it and check out the website to ease the guilt. 8/10

04LIQUIDWWW.ASICS.CO.UK/SPORTSTYLEI liked this for two reasons. Firstly, it makes Asics history of innovation relevant to the leisure audience without being a lesson. Secondly, when I checked out a pair of GEL LYTE III, I was only a couple of clicks away from buying them. Decent job. 7/10

05AIR CREATIVECREATIVE CRAFT SCOTLANDIf the aim of this ad is to tell me theres more to craft in Scotland than knitted loo roll covers, then it does its job. The C word idea feels like it needed a more provocative execution, though. 6/10

06MERLEADVOCATES FOR ANIMALS VIRAL ADThis lovingly-crafted film did a good job of making me aware of this particular issue. Gorgeous animation, a fatally-wounded pregnant seal and Richard Briers voice is surely a recipe for getting support from animal lovers. 8/10

07AARDMAN ANIMATIONBAYER SCHERING PHARMA VIRAL ADThis film successfully uses humour to tackle (sorry) the issue of erectile dysfunction. At least, it made me want to check out the other beautifully observed films on the website (www.in-bed.info) where useful advice is delivered in an utterly charming way. 9/10

HAVE YOUR SAY ON THIS ITEM. LOGIN AT WWW.THEDRUM.CO.UK

CREATIVE REVIEW21 THE DRUM OCT.23.09 www.thedrum.co.uk

GARY SETCHELLCREATIVE DIRECTOR, MCCANN-ERICKSON BIRMINGHAM

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Having made the case for giving Scotland its first photographers agent six years ago amidst scepticism there was even a need, the Moretti Agency has never been scared of making brave decisions. But just whats driven the decision to expand and open a London office in a year of tightening belts?

It was always my ambition to extend our roster of photographers, and we needed to expand to accommodate the growing diversity of projects we had coming in. says Moretti, I wanted us to be able to handle briefs from agencies all over the UK and not just north of the border. So when the opportunity came up to share offices with 1st Option locations in Camden Lock I knew we had to take it.

This year, the Moretti photographers have indeed seen work commissioned from allcorners of the UK.

David Boni was chosen for the prestigious launch of Wonderbra Ultimate Strapless by Manchester Agency Iris, as well as Aviva work with Balloon Dog of Norwich and a global campaign for Intervet with McCanns London shot in South Africa.

Robbie Smith has been in Amsterdam and Zurich with BJL shooting for British Airways and it was recently announced that Mark Seagers work with Family Advertising on

Children First was selected for inclusion in the Creative Review Photography Annual 2009 coming out this month.

Were really chuffed for Mark that his work

has been chosen. To be part of the definitive

collection of the finest photography of the

year is fantastic news for him, and for the

agency. His work will now be seen by

creatives in over 80 countries.

David Eustace meanwhile was one of only 11 photographers commissioned to capture the Characters of America for USA Network in association with Chronicle Books. A project which saw him drive the entirety of Highway 50 capturing 50 portraits against 50 landscapes.

New on the booksHaving offices in Camden Lock has no doubt helped the agency add new London talent to their books. Last week Moretti announced the signing of top food photographer Will Heap who regularly shoots for Waitrose and Marks and Spencer, and Patrick Harrison whose lifestyle work has fronted campaigns for clients such as Vodafone and Nokia.

Almost all the campaigns, including those shot in South Africa make up a growing number of projects using the Agencys production skills.

Team Moretti

Moretti now have a four strong in-house team of agents and producers, including Rhian Howells, Alexa Murray and Frances Young. Together with Moretti herself they clock up a sizeable 40 years experience between them. Producing not only for their own photographers but agencies, direct clients as well as independent photographers and their agents.

Testament to their on the ground know-how, New York based production company The Custom Family recently brought Moretti in on a recent commission to produce a print campaign and art film for Pringle of Scotland with photographer Ryan McGinley and academy award winning actress, Tilda Swinton. This high profile fashion shoot took place in variouslocations around the West coast of Scotland earning the agency considerable praise.

Looking back across the spectrum of work in 2009, has the tougher business environment changed the way they do business?

Ive got a great team around me. Its been a tough year for some of our clients, theyre trying to keep standards high on smaller budgets, but were used to challenges. says Moretti adding, Part of the thrill sometimes is finding a creative solution

to a tight budget. The team are experienced enough to know how to get the best from whats on the table and still produce a great end result.

There was a time when some people believed booking a photographer through an agent meant it would cost more. Is that still the case?

Not at all. Maybe a few years ago but its definitely not the case now. Agencies weve worked with know were here to look after them and their clients. This allows our photographers to get on with shooting while were arranging all the behind the scenes and time-consuming bits. She adds, We dont charge our clients commission for booking the photographer, our agreement is directly with thephotographers themselves.

Location links

Moretti were invited to share the other half of the Camden Office with the UKs leading location and events company, 1st Option. One glimpse of their website www.1st-option.net and it quickly becomes clear they bring a wealth of experience to the table. As well as finding stills, TV, film and event locations across the UK, they now exclusively represent Londons legendary icon, Battersea Power Station.

Outside of the UK, Moretti have used their affiliations with local production companies around the world. Moretti have just completed a Long Tall Sally fashion shoot in Morocco and Rhian is gearing up for another one in either India, Thailand or Vietnam.

Having someone work with you on the ground helps minimise the risks, and of course the locals tend to know the best places for a well-earned beer when we wrap-up.

While growing the team, the talent they represent and the suite of services offered to their agencies and clients, it seems The Moretti Agency have succeeded in doing something even more important help grow their reputation as one of the leading photography and production agencies in the UK.

If youd like to contact Dawn please send an email to [email protected] visit her brand new website

www.themorettiagency.com

Patrick Harrison

Client:UBS

(Top)

David Eustace

Agency:Leith Agency Client:Scottish Government

TV production:MTP

Above: Robbie Smith Agency:BJL Client:British Airways Campaign:British Airways

Mark Seager Agency:Family Client:Children First

north & south With offices in London, Edinburgh and Southampton, a growing team and an enviable body of work from her leading photographers, Dawn Moretti explains how growing south has allowed her to deliver even more to her clients.Will Heap Client:Ebury Press SECRETS OF AGA PUDDINGS by Lucy Young Left: David Boni The Locals

Dawn Alexa Rhian Frances

Special feature.

DRUM DPS.indd 2 20/10/09 11:21:32

www.uberagency.com

3503 Uber - The Drum Ad.indd 1 19/10/2009 09:46

Despite the world being in a horrific recession, it looks like the UK is about to reach the watershed for video games pricing with next months arrival of the most hotly-anticipated new game

in recent memory: Call of Duty: Modern Warfare 2. Not only is it the most anticipated game of the year (if not decade), but it is being retailed at 54.99 - 5 more than any standard premium release, says Ubers Richard Benjamin.

Its a brave move during such hard times but with a title guaranteed to shift in such large quantities is it necessarily wrong?

The latest iteration of the highly-successful Call of Duty series might be able to demand a premium price when it is released, but thats not to say it will neccesarily set a benchmark for video games pricing.

Supermarkets have become key retailers for the games sector and have begun to drive down costs on big releases; football title FIFA 10 sold at only 25 when it was launched in Tesco this month. Industry opinion is divided with fears of devaluing brands and leaving consumers with unsustainable price expectations, says DKPMs Andy Weir. But competition can only benefit the price conscious consumer cant it?

It might benefit the consumer, but what does this changing landscape of the games industry mean for the agencies and studios involved in marketing the games themselves?

We asked creative agencies who promote video games Uber, DKPM, Head First animation studios that create trailers and films for games RealtimeUK and Axis and Mere Mortals, a company that creates games as well as marketing materials, to tell us how the gaming industry is bearing up during the recession.

RICHARD BENJAMIN,MANAGING DIRECTOR, UBERAs games have become more mainstream (and more expensive) how has the way they are marketed had to change?Years are spent developing games, Hollywood actors add voiceovers, huge brands secure product placement and the latest bands have their hits slapped on everything from driving games to shoot-em-ups. This has raised the bar in how games are perceived and has solidified gaming as a true cultural benchmark shifting it out of geeks bedrooms and into the mainstream.

The marketing needs to reflect these shifts in game production/perception and this is why many campaigns now resemble those for blockbuster Hollywood tent pole movies confident, brash and slick. Of course there are always the smaller releases with tight budgets (much

more than triple-A titles), but even though revenue is lower on these titles, the general uplift in high-profile marketing in the industry has rubbed-off across the board.Are there any trends likely to impact on games marketing in future?One of the big changes within the industry in the coming years that will have a huge effect on marketing is the advent of downloadable games. In effect this does away with packaging and cuts out the stores and therefore point-of-sale and other in-store promotions. Of course games will always need branding, but with much less collateral required the worth of projects to agencies will be much less.

Whatever the future, the consumer still needs to be informed and excited about forthcoming titles and the creativity this entails is as demanding and vibrant as ever.

No longer the sole preserve of nerdy boys in dimly lit bedrooms, video games are now enjoying mainstrea

21437697 the Drum Magazine 23 October

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