EDITORIAL TEAM OF THE YEAR 9 THE ROOT OF ALL GOODimg01.thedrum.com › news › tmp › 90538 ›...

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46M A RKE TING

CA N CHA NGE T HE WO RLD1 3 . N O V E M B E R . 2 0 1 5

EDITORIAL TEAM OF THE YEAR

THE ROOT

OF ALL GOOD

THE DO IT DAY ISSUE

TD_36_23_NOV11_COVER.indd 1 10/11/2015 15:21

A Drum Elite Agency:Content marketing that actually works

DIGITALCENSUSELITE 2015 www.builtvisible.com

[email protected]

FullSinglePage.indd 1 10/11/2015 14:29

A Drum Elite Agency:Content marketing that actually works

DIGITALCENSUSELITE 2015 www.builtvisible.com

[email protected]


13.NOVEMBER.2015 CONTENTS

03THEDRUM.COM

CONTENTS

39_CREATIVE DEPARTMENTDo It Day attendees choose their favourite ‘good ads’.

V O L U M E # 3 6 I S S U E # 2 3

06_TRENDING The most exciting trends to come out of Do It Day, identified and written by some of the assembled marketers on the day.

12_THE KIDS ARE ALRIGHTDixons Carphone joins forces with Visa on Do It Day to promote money and tech to school pupils.

13_HUMANISING REFUGEESThe UN helps Americans see how the humanitarian crisis in the Middle East and Europe is affecting people just like them.

14_LIFE SKILLSBarclays aims to help unemployed young people with a social campaign where peers highlight each others’ skills.

15_UNLOCKING NATUREThe Ad Council and Forest Service team up for Do It Day New York, creating an in-game promotion on Minecraft encouraging kids to play outside.

16_BE WORTHWHILEMashable’s new platform, built in a day, matches charities with people based on their skills, available time and location.

17_HELP IN HAITIHaitian Education & Leadership Program builds a BuzzFeed quiz in an effort to raise money to send more students to college.

19_ONE GOOD DEEDCan random acts of kindness make the world a better place? Metro thinks so and partnered with Asda on Do It Day to amplify its Good Deed Feed.

26_BELO CÉREBRO Unilever builds a platform to engage female millennials in Brazil, matching them with mentors and encouraging entrepreneurship.

30_FEEL THE BEATBozza teams with Crowdfunder in a bid to bring the vibrancy of Africa to the UK.

32_STEM SELLFrom force-measuring boxing gloves to vibrating handbags, IBM wants teens to make wearable tech ideas a reality.

This issue’s cover, a collage of tree pictures submitted as part of the #treesfortrees campaign which saw 10,000 trees planted in just a few hours as part of Do It Day, comes courtesy of Dennis Publishing.

20_#TREESFORTREES10,000 saplings, 215 people and just a few hours of daylight. Dennis Publishing came to us with one of Do It Day’s most ambitious challenges. Here’s how we planted a forest in a day.

TD_36_23_NOV11_CONTENTS.indd 3 10/11/2015 16:14

A NEW TAKE ««««««««««««ON ««««««««««««

PROGRAMMATIC

THROUGH ALL THE

CHALLENGE «««« THE TRUISMS AND QUESTION THE CLAIMS ««««

8thDEC

CENTRAL LONDONTickets available at

www.thedrum.com/programmaticpunch

AND REALLY GET TO THE HEART OF WHAT YOU NEED TOKNOW, WHO YOU NEED TO KNOW AND HOW YOU SHOULD BE

MOVING FORWARD. WE’LL STAY AWAY FROM ALL THE ACRONYMS.

PUNCH_fullpage.indd 1 06/11/2015 13:23FullSinglePage.indd 1 10/11/2015 14:30

A NEW TAKE ««««««««««««ON ««««««««««««

PROGRAMMATIC

THROUGH ALL THE

CHALLENGE «««« THE TRUISMS AND QUESTION THE CLAIMS ««««

8thDEC

CENTRAL LONDONTickets available at

www.thedrum.com/programmaticpunch

AND REALLY GET TO THE HEART OF WHAT YOU NEED TOKNOW, WHO YOU NEED TO KNOW AND HOW YOU SHOULD BE

MOVING FORWARD. WE’LL STAY AWAY FROM ALL THE ACRONYMS.

PUNCH_fullpage.indd 1 06/11/2015 13:23FullSinglePage.indd 1 10/11/2015 14:30

13.NOVEMBER.2015 LEADER

05THEDRUM.COM

EDITORIAL TEAM

It’s a well-established trend that companies are placing social purpose at the heart of their brands as they recognise that doing good can also be good business. It’s something that The Drum believes needs to be embraced by the global marketing community too.

In our most ambitious move as a publication to date, earlier this year we announced the creation of Do It Day, a unique experiment which would invite brands to issue world-bettering challenges for the marketing community to address. Do It Day called on marketers to ditch the cumbersome processes that can often hinder creative thinking and act decisively to develop real-world solutions that could be produced over the course of a day, and that would create some sort of positive societal impact.

The response was fantastic and demonstrated the desire marketing professionals across the world have to make a difference using their unique skillsets.

This very magazine was produced in a day (which to this team is an endeavour in itself), with assistance from delegates who rolled up their sleeves to write content for the Trending section, decide what to include in our creative showcase, offer their views at every stage of production and even choose the final cover and cover line.

But The Drum also saw over 400 people enthusiastically attempt to create change on a number of levels and with a number of different causes (12 in total). Working with companies including Unilever, Barclays, IBM and Mashable, the level of ambition and support the project received exemplified the contribution that marketers can make to the world.

Challenges included the creation of a number of online platforms, some with educational benefits, and others to raise money, while the planting of 10,000 trees held an obvious environmental importance. Across the pond in New York, the United Nations got involved, bringing home the scale of the refugee crisis to Americans with an ad on Clear Channel’s site in Times Square.

There was no shortage of challenges that needed addressed.Make no mistake, Do It Day was more than just a business event. It was a movement

which will be repeated annually and grow globally. We have already begun to search for further brand partners to help us do the same again next year.

Should you wish to get involved, please do get in touch and let us know. All are welcome.

And for the record, marketing can change the world. We’ve just proven it.

THOMAS O’NEILLMAGAZINE EDITOR [email protected]

GORDON [email protected]

KATIE MCQUATERFEATURES EDITOR [email protected]

CAMERON CLARKECOMMISSIONING [email protected]

STEPHEN LEPITAKEDITOR [email protected]

SEB JOSEPHNEWS EDITOR [email protected]

JEN FAULLSENIOR REPORTER [email protected]

Association of Online Publishers• Digital Publishing Company of the Year • Editorial Team of the Year

PPA• Event of the Year• Publishing Innovator of the Year 2014• Business Magazine of the Year 2013

PPA Digital Awards • Content Team of the Year

PPA Independent Publishers Network• Media Brand of the Year 2013• Editor of the Year 2013

PPA Scotland• Scottish Magazine of the Year • Business & Professional Magazine of the Year • Business & Professional Magazine Design of the Year • Business & Professional Magazine Editor of the Year

AWARDS

Editor-in-Chief: Gordon Young Editor: Stephen Lepitak Magazine Editor: Thomas O’Neill Editor-at-Large & Head of TV: Dave Birss Features Editor: Katie McQuater Commissioning Editor: Cameron Clarke News Editor: Seb Joseph Digital Editor: Ronan Shields Senior Reporter: Jen Faull Reporters: Gillian West, Natalie Mortimer, Minda Smiley, John McCarthy, Tony Connelly

Editorial Assistant: Rebecca Stewart Community Manager: Adam Libonatti-Roche Design & Production Director: Nick Creed Design/Production: Amanda Dewar, Ross Lesley-Bayne, Gillian

Durham Head of Video: Sam Scott Group Commercial Director: Liz Hamilton Head of Sales London: Melissa Kirby-Blanch Senior Key Account Manager: Georgie Ripley Key Account Manager: Flannan Hassett New Business Executive: Lynne Ault Profile Hub Sales: Stephen Young Recruitment Sales: Victoria Swan Head of Conferences: Melanie Shah Managing Director of Events: Lynn Lester Events Director: Katy Thomson Managing Director: Diane Young Managing Director, The Drum & thedrum.com: Andy Oakes Associate Editor & Managing Director, The Drum Network: Richard Draycott Printed by: Stephens & George Magazines Type design by: Monotype

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SUBSCRIPTIONS: To subscribe to The Drum magazine go to thedrum.com/subscribe where one year’s print subscription costs £199 (£225 outside the UK) or the equivalent in Bitcoin (via thedrum.

com/bitcoin). For all enquiries please contact Jordon Geary, [email protected], +44 (0) 141 559 6060. A year’s subscription includes 25 print issues; excerpts from the Digital, Design and

Advertising Censuses; Mobile Top 50; Social Top 50; 50 Under 30 Women in Digital; The Designerati; The Digerati; The Adverati; plus various sector specific supplements.

THE DRUM is published by Carnyx Group Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any artwork will be accepted at owner’s 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.

© CARNYX GROUP LIMITED 2015 ISSN 2046-0635

GILLIAN WESTREPORTER [email protected]

DOING GOOD IS GOOD BUSINESS, SO DO IT

RONAN SHIELDSDIGITAL [email protected]

TD_36_23_NOV11_LEADER.indd 5 10/11/2015 16:26

13.NOVEMBER.2015TRENDING | DO IT DAY |

THEDRUM.COM06

WHAT CAN YOU DO IN

A DAY?

HEARING VOICESTristan Marshall of Krow Communications outlines how he helped the Metro and Asda create a radio ad in 24 hours at Do it Day.

“Does anyone do accents?” In terms of scary questions, it’s right up there with “what’s that rash?”

There’s a pause as the ramifications sink in. The folks from Radioville are looking for us – the assembled group of marketers from a wide range of backgrounds at The Drum’s Do It Day – to come forward to a microphone and read a radio script for Metro and Asda’s Good Deed Day, for an ad to be broadcast in just a few hours at 4pm. Mobile phones come out straight away, as people prime friends and family to listen out by their digital radios.

The plan is to have a group of voices reading out alternating lines in the pre-written 30-second ad. The script calls on people around Britain to vote for their region if they think it’s the kindest part of the country. Script in hand, each volunteer makes the terrifying journey up to the microphone to contribute. Surrounded by camera phones recording our every word – everything today is being Tweeted, Instagrammed and Snapchatted – we handle being in the digital media spotlight with no tears or tantrums.

Naturally there are a few bloopers – it’s good to see that everyone has at least one good Germanic swear word in them. But the simple fact that we have to get the script recorded here and now lends a real urgency to the process.

After everyone has had their say, a crack team of radio boffins fly back across the river to Jungle Studios to edit and mix the material that’s been recorded. In total we have 37 takes with a range of accents and each voice has hit different notes in the script well. We work through lunch, going over each take, assembling the mix of options, cutting and pasting until we have the best version.

Then it’s down to the sound engineer to work his magic, which he does with quiet fortitude after the creative noise has ceased.

Versions for each of the 10 regions are created, named and sent for output. We have a team photo outside Jungle and then it’s back over Waterloo Bridge to the event’s IBM HQ to see how everyone else has fared.

It’s 3.45pm. Amazing what you can do in a day.

With a lot of help from the marketing industry, here’s

what we did...

10,000 TREES

8 OUTDOOR CAMPAIGNS

1 RADIO AD

28M SOCIAL IMPRESSIONS

5 SOCIAL CAMPAIGNS

1 MAGAZINE

3 PRINT CAMPAIGNS

4 NEW PLATFORMS

TD_36_23_NOV11_TRENDING.indd 6 10/11/2015 16:31


THEDRUM.COM06

WHAT CAN YOU DO IN

A DAY?

HEARING VOICESTristan Marshall of Krow Communications outlines how he helped the Metro and Asda create a radio ad in 24 hours at Do it Day.

“Does anyone do accents?” In terms of scary questions, it’s right up there with “what’s that rash?”

There’s a pause as the ramifications sink in. The folks from Radioville are looking for us – the assembled group of marketers from a wide range of backgrounds at The Drum’s Do It Day – to come forward to a microphone and read a radio script for Metro and Asda’s Good Deed Day, for an ad to be broadcast in just a few hours at 4pm. Mobile phones come out straight away, as people prime friends and family to listen out by their digital radios.

The plan is to have a group of voices reading out alternating lines in the pre-written 30-second ad. The script calls on people around Britain to vote for their region if they think it’s the kindest part of the country. Script in hand, each volunteer makes the terrifying journey up to the microphone to contribute. Surrounded by camera phones recording our every word – everything today is being Tweeted, Instagrammed and Snapchatted – we handle being in the digital media spotlight with no tears or tantrums.

Naturally there are a few bloopers – it’s good to see that everyone has at least one good Germanic swear word in them. But the simple fact that we have to get the script recorded here and now lends a real urgency to the process.

After everyone has had their say, a crack team of radio boffins fly back across the river to Jungle Studios to edit and mix the material that’s been recorded. In total we have 37 takes with a range of accents and each voice has hit different notes in the script well. We work through lunch, going over each take, assembling the mix of options, cutting and pasting until we have the best version.

Then it’s down to the sound engineer to work his magic, which he does with quiet fortitude after the creative noise has ceased.

Versions for each of the 10 regions are created, named and sent for output. We have a team photo outside Jungle and then it’s back over Waterloo Bridge to the event’s IBM HQ to see how everyone else has fared.

It’s 3.45pm. Amazing what you can do in a day.

With a lot of help from the marketing industry, here’s

what we did...

10,000 TREES

8 OUTDOOR CAMPAIGNS

1 RADIO AD

28M SOCIAL IMPRESSIONS

5 SOCIAL CAMPAIGNS

1 MAGAZINE

3 PRINT CAMPAIGNS

4 NEW PLATFORMS


13.NOVEMBER.2015 | DO IT DAY | TRENDING

07THEDRUM.COM

OUR MONDAY WAS MORE PRODUCTIVE THAN YOUR MONDAYBenny Wallington, creative strategist at Kritical Mass, takes time out on Do It Day to explain why brands and marketers shouldn’t be afraid to speed things up.

It’s no secret that the world we live in demands speed across the board.

As Mark Zuckerberg once said: “Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.”

And while it’s probably not the first time you have heard this quote, it certainly won’t be the last. But don’t be fooled, the objective is never actually to ‘break’ things (unless you’re talking about Kim Kardashian’s ability to crash the internet). The plan is to get it out of the testing room and into the gaze of your users. And if there happen to be hiccups along the way, well, nobody died, so chin up and move on!

This startup mentality is one that is slowly but surely edging its way into the mainstream of UK marketing. Agencies like VCCP and its newly built innovation team have introduced the sprint style mentality by inviting clients in to work on a brief for a set period. The same can be said for HeyHuman, which invites tech companies in for monthly meetings to discuss how it can do better, faster and more-cutting edge work, utilising new tools and talents.

This shift towards the lean startup methodology for business is one that can be fully implemented for brands, big and small, and may actually prove a counter-offensive move to ensure we aren’t losing all the best new talent.

Trendy youthful Swedish-born The Pop Up Agency, now based in East London, is a fine example of young creative talent deciding to fight the norm and go out on its own, using a faster, startup-like model approach to solving briefs.

In a world where teenagers can create effective viral content from their bedrooms, why do young creative talents need to go to the bottom rung of a big sweaty ad agency when they can spread their wings on their own terms?

And these ‘professionals’ are getting younger and younger. The next generation of coding kids are dropping out of school at 15, saying bye to mum and dad and moving into shared houses in Silicon Valley. No longer do big companies have the luxury of waiting for these kids to stumble their way through university when they’re not even graduating high school.

So where does this leave us adults? And, looking to the future, how we can keep up and stay relevant?

An event like Do It Day is a powerful example that marketers and ad agencies alike can come together to speed shit up! It’s been exciting to see Unilever and IBM throw their hats into the ring. And even though spokespeople from both side-stepped when asked if they should employ this mentality all the time, it’s at least a side-step in the right direction.

So let’s see, as the results should speak for themselves and the 13 brands taking part should walk away from Do It Day with a budding test case for other brands and agencies to take a leaf. Or, in this case, plant a tree.

Photography by Bronac McNeill



THEDRUM.COM08

ADVERTISING FOR CHANGE Nice and Serious director Matthew Harmer asks, should marketing budgets be spent on making the world a better place?

“I can feel it coming in the air tonight”. A line that gave not only Phil Collins one of his greatest hits of all time, but also Fallon London. Created back in 2007, the agency’s Cadbury ‘Gorilla’ ad, scored with Phil’s haunting track, was recently voted alongside Guinness’s ‘Surfer’ as one of the greatest ads ever made. But the advertising industry has moved on a lot since 2007 and change is in the air. I can certainly feel it coming too.

Guinness’s latest ad campaign, created for the recent Rugby World Cup, is a prime example. While the TV ad’s look and feel is still as intense and masculine as ‘Surfer’, the message is very much different. Take ‘Never Alone’, a short spot featuring Welsh rugby player Gareth Thomas. The film revolves around his decision to reveal his sexuality to his teammates (and world at large) and the emotional turmoil this caused him. Sitting under Guinness’s ‘Made of More’ campaign, this is an example of a great brand addressing more

important issues than just its image.But whereas Guinness has always maintained

a good brand reputation, McDonald’s latest ad campaign tries to dispel some of the myths that have plagued it in the past, quite literally in fact, and highlight some of the more responsible things it is doing in terms of transparency and ethical sourcing.

Its latest campaign ‘Good to Know’ takes three of its key products, the beef burger, the chicken nugget and the humble potato fry, and highlights that they’re more innocent than what the rumours say. ‘Cow’ in particular emphasises both the British sourcing and high animal welfare standards of McDonald’s beef.

And it’s not just the food industry that is jumping the ‘good advertising’ bandwagon. Microsoft’s latest TV spot revolves around its support of the special Olympics. A beautifully shot film in black and white, the ad not only gives the brand a slick, edgy feel, but also gives the impressions there’s

some substance behind the cold tech giant. Despite these thought provoking, beautifully

crafted ads, the question that was raised at Do It Day 2015 was, should brands be spending this much money on advertising their responsible side, or instead be spending this money on making the world a better place? Maybe so, and this raises many ethical questions about whether CSR and brand responsibility is a genuine, altruistic thing, or simply creating fodder for the marketing team.

Another interesting point made around this subject is that brands could be using marketing spend to create content that not only advertises the responsible work they are doing, but also encourages the consumer to get on board and support this work, almost akin to the advertising charities do.

Perhaps, and I say this with hope, this is where the industry may start to head as consumers become more used to, and tired of, the current trend in responsible brand advertising.

Guinness’s ‘Never Alone’

tells the coming out story of

rugby star Gareth Thomas




THEDRUM.COM08

ADVERTISING FOR CHANGE Nice and Serious director Matthew Harmer asks, should marketing budgets be spent on making the world a better place?

“I can feel it coming in the air tonight”. A line that gave not only Phil Collins one of his greatest hits of all time, but also Fallon London. Created back in 2007, the agency’s Cadbury ‘Gorilla’ ad, scored with Phil’s haunting track, was recently voted alongside Guinness’s ‘Surfer’ as one of the greatest ads ever made. But the advertising industry has moved on a lot since 2007 and change is in the air. I can certainly feel it coming too.

Guinness’s latest ad campaign, created for the recent Rugby World Cup, is a prime example. While the TV ad’s look and feel is still as intense and masculine as ‘Surfer’, the message is very much different. Take ‘Never Alone’, a short spot featuring Welsh rugby player Gareth Thomas. The film revolves around his decision to reveal his sexuality to his teammates (and world at large) and the emotional turmoil this caused him. Sitting under Guinness’s ‘Made of More’ campaign, this is an example of a great brand addressing more

important issues than just its image.But whereas Guinness has always maintained

a good brand reputation, McDonald’s latest ad campaign tries to dispel some of the myths that have plagued it in the past, quite literally in fact, and highlight some of the more responsible things it is doing in terms of transparency and ethical sourcing.

Its latest campaign ‘Good to Know’ takes three of its key products, the beef burger, the chicken nugget and the humble potato fry, and highlights that they’re more innocent than what the rumours say. ‘Cow’ in particular emphasises both the British sourcing and high animal welfare standards of McDonald’s beef.

And it’s not just the food industry that is jumping the ‘good advertising’ bandwagon. Microsoft’s latest TV spot revolves around its support of the special Olympics. A beautifully shot film in black and white, the ad not only gives the brand a slick, edgy feel, but also gives the impressions there’s

some substance behind the cold tech giant. Despite these thought provoking, beautifully

crafted ads, the question that was raised at Do It Day 2015 was, should brands be spending this much money on advertising their responsible side, or instead be spending this money on making the world a better place? Maybe so, and this raises many ethical questions about whether CSR and brand responsibility is a genuine, altruistic thing, or simply creating fodder for the marketing team.

Another interesting point made around this subject is that brands could be using marketing spend to create content that not only advertises the responsible work they are doing, but also encourages the consumer to get on board and support this work, almost akin to the advertising charities do.

Perhaps, and I say this with hope, this is where the industry may start to head as consumers become more used to, and tired of, the current trend in responsible brand advertising.

Guinness’s ‘Never Alone’

tells the coming out story of

rugby star Gareth Thomas




09THEDRUM.COM

CSR AND MARKETING: THE CHICKEN OR THE EGG? Jessica Stewart, strategic planner at Stein IAS EMEA, reports on the CSR panel discussion at Do It Day.

“The Drum’s Do It Day may well be the most socially responsible conference this year,” Steve Antoniewicz, facilitator of the day’s panel focusing on CSR, rightly says. Antoniewicz, the managing director of RAR, is interviewing a panel of CSR experts from Dixons Carphone, Barclays, and Millennial Media, all of whom agree on one vital point: the need for CSR initiatives to be genuine.

“I don’t think you should be trying to leverage CSR activity: that would be a disaster,” says Stephen Jenkins, vice-president of global marketing and communications at Millennial Media. “It has to be true, where you’re coming from.”

Jeanette Lloyd, brand agent programme lead at Barclays, agrees. Its own CSR programmes and associated marketing activities are a testament to this: “It comes from a genuine place. We don’t link to our products or services or anything.”

The panel is unanimous: authenticity is the key. CSR shouldn’t manifest itself as a straightforward marketing stunt, designed to boost brand ratings

and drive revenue. The best CSR programmes, like those from Barclays and Dixons Carphone, come from a genuine desire to make a difference. If corporations get some positive marketing or PR activity out of it, so much the better – but that can’t be the end game. CSR has to come first, and marketing strategy second. If it becomes a marketing-driven initiative only, it loses its authenticity and becomes no more than a self-serving PR push.

But how do you create a genuine initiative? “It’s about what suits your brand and how it can be authentic,” suggests Jenkins. In other words, your CSR activity needs to support the identity of your organisation and what it stands for. That certainly seems to account for Barclays’ success in this area: “It goes beyond CSR for us – it’s part of our DNA now”, says Lloyd.

In the challenge for authenticity, the balance between CSR spend and associated marketing spend can be a tricky issue. Somewhat

surprisingly, Dixons Carphone doesn’t currently run any marketing on its CSR activity, according to head of corporate responsibility Kesah Trowell. As for Barclays, Lloyd claims its media campaign is used not to promote the CSR story, but to raise awareness of the initiative within its target audience. Without this spend, she suggests, the initiative wouldn’t be successful.

“So we have really good brand scores out of it,” Lloyd says. “But I think the most important thing is those personal anecdotes and the satisfaction you get out of it.”

Ultimately, the best CSR initiatives will be those that don’t look like a marketing ploy. So make them true to your brand and your mission, and always put CSR first. Unless your organisation genuinely wants to make a difference – not just to its brand scores – your good deeds will ring hollow to your employees, your customers, and your prospects. It could cause you more damage than good.

Dixons Carphone’s Kesah Trowell,

Barclays’ Jeanette Lloyd and Millennial

Media’s Stephen Jenkins talk CSR


Job Description

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AAAA.indd 1 10/11/2015 14:33

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Photographer:

72andSunny | 12101 W. Bluff Creek Drive, Playa Vista, California 90094

InDesign CC 2014, 10.2 Triple Tringle Mechanical Cubed

Usage Exp:

Fonts:

Links:Gradient-TheDrum_r1.ai (100%), 4As_Lock_Up_Black_1.ai (21.82%), Part-nerAwards_Logo_Black.ai (59.93%)

Print Vendors or Publications:The DrumNov 11 issueVersion A1

Producer:Creative Director:Art Director:Account Manager:Production Artist:Proofreader:

Scale:Bleed:Trim:Safety:Live:Spot Colors:

Cyan, Magenta, Yellow, Black

Media Type:Mechanical Type:Unit Size:Library Items:Reference:Date/Time:

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Final Entry Deadline: January 8partnerawards.aaaa.org

Let’s celebrate the creativity that brings unlikely partners together to make surprising new things.

What if ______ partnered (Brand)What if ______ partnered with ______ and brought(Brand)with ______ and broughtin ______ who then(Agency)in ______ who thencalled ______ with the (Production Partner)called ______ with the

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AAAA.indd 1 10/11/2015 14:33


11THEDRUM.COM

Over the last few years I’ve written a lot for the trade press about technology and marketing, both being passions of mine. Starting a new job this year, and also reading What Technology Wants by Kevin Kelly, co-founder of Wired, has made me reflect on the place of ethics, not only in digital marketing but also in the wider world as businesses look ahead to 2016 in order to adapt to a fast-changing environment.

Kelly’s book is wide-ranging, but central to his thesis is the idea that there is a kind of evolving technology he calls the “technium”, that develops with a degree of inevitability in a certain direction in accordance with the circumstances of the technology that preceded it. In other words, if you were to rewind time and replay it again and again, everything, from the hammer to the internet would prove to have been fairly inevitable. It’s an interesting book and I recommend reading it to get a more nuanced understanding of the concept than I have time to present here.

Part of Kelly’s argument, however, is that, despite the inevitability of the way technology unfolds (including the technology embraced by businesses and marketers), its character is not inevitable. The internet and the current debate about ‘net neutrality’ can serve as an example: whether or not access to all content should be enabled equally, regardless of its source and without favouring or blocking websites. The internet could be national or transnational, non-profit or commercial, depending on which protocol is used. As Kelly points out, these choices of ‘character’ have a huge impact on the world

which, incidentally, is no doubt why the net neutrality debate has got so many people fired up.

All the talk in the last few years of businesses ‘digitising’ is ultimately just about how they embrace technology and, as the varieties of technology become more numerous and present organisations with opportunities, the choices we make will increasingly come under the spotlight.

For marketing it could be the choices we make as innovative marketers and how those choices affect consumers or society as a whole. In the mid- or long-term for example, it could be hard to even predict applications of artificial intelligence (already used in marketing of course by, for example, the programmatic industry using algorithms to find patterns in consumer behaviour to serve relevant ads) or even biotechnology and robotics.

I believe the choices brands make already do, and in the future increasingly will, affect the purchasing behaviour of consumers.

Arguably, in the age of transparency we live in, and that is surely here to stay, there has never been a closer link between businesses’ marketing, their propositions and the values they stand for. And, in an era where many brands are struggling for cut through due to media fragmentation, multi-screening, ad blocking and general ad clutter, it can surely be an important differentiator.

To look beyond my technological starting point, but to come back to the central point of this article about the choices organisations and brands make, this is what makes the broader idea of ‘brands with purpose’ resonate with me. They are brands

that know what they aspire to be which affects the behaviour within their company, their products and, ultimately, the impact they have on the world. You’ll have no doubt have heard a reasonable amount about ‘brands with purpose’ over the last few years, but are you one of the marketers that hasn’t so far seen a link with your brand?

Having been in Unilever’s business for a reasonable amount of time now, I find the company’s mission to ‘make sustainable living commonplace’ both progressive and inspiring. It’s been well reported but is worth repeating that some of the fastest growing brands in Unilever’s portfolio are the ‘sustainable living’ brands, like Ben & Jerry’s, Dove and Comfort, defined as contributing towards the company’s goal of doubling its business while reducing its environmental footprint and increasing its positive social impact. And aside from our purpose impacting our brands’ performance, our HR team points to employee engagement, and it being one of the reasons we are the third most searched for brand on LinkedIn.

The journey Unilever has been on may not inevitably lead to all other businesses following in its footsteps (not least because few brands have the scale of a Unilever), but as Kelly’s thinking on the ‘character’ of technology suggests, more brands embracing purpose driven strategies should have a significant impact for all of us. The Drum’s relaunch rallying cry that “marketing has the power to change the world” and initiatives like Do It Day present a positive challenge to forward-thinking marketers.

EMBRACING PURPOSEUnilever’s new UK and Ireland media director and The Drum’s newest columnist Alex Tait takes a look at ‘brands with purpose’

Unilever ‘sustainable living’ brand Domestos has

committed to helping millions of people around

the world gain access to improved sanitation


13.NOVEMBER.2015DIXONS CARPHONE & VISA | KIDS & TECH |

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The Drum’s Jennifer Faull reports on how Dixons Carphone joined forces with Visa to create a platform to connect teachers.

When Dixons Carphone and Visa first came to Plan It Day in September they began with two different challenges which were later combined as they saw synergies emerge.

The former believes that technology has the power to transform education and wanted a solution that would create a centralised platform for teachers to share their ideas. The latter leaned on the insight that in today’s digital world kids were growing up with a warped sense of what money really is and wanted a better way to help kids understand. At the end of Plan It Day, both left with the perhaps unlikely realisation that their winning teams had created an idea that, if combined, could

help solve both problems.For Do It Day, the creative teams joined forces

to develop and test a prototype platform for education that would connect teachers and help them stay up to date with the important issues facing children and share best practices.

Early in the day the Institute of Imagination gave a hand and held two sessions with school-age children from Ferry Lane Primary School to show how they interact with technology, while another group of 10 school children worked on the project from The Drum’s offices in Shoreditch for the morning.

Dixons Carphone’s agency partners Undercurrent

and Yoyo Design, as well as representatives from its charity Techknowledge for Schools and Young Enterprise, then set about the design and build of the platform as well as the integration of content.

Among the first challenges was devising the platform’s identity. The team quickly settled on the name Satchel and URL mysatchel.org, believing that this conveyed the idea of a place to store everything you need and also played on a nostalgia which they thought would resonate well with teachers.

Meanwhile Visa created a dedicated section on the site which aimed to help teachers understand how kids today think about money.

THE KIDS ARE ALRIGHT

10 school children had the run of The

Drum’s offices on Do It Day, where they

went about building their own computers


13.NOVEMBER.2015DIXONS CARPHONE & VISA | KIDS & TECH |

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The Drum’s Jennifer Faull reports on how Dixons Carphone joined forces with Visa to create a platform to connect teachers.

When Dixons Carphone and Visa first came to Plan It Day in September they began with two different challenges which were later combined as they saw synergies emerge.

The former believes that technology has the power to transform education and wanted a solution that would create a centralised platform for teachers to share their ideas. The latter leaned on the insight that in today’s digital world kids were growing up with a warped sense of what money really is and wanted a better way to help kids understand. At the end of Plan It Day, both left with the perhaps unlikely realisation that their winning teams had created an idea that, if combined, could

help solve both problems.For Do It Day, the creative teams joined forces

to develop and test a prototype platform for education that would connect teachers and help them stay up to date with the important issues facing children and share best practices.

Early in the day the Institute of Imagination gave a hand and held two sessions with school-age children from Ferry Lane Primary School to show how they interact with technology, while another group of 10 school children worked on the project from The Drum’s offices in Shoreditch for the morning.

Dixons Carphone’s agency partners Undercurrent

and Yoyo Design, as well as representatives from its charity Techknowledge for Schools and Young Enterprise, then set about the design and build of the platform as well as the integration of content.

Among the first challenges was devising the platform’s identity. The team quickly settled on the name Satchel and URL mysatchel.org, believing that this conveyed the idea of a place to store everything you need and also played on a nostalgia which they thought would resonate well with teachers.

Meanwhile Visa created a dedicated section on the site which aimed to help teachers understand how kids today think about money.

THE KIDS ARE ALRIGHT

10 school children had the run of The

Drum’s offices on Do It Day, where they

went about building their own computers


13.NOVEMBER.2015 | HUMANISING REFUGEES | USA FOR UNHCR

13THEDRUM.COM

As winter draws in, the severity of the ongoing humanitarian crisis – spurred by conflict in the Middle East and surrounding region – becomes apparent as millions of people fleeing persecution land on European shores seeking a reprieve, and in some cases a new start.

This debate has dominated the national discussion in European nations for the majority of the year, but the USA has yet to broach the matter on a similar scale.

This can be attributed to the world’s most economically powerful nation being buffered to the scale and severity of the problem by the Atlantic Ocean, but USA for UNHCR will use the ideas cultivated on Do It Day to bring the issue to life in living rooms across America.

Erin Dunne, engagement manager at USA for UNHCR, told The Drum: ”If we can use this to help the public see that refugees are often doctors, and lawyers, and web developers, etc, we can help to humanise them a bit more.”

She added: “In Europe, refugees are

knocking on the doors of the public, and it is impacting the public there in a much greater way compared to the average American. So bringing the crisis to America, and making it relevant to them is a great opportunity. Because it seems so far away, this is one of the greatest challenges that we have,”

Dunne went on to explain how the collaborative approach represented a shift in direction for the outfit. “For USA for UNHCR this is definitely out of the box, but it’s definitely in line with where we want to go.

“Crowdsourcing and thinking of ideas brings different people and innovators to one table to have this discussion, which is exactly where we want to go. This falls in line with our future plans,” she added.

Fellow team member, Nick Sung, a narrative design strategist, explained that the ambitious project was aimed at taking a sense of loss and bringing it closer to the average American. “The storyboard images we designed are meant to

have a raw, direct and intimate feel,” he adds.Matt Spector, strategic advisor to USA for

UNHCR, adds: “One advantage it brings us is that the refugee crisis has crested in the news, so it’s not necessarily foreign to strategically aligned thinkers, which makes it easier to increasingly engage in such discussions.

“Working at Do It Day are the kind of creatives and minds that you need to help achieve our campaign goals.”

The NGO now intends to approach prospective partners from the digital media sector to help bring the human story of the refugee crisis home to the tens of millions of US citizens that have yet to engage with help bring resolution to the issue.

Ideas discussed included approaching Facebook and asking the company if it is possible to limit the use of its services in an attempt to bring home to rank and file Americans the sense of loss experienced by those unhoused in the ongoing crisis.

USA for UNHCR, the UN refugee agency, used Do It Day to help Americans see how the humanitarian crisis in the Middle East and Europe is affecting people just like them, as Ronan Shields explains.

BRINGING HOME THE REFUGEE CRISIS


13.NOVEMBER.2015BARCLAYS | SKILLS SHARE |

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Banks don’t necessarily strike a chord with young people, probably because not many young people are interested in banking. The relationship between the two is usually a means to an end with very little interaction outside the realm of ‘can I have my overdraft extended?’

Overdrafts and 16-24 year-olds often go hand-in-hand and an overdraft can begin to resemble an overbearing blemish on the face of their bank account if they don’t have an income. Such is the problem for more than 74,000 unemployed people in the UK.

Barclays wanted to tackle this issue on Do It Day and help give job seekers the opportunity to lead a financially secure and independent life.

Going into Do It Day, the bank then set itself the challenge of helping 10,000 young people create a solid CV with the help of its LifeSkills website. The site was launched in September and offers guidance on how to improve job prospects, including tips on what you should and shouldn’t post on social media, and advice on how to get work experience. One aspect of the site which Barclays wanted to promote was the CV Builder tool which connects to Facebook and Twitter and highlights posts which might be useful and those which could prove detrimental

to employment opportunities.Barclays enlisted a team of creative minds to

find out how they could encourage millennials to make use of the service and improve their job prospects. During the creative brainstorm session that unfolded the team was able to identify one of the main hurdles in analysing their market skills.

Careers advisor Sandra Rhule told the group that her students “really struggle to identify their own skills”. She says they often lack the same insight that we have as we grow older, which in turn makes it difficult for them to even make a start on their CV.

However Rhule highlighted a common strength too; being able to “identify skills in other people better than themselves”. Barclays communications manager, Rebecca Poch, added that the Life Skills project had showed that “peer to peer feedback is the greatest motivation among young people”.

With this idea in mind the group looked at how peer-to-peer interaction could help them identify their strengths. Alan Dykes, head of digital marketing at Dialogue, pointed out: “If we can get young people to help each other, they’ll be more likely to do that than helping themselves”.

The team created a social campaign built

around the concept of peer-to-peer feedback in which young people are encouraged to take a photo of them highlighting the qualities in their friends and share it on social via #YourLifeSkills.

The social media campaign was presented to the Do it Day audience with photos of people holding skill related words such as ‘organised’ and ‘good with numbers’ next to their friends with the hashtag #YourlifeSkills. Barclays hopes the campaign will help peers highlight the qualities and talents in an individual which may not see in themselves and in turn help 10,000 unemployed people find work.

Barclays used Do It Day to help unemployed young people, reports Tony Connelly.

LIFE SKILLS


13.NOVEMBER.2015BARCLAYS | SKILLS SHARE |

THEDRUM.COM14

Banks don’t necessarily strike a chord with young people, probably because not many young people are interested in banking. The relationship between the two is usually a means to an end with very little interaction outside the realm of ‘can I have my overdraft extended?’

Overdrafts and 16-24 year-olds often go hand-in-hand and an overdraft can begin to resemble an overbearing blemish on the face of their bank account if they don’t have an income. Such is the problem for more than 74,000 unemployed people in the UK.

Barclays wanted to tackle this issue on Do It Day and help give job seekers the opportunity to lead a financially secure and independent life.

Going into Do It Day, the bank then set itself the challenge of helping 10,000 young people create a solid CV with the help of its LifeSkills website. The site was launched in September and offers guidance on how to improve job prospects, including tips on what you should and shouldn’t post on social media, and advice on how to get work experience. One aspect of the site which Barclays wanted to promote was the CV Builder tool which connects to Facebook and Twitter and highlights posts which might be useful and those which could prove detrimental

to employment opportunities.Barclays enlisted a team of creative minds to

find out how they could encourage millennials to make use of the service and improve their job prospects. During the creative brainstorm session that unfolded the team was able to identify one of the main hurdles in analysing their market skills.

Careers advisor Sandra Rhule told the group that her students “really struggle to identify their own skills”. She says they often lack the same insight that we have as we grow older, which in turn makes it difficult for them to even make a start on their CV.

However Rhule highlighted a common strength too; being able to “identify skills in other people better than themselves”. Barclays communications manager, Rebecca Poch, added that the Life Skills project had showed that “peer to peer feedback is the greatest motivation among young people”.

With this idea in mind the group looked at how peer-to-peer interaction could help them identify their strengths. Alan Dykes, head of digital marketing at Dialogue, pointed out: “If we can get young people to help each other, they’ll be more likely to do that than helping themselves”.

The team created a social campaign built

around the concept of peer-to-peer feedback in which young people are encouraged to take a photo of them highlighting the qualities in their friends and share it on social via #YourLifeSkills.

The social media campaign was presented to the Do it Day audience with photos of people holding skill related words such as ‘organised’ and ‘good with numbers’ next to their friends with the hashtag #YourlifeSkills. Barclays hopes the campaign will help peers highlight the qualities and talents in an individual which may not see in themselves and in turn help 10,000 unemployed people find work.

Barclays used Do It Day to help unemployed young people, reports Tony Connelly.

LIFE SKILLS


13.NOVEMBER.2015 | THE GREAT OUTDOORS | THE AD COUNCIL & FOREST SERVICE

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UNLOCKING NATUREMinda Smiley reports from Do It Day New York, where the Ad Council and Forest Service encouraged kids to explore the outdoors.

Although using technology to try and get kids away from their screens and into nature might seem like an unorthodox idea, the Ad Council and Forest Service tasked their Do It Day partners with leveraging a tech platform to encourage children to play outside.

The result is an in-game promotion on Minecraft that prompts players to go outdoors and ‘mine’ things like dirt, water, and stones in order to ‘unlock’ features in the game – like a forest ranger skin or something else that can

only be accessed to those who participate. Players who post photos on social media of what they have mined outside along with a campaign hashtag will be sent a link where they can download the Minecraft features they’ve unlocked.

One of the challenges of promoting the socially driven campaign, according to Conor Toomey, assistant campaign manager at the Ad Council, will be reaching kids’ parents as well as the kids themselves since many children in

the age range the group is targeting don’t use platforms like Facebook.

“I think if we promote it well enough, parents will see that this has the potential to make their kids really interested,” he added.

By the end of Do It Day, the creative team working on the brief had already created a number of social media assets for the campaign that will run on Facebook, Instagram and Twitter, as well as some of the customised skins that will be available to players.

The Ad Council looked

to Minecraft to unlock

the outdoors for children


13.NOVEMBER.2015MASHABLE | CHARITY MATCHMAKING |

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BE WORTHWHILE

Mashable brought to life its aim of helping charities to make the most of volunteer time by launching the website beworthwhile.me at Do It Day.

BeWorthwhile is a non-profit organisation that matches charities with people based on skills, available time and location – all you need to do is enter your details and the practical skills you can offer on the website.

Ben Maher, Mashable’s executive director EMEA, opted to bring back two of the teams from Plan It Day to work on the challenge – and one of their first decisions was to change the boss’s plans.

“I’d registered the domain name timebank.org but someone came up with a better one, beworthwhile, and we changed it there and then,” Maher explained. “It’s a better name. It fits. It doesn’t need explaining. That has enabled us to position it well. And it will enable us to articulate through the written, and spoken word, exactly what we’re doing.”

From there, the team got its teeth into coding (with some help from hosts IBM), logo design, brand guidelines and clearly defining the position.

“Now I’m looking at what needs to happen after today so that today doesn’t become a case of, ‘oh great, we had a nice day out of the office and did something’. It’s going to be how do we take this on to the next level.

“This is an idea that I’ve had and Do It Day has given me the impetus to do it. I’ve invented a million things, and I’ve never built one of them. The important thing about this is about doing it.”

Cameron Clarke looks at Mashable’s new platform, built in a day, that matches charities with people based on their skills.



13.NOVEMBER.2015MASHABLE | CHARITY MATCHMAKING |

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BE WORTHWHILE

Mashable brought to life its aim of helping charities to make the most of volunteer time by launching the website beworthwhile.me at Do It Day.

BeWorthwhile is a non-profit organisation that matches charities with people based on skills, available time and location – all you need to do is enter your details and the practical skills you can offer on the website.

Ben Maher, Mashable’s executive director EMEA, opted to bring back two of the teams from Plan It Day to work on the challenge – and one of their first decisions was to change the boss’s plans.

“I’d registered the domain name timebank.org but someone came up with a better one, beworthwhile, and we changed it there and then,” Maher explained. “It’s a better name. It fits. It doesn’t need explaining. That has enabled us to position it well. And it will enable us to articulate through the written, and spoken word, exactly what we’re doing.”

From there, the team got its teeth into coding (with some help from hosts IBM), logo design, brand guidelines and clearly defining the position.

“Now I’m looking at what needs to happen after today so that today doesn’t become a case of, ‘oh great, we had a nice day out of the office and did something’. It’s going to be how do we take this on to the next level.

“This is an idea that I’ve had and Do It Day has given me the impetus to do it. I’ve invented a million things, and I’ve never built one of them. The important thing about this is about doing it.”

Cameron Clarke looks at Mashable’s new platform, built in a day, that matches charities with people based on their skills.



13.NOVEMBER.2015 | SCHOLARSHIPS IN HAITI | HELP

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To raise money for scholarships in Haiti, the charity Haitian Education & Leadership Program (Help) created a BuzzFeed quiz that at the end asks people to donate $1 or more in order to meet the organisation’s goal of sending 25 additional students to college next year.

Called ‘Are You Smarter Than A Haitian High School Student?’, the online quiz asks people to answer five questions that are similar to the problems Haitian students are required to solve on their college entrance exam.

If you fail the quiz, the following message appears: “Sorry, you are not going to college in Haiti. Unfortunately, neither are 15,000 other students who passed an exam roughly 15,000 times harder than this quiz. Sad, right? You can donate and Help change these statistics. At $15 for a year’s tuition, literally every dollar counts.”

Those who manage to pass the test are encouraged to donate when they are told that they are one of almost 18,000 students eligible to attend college in Haiti – but unfortunately, more

than 15,000 of these students don’t have the $15 to afford tuition even if they are smart enough to go.

In Haiti, college attendance and graduation rates are extremely low. University enrolment is at one per cent – among the lowest in the world. Help aims to change this with its scholarships that provide classes at accredited Haitian universities, textbooks, housing, and more. According to Help, it is currently supporting 170 students for the 2015-2016 school year but wants to increase that number moving forward.

HELP IN HAITIAre you smarter than a Haitian high school student? That was the question asked by Haitian Education & Leadership Program (Help) as it went about raising money to send more students to college. Minda Smiley explains.


13.NOVEMBER.2015TRINIT Y MIRROR | THE DEATH CAFE |

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LET’S TALKIt’s an eventuality all living people share, and yet, perversely, a tabooed topic the public just won’t talk about. Ultimately, an unplanned-for death can kick up a whole slate of problems for the bereaved.

Kicking the bucket can require a lot more preparation than living, as death drags up a world of paperwork and legal nuances to navigate – a situation best solved with the formulation of a ‘last will and testament’.

Death Café, a global movement getting people talking about death, and publisher Trinity Mirror partnered at Do It Day to tackle the UK’s fear of death and influence a rise in the uptake of wills.

The brief? Starting a nationwide discussion about death with an ad campaign, ensuring viewers push paper before they push daises. The reasoning? Many people experience a paralysis or numbness after the death of a loved one.

And so a panel of top creatives looked to ease this pain by helping the public prepare for the unmentionable. The Death Café launched with uncharacteristic shyness from many involved. Sat in a circle, they were tasked with sharing stories of loss and sadness in a scene reminiscent of an AA meeting.

Hasina Zaman of Compassionate Funerals who moderated the discussion explained how the movement looks to ease bad vibes enshrouding death using frank conversation, planning aids, and of course, tea and biscuits. She described her role as “empowering”.

As the morning faded, attendees were asked to share the one thing they’d like to do before they die. The group quickly gained confidence, pitching a plethora of editorial content in digital and print ads to build upon Trinity Mirror’s campaign.

On why it chose the morbid brief, arguably one of Do It Day’s weirdest, Zoe Harris, group marketing director for Trinity Mirror, said: “We represent Britain’s modern mass market and feel we have a responsibility to educate on and stand for the things that will improve their lives – we wanted to get people to talk openly about one of life’s biggest taboos by challenging the issue head-on.”

Said brief arose from an alleged flood of queries directed to Trinity Mirror’s personal finance writer Tricia Phillips, asking about the financial impact of death and how to plan funerals. Harris said: “People will often say they haven’t got anything worth

leaving to anyone, but when they actually read into it they realise they have plenty to consider… and it’s not just about what you leave behind – sharing your wishes helps loved ones make difficult decisions for your funeral, organ donation and much more.”

She concluded: “The subject of death certainly jars with people slightly, but that holds their interest and will hopefully allow us to get our message across.”

Jonny Tooze of digital agency Lab, following the brainstorm, told The Drum: “The challenge is to break the taboo around death which is a huge cultural undertaking. A lot of the challenges could be solved with a website or an app, instead, this brief was a long-term campaign to change society for the better.”

He said he was looking to “disrupt” how society perceives death with his involvement: “Death is bad and is associated with negative emotions. It is much easier to stick your head in the sand and not have any discussion around it, despite there only being two certainties in life – death and taxes.”

Nile Evans and John Harding, in-house senior creatives from Trinity Mirror, developed some of the ads on-site, taking inspiration from the attendees’ suggestions.

John McCarthy finds out how Trinity Mirror aims to get people planning for death.

Death Cafe attendees share

what they’ll do before they die,

and the #IWill series of ads from

Do It Day will run in the Mirror


13.NOVEMBER.2015TRINIT Y MIRROR | THE DEATH CAFE |

THEDRUM.COM18

LET’S TALKIt’s an eventuality all living people share, and yet, perversely, a tabooed topic the public just won’t talk about. Ultimately, an unplanned-for death can kick up a whole slate of problems for the bereaved.

Kicking the bucket can require a lot more preparation than living, as death drags up a world of paperwork and legal nuances to navigate – a situation best solved with the formulation of a ‘last will and testament’.

Death Café, a global movement getting people talking about death, and publisher Trinity Mirror partnered at Do It Day to tackle the UK’s fear of death and influence a rise in the uptake of wills.

The brief? Starting a nationwide discussion about death with an ad campaign, ensuring viewers push paper before they push daises. The reasoning? Many people experience a paralysis or numbness after the death of a loved one.

And so a panel of top creatives looked to ease this pain by helping the public prepare for the unmentionable. The Death Café launched with uncharacteristic shyness from many involved. Sat in a circle, they were tasked with sharing stories of loss and sadness in a scene reminiscent of an AA meeting.

Hasina Zaman of Compassionate Funerals who moderated the discussion explained how the movement looks to ease bad vibes enshrouding death using frank conversation, planning aids, and of course, tea and biscuits. She described her role as “empowering”.

As the morning faded, attendees were asked to share the one thing they’d like to do before they die. The group quickly gained confidence, pitching a plethora of editorial content in digital and print ads to build upon Trinity Mirror’s campaign.

On why it chose the morbid brief, arguably one of Do It Day’s weirdest, Zoe Harris, group marketing director for Trinity Mirror, said: “We represent Britain’s modern mass market and feel we have a responsibility to educate on and stand for the things that will improve their lives – we wanted to get people to talk openly about one of life’s biggest taboos by challenging the issue head-on.”

Said brief arose from an alleged flood of queries directed to Trinity Mirror’s personal finance writer Tricia Phillips, asking about the financial impact of death and how to plan funerals. Harris said: “People will often say they haven’t got anything worth

leaving to anyone, but when they actually read into it they realise they have plenty to consider… and it’s not just about what you leave behind – sharing your wishes helps loved ones make difficult decisions for your funeral, organ donation and much more.”

She concluded: “The subject of death certainly jars with people slightly, but that holds their interest and will hopefully allow us to get our message across.”

Jonny Tooze of digital agency Lab, following the brainstorm, told The Drum: “The challenge is to break the taboo around death which is a huge cultural undertaking. A lot of the challenges could be solved with a website or an app, instead, this brief was a long-term campaign to change society for the better.”

He said he was looking to “disrupt” how society perceives death with his involvement: “Death is bad and is associated with negative emotions. It is much easier to stick your head in the sand and not have any discussion around it, despite there only being two certainties in life – death and taxes.”

Nile Evans and John Harding, in-house senior creatives from Trinity Mirror, developed some of the ads on-site, taking inspiration from the attendees’ suggestions.

John McCarthy finds out how Trinity Mirror aims to get people planning for death.

Death Cafe attendees share

what they’ll do before they die,

and the #IWill series of ads from

Do It Day will run in the Mirror


13.NOVEMBER.2015 | GOOD DEED DAY | METRO

19THEDRUM.COM

ONE GOOD DEED…

Can random acts of kindness really make the world a better place? Metro thinks so, which is why for Do It Day the free newspaper partnered with Asda to amplify its Good Deed Feed and reward those selflessly helping others.

One of the newspaper’s most popular features, the Good Deed Feed celebrates kind acts such as giving up your seat on a bus to returning a lost purse, receiving hundreds of good deeds for consideration each week.

Joining forces on Plan It Day in September, the original plan for Metro and Asda was to ‘unlock the power of karma’ by pitting local communities against one another in-store to reward the kindest regions with vouchers and money off, however logistical issues called for a plan B.

Merging another strong Plan It Day idea with the community competition the new brief saw the challenge move from in-store to online, with a £50 Asda voucher up for grabs in each region.

“We loved both ideas,” said Sophie Robinson, creative director at Metro’s branded content division Story, who explained how the new plan required a lot more work pre-Do It Day with ads

needing to be placed in the newspaper on the morning of the event.

Splitting the UK into nine regions, local ads ran in each area on Monday 2 November encouraging readers to tweet their good deeds to the corresponding hashtag. After a slow start the good deeds began to come in with Yorkshire taking an early lead.

With the team, which included Jo Curtis, Deena Brown, Fabien Le Thuaut, Mike Burgess and William Benn, as well as expert guidance from the Metro, busy monitoring the social media activity it was up to the Do It Day audience to help create a quick-turnaround radio campaign in time for Monday evening’s drivetime slot across the DAX network.

Airing across the regions the plan was to have a group of voices read out alternating lines of a 30-second script, calling on people to share good deeds from their region. Once recorded it was up to the teams from Radioville and Jungle Studios to work their magic.

As the day went on the South East began to leap ahead aided by Londoners who, thanks to a

social experiment from The Drum, were found to be far kinder than ever imagined.

Dressed as a pensioner, The Drum’s Flannan Hassett spent the morning on the Southbank during Monday’s rush hour to see if anyone would stop and help if he fell over. Encouragingly, very few people walked by.

With over hundreds of good deeds collected over the course of the day Barbara Feeney, head of trade marketing at Metro, told The Drum that hopefully Do It Day will encourage more Brits to get involved with the Good Deed Feed by sharing more acts of kindness.

“Do It Day has really shown how quickly our team can turn things around. Today’s tweets will be in tomorrow’s paper and our production team are on standby to finish the ad for the winning region tonight fresh for tomorrow morning’s paper.”

Buoyed by an appearance on London’s Piccadilly Circus screens, the South East stormed the competition in the end with good deeds like making coffee for the whole team at work, holding doors open and giving up seats on the tube.

Metro and Asda helped accentuate the positive on Do It Day, as Gillian West explains.

Metro and Asda’s Good

Deed Day on the screens

at Piccadilly Circus


#TREESFORTREES

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13.NOVEMBER.2015DENNIS PUBLISHING | PLANTING A FOREST IN A DAY |

10,000 saplings, 215 people and just a few hours of daylight. How we planted a forest in a day.

TD_36_23_NOV11_FOREST.indd 20 10/11/2015 14:45

#TREESFORTREES

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#TREESFORTREES

21THEDRUM.COM

13.NOVEMBER.2015 | PLANTING A FOREST IN A DAY | DENNIS PUBLISHING


by Natalie Mortimer


THEDRUM.COM22


On a very foggy morning 215 volunteers from Dennis Publishing left the urban sprawl of London and headed off to rural Warwickshire, home of the Heart of England Forest (HoEF) to take on the ambitious challenge of planting 10,000 trees on The Drum’s Do It Day.

Since its inception by Dennis Publishing founder Felix Dennis, HoEF has been on a mission: to plant a 30,000-acre native broadleaf woodland in the heart of England that’s open to everyone to enjoy for generations to come. The charity is also on a mission to raise awareness of its goals and so at The Drum’s Plan It Day in September it tasked a room of marketers

with coming up with an idea to help spread its message. That idea was #TreesforTrees, a simple campaign that encouraged children up and down the country to draw a picture or take a photo of a tree and post it on social media alongside the hashtag. For each image received, a tree would be planted in the HoEF.

“We knew what we wanted to do with the trees but it was how do we get the message out, so that’s what Do It Day was about for me: how to get more people to know what we are doing here, get the company behind it and also get the general public behind it,” says Dennis Publishing chief executive James Tye, fresh from planting an impressive 150 trees.

“The response to the campaign [which also included an ad in Cineworld cinemas across the UK] has been really good. The one thing Plan It Day brought up was that we should be trying to target children because they are going to be around to see this forest grow and develop so the marketers really concentrated on getting the message to children.”

From the initial idea presented by the winning team – which comprised Sadie Dedman, Bmore; Chris Gilfoy, Unique Digital; Victoria Wainwright, Good Agency; and Amy Knight, Eskimo Soup – Dennis Publishing made a small tweak to capitalise on the current trend of adults colouring in to relieve stress.

“The idea was originally just about kids drawing


THEDRUM.COM22


On a very foggy morning 215 volunteers from Dennis Publishing left the urban sprawl of London and headed off to rural Warwickshire, home of the Heart of England Forest (HoEF) to take on the ambitious challenge of planting 10,000 trees on The Drum’s Do It Day.

Since its inception by Dennis Publishing founder Felix Dennis, HoEF has been on a mission: to plant a 30,000-acre native broadleaf woodland in the heart of England that’s open to everyone to enjoy for generations to come. The charity is also on a mission to raise awareness of its goals and so at The Drum’s Plan It Day in September it tasked a room of marketers

with coming up with an idea to help spread its message. That idea was #TreesforTrees, a simple campaign that encouraged children up and down the country to draw a picture or take a photo of a tree and post it on social media alongside the hashtag. For each image received, a tree would be planted in the HoEF.

“We knew what we wanted to do with the trees but it was how do we get the message out, so that’s what Do It Day was about for me: how to get more people to know what we are doing here, get the company behind it and also get the general public behind it,” says Dennis Publishing chief executive James Tye, fresh from planting an impressive 150 trees.

“The response to the campaign [which also included an ad in Cineworld cinemas across the UK] has been really good. The one thing Plan It Day brought up was that we should be trying to target children because they are going to be around to see this forest grow and develop so the marketers really concentrated on getting the message to children.”

From the initial idea presented by the winning team – which comprised Sadie Dedman, Bmore; Chris Gilfoy, Unique Digital; Victoria Wainwright, Good Agency; and Amy Knight, Eskimo Soup – Dennis Publishing made a small tweak to capitalise on the current trend of adults colouring in to relieve stress.

“The idea was originally just about kids drawing


“I’d love to run another campaign. Maybe

next time we’d try to plant 20,000 trees.”

23THEDRUM.COM


pictures and we broadened it out a bit, so while most of the pictures were from kids, there is also this trend ‘Colour Therapy’ where adults are colouring in,” explains Paul Lomax, chief digital officer and digital product development at Dennis. “In fact, the adults seem to be enjoying drawing the pictures as much as the kids. We have a mixture of both. We also have photographs and some people have also let us know what a tree means to them. We’ve had one that was a decision logic tree and a few rude ones as well.”

Over the course of the day in wellington boots and knee-high mud, a band of volunteers, including broadcaster and chairman of the charity

Jon Snow, carefully planted 10 hectares of trees. It may seem like a small drop in the ocean of HoEF’s ultimate goal, but it’s one that Tye believes can be built upon via a similar campaign in the future.

“I’d love to run another campaign. Each year you do it you should build more momentum and I’m really hoping it’s an annual event. The one thing that I really liked was on Plan It Day there were two or three ideas that I thought were ace that didn’t make it through to the final that we can also use. Maybe next time we’d try to plant 20,000 trees.”

While the saplings may have found new roots and the coaches, and volunteers have been deposited back in London, the challenge isn’t over

yet. “We have to nurture those 10,000 trees we’ve planted today and help them grow,” adds Lomax. “At the moment it is a field full of saplings and in 50 years we’ll see them grow. We haven’t really planned out exactly how we’ll take this forward but we do plan to get the team to talk about follow ups. We also need to choose the winner – so one winner will get to name the forest and we’ll do some activity about that.”

So can marketing change the world? With some good ideas, the power of social media and a little bit of man power, it has certainly changed the future of a corner of the Warwickshire countryside for generations yet to come.

Some of the submissions for the

#treesfortrees campaign, including

Turner Prize-winning artist Martin

Creed’s 2008 broccoli tree [left]


THEDRUM.COM24


8:30am: Three coaches depart from Marylebone station with 200 eager welly-clad volunteers. Except me: I left my wellies outside my front door.

9am: Breakfast goody bags are handed out, sparking cheers among the adult-only volunteers. They contain juice, fruit and a breakfast bar.

12 noon: Many miles, a coffee stop and some fog induced traffic later, we arrive at a section of The Heart of England Forest in Warwickshire.

12:01pm: Immediately regret my choice of footwear.

12:15pm: Meet HoEF chairman and popular Channel 4 News presenter Jon Snow. He’s wearing a jazzy tie and simultaneously planting trees, chatting to fans (there are many among us) and having his picture taken.

12:30pm: Film interview with Snow to send back to Do It Day HQ and the audience in London at IBM. In between shots he sings a few lines of David Bowie to me.

12:45pm: Interview takes place with James Tye, Dennis Publishing chief executive, who has so far planted 150 trees.

1pm: The team has quickly worked its way along the field I’m stood in (there are three in total) and planted around half of the waiting saplings.

2pm: I (just about) manage to file my story and meet deadline.

2:15pm: Grab lunch of jacket potato and a massive piece of chocolate cake.

2:30pm: Most of the saplings now in the ground with just 30 minutes until the coaches depart. The team hustles.

2:55pm: We did it! All the trees in the fields have been planted and the team celebrates with a group shot.

3:20pm: Depart for London, clutching flapjacks.

NATALIE’S DO IT DAY DIARY The Drum’s reporter out on the field gets to grips with the challenge to plant 10,000 trees.


THEDRUM.COM24


8:30am: Three coaches depart from Marylebone station with 200 eager welly-clad volunteers. Except me: I left my wellies outside my front door.

9am: Breakfast goody bags are handed out, sparking cheers among the adult-only volunteers. They contain juice, fruit and a breakfast bar.

12 noon: Many miles, a coffee stop and some fog induced traffic later, we arrive at a section of The Heart of England Forest in Warwickshire.

12:01pm: Immediately regret my choice of footwear.

12:15pm: Meet HoEF chairman and popular Channel 4 News presenter Jon Snow. He’s wearing a jazzy tie and simultaneously planting trees, chatting to fans (there are many among us) and having his picture taken.

12:30pm: Film interview with Snow to send back to Do It Day HQ and the audience in London at IBM. In between shots he sings a few lines of David Bowie to me.

12:45pm: Interview takes place with James Tye, Dennis Publishing chief executive, who has so far planted 150 trees.

1pm: The team has quickly worked its way along the field I’m stood in (there are three in total) and planted around half of the waiting saplings.

2pm: I (just about) manage to file my story and meet deadline.

2:15pm: Grab lunch of jacket potato and a massive piece of chocolate cake.

2:30pm: Most of the saplings now in the ground with just 30 minutes until the coaches depart. The team hustles.

2:55pm: We did it! All the trees in the fields have been planted and the team celebrates with a group shot.

3:20pm: Depart for London, clutching flapjacks.

NATALIE’S DO IT DAY DIARY The Drum’s reporter out on the field gets to grips with the challenge to plant 10,000 trees.


25THEDRUM.COM


FOREST FACTS

The forest planted on Do It Day...

• Is made up of 10,000 trees

• Covers 10 hectares

• Will be a UK native broadleaved forest

• Will be 30 per cent oak

• Will provide oxygen for 300 people a year

• Will lock up 3,000 tonnes of carbon in its lifetime

All of these saplings, and more, were planted in just one day

The Drum’s team on the ground with Jon Snow


THEDRUM.COM26

13.NOVEMBER.2015UNILEVER | BEAUTIFUL BRAINS |

Brazil is a land of contrasts. The fifth-largest country in the world with some 200 million inhabitants, it is home to the Amazon, in all its breathtaking beauty; to sprawling shanty towns and the heartbreaking deprivation that lives there; and to skyscrapers that rival Manhattan, and in which the machinations of one of the world’s most rapidly developing economies are housed.

It is also a centre for cosmetic surgery, with more plastic surgeons per capita than anywhere else, and a startling stat shows that 95 per cent of its female population want to change their bodies and would consider going under the knife.

On the other hand, a more positive and compelling statistic from credit rating agency Serasa Experian shows that some 43 per cent of businesses in the country are owned by women, and that there are 5.69 million businesswomen in the country, 73 per cent of whom are involved in small- and mid-sized companies.

It was this contrast, a country in which female entrepreneurs are shaking up the business world while simultaneously suffering a confidence crisis, that proved central to the challenge taken on by Unilever on Do It Day.

Its mission was to take this juxtaposition and turn obsession with physical and superficial beauty on its head, creating a community that celebrates women’s beautiful brains (belo cérebro in Portuguese).

An ambitious ask for an average Monday, but this was no average Monday. And working on the brief was no average team. Instead we had the beautiful brains of Mike Tuffrey, co-founder of Corporate Citizenship; Nicola Carey who spearheads strategy and planning at Jaywing; Amanda Gabb, senior

business manager of the marketing strategy team of Barclays Personal and Corporate Banking division; Sam Herbert, a marcomms strategist for the charity sector; Marcie MacLellan, founder/head of copy of Incontext Productions; Rowena Luscombe, partnerships manager for the City Football Foundation; and Patrick Robson, managing director for Digilant UK.

IBM’s Gytis Raciukaitis, Aino Kivinen, Tony Pigram and David George were all on hand to help as well.

“The early stages of entrepreneurship can be quite isolating and challenging,” explains Jeremy Basset, head of Unilever Foundry (Unilever’s global platform to connect innovative startups with the company’s global-euro brands). “What we love about the idea is that it helps to facilitate connection and advice at scale, making available two vital ingredients to women across Brazil, and helping to ensure that ideas move into action.”

And so the team got to work creating an innovative platform for mentoring and networking that would subvert stereotypes of Brazilian women.

BELO CÉREBRO

How does a massive multinational like Unilever go about engaging female millennials in Brazil in an authentic and worthwhile way, in the space of a day?

by Thomas O’Neill

TD_36_23_NOV11_UNILEVER.indd 26 10/11/2015 15:28

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13.NOVEMBER.2015UNILEVER | BEAUTIFUL BRAINS |

Brazil is a land of contrasts. The fifth-largest country in the world with some 200 million inhabitants, it is home to the Amazon, in all its breathtaking beauty; to sprawling shanty towns and the heartbreaking deprivation that lives there; and to skyscrapers that rival Manhattan, and in which the machinations of one of the world’s most rapidly developing economies are housed.

It is also a centre for cosmetic surgery, with more plastic surgeons per capita than anywhere else, and a startling stat shows that 95 per cent of its female population want to change their bodies and would consider going under the knife.

On the other hand, a more positive and compelling statistic from credit rating agency Serasa Experian shows that some 43 per cent of businesses in the country are owned by women, and that there are 5.69 million businesswomen in the country, 73 per cent of whom are involved in small- and mid-sized companies.

It was this contrast, a country in which female entrepreneurs are shaking up the business world while simultaneously suffering a confidence crisis, that proved central to the challenge taken on by Unilever on Do It Day.

Its mission was to take this juxtaposition and turn obsession with physical and superficial beauty on its head, creating a community that celebrates women’s beautiful brains (belo cérebro in Portuguese).

An ambitious ask for an average Monday, but this was no average Monday. And working on the brief was no average team. Instead we had the beautiful brains of Mike Tuffrey, co-founder of Corporate Citizenship; Nicola Carey who spearheads strategy and planning at Jaywing; Amanda Gabb, senior

business manager of the marketing strategy team of Barclays Personal and Corporate Banking division; Sam Herbert, a marcomms strategist for the charity sector; Marcie MacLellan, founder/head of copy of Incontext Productions; Rowena Luscombe, partnerships manager for the City Football Foundation; and Patrick Robson, managing director for Digilant UK.

IBM’s Gytis Raciukaitis, Aino Kivinen, Tony Pigram and David George were all on hand to help as well.

“The early stages of entrepreneurship can be quite isolating and challenging,” explains Jeremy Basset, head of Unilever Foundry (Unilever’s global platform to connect innovative startups with the company’s global-euro brands). “What we love about the idea is that it helps to facilitate connection and advice at scale, making available two vital ingredients to women across Brazil, and helping to ensure that ideas move into action.”

And so the team got to work creating an innovative platform for mentoring and networking that would subvert stereotypes of Brazilian women.

BELO CÉREBRO

How does a massive multinational like Unilever go about engaging female millennials in Brazil in an authentic and worthwhile way, in the space of a day?

by Thomas O’Neill


27THEDRUM.COM

13.NOVEMBER.2015 | BEAUTIFUL BRAINS | UNILEVER

“If this is something that can work in Brazil then we’d look at how we could take the model to other markets too.”

Things moved quickly and by 11.30am the concept was locked down. By 1pm most of the design and build had been done. 1.30pm all content was in place. And by 2.30pm testing had started.

The resultant app allows users to identify their brain type with the aid of IBM Watson technology, either by entering their social media details or by completing a quiz. Once users have their brain type identified the platform then matches them to mentors who are similarly minded or who have started businesses where those skills could be required.

There are also mentor and member profiles and the accompanying website lets users link to

mentor blogs and videos providing a constant source of information. The peer-to-peer network of underprivileged young women and female entrepreneurs in essence gives the support, guidance and encouragement they need as they launch and develop their own businesses.

“Do It Day was an opportunity to develop a tool that could have a transformative impact on women and their communities across Brazil,” says Basset.

“In 24 hours we saw this idea go from concept to prototype, and we now have a product which we can go into beta with, to start learning, developing and evolving as quickly as possible.”

But while Do It Day might be done, Unilever is by no means finished in its aims (indeed, it has ambitions to empower five million women by 2020) and, as Basset explains, “the opportunity here for social and economic impact is massive”.

With a huge proportion of Brazilian women interested in pursuing entrepreneurial opportunities, he hopes this idea can play a pivotal role in moving women across Brazil from having great ideas to launching great businesses.

And, he adds, “if this is something that can work in Brazil then we’d look at how we could take the model to other markets too”.




I’m in a good mood today. Excellent in fact. I’ve reached my goal weight, discovered a fabulous new conditioning treatment, and mastered three new tricks to please my lover. What more could a girl ask for? Oh wait, we’re asking for a hell of a lot more. And advertisers are finally clocking on.

For far too long women have been bombarded with far too many clichés by advertisers pushing their wares. But now there’s the slightest whiff of change in the air. Advertisers are getting braver and starting to treat women as, well, people.

Though it’s not as easy as it looks. The likes of Dove, Always and Verizon are being complimented and criticised in equal measure for throwing these tired clichés aside. Critics find these brands guilty of ‘empowertising’ – a new term coined by Andi Zeisler, co-founder of Bitch Media, based on the much older concept of ‘commodity activism’. Defined by Henry Jenkins, author of Commodity Activism: Cultural Resistance in Neoliberal Times, this is “a process by which social action is increasingly understood through the ways it is mapped onto merchandising practices, market incentives, and corporate profits.”

But today’s feminists are questioning the effects of commodity activism. They rightfully ask if this approach is actually empowering for today’s financially viable and highly desirable demographic of females. In other words, some feel that using messages of empowerment to sell beauty products is a sneaky state of affairs.

On the other hand, surely the fact advertisers have finally recognised that feminism is not going anywhere, that women have different needs, view points and priorities, is a very good thing. And the industry seems to agree. From the same city that banned flats from its red carpet, Cannes has now produced the Glass Lion which recognises work that addresses issues of gender inequality.

“I think that commodity activism can be an important form of social activism, if the goals of such activism are not primarily organised around the accumulation of profit or building a corporate brand,” writes Jenkins. “For example, activism about girls’ self-esteem is hot right now – a whole industry has been built around it. With the Dove ‘Real Beauty’ campaign, the company encouraged a sort of ‘co-production’ with consumers, and called attention to the exclusionary (and often racist and classist) norms of beauty culture.”

Sure, brands are trying to shift products. No shocker there. But that doesn’t stop me from embracing campaigns like Verizon’s ‘Inspire Her Mind’ which focuses on gender equality in Stem and Always’ #LikeAGirl which aims to take away the negative stigma of something that happens to every woman every month. They join the ranks of Unilever’s Dove’s ‘Real Beauty’, which, at the time, was a bright light in the world of oversexualised, brutally PhotoShopped supermodels.

And now, Unilever is at it again. And its reasons are as much ethical as they are economical. “Over 70 per cent of the people making the decision to buy our brands are women. Our future growth depends on meeting their needs and aspirations and on supporting an increase in their livelihoods by fully and formally participating in the economy,” state the powers-that-be at Unilever. “We consider the advancement of women’s rights and women’s economic inclusion as a priority.”

In 2014, Unilever stated its ambitions to empower five million women by 2020. On Do It Day, my team’s goal on its behalf is a little more regional. We want to work with Unilever to engage female millennials in Brazil, one of its biggest markets, in entrepreneurship via a social community which inspires, informs and connects budding entrepreneurs with potentially valuable

connections and content. In a country were 95 per cent of women would change their bodies if they could, we are doing so with the message that the beauty of their brains is at least as important as the beauty of their bodies.

As for how Unilever deals with the potential contradictions of using empowering messages to sell beauty products, it says it is all about the confidence its messages and products encourage. “We believe self-confidence is a powerful enabler for women to achieve their ambitions,” says Lucile Tardy of Unilever. “So if we can offer products that answer their needs while making them feel more confident, it makes sense for our brands to communicate empowering messages.”

I’m admittedly treading cautiously on this issue, but I do think there are worse things to be deemed guilty of than using feminism as a starting point for a solid marketing strategy. That’s because my expertise lie in telling the right stories to the right audiences. And lately, it is starting to feel as if those stories can be told more honestly, and with better intentions. After all, successfully marketing products to women means truly understanding them, not painting them with the same sexist, condescending brush.

Call me an optimist, but in the not-too-distant future I’m hoping gender will play a far less significant role in marketing altogether, no matter how positively it’s spun. In the meantime, Laura Jordan Bombach, co-founder of SheSays, summed it up best when she begged the question: “Are campaigns such as ‘LikeAGirl’ good pieces of work? In my opinion, yes. Am I cynical about where it comes from? You know, I just don’t give a shit. In a time when everything seems marketed at young men, telling them how they are going to be superstars, girls can at least have their own their own point of view.”

29THEDRUM.COM

13.NOVEMBER.2015 | BEAUTIFUL BRAINS | UNILEVER

WADING INTO THE WATERS OF ‘EMPOWERTISING’

Marcie MacLellan is founder

and head of content for

Incontext Creative, and

content director for SheSays.


THEDRUM.COM30

13.NOVEMBER.2015BOZZA | #THEDRUMNATION |

Twenty years since the first performance by African musicians in the Royal Albert Hall, African creativity remains largely overlooked in the UK. Despite its size and diversity, the continent’s range of talent is often misconceived by the western world, with mainstream media dominated by European and US artists.

While some brands have tried to harness the spirit of Africa in recent years – look at the ‘Sapeurs’ film by Guinness as an example of a spotlight on another side of African culture – many perceptions of the continent remain negative and stereotyped, failing to recognise that Africa is a place that’s undergoing transformation.

Bozza, a platform allowing African musicians and poets to share their work digitally, wants to change perceptions and give the continent a voice on the

creative stage. Partnering with Crowdfunder for this challenge, the companies set about their aim of raising money and support to bring African artists to the UK for a one-off gig.

From The Drum’s Plan it Day hackathon in September, a plan emerged, conceived by an enthusiastic team of marketers, to celebrate all the continent has to offer by holding a crowdfunded one day festival – #thedrumnation – in the UK for emerging African artists.

So how did this come to life?Following a few weeks of refining the campaign the team wants to execute on Do It Day, #thedrumnation gathers in a conference room in IBM’s Client Centre on the South Bank, the setting for bringing to life its bold vision – a festival in May 2016 that will emphasise Africa’s music, poetry and heart.

Funded entirely via the Crowdfunder platform, the aim is to raise £100k to bring 10 talented artists from across sub-Saharan Africa, and cover the their travel, accommodation and the operational costs of the festival.

The campaign centres around the idea of the drum as the original language in Africa, connecting people. Key influencers would be encouraged to

get involved, each beating a rhythm on a drum and passing it on to the next person. The public would also be encouraged to take part by recording videos and passing on, creating content that would raise awareness and build community.

The 10 artists, meanwhile, would create their own videos to compare cultures, shareable on a virtual platform where contributions can also be made, with different levels of reward dependent on the level of interaction, eg fan, super fan.

#thedrumnation team begins the campaign with a ‘beat the drum, pass the drum’ video created to encourage social sharing and promote engagement with the crowdfunding campaign.

With the success of the festival riding on the amount raised, the team has no mean task ahead of it as it tries to secure as many pledges as possible in one day, optimising the obvious PR opportunities from Do it Day, including an ad on the iconic screens of London’s Piccadilly Circus, orchestrated by Clear Channel. The ultimate deadline is three weeks later, giving just under a month to hit the minimum amount on Crowdfunder for the project to proceed.

Though the central idea of social sharing draws inspiration from the likes of the recent ‘Ice Bucket Challenge’ or last year's #nomakeupselfie, the team has a tougher challenge ahead – convincing

Celebrating the vibrancy of Africa, #thedrumnation brought together crowdfunding efforts to give African musicians, poets and filmmakers a platform to remind the west of the creative beating heart we all share.

FEEL THE BEAT

TD_36_23_NOV11_BOZZA.indd 30 10/11/2015 15:14

THEDRUM.COM30

13.NOVEMBER.2015BOZZA | #THEDRUMNATION |

Twenty years since the first performance by African musicians in the Royal Albert Hall, African creativity remains largely overlooked in the UK. Despite its size and diversity, the continent’s range of talent is often misconceived by the western world, with mainstream media dominated by European and US artists.

While some brands have tried to harness the spirit of Africa in recent years – look at the ‘Sapeurs’ film by Guinness as an example of a spotlight on another side of African culture – many perceptions of the continent remain negative and stereotyped, failing to recognise that Africa is a place that’s undergoing transformation.

Bozza, a platform allowing African musicians and poets to share their work digitally, wants to change perceptions and give the continent a voice on the

creative stage. Partnering with Crowdfunder for this challenge, the companies set about their aim of raising money and support to bring African artists to the UK for a one-off gig.

From The Drum’s Plan it Day hackathon in September, a plan emerged, conceived by an enthusiastic team of marketers, to celebrate all the continent has to offer by holding a crowdfunded one day festival – #thedrumnation – in the UK for emerging African artists.

So how did this come to life?Following a few weeks of refining the campaign the team wants to execute on Do It Day, #thedrumnation gathers in a conference room in IBM’s Client Centre on the South Bank, the setting for bringing to life its bold vision – a festival in May 2016 that will emphasise Africa’s music, poetry and heart.

Funded entirely via the Crowdfunder platform, the aim is to raise £100k to bring 10 talented artists from across sub-Saharan Africa, and cover the their travel, accommodation and the operational costs of the festival.

The campaign centres around the idea of the drum as the original language in Africa, connecting people. Key influencers would be encouraged to

get involved, each beating a rhythm on a drum and passing it on to the next person. The public would also be encouraged to take part by recording videos and passing on, creating content that would raise awareness and build community.

The 10 artists, meanwhile, would create their own videos to compare cultures, shareable on a virtual platform where contributions can also be made, with different levels of reward dependent on the level of interaction, eg fan, super fan.

#thedrumnation team begins the campaign with a ‘beat the drum, pass the drum’ video created to encourage social sharing and promote engagement with the crowdfunding campaign.

With the success of the festival riding on the amount raised, the team has no mean task ahead of it as it tries to secure as many pledges as possible in one day, optimising the obvious PR opportunities from Do it Day, including an ad on the iconic screens of London’s Piccadilly Circus, orchestrated by Clear Channel. The ultimate deadline is three weeks later, giving just under a month to hit the minimum amount on Crowdfunder for the project to proceed.

Though the central idea of social sharing draws inspiration from the likes of the recent ‘Ice Bucket Challenge’ or last year's #nomakeupselfie, the team has a tougher challenge ahead – convincing

Celebrating the vibrancy of Africa, #thedrumnation brought together crowdfunding efforts to give African musicians, poets and filmmakers a platform to remind the west of the creative beating heart we all share.

FEEL THE BEAT

TD_36_23_NOV11_BOZZA.indd 30 10/11/2015 15:14

31THEDRUM.COM

13.NOVEMBER.2015 | #THEDRUMNATION | BOZZA

individuals and brands to pledge to support creativity that doesn’t fall under the charity banner.

Some ideas associated with traditional charity campaigns are out – eg twibbons for social sharing and the use of the word ‘donate’. Instead, it is key that the value exchange is made clear to potential pledgers and the team agrees to focus on the sponsorship and marketing benefits for brands, rather than the CSR or charity angle.

The approach requires a return to basic marketing principles for the group, which includes marketers from The Drum’s in-house team, IBM, integrated agency Home and Havas Media. According to Matthew Dawes, founder of All Amber and representing Bozza on the day, the learning curve has been steep. “It’s almost been like marketing 101 – don’t confuse your message, be very clear,

and use the tools you have available. It’s very much a numbers game.”

With that in mind, the team channels its energies into targeting, targeting, targeting. It’s a question of two aims – share and pledge. The social ‘drum beating’ video content is shared to encourage this to take place.

As well as social content sharing, by lunchtime the team has secured one corporate pledge and is devising target lists of corporate heavyweights to boost pledges. By the end of the day, the total is almost £7,000 – a sizeable chunk of the target, with over three weeks left to hit it. It’s an achievement that proves the impact of people power, simple but effective content and a strong emotional narrative.

It may be marketing 101, but it sure hasn’t missed a beat.

CONNECTIVITY One logistical challenge the team has faced, in addition to the unenviable task of raising enough funds to finance the festival, is communication with the 10 artists selected from Bozza’s platform to represent Africa.

With connectivity still an issue in the continent, and many people using mobiles as the primary device for accessing the internet, the artists have turned to mobile messaging app WhatsApp as a communication tool – and it’s evolved into a creative medium, too, with the artists using it as a means to organise a new track to help promote the campaign.

Dawes says: “WhatsApp is one of many mobile social networks that works well on the continent on a range of different devices. The artists have come together as a group and split up into sub groups, each of which are creating their own verse for the track.”

For more information or to listen to the track, built on WhatsApp, visit bozza.mobi.

FEEL THE BEATby Katie McQuater

“It’s almost been like marketing 101 – don’t confuse your message, be very clear,

and use the tools you have available.”

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13.NOVEMBER.2015IBM | WEARABLE TECH |

STEMSELLFrom force-measuring boxing gloves to vibrating handbags,

IBM wants teens to make wearable tech ideas a reality.

by Rebecca Stewart

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13.NOVEMBER.2015IBM | WEARABLE TECH |

STEMSELLFrom force-measuring boxing gloves to vibrating handbags,

IBM wants teens to make wearable tech ideas a reality.

by Rebecca Stewart

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13.NOVEMBER.2015 | WEARABLE TECH | IBM

Would you buy a handbag that vibrated when your keys went missing, or a shoe with a built-in guitar pedal? You might soon be able to, if IBM has anything to do with it.

The tech giant implemented a solution on Do It Day, hosted at its own London HQ, to raise the profile of science, technology, engineering and maths (Stem) careers amongst young people – who it says have “fallen out of love” with the subjects.

“A lot of children want to build a rocket that goes to the moon, or are really interested in science and experiments when they are younger, but that seems to fade away as they get through their teenage years,” says Bill Sullivan, European marketing lead at IBM Interactive Experience.

“We wanted to find a way to bring that interest back.”

Based on a 2014 study and research from Nestlé, which indicated that almost four out of five 14-16 year-olds would consider a career in a Stem related industry, but more than half were unsure about the jobs on offer, IBM set out to create a project that would entice millennials back into the space.

A team of the firm’s staff and marketing creatives spent the day building a demo site, dubbed Stitch.d, which will give young people the chance to make their wearable tech inventions a reality.

Users can upload their design to the platform and the best submissions will be put forward to a Crowdfunder voting round which will see the top five ideas receive mentoring and development support.

An event will be held to decide the winner, whose concept will be manufactured with some help from IBM’s tech experts.

Sullivan points out that the business was keen to strike the right tone with young people and do something “a bit different” that was based outside of the classroom.

This is why the team decided to tap into subjects young people are already passionate about, including music, fashion, gaming and sports in put them in a Stem context.

“What they invent might be fashion or sportswear, so we thought if we could put these together with tech in a way that could excite young people and get them to build their own wearable solutions, that could be something that really starts to get the ball rolling,” Sullivan notes.

IBM is all too aware of the shortage of graduates in the design technology arena, and Sullivan believes that the platform is the best way to court some of the “brightest students” in the country by “creating a buzz about the excitement that can come from the great ideas in this space.”

The partnership with Crowdfunder on this project is geared towards engaging teens via social and crowd voting activations, which he believes could also attract the attention of brands.

IBM already has a dedicated schooling programme to engage with teens, but the success of Stitch.d will be measured through the finished products developed from scratch.

“I’d like to see some of these ideas getting made,” says Sullivan, who wants to see more youths become confident about Stem-based subjects.

“It would be good if teachers were approached by pupils who have designed their own tech products too, rather than the other way around.”


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13.NOVEMBER.2015CLEAR CHANNEL | TIMES SQUARE AND PICCADILLY CIRCUS |

THE GREAT OUTDOORSThe bright lights of Times Square and Piccadilly Circus bring Do It Day to the world.

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13.NOVEMBER.2015 | TIMES SQUARE AND PICCADILLY CIRCUS | CLEAR CHANNEL



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13.NOVEMBER.2015 | TIMES SQUARE AND PICCADILLY CIRCUS | CLEAR CHANNEL

USA for UNHCR (the UN High Commissioner for Refugees) used the ideas cultivated on Do It Day to bring the humanitarian crisis in the Middle East and Europe to life in the minds of ordinary Americans, with the idea crystallised on Clear Channel’s huge digital billboards in Times Square (see page 34).

The ads compared the number of people passing through Times Square in a single day to the number of people around the world forced to flee their homes every day.

Do It Day brands Bozza, Dennis Publishing, Mashable, the Ad Council, Metro and Trinity Mirror also had their messages amplified throughout Do It Day with appearances on Clear Channel’s big screens in Times Square and London’s Piccadilly Circus.


Workfront™ kills business chaos and ineff iciency. You get visibility and a single source of truth. Your teams collaborate. Productivity skyrockets.

Workfront. The new authority on work management.

www.workfront.com/TheDrum

HITTING DEADLINES.

KING OF

I AM THE

0413_TheDrumAd_HitDeadlines.indd 1 4/13/15 3:46 PMFullSinglePage.indd 1 10/11/2015 14:34

Workfront™ kills business chaos and ineff iciency. You get visibility and a single source of truth. Your teams collaborate. Productivity skyrockets.

Workfront. The new authority on work management.

www.workfront.com/TheDrum

HITTING DEADLINES.

KING OF

I AM THE

0413_TheDrumAd_HitDeadlines.indd 1 4/13/15 3:46 PMFullSinglePage.indd 1 10/11/2015 14:34

IN PARTNERSHIP WITH:13.NOVEMBER.2015

39THEDRUM.COM

C R E A T I V E D E P A R T M E N T

For Do It Day, The Drum invited the gathered audience to tell us what they thought were the best ‘good ads’ of the

past year. From encouraging minority voters to gay rights campaigns and safe driving ads, here are their favourites.

Operation Black Vote by Saatchi & Saatchi London

IN PARTNERSHIP WITH:

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13.NOVEMBER.2015CREATIVE DEPARTMENT | GOOD ADS |

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OPERATION BLACK VOTEby Saatchi & Saatchi London www.saatchi.co.uk

Operation Black Vote invoked the power of celebrity to encourage minority voters to register for the 2015 general election. Tinie Tempah and Homeland actor David Harewood were among the stars painted white for the campaign, encompassing billboards punctuated with the strapline ‘If you don’t register to vote you’re taking the colour out of Britain’.

TD_36_23_NOV11_DEPT.indd 40 10/11/2015 14:39


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OPERATION BLACK VOTEby Saatchi & Saatchi London www.saatchi.co.uk

Operation Black Vote invoked the power of celebrity to encourage minority voters to register for the 2015 general election. Tinie Tempah and Homeland actor David Harewood were among the stars painted white for the campaign, encompassing billboards punctuated with the strapline ‘If you don’t register to vote you’re taking the colour out of Britain’.

TD_36_23_NOV11_DEPT.indd 40 10/11/2015 14:39

13.NOVEMBER.2015

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IN PARTNERSHIP WITH:

LUSH ‘GAY IS OK’

#GayisOK was a social media campaign from Lush, in partnership with campaigning group All Out, to raise awareness of LGBT rights globally. The cosmetic chain asked customers to purchase, and take a selfie with, its limited edition glittery #GayisOK soap and post on social media to raise awareness. All proceeds from the product were donated to the brand’s ‘Love Fund’ which was distributed to gay rights groups across the world.

AT&T ‘CLOSE TO HOME. IT CAN WAIT’by BBDO New York www.bbdo.com

Comprising a long-form TV ad, online spots, teasers and a VR simulator, AT&T’s summer spot emphasised how a simple distraction can have devastating consequences. It introduced six different characters going about their daily business – from a woman dressing her child to a boy riding his bike before showing how glancing at your phone for a split second on the road could change life in an instant.

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BARBIE ‘IMAGINE THE POSSIBILITIES’ by BBDO San Francisco www.bbdo.com

The first ad from Barbie since appointing BBDO at start of 2015 used hidden cameras to capture onlookers’ reactions as young girls pretended to be soccer coaches, vets and museum curators – as they would with their dolls during play – the film’s ‘You can be anything’ positioning looked to empower girls to push beyond gender stereotypes.

AIRBNB #HOSTWITHPRIDEby Molecule SFwww.moleculesf.com

To celebrate Pride Month in June, Airbnb launched a film detailing the extra care LGBT travellers need to take. The minute-and-a-half long ad features LGBT couples talking about their holiday experiences and the worries they have, with the endline ‘We look forward to a world where all love is welcome’.

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BARBIE ‘IMAGINE THE POSSIBILITIES’ by BBDO San Francisco www.bbdo.com

The first ad from Barbie since appointing BBDO at start of 2015 used hidden cameras to capture onlookers’ reactions as young girls pretended to be soccer coaches, vets and museum curators – as they would with their dolls during play – the film’s ‘You can be anything’ positioning looked to empower girls to push beyond gender stereotypes.

AIRBNB #HOSTWITHPRIDEby Molecule SFwww.moleculesf.com

To celebrate Pride Month in June, Airbnb launched a film detailing the extra care LGBT travellers need to take. The minute-and-a-half long ad features LGBT couples talking about their holiday experiences and the worries they have, with the endline ‘We look forward to a world where all love is welcome’.

TD_36_23_NOV11_DEPT.indd 42 10/11/2015 14:41

13.NOVEMBER.2015

43THEDRUM.COM

IN PARTNERSHIP WITH:IN PARTNERSHIP WITH:

WOMEN’S AID ‘LOOK AT ME’by WCRSwww.wcrs.com

Women’s Aid partnered with WCRS and Ocean to create an interactive digital OOH campaign to coincide with International Women’s Day in March. The creative presented images of bruised women pictured alongside the simple imperative ‘Look at me’. Facial recognition technology was used to detect who was looking at the screen and as more people noticed the woman on the billboard her bruises slowly healed.

TAC ‘STRINGS’by Clemenger BBDO www.clemengerbbdo.com.au

Australia’s Transport Accident Commission (TAC) created an ad to show how much of an influence parents’ driving behaviour has on their children from an early age. The minimalist campaign features a son who mimics the movements of his father, including road rage and using his mobile phone, thanks to puppeteer’s wires.

TD_36_23_NOV11_DEPT.indd 43 10/11/2015 14:43

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13.NOVEMBER.2015WHAT IS CREATIVITY? | DAVID MCALMONT |

WE MAKE THINGS

In association with Do It Day sponsor and our ‘What is Creativity?’ partner Millennial

Media, we continue our interview series exploring pure creativity and how it is

conceived, nurtured and grown. This issue we catch up with David McAlmont.

Singer and composer David McAlmont, with one of the most unique voices in the music industry, has worked with collaborators from Michael Nyman to David Arnold. He recently formed new group Fingersnap with Guy Davies and, earlier this month, reunited with former Suede guitarist Bernard Butler for a UK tour to celebrate the 20th anniversary reissue of their classic album The Sound of McAlmont & Butler.

Where does your inspiration come from?In the early days the songwriting always came from a navel-gazing point of despair and I got really sick of that, so I spent a good year (2005-2006) just recording other people’s songs. Then I decided the best idea was to have a big stock of lyrics and ideas written down that I could research instead of just trying to find them within myself.

This is something that really emerged when I worked with Michael Nyman. I’d listen to a song, think ‘this sounds like profound isolation’ and then go looking in the newspapers for a story about isolation. For instance a story like Samantha Orobator’s, who disappeared on a holiday in Amsterdam and the next time her family heard of her she was in a jail in Laos having transported heroin into the country. I researched the hell out of it, read everything, looked at the locations on Google Maps, followed the route.

Once you have all of that information you get into a bath or go for a walk – Spielberg apparently goes for a drive, composer Harold Arlen used to take a walk down Sunset Boulevard – and suddenly the couplet arrives. I shot out of the bath because the song was coming – it was like a birth. That’s the way it often works, so it was interesting to discover that lots of artists are similar.

So how closely do the two sides of creativity, the thinking and the doing, need to be aligned?The doing is the execution, and the thing about the execution is that it seems so brief. If you get to that brief finishing point and you’re unhappy with what you’ve done, when the critics kick in it can be quite heartbreaking. But if the thinking, the process of getting to that point, is one you’re happy with, you can be confident and know your critics are wrong. There’s nothing worse than having a disquiet about the process when you’re doing the creative thinking.

Your latest project with Guy Davies has been very successful, and you’ve worked with Courtney Pine, Michael Nyman, Jools Holland... Who’s left on your collaboration wish list?

I was reminded of this the other night because I went to see the new Pedro Almodóvar film and usually the composer is Alberto Iglesias but this time it was Gustavo Santaolalla. He did the music for The Motorcycle Diaries and Brokeback Mountain and I love the sound he makes. I’d love to work with him.

How do you define creativity?Creativity is necessary expression. My belief is that we’re all fingerprints, none of us the same, and

so we all arrive with a unique message and we’re letting the side down if we don’t make it known. It’s what we do on this planet, we make things.

Can creativity be taught or is it purely innate?Creativity can be coached. I’m a vocal coach and often people come to me who have been massively discouraged by a parent or teacher. When they were young and vulnerable, someone said ‘stop making that horrible noise’. Most people could sing with enough belief and the right coach.

Do you have a muse?London is my muse. It’s such a vast organism that you can just about make a mark on it but you can’t ever control it. Often if I need inspiration, I just take a walk around London.

The entire What is Creativity series can be found at thedrum.com/what-is-creativity

TD_36_23_NOV11_CREATIVITY.indd 44 10/11/2015 15:31

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13.NOVEMBER.2015WHAT IS CREATIVITY? | DAVID MCALMONT |

WE MAKE THINGS

In association with Do It Day sponsor and our ‘What is Creativity?’ partner Millennial

Media, we continue our interview series exploring pure creativity and how it is

conceived, nurtured and grown. This issue we catch up with David McAlmont.

Singer and composer David McAlmont, with one of the most unique voices in the music industry, has worked with collaborators from Michael Nyman to David Arnold. He recently formed new group Fingersnap with Guy Davies and, earlier this month, reunited with former Suede guitarist Bernard Butler for a UK tour to celebrate the 20th anniversary reissue of their classic album The Sound of McAlmont & Butler.

Where does your inspiration come from?In the early days the songwriting always came from a navel-gazing point of despair and I got really sick of that, so I spent a good year (2005-2006) just recording other people’s songs. Then I decided the best idea was to have a big stock of lyrics and ideas written down that I could research instead of just trying to find them within myself.

This is something that really emerged when I worked with Michael Nyman. I’d listen to a song, think ‘this sounds like profound isolation’ and then go looking in the newspapers for a story about isolation. For instance a story like Samantha Orobator’s, who disappeared on a holiday in Amsterdam and the next time her family heard of her she was in a jail in Laos having transported heroin into the country. I researched the hell out of it, read everything, looked at the locations on Google Maps, followed the route.

Once you have all of that information you get into a bath or go for a walk – Spielberg apparently goes for a drive, composer Harold Arlen used to take a walk down Sunset Boulevard – and suddenly the couplet arrives. I shot out of the bath because the song was coming – it was like a birth. That’s the way it often works, so it was interesting to discover that lots of artists are similar.

So how closely do the two sides of creativity, the thinking and the doing, need to be aligned?The doing is the execution, and the thing about the execution is that it seems so brief. If you get to that brief finishing point and you’re unhappy with what you’ve done, when the critics kick in it can be quite heartbreaking. But if the thinking, the process of getting to that point, is one you’re happy with, you can be confident and know your critics are wrong. There’s nothing worse than having a disquiet about the process when you’re doing the creative thinking.

Your latest project with Guy Davies has been very successful, and you’ve worked with Courtney Pine, Michael Nyman, Jools Holland... Who’s left on your collaboration wish list?

I was reminded of this the other night because I went to see the new Pedro Almodóvar film and usually the composer is Alberto Iglesias but this time it was Gustavo Santaolalla. He did the music for The Motorcycle Diaries and Brokeback Mountain and I love the sound he makes. I’d love to work with him.

How do you define creativity?Creativity is necessary expression. My belief is that we’re all fingerprints, none of us the same, and

so we all arrive with a unique message and we’re letting the side down if we don’t make it known. It’s what we do on this planet, we make things.

Can creativity be taught or is it purely innate?Creativity can be coached. I’m a vocal coach and often people come to me who have been massively discouraged by a parent or teacher. When they were young and vulnerable, someone said ‘stop making that horrible noise’. Most people could sing with enough belief and the right coach.

Do you have a muse?London is my muse. It’s such a vast organism that you can just about make a mark on it but you can’t ever control it. Often if I need inspiration, I just take a walk around London.

The entire What is Creativity series can be found at thedrum.com/what-is-creativity


45THEDRUM.COM

13.NOVEMBER.2015 IN ASSOCIATION WITH:

photography by Anthony Elvy


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13.NOVEMBER.2015SPONSORED CONTENT | NEXT GEN: FUTURE THINKING |

FAST FORWARD TO THE FUTUREResults International’s Next Gen: Future Thinking event promised a rapid fire glimpse into the key players and forces that are disrupting the world

of marketing services and technology, writes partner Julie Langley.

Media and creative convergence, IT and marketing services converging, and new networks and business models emerging to challenge the existing order – these are all key themes for the world of marketing services and technology.

At the same time, great storytelling skills will be more important than ever to cut through the noise, and they won’t be replaced by technology. All of these themes, and more, were explored at the recent Next Gen: Future Thinking.

Facebook’s director of agency partnerships, Claire Valoti, was on hand to remind the audience of the power of a platform that claims one in four of all minutes spent on mobile.

Tools like Facebook show that search is no longer enough to engage with consumers as often they don’t actually know what content they are looking for. The rise of imagery, which we can process 60 times as fast as text, was one outcome, she said. The amount of content available has gone up, but the brain’s capacity to process it has not, so brands have to find smarter ways to put people at the centre of their efforts.

Facebook data provides brands with a clearer picture of what consumers do and what they want, allowing personalisation at scale, and revealing the complete consumer journey, said Valoti.

Meanwhile, Craig Dempster, executive vice-president at performance marketing company Merkle, said that today is the ‘age of the consumer’, giving rise to the ‘platform marketer’, to handle the ability to address individuals at scale. These new marketers have to master the three Cs – context, connectivity and content. They also have to rationalise a bewilderingly complex tech stack by developing platform marketing competency.

One tech company that hopes to make things easier for brands is Scoota which is bringing programmatic advertising to rich media. Contradicting received wisdom that you are more likely to win the lottery than open an online ad, James Booth of Scoota said that the company was delivering an average of 3.7 per cent response for brands, and much higher for some.

The old marketing playbook is broken, said Kieran Flanagan of HubSpot. Inbound marketing based on the right content and context wins. Companies have to think of content as a long-term asset, but too many bail out at an early stage because they don’t see immediate returns. Patience pays dividends in the long-term.

Chris Hodges of growth capital investor BGF spoke of a buoyant market for marketing services and technology at the minute, with lots of interest from private equity and venture capital. However, agencies needed to use their own storytelling skills to put forward a narrative that recognises the money men’s language for risk and return. “Investors see risk, where entrepreneurs see return. You need to get the story right,” he said.

Nick Johnson of lawyers Osborne Clarke provided a sobering reminder that technology also involved risks as well as return. Future legal flashpoints could include issues such as adblockers which are costing $22bn in lost revenue and has prompted one publisher, Axel Springer, to challenge the technology in German courts.

Conversely, consumers are also turning to the legal system, Judith Vidal-Hall’s legal action against Google for invasion of privacy could open the door to individuals claiming damages against it and other businesses.

“Data has gone from a compliance annoyance to a serious litigation risk,” he said.

Content oversupply means marketers have to stop thinking like marketers and think like their audience, said Chris Talago of communications agency WE (formerly Waggener Edstrom). Find out what they get excited about and why. Technology provides people with a filter on the stuff they don’t value. “Do not complain about people skipping your content – produce better content,” he urged.

Brands have to earn the right to communicate with us in a truly permission-based environment.

“It’s like being a great dinner party guest. You have to bring something to the table. Brands have to give first but often get it the wrong way round.”

Rachel Barton from Accenture painted a picture of the future where everything brands thought they knew was wrong. Likening digital disruption to the industrial revolution, she said that massive innovation was creating new norms for the way we live. This would provide opportunity for some, but lead to the demise of others. Would millennials, for example, want to buy cars or will they just rent through a subscription model? Tastes and needs are constantly changing.

The internet of things, wearables and robots were all features of this change and product development is happening at a rate like never before. The next wave of the digital revolution is

Claire Valoti, director of agency

partnerships at Facebook, told the

audience how the company’s data

allows personalisation at scale

TD_36_23_NOV11_RESULTS.indd 46 10/11/2015 15:23

THEDRUM.COM46

13.NOVEMBER.2015SPONSORED CONTENT | NEXT GEN: FUTURE THINKING |

FAST FORWARD TO THE FUTUREResults International’s Next Gen: Future Thinking event promised a rapid fire glimpse into the key players and forces that are disrupting the world

of marketing services and technology, writes partner Julie Langley.

Media and creative convergence, IT and marketing services converging, and new networks and business models emerging to challenge the existing order – these are all key themes for the world of marketing services and technology.

At the same time, great storytelling skills will be more important than ever to cut through the noise, and they won’t be replaced by technology. All of these themes, and more, were explored at the recent Next Gen: Future Thinking.

Facebook’s director of agency partnerships, Claire Valoti, was on hand to remind the audience of the power of a platform that claims one in four of all minutes spent on mobile.

Tools like Facebook show that search is no longer enough to engage with consumers as often they don’t actually know what content they are looking for. The rise of imagery, which we can process 60 times as fast as text, was one outcome, she said. The amount of content available has gone up, but the brain’s capacity to process it has not, so brands have to find smarter ways to put people at the centre of their efforts.

Facebook data provides brands with a clearer picture of what consumers do and what they want, allowing personalisation at scale, and revealing the complete consumer journey, said Valoti.

Meanwhile, Craig Dempster, executive vice-president at performance marketing company Merkle, said that today is the ‘age of the consumer’, giving rise to the ‘platform marketer’, to handle the ability to address individuals at scale. These new marketers have to master the three Cs – context, connectivity and content. They also have to rationalise a bewilderingly complex tech stack by developing platform marketing competency.

One tech company that hopes to make things easier for brands is Scoota which is bringing programmatic advertising to rich media. Contradicting received wisdom that you are more likely to win the lottery than open an online ad, James Booth of Scoota said that the company was delivering an average of 3.7 per cent response for brands, and much higher for some.

The old marketing playbook is broken, said Kieran Flanagan of HubSpot. Inbound marketing based on the right content and context wins. Companies have to think of content as a long-term asset, but too many bail out at an early stage because they don’t see immediate returns. Patience pays dividends in the long-term.

Chris Hodges of growth capital investor BGF spoke of a buoyant market for marketing services and technology at the minute, with lots of interest from private equity and venture capital. However, agencies needed to use their own storytelling skills to put forward a narrative that recognises the money men’s language for risk and return. “Investors see risk, where entrepreneurs see return. You need to get the story right,” he said.

Nick Johnson of lawyers Osborne Clarke provided a sobering reminder that technology also involved risks as well as return. Future legal flashpoints could include issues such as adblockers which are costing $22bn in lost revenue and has prompted one publisher, Axel Springer, to challenge the technology in German courts.

Conversely, consumers are also turning to the legal system, Judith Vidal-Hall’s legal action against Google for invasion of privacy could open the door to individuals claiming damages against it and other businesses.

“Data has gone from a compliance annoyance to a serious litigation risk,” he said.

Content oversupply means marketers have to stop thinking like marketers and think like their audience, said Chris Talago of communications agency WE (formerly Waggener Edstrom). Find out what they get excited about and why. Technology provides people with a filter on the stuff they don’t value. “Do not complain about people skipping your content – produce better content,” he urged.

Brands have to earn the right to communicate with us in a truly permission-based environment.

“It’s like being a great dinner party guest. You have to bring something to the table. Brands have to give first but often get it the wrong way round.”

Rachel Barton from Accenture painted a picture of the future where everything brands thought they knew was wrong. Likening digital disruption to the industrial revolution, she said that massive innovation was creating new norms for the way we live. This would provide opportunity for some, but lead to the demise of others. Would millennials, for example, want to buy cars or will they just rent through a subscription model? Tastes and needs are constantly changing.

The internet of things, wearables and robots were all features of this change and product development is happening at a rate like never before. The next wave of the digital revolution is

Claire Valoti, director of agency

partnerships at Facebook, told the

audience how the company’s data

allows personalisation at scale


47THEDRUM.COM

13.NOVEMBER.2015 IN ASSOCIATION WITH:

humanising digital, learning and adapting to our needs as living services, she said.

iCrossing’s Nick Brien reiterated a common theme of the event when he said that brands had moved from a B2C environment to a C2B one. Brands are now publishers, for example, Unilever sees a brand like Dove as a platform to communicate a wider message.

Although not all brands could be like Red Bull with its content strategy, each has some expertise that it can bring to the content space, he said. Websites are no longer static but need to be customised to recognise the customer journey and to serve them better.

And not all content has to be exciting or prize winning. Sometimes it just has to be informative and correct to drive conversation, said Ed Bussey of Quill. Bussey pointed to the importance and challenge of creating primary content at scale in areas such as listings, product descriptions and guides.

“It’s essential and it drives search rankings. It is arguably the most measurable content.”

According to Bussey, Quill will deliver 10m words of content this year for its clients.

Finally, Cheil’s Aaron Lau gave the room a

whistle stop ride through the world’s fastest growing advertising region – Asia.

Nearly half of the global middle-class will be in this market within 20 years, he said, and there is massive headroom for growth. The Chinese consumer has a great appetite for western goods, but is no pushover, he says. They also value local brands, and with so much competition for their custom, notions of loyalty do not conform to those of the west. The Chinese consumer will move to other brands – 49 per cent of customers leave every year.

Like the rest of the event, it was an intriguing insight into the changes that are reshaping marketing now. While some things change, others remain the same. Content is still king and creativity is arguably more important than ever. What is becoming particularly significant is how that content is created, personalised, targeted and distributed. People have more control over their relationships with brands than ever, and marketing needs to change to respect this new dynamic.

It is the ‘how’ of reconciling these observations that will challenge marketers over the next few years, and determine the next generation’s winners and losers.


T H E D R U M A N D WO R K F R O N T A R E C E L E B R AT I N G T H E V E RY

B E S T O F T H E Y E A R ’ S C R E AT I V E WO R K AT A L I V E E X H I B I T I O N

C O N TAC T C A M I L L A . C A LV E RT @T H E D R U M . C O M F O R T I C K E T D E TA I L S

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T H E D R U M A N D WO R K F R O N T A R E C E L E B R AT I N G T H E V E RY

B E S T O F T H E Y E A R ’ S C R E AT I V E WO R K AT A L I V E E X H I B I T I O N

C O N TAC T C A M I L L A . C A LV E RT @T H E D R U M . C O M F O R T I C K E T D E TA I L S

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13.NOVEMBER.2015 | ADVERTISEMENT FEATURE | INDUSTRY INSIGHTS

49THEDRUM.COM

CHLOIE BRANDRICKMarketing & Content ExecutiveClick Consult

Tel: 0845 366 7586Email: [email protected]: www.click.co.ukTwitter: @ClickConsultLtd

KEYWORD RESEARCH: BACK-TO-BASICSKeyword strategy remains the biggest make-or-break factor in SEO, yet it’s still widely misunderstood, and the number one on-page problem identified by Click’s SEO team.

Since Google’s 2013 Hummingbird update, and a shift to semantic search and a greater focus on content, keywords have taken a bit of a backseat in many people’s minds. Here’s a back-to-basics overview of keyword research best practice.

Make a list of keywords that a customer would search for

Brainstorm.

• A good way to get into the mindset of customers is to ask your sales team about the common questions they are asked about your product or service, as this will give you a sense of what they are likely to type into a search engine.

• Mimic the language of your audience: customers are more likely to use natural, casual language than industry jargon or the terms you use to refer to your business.

• Think about what people search for at different stages of the buying cycle. At the start of their searches, potential customers are likely to search for problem-based keywords, eg: ‘How to dry out a smartphone’

Further into the buying cycle, they tend to

type in solution-based keywords, eg ‘Waterproof smartphone cases’

Branded keywords are not usually introduced to searches until the decision stage: ‘Samsung Smartphone preserver case review’

• Bear in mind that language varies between different English-speaking countries, and even across different regions in the same country; important if you run a local business.

Expand the list by searching for alternativesGoogle Suggest is a useful tool that you literally have at your fingertips. Type in your keywords to Google and see what it predicts based on popular keyword search phrases.

Other useful research tools include Google Keyword Planner Tool and Google Trends.

Decide which you have the best opportunity to rank forSome keywords are more competitive than others and bigger, more established companies are likely to dominate search results for these, eg the broad keyword ‘shoes’.

Go for more specific, long-tail keywords (phrases of three or more words) – ‘cheapest women’s wide fit running shoes’.

Long tail keywords are more specific and

targeted, so easier to rank for; and show greater intent as the person searching is very clear what they’re looking for.

Drill down into your keyword analyticsUse Google Analytics to determine which keywords people are already using to find your site.

Research current ranking for keywords and how often people are searching for it. Also check out the level of competition: you’re looking for low competition and high volume.

A useful, but often overlooked feature of Google Analytics, is the ability to view internal site search data, ie, the terms people are searching for when they are actually on your website.

Google Search Console (formerly known as Webmaster Tools) is also a good resource for keyword data and gives an indication of the amount of traffic a site can expect from brand vs keyword organic searches.

ConclusionNow, start creating content (around keywords)! Use keywords naturally: focus on delighting searchers and providing them with a great user experience, not keyword stuffing.

Unlocking growth for mobile apps & games

app promotion summit apps

Thursday, 3 December 2015 Hotel Adlon, Berlin

2 0 1 5

STEFAN BIELAU MANAGING PARTNER, DYNAMO PARTNERS

MARIA CASARAMONA

HEAD OF APP MARKETING, TRIVAGO

POLINA MARCHENKO

CEO, KPTNCOOK

EMMA POVKHAN HEAD OF LAUNCH MARKETING,

AERIA GAMES

THOMAS PETIT GROWTH TEAM MEMBER, 8FIT

ANDY CARVELL SENIOR GROWTH MANAGER: MOBILE,

SOUNDCLOUD

LISA KENNELLY DIRECTOR OF MARKETING,

CLUE

TOM LECLERC ASO MANAGER, WOOGA

MARINA GUZ HEAD OF GROWTH,

FAMILO

O U R 2 0 1 5 PA R T N E R S

L E A D M E D I A PA R T N E R

“GREAT FUN AND EXCELLENT NETWORKING – ONE OF THE BEST APP EVENTS I’VE EVER BEEN TO.” TOM LECLERC, ASO MANAGER, WOOGA

Please visit www.apppromotionsummit.com for more information

PATRICK KANE FOUNDER & CEO,

PRIORI DATA

20% DISCOUNT FOR

THE DRUM READERS

USE CODE APSDRM

AllAmber.indd 1 10/11/2015 14:35

Unlocking growth for mobile apps & games

app promotion summit apps

Thursday, 3 December 2015 Hotel Adlon, Berlin

2 0 1 5

STEFAN BIELAU MANAGING PARTNER, DYNAMO PARTNERS

MARIA CASARAMONA

HEAD OF APP MARKETING, TRIVAGO

POLINA MARCHENKO

CEO, KPTNCOOK

EMMA POVKHAN HEAD OF LAUNCH MARKETING,

AERIA GAMES

THOMAS PETIT GROWTH TEAM MEMBER, 8FIT

ANDY CARVELL SENIOR GROWTH MANAGER: MOBILE,

SOUNDCLOUD

LISA KENNELLY DIRECTOR OF MARKETING,

CLUE

TOM LECLERC ASO MANAGER, WOOGA

MARINA GUZ HEAD OF GROWTH,

FAMILO

O U R 2 0 1 5 PA R T N E R S

L E A D M E D I A PA R T N E R

“GREAT FUN AND EXCELLENT NETWORKING – ONE OF THE BEST APP EVENTS I’VE EVER BEEN TO.” TOM LECLERC, ASO MANAGER, WOOGA

Please visit www.apppromotionsummit.com for more information

PATRICK KANE FOUNDER & CEO,

PRIORI DATA

20% DISCOUNT FOR

THE DRUM READERS

USE CODE APSDRM

AllAmber.indd 1 10/11/2015 14:35

13.NOVEMBER.2015

51THEDRUM.COM

IN ASSOCIATION WITH

Big data alone is not enough today – marketers must be able to harvest the right data in real, or near-real time; to analyse it and optimise it in order to better reach their customers.

We have, says research firm Forrester, moved from the age of information to the age of the customer. And those who know and serve those customers the best stand to gain the most.

One of the key advantages of programmatically purchasing ad inventory is that the results are data-driven and measurable.

A data management platform, or DMP, collects user data from both first party (an advertiser’s own) and third party sources. These can then be used to generate insights that help power a demand-side platform (DSP), a system that allows advertisers to purchase display ad inventory via exchanges.

However, in order to optimise effectively people-power is needed – a DMP can process and sort billions of datum, but only a person can analyse what that data means.

For instance, the Trade Desk recently worked with a car manufacturer that was advertising its flagship motor – a very expensive, high performance sports car. The campaign aimed to encourage people to book a test drive, yet few were doing so despite having watched the ad.

Says UK general manager James Patterson: “Crunching the data we found a large proportion of viewers was made up of teenagers and young adults – not the target market at all – they were only ever window shoppers.”

The insights allowed the manufacturer to return to the brief and optimise for the right audience at the right time – those with both the mind and the means to buy such a car.

The example illustrates both the importance of robust campaign planning at the start of the process and the ability programmatic affords to change course part way through.

Martin Beauchamp, head of programmatic at MEC, says: “Despite the fact that we live in a cool, interesting and rich place for media and can quickly access huge amounts of data, the fundamentals still stand. We need to look at the function of data and what we can do with that. What is a client’s end goal? What do they want to achieve?”

He says it starts with optimising to something that is concrete, whether that be a set of KPIs, a certain audience or increasing brand reach and setting out the data to measure.

Plan, consider what tactics have either worked

before in combination with gut feeling. Put all of that together, manipulate the data sets and test, he advises. Break the campaign out into different sets of data that you want to test instead of bundling up into one massive campaign. “You can then work out the influences of each element,” he adds. “Test, learn, feed back – and fail fast.” If it works, increase spend and optimise again.

“It is very much about the feedback loop,” continues Beauchamp, a former DMP solutions engineer. “You might plan around an audience that you believe is perfect for you, but as the data gets fed back it might show your audience either isn’t right or that if you change something ever so slightly to one particular segment you get a better result.”

With programmatic, if something is over or under-indexing on a report a brand can feed back that data in real-time and weight the campaign accordingly. Insights should also inform future campaigns – and even parts of the marketing plan not bought programmatically, such as social or print.

Building a bigger understanding and digital footprint about a consumer or potential customer through optimisation has advantages beyond marketing, too, such as informing a company’s commercial team what products to stock and when.

Such possibilities are why the man versus machine debate that surrounds programmatic and

the future of advertising and media is flawed, says Patterson. Technology gives agency and marketing teams the tools to understand and target audiences, but automation alone is not enough. “Machines generate data, people generate insights – and clients want insights. You can’t commoditise insights.”

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. This issue, it’s the turn of programmatic optimisation, as we examine how to understand your audience through programmatic.

Everything You Need to Know About Programmatic Optimisation is the fourth in the EYNTK series designed to help viewers quickly get up to speed with some of the most important issues in today’s marketing industry.

From debunking common myths to explaining the intricacies of private market places and the forward market, plus exploring the agency of the future, EYNTK aims to give you all the knowledge you need in one short film – something you can watch in the back of a taxi on the way to your next crucial meeting on the subject (hence why each episode is filmed in the back of a London black cab).

The first four episodes of EYNTK are available to view at www.thedrum.com/everything-you-need-to-know.

EVERYTHING YOU NEED TO KNOW ABOUT...PROGRAMMATIC OPTIMISATION

by Catherine Turner

The Trade Desk’s UK general

manager James Patterson

TD_36_23_NOV11_TRADEDESK.indd 51 10/11/2015 15:24

13.NOVEMBER.2015PROFILE HUB | THEDRUM.COM/PROFILE |

THEDRUM.COM52

Here you will find a selection of our profile hub advertisers. To view their

company profile, projects and news please go to thedrum.com/profile

Contact Stephen Young on 0141 559 6070 or [email protected]

PROFILE HUB

AGENCY MANAGEMENT SOFTWARE

BRAND AND COMMUNICATIONS

BRAND COMMUNICATION


COPYWRITING

DIGITAL MARKETING

DESIGN

DIGITAL MARKETING

DIGITAL MARKETING

DIGITAL SOLUTIONS WEB DESIGNDIGITAL MARKETING

SEARCH AND SOCIAL MARKETING

DIGITAL MARKETING

E-COMMERCE

INTEGRATED

SYNERGISTTel: 0870 444 9656Contact: Nick [email protected]

OAKWOODTel: 0117 983 6789Contact: Neil [email protected]

CUCKOOTel: 0161 839 9337Contact: Jennifer [email protected] www.cuckoodesign.com

DELTEK TRAFFICLIVETel: 0207 518 5010Contact: Kylie [email protected]

BLACKADTel: 0845 838 0612Contact: Alan [email protected]

GRAPHTel: 020 3291 2900Contact: Jacob [email protected]

VCG CATAPULTTel: +44(0)1376 533388Contact: James [email protected]/catapult

LABTel: 0207 183 6668Contact: Tom [email protected]://lab.co.uk/

SYNC INTERACTIVETel: 0121 250 5789Contact: Mark [email protected]

CTI DIGITALTel: 0161 713 2434 Contact: Nick [email protected]/agencies

CSI MEDIATel: 0344 873 0073 Contact: Liam [email protected]

GREENLIGHTContact: Phil Armorgiephil.armorgie@greenlightdigital.comwww.greenlightdigital.com

SLEEPING GIANT MEDIATel: 01303 240 715Contact: Lee [email protected]

QUIRKTel: 020 7099 8849Contact: Ali [email protected]

WE ARE JHTel: 0115 933 8784Contact: Jamie [email protected] www.wearejh.com

BRAY LEINOTel: 0117 973 1173Contact: Matt [email protected]

Regain control and visibility with the complete agency system. Quick scheduling and easy client portal. Over 10,000 users in marketing, design & digital agencies.

Your customers always come first, wherever they are. Motivational connections and conversations make your brand relevant. Knowing how to deliver cut-through ideas is our speciality.

What do you call a bunch of people prepared to go over the edge in pursuit of inspired, imaginative and effective brand solutions? – In a word Cuckoo.

Deltek TrafficLIVE is a cutting-edge Resourcing & Scheduling Tool that enables agencies and other project-based firms to effectively manage their businesses and deliver on-time, profitable projects for their customers.

Digital copywriters and trainers since the web were a lad. Crazy strong in financial services. We work with AXA, RBS, Tesco, Vodafone – and agencies.

Graph is a digital technology agency that helps smart brands to build the next generation of connected user experiences.

The creative communications company that helps you tell your brand story.

Lab is one of the leading independent digital agencies in the UK, working with brands who want to give their customers personalised experiences online.

An award winning full service mobile marketing agency and leading in-house iOS & Android development studio based in the heart of Birmingham.

With offices In Manchester and London CTI Digital help agencies deliver technical projects using Drupal, Magento & Wordpress, Android & IO.

CSI Media are a creative web design company offering bespoke development, innovative design and marketing strategies using websites, travel technology, mobile apps and ecommerce solutions.

Greenlight is an award-winning digital marketing agency that designs, builds & measures marketing solutions across Search, Social, Display, Mobile & ecommerce.

Specialising in Search engine optimisation, Social media, Paid search and Online video content. Working to awake the giant in your business.

Quirk helps companies integrate digital across their organisation and works with brands to maximise commercial opportunities, build internal capability, improve efficiencies and drive marketing results.

Responsive e-commerce experts. Instead of a jack-of-all-trades, you work with an agency focussed where the best work can be produced, time after time.

We exist to help our Clients and their brands thrive in an ever-changing world. Not just to be ready for change. But to steal a march on change.

PROFILE_HUB.indd 52 10/11/2015 14:48

13.NOVEMBER.2015PROFILE HUB | THEDRUM.COM/PROFILE |

THEDRUM.COM52

Here you will find a selection of our profile hub advertisers. To view their

company profile, projects and news please go to thedrum.com/profile

Contact Stephen Young on 0141 559 6070 or [email protected]

PROFILE HUB


BRAND AND COMMUNICATIONS

BRAND COMMUNICATION


COPYWRITING

DIGITAL MARKETING

DESIGN

DIGITAL MARKETING

DIGITAL MARKETING

DIGITAL SOLUTIONS WEB DESIGNDIGITAL MARKETING

SEARCH AND SOCIAL MARKETING

DIGITAL MARKETING

E-COMMERCE

INTEGRATED

SYNERGISTTel: 0870 444 9656Contact: Nick [email protected]

OAKWOODTel: 0117 983 6789Contact: Neil [email protected]

CUCKOOTel: 0161 839 9337Contact: Jennifer [email protected] www.cuckoodesign.com

DELTEK TRAFFICLIVETel: 0207 518 5010Contact: Kylie [email protected]

BLACKADTel: 0845 838 0612Contact: Alan [email protected]

GRAPHTel: 020 3291 2900Contact: Jacob [email protected]

VCG CATAPULTTel: +44(0)1376 533388Contact: James [email protected]/catapult

LABTel: 0207 183 6668Contact: Tom [email protected]://lab.co.uk/

SYNC INTERACTIVETel: 0121 250 5789Contact: Mark [email protected]

CTI DIGITALTel: 0161 713 2434 Contact: Nick [email protected]/agencies

CSI MEDIATel: 0344 873 0073 Contact: Liam [email protected]

GREENLIGHTContact: Phil Armorgiephil.armorgie@greenlightdigital.comwww.greenlightdigital.com

SLEEPING GIANT MEDIATel: 01303 240 715Contact: Lee [email protected]

QUIRKTel: 020 7099 8849Contact: Ali [email protected]

WE ARE JHTel: 0115 933 8784Contact: Jamie [email protected] www.wearejh.com

BRAY LEINOTel: 0117 973 1173Contact: Matt [email protected]

Regain control and visibility with the complete agency system. Quick scheduling and easy client portal. Over 10,000 users in marketing, design & digital agencies.

Your customers always come first, wherever they are. Motivational connections and conversations make your brand relevant. Knowing how to deliver cut-through ideas is our speciality.

What do you call a bunch of people prepared to go over the edge in pursuit of inspired, imaginative and effective brand solutions? – In a word Cuckoo.

Deltek TrafficLIVE is a cutting-edge Resourcing & Scheduling Tool that enables agencies and other project-based firms to effectively manage their businesses and deliver on-time, profitable projects for their customers.

Digital copywriters and trainers since the web were a lad. Crazy strong in financial services. We work with AXA, RBS, Tesco, Vodafone – and agencies.

Graph is a digital technology agency that helps smart brands to build the next generation of connected user experiences.

The creative communications company that helps you tell your brand story.

Lab is one of the leading independent digital agencies in the UK, working with brands who want to give their customers personalised experiences online.

An award winning full service mobile marketing agency and leading in-house iOS & Android development studio based in the heart of Birmingham.

With offices In Manchester and London CTI Digital help agencies deliver technical projects using Drupal, Magento & Wordpress, Android & IO.

CSI Media are a creative web design company offering bespoke development, innovative design and marketing strategies using websites, travel technology, mobile apps and ecommerce solutions.

Greenlight is an award-winning digital marketing agency that designs, builds & measures marketing solutions across Search, Social, Display, Mobile & ecommerce.

Specialising in Search engine optimisation, Social media, Paid search and Online video content. Working to awake the giant in your business.

Quirk helps companies integrate digital across their organisation and works with brands to maximise commercial opportunities, build internal capability, improve efficiencies and drive marketing results.

Responsive e-commerce experts. Instead of a jack-of-all-trades, you work with an agency focussed where the best work can be produced, time after time.

We exist to help our Clients and their brands thrive in an ever-changing world. Not just to be ready for change. But to steal a march on change.

PROFILE_HUB.indd 52 10/11/2015 14:48 FullSinglePage.indd 1 10/11/2015 14:34

THE FIRST DO IT DAY IS DONEA huge thank you to all our doers, not least:

TD_36_23_NOV11_THANKS.indd 54 10/11/2015 16:28

THE FIRST DO IT DAY IS DONEA huge thank you to all our doers, not least:


HOW WILL WE IMPROVE THE WORLD

NEXT YEAR?

#DoItDay2016

Share your suggestions with us


As a global programmatic media pioneer,

Digilant partners with the world’s leading

agencies and brands to deliver custom digital

media solutions that seamlessly plug into

your overall media and marketing strategy.

Innovating for a future that is both

omni-channel and omni-digital, as part of

ispDigital, we deliver the only closed loop

programmatic solution that is both cross

channel and cross device.

Present across the globe in Europe, Latin

America and the US, our experienced team

of digital advertising leaders humanise

the complexity of today’s marketing data

and deliver insights that are unique for each

advertiser to capitalise on and get results.

Contact us at:[email protected]+44 (0) 771 190 2020

An ispDigital Company

DRIVING ADVERTISING INNOVATION

DRIVE ADVERTISING INNOVATION FOR YOUR BUSINESS

www.digilant.co.ukblog.digilant.co.uk


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