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www.thedrum.co.uk OCT.23.

09
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THE DRUM OCT.23.09 www.thedrum.co.uk upfront03
It’s no good telling clients
how great you think you are
Last week the Marketing Industry some members of the assembled an agency approach seriously they
Network held a Business Briefing audience to mean that clients really need to see that the agency has at
session in Birmingham city centre. want more for less from their agencies least invested some time and effort in
During the hour-long discussion a and that concern was voiced. understanding their business and their
panel of clients talked openly about Not surprisingly it was shot down in brand and can deliver a considered
how they have handled the recession flames by the clients on the panel, no strategy that can take it forward.
so far and the impact it has had on doubt affronted by this accusation that Some of the clients said they are
their marketing strategies. They also ultimately all they really want is for now receiving up to six approaches
gave some insight into how they intend agencies to give up their insights and from agencies per day and these tend
to work with agencies in the future. expertise for a smaller and smaller fee. to be through pieces of direct mail that
It was a genuinely interesting event, The word ‘value’ is quite possibly merely tell them how great the agency
with upwards of 40 agencyside one of the most misunderstood and thinks itself is. These do not even get
marketers in the audience raising misused words in the English looked at most of the time.
points and asking questions. language. You could argue that the So, if you are going to approach a
One of the points that did come out advertising industry has got a lot to do client this week, don’t simply tell them
during the discussion was that clients with that, throwing the word ‘value’ how great you think you are, but use
are increasingly looking for even more around willy nilly over the years. your expertise to offer some real
added value from agencies. But ultimately what the clients were insight and tell them how great you
Inevitably, that was understood by saying is that in order for them to take can and will make them.
Please send all your news, views and opinions to richard.draycott@carnyx.com
®

INSIDE
03upfront 05news 12Campaign Round up 14The
Marketing Forum Report 19sibling rivalry 20Uncle
issue 22 Carl 21creative review 25video gaming report
23 OCT 2009 30Last Word 31appointments 32Marketing
Mechanics 34services 36recruitment
This issue of The Drum Also includes a 48-page
Cover supplied by:
Creative Liverpool,
0151 236 5797
gareth@cl3.co.uk
www.creativeliverpool.co.uk supplement for the Scottish Advertising Awards
UK EDITION
publisher: GORDON YOUNG
Editor: RICHARD DRAYCOTT - richard.draycott@carnyx.com
production Editor: GORDON LAING - gordon.laing@carnyx.com
News editor: STEPHEN LEPITAK - stephen.lepitak@carnyx.com
reporter: CAMERON CLARKE - cameron.clarke@carnyx.com
editorial assistant: thomas o’neill- thomas@carnyx.com
deputy group sales manager: Jo Collins
senior sales executives:
james mcgowan, chris morton, Victoria Swan
Events manager: katy thomson
Design & Production Director: Nick Creed
Design/Production: Amanda Dewar, Jason Byers,
debbie murdoch, sue russell
Group sales Manager - carnyx: emma stewart
managing director: diane Young
Head Office: 4th Floor, Mercat Building, 26 Gallowgate,
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which should be made to the publisher.
© Rush Media Limited and carnyx group limited 2009
ISSN 1752-6671

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www.thedrum.co.uk 19 21 25
We aim to
delight
A fresh perspective will strengthen any marketi n g p l a n .
W in or lose, Head First will either change your w o r l d o r
confir m your approach. Open your mind and op e n y o u r
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on 0 1 6 1 228 6699 or em ai l d om@head - f i rst .co . uk .

HEAD FIRST ADVERTISING & DESIGN. We aim to excite.


FOURWAYS H O U S E . 5 7 H I LT O N S T R E E T . M A N C H E S T E R . M 1 2 E J
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THE DRUM OCT.23.09 www.thedrum.co.uk www.thedrum.co.uk/news 05
“Unless you are offering to take a cut in pay or you are the
guy in the office that no one reallyUncle
likes then no,they won’t
look favourably upon it you berk.” Carl,Page 20

Recommended
Agency register Former coors director Aegon loses asset
as director leaves
relaunches site kick off new NW agency in restructuring
Simon Davies, the former marketing The sales and marketing director of
director of Molson Coors who left the Aegon Asset Management Jon Bennett
brewer after 13 years at the start of this is set to depart the company alongside
month, has opened a new strategic four fund managers as part of a move to
and creative agency in Manchester. better integrate its European business in
MMIXX, which is based in both the UK and the Netherlands.
Davies: became
Spinningfields, is the brainchild of frustrated at The move will see Bennett’s
Davies, experienced agency man lack of integrated responsibilities assumed by Martin
The RAR has launched its new website David Walters and Dr Mark Batey, a agencies - so he Harris, head of European distribution.
at www.agencyregister.co.uk. psychology academic at Manchester launched his own Alistair Duffy, Simon Holman, Mark Love
The new site aims to provide a single Business School who has consulted and Duncan MacKay will also leave the
source of all the information clients for the likes of Unilever, Rolls Royce “Some people will say we are crazy European equity team.
need to make an initial assessment of and Johnson & Johnson. to start now, but very many successful Andrew Fleming, head of European
marketing suppliers. The start-up bills itself as a businesses launch in a recession.” asset management, said: “I believe these
Clients can register on the new the combination of a “strategic marketing Davies and Walters met as brand changes provide a clear signal of our
site for free and can rate any of their consultancy and media neutral creative managers on Imperial Leather in the intent to compete as a successful third
existing suppliers at any time. Key agency”. 80s and say they have long planned to party asset manager on a pan European
supplier information and case studies Davies said: “As a client I found it launch a business together. scale. The fund management changes
are available through a new improved frustrating that there are so few – if While Davies stayed client-side are consistent with our stated aim of
search function on the site. Clients can any – genuinely integrated agencies Waters crossed over to agency life as strengthening our existing propositions
also ‘follow’ particular suppliers or view out there. a director of Clark Hooper Scotland where we believe we can add value for
comparison reports are also available “Even the big groups are more like and founder and creative director of our customers and future clients.”
on groupings of suppliers which is shopping malls of individual disciplines Blue Chip Marketing.
ideal for clients looking to review or
benchmark existing agencies.
than properly integrated operations.
MMIXX is going to offer clients
“In an age of media without
boundaries everyone needs help
Chapter cleans
The new site also gives suppliers strategic insight and the means to act navigating the new world to connect
up with first win
a host of new tools so they can take on it regardless of whether the answer with consumers, so there has never
advantage of their recommended is advertising, web, DM, pricing, been a better time to launch an agency
status and get feedback on their overall distribution or all of the above. that can do just that,” Walters said.
ratings.
The Drum has launched a new application
for the iPhone which will allow users to
Subaru appoints keep up to date with all the latest Drum
Golley to DM task news and comment in real-time.
The application has been developed by
Golley Slater Dialogue (Leeds) has Birmingham-based digital agency 383
been appointed by Kenyon Neads, Project. Jacob Dutton, account director
Subaru UK’s marketing director, as for 383 Project, said: “The popularity
the automotive brand’s national DM of the iPhone in the UK is undeniable, Chapter, the Birmingham start-up which
agency. particularly in our industry. This is why we launched earlier this year, has been
The agency’s first brief for the brand wanted to work with The Drum to develop appointed by shower firm Triton.
will be to launch the new Subaru an app that will help keep suits and The agency will work to engage the
Legacy and Outback. The creative will creatives up to date whilst on the move.” Triton brand “with a variety of audiences
follow the ‘Uncommon Sense’ above- Features in the application include a look through the line”.
the-line message produced by Chick at our live Twitter feed, the full Drum Chapter’s managing director, Mike
Smith Trott (CST). Golley Slater has Directory, latest job postings and the Rose, said: “This is a fantastic win for
also worked closely with One Black ability to view and book onto all the latest the agency and is testament to Chapter
Bear to develop the email campaign. events. being structured around an ethos of
One Black Bear in Birmingham client closeness and understanding.
is Subaru UK’s incumbent online Our approach is really striking a chord.”
agency and launched the new It is also understood that Chapter has
Legacy and Outback micro site www. been working with Calor on a packaging
unlikeothercars.com last week. design assignment.

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“It feels like some of the decisions are taking longer to get
green-lit,and the impression is that some of the games
publishers are being a little bit more cautious in terms of
what they’re pushing the green button on.” Stu Aitken,Axisanimation,Page 25

Yorkshire’s digital talent to be shown Republic looks to


propaganda for
off during Digital Week and the Dadi’s brand strategy
The line up of events for Digital Week Fashion retailer Republic has announced
have now been announced in order to the appointment of creative agency
showcase the digital creative work being Propaganda following an agency review.
handled across the Yorkshire region. The Leeds-agency has now been
Taking place in November in Leeds, tasked to work on the development
Bradford, Huddersfield, Scarborough of Republic’s brand strategy and
and Sheffield, the week long line-up will The DADI Awards will be one of the highlights of Digital Week communications having recently opened
have a particular theme given to each city 2009, as the event takes place across the Yorkshire region its 100th store in Chester.
and will also examine and discuss new Jo Molineux, Republic’s head of
technologies in every area of the digital Sheffield will host discussions looking an evening of film screenings which multi-channel, confirmed Propaganda’s
and creative sectors. at the role of 3D technology in design pioneered the digital movement. appointment and said that they were now
Digital Week will culminate with the and architecture as well as a workshop Bradford will host both the Bradford looking forward to working with them to
DADI Awards, in association with Leeds examining 3D technologies in the gaming Animation Festival and the Bradford develop their brand further.
Live it Love it. world. Gaming Festival in conjunction with Digital Mike Phillipson, director at
Leeds will host events on sound and Social media will be the focus in Week. It will also host BarCamp, which Propaganda, commented: “Republic is
music, and will look to celebrate the city’s Huddersfield with new media clients set will involve more than 130 attendees a very successful business with a unique
music scene with seminars including a to discuss the best use of social networks from Yorkshire and across the country proposition, culture and personality. We
round table event on 9 November entitled such as Twitter, Facebook, Whippet on who will link-up live to BarCamps in the will now be working with their team to
‘Audio evolution: Music in the digital age’, the Wire, Flickr and Audio Boo. US, Canada and India to look at new enhance their brand further.”
which will see four views from specialists Scarborough will be looking at the developments in film, animation and
in the sector about how music can survive advancement of digital on-screen with digital media and offer a special guest
the digital boom and stand up to giants Woodend Creative Space and the speaker which will be announced nearer
wrinkly poster
such as iTunes and the pirate traders. Scarborough Digital group hosting the time. from Newhaven
new lease of life Photographers’ representative
The Miss Jones Agency has
at Rubber Republic signed London fashion legend
Tony McGee.
Rubber Republic, the viral and social McGee’s career has spanned
media agency, is teaming up with the over thirty years. Working at
BBC to launch nature documentary, Pinewood Studios aged fourteen,
Life. he developed his skills in
Life follows in the scale and ambition photography that would catapult
of the BBC’s popular Planet Earth and him to success at the young age A new poster campaign has been
Blue Planet series. of seventeen, shooting his first launched for the Scottish Government by
Every week, before each episode, cover for Harpers & Queen. Newhaven, to highlight the value of older
Bristol-based Rubber Republic will By 21 he had his 25th magazine people in society, life and the workplace.
take previously unseen preview clips cover under his belt and had The wrinkled special build posters are
of the BBC 1 series to an online developed his reputation for the next stage of the See the Person Not
audience. high fashion, high quality the Age campaign which began last year.
“The BBC has a track record of images. The posters will roll out across the country
producing footage that people love backed up by wrinkly leaflets which are
and want to see – it’s fantastic for us being handed out to commuters to back
to be able to work with them and take New University of Liverpool design up the message and drive people online
clips from this series and match them roster to feature seven agencies to the campaign website.
up with relevant online communities The site was created by Edinburgh
each week,” says Kirk Hullis, account A new design roster for the University of Forepoint from Preston and Da Vinci digital and design agency Whitespace.
director at Rubber Republic. Liverpool has been drawn up consisting Communications from Manchester. Creatives on the campaign were
Rubber Republic will also be using of seven agencies. The appointment was made following Chris Watson and Rufus Wedderburn,
footage from the series to promote the The agencies include Liverpool’s a competitive tender process, which the campaign was produced by Helen
BBC’s new and incredible Nature site, Uniform, ICE and Kaleidoscope, looked to appoint creative agencies to Clyne, while account handlers were Fiona
which offers an archive of video and Crescent Lodge Design from London, aid the promotion of the University both Stirling, Campbell Ferguson and Tracey
sound clips spanning over 30 years. Gardiner Richardson from Newcastle, in the UK and globally. McIntosh.

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


THE DRUM OCT.23.09 www.thedrum.co.uk www.thedrum.co.uk/news07

Teviot launches
new Missoni Lowd&Klea announces
hotel branding creative partnerships The Awards Evening is almost upon us.
The Lowd&Klea Group has announced Visit www.marketingindustrynetwork.com/
a host of senior appointments and awards/nominations to find out if you have
promotions alongside their recently received a nomination. The Marketing
formed collaborative partnerships with Industry Network Awards aim to identify the
Designers Republic founder Ian Anderson BEST media, marketing and communication
and GHAVA in New York. agencies and teams across the whole of the
The Lowd&Klea Group has announced UK. Book your tickets now. Call Kim Baran
the repositioning – Smart Thinking. Anderson: has joined for more details on 0141 559 6078.
Collaborative Working – and rebrand of forces with Lowd &
Having implemented the brand for Hotel existing agency LeadsDesign and the Klea Group
Missoni across its collateral for the launch of the special projects team within
opening of its Edinburgh office, Teviot its existing visual communications studio, Meanwhile, new senior positions
is now set to work with its new hotel in L&K Creative. include the promotion of Carla Murphy
Kuwait. L&K Brand Communications, formerly to group managing director. In addition Masterclass: Using Social Networks for
The Edinburgh-design agency has LeadsDesign, will provide strategic and Simon White has joined L&K Brand Business, 2 Nov, Manchester
Could your company benefit from using
worked with Hotel Missoni from the early creative brand communication, whilst Communications as head of creative,
Facebook, Twitter, LinkedIn and other
stages of the brand’s development and sister agency L&K Creative brings together while Jo Daley has been recruited from
social networking sites? You will come
was key to the design and production of an in-house creative team with global Mccann Erickson to manage public sector
away from this day understanding how to
its hotel collateral for the Edinburgh hotel collaborative partners including GHAVA and education clients. use social networks, hear from experts
which opened in June. in New York and Ian Anderson (The Darren Wake also takes the post of and look at case studies, find out whether
Now Teviot is producing the brand Designers Republic), in the UK, combining marketing and business development it’s appropriate for your company and take
guidelines to ensure the effective concept creative, graphic design, motion manager for L&K Brand Communications away some guidelines for engaging with
implementation of the brand globally. and audio-visual disciplines. as he joins from Open Door Design. audiences in this way.

Masterclass: Writing Effectiveness


Amaze acquires Cheryl Cole has launched her new
website www.cherylcole.com to
Papers Masterclass , 25 Nov, Scotland
Digital business support the launch of her debut
As the effectiveness season looms one
of Scotland’s best know paper writers
solo album. The site was developed
shares his experiences of writing many,
London and Belfast digital technology and designed by Birmingham many effectiveness papers with practical
consultancy MCL Digital has been digital creative agency Clusta. advice on the way to win. Learn real
acquired by Amaze. Going live to coincide with the insights into what the judges are looking
The acquisition of the company, which launch of the singer’s debut single, for, how best to research your paper and
was founded by Matt Clarke and Nigel Fight for This Love, the site aims how to structure it. Anyone faced with the
Conde, follows a partnership which was to complete Cheryl Cole’s official prospect of entering a paper into any of
developed over recent years. branding as a solo artist and will the UK’s effectiveness award competitions
It will now be integrated into the allow users to post comments. and not knowing where to start will benefit
from attending this event.
Amaze Group with Clarke and Conde
joining the technology leadership team
which provides strategic technical
NHS staff get website so that they Business Briefing: What is Collaboration?

direction for the company, and will work can Affect change from within in association with Marketing Birming-
ham and Business Link West Midlands,
alongside Jonathan Copnell, operations 8 Dec, Birmingham
director. Alienation Digital has developed a new financial income for NHS Scotland. How do design agencies, full service
Natalie Gross, managing partner at website aimed at encouraging NHS SHIL markets itself to two target agencies, freelance designers and social
Amaze, said: “The acquisition of MCL employees to submit their ideas for audiences: NHS Scotland employees media experts combine their services
to pitch for work and maximise the
Digital is a strategic move for Amaze improving the health service. and the commercial sector.
opportunities for income generation?
that will further extend our skills into Scottish Health Innovations Ltd The new website, located at www.
Marketing Birmingham, Business Link
emerging areas. (SHIL) works in partnership with NHS shil.co.uk, is a marketing platform for
West Midlands and The Marketing Industry
“Additionally, MCL Digital will support Scotland to protect and develop the the various products that SHIL has Network are bringing you this event to
our existing teams to fulfill the growing new innovations and ideas of health developed, a starting point for people hear from clients and find out about how
demand from our clients for forward- care professionals. looking for information about patents to collaborate and who to collaborate with.
thinking technical consulting as more By developing these ideas, SHIL and intellectual property, and aims to
of them turn to digital to support their creates new products and technologies be a hub for a range of commercial www.marketingindustrynetwork.com
business infrastructure.” that improve patient care and generate opportunities.
THE DRUM OCT.23.09 www.thedrum.co.uk www.thedrum.co.uk/news09
“I’m luckier. Phil has been in and out of the shit a
bit. I seem to have got lucky with my lot. Except
having to tolerate Shinton. We all have our
crosses.“ Gareth Howells,Page 19

Former barkers boss Hughes looks editor’s INBOX


to the future with new idea agency a round up of some of the latest press
releases uploaded by you onto the
drum’s website in the last fortnight
Former Barkers director Andy Hughes considerate support given by two of Robertson Homes every success in
has officially launched his new advertising our longest-standing clients formerly finding a replacement creative agency. Newenglish Design has been appointed to
agency, Idea, formed following the at Barkers, Behar Carpets and Verve I have offered to provide any suppport create a full print, in–store and web campaign
recent closure of Barkers. Automotive. required to facilitate a responsible hand- for Honda Power Equipment following its,
Two former colleagues, Zoe Law “We have also pitched for several new over to our successor when required.” “Whatever you do…Make sure it’s a Honda” launch
and Lynsey Massie, have also joined pieces of business in recent weeks with “I should imagine the news of an at the Southampton Boat Show. The campaign is
Hughes in partnership. Hughes was a some success and I hope to provide account review will be welcomed by the first for Honda UK to run across four sectors.
stalwart of Barkers in Scotland having more details soon. a fairly static agency marketplace and
been at the agency for more than two “The only regret is that after handling I wish all interested parties good luck The Remarkable Group’s specialist video
decades. However, following its surprise the business for around five years through – we have had many successful and and motion graphics division, Reko, is working
closure he quickly launched Idea – Barkers, Idea recently resigned the enjoyable experiences working with with one of the biggest sporting brands for a World
taking with him a trio of long term, ex- Robertson Homes account. The reason Robertson Homes over the last five Cup campaign. Reko is creating a promotional
Barkers clients, Behar Carpets, Verve for this decision is a pending conflict years.” video for Puma, filming behind the scenes at its
Automotive and Robertson Homes. of interest. The parting is completely “I hope to reveal more info on our new World Cup campaign photo shoot with Chelsea’s
However, Idea has been forced to amicable from both parties and I wish business wins in due course.” Nicolas Anelka and Arsenal’s Bacary Sagna, Tomas
resign the Robertson Homes business Rosicky and Emmanuel Eboue.
last month following a pending conflict Online Comments
of interest. Julie Grant: Very pleased to hear this Andy, I am sure your wnew venture will Tangent Graphic has created the brand
Speaking of the launch, Hughes said: be a great success! and visual identity for Gateway to Growth,
“We are doing pretty well, particularly a specialist division of Business Gateway. The
Karine Burns: Well done Andy. Look forward to catching up with you again
given the short start up timescales agency was appointed based on their previous
soon. Wish you and the team all the best.
and we are particularly grateful for the work carried out for public sector organisations.

World cup 2010 Sheridan&Co has designed the travel


retail environments to launch Absolut
Integrated agency Red C has won a three-way

site launched Rock edition, the latest special edition


pitch to expand the role of online marketing for
AGA Rangemaster Group, which celebrates
bottle from the iconic vodka brand. The 300th anniversary of its foundry this year. The
Thomas Cook Sport is to launch a first UK sites will open in Heathrow agency has been appointed to work on brands
microsite featuring travel packages and and Gatwick airports in the first week including AGA, Fired Earth, Divertimenti, Falcon,
flight offers for football fans planning to October. Rayburn, Rangemaster and Mercury.
head to the World Cup in South Africa. Sheridan&Co has worked with Pernod
The tour operator appointed Ricard Travel Retail Europe to bring the Asda is launching its first ever fully animated
Staffordshire digital agency TAMBA Absolut Rock concept to life in a series flash microsite and online flash games as part of
to create a site which will include of sites in airports across the globe. its major collaboration with LazyTown to promote
“information and entertainment while its ‘GreatStuff’ healthy food range. The online
highlighting exclusive travel offers”. An campaign has been designed by Leeds-based
online display advertising campaign will agency Gratterpalm.
coincide with the microsite’s launch later
this month.
Danny Talbot, managing director of
Outdoor footwear brand Karrimor Telecoms giant Motorola has awarded
Cheshire’s Event Marketing Solutions a
Thomas Cook Sport, said: “Having looks to outdoor specialists Karol six-figure contract to deliver a major B2B roadshow
been appointed as a participating throughout Germany. The tour will target a major
tour operator for the 2010 World Rucsac and footwear brand Karrimor Neil Kennedy, general manager at global market for Motorola – the emergency
Cup, our focus is on the fast growing has appointed Karol Marketing Group Karrimor said: “The outdoor sector services – and specifically the German fire service.
online football market - we understand to handle its PR. continues to grow at an increasing rate
that to successfully engage with this The public relations account adds to and we are constantly developing and Bristol’s True has created a new website for
active consumer group, we must the North East agency’s list of outdoor refreshing our ranges to suit the needs Somerset school, Millfield. Millfield has a
offer the most relevant and helpful clients which already includes Vango of our customers. distinguished alumni, including international
information.” and Force 10. “Communicating with our target sportspeople, world business leaders and leading
TAMBA’s MD Jon Broomfield As a result of its appointment, Karol audience about the range and quality figures in the arts.
described creating an online base for Marketing will be responsible for all of our products is key to our success
football followers interested in attending PR activity for Karrimor’s rucsac and and PR is an essential element of our to submit your press releases go to
the World Cup was an “ideal brief”. footwear ranges. marketing campaign.” www.thedrum.co.uk/inbox
mercedes crescenti tv
productions. serviced beautifully.

07852 944 586


mercedes@mercedescrescenti.tv
www.mercedescrescenti.tv

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THE DRUM OCT.23.09 www.thedrum.co.uk www.thedrum.co.uk/news11
“A cautionary note on any accepted salary
reduction; do they guarantee a return to previous
levels once times improve? Is there a deadline to
return to normality?” Uncle carl,Page 20

Blackpool Tower
moved to Leeds Elmwood’s edinburgh briefs
and Manchester office will remain open Sheffield based shopping centre Meadowhall
has appointed Brilliant Media to handle
The boss of design consultancy the £500,000 planning and buying account for
Elmwood, Jonathan Sands, has hit its Christmas campaign. The agency beat out
out angrily at rumours of the agency’s incumbent Miller Advertising and MediaVest
closure in Scotland, saying in a long (Leeds) for the work with the campaign set to
statement posted on The Drum’s launch in the next month.
website that they have not made any
decision to close in Edinburgh. Birmingham Airport has appointed 3Sixty
Rumours of redundancies being to aid it in maximising the monetisation of its
made at the agency, in order for it to website while also ensuring that it communicates
focus more on overseas development, with airlines and tour operators.
began to circulate in recent weeks,
and while Sands did confirm that there Blue Ginger, the group of Manchester Chinese
had been redundancies in Scotland he and Thai takeaways, has launched a new website
Blackpool Tower has been moved would not confirm how many, though with Studio North. The Manchester agency
around a little over the last week, making he did says: “Not everyone in Scotland has designed and built the new site, which
its way to Leeds and Manchester with has been made redundant.” features an onine ordering system that emails
the aid of Amaze PR. In his statement on www.thedrum. Sands: will continue in Scotland, while every order placed to the chosen restaurant.
The Manchester office of the co.uk Sands said: “The Scottish market looking at other growth markets
marketing services company was tasked is unbelievably tough and it is going to Accident claims company The ClaimBrains
by VisitBlackpool with the promotion of get much, much worse in my view. With gifted people. In fact one or two of our has launched a new website by OneBestWay
the beachside town and used a 200 this in mind it is true that we have cut best. ahead of its forthcoming ad campaign. The site
foot high projection of the Tower to lead some costs over the last month right “Last year Elmwood made a record by the Newcastle-based agency features the
the way in its delivery. The Tower was across the company and that program profit well in excess of £1m. Fortunately ClaimBrain characters, who will also feature in the
projected, unannounced, onto local will continue until the year end. It is also as with previous years we left most of TV campaign. Social networking will also feature
landmarks through the use of a mobile true that the Edinburgh office is likely to this cash in the business in anticipation through Facebook and Twitter with the campaign
rig and was used as a reminder that the be the hardest hit. of the continuing market downturn. extending to radio, direct mail and SEO.
town’s illuminations will continue until 8 “As I am sure every reader can Being independent from the bank will
November. imagine this has been a tremendously be vital over the next two years as the Wimbledon Greyhound Stadium, part of
hard few weeks, the talent in our recession gets even deeper. the GRA Limited group which operates five tracks
Edinburgh office is exceptional and “Conserving cash and investing in
Co-Op launches we have had to let go some very, very growth markets is our plan.”
across the country, has appointed PR agency
Paver Smith to handle its public relations.
TV and radio ads
The Co-operative has launched the latest
O street offers first look at celtic The advertising and branding of this year’s Style
Awards in Birmingham have been created
phase of the multi-million pound brand connections 2010 marketing campaign by 383 Project. 383 Project was appointed
campaign it started in February. to handle the brand communications for the
As well as running an edited version Having been awarded the Celtic event which is organised by Retail Birmingham
of its TV ad from earlier this year, the Co- Connections festival contract earlier this in the search for the city’s most stylish retailers,
operative has now unveiled a new online year, O Street has launched its first work restaurants and department stores.
and national radio campaign and in-store for the client.
communications created by Manchester The initial work for Celtic Connections The UK arm of Austrian dairy NOM has appointed
agency Refinery. includes an advert for the Glasgow Weber Shandwick Manchester to support
The online and radio work, which uses Concert Hall’s What’s On Guide. The the launch of its fir yogurt in the UK. NOM Dairy
the “good for everyone” message from the official launch for the festival took place UK’s two new product ranges will see Weber
TV ad, centres on three of the organisation’s on 20 October. The full brief includes the Shandwick provide PR support to the ‘Everyday
major initiatives – Renewable Energy, creation of all the marketing materials for Natural Goodness’ campaign.
Fairtrade and Community Projects – and the 2010 festival. The Glasgow agency
gives examples of its work in these areas. was appointed in August following an Electricals retailer Comet has appointed
The three 30-second radio ads open credentials tender, and a creative Yorkshire’s Summit Media to handle all of its
feature a voiceover from the actor pitch against a shortlist of three other pay-per-click requirements. The retailer will make
John Hannah and will run across agencies. The brief invited agencies use of Summit’s Portfolio Manager technology
major stations and networks including to suggest a new look and feel for the which will allow it to synch its warehouse with
Talksport from this week. festival in its 17th year. PPC campaigns in real time.
12campaign round-up www.thedrum.co.uk OCT.23.09 THE DRUM

“I was the first to get into the business as I’m five years
older. Gareth used to visit me at work and thought it would
be a breeze. Then proceeded to make it look like a breeze–
twat!” Phil Howells,Page 19

01

02 03

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

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

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

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

05 D8 has completed a large-scale project for GlaxoSmithKline. GSK, one of the world’s leading research-based
pharmaceutical and healthcare companies, asked the Glasgow and Birmingham-based agency to help with promoting
brand awareness amongst employees. James Young, D8’s managing director, said of the work: “GSK’s in-house team have
built a fantastic resource so our main task was to encourage people to use it. As it was mainly an internal exercise we felt
it would be best to adopt a friendly, light hearted approach using illustration.”
THE DRUM OCT.23.09 www.thedrum.co.uk campaign round-up13

04

05
14marketing forum report www.thedrum.co.uk OCT.23.09 THE DRUM

“A simple, memorable, well-produced idea aimed at people


like me who probably let their very young children watch
too much CBeebies becauseGary
they’re busy writing reviews for
some marketing magazine.” Setchell, Page 21

All aboard for


the Marketing We were sailing Last week The Drum pulle
Forum 2009
aboard the Aurora with many of the most sen
Marketing Forum. News editor Stephen Lepita
WEDNESDAY
The first day of the three-day Marketing
Forum (now in its 17th year) aboard the
Aurora is very much a process of settling
in as quickly as possible. Networking at
the bar had already begun by the time
so that landlubbers could keep up with what w
The Drum arrived on board and figured
out its schedule for the next few days. THURSDAY the messages that brands put out, but and Simon Carter of Fujitsu, who’s really
With the initial emergency drill Thursday morning on the Aurora and now media is free, so we no longer control earning his dinner having already held two
complete – a necessity of Maritime Law it’s all go from 8am. Breakfast is wolfed the message. If consumers like a product other talks today.

apparently – the first keynote speaker down quickly to give me time to get along they will tell the world themselves.”
 It was a good discussion with the guys
of the day, geneticist Steve Jones to the first talk being given by Simon Twitter was another innovation he talking about what is becoming the ‘big
from University College London and Carter, marketing director for Fujitsu, UK urged the room to use better and explore issue’ of the forum – the use of online and
author of In the Blood and Darwin’s Government Division, and previously the how their brand is perceived.
 how it is changing brands and creating
Britain, addressed all of the assembled head of marketing for the Post Office.
 Thursday afternoon has been pretty new challenges for them.
delegates. Carter spoke about the transformation interesting so far with BJ Cunningham Curiously, this was the first session
Jones discussed the topic of genetics of brands and their continual need for delivering his talk on the launch and in which anyone mentioned iPhone
and DNA and how genetics ultimately change.
 One of the first questions he controversy caused with his brand, Death applications, which Carter said she
shape a person’s lifestyle. The talk asked delegates was “Brands, are they Cigarettes. believes are more important for brands
began with the audience of marketing important?” before telling the room of BJ really does love to smoke – he even than interaction with social media.

delegates being asked for a show of about 20 marketers that brands ultimately admitted to being a ‘cigarette whore’ Sagar, a self confessed Twitter fan, also
hands as to who had had ‘a good’ year need time and investment to thrive. smoking any brand he can get hold of. said that she didn’t believe it had much to
as opposed to ‘a bad’ year. He found He used Virgin as a prime example of
that the large majority said they had had a brand that has been given such time
a good year. and tried to innovate and grow emotional “as a consumer you were informed bythe
Following this, Jones’s talk mentioned attachment with its consumers.
 messages that brands put out,but now
that genetics might influence people “Brands are emotional,” he said. How media is free we no longer control the
to become managers of customers
depending on which genes they
do people feel about the experience?
How do people react and talk about the
message.If consumers like a product
possessed. product that they have bought and the
they’ll tell the world themselves.”
“An awful lot of what we are as service they have received?”
business people may be in our DNA” This was a theme taken up later by Will Amazing that a brand can launch with offer B2B and that she didn’t see a long
he stated before informing the audience Harris, marketing director at Nokia, who the purpose of telling the truth – ie that term future for it.

that two thirds of people will die as a believes that while many marketers may smoking kills – only for it to die a death Sagar also spoke about the change in
result of the genes they possess and not have as big a marketing budget as mainly due to a distaste for that truth. strategy for the marketing of American
that the human body actually is made they once had, or the same number of They also offered a money back Express and that the benefits and
up of fewer genes than previously staff, it is the ‘most exciting time’ for the guarantee on it! Cracking marketing plan! services received from being a card
thought – only around 25,000. marketing industry. Tell the truth!
 holder was now what the advertising
“This demonstrates that we actually This, he says, is mainly due to marketers “Consumers will forgive you if you would communicate.

know very little about genetics, but that losing a degree of control over their try and fail, they will not though, forgive “We want to reinforce this as a valuable
we do know more than we did a few brands to the consumer. Digital innovation entropy. Consumers will not forgive asset and share that this is more than just
years ago.” has taken the control of a brand out of the companies that just don’t do anything,” a card which we will do through out future
Many in the room will have learned hands of marketers and handed it over he said. communications,” she said.

much from the talk, and they promptly to the people marketers most want to An interesting point as there are Strangely when I was in America last
headed to the bar with a few new reach. probably many established brands that month, I found several places not willing
topics of conversation. But once dinner Harris cited one website as a great wish they didn’t have to innovate due to to accept American Express…whatever
is completed, the hard work will really example – myastinmartinisrubbish.com the risk and money involved.
 happened to ‘Don’t leave home without
begin with a speed dating session – made by a disgruntled customer of the Next up – a panel discussion on Asset it’?

taking place soon after. car brand, which the company has been Leverage, which involved Trevor Watkins, Right, I’m off to one more talk and then
Tomorrow will see a succession unable to prevent from venting its spleen marketing partner for Clarke Willmott, Will I have to get ready for dinner. Black tie
of seminars and talks planned for about its hatred for the car that the owner Abbott, marketing and communications tonight. Apparently it’s ABBA tribute night
throughout the day with networking and bought.
 director at Freesat, Alison Sagar, global followed by Karaoke! All together now,
breakout times also scheduled. “As a consumer you were informed by marketing manager for American Express Waterloo!

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THE DRUM OCT.23.09 www.thedrum.co.uk marketing forum report15

m pulled on its life jacket to spend three days The long good
FRiday aboard
st senior marketers in the UK at this year’s The Aurora

Lepitak sent back this report from the boat


FRIDAY (Pre-Breakfast)
Well, Abba night wasn’t quite what I’d
expected – more cabaret than Mama Mia

what was going on at the captain’s table. and I don’t remember the wholesome
Swedes having quite so many feathered
dancing girls either.
At least Karaoke was sung by people
who clearly weren’t regulars in front of
a microphone which is usually when it’s
at its best.

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

I have bumped into a few people from
the agency scene so far with Refinery,
WAA and IAS all positioned next to
one another in the Armstrong Bar for
meetings.
There’s a few other regional agencies
scattered around the boat too and
from talking to the two fabric company
marketers that were sat next to me
during dinner (I learned a great deal
about carpets during dinner, more than I
could have hoped) the high standard of
agencies on board has apparently gone
down well amongst the clients.

I wondered just how nervous
agencies would be out there if they had
a look at the delegate list and saw the
name of one of their clients out here.
I’ll summarise the client delegate
list later so you know if you should be
worried or not, but every client I’ve
spoken to so far has been full of praise…
although they have also been quick to
point out just how few people are at this
year’s Forum. Apparently there are four
forums altogether taking place on board
the ship at the moment and the Aurora
is still not even half full.
I was also informed that the client list
is not as high profile as it used to be.
Above: The Aurora as it I guess that’s probably true of the
sails out of Southampton jounalistic turnout too. Only The Drum
carrying many of the UK’s and Marketing Week have decided
most senior marketers and to attend this year when it used to be
The Drum’s news editor, attended by journalists from ITV, BBC
Stephen Lepitak and actually made the TV news.

Left: Clients and agencies I’ll actually be quite happy if we don’t
get up close and personal make the news to be honest.
at The Marketing Forum’s Means I should get home in one
speed dating session piece.
Now for a hearty breakfast.
16marketing forum report www.thedrum.co.uk OCT.23.09 THE DRUM

“It’s a brave move during such hard times but with a


title guaranteed to shift in such large quantities is
it necessarily wrong?” Richard Benjamin,Uber,Page 25

That Friday Feeling After a black tie dinner, an ABBA


tribute and a karaoke session, delegates managed to
crawl out of their cabins for a day filled with quantum
physics, lessons in love, Buddism and global economics.
The Drum was there to capture the action as it happened.
FRIDAY from the get go, but PR is coming into its
I never made breakfast in the end. By the own now and I’m sure will be treated with
time I’d written my previous report it was that respect more often too. So perhaps
time to hit the first seminar. Hence, I’m this is a plea that while coming a bit late,
currently thinking of the lunch I’m missing is likely to follow through at some stage.

right now writing this report up. Next up was Thomas Foulkes, head
Today’s seminars have been short. of developmental marketing for Land
Maybe that’s due to last night’s over Security Retail, and his talk was about
indulgences at the Karoke or simply teaching clients the Five Ways to Make
that they were straight to the point, I’m Your Agency Love you.
not sure, but the first two were both I was never aware that clients and
interesting.
 marketers came over all Ally McBeal
The first seminar lasted just 16 minutes and worried about what their agencies
and was held by Angie Moxon from 3 thought of them. It’s nice to know. Without
Monkeys Communications. She made ruining the talk, which was a follow up to
the comparison between marketing his Five Ways to Make Your Clients Love
communications and Quantum Physics. You talk he began over a year ago. The
Why not?
 five ways are:
The argument was simply that • Write great briefs – and write them, Above: leaving
Quantum Physics deals with indivisible don’t call them in home, the
units of focused energy that only fix when • Do what you do and not what they do, Aurora departing
observed. Moxon believes that the same • Champion effectiveness Southampton
is true of a brand’s communications • Have partners not suppliers for three days of
that the separate agencies working on • Act with integrity marketing insight.
a campaign should ‘fix’ when divising a The last one I found interesting in that Left: Life boats
campaign and work closer together from he urged for marketers to ensure they at the ready for
the very start. were a model citizen and professional for anyone who didn’t
PR should be included from the the agency to fully respect. A tough call, fancy the ABBA
beginning of a marketing strategy along but he’s right. An agency will not respect tribute or karaoke
with the other areas and be a factor in the a marketer they don’t believe is ultimately
overall marketing development instead of a decent human being.
 as he sees this as attempting to do his white shirt, red braces and matching
an after thought.
 He rounded off his presentation with a new things and not be scared of it. It’s tie – his insight was fascinating.
“You can’t have a shiny brand that clip that’s on YouTube and worth taking a threshold that once the company gets He highlighted the relationship between
just stays still, you have to surrender a look at – a re-dubbed clip from A Few over it can thrive from. the USA and China as the most important
the brand to its audience,” said Moxon, Good Men with Jack Nicholson and Tom It will be interesting to see what brands relationshp to watch economically – “We
continuing what has become a recurring Cruise – talking as creative director and take from that advice. Scary, but I can don’t want them falling out,” was the
theme of the last day or so. client. It’s called A Few Good Creative see a certain logic there.
 understatement before looking at where
She believes that PR is part of the Men. Find it at http://bit.ly/15gC3. Finally, for the morning – Justin the banks are now. Nowhere by the
solution to guiding perception. She 
BJ Cunningham who was yesterday’s Urquhart-Stewart was the keynote sounds of it.

follows this up by stating that the age key speaker held a workshop and speaker – examining the global economy “We’re not a doomed world, but a
of deference is well and truly gone. explained his model, which was based and where it’s going. slower one that is recovering,” he said
Consumers now have the power.
 on Buddhism and full of emotion and A witty, public school educated speaker reassuringly. “It is in a cycle.”

I liked the metaphor, and feel she’s fate. He genuinely implored clients to that couldn’t help but command the Let’s hope he’s right and someone
right.The PR agency should be involved encourage failure within the company respect of the audience – especially with gets peddling that cycle quickly.
THE DRUM OCT.23.09 www.thedrum.co.uk marketing forum report17

Homeward bound It’s been a hard voyage, but it seems


that clients and agencies made the most of their time
SATURDAY
God it’s early! I promised to list the clients
that were in attendance on the ship. I’ll
do that in a while. I thought I’d conclude
my experience on board the Aurora first
of all.

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

His workshop focused on cognitive
thinking – teaching us to consider our
thinking more and the extra success
companies and professionals have if
they recognise the thought processes
involved.
That it included me being tied up to a Above left: Nokia marketing director Will Harris, believes that there has never been a more exciting time to be a marketer
member of Strathclyde Police during it is as consumer take control. Above right: Jon Bennett of Aegon revealed on board that he is moving on from the company
something I’ll quickly gloss over.

Cinema chain Vue’s sales and
marketing director, Mark de Quervain, “General consensus was that ultimately the brand must be
held a seminar on clear cut segmented honest and its products must be as good as they possibly
marketing, which was quite tough going can be in order to offer a positive consumer experience and
at such a late stage of the proceedings,
although his insight was intriguing and
gain trust and a good reputation.”
his overview of the segmentation that he products must be as good as they each supplier pays upwards of £14,000 but enjoyable three days. If you are from
has done for Vue was also interesting. possibly can be in order to offer a positive to attend the Marketing Forum. Every an agency and one of these is your
Vue is the only cinema in the UK to consumer experience and gain trust and supplier I spoke to was positive that client, don’t worry. I’m sure everything is
offer teenagers between 13 and 18 a a good reputation.
 it had been worthwhile and that they fine (gulp). I’m off to lie down.
discounted price from adult tickets, That evening saw the Queen tribute would get more than enough work to Shortened client list: Vue Cinema,
which I find surprising but apparently act take place, which was better than cover the cost. I hope they are all right! Nokia, JD Williams & Co, Meridian
these are the things you do through the ABBA tribute act I have to say in my The marketers too seemed on the whole Business Support, RAC Motoring
segmented marketing.
 humble opinion, but I think, as it was the positive about their experience onboard. Services, Krispy Crème, American
Another panel discussion was held final evening on board, even a Gary Glitter Only once was someone’s Express, uSwitch, Fitness First, Motorola,
with the same panel as yesterday during tribute would have been well received. disappointment made clear to me of Abbey Legal Protection, Yahoo, BBC
which I learned that the marketing Everyone was in the mood to let their the number of suppliers and clients on Sport, The Co-operative Group, Rank
director of Wagon Wheels was on board hair down. At dinner I heard one tale of board. I would expect that this will not International, FreeSat, Capital One Bank,
and is now sick and tired of being asked a woman who had placed her room key be the case next year should the industry First Choice Coffee, Chartered Institute
why they’ve gotten smaller. She says in a bloke’s pocket, only for him to tell pick up along with the economy.
 of Management Accountants, TNT
they haven’t, so don’t ask if you ever her that he was married and therefore So, all in all, yes, I believe it can be Express, Berghaus Ltd, Post Office ltd,
bump into her. uninterested. His friend in turn took the worthwhile, but everyone must work hard DirectGov, Aegon Asset Management,
The general panel discussion once it key from his pocket and disappeared and use their time onboard to ensure Sony Music Entertainment, Hitachi
got going was about brand protection… with the woman instead. I have no idea they gain from a business point of view. Capital, NSPCC, PDSA, Ocean Finance,
once again following the lines of if this story is true, but maybe it shows Anyone who goes for a holiday is either Xerox UK, Cardiff University, Diageo,
consumer power and the protection of a that even in tough times, the marketing making enough money that it doesn’t University of Aberdeen,  Santander Asset
brand online. industry likes to play as hard as it works. matter or making a big mistake.
 Management, Electronic Arts, Plymouth
General consensus was that ultimately I’ve been asked whether I thought I’ll finish off with an abridged list of the Argyle FC, HSBC, Morrison’s, The Walt
the brand must be honest and its the experience was worthwhile? I’m told clients with which I have spent a hard, Disney Company.
To see just how hardworking they are,
call 0161 237 3757 for a list of client recommendations.
www.pravda-advertising.com

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


THE DRUM OCT.23.09 www.thedrum.co.uk sibling rivalry19

Creative heavyweights Brothers Phil and


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

Brothers in arms:
The Howells brothers,
then and now...

The Drum: to get them hired there. I remember them doing some The Drum:
Right, now we have the two of you together... How did it great stuff for Flora cheese. A few months later, Dougal So, how has it all turned out in your parallel worlds of
all start? Who followed who? Wilson (Gareth’s partner from Leith days) did a placement advertising?
and I tried to get him hired too.
Phil: Phil:
I was the first to get into the business as I’m five years Phil: Gareth has been more successful, but I’m more
older. Gareth used to visit me at work and thought it We’re always bouncing ideas off each other, talking about handsome and there’s still a few years to go.
would be a breeze. Then proceeded to make it look like our beloved Scarlets rugby team or planning our next fly
a breeze – twat! fishing trip. Gareth:
I’m luckier. Phil has been in and out of the shit a bit. I
Gareth: Gareth: seem to have got lucky with my lot. Except having to
I thought it was all about having a cool office and playing Yeah, we bounce ideas off each other all the time. His are tolerate Shinton [Jonathan, co-founder of Newhaven].
football in the corridor. The bugger never told me how normally shit and mine are fantastic. Eh, eh, eh, eh. We all have our crosses.
hard he worked. I loved it when he showed me the ads We do it when we get together, to be honest. Over
he’d done. I used to bore everyone saying my brother a few bottles of red. Then we forget the ideas in the The Drum:
had done that ad. morning. Probably for the best. And when you get together for family dos, do you bore
We have never worked together, though. We got as far the rest of the family with ad-talk?
Phil: as getting a logo together. A 2H pencil. (Did I mention Phil
We both went to Llandovery College and Carmarthen Art has a degree in Graphic design from Kingston?) I’d love Phil:
College. I went on to Kingston to do Graphics and Gareth to work with Phil, though. He could wash and I’d wipe. Our Dad was in the SAS, if we talked about advertising
went to Manchester to do advertising. he’d punch us.
I’m very protective over my brother, though. Once at Phil:
Llandovery the school bully [called Rat] picked on Gareth. Yep. If we could somehow find a way of working with Gareth:
I got a little annoyed and left the vermin battered, bruised each other in the future – brilliant! It would be great to We do talk ideas pretty much all the time, though. Except
and hanging on a coat hanger for the rest of the school to have someone scruffier than me in the office. when Wales score.
file past on their way to dinner.
On another occasion when Gareth and his writer were Gareth: Phil:
having problems from senior management about leaving I think we could work really well together. Mutual respect. Our sister Rhian is a producer at The Moretti Agency. One
to join a competitor – I had to put a polite call in to the Phil is a big talent. day she’ll be the most successful Howells.
creative directors to make the transition a little smoother.
Another time, I got Gareth a placement at Still Price Phil: Gareth:
Lintas when he first started out with Tom Richards. I tried I think we could work well together, he’s a great talent. I’m told she’s doing well. I think they are being kind.
20agency agony uncle www.thedrum.co.uk OCT.23.09 THE DRUM

Dear Uncle Carl…


Pay cuts, parties, vacations and
relocations - after years spent
managing people nothing shocks
Uncle Carl any more. But maybe
you’re in for a shock when Carl
tells you to go and take a hike.
Dear Uncle Carl, for you to pursue a rather strong case of constructive handbook you had to work within 35 miles of the office,
I’ve been asked to take a 15 percent pay cut. The dismissal. So approach them and give them a reason who is to say that your bosses may in fact be idiots and
directors have taken a cut already. It has also been why it’s a great idea for you to make like Michael Palin simply say ‘yes’ to your request. If they do, well done, you
made clear that there will be job cuts. If I refuse the and fuck-offski. Surely they will welcome the salary relief have my and your wife’s congratulations. But I guarantee
pay cut (which I really can’t afford) will I automatically with you gone. My only advice is to write a record of the they will have opened a Pandoras box of staff requests
be one of the first out the door? Where do I stand meeting and the request, all nicely dated… just in case!   and I make you another cast iron guarantee – you will
legally? I do not want to leave my job. leave them in three months anyway – mark my words,
A legal question. Who am I, Raymond Burr? (Anyway, Dear Uncle Carl, I’m Uncle Carl, I know these things.
could he actually ‘stand legally’ as Ironside?) My guess is I have recently moved house away from the city that
if they are taking pay cuts and now asking the staff then I work in. My commute takes almost two hours. I was Dear Uncle Carl,
there will be more job cuts and the chances are your name wondering if I might be able to negotiate working We have organised a big party to celebrate our
will come up whether you take the cut or not. Legally, or from home one day a week, or perhaps changing agency’s 10th birthday. We have invited clients,
otherwise, they shouldn’t be approaching individuals; it’s my hours to avoid rush hours. How could I make this peers, friends, journalists and a few prospective
stupid management, they are talking about a change in proposition attractive to them? clients too. The problem is that it looks like very few
your contract of employment and would have to do it Unless you are offering to take a cut in pay or you are people can make it. Should I act desperate and beg
through consultation with HR, lawyers, even unions, if the guy in the office that no one really likes then no, they them to come, should we just enjoy it as an agency
indeed you are members. They should have proposed won’t look favourably upon it you berk. You mention party, rearrange it... or just cancel?
a unilateral pay reduction across all staff with a secret ‘them’ once and yourself eight times in your question, We don’t beg, do we? After all we are not in PR.
and anonymous (same thing?) staff vote - just like the so really this is all about you, isn’t it? And how you Give people a stronger reason to be there. Explain how
UK car industry in the 70s. And that’s because, like them should be the centre of their universe. Your lack of spatial important it is they are there and how important they have
you won’t vote for a pay cut to save a couple of jobs as awareness and basic geography, if anything, already been to the success of your business. Look perhaps at
you all think ‘well it won’t be me, what about Mark in has them fuming, moving two hours away for fks sake. the venue; this is a special celebration are you indeed
accounts or Tracy on reception. I’m too important’, yeah ‘Management’ aren’t idiots. They know you have moved; making it ‘special’? Is it the same usual drinking hole or
right, because no one ‘important’ ever lost their job. they now know you will try to maintain your routine for somewhere people haven’t been before? Look again at
A cautionary note on any accepted salary reduction; more than one month but less than three and they then your guest list. You have invited the usual suspects but
do they guarantee a return to previous levels once times know you will fail to maintain this charade which leaves what about beyond that? Invite not only the current team,
improve? Is there a deadline to return to normality? Will the final step. This is where you nervously creep up to but the people who helped you build the business over
they ‘repay’ the loss of earnings, what happens if you their office or approach HR with a cutting from some ten years; the key staff, old clients, past suppliers and
leave or are asked to leave before the status quo returns business magazine promoting remote working through friends of the agency within the industry.
– it’s a legal nightmare! improved broadband as a ‘positive green issue’. Look wider still, to other local business owners and
Please make the request and bear in mind all they leaders in your area. Maybe get a great industry speaker
Dear Uncle Carl, have to do legally is ‘consider’ your request... right up there too (I have an agent). Just remember this is not
I’m a long-serving account director and it’s been my to the point where they say ‘NO’. Think about this; your simply an agency party for ‘agency staff’, don’t worry that
plan to take a short sabbatical. When I last had an management, if they allow this, are allowing staff to re- some pencil-dick account director or up-their-arse-mac-
appraisal (ages ago) I was told I’d be able to take create the terms of employment, which will become monkey won’t go. This is your 10th year celebration; fuck
three months off, but no promises were made about biased toward you. Now, I may sound like a tyrant, but those lightweights – chances are they won’t be there in
when. I now want to make plans but, because of the you work for them, not the other way around. One thing ten weeks anyway. If you really think about what you are
recession, I’m worried about asking the question that fucks me off about this is, imagine if your bosses celebrating and what you have achieved there will be
and about having a job to come back to. one day announced the agency was moving two hours plenty wanting to share your moment and you will have a
Ask them. I know that you think that if you do that, away from you, no requests, no consultation. It couldn’t great celebration – I await my invite.
then they may think ‘mmmm we could give him lots of happen could it? If it did there would be an uproar with
time off to travel!’ But what you need to know is they all the staff shouting ‘you never said that when I signed are you troubled? Don’t be. send all your
are not stupid and if after such an enquiry from yourself my contract!’ Yes, well, neither did you when you signed questions for uncle Carl to dear.carl@carnyx.
they did indeed choose to kick you out as a ‘cost cutting your contract, so why should it work the other way? com Or, If you wish to meet with carl to talk
measure’ they would be leaving themselves wide open But simply because at my old place it said in my staff about your business, email him on ch@kloog.ch
THE DRUM OCT.23.09 www.thedrum.co.uk creative review21

gary setchell
creative director, McCann-Erickson birmingham

01magenetic North
http://kids.tate.org.uk/games/
discovering-turner
Terrific site. Packed with engaging,
interactive content that covers art in a
way that my young nephews loved. I can’t
possibly do it justice in this short review
but this work results in making the Tate
seem fun and accessible. 9/10



02Clusta
www.thesaturdays.co.uk
A surprisingly clean and classy site design
for pop girls The Saturdays. But this might
be because they haven’t made their first
million yet – if the band wants to compete
with Girls Aloud, they need to invest in
features for their site like ringtones, games,
01 02 exclusives, etc. 6/10



03The leith agency


scottish government tv ad
A simple, memorable, well-produced idea
aimed at people like me who probably let
their very young children watch too much
CBeebies because they’re busy writing
reviews for some marketing magazine. I
think parents will like it and check out the
website to ease the guilt. 8/10




04liquid
www.asics.co.uk/sportstyle
I liked this for two reasons. Firstly, it makes
Asics’ history of innovation relevant to the
leisure audience without being a lesson.
Secondly, when I checked out a pair of GEL
03 04 LYTE III, I was only a couple of clicks away
from buying them. Decent job. 7/10


05air Creative
creative Craft scotland
If the aim of this ad is to tell me there’s
more to craft in Scotland than knitted
loo roll covers, then it does its job. The
‘C’ word idea feels like it needed a more
provocative execution, though. 6/10
05

06merle
advocates for animals viral ad
This lovingly-crafted film did a good job of
making me aware of this particular issue.
Gorgeous animation, a fatally-wounded
pregnant seal and Richard Briers’ voice
is surely a recipe for getting support from
animal lovers. 8/10


07aardman animation
bayer schering pharma viral ad
This film successfully uses humour to tackle
(sorry) the issue of erectile dysfunction. At
least, it made me want to check out the
07 other beautifully observed films on the
website (www.in-bed.info) where useful
06
advice is delivered in an utterly charming
way. 9/10

HAVE YOUr SAY ON THIS ITEM. LOGIN AT WWW.thedrum.CO.UK


Special feature.

north &
Left: David Boni The Locals Above: Robbie Smith Agency:BJL Client:British Airways Campaign:British Airways

With offices in London, Edinburgh and


Southampton, a growing team and an enviable
body of work from her leading photographers,
Dawn Moretti explains how growing south has
allowed her to deliver even more to her clients.

Having made the case for giving Scotland Children First was selected for inclusion
its first photographers agent six years ago in the Creative Review Photography Annual
amidst scepticism there was even a need, 2009 coming out this month.
the Moretti Agency has never been scared
of making brave decisions. But just what’s “We’re really chuffed for Mark that his work
driven the decision to expand and open a has been chosen. To be part of the definitive
London office in a year of tightening belts? collection of the finest photography of the
year is fantastic news for him, and for the
“It was always my ambition to extend our agency. His work will now be seen by
roster of photographers, and we needed
creatives in over 80 countries.”
to expand to accommodate the growing
diversity of projects we had coming in.’ David Eustace meanwhile was one of only
says Moretti, ‘I wanted us to be able to 11 photographers commissioned to capture
handle briefs from agencies all over the the ‘Characters of America’ for USA Network
UK and not just north of the border. in association with Chronicle Books.
So when the opportunity came up to share A project which saw him drive the entirety
offices with 1st Option locations in of Highway 50 capturing 50 portraits
Camden Lock I knew we had to take it.” against 50 landscapes.

This year, the Moretti photographers have New on the books


indeed seen work commissioned from all
Having offices in Camden Lock has no
corners of the UK.
doubt helped the agency add new London
talent to their books. Last week Moretti
David Boni was chosen for the prestigious announced the signing of top food
launch of Wonderbra Ultimate Strapless photographer Will Heap who regularly
by Manchester Agency Iris, as well as Aviva shoots for Waitrose and Marks and Spencer,
work with Balloon Dog of Norwich and a and Patrick Harrison whose lifestyle work
global campaign for Intervet with McCanns has fronted campaigns for clients such as
London shot in South Africa. Vodafone and Nokia.

Robbie Smith has been in Amsterdam and Almost all the campaigns, including those
Zurich with BJL shooting for British Airways shot in South Africa make up a growing
and it was recently announced that Mark number of projects using the Agency’s
Mark Seager Agency:Family Client:Children First Seager’s work with Family Advertising on production skills.

DRUM DPS.indd 2
&south
Will Heap Client:Ebury Press ‘SECRETS OF AGA PUDDINGS’ by Lucy Young Patrick Harrison
Client:UBS
(Top)
David Eustace
Agency:Leith Agency
Client:Scottish Government
TV production:MTP

Team Moretti to a tight budget. The team are experienced Outside of the UK, Moretti have used their
enough to know how to get the best from affiliations with local production companies
Moretti now have a four strong in-house
what’s on the table and still produce a around the world. Moretti have just completed
team of agents and producers, including
great end result.” a Long Tall Sally fashion shoot in Morocco
Rhian Howells, Alexa Murray and Frances
and Rhian is gearing up for another one in
Young. Together with Moretti herself they There was a time when some people either India, Thailand or Vietnam.
clock up a sizeable 40 years experience believed booking a photographer through
between them. Producing not only for their an agent meant it would cost more. Is that “Having someone work with you on the
own photographers but agencies, direct still the case? ground helps minimise the risks, and of
clients as well as independent photographers course the locals tend to know the best
and their agents. “Not at all. Maybe a few years ago but places for a well-earned beer when we
it’s definitely not the case now. Agencies wrap-up.”
Testament to their on the ground know-how, we’ve worked with know we’re here to
New York based production company look after them and their clients. This While growing the team, the talent they
The Custom Family recently brought allows our photographers to get on with represent and the suite of services offered
Moretti in on a recent commission to shooting while we’re arranging all the to their agencies and clients, it seems The
produce a print campaign and art film behind the scenes and time-consuming Moretti Agency have succeeded in doing
for Pringle of Scotland with photographer bits.’ She adds, ‘We don’t charge our clients something even more important – help
Ryan McGinley and academy award commission for booking the photographer, grow their reputation as one of the leading
winning actress, Tilda Swinton. This high our agreement is directly with the photography and production agencies in
profile fashion shoot took place in various photographers themselves.” the UK.
locations around the West coast of Scotland
earning the agency considerable praise. Location links
Looking back across the spectrum of work in Moretti were invited to share the other
2009, has the tougher business environment half of the Camden Office with the UK’s
changed the way they do business? leading location and events company,
1st Option. One glimpse of their website
“ I’ve got a great team around me. It’s been www.1st-option.net and it quickly becomes Dawn Alexa Rhian Frances
a tough year for some of our clients, they’re clear they bring a wealth of experience to
trying to keep standards high on smaller the table. As well as finding stills, TV, film If you’d like to contact Dawn please send an
budgets, but we’re used to challenges.’ and event locations across the UK, they now email to dawn@themorettiagency.com
says Moretti adding, ‘Part of the thrill exclusively represent London’s legendary or visit her brand new website
sometimes is finding a creative solution icon, Battersea Power Station. www.themorettiagency.com

20/10/09 11:21:32
See what we’re made of
www.uberagency.com

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


THE DRUM OCT.23.09 www.thedrum.co.uk video gaming25
Sponsored by:

Gaming grows up
No longer the sole preserve of nerdy boys in dimly lit
bedrooms, video games are now enjoying mainstream
appeal. But with gamers asked to fork out upwards
of £50 for one hotly anticipated new title, how are the
agencies responsible for marketing games tempting
recession-weary consumers to part with their cash?

D
espite the world being in a horrific
recession, it looks like the UK is about
to reach the “watershed” for video
games pricing with next month’s arrival
of the most hotly-anticipated new game
in recent memory: ‘Call of Duty: Modern Warfare 2’.
“Not only is it the most anticipated game of the year
(if not decade), but it is being retailed at £54.99 -
£5 more than any standard premium release,” says
Uber’s Richard Benjamin.
“It’s a brave move during such hard times but with
a title guaranteed to shift in such large quantities is it
necessarily wrong?”
The latest iteration of the highly-successful Call
of Duty series might be able to demand a premium
price when it is released, but that’s not to say it
will neccesarily set a benchmark for video games [l-r] Uber’s creative for real-time strategy game Stormrise; its work-in-
pricing. progress for upcoming title Aliens vs Predator and the agency’s designs
Supermarkets have become key retailers for the for the Vin Diesel endorsed driving game Wheelman
games sector and have begun to drive down costs on
big releases; football title FIFA 10 sold at only £25 when Richard Benjamin, more than triple-A titles), but even though revenue is lower
it was launched in Tesco this month. “Industry opinion managing director, Uber on these titles, the general uplift in high-profile marketing
is divided with fears of devaluing brands and leaving As games have become more mainstream (and more in the industry has rubbed-off across the board.
consumers with unsustainable price expectations,” expensive) how has the way they are marketed had Are there any trends likely to impact on games
says DKPM’s Andy Weir. “But competition can only to change? marketing in future?
benefit the price conscious consumer can’t it?” Years are spent developing games, Hollywood actors One of the big changes within the industry in the coming
It might benefit the consumer, but what does this add voiceovers, huge brands secure product placement years that will have a huge effect on marketing is the
changing landscape of the games industry mean for and the latest bands have their hits slapped on everything advent of downloadable games. In effect this does away
the agencies and studios involved in marketing the from driving games to shoot-em-ups. This has raised with packaging and cuts out the stores and therefore
games themselves? the bar in how games are perceived and has solidified point-of-sale and other in-store promotions. Of course
We asked creative agencies who promote video gaming as a true cultural benchmark shifting it out of games will always need branding, but with much less
games – Uber, DKPM, Head First – animation studios geeks bedrooms and into the mainstream. collateral required the worth of projects to agencies will
that create trailers and films for games – RealtimeUK The marketing needs to reflect these shifts in game be much less.
and Axis – and Mere Mortals, a company that creates production/perception and this is why many campaigns Whatever the future, the consumer still needs to be
games as well as marketing materials, to tell us now resemble those for blockbuster Hollywood tent pole informed and excited about forthcoming titles and the
how the gaming industry is bearing up during the movies – confident, brash and slick. Of course there are creativity this entails is as demanding and vibrant as
recession. always the smaller releases with tight budgets (much ever.
THE DRUM OCT.23.09 www.thedrum.co.uk video gaming27
Sponsored by:

[Clockwise from left] Two examples of Axis’s animations for Sony’s Killzone2; the same studio’s teaser film to promote new
Bethesda Softworks title Brink; Head First’s designs for MotoGP 09/10; and DKPM’s work for Disney and Sega’s Football
Manager 2010, which is released on 30 October

Andy Weir, opting to group titles by genre or target demographic, characterisation. Only a few years ago this level of
client services director, DKPM creating umbrella campaigns for a broad range of titles quality was the preserve of cinema features so we have
How is the games industry holding up during the that can then be more effectively promoted in store, in had to push ourselves both technically and creatively to
recession?

 press or online.
 meet these challenges.
Historically there has always been a bit of a dip for the
Games industry in Q1, following the traditional pre- Christine Brandwood, Stu Aitken,
Christmas sales frenzy. It’s fair to say that in 2009, this dip marketing manager, RealtimeUK managing director, AXISanimation
was a little more severe and a lot of clients put marketing How has this year been for you in terms of How do you think the games industry is holding up?
spend on hold while they took stock of the situation. commissions for games projects? It feels like some of the decisions are taking longer to
There was a lot of uncertainty across all markets and We have seen a bit of a drop in the high value, high get green-lit, and the impression is that some of the
Games was no exception, but since Spring we have impact pre-rendered marketing trailers commissioned games publishers are being a little bit more cautious
seen confidence steadily pick up and overall 2009 has by our clients but fortunately that slack has been picked in terms of what they’re pushing the green button on. I
been pretty buoyant compared to many other markets – up by the commissioning of concept movies, smaller mean certainly if you look at TV commercials they have
and Q4 is looking as strong as ever with huge games like marketing trailers and press imagery. Our clients are still been slow this year and there’s an idea that that market
Modern Warfare 2, DJ Hero and FIFA 10 likely to break keen to produce these high-impact marketing trailers is in crisis a little bit anyway. But in the games market
box office records. but we’ve found that some games titles haven’t seen the the games are still being produced and we’re still being
Do budgets for games projects compare favourably green light and some games release dates have been asked to pitch for a lot of stuff.
to those from clients in other sectors? put back. The gamers themselves are still hungry for new
While overall marketing budgets have come down for As games become more advanced and in some cases titles and, as they are often quite vocal on the games
Games in 2009, in such a competitive marketplace cinematic, does this put more pressure on what is themselves, I imagine they’re not shy about speaking
there’s only so many corners you can cut. On the whole expected from you? their minds on the trailers you create as well...
budgets do compare favourably with other industries but With the massively improved capabilities of the I don’t want to accuse gamers of being juvenile but the
can differ wildly by title – and there’s been no real drop off current generation of consoles, the demand for higher reactions can be quite extreme. Everything’s either totally
in budget for the really big ticket titles. On the other hand, image quality and cinematic qualities has increased cool or totally sucks and it’s quite rare to get something
the big challenge this year has been how to maximise enormously.  We have had to create Hollywood in the middle. Things like whether you’re showing people
ROI and create efficiencies, especially with smaller titles – style cinematic trailers featuring stunning special gameplay or something pre-rendered often comes up
we’ve seen publishers such as Disney and Codemasters effects, spectacular action and highly detailed human and it’s a sensitive issue for clients.
Total Branding is our game.
Contact Andy Weir on 0845 111 0312 or visit dkpm.co.uk

DKPM Ad.indd 1 16/10/09 10:29:03


THE DRUM OCT.23.09 www.thedrum.co.uk video gaming29
Sponsored by:

[Clockwise from left] RealtimeUK has worked on Sony’s Motorstorm game and THQ’s title
Stormbirds; Mere Mortals was comissioned to create graphics for Charlie Brooker’s TV
show Gameswipe, its work including a video games-style avatar of the presenter himself

There’s an increasing sense that despite the fact that there and repeatedly people have come back to buy will be this strategy that differentiates.
people like flashy pre-rendered trailers [which don’t show the latest iteration. But with some of the big titles now The future will also see more and more games released
how the game actually plays, but merely try to build that are costing multi-millions to produce just to get that exclusively online. PlayStation Network and Xbox Live
interest] as a cinematic experience, there can also be quality some of the big publishers are struggling to make are the two big services now and the quality of these
a frustration if they feel they’re not actually being shown money on them and some have been spectacular flops. titles is incredible.
how cool the game looks at the same time. The bigger ...So big budget games start to look like a gamble? The industry has to change to meet the increasing
titles are going to have to be able to display multiple Yeah. It’s a crowded market and you can’t be absolutely popularity of digitally available content. Xbox Live
facets to get across all the things that the gaming public sure... you can put multi-millions into a feature film and Marketplace now offer complete game downloads
wants to see. it flops and it’s becoming the same with some of the big from the Xbox360’s back catalogue. It’s only a matter
games. Download will not see the end of the big title of time before ‘expansion packs’ – games in their own
Steve Walmsley, games but it will start to erode the confidence in some right such as GTA IV Tales from Liberty City – start to
managing director, Mere Mortals instances of putting several millions into a game that have simultaneous releases on both the high street and
Will the rise of simpler downloadable games – which runs on a platform. online.
we’re now seeing more of thanks to Apple’s iTunes I think it will be more the tail end of the next 10 years
store for the iPhone for instance – make traditional DOM CONLON, when we see the vast majority of game releases going
games publishers think twice about putting fortunes director, head first digital. Presently there simply isn’t the broadband
into big games releases? As Head First celebrates its tenth birthday, and a infrastructure in most countries to cope with digital
If you look at the iTunes store it’s just bombarded with decade of creating advertising and design work for downloading and I can’t see this changing in the next
games now so it’s very difficult from a sales point of videogames, we asked the agency’s Dom Conlon to few years. Inevitably this ultimate shift in content delivery
view to actually get your product noticed, and as a predict what the next 10 years might have in store will have some effect on advertising and marketing but
consquence it’s very difficult to generate revenue out of for the industry. not as earth shattering as some would have it.
that. Over the next 10 years, video game marketing will Regardless of digital or high street release the avenues
I think there will always be the requirement for some of increasingly shift online. It will change and mature without of advertising will remain the same. Admittedly there will
the big, big titles, but in order to be able to impress with doubt – devices such as Amazon’s Kindle could well help be no need for packaging in the physical sense but
the next version of say Grand Theft Auto the complexity ease the transition from print to screen but the clever there will be a need for ‘digital packaging’, the thing that
of the game goes up and the cost goes up. You’re okay if agency will realise that it’s all still about strategy and as holds that content together online, making it stand out
you’re Grand Theft Auto because you’ve got a following games become more widely accepted and accessed, it amongst the crowd.
30last word www.thedrum.co.uk OCT.23.09 THE DRUM

Turn key powers forward with Stop the Press: Mallinson lost for
motor sport sponsorship deals words over Achievement award
Who says marketing is no longer a Lewis Hopkins, Paul Rees and Sam
glamerous job? With a bit of invention Tordoff.
and by practicing what they preach, The ‘Turn Key’ branded Porsche has
Turn Key are obviously finding a way recently been spotted burning rubber
to keep life in the fast lane. with Porsche driver Lewis scooping
The Leeds-based agency has seventh and eleventh place in his two
claimed pole position following a races last month. Sam also qualified
move into the world of motorsport in pole position and went on to win
after securing sponsorship for three his race under fierce competition –
cars racing in three different British live on ITV4 – while Paul Rees, hotly
motorsport championships. tipped as a Formula One star of the
The company’s red and black logo future, gained a double podium finish
is currently featured on a Porsche 911 coming in second and third in his last
GT3, a Formula Palmer Audi car and races at Brands Hatch.
an Elf Renault Clio Cup Car, driven Now, where did these pit girls go?
respectively by up and coming drivers Hello?

L - R Managing Director
of Turn Key, Nik Entwistle
and Porsche Carrera
Cup driver, Lewis Hopkins Last week, MTP executive producer Simon Mallinson was presented with the
with the Porsche 911 GT3 Outstanding Contribution Award at the Scottish Advertising Awards. Caught up
in the ‘emotions’ of the moment, Mallinson missed a few words that he wished
doodle discoveries us to pass on... And a couple of lighthearted highlights from the past couple of
decades.
Doodle Discovery
Dave Pye, co-creative My staff and friends certainly proved that they could keep a secret on Friday night. I
director, Refinery didn’t have the faintest idea what was planned. There are things that should have been
said that weren’t.
I feel this is a person who is on cloud When MTP opened in an office that cost £20 a week, all the good TV was being done
nine and happy with their lot, centred and being done well in London. It was a real uphill battle to convince people that we
and well comfortable in their own skin. could do it as well from Scotland. I only managed this because of the advice, help and
Perhaps they are into music and lots support I got in the very early days from some very senior, very talented creative people.
of fun to go with it, not taking life too People like Will Atkinson, Jim Downie, Brian Williams, Nick Gibson, Mike Reynolds,
seriously but at the same time they Simon Scott, Andrew Lindsay, Angus Walker, Bish & Bosh, Sion Scott Wilson, Frank
know how to behave as well. Stubbs, Les Watt, Rufus Wedderburn, Gareth Howells, Dougal Wilson and initially the
The initial N is strong with them and hardest to convince but once won over, wonderfully supportive, Gerry Farrell. They
connected to them. taught me how to do it- that it was all about the director and his vision releasing the
I sense it’s someone who has an Joan Charles has provided intuitive potential of the script. I have to thank all the directors but particularly Martin Wedderburn
active imagination and an eye for readings, business consultancy and for consistently delivering award winning films over the last 10 years. All these people
new ideas and concepts within their coaching to both the public and private need to be thanked. I also need to thank the clients for trusting me. Mark Hunter at TCB,
role. The creative side of them is what sectors for the last 27 years. She is editor Pam Hyder at Standard Life, Tom Gill at S&N. Chris Dempsey at the Government.
attracts clients, as well as the fact that of the online magazine www.evolvedstate. On Friday night I didn’t just forget to do the thanks, I also forgot to tell any jokes. So
they are good to be with. com, a platform for world class authors here you are- the three funniest moments…
They can and do spot a business and contributors in their respective fields of • Whilst filming for the Scottish Tourist Board, looking in the mirror of a service station
opportunity well before it gets to the spirituality and intuition. Are you interested bathroom and seeing my face covered in human doobie before realizing that the towel
point of striking a deal. in a personal intuitive analysis, reading or I’d reached for with my eyes closed had been used by the previous occupant as a
They can balance being laid back coaching? Then why not call Joan for an substitute for the missing loo paper. I thought it was a secret until the cameraman asked
with a serious business head and I feel appointment on 07930 697229 or e-mail me if I fancied getting shitfaced at the bar with him that night.
this is what keeps things going with joan.charles@btopenworld.com, or see • Trying to explain to Cuban Customs that the spy cameras they’d found in my suitcase
them. www.evolvedstate.com. were to put into giant Bingo balls so that the people wearing them could see out.
There is also something about the Que?
way he sees things, from a different If you would like to see what our • Selling everyone’s favourite account director his own airline ticket. He thought he’d lost
angle and it works well. I really like intuitive reader, Joan Charles, has to it and I convinced him that I knew a company that made last minute forgeries.
this drawing / doodle and the person say about you, email your doodles Now, as Maureen Lipman would have said ‘enough already’ and moving on there’s
it came from. to: stephen.lepitak@carnyx.com another recession and does anybody have any more scripts out there?
THE DRUM OCT.23.09 www.thedrum.co.uk appointments31

Successful, dynamic, conceptual...

questions 01 What attracted you to the position? 02 What company did you last
work for? 03 What was your first industry job? 04 How did you find your new
position? 05 What is your favourite day of the year? 06 Who is your favourite TV
personality? 07 What was the last album you bought?
RACHEL CUNNINGHAM, MICHELLE HORNE,
ACCOUNT DIRECTOR, BIG COMMUNICATIONS. PUBLIC RELATIONS MANAGER, CHAPTER EIGHT
1. Working with brilliant people, on brilliant accounts, producing brilliant 1. The need to develop my experience of all things digital within an
work. 2. WAA. 3. Account Exec at Big Communications (I just couldn’t agency environment whose knowledge bank is of oceanic proportions.
stay away!). 4. Heard on the grapevine and got in touch. 5. Spring Bank 2. I’ve been a freelancer for the last four years, prior to that, RAM Media
Holiday - The Cooper’s Hill Cheese-Rolling event! 6. Gethin Jones – Group as Account Director. 3. Royal Mail, marketing assistant, launching
featuring in the new Holland & Barrett TV ads…plug, plug! 7. Pre-ordered Special Delivery. 4. I’d freelanced at The Whole Caboodle, the previous
the new Robbie Williams Album – got to be better than his last come home of Fiona Cartwright, head of marketing here – it was destiny our
back surely?? paths should cross again. 5. Christmas Day, Father Christmas is an
awesome bloke! All my most favourite food, presents and champagne!
HANNAH PEMBERTON, 6. Frankie Boyle – no subject out of bounds and makes me laugh so
PLANNER, BIG COMMUNICATIONS much that I make weird wheezing noises that I can’t control! 7. The
1. Big have a great creative reputation and planning is right at the heart Rocky Collection – need motivation Rocky style to help shift the
of the business and its future. Plus its location closer to my home in the “extension to the temple” after having three babies in three years!
midlands (and as I just got married, I want to be at home more often!)
2. Propaganda, Leeds, as a planner. 3. E.ON UK, campaign management CARL BAVIS, MARKETING ASSISTANT, CHAPTER EIGHT
in the consumer marketing team. 4. Played the role of detective (as 1. An innovative and quick growing agency that was continually growing
planners often do!). 5. The first day of autumn, colours changing, new alongside great clients and offering me invaluable experience and great
scents, watery sunshine and a chill in the air, oh and all the new seasonal prospects. 2. I had been working in SEO on a freelance basis. 3. Worked
things to eat. 6. I don’t really have a favourite, but if I had to pick one I’d client side for a buildersuperstore.co.uk. 4. After attending one of their
go for Nigella, she’s become this pornographic caricature of herself and regular website workshops, which led to a meeting with the MD, Mario
is always an amusing and saucy delight to watch! 7.Pimpoint, an album Thomas. 5. New Years Eve, which is also my birthday, giving me two
from this mad Japanese jazz club band, Soil and Pimp. reasons to celebrate! 6. Peter Kay, he is so diverse and just makes me
laugh! 7. Album? It’s all about downloads now! But it was the latest
LAURA GURNETT, ACCOUNT MANAGER, COI EAST MIDLANDS Coldplay album X&Y.
1. A new challenge, in a new city with a new set of clients. 2. Derbyshire
Criminal Justice Board. 3. Account Executive at BH PR & Communications PAUL BASSON,
Ltd in Derby. I spent year three of my degree working here and was then BUSINESS DEVELOPMENT DIRECTOR, CUBE CREATIVE
offered a position upon completion of my degree. 4. A friend who already 1. Cube has a great reputation coupled with a strong client base and their
works at the COI, Gaby Hateley, sent me the details and I applied. 5. plans for developing the business presented a great challenge. 2. Freerange
Christmas Eve. 6. Ant & Dec. 7. Take That, The Circus. Design, an agency I co-founded. 3. Working for a design and build
  exhibition company handling the British Airways account worldwide. 4. I
MIRANDA ROSE, ACCOUNT MANAGER, COI EAST MIDLANDS heard that Cube was recruiting so sent across my details, they gave me a
1. The opportunity to work on multiple, diverse communications projects call and invited me in. It was evident that there was a good fit between us
within the public sector. 2. Nottingham City Council. 3. Sales & Marketing and I was delighted when they offered me the role. 5. 25 January, the
Manager – Hard Rock Café. 4. The Civil Service Gateway. 5. Christmas birthday of my children Luke and Lauren, now coming up for 2 years of
Day. 6.Cesar Millan – The Dog Whisperer. 7. The Best of Jackson 5. age. 6. Jonathan Ross. He skates close to the edge in everything he does
and has the ability to charm people and get on with them no matter who
SAMANTHA WYNZAR, COPYWRITER, CHAPTER EIGHT they are. 7. Ian Brown – My Way. The man is a legend.
1. Chapter Eight’s wide and diverse client portfolio presented an
interesting mix, and their growth & success during such a difficult climate. EMMA ASHBY, ONLINE MEDIA MANAGER, SWAMP
2. Leeds Bradford International Airport. 3. This one, although I’ve always 1. The people, an innovative approach to digital, and a great working
worked in sales, marketing and PR. 4. Trawling the job sites after being environment. Not forgetting the free cake. 2. Brilliant Media. 3. Media
made redundant. 5. Other people’s birthdays because I know that how Executive at the JDA Group. 4. Good fortune. I was looking for a new
ever many wrinkles and grey hairs I get, other people are ageing too. 6. challenge, and I was presented with a great opportunity. 5. Around the
Jonathan Ross, my ideal man, he has looks, style, cheek and can make 1st October – when the season starts to change into Autumn. 6. Larry
me laugh till I cry. 7. I can’t remember, I tend to just beg, steal or borrow David (of Curb Your Enthusiasm). 7. In Ghost Colours by Cut Copy. Why
them off friends & family. this band isn’t massive is beyond me.

If you would like to be featured in our appointments page in a future issue please contact thomas@carnyx.com or tel 0141 559 6137

…and that’s just us!


0870 160 4405
www.moves-recruit.co.uk
32marketing mechanics www.thedrum.co.uk OCT.23.09 THE DRUM

Dominic Conlon Carl Pugh


Director Creative Director,
Head First Advertising & Design Head First Advertising & Design

games marketing: RELEVANCE, realism


Time to grow up and relationships
I I
’m going to let you into a secret. It’s one of the best kept secrets in t’s hard to believe that ten years ago Head First officially took on its first set of
marketing. This may come as a shock. OK, here it is: the video game projects and brought together an ambition that had been burning for some
industry is a global business. It is worth more than movies and, well, the time.
marketing people who promote each product under its banner aren’t playing. Back in 1999 the world was still riding a wave of optimism. Everything was
They know what they do isn’t playing, it’s business. possible with lifestyle and culture at the heart of that.
As a global business, the marketing side of video games must be targeted, Technology was making leaps and bounds into our daily lives as the boom in
strategic and fiscally responsible. It falls to other businesses, businesses such Internet use and mobile phone proliferation was just occurring.
as Head First (and all the many talented businesses featured in this issue of The boom would, in just under a year from our first day, explode as broadband
The Drum) to promote and sell the products at a global level. If the product lifted Internet usage.
is big enough then the effort must rival that of any Hollywood blockbuster. Technology was everywhere and those of you in the new media game will
This was true of Resident Evil 5, it was true of Guitar Hero and it will be true look back fondly (maybe) at the development of Flash and the proliferation of
of Modern Warfare 2. If you work in marketing then you could probably add the phrase “skip intro”. Agencies, including mine, evangelised the potential of
another half dozen titles to that list from the Christmas period alone. online access as a marketing opportunity with e-commerce and client control at
What constitutes ‘global’, however, varies from title to title. Each territory its heart.
may have its own sub-strategy. Imagery may vary from country to country Our early websites trod carefully with Flash and sought to encourage regular
as local brand managers look to personalise the marketing and take into news feeds generated by the client. The online brochure was a whole new beast,
account local customs, local personalities or local trends. Sometimes this is vigorous and alive compared with its neatly stuffed cousin in print.
the right way to go. Yet in the rush to new media and the development or anticipation of new
There are, of course, complications in this approach. The Internet has technologies, the rules, learned over a century of pioneers such as David Ogilvy,
made this vast world of ours vastly smaller. When it comes to the release were often sidelined or discarded.
of media, many consumers are subjected to marketing from all four corners Head First was established for a very good reason: a few of us felt we could
depending upon their browsing habits. Whilst many if the big magazine offer more to the publishers of games if we brought in techniques and experience
portals are canny enough to target content and advertising at a local level, from outside the field. Let us produce work for other sectors, we argued, and
things happen, stuff leaks and people share the high points and low points show how that can influence your advertising. People, we reasoned, have other
of ad campaigns. interests, other attractions, than video games. We needed to make games
This isn’t true just for video games of course, in fact it’s probably less true relevant to a wider audience, to show how the fun and excitement of digital play
for video games. For movies, sites enjoy sharing the local marketing efforts can fit into their lives. Beforehand, with very few exceptions, video games spoke
as they look for the best creative across the world. a language understood by specific groups of people. Meetings were devoted
The Internet brings us all together and we can’t have one bad apple letting to appealing to the hardcore, to existing fans of a particular game. Why not,
the side down. In many ways there is no ‘local’ any more. we asked, talk to the people who aren’t playing games? More people watch
When we approached MotoGP, a campaign slated for full bloom next Coronation Street than play your game. Why not ask why?
year but which has already begun this year, we took the decision to think We wanted to sample the world and deliver our findings to the video game
about what it means to market at a global level. We were used to delivering industry. And in 1999 we had the opportunity. But perhaps what we forgot,
campaigns globally; many video game campaigns operate on a very was that our knowledge of games could, in turn, inform the communication
centralised approach - create one key message, one set of key assets and of other sectors; that we could cross-pollinate advertising for the benefit of all.
then roll it out. Tweak locally where necessary. For MotoGP, however, this When clients in sectors as diverse as mobile phones, radio broadcasters, data
approach needed refining because of the nature of motor-sports. systems, public relations, metal working and many more came our way we
Motor-sports aren’t as big a phenomenon in the UK or the US as they are were pleasantly surprised that companies understood our point of difference.
in, say, Spain or Italy. It wasn’t a question of creating key assets and then Our belief in our ideas was strong and we were adept at producing creative
tweaking locally by placing a key rider on the cover for some countries. The campaigns for an industry with an over abundance of creativity. Our experience in
campaign needed to think a little cleverer than that. It had to look at where marketing video games to a fast moving, ever changing, trend hungry consumer
the real passion for the sport emanated from, where the real excitement was; has transformed strategy into an ethos we can apply to any product because we
and then it had to convey that to the rest of the world. can add relevance.
It is the same approach when tackling any modern, global brief. It’s not These clients knew that they needed to return to the principles of good
enough to fit vaguely into a set of brand values any more, allowing local advertising. They knew that all communication, all design in fact, is advertising
marketing their own idiosyncrasies. But nor is it acceptable to force a and that it’s only when you excite your customer that you can engage them.
centralised message from one country on the rest of the world. The marketing Online, offline, it doesn’t matter. These are the shared traits of any sector. And
has to be cleverer. It has to be grown-up. now, after the love affair with new technologies has settled into a relationship,
In some ways, the video game business is still trapped in the body of a after the politics of optimism has, hopefully, settled into the politics of realism,
twelve year old. It still sometimes thinks and acts as a series of separate, now these companies are looking for the excitement within their own products.
unconnected businesses. Brands often start and then end with the product We must remember that our lives are complex and that advertising can’t
itself and that cannot be right for such a big, such a global business. In the ignore this fact. As social networking begins to enable us to represent and share
years ahead that will probably change but for now, for product marketing the many different influences and interests in our complex lives, we must also
making local global is the key. We need to go further and think deeper. remember that deep down, the way in which we make purchasing decisions
hasn’t aged a day.

Head First Advertising & Design Head First Advertising & Design
T: 0161 228 6699 E: dom@head-first.co.uk T: 0161 228 6699 E: carl@head-first.co.uk
Blog: http://headblog.head-first.co.uk Blog: http://headblog.head-first.co.uk
Web: http://www.head-first.co.uk Web: http://www.head-first.co.uk
ADWILL CCB,
full of Eastern
promise (with apologies to Fry’s Turkish Delight)

With the recent acquisition of Broxburn


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The investment in David Willis and his


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David’s personality and professionalism


totally complements the existing team at
CCB. It’s another indication that in these
difficult times CCB mean business. The
new company Adwill CCB, headed up
in the East by David, will add a new
dimension for clients both East and West.

Success is all about the right fit at the right


time and Adwill CCB promises to be a
sweet success for both companies.

CCB, CCB House Wilson Business Park 1 Queen Elizabeth Avenue Hillington Park Glasgow, G52 4NQ T: 0141 891 4700
info@ccb.co.uk www.ccb.co.uk
ADWILL CCB Unit 2, Clifton View, East Mains Industrial Estate, Broxburn, West Lothian, EH52 5NE T: 01506 865382
david@adwill.co.uk www.adwill.co.uk
34services directory www.thedrum.co.uk OCT.23.09 THE DRUM

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THE DRUM DIRECTORY35
THE DRUM OCT.23.09 www.thedrum.co.uk

Advertising Copy Writing Design and Branding exhibition stand & display Photography
Ghost Creations Ltd THE WORD DEPARTMENT and communication systems Andy Gallacher Photography
Tel: 01283 510000 Tel: 07971 618 033 atom Clip Ltd Tel: 07775 688 774
Contact: David Agnew Contact: Doug Nolan Tel: 05600 471128 (mob) 07963 745 630 Tel: 0800 834298 Contact: andy gallacher
dka@ghost-creations.com Doug@theworddepartment.co.uk Contact: Tom McCrorie Contact: Paul Runacres andygallacher-photography.com
www.ghost-creations.com www.theworddepartment.co.uk tom@atomcreate.com info@clipdisplay.co.uk
www.atomcreate.com www.clipdisplay.co.uk Jo Hanley Photography
Zebra Advertising Limited CREATIVE COMMUNICATIONS Tel: 07765881693
Tel: 0161 980 0011 The if agency Rare Creative Group Full Service Agency Contact: Jo
Contact: Emma Jones Tel: 0161 926 3200 Tel: 0114 282 3429 theLane Agency johanley@johanley.com
emma@zebraadvertising.co.uk Contact: Christian James (MD) Contact: Steve Beaumont Tel: 0131 551 7777 www.johanley.com
www.zebraadvertising.co.uk or Ged Reilly (New Business Director) steve.beaumont@rarecreativegroup.com Contact: Ali Findlay
admin@ifagency.co.uk www.rarecreativegroup.com create@thelaneagency.com Photoworkx
Zeffa limited www.ifagency.co.uk www.thelaneagency.com Tel: 07545 548 944
Tel No: 0845 652 6514 Design for screen & print Contact: James Nader
Contact: James Robinson Design Corporation Pop Freelance Copy and Creative james@photoworkx.co.uk
info@zeffa.co.uk Tel: 0161 228 7772 www.photoworkx.co.uk
www.zeffa.co.uk 39steps David White – Copy and Creative
Tel: 0131 557 1903 Contact: Dom Raban Tel: 0775 982 4744
info@corporationpop.co.uk Robert Brady Photography
Advertising & Design Contact: Julie Diver copyandcreative@hotmail.co.uk Tel: +447713399578 / 441314661896
julie@39stepsstudio.com www.corporationpop.co.uk
Cactus Creative Ltd. Contact: Robert Brady
www.39stepsstudio.com GRAPHIC Design rob@robertbrady.co.uk
Tel: 01539 722944 DESign AND Digital
Contact: Niki Plimley The Marketing Café Ltd www.robertbrady.co.uk
999 Design Group Ltd Whitespace Tel: 0141 644 1777
niki@cactuscreative.com Tel: 0141 332 2684 Tel: 0131 625 5500
www.cactuscreative.com Contact: Ian Palmer Scene Photography 
Contact: Gavin Clark Contact: Iain Valentine ian@themarketingcafe.net Tel: 0115 9788688
gavin.clark@999design.com ian@whitespacers.com www.themarketingcafe.net Contact: Rob Smalley or Chris Burks 
Unsuitable Ltd www.999design.com www.whitespacers.com
Tel: 0121 224 7960 info@scenephotography.co.uk
Contact: Richard Elwell Graphic and Web Design www.scenephotography.co.uk
Almond Digital
rich@weareunsuitable.com Tel: 0131 553 5523 Vizibility Design
www.weareunsuitable.com Coolpink Ltd Valerie Evans Photography
Contact: Adrian Hallam, Director Tel: 01786 469023
Tel: 0113 272 3191 Tel: 07778533528
studio@almondtds.com Contact: Scott Dickson
Ambient and Outdoor Contact: Mark Bower Contact: Valerie Evans
www.almondtds.com sdickson@vizibilitydesign.co.uk
mark@coolpink.net valerie.evans@ymail.com
Ad Cab Taxi Advertising www.vizibilitydesign.co.uk
www.coolpink.net www.valerieevansphotography.co.uk
Tel: 0141 762 9407 Cityhall Design Partnership
Contact: Gary Watson Tel: 0141 204 0667 Independent designers
JamHot Photographers
info@ad-cab.com Contact: Joe Hall Tel: 0141 578 3512 SM+Co.
www.ad-cab.com studio@cityhalldesign.com AC-Type – Andrew Cawley Photography
Contact: Graeme McGowan Tel: 0131 226 1681
www.cityhalldesign.com Tel: 07779 007 097
hello@thisisjamhot.com Contact: Steven Mitchell
Artwork Contact: Andrew Cawley
www.thisisjamhot.com enquiries@smand.co.uk
Dirty Design andrew@ac-type.com
The Artwork Service www.smand.co.uk
Tel: 01179273344 www.ac-type.com
Tel: 07899668141 MadeByPi
Contact: Jason Hopkins Contact: Josie Harold Tel: 0113 228 2300 Integrated Agency
josie@dirtydesign.co.uk Point of Sale
jason@theartworkservice.com Contact: Karen Lewis
www.theartworkservice.com www.dirtydesign.co.uk karen.lewis@madebypi.co.uk    Jump Clark Stephen Ltd
www.madebypi.co.uk Tel: 0131 523 1569 Tel: 01236 452 111 
Branding + Communications Engine Creative Contact:  Ann Duncan Contact:  Annette Christie
Tel: 01604 453177 Unleaded ann@jumpmarketing.co.uk annettec@clarkstephen.co.uk
Duttons Design Ltd Contact: Andrew Wise www.jumpmarketing.co.uk www.clarkstephen.co.uk
Tel: 01275 850905 Tel: 07746 092214
andy@enginecreative.co.uk Contact:  Ryan Falconer
Contact: Mike Spurr www.enginecreative.co.uk Marketing Post Production
mikes@duttonsdesign.com ryan@weareunleaded.com
www.duttonsdesign.com www.weareunleaded.com Lynsay Johnston Creative Marketing VTR North
Heedi Design Tel: 07731 871 908 Tel: 0113 2615858
Tel: 0131 555 5401 DESIGN/DIRECT MARKETING Contact: Lynsay Johnston Contact: Zoe Tinsley
Xylo. Contact: Veronica Ferguson
Tel: 0161 236 4245 Mobious Email: mail@lynsayjohnston.com zoe.tinsley@vtrnorth.co.uk
hello@heedi.co.uk Web:www.lynsayjohnston.com www.vtrnorth.co.uk
Contact: William Frank www.heedi.co.uk Tel: 0191 2131616
william.frank@xylgroup.co.uk Contact: Iain Gibbons
www.designedbyx.co.uk iaing@mobious.net Market Research Recruitment
Mortonward Limited
Tel: 0131 555 3553 www.mobious.net B2B International Concept Personnel
Commercial Production Contact: Ewan Morton Tel: +44 (0)161 440 6000 Tel: 0191 2615400
Plum Films Ltd ewan@mortonward.co.uk Design, print and digital Contact: Nick Hague Contact: Jo Carter / Jamie Le Grice
Tel: + 00 44 131 555 1604 mortonward.co.uk Exclaim Creative info@b2binternational.com jo@conceptpersonnel.com
Contact: Micky MacPherson/Tina Foster Tel: 07595 217 308 www.b2binternational.com jamie@conceptpersonnel.com
ads@plumfilms.co.uk Open Communication Design Limited Contact: Drew Erskine www.conceptpersonnel.co.uk
www.plumfilms.co.uk Tel: +44(0)117 300 5200 enquiries@exclaim-creative.com MEDIA 
Contact: Al Kennedy/ www.exclaim-creative.com Aberdeen Journals Ltd TV & Radio production
Copy Writing al.kennedy@open-comms.com Tel: 01224 690222 Mask Creative Ltd
info@open-comms.com Digital Marketing Contact: Carol Prest Tel: 01924 450400
Copy Monkey Limited
www.open-comms.com carol.prest@ajl.co.uk info@maskcreative.com
Tel: 01237426430 Perfect Storm Digital Marketing LTD
Contact: Martin Dorey Tel: +44 (0)131 272 2732 www.pressandjournal.co.uk www.maskcreative.com
Redpath www.eveningexpress.co.uk
martin@copymonkey.biz Contact: Vivienne MacLaren
Tel: 0131 556 9115 Web design & development
www.copymonkey.biz vivienne@perfectstormdigital.co.uk
Contact: Richard Irvine Online / E-Brochures
www.perfectstormdigital.co.uk One Black Bear Ltd
richard@redpath.co.uk
Hollie Miller | Copywriter Synergy Digital Tel: 0121 224 7960
www.redpath.co.uk
Tel: 07729449615 Digital Media , Web design, Tel: 01675 434580 Contact: Gareth Brown/Richard Elwell
Contact: Hollie Miller Interactive design Contact: Chris Lovell gareth@oneblackbear.com
Why…
info@hollie-miller.com Screenmedia info@adsynergy.co.uk www.oneblackbear.com
T: 0141 333 9464
www.hollie-miller.com Tel: 0141 331 2822 www.synergydigital.co.uk
Contact: Laura Harte
Contact: Kenny Shaw Unleaded
design@thewhyagency.co.uk
Liz Holt Freelance Copywriter info@screenmedia.co.uk Outdoor ADVERTISING Tel: 07746 092214
www.thewhyagency.co.uk
Tel: 07919 365 335 www.screenmedia.co.uk Poster sites UK Contact: Ryan Falconer
Contact: Liz Holt Tel: 0844 3577126 ryan@weareunleaded.com
Unleaded
hello@lizholt.co.uk Unleaded info@postersitesuk.co.uk www.weareunleaded.com
Tel: 07746 092214
www.lizholt.co.uk Tel: 07746 092214 www.postersitesuk.co.uk
Contact:  Ryan Falconer
Contact: Ryan Falconer Website & Digital Marketing
ryan@weareunleaded.com
Joe the Writer ryan@weareunleaded.com SA Screen Media UK /Ireland / Peach Digital Limited
www.weareunleaded.com
Tel: 0113 8156800 / 07813883154 www.weareunleaded.com Paris /Frankfurt/Netherlands Tel: 0141 204 0499
Contact: Joseph Hughes Tel: 0044 191 3784442 Contact: Malcolm MacMillan
Design agency
joseph@joethewriter.com Digital, Video & Streaming Contact: Joe Bell malcolm.macmillan@peachdigital.com
www.joethewriter.com HTDL
Big Button joe.bell@sagroup.org www.peachdigital.com
Tel: 01564 797420
Tel: 0121 224 8265 www.digivans.co.uk
Simon Platt Contact: Andy Thornley
Tel: 07771 911256 post@htdl.co.uk Contact: Andy McNamara
Contact: Simon Platt www.htdl.co.uk andy@bigbutton.tv      
me@simonplatt.co.uk www.bigbutton.tv
simonplatt.co.uk
36recruitment www.thedrum.co.uk/jobs

It takes one

to know one.

It’s a weird and wonderful business. And everyone in Denholm’s agency team has worked in it. Agency and
client side. Advertising and design. Sales promotion, direct marketing, digital and PR. You name it, we’ve done it.
So we can put ourselves in your shoes, because they used to be our shoes. WE SEE BEYOND THE CV.

Visit our website to see our current advertising, marketing and media vacancies www.denholmassociates.com

i sEnior crEaTivE £35-40,000 manchester i sTraTEgic accounT dirEcTor £40-50,000 mcr


creative agency requires an ideas-based designer to lead their creative Well established, creative agency requires a strategic account director
output. your role will involve a broad range of projects from visual identities to lead a strong design and client services team. the ideal candidate will
and branding, to corporate publications and magazines. this role requires a have excellent leadership and people management skills, along with solid
senior level creative who is willing to take responsibility for building a team experience in business development, proposal writing, presenting and
around them and shaping the direction of the business. Ref 9628kd developing communications strategies. Ref 9647kd

i digiTal projEcT managEr £25-30,000 mcr i sEnior wEb dEsignEr £28-38,000 manchester
successful, well established digital agency requires a digital project award winning creative agency requires a senior Web designer. you
manager for its growing team. your role will involve making sure the will need excellent knowledge of all things digital, an awareness of
digital projects run smoothly, writing cost proposals, dealing with client new and emerging trends, with hands-on and conceptual skills, as
enquiries on a day to day basis and liaising with the creative, studio and well as experience working on big brand names. html, css, Flash,
account teams. this is an exciting time in this agencies growth. Ref 9642jm Fireworks, illustrator and photoshop experience as standard. Ref 9643jm

i wEb dEsignEr £18-23,000 manchester i lEad sTudio dEvElopEr £28-32,000 mcr


creative design agency requires a Web designer with excellent award winning agency requires a lead studio developer to take
skills in html, css, Flash, photoshop and illustrator. you must have responsibility for email & web development and support e-crm
experience designing websites, microsites and html emails. this is campaigns. you will need experience in developing html emails, best
an exciting opportunity to join an established, award winning agency practice, developing html sites using css, developing asp.net sites,
during the growth of their web department. Ref 9644jm creating sQl server databases & usability, accessibility and seo. Ref 9646jm

piccadilly house
i digiTal accounT dirEcTor £38-40,000 mcr i FrEElancE dEsignErs/crEaTivEs £exc north
49 piccadilly creatively led, award winning digital agency is looking for a digital We are currently on the lookout for highly talented freelance designers
manchester m1 2ap account director. you will be working on some exciting big brand and conceptually strong creatives to fill contracts in both north West
T 0161 212 1520 client accounts in a strong creative team environment. you will need and yorkshire areas. you must have original and thought provoking ideas
F 0161 212 1527
E mcr@macpeople.co.uk to be a digital brand strategist with a proven track record of delivering with a creative portfolio to match. e-commerce and Web would be
www.macpeople.co.uk innovation at the same time as adding value to clients. Ref 9613jm beneficial. strong artworking skills would be a huge advantage. Ref 8363kd
NEW JOBS ADDED DAILY recruitment37

Hello. is it
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Leading Yorkshire agency are looking for a Senior Account jo@truecareers.co.uk for more information. advertising agencies in the country. Our client is looking for a
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their belt, as well as many an award – this agency really are Digital Account Director £35-45k working on high-end accounts to join their successful team.
one to watch! You must have proven agency experience and Manchester Please contact sarah@truecareers.co.uk
strong client servicing skills, ideally with some digital knowledge. This highly creative digital agency are looking for a creative
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more information. can deliver for brands. Contact jo@truecareers.co.uk West Midlands
For the role at this full-service agency you’ll need previous
Digital Account Manager x 2 £25-35k Snr / Group Account Director £50-65k experience working in software development or experience at
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This is a fantastic opportunity to join an outstanding agency with This is great opportunity to work in a high profile role for of executional and conceptual skills and extensive skills in SQL,
some first-class clients. They are looking for a technically literate one of the leading full-service advertising agencies in the UK. VB, ASP & HTML. Contact sarah@truecareers.co.uk
Account Manager / Snr Account Manager to work on their global They are looking for an Account Director/Group Account
accounts. You must have previous experience working with Director with strong digital skills. This role is confidential. Designer £18-22k
international clients. A passion for automotive is a MUST. For Please contact sarah@truecareers.co.uk Wales
more information on this role, contact jo@truecareers.co.uk Due to a number of new account wins, this fantastic design
Account Manager £24-30k and digital agency are looking to recruit an extremely talented
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Account Executive to join an award-winning agency in the looking for an Account Manager with integrated experience from concepts and creative ideas for branding, layout and other
Manchester. Contact rachel@truecareers.co.uk TV to Digital to join their team. Contact sarah@truecareers.co.uk print-based projects. Contact sarah@truecareers.co.uk

For more information on the above roles and hundreds more, go to


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TRUE_hlfpp_colr_Drum_Nov_1.indd 1 19/10/09 18:06:57
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You know who would absolutely


love your portfolio?
Nope. Didn’t think so.
There’s probably some fantastic stuff in your book. Pithy. Original. Inspired.
Perhaps even occasionally ‘on brief.’

Some of it may have shifted serious product. Some of it may have troubled the
judges at the Roses, Fresh or Chip Shop Awards. You may even have a pointy little
pencil placed prominently on the shelf over your desk.

For all we know, you’re the creative who put the F into FMCG.

Trouble is, arousing the respect, admiration and envy of your peers doesn’t
always do you that much good when it comes to making your next career move.
And that’s where we come in.

Because while you’ve been crafting ads, brand logos, websites and virals that
redefine the zeitgeist, we’ve been out there meeting the agencies who want your
number like Amy Winehouse wants another ten Bacardi Breezers.

So when a great job comes up, we hear about it. It’s what we like to call know-
who.

Why not pick up some know-who for yourself by calling Orchard today? After all,
getting your next job’s easier when you know who.

Orchard. The know-who for digital, creative and marketing jobs.

Head Office Leeds Office


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W orchard.co.uk T 0161455 0056 E manchester@orchard.co.uk W orchardsuits.co.uk F 0113 220 6171 E leeds@orchard.co.uk
Orchard T 0161 455 0055 Orchard T 0113 220 6170
SEE LATEST JOBS ONLINE recruitment39

Quantum (Marketing) People Ltd is widely recognised as being one of Scotland’s leading recruitment consultancies
operating within the Marketing, Media & Creative industries. We specialise in finding ideal candidates across various
disciplines including: Advertising, Direct Marketing, Creative Design, PR & Events, Campaigns, Multi-media, Production &
Editorial as well as generalist Marketing Personnel. So whether you are searching for that ‘perfect’ next step in your career
or you are just looking for some market information, we have the knowledge, expertise and relationships to assist you.

For a confidential discussion, or to apply for any position, please contact our marketing team by telephone –
Edinburgh: 0131 220 6656, Glasgow: 0141 221 0800 or by email: marketing@quantumpeople.com

ACCOUNT MANAGER
This is a great position in a genuinely fabulous, well established media planning agency. As well as traditional
media planning, other areas of expertise include on-line/digital.
We are offering fantastic opportunities to join this growing team at Account Manager level and are looking for an experienced,
enthusiastic, committed client-facing agency professional who has a minimum of 2 years experience of media account
management, within Television. This role is not a creative role so this is not the right career move for someone looking for
this type of position. You should have a working knowledge of DDS or similar media booking/accounting systems.
You will only be considered if you have experience of working within television media planning/buying, but you
must also be able to demonstrate a knowledge of other media.
All applicants must have a full, clean, UK driving licence.
Based: In Edinburgh but working on clients throughout UK
Salary: Very much dependent on skills and experience, but will look at anything from £20,000 to £45,000
Interested? Please send your CV to Seonaid Robertson at Quantum Marketing People: marketing@
quantumpeople.com, quoting reference: SR0910-75.

The position shown above is just one example, however, full listings can be
viewed on our website: www.quantumpeople.com. Further operating divisions
within the Quantum Recruitment Group include: Accountancy, Contact Centre,
HR, Languages, Office Personnel, Legal and Technology.

3 Service Designer Posts


– Skills Development Scotland, Glasgow

Skills Development Scotland is the new skills flair coupled with strong project management and an end;
body for Scotland. It was launched on 1 April skills; excellent communication skills; high
showcase 2 service projects (highlighting
2008 by merging four partner organisations level of emotional intelligence and a passion
design thinking, user research, co-design,
with a shared vision to improve Scotland’s for inspiring.
solution and delivery outcome) for which you
skills performance.
You’ll be equally comfortable progressing design have been the lead designer;
A dynamic, forward-looking organisation, Skills thinking as managing projects.
be labelled with very short descriptions
Development Scotland delivers information,
Knowledge of Indesign, Illustrator and e.g. for whom the work was done, software
guidance and advice for careers and learning as
Photoshop are a pre-requisite; experience with used, date, importance of piece with
well as extensive support for skills development.
Flash and Dreamweaver, Final cut pro, 3D regards to your development and your role
Skills Development Scotland is committed to packages would also be an advantage. in the project;
developing new innovative services for its users
The salary scale is £30,000-£40,000 (to be be easy to open, navigate and review.
and requires 3 highly motivated designers with
reviewed) p.a. based on experience and
a background in service and interaction design To save e-mailing large files we would request
portfolio. There is an attractive benefits
to help SDS and its people build a customer you upload your digital portfolio to a website (e.g.
package including final salary pension
focused portfolio of innovative services. creativepool, youSENDit, etc.) and send a link
scheme and a commitment to your continuous
with your covering letter and cv.
The posts require a degree in design or a professional development.
related discipline and a minimum of five The covering letter, cv and link should be e-mailed
To apply, please submit a covering letter, cv
years experience developing innovative to brianw@skillsdevelopmentscotland.co.uk
and a digital portfolio of your work. Your digital
concepts and experiences at a senior level; by 10:00 on Monday 2 November 2009. We
portfolio should:
a thorough understanding of design thinking, anticipate that interviews will commence in
research and design methods; creativity and be well-structured with a beginning, a middle the week beginning 16 November.
23rd October 2009

Make your images perform by using


our unique colour conversion process.

Well, we do – we’re Matrix and one of the very will look in the press, not how it looks in an idealised world.
few specialist production houses outside London What’s more, we can make sure your ads get despatched on
to offer definitive quality newsprint conversions, in time with each insertion spec’d and adjusted for individual
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best results in press. It means you can see exactly how your ad and ask to speak to Wayne Ricketts or Carl Prosser.

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Matrix Graphics Limited, 31 Lee Bank House, 55 Holloway Head, Birmingham B1 1HP. Telephone 0121 643 2227. Email production@matrixgraphics.co.uk www.matrixgraphics.co.uk

Matrix_Advertiser_Drum_October_23.indd 1 19/10/2009 14:02