We are the Millennial experts who think different…

Our focus for the remainder of 2016 is THINK DIFFERENT.

We aren’t pursuing dull briefs, or bread & butter account, but clients who want to think different. Who want to be progressive not recessive. Who are brave and entrepreneurial.

In today’s climate that can be key to survival.

The dull, the unimaginative and the cautious will die.

With technology, changing consumer habits and the internet there is no company that can sit back and be complacent. Look what happened to Kodak!

CAMERAIt made over 100m Instamatics, and millions of Brownies before that. Almost every household owned  a Kodak. Then along came digital technology, then the iPhone and Kodak’s consumer division was dead. Just one of  100s of brands that have gone because they didn’t keep up.

“The Davids are wiping out the Goliaths at a fast rate.” (Forbes)

Our focus is on ‘disruptive innovation‘ and greater consumer insight. Companies need to be consumer centric more than ever and stop chasing technology for the sake of it and instead focus on what their customer really want – and it’s not an in-store interactive video screen and gamification or more social media!

Heres’ a few shocking facts:

• 52% of top 500 companies have vanished in the last 15 years (88% in the last 50).

• More ‘established’ firms have gone bust in the last 10 years than ever before.

• The oldest company in the world (a Japanese house builder) recently went bust after 1400 years!

Companies still need to invest in marketing but 50% of the briefs we see come from clients who don’t really know their real problem but think marketing will solve their issues like a magic wand.

As being honest is an ethos here, we tell them straight. And it is out of that approach that our disruptive innovation consultancy, THE GARAGE, was born. Helping brands stay ahead by thinking different.

DICE

One of our new workshops is THE DICE THEORY. It helps companies see all 6 sides not just the 3 you can see easily, metaphorically speaking. A class in innovative thinking

 

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KING OF THE MILLENNIALS

We’ve recently published a report on what content Millennials and students are reading, watching and listening to.

You can download a copy of the Content Insight Guide to Millennials & Students here Millennial Report.

STUDENT COVER med

We are currently working on 4 projects targeting students & Millennials, one UK based, one European – both top secret.

We are also orking on a great new brief for Diageo and a radical brief for the NUS.

Plus a great new app for an insurance company – InsureTech they call it.

And two big pitches!

NUS_CMYK-01Unknown

 

We are also working with several start-ups – full of enthusiasm but without good marketing even the best ideas will fail.

197-f

 

CHANNEL 4 SUPERFOODS.

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We recently starred in Channel 4’s Superfoods program with the lovely Kate Quilton. The challenge was to invent a fake superfood and con the public into buying it.

So could we sell chalk to people? Kate and Chris went to Greenwich Market, set up a stall, packed full of CHORK from Iceland, lots of secret cameras and…the rest is TV. Seems yes, they’ll buy anything thinking it’s healthy. Check it out here Channel 4 Superfoods

 

IDEAS FOUNDATION CREATIVE MEDIA CAMP

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The Ideas Foundation cultivate new talent and inspire kids to enter the creative ad industry, so it was pleasure to do a talk on the art of pitching at the recent Creative Media Camp in Southend.

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A FEW RECENT ARTICLES WE’VE WRITTEN….

HOW MILLENNIALS WILL RESHAPE BUSINESS

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Recent article Chris has written on Millennials and ethics – his two top subjects. It was commissioned for an international publication, Philanthropreneurship magazine.

Try saying that after a few pints of organic cider! 

WHY CREATIVITY, INNOVATION & DYSLEXIA WILL SAVE THE UK’S BUSINESSES AFTER WE QUIT THE EU.

Dyslexia T-shirt crop

[Another article] From the film and TV industry to design, digital, advertising, architecture, fashion, product design, music, gaming and many other creative industries, the UK creative economy is the second biggest economy we have after financial and growing. But if we stand still our exit from the EU could see it decline. Read more… BRAND REPUBLIC

If you are dyslexic then check out our disruptive innovation consultancy, THE GARAGE

ALL YOU NEED TO KNOW ABOUT LOCAL COMMUNITY MARKETING

Boston-Community-Showcase51-1024x685

Whatever you think about local community marketing, (LCM) you probably have it wrong. All the rules of national marketing don’t apply. Research companies have no clue, so unless you immerse yourself in the local scene, you won’t either.

Disruptive Thinking is all about thinking differently, and to be successful at a local community level, you need to think different. Very different. READ MORE…

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Our new innovations agency, The Garage has been in the Guardian.

Our new innovations agency, THE GARAGE, has been featured in the Guardian. With over 5,000 shares!

We created a controversial social media recruitment campaign, actively seeking dyslexics with the line “We require people with a unique mind, so only dyslexics should apply.”

 

The Garage all started with the thought, “If Steve Jobs was an agency, what would it look like?” And like Google, Amazon, HP and Disney, Apple started life in a garage.

FINAL steve-jobs-think-different ad

Disruptive innovation” is the talk of the boardroom and this new division is designed to help companies reframe, reimagine and reinvent themselves. In today’s business world you can’t be relax, you need to be keeping up and even ahead.

We have started to build an impressive number of big thinkers to work with us, a good few who are dyslexic.

Check out the new website. 

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ANOTHER TV SHOW

We’ve recently been approached by ITV to appear on a TV programme on obesity and another for Channel 4 on superfoods. Shooting start in a few weeks.

ANOTHER DAY, ANOTHER PITCH

This year started off with a unusual win – one of the country’s biggest councils. Can’t say which yet (NDA). But it’ll give us a chance to do some great social campaigns.

ANOTHER NEW CAMPAIGN – I AM AN IMMIGRANT

The new campaign will be launching soon. We have two, one featuring top footballers and another based on beer – yep it’s not a natural English drink but an ‘immigrant’ from the Middle East.

ANOTHER DIGITAL PITCH

Having got through the first round we are now pitching for an exciting new website/app aimed at millennials (one of the audiences we know a lot about).

And there’s more…

 

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2015 – looking like a good year so far.

QUICK UPDATE – PITCH CRAZY

Clock animated

What a manic end of Feb!  We just pitched for a drama school, a charity, a pet accessory (launching across Europe, so a biggie) and a herbal medicine.

Just finishing some lovely work for Clear Channel and Metro.

Our Made in Spain, Making it in Britain event was  a massive success with loads of press coverage. Which has lead to some interesting new potential clients.

Working with Islington Arts & Media School on a fantastic eco product to save electricity.

Chris is chairing the Proximity Marketing seminar at the DMA PULL event in Shoreditch later this month.

Chris is also writing the political blog on Brand Republic until the election.

Working on another programme with Channel 4.

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TOTAL RETURNS TO TV WITH 4 NEW ADS

We have just created 4 lovely new TV ads for Total Greek Yoghurt (FAGE UK). Each one features members of our fictional family the Potters, showing how to use the yoghurt in other ways. The ads were directed by Gus Filgate  (Little Fish Films) and features stop motion combined with animation by ETC to create a very original effect. Music was by Simon Bass (Pure Music). Media buying – Total Media.

Total TVC image

See the ads on Total’s YouTube channel.

UPDATE – sales are up!!

Metro_Logo

METRO MOVES FORWARD

Last year we won the METRO newspaper, a brilliant win for us as the client wanted a creative agency and is really allowing us to do some great stuff.

We’ve just redesigned the distribution bins (can’t publish the new images just yet), been working on press & digital ads to promote the App and created a three day pop up event in Soho called Urban Impressions“one of the most innovative and original trade events of 2014”.

ui

http://www.urbanimpressions.co.uk/home/

It featured 14 different artists, 2 very unique new technologies, including a fantastic device called a Mogee. Each floor of the 5 floor building had a different event in.

24x411

24x42

24x410

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TARGETING YOUTH

We have recently created a great poster campaign targeting youth for BROOK, the leading youth sexual health charity. The key here was they were all researched among young people and we hit the nail on the head, proving we understand how to appeal to young people.

Having worked with NUS – we are developing their new generation interactive platform with students and have written THE TRUTH ABOUT STUDENTS – we know a lot about how young people think – and it’s not all about the cliche’s people think. In fact, some of our research shows that many ads by big brands targeted at youth are seen as “fake” and “patronising”. And surprisingly, social media isn’t the golden delivery service of brand communications some people think it is, they love posters.

BROOK_POSTER_LAYOUTS_v1_change  Screen Shot 2014-10-30 at 02.22.32

We were responsible for their brand identity/logo, which we created a few years ago. They now share offices with FPA (Family Planning Association) who we created many award winning campaigns for.

OUTDOORS

We have kicked started 2015 with some tasty briefs from Clear Channel, the world’s leading outdoor specialist. More later…

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QUALITY OF SPAIN

Feb will see the next event, MAKING IT IN SPAIN, MAKING IT IN BRITAIN. We will also be launching the new Quality of Spain mark for food and drink soon.

http://www.qualityofspain.co.ukQoS

DMA PULL

PULL4b

We’ll be speaking at the DMA‘s PULL event on technology and marketing in March … more later

IN THE PRESS

We’ve always in the press commenting everything from ethical issue to creativity, plus spots on radio and TV. We will soon be publishing on Brand Republic a series of thought provoking pieces on Ecological Economics, The Psychology of Curiosity and Eat Yourself Healthy.

http://www.marketingmagazine.co.uk/article/1315388/coca-cola-life-pepsi-trues-green-branding-devalues-colours-ethical-heritage

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PITCHES

Lifes A Pitch

We have been approached to pitch for a telecoms company – all top secret at the moment!

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A NEW HAIR CARE BRAND

We are working with a new hair care range, naturally targeted at women. We are working at brand positioning, logo, packaging and marketing. Nice job.

peggy-mad-men (MadMen, Peggy pitches to Heinz)

ANOTHER PITCH…

We are just about to pitch for another charity, one that fits our expertise. Confident we’ll win it as it’s a perfect fit.  Everything from branding through to campaigns.

To date we’ve worked for over 30 charities and NGOs. Plus a few CSR campaigns, including ones for Diageo and Starbucks .

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YOGHURT

On the back of our successful campaign for Total’s fruit yoghurt brand, we have also created a charming press campaign that is running in women’s press.

Orange Beast

CHANNEL 4

Looks like we’ve been back on TV with our ‘Bagel Chicken Burger’ idea for ‘Food Unwrapped‘.  We’ve down several programmes for them, including Tricks of the Junk Food Trade  – we created Orange Beast for them.  We are currently consulting on another food programme.

http://www.gogadm.com/channel-4-promises-to-expose-tricks-of-digital-marketers/

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2014-2015

TOTAL RETURNS TO TV WITH 4 NEW ADS

We have just created 4 lovely new TV ads for Total Greek Yoghurt (FAGE UK). Each one features members of our fictional family the Potters, showing how to use the yoghurt in other ways. The ads were directed by Gus Filgate  (Little Fish Films) and features stop motion combined with animation by ETC to create a very original effect. Music was by Simon Bass (Pure Music). Media buying – Total Media.

Total TVC image

See the ads on Total’s YouTube channel.

 

Metro_Logo

METRO MOVES FORWARD

Last year we won the METRO newspaper, a brilliant win for us as the client wanted a creative agency and is really allowing us to do some great stuff.

We’ve just redesigned the distribution bins (can’t publish the new images just yet), been working on press & digital ads to promote the App and created a three day pop up event in Soho called Urban Impressions“one of the most innovative and original trade events of 2014”.

ui

http://www.urbanimpressions.co.uk/home/

It featured 14 different artists, 2 very unique new technologies, including a fantastic device called a Mogee. Each floor of the 5 floor building had a different event in.

24x411

24x42

24x410

 

?????

TARGETING YOUTH

We have recently created a great poster campaign targeting youth for BROOK, the leading youth sexual health charity. The key here was they were all researched among young people and we hit the nail on the head, proving we understand how to appeal to young people.

Having worked with NUS – we are developing their new generation interactive platform with students and have written THE TRUTH ABOUT STUDENTS – we know a lot about how young people think – and it’s not all about the cliche’s people think. In fact, some of our research shows that many ads by big brands targeted at youth are seen as “fake” and “patronising”. And surprisingly, social media isn’t the golden delivery service of brand communications some people think it is, they love posters.

BROOK_POSTER_LAYOUTS_v1_change  Screen Shot 2014-10-30 at 02.22.32

We were responsible for their brand identity/logo, which we created a few years ago. They now share offices with FPA (Family Planning Association) who we created many award winning campaigns for.

 

OUTDOORS

We have kicked started 2015 with some tasty briefs from Clear Channel, the world’s leading outdoor specialist. More later…

Screen Shot 2014-07-15 at 09.48.20

 

 

 

 

 

IN THE PRESS

We’ve always in the press commenting everything from ethical issue to creativity, plus spots on radio and TV. We will soon be publishing on Brand Republic a series of thought provoking pieces on Ecological Economics, The Psychology of Curiosity and Eat Yourself Healthy.

http://www.marketingmagazine.co.uk/article/1315388/coca-cola-life-pepsi-trues-green-branding-devalues-colours-ethical-heritage

Screen Shot 2014-10-30 at 02.25.11

 

PITCHES

Lifes A Pitch

We have been approached to pitch for a telecoms company – all top secret at the moment!

………………………………………………………………………………………………………………………………..

A NEW HAIR CARE BRAND

We are working with a new hair care range, naturally targeted at women. We are working at brand positioning, logo, packaging and marketing. Nice job.

peggy-mad-men (MadMen, Peggy pitches to Heinz)

ANOTHER PITCH…

We are just about to pitch for another charity, one that fits our expertise. Confident we’ll win it as it’s a perfect fit.  Everything from branding through to campaigns.

To date we’ve worked for over 30 charities and NGOs. Plus a few CSR campaigns, including ones for Diageo and Starbucks .

Screen Shot 2014-03-26 at 01.03.45

YOGHURT

On the back of our successful campaign for Total’s fruit yoghurt brand, we are working on a new campaign for the main Total brand. We have also created a charming press campaign that is running in women’s press.

Orange Beast

CHANNEL 4

Looks like we’ve been back on TV with our ‘Bagel Chicken Burger’ idea for ‘Food Unwrapped‘.  We’ve down several programmes for them, including Tricks of the Junk Food Trade  – we created Orange Beast for them.  We are currently consulting on another food programme.

http://www.gogadm.com/channel-4-promises-to-expose-tricks-of-digital-marketers/

OTHER NEWS

We are also busy on a number of other accounts and some great project ideas – one we have for IKEA is very exciting. Watch this space

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German wins the World Cup, and we’ve just won a big new account…

Mad Men 2

ANOTHER BIG WIN

Just won a big new account – will announce it in next few days. Lovely client, big name and they wanted great work – which we delivered.

BIG MEDIA – STILL THE KING

As anyone who works with us knows, we are very media neutral, adopting the approach of using what works best. Fact is, FMCG brands are moving budget back to TV, outdoor (OOH) and press. Why? Because big media drives acquisition. Social is great for CRM. Get the balance right and bingo.

We’ve just started work on a press campaign and  a new TV campaign for our dairy client. Last one boosted sales of their new flavoured product by 82%.

 

Just started working on a new animation for Clear Channel as part of a new B2B campaign.

Just picked up a skin care brand from Scandinavia – first stage – brand strategy then marketing. Great product and we think it’ll result in some great creative work too.

Screen Shot 2014-07-15 at 09.48.20 

PROXIMITY MOBILE MARKETING

We’ve been speaking at a number of conferences on Proximity Mobile Marketing (PMM) on NFC, BLE (iBeacons)  and other technologies, including The Retail Forum, WIMA, NFCP Global Conference, DMA Connecting Retail and the Insight Forum. Plus a few other coming up.

The retail industry is naturally skeptical about new technologies, having spend millions on fads and gimmicks, and now what they really want is technology that sells.

iPads have become popular with sales staff but it’s NFC that’s attracting attention because it empowers the shopper an is cheap and very versatile. BLE (iBeacons) have got a lot of publicity but pragmatic retailers think it’s too pushy. The new trend us in PULL not PUSH.

We’ve found a lot of interest at conferences in Adshels, as they are the perfect start to the retail journey – 25,000 Adshels posters panels have been installed with NFC by Clear Channel. Adshels now can target 74% of the adult buying population.

The obvious question is , “when is Apple getting NFC?” The answer is very soon, they have patented several things relating to NFC. However, with over 30 million smart phones in UK and 74% on Android, that’s over 21million potential NFC users – more people than you can reach with TV. Plus Apple users can use the QR codes.

 COMOBI2 LOGO ON GREEN

Through our specialist division Comobi2 (www.comobi2.com) we’ve developed lots of innovative thinking into how NFC can be used by brands & retail and charities, making us one of the UK’s leading experts in PMM.

 CLOCKTOWER MAN poster copy

SUPPORTING COMMUNITY – THE CROUCH END FESTIVAL

We have always ben big cultivators of youth and creative talent, it’s part of our ethos. We’ve had some great talent pass through our doors and given some people a first break. Recently we discovered Roxy working in a Crouch End coffee bar and gave her 3 months of real experience which helped her land  a job at a big agency.

We have also been a supporter of the UK’s largest community arts festival, the Crouch End Festival. we originally designed the logo and this year created a poster campaign on Adshels.

 

CHANNEL 4 – SELLING TO KIDS

 Orange Beast

We’ve recently been back on Channel 4 featured in a Dispatches programme (Tricks of the Junk Food Business) on the dark side of marketing to kids. We were the good guys and were asked to create a product that could used for the programme. We created Orange Beast, based on Sunny D, it’s largely coloured sugar water with 5% juice. The twist is that Orange Beast shortens to obese – which is what you’d be if you drunk a lot.

Dispatches then showed the product to a number of digital agencies who did gaming targeted at kids and revealed how they were breaking guidelines on marketing to kids.

We’ve been asked to do another programme soon but can’t reveal what just yet.

 

MORE TO COME….

 

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NOW WATCH THIS… our new Fruyo TV advert goes live on April 1st

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FRUYO YOGHURT TV ADVERT

What do you get if you combine the world’s finest Greek yoghurt, Total (FAGE) of course, with fresh fruit? Fruyo, a new range of fruit yoghurts.

Now how do you convey that in a TV ad… you hire a real magician to turn a pot of Total Greek Yoghurt (0%) and some real fruit into a pot of Fruyo. “Just like that!”

We hired in Ben Hanlin, star of ITV’s Tricked series.

We hired legendary award winning commercial’s director Graham Rose.

We headed to Spitalfield’s market one Friday and Saturday and shot our commercial.

Almost 100 people worked on it.

The trick was done for real – no camera tricks or CGI was used.

And all the people’s reactions are 100% genuine, no acting was used.

Hayden Parsey, who has written music for all our other Total TV ads (and many others), supplied the music, or audio signature if you want to sound posh.

If it does as well as all our other TV ads we’ve done for FAGE, then we expect Fruyo to disappear off the shelves (excuse the pun) as sales rocket.

Screen Shot 2014-03-26 at 01.05.43

TV ad: https://www.youtube.com/watch?v=pgNKjcelj3g

Making of the TV ad: https://www.youtube.com/watch?v=QCL-JCx_yi8

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WE’RE DESIGNING A NEW ETHICAL LOGO

We are currently redesigning and repositioning an ethical brand. Not an easy task as the politics are a challenge in themselves!

But we have  a top team on it and if the client doesn’t lose their bottle, we should have a corker for a June launch.

As most people know,  we are leaders in ethical marketing thinking. Chris is not only author of ETHICAL MARKETING & THE NEW CONSUMER but also also a D&AD White Pencil ambassador.

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Of course the best is  Fairtrade, simple, eye-catching and the most recognised of them all  so a tough one to beat.

The worse must be the Soil Association – bland and says what? Apparently Tesco’s Organic logo is more recognisable than theirs, well Tesco’s is better designed. We have always wondered why the Soil Association has never redesigned their Organic’s logo. We even wrote to them several years ago offering a free evaluation.

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NFC and iBEACONS

Despite the fact that NFC is about 100x better than iBEACONS, being Apple it has got an excessive amount of PR coverage. However, in the wash 90% of clients opt for… yep, NFC.

Chris will be speaking at 3 forthcoming conferences on NFC and Proximity Mobile Marketing technology, including the DMA and Monoco. Plus he has  number of other talks on other subjects lined up.

Comobi2 Logox

 

 

 

 

 

Since we’ve launched Comobi2, our PMM specialist division, we’ve had loads of enquiries from brands, especially FMCG.

http://www.comobi2.com

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ANIMATIONS

aardvark on black

We seem to do a lot these these days and are currently working on another for Clear Channel.

We also just recently finished producing a launch video for their STORM brand.

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SKIN CARE

We’ve just picked up a brief to rebrand a skin care range and take it all the way through to advertising. Just the kind of brief we love.

 

NEW MEDICAL HELPLINE

We’re working with a new launch, top secret, but we;’re working on the marketing strategy and advertising.

 

IKEA

We have come up with an awesome global idea that makes IKEA genuinely top of the ethical tree for recycling.… more later

 

MARKETING & McDONALDS

logo

Chris has written a piece in Marketing about McDonald’s new Fruit on Friday initiative.
http://www.marketingmagazine.co.uk/article/1284054/sorry-jamie-ronalds-champion-good-kids-food.

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2014

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As we head into 2014 we are very positive about this year. To be honest, most of the industry didn’t seem to think 2013 was a good year, in fact it was terrible for many (especially suppliers).

Many clients stopped spending and budgets were being spread too thinly over too many channels.

But we think 2014 is going to be one with less jumping on bandwagons and a more pragmatic approach.

Last week Nielsen and the Grocer revealed that 10 of the top 15 FMCG brands were slashing digital budgets to spend more on TV.

Read our piece on Brand Republic – Why is TV beating digital in battle for FMCG ad spend? http://arnoldonethicalmarketing.brandrepublic.com/2014/01/06/why-is-tv-beating-digital-in-battle-for-fmcg-ad-spend/

We predict that Proximity Mobile Marketing (PMM) will take off on the back of NFC technology this year. We’ve had a lot of interest from the end of last year when we started pushing PMM and NFC to brands.

PMM is a great way to target consumers where they spend – 88.5% of retail spend is off-line, where we shop, eat, drink, have fun and socialise. With NFC technology you can combine the power of outdoor with the personal space of mobiles. And our specialist division, Comobi2, are thought leaders in this area.

This year we’re kicking off with TV on two FMCG clients, two trade campaigns for two different media B2B clients, plus new work for an airline, an automotive project, a financial service company and a great recycling idea for a top retailer!

We’ve just featured in a Channel 4 programme, Food Unwrapped – that was fun. We even managed to get ourselves a troll – some very amusing abuse about the “sins of advertising!” We’re also working with the Despatches team. http://www.channel4.com/programmes/food-unwrapped/4od#3629337

Lots of talks coming up, including the Financial Services Forum and one in Estonia. Hoping to be speaking at Cannes again too.

As Jan progresses we’ll be updating you with latest news.

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