Posts Tagged: brand

AgencyUK Appointed to launch Falk Outdoors’s new Tiger outdoor navigation system

Falk

Falk

AgencyUK has been appointed by Falk Outdoor, a leading German satellite navigation brand, to handle the European launch for their new consumer product, Tiger. AgencyUK was appointed following a competitive two-way pitch and the brief encompasses a new brand and market strategy for Tiger, as well as developing packaging, creative and web assets ready for their launch in supermarkets and retailers throughout Europe. Tiger is Falk’s first product designed specifically for the mass market consumer, providing an easy to use satellite navigation system for leisure users whilst walking and cycling.

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AgencyUK Creates Tailor-made Campaign for Indian Sauces

The Spice Tailor

The Spice Tailor

AgencyUK has teamed up with The Spice Tailor to promote their unique brand of Indian sauces in the UK and Australia.

Created by TV chef Anjum Anand, The Spice Tailor utilises authentic ingredients that can be ‘tailored to taste’ in a convenient, three-step cooking process.

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5 Tips to Successful Branding by Phil Blackmore @TheAgencyUK

The-Agency

I’m going to start this article with a confession…

I am a Yahoo! email user and have been for 15 years. There, I’ve said it. Now I know it’s not big, or clever but it is reliable, easy to use and hasn’t really changed much since its beginnings in 1995. Read more on 5 Tips to Successful Branding by Phil Blackmore @TheAgencyUK…

Basic Instinct by @TheAgencyUK

By Saman Mansourpour, as featured in ViewPoint Magazine
My alarm clock kicks in and the DJ tells me to tweet him. I brush my teeth and wonder if one of those semi-intelligent brushes might make my teeth whiter. I head downstairs and think it would be good to get one of those interactive fridges that tells me what I’ve run out of and whether I should order more. Then the phone clicks – it’s a smart one, you know.
I’m inundated with information about people I haven’t seen in years and probably don’t want to. But I click the ‘like’ button and everything’s fine. We’re all friends, though secretly I’m glad I don’t have my home address on my profile. Read more on Basic Instinct by @TheAgencyUK…

An instant tap on the teen market By Saman Mansourpour, Partner, TheAgency

In a week when record numbers of teenagers have been biting their nails in anticipation of their A Level results and pundits are predicting that students will leave university with an average debt of £17,500, leading brand and marketing response agency, TheAgency, has been conducting research into effective sales and marketing to teenagers.

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Confused retail targeting? Blame it on the kids

Many retailers have got their act together when it comes to extending their reach from the High Street into customers’ homes. If my family’s collective inbox is anything to go by we seem to have most of the big retail names emailing us on a regular basis, with offers in various shapes and sizes. Some of these are driven by loyalty schemes; some are the result of online shopping and data collection, while others are ad hoc service or sales messages following some kind of customer service experience.

These are communications that we have, in theory, opted in to at some point and so should be of relevance and interest. But the more we get, the less relevant the messages seem to become and the higher the proportion that hit the ‘deleted’ pile. Many of these are from brands that used to have a much higher conversion rate to click through or even sale but whose relevance has been steadily diluted over time. So who should we blame for this? My money’s on the kids…

Effective one-to-one marketing has been the holy grail of many direct marketers for years and the intelligent use of data has played a major part in achieving this. But for many retailers using online communications, it’s becoming increasingly hard to use familiar methods to target accurately. This is largely because the roles involved in the buying process are becoming more blurred in households, especially in relation to (teenage) children.

Kids have more and more spending power – many also now have their own debit cards and no longer need to rely on parents for online or in-store purchases. Others, however, are still reliant on parents to act as both banker and buyer which can complicate the targeting of good communications, especially if transactional data is consolidated through loyalty schemes or cards. Mums end up buying war games and Superdry clothing for sons, as well as ‘young’ make up and Abercrombie and Fitch for daughters, all on loyalty cards bearing their name. Little surprise that they’re not then interested in messages offering the latest in zombie-killing wargame technology or fashion suited to those 20 or 30 years younger.

Understanding the different roles of influencer, decision maker, buyer, banker and ‘loyalty’ member is becoming increasingly important if we’re to improve the hit rate of right person, right message, right time. This is further complicated by multiple email addresses being associated with the same postal address through transactional data. Digital marketing can play a key role here in engaging individuals and persuading them to provide richer data – as long as additional insight is used effectively to drive more targeted marketing at both personal and household level, which can only serve to reinforce brand loyalty…and family harmony.

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Time for the brand identity business to re-evaluate

Declining income, conflicted managers and demoralised staff. If you’re in the brand identity business, it may be time to re-evaluate your business development strategy.

Recently, whilst out-and-about in the branding community, conducting what I now refer to as the rounds, I have noticed a worrying vacuum or, in the wider context of things, an opportunity well worth exploiting.

It is undeniably tough out there – clearly illustrated by frugal cost-cutting, unpaid leave, head-count freezing and many other cautious, overhead reducing activities. However, I am amazed at how so many senior managers are undervaluing the importance and holistic benefits of a clear marketing and business development strategy.

On mass, agencies already on the verge of collapse have started advertising vacancies for generic new business positions. Their posts command applications from candidates who can guarantee a rolodex of clients and qualified leads. In return they offer little more than the most basic salary, an unclear future and very little, if any, security. They too often rely on badly managed and out-of-date contact lists and assign the task of cold-calling to reluctant if not actually telephobic staff, or outsource it to apathetic third-party telephonists.

How then can consultancies expect to grow, during a time when salaries are cut, morale is at an all time low and unpaid leave is encouraged? The answer, I suggest: Agency leaders themselves need to start thinking outside of the box.

Senior partners and managing directors: Regardless of the current economic situation, if the process of business development is not introduced and encouraged throughout the structure of your business, and its importance promoted through every role featured on your organogram, you really will only have yourselves to blame when you are forced to reduce overheads further. Accountability cannot be outsourced.

Developing new business is itself just one component, one step within a wider business development model – a model that includes effective account management, dedicated client service and creative direction. Business development should sit at the core of every business function, and for it to be implemented successfully, the firm’s leaders need to recognise and promote its importance from the outset.

It can help, too, to go back to grassroots, find out what is it that motivates both account managers and creatives, and take time to define the opportunities that your strategists and planners are dreaming of. Surely, the thrill of working on an exciting brief, or pitching to win a new piece of business is a good starting point. By encouraging and endorsing ‘new’ business development in this way you will unlock potential – be it personal ambition and a chance to shine, newly revealed relationships, other previously hidden assets or a surprisingly innovative solution.

Developing new business should not be a lonely, sit-in-the-corner-and-pick-up-the-phone job. In much the same way that as consultants we help clients to positively penetrate the hearts and minds of their employees, agency leaders should encourage, promote and incentivise in-house the function of identifying and nurturing relationships.

Whether you employ a senior professional, or choose to take it upon yourself, you should treat business development as a well-oiled and well-maintained management tool. Business development should sit comfortably within every employee’s remit – especially in those of your most senior team. Remember, people buy people!

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New Marketing Rules

It seems that just about everywhere I turn some marketing guru somewhere is offering me the definitive way to beat the recession through marketing salvation. My in-box is stuffed with offers for courses… free downloads… podcasts and just about everything in between. Having studied most, ignored some and chortled at others, I have decided to throw my own two-pennies worth into the advice jar.

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The pathway to South Africa 2010

The 2010 football World Cup in South Africa is just over a year away and it is reaching the time that brands traditionally panic. How do they reach their target audiences during one of the world’s most high-profile sporting events? Is it too late? How much will it cost? Even at troubled economic times like the present it is a given that brands will want to be involved with the World Cup; sponsorship is a proven communications vehicle capable of creating relationships between brand and consumer.

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