Posts Tagged: theagency

Award-winning The Agency rebrands as AgencyUK

The award-winning integrated marketing firm The Agency is entering a new era, with a complete rebrand and the addition of new flagship services.

From the start of September, The Agency will be known as AgencyUK. Founder and Managing Director, Sammy Mansourpour said:

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@TheAgencyUK Shortlisted for Eight Industry Awards

Awards

Awards

Integrated marketing firm, The Agency is shortlisted in eight categories at the leading Industry RAR awards.

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Do You Have App Fever? by @TheAgencyUK

Oli-Ward

Company exec “We need an app!”

Marketing exec “Okay. But, what’s it going to do?”

Company exec “It doesn’t matter, our competitors have got one / apps are very in / look at Apple, they’re doing well…”

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It Takes Two to Tango by @TheAgencyUK

With the predicted onset of Social Commerce, aptly named sCommerce by the principals at IBM, we are about to witness the next technological revolution. Goodbye CRM, goodbye traditional direct marketing and hello social commerce. Read more on It Takes Two to Tango by @TheAgencyUK…

Now who’s going to fire the PR department? by @TheAgencyUK

We know social media has exposed us, Max Clifford’s hide and leak approach is weak, and MumsNet can bring down News of the World. So what’s the answer for effective brand management in this social media era?

As in-house marketers and agency mad men we spend the majority of our time assessing different ways our brands get noticed, become relevant, engage an audience and trigger a sale, all whilst protecting them from negativity along the way. Fairly standard fodder for most of us today. Read more on Now who’s going to fire the PR department? by @TheAgencyUK…

Social media is just a mad trolley dash? by @TheAgencyUK

The recession hit everyone hard. Yet amidst the downturn we saw the rise of social media. Big brands embraced it with both hands, trying new creative ideas gaining interest and generating momentum.

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The Business of Social Gaming

As featured in Marketing Geekly

According to industry experts, social gaming is poised to become a billion dollar industry this year. Revenue streams in the form of virtual goods for games in 2011 rose from £510 million to £653 million. Of the 62 million US internet users, 27% will play onegame on a social network.

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Money talks?

Whilst reading a recent white paper on trends within Social Commerce, I came across a quote from Douglas Rushkoff that basically said the goal of social media isn’t sales. Social media should be about building the culture of your company.

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Is the Internet KILLING Creativity?

I recently watched a great ad that launched a well-known brand back into our consciousness. It was brilliant, capturing the brand and the verve of the previous campaigns. Then I realised that a few months previously I’d seen a whole series of films on YouTube that were pretty much identical.

Over the last few years I’ve seen more and more campaigns that take (diplomatically-speaking) reference from postings.

But is this wrong? Let’s look at it rationally…

Let’s say you come across some film/image that’s been hugely popular… Perhaps you dig deeper and discover that the people viewing it match your target market. It fits (with a little tweaking) the brief.

Put simply, on one level, you’re looking at something that works really well. So if we’re assuming that the people who originated the work are compensated in some way, then everything’s fine, isn’t it?

Well, there’s nothing wrong creatively-speaking with referencing and taking influence from other areas. It’s all perfectly normal. Typography, tone of voice, lighting, composition. That’s how ideas evolve and grow to deliver fresh angles.

For example, the classic line Vorsprung Durch Technik was taken from an old poster in a German Factory. But then completely reworked in execution. A fresh angle.

However if all we do is just lift ideas completely, where does that leave us? In my mind we’re in the world of ever-decreasing circles.

The point of a creative is to deliver a fresh angle, a new take. You’re not doing that if you’re lifting concepts wholesale. It used to be called copying. And back at school you’d get sent to the headmaster’s office for that.

Why should clients pay for ideas if they’re already out there? What exactly are they paying for except account management, planning and production? Shall we just sack the creative teams, hire people to trawl the net and then get the production bods in?

An agency I know of recently banned creatives from the internet because they were increasingly coming up with similar work. The reason? As a group they were all visiting the same sites for reference. So they made them get out, watch people, get offline references.

A bit extreme… I don’t think anyone should exclude the internet totally. But if all we do is look at the net for inspiration, we’re not living in the real world.

Now extend it across the industry, because the truth is as much as we like to feel that we’re free to explore anything on the internet, we don’t. Our movements are directed by our friends, peers, links from the websites we currently visit.

But what do you think? Is the internet damaging our creative process and our reputation as an industry? Or shall we just keep it secret and hope the clients don’t ever visit the same sites as us?

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Is it time to let consumers "Play the Brand"?

I remember having a telephone interview with a journalist from The Times a few years back, where I naively and rather over excitedly ranted on about mobile marketing, and a day when all Outdoor, Mobile and In-Store channels would be intrinsically linked, both creatively and promotionally. The idea was that the data held on individuals would be so vast that advertising would literally be tailored to their specific needs.

For example: Man likes coffee, walks past poster, it changes to reflect an ad for Starbucks, and an e-coupon is sent to his mobile as he walks past the coffee house. Bluetooth nailed it.

In my head, this was integration at its peak. The pure amalgamation of above the line creative with below the line tactical right through to a reflective in-store experience. Suffice to say that not one word was printed.

Today, this is less a reality, and more of a normality, and in truth a rather mundane solution. In fact the onset of Four Square and social media in general is far more sophisticated than anything I could have ever imagined.

This year we’ve seen some stand out campaigns. Magnum introduced a heavyweight ad campaign with Benicio Del Toro, then rolled it out beautifully with a viral that allowed you to paste your face into the dummy movie, as the hero. Jimmy Choo gave away shoes using Four Square and got people running all over London hoping to spot them. Marmite launched the Marmaritum, an elite group of Marmite die harders that hold a unique and extra powerful Marmite recipe.

What these campaigns and their integrated use of media has enabled brands to do is to successfully make them less about the brand and more about their customer. The term “living the brand” used to refer to companies and their staff. Perhaps today we should re-coin that phrase. It’s actually about “playing with the brand”, and all we’re doing is providing the ball. It’s the consumer that owns the game.

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