Winter 09 news&views | number ten ALL EYES ON OLIVER SWEENEY Village fete makes big news Unsubscribe? If you would like to unsubscribe from news&views visit www.brayleino.co.uk/subscription www.brayleino.co.uk Offices: Devon, Bristol, St Andrews & London “...Bray Leino works as a true extension of the marketing team.” I’ve been working with Bray Leino since The new BP Fuels look and feel and 2003. The close relationship we’ve built “People with Energy” idea was very with the Agency now includes many powerful. The exhibition stand was other parts of their business. excellent, all the printed material was That’s what makes Bray Leino such a fantastic and merchandise well received. user-friendly partner for a client like us. Our stand was far and away the most I have one point of contact, but because visited and we got the design just right for they have all the skills, it’s easy to pull the event – even our low carbon footprint in support – digital, PR, exhibitions – statement went down well! Thank you to whenever we need it. And having Account everyone that pulled together so hard to Management based here in Sunbury get this done ... it was a great outcome! means Bray Leino works as a true Richard Durrant, Global Marketing extension of the marketing team. Director, BP Marine Fuels. Oliver Sweeney press campaign gets plenty of attention With a celebrity following from the likes of David Beckham and Brad Pitt, Oliver Sweeney is at the very forefront of men’s shoe design. In a brave move, Bray Leino created the brand’s first ever ad not to feature a shoe. Based around the idea of ‘the first place a woman looks’, the ad ran in men’s fashion magazines GQ and Men’s Health, as well as featuring prominently in the windows of Oliver Sweeney’s stores. An impressive 80 page look book promoting their Spring/Summer 2009 collection accompanies the campaign, featuring some stunning photography that riffs on the reactions concept – one shot of which featured on the front cover of The Drum magazine. Roland Haynes, Creative Director at Oliver Sweeney, commented: “Working with Bray Leino has been a really open, collaborative process; the result is some great creative that moves our advertising into a truly distinctive place.” More on fashion? Contact Kate Brookes on 01598 760700 ‘Totally awesome’ coverage secured for innocent village fete Following the extensive coverage The campaign reached over 230 million gained for the 2007 innocent village people in a matter of months, and fete, Bray Leino PR were asked to help resulted in a return on investment of publicise the 2008 event. 104 to one. A highly strategic, media relations Claire White, PR Manager at innocent, heavy campaign ensured that 2007’s commented: “The coverage this year excellent results – and 2008’s even has been totally awesome, the best higher targets – were met. Over 190 yet – you have done an amazing job pieces of coverage were secured, of in getting us everywhere we wanted which 130 were in national media, to be and chasing up every single including features on TV and radio opportunity. It’s been like having and substantial coverage in a range of an extra three people in our PR team.” magazines and newspapers including More on PR? The Sunday Times and The Guardian. Contact Roberta Fuke on 0117 9731173 Events deliver show-stopping stand for Diageo TFWA Cannes is the only trade show Diageo’s corporate stand appears at each year. So the world’s leading premium drinks company needed something special from Bray Leino Events. However, this show presents one of the most challenging builds around. There are legal requirements which, for a company like Diageo, result in many restrictions – for instance, the organisers insist on full fire certificates for every single item used in the construction. Despite such constraints, compounded during the build by a particularly stringent fire officer, Bray Leino Events delivered the ‘wow’ factor, ensuring that the stand was one of the busiest at the show. Diageo were absolutely delighted with the result, and their customer feedback was tremendous, too. In particular, the 360° LCD display unit – the stand’s centrepiece – was remarked upon time and again, setting a new standard for shows to come. More on Events? Contact John Courtney on 01271 329900 Smart media earns UK top ten spot for Tribute PREMIUM CORNISH ALE It took just a month for Tribute to Barrelage up 45.7% to April 2008 (with become St Austell’s best-seller. Now, national premuim ale sales down 8%) Tribute has stormed the UK top ten national premium cask ales by volume. In 2007, Bray Leino took on the media was the result, putting Tribute firmly in the UK top ten. Spontaneous awareness has more than blood, sWeat and... and creative challenge of cementing doubled. It’s now the best known cask Tribute as the ‘South West’s Favourite’. ale brand in Cornwall and second only We had plenty of insights to work with: to John Smith’s in the South West. St Austell’s deep community roots and Jeremy Mitchell, St Austell Brewery the audience’s love of sport, especially Marketing Director, commented: “Bray rugby. And so developed our media Leino delivered a highly effective platform: ‘Local Heroes’. campaign, showing real business insight We negotiated the deal that made Tribute and knowledge of the market. They aching. freezing. soaking. smiling. ‘Official Beer of South West Rugby’, exceeded our expectations with their giving us naming rights to 14 leagues blended communications approach.” across the South West. Support spanned STOP PRESS: At the prestigious branded sports equipment to all the Campaign Media Awards, Tribute clubs, ads in local press, branded earned a superb runner-up spot in brewery vehicles and sponsorship of the alcohol category, beaten only by divisional playoffs and awards dinners. Gordon’s Gin (who went on to win Distribution was secured in 12 new rugby Media Campaign of the Year). clubs (including two very big ones) and a significant number of on-trade accounts. More on Media? Contact Martin Allison on 01598 760700 home or aWay rain or shine Win or lose Events go the extra mile for their clients (all the way to Kazakhstan, in fact) With a worldwide network of delivery challenging logistics. The materials had partners based in such far flung locales to be transported over 5,000 miles across as Houston, Moscow, Singapore, Rio very difficult terrain, a journey which and Dubai, Bray Leino Events deliver takes three weeks by truck. outstanding exhibitions for the oil and No other UK contractor had as many gas sector all over the world. clients at the show as Bray Leino – a We recently completed successful testament to the reliability and renown projects for five clients at the KIOGE oil of our worldwide service. A busy and gas exhibition in Almaty, Kazakhstan, programme – and plenty more overland with stands for Maersk Oil, ABS, Wood travel – beckons over the coming year. Group, Lloyds Register and Hydratight. More on Events? KIOGE is a very important exhibition in Contact John Courtney on 01271 329900 the oil and gas calendar, and poses very Yamaha buck the trend at the Carole Nash International With all the world’s major bikes on section. And there was plenty of space display under one roof, it’s not easy to for a reception area, entertainment zone, stand out from the crowd at the Carole and private meeting room across the Nash International Motorcycle and stand’s 24m width. Scooter Show. Bray Leino Events also delivered two However, unlike other manufacturers’ smaller stands for Yamaha at the Dirt hackneyed non-uniform displays, Bike Show in November 2008 and the Yamaha’s brand new 700m2 stand did Motorcycle Trade Expo in January 2009, just that. Designed, manufactured and using the same design concept on a built by Bray Leino Events, the stand smaller scale. showcased Yamaha’s bikes in logical Close collaboration with the marketing sequence, category by category. team at Yamaha Motor (UK) Ltd resulted This made different areas of the in an outstanding design that was stand easily identifiable, and enabled brilliantly executed by the Bray Leino customers to view and sit on the bikes Events team. without causing congestion. Hero bikes More on Events? were given special prominence by being Contact John Courtney on 01271 329900 placed on raised platforms within each How strong is your Employer Brand? Why Bray Leino? In the current economic climate, it’s • Information flow and internal more important than ever to keep staff communication Many companies can sell you an motivated and productive. Having a • Line management employer brand solution. However, we strong Employer Brand can play a vital know that one approach does not suit • Career development/pathways role in achieving this end. all organisations, and believe that the • Work/life balance solution should be focused on the unique Successful organisations thrive because • Reward characteristics of your business. everyone is working together towards a common vision with shared objectives. • Resources Many company offerings are very ‘dry’ But truly successful businesses go • Recognition of employee contribution and ultimately difficult to implement, further: they recognise the importance of So to ensure employees are engaged producing a weighty ‘product’ that keeping their staff highly motivated and takes a concerted effort, and this will end up gathering dust on the HR engaged, and put measures in place to Director’s shelf. We believe in keeping IMAGE NEEDED effort comes under the collective term ensure this both pervades and endures. ‘Employer Brand’. it simple and making it live throughout the organisation. Ensuring staff are engaged is not a This is a very broad term, but at its heart wholly altruistic act either. Research has it requires organisations to have a clear We offer a unique approach that shown that engaged staff are 43% more vision, be able to identify the values is creative, comprehensive and productive, take less time off sick and are and behaviours required to meet this collaborative, delivered through much less likely to leave an organisation, vision, and then bring them to life in their a range of channels. so save the organisation money time and policies, ways of working, environment Where do you start? time again.* and leadership. We believe that a great place to start How can you ensure your staff Organisations and their behaviours is to undertake a ‘health check’ of your are engaged? are becoming more transparent to employer brand. This is a quick and Successful employee engagement their stakeholders – whether clients, effective way of gauging where you are requires a holistic approach with multiple consumers or investors – and it is today, how engaged your staff really are, functions in an organisation working increasingly damaging for organisations and to help identify priorities and quick together. Effective employee engagement to project values externally that they win initiatives that could be employed. relies on organisations discovering what do not also ‘live’ internally. Employer More on Employer Brand? the key drivers are for their own staff, Brand delivers ‘inside-out’ corporate Contact Rozz Algar on 01271 337110 and these drivers tend to fall under some integrity and a compelling employment common areas of policy and practice: proposition that helps recruit and retain • Vision, direction, and a clear Employer the best people and gives them the best Value proposition employment experience. • Corporate image and reputation Employer Brand permeates every area of a business, so to ensure successful • Strong leadership brand engagement internally a flexible approach is needed. * Source: Gallup, 2003 CLIENT VIEW Toby Baker, Marketing Director at Wrigley, remarks on the role of marketing during recession “The marketing communications budgets are being squeezed, and jobs the bottom line, but significant cutbacks perhaps more importantly present industry has been warned to prepare are under threat in many sectors. can actually represent a false economy. highly visible demonstrations of ROI. for a recession that could be deep and Indeed, several pundits from the It doesn’t take a marketing genius to Ultimately, it is vital that brand owners long and which could see some of the marketing press, such as Campaign and realise that less emphasis on marketing strike the right balance between weakest agencies and clients going to Marketing Week, are keen to tell any budgets results in fewer sales. Keeping communication investment and bottom the wall. With banks reluctant to lend reader who’ll listen that 2009 is the year and attracting new consumers is the line prudence because there are still money, industry observers predict that of doom and gloom. Advertising budgets, life-blood of any business so the need opportunities to be had if we carefully it will be a case of the survival of the for instance, have been forecast to drop to invest in consumer communication is manage the effect the down-turn might fittest.” (Campaign, Aug 08) by 20% in 2009. And inevitably, there as vital during a recession as it is during have on our business. Hardly a day goes by when someone will be a lack of new products launched an economic up-turn – because without We need to focus our efforts on more isn’t talking about the state of the global to the marketplace, as companies stay consumers you have no business. measurable, direct and value-led or economy, with newspaper headlines with their safe bets: products that are not We need to be ready to adapt and loyalty-driving activity, using marketing constantly reminding us that our once just familiar, but well-loved and routinely innovate in tough market conditions, and channels such as DM, sales promotion, great financial institutions are trembling, required by the consumer. that means it is up to us to find new and PR, and digital marketing as well as more the housing market is suffering, consumer However in the midst of an unfavourable clever ways of using our marketing traditional mass market channels. It’s not confidence is at an all-time low, and economic climate it is critical that brand budgets to drive more engaging and about cutting plans, it’s about re-working people who were once big spenders are owners recognise the value of effective, resonant consumer communication. We them to create the right plans that will now frantically trying to save. targeted consumer communications. need to use channels that are tried and allow us not just to survive, but to thrive It is finally happening: the slowdown many During lean times, the marketing budgets trusted as well as considering alternative and remain relevant with our consumers – predicted last year has turned into full within most organisations face significant communication channels that tick the both during this down-turn and long after blown recession. Cuts are being made, pressure as businesses look to protect boxes in being creative and innovative, but it has passed. NEW AWARDS BUSINESS WE’VE WON Mandmdirect.com Ecotricity Team South West M and M Direct is one of the UK’s biggest Bray Leino PR was delighted to start wind technology and create cleaner Bray Leino has been appointed as the We’ve had another great haul at the We earned a very respectable runners-up online and catalogue fashion retailers, working with pioneering green energy forms of transport for a post-oil future. communications delivery partner for Fresh Creative Awards, winning two position in the alcohol category for offering huge discounts of up to 75% provider Ecotricity, supporting their Bray Leino PR undertook a strategic Team South West. golds for Sustrans, plus five silvers and Tribute Ale at the Campaign Media across the dozens of top sports and attempt at breaking the wind-powered international campaign to secure 166 Team South West is the partnership, led four bronzes for Sustrans (again), The Awards, narrowly beaten by Gordon’s gin fashion brands from Bench to Adidas and land speed world record. pieces of coverage across a fantastic by the South West RDA, working across Aldershot Dental Centre and Remploy. who went on to become winners of the Henleys to Rockport. After pitching for The attempt took place in Western range of UK media, including BBC 1 South West England to maximise the We also had success at the Fresh Digital overall Media Campaign of the Year. work on their Kangaroo Poo brand last Australia’s outback in the Greenbird, South, Sky News, BBC News and BBC 1 opportunities presented by the London Awards, picking up Freshest Use of Here’s to plenty more in the coming year, we’re excited to be working with a revolutionary wind powered vehicle West, BBC Radio 4’s Today programme, 2012 Olympic and Paralympic Games. Creativity for our Ecover viral. months! them on their brand and their catalogue (WPV) built by engineer Richard Jenkins. BBC Radio 2, The Sun, The Guardian and looking at opportunities to help them The Games represent the single Named with a nod to Donald Campbell’s and Metro. most significant opportunity in our grow their business. If you love a bargain, all-conquering Bluebird which became Unfortunately for the Ecotricity team the lifetime to build on the strengths of the check out mandmdirect.com iconic in an age of fossil fuels, the attempt was scuppered by unusually region, to develop the business base, Greenbird symbolises the dawn of a high rainfall, but you can keep up with involve communities, drive up sports new age of renewable energy. It was developments at www.greenbird.co.uk participation and to inspire young people developed to push the boundaries of to believe in the power of the Olympic ethos, to be the best that they can be. On top of this, the award of the London 2012 Games sailing events to Weymouth and Portland, combined with a number of NicoBloc regeneration projects and the approved 60 pre-games training camps in the South West, provide an exciting focus for communications activity. NicoBloc already have an international Bray Leino will be focused on targeting website (www.nicobloc.com) but key audiences and generally building brand owner G.R. Lane required a excitement, interest and understanding new one attuned to their UK audience, of the lasting legacy to be created by the incorporating UK packaging, tools and Games and how the South West can be content. actively involved in what is going to be The new website for NicoBloc UK sits very a momentous event for the country as closely to its international counterpart, a whole. offering similar content and tools. However, the new UK site has been injected with a clean, contemporary new look and feel, making navigation far easier for smokers to find the support they need. NICE WORK WE’VE DONE FOR… Freederm 4head Bibby Olbas Findmypast.com We’ve created a brand new website We’ve given 4head’s website a much- Tapping into the cult popularity of shows The Olbas family of noses have found a Genealogy might not be the most for Freederm, aimed at their teen needed makeover to give it a modern, such as The Apprentice and Dragons’ Den, new home on GMTV, sponsoring local obvious candidate for humour. But target audience. fresh new look. The site is designed to for Bibby Financial Services we recently weather spots throughout the week. to make it more relevant to a new The site adopts the distinctive look showcase the 4head product range, launched Livebusiness, a new initiative The deal, struck by Bray Leino’s media generation of budding family historians, and feel of the current TV and press as well as offering useful information designed to help the UK’s four million small department, buys the brand highly we recently found a comedic spin to put campaign, and is jam-packed with useful and advice to headache and migraine and medium sized firms thrive against relevant space which is fully exploited on the subject in response to a brief from content. As well as information on the sufferers. economic uncertainty by bringing to life the by the creative: four 10 second executions findmypast.com, who wanted a suite of Freederm range, there are make-up tips, In addition, we’ve improved the site’s issues associated with running their own show the Olbas noses applying the online ads to drive traffic to their site. skincare guides, video testimonials, and functionality so that it can be easily business as well as providing a portal for products in typical usage occasions, The resulting creative plays on the the chance to win Toni & Guy vouchers. updated with new content whenever valuable advice and news. together with the line ‘The power to curiosity and intrigue generated by the necessary. The portal, www.live-business.co.uk breathe, whatever the weather’. sort of antics and high jinx our ancestors includes the Livebusiness ‘Growth may have got up to. Challenge’, which showcases the experiences of three budding entrepreneurs. Visitors can track the trials and tribulations of these three business owners on their personal blogs and video diaries as they live through the highs and lows of running and growing their own business. They are each competing to win access to the exclusive Livebusiness mentor team, which features a familiar face from Dragon’s Den, there to help the winning entrepreneur take their business to the next level. Seagate Covonia Kalms Shloer Remploy To support the launch of the new The Covonia success story continues, To support the launch of a new blister Having identified ‘girly nights in’ as one As the UK’s leading provider of generation of Seagate hard drives, we with results showing a +27% year-on- pack format of Kalms, the UK’s leading of the key usage occasions for Shloer, we employment solutions for disabled have redesigned and rebuilt the popular year sales increase and an amazing sedative, we recently created an recently helped the brand join forces with people, Remploy is on a journey to Seagate Active website, positioning the 68 points growth ahead of the market eye-catching new television campaign. LoveFilm.com, the web-based DVD rental evolve its brand identity. Remploy is hard drives as the number one choice since 2002. The best-selling products in Designed to run alongside existing and download site. creating greater brand consistency for creative types. the range are currently Covonia Chesty TV copy as well as a stand alone Online ads on LoveFilm.com invited users across its two divisions: Employment The new site is multilingual, and boasts Cough Mixture and Covonia Dry & Tickly commercial, the 10 and 20 second ads to click through to a Shloer competition Services which finds work for disabled an eye-catching, high tech homepage, Cough Linctus, but incredibly every use the same animation style and strike splash page, which gave entrants the people with mainstream employers featuring an animation that integrates single Covonia product showed growth a similar tone to their forerunner, bringing chance to win the perfect girls’ night in. such as BT and Asda, and Enterprise a selection of Seagate’s Creative last year. the benefit of Kalms to life without The activity was supported by a 50p off Businesses which employs disabled Fund projects. To keep these brilliant results coming, patronising people who suffer from coupon which was inserted into all DVDs people across its factory network We’ve included the amazing content we were asked to develop trade press stress. requested from LoveFilm. manufacturing products from school generated by people who entered the creative for the 08/09 winter season to The spots were turned around in just nine furniture to chemical, biological and Early uptake results have been Creative Fund campaign over the past run in pharmaceutical publications. The weeks, including the live action shoot and nuclear protection suits for the police ET * encouraging, showing a redemption creative needed to show that Covonia E MARK and military. year, which can be viewed in the restyled D IN TH lengthy rotoscoping animation process. rate of 6%. is outperforming the market and make OUG H BRAN 002!* We had the challenge of redesigning ‘Creative Zone’. There are some fantastic AJOR C et since 2 ctober pharmacists realise Covonia is the product WING M the mark n from O new features, too, such as the ‘hot spots’ EST GROints ahead ofd PR campaig ilable Remploy’s corporate website to reflect their customers will demand. THE FAST• 68% po radio an ava locator for people that are on the move. V, rT ttle now o this evolution of their identity. The est eve Tickly b • Bigg Dry & Our response ensures massive 300ml website has a contemporary design N EW 26.1. 08 that showcases the new brand identity, £-MAT standout within the publications, with the *IRI reanimated bull character ‘Stan’ appearing clearly communicates Remploy’s stronger, fresher and more compelling Covonia Trade Ad A4_C&D.indd 1 30/9/08 10:28:11 offering, and is accessible to all users. than ever. We arrived at the look and feel by positioning Remploy as a trusted company that is all about partnership and positive action; this led to the use of high impact imagery and strong messaging across the site. CONTINUES COUGH MEDICINE LL THE REST* ONE MAJOR TO OUTGROW A *IRI £-M AT 26.1.0 8 Covonia Trade ad_C&D Front Cover.indd 1 30/9/08 10:18:07 Castle Quay Tool time with Val and Rich Ross Walker Bray Leino’s Destination team has only communicating with familes but also Club’s launch, saying: “More than 250 Bray Leino employees Val Reynolds and launched a number of Kids Club engaging children in activities. At Castle children signed up in the first 3 months Richard Knight joined over 160 other promotions for shopping centre clients Quay we had a brilliant response to the – and we will be using the Club as a volunteers in September to participate in 2008 – Castle Quay in Banbury being launch.” Danny adds: “Data-capture and mainstay of the Centre’s promotion in in Timberland’s Serv-a-palooza project – one of them. management is an increasingly important 2009.” Paul adds: “The Club’s major part of their ongoing commitment to the The clubs, which encourage familes to aspect of work with our clients, ensuring benefit is that we can get in touch with environment. sign up in each centre’s catchment, are easier communication and, by running viral hundreds of families very easily, enabling The project took place at Langley Park, free for children aged 3-10 and each initiatives, reducing the traditional reliance the Centre and our retailers to send out which is undergoing regeneration member gets a pack (pictured below). on print and post.” news on events and offers at the click of after 20 years of neglect, and focused Danny Gunton of Bray Leino Destination Paul Jackson, Commercial Manager at a button.” on removing invasive species to says: “The clubs are a great way of not Castle Quay, has been delighted with the allow indigenous species the chance to flourish, reusing, recycling or repurposing wherever possible. Volunteers broke out for 15 minute sessions with rangers during the day to enhance awareness of the principles and aims of the project as well as the importance of their support. Bray Leino volunteer Val Reynolds We are delighted to announce the return comments: “It was great to be involved to the business of Ross Walker, who in such a fantastic project. The only joined as Managing Director of Events downside was spending a whole day in September. with Rich.” Ross originally worked for Bray Leino some 18 years ago. Since then he has held senior management and board level positions for some of the largest names in market research, his previous role being Client Services Director at TNS, the largest custom market research agency in the world. Ross’s appointment brings a wealth of experience and a fresh perspective to both our Events management team and the group board.