A bunch of Ideas, provocation, irreverence and news. Edition 3.
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No, we’re not being rude about our people; we mean that all our new starters get their own personalised mugs, decorated with a self-portrait. The last few months have been one of our busiest periods ever. We’ve scoured the globe for some top talent, and have been dying to shout about it – so now we can.
Martha Kirby Senior Account Manager, New York Tattooed Knitter
Maeve Manogue Planning Manager, London Tea Addict
Ning Juang Designer, New York Professional French-Fry Eater
Myrna Suwarno Account Manager, Singapore Dream Interpreter
Juliet Layard-Liesching Account Manager, London Half English, Half Kiwi
Rebecca Seymour Front of House/ Studio Manager, London Music Junkie
Chloe Dobson Senior Account Director, London Channel Swimmer
James Muchmore, Jr Senior Designer, New York Bird Nerd
Jennifer Daniel PA to Group CEO, London Dance Dance Dance
Sadie McKenzie Front of House Invented Cat Bearding
Chloe Leong Office Manager, Singapore Yoga
David Solzbacher Design Director, Singapore Green Thumb
Clare Roberts HR Advisor, Leeds Lady of Leisure Wannabe
Simon Griffi n Head of Verbal Identity, Leeds Amateur Superhero
Rebecca Barron Account Manager, Leeds Natural Afro
Jason Desig n Dra ke er, L V ideo N ondon inja
Joe Cooke Desig ner, Leed s Has Two Spine s
creativit y ready to e shows – a new crop of gre de th wi ed ck pa ays alw g for the ver y best The summer months are e at these shows lookin tim of lot a nd spe e W ustry. rw ich, Sta ffordshire be unleashed on the ind absolute gems from No r fou d ere cov un ve ha d to r they’ve now all talent and we’re delighte cements over the summe pla g tin ple com ter Af s. rsitie and Northumbria Unive on their Elmwood mugs. gs mu ul tif au got their be
k lcoc t te A e e d s o l r Kyle Whybrow Cha igner, L siast Designer, London Des g Enthu Skiin Scrambled Not Stirred
Dav id
Damian
DamIan FerRar glObal Brand expeRiencE dirEctor
In recent years the word ‘experience’ has become more and more commonplace in the brand boardrooms, and there are few in the business who know their experience onions better than Damian Ferrar. So we’re obviously delighted that after building the pioneering digital offering at Imagination he’s joined Elmwood to head up our Brand Experience Department. In his time Damian’s been the brains behind Ericsson’s fi rst consumer website, Samsung’s fi rst US retail environment and numerous in-car experiences for Ford and Jaguar Land Rover. To put it simply, if delivering ground-breaking solutions in an innovative and collaborative culture sounds like your thing, then Damian’s your man. Alternatively, if you fancy an overnight 120-mile cycle ride from London to Suffolk, then he’s also the person to talk to.
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yish ex terior hold ns behind the bo ai br e Th s. ok lo of past clients Dav id ’s youthf ul rld. His portfolio wo ng di Don’t be fooled by an UK, br e at s, Cancer Research nce in the corpor traZeneca , Barclay As r a wealth of ex perie ng de di Ry clu e, in nc s, d Sun Allia of superbrand Express, Royal an nt rate.) rie reads like an A-Z O cu , ac an e iss or N m is K, so A-W EDF, KPMG, (O s, . eer F1 eB ms D ia e, ill itt W elo d D fone an ent at Cup, Topshop, Voda Creative Depar tm ly headed up the us io ct on the ev pa pr g im t in ea av H ady made a gr re al ’s id av D d, uple of very Interbran ding them to a co London studio, lea he needed s wins. A nd as if ced nice new busines ore, it's also surfa to impress even m 's an irm ha C r that he shares ou FC. y nt ou C by er love of D
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f ea lth o her a w uge clients h t i w h s at d w ith e bring orked e as sh av ing worke ood Ju lie w nghai i l u J e a w h uc h e n , Sh arket, to Elm introd ted to the Asian m ckiser. Prior eijing, Shenz s to beer, i c x e y en of ,B ibl dom incred rience eckitt B Hong Kong tes and con t what n We’re ge and expe rigley and R a i l u o s B c e i . o c ch ‘b ’) en W ed u gh fi le ag ew ing g um, egin w ith a k nowl g Carlsberg, o ht thro d r g p i r h s g b t h i n n c i ’t h e h i n d t s l s m s i c f ro fin e mo do e th inclu Asia’s y thing which sad ly rk closely w i rough to the t we’l l r f e o v e e som th wo e, on gy ( u, bu e et i n g ngapor ilit y to le ener u ng F and Si d sustainab lie is her ab first pitch m Chinese K Ju of an ry banks racted us to from the ve -found love t – w t e a s s n rea l ly ding proce is her en g t h an the br A nother str ose details. e. th creativ l l you in on fi r e h t le
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Global Head of Mark eting, Global Director of Customer Experienc Head of Brand Archite e, Global cture. These are just a few of the tit les that ha Phil’s name during his ve sat under seventeen years at Nokia , and now he finds him Managing Director of self as Elmwood in Melbourne . Phil’s experience is fai in that he’s a qualified rly unique engineer with a Masters in marketing, and it’s left-brain-right-brain this kind of combination that’s giv en him a natural flair and creativit y – a rare for both strategy species indeed. Havin g someone with such ext experience as Phil on ensive client our team is great news , and his insight, leade knowledge of West Br rsh ip and omwich Albion will be invaluable to the team.
New Zealand All Blacks – Haka Source: www.allblacks.com
Whatever the business, success-seeking brands are striving to uncover and promote the one thing that sets them apart from their competitors. All too often, though, they tend to focus on tangible, concrete points of difference. In a world where it’s so easy to copy, it’s the best culture, not the best product that wins year in, year out. Why? Simply because if you get it right, culture is the one thing the competition cannot replicate! So what are the all-important ingredients that go into creating that magical winning formula? And how do the best cultures sustain their success? The clues lie in one of the most competitive environments in the world – sport. Here, two values come to the fore: ‘belief ’ in what you’re striving to achieve; and the stories that re-inforce this belief. These are the vital elements that make the difference between winning and losing. The pixie dust isn’t about having an ethos or the sticky stories to pass what you believe in onto others, though. That’s the easy bit! The bigger challenge lies in creating a culture that’s unique, that will stand the test of time, and that will win. For this, you need to do one thing that often feels counterintuitive: to embrace the very conflicts that seemingly fly in the face of success. Confl ict is what makes your story unpredictable, engaging, and ultimately inspiring. San Francisco 49ers legend Bill Walsh, the most influential NFL coach of the last thirty years, was unpredictable because he was instinctively three people in one.
Bill Walsh and the San Francisco 49ers Source: www.parentcoachtom.com
Sometimes harsh and sometimes doubled over in laughter, sometimes strictly business and sometimes social, sometimes confident and sometimes tortured. His personality defined the ‘49ers Way’ as it famously became known. A culture built around the conflict of insecurity and ingenuity, one that won three Super Bowls in ten years. A culture that spawned twenty-two of the thirty-two NFL head coaches in 2012!
‘Conflict is what makes your story unpredictable, engaging, and ultimately inspiring’ The 49ers aren’t the only sporting giant to have embraced conflict so effectively. In over 100 years, the New Zealand All Blacks hold a winning record of 84% and haven’t lost 2 games on-the-trot in over 15 years. Current coach Steve Hansen believes perfecting their culture is the keystone to the All Blacks’ pre-eminence. The creation of a stimulating and humorous environment to accompany the highest professionalism, plus a neverlose attitude combined with deep-rooted humility. This is typified in an anecdote from James Kerr’s book, ‘Legacy: what the All Blacks can teach us about the business of life’. Before leaving the dressing room at the end of the game, some of the most famous names in world rugby – including Richie McCaw,
Dan Carter and Mils Muliana – stop and tidy up after themselves. They literally and figuratively 'sweep the sheds'. Though it might seem strange for a team of imperious dominance, humility is core to their culture. Likewise, at Elmwood we’ve embraced a series of clashes going on within our own culture: we’re highly effective having won more Design Effectiveness Awards than anyone else, but our Yorkshire roots keep us grounded, ensuring we behave like a challenger with things still to work on and improve; we work on big, grown-up brands, but are playful verging on the immature! - when it comes to the creative process, because humour and naivety lead to fresh thinking; we’re a global network, but have a local, family feel, because feeling connected and being part of something is what gives our people the energy to go the extra mile for each other. Strange as it may sound, you might want to have a go – if you haven’t already – at identifying the conflicts and clashes within your culture, and think about how they can inspire your brand or company to win. You may well find that it’s your differences that unite you.
Greg Taylor Global Provocation Director – Brand greg.taylor@elmwood.com
Karimums
Creating a thriving an self-sustain d able online communit mums and y of mums-to-b e.
77%
Sales uplifT
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out of one man’s in g ed w re eb m o et. ing h Sacred Gin Takto the international artisan spirits’ mark d in dining room an
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Effectiveness is something that’s close to our heart – we’re at the top of the DBA’s table for Design Effectiveness Awards, and rather keen on staying there. So we were pretty chuffed to find out that work for six of our clients has been shortlisted for the 2014 awards. A great team effort and fingers crossed for the big results night. Here’s a quick rundown of the numbers behind the names.
+86%
ga Daily Givinserious 4 2 – e it h Terr y W lth and beauty brand a . ea wth premium h nd drive gro a st u tr d il bu makeover to
IncreAse iN proFit iN First four monthS
Chatham Island
Building brand awareness for an extraordinary seafood start-up by diving into their history and culture.
343% IncreAse iN monT
hly Sales
+£10m
IncreAse iN braNd saleS
Ann Summers – Rampant Rabbit
Stimulating sales for this own-brand range of vibrators, and leaving consumers extremely satisfied.
+66%
IncreAse iN saleS Value abovE targeT
Gressingham Duck
Fresh thinking to enco urage consumers to buy mor e duck, and make an impact in m ainstream grocer y sales, against a brutal trading environment.
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f I n o s t T r i nct a e h t ‘TMI’ (too much information) sums up our lives today. We are living in a world where the consumer is now world-class at screening out marketing messages. A constant bombardment of communication and marketing stimulus mean that we continually screen and edit just to remain sane. Consequently, brands have never faced a greater challenge in order to cut through and demonstrate an ROI.
At the heart of this is a fundamental conflict, one that is often forgotten in the day-to-day, cutand-thrust of marketing strategy and planning, but one we need to recognise and embrace. Brands and businesses are logical and analytical, driven by rationale, numbers and targets. The consumer is not. They are instinctive, emotional and driven by their senses. In order to motivate the consumer into action, brands must form meaningful connections, and make them ‘feel something’, achieving cut through by creating strong, powerful emotions. And here lies the opportunity.
There are a staggering 25,000 products in an average supermarket and the consumer only buys from a repertoire of about 100. What’s more, they only read an average of seven words in the course of an entire shopping trip, instead buying instinctively by colour, shape and familiarity of location.
As a leading brand, how can you continue to secure your place in the trolley or, if a challenger brand, how can you replace another brand with yours? It’s no longer enough just to play by the same rules and use the same tools as everyone else to differentiate yourself. The game is getting tougher and tougher.
The answer lies in having more skills and tools in your kit to apply to a problem than the other players. This year we have a further six winning brand stories to tell, which demonstrate proven commercial effectiveness and ROI on design. These brand stories result from a rigorous and insightful design process, together with the application of unique visual tools that create instinctive and powerful emotional responses.
Part of the answer lies in the use of what we call ‘Biomotive Triggers’. These are sensory cues that affect our subconscious, generating emotion and action before the conscious part of our brains has a chance to react. They activate specific brain pathways that create immediate physiological and emotional responses. These help determine how we feel; everything from the level of interest we show, whether we approach or avoid a brand, if we like or dislike it, to how much we are willing to pay for it.
‘Biomotive Triggers’ are sensory cues that affect our subconscious, generating emotion and action.
We are all hardwired at an instinctive level to respond to certain stimulus, with the reptilian part of our brain driving us at a raw, elemental level. It controls all our survival instincts; things like our flight and flea response. We don’t need to be told to breathe or keep our heart beating, we just do it. The key to success is being able to trigger an instinctive response to design at this powerful, elemental level.
When you have a distinct point of view, and a clear understanding of your cause, your authentic brand attitude and your personality, then you can be clear about how you want people to feel about your brand. It is then simply about bringing those feelings to life through the use of the right motivational triggers.
to find out More About biomOtive TriggErs oR to Book A shoRt in-housE PreseNtatiOn juSt droP siMon a line.
There are a myriad of individual triggers, and combinations of these work together to create different responses. It is the desired feeling that you want to evoke that dictates the combination of triggers that you use, deployed through intuitive application and creative interpretation.
ann Su
m Mer s – R a mPa n t R a bBit
The Rampant Rabbit was made worldfamous by Sex and the City. What no one realised was that UK-based Ann Summers had actually invented it. Ranging from £30 to £65, Rampant Rabbits aren’t cheap, but their packaging certainly made them look it. With a proliferation of poor imitations on the market, consumers felt the brand was tacky, lacked quality and any sense of aspiration. We decided it was time to show the world where the good vibrations started and created a packaging sensory experience.
A satisfyingly simple logo
Everything started with the logo; a clear visual point of orientation on the pack that attracts the consumer’s eye on the fi xture. After realizing an upside-down ‘R’ looked like a rabbit in profile, we added ‘vibrating lines’ either side, which instantly communicates the product benefit with a sense of cheekiness. Thus creating a recognisable, distinctive logo with a real smile in the mind.
Touch me, feel me
The old boxes looked and felt cheap and flimsy, with a plastic film window and a mishmash of colours and styles. We evoked
Simon Preece Director of Effectiveness Stuff, Leeds
simon.preece@elmwood.com
The Rampant Rabbit iconic sex toy had lost its edge and we were tasked with redesigning it to improve customer perceptions, making it a whole lot more desirable as well as increasing sales. a sense of ‘burlesque sophistication’, creating anticipation with a new structure that gives a feeling of undressing the toy inside, via the introduction of an extra front panel. We made all the boxes black, for a sexy, premium, gift-worthy feel, contrasting the visual agitation of the vibrations in the logo with the calmness and simplicity of the pack layout. Photography helped hero the product, shooting each product as an 'object d'art'. Finally, we reinforced the sensual touch of the product through the use of a tactile, softtouch finish and satisfyingly soft magnetic clasp, creating high-end, luxurious packaging not commonly seen in sex toys. The results of the rebrand have left Ann Summers – and thousands of women – extremely satisfied. Sales of Rampant Rabbits grew at double the speed of other vibrators. The first to launch in the new packaging was The Silicone One, which took £2m in its first six months, +66% ahead of target. Not only did the commercial results firm up but perceptions of Ann Summers have changed too, with customers in research applauding the brand’s confidence and re-found edginess. This is especially interesting when you consider sales of rabbits actually decreased in other channels (-6% in party sales and -2% on the web). The reason? Ann Summers shops are the only sales channel where the Rampant Rabbits are displayed in their packaging – everywhere else, people only see the toy itself. So how you make people feel through the packaging really does translate into a conscious purchase.
GOES THE
EXPERIENCE We saw a proliferation of retail ‘pop-ups’ in 2013. From the colossus of Google’s Winter Wonderlab to digital graffiti-driven ventures like YrStore, everyone was at it. People remember and, more importantly, talk about brands for the experience they have with them as much as the products and services they sell, so it’s little wonder that so many are seizing the opportunity. This gives 21st century brands a new set of dilemmas, driven by value exchange and relevance, arguably the key to sustainable conversations and relationships between brands and their audiences. Today’s macro trends give us insight into audience needs that will define how we start and maintain those conversations, which in turn lead to valuable, long-term relationships.
ity an And Pattern Yr Store At Topm w.clashmusic.com : fta pe.com, ww
Source
Conviviality Culture #1. In a multi-screen world where there is an over-emphasis on choice, speed and price, there is a natural desire for discovery, experimentation and play. It’s all about engaging through fun, excitement and surprise. Igniting a meaningful relationship with longevity rather than temporary engagement in a single channel.
‘We are befriending thousands of people online, but now we’ve suddenly realised there is an emptiness. There is a lack of physical contact, something that humans are hardwired to desire.’#2
Google Winter Wond
Source: www.winterw
Brandtrocracy #1. Increasing access to an online minefield of unsubstantiated claims and consumer reviews, our audiences today do homework and expect product or service experiences before they buy. They explore on the go but remain skeptical. The success of brands in contemporary society revolves around engaging with the hearts and minds of your audience. Experiment and iterate. Over time it will generate huge value. These trends present the foundations of how a brand maintains success in a world where the pace of change is fast, unrelenting and unpredictable. Brands have to move from curators of content to commissioners. Storydoing #3 companies create products, services and experiences that are manifestations of their philosophy, presenting an engaging, authentic and meaningful narrative. Think cinema. Think theatre. Immerse your audience in a personalized, multi-sensory experience blending moving image, sound, smell, temperature and haptic surfaces. Let them play with your brand. Don’t expect them to purchase then and there. Instead facilitate local retailing or promoting the ability to purchase later with their mobile device.
erlab, New York
onderlab.withgoogle.c
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Integrated into the Networked Society, popup experiences are becoming smarter and less isolated, accessible to a wider audience and integrating physical and digital experiences. Don’t ignore the fact that even though we are experiencing social (media) exhaustion, by 2020, 50 billion things will be connected to the internet #4 . Embrace the opportunities this presents to begin a relationship with your audience through mutually beneficial exchange of data. Pop-ups provide the canvas to transport people to a different time and space, an immersive environment that facilitates a playful experience as people increasingly recognise that it’s no longer all about things and screens. It’s about the opportunity to taste experiences that they desire but lack the time to undertake. Provoke, surprise and engage. Transform your brand into an event inspired by theatre and set design. Whatever journey you choose, it’s all about the experience. #1 #3
LS:N, #2 Martin Lindstrom, brand consultant and author of Brand Sense, Ty Montague, CEO co:collective, #4 Hans Vestberg, President and CEO Ericsson
Damian Ferrar Global Brand Experience Director damian.ferrar@elmwood.com
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Hidden on the west side of Manhattan is the best live performance show in town. Sleep No More, produced by the British theatre company Punchdrunk, is a psychodrama loosely based on Shakespeare's Macbeth. Audience members wear masks to hide their identities from fellow participants and lower their inhibitions while they wander freely and silently throughout the five-story McKittrick Hotel, examining everything and encountering various performances. If you find yourself in NYC, be sure to check out Sleep No More - it will change the way you think about theatre. www.sleepnomorenyc.com
veNding MachineS
Fizzy drinks. Cheap crisps. A vast array of chocolate. Now , you can also pick up an electric car from a vending machine – if you go to China, that is. Hangzhou is now home to numerous giant vending ma chines, giving access to an electric vehicle for $3.25 an hour. Built for city travel, they have a range of 75 miles, a top speed of 50mph, and for $130-60 you can nab a ‘Long Lease’ of 1-3 years. With no need to install a charger at home, it’s an ideal plan for life on the move, and if succes sful, Hangzhou will have the largest fleet of electric cars in the world. Via: http://www.psfk.com/20 14/01/car-vending-machine. html
Martha Kirby Senior Account Manager, New York
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