Fmbe winter 2016 by Field Marketing Magazine

+ INSIDE

BEST

BEFORE

WINTER

2016

ACHI E

ER THE STOR S IES TH EXPE AT PUSH RI BOU ENTIAL NDA RIES

Field Sales * Live Marketing * Customer Engagement

Volume 12 Issue 4 Winter 2016

Getting There

Sponsorship platforms, event days & sales success

Tailor made solutions across all retail channels:• tactical and strategic ﬁeld teams

• real time reporting and photographs

• merchandising & replenishment

• POS placement & inventory checking

• mystery shopping and auditing

• staff training in store • sales teams

tactical solutions measurable success at every touch point winning distribution and compliance touching over 8 million consumers each year real time data/reporting advanced

THE DREAM TEAM Contact: Jayne Jones E: jayne.jones@sigeurope.com M: +44 (0) 7825 943 559 www.sigeurope.co.uk SERVICE INNOVATION GROUP UK Radius House 51 Clarendon Road Watford Herts WD17 1HP

BEST BEFORE WINTER 2016

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The Living Wage could, and a few years ago would have made many agency USPs disappear. Currently however there is some insulation as many agencies have become so sales accountable and are operating on reward-based contracts, with staff seeking commissions and bonuses. Better trained, higher paid field sales staff are further from the old minimum wage than merchandisers. Also the early steps for The Living Wage have also coincided with reduced fuel costs, a phenomenon that many brands and manufacturers didn’t anticipate and which has left some agencies with a bit of slack for the increased wage bill to take up.

THE STOR IES THAT PUSH EXPERIEN TIAL BOUNDARI ES

Sales Field * rketing * Live Ma ment r Engage 6 Custome e 4 Winter 201 Issu Volume 12

The Living Years o far there hasn’t been a lot of noise about the Living Wage in field marketing circles. That’s a little strange because many field team members – especially merchandisers – have been operating only just a thin cushion above the Minimum Wage. Logic would point toward the Living Wage eroding differences in pay rates between competing agencies and mounting pressure to simplify the pay scale. This weighs against the ability of agencies to offer the accepted procedure of increased wage in line with increased responsibility. So why would a field staff member want to take on more responsibility if better pay doesn’t go with it.

ACHIEVERS

There Gettinpglatforms,

Sponsor

This has also coincided with increasingly effective call files and drop offs in staff volume as many agencies focus on actively reducing call files. Nevertheless the industry as a whole will have toreact to each new grade of the Living Wage as it comes in, and this will push agencies to greater efficiencies, field sales teams to even greater accountability and more brands and manufacturers will be forced to consider intelligent syndication to spread the overheads in getting a rep into store. The Living Wage, Self-Employment and best practice staffing will all feature at the first ever FMBE Symposium in Waterloo, London, April 12th. I hope to see you there. Let me know if you’d like details via frank@frankpublishing. com.

Cover: Marathon Swimmer Michael Ventre: To be a corporate sponsor for Michael in this Atlantic bid, please make an enquiry to fm@frankpublishing.com

Contents Ed letter Switched On FM News E vent Days & Field Sales FM Forum

1 2 2 6 8

Frank Wainwright Publishing Editor, Frank Publishing

BEST BEF ORE WINTER 2016

ACHIEV E

THE STO S RIE THAT P S EXPERIE USH NT BOUND IAL ARIES

FIELD MARKETING available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA Published by Frank Publishing Ltd, 86 Sandyhurst Lane, Ashford, Kent TN25 4NT email: fm@frankpublishing.com

Volume 12 Issue 4 Winter 2016

www.fieldmarketing.com PRODUCTION Publishing Editor Frank Wainwright fm@frankpublishing.com

News and Event reporting Harriet Cramer harriet@fieldmarketing.com

Subscription Enquiries Catherine Hazelden fm@frankpublishing.com

Editorial Assistant Vicki Lloyd fm@frankpublishing.com

Advertisement Manager Harry Stack & Kezzie Peartree fm@frankpublishing.com

Colouring In Ian Cramer

ship ays & event d ess cc u s s sale

9 10 11 16

Brand X BX Ed letter BX News T he UK and global BX opportunities 22 D ata and Insight 24 Technofield 26 Pastures New Winter 2016

Centre Ground The Consumer Electronics Show (CES) in Las Vegas is an annual must attend for Retail Marketing. This is where we gather vital snapshots of where the tech world currently is and where it will be in the months and years ahead. The information we learn at CES enhances our capability to ensure we continuously challenge the status quo; we use this insight to collaborate with our clients about the best way of maximising the brand’s ability to align with consumer needs, at the right time and the point in their shopper journey.

Craig West is director of business strategy at Retail Marketing Group

At CES, Wearables were in fashion once again, only this year the wearable technology seemed more in tune with what is more commonly referred to as the Internet of Things or, in other words a more interconnected world where multiple devices are linked via online connection and app-based control. Some of the near future vision at CES pointed towards the need for tech brands to work more seamlessly together across a single platform; this would be a major step for the industry.

change. Some of the changes can be quite fundamental and fast paced – such as the rapid emergence of online buying habits and access to on-demand entertainment. Retail Marketing knows that our expertise is to sit strategically in the middle and help our brands know where their consumer is most likely to be when they are moving towards, or making a purchase decision. Research shows that a high percentage of consumers make at least one visit to a physical store before buying an electronics product, making the retail channel experience a vital role to fulfil. Of course the reason and timing of that visit to store can be knowledge that the brand can benefit from. As with the technology, our data teams are continually evolving and adding layers of insight to give the brands we represent a clearer view of shopper behaviour, both in and away from store.

The continual evolution of technology creates different opportunities and behaviours for brands, retailers and consumers alike. The products that consumers purchase then take the cycle onwards as the consumers use their new technology to enhance their lifestyle, creating further behavioural

news

Growth through green values at CPM Outsourced sales agency CPM has received its second recertification for ISO14001 – the international standard for environmental management. Having launched a strategic environmental programme in 2008, the company received its first accreditation in 2009 and was recertified in 2011, progressively increasing measures to identify, control and manage the environmental impact of its activities.

www.retailmarketing.co.uk

environmental values but we appreciate that this is a key factor in maintaining successful agency-client relationships. “We also strive to attract the very best talent to represent our clients’ businesses. Generation Z have grown up understanding climate change and sustainability issues, and will be looking to work for companies that promote environmentally-conscious behaviour, so to recruit top sales people we must meet their expectations as well. Embracing this ideology is part of CPM’s commitment to being leaders in every aspect of outsourced sales.”

CPM UK Managing Director Karen Jackson said: “As the UK’s - and in fact the world’s – largest outsourced sales business, we’re acutely conscious of the need to take accountability for our Since 2011 CPM has increased its recycling by 20%, environmental footprint. Our client list includes global reduced paper consumption by over 10%, grown its vehicle fleet by 50 while still reducing emissions, and FMCG leaders. Not only do we share their

news

reduced enough energy per employee to power 155 light bulbs. CPM’s senior leadership team attributes this success to a company-wide initiative that encourages and rewards employee participation. Known internally as the ROOT project – Reducing Our CO2 Together - the initiative is championed by a team from across the business that meets on a quarterly basis to review environmental objectives and agree on measures to raise staff awareness and engagement in the programme. CPM’s ISO 14001 recertification assessor said: “The management team have integrated their environmental management processes into their everyday business as usual processes, such that awareness of environmental impacts and the need to reduce their carbon foot print is widely known across the site.” Looking to future environmental goals Karen Jackson added: “Building on the great progress we’ve made at our Thame and Warrington bases to-date, we’ll be rolling-out the Root Project to our field operations for 2016, focusing on travel, waste and energy.”

Benefit and Starbucks express friendship Benefit and Starbucks have launched an exclusive partnership which lets customers – and customers’ friends – enjoy complimentary makeovers across the UK and coffee throughout the Month Of Love.

Burnt Caramel Latte and Pistachio Rose Mocha to its menu.

get “inside” the friendship of these two iconic brands through our social media channels. Fans should use the Pop-up Benefit ‘Pamper Parlours’ will reside in selected dedicated hashtag #BestFriends to follow the conversation which will capture the universal truths of Starbucks stores in London, Glasgow, Edinburgh, what modern friendship is all about.” From 1st February, customers can visit any Benefit Birmingham and Liverpool. A bright pink van parked Cosmetics boutique and collect a coffee sleeve which outside the Benefit Cosmetics Carnaby Street boutique, Starbuck’s marketing director for the UK, Steve can be redeemed at any Starbucks store for a buy-one- will be giving away coffee and cosmetics for those who Flanagan also comments on the partnership, “We are get-one-free hot drink. Customers visiting Starbucks can need a quick pick me up. excited to be launching this partnership, for all pick up a pink emoji coaster to redeem a free customers and partners to enjoy nationwide over the Speaking about the partnership, Benefit’s marketing makeupper at a Benefit boutique. month of February. director, Hannah Webley-Smith explains, “Throughout To kick off the Month Of Love, Starbucks is also adding a the month, we’ll also be giving fans the opportunity to

Winter 2016

news

OmniServ acquires Breitling Bluewater launches Attitude Events OmniServ, an AirServ company has announced that it has acquired Attitude Events, a provider of travel retail and customer service specialists in airports. The move strengthens the company’s travel retail presence and offering in airports across Europe. Through this acquisition, Attitude Events will become part of the Blackjack Promotions division, which focuses on airport retail and experiential marketing. “2015 has been an exciting year of growth for OmniServ, particularly with our expansion into the Middle East,” said Ernie Patterson, chairman, OmniServ. “This latest acquisition will significantly enhance our travel retail offering and cement Blackjack’s position as the leading agency for travel retail solutions. We very much look forward to welcoming Attitude Events on board.”

Independent Swiss watchmaker and ‘official supplier to the world of aviation’ Breitling celebrated the opening of a new 1500 square foot store at Bluewater with an aviation inspired evening that included appearances by the British Royal Air Force Aerobatic Team, The Red Arrows alongside Breitling Air Race champion Nigel Lamb. The official unveiling of the store commenced with the issuing the new Breitling Emergency to the pilots of the Red Arrows. Following the official unveiling of the store, guests were welcomed through a glazed façade by Breitling’s famous aerobatic Wingwalkers and the avionic sounds of Dan Lywood and Ben

Bridgwater on decks. A master watch technician enthralled visitors with a live display of the fine art of watchmaking before they had the opportunity to rub shoulders with Breitling Air Race Champion Nigel Lamb who thrilled the audience with tales of speed. Each guest was then invited to board the Breitling Simulator for their own chance to experience the thrill of jet flight. Gavin Murphy, managing director Breitling UK, said: “We are honoured that our Friends the Red Arrows, Nigel Lamb and the Breitling Wing Walkers can join us to officially unveil the new store; which marks an important milestone in the 30 year partnership Breitling has held with Aurum Holdings.”

Centennials’ shopping habits study PowerReviews has released a study on Generation Z shopping habits, statistics show how retailers can win over the cautious Centennial shopper. The next generation of shoppers could be leading a return to in-store shopping, according to new research from PowerReviews, a leading provider of ratings and reviews and Q&A technology to more than 1,000 global brands and retailers.

Surveying the shopping habits of nearly 1,600 Centennials (ages 13-18) and Millennials (ages 19-34) in the UK, the “Centennial Shopper Study” revealed that when researching and browsing products, an overwhelming majority of Centennials, 95 percent, prefer do so online. However, when it comes to purchasing, Centennials prefer to buy in-store (38 percent) versus just 25 percent of Millennials.

“There is no longer distinction between ecommerce and commerce. These results reflect the growing blurring of lines between online and in-store, particularly to our latest generation,” said Matt Moog, CEO of PowerReviews. “This study demonstrates that Centennial engagement is on-going and omnichannel. Retailers need to be equipped to reach Centennials at any stage of their shopping journey.”

Winter 2016

UKTI Exporting Record breaking Cyber Monday at intu is Great roadshow intu enjoyed a record breaking Cyber Monday, as consumers flocked to its website in search of special deals.

Event Marketing Solutions (EMS) has unveiled the Exporting is Great roadshow truck, the Export Hub, designed to help the government get UK SMEs face-to-face with live export opportunities.

Exporting is Great is the government’s most ambitious export initiative ever. It aims to inspire and support 100,000 additional UK exporters to sell their goods and services overseas by 2020. Supporting the five-year Exporting is Great initiative; the roadshow travelled the length and breadth of the UK to give face-to-face support and guidance to first-time exporters, using the latest technology to connect businesses with export opportunities. EMS fitted out its versatile Voyager 5 vehicle with a vast central space designed to be flexible with the opportunity to hold seminars or more informal networking events. Two meeting rooms offer more private areas for consultations with specialist advisors and refreshment facilities to ensure a comfortable environment. Large screens feature throughout the truck promoting the export opportunities available and a Skype facility enables businesses to take immediate action.

Following on from the strong footfall at intu’s shopping centres on Black Friday and the Saturday, with over 1 million customers visiting on both days, just under 125,000 unique users visited intu’s website on Cyber Monday, beating Black Friday and showing an increase of 58% on last year and 125% compared to an average day. Online traffic surged in the morning, reaching its peak at

11.22am. In terms of the profile of buyers, 34% of visitors were females aged 18-34 compared to 17% of males of the same age group. The next highest group were females of 35-44 years compared to 8% of males of the same age. Overall, females made up 65% of the total number of online visitors. Commenting on the record visits, Trevor Pereira, commercial and digital director at intu said: “Cyber Monday lived up to the hype this year, with a record number of visits and purchases

Retail design installation expert CJ Retail Solutions has announced record business financial growth in 2015.

Managing director Chris Langford

The results come after a successful year that saw CJ Retail Solutions strengthen its relationships with existing clients including Boots and Samsung, as well as new partnerships with businesses such as Google.

Chris Langford

CACI and Natural Insight’s smart, automated solutions free up time for field teams to add even more value in store.

CACI and Natural Insight. Efficiently effective.

Winter 2016

web efficiently-effective.com

commented on the agency’s financial performance: “It’s been a fantastic year here at CJ Retail Solutions and this growth is even better than we anticipated.

The Runcorn-based company recently revealed it has experienced an increase in turnover of 30 per cent, with figures for this year set at £13.5m, an increase from £10.5m in 2014.

Time is money! That’s why the best field teams are able to achieve a careful balance between planning, driving, and performing work.

Of the items purchased, headphones were by far the most popular item on Cyber Monday, representing 60% of all sales followed by a good spread among other products, including smart watches at 7% of sales and Android tablets at 3%.

CJ Retail Solutions announces record growth

BE EFFICIENT.

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compared to last year. Customers really made the most of the multiple channels to secure products, using both our shopping centres and online website from Friday through to Monday to tick off items on their shopping list.”

“Thanks to this success, we’ve invested heavily into our contracts division and nationwide field teams to ensure we can continue to grow even more in the years to come. Our consultative-led approach is proving to be of real value to our clients and in the next 12 months we expect to expand further with international work and a rise in demand for our digital point of sales solutions.”

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Ryvita leads the Revoluncheon eBay buyers could be collecting from Sainsbury’s Click and collect is becoming the most convenient way for many consumers to receive their online purchases, and the recent introduction of eBay Click & Collect services into Argos’ High Street stores has been a boon for eBay’s many customers and traders. Now the marketplace delivery expert Fastlane International says eBayers may well gain from the projected Sainsbury’s merger with Argos. That’s good news for eBay traders, following yesterday’s bleak forecast for the marketplace site’s immediate future following its Q4 results. Fastlane International’s head of consumer research, David Jinks MILT, says: “From last November all eligible eBay items could be delivered into Argos Fast Track in-store collection points around the UK, whether they were free delivery or paid for. Great for eBay traders and customers, who could benefit from picking up a far wider range of eBay items at Argos collection points. But now eBayers are worried Argos’ reposed takeover by Sainsbury’s puts the new service under threat. Following yesterday’s eBay Q4 results and rather lack-lustre projections for 2016, eBay traders are understandably wary of any more potential obstacles.”

Explains David: “One reason Sainsbury’s is bidding for the business is to achieve significant economies by closing many Argos High Street stores and merging them with Sainsbury’s outlets where there is spare capacity. The BBC has reported that Sainsbury’s has identified between 150 and 200 Argos stores that could potentially be moved into a nearby Sainsbury’s. On the face of it, this would seem to be bad news for eBay customers, who might lose these new click and collect points. However, eBay signed an exclusive multiyear partnership with Argos, so it’s unlikely the relationship will end if the Sainsbury’s take over does go through.” David continues:“Sainsbury’s is likely to benefit from its inherited eBay Click & Collect customers, and, should it not want to take advantage of the potential new footfall, there are other retailers with space to spare likely to line up to take the eBay Click & Collect service on. Fastlane points out that Homebase, which is in the process of being separated from Argos, and ironically was once owned by Sainsbury’s, has the capacity; as do companies such Halfords, Wilko, Wickes and the struggling B&Q chain.”

As part of a wider initiative inspiring the UK to eat healthier, tastier lunches, Ryvita is taking its ‘Revoluncheon’ to city centres and offices in London, Manchester, Birmingham and Cardiff throughout February.

From a branded mobile kitchen, brand ambassadors will prepare crispbreads with tasty toppings for office workers, which are Commenting on the campaign, Jodie then delivered Soussan at Ryvita straight to their said: “Connecting desks on a Ryvita with people directly trolley. They will also in the real world is get the chance to the best way to show receive a free office just how tasty a dining pack by Ryvita Crispbread tweeting: “Yes to Al lunch can be, and Desko #Myvita”. with 12 flavours within the range, City centre shoppers, getting a variety of meanwhile, will delicious healthy encounter an inviting lunches can be mobile café proudly really easy. The declaring: “The social element of Revoluncheon is the campaign acts as here!” Once again, a word-of-mouth they will be offered endorsement to deliciously topped family, friends and samples, and if they the wider Twitter tweet about their community. experience they can Consumers can also take away a free crispbread pack. follow #Myvita on Twitter and Instagram, “We are showcasing new topping recipes – and for more Revoluncheon inspiration use such as smoked mackerel, egg and beetroot the Revoluncheon-iser tool online to – to show office workers and shoppers just generate interesting recipes with their how tasty Ryvita Crispbread can be as a favourite toppings.” regular lunchtime option, while inspiring

Blondefish emerges unscathed Chris Pole and Mark Orton from KPMG LLP, were appointed joint administrators of Mayridge Group Ltd on January 21st 2016.

administrators sold the shares in one of its subsidiaries, Blondefish Limited, to Laura Moody, MD and founder of Blondefish.

Shortly after the appointment, the joint

Mayridge and Blondefish had operated as two

Opinion:

them to eat more healthily,” said Joanna Wharton, account manager at Sense, which is running the campaign. “Using tweets quoting #Myvita as social currency for giveaways will extend the reach beyond the live activation, bringing the revoluncheon to Twitter.”

distinct and separate business units, a live events company and an event technology agency. Moody established Blondefish in 2010 and sold it to Mayridge Group in April 2014. Laura Moody said: “Blondefish has remained profitable throughout its

relationship with Mayridge. We are looking forward to continuing to deliver the very best in event technology solutions and expertise.” Mayridge Group had made a loss over the last couple of years, making administration the only feasible option.

Up Against the Silent Crew by Helen Bryce, senior staffing manager, Sense Staff

London is blighted by a band of promotional marketing villains damaging experiential campaigns with their apathy. But a new super hero is fighting back, says Sense Staffing’s Helen Bryce It was a typical grey, dreary January day, the kind that induces SAD as soon as you wake up. I fell off my packed tube, jostled my way to the escalator, and emerged onto the station concourse. The Silent Crew were there, waiting.

commuters to their offices, for whom a cheery welcome and useful or tasty giveaway would have brightened their start to the day and stayed firmly in their memories.

But this was no ordinary morning. Something was about to happen that would break the silence, shake the commuters from their slumber and spread New To me as a promotional marketer, their Year joy with a cheery smile and friendly welcome silence was deafening. They were – not to mention a great handing out samples of something or free gift. Leaving the Silent other, but no one cared. The sheer number of people meant they eventually Crew cowering in the corner, promotional super handed out all their products, but no one knew anything about them or were hero Vocal Promo Girl struck a blow for experiential excellence. remotely engaged. On trudged the

Coming up the escalator, you could hear her greeting commuters, telling the world about the goodies she was sharing, how great they were, what you could do with them, and that they were free to take. London, like other thriving cities across the country and the globe, provides rich pickings for experiential marketing, enabling most promotional staff to smash their daily targets and for new products to be tried, tested and purchased. All too often, though, these

promoters just stand there silently looking bored, relying on people’s greed and curiosity to take a sample without really knowing what it is. Although it may be easier to be a member of the Silent Crew, being a promotional super hero like Vocal Promo Girl will deliver far more value to the brand and your agency, which will reflect directly on you, getting you more work – plus, it will be much more fun. From a brand perspective, make sure the agency you work with doesn’t swell the ranks of the Silent Crew, but promotes your products and services with a team of promotional super heroes, not just blindly handing stuff out, but acting as true brand ambassadors. Winter 2016

Eventful field sales Event day results are often best anchored by field sales activity. FM assesses the cultural changes. Valentine’s Day, Easter, Halloween, Black Friday, Christmas and a few in between. If you can share ownership of an event day you can sell a lot of product into it. Some brand have created extraordinary inroads into event days. In the UK, Cadbury is to all intents and purposes the unofficial sponsor of Easter. That’s not to say that Easter isn’t a boomtime for a number of confectionery brands but Cadbury has spent the last few years under Mondelez ownership reinforcing a dominant position with one of the best aggressive seasonal sales teams delivered through its stable partnership with REL Field Marketing.

REL’s Easter work with Mondelez

So for impulse food and drink brands, accountable investment in stores at point of purchase looks a sensible choice.

At the FMBE awards judges have now twice seen startling gains for Cadbury through the Spring season, breaking their own sales records in both 2014 and 2015. They set out their challenge thus: “A strong performance during the Easter and Spring season of Quarter 1 is critical to the success of the Mondelez business for the rest of the year. The season represents 1/3 of all Chocolate sales, which means it is even more important for us to get things right from the beginning of January with a fast start. Spring is not just about Easter, it includes 2 of the main sales peaks of the year – the ‘mini seasons’ of Valentine’s Day & Mother’s Day. This is a hugely important time for the Cadbury portfolio of brands, including seasonal lines such as Crème Egg and Mini Eggs and gifting lines such as Milk Tray. The goal for REL in 2015 was to improve our performance year on year versus a record breaking Easter and Spring season in 2014. With Easter being 2 weeks earlier than last year, this provided an additional challenge as we had less time to deliver the results!” In the key measures of incremental sales and ROI the results in 2014 and 2015 have shown this well-drilled sales team to be a leader in FMCG. 2014 saw the team deliver £7.1M incremental sales, up £1.6million on 2013 – quite a result, and largely driven by the negotiation of extra displays for Crème Egg and sales of the same brand into convenience stores. In 2015, with that earlier Easter looming, Cadbury nevertheless added another 5 per cent to £7.46M. That’s nearly half a million of course, but better for Mondelez, it is a profitable half million delivering an ROI that is above category expectations of £20.27 per £1, a figure that had also risen vs. £19.93 in 2014. If it seems unfeasible that consumer demand for mass manufactured chocolate could be driven steeply upwards long after many suspected that saturation point had been reached, there are other cultural event phenomena that appear to be growing tidally and showing no obvious sign of abating. One of these phenomena is unfolding as I write, as

Winter 2016

celebration of commercials and advertising as much as the core entertainment and sports package. At £5M for 30 seconds TVC the route to brand domination for any product via the Superbowl looks likely to be a tad expensive even for brands with global clout. CocaCola’s successful associations with the Olympic Games and the World Cup show how much tenacity an official sponsor needs in order to have a relatively seamless association with a major event, and even then the margins can be, well, marginal. Following the Winter Olympics in Sochi a US Yougov poll found that 29 per cent of Americans polled Coca-Cola was an official sponsor whilst 21 per cent wrongly thought Pepsi had official status.

Superbowl Sunday takes a clucking big grip on America’s appetite for fast food and sport with in excess of 1.3 billion chicken wings expected to be swilled back with enough beer to fill 500 Olympic swimming pools. And whilst beer and football have a long tradition the indomitable rise of the chicken wing, far outstripping its burger and pizza rivals is less easy to explain. Somehow a connection has been made, and akin cider and festivals, Superbowl Sunday and chicken wings have become culturally associated. There are many beneficiaries – notably KFC of course and the 800 strong restaurant chain, Wingstop – with sales anticipated to be up by 190per cent for this one day. But even in less specialist outfits, it’s a day for wings. Hooters reported that it stocks an extra 22,000 wings per outlet on Superbowl Sunday. The day sees sales up 100 per cent vs. a typical Sunday, whilst pizza sales climb by a significant but far less spectacular 37 per cent, Whoever started the trend for pancakes on Shrove Tuesday had no idea how sustaining that would prove to be for lemon groves, maple trees and Tate&Lyle, and now Ferrero brand Nutella is developing itself as a core part of the customary feast. The brand is spearheading a national rise for the business that deploys agency Field Sales Solutions as its field sales team. Neil Pledger, head of field sales, Ferrero, underlined the importance of the agency relationship “Field Sales Solutions are integral to our brand plans and gives us the tools in creating the right pull strategy at point of purchase,” How much of Superbowl Sunday’s growing fixation with chicken wings is driven by “pull strategy” requires guesswork but clearly this one day has become a

This summer event days in the UK are going to range from the fairly obvious – England matches at the Euros, the 100m final at Rio, and maybe also the less overtly commercial – such as voting day over a possible Brexit. These days are all going to be ones of heightened awareness and newsworthiness. Brands can’t take them over - at least not straight away, but with event culture moving at an unprecedented pace the opportunities that arise are often big in scale. After years of Boxing Day Sales, UK consumers grew to accept the pre-Xmas sale and hot on its heels Black Friday and Cyber Monday were accepted very readily by bargain hungry shoppers. [See news this issue, Record breaking Cyber Monday at intu]. Shoppers have also changed behaviour significantly at other times of the year, notably a major commercial embrace of Halloween. If you can’t find a date that suits your brand you can always make one up – Hershey’s peanut butter and chocolate brand Reese’s did when declaring May 18th to be ‘I love Reese day.” Whether the occasion is a shopper season or something more specific such as the day of a new Star Wars film, the Coke’s World Cup sponsorship chance of success at retail is enormously improved by effective field selling to leverage brand impact and improve market share.

SAP at the 2014 Superbowl

Take a fresh look at your Delivering Take a fresh look at your Return on Investment field sales options. field sales options. in stores nationwide

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Field Sales Solutions Limited, Oxford House, Oxford Road, Thame, Oxon, 0X9 2AH. Field Sales Solutions Limited, Oxford House, Oxford Road, Thame, Oxon, 0X9 2AH. Field Sales Solutions is part of the Activate Solutions Group, an independent group of specialist sales and marketing businesses that work collectively to deliver Total Brand Engagement. Field Sales Solutions is part of the Activate Solutions Group, an independent group of specialist sales and marketing businesses that work collectively to deliver Total Brand Engagement.

www.activategroup.co.uk www.activategroup.co.uk FSS A4 Ad_Field Marketing_AW.indd 1

30/06/2014 14:34

Opinion:

Commercial Opportunity

Samsung Pay. n the last few months we’ve had the Take ecommerce traditional ‘what’s in first – if more store for 2016’ type of people are taking news pieces; with several advantage of pundits predicting their ecommerce or even trends for the forthcoming the ‘click and year and beyond. The rise collect’ method, of ecommerce and then they are not mcommerce is an easy one even entering – it’s on its way up and set stores to personally Tim Lark to rise even further. Apps make their are making online Managing Director spending decisions. shopping even easier, and SERVICE INNOVATION GROUP (UK) So where does that as mobile wallets become leave the field a standard feature on the marketing industry? newer smartphones and more retailers We all know that field marketing isn’t just accept proximity payments from systems about tactical ‘getting products onto such as Apple Pay, Android Pay and

Event: London Cocktail Week Another tough gig. Harriet Cramer visited Drink Up London’s Cocktail Week in Soho and Spitalfields for FMBE.

This 45 minute masterclass was taught by Felix Von Nida, of Sweet & Chili. Felix taught me and four other participants

London Cocktail Week has become established as a must attend event for mixologists – and by association, the brands they love to mix with. The event has participating bars across London and has two promotional hubs - in Soho and in Spitalfields. I arrived at the World Class Hub in Soho midweek to obtain my wristband. First, I wandered through a nondescript record shop and was directed downstairs to the Lounge, a cool vibe space that was surprisingly light and airy for a Soho basement. Tori Kingsbury from specialist drinks promotional agency Sweet & Chili was on hand to show me around. The World Class Hub was split into three sections. The main central part contained a large spacious bar, a boozy gift shop and a bartender’s studio. Next to that was the Haig Club dining room, a low lit room set for dinner, where consumers could book a negroni masterclass to create their own aperitif. Beside this was the Tanqueray Art Deco Bar, drenched in green. The room was kitted out with a Tanqueray Imperial shaker, a giant contraption for mixing up the perfect gin cocktail. The Ketel One Vodka Kitchen was in a large alcove in the central Hub with guests surrounding a huge wooden cart in the middle. Tori Booked me in for a Ketel One masterclass.

Winter 2016

how to infuse our own vodka, an incredibly immersive experience as we were encouraged to experiment with different tastes and smells to make the perfect concoction. At the end of the class, the top infuser wrote his or her

shelves’ (I know I’m preaching to the converted), and so I think this is an opportunity for the strategic side of the business to become even more so. For us to work in partnership with the retailers to help them better understand their shoppers’ habits and behaviours. Mcommerce also gives us an opportunity. It is one thing to enable consumers to pay by phone or watch, but whether they use it is another matter. These payment systems are gathering data on consumer spending habits – across every retailer they use.

So how will this information be used to influence and encourage more spend? Again, we will see field marketing companies partnering with retailers to help decipher and react to this data. Decades of shopping habits cannot be changed overnight so I think we will also see more promotions and offers designed to entice people to embrace this new technology. Field marketing’s ability to quickly and effectively create instore events and promotions will be used to great effect. This isn’t going to happen overnight, but it is happening. It’s going to be an interesting year!

gathered round to watch. Participants left with a bottle of their hand crafted drink.

machines by mixing up drinks in association with famous bartender Mr Lyan using new SodaStream pods.

Next up, I made my way to Old Spitalfields Market, which had been transformed into a hive of cocktail making activity. I headed to The House of Angostura. which was situated on the mezzanine. In the evenings this was transformed into a party with DJs but on the Wednesday afternoon cocktail championships were in full swing. The mixologists were shaking up their Peroni creations while guests sat on sofas and drank the best of them.

Now I found myself amongst a number of attractive brand promotions. First I was tracked down by a Tia Maria “cool beans milk float” that had already made its way around the festival circuit. A DJ spun tracks from the back of the float to a small crowd relaxing in a deck-chaired chill out zone, while brand ambassadors offered samples.

The mixer brand Funkin’ had a circular colourful platform where they were inviting cocktail week revelers to compete at making a cocktail in under ten seconds. The Italian themed “House of Peroni”, offered a casual relaxed environment in which to drink Peroni infused cocktails and offered a variety of Italian style nibbles for hungry guests.

Elsewhere Schweppes got Hel’s Angels promote Stoli personal at their stand - as a non alcoholic brand they recipe on a branded tile and hung it in were using spirits from around the the Ketel One Hall of Fame. show and incorporating them to make Masterclasses were quite a theme. a drink based on the consumer’s Chivas’ ‘Art of Blending’ masterclass had mood. already sold out. Those taking part were SodaStream also had a strong taught how to blend their own whisky, as presence in the middle of the Market. those not lucky enough to secure tickets Staff were demonstrating their new

Next up was a Stoli converted ice cream van. Staff from Hel’s Angels sampled Stoli and lemonade. Consumers were encouraged to swap a tweet for a treat and were handed a T-shirt or tote bag, if they used the brands hashtag. Diageo was also present at London Cocktail Week represented by liquor brand Baileys. Baileys were warming up for Christmas with their ‘it’s not Christmas without you’ activation. Staff from TRO were offering out samples of the new cocktail Baileys Flat White Martini along with recipe cards to encourage consumers to recreate the drink themselves over the festive period. I thoroughly enjoyed London Cocktail week 2015. There were plenty of immersive activities for consumers to get involved with, and brands engaged with the public creatively. The atmosphere was lively yet relaxed and the event as a whole was executed well. The success of the event was in no small part down to Sweet & Chilli’s sector specific expertise. The brand ambassadors for many of the core activations were supplied by Sweet & Chilli as they train their staff specifically to meet the specialist requirements of drinks events. All of the ones I met knew the brands they were working for inside out and had worked with them frequently.

BEST BEFORE WINTER 2016

ACHIEVERS

THE STORIES THAT PUSH EXPERIENTIAL BOUNDARIES

BEST BEFORE WINTER 2016

Let’s Work Together Summer 2016 will see Roy’s boys in the Euros, cleaned up athletes in a cleaned up Rio and a big blustery Brexit on offer in Britain. Eurocrats, Drug Cheat Rats and Trumped Up Prats will squabble over the headlines whilst the world tries to go about its business. These core events in sports and politics may be seen as a list of big picture opportunities and threats to the UK’s £84bn creative industry. Of course the Euros and the Olympics are more opportunity than threat, the moreso in the UK because of the global sponsorship platforms that these provide and the consequent broader recruitment of UK expertise. The London Olympics in 2012 may have failed to deliver a consistent legacy in all the proliferating areas of its considerable ambition, but the event certainly stimulated a growth in the creative industry in Britain and its capacity for export. In 2014, the creative sector grew as an employer by 5.5 per cent, more than double the national norm. Growth has continued through 2015. Creativity in Britain is a giant business with the Marketing and Advertising sector of Published by creativity continuing to be Frank Publishing Ltd, a major 86 Sandyhurst Lane Ashford contributor to Kent TN25 4NT email:fm@frankpublishing.com the Treasury coffers. The

II BRAND X Winter 2016

creative sector has set a blistering pace both for its own gain and for Britain as a brand. It has managed to achieve this without masses of government investment and support and certainly without the fuss, anxiety and intervention that has underpinned London’s status as a hub for global finance and banking. The risky business of acting, entertaining and performing has proved less financially fragile than the solid world of banks. Post-London 2012, more countries around the world have seen how British businesses are skilled in events, sports, and marketing and UK agencies and consultancies have started to spring up globally. Brand experience expertise, which started its first significant raft of export in 2012 has escalated whilst experts from the UK have been brought in on many global programmes. British experts are appearing on all sorts of stages – in Rio of course, but also in India, China, the Middle East and Europe. The industry is thriving as an EU export and will surely be hoping for an unrocked boat come Brexit time. In April, we will have a chance to network and discuss these issues. Before now the FMBE sector had no annual Forum to discuss the collective need of face to face promoting in Britain and beyond. The first FMBE Symposium will address this need – with our event this year on April 12th in Waterloo. For Symposium event details email me frank@frankpublishing.com.

Slice report a 25% revenue increase Slice, the live events & brand experience agency, has reported a 25% increase in revenue for 2015. This is the third successive year of growth since joint managing directors Tom Rutter and Alec Braun took over three years ago, achieving a total of 113% growth in that time.

#CannyTaxi helps further Road Respect drive

agency’s global credentials. With continuous year-on-year growth, Slice has strengthened its production team to meet the demands of the increased workflow. A further five new team members were hired in 2015 including Mel Clay, previously at WRG.

Tom Rutter, MD and Production Lead 2015 has been a pivotal year for Slice of Slice, added “We have ambitious with new client wins including Twitter, plans for 2016, including expanding our offering into North America” Google and Honor, cementing the Full story: www.fieldmarketing.com

Wasserman’s pop-up store for Spotify Wasserman Experience created a pop up store for Spotify at Kings Cross to increase awareness around premium features. To emphasise this Spotify brand ambassadors at the station helped people get started on the 3 months for £0.99 Premium trial as well as other special offers. Kings Cross station was identified as the ideal location to build the Spotify store due to its high footfall numbers amongst commuters

Matt Johnson, junior account director at Wasserman Experience said “With the Spotify pop-up store we’ve added an extra element to its digital sign-up campaign, giving Spotify a physical presence that means it is able to engage with consumers face to face, and deliver an experience that will result in more sign-ups to Spotify Premium.”

At the end of the ride the brand ambassador gave the passengers a Road Respect Christmas present and let them know that their taxi ride would be free of charge, paid for by Road Respect as a way of thanking The #CannyTaxi was developed as part them for leaving the car at home of the #BeHomeForChristmas when they go out drinking. The campaign and the Road Respect journeys were captured by GoPro branded black cab was out in cameras, content was sent out via Newcastle City Centre. Once inside social media on the night, with a the taxi, a Road Respect brand campaign video created using the ambassador asked passengers road footage captured by the GoPros. safety questions and helped them get Agency Independent Events was in to the Christmas spirit with some behind #CannyTaxi. festive classics on the radio. Full story: www.fieldmarketing.com Road Respect, a road safety campaign in the North East, rolled out free taxi rides to spread the importance of leaving the car over Christmas in the North East.

Full story: www.fieldmarketing.com

Santander’s Astonishing Treat Machine A Christmas Santander campaign featured Jessica Ennis-Hill as Holly the Astonishing Treat Machine, a very special ATM that thanks customers and their children with gifts for the whole family. Customers were given Christmasthemed tasks to complete before the ATM would deposit their gift and a little extra cash to help with this expensive time of the year – all courtesy of Santander. Some lucky customers even got the chance to

Fizz_Field Marketing Ad 10-13_Layout 1 07/10/2013 09:58 Page 1

meet Jessica Ennis-Hill in person, too. The hidden camera activation was created by Engine companies WCRS (Creative) and Slice (ATM build) and directed by David Stoddart. Billy Faithfull, executive creative director at Engine comments: “There’s nothing like a little magic sprinkled on something as functional as a cash machine to spice up a cold afternoon on the high street.”

Full story: www.fieldmarketing.com

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It also requires the ability to take a client’s idea and create a deliverable experience. Then there’s the enthusiasm of the presenter backed with an in-depth product knowledge, together with the ability to politely engage, clearly inform and persuasively demonstrate. Combine the elements correctly and you get a 250% uplift in sales and a very happy client. To find out more call: 01306 640 980 and just add… PREFERRED SUPPLIER

BRAND X Winter 2016 III

Jack Morton in action for Kodak Global brand experience agency Jack Morton Worldwide has been appointed by Kodak to create its presence at drupa 2016—the trade show for print and crossmedia solutions. drupa 2016 will take place between 31st May and 10th June 2016 in Düsseldorf, Germany. Jack Morton was awarded the opportunity after developing a new creative concept for Kodak’s brand experiences, which will be applied across its trade show marketing calendar. The first experience was Kodak’s CES stand in January and will be followed by drupa in May 2016.

Arla’s dairy cows hit the capital In December Londoners were greeted by the sight of a herd of white cows branded with the Arla Farmer-Owned marque. The herd started at Covent Garden then made its way through several underground stations, across the Abbey Road crossing made famous by The Beatles and even took a ride on the

London Eye. “White Wednesdays” focused on the four Wednesdays in December and included unexpected stunts, print ads, paid digital, in-store POS and PR. The campaign highlighted the introduction of the ‘Farmer Owned’ marque on all Arla branded and supermarket own-

Asda’s Christmas Quality roadshow Supermarket chain Asda took to the road, treating shoppers in five city centre locations to an Après Ski lodge experience. Customers were invited to step inside The Lodge and be transported to a welcoming cabin in the snowy Mountains, decked with vintage skis, sledges, Christmas trees and twinkling lights. Brand ambassadors wearing George fairisle jumpers offered tastings of key Christmas quality lines. The Lodge began its nationwide tour on 20 November spending three days in Newcastle’s Northumberland Street. The journey continued its visits to prime areas of high footfall in Leeds, Sheffield and Bristol, before finishing in Glasgow’s Argyle Street from 10-13 December.

The roadshow, devised by activation and sales agency CPM, aimed to reinforce loyalty of Asda’s primary customers and increase conversion rates of secondaries through a quality Christmas experience that includes on-site chefs serving hot seasonal food. CPM used Wi-Fi technology to track footfall and dwell time at each location, and will then track EPOS sales of all key lines at the relevant Asda stores. Event agency Momentum Worldwide partnered with CPM in creating a look and feel that blended the quality of Asda’s Extra Special range with the #becauseitschristmas TV campaign.

Full story: www.fieldmarketing.com

label dairy products. Arla Foods has introduced the Farmer-Owned Marque on its products to highlight its credentials as the only farmer-owned co-operative that shares profits between all its 12,700 farmers. Full story: www.fieldmarketing.com

Full story: www. fieldmarketing.com

Hayward’s pickle roulette Haywards, the British pickled vegetable The pickled vegetable brand amplified brand, has been inviting consumers to the activity with a series of videos documenting people’s first hand taste the tang with ‘Pickle Roulette’. reactions to the new flavour strengths. A nine day sampling activity brought to life the new revolutionary on-pack Kate Charman, Hayward’s brand ‘tang-o-meter’ that has been created manager at Mizkan Euro said: “We wanted to bring the game, and the to demystify the pickled vegetable range. The sampling included a game, flavours, to as many people as which gave consumers the opportunity possible, in a fun and interactive way. to taste the new and improved flavour Targeting consumers in shopping range, in a fun and innovative way. It is centres is the perfect way to showcase the versatility of Hayward’s a new take on consumer sampling, products during a key season for the creating a huge game of roulette to brand.” allow shoppers to pick the perfect pickle for them. Full story: www.fieldmarketing.com

Luther mural created To celebrate the return of the BBC’s British crime drama, Luther, an innovative mural was revealed at Shoreditch High Street in East London on December 15th.

large mural depicting an iconic skyline from the Luther credits. Allez! Studio enlisted the help of Diabolical and Graffitilife to creatively capture the heart of Luther in the 12-metre mural. Graffitilife employ multidisciplined graffiti artists, the finest mural wall painters in the UK who can recreate any image onto any surface, whilst Diabolical specialise in masterminding outdoor and experimental advertising campaigns.

To coincide with the return of the show, the producers of the BBC hit show teamed up with Allez! Studio, an immersive content studio (part of Output Group) specialising in producing experiential installation and digital theatre for events, to create a Full story: www.fieldmarketing.com

IV BRAND X Winter 2016

The Flash Pack shoots BECCA’s guests The Flash Pack created a beauty based photo experience for Australian cosmetics brand BECCA for the QVC Beauty Bash at Old Billingsgate, London on the 19-21 January. The interactive experience allowed consumers to become a model: to have a makeover and then take part in a high end beauty shoot. The resulting image could then be shared to social media channels in real time live from the experience, and also printed on the stand to create a branded memento of the occasion.

Mentos active in Tubbo Mentos took to the streets of Birmingham to launch ‘Who Says No To Mentos’, an activation that allowed shoppers and commuters to engage with the brand and star in its advertising within Birmingham’s New Street Station from 20th – 22nd November. Part of a global initiative to reposition the brand, Walker Agency devised the outdoor experience to coincide with the multichannel advertising campaign which also spans TV,

social media and PR. Taking place in a Tubbo structure provided by Mobile Technik, visitors entered one of two photo booths that took a number of images to create animated gifs of the participants. These could then be sent to their mobile phone, shared on social media or onto the city’s latest digital advertising canvas, The Media Eyes.

Full story: www.fieldmarketing. com

Jerome Maas, managing director, The Flash Pack said: “BECCA approached us to create a memorable photo experience for their guests .Our creative concept takes inspiration from the striking photography and content used in their above the line marketing, bringing this into the live event experience and as always, making it social media ready. Being the photo experience experts, we know how to create truly shareable content. Working directly with a brand from the outset of a campaign enables us to devise a creative narrative that really works and we look forward to seeing the uptake from this activity. I can see a new profile pic or two on the horizon!” Full story: www.fieldmarketing.com

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Recently seen at intu...

October 2015 saw a continuation of intu’s student only events, now a landmark on the student calendar. The events combine retailer discounts and brand experiences.

Sporting Legacy Inspirational stories are leading the way for UK agencies to activate sponsorship – especially sports events – internationally. Brand X investigates Q: What is the secret of great storytelling? A: Believability

Desperados sampling October 2015 saw 120,000 students come through intu’s doors. Brand opportunities abound for Autumn 2016 for which intu is seeking a national sponsor. 2015 brand experiences included Desperados, Fosters Rocks, Cocio, STA Travel and O2 Refresh. Desperado’s brand experience in the busy mall

Or more accurately in this case, the ability of the storyteller to suspend your disbelief. For what is the likelihood that an IT infrastructure engineer, a man nearing 40 years old, born to British parents in landlocked Botswana, can deliver one of the greatest feats of endurance in modern history? What is the likelihood that affable Michael Ventre can pull on a swimming hat and churn out the miles day in day out for between 5 and 8 months and finally step out of the Thames having started his journey in New York’s Hudson River, some 3800 miles away? And yet I’m convinced that this is exactly what Michael Ventre is going to do. This is the man who made it across the English Channel at the third attempt in 2011, no mean feat but certainly not the stuff of legends. Yet here is a man who has learnt that his unique ability is not marathon distances or speedy times but the ability to reach a zen like state and just plough on and on through wave after wave of waves. If you come and meet Michael at the FMBE Symposium on April 12th, you will believe that he can do this, that he has what it takes. Of course he may not make it. He may get eaten by a shark or shredded by jellyfish but if he gets to the start line in April 2017, you’d be a fool to bet against him stepping out of the Thames before Christmas. When you meet Michael, you meet a different sort of superhero, a man who exudes calm and who states lofty ambitions fearlessly, automatically bringing reassurance that he can succeed. His proposed feat of swimming is Cont. page X

STA Travel offered a surf experience and Australia travel comp

Chocolate milk brand Cocio sampled O2 Refresh

Fosters Rocks (Fosters & Rum) on trial

IEenquiries@intu.co.uk www.intugroup.co.uk @intugroup VIII BRAND X Winter 2016

Michael Ventre running near Dover

Reach over 1 million customers every day intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female Largest exp. space: 10m x 9m Manchester Arndale 800,000 weekly footfall* 57% ABC1, 61% female Largest exp. space: 15m x 7.5m intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female Largest exp. space: 13m x 5m intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest exp. space: 6m x 5m intu Derby 465,000 weekly footfall* 54% ABC1, 63% female Largest exp. space: 10m x 9m intu Merry Hill 450,000 weekly footfall* 53% ABC1, 61% female Largest exp. space: 22m x 12m intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female Largest exp. space: 8m x 5m The Mall at Cribbs Causeway 230,000 weekly footfall* 76% ABC1, 66% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female Largest exp. space: 12.5m x 5m

intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female Largest exp. space: 16m x 13m

intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female Largest exp. space: 8m x 6m

intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female Largest exp. space: 16m x 10m

intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female Largest exp. space: 24m x 16m

intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female Largest exp. space: 20m x 10m

intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female Largest exp. space: 18m x 13m

intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female Largest exp. space: 10m x 7m

intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female Largest exp. space: 4m x 4m

Call intu Experiences on 020 7887 7046 IEEnquiries@intu.co.uk intugroup.co.uk Estimated weekly footfall

intu FMBE ad_A4_v3.indd 1

07/05/2015 10:56

underpinned by an open idealism that he is aiming to help eradicate world poverty by leveraging his physical effort. As such he is a special brand ambassador for his chosen charity Oxfam because when Michael talks about global ambition you know that ordinary barriers mean nothing to him. Michael is a high class brand ambassador and agency We Are Fearless will be expecting to leverage corporate support for him through a story that has the potential for global interest. His story will be played out via press and social media on a global scale in the same way that global entertainment events and creative stories (in any media) are shared and retold. Brand experience stories can be kick started in any country and the power of the best of these can be brought to bear globally and locally by harnessing the interest shown on digital and social media. Since London 2012 the UK marketers have been increasingly aware of their ability to make events and experiences touch viewers, readers, consumers and shoppers (often the same people in different modes of engagement) no matter where the event is held and who its primary target audience may be. Sponsorship activation is now being treated with a whole lot more serious accountability. With two major sports events coming this year, UEFA’s Euro 2016 championship and the Rio Olympics, it will be fascinating to see to what extent British-conceived experiential nicks the headlines. The stories anticipating this summer’s promotional fun are already coming our way. Even whilst I type, for instance, our news on Fieldmarketing.com notes that

agency The Moment has been tasked with creating an integrated digital and experiential campaign aimed at increasing awareness and brand advocacy of Continental Tyres as a UEFA Euro 2016 sponsor, whilst highlighting the key message that Continental will be getting teams to the game safely, with all team buses in France being fitted with tyres from the leading German tyre manufacturer. The campaign switches focus from national teams to UK grassroots by targeting fans of all ages, saying thank you to the unsung heroes who drive to and from football matches of all levels across the UK every week. The campaign will run across online, social, print and OOH. Commenting on the appointment, marketing communications manager at Continental Tyres, Peter Robb, said: “With 2016 set to be an incredibly busy year for Continental, we are really excited to kick-off this campaign for UEFA Euro 2016. With England, Wales, Northern Ireland and Republic of Ireland all qualified, this gives our brand a great opportunity for potential activation and engagement towards Continental Tyres getting you to the game safely.” Mark Hawkins, chief executive at The Moment, added: “We are thrilled to have been appointed as the creative agency to lead Continental Tyres Euro 2016 sponsorship campaign. The tournament will be one of the most watched events ever, which we will use to elevate Continental Tyres’ presence in the market. Having won this pitch against several big agencies, it truly shows our intent to compete with the biggest names in the industry.” UK expertise is also pushing the expansion of brand experience globally. UK teams are leading projects in EMEA – with quite a few taking up bases in

Dubai in order to work in sports sponsorship activation. In recent news, UK brand experience agency TRO continued its global expansion plan when it announced it had joined forces with Italian Omnicom agency Inventa, to become Inventa TRO. The move reflects the common goal of both agencies to strengthen their PanEuropean offering. Michael Wyrley-Birch, chief operating officer TRO EMEA commented: “We continue our strategy to expand our global agency offering in line with our clients’ requirements. With over 25 years’ experience, Inventa is an awardwinning, established marcomms agency that provides us with the perfect platform to continue our drive into another key strategic market. We are particularly excited by the digital expertise within the agency that will complement our business.” Antonio Magaraci, country head Inventa TRO added: “We are delighted to join TRO whose heritage in live events and experiential will bolster our existing offering.”

and advertising have all risen together, to an extent masking over more stuttering parts of the economy. It is time that the brand experience and event marketing sector showed off its contribution to this by providing the experiential expertise and as an employer of a multitude of brand ambassadors. These are big picture subjects that Michael Ventre and others will discuss at the FMBE Symposium on April 12th.

Antonio Magaraci

Perhaps inevitable Magaraci also drew on a sports sponsorship activation link – the shared Italian and British obsession with football. He stated “Across the UK and Italian offices we are currently working together on a project for the UEFA Champions League Final.” The UK has a burgeoning creative industry worth over £80bn. At 800,000 jobs it is a bigger employer in London than London’s vaunted financial services sector. It is now 4 years since the London Olympics and the event successfully marketed London to the world as a vibrant and creative hub. Music, fashion, game development, film and marketing

Michael Wyrley-Birch

Brandscape and Bentley speed into 2016 Bentley’s Power on Ice is a fully immersive branded experience taking place in the Arctic Circle, Finland. This year sees nine groups of eighteen battling the cold, to participate in the ultimate four-day driving experience. “We are pretty much fully booked. Our guests drive cars from the Bentley range including the new Bentayga. Also, we feature fine dining, a night time husky safari, ice kart racing and snowmobile adventures,” says Brandscape’s managing director Ian Mulingani. “The press has described Bentley: Power on Ice as “The world’s ultimate driving experience” and not without good reason. Guests fly in to our facility by private jet, where they are met by our team and chauffeur driven to the accommodation – the Chalet Ruka Peak hotel which we take over for the duration of the activation with Bentley branding.” Four times world rally champion, Juha Kankkunen, takes each guest for a hot lap and

X BRAND X Winter 2016

a team of experienced Bentley driving experts show guests how to master ice driving on special tracks carved on an eighteen kilometre frozen lake. Brandscape has an experienced team of ten staff on site for the duration of the experience, along with a driving team and logistics specialists. The production director, Russell Vincent, heads up the team for the duration of the events, where prolonged periods are spent operating in temperatures of minus 38 degrees. Brandscape Group handles all bookings and payments in four languages and currencies through a dedicated Bentley concierge service based at their UK Headquarters. Brandscape also books drivers and event staff delivering the experiences on the ground and ensuring that everything runs smoothly and safely. Prices for the Bentley Power on Ice experience range between €11,900 and €14,550 per guest.

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Interview: Worthwhile Wait

Harriet talked through one of the more innovative promotional stands seen across Christmas with the managing partner of agency Worth Retail, Alex Johns to find out if a ‘stay up shop’ can outperform a pop up.

The Maybelline stand-alone kiosk in Bluewater has been in situ since November and will keep the location for six months. Why have Maybelline chosen this innovative method of branded retail?

in the UK.”

What are the main aims of the store? “One of the first things to figure out was would Boots and Superdrug kick up a fuss? This was something we had to be sensitive about. Luckily we have seen a halo effect where neither retailers have suffered and have still had a direct sales presence, so the early signs are really encouraging. One of the innovative things we are doing is a lack of receipts. Consumers

“The Maybelline pop-up is a retail and ecommerce solution with a big store mentality. Our state of the art till system can be used to analyse data. We can see who the top performing sales people are, as well as keeping track of stock before it runs out. It allows us to see what sells and what doesn’t.”

receive a digital receipt that goes straight to their mobiles. This allows us to data capture, which allows us to be scientific about how we conduct marketing. We can then target the consumer with same product or something similar. How we use ecommerce for a secondary sale is pretty progressive.” What does Worth do to help the brand to justify the budget for a long term branded pop-up?

“That’s an interesting point, we have been approached by other mall groups. Over the next month we will put together a blueprint and see what we can do.” Who at Maybelline is in charge of budget for a project like this? (ie does it come from retail/sales/ advertising/experiential/ etc budget)? “Retail and marketing. Because it’s strategic, it comes from the general manager. It is ‘top brass’ as it is such an important project.”

“Lots of things. We are all about sales. We add up by sales prospective. We will also see how creatively we can broker deals with the malls. Rents are very high which makes it less appealing in the UK.

“With Maybelline we started off in Brazil, where we have 100 mid-mall kiosks in various locations. As this was successful, we tried to do the same thing in Russia. This was less successful as we couldn’t really get the shoppers to engage. We’re also trying it in New York and Paris. As it stands, The Maybelline pop-up is the top performing kiosk in Bluewater. At the moment, we have to sit back and see if it has the option of working in lots of malls

Does Maybelline/Worth have other destinations planned?

How have the store staff been recruited? Why?

To justify the spend, we have to hit sales targets and then roll the project out and break innovative deals with the malls. If it works, can we roll out 20 more, and if so, how quickly?”

“Staff have come from an in-group agency. The staff selection process has been very focused. First, we headhunted the store manager, then she helped us pick the team. We have a roster of ten staff, all with a strong beauty background but who are also sale focused. We have a dedicated team who have a passion for both beauty and sales.”

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Event:Imagination - Experience is Everything I attended November’s conference Experience is Everything with no fixed agenda, but to hear about the industry from the kind of experts that only a global business, like Imagination, can easily access. There were many messages from the day with speakers Alex Steinbreuck’s discourse on Rolls Royce’s emotional and financial investment in Art being a highlight for many. A flavour of the event as a whole is available via a highlights reel on Youtube.

Time, attention and money are the currency of experience. Time is limited, attention is scarce and money is consumable. Consumers are looking to invest in time well spent over money well saved and brands are eager to create experiences for their customers to indulge in. The natural progression for brands is to move from just experience to life changing experience.

chef and want theatre brought back to dining out. g Service- consumers still care

about receiving customer service and feeling valued g Expertise- consumers prefer to

talk face to face with an expert

Transformation is the next step in the world For me, the lasting memory drawn from a of experiential marketing. A fleeting variety of speakers was one of conceiving the experience is no longer enough, consumers future of brand experience, from which I’ve want to have their life altered and noted three take outs. transformed by experiences. Experiences can be commoditised Experience is everything, sometimes

g Physicality- although online

Joe Pine, speaker and author of ‘The Experience Economy’ discussed how goods and services are no longer enough, and consumers are pushing to buy into experiences.

Emotions and technology combine

Toby Clarke, Head of Analysis- Mintel noted that though much shopping takes place online, Experience still holds value in four key areas. g Theatre-32% of diners prefer to see the

banking is very popular, consumers say having a physical bank branch on a high street is important and puts them at ease.

Joanna Murphy from futurist think tank Stylus explored the future of marketing through technologies

that are already emerging – such as mood reading machinery, digital tattoos and microchips in medication. These are often being backed financially by big brands. She told us about enhanced reality, with neuro-signaling technology being able to generate emotions and recreate calming or energising vibes, so that moods can be digitally altered and controlled. After listening to the speakers at Imagination, it was clear that digital and real life experiences remain on a collision course to a much closer integration blurring the lines between experience and virtual reality. Brands that want to be alive to that future should take note!

Supplier: Topman uses Projection Artworks Topman teamed up with Projection Artworks to create the brand’s Christmas window display. The Topman 2015 Christmas window used cutting-edge projection mapping to create a statement window in the

brand’s flagship Oxford Circus store.

display to life. Projection Artworks built a proprietary Running 24/7 until Christmas Eve, the display was designed to be daylightsystem that projects artistically visible. concept said: “Never before have we mapped 3D animations across the window’s Arctic-themed geometric Topman’s senior brand creative manager, used such a cutting-edge approach to create our Christmas window.” shapes to bring the otherwise static Simon Hatter who came up with the

Venue Spotlight: Grand Central

Supplied by

Situated in the heart of Birmingham, Grand Central is a stunning, new, state of the art shopping destination offering a wide range of premium brands all under one roof. Grand Central has undergone a £150 million revamp and is home to a variety of luxury retailers such as anchor store John Lewis, The White Company, Kiehls and Hobbs. Grand Central formed the final piece in the city’s shopping offer as the John Lewis opening makes

Birmingham the only city outside London to offer all five of the UK’s major department stores: Harvey Nichols, Selfridges, Debenhams, House of Fraser and John Lewis – all within a short walking distance of each other. With an expected footfall of 50 million visitors to Birmingham annually and nearly half a million square feet of shopping and dining, Grand Central is a great location for experiential campaigns.

Q3 Activity Report There was a sharp rise in experiential promotions in Q3 across all sectors of our business. This was in part due to a major contract win with Network Rail which represents 17 major stations (including all Central London termini) and which has an annual footfall of over 1 billion. Network Rail is evolving its retail offer at stations and their stations are changing into shopping and eating destinations as well as being major transport hubs. In the quarter we saw multiple brands such as Haribo, Spotify and Lavazza create effective experiential campaigns across much of their portfolio.

which involved inviting commuters to scan images In October the automotive sector saw the promotion of the new In other sectors, Moonpig installed a flower garden of a BMW with their smartphones to obtain details on each model. Kings Cross station was home to a Ford Vignale in Waterloo Station. Offering free shoe-shine for and “confession shed” at One New Change in giant Soap & Glory mascot “Puck the Duck” in midcommuters and the opportunity to interact with the latest model, October. Visitors were offered free flowers and staff were on-site with iPads to data capture and book test invited to relax in the garden and privately confess. November. This campaign involved hashtag marketing, in which commuters were encouraged drives. Quarter 3 also saw Tesla promote their new S electric car, This experiential activity was well received and taking the car around multiple Shopping Centres throughout the successful in promoting Moonpig’s expanding range to take a photograph with Puck, and post on social media using the hashtag #ChristmasQuackers and UK to promote awareness of the new model. With no actual of flowers for all occasions. BMW created an were offered the chance to win Soap & Glory gifts. showrooms the Tesla brand is focussing on creating awareness experiential campaign in the run up to Christmas,

Winter 2016

and experiences via retail venues.

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Technofield Arcstream UK deal with SignStix OneFifty opens its doors Arcstream who specialise in visual effects, virtual and augmented reality and interactive solutions for experiential events, will collaborate with SignStix in a move that will further provide seamless, engaging and immersive display solutions in-stores, corporate and retail enterprises. Renowned for its simple but innovative cloud-based solutions, the partnership will enable Arcstream’s clients to use SignStix’s simple set-up and minimum hardware approach to log into the platform to create, edit, manage, deploy and make changes in real time.

anywhere in the world that has the solution installed. “SignStix’s minimum hardware approach will make it extremely scalable for us to deliver display solutions anywhere in the world without servers or software to manage, so the team will be able to easily set up ultra high definition displays.” Nick Fearnley, director, SignStix explains,

“We’re delighted to be partnering with Arcstream after working with them on some really successful projects in the Neil Dickinson, founder and managing UK. Our new collaboration means that director, Arcstream explains: the customers with this network deployed can further customise “Our partnership with SignStix is a great way to kick off the New Year. This consumer experiences and is the best solution we have ever seen engagement, making sure that their display technologies can be deployed for creating a digital signage platform which will enable you to update content with content from anywhere within seconds.” remotely and upload it to screens

Kinetic & Lloyds light up London A 12-metre-high interactive Christmas tree lit up London in December as part of an out-of-home and online campaign from Lloyds Bank in partnership with Kinetic, Greenhouse GroupM and AOL to activate its #loveyoutothestars Christmas message.

Visitors could interact with the tree and upload text and video messages for loved ones via a bespoke recording booth, delivered dynamically on the tree, which will be duplicated in the digital space via the microsite and across social media.

The experiential Love You to the Stars campaign saw the giant 3D Christmas tree stationed at London’s iconic Southbank until December 13. A microsite replicated the tree online. Creative was handled by Projection Artworks and software engineering/microsite by the Creative Technologist team at AOL.

Danny Bennett, account director at Kinetic, said: “Kinetic is thrilled to activate this engaging, interactive campaign with Lloyds Bank at such an exciting time of year. The campaign shows how out-ofhome media can translate from the physical to the digital space to create truly shareable moments, which is a perfect fit with the message of Lloyds Bank’s #loveyoutothestars campaign.”

OneFifty has launched with multiple clients on its roster, including O2 and Virgin Active, and a healthy pipeline of prospects.

Alex Pearmain said: “Our ambition is to work with amazing people who want to be architects of what comes next – clients, colleagues and creators of social and digital experiences. This isn’t going to be achieved by what has gone before, but through a different way of doing business. This comes from both what we do and how we do it: creating an environment in which to perfect the right skills and approaches, and offering both to consult and provide data products, to drive more informed decisions.”

They will work with marketing, brand, communications and customer service teams to provide data products, and help develop strategies and models, for the socially driven world.

Buckett and Pearmain plan to have a full-time team of four by February. OneFifty is backed by consumer brand agency, Hope&Glory PR. They previously worked together at Brands2Life.

Katie Buckett and Alex Pearmain have opened the doors on OneFifty, a new social and digital marketing consultancy. Launching this week, the agency uses data and behavioural modelling to help brands and organisations drive more purposeful digital interactions with the people that really matter and who make a difference.

Third Space launch rigged Third Space, the chain of premier membership fitness clubs, appointed The Flash Pack to create and execute an interactive, socially enabled photo experience to launch the Third Space Tower Bridge fitness club on 19th – 21stJanuary 2016.

members to interact and get active. Here we create unique images that capture both the movement and the vibrancy of the Third Space brand, making for some highly shareable and fun but relevant content.”

The experience was positioned in The Flash Pack’s an open ended 360 Bullet Rig temporary was used to structure on the create Instagram waterfront by ready 360 degree Tower Bridge – images of designed to be consumers, club both weather members, guests proof and and press who comfortable for could then share their branded videos guests, whilst two large format video in real time direct from the experience screens were positioned in the nearby to social media. area, showcasing some handpicked 360 Jerome Maas, managing director of the content. This was interspersed with Third Space video creative to allow Flash Pack said: “The Bullet Rig can capture great fitness related content; it passers-by to both see the experience is a fun way for guests and prospective from outside and be tempted in.

Starbucks signals the start of Christmas Starbucks’ Red Cup Christmas campaign was created and executed by Manning Gottlieb OMD in partnership with Fuse Sport + Entertainment and Mobile5. The campaign kicked off with a socially charged, bespoke OOH light installation

Winter 2016

in Kings Cross station. The campaign extended across digital displays throughout the station and was further amplified across Twitter, Facebook and Instagram.

The four metre tall Red Cup installation - designed to smell like Starbucks gingerbread latte -gradually lit up as the number of #RedCups mentions on social media increased.

To announce the arrival of Red Cups, and further engage Starbucks fans online, Starbucks created – in partnership with Twitter – a Red Cup hash-flag which appeared whenever #RedCups is tweeted.

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Primesight strengthens team CJ Retail Solutions gets Houghton CJ Retail Solutions has announced the appointment of marketing director Mike Houghton to its board.

delivery and the company is in a truly unique position by offering in-house technical innovation and unprecedented knowledge of the UK’s retail estate.”

Mike said of his appointment: “CJ Retail Solutions is the standout sector leader in service-level agreement

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RPM promotes creative Tim Jones Jones has been at RPM for eight years. forward to see what Tim has planned for His new role is to lead RPM’s creative the agency this year”. department into the agency’s next phase Jones added: “For two decades RPM has of growth. led the way on brand experience. And Rob Wilson, head of creative and strategy now that the entire industry is finally at RPM said: “I am delighted to announce talking about the power of experience as Tim’s promotion. Tim has played a huge a guiding principle to brand building, I am part in the growth of RPM over the past looking forward to proving our creative few years. Not only is he an amazing potential and getting the briefs and the creative but his working style and eye for recognition we deserve. Archaic, talent means our creative offering has inefficient ad agencies beware - we are never been stronger. We are looking coming for you.”

JWT planner joins Sens

Francesca Zedde

D’Arcy Momentum president Momentum Worldwide has announced that Luke D’Arcy assumed the role of President, UK effective January 1, 2016, becoming

the global agency head for both the London and Manchester offices.

Luke D’Arcy

New hires for TRO TRO hit the ground running this New Year with three new recruits joining the team in January and a further cluster of roles in the recruitment pipeline. Continuing its focus on creativity, the agency welcomes

Winter 2016

Freeman appoints Mayo Freeman has announced the relations, as well as business development. appointment of Sarah Mayo to the newly created role of Before TRO, Mayo held various marketing and marketing director, EMEA. Mayo joined Freeman on event production roles for Honda, Lebara and the 4th of January 2016 and Callaway Golf. Anthony will be working to provide Floreano, managing marketing expertise for Freeman’s exposition team director of Freeman Sarah Mayo and its agency service, EMEA, added: “We are very excited to welcome FreemanXP. Sarah to Freeman. Her talent and Mayo joins Freeman from TRO, where expertise will be a great addition to our she was brand and business organisation as our business in EMEA development director, responsible for continues to grow.” the agency’s marketing and public

Forward Media’s new talent Forward Media, part of Havas Media Group, has appointed Tony Mattson as its head of strategy. He joins the agency this week from UM London where he worked for almost a decade, latterly as managing partner, Strategy. Forward launched in late 2014 off the back of the agency’s landmark Telefonica account win, and has a presence in 20 markets across Europe and Latin America.

Moving from JWT, where she spent two and half years, Zedde’s career began in Milan, including roles at Saatchi & Saatchi and TBWA.

Reflecting its more strategic direction and bolder ambition, real world marketing agency Sense has taken on Francesca Zedde as Planner.

In a move to consolidate its position as one of the UK’s leading out-of-home (OOH) media owners, Primesight is restructuring its award-winning sales team. Nigel Fung has been promoted to head of agency Sales, David Peters has risen to head of specialist sales and Dan Sharp has been appointed as head of digital Sales.

George Bentley and Amy Hopkins who both join as a junior creative artworker, alongside account manager Sophie Randall who joins from The Amy Hopkins, George Bentley Appointment Group Global and Sophie Randall Events.

Matthew Weiner at The Moment play a key role in building The international creative The Moment’s strategic content company, The approach to content Moment, has appointed marketing, as well as Matthew Weiner as a Senior pioneering innovative Strategist. He joins a growing content strategy integrated marketing solutions for our team, led by Sandra Peat, clients.” and will help to create and execute elegant strategies Matt’s appointment Matthew Weiner and inspire creative follows a string of hires solutions for The Moment’s for the creative content company. During brand clients. the past year, The Moment has brought Sandra Peat, strategy director said “I am in Will Glynn-Jones from Leo Burnett, Matthew Robinson from AMV BBDO and delighted to have Matthew joining the company at such an exciting time. As a Sandra Peat former Bacardi and Red Bull UK. senior strategist, with a wealth of content and editorial experience, he will

RPM appoints Turlan and Cheng RPM, has hired Jocelyn Turlan as integrated strategist and Gloria Cheng as senior shopper strategist. Turlan and Cheng will be working across RPM’s clients including Heineken, Gloria Cheng and Jocelyn Turlan Virgin Holidays, Diageo and Sky.

Both will report to head of strategy, John Viccars, their respective areas of expertise will enhance RPM’s strategic capabilities.

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Winter 2016

New hires at BEcause BEcause Brand Experience has announced two key strategic appointments: Jon Spary as head of new business and Lyn Warner as finance director. The new hires will both be instrumental in BEcause achieving its ambitious plans for growth. The appointment of Jon Spary as head of new business comes in the wake of the agency recently unveiling a refreshed brand identity and website, and is a pivotal step in BEcause realising its growth plans and increasing its digital services.

Cartmell, playing a key role in the agency’s growth and working with a range of leading FMCG brands. Jon Spary will work closely alongside BEcause’s recently appointed head of digital content, former journalist Vanessa Green, in the delivery of strategic digital communication to bolster

Seasoned finance professional Lyn Warner has also joined BEcause as the agency’s new finance director. With over 15 years’ experience in the industry, Lyn brings considerable Jon Spary brings more than a decade of expertise to the agency. Lyn will be overseeing the agency’s finances, new business expertise to BEcause, following tenures at creative agency driving commercial thinking, and Space, out-of-home specialist Curb and coaching and developing BEcause’s experiential marketing agency Sense. management team, and will also work Jon also spent four years as Business closely with BEcause’s CEO on plans for the agency’s global strategy. Development Manager at Billington

M&C Saatchi UK management buys 30% Five of the management team at M&C Saatchi have announced they are buying a 30% equity stake of the UK ad agency for an undisclosed sum, following agreement with the M&C Saatchi Worldwide board and the plc board. The five directors are: chairman Tim Duffy, CEO Tom Bazeley, chief creative

officer Justin Tindall, chief strategy officer Gaby Bell and managing director Tom Firth. This investment follows the appointment of Justin Tindall as chief creative officer, and the deal reflects the entrepreneurial spirit, which is at the heart of the M&C Saatchi brand.

Exchange Time Kru Live haS launched a unique and exciting exchange programme with their worldwide partners. Kicking off the initiative with their US partner one lucky team member from Kru London will swap places with their counterpart from the states for a two week period. Through The Staffing Collective - Kru’s global network currently spanning over 30 countries - the exchange programme will be available to teams internationally.

Sarah Jane Benham, Managing Director of Kru Live and Kru Talent, comments ‘The purpose of The Staffing Collective is to deliver seamless international activity but also to grow together though knowledge sharing and group development. The launch of our exchange programme gives each agency the opportunity to physically immerse themselves in our partner’s delivery.”

37-Grad joins The Staffing Collective The Staffing Collective is a collaboration of best in class event staffing and entertainment agencies worldwide, recent memberships include the USA, Italy and Czech Republic. Using Originally formed in the United Kingdom, knowledge sharing, best practice advice Following a lengthy shortlisting and selection process, experiential agency 37-Grad have been selected to become the sole German member of The Staffing Collective.

Winter 2016

and exchange programmes the group aim to offer unrivalled solutions for international projects for both level of service and pricing. The Staffing Collective’s exchange and share program offers internal team

members the opportunity to work in other partner agency offices for 2-4 weeks and also means that their local project work is promoted on a global stage via member to member sharing and social media.

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