WE THINK ABOUT MAKING IT DIFFERENT AND MAKING A DIFFERENCE. ABOUT US CASE STUDIES ABOUT YOU -
WE START THINKING.WE NEVER STOP
THINK LIZ HURLEY IN THAT VERSACE DRESS WAS JUST A FLUKE? NO. IT WAS PART OF OUR STRATEGY to reposition Versace globally, softening its hard-core rocker image and applealing to the new young glam. It did not happen on the crest of the celebrity wave. It was right at the start. We put French Connection on the buses. Gap and Next on the map, and took Cath Kidston global.
WE START THINKING.WE NEVER STOP
THINK DESIGNERS AT DEBENHAMS JUST HAPPENED? NO, AGAIN. IT WAS A DELIBERATE RETARGETING OF A BRAND. It started with Philip Treacy’s hats then went big and bigger with Jasper Conran. Now it’s exploded across the high street and put Debenhams at the forefront of a trend.
ABOUT US AGENCY BACKGROUND
AGENCY BACKGROUND INTRODUCTION Think Liz Hurley in that Versace dress was just a fluke? No. It was part of our strategy to reposition Versace globally, softening its hard-core rocker image and appealing to the new young glam. It did not happen on the crest of the celebrity wave. It was right at the start. We put French Connection on the buses, Gap and Next on the map, and took Cath Kidston global. That’s what we do here. We think. And we think ahead. Think designers at Debenhams just happened? No, again. It was a deliberate retargeting of a brand. It started with Philip Treacy’s hats then went big and bigger with Jasper Conran. Now it’s exploded across the high street and put Debenhams at the forefront of a trend. That’s what we like. Results. We like to deliver, big time. And it’s not just the big issues. We love niche brands, like to start with detail – a fresh corporate logo, a great typeface, a stunning website – and out of that we develop strong editorial. First things first. How do we do it? We use experience, and years of it. We put wise old heads with fresh young talent. We put fresh new ideas with older, established brands. We marry people with concepts. We put niche in the bigger picture but keep its quirky identity. We take corporate and make it intimate. Most of all, we listen. After that, we start thinking. We never stop. We think about making it different and making a difference. Most of all, we think results.
ABOUT US PAST/PRESENT CLIENT LIST
PAST/PRESENT CLIENT LIST ART Olympia Fine Art & Antiques Fair (June 2003) CHARITY NSPCC The Prince’s Trust Victim Support HEALTH & BEAUTY Aromatherapy Associates Beauty Box (Australian cosmetic, bath and body products) Bijan Fragrances Harris Oils & Mio The Harley Dental Implant and Cosmetic Centre John Frieda - Hair Salons & Products (worldwide) Life Fragrances by Fresh Lynn Harris Molton Brown Nicky Clarke Novadent Dental Laboratory Ö~Lys Penhaligons Steven Carey Hair & Beauty The Studio Perfumery This Works Top Shop Cosmetics
LIFESTYLE Alma Andrew Hodgkinson Design Consultants (Space NK) Arabella Lennox Boyd Bishopstrow House Hotel Brats Chase de Vere Mortgage Management Clifton Nurseries (Garden Centre) Collier Campbell CVO Firevault David Collins Douglas Diehl Fawsley Hall Hotel J. Robert Scott Jane Packer Flowers Jeeves John Stefanidis Kaspia Kearsley Lilliman & Cox The Little Experience Liz Inigo Jones Lloyd Christie
M&S Food & Wine Marston & Langinger MCM Dordogne Missoni Home Momentum@Interdesign myendowment.com Nice Irma’s Homestore Panudda Foers, Interior Design The Park Hotel & Golf Resort Poliform Polly Hamilton, Interior Design Rebecca Scott Roland Klein, Interior Design Sally Sirkin Lewis The Shutter Shop Silvia Nayla Sketchley Varenna Kitchens Villandry Visionary Wanda Mille Mille William Yeoward The Wolseley
ABOUT US PAST/PRESENT CLIENT LIST
PAST/PRESENT CLIENT LIST FASHION/RETAIL Anonymous / Anonymous Kids Arcadia Arià Aristoc Hosiery Burton Group
Caractère Catherine Walker Cath Kidston Courtaulds Crumpet Disappearing Earth Elena Mirò Feathers Four Seasons and Rainman French Connection The Gap George Arthur Dunn Georges Rech
Gianni Versace
Sears PLC Susan Woolf T.S.E. Cashmere Ted Baker The Watch Gallery Tolkowsky Fine Diamonds
Givenchy Guy Laroche Joseph Karen Millen Mansfield Margaret Howell Marks and Spencer Monsoon Next Nicole Farhi Rayban Roland Klein Ross & Bute
ABOUT US WHAT SETS US APART
WHAT SETS US APART ETHOS The agency’s reputation is built upon sound creative ideas, deliverable strategic campaigns and a strong ethos of:
PHILOSOPHY of luxury brands and services. marketing, deliver a tangible result.
UNDERSTANDING THE MARKET
CREATIVE CAMPAIGNS There are a selection of Case Studies within this document that illustrate the agency’s ability, on a constant and consistent basis, to create some of the most highly visible media campaigns, and to deliver creative concepts that have changed perceptions, and increased the sales and visibility, of key international corporations. The documentation that supports the Case Studies is available, and the agency would be more than happy to go into specific detail on the relevant campaigns. The information is in the public domain.
CROSS-FERTILISATION OF IDEAS/LATERAL THOUGHT The agency is widely recognised for its cross-fertilisation of ideas and lateral thought process that has been applied to the creation of concepts for French Connection; The Gap; Next; Marks and Spencer; the Burton Group (Debenhams, Top Shop, Evans); David Collins and The Blue Bar; Olympia Fine Art and Antiques Fair; Cath Kidston; Gianni Versace and Liz Hurley. For detailed illustrations of specific concepts, please refer to the Case Studies. DEDICATION We do not take on too many clients, preferring to work closely with a select client base on the development and promotion of their companies. In what is a very competitive market, we frequently retain our clients for many years. REPUTATION There are many agencies in the marketplace, and currently about two hundred agencies operating in the fields of fashion, home, lifestyle, beauty and retail, but there are very few agencies who can deliver, and deliver consistently. Our agency is one of the very few who have sustained a brand position for themselves, and who have a strategic ability to deliver a brand or brands. We have a proven track record in this respect, and my policy is not to take on so much business that I am unable to be involved in the strategy and day to day work. I prefer to take on business with which I am personally involved, and where I can work closely with the client to implement and deliver what we propose in our pitch. It is only through increased visibility and increased sales that you will be able to attract a new, wider audience, while sustaining the existing one. We are renowned for our ability to deliver creative, successful, strategic campaigns, and this reputation is directly linked to our success on behalf of our clients.
ABOUT US OUR SERVICES
OUR SERVICES The agency offers a wide range of services, which are tailored to each client within the terms of the contract. BRAND DEVELOPMENT We offer all clients unique, tailor-made strategies in Brand Development, Positioning and Repositioning. MARKET EVALUATION Before embarking upon a media campaign the agency undertakes a market evaluation of the company. PUBLIC RELATIONS / BELOW-THE-LINE SERVICES Through our extensive press contacts and long-standing media relationships we are expert in the management of public image. We are also able to negotiate a wide range of media opportunities for our clients above and beyond editorial placement, including: Advertorials, Promotions, Contra-Opportunities and Competitions. PRESS CONTACTS We have the relevant national, international and regional press contacts to be able to deliver any media campaign. We are very well-known and respected, not only by the key national media, but also by the Irish press, key foreign press, online e-zines – which are very important – and specialist titles such as the in-house magazines of exclusive banks and top-end luxury goods groups, which are circulated to the private databases of a very select, high-end target audience. PRESS MONITORING The agency monitors press coverage for specific stories, and collates editorial logs to demonstrate the success of media placement. In addition, however, the back up use of PR monitoring services is essential for ongoing brand development.
ABOUT US OUR SERVICES
OUR SERVICES ADVERTISING AND PROMOTIONAL CAMPAIGNS We are able to work with clients on all above-the-line services and create innovative promotional campaigns. The agency has negotiated and directed major advertising campaigns across TV, print, media and on-line. EVENT MANAGEMENT/NEW PRODUCT LAUNCHES The agency can manage all manner of events, parties or product launches, although we do not handle one-off events, as any Event Management is deemed part of the ongoing media campaign. CORPORATE IDENTITIES The agency has recently launched three new brand identities and has increased its team of web, graphic and brochure designers, to work across a wide range of corporate identities, brochures and websites. PRINT PRODUCTION / WEB DESIGN / WEB MANAGEMENT We collaborate with a number of graphic and web designers and art directors across all elements in the design and implementation of web-based activities, and across all printed material, including the photographic elements. We use fashion editors to art direct the fashion brochures. TREND FORECASTS If necessary, we retain top editors to produce trend forecasts for our fashion clients. For the Burton Group we employed six fashion editors/directors to give input and to assist in trend direction for the brands.
WEBSITE The Phyllis Walters website is an interactive, international press tool. The website contains comprehensive information on all our clients, together with newsletters, press releases, editorial archives and image libraries. By logging on to our website a journalist may, if accredited, download images and press releases within minutes. This is something that we would like to discuss with you in greater detail as Phyllis Walters, the agency, is the only UK-based agency offering a facility for downloading product shots, library shots and images with a fully protective mechanism. MENTORING We have recently launched a mentoring division for young brands that do not have the necessary expertise in-house, or who are unable to allocate sufficient budget to work with an agency on a full-time basis. We are working with a number of small brands on an ad hoc basis, mentoring them on their brand development. This does not include PR and product placement, which will be the next step once the brands have the necessary infrastructure in place. NOTE ON FEES No handling charges are added to invoices, nor commissions taken, from suppliers such as caterers or florists, or suppliers involved in Event Management. Services do not include personal advice and media positioning (unless pre-briefed and agreed). Any third part introductions are a separately negotiated item, for which a fee (commission) would apply. For advertising campaigns the normal 15% commission is taken.
ABOUT US THE AGENCY
THE AGENCY LOCATION We have recently moved offices and are now part of a set-up which has very similar companies to our own, within the creative field. Having moved from an open plan office in Bruton Street, with no external communication in the building, we have found that the cross fertilisation of ideas and talents has been received very favourably by our clients, especially those for whom we are creating new brand identities and campaigns. STAFF Our team is small, talented, young and enthusiastic. The agency only employs graduates from key universities with excellent educational and creative records, and who come from a variety of disciplines not limited to Media, Marketing, Design and Advertising. We also offer graduate placements to exceptional students from the top universities and placements are given to students from the FIT in New York and Boston University, on an annual basis. A number of previous placements are now working in-house at Condé Nast, The Sunday Times, You Magazine and at National Magazines. We do not take graduates or interns on a non-payment or expenses only basis, as I prefer to employ highly competent graduates full-time. Over the past three years we have found that fashion graduates are not always the best performers for the agency, as simply liking fashion is not necessarily the route to becoming a creative and high-achieving employee. A good education, a degree from one of the finest universities, and an ability to think and to act are much greater attributes, and generate far greater success for the agency and for its clients.
ORGANIC GROWTH The agency is recognised for its training; unfortunately, it is the prime target for head hunters, not only within the PR industry but also within the publishing houses and retail spheres. Many of our ex employees are now heads of corporate and consumer PR at retailers and fashion houses such as Harrods, John Lewis, Debenhams and Versace (Milan); others now work for the primary publishing houses such as Condé Nast and National Magazines, where they are in senior editorial positions. CONFIDENTIALITY The agency’s formats and documents are data protected within Intellectual Property Rights legislation. Client information and documentation is protected within the contract. There have been no leaks to the press on our very high profile client base at any time in the agency’s history. The protection of our own and our clients’ documentation and information is key to delivery and, therefore, our contractual obligations are to protect the information and data absolutely. The information and material that is provided by our clients is, and remains, confidential at all times.
ABOUT US THE PROGRAMME
THE PROGRAMME PROGRAMME
FEES AND EXPENSES
within the proposal, forms the basis of the Strategy. will be deemed to be outside of the contract, and therefore a separate fee will be negotiated for this one-off launch or event. The day to day activities, therefore, are based upon the meetings and information provided by the client to the agency. AGENCY/CLIENT CONTACT
e.g. caterers, florists, printers, web designers etc. Suppliers are paid direct, with 28 day payment terms. CONTRACT
in writing for consideration. agreed by the agency. Any additional services, events or launches require a separate fee negotiation. quarterly, six-monthly or annually. If there are any services outside this document or the information provided by the agency at the pitch, they are required to be discussed and agreed in advance of the contract. updating clients, the more time the agency can dedicate to proactive media placement. They may not be passed to or shown to a third party agency, employee or personal acquaintances. No extracts may be taken or copied, and the information is covered by the data protection act and the laws governing intellectual property rights. require a list of the other agencies targeted for the pitch.
ABOUT US HOW WE WORK
HOW WE WORK HOW WE WORK When it comes to creating a strategic brand positioning campaign – whether within fashion, In 2007 we will be working with a major retailer, headed up by a previous client, and we are home, lifestyle, health or travel – the same criteria apply. In particular, any person, brand or consulting to and mentoring a previous client on global expansion. Our agency is known for the longevity of client relationships and goodwill in this respect. We are often approached service has to have a unique selling point. by clients who have moved to new businesses, and we maintain a strong network of client relationships. Stuart Rose, for example, has just supported the Edinburgh University charity Newspaper circulation figures have been decreasing for some time and – despite the fashion show, with a large donation of product, in support of my daughter Robyn who was advertising figures – so are those for magazines. Conversely, internet usage is increasing part of the committee organising the Show. rapidly, with the result that online magazines and visual sound bites are key. Interestingly it is the over-50s group which has the highest spend on the internet in the UK, and so the Thus the projects that we are involved in are diverse. We are known for lateral thinking market is very competitive. and cross fertilisation, and by having such a broad client base we are able to sustain indepth relationships with the key titles, consequently having more leverage than, perhaps, There are very many collections, and very few pages in which they can be displayed, so an agency specialising in fashion only. An example of this would be a two day corporate unless a brand projects a unique image that is appropriate to the media being targeted, event we arranged for Easy Living and GQ, which was attended by key editors across both it will not be used by the press who are, after all, looking for images that will entice their titles and Nicholas Coleridge, at Fawsley Hall, our client in Northamptonshire. It is this readers into an over saturated market. kind of cross fertilisation, and these lateral opportunities and relationships, that enable us to achieve visible media results, effective promotional results and revenue. This was a The brand must therefore be instantly identifiable as appropriate to the marketplace, so significant financial negotiation for our client. great care must be taken to ensure that a consistent brand message is conveyed through all point of sale material, advertising campaigns and promotional shots. And the brand THE VALUE OF PR image needs to excite. According to the Institute of Public Relations, PR media coverage equates to three times the equivalent value of advertising. An advertising page rate of £20,000 in Vogue, therefore, We are widely acknowledged for the campaigns that we have enclosed here as case equates to £60,000 worth of space in terms of editorial. (See Appendix for sample rate studies, and the agency covers all areas of fashion, home, lifestyle, health, beauty, travel, cards.) The true value of PR can only be evaluated after a reasonable period of time, but it food, wine, finance and retail. We also work with a number of charities, and have been should produce increased awareness, increased sales, increased market share and, in the actively involved with the Prince’s Trust for many years. Recently we worked with the case of public companies, increased share price. The case studies attached will illustrate committee involved in the NSPCC Dream Auction, which raised a total of that we have a sound understanding of the relevance of all elements of PR: it is far more ten million pounds. complex than simply painting a pretty picture but requires in-depth market knowledge and the ability to define and strategically engage the appropriate target audience for each individual brand.
ABOUT US HOW WE WORK
HOW WE WORK ACCOUNT MANAGEMENT Were the agency to be appointed, we would commit a dedicated team to the day to day handling of your account – with appropriate skills and expertise, and quality media relations – and we would seek to establish a working relationship whereby we were provided with an in-house representative to act as a conduit between yourselves and the agency. Our team would include a dedicated account director, two account handlers and myself. I am actively involved in the running of all accounts, as I prefer to take on only as many clients as I am able to oversee myself, and to involve myself in the creative campaigns and the effective day to day proactive work. We do not take on any clients for whom we do not feel we can achieve results, or with whom we do not have a natural synergy. All account handling is covered in writing and a monthly status report, including forthcoming editorial and lists of samples to press, is part of the agency activities. We do not produce weekly status reports as we are in contact with our clients on a daily basis, either verbally or by email; however, there is a daily log sheet of activity which is submitted with each report. Promotional planning calendars and critical paths are fundamental to the strategic planning for any brand and monthly meetings are essential. CLIENT SUPPORT We do not take on clients for whom we are not confident that we can achieve the desired results, but at the same time we do like to be very involved with the client’s activities and to be considered part of the team, rather than simply as external suppliers. Proactive daily action is essential – and our daily log illustrates the level of that activity – but the log will also highlight any failure on the part of the client to support the agency’s activities. It is essential that the agency is provided with full information on the client’s activities, has regular meetings and contact with the client, and that the agency is involved in all stages of the client’s brand development.
Furthermore, no brand development can be considered a short-term project, and any client/ agency relationship should be approached with a long-term objective in view. On a purely practical level, even editorial product placement is a long-term operation, as magazines work to a minimum of three to four month lead times in the autumn, and even longer in the spring. Samples and press materials must therefore be made available to the agency well in advance of these minimum requirements, otherwise no editorial can be reasonably achieved. Likewise, attention should be given to the agency’s experience in assessing which items will garner most press interest, and the methods of communication that will gain most response. It can sometimes be the case that a buyer or designer will go to their agency and ask why a particular item – that may be the season’s bestseller, for example – has not been featured in the press. But this may in fact be the very reason. The press is about innovation, and what is new, is newsworthy. This is not to say that an innovative item cannot be a bestseller, but it is to say that this is not the criteria applied when the press are selecting samples to feature. The agency is in a unique position to pass on their experience to the client, and if the agency’s role is respected they will work in harmony with the client. The rules of brand positioning and repositioning are very simple, but the actual implications of achieving it are very difficult indeed, especially in this highly competitive, moving marketplace. We are one of the few agencies who can deliver the brand position you are seeking. PROFESSIONAL AND PERSONAL REFEREES
INDUSTRY MEMBERSHIPS
Š 2010 Phyllis Walters 132-134 Lots Road, London SW10 0RJ T +44 (0)20 7349 7135 F +44 (0)20 7349 7137 phyllis@phylliswalters.com The information and ideas contained within this document are the property of Phyllis Walters. No extract may be taken, copies made, ideas implemented, nor may the document be passed on to a third party. The contents contained herein are covered by the international legislation governing the protection of intellectual property rights and the Data Protection Act.