FMCG CREDENTIALS ! April 2015! !
“!
! Soundlessly collateral and incompatible! ! World is suddener than we fancy it. ! ! World is crazier and more of it than we think. ! !
!
!
!
!
Incorrigibly plural
”!
.!
! Based on the poem ‘Snow’ by Louis MacNeice!
!
!
What is pluralthinking for ? ! pluralthinking exists to change people’s relationship with brands for the better.! ! We inspire, illuminate and warn, ! so that ! brands can communicate, position and
!
grow more effectively.! 22/04/15
We are all plural. ! ! What resonates with us, how we connect, what we belong to – all incorrigibly plural.! ! How we engage with brands depends on the cultural context.! ! That context is changing. As never before we are in a period of creative destruction, re-invention and reappraisal. ! ! “Feel the drunkenness of life being various” ! ! ! ! RTC Credentials
22/04/15
A time for fresh thinking. ! ! As identity becomes ever more plural, clarity of ideas and purpose become more important.! ! Brands must refine and clarify their defining ideas and purpose in order to have a role that changes lives for the better. ! ! Brands are looking to shape change, not just respond to change. They look for agencies who can not just provide insight but provoke transformation. ! ! Only fresh thinking can do that. ! ! ! RTC Credentials
22/04/15
There’s a better way. ! How traditional agencies work is just old fashioned. ! ! Fixed teams, expensive premises, homogeneity of disciplines – it’s inefficient – even suffocating. ! ! And how does all this ‘stuff’ improve the thinking? ! ! It doesn’t. ! ! Pluralthinking rejects ‘stuffocation’. ! ! ! !
!
! RTC Creden)als
22/04/15
pluralthinking
Why are we plural thinking? !
pluralthinking is our philosophy and our brand. !
A talented and experienced hub, supported by the pluralthinkers: Collaborating, sharing, bringing in diverse views and broad expertise. ! pluralthinkers are seasoned international brandbuilders, researchers, experts, specialists and agency partners curated for your brief.! Because we curate the right team every time, we’re more efficient, more flexible and more passionate. From creative tension comes better conversations. ! ! RTC  Creden)als Â
22/04/15
What is our offer?
!
! We offer! •
consumer insight!
•
brand thinking !
•
cultural intelligence, !
Based in the UK, we are proud to have worked for world-class brands in over 20 countries. ! !
RTC Creden)als
22/04/15
What are we good at? ! We work in ! •
Communications development & evaluation!
•
Brand positioning!
•
Human understanding!
•
Trends and foresight. !
! International work is our bag. !
RTC Creden)als
22/04/15
Approaches ! pluralthinking assignment designs are bespoke. We don’t offer research ‘products’. We often include: ! •
Focus groups & creativity sessions!
•
Depth interviews!
•
Ethnography & Observational!
•
Safaris & cultural immersions!
•
Blogs!
•
In-Home trials / Consumer self-ethnography!
•
Expert touchdowns / Salons!
•
Semiotics!
•
Behavioural Economics! 22/04/15
Our pluralthinker’s experience in FMCGs!
! ! ! ! !
!
!
FMCG EXPERIENCE! Unilever! ! - Lipton Iced Tea: Campaign evaluation in UK, France and USA + concept development on new product development around Anti-oxidants.! - Rexona / Sure; Campaign evaluation in France, Germany and Italy. ! - Lynx / Axe; Campaign development and evaluation in the UK over several years; worked closely with BBH - brand positioning, brand extension and campaign development. ! - Flora / Flora ProActiv - Campaign Evaluation - managing the pitch process between three competing agencies; resulting in the current award-winning Flora animated campaign on TV in the UK. ! - Bertolli; global packaging re-launch research and launch of successful Bertolli 'buttery' line extension.! - Hellmann’s; campaign development on US / UK development of the successful 'cooking with Hellmanns' campaign. Resulted in significant sales uplift. !
FMCG EXPERIENCE! Reckitt Benckiser! ! ! - Calgon; Strategic brand re-positioning work in UK and Germany to find a 'new narrative' for the brand in the face of consumers walking away from the 'machine cleaning' category.! - Dettol; Strategic brand re-positioning globally, resulting in the award winning Dettol 'spreading health' campaign that has re-focused the brand's purpose in developing countries and saved a million school days lost to illness. ! - Veet; Campaign evaluation in UK and France.! - Vanish; Campaign evaluation in the UK.! - Finish; Global brand re-positioning work in the face of stiff competition from Fairy's 'emotional' branding; refocused the brand on functional excellence and male users. !
FMCG EXPERIENCE! ! Birds Eye – in house research evaluating the appeal of very left field NPD ideas.! McVities – groups exploring the snack market to taste evaluate NPD and determine if there was a gap in the snack market.! Philips – in home 2 phase interviews, completing an ironing U&A & understanding key benefits (pulls) & problems (pushes) of steam generator irons.! Campaign evaluation for Danone (Lea & Perrins) to determine how best to position the product in Spain.! Campaign development & strategy exploration for PepsiCo (Doritos) exploring a very unique & clearly targeted brand proposition in Spain & Russia to help the brand move forward and develop compelling new comms.! NPD exploration, brand positioning & pack design evaluation for Cadbury Adams (Trident Gum) – one on one interviews & experience diaries across the USA.! Research in Sweden on the launch of the Boots own-brand cosmetics and personal care ranges. !
FMCG EXPERIENCE! ! - UK campaign development for Wrigley on 'the right to chew gum' - using behavioural economics to overcome middle-class resistance to gum-chewing children. ! ! - Strategic brand positioning with Mondolez on Cadbury/Kraft/Nestle work globally on their 'little moments of joy' positioning; deep cultural immersion research in developing countries on the 'emergent consumer' resulting in brand films used at the World Launch in Texas of the Mondolez brand. ! ! - Research in USA, UK and France for GSK on Aquafresh repositioning.! ! - Global brand positioning work with BBDO on PepsiCo's 'live lightly' positioning, adopted by the brand in 20 countries and resulting on a re-think on product development and environmental footprint. ! ! – Strategy for Aptamil brand both with Danone Global and Danone UK and conducted brand switching study/breastfeeding habits study for Aptamil in Saudi Arabia. ! - New brand platforms for Activia Herbal launch.! - New product concept development for desserts with Danone Global.! ! !
!
– Global brand positioning consultation.! - Cinema Channel in Europe study.! - Trend Study: Teens in North West Europe. ! - Cultural and social trends study: how the crisis has affected society in Norway, Finland, Sweden, Switzerland and Bulgaria (all separate studies).!
Agency Experience!
accreditations and memberships! Current
!
member Â
Pending!
regional experience!
Europe! Our team’s experience in Europe goes back some 18 years. ! ! Experience includes! - For Brewers of Europe in Denmark, Poland, Italy, Spain, UK. ! - For Heineken in NL, UK, Russia! - For Brown Forman in the UK, Poland, Russia! - For Unilever in Poland, Czech Republic, France Germany, UK, Ireland, Spain! - For Tesco own-brand, UK! - For The Macallan, UK and Spain! ! ! ! ! ! -
*Note that, of course, these were not all pluralthinking projects but for our previous agencies. !
The Americas! We moderate ourselves in North America and work extensively with partners in Central and South America! ! Experience includes! - For Brown Forman in the US and Mexico.! - For Heineken in the US.! - For Unilever in the US.! - For The Macallan in the US.!
! -
*Note that, of course, these were not all pluralthinking projects but for our previous agencies. !
Middle East and Africa! pluralthinking has a wide range of agency partner and researcher / moderator and recruiter contacts in the M.E.A. Region, through our team’s work* there over many years. ! ! Experience includes! - for HSBC in UAE, Saudi, Kuwait and Egypt. ! - for William Grant & Sons in South Africa! - For SAB Millar in South Africa, SSA and Israel. ! - For Heineken in Vietnam.! - For the Macallan in Taiwan.!
! ! -
*Note that, of course, these were not all pluralthinking projects but for our previous agencies. !
Asia and Australasia! We’ve worked extensively across South and East Asia ! ! Experience includes! - For Unilever in China, Thailand, India and Malaysia ! - For Heineken in Vietnam, PRC and Taiwan. ! - For Glenfiddich in Taiwan, PRC and Singapore. !
! ! -
*Note that, of course, these were not all pluralthinking projects but for our previous agencies. !
some other things we offer!
Other things we offer!
Output that truly brings it to life!
Reports for internal audiences!
pluralthinking
Compelling film output!
Inspiring download workshops!
Soho Soho venue venue for for groups groups and and workshops! workshops!
Creative Briefs and Briefing Packs! ! We’re often asked to take our deliverables beyond the debrief. ! ! This could be a creative brief for your agency, or a briefing pack for your country partners. ! ! While we’ll meet the standard onepage creative brief we also include a few pages covering the background of the critical thinking to be sure everyone gets a real sense of the underlying truths in the thinking. ! ! This can be augmented with a full Briefing Pack covering! • Consumer language ! • Watch-points and guardrails! • Strategic observations and postdebrief builds. !
Pluralthinkers!
Meet the pluralthinkers!
The Core Team !
! Brett Templeton – Managing Partner! ! Brett is founder and Managing Director of pluralthinking. ! ! Previously Managing Partner of Flamingo London, Brett specialises in brand positioning and strategic communications development. ! ! He’s conducted countless projects on consumer culture in 42 countries at the last count. !
! Garret Cummings – Director ! (Head of Ethnography) ! ! A key pluralthinker, previously an award-winning planner at Mustoe Merriman in London and later at BBDO Barcelona, Garret lived and worked in Spain for many years and is fluent in Spanish and Catalan! ! He has worked and travelled extensively in Latin America and the Middle East.!
!
He previously led the extensive Urban Futures program for bbdo across Europe and Latin America and is a talented and experienced ethnographer. !
The Core Team !
! James Stevenson – Client Executive! ! With a degree in Communication, Advertising & Marketing and a Masters in Professional Practice, James worked in marketing, events management and co-ordination for a premium international jewellery brand; spanning Ireland and the UK.! ! James is deeply involved in project design and implementation. ! ! He has been involved in cultural intelligence and insight for various projects including; Woodford Reserve, Jack Daniels, Heineken and Finlandia Vodka. ! ! ! !
Cameron Stewart – Associate Director! ! Cameron Stewart is our Pluralthinking Associate Director. ! ! Previously a marketing strategy consultant with brands like Microsoft, Nualight and his own award-winning brand Ark°, Cameron has recently been working with Heineken UK, Jack Daniels, Woodford Reserve and Finlandia. ! ! A specialist in brand positioning, insight and innovation, Cameron is a talented workshop facilitator and group moderator. !
pluralthinkers !
! Martin Pasco – Associate! ! Martin is a highly experienced Senior Qualitative Research consultant, from both the client and research agency sides of the marketing world, He gained 10 years experience working as Senior Insight Manager at Unilever PLC before continuing on specialized research roles. ! ! Martin brings a unique ‘clientside’ perspective to our work. ! !
Pamela Green – Associate! ! Pamela Green of Ichor Consulting, is a pluralthinking associate. ! !
!
She has been working in & around customer insight as a researcher, planner, consultant & facilitator for over 25 years working on 60+ projects across more than 30 countries in that time! !
!pluralthinkers ! !! ! ! Tiu De Haan – Cool-hunter and ! ! ! Cultural Analyst ! ! ! Tiu de Haan is a Londoner, born and bred, but with Estonian and ! Dutch blood and a curiosity that has taken her to live in places as ! diverse as Goa, San Francisco and Reykjavik.! ! ! She is a facilitator, cultural analyst, writer and an associate with ! pluralthinking, as well as the founder of a successful not-for-profit. Tiu is now brings her passion and creativity to brands who want to see things afresh!
! ! !
David Hall – Creative Director! ! With a career spanning television and film production as well as advertising, David Hall is our Head of Creative Services. ! ! David keeps an eye on our creative output – ensuring that we bring learnings to life in new ways. He (half) jokingly refers to himself as “Head of Style and General Appearance” !
pluralthinkers !
! Josephine Shaw - Associate! Josephine Shaw is a highly experienced insights strategist and qualitative researcher who has worked in a wide range of sectors through her long career. ! ! Jo is experienced in a whole range of qualitative approaches, including workshops and observational. ! ! Her background as a former Account Planner has created actionable findings and models.! ! !
! Andrew Uchenna Onyeagbako! - Associate! Andrew is an insights consultant with over a decade of experience. He lives and breathes ethnography and loves helping brands tell stories that are crafted to inspire consumer action.! !
!
He has worked across a number of personal care brands both nationally and internationally, the most interesting and revelatory of recent times being a Philips project taking an exhaustive look at Japanese male personal grooming habits. !
pluralthinkers !
! Alex Gordon, Semiotician ! Alex is the founder of Sign Salad and has conducted semiotic analyses across four continents for a range of alcohol, FMCG, telecoms, luxury, technology, automotive, travel, pharmaceutical, sports, leisure, and public sector brands. He has led projects including the semiotics of ageing for Heineken and of masculinity for brands such as Dove Men+Care, Armani, Tag Heuer, and Speed Stick USA.! He was previously Head of Semiotics at Flamingo International and has a PhD in Semiotics and Identity Politics. Alex is a Fellow of NIECI (National Institute for Excellence in the Creative Industries), writes a regular column for canvas8.com, and is part of the Courvoisier Observer Future 500 Network.! !
! Gerry Farrell – Co-Creation Specialist! ! He has developed a process of ‘accelerated creativity’ over the years by working in intense, multi-stakeholder brand workshops ! with the likes of Adam Morgan of Eat Big Fish fame.! ! As creative director of the Leith Agency for 20 years, he has one of the best beer showreels in the world! ! He’s an odd kind of creative in that he gets as much pleasure standing outside an off-licence recording interviews with punters as he does working with other smart creatives to deliver brilliant comms ideas.! !
thank! you!
Get in touch! ! Created by: Brett Templeton, pluralthinking ! ! Email: Brett.Templeton@pluralthinking.com! ! Postal Address: ! ! 12 Moor Street! Soho! London! W1d 5ND! ! ! 131a High Street ! Holywood ! BT18 9LG! ! Telephone: +44 7725 716820! +44 2890 428996! +44 207 450 1652! ! Website: www.pluralthinking.com! !
!
Twitter: @pluralthinking!