REPUTATION March 2010 by Carsten Loland

R E P U TAT I O N

UPDAT E www.reputationcph.com

REPUTATION in new alliance with Nordic adaptation agency, X2M I’m pleased to announce that Reputation has just got closer to X2M, a rapid implementation agency located in all the Nordic capitals. X2M’s cost-efficient set-up swiftly adapts regional campaigns into local market tactics. Their impressive client roster includes Coca Cola, several P&G consumer brands including Oral-B and Vicks, and all FIAT, Alfa Romeo and Chrysler campaigns across Denmark and Sweden. As part of our new strategic alliance, X2M Denmark is now located in offices adjacent to REPUTATION, to ensure close collaboration. As Publicis Groupe comet agency, REPUTATION is evolving into a strong strategic and creative hub. Teaming up with X2M makes perfect sense to be able to roll out efficient local implementation. We are Nordic lead agency for three brands and global lead for five others, and our X2M alliance will nurture the handling of these clients and strengthen our client offering, particularly in the Nordic region. With X2M on board, we intend to do everything possible to make 2010 yet another growth year for the agency and the clients we serve. Kind regards

Alexander Peitersen, Managing Director REPUTATION

First Outlet in Rødovre

First Outlet

Crucial crisis shopping The recession. As dreary and never-ending as a Danish winter. But no matter, because even if you only have a few pennies in your palm, you can still pick up a designer bargain at First Outlet – a new Reputation client. First Outlet boasts an array of high-end designer labels in clothes, kitchenware, glassware and accessories. Diesel, Cerruti, Holmegaard - with discounts of up to 80% off retail price, you can shop without the gut-wrenching guilt.

Juleshopping på Jyllingevej? Besøg Danmarks nye førsteklasses design outlet og spar mellem 50-80% på kendte mærker

HOLMEGAARD

AARD HOLMEG

RAUN CERRUTTI DIESEL FALBE IZAAK BON GOÛT ISABELLA SMITH APOTHECARY

TILMELD DIG VORES NYHEDSBREV PÅ WWW.FIRSTOUTLET.DK

Sandbækvej 3 – 2610 Rødovre

We just produced a whole suite of materials to help them brand and position themselves in the Danish market. A logo, in-store and front-of-store materials, signage, the website, ads, brochureware and a very successful email newsletter were all part of the branding package that we delivered. So the next time you need a upmarket but down-priced gift, check out one of First Outlet’s locations in Rødovre or Østerbro. www.firstoutlet.dk

Er du i bil så kør ad Jyllingevej og derefter Islevdalvej. Er du med bussen så tag bus 161 og stå af ved Jyllingevej/Islevdalvej

WWW.FIRSTOUTLET.DK

Fashion gets a new Reputation Max Factor makes a splash as Fashion Week Sponsors

Since Max Factor announced that their official sponsorship of Copenhagen Fashion Week (CFW) last year, we’ve been working hard to make their new fashion presence known and felt. “Beauty is back in Fashion” was the MAXim for a range of activities led by Team Reputation in the runup to the recent Fashion Week; from outdoor materials to an online New Talent Award. The competition was a completely new concept for this kind of fashion week sponsorship. An online project, votes were cast through the Reputation-designed website and drew attention to the annual competition as well as the Facebook group, creating a database of interested folk. Featuring on many a fashion and culture blog and publication, our competition and Fashion Week drive garnered plenty of press attention.

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All this hard work meant only one thing; time to blow off some steam and let our hair down at a Friday night soiree that kicked-off the Fashion Week. Reception and meeting rooms went under the knife and got a complete make-over into a fashion-show backstage while guests were welcome to storm the runway on our front-of-house pavement catwalk. Upstairs, guest dj Sneaky Uncle was spinning choonz while our Model Zone basement featured cutting-edge hairdressers, MoreTeaSir wielding their scissors on willing (and rather inebriated) volunteers. We would like to thank all who joined us, especially Eva Kruse of the Danish Fashion Institute for her inspiring presentation, as well as all of the Max Factor team. Thanks also to sponsors Diageo, Kronenbourg and of course, Max Factor.

High praise for our high jinks: Excellent arrangement last night! Thanks to Reputation for the best “fredagbar” I’ve ever attended. What a wonderful way to start the weekend :·)

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In-Sanne-ty

Storebælt campaign is #1

“With the Storebælt campaign, Sanne’s creation is the result of hard work based on a lot of combined inputs from ourselves, the client and the director – Ole Bornedal. The aim was to connect the people actually working on the bridge with the public and give the bridge a face that would be easily recognisable now and in the years to come. Since their inception, our series of tvcs and materials for the Great Belt Bridge has garnered both critical acclaim and a measurable ROI. The latest accolade is first place in the monthly survey, Karakaterbogen by Danish marketing organisation Markedsføring for our character Sanne in the film “Weekend Billet” – one of four films from this summer’s campaign. High scores went to our campaign’s awareness creation, branding and uniqueness. What’s more, a huge 87% of respondents recognised Storebælt as the message “sender” - a category for which no one has scored as high since the survey started in 2008. Without blowing our own trumpet too much, Sanne and Storebælt is a really interesting case because of its strong concept and characterisation, online presence and focus on branding through results. As part of the team masterminding the campaign, we asked our Creative Director, Ulf Westmark for his perspectives.

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Our client wanted to come across as a very serviceoriented organisation, which is something that a lot of companies want. So we wanted be a little more disruptive by exaggerating her service-mindedness and by giving her a few almost “supernatural” abilities and a lot of energetic creativity. This plays well up against her more reactionary boss and creates a humorous tension between the two characters. Besides this, the casting of Pernille Vallentin as Sanne was spot-on – much of the film’s success is thanks to her. She’s definitely a character that you’ll either love or hate, there is no middle ground here. But either which way, you’ll still stick around to see what she’s up to next…” And that just happens to be a host of online, customer service educational videos that answer FAQ. They’ll be online at the end of March. www.storebaelt.dk

Eik Bank – the spirit of Christmas past With over 100,000 customers, Eik Bank is Denmark’s leading online bank. In a world of financial uncertainty and unrest, Eik is all about being a fair, honest and caring bank. To that end, they asked REPUTATION to create awareness for their brand in the run-up to Christmas last year.

Online banners directed people to a campaign site with new questions every day about Eik Bank, with the opportunity to subscribe to a competition e-mail service. A real-time ‘prize-o-meter’ displayed which choice was most popular: the goodie or the dogoodie.

Our online campaign presented a quick test of Danish Christmas spirit, in the form of a moral dilemma: Would you like the chance to win a nice thing (designer toaster, espresso machine etc) or would you rather donate your prize to a children’s charity to help fund educational projects in Africa? Hmmm, tough one.

The campaign was a great success with nearly 45.000 entries falling into two almost equal camps; 51% wanted Christmas presents for themselves, and 49% chose the feel-good factor of a charitable donation. What does that say about the Danes’ Christmas spirit? You decide . . .

Results at a glance • The competition generated nearly 45.000 participants in 22 days and 25.000 unique visitors to www.eikbank.dk • More than 4.500 people signed up for the daily e-mail reminder • The average banner click rate reached 0.24%, dramatically exceeding average click rate for financial products of 0.07% • Traffic on www.eikbank.dk increased by 50% during the campaign period • All in all, Eik Bank raised more than 60,000DKK to charity (Red Barnet)

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Carousel of Cuteness Aaaaaaaaw, kids. So small and yet, so powerful, with their constant demands and incessant whining. Seriously, we are a fairly familyoriented agency here at Reputation, which is why we always have a lot of fun doing the Miniature materials. For the Spring/Summer 2010 image brochure and lookbook, we built a vivid and playful concept around a photoshoot in Copenhagen’s magical Tivoli. Gorgeous clothes, cutie models and a colourful setting created a jolly amusing little book.

New arrivals Tarek Al Bader – freelance creative Whizzy art director. Moving pictures genius. Dark artist. Tarek is happily ensconced as our freelance motion graphics artist and for that we are truly grateful. An artist since he was just out of nappies, Tarek still paints when he can, if he’s not practicing thai boxing. Check out his kick-ass portfolio at www.east1981.com/ tarekalbader/.

Matei Curtasu – intern Romanian by birth, Matt is helping us out with research, ideas and other bits and bobs, including handyman stuff and serving champagne at our fabulous fashion party (see article inside). Matt is an aspiring copywriter, with the knowledge and enthusiasm for things like social media and the interwebs that only the young and brilliant can have.

REPUTATION REPUTATION is a eight-year-young advertising agency on the roll, and the creative comet in Denmark for Publicis and Leo Burnett. It is part of Publicis Groupe, Europe’s largest advertising corporation and a stable that includes Saatchi & Saatchi, Fallon etc. Specialising in reputation management and corporate branding, the agency currently has a 37-strong team, including experts in PR, HR, web and film production. The REPUTATION portfolio spans a broad spectrum of sectors, including culture, health, education, IT, consultancy and fashion around the globe. Our international experience extends to being the global lead agency for four companies, and the Nordic agency for three others. REPUTATION · Bredgade 15 · DK-1260 København K · Tlf. 33 38 50 00