SETTING THE SCENE
Consumer Influencer: Andy B Social Media: John H Influencer Network: Niki
CROSS PORTFOLIO SPECIALISTS
TEAM STRUCTURE ALEC
ELEANOR
ZOE
BRAND TEAM 1
BRAND TEAM 2
PRESS OFFICE
SOPHIE
SARAH
OLIVIA
SPECIALIST PROJECT EXPERTS SALLY
Project Management & Production: Mel & Jen Social Media Amplification: Alex C & Alex W
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
ALEC SAMWAYS
CEO, HEAD OF CLIENT SERVICES
Highly experienced in the alcohol industry having launched and run the Heineken Thirst music programme globally between 2002-4, led the Smirnoff account for nearly a decade, with leadership roles also on Miller Genuine Draft and Guinness. In that time I have built relationships with key bar chains, festival/event owners and talent businesses. My media contacts are now primarily editor level and beyond, particularly in glossy lifestyle – Dylan Jones, Ralph Moore, Greg Williams to name just a few. PR activations that work through the line, branded entertainment concepts and talent partnerships are built into my make-up. I am a middle-aged lager lad, maintaining a healthy obsession with dance music and an unhealthy desire to retain the DJ talent of my youth. I have enjoyed a cold Heineken in 5 different continents.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
ELEANOR JONES
STRATEGY DIRECTOR
I have a wealth of consumer PR knowledge having worked on top consumer brands including Amazon, Samsung and Cadbury. I’ve enjoyed moving consumer perception of brands by moving their earned media coverage and social media communities into new editorial spaces. I’ve also worked in the drinks market doing just that for Smirnoff across Western Europe, Grolsch and Blue Moon in the UK. I have a great range of men’s media contacts thanks to years of gaming and consumer tech PR and love cake baking almost as much as glueing PR strategy to great creative thinking.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
SOPHIE HAYES
ACCOUNT DIRECTOR
I have extensive consumer PR knowledge having worked on top consumer brands including Marmite, ASDA and Fox’s Biscuits. I have also worked on events for brands including Guinness (Arthur’s Day) and Sky (Skyride), plus numerous film premieres. I’m a news hound and have strong relationships with key national journalists including Dan Jones (The Sun), Dominik Lemanski (Daily Star Sunday), Jennifer Dunkerley (Daily Star) and Ruki Sayid (Daily Mirror).
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
ANDY BELLASS
CREATIVE DIRECTOR
I’m a long time lover and creator of beer communication having created some of the most famous ads for Holsten Pils in the 90’s, global music platforms for Miller in the 00’s as well as Guinness and frontier in the (whatever this generation is called) zees.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
NIKI HUNTER
HEAD OF OPERATIONS
I have 15 year’s experience of working on communications campaigns for alcohol brands including Guinness, Windhoek, Bulleit Bourbon and Campari. The work on all these brands needed to play up their premium positioning. Food and drink is a passion of mine and many of my friends are bar owners or managers. I’m always seeking out new places to try; my current favourites are The Well and Bucket in Bethnal Green and The Merchant’s Tavern in Shoreditch.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
MELANIE YUDIBRATA
SENIOR PRODUCTION MANAGER
Delving into a brands world and bringing the tone of voice to life through strategic and creative executions is something that I not only love but also thrive off. I have 6yrs experience of essentially ‘making things happen’ for brands including Jeremiah Weed, Smirnoff, Lucozade and Fullers. My supplier, venue and sponsorship network is vast and comprehensive and I always crave an ice-cold beer after a long days work - I’m Aussie so it’s in my blood.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
SARAH PHILLIPS
SENIOR ACCOUNT MANAGER
I have five years of consumer PR experience, working across brands including eBay. co.uk, Sony Playstation, Vodafone, LinkedIn and Forever 21. I’ve also managed the UK consumer PR for BACARDI Rum, taking the brand beyond product placement pages, to message-rich, feature coverage about its heritage. Having worked across alcohol, travel, consumer tech and fashion brands, I have a wide breadth of media contacts across sectors, and am dedicated to maximising these relationships to deliver engaging and on-brand coverage for my clients.
BAR: THE DUKES HOTEL, MAYFAIR DRINK: ASPEROL SPRITZ DESTINATION: PARIS
OLIVIA GIBSON
ACCOUNT MANAGER
I have an array of media knowledge thanks to working on some great consumer campaigns. I have a great relationship with a number of journalists across the media space and feel passionate about getting brands to front of minds and to the people that matter. My skills in consumer brand PR have been developed thanks to the opportunity to work on brands like Lucozade and Marmite to name a few and I enjoy working on integrated communications that include a fast moving press office and social media activation.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
SALLY HEYDON
SENIOR ACCOUNT EXECUTIVE
I have been lucky enough to work across an outstanding portfolio of international consumer brands including LEGO, IKEA, Warner Bros, and DIAGEO. In the drinks space, I have played a key role in a number of dynamic campaigns including the launches of Bulleit Whiskey, Rochdale Cider and the European bartending competition, Show Your Spirit. I am a confident and results driven publicist with a strong grasp of all the skills required to work in a busy, fast-paced and successful PR agency.
BAR: NIGHTJAR, SHOREDITCH DRINK: OLD FASHIONED DESTINATION: BERLIN
ALEX CLOUGH
DIGITAL ACCOUNT DIRECTOR
I’m a long time lover and creator of beer communication having created some of the most famous ads for Holsten Pils in the 90’s, global music platforms for Miller in the 00’s as well as Guinness and frontier in the (whatever this generation is called) zees.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
JOHN HOBSON
DIGITAL DIRECTOR
I’ve been lucky enough to work at the digital end of communications for over nine years. Since then, the platforms may have changed but the ambition hasn’t. Social media can be unforgiving however if you get your content and communications strategy right, social media can really be extraordinary for all the right reasons. I’ve led strategy and implementation with mobile brands Sony Ericsson and Three, fashion brands from Dr Martens to Hunter Boots and alcohol brands such as Stella Artois, Becks, Smirnoff and Blossom Hill. At a previous PR agency Brando (now called Citizen) I launched and led the Western Europe conversation reporting across five key InBev brands - Stella, Becks, Jupiler, Leffe and Budweiser - each with their own competitor sets. This was four years ago and felt quite groundbreaking at the time. Off the back of this success a real time one month monitoring programme was commissioned for the launch of Stella Cidre with overnight and daily updates around consumer and influencer reception to the new product - it proved central to brand communications and is now considered essential to all new product intros.
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
JEN CORDINGLEY
PRODUCTION MANAGER
My experience lies within experiential activations; organising, planning & managing events of all shapes and sizes. My work includes a European competition for Diageo’s reserve brands World Class, a Global product launch for Nivea, a Smirnoff & D*Face collaboration and a two year UK wide experiential sampling campaign to name but a few. I like to think I have superwoman logistical powers. Having organised various events for a range of brands, logistics is definitely my forte. From the big things to the little - I’ve got it covered (before you’ve even thought of it). I have a healthy bank of contacts in the festival field, from sponsorship, to AV & sound to artists
BAR: HAPPINESS FORGETS, SHOREDITCH DRINK: ESPRESSO MARTINI DESTINATION: NEW YORK
ALEX WELLS
JUNIOR ACCOUNT EXECUTIVE
I started with Splendid in May this year after working my way through their internship programme. As a JAE on the digital team, managing the Social Media communities for the likes of Marmite, Pot Noodle, Stork Margarine and Jeremiah Weed is a testament to the breadth of my experience and brand engagement. Twitter is my thing and I love nothing more than harbouring engaging, fun and exciting online environments for my brands and their fans.
• • • • • •
AEG Live Mama Group Bluepeg Bigfish Get Involved Get in Bed
• • • •
Cargo Fabric East Village Dance Tunnel
SPLENDID • Heath Ball – owner of two bars (the Red Lion & Sun and The Wenlock Arms – he would never take Heineken as he is tied to brewery with one and the other is real ale but he has worked all over London over the years and has a good Twitter following) • Scott Collins – owner of Meat Liquor Group • Giles Looker, Owner of Soul Shaker bar consultancy • Will Beckett – owner of Hawksmoor Group • Oliver Williamson – Manager at The Light Bar • John Willy – Manager at Bedford & Strand • Eric Yu – owner of Breakfast Group (Salvador & Amanda, The Social, Opium) • Andy Pengelly – bar manager of Novikov • Anthony Lyon – bar manager at Hix in Soho • Cammie Hobby-Limon – owner of The Charles Lamb
• • • • • • • •
Ben McFarland – Guild of Beer Writers and Beer Writer of the Year Tom Sandham – Thinking Drinkers Clinton Cawood – Imbibe Magazine Simon Difford – Class Magazine Jenny McIvor – Editor of Tesco Magazine Alice Lascalles – Sunday Times mag drinks writer Simon Webster – Bar Life UK Tatiana Mercer - Bar chic Pete Brown – Beer writer
SHOREDITCH • Voodoo Rays
• • • • • •
Fullers Frontier Jeremiah Weed Wind Hoek Rekorderlig Hobo Redchurch Brewery
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE CREATED A SERIES OF SUMMER FESTIVAL EVENTS FOR JEREMIAH WEED.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE PURIFIED THE THAMES TO DEMONSTRATE SMIRNOFF’S PURIFICATION PROCESS.
WE CREATED A THREE DAY MUSIC FESTIVAL IN MIAMI FOR MILLER GENUINE DRAFT.
WE CREATED A THREE DAY MUSIC FESTIVAL IN MIAMI FOR MILLER GENUINE DRAFT.
SPLENDID PLANNING At a strategic level we believe we are second to none. One of the two partners in the business is the former Strategic Director of the advertising agency Mother and in his day has taken the lead strategic role on a wide range of clients from Coca-Cola, NatWest, Egg, and SuperNoodles. Unlikely to admit it, he was also once voted in the top 10 strategic minds in the country. The other partner was a board director at Datamonitor and led the consumer practice of this global research consultancy. While he’d prefer to be known as the coolest dad in the country – or at least in his own household - he also has a sharp eye for a statistic. We play a core strategic communications role for most of our clients, usually contributing as part of a small core of agency partners. It’s worth noting that we are very strong collaborators. In fact, after organic growth, recommendation from other agencies is our biggest source of new business.
We play a strategic communications role for most of our clients, usually contributing as part of a small core of agency partners. It’s worth noting that we are very strong collaborators. In fact, after organic growth, recommendation from other agencies is our biggest source of new business.
SPLENDID SOCIAL MEDIA PLANNING PROCESS 1. Understand the brands fundamental purpose / role
2. Define our relevant consumer world that we can play in relation to our brand purpose
3. Define the credible role we can play in that world as related to our brand purpose
4. Creative Editorial Development based around these parameters
5. Monthly Analysis and Calibration: build the wall
HIGH STRATEGIC FIT
THE RIGHT CONTENT BUT NEED TO LEARN FROM RULES OF ENGAGEMENT LOW ENGAGEMENT
PERFECTION
HIGH ENGAGEMENT
KEEP ENGAGEMENT FACTORS BUT MAKE MORE STRATEGIC
KILL LOW STRATEGIC FIT