The Drum Magazine 23 October

WWW.THEDRUM.CO.
UK
OCT.23.09
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UPFRONT03
THE DRUM OCT.23.09 www.thedrum.co.uk
ITS NO GOOD TELLING CLIENTS

HOW GREAT YOU THINK YOU ARE
Last week the Marketing Industry
Network held a Business Briefing
session in Birmingham city centre.
During the hour-long discussion a
panel of clients talked openly about
how they have handled the recession
so far and the impact it has had on
their marketing strategies. They also
gave some insight into how they intend
to work with agencies in the future.
It was a genuinely interesting event,
with upwards of 40 agencyside
marketers in the audience raising
points and asking questions.
One of the points that did come out
during the discussion was that clients
are increasingly looking for even more
added value from agencies.
Inevitably, that was understood by
some members of the assembled

audience to mean that clients really
want more for less from their agencies
and that concern was voiced.
Not surprisingly it was shot down in
flames by the clients on the panel, no
doubt affronted by this accusation that
ultimately all they really want is for
agencies to give up their insights and
expertise for a smaller and smaller fee.
The word value is quite possibly
one of the most misunderstood and
misused words in the English
language. You could argue that the
advertising industry has got a lot to do
with that, throwing the word value
around willy nilly over the years.
But ultimately what the clients were
saying is that in order for them to take
an agency approach seriously they

need to see that the agency has at
least invested some time and effort in
understanding their business and their
brand and can deliver a considered
strategy that can take it forward.
Some of the clients said they are
now receiving up to six approaches
from agencies per day and these tend
to be through pieces of direct mail that
merely tell them how great the agency
thinks itself is. These do not even get
looked at most of the time.
So, if you are going to approach a
client this week, dont simply tell them
how great you think you are, but use
your expertise to offer some real
insight and tell them how great you
can and will make them.
PLEASE SEND ALL YOUR NEWS, VIEWS AND OPINIONS TO richard.draycott@carnyx.com
ISSUE 22
23 OCT 2009
INSIDE
03UPFRONT 05NEWS 12CAMPAIGN ROUND UP 14THE
MARKETING FORUM REPORT 19SIBLING RIVALRY 20UNCLE
CARL 21CREATIVE REVIEW 25VIDEO GAMING REPORT
30LAST WORD 31APPOINTMENTS 32MARKETING
MECHANICS 34SERVICES 36RECRUITMENT
THIS ISSUE OF THE DRUM ALSO INCLUDES A 48-PAGE
SUPPLEMENT FOR THE SCOTTISH ADVERTISING AWARDS
Cover supplied by:

Creative Liverpool,
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PUBLISHER: GORDON YOUNG

EDITOR: RICHARD DRAYCOTT richard.draycott@carnyx.com
PRODUCTION EDITOR: GORDON LAING - gordon.laing@carnyx.com
NEWS EDITOR: STEPHEN LEPITAK stephen.lepitak@carnyx.com
REPORTER: CAMERON CLARKE cameron.clarke@carnyx.com
EDITORIAL ASSISTANT: THOMAS ONEILL- thomas@carnyx.com
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THE DRUM is published by Rush Media Limited. The publishers,

authors and printers cannot accept liability for any errors or
omissions. Any transparencies or artwork will be accepted at
owners risk. All rights reserved. On no account may any part of
this publication be reproduced in any form without the written
permission of the copyright holder and publisher, application for
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RUSH MEDIA LIMITED AND CARNYX GROUP LIMITED 2009
ISSN 1752-6671
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19
21
25
We aim to
delight
A fresh perspective wil l
W in or lo se, Hea d F irs t
confir m your ap proa ch.
next pit ch t o s ee w hat
on 0161 22 8 66 9 9 or
streng then any m ar ket i n g p la n .

w ill e ither c hange y ou r w o r l d o r
O pe n y o ur m ind and op en y o u r
w e c an d o. C all C ar l o r D o m
email d o m@ he ad -fir s t. co . u k .
HEAD FIRST ADVERTISING & DESIGN. We aim to excite.

H O U S E . 5 7 H I LT O N S T R E E T . M A N C H E S T E R . M 1 2 E J
T E L : 0 1 6 1 2 2 8 6 6 9 9 . E M A I L : T H I N K @ H E A D - F I R S T. C O . U K . W E B : W W W. H E A D - F I R S T. C O . U K
FOURWAYS
WWW.THEDRUM.CO.UK/NEWS 05
UNLESS YOU ARE OFFERING TO TAKE A CUT IN PAY OR YOU ARE THE
GUY IN THE OFFICE THAT NO ONE REALLYUNCLE
LIKES THEN NO,THEY WONT
LOOK FAVOURABLY UPON IT YOU BERK. CARL,PAGE 20
RECOMMENDED
AGENCY REGISTER
RELAUNCHES SITE
The RAR has launched its new website

at www.agencyregister.co.uk.
The new site aims to provide a single
source of all the information clients
need to make an initial assessment of
marketing suppliers.
Clients can register on the new the
site for free and can rate any of their
existing suppliers at any time. Key
supplier information and case studies
are available through a new improved
search function on the site. Clients can
also follow particular suppliers or view
comparison reports are also available
on groupings of suppliers which is
ideal for clients looking to review or
benchmark existing agencies.
The new site also gives suppliers
a host of new tools so they can take
advantage of their recommended
status and get feedback on their overall
ratings.
SUBARU APPOINTS
GOLLEY TO DM TASK
Golley Slater Dialogue (Leeds) has
been appointed by Kenyon Neads,
Subaru UKs marketing director, as
the automotive brands national DM
agency.
The agencys first brief for the brand
will be to launch the new Subaru
Legacy and Outback. The creative will
follow the Uncommon Sense abovethe-line message produced by Chick
Smith Trott (CST). Golley Slater has
also worked closely with One Black
Bear to develop the email campaign.
One Black Bear in Birmingham
is Subaru UKs incumbent online
agency and launched the new
Legacy and Outback micro site www.
unlikeothercars.com last week.
FORMER COORS DIRECTOR

KICK OFF NEW NW AGENCY
AEGON LOSES ASSET

AS DIRECTOR LEAVES
IN RESTRUCTURING
Simon Davies, the former marketing

director of Molson Coors who left the
brewer after 13 years at the start of this
month, has opened a new strategic
and creative agency in Manchester.
MMIXX, which is based in
Spinningfields, is the brainchild of
Davies, experienced agency man
David Walters and Dr Mark Batey, a
psychology academic at Manchester
Business School who has consulted
for the likes of Unilever, Rolls Royce
and Johnson & Johnson.
The start-up bills itself as a
combination of a strategic marketing
consultancy and media neutral creative
agency.
Davies said: As a client I found it
frustrating that there are so few if
any genuinely integrated agencies
out there.
Even the big groups are more like
shopping malls of individual disciplines
than properly integrated operations.
MMIXX is going to offer clients
strategic insight and the means to act
on it regardless of whether the answer
is advertising, web, DM, pricing,
distribution or all of the above.
The sales and marketing director of

Aegon Asset Management Jon Bennett
is set to depart the company alongside
four fund managers as part of a move to
better integrate its European business in
both the UK and the Netherlands.
The move will see Bennetts
responsibilities assumed by Martin
Harris, head of European distribution.
Alistair Duffy, Simon Holman, Mark Love
and Duncan MacKay will also leave the
European equity team.
Andrew Fleming, head of European
asset management, said: I believe these
changes provide a clear signal of our
intent to compete as a successful third
party asset manager on a pan European
scale. The fund management changes
are consistent with our stated aim of
strengthening our existing propositions
where we believe we can add value for
our customers and future clients.
Davies: became
frustrated at
lack of integrated
agencies - so he
launched his own
Some people will say we are crazy

to start now, but very many successful
businesses launch in a recession.
Davies and Walters met as brand
managers on Imperial Leather in the
80s and say they have long planned to
launch a business together.
While Davies stayed client-side
Waters crossed over to agency life as
a director of Clark Hooper Scotland
and founder and creative director of
Blue Chip Marketing.
In an age of media without
boundaries everyone needs help
navigating the new world to connect
with consumers, so there has never
been a better time to launch an agency
that can do just that, Walters said.
The Drum has launched a new application

for the iPhone which will allow users to
keep up to date with all the latest Drum
news and comment in real-time.
The application has been developed by
Birmingham-based digital agency 383
Project. Jacob Dutton, account director
for 383 Project, said: The popularity
of the iPhone in the UK is undeniable,
particularly in our industry. This is why we
wanted to work with The Drum to develop
an app that will help keep suits and
creatives up to date whilst on the move.
Features in the application include a look
at our live Twitter feed, the full Drum
Directory, latest job postings and the
ability to view and book onto all the latest
events.
CHAPTER CLEANS
UP WITH FIRST WIN
Chapter, the Birmingham start-up which

launched earlier this year, has been
appointed by shower firm Triton.
The agency will work to engage the
Triton brand with a variety of audiences
through the line.
Chapters managing director, Mike
Rose, said: This is a fantastic win for
the agency and is testament to Chapter
being structured around an ethos of
client closeness and understanding.
Our approach is really striking a chord.
It is also understood that Chapter has
been working with Calor on a packaging
design assignment.
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06WWW.THEDRUM.CO.UK/NEWS
www.thedrum.co.uk OCT.23.09 THE DRUM
IT FEELS LIKE SOME OF THE DECISIONS ARE TAKING LONGER TO GET

GREEN-LIT,AND THE IMPRESSION IS THAT SOME OF THE GAMES
PUBLISHERS ARE BEING A LITTLE BIT MORE CAUTIOUS
IN TERMS OF
WHAT THEYRE PUSHING THE GREEN BUTTON ON. STU AITKEN,AXISANIMATION,PAGE 25
YORKSHIRES DIGITAL TALENT TO BE SHOWN

OFF DURING DIGITAL WEEK AND THE DADIS
REPUBLIC LOOKS TO
PROPAGANDA FOR
BRAND STRATEGY
The line up of events for Digital Week

have now been announced in order to
showcase the digital creative work being
handled across the Yorkshire region.
Taking place in November in Leeds,
Bradford, Huddersfield, Scarborough
and Sheffield, the week long line-up will
have a particular theme given to each city
and will also examine and discuss new
technologies in every area of the digital
and creative sectors.
Digital Week will culminate with the
DADI Awards, in association with Leeds
Live it Love it.
Leeds will host events on sound and
music, and will look to celebrate the citys
music scene with seminars including a
round table event on 9 November entitled
Audio evolution: Music in the digital age,
which will see four views from specialists
in the sector about how music can survive
the digital boom and stand up to giants
such as iTunes and the pirate traders.
Fashion retailer Republic has announced

the appointment of creative agency
Propaganda following an agency review.
The Leeds-agency has now been
tasked to work on the development
of Republics brand strategy and
communications having recently opened
its 100th store in Chester.
Jo Molineux, Republics head of
multi-channel, confirmed Propagandas
appointment and said that they were now
looking forward to working with them to
develop their brand further.
Mike
Phillipson,
director
at
Propaganda, commented: Republic is
a very successful business with a unique
proposition, culture and personality. We
will now be working with their team to
enhance their brand further.
The DADI Awards will be one of the highlights of Digital Week

2009, as the event takes place across the Yorkshire region
Sheffield will host discussions looking

at the role of 3D technology in design
and architecture as well as a workshop
examining 3D technologies in the gaming
world.
Social media will be the focus in
Huddersfield with new media clients set
to discuss the best use of social networks
such as Twitter, Facebook, Whippet on
the Wire, Flickr and Audio Boo.
Scarborough will be looking at the
advancement of digital on-screen with
Woodend Creative Space and the
Scarborough Digital group hosting
NEW LEASE OF LIFE

AT RUBBER REPUBLIC
Rubber Republic, the viral and social
media agency, is teaming up with the
BBC to launch nature documentary,
Life.
Life follows in the scale and ambition
of the BBCs popular Planet Earth and
Blue Planet series.
Every week, before each episode,
Bristol-based Rubber Republic will
take previously unseen preview clips
of the BBC 1 series to an online
audience.
The BBC has a track record of
producing footage that people love
and want to see its fantastic for us
to be able to work with them and take
clips from this series and match them
up with relevant online communities
each week, says Kirk Hullis, account
director at Rubber Republic.
Rubber Republic will also be using
footage from the series to promote the
BBCs new and incredible Nature site,
which offers an archive of video and
sound clips spanning over 30 years.
MaguiresFlexibilityAd.indd 1
an evening of film screenings which

pioneered the digital movement.
Bradford will host both the Bradford
Animation Festival and the Bradford
Gaming Festival in conjunction with Digital
Week. It will also host BarCamp, which
will involve more than 130 attendees
from Yorkshire and across the country
who will link-up live to BarCamps in the
US, Canada and India to look at new
developments in film, animation and
digital media and offer a special guest
speaker which will be announced nearer
the time.
Photographers representative
The Miss Jones Agency has
signed London fashion legend
Tony McGee.
McGees career has spanned
over thirty years. Working at
Pinewood Studios aged fourteen,
he developed his skills in
photography that would catapult
him to success at the young age
of seventeen, shooting his first
cover for Harpers & Queen.
By 21 he had his 25th magazine
cover under his belt and had
developed his reputation for
high fashion, high quality
images.
NEW UNIVERSITY OF LIVERPOOL DESIGN

ROSTER TO FEATURE SEVEN AGENCIES
A new design roster for the University of
Liverpool has been drawn up consisting
of seven agencies.
The agencies include Liverpools
Uniform, ICE and Kaleidoscope,
Crescent Lodge Design from London,
Gardiner Richardson from Newcastle,
Forepoint from Preston and Da Vinci

Communications from Manchester.
The appointment was made following
a competitive tender process, which
looked to appoint creative agencies to
aid the promotion of the University both
in the UK and globally.
WRINKLY POSTER
FROM NEWHAVEN
A new poster campaign has been

launched for the Scottish Government by
Newhaven, to highlight the value of older
people in society, life and the workplace.
The wrinkled special build posters are
the next stage of the See the Person Not
the Age campaign which began last year.
The posters will roll out across the country
backed up by wrinkly leaflets which are
being handed out to commuters to back
up the message and drive people online
to the campaign website.
The site was created by Edinburgh
digital and design agency Whitespace.
Creatives on the campaign were
Chris Watson and Rufus Wedderburn,
the campaign was produced by Helen
Clyne, while account handlers were Fiona
Stirling, Campbell Ferguson and Tracey
McIntosh.
15/10/2009 15:27
WWW.THEDRUM.CO.UK/NEWS07
TEVIOT LAUNCHES
NEW MISSONI
HOTEL BRANDING
LOWD&KLEA ANNOUNCES
CREATIVE PARTNERSHIPS
Having implemented the brand for Hotel

Missoni across its collateral for the
opening of its Edinburgh office, Teviot
is now set to work with its new hotel in
Kuwait.
The Edinburgh-design agency has
worked with Hotel Missoni from the early
stages of the brands development and
was key to the design and production of
its hotel collateral for the Edinburgh hotel
which opened in June.
Now Teviot is producing the brand
guidelines to ensure the effective
implementation of the brand globally.
The Lowd&Klea Group has announced

a host of senior appointments and
promotions alongside their recently
formed collaborative partnerships with
Designers Republic founder Ian Anderson
and GHAVA in New York.
The Lowd&Klea Group has announced
the repositioning Smart Thinking.
Collaborative Working and rebrand of
existing agency LeadsDesign and the
launch of the special projects team within
its existing visual communications studio,
L&K Creative.
L&K Brand Communications, formerly
LeadsDesign, will provide strategic and
creative brand communication, whilst
sister agency L&K Creative brings together
an in-house creative team with global
collaborative partners including GHAVA
in New York and Ian Anderson (The
Designers Republic), in the UK, combining
concept creative, graphic design, motion
and audio-visual disciplines.
AMAZE ACQUIRES
DIGITAL BUSINESS
London and Belfast digital technology
consultancy MCL Digital has been
acquired by Amaze.
The acquisition of the company, which
was founded by Matt Clarke and Nigel
Conde, follows a partnership which was
developed over recent years.
It will now be integrated into the
Amaze Group with Clarke and Conde
joining the technology leadership team
which provides strategic technical
direction for the company, and will work
alongside Jonathan Copnell, operations
director.
Natalie Gross, managing partner at
Amaze, said: The acquisition of MCL
Digital is a strategic move for Amaze
that will further extend our skills into
emerging areas.
Additionally, MCL Digital will support
our existing teams to fulfill the growing
demand from our clients for forwardthinking technical consulting as more
of them turn to digital to support their
business infrastructure.
Visit
www.marketingindustrynetwork.com/
awards/nominations to find out if you have

received a nomination. The Marketing
Industry Network Awards aim to identify the
BEST media, marketing and communication
agencies and teams across the whole of the
UK. Book your tickets now. Call Kim Baran
Anderson: has joined

forces with Lowd &
Klea Group
Meanwhile, new senior positions

include the promotion of Carla Murphy
to group managing director. In addition
Simon White has joined L&K Brand
Communications as head of creative,
while Jo Daley has been recruited from
Mccann Erickson to manage public sector
and education clients.
Darren Wake also takes the post of
marketing and business development
manager for L&K Brand Communications
as he joins from Open Door Design.
Cheryl Cole has launched her new
website www.cherylcole.com to
support the launch of her debut
solo album. The site was developed
and designed by Birmingham
digital creative agency Clusta.
Going live to coincide with the
launch of the singers debut single,
Fight for This Love, the site aims
to complete Cheryl Coles official
branding as a solo artist and will
allow users to post comments.
NHS STAFF GET WEBSITE SO THAT THEY

CAN AFFECT CHANGE FROM WITHIN
Alienation Digital has developed a new
website aimed at encouraging NHS
employees to submit their ideas for
improving the health service.
Scottish Health Innovations Ltd
(SHIL) works in partnership with NHS
Scotland to protect and develop the
new innovations and ideas of health
care professionals.
By developing these ideas, SHIL
creates new products and technologies
that improve patient care and generate
The Awards Evening is almost upon us.
financial income for NHS Scotland.

SHIL markets itself to two target
audiences: NHS Scotland employees
and the commercial sector.
The new website, located at www.
shil.co.uk, is a marketing platform for
the various products that SHIL has
developed, a starting point for people
looking for information about patents
and intellectual property, and aims to
be a hub for a range of commercial
opportunities.
for more details on 0141 559 6078.
Masterclass: Using Social Networks for

Business, 2 Nov, Manchester
Could your company benefit from using
Facebook, Twitter, LinkedIn and other
social networking sites? You will come
away from this day understanding how to
use social networks, hear from experts
and look at case studies, find out whether
its appropriate for your company and take
away some guidelines for engaging with
audiences in this way.
Masterclass: Writing Effectiveness

Papers Masterclass , 25 Nov, Scotland
As the effectiveness season looms one
of Scotlands best know paper writers
shares his experiences of writing many,
many effectiveness papers with practical
advice on the way to win. Learn real
insights into what the judges are looking
for, how best to research your paper and
how to structure it. Anyone faced with the
prospect of entering a paper into any of
the UKs effectiveness award competitions
and not knowing where to start will benefit
from attending this event.
Business Brieng: What is Collaboration?

in association with Marketing Birmingham and Business Link West Midlands,
8 Dec, Birmingham
How do design agencies, full service
agencies, freelance designers and social
media experts combine their services
to pitch for work and maximise the
opportunities for income generation?
Marketing Birmingham, Business Link
West Midlands and The Marketing Industry
Network are bringing you this event to
hear from clients and find out about how
to collaborate and who to collaborate with.
www.marketingindustrynetwork.com
IM LUCKIER. PHIL HAS BEEN IN AND OUT OF THE SHIT A

BIT. I SEEM TO HAVE GOT LUCKY WITH MY LOT. EXCEPT
HAVING TO TOLERATE
SHINTON. WE ALL HAVE OUR
CROSSES. GARETH HOWELLS,PAGE 19
FORMER BARKERS BOSS HUGHES LOOKS

TO THE FUTURE WITH NEW IDEA AGENCY
Former Barkers director Andy Hughes
has officially launched his new advertising
agency, Idea, formed following the
recent closure of Barkers.
Two former colleagues, Zoe Law
and Lynsey Massie, have also joined
Hughes in partnership. Hughes was a
stalwart of Barkers in Scotland having
been at the agency for more than two
decades. However, following its surprise
closure he quickly launched Idea
taking with him a trio of long term, exBarkers clients, Behar Carpets, Verve
Automotive and Robertson Homes.
However, Idea has been forced to
resign the Robertson Homes business
last month following a pending conflict
of interest.
Speaking of the launch, Hughes said:
We are doing pretty well, particularly
given the short start up timescales
and we are particularly grateful for the
considerate support given by two of

our longest-standing clients formerly
at Barkers, Behar Carpets and Verve
Automotive.
We have also pitched for several new
pieces of business in recent weeks with
some success and I hope to provide
more details soon.
The only regret is that after handling
the business for around five years through
Barkers, Idea recently resigned the
Robertson Homes account. The reason
for this decision is a pending conflict
of interest. The parting is completely
amicable from both parties and I wish
A ROUND UP OF SOME OF THE LATEST PRESS

RELEASES UPLOADED BY YOU ONTO THE
DRUMS WEBSITE IN THE LAST FORTNIGHT
NEWENGLISH DESIGN has been appointed to
create a full print, instore and web campaign
for HONDA POWER EQUIPMENT following its,
Whatever you doMake sure its a Honda launch

at the Southampton Boat Show. The campaign is
the first for Honda UK to run across four sectors.
THE REMARKABLE GROUPs specialist video
and motion graphics division, REKO, is working
with one of the biggest sporting brands for a World
Cup campaign. Reko is creating a promotional
video for PUMA, filming behind the scenes at its
World Cup campaign photo shoot with Chelseas
Nicolas Anelka and Arsenals Bacary Sagna, Tomas
Rosicky and Emmanuel Eboue.
ONLINE COMMENTS
Julie Grant: Very pleased to hear this Andy, I am sure your wnew venture will
be a great success!
Karine Burns: Well done Andy. Look forward to catching up with you again
soon. Wish you and the team all the best.
WORLD CUP 2010

SITE LAUNCHED
Thomas Cook Sport is to launch a
microsite featuring travel packages and
flight offers for football fans planning to
head to the World Cup in South Africa.
The
tour
operator
appointed
Staffordshire digital agency TAMBA
to create a site which will include
information and entertainment while
highlighting exclusive travel offers. An
online display advertising campaign will
coincide with the microsites launch later
this month.
Danny Talbot, managing director of
Thomas Cook Sport, said: Having
been appointed as a participating
tour operator for the 2010 World
Cup, our focus is on the fast growing
online football market - we understand
that to successfully engage with this
active consumer group, we must
offer the most relevant and helpful
information.
TAMBAs MD Jon Broomfield
described creating an online base for
football followers interested in attending
the World Cup was an ideal brief.
Robertson Homes every success in

finding a replacement creative agency.
I have offered to provide any suppport
required to facilitate a responsible handover to our successor when required.
I should imagine the news of an
account review will be welcomed by
a fairly static agency marketplace and
I wish all interested parties good luck
we have had many successful and
enjoyable experiences working with
Robertson Homes over the last five
years.
I hope to reveal more info on our new
business wins in due course.
EDITORS INBOX
Sheridan&Co has designed the travel

retail environments to launch Absolut
Rock edition, the latest special edition
bottle from the iconic vodka brand. The
first UK sites will open in Heathrow
and Gatwick airports in the first week
October.
Sheridan&Co has worked with Pernod
Ricard Travel Retail Europe to bring the
Absolut Rock concept to life in a series
of sites in airports across the globe.
TANGENT GRAPHIC has created the brand

and visual identity for GATEWAY TO GROWTH,
a specialist division of Business Gateway. The
agency was appointed based on their previous
work carried out for public sector organisations.
Integrated agency RED C has won a three-way
pitch to expand the role of online marketing for
AGA RANGEMASTER GROUP, which celebrates
300th anniversary of its foundry this year. The
agency has been appointed to work on brands
including AGA, Fired Earth, Divertimenti, Falcon,
Rayburn, Rangemaster and Mercury.
ASDA is launching its first ever fully animated
flash microsite and online flash games as part of
its major collaboration with LazyTown to promote
its GreatStuff healthy food range. The online
campaign has been designed by Leeds-based
agency GRATTERPALM.
OUTDOOR FOOTWEAR BRAND KARRIMOR

LOOKS TO OUTDOOR SPECIALISTS KAROL
Telecoms giant MOTOROLA has awarded

Cheshires EVENT MARKETING SOLUTIONS a
six-figure contract to deliver a major B2B roadshow
throughout Germany. The tour will target a major
Rucsac and footwear brand Karrimor

has appointed Karol Marketing Group
to handle its PR.
The public relations account adds to
the North East agencys list of outdoor
clients which already includes Vango
and Force 10.
As a result of its appointment, Karol
Marketing will be responsible for all
PR activity for Karrimors rucsac and
footwear ranges.
Neil Kennedy, general manager at

Karrimor said: The outdoor sector
continues to grow at an increasing rate
and we are constantly developing and
refreshing our ranges to suit the needs
of our customers.
Communicating with our target
audience about the range and quality
of our products is key to our success
and PR is an essential element of our
marketing campaign.
global market for Motorola the emergency

services and specifically the German fire service.
Bristols TRUE has created a new website for
Somerset school, MILLFIELD. Millfield has a
distinguished alumni, including international
sportspeople, world business leaders and leading
figures in the arts.
TO SUBMIT YOUR PRESS RELEASES GO TO
WWW.THEDRUM.CO.UK/INBOX
mercedes crescenti tv
productions. serviced beautifully.
07852 944 586

mercedes@mercedescrescenti.tv
www.mercedescrescenti.tv
est 1991
A CAUTIONARY NOTE ON ANY ACCEPTED SALARY

REDUCTION; DO THEY GUARANTEE A RETURN TO PREVIOUS
LEVELS ONCE TIMES IMPROVE?
IS THERE A DEADLINE TO
RETURN TO NORMALITY? UNCLE CARL,PAGE 20
BLACKPOOL TOWER
MOVED TO LEEDS
AND MANCHESTER
BRIEFS
ELMWOODS EDINBURGH
OFFICE WILL REMAIN OPEN
Sheffield based shopping centre MEADOWHALL

has appointed BRILLIANT MEDIA to handle
Blackpool Tower has been moved

around a little over the last week, making
its way to Leeds and Manchester with
the aid of Amaze PR.
The Manchester office of the
marketing services company was tasked
by VisitBlackpool with the promotion of
the beachside town and used a 200
foot high projection of the Tower to lead
the way in its delivery. The Tower was
projected, unannounced, onto local
landmarks through the use of a mobile
rig and was used as a reminder that the
towns illuminations will continue until 8
November.
CO-OP LAUNCHES
TV AND RADIO ADS
The Co-operative has launched the latest
phase of the multi-million pound brand
campaign it started in February.
As well as running an edited version
of its TV ad from earlier this year, the Cooperative has now unveiled a new online
and national radio campaign and in-store
communications created by Manchester
agency Refinery.
The online and radio work, which uses
the good for everyone message from the
TV ad, centres on three of the organisations
major initiatives Renewable Energy,
Fairtrade and Community Projects and
gives examples of its work in these areas.
The three 30-second radio ads
feature a voiceover from the actor
John Hannah and will run across
major stations and networks including
Talksport from this week.
The boss of design consultancy

Elmwood, Jonathan Sands, has hit
out angrily at rumours of the agencys
closure in Scotland, saying in a long
statement posted on The Drums
website that they have not made any
decision to close in Edinburgh.
Rumours of redundancies being
made at the agency, in order for it to
focus more on overseas development,
began to circulate in recent weeks,
and while Sands did confirm that there
had been redundancies in Scotland he
would not confirm how many, though
he did says: Not everyone in Scotland
has been made redundant.
In his statement on www.thedrum.
co.uk Sands said: The Scottish market
is unbelievably tough and it is going to
get much, much worse in my view. With
this in mind it is true that we have cut
some costs over the last month right
across the company and that program
will continue until the year end. It is also
true that the Edinburgh office is likely to
be the hardest hit.
As I am sure every reader can
imagine this has been a tremendously
hard few weeks, the talent in our
Edinburgh office is exceptional and
we have had to let go some very, very
the 500,000 planning and buying account for

its Christmas campaign. The agency beat out
incumbent Miller Advertising and MediaVest
(Leeds) for the work with the campaign set to
launch in the next month.
BIRMINGHAM AIRPORT has appointed 3SIXTY
to aid it in maximising the monetisation of its
website while also ensuring that it communicates
with airlines and tour operators.
BLUE GINGER, the group of Manchester Chinese
and Thai takeaways, has launched a new website
with STUDIO NORTH. The Manchester agency
has designed and built the new site, which
features an onine ordering system that emails
Sands: will continue in Scotland, while

looking at other growth markets
every order placed to the chosen restaurant.

Accident claims company THE CLAIMBRAINS
gifted people. In fact one or two of our

best.
Last year Elmwood made a record
profit well in excess of 1m. Fortunately
as with previous years we left most of
this cash in the business in anticipation
of the continuing market downturn.
Being independent from the bank will
be vital over the next two years as the
recession gets even deeper.
Conserving cash and investing in
growth markets is our plan.
O STREET OFFERS FIRST LOOK AT CELTIC

CONNECTIONS 2010 MARKETING CAMPAIGN
has launched a new website by ONEBESTWAY

ahead of its forthcoming ad campaign. The site
by the Newcastle-based agency features the
ClaimBrain characters, who will also feature in the
TV campaign. Social networking will also feature
through Facebook and Twitter with the campaign
extending to radio, direct mail and SEO.
WIMBLEDON GREYHOUND STADIUM, part of
the GRA Limited group which operates five tracks
across the country, has appointed PR agency
Paver Smith to handle its public relations.
The advertising and branding of this years STYLE
AWARDS IN BIRMINGHAM have been created
by 383 PROJECT. 383 Project was appointed
to handle the brand communications for the
Having been awarded the Celtic

Connections festival contract earlier this
year, O Street has launched its first work
for the client.
The initial work for Celtic Connections
includes an advert for the Glasgow
Concert Halls Whats On Guide. The
official launch for the festival took place
on 20 October. The full brief includes the
creation of all the marketing materials for
the 2010 festival. The Glasgow agency
was appointed in August following an
open credentials tender, and a creative
pitch against a shortlist of three other
agencies. The brief invited agencies
to suggest a new look and feel for the
festival in its 17th year.
event which is organised by Retail Birmingham

in the search for the citys most stylish retailers,
restaurants and department stores.
The UK arm of Austrian dairy NOM has appointed
WEBER SHANDWICK MANCHESTER to support
the launch of its fir yogurt in the UK. NOM Dairy
UKs two new product ranges will see Weber
Shandwick provide PR support to the Everyday
Natural Goodness campaign.
Electricals retailer COMET has appointed
Yorkshires SUMMIT MEDIA to handle all of its
pay-per-click requirements. The retailer will make
use of Summits Portfolio Manager technology
which will allow it to synch its warehouse with
PPC campaigns in real time.
12CAMPAIGN ROUND-UP
I WAS THE FIRST TO GET INTO THE BUSINESS AS IM FIVE YEARS

OLDER. GARETH USED TO VISIT ME AT WORK AND THOUGHT IT WOULD
BE A BREEZE.
THEN PROCEEDED TO MAKE IT LOOK LIKE A BREEZE
TWAT! PHIL HOWELLS,PAGE 19
01
02
03
01 The Leith Agency has designed a book to accompany As Others See Us, the Homecoming Exhibition created by Tricia
Malley and Ross Gillespie, collectively known as Broad Daylight. The publication has introductory texts by Julie Lawson of
the Scottish National Portrait Gallery and Professor David Purdie and features images of and texts by Eddi Reader,
Aamer Anwar, Peter Howson, Christopher Brookmyre, Hardeep Singh Kohli and Clan Chief Sir Malcolm MacGregor of
MacGregor, to name but a few. It is a celebration of Scottish culture, reecting and conveying through words and pictures
the work of Robert Burns. The exhibition runs at the National Galleries on the Mound Edinburgh until 7 November 2009.
The book is available from the National Galleries shop, bookstores or directly from Luath Press. See other images at www.
broaddaylightltd.co.uk.
02 Advocates for Animals, Scotlands animal protection organisation, is poised to unveil a new corporate identity
designed by the graphic design studio, StudioLR. The commission includes a new brand identity, stationery and suite of
merchandising material. A new website also launches on 23 October.
03 FC United of Manchester, the member-owned football club founded by fans, is working with This Creative as it looks to
raise money to build its own stadium. Gateshead-based Solution Group has launched a hand-illustrated annual report for
client Premier Waste. The eight page Annual Report aims to showcase the rms green credentials, and to bring this home,
the agency has illustrated each section with a cut-out gures.
04 Bristol-based Taxi Studio has been appointed to design a book for British Design 2010. British Design is an annual
publication from Dutch publishers BIS. It showcases the best of British design agencies across disciplines. The book launch
will be held on Wednesday 28 October 2009 at the Design Museum, London.
05 D8 has completed a large-scale project for GlaxoSmithKline. GSK, one of the worlds leading research-based
pharmaceutical and healthcare companies, asked the Glasgow and Birmingham-based agency to help with promoting
brand awareness amongst employees. James Young, D8s managing director, said of the work: GSKs in-house team have
built a fantastic resource so our main task was to encourage people to use it. As it was mainly an internal exercise we felt
it would be best to adopt a friendly, light hearted approach using illustration.
04
05
CAMPAIGN ROUND-UP13
14MARKETING FORUM REPORT
A SIMPLE, MEMORABLE, WELL-PRODUCED IDEA AIMED AT PEOPLE

LIKE ME WHO PROBABLY LET THEIR VERY YOUNG CHILDREN WATCH
TOO MUCH CBEEBIES BECAUSEGARY
THEYRE BUSY WRITING REVIEWS FOR
SOME MARKETING MAGAZINE. SETCHELL, PAGE 21
ALL ABOARD FOR
THE MARKETING
FORUM 2009
WEDNESDAY
The first day of the three-day Marketing
Forum (now in its 17th year) aboard the
Aurora is very much a process of settling
in as quickly as possible. Networking at
the bar had already begun by the time
The Drum arrived on board and figured
out its schedule for the next few days.
With the initial emergency drill
complete a necessity of Maritime Law
apparently the first keynote speaker
of the day, geneticist Steve Jones
from University College London and
author of In the Blood and Darwins
Britain, addressed all of the assembled
delegates.
Jones discussed the topic of genetics
and DNA and how genetics ultimately
shape a persons lifestyle. The talk
began with the audience of marketing
delegates being asked for a show of
hands as to who had had a good year
as opposed to a bad year. He found
that the large majority said they had had
a good year.
Following this, Joness talk mentioned
that genetics might influence people
to become managers of customers
depending on which genes they
possessed.
An awful lot of what we are as
business people may be in our DNA
he stated before informing the audience
that two thirds of people will die as a
result of the genes they possess and
that the human body actually is made
up of fewer genes than previously
thought only around 25,000.
This demonstrates that we actually
know very little about genetics, but that
we do know more than we did a few
years ago.
Many in the room will have learned
much from the talk, and they promptly
headed to the bar with a few new
topics of conversation. But once dinner
is completed, the hard work will really
begin with a speed dating session
taking place soon after.
Tomorrow will see a succession
of seminars and talks planned for
throughout the day with networking and
breakout times also scheduled.
WE WERE SAILING Last week The Drum pulled o

aboard the Aurora with many of the most senior
Marketing Forum. News editor Stephen Lepitak s
so that landlubbers could keep up with what was
THURSDAY
Thursday morning on the Aurora and
its all go from 8am. Breakfast is wolfed
down quickly to give me time to get along
to the first talk being given by Simon
Carter, marketing director for Fujitsu, UK
Government Division, and previously the
head of marketing for the Post Office.
Carter spoke about the transformation
of brands and their continual need for
change. One of the first questions he
asked delegates was Brands, are they
important? before telling the room of
about 20 marketers that brands ultimately
need time and investment to thrive.
He used Virgin as a prime example of
a brand that has been given such time
and tried to innovate and grow emotional
attachment with its consumers.
Brands are emotional, he said. How
do people feel about the experience?
How do people react and talk about the
product that they have bought and the
service they have received?
This was a theme taken up later by Will
Harris, marketing director at Nokia, who
believes that while many marketers may
not have as big a marketing budget as
they once had, or the same number of
staff, it is the most exciting time for the
marketing industry.
This, he says, is mainly due to marketers
losing a degree of control over their
brands to the consumer. Digital innovation
has taken the control of a brand out of the
hands of marketers and handed it over
to the people marketers most want to
reach.
Harris cited one website as a great
example myastinmartinisrubbish.com
made by a disgruntled customer of the
car brand, which the company has been
unable to prevent from venting its spleen
about its hatred for the car that the owner
bought.
As a consumer you were informed by
the messages that brands put out, but

now media is free, so we no longer control
the message. If consumers like a product
they will tell the world themselves.
Twitter was another innovation he
urged the room to use better and explore
how their brand is perceived.
Thursday afternoon has been pretty
interesting so far with BJ Cunningham
delivering his talk on the launch and
controversy caused with his brand, Death
Cigarettes.
BJ really does love to smoke he even
admitted to being a cigarette whore
smoking any brand he can get hold of.
and Simon Carter of Fujitsu, whos really

earning his dinner having already held two
other talks today.
It was a good discussion with the guys
talking about what is becoming the big
issue of the forum the use of online and
how it is changing brands and creating
new challenges for them.
Curiously, this was the first session
in which anyone mentioned iPhone
applications, which Carter said she
believes are more important for brands
than interaction with social media.
Sagar, a self confessed Twitter fan, also
said that she didnt believe it had much to
AS A CONSUMER YOU WERE INFORMED BYTHE

MESSAGES THAT BRANDS PUT OUT,BUT NOW
MEDIA IS FREE WE NO LONGER CONTROL THE
MESSAGE.IF CONSUMERS LIKE A PRODUCT
THEYLL TELL THE WORLD THEMSELVES.
Amazing that a brand can launch with
the purpose of telling the truth ie that
smoking kills only for it to die a death
mainly due to a distaste for that truth.
They also offered a money back
guarantee on it! Cracking marketing plan!
Tell the truth!
Consumers will forgive you if you
try and fail, they will not though, forgive
entropy. Consumers will not forgive
companies that just dont do anything,
he said.
An interesting point as there are
probably many established brands that
wish they didnt have to innovate due to
the risk and money involved.
Next up a panel discussion on Asset
Leverage, which involved Trevor Watkins,
marketing partner for Clarke Willmott, Will
Abbott, marketing and communications
director at Freesat, Alison Sagar, global
marketing manager for American Express
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offer B2B and that she didnt see a long

term future for it.
Sagar also spoke about the change in
strategy for the marketing of American
Express and that the benefits and
services received from being a card
holder was now what the advertising
would communicate.
We want to reinforce this as a valuable
asset and share that this is more than just
a card which we will do through out future
communications, she said.
Strangely when I was in America last
month, I found several places not willing
to accept American Expresswhatever
happened to Dont leave home without
it?
Right, Im off to one more talk and then
I have to get ready for dinner. Black tie
tonight. Apparently its ABBA tribute night
followed by Karaoke! All together now,
Waterloo!
www.clipdisplay.com
MARKETING FORUM REPORT15
rum pulled on its life jacket to spend three days

most senior marketers in the UK at this years
hen Lepitak sent back this report from the boat
th what was going on at the captains table.
Above: The Aurora as it

sails out of Southampton
carrying many of the UKs
most senior marketers and
The Drums news editor,
Stephen Lepitak
Left: Clients and agencies
get up close and personal
at The Marketing Forums
speed dating session
THE LONG GOOD

FRIDAY ABOARD
THE AURORA
FRIDAY (Pre-Breakfast)
Well, Abba night wasnt quite what Id
expected more cabaret than Mama Mia
and I dont remember the wholesome
Swedes having quite so many feathered
dancing girls either.
At least Karaoke was sung by people
who clearly werent regulars in front of
a microphone which is usually when its
at its best.
Thankfully I had an early evening last
night (12.30am) as its another day full of
seminars and meetings today.
I have bumped into a few people from
the agency scene so far with Refinery,
WAA and IAS all positioned next to
one another in the Armstrong Bar for
meetings.
Theres a few other regional agencies
scattered around the boat too and
from talking to the two fabric company
marketers that were sat next to me
during dinner (I learned a great deal
about carpets during dinner, more than I
could have hoped) the high standard of
agencies on board has apparently gone
down well amongst the clients.
I wondered just how nervous
agencies would be out there if they had
a look at the delegate list and saw the
name of one of their clients out here.
Ill summarise the client delegate
list later so you know if you should be
worried or not, but every client Ive
spoken to so far has been full of praise
although they have also been quick to
point out just how few people are at this
years Forum. Apparently there are four
forums altogether taking place on board
the ship at the moment and the Aurora
is still not even half full.
I was also informed that the client list
is not as high profile as it used to be.
I guess thats probably true of the
jounalistic turnout too. Only The Drum
and Marketing Week have decided
to attend this year when it used to be
attended by journalists from ITV, BBC
and actually made the TV news.
Ill actually be quite happy if we dont
make the news to be honest.
Means I should get home in one
piece. Now for a hearty breakfast.
16MARKETING FORUM REPORT
ITS A BRAVE MOVE DURING SUCH HARD TIMES BUT WITH A

TITLE GUARANTEED TO SHIFT
IN SUCH LARGE QUANTITIES IS
IT NECESSARILY WRONG? RICHARD BENJAMIN,UBER,PAGE 25
THAT FRIDAY FEELING After a black tie dinner, an ABBA

tribute and a karaoke session, delegates managed to
crawl out of their cabins for a day filled with quantum
physics, lessons in love, Buddism and global economics.
The Drum was there to capture the action as it happened.
FRIDAY
I never made breakfast in the end. By the
time Id written my previous report it was
time to hit the first seminar. Hence, Im
currently thinking of the lunch Im missing
right now writing this report up.
Todays seminars have been short.
Maybe thats due to last nights over
indulgences at the Karoke or simply
that they were straight to the point, Im
not sure, but the first two were both
interesting.
The first seminar lasted just 16 minutes
and was held by Angie Moxon from 3
Monkeys Communications. She made
the comparison between marketing
communications and Quantum Physics.
Why not?
The argument was simply that
Quantum Physics deals with indivisible
units of focused energy that only fix when
observed. Moxon believes that the same
is true of a brands communications
that the separate agencies working on
a campaign should fix when divising a
campaign and work closer together from
the very start.
PR should be included from the
beginning of a marketing strategy along
with the other areas and be a factor in the
overall marketing development instead of
an after thought.
You cant have a shiny brand that
just stays still, you have to surrender
the brand to its audience, said Moxon,
continuing what has become a recurring
theme of the last day or so.
She believes that PR is part of the
solution to guiding perception. She
follows this up by stating that the age
of deference is well and truly gone.
Consumers now have the power.
I liked the metaphor, and feel shes
right.The PR agency should be involved
from the get go, but PR is coming into its

own now and Im sure will be treated with
that respect more often too. So perhaps
this is a plea that while coming a bit late,
is likely to follow through at some stage.
Next up was Thomas Foulkes, head
of developmental marketing for Land
Security Retail, and his talk was about
teaching clients the Five Ways to Make
Your Agency Love you.
I was never aware that clients and
marketers came over all Ally McBeal
and worried about what their agencies
thought of them. Its nice to know. Without
ruining the talk, which was a follow up to
his Five Ways to Make Your Clients Love
You talk he began over a year ago. The
five ways are:
s 7RITE GREAT BRIEFS n AND WRITE THEM
dont call them in
s$OWHATYOUDOANDNOTWHATTHEYDO
s#HAMPIONEFFECTIVENESS
s(AVEPARTNERSNOTSUPPLIERS
s!CTWITHINTEGRITY
The last one I found interesting in that
he urged for marketers to ensure they
were a model citizen and professional for
the agency to fully respect. A tough call,
but hes right. An agency will not respect
a marketer they dont believe is ultimately
a decent human being.
He rounded off his presentation with a
clip thats on YouTube and worth taking
ALOOKATnARE DUBBEDCLIPFROM!&EW
Good Men with Jack Nicholson and Tom
#RUISEnTALKINGASCREATIVEDIRECTORAND
client. Its called A Few Good Creative
Men. Find it at http://bit.ly/15gC3.
BJ Cunningham who was yesterdays
key speaker held a workshop and
explained his model, which was based
on Buddhism and full of emotion and
fate. He genuinely implored clients to
encourage failure within the company
Above: leaving
home, the
Aurora departing
Southampton
for three days of
marketing insight.
Left: Life boats
at the ready for
anyone who didnt
fancy the ABBA
tribute or karaoke
as he sees this as attempting to do

new things and not be scared of it. Its
a threshold that once the company gets
over it can thrive from.
It will be interesting to see what brands
take from that advice. Scary, but I can
see a certain logic there.
&INALLY FOR THE MORNING n *USTIN
5RQUHART 3TEWART WAS THE KEYNOTE
SPEAKERnEXAMININGTHEGLOBALECONOMY
and where its going.
A witty, public school educated speaker
that couldnt help but command the
RESPECTOFTHEAUDIENCEnESPECIALLYWITH
his white shirt, red braces and matching

TIEnHISINSIGHTWASFASCINATING
He highlighted the relationship between
the USA and China as the most important
RELATIONSHPTOWATCHECONOMICALLYnh7E
dont want them falling out, was the
understatement before looking at where
the banks are now. Nowhere by the
sounds of it.
Were not a doomed world, but a
slower one that is recovering, he said
reassuringly. It is in a cycle.
Lets hope hes right and someone
gets peddling that cycle quickly.
MARKETING FORUM REPORT17
HOMEWARD BOUND ITS BEEN A HARD VOYAGE, BUT IT SEEMS

THAT CLIENTS AND AGENCIES MADE THE MOST OF THEIR TIME
SATURDAY
God its early! I promised to list the clients
that were in attendance on the ship. Ill
do that in a while. I thought Id conclude
my experience on board the Aurora first
of all.
Rob Smith from thinking consultancy
GoMad had a decent turnout of around
15 people, considering that he had the
final timeslot of the whole Forum and was
up against a talk that involved sampling
international beer and cheese (it was a
tough decision folks, but I took the hard
one).
His workshop focused on cognitive
thinking teaching us to consider our
thinking more and the extra success
companies and professionals have if
they recognise the thought processes
involved.
That it included me being tied up to a
member of Strathclyde Police during it is
something Ill quickly gloss over.
Cinema chain Vues sales and
marketing director, Mark de Quervain,
held a seminar on clear cut segmented
marketing, which was quite tough going
at such a late stage of the proceedings,
although his insight was intriguing and
his overview of the segmentation that he
has done for Vue was also interesting.
Vue is the only cinema in the UK to
offer teenagers between 13 and 18 a
discounted price from adult tickets,
which I find surprising but apparently
these are the things you do through
segmented marketing.
Another panel discussion was held
with the same panel as yesterday during
which I learned that the marketing
director of Wagon Wheels was on board
and is now sick and tired of being asked
why theyve gotten smaller. She says
they havent, so dont ask if you ever
bump into her.
The general panel discussion once it
got going was about brand protection
once again following the lines of
consumer power and the protection of a
brand online.
General consensus was that ultimately
the brand must be honest and its
Above left: Nokia marketing director Will Harris, believes that there has never been a more exciting time to be a marketer
as consumer take control. Above right: Jon Bennett of Aegon revealed on board that he is moving on from the company
GENERAL CONSENSUS WAS THAT ULTIMATELY THE BRAND MUST BE

HONEST AND ITS PRODUCTS MUST BE AS GOOD AS THEY POSSIBLY
CAN BE IN ORDER TO OFFER A POSITIVE CONSUMER EXPERIENCE AND
GAIN TRUST AND A GOOD REPUTATION.
products must be as good as they
possibly can be in order to offer a positive
consumer experience and gain trust and
a good reputation.
That evening saw the Queen tribute
act take place, which was better than
the ABBA tribute act I have to say in my
humble opinion, but I think, as it was the
final evening on board, even a Gary Glitter
tribute would have been well received.
Everyone was in the mood to let their
hair down. At dinner I heard one tale of
a woman who had placed her room key
in a blokes pocket, only for him to tell
her that he was married and therefore
uninterested. His friend in turn took the
key from his pocket and disappeared
with the woman instead. I have no idea
if this story is true, but maybe it shows
that even in tough times, the marketing
industry likes to play as hard as it works.
Ive been asked whether I thought
the experience was worthwhile? Im told
each supplier pays upwards of 14,000

to attend the Marketing Forum. Every
supplier I spoke to was positive that
it had been worthwhile and that they
would get more than enough work to
cover the cost. I hope they are all right!
The marketers too seemed on the whole
positive about their experience onboard.
Only
once
was
someones
disappointment made clear to me of
the number of suppliers and clients on
board. I would expect that this will not
be the case next year should the industry
pick up along with the economy.
So, all in all, yes, I believe it can be
worthwhile, but everyone must work hard
and use their time onboard to ensure
they gain from a business point of view.
Anyone who goes for a holiday is either
making enough money that it doesnt
matter or making a big mistake.
Ill finish off with an abridged list of the
clients with which I have spent a hard,
but enjoyable three days. If you are from

an agency and one of these is your
client, dont worry. Im sure everything is
fine (gulp). Im off to lie down.
Shortened client list: Vue Cinema,
Nokia, JD Williams & Co, Meridian
Business Support, RAC Motoring
Services, Krispy Crme, American
Express, uSwitch, Fitness First, Motorola,
Abbey Legal Protection, Yahoo, BBC
Sport, The Co-operative Group, Rank
International, FreeSat, Capital One Bank,
First Choice Coffee, Chartered Institute
of Management Accountants, TNT
Express, Berghaus Ltd, Post Office ltd,
DirectGov, Aegon Asset Management,
Sony Music Entertainment, Hitachi
Capital, NSPCC, PDSA, Ocean Finance,
Xerox UK, Cardiff University, Diageo,
University of Aberdeen, Santander Asset
Management, Electronic Arts, Plymouth
Argyle FC, HSBC, Morrisons, The Walt
Disney Company.
To see just how hardworking they are,

call 0161 237 3757 for a list of client recommendations.
www.pravda-advertising.com
PRA_Drum_1pp_Ad.indd 1
20/10/09 09:16:48
SIBLING RIVALRY19
CREATIVE HEAVYWEIGHTS Brothers Phil and

Gareth Howells are perhaps two of the most
colourful creatives in adland - Phil at The Raft and
Gareth at Newhaven. But does their sibling rivalry get
in the way? Or has it helped their career progression?
Brothers in arms:
The Howells brothers,
then and now...
THE DRUM:
Right, now we have the two of you together... How did it
all start? Who followed who?
PHIL:
I was the first to get into the business as Im five years
older. Gareth used to visit me at work and thought it
would be a breeze. Then proceeded to make it look like
a breeze twat!
GARETH:
I thought it was all about having a cool office and playing
football in the corridor. The bugger never told me how
hard he worked. I loved it when he showed me the ads
hed done. I used to bore everyone saying my brother
had done that ad.
PHIL:
We both went to Llandovery College and Carmarthen Art
College. I went on to Kingston to do Graphics and Gareth
went to Manchester to do advertising.
Im very protective over my brother, though. Once at
Llandovery the school bully [called Rat] picked on Gareth.
I got a little annoyed and left the vermin battered, bruised
and hanging on a coat hanger for the rest of the school to
file past on their way to dinner.
On another occasion when Gareth and his writer were
having problems from senior management about leaving
to join a competitor I had to put a polite call in to the
creative directors to make the transition a little smoother.
Another time, I got Gareth a placement at Still Price
Lintas when he first started out with Tom Richards. I tried
to get them hired there. I remember them doing some

great stuff for Flora cheese. A few months later, Dougal
Wilson (Gareths partner from Leith days) did a placement
and I tried to get him hired too.
PHIL:
Were always bouncing ideas off each other, talking about
our beloved Scarlets rugby team or planning our next fly
fishing trip.
GARETH:
Yeah, we bounce ideas off each other all the time. His are
normally shit and mine are fantastic. Eh, eh, eh, eh.
We do it when we get together, to be honest. Over
a few bottles of red. Then we forget the ideas in the
morning. Probably for the best.
We have never worked together, though. We got as far
as getting a logo together. A 2H pencil. (Did I mention Phil
has a degree in Graphic design from Kingston?) Id love
to work with Phil, though. He could wash and Id wipe.
THE DRUM:
So, how has it all turned out in your parallel worlds of
advertising?
PHIL:
Gareth has been more successful, but Im more
handsome and theres still a few years to go.
GARETH:
Im luckier. Phil has been in and out of the shit a bit. I
seem to have got lucky with my lot. Except having to
tolerate Shinton [Jonathan, co-founder of Newhaven].
We all have our crosses.
THE DRUM:
And when you get together for family dos, do you bore
the rest of the family with ad-talk?
PHIL:
Our Dad was in the SAS, if we talked about advertising
hed punch us.
PHIL:
Yep. If we could somehow find a way of working with
each other in the future brilliant! It would be great to
have someone scruffier than me in the office.
GARETH:
We do talk ideas pretty much all the time, though. Except
when Wales score.
GARETH:
I think we could work really well together. Mutual respect.
Phil is a big talent.
PHIL:
Our sister Rhian is a producer at The Moretti Agency. One
day shell be the most successful Howells.
PHIL:
I think we could work well together, hes a great talent.
GARETH:
Im told shes doing well. I think they are being kind.
20AGENCY AGONY UNCLE
Dear Uncle Carl

Pay cuts, parties, vacations and
relocations - after years spent
managing people nothing shocks
Uncle Carl any more. But maybe
youre in for a shock when Carl
tells you to go and take a hike.
Dear Uncle Carl,

Ive been asked to take a 15 percent pay cut. The
directors have taken a cut already. It has also been
made clear that there will be job cuts. If I refuse the
pay cut (which I really cant afford) will I automatically
be one of the first out the door? Where do I stand
legally? I do not want to leave my job.
A legal question. Who am I, Raymond Burr? (Anyway,
could he actually stand legally as Ironside?) My guess is
if they are taking pay cuts and now asking the staff then
there will be more job cuts and the chances are your name
will come up whether you take the cut or not. Legally, or
otherwise, they shouldnt be approaching individuals; its
stupid management, they are talking about a change in
your contract of employment and would have to do it
through consultation with HR, lawyers, even unions, if
indeed you are members. They should have proposed
a unilateral pay reduction across all staff with a secret
and anonymous (same thing?) staff vote - just like the
UK car industry in the 70s. And thats because, like them
you wont vote for a pay cut to save a couple of jobs as
you all think well it wont be me, what about Mark in
accounts or Tracy on reception. Im too important, yeah
right, because no one important ever lost their job.
A cautionary note on any accepted salary reduction;
do they guarantee a return to previous levels once times
improve? Is there a deadline to return to normality? Will
they repay the loss of earnings, what happens if you
leave or are asked to leave before the status quo returns
its a legal nightmare!
Dear Uncle Carl,
Im a long-serving account director and its been my
plan to take a short sabbatical. When I last had an
appraisal (ages ago) I was told Id be able to take
three months off, but no promises were made about
when. I now want to make plans but, because of the
recession, Im worried about asking the question
and about having a job to come back to.
Ask them. I know that you think that if you do that,
then they may think mmmm we could give him lots of
time off to travel! But what you need to know is they
are not stupid and if after such an enquiry from yourself
they did indeed choose to kick you out as a cost cutting
measure they would be leaving themselves wide open
for you to pursue a rather strong case of constructive

dismissal. So approach them and give them a reason
why its a great idea for you to make like Michael Palin
and fuck-offski. Surely they will welcome the salary relief
with you gone. My only advice is to write a record of the
meeting and the request, all nicely dated just in case!
Dear Uncle Carl,
I have recently moved house away from the city that
I work in. My commute takes almost two hours. I was
wondering if I might be able to negotiate working
from home one day a week, or perhaps changing
my hours to avoid rush hours. How could I make this
proposition attractive to them?
Unless you are offering to take a cut in pay or you are
the guy in the office that no one really likes then no, they
wont look favourably upon it you berk. You mention
them once and yourself eight times in your question,
so really this is all about you, isnt it? And how you
should be the centre of their universe. Your lack of spatial
awareness and basic geography, if anything, already
has them fuming, moving two hours away for fks sake.
Management arent idiots. They know you have moved;
they now know you will try to maintain your routine for
more than one month but less than three and they then
know you will fail to maintain this charade which leaves
the final step. This is where you nervously creep up to
their office or approach HR with a cutting from some
business magazine promoting remote working through
improved broadband as a positive green issue.
Please make the request and bear in mind all they
have to do legally is consider your request... right up
to the point where they say NO. Think about this; your
management, if they allow this, are allowing staff to recreate the terms of employment, which will become
biased toward you. Now, I may sound like a tyrant, but
you work for them, not the other way around. One thing
that fucks me off about this is, imagine if your bosses
one day announced the agency was moving two hours
away from you, no requests, no consultation. It couldnt
happen could it? If it did there would be an uproar with
all the staff shouting you never said that when I signed
my contract! Yes, well, neither did you when you signed
your contract, so why should it work the other way?
But simply because at my old place it said in my staff
handbook you had to work within 35 miles of the office,

who is to say that your bosses may in fact be idiots and
simply say yes to your request. If they do, well done, you
have my and your wifes congratulations. But I guarantee
they will have opened a Pandoras box of staff requests
and I make you another cast iron guarantee you will
leave them in three months anyway mark my words,
Im Uncle Carl, I know these things.
Dear Uncle Carl,
We have organised a big party to celebrate our
agencys 10th birthday. We have invited clients,
peers, friends, journalists and a few prospective
clients too. The problem is that it looks like very few
people can make it. Should I act desperate and beg
them to come, should we just enjoy it as an agency
party, rearrange it... or just cancel?
We dont beg, do we? After all we are not in PR.
Give people a stronger reason to be there. Explain how
important it is they are there and how important they have
been to the success of your business. Look perhaps at
the venue; this is a special celebration are you indeed
making it special? Is it the same usual drinking hole or
somewhere people havent been before? Look again at
your guest list. You have invited the usual suspects but
what about beyond that? Invite not only the current team,
but the people who helped you build the business over
ten years; the key staff, old clients, past suppliers and
friends of the agency within the industry.
Look wider still, to other local business owners and
leaders in your area. Maybe get a great industry speaker
there too (I have an agent). Just remember this is not
simply an agency party for agency staff, dont worry that
some pencil-dick account director or up-their-arse-macmonkey wont go. This is your 10th year celebration; fuck
those lightweights chances are they wont be there in
ten weeks anyway. If you really think about what you are
celebrating and what you have achieved there will be
plenty wanting to share your moment and you will have a
great celebration I await my invite.
ARE YOU TROUBLED? DONT BE. SEND ALL YOUR
QUESTIONS FOR UNCLE CARL TO DEAR.CARL@CARNYX.
COM OR, IF YOU WISH TO MEET WITH CARL TO TALK
ABOUT YOUR BUSINESS, EMAIL HIM ON CH@KLOOG.CH
CREATIVE REVIEW21
GARY SETCHELL
CREATIVE DIRECTOR, MCCANN-ERICKSON BIRMINGHAM
01MAGENETIC NORTH
HTTP://KIDS.TATE.ORG.UK/GAMES/
DISCOVERING-TURNER
Terrific site. Packed with engaging,
interactive content that covers art in a
way that my young nephews loved. I cant
possibly do it justice in this short review
but this work results in making the Tate
seem fun and accessible. 9/10
02CLUSTA
02
01
WWW.THESATURDAYS.CO.UK
A surprisingly clean and classy site design
for pop girls The Saturdays. But this might
be because they havent made their first
million yet if the band wants to compete
with Girls Aloud, they need to invest in
features for their site like ringtones, games,
exclusives, etc. 6/10
03THE LEITH AGENCY

SCOTTISH GOVERNMENT TV AD
A simple, memorable, well-produced idea
aimed at people like me who probably let
their very young children watch too much
CBeebies because theyre busy writing
reviews for some marketing magazine. I
think parents will like it and check out the
website to ease the guilt. 8/10
04LIQUID
03
04
WWW.ASICS.CO.UK/SPORTSTYLE
I liked this for two reasons. Firstly, it makes
Asics history of innovation relevant to the
leisure audience without being a lesson.
Secondly, when I checked out a pair of GEL
LYTE III, I was only a couple of clicks away
from buying them. Decent job. 7/10
05AIR CREATIVE
CREATIVE CRAFT SCOTLAND
If the aim of this ad is to tell me theres
more to craft in Scotland than knitted
loo roll covers, then it does its job. The
C word idea feels like it needed a more
provocative execution, though. 6/10
05
06MERLE
ADVOCATES FOR ANIMALS VIRAL AD
This lovingly-crafted film did a good job of
making me aware of this particular issue.
Gorgeous animation, a fatally-wounded
pregnant seal and Richard Briers voice
is surely a recipe for getting support from
animal lovers. 8/10
07AARDMAN ANIMATION
07
06
BAYER SCHERING PHARMA VIRAL AD

This film successfully uses humour to tackle
(sorry) the issue of erectile dysfunction. At
least, it made me want to check out the
other beautifully observed films on the
website (www.in-bed.info) where useful
advice is delivered in an utterly charming
way. 9/10
HAVE YOUR SAY ON THIS ITEM. LOGIN AT WWW.THEDRUM.CO.UK
Special feature.
Left: David Boni The Locals
With offices in London, Edinburgh and

Southampton, a growing team and an enviable
body of work from her leading photographers,
Dawn Moretti explains how growing south has
allowed her to deliver even more to her clients.
north &
Above: Robbie Smith Agency:BJL Client:British Airways Campaign:British Airways
Having made the case for giving Scotland

its first photographers agent six years ago
amidst scepticism there was even a need,
the Moretti Agency has never been scared
of making brave decisions. But just whats
driven the decision to expand and open a
London office in a year of tightening belts?
It was always my ambition to extend our

roster of photographers, and we needed
to expand to accommodate the growing
diversity of projects we had coming in.
says Moretti, I wanted us to be able to
handle briefs from agencies all over the
UK and not just north of the border.
So when the opportunity came up to share
offices with 1st Option locations in
Camden Lock I knew we had to take it.
This year, the Moretti photographers have
indeed seen work commissioned from all
corners of the UK.
Mark Seager Agency:Family Client:Children First
DRUM DPS.indd 2
Children First was selected for inclusion

in the Creative Review Photography Annual
2009 coming out this month.
Were really chuffed for Mark that his work
has been chosen. To be part of the definitive
collection of the finest photography of the
year is fantastic news for him, and for the
agency. His work will now be seen by
creatives in over 80 countries.
David Eustace meanwhile was one of only

11 photographers commissioned to capture
the Characters of America for USA Network
in association with Chronicle Books.
A project which saw him drive the entirety
of Highway 50 capturing 50 portraits
against 50 landscapes.
New on the books
David Boni was chosen for the prestigious

launch of Wonderbra Ultimate Strapless
by Manchester Agency Iris, as well as Aviva
work with Balloon Dog of Norwich and a
global campaign for Intervet with McCanns
London shot in South Africa.
Having offices in Camden Lock has no

doubt helped the agency add new London
talent to their books. Last week Moretti
announced the signing of top food
photographer Will Heap who regularly
shoots for Waitrose and Marks and Spencer,
and Patrick Harrison whose lifestyle work
has fronted campaigns for clients such as
Vodafone and Nokia.
Robbie Smith has been in Amsterdam and

Zurich with BJL shooting for British Airways
and it was recently announced that Mark
Seagers work with Family Advertising on
Almost all the campaigns, including those

shot in South Africa make up a growing
number of projects using the Agencys
production skills.
h &south
Will Heap Client:Ebury Press SECRETS OF AGA PUDDINGS by Lucy Young
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Team Moretti
Moretti now have a four strong in-house

team of agents and producers, including
Rhian Howells, Alexa Murray and Frances
Young. Together with Moretti herself they
clock up a sizeable 40 years experience
between them. Producing not only for their
own photographers but agencies, direct
clients as well as independent photographers
and their agents.
Testament to their on the ground know-how,
New York based production company
The Custom Family recently brought
Moretti in on a recent commission to
produce a print campaign and art film
for Pringle of Scotland with photographer
Ryan McGinley and academy award
winning actress, Tilda Swinton. This high
profile fashion shoot took place in various
locations around the West coast of Scotland
earning the agency considerable praise.
Looking back across the spectrum of work in
2009, has the tougher business environment
changed the way they do business?
Ive got a great team around me. Its been
a tough year for some of our clients, theyre
trying to keep standards high on smaller
budgets, but were used to challenges.
says Moretti adding, Part of the thrill
sometimes is finding a creative solution
to a tight budget. The team are experienced

enough to know how to get the best from
whats on the table and still produce a
great end result.
There was a time when some people
believed booking a photographer through
an agent meant it would cost more. Is that
still the case?
Not at all. Maybe a few years ago but
its definitely not the case now. Agencies
weve worked with know were here to
look after them and their clients. This
allows our photographers to get on with
shooting while were arranging all the
behind the scenes and time-consuming
bits. She adds, We dont charge our clients
commission for booking the photographer,
our agreement is directly with the
photographers themselves.
Patrick Harrison
Client:UBS
(Top)
David Eustace
Agency:Leith Agency
Client:Scottish Government
TV production:MTP
Outside of the UK, Moretti have used their

affiliations with local production companies
around the world. Moretti have just completed
a Long Tall Sally fashion shoot in Morocco
and Rhian is gearing up for another one in
either India, Thailand or Vietnam.
Having someone work with you on the
ground helps minimise the risks, and of
course the locals tend to know the best
places for a well-earned beer when we
wrap-up.
While growing the team, the talent they
represent and the suite of services offered
to their agencies and clients, it seems The
Moretti Agency have succeeded in doing
something even more important help
grow their reputation as one of the leading
photography and production agencies in
the UK.
Location links
Moretti were invited to share the other
half of the Camden Office with the UKs
leading location and events company,
1st Option. One glimpse of their website
www.1st-option.net and it quickly becomes
clear they bring a wealth of experience to
the table. As well as finding stills, TV, film
and event locations across the UK, they now
exclusively represent Londons legendary
icon, Battersea Power Station.
Dawn
Alexa
Rhian
Frances
If youd like to contact Dawn please send an

email to dawn@themorettiagency.com
or visit her brand new website
www.themorettiagency.com
20/10/09 11:21:32

www.uberagency.com
3503 Uber - The Drum Ad.indd 1
19/10/2009 09:46
VIDEO GAMING25
Sponsored by:
GAMING GROWS UP
No longer the sole preserve of nerdy boys in dimly lit
bedrooms, video games are now enjoying mainstream
appeal. But with gamers asked to fork out upwards
of 50 for one hotly anticipated new title, how are the
agencies responsible for marketing games tempting
recession-weary consumers to part with their cash?
espite the world being in a horrific

recession, it looks like the UK is about
to reach the watershed for video
games pricing with next months arrival
of the most hotly-anticipated new game
in recent memory: Call of Duty: Modern Warfare 2.
Not only is it the most anticipated game of the year
(if not decade), but it is being retailed at 54.99 5 more than any standard premium release, says
Ubers Richard Benjamin.
Its a brave move during such hard times but with
a title guaranteed to shift in such large quantities is it
necessarily wrong?
The latest iteration of the highly-successful Call
of Duty series might be able to demand a premium
price when it is released, but thats not to say it
will neccesarily set a benchmark for video games
pricing.
Supermarkets have become key retailers for the
games sector and have begun to drive down costs on
big releases; football title FIFA 10 sold at only 25 when
it was launched in Tesco this month. Industry opinion
is divided with fears of devaluing brands and leaving
consumers with unsustainable price expectations,
says DKPMs Andy Weir. But competition can only
benefit the price conscious consumer cant it?
It might benefit the consumer, but what does this
changing landscape of the games industry mean for
the agencies and studios involved in marketing the
games themselves?
We asked creative agencies who promote video
games Uber, DKPM, Head First animation studios
that create trailers and films for games RealtimeUK
and Axis and Mere Mortals, a company that creates
games as well as marketing materials, to tell us
how the gaming industry is bearing up during the
recession.
[l-r] Ubers creative for real-time strategy game Stormrise; its work-inprogress for upcoming title Aliens vs Predator and the agencys designs
for the Vin Diesel endorsed driving game Wheelman
RICHARD BENJAMIN,
MANAGING DIRECTOR, UBER
As games have become more mainstream (and more
expensive) how has the way they are marketed had
to change?
Years are spent developing games, Hollywood actors
add voiceovers, huge brands secure product placement
and the latest bands have their hits slapped on everything
from driving games to shoot-em-ups. This has raised
the bar in how games are perceived and has solidified
gaming as a true cultural benchmark shifting it out of
geeks bedrooms and into the mainstream.
The marketing needs to reflect these shifts in game
production/perception and this is why many campaigns
now resemble those for blockbuster Hollywood tent pole
movies confident, brash and slick. Of course there are
always the smaller releases with tight budgets (much
more than triple-A titles), but even though revenue is lower

on these titles, the general uplift in high-profile marketing
in the industry has rubbed-off across the board.
Are there any trends likely to impact on games
marketing in future?
One of the big changes within the industry in the coming
years that will have a huge effect on marketing is the
advent of downloadable games. In effect this does away
with packaging and cuts out the stores and therefore
point-of-sale and other in-store promotions. Of course
games will always need branding, but with much less
collateral required the worth of projects to agencies will
be much less.
Whatever the future, the consumer still needs to be
informed and excited about forthcoming titles and the
creativity this entails is as demanding and vibrant as
ever.
VIDEO GAMING27
Sponsored by:
[Clockwise from left] Two examples of Axiss animations for Sonys Killzone2; the same studios teaser lm to promote new
Bethesda Softworks title Brink; Head Firsts designs for MotoGP 09/10; and DKPMs work for Disney and Segas Football
Manager 2010, which is released on 30 October
ANDY WEIR,
CLIENT SERVICES DIRECTOR, DKPM
How is the games industry holding up during the
recession?
Historically there has always been a bit of a dip for the
Games industry in Q1, following the traditional preChristmas sales frenzy. Its fair to say that in 2009, this dip
was a little more severe and a lot of clients put marketing
spend on hold while they took stock of the situation.
There was a lot of uncertainty across all markets and
Games was no exception, but since Spring we have
seen confidence steadily pick up and overall 2009 has
been pretty buoyant compared to many other markets
and Q4 is looking as strong as ever with huge games like
Modern Warfare 2, DJ Hero and FIFA 10 likely to break
box office records.
Do budgets for games projects compare favourably
to those from clients in other sectors?
While overall marketing budgets have come down for
Games in 2009, in such a competitive marketplace
theres only so many corners you can cut. On the whole
budgets do compare favourably with other industries but
can differ wildly by title and theres been no real drop off
in budget for the really big ticket titles. On the other hand,
the big challenge this year has been how to maximise
ROI and create efficiencies, especially with smaller titles
weve seen publishers such as Disney and Codemasters
opting to group titles by genre or target demographic,

creating umbrella campaigns for a broad range of titles
that can then be more effectively promoted in store, in
press or online.
characterisation. Only a few years ago this level of

quality was the preserve of cinema features so we have
had to push ourselves both technically and creatively to
meet these challenges.
CHRISTINE BRANDWOOD,
MARKETING MANAGER, REALTIMEUK
How has this year been for you in terms of
commissions for games projects?
We have seen a bit of a drop in the high value, high
impact pre-rendered marketing trailers commissioned
by our clients but fortunately that slack has been picked
up by the commissioning of concept movies, smaller
marketing trailers and press imagery. Our clients are still
keen to produce these high-impact marketing trailers
but weve found that some games titles havent seen the
green light and some games release dates have been
put back.
As games become more advanced and in some cases
cinematic, does this put more pressure on what is
expected from you?
With the massively improved capabilities of the
current generation of consoles, the demand for higher
image quality and cinematic qualities has increased
enormously. We have had to create Hollywood
style cinematic trailers featuring stunning special
effects, spectacular action and highly detailed human
STU AITKEN,
MANAGING DIRECTOR, AXISANIMATION
How do you think the games industry is holding up?
It feels like some of the decisions are taking longer to
get green-lit, and the impression is that some of the
games publishers are being a little bit more cautious
in terms of what theyre pushing the green button on. I
mean certainly if you look at TV commercials they have
been slow this year and theres an idea that that market
is in crisis a little bit anyway. But in the games market
the games are still being produced and were still being
asked to pitch for a lot of stuff.
The gamers themselves are still hungry for new
titles and, as they are often quite vocal on the games
themselves, I imagine theyre not shy about speaking
their minds on the trailers you create as well...
I dont want to accuse gamers of being juvenile but the
reactions can be quite extreme. Everythings either totally
cool or totally sucks and its quite rare to get something
in the middle. Things like whether youre showing people
gameplay or something pre-rendered often comes up
and its a sensitive issue for clients.
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DKPM Ad.indd 1
16/10/09 10:29:03
VIDEO GAMING29
Sponsored by:
[Clockwise from left] RealtimeUK has worked on Sonys Motorstorm game and THQs title
Stormbirds; Mere Mortals was comissioned to create graphics for Charlie Brookers TV
show Gameswipe, its work including a video games-style avatar of the presenter himself
Theres an increasing sense that despite the fact that

people like flashy pre-rendered trailers [which dont show
how the game actually plays, but merely try to build
interest] as a cinematic experience, there can also be
a frustration if they feel theyre not actually being shown
how cool the game looks at the same time. The bigger
titles are going to have to be able to display multiple
facets to get across all the things that the gaming public
wants to see.
STEVE WALMSLEY,
MANAGING DIRECTOR, MERE MORTALS
Will the rise of simpler downloadable games which
were now seeing more of thanks to Apples iTunes
store for the iPhone for instance make traditional
games publishers think twice about putting fortunes
into big games releases?
If you look at the iTunes store its just bombarded with
games now so its very difficult from a sales point of
view to actually get your product noticed, and as a
consquence its very difficult to generate revenue out of
that.
I think there will always be the requirement for some of
the big, big titles, but in order to be able to impress with
the next version of say Grand Theft Auto the complexity
of the game goes up and the cost goes up. Youre okay if
youre Grand Theft Auto because youve got a following
there and repeatedly people have come back to buy

the latest iteration. But with some of the big titles now
that are costing multi-millions to produce just to get that
quality some of the big publishers are struggling to make
money on them and some have been spectacular flops.
...So big budget games start to look like a gamble?
Yeah. Its a crowded market and you cant be absolutely
sure... you can put multi-millions into a feature film and
it flops and its becoming the same with some of the big
games. Download will not see the end of the big title
games but it will start to erode the confidence in some
instances of putting several millions into a game that
runs on a platform.
DOM CONLON,
DIRECTOR, HEAD FIRST
As Head First celebrates its tenth birthday, and a
decade of creating advertising and design work for
videogames, we asked the agencys Dom Conlon to
predict what the next 10 years might have in store
for the industry.
Over the next 10 years, video game marketing will
increasingly shift online. It will change and mature without
doubt devices such as Amazons Kindle could well help
ease the transition from print to screen but the clever
agency will realise that its all still about strategy and as
games become more widely accepted and accessed, it
will be this strategy that differentiates.

The future will also see more and more games released
exclusively online. PlayStation Network and Xbox Live
are the two big services now and the quality of these
titles is incredible.
The industry has to change to meet the increasing
popularity of digitally available content. Xbox Live
Marketplace now offer complete game downloads
from the Xbox360s back catalogue. Its only a matter
of time before expansion packs games in their own
right such as GTA IV Tales from Liberty City start to
have simultaneous releases on both the high street and
online.
I think it will be more the tail end of the next 10 years
when we see the vast majority of game releases going
digital. Presently there simply isnt the broadband
infrastructure in most countries to cope with digital
downloading and I cant see this changing in the next
few years. Inevitably this ultimate shift in content delivery
will have some effect on advertising and marketing but
not as earth shattering as some would have it.
Regardless of digital or high street release the avenues
of advertising will remain the same. Admittedly there will
be no need for packaging in the physical sense but
there will be a need for digital packaging, the thing that
holds that content together online, making it stand out
amongst the crowd.
30LAST WORD
TURN KEY POWERS FORWARD WITH

MOTOR SPORT SPONSORSHIP DEALS
Who says marketing is no longer a
glamerous job? With a bit of invention
and by practicing what they preach,
Turn Key are obviously finding a way
to keep life in the fast lane.
The Leeds-based agency has
claimed pole position following a
move into the world of motorsport
after securing sponsorship for three
cars racing in three different British
motorsport championships.
The companys red and black logo
is currently featured on a Porsche 911
GT3, a Formula Palmer Audi car and
an Elf Renault Clio Cup Car, driven
respectively by up and coming drivers
Lewis Hopkins, Paul Rees and Sam

Tordoff.
The Turn Key branded Porsche has
recently been spotted burning rubber
with Porsche driver Lewis scooping
seventh and eleventh place in his two
races last month. Sam also qualified
in pole position and went on to win
his race under fierce competition
live on ITV4 while Paul Rees, hotly
tipped as a Formula One star of the
future, gained a double podium finish
coming in second and third in his last
races at Brands Hatch.
Now, where did these pit girls go?
Hello?
L - R Managing Director
of Turn Key, Nik Entwistle
and Porsche Carrera
Cup driver, Lewis Hopkins
with the Porsche 911 GT3
DOODLE DISCOVERIES
DOODLE DISCOVERY
DAVE PYE, CO-CREATIVE
DIRECTOR, REFINERY
I feel this is a person who is on cloud
nine and happy with their lot, centred
and well comfortable in their own skin.
Perhaps they are into music and lots
of fun to go with it, not taking life too
seriously but at the same time they
know how to behave as well.
The initial N is strong with them and
connected to them.
I sense its someone who has an
active imagination and an eye for
new ideas and concepts within their
role. The creative side of them is what
attracts clients, as well as the fact that
they are good to be with.
They can and do spot a business
opportunity well before it gets to the
point of striking a deal.
They can balance being laid back
with a serious business head and I feel
this is what keeps things going with
them.
There is also something about the
way he sees things, from a different
angle and it works well. I really like
this drawing / doodle and the person
it came from.
STOP THE PRESS: MALLINSON LOST FOR

WORDS OVER ACHIEVEMENT AWARD
Joan Charles has provided intuitive

readings, business consultancy and
coaching to both the public and private
sectors for the last 27 years. She is editor
of the online magazine www.evolvedstate.
com, a platform for world class authors
and contributors in their respective fields of
spirituality and intuition. Are you interested
in a personal intuitive analysis, reading or
coaching? Then why not call Joan for an
appointment on 07930 697229 or e-mail
joan.charles@btopenworld.com, or see
www.evolvedstate.com.
If you would like to see what our
intuitive reader, Joan Charles, has to
say about you, email your doodles
to: stephen.lepitak@carnyx.com
Last week, MTP executive producer Simon Mallinson was presented with the
Outstanding Contribution Award at the Scottish Advertising Awards. Caught up
in the emotions of the moment, Mallinson missed a few words that he wished
us to pass on... And a couple of lighthearted highlights from the past couple of
decades.
My staff and friends certainly proved that they could keep a secret on Friday night. I
didnt have the faintest idea what was planned. There are things that should have been
said that werent.
When MTP opened in an office that cost 20 a week, all the good TV was being done
and being done well in London. It was a real uphill battle to convince people that we
could do it as well from Scotland. I only managed this because of the advice, help and
support I got in the very early days from some very senior, very talented creative people.
People like Will Atkinson, Jim Downie, Brian Williams, Nick Gibson, Mike Reynolds,
Simon Scott, Andrew Lindsay, Angus Walker, Bish & Bosh, Sion Scott Wilson, Frank
Stubbs, Les Watt, Rufus Wedderburn, Gareth Howells, Dougal Wilson and initially the
hardest to convince but once won over, wonderfully supportive, Gerry Farrell. They
taught me how to do it- that it was all about the director and his vision releasing the
potential of the script. I have to thank all the directors but particularly Martin Wedderburn
for consistently delivering award winning films over the last 10 years. All these people
need to be thanked. I also need to thank the clients for trusting me. Mark Hunter at TCB,
Pam Hyder at Standard Life, Tom Gill at S&N. Chris Dempsey at the Government.
On Friday night I didnt just forget to do the thanks, I also forgot to tell any jokes. So
here you are- the three funniest moments
s7HILSTlLMINGFORTHE3COTTISH4OURIST"OARDLOOKINGINTHEMIRROROFASERVICESTATION
bathroom and seeing my face covered in human doobie before realizing that the towel
Id reached for with my eyes closed had been used by the previous occupant as a
substitute for the missing loo paper. I thought it was a secret until the cameraman asked
me if I fancied getting shitfaced at the bar with him that night.
s4RYINGTOEXPLAINTO#UBAN#USTOMSTHATTHESPYCAMERASTHEYDFOUNDINMYSUITCASE
were to put into giant Bingo balls so that the people wearing them could see out.
Que?
s3ELLINGEVERYONESFAVOURITEACCOUNTDIRECTORHISOWNAIRLINETICKET(ETHOUGHTHEDLOST
it and I convinced him that I knew a company that made last minute forgeries.
Now, as Maureen Lipman would have said enough already and moving on theres
another recession and does anybody have any more scripts out there?
APPOINTMENTS31
Successful, dynamic, conceptual...

QUESTIONS 01 WHAT ATTRACTED YOU TO THE POSITION? 02 WHAT COMPANY DID YOU LAST
WORK FOR? 03 WHAT WAS YOUR FIRST INDUSTRY JOB? 04 HOW DID YOU FIND YOUR NEW
POSITION? 05 WHAT IS YOUR FAVOURITE DAY OF THE YEAR? 06 WHO IS YOUR FAVOURITE TV
PERSONALITY? 07 WHAT WAS THE LAST ALBUM YOU BOUGHT?
RACHEL CUNNINGHAM,
ACCOUNT DIRECTOR, BIG COMMUNICATIONS.
1. Working with brilliant people, on brilliant accounts, producing brilliant
work. 2. WAA. 3. Account Exec at Big Communications (I just couldnt
stay away!). 4. Heard on the grapevine and got in touch. 5. Spring Bank
Holiday - The Coopers Hill Cheese-Rolling event! 6. Gethin Jones
featuring in the new Holland & Barrett TV adsplug, plug! 7. Pre-ordered
the new Robbie Williams Album got to be better than his last come
back surely??
HANNAH PEMBERTON,
PLANNER, BIG COMMUNICATIONS
1. Big have a great creative reputation and planning is right at the heart
of the business and its future. Plus its location closer to my home in the
midlands (and as I just got married, I want to be at home more often!)
2. Propaganda, Leeds, as a planner. 3. E.ON UK, campaign management
in the consumer marketing team. 4. Played the role of detective (as
planners often do!). 5. The first day of autumn, colours changing, new
scents, watery sunshine and a chill in the air, oh and all the new seasonal
things to eat. 6. I dont really have a favourite, but if I had to pick one Id
go for Nigella, shes become this pornographic caricature of herself and
is always an amusing and saucy delight to watch! 7.Pimpoint, an album
from this mad Japanese jazz club band, Soil and Pimp.
LAURA GURNETT, ACCOUNT MANAGER, COI EAST MIDLANDS
1. A new challenge, in a new city with a new set of clients. 2. Derbyshire
Criminal Justice Board. 3. Account Executive at BH PR & Communications
Ltd in Derby. I spent year three of my degree working here and was then
offered a position upon completion of my degree. 4. A friend who already
works at the COI, Gaby Hateley, sent me the details and I applied. 5.
Christmas Eve. 6. Ant & Dec. 7. Take That, The Circus.
MIRANDA ROSE, ACCOUNT MANAGER, COI EAST MIDLANDS
1. The opportunity to work on multiple, diverse communications projects
within the public sector. 2. Nottingham City Council. 3. Sales & Marketing
Manager Hard Rock Caf. 4. The Civil Service Gateway. 5. Christmas
Day. 6.Cesar Millan The Dog Whisperer. 7. The Best of Jackson 5.
SAMANTHA WYNZAR, COPYWRITER, CHAPTER EIGHT
1. Chapter Eights wide and diverse client portfolio presented an
interesting mix, and their growth & success during such a difficult climate.
2. Leeds Bradford International Airport. 3. This one, although Ive always
worked in sales, marketing and PR. 4. Trawling the job sites after being
made redundant. 5. Other peoples birthdays because I know that how
ever many wrinkles and grey hairs I get, other people are ageing too. 6.
Jonathan Ross, my ideal man, he has looks, style, cheek and can make
me laugh till I cry. 7. I cant remember, I tend to just beg, steal or borrow
them off friends & family.
MICHELLE HORNE,
PUBLIC RELATIONS MANAGER, CHAPTER EIGHT
1. The need to develop my experience of all things digital within an
agency environment whose knowledge bank is of oceanic proportions.
2. Ive been a freelancer for the last four years, prior to that, RAM Media
Group as Account Director. 3. Royal Mail, marketing assistant, launching
Special Delivery. 4. Id freelanced at The Whole Caboodle, the previous
home of Fiona Cartwright, head of marketing here it was destiny our
paths should cross again. 5. Christmas Day, Father Christmas is an
awesome bloke! All my most favourite food, presents and champagne!
6. Frankie Boyle no subject out of bounds and makes me laugh so
much that I make weird wheezing noises that I cant control! 7. The
Rocky Collection need motivation Rocky style to help shift the
extension to the temple after having three babies in three years!
CARL BAVIS, MARKETING ASSISTANT, CHAPTER EIGHT
1. An innovative and quick growing agency that was continually growing
alongside great clients and offering me invaluable experience and great
prospects. 2. I had been working in SEO on a freelance basis. 3. Worked
client side for a buildersuperstore.co.uk. 4. After attending one of their
regular website workshops, which led to a meeting with the MD, Mario
Thomas. 5. New Years Eve, which is also my birthday, giving me two
reasons to celebrate! 6. Peter Kay, he is so diverse and just makes me
laugh! 7. Album? Its all about downloads now! But it was the latest
Coldplay album X&Y.
PAUL BASSON,
BUSINESS DEVELOPMENT DIRECTOR, CUBE CREATIVE
1. Cube has a great reputation coupled with a strong client base and their
plans for developing the business presented a great challenge. 2. Freerange
Design, an agency I co-founded. 3. Working for a design and build
exhibition company handling the British Airways account worldwide. 4. I
heard that Cube was recruiting so sent across my details, they gave me a
call and invited me in. It was evident that there was a good fit between us
and I was delighted when they offered me the role. 5. 25 January, the
birthday of my children Luke and Lauren, now coming up for 2 years of
age. 6. Jonathan Ross. He skates close to the edge in everything he does
and has the ability to charm people and get on with them no matter who
they are. 7. Ian Brown My Way. The man is a legend.
EMMA ASHBY, ONLINE MEDIA MANAGER, SWAMP
1. The people, an innovative approach to digital, and a great working
environment. Not forgetting the free cake. 2. Brilliant Media. 3. Media
Executive at the JDA Group. 4. Good fortune. I was looking for a new
challenge, and I was presented with a great opportunity. 5. Around the
1st October when the season starts to change into Autumn. 6. Larry
David (of Curb Your Enthusiasm). 7. In Ghost Colours by Cut Copy. Why
this band isnt massive is beyond me.
IF YOU WOULD LIKE TO BE FEATURED IN OUR APPOINTMENTS PAGE IN A FUTURE ISSUE PLEASE CONTACT THOMAS@CARNYX.COM OR TEL 0141 559 6137
and thats just us!

0870 160 4405
www.moves-recruit.co.uk
32MARKETING MECHANICS
DOMINIC CONLON
DIRECTOR
HEAD FIRST ADVERTISING & DESIGN
CARL PUGH
CREATIVE DIRECTOR,
HEAD FIRST ADVERTISING & DESIGN
GAMES MARKETING:
TIME TO GROW UP
RELEVANCE, REALISM
AND RELATIONSHIPS
m going to let you into a secret. Its one of the best kept secrets in
marketing. This may come as a shock. OK, here it is: the video game
industry is a global business. It is worth more than movies and, well, the
marketing people who promote each product under its banner arent playing.
They know what they do isnt playing, its business.
As a global business, the marketing side of video games must be targeted,
strategic and fiscally responsible. It falls to other businesses, businesses such
as Head First (and all the many talented businesses featured in this issue of
The Drum) to promote and sell the products at a global level. If the product
is big enough then the effort must rival that of any Hollywood blockbuster.
This was true of Resident Evil 5, it was true of Guitar Hero and it will be true
of Modern Warfare 2. If you work in marketing then you could probably add
another half dozen titles to that list from the Christmas period alone.
What constitutes global, however, varies from title to title. Each territory
may have its own sub-strategy. Imagery may vary from country to country
as local brand managers look to personalise the marketing and take into
account local customs, local personalities or local trends. Sometimes this is
the right way to go.
There are, of course, complications in this approach. The Internet has
made this vast world of ours vastly smaller. When it comes to the release
of media, many consumers are subjected to marketing from all four corners
depending upon their browsing habits. Whilst many if the big magazine
portals are canny enough to target content and advertising at a local level,
things happen, stuff leaks and people share the high points and low points
of ad campaigns.
This isnt true just for video games of course, in fact its probably less true
for video games. For movies, sites enjoy sharing the local marketing efforts
as they look for the best creative across the world.
The Internet brings us all together and we cant have one bad apple letting
the side down. In many ways there is no local any more.
When we approached MotoGP, a campaign slated for full bloom next
year but which has already begun this year, we took the decision to think
about what it means to market at a global level. We were used to delivering
campaigns globally; many video game campaigns operate on a very
centralised approach - create one key message, one set of key assets and
then roll it out. Tweak locally where necessary. For MotoGP, however, this
approach needed refining because of the nature of motor-sports.
Motor-sports arent as big a phenomenon in the UK or the US as they are
in, say, Spain or Italy. It wasnt a question of creating key assets and then
tweaking locally by placing a key rider on the cover for some countries. The
campaign needed to think a little cleverer than that. It had to look at where
the real passion for the sport emanated from, where the real excitement was;
and then it had to convey that to the rest of the world.
It is the same approach when tackling any modern, global brief. Its not
enough to fit vaguely into a set of brand values any more, allowing local
marketing their own idiosyncrasies. But nor is it acceptable to force a
centralised message from one country on the rest of the world. The marketing
has to be cleverer. It has to be grown-up.
In some ways, the video game business is still trapped in the body of a
twelve year old. It still sometimes thinks and acts as a series of separate,
unconnected businesses. Brands often start and then end with the product
itself and that cannot be right for such a big, such a global business. In the
years ahead that will probably change but for now, for product marketing
making local global is the key. We need to go further and think deeper.
Head First Advertising & Design

T: 0161 228 6699 E: dom@head-rst.co.uk
Blog: http://headblog.head-rst.co.uk
Web: http://www.head-rst.co.uk
ts hard to believe that ten years ago Head First officially took on its first set of
projects and brought together an ambition that had been burning for some
time.
Back in 1999 the world was still riding a wave of optimism. Everything was
possible with lifestyle and culture at the heart of that.
Technology was making leaps and bounds into our daily lives as the boom in
Internet use and mobile phone proliferation was just occurring.
The boom would, in just under a year from our first day, explode as broadband
lifted Internet usage.
Technology was everywhere and those of you in the new media game will
look back fondly (maybe) at the development of Flash and the proliferation of
the phrase skip intro. Agencies, including mine, evangelised the potential of
online access as a marketing opportunity with e-commerce and client control at
its heart.
Our early websites trod carefully with Flash and sought to encourage regular
news feeds generated by the client. The online brochure was a whole new beast,
vigorous and alive compared with its neatly stuffed cousin in print.
Yet in the rush to new media and the development or anticipation of new
technologies, the rules, learned over a century of pioneers such as David Ogilvy,
were often sidelined or discarded.
Head First was established for a very good reason: a few of us felt we could
offer more to the publishers of games if we brought in techniques and experience
from outside the field. Let us produce work for other sectors, we argued, and
show how that can influence your advertising. People, we reasoned, have other
interests, other attractions, than video games. We needed to make games
relevant to a wider audience, to show how the fun and excitement of digital play
can fit into their lives. Beforehand, with very few exceptions, video games spoke
a language understood by specific groups of people. Meetings were devoted
to appealing to the hardcore, to existing fans of a particular game. Why not,
we asked, talk to the people who arent playing games? More people watch
Coronation Street than play your game. Why not ask why?
We wanted to sample the world and deliver our findings to the video game
industry. And in 1999 we had the opportunity. But perhaps what we forgot,
was that our knowledge of games could, in turn, inform the communication
of other sectors; that we could cross-pollinate advertising for the benefit of all.
When clients in sectors as diverse as mobile phones, radio broadcasters, data
systems, public relations, metal working and many more came our way we
were pleasantly surprised that companies understood our point of difference.
Our belief in our ideas was strong and we were adept at producing creative
campaigns for an industry with an over abundance of creativity. Our experience in
marketing video games to a fast moving, ever changing, trend hungry consumer
has transformed strategy into an ethos we can apply to any product because we
can add relevance.
These clients knew that they needed to return to the principles of good
advertising. They knew that all communication, all design in fact, is advertising
and that its only when you excite your customer that you can engage them.
Online, offline, it doesnt matter. These are the shared traits of any sector. And
now, after the love affair with new technologies has settled into a relationship,
after the politics of optimism has, hopefully, settled into the politics of realism,
now these companies are looking for the excitement within their own products.
We must remember that our lives are complex and that advertising cant
ignore this fact. As social networking begins to enable us to represent and share
the many different influences and interests in our complex lives, we must also
remember that deep down, the way in which we make purchasing decisions
hasnt aged a day.
Head First Advertising & Design
T: 0161 228 6699 E: carl@head-rst.co.uk
Blog: http://headblog.head-rst.co.uk
Web: http://www.head-rst.co.uk
ADWILL CCB,
full of Eastern
promise
(with apologies to Frys Turkish Delight)
With the recent acquisition of Broxburn

based Adwill Media, CCB have
strengthened their position as one of
Scotlands fastest growing printers.
The investment in David Willis and his
team is a natural fit for both companies.
Davids personality and professionalism
totally complements the existing team at
CCB. Its another indication that in these
difficult times CCB mean business. The
new company Adwill CCB, headed up
in the East by David, will add a new
dimension for clients both East and West.
Success is all about the right fit at the right
time and Adwill CCB promises to be a
sweet success for both companies.
CCB, CCB House Wilson Business Park 1 Queen Elizabeth Avenue Hillington Park Glasgow, G52 4NQ T: 0141 891 4700
info@ccb.co.uk www.ccb.co.uk
ADWILL CCB Unit 2, Clifton View, East Mains Industrial Estate, Broxburn, West Lothian, EH52 5NE T: 01506 865382
david@adwill.co.uk www.adwill.co.uk
34SERVICES DIRECTORY
CREATIVE/ARTWORK
PROMOTIONAL CANDY
NEED
A LIFT?
Concepts, visualising,
illustration.
OFFICE SPACE
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THE DRUM DIRECTORY35
ADVERTISING
Ghost Creations Ltd
Tel: 01283 510000
Contact: David Agnew
dka@ghost-creations.com
www.ghost-creations.com
COPY WRITING
THE WORD DEPARTMENT
Tel: 07971 618 033
Contact: Doug Nolan
Doug@theworddepartment.co.uk
www.theworddepartment.co.uk
Zebra Advertising Limited

Tel: 0161 980 0011
Contact: Emma Jones
emma@zebraadvertising.co.uk
www.zebraadvertising.co.uk
CREATIVE COMMUNICATIONS
The if agency
Tel: 0161 926 3200
Contact: Christian James (MD)
or Ged Reilly (New Business Director)
admin@ifagency.co.uk
www.ifagency.co.uk
Zeffa limited
Tel No: 0845 652 6514
Contact: James Robinson
info@zeffa.co.uk
www.zeffa.co.uk
ADVERTISING & DESIGN
Cactus Creative Ltd.
Tel: 01539 722944
Contact: Niki Plimley
niki@cactuscreative.com
www.cactuscreative.com
Unsuitable Ltd
Tel: 0121 224 7960
Contact: Richard Elwell
rich@weareunsuitable.com
www.weareunsuitable.com
AMBIENT AND OUTDOOR
Ad Cab Taxi Advertising
Tel: 0141 762 9407
Contact: Gary Watson
info@ad-cab.com
www.ad-cab.com
ARTWORK
The Artwork Service
Tel: 07899668141
Contact: Jason Hopkins
jason@theartworkservice.com
www.theartworkservice.com
BRANDING + COMMUNICATIONS
Duttons Design Ltd
Tel: 01275 850905
Contact: Mike Spurr
mikes@duttonsdesign.com
www.duttonsdesign.com
Xylo.
Tel: 0161 236 4245
Contact: William Frank
william.frank@xylgroup.co.uk
www.designedbyx.co.uk
COMMERCIAL PRODUCTION
Plum Films Ltd
Tel: + 00 44 131 555 1604
Contact: Micky MacPherson/Tina Foster
ads@plumfilms.co.uk
www.plumfilms.co.uk
COPY WRITING
Copy Monkey Limited
Tel: 01237426430
Contact: Martin Dorey
martin@copymonkey.biz
www.copymonkey.biz
Hollie Miller | Copywriter
Tel: 07729449615
Contact: Hollie Miller
info@hollie-miller.com
www.hollie-miller.com
Liz Holt Freelance Copywriter
Tel: 07919 365 335
Contact: Liz Holt
hello@lizholt.co.uk
www.lizholt.co.uk
Joe the Writer
Tel: 0113 8156800 / 07813883154
Contact: Joseph Hughes
joseph@joethewriter.com
www.joethewriter.com
Simon Platt
Tel: 07771 911256
Contact: Simon Platt
me@simonplatt.co.uk
simonplatt.co.uk
DESIGN
39steps
Tel: 0131 557 1903
Contact: Julie Diver
julie@39stepsstudio.com
www.39stepsstudio.com
999 Design Group Ltd
Tel: 0141 332 2684
Contact: Gavin Clark
gavin.clark@999design.com
www.999design.com
Almond
Tel: 0131 553 5523
Contact: Adrian Hallam, Director
studio@almondtds.com
www.almondtds.com
Cityhall Design Partnership
Tel: 0141 204 0667
Contact: Joe Hall
studio@cityhalldesign.com
www.cityhalldesign.com
Dirty Design
Tel: 01179273344
Contact: Josie Harold
josie@dirtydesign.co.uk
www.dirtydesign.co.uk
Engine Creative
Tel: 01604 453177
Contact: Andrew Wise
andy@enginecreative.co.uk
www.enginecreative.co.uk
Heedi Design
Tel: 0131 555 5401
Contact: Veronica Ferguson
hello@heedi.co.uk
www.heedi.co.uk
Mortonward Limited
Tel: 0131 555 3553
Contact: Ewan Morton
ewan@mortonward.co.uk
mortonward.co.uk
Open Communication Design Limited
Tel: +44(0)117 300 5200
Contact: Al Kennedy/
al.kennedy@open-comms.com
info@open-comms.com
www.open-comms.com
Redpath
Tel: 0131 556 9115
Contact: Richard Irvine
richard@redpath.co.uk
www.redpath.co.uk
Why
T: 0141 333 9464
Contact: Laura Harte
design@thewhyagency.co.uk
www.thewhyagency.co.uk
Unleaded
Tel: 07746 092214
Contact: Ryan Falconer
ryan@weareunleaded.com
www.weareunleaded.com
DESIGN AGENCY
HTDL
Tel: 01564 797420
Contact: Andy Thornley
post@htdl.co.uk
www.htdl.co.uk
DESIGN AND BRANDING

AND COMMUNICATION
atom
Tel: 05600 471128 (mob) 07963 745 630
Contact: Tom McCrorie
tom@atomcreate.com
www.atomcreate.com
EXHIBITION STAND & DISPLAY

SYSTEMS
Clip Ltd
Tel: 0800 834298
Contact: Paul Runacres
info@clipdisplay.co.uk
www.clipdisplay.co.uk
Rare Creative Group

Tel: 0114 282 3429
Contact: Steve Beaumont
steve.beaumont@rarecreativegroup.com
www.rarecreativegroup.com
FULL SERVICE AGENCY

theLane Agency
Tel: 0131 551 7777
Contact: Ali Findlay
create@thelaneagency.com
www.thelaneagency.com
DESIGN FOR SCREEN & PRINT

Corporation Pop
Tel: 0161 228 7772
Contact: Dom Raban
info@corporationpop.co.uk
www.corporationpop.co.uk
DESIGN AND DIGITAL
Whitespace
Tel: 0131 625 5500
Contact: Iain Valentine
ian@whitespacers.com
www.whitespacers.com
DIGITAL
Coolpink Ltd
Tel: 0113 272 3191
Contact: Mark Bower
mark@coolpink.net
www.coolpink.net
JamHot
Tel: 0141 578 3512
Contact: Graeme McGowan
hello@thisisjamhot.com
www.thisisjamhot.com
MadeByPi
Tel: 0113 228 2300
Contact: Karen Lewis
karen.lewis@madebypi.co.uk
www.madebypi.co.uk
Unleaded
Tel: 07746 092214
DESIGN/DIRECT MARKETING
Mobious
Tel: 0191 2131616
Contact: Iain Gibbons
iaing@mobious.net
www.mobious.net
DESIGN, PRINT AND DIGITAL
Exclaim Creative
Tel: 07595 217 308
Contact: Drew Erskine
enquiries@exclaim-creative.com
www.exclaim-creative.com
DIGITAL MARKETING
Perfect Storm Digital Marketing LTD
Tel: +44 (0)131 272 2732
Contact: Vivienne MacLaren
vivienne@perfectstormdigital.co.uk
www.perfectstormdigital.co.uk
DIGITAL MEDIA , WEB DESIGN,
INTERACTIVE DESIGN
Screenmedia
Tel: 0141 331 2822
Contact: Kenny Shaw
info@screenmedia.co.uk
www.screenmedia.co.uk
Unleaded
Tel: 07746 092214
DIGITAL, VIDEO & STREAMING
Big Button
Tel: 0121 224 8265
Contact: Andy McNamara
andy@bigbutton.tv
www.bigbutton.tv
FREELANCE COPY AND CREATIVE

David White Copy and Creative
Tel: 0775 982 4744
copyandcreative@hotmail.co.uk
GRAPHIC DESIGN
The Marketing Caf Ltd
Tel: 0141 644 1777
Contact: Ian Palmer
ian@themarketingcafe.net
www.themarketingcafe.net
GRAPHIC AND WEB DESIGN
Vizibility Design
Tel: 01786 469023
Contact: Scott Dickson
sdickson@vizibilitydesign.co.uk
www.vizibilitydesign.co.uk
INDEPENDENT DESIGNERS
SM+Co.
Tel: 0131 226 1681
Contact: Steven Mitchell
enquiries@smand.co.uk
www.smand.co.uk
INTEGRATED AGENCY
PHOTOGRAPHY
Andy Gallacher Photography
Tel: 07775 688 774
Contact: andy gallacher
andygallacher-photography.com
Jo Hanley Photography
Tel: 07765881693
Contact: Jo
johanley@johanley.com
www.johanley.com
Photoworkx
Tel: 07545 548 944
Contact: James Nader
james@photoworkx.co.uk
www.photoworkx.co.uk
Robert Brady Photography
Tel: +447713399578 / 441314661896
Contact: Robert Brady
rob@robertbrady.co.uk
www.robertbrady.co.uk
Scene Photography
Tel: 0115 9788688
Contact: Rob Smalley or Chris Burks
info@scenephotography.co.uk
www.scenephotography.co.uk
Valerie Evans Photography
Tel: 07778533528
Contact: Valerie Evans
valerie.evans@ymail.com
www.valerieevansphotography.co.uk
PHOTOGRAPHERS
AC-Type Andrew Cawley Photography
Tel: 07779 007 097
Contact: Andrew Cawley
andrew@ac-type.com
www.ac-type.com
Tel: 0131 523 1569

Contact: Ann Duncan
ann@jumpmarketing.co.uk
www.jumpmarketing.co.uk
POINT OF SALE
Clark Stephen Ltd
Tel: 01236 452 111
Contact: Annette Christie
annettec@clarkstephen.co.uk
www.clarkstephen.co.uk
MARKETING
Lynsay Johnston Creative Marketing
Tel: 07731 871 908
Contact: Lynsay Johnston
Email: mail@lynsayjohnston.com
Web:www.lynsayjohnston.com
POST PRODUCTION
VTR North
Tel: 0113 2615858
Contact: Zoe Tinsley
zoe.tinsley@vtrnorth.co.uk
www.vtrnorth.co.uk
MARKET RESEARCH
B2B International
Tel: +44 (0)161 440 6000
Contact: Nick Hague
info@b2binternational.com
www.b2binternational.com
RECRUITMENT
Concept Personnel
Tel: 0191 2615400
Contact: Jo Carter / Jamie Le Grice
jo@conceptpersonnel.com
jamie@conceptpersonnel.com
www.conceptpersonnel.co.uk
Jump
MEDIA
Aberdeen Journals Ltd
Tel: 01224 690222
Contact: Carol Prest
carol.prest@ajl.co.uk
www.pressandjournal.co.uk
www.eveningexpress.co.uk
ONLINE / E-BROCHURES
Synergy Digital
Tel: 01675 434580
Contact: Chris Lovell
info@adsynergy.co.uk
www.synergydigital.co.uk
OUTDOOR ADVERTISING
Poster sites UK
Tel: 0844 3577126
info@postersitesuk.co.uk
www.postersitesuk.co.uk
SA Screen Media UK /Ireland /
Paris /Frankfurt/Netherlands
Tel: 0044 191 3784442
Contact: Joe Bell
joe.bell@sagroup.org
www.digivans.co.uk
TV & RADIO PRODUCTION

Mask Creative Ltd
Tel: 01924 450400
info@maskcreative.com
www.maskcreative.com
WEB DESIGN & DEVELOPMENT
One Black Bear Ltd
Tel: 0121 224 7960
Contact: Gareth Brown/Richard Elwell
gareth@oneblackbear.com
www.oneblackbear.com
Unleaded
Tel: 07746 092214
WEBSITE & DIGITAL MARKETING
Peach Digital Limited
Tel: 0141 204 0499
Contact: Malcolm MacMillan
malcolm.macmillan@peachdigital.com
www.peachdigital.com
36RECRUITMENT
www.thedrum.co.uk/jobs
It takes one
to know one.
%*$(# (! #&&$ $$ '#)! !*$ )%$(!# % )
%$'#%$ $ $"#!!%! #%#% % !& %(*'! %
!( "&%!&#$'$ )!&#$!$&$%)&$%!!&#$!$

Visit our website to see our current advertising, marketing and media vacancies www.denholmassociates.com
I SENIOR CREATIVE 35-40,000 MANCHESTER

Creative agency requires an ideas-based Designer to lead their creative
output. Your role will involve a broad range of projects from visual identities
and branding, to corporate publications and magazines. This role requires a
Senior level creative who is willing to take responsibility for building a team
around them and shaping the direction of the business. Ref 9628kd
I DIGITAL PROJECT MANAGER 25-30,000 MCR

Successful, well established digital agency requires a Digital Project
Manager for its growing team. Your role will involve making sure the
digital projects run smoothly, writing cost proposals, dealing with client
enquiries on a day to day basis and liaising with the creative, studio and
account teams. This is an exciting time in this agencies growth. Ref 9642jm
I WEB DESIGNER 18-23,000 MANCHESTER

Creative design agency requires a Web Designer with excellent
skills in HTML, CSS, Flash, Photoshop and Illustrator. You must have
experience designing websites, microsites and HTML emails. This is
an exciting opportunity to join an established, award winning agency
during the growth of their web department. Ref 9644jm
PICCADILLY HOUSE
49 PICCADILLY
MANCHESTER M1 2AP
T 0161 212 1520
F 0161 212 1527
E mcr@macpeople.co.uk
www.macpeople.co.uk
I DIGITAL ACCOUNT DIRECTOR 38-40,000 MCR

Creatively led, award winning digital agency is looking for a Digital
Account Director. You will be working on some exciting big brand
client accounts in a strong creative team environment. You will need
to be a digital brand strategist with a proven track record of delivering
innovation at the same time as adding value to clients. Ref 9613jm
I STRATEGIC ACCOUNT DIRECTOR 40-50,000 MCR

Well established, creative agency requires a strategic Account Director
to lead a strong design and client services team. The ideal candidate will
have excellent leadership and people management skills, along with solid
experience in business development, proposal writing, presenting and
developing communications strategies. Ref 9647kd
I SENIOR WEB DESIGNER 28-38,000 MANCHESTER

Award winning creative agency requires a Senior Web Designer. You
will need excellent knowledge of all things digital, an awareness of
new and emerging trends, with hands-on and conceptual skills, as
well as experience working on big brand names. HTML, CSS, Flash,
Fireworks, Illustrator and Photoshop experience as standard. Ref 9643jm
I LEAD STUDIO DEVELOPER 28-32,000 MCR

Award winning agency requires a Lead Studio Developer to take
responsibility for email & web development and support E-CRM
campaigns. You will need experience in developing HTML emails, best
practice, developing HTML sites using CSS, developing ASP.net sites,
creating SQL server databases & usability, accessibility and SEO. Ref 9646jm
I FREELANCE DESIGNERS/CREATIVES EXC NORTH

We are currently on the lookout for highly talented freelance Designers
and conceptually strong Creatives to fill contracts in both North West
and Yorkshire areas. You must have original and thought provoking ideas
with a creative portfolio to match. E-commerce and Web would be
beneficial. Strong Artworking skills would be a huge advantage. Ref 8363kd
NEW JOBS ADDED DAILY
RECRUITMENT37
HELLO. IS IT
ME YOURE
LOOKING FOR?
At Pitch we represent agencies of all shapes and sizes
outside London. We even have numerous in-house
clients. So if youre becoming disillusioned with your
job hunting and just want to cut to the chase with
simple, professional and impartial advice...
we might just be who youre looking for.
pitchconsultants.co.uk
info@pitchconsultants.co.uk
0121 270 4080
Creative / Account Handling / PR
Pitch-Drum-Eng-11.10.indd 2
4/10/09 11:50:54
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19/10/09 18:06:57
$IGITAL#REATIVE
AND-ARKETING2ECRUITMENT
WWWORCHARDCOUK
You know who would absolutely

love your portfolio?
Nope. Didnt think so.
Theres probably some fantastic stuff in your book. Pithy. Original. Inspired.
Perhaps even occasionally on brief.
Some of it may have shifted serious product. Some of it may have troubled the
judges at the Roses, Fresh or Chip Shop Awards. You may even have a pointy little
pencil placed prominently on the shelf over your desk.
For all we know, youre the creative who put the F into FMCG.
Trouble is, arousing the respect, admiration and envy of your peers doesnt
always do you that much good when it comes to making your next career move.
And thats where we come in.
Because while youve been crafting ads, brand logos, websites and virals that
rede
ne
the
zeitgeist,
weve
been
out
there
meeting
the
agencies
who
want
your

number
like
Amy
Winehouse
wants
another
ten
Bacardi
Breezers.
So when a great job comes up, we hear about it. Its what we like to call knowwho.
Why not pick up some know-who for yourself by calling Orchard today? After all,
getting your next jobs easier when you know who.
Orchard. The know-who for digital, creative and marketing jobs.
(EAD/FFICE
&URNESS(OUSE&URNESS1UAY3ALFORD1UAYS-ANCHESTER-8:
7 ORCHARDCOUK4 %MANCHESTER ORCHARDCOUK
/RCHARD 4
,EEDS/FFICE
3UITEC*OSEPHS7ELL(ANOVER7ALK,EEDS,3 !"
7 ORCHARDSUITSCOUK & % LEEDS ORCHARDCOUK
/RCHARD 4
SEE LATEST JOBS ONLINE
RECRUITMENT39
Quantum (Marketing) People Ltd is widely recognised as being one of Scotlands leading recruitment consultancies
operating within the Marketing, Media & Creative industries. We specialise in finding ideal candidates across various
disciplines including: Advertising, Direct Marketing, Creative Design, PR & Events, Campaigns, Multi-media, Production &
Editorial as well as generalist Marketing Personnel. So whether you are searching for that perfect next step in your career
or you are just looking for some market information, we have the knowledge, expertise and relationships to assist you.
For a confidential discussion, or to apply for any position, please contact our marketing team by telephone
Edinburgh: 0131 220 6656, Glasgow: 0141 221 0800 or by email: marketing@quantumpeople.com
ACCOUNT MANAGER
This is a great position in a genuinely fabulous, well established media planning agency. As well as traditional
media planning, other areas of expertise include on-line/digital.
We are offering fantastic opportunities to join this growing team at Account Manager level and are looking for an experienced,
enthusiastic, committed client-facing agency professional who has a minimum of 2 years experience of media account
management, within Television. This role is not a creative role so this is not the right career move for someone looking for
this type of position. You should have a working knowledge of DDS or similar media booking/accounting systems.
You will only be considered if you have experience of working within television media planning/buying, but you
must also be able to demonstrate a knowledge of other media.
All applicants must have a full, clean, UK driving licence.
Based: In Edinburgh but working on clients throughout UK
Salary: Very much dependent on skills and experience, but will look at anything from 20,000 to 45,000
Interested? Please send your CV to Seonaid Robertson at Quantum Marketing People: marketing@
quantumpeople.com, quoting reference: SR0910-75.
The position shown above is just one example, however, full listings can be
viewed on our website: www.quantumpeople.com. Further operating divisions
within the Quantum Recruitment Group include: Accountancy, Contact Centre,
HR, Languages, Office Personnel, Legal and Technology.
3 Service Designer Posts

Skills Development Scotland, Glasgow
Skills Development Scotland is the new skills

body for Scotland. It was launched on 1 April
2008 by merging four partner organisations
with a shared vision to improve Scotlands
skills performance.
A dynamic, forward-looking organisation, Skills
Development Scotland delivers information,
guidance and advice for careers and learning as
well as extensive support for skills development.
Skills Development Scotland is committed to
developing new innovative services for its users
and requires 3 highly motivated designers with
a background in service and interaction design
to help SDS and its people build a customer
focused portfolio of innovative services.
The posts require a degree in design or a
related discipline and a minimum of ve
years experience developing innovative
concepts and experiences at a senior level;
a thorough understanding of design thinking,
research and design methods; creativity and
air coupled with strong project management

skills; excellent communication skills; high
level of emotional intelligence and a passion
for inspiring.
Youll be equally comfortable progressing design
thinking as managing projects.
Knowledge of Indesign, Illustrator and
Photoshop are a pre-requisite; experience with
Flash and Dreamweaver, Final cut pro, 3D
packages would also be an advantage.
The salary scale is 30,000-40,000 (to be
reviewed) p.a. based on experience and
portfolio. There is an attractive benets
package including nal salary pension
scheme and a commitment to your continuous
professional development.
To apply, please submit a covering letter, cv
and a digital portfolio of your work. Your digital
portfolio should:
be well-structured with a beginning, a middle
and an end;
showcase 2 service projects (highlighting
design thinking, user research, co-design,
solution and delivery outcome) for which you
have been the lead designer;
be labelled with very short descriptions
e.g. for whom the work was done, software
used, date, importance of piece with
regards to your development and your role
in the project;
be easy to open, navigate and review.
To save e-mailing large les we would request
you upload your digital portfolio to a website (e.g.
creativepool, youSENDit, etc.) and send a link
with your covering letter and cv.
The covering letter, cv and link should be e-mailed
to brianw@skillsdevelopmentscotland.co.uk
by 10:00 on Monday 2 November 2009. We
anticipate that interviews will commence in
the week beginning 16 November.
23rd October 2009
Make your images perform by using

our unique colour conversion process.
Well, we do were Matrix and one of the very

few specialist production houses outside London
to offer definitive quality newsprint conversions, in
mono and colour, along with a genuinely accurate
proofing service.
will look in the press, not how it looks in an idealised world.

Whats more, we can make sure your ads get despatched on
time with each insertion specd and adjusted for individual
publications. It all makes for an easier life and happier clients.
And it costs less than you think.
Weve been doing it for years helping clients achieve the

best results in press. It means you can see exactly how your ad
To make your ads look great in press call 0121 643 2227
and ask to speak to Wayne Ricketts or Carl Prosser.
IMAGE PREPARATION FOR PRESS | ADHOC DESPATCH TO PUBLICATION | TOTAL CAMPAIGN MANAGEMENT | NEWSPRINT PROOFING
Matrix Graphics Limited, 31 Lee Bank House, 55 Holloway Head, Birmingham B1 1HP. Telephone 0121 643 2227. Email production@matrixgraphics.co.uk www.matrixgraphics.co.uk
Matrix_Advertiser_Drum_October_23.indd 1
19/10/2009 14:02

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DAVIES IN WITH THE MMIXX RAR SITE GETS NEW LOOK

Find out how Air Cr

for career opportunities - thisisbrandfuel.co.uk/careers

AIR CREATIVE AD 10-09.indd 1

THE DRUM OCT.23.09 www.thedrum.co.uk

ITS NO GOOD TELLING CLIENTS

some members of the assembled

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HEAD FIRST ADVERTISING & DESIGN. We aim to excite.

THE DRUM OCT.23.09 www.thedrum.co.uk

The RAR has launched its new website

FORMER COORS DIRECTOR

AEGON LOSES ASSET

Simon Davies, the former marketing

The sales and marketing director of

Some people will say we are crazy

The Drum has launched a new application

Chapter, the Birmingham start-up which

www.thedrum.co.uk OCT.23.09 THE DRUM

IT FEELS LIKE SOME OF THE DECISIONS ARE TAKING LONGER TO GET

YORKSHIRES DIGITAL TALENT TO BE SHOWN

The line up of events for Digital Week

Fashion retailer Republic has announced

The DADI Awards will be one of the highlights of Digital Week

Sheffield will host discussions looking

NEW LEASE OF LIFE

an evening of film screenings which

NEW UNIVERSITY OF LIVERPOOL DESIGN

Forepoint from Preston and Da Vinci

A new poster campaign has been

THE DRUM OCT.23.09 www.thedrum.co.uk

Having implemented the brand for Hotel

The Lowd&Klea Group has announced

awards/nominations to find out if you have

Anderson: has joined

Meanwhile, new senior positions

NHS STAFF GET WEBSITE SO THAT THEY

The Awards Evening is almost upon us.

financial income for NHS Scotland.

for more details on 0141 559 6078.

Masterclass: Using Social Networks for

Masterclass: Writing Effectiveness

Business Brieng: What is Collaboration?

THE DRUM OCT.23.09 www.thedrum.co.uk

IM LUCKIER. PHIL HAS BEEN IN AND OUT OF THE SHIT A

FORMER BARKERS BOSS HUGHES LOOKS

considerate support given by two of

A ROUND UP OF SOME OF THE LATEST PRESS

Whatever you doMake sure its a Honda launch

WORLD CUP 2010

Robertson Homes every success in

Sheridan&Co has designed the travel

TANGENT GRAPHIC has created the brand

OUTDOOR FOOTWEAR BRAND KARRIMOR

Telecoms giant MOTOROLA has awarded