21. May 2013
Do you remember the raw, guttural sound of the GTi?
As you know, we don’t like curbing innovation, nor creativity at CMW, however it’s usually our digital work that takes the spotlight! Not so on this occasion as we proudly present our latest piece of DM for our Peugeot client to support the launch of the 208 GTi; a pack that is conventional in delivery but we hope, inspired in its design.
We wanted to create a pack that would evoke memories of Peugeot’s previous iconic hot hatch – the 205 GTi – and reignite the passion of racers-at-heart everywhere. And what is the one thing that everyone remembers about the GTi? The raw, guttural sound of its 1.6 litre 200 bhp engine of course.
So, to bring this to life we brought the roar of the engine to the recipient’s home by adding a recording of the engine to a soundchip and had these inserted into the launch brochure. When the pack is opened the roar of the engine plays automatically, bringing back all the thrill of the original.
All credit goes to the hard work of our client and the Peugeot
team here which includes Mark, Beckie, Sarah, Andrew, John B, Krystina and Tom.
20. May 2013
With Kate Middleton about to join the most elite female club in the world, we felt it only right to look into the world of mums at our next Working Breakfast on Wednesday 5th June.
When a woman has her first child, she needs to find an extra 8 hours every day just to continue with activities she used to do before motherhood. It’s no surprise then, that Mums are turning to technology and the online world to support them in their everyday lives.
Our expert speaker is Steve Taylor, Head of Digital Strategy from global media agency PHD, who will draw on recent research and share some key insights into the online mum – what she's doing, what she loves and how to reach her.
It all happens on Wednesday 5th June at One Alfred Place, WC1E 7EB. Please join us for coffee and networking from 8am. Steve will be speaking at 08:30, followed by Q&A and a chance to mingle, ending around 09:45.
To register your place click here. And please do pass this onto friends and collagues who might also like to come along.
We hope to see you there!
16. May 2013
Last night was the first game of the season against Aimia. Trainers on,
bottle opener packed and new uniforms at the ready, the softball team trekked
it to Primrose Hill. Were there nerves? Some. Injuries? None. Beers?
Definitely. But CMW started exactly as they left off last season. Winners.
3. May 2013
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After a pitch against three other agencies, we’re really thrilled that we’ve been chosen as the global agency for leading diamond jewellery brand Tolkowsky. This is a real honour for us as the Tolkowsky brand is a name that's synonymous with the best diamonds in the world. And, who doesn’t love the luxurious world of diamonds?
We're going to be helping the Tolkowsky team build their brand awareness and tell their unique brand story to a new audience in advertising on and offline, their website and lots of in-store activity around the world. We're especially excited to be helping support the brand with key retail partners including Sterling, owners of 1500 US stores including Kay and Jared.
Our client, the uber-inspiring Jean Paul Tolkowsky, part of the famous family which created the Tolkowsky brand told the press: “CMW separated itself from the competition thanks to its understanding of the heritage, integrity and sophistication of the brand. In the pitch process they showed that they are a partner with thinking that will help drive our ambitious growth plans, in the global marketplace.”
And for those of you interested in a bit of history, the Tolkowsky name has been inextricably linked to the history of diamonds for seven generations. In 1919 Marcel Tolkowsky, then a brilliant young mathematician, invented a key set of parameters that came to be known as the round brilliant ‘ideal cut’ diamond; a method of cutting a diamond that allows the maximum fire brilliance and scintillation to be revealed. This diamond cut remains the industry benchmark around the world today.
Thank you Jean Paul, Jenny, and of course the late James Maxwell, for trusting us with such a precious brand.
29. April 2013
Anyone lucky enough to go to University remembers the hazy days of late-night library visits, a dash home to get your washing home, and a cocktail of beans on toast and weeknight partying. But as we all grow a little older, develop a sagging midriff, complain about taxes, we ultimately lose touch with what being young was actually like.
And so, it fell to Jack Bovey from youth marketing experts The Beans Group to shatter some of the myths that have become ingrained in society’s perception of students at CMW’s latest Working Breakfast.
BT’s student mini-series of ads may have drawn a mixed reception but it has successfully tapped into how the modern student lives and the value that they provide brands with a long-term view. Beans Group research, which Jack presented to a packed out room, demonstrated the value of a much-maligned group that is all-too-often overlooked when marketers build their comms plans.
Aside from the shock that a whopping 61% of students regularly get their five-a-day, they typically also have £7,000 disposable income sourced from a combination of loans, parent contributions and part-time work. That’s more than a check-out assistant, part-time Mum, and a secretary.
“Not only this but 52% of young people, and students in particular, say that if they really want something, they will buy it, regardless of how much it costs,” said Jack. “This is a demographic that has grown up in comfort, and is not used to going without.”
Social media also has a vital role to play in any marketing plan and students represent the most connected users out there. According to Beans Group figures, an average student has 479 Facebook friends compared to the 130 of a normal user. Ultimately, they represent a tech savvy audience that can become the driver of earned media – and ultimately brand advocates.
For example, when picking their favourite brand, Boots came out as an overwhelming favourite with 1,000 surveyed with no negative mentions to the high-street chemist. This put it way out in front of ‘trendier’ counterparts such as Amazon demonstrating how much students value solidity, reliability, and a good customer experience.
“The brands that did badly in our survey of liked and loved brands were often those who had messed a young person around,” said Jack. “They are very much mainstreamers, and nowhere near as brand promiscuous as people think.”
“Banks understand this. They spend a large part of their marketing resources on attracting students, as they know that if they can capture these young people now - they can keep them for life.”
The truth is that young people of today will become part of the households of the future, they are now choosing the mainstream brands they will continue to use for the rest of their lives. Our challenge is to make sure that the passage of time doesn’t mean we lose sight of this.
Come back later this week for a Working Breakfast first - a focus group of Students tell us how they view marketing and brands…
15. April 2013
We're all delighted that Faraaz Marghoob has joined us as Strategy Director.
Faraaz was most recently international planning director on Toyota at Saatchi & Saatchi and previously at Altogether / MEME digital. Before that he worked in heavyweight management consultancy at Price Waterhouse Coopers. At CMW he'll be responsible for developing and leading CMW's strategic output and our strategic planning team including our well-established data offering led by Frank. He'll work alongside Iain, our Creative Director, reporting to our CEO, Liz.
Faraaz’s experience makes him the perfect Strategy Director for us – tech, data, digital, brand - he has that rare balance of upstream brand and business thinking and tight digital knowledge - just what we've been looking for.
Welcome on board Faraaz!
8. April 2013
We’re in the throws of planning out next Working Breakfast which will take place at One Alfred Place on Thursday 25th April. If you would like to come along please email us; workingbreakfast@cmwlondon.com
Working Breakfast Theme: Youth of today
With reports of rising unemployment amongst 18-24 year olds and the misconception that they have little disposable income and are brand promiscuous, it’s no surprise that this age group tends to be overlooked by many leading brands as potential customers.
Yet, students alone (who account for one half of the UK youth population) contribute a staggering £20 billion annually to the UK economy.
So this time round we’ll be joined by youth experts, The Beans Group, who will draw on recent research into 18-24 year olds to reveal their shopping habits and some of the brands they love and hate.
We’ll also dispel any myths you might have about 18-24s
and share some ideas on how brands can reach this audience without upsetting
the mothership.
And should you have any unanswered questions, don’t worry as there’ll be a small group of young people to ask first-hand!
Event details
Thursday 25th April at One Alfred Place, WC1E 7EB
08:00-08:30: Breakfast and networking
08:30-09:15: The Beans Group
09:15-09:45: A chance to mingle
If you or your colleagues fancy coming along, you are more than welcome. Simply RSVP to workingbreakfast@cmwlondon.com so we can add your name to the guestlist for the club’s reception.
We hope to see you there!
21. March 2013
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We're always really proud when an existing client entrusts us with more of their business, so we're really delighted to be taking on the Eucerin brand from our client Beiersdorf.
We already work with Nivea for Men across Northern Europe and Elastoplast in the UK, and now we're looking forward to helping Eucerin become the skincare success story here as it is in other parts of the world.
We're starting to prepare a campaign that breaks later this spring to launch the ‘Even Brighter’ range in print, online, social and CRM.
Our client, Becky Lee, who looks after Eucerin said in the press: “Eucerin is a brand that builds enormous trust with people and we are committed to providing solutions that work for all skin requirements; in CMW we’ve found a partner who can help us to grow the brand by building closer bonds with existing and new audiences."
Eucerin has real stature in its more established markets, and there’s definitely a growth opportunity here, given the UK’s increasing interest in more specialist skincare. We think it’s one of the best kept secrets of the skincare market (we've been trying the products over the last few months) and we look forward to putting that right with British women.
15. March 2013
It starts with
an opportunity. James Eder, founder of www.StudentBeans.com,
asked for a volunteer. Everyone looked down at their toes, shifted in their
seats. No sudden movements that could be potentially construed as a ‘I’ll do
it.’
Then Salty, fearless
data planner that he is, bravely stuck his hand up... And was rewarded with a bumper
bowl of jelly beans. It starts with an opportunity.
This was the
first of many insights The Beans Group presented to us. Approach everything
with an open mind, question preconceptions, spot the opportunity.
This is what
they do with the youth market. And this is what they think more brands should do.
What are the
common preconceptions of the youth market? No disposable income, deal centric,
quantity over quality, substance over style.
Yet, they still
account for £20 billion a year industry. And 18 – 24 year olds are the trend
setters, intent on sharing everything they do. Good and bad. Suddenly they
don’t seem so irrelevant. Some brands get this, some don’t. To see which do The
Youth/100 report provides a detailed analysis of how 18-24 years interact with
their favourite brands. Download it here.
But how was this
relevant to CMW? How could we think differently about the brands we service?
Automotive
brands don’t traditionally target 18-24 year olds. New cars can cost upwards of
£20,000. But what if you target learner drivers? Everyone remembers the car
they learnt to drive in. This emotional connection will remain with them
forever, influencing future purchasing decisions.
FMCG brands
focus on families, specifically mum’s. But what about mum’s of the future? Students
today are (theoretically) the ABC1 earners of tomorrow. Get their attention now
and they could be loyal for life.
Anyway, all food
for thought. And now a couple of fun facts to finish:
Answers on our
Twitter feed @cmwlondon
How much does
the average student spend each year of clothes?
At the
University of Salford is the average consumption of units of alcohol higher or
lower than the recommended 21 per week?
What comes
higher in the Youth/100 top 100 brands: Boots, Red Bull, asos?
18. February 2013
We are very proud to be the creative partner for the new and exciting initiative, Pimp My Cause. If what follows resonates with you then we would love you to help us spread the word and for some of you, make a commitment.
Pimp My Cause is the brainchild of social entrepreneur Paul Skinner and operates as an online match-making service between not-for-profit organisations that require marketing support, and marketers who are keen to make a meaningful social impact. This could be anything from a charity shop looking for a graphic designer to create an in-store poster, to a larger organisation seeking to build its annual digital plan.
As their creative partner, we are helping to raise the profile of Pimp My Cause and have developed ‘The Year of Great Marketing Karma’. The campaign kicks off with the launch of the inaugural Karma Audit which scans your career history to reveal one of 8 animals you’ll return as in the next life. You could be a fly with questionable work karma, or be an Eagle who sits on a higher plane above everyone else.
Pimp My Cause is looking for marketing professionals who are happy to give up a few hours to help a good cause. There’s no immediate commitment to sign up so please help spread some good karma and join this great initiative.