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TD_36_15_JUL22_COVER.indd 1 17/07/2015 15:44 Returning for its second year, the IAB is proud to present the premier showcase for the UK digital advertising industry.

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VOLUME #36 22 July 2015 issUE #15

Returning for its second year, the IAB is proud to present the THE RETAiL issUE From Apple Pay to Amazon’s premier showcase for the UK Prime Day, we take a look at the latest innovations in the retail space. digital advertising industry. 12 22 Buy button battle Can e-commerce on social networks ever rival Amazon? 18 Agile adaptors Why the surge in retailers Check out the schedule of free events investing in innovation hubs? www.iabuk.net/upfronts 22 What is luxury? 06 An exploration of changing @IABUK Trending 37 notions of luxury retail. The latest trends and brilliant ideas shaping our space, as chosen by our enviable panel of Trend Setters, #IABUKupfronts including WGSN global chief content officer Carla Buzasi. 27 Paying it forward How forward-thinking payment innovation is changing shopping. 30 Primed for purchase A look at the increasing 46 popularity of major retail events. ® Back Chat Media Partner Chewing the fat this issue is design icon Wayne Hemingway, who waxes lyrical about 33 rebuilding the UK’s oldest I will what I want amusement park. Why sports retailer Under Armour iabuk.net/upfronts chose a model to represent it.

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THE DRUM 22.JUL.15 www.thedrum.com LEADER05

meet the team RETAIL’S gORDON yOUNg EDITOR-IN-CHIEF [email protected] RENAISSANCE? Thanks to either good fortune or stunning foresight (let’s call it the latter), this special retail issue of The Drum arrives on the back of an especially STEPHEN LEPITAk noteworthy week for the retail industry. EDITOR Within the space of a few days we’ve seen Apple Pay finally arrive on UK shores, [email protected] Amazon’s Prime Day extravaganza exceed its executives’ wildest expectations and Marks & Spencer clothing boss John Dixon quit the firm he’s served for 26 years after yet another sales slump. The contrasting fortunes of Amazon and M&S’s clothing and homewares division could be interpreted as symbolic of the way online stores are deemed to be THOMAS O’NEILL stampeding all over bricks and mortar retailers. But to blame the changing retail MAGAZINE EDITOR [email protected] landscape for M&S’s repeated category failings would be to let it off the hook. Its beige clothing department has seldom been in fashion, and it only has itself to blame for not moving with the times. To survive today – let alone thrive – retailers must innovate, either in their marketing, use of technology or ideally a combination of the two. Few have kATIE MCQUATER grasped this better than Amazon. The numbers it has released for its Prime Day FEATURES EDITOR [email protected] spectacular – on which it claims to have sold more units “than the biggest Black Friday ever” – are staggering. Some 398 items were ordered per second, with 34.4m sold in total in just 24 hours. These included 47,000 televisions, 51,000 Bose headphones and 14,000 iRobot Roomba vacuum-cleaning robots that no one ever knew they wanted. The Wednesday prior, just one was sold. CAMERON CLARkE “Going into this, we weren’t sure whether Prime Day would be a one-time thing COMMISSIONING EDITOR or if it would become an annual event,” Greg Greeley, vice-president of Amazon [email protected] Prime said. “After [these] results, we’ll definitely be doing this again.” No kidding. This was a triumph of marketing and PR. Where lesser retailers would see just another Wednesday in the week, Amazon spotted opportunity. And it is the Amazons of this world, the success stories, that we focus on JESSICA DAVIES throughout this issue – not the retailers feeling sorry for themselves because NEWS EDITOR consumers have moved on and they haven’t. Too often when we talk about retail [email protected] we labour on the doom and gloom of the high street when in fact this is one of the most exciting and innovative sectors in business right now. The speed at which retail is moving is incredible – occasionally, perhaps, even Association of Online Publishers Rewardingly • Digital Publishing Company of the Year too quickly for its own good. The much touted Apple Pay has been causing some • Editorial Team of the Year 2014 & 2015 confusion on the London Underground: it is worth noting that you’ll be penalised PPA hard to win • Publishing Innovator of the Year if your Apple Watch battery runs out before you complete a journey, you’ll get • Business Magazine of the Year 2013 dma.org.uk/awards charged twice if you switch between iPhone and watch to tap in and out even if PPA Digital Awards • Content Team of the Year they’re linked to the same card and, perhaps most amusingly, the payment reader PPA Independent Publishers Network • Media Brand of the Year is on the wrong side of the turnstiles for all those of us who wear our watches on Pushed. Pulled. Prodded. Poked. • Editor of the Year the left wrist. Mulled over. Fought over. Won over. Winner. PPA Scotland • Scottish Magazine of the Year But despite those teething problems, Apple Pay is a big step towards the kind of • Business & Professional Magazine of the Year RAPP - ‘Barclays Personalised Video’ • Business & Professional Magazine Design of the Year cashless society we envision later in this issue. For retailers that can’t keep up… • Business & Professional Magazine Editor of the Year 2014 Golds: well, they’ll be left cashless altogether. Best Use of Technology, Best Digital Performance, Best Use of Email Marketing

Editor-in-Chief: Gordon Young Associate Editor & Managing Director, The Drum Network: Richard Draycott Editor-at-Large & Head of TV: Dave Birss Editor: Stephen Lepitak Magazine Editor: Thomas O’Neill Features Editor: Katie McQuater Commissioning Editor: Cameron Clarke News Editor: Jessica Davies Senior Reporter: Seb Joseph Reporters: Gillian West, Jen Faull, Natalie Mortimer, John McCarthy, Minda Smiley, Tony Connelly Editorial Assistant: Rebecca Stewart Design & Production Director: Nick Creed Design/Production: Amanda Dewar, Ross Lesley-Bayne, Gillian Durham Producer: Sam Scott Group Commercial Director: Liz Hamilton Key Account Director: James McGowan Senior Key Account Manager: Georgie Ripley Key Account Manager: Flannan Hasset Profile Hub Sales: Stephen Young Recruitment Sales: Victoria Swan Subscription Sales: Laura Bradley Managing Director of Events: Lynn Lester Events Director: Katy Thomson Managing Director: Diane Young Managing Director, The Drum & thedrum.com: Andy Oakes Printed by: Stephens & George Magazines Head Office: 4th Floor, Mercat Building, 26 Gallowgate, Glasgow G1 5AB London Office: First Floor, 23 Curtain Road, Shoreditch, London, EC2A 3LT Tel: +44 (0)141 552 5858 Fax: +44 (0)141 559 6050 Headline sponsors Media partner Print partner SUBSCRIPTIONS To subscribe to The Drum magazine go to thedrum.com/subscribe where one year’s print subscription costs £172 (£197 outside the UK) or the equivalent in Bitcoin (via thedrum.com/bitcoin). For all enquiries please contact Jordon Geary, [email protected], +44 (0) 141 559 6060. A year’s subscription includes 25 print issues; excerpts from the Digital, Design and Advertising Censuses; Mobile Top 50; Social Top 50; 50 Under 30 Women in Digital; The Designerati; The Digerati; The Adverati; plus various sector specific supplements. THE DRUM is published by Carnyx Group Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any artwork will be accepted at owner’s 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 which should be made to the publisher.© carnyx group limited 2015 iSSn 2046-0635

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personalisation THE DRUM’S TREnD THE POWER SETTERS Each issue we ask members OF CHOiCE of our enviable panel of magnificent minds from the industry and beyond to identify the latest trends and brilliant ideas shaping our space. Here we meet this issue’s contributors.

Gideon Karmiloff (p.9) is managing director at Vivid Brand

Carla Buzasi (p.7) is global chief content officer at The Woolworths pic ‘n’ mix might no longer be a fixture of our high streets, but shoppers still WGSN overwhelmingly want choice, explains Vivid Brand managing director Gideon Karmiloff.

The last bag of Woolworths that consumers are often more able Shoppers want choice, but not so Richard Danks pic ‘n’ mix sold for £14,500 on to design ideal products that meet much of it that it becomes a chore. (p.8) is head of ebay in 2009 – what made a their needs better. And why not, They want to make easy, intuitive strategy at Portas bag of dusty cola bottles and considering we (the consumers) are choices that are right for them. Agency hardened strawberry jellies quite the ones consuming the products. A good example of enabling this so valuable? Not the contents Retailers are now behaving similarly intuitive choice comes from the themselves but the idea of the by asking shoppers to determine e-commerce retailer Ocado, which power of choice – the chance to how products should be marketed to targeted us with an offer, from a choose exactly what went into the them. Take Waitrose’s new initiative leading dog food manufacturer, that Lola Oyelayo bag was one of the small freedoms to ‘pick your own offers’ for instance, we, and our beagle, couldn’t refuse. (p.9) is director of you were given as a child. which allows shoppers to choose Knowing that we buy a super strategy and UX at We’ve always wanted choice their top 10 favourite items to receive premium competitor, this brand Head and the desire for it has now a 20 per cent discount until August. (and retailer) created an offer and rippled through to how we engage Waitrose has clearly identified communication that overcame three with brands, breeding a new how important it is for it to build a key barriers; price (half price), weight demonstration of pro-sumerism relationship with its shoppers, one (free delivery), pain of switching foods Rather than simply consuming where the shopper feels understood (six months supply). In one action Kate Shepherd products, people are becoming the and, crucially, listened to. this brand has potentially ‘bought’ (p.10) is director of strategy at Checkland voices of that product, to the point of Waitrose demonstrates an even our loyalty for the next seven years Kindleysides impacting on what kind of products greater level of insight with this by engendering a habit that we are are actually made, how they are initiative: while shoppers love unlikely to break. purchased and later blogged/tweeted the notion of choice, too much By transferring the power onto the about to then influence purchasing choice can be overwhelming. shopper and putting their personal behavior around the world. With an average of approximately choice first, retailers and brands Alastair Duncan Converse and Nike’s invitation 40,000 different items on offer in a are opening the door to a more (p.11) is strategy to lay your personal design stamp supermarket, the average household democratic relationship that will director at the on your trainers has been well purchases only 350 on a yearly prove, like our dog food choice, to AutoNetwork documented, as has the open basis. Why? It’s so overwhelming be long lasting. Pic ‘n’ mix may have ‘pitch’ for your flavour to be the next that shoppers retreat to habitual disappeared from our high streets Walkers crisp or KitKat Chunky. This purchasing behavior and to the safety but the power of personal choice is an acknowledgment from brands of familiar choices. endures.

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personalisation experiential THE DRUM’S TREnD THE POWER UnExpEcTED SETTERS Each issue we ask members OF CHOiCE RETail of our enviable panel of magnificent minds from the industry and beyond to REnaissancE identify the latest trends and brilliant ideas shaping our Carla Buzasi, global chief content officer at fashion trend space. Here we meet this forecaster WGSN, looks at how retailers are creating unique issue’s contributors. experiences.

You probably don’t need another are appealing to a new, more relaxed, headline about how millennials customer. Every Kit and Ace store is Gideon Karmiloff are spending all their cash on equipped with an eight-by-eight-foot (p.9) is managing experiences over actual things to dining table where managers throw director at Vivid go in their homes, or wear on their monthly dinner parties for the ‘creative Brand bodies, do you? Retailers certainly community’. Over food and drinks, don’t, grappling as they are with a they use the card game Real Talk to generation more likely to walk into help kick-start conversation, against a their shop window while distracted backdrop of chic T-shirts and slouchy Carla Buzasi by something on their smartphone dresses. (p.7) is global chief The Woolworths pic ‘n’ mix might no longer be a fixture of our high streets, but shoppers still than look into it. Along similar lines, super-cool shoe content officer at So how do you persuade brand Grenson has a social club that, WGSN overwhelmingly want choice, explains Vivid Brand managing director Gideon Karmiloff. twentysomethings to spend their instead of offering discounts to loyal wages on clothes over, say, an customers, invites them to talks from invite-only dance festival on a ship in like-minded creatives, tapping into The last bag of Woolworths that consumers are often more able Shoppers want choice, but not so the middle of the Atlantic, or cold- their devotees’ need for constant Richard Danks pic ‘n’ mix sold for £14,500 on to design ideal products that meet much of it that it becomes a chore. pressed cocktails from a pop-up bar in stimulation. (p.8) is head of ebay in 2009 – what made a their needs better. And why not, They want to make easy, intuitive Dalston? But what about older consumers? strategy at Portas bag of dusty cola bottles and considering we (the consumers) are choices that are right for them. Some brands have it nailed and, Millenials might make all the headlines, Agency hardened strawberry jellies quite the ones consuming the products. A good example of enabling this unsurprisingly, it tends to be those but they still don’t have as much so valuable? Not the contents Retailers are now behaving similarly intuitive choice comes from the who are using experiences to lure disposable income as their big themselves but the idea of the by asking shoppers to determine e-commerce retailer Ocado, which consumers in store, and then being brothers and sisters. power of choice – the chance to how products should be marketed to targeted us with an offer, from a exceptionally careful not to force-feed Clever retailers who want a slice of choose exactly what went into the them. Take Waitrose’s new initiative leading dog food manufacturer, that them product once they’re there (if it the more moneyed pie are relying on Lola Oyelayo bag was one of the small freedoms to ‘pick your own offers’ for instance, we, and our beagle, couldn’t refuse. feels too commercial or, even worse, newness to attract consumers in store. (p.9) is director of you were given as a child. which allows shoppers to choose Knowing that we buy a super inauthentic, you’ll lose this generation’s In New York, Story switches out the strategy and UX at We’ve always wanted choice their top 10 favourite items to receive premium competitor, this brand interest faster than a post from their brands it stocks every three to eight Head and the desire for it has now a 20 per cent discount until August. (and retailer) created an offer and mum on Instagram). weeks – each refresh is a new ‘story’, rippled through to how we engage Waitrose has clearly identified communication that overcame three Kit and Ace is a new Canadian hence the name. Here the experience with brands, breeding a new how important it is for it to build a key barriers; price (half price), weight brand from the family that launched is just as important as a lecture or demonstration of pro-sumerism relationship with its shoppers, one (free delivery), pain of switching foods Lululemon. Co-founder JJ Wilson is lifestyle experience at some of the Rather than simply consuming where the shopper feels understood (six months supply). In one action the son of Lululemon founder Chip, other brands so far mentioned, but the Kate Shepherd products, people are becoming the and, crucially, listened to. this brand has potentially ‘bought’ while his partner, Shannon, is also his experience is still actual shopping. The (p.10) is director of strategy at Checkland voices of that product, to the point of Waitrose demonstrates an even our loyalty for the next seven years step-mother and former chief designer owner of Story, Rachel Shechtman, Kindleysides impacting on what kind of products greater level of insight with this by engendering a habit that we are at Lululemon. calls her boutique a “trade show meets are actually made, how they are initiative: while shoppers love unlikely to break. The brand exploits the athleisure a living press release”, but insists it’s all purchased and later blogged/tweeted the notion of choice, too much By transferring the power onto the trend to its max, with a collection that about creating a “unique experience”. about to then influence purchasing choice can be overwhelming. shopper and putting their personal features high-tech cashmere designs What’s clear then, no matter which behavior around the world. With an average of approximately choice first, retailers and brands in sporty styles that are a step-up from age group retailers are targeting, is that Alastair Duncan Converse and Nike’s invitation 40,000 different items on offer in a are opening the door to a more the now ubiquitous Lululemon leggings the unexpected always wins. Rows of (p.11) is strategy to lay your personal design stamp supermarket, the average household democratic relationship that will beloved of yoga bunnies everywhere clothes on metal hangers? We’ve been director at the on your trainers has been well purchases only 350 on a yearly prove, like our dog food choice, to (even when they’re not working out). there, bought the T-shirt, and don’t AutoNetwork documented, as has the open basis. Why? It’s so overwhelming be long lasting. Pic ‘n’ mix may have However, it’s not just the clothes that want to buy the same one again. ‘pitch’ for your flavour to be the next that shoppers retreat to habitual disappeared from our high streets Walkers crisp or KitKat Chunky. This purchasing behavior and to the safety but the power of personal choice is an acknowledgment from brands of familiar choices. endures.

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retail lessons wHy AgEnCiES SHOULD THinK LiKE RETAiLERS

Richard Danks, head of strategy at Portas Agency, asks what can agencies learn from retailers, offering up five top tips he has garnered from some of the world’s best brands and retailers.

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retail lessons retail innovation wHy AgEnCiES SHOULD THinK LiKE RETAiLERS

Richard Danks, head of strategy at Portas Agency, asks what can agencies learn from retailers, offering up five top tips he has garnered from some of the world’s best brands and retailers.

I’ve recently become a Tosser. Yep, it’s a 2. Play it long and short bit much to drop nine quid on lunch for This theory could have been some salad and a coconut water, but for written for retail. Our clients’ me the money doesn’t matter. Not when the ability to focus on the long- till receipt makes you feel like a superstar. term brand game whilst ‘You’re Arnold Schwarzenegger’ it grins to having one eye on this you instead of an order collection number. week’s figures is staggering. ‘Jennifer Lopez’ it winks. ‘Tom Cruise’ it Agencies should be reactive, nods in slo-mo. It’s been three months since flexible, creative, and above my first hit and it’s yet to get old, raising a all else, not precious, when it smile every time they hand back my card. comes to producing tactical RETail innovaTion? YEs. The hairnets, the gory pink branding, the work that helps sell. laminate floor – it’s not really me. But this one small gesture, on the most overlooked of 3. Trust your gut touchpoints, has made me fall head-over-heels. Big retail is at the forefront of I love Tossed. I think it’s retail at its best. And all big data, but the best in the gREaT RETail ExpERiEncE? because of that one little quirk. A tiny idea that’s business know how to balance punching well above its weight. insights with instinct. Retailers So, what else can we take from retail? respect (and reward) people with In an issue bursting with the latest trends, ‘an eye’. Agencies must do the pRobablY noT innovations, technologies, and ideas impacting same – don’t allow the current the retail sector, I thought it would be refreshing fixation on big data to overshadow Lola Oyelayo, director of strategy and UX at Head, is doubtful rapid innovation in retail is making any difference to customers. to look at things from a different angle: what we what clients really pay us for, can learn from them. making the creative and commercial When considering what is exciting between touchpoints. This means of convenience for shoppers. Any to in their online offering. Here are five observations picked up from leaps that will transform their business. in retail right now, I thought long having a single view of the shopper disjointed information between online In a recent trip to my local working with some of the world’s best brands Use data, but trust your gut. and hard about the last six months and allowing them to shop how they and in-store availability, or worse a total electronics retailer (one of the largest and retailers, from Clarks to Westfields. of my own shopping behaviour. As want, for what they want, whenever lack of information, will effectively sever in the country), there was barely any 4. No, no, no populist gimmicks a user experience director, it’s my they want it. Ultimately a customer trust and willingness to buy no matter stock on the shelves. The employees 1. When you’re on to a winner, order one in Something a client actually said to me during job to collect experiences and case has to have a holistic and consistent how many jazzy apps and gizmos kept insisting that there was more every colour a presentation. On reflection she was right: studies and take a view on what experience of any service that a retailer there are. choice online, but this begged the Having worked with Inditex, the world’s don’t do tech for tech’s sake. Don’t do animals might provide that extra point of provides. Digital mirrors or stands that allow question: what exactly is the point largest clothing manufacturer, there is much for shares. Customers aren’t interested. Keep customer value and delight. Unfortunately, almost none of the you to explore accessory combinations of the shop if all the staff do is send for marketing to learn. When they identify things on point and remember – we’re in retail The problem is, despite all latest gadgets or innovations available seem all well and good. But then, people online? that a style is selling fast, they turn their to sell, sell, sell. the noise about beacons, radio- to retailers are effectively providing when you want to actually purchase Before I or any other customer whole machine (manufacture, distribution, frequency identification, smart wallets, that holistic and consistent experience this combination of products, you can become excited about a marketing, retail) towards making the most of 5. Make every touchpoint count e-payments, digital mirrors and robot for customers. If anything, many are suddenly find yourself with a frazzled retailer’s smartwatch integration or the opportunity. Agencies should plan budgets, ‘You’re Marilyn Monroe’. assistants, not much is sticking and positioned as nothing more than sales assistant holding one shoe whilst its virtual store, I’d expect it to have resource and processes to ensure that when not much seems to be effective. If patches: temporarily fixing problems searching every possible corner for the totally integrated its technology and something unexpectedly takes off, they’re ready So there you have it. And this is why we have asked whether all this rapid innovation that retailers don’t seem able to invest box containing the other one. know how to get me exactly what I to push it even further. ‘think like a retailer’ framed in our downstairs loo. has actually made a difference for in dealing with properly. Secondly, clicks and mortar retailers wanted in the most convenient way. customers, I can only respond with a We are yet to see retailers do two haven’t managed to work out what to Unfortunately, I suspect that in the moderate ‘maybe’. key things. Firstly, they have yet to do with their physical stores in order short term, the fight for column inches The thing is, retailers need to address the legacy issue. Stock to mirror the convenience and value and all the attention will still be focused carefully choreograph experiences visibility is the single biggest point customers have become accustomed on the ‘next big thing’ instead.

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THROUGH THE retail design LETTERBOX.” Elspeth Lynn – Executive Creative Director, M&C Saatchi

SEnSoRial bRanD SToRyTElling

Checkland Kindleysides’ inherent strengths of each, creating of inspiration, as well as providing a Kate Shepherd takes a look a virtuous circle whereby all brand valuable filter for our creative ideas. communications and experiences Equally, it is essential to understand the at multi-dimensional brand support one another. Naturally, the unique brand personality and values storytelling through the retail distinction is the sensory experience and to share these stories in the most provided by an immersive and engaging imaginative and surprising ways. environment. physical environment that is entirely We consider brand storytelling on unique to the personality of the brand a multi-dimensional level, as every When online retailing emerged in the and store locality. element of the retail environment 90s, many predicted we would soon The role of the store is to reward presents the opportunity to convey no longer wish to shop in stores at all. the consumer with experiences they the personality of the brand. The most Today a very different future is taking could never receive online; providing effective spaces have layers of detail; shape. Physical retailing is flourishing the very best opportunities for product each with their own narrative. This and, according to eMarketer, 87 per test and try, enabling personalisation approach engages all of the senses, cent of everything bought in the UK is and social interaction, wrapped up in a stretching far beyond the obvious purchased in-store. store environment that is highly emotive methods of communication to include Even Generation Z places high value and multi-sensorial. However there touch, sound and smell; all of which on personal interaction. Although the is a danger the pressure to entertain evoke a deep emotional and intuitive digital world is all they have ever known, could lead brands to take it too far, with understanding of the brand. research by Innovation Group suggests unnecessary gimmicks and gadgets. The Nixon brand story is shared they crave real, physical experiences as Ultimately, the design must be guided in-store in a way that touches every much as those who have gone before, by meaning and relevance; not only to sense; connecting the consumer to with 67 per cent stating they would the brand, but also the consumer. the spirit of the ocean and the sense rather shop in stores than online. As designers, it is important to of freedom in surfing the waves. We The future of retail is a fusion of truly understand the mindsets and translated these feelings into physical digital and physical, with bricks and motivations of the target consumer. and digital experiences, where watches mortar and online stores learning from By looking at life through their lens, are displayed on white ‘floats’ set into each other and brands playing to the we are able to uncover a rich source translucent blue glass, as if bobbing

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10915273_TheDrum_330x67mm_BE_[Elspeth]_1.2.indd 1 08/07/2015 17:21 “ A GREAT IDEA 10TREnDing www.thedrum.com 22.JUL.15 THE DRUM THE DRUM 22.JUL.15 www.thedrum.com TREnDing11 ONE SMALL CAN COME FROM THING COULD ANYWHERE, STOP YOUR INCLUDING MESSAGE

THROUGH THE retail design auto retail GETTING LETTERBOX.” THROUGH Elspeth Lynn – Executive Creative Director, AT ALL. M&C Saatchi CaR RETailERs nEED To gET sMaRTER

Alastair Duncan of the AutoNetwork gathers views on the changing role of the car dealer.

Nowhere is the experience and carkeys.co.uk already economy writ larger than in the provide services to help people booming car market. 1,376,889 choose and compare models. cars were registered in the UK And both Audi and Vauxhall have between January and June, developed successful pop-up store higher than the previous record approaches. of 1,376,565 in the same period More systemic changes are in 2004. Despite this, our general needed, according to Mike view of car dealers remains Mulholland, managing director stuck in a time warp, ranking of Loyalty Logistix. “The focus ✔ them amongst estate agents and is shifting from transaction to politicians on the trust level. What engaged customer experience, as are they doing about it? manufacturers offer better rewards Plenty, say industry experts. for loyalty and invest in retail as a SEnSoRial bRanD Ross Sleight, chief strategy officer proper extension of the brand.” of Somo, sums up the challenge. At the luxury end of the spectrum, “Customers no longer see the brands like Bentley, Bugatti and physical dealership as the only Rolls Royce see their cars as a SToRyTElling source of information. They are far ticket to a lifestyle experience, where more likely to research online, and the sophistication of the machines benchmark prices on their own” is paramount. Ben Whattam, It’s a complex business. Dealers managing director of Keko London, Checkland Kindleysides’ inherent strengths of each, creating of inspiration, as well as providing a up and down in the ocean like surfers, have to predict how many cars works with Bentley Motors and Kate Shepherd takes a look a virtuous circle whereby all brand valuable filter for our creative ideas. and a horizon line runs around the store they will sell a year and effectively is, as you’d expect, discreet and communications and experiences Equally, it is essential to understand the broken by digital rolling waves. buy these in advance. Car brands succinct. “It’s not just about what at multi-dimensional brand support one another. Naturally, the unique brand personality and values Equally, the Hunter store on Regent spend most of their money you get with the ‘metal’, it’s about storytelling through the retail distinction is the sensory experience and to share these stories in the most Street takes customers on a dreamlike advertising desirability to attract the access and engagement imaginative and surprising ways. with the world that surrounds it. environment. provided by an immersive and engaging journey through British urban and new customers, yet bank customer physical environment that is entirely We consider brand storytelling on agricultural architecture, through loyalty too easily. It’s easy to see Luxury customers prefer not to be unique to the personality of the brand a multi-dimensional level, as every landscapes and gardens. Each step of why customers feel left out. overtly sold to as, frankly, they are When online retailing emerged in the and store locality. element of the retail environment the journey is played out with a sensorial Car manufacturers have to successful people used to making 90s, many predicted we would soon The role of the store is to reward presents the opportunity to convey burst of digital and tactile experiences ensure three things, claims Sleight. their own decisions.” A lesson for all no longer wish to shop in stores at all. the consumer with experiences they the personality of the brand. The most and playful elements of visual illusion. “A multiscreen digital presence car brands, perhaps. Today a very different future is taking could never receive online; providing effective spaces have layers of detail; Atmospheric live weather forecasts fill that engages through content, a Omaid Hiwaizi, chief marketing shape. Physical retailing is flourishing the very best opportunities for product each with their own narrative. This the store at regular intervals, while gentle shop pregnant with experiential officer of Blippar, has the final word. and, according to eMarketer, 87 per test and try, enabling personalisation approach engages all of the senses, birdsong in the fitting rooms encourages technology, and to bring cars “Consumers have more control cent of everything bought in the UK is and social interaction, wrapped up in a stretching far beyond the obvious moments of calm and reflection; and digital experiences closer to than ever before and retailers purchased in-store. store environment that is highly emotive methods of communication to include demonstrating how digital soundscapes customers in high footfall locations must embrace this, taking models If someone ticks that all-important box, Even Generation Z places high value and multi-sensorial. However there touch, sound and smell; all of which create a brand narrative of their own. rather than wait for the customer to closer to the consumer and giving on personal interaction. Although the is a danger the pressure to entertain evoke a deep emotional and intuitive This is a thoughtful and considered come to them” them more control of their entire you don’t have their permission to talk digital world is all they have ever known, could lead brands to take it too far, with understanding of the brand. approach to retail design that takes the Sites like purchase and ownership to them. But if they trust you they won’t. research by Innovation Group suggests unnecessary gimmicks and gadgets. The Nixon brand story is shared whole experience to another dimension. Autotrader process.” To find out what people really think they crave real, physical experiences as Ultimately, the design must be guided in-store in a way that touches every It enables consumers to understand about sharing their personal data, and much as those who have gone before, by meaning and relevance; not only to sense; connecting the consumer to the brand and product offer on a with 67 per cent stating they would the brand, but also the consumer. the spirit of the ocean and the sense deep, emotional level, whilst genuinely how to build their trust, download our rather shop in stores than online. As designers, it is important to of freedom in surfing the waves. We rewarding them for their visit. None of free research report from The future of retail is a fusion of truly understand the mindsets and translated these feelings into physical this could be emulated or recreated digital and physical, with bricks and motivations of the target consumer. and digital experiences, where watches online, or even described to another mortar and online stores learning from By looking at life through their lens, are displayed on white ‘floats’ set into with the same effect. You simply have to each other and brands playing to the we are able to uncover a rich source translucent blue glass, as if bobbing go there and experience it yourself. MAILMEN .co.uk #mailmen

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baTTlE of THE bUy bUTTons

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Social networks are fast developing new ways to help consumers buy products directly from their social accounts, as the world of e-commerce moves towards a socially led future. Katie McQuater explores what the hybrid of social commerce means for brands, and whether social networks can ever truly rival Amazon.

As sharing becomes the norm, social networks are incorporating e-commerce features to bring together consumers’ love of social with a love of shopping. The appeal is obvious. Combining a highly engaged user base with e-commerce capabilities is attractive for brands, but are these evolving features likely to rival the likes of Amazon or remain purely as lucrative acquisition channels? Most of the major social players have made recent strides in this area in a bid to attract further investment from brands. Facebook has expanded testing of its buy button following a deal with e-commerce platform Shopify, while YouTube has rolled out TrueView for shopping to allow brands to add product listings alongside video ads. Another notable development in this space has been the recent announcements by Pinterest and Instagram that the visual content sites will add ‘buy button’ functionality. By marrying Pinterest’s active user base – predicted to reach 50 million in the US by next year – with brand partnerships including Macy’s and Nordstrom, the launch of buyable pins has the potential to establish the visual listing site as a shopping destination. The addition of the buy button will enable users to purchase items within the app, rather than directing them towards an e-commerce site. Brands looking to invest in socially led visual marketing may also turn their eye to Instagram, which launched a suite of new buttons including a ‘shop now’ option. These developments are a natural progression for social networks, according to Shirley Yang, vice- president of social strategy at StyleHaul, a YouTube content network for fashion and beauty. “It makes sense because social commerce is based on trust, and social networks harness the opinions, reviews and endorsements on brands and products from people we follow. Twitter’s new Product Collections, for example, is betting on that trust; consumers are more likely to be engaged with a curated list of products by someone you follow than with a random brand. “Social networks also provide multi-way baTTlE of THE conversations between the brand, the customer, and the greater community. Its user base acts as built-in distribution for brand content. Soon we can look at a brand’s website almost as the product catalogue and the social platform is where the purchasing decisions actually happen.” bUy bUTTons The further merging of social media and e-commerce raises questions over e-commerce giants like Amazon. Could these sites see their

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retailer tap into that connectivity mindset? Simply “WE noW spEnD 80 pER cEnT of oUR non-WoRk putting a buy button on a Pinterest page or an Instagram feed doesn’t do that remotely.” onlinE TiME bEing social – WE aRE connEcTED To Consumer behaviour may also lag the networks’ pEoplE. WE aRE MinDED To sHaRE.” developments in this area, as buying directly from a social platform may create trust issues for business rivalled by the likes of Facebook? “Affiliate traffic has always driven between 10 and consumers, who are used to purchasing from Not remotely, according to Gideon Lask, chief 20 per cent of a retailer’s traffic and I think what’s established e-commerce sites. executive of social commerce technology company happening with the likes of Instagram and Pinterest Social networks should stay true to their purpose, Buyapowa, which works with brands including is just a morphing of that affiliate traffic from other according to Stuart McLennan, head of paid social Tesco, O2 and Sony. content sites to these new visual oriented content at iProspect, who doesn’t see them rivalling Amazon According to Lask, social is a mindset rather than sites. anytime soon. “That’s not to say they are not strong a destination, and brands should focus their efforts “We now spend 80 per cent of our non-work platforms from an e-commerce perspective. We’ve on tapping into consumer connectivity through online time being social – we are connected to seen some really strong results from this channel social. people. We are minded to share, so how does a with a wide range of brands. I don’t think they’ll be

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retailer tap into that connectivity mindset? Simply in direct competition with the retailers, rather they’re infrastructure. The app uses image recognition With social platforms developing products geared “WE noW spEnD 80 pER cEnT of oUR non-WoRk putting a buy button on a Pinterest page or an a window to the retailers.” technology to scan uploaded content and then towards driving e-commerce sales, it’s clear they Instagram feed doesn’t do that remotely.” The agency recently worked with one of its display items from Net-a-Porter that most represent see value in helping advertisers drive revenue. From onlinE TiME bEing social – WE aRE connEcTED To Consumer behaviour may also lag the networks’ clients, a fashion brand, to trial Twitter’s ‘buy it now’ that image, making the content shoppable. an expertise perspective, the merging of the two pEoplE. WE aRE MinDED To sHaRE.” developments in this area, as buying directly functionality, which showed that the cost per sale According to Sarah Watson, vice-president of channels also creates a need for better education from a social platform may create trust issues for for buying directly from the social platform was social commerce at Net-a-Porter, social networks within agency teams and social media managers. business rivalled by the likes of Facebook? “Affiliate traffic has always driven between 10 and consumers, who are used to purchasing from very high. “The trial suggested to me that there is a looking to harness the power of e-commerce will As social becomes a serious contender in Not remotely, according to Gideon Lask, chief 20 per cent of a retailer’s traffic and I think what’s established e-commerce sites. reluctance from the consumer to buy direct from the either need to partner with an e-commerce player, or e-commerce terms, its previous perceptions need executive of social commerce technology company happening with the likes of Instagram and Pinterest Social networks should stay true to their purpose, platform. They want to go to the e-commerce site create their own. to be overcome for social commerce success to Buyapowa, which works with brands including is just a morphing of that affiliate traffic from other according to Stuart McLennan, head of paid social and browse,” adds McLennan. “What social networks have is the audience and prevail, according to Lask. Tesco, O2 and Sony. content sites to these new visual oriented content at iProspect, who doesn’t see them rivalling Amazon One social network circumventing this issue is The they’ve built the community, and what retailers have “If social is looked after by brand creative people According to Lask, social is a mindset rather than sites. anytime soon. “That’s not to say they are not strong Net Set, Net-a-Porter’s social shopping app, which is the e-commerce infrastructure. We’re coming it’s just written off as something fluffy and if the a destination, and brands should focus their efforts “We now spend 80 per cent of our non-work platforms from an e-commerce perspective. We’ve allows consumers and brands to upload and share at it from the other angle – we already have the trading people look after it, it’s just used as a hard on tapping into consumer connectivity through online time being social – we are connected to seen some really strong results from this channel content which is then available to purchase, via a e-commerce infrastructure and we’re just building acquisition channel,” says Lask. “And actually it’s a social. people. We are minded to share, so how does a with a wide range of brands. I don’t think they’ll be couple of clicks, through Net-a-Porter’s e-commerce the social layer on the top.” hybrid, just as email was a hybrid.”

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agilE aDapToRs The past three years have seen a surge in retailers investing in innovation hubs, but why? The Drum’s Jen Faull takes a look.

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Consumer habits are changing at an unprecedented rate and advancements in technology are coming ever faster. E-commerce and m-commerce are the channels of choice today, but what’s in store for tomorrow? S-commerce (shopping through social networks) is firmly on the horizon, and we could see the rise of v-commerce with virtual reality. Those best placed to navigate the future are experimenting now, and nowhere is it better to take inspiration from than startups. “Startups have become ‘agile adaptors’: not only can they can see a problem and fix it straight away, but a lack of shareholders also means they’re great at being innovative because they have no one to answer to,” explains Nicole Yershon, director of innovative solutions at Ogilvy & Mather. “If these startups sit and have an open and honest conversation with a mentor, they may be able to identify and fix problems the bigger business never knew it had – it’s all about collaboration.” The Drum catches up with three retailers all working with startups who have each taken very different approaches.

JLab All eyes turned to John Lewis two years ago when it launched startup incubator JLab. The 150-year-old bricks and mortar retailer was, like many other high street businesses, facing a myriad of challenges in catering for the digital needs of its customers while still managing to get on with the daily business. The solution? Bring in the startups. “As a business there’s no shortage of ideas internally,” says innovation manager John Vary. “But there are so many companies doing new things, creating new technologies, new software, new applications. We just wanted to be a part of that.” Last year, the programme – which promises £100,000 funding plus mentorship – attracted 165 applications. This year 183 applied. After pitching, agilE five are chosen to enter the incubator before one is selected to work with John Lewis. The cliché of startups fostering a ‘fail fast, learn fast’ attitude to innovation is no different for John Lewis. But beyond that, Vary says opening up the business to aDapToRs startups has encouraged its own partners to pitch their The past three years have seen a surge in retailers investing ideas as well as attract new talent. “If you’re constantly pushing boundaries and innovating, people want to in innovation hubs, but why? The Drum’s Jen Faull takes a look. be part of that. It gives people the courage to think like a startup, think differently, dream, and express themselves. Promoting those behaviours is important in innovation.”

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Westfield Westfield is facing a rather different problem to the likes of John Lewis and Argos. The retail behemoth operates 40 malls around the world housing over 7,000 retailers, which are visited by over 430 million customers each year. But its need to innovate remains the same. “The management team realised early on that the consumer was changing and it was a real opportunity for Westfield to think about mobile differently,” says Kevin McKenzie, global chief digital officer. In a bid to better connect its retailer and shoppers through technology, McKenzie set up Westfield Labs, which comprises a team of about 60 people based in its San Francisco mall. It has worked with startups on a number of projects, but the most significant investment to date into fostering collaboration is the creation of Bespoke. “In San Francisco there are a lot of startups innovating around retail technology and so we decided to create a co-working facility where they could be in a shopping environments, build products, and test them in front of real shoppers,” explains McKenzie. The Bespoke space sits in the fourth floor of a mall that gets 20 million visitors a year. Conference rooms convert into shop fronts while huge screens Argos processes so that we can move more quickly to in the common area of the mall allow startups to A stalwart of the British high street, Argos has engage with startups, make decisions and trial demonstrate ideas in the real world within hours of been on an innovation drive since late 2013. It has quickly.” creation gradually overhauled a number of its stores while Thus far, Tinegate says he prefers working with “We made a decision that we weren’t going to a digital hub has been established above an Argos those whose proposition is “70 or 80 per cent” wait for retailers so we’re in an interesting position store in London’s Victoria as a test bed for new ready giving Argos the opportunity to help refine to innovate and to share that knowledge,” McKenzie ideas. the service or sharpen the product. explains. “We can’t build the technology ourselves Startups have played their part, but not in the However, Tinegate adds that startups must so we work with startups, invest in them and plug same way as they do at John Lewis and currently also “do their bit” and that means taking the their technology into our platform.” Argos works with them on a project by project partnership seriously. It’s clear, then, that no matter how retailers choose basis. “They have to show up, be prepared and have to work with the startup community, if they open “Big business is not always easy to navigate,” their pitches ready and understand who they’re themselves up they have everything to gain from explains Neil Tinegate, Argos’ head of innovation. talking with and what they want to get out of it,” greater agility and new ideas to help with navigating “But we’re changing some of our internal he says. their relentlessly evolving business models.

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From no-age-statement whiskies to chocolate libraries, blown-glass to NFC geese, our notions of luxury are changing, as Gina Lovett finds out.

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Body 1, Re-materialisation of Systems by El Ultimo Grito, part of the V&a’s What is luxury? exhibition which interrogates ideas of luxury

Every generation needs a new revolution. The shuttering of diffusion lines including Michael enough to engage millennials. As social, economic, political and cultural by Michael Kors and Burberry Sport signals a return The idea of luxury across society has transitioned circumstances evolve, so too do our aspirations, to core product across the luxury fashion sector, from the material to immaterial, says Jana Scholze, our notions of luxury. What’s luxury for one says Kate Waddell, global insight and innovation curator of contemporary furniture at the Victoria & generation is not necessarily luxury for the next. director at Dragon Rouge. “The big thing watered Albert Museum, and the curator behind its summer White glove service and must-have designer logos down is no longer good enough. Consumption, blockbuster, What is Luxury? may have been markers of status and affluence for though, is less conspicuous, and more mindful in Luxury still embodies preciousness, but this is baby boomers, but exactly what constitutes luxury the sense that millennials need to be able to justify found in experiences, rather than products. “If you for today’s millennials is still largely unknown. With their luxury purchasing in terms of investment in don’t have time, for instance, product becomes From no-age-statement whiskies to chocolate libraries, blown-glass to rising incomes and global sector growth, a greater health, wellbeing or security. This is about getting irrelevant,” she says. “Interestingly, our research NFC geese, our notions of luxury are changing, as Gina Lovett finds out. number of people can access luxury goods and permission. They need to be able to say what with the Leverhulme International Network on luxury reports predict that the number of luxury consumers the benefits of the product are, that there is value found that the younger generation is increasingly will rise to between 380 million and 500 million by beyond the product itself.” skeptical of big global brands – especially in Asia. 2020. The word ‘luxury’, however, is so overused In addition, anytime, anywhere access to There is renewed interest in artisans and local that it is applied to the marketing of everything from information, review and opinion means consumers producers because people can have a connection.” bread sauce to toilet roll. Indeed, when luxury is are much better equipped to make informed Against this backdrop, brands are tuning into ways commonplace and as accessible as never before, decisions and have greater self-direction. Brands of connecting with consumers through experience, can it still be luxury? How do luxury brands maintain have to do as they claim – the conventional notion by disrupting classic ideals and by creating a sense aspiration? of provenance as a record of brand lineage is not of ephemerality. Manhattan retail concept Story

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Birthday card designs from 01 Silk Pearce 02 Alan Dye and Nick Finney 03 Helen Keyes and Karl Hudson (which was voted favourite by our readers) 04 Baxter and Bailey 05 Gary Cooke 06 & 07 The Beautiful Meme 08 Gemma Raffertyw

Clockwise: Manhattan retail concept Story reinvents itself every four to eight weeks, Fragile Future 3 Concrete Chandelier by Studio Drift and Necklace, Bubble Bath by Nora Fok (both part of the V&a’s What is luxury? exhibition) and Selfridges’ Chocolate library

embodies this approach. Set in a 2000 sq ft space, into the craftsmanship of Hermès. Visitors queued for outdoor DJs, single-seater motor racing, partying Story merges media and gallery to reinvent design hours to see a silk scarf painstakingly screen-printed. aboard a yacht and, of course, the Grand Prix. and merchandise every four to eight weeks, curated The exhibition toured from Beijing to London, putting “It’s these sort of extraordinary experiences and by a particular theme, trend or issue. Other luxury the brand in a gallery context, boosting its cultural special moments that consumers are seeking. We experiences such as the Selfridges Chocolate credentials. Similarly, the Mulberry Loves Craft tent want to be at the heart of putting these bespoke Library incorporate learning and experimentation. at Wilderness festival last year was a hugely popular experiences together,” says Dan Northover, chief The specially curated environment justifies the 100g workshop, where festivalgoers could customise a marketing officer at Fly Victor. bars with £10 price tags. Across the drinks sector, Mulberry leather armband. Fly Victor is also interesting as it provides a service brands like Macallan or Suntory whisky are disrupting Chanel’s recent partnership with the Ritz Paris to that gives freedom to the customer, letting them classic ideals. Macallan’s 1824 range navigates open a Chanel-branded spa – homage to one of its be in control of their schedule, says Paul Vallois, by liquid colour rather than vintage, while Suntory most famous residents – illustrates how even more managing partner at Partners Andrews Aldridge, has launched no-age-statement whiskies from its experiential possibilities emerge when working with whose dedicated luxury division Cocoon boasts Yamazaki and Hakushu distilleries. synergetic brands. This approach is core to private clients including Alfred Dunhill and Rolls Royce. Mulberry and Hermès have offered consumers the jet firm Fly Victor’s offering. It recently partnered “Luxury consumers very often don’t want the chance to experience the skills associated with the with motorsports event The Run To Monaco, flying material commitment,” he adds. brand through workshops or craft days. Festival Des participants to and from an exclusive five-day trip, Investing in service and experience also has wider Métiers at the Saatchi Gallery in 2013 was an insight encompassing bull jumping, Michelin-starred dining, benefits in that it generates more authentic and

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embodies this approach. Set in a 2000 sq ft space, into the craftsmanship of Hermès. Visitors queued for outdoor DJs, single-seater motor racing, partying enriching content that can be used to bolster digital Story merges media and gallery to reinvent design hours to see a silk scarf painstakingly screen-printed. aboard a yacht and, of course, the Grand Prix. presence. While e-commerce is important, for luxury “wE TEnD noT To valUE THE THings wE REally nEED. and merchandise every four to eight weeks, curated The exhibition toured from Beijing to London, putting “It’s these sort of extraordinary experiences and brands the digital experience is less about hard sales by a particular theme, trend or issue. Other luxury the brand in a gallery context, boosting its cultural special moments that consumers are seeking. We and increasingly about building community. The THis RaisEs soME DifficUlT poliTical, social anD experiences such as the Selfridges Chocolate credentials. Similarly, the Mulberry Loves Craft tent want to be at the heart of putting these bespoke personalisation, personal interaction and exclusivity ETHical qUEsTions.” Library incorporate learning and experimentation. at Wilderness festival last year was a hugely popular experiences together,” says Dan Northover, chief that some luxury brands are built on can be difficult The specially curated environment justifies the 100g workshop, where festivalgoers could customise a marketing officer at Fly Victor. to replicate online. brand’s venture into the internet of things. for instance with electronics and rare earth minerals,” bars with £10 price tags. Across the drinks sector, Mulberry leather armband. Fly Victor is also interesting as it provides a service “Digital channels are a means of creating buzz, a Luxury is something that economists, historians says Scholze. “One of the pieces we wanted to put brands like Macallan or Suntory whisky are disrupting Chanel’s recent partnership with the Ritz Paris to that gives freedom to the customer, letting them means of becoming part of something,” says Dragon and cultural theorists, as well as marketers, have in the show but didn’t have room for was a project classic ideals. Macallan’s 1824 range navigates open a Chanel-branded spa – homage to one of its be in control of their schedule, says Paul Vallois, Rouge’s Waddell. She refers to Grey Goose’s dedicated much time to understanding. But about water. Water is so vital to life, yet so cheap. by liquid colour rather than vintage, while Suntory most famous residents – illustrates how even more managing partner at Partners Andrews Aldridge, campaign with French skiing resort Courchevel what the future holds is perhaps a much deeper That’s what’s strange about economics: we tend has launched no-age-statement whiskies from its experiential possibilities emerge when working with whose dedicated luxury division Cocoon boasts 1850 earlier this year as a particularly elegant use. discussion on priorities and values, the V&A’s not to value the things we really need. This raises Yamazaki and Hakushu distilleries. synergetic brands. This approach is core to private clients including Alfred Dunhill and Rolls Royce. The exclusive après-ski cocktail experience was Scholze predicts. Though luxury is now less some difficult political, social and ethical questions. Mulberry and Hermès have offered consumers the jet firm Fly Victor’s offering. It recently partnered “Luxury consumers very often don’t want the mastered through a discrete, personal digital silver material, people are still consuming goods. Access It’s something that needs greater levels of discussion chance to experience the skills associated with the with motorsports event The Run To Monaco, flying material commitment,” he adds. goose pendant invitation, unlocking selected venues to products and resources is taken as a given, rather across contemporary society.” brand through workshops or craft days. Festival Des participants to and from an exclusive five-day trip, Investing in service and experience also has wider and VIP experiences. Drinks and preferences were than a luxury. Perhaps this will be the next generation’s new Métiers at the Saatchi Gallery in 2013 was an insight encompassing bull jumping, Michelin-starred dining, benefits in that it generates more authentic and loaded onto the NFC enabled pendant as part of the “But there’s a back story to all of these products, revolution.

TD_36_15_JUL22_LUXURY.indd 24 17/07/2015 13:05 TD_36_15_JUL22_LUXURY.indd 25 17/07/2015 13:06 Pass with distinction Abi Akakpo Chelsea Allen Leila Amrabadi Annie Andoh Ginelle Appau Smaranda Ardelean Bianca Athanasiou Katie Baptie Chloe Bartlem Martin Bassot Tom Belcher Catherine Bell Elliot Bennett Hannah Bennett Catherine Bensky Olivia Bickle Laura Bird Jasdeep Birring Claire Blackwood Edd Blake Rupert Bloor Rosy Blyther Francesca Bolter Matilda Bolton Zoe Bond Matthew Bonny Sophie Bowler Katie Boyd Jack Brenman Katie Briant Jane Brierly Emma Broadfoot Sepha Brook Holly Bryant James Bunting Matthew Bunting Joanne Butcher Lucy Caldwell Dennis Cambanos Rachel Cann Nicole Cannon Jack Carter Belle Cartwright Harriette Cassie Alexandre Catillon Liam Cavanagh Laurence Cave Rachel Cawley Camilla Chapman Sheniece Charway Danai Chasioti Sophie Chay-O’Neill Kevin Cheshire Thomas Cheshire Lydia Chitnis Stephanie Chosen Gosia Ciziel Sophie Clarke Wesley Clarke-Sullivan Gemma Clarkson Helen 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Georgina Wilson Vanessa Wise Samuel Wood Jake Woodley Miranda Wright Samuel Wright Lily Yates Vivian Yau Rob Yeo Poppy Zadek-Ewing Results Isabelle Zonderland Carlotta Zorzi

Pass with credit Clare Abiodun Lucy Adams Sam Adcock Shirsh Agarwal Adele Aitchison Edmund Alcock Ruth Allmark Aseel Almolliyeh Natalie Alvarado Anwobo Amihere 2015 Jodie Anhein-Hoffman Sanjay Appan Jamie Archer Edward Asafu-Adjaye Camilla Atkins Katherine Aveston Sadia Aziz Ben Banfield Gursharan Bansal Marco Barbosa Tom Barnes Annabel Barratt Patrick Bawn Kim Baylis Katie Beardsley Grant Beckley Gideon Beckwith Jonathan Bitel Nadia Black Natalie Bleakley Henry Bliss Agnese Bluma Nick Bolton Kristina Boneva Tom Bonner Amy Botterell Reece Bowden Nicola Bowering Josh Bowles Lucy Bowles Hannah Brady Anazia Braganza Rochelle Bramwell Adam Brewer Daniel Breyer Becky Broe Tom Brooker Nikki Brookes Laura Brown James Brunton Dane Buchanan Joe Buckee Alene Buckle Katie Buckle Peru Buesa Nicole Burgess Ruari Burgham Kitty Burroughes Chloe Bushell Jessica Butcher Laura Butcher Jamie Callaghan Anna-Maria Campagna Daniel Capon Stefania Capsali Rupert Cassels Laura Catz Roxanne Cavanagh Samuel 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Pass Marjan Abdollahzadeh Lavinia Acheampong Mex Adam Ian Adams Stephen Adams Stefania Agresti Maite Aguirre Faye Alligan Freddie Anderson Mario Andreas Josh Angrave Luke Armstrong Luke Ashford Humraj Aujla Alex Azis Audrey Bandini Emma Banks Leo Barron Emma Benson Meg Blake Marie Bonin James Bottomley Will Bottomley Morgan Bowden Thomas Boyne Alex Bradley David Bradley Zoe Brennan Craig Brown Aurélie Brunet Neill Bulner Matt Burton Anamaria Buzea Dilbert Cacayan Charlie Carne Richard Cavill Saad Chishti Allie Cullen Matt Cumbers Angelo Dimuro Adam Edwards Katherine Erskine Tom Evison Rebecca Ewers Jack Ewing Sebastian Fahey Amelie Fandart Tottie Faragher Adam Fouda Yenny Gamboa Georgia Gannon Sarah George Andrew Gibbens Dan Gibson Adam Goh Jonathan Grant Liliya Grechina Clive Green Lucy Hall India Hamblin Mark Hanna Andy Harman Anton Holness Erin Hughes Elise Hummerston James Humphreys Andy Hutt Stephen Huyton Jose Ignacio Naim Assis Ismail Kengo Kasai Mitchell Kemp Imtiaz Khondaker Paula Kokovkin Hugh Kupfer Conrad Langridge Phoebe Lau Thomas Leahey Meg Ledger Hannah Lees Jacob Leksell Ben Malka Isaac Mallon Benjamin Mark Langton Tim Marriott Alistair Mayor Preslava McCarthy Josh McCulloch-Wears Catherine McLaughlin Luke McManus Michael McPherson Lola Michaels Adam Middleton Simen Moen Christian Moore Oliver Moore Kate Moreton Emily Murphy Rachael Naome Georgina Nash Linzi Nedoszytko Nicole Nesbitt Daniel Nilsson Charlie Northern Sam Odell Rhiannon Page-Davies James Paige Elisabeth Picart Amparo Piqueras-Gil Dylan Pritchard Adam Raban Anthony Ramnath Daniel Rawlings Sophie Rees Tarka Rose-Venning Will Russell-Cobb Patrik Sahlin Rajan Sehmi Matt Smith Harry Spencer Laura Stevenson Andrew Swain Stefanie Sword-Williams Amy Taylor Christian Taylor Aaron Tharmapala Max Thompson George Tsang Charlotte Vassell Robert Venning Harry Wake Aaron Walker Jake Walker Sam Walker Ross Wallace Lisa Welsh Katie Whitlock Greg Wickert Alex Wilson George Wilson James Woods

IPA0097FullSinglePage.indd IPA Foundation 1 Certificate AD_TheDrum_AW.indd 1 06/07/201517/07/2015 14:2710:39 THE DRUM 22.JUL.15 www.thedrum.com payMEnT innovaTion27

pay ing i T foRwaRD As Apple Pay launches in the UK, with the potential to change the landscape for retailers, Catherine Turner explores how forward-thinking payment innovation is changing shopping as we know it, and how brands can capitalise on contactless.

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Nine months after Apple Pay launched in the US, the tech giant is rolling out its digital wallet internationally, beginning this month in the UK. Apple Pay launched as this issue was going to print, with some 250,000 locations including Marks & Spencer, Waitrose and Boots stores accepting it. Analysts predict faster adoption rate among merchants here, for it and its rivals (including Barclaycard bPay and the mooted Android Pay) because of the UK’s more mature in-store contactless ecosystem. In fact, the UK is regarded as the contactless capital of the world, especially since Transport for London (TfL) introduced contactless payment across its network in September last year. “As a country, both from consumer and retail perspectives, we have adopted both chip and pin and contactless quickly,” says Spencer Izard, head of Europe at IDC Retail Insights. In a recent IDC consumer survey a third of UK shoppers used contactless to pay in the last year alone. According to the UK Cards Association, contactless payments rose 331 per cent year-on-year in 2014, with the public making 319m contactless transactions with a total value of £2.32bn using the technology. Apple’s technology is not new; there are several smartphone apps and services including Zapp and Moneto that allow mobile payments on compatible point-of-sale readers. However, industry watchers believe the hype surrounding Apple Pay, along with others’ high-profile marketing campaigns, ease of use and a willingness to trust such services, will drive further adoption amongst consumers and retailers. Thomas Husson, Forrester Research’s vice- president and principal analyst, says: “Innovation in the mobile payments space is not about payments but the ability to add services before, during and after transaction. Payments fade in the background and the are targeted particularly at fitness fans to allow them app becomes an engagement platform.” to leave their cards and cash at home, and parents He predicts adoption in the UK to be faster, not only wanting to give their kids holiday spending money. because of more mature near-field communications For the first time, consumers will also be able to buy (NFC) and contactless ecosystems. There is also no a Barclaycard product on the high street, with select consortium of retailers such as MCX with CurrentC, Snow+Rock outlets selling devices from August. led by Walmart, launching a competing offering, while At launch, Mike Saunders, Barclaycard’s managing the inclusion of TfL as a partner is a way to “raise director of digital consumer payments, said: “We’re in awareness and accelerate daily usage”. the midst of a sweeping change in the way we pay, Ron Kalifa, Worldpay’s deputy chairman, says: “As with cash-dominated transactions being replaced by with any new technology, it can take the actions of a ‘touch and go’ contactless technology that has made major player to force the tipping point. TfL’s decision it easier, safer and faster to make low-value payments.” to enable contactless payments across its network It may well have one early advantage over Apple Pay played a significant role in bringing the technology – that of trust. According to data from Forrester, 27 per into the mainstream. Supermarkets have also proven cent of UK online consumers owning an iPhone would effective standard bearers for ‘tap and go’, accounting trust Apple to provide a mobile digital wallet, but they for 44 per cent of all contactless transactions.” are still more likely to trust PayPal (43 per cent), a bank Further, Apple will benefit from a larger installed base (41 per cent), credit card network (40 per cent) and of compatible devices and from the awareness created Amazon (32 per cent). by the media buzz from the US launch. The new payment players must also get retailers Though the most high profile of the new breed of on board. “Apple Pay needs merchants more than digital wallets, Apple is far from alone in wanting to merchants need Apple Pay,” adds Husson. “So Apple own this space. Barclays, the only major UK bank not still has to demonstrate the added value it will bring to throwing its hat in with Apple Pay, this month launched merchants, such as better experience, faster checkout the next phase of its own contactless system – bPay and incremental revenues.” – backed by a multimillion pound marketing campaign The UK’s mature contactless infrastructure holds it including a takeover of TfL’s website. in good stead. Izard says many retailers already have Consisting of a digital wallet linked to one of three payment devices with the necessary hardware to devices – a wristband, fob or sticker – bPay can be interact with this new technology. “For the vast majority used for transactions up to £20, rising to £30 when the of retailers it will be a simple case of a software update, contactless payment limit is increased in September. if at all,” he says. “Whether a retailer is a small local or As well as shoppers and commuters, the devices large international, the payment device is the gateway

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Nine months after Apple Pay launched in the to ongoing technology innovations in this space.” businesses to take Apple Pay payments as well as US, the tech giant is rolling out its digital wallet Apple Pay has been designed so that it can be credit card chip payments, but not card swipes. internationally, beginning this month in the UK. embedded into websites, allowing Apple to provide the Meanwhile, Samsung recently acquired LoopPay Apple Pay launched as this issue was going to easiest touch point between customer and purchase, which turns card magnet strip readers into contactless print, with some 250,000 locations including Marks and Google is expected to take the same approach payment receivers, allowing retailers to accept mobile & Spencer, Waitrose and Boots stores accepting it. with Android Pay. This may, says Izard, marginalise payments without changing existing terminals – a Analysts predict faster adoption rate among merchants other payment technologies that don’t have direct strong signal it too is readying a digital wallet launch. here, for it and its rivals (including Barclaycard bPay access to consumers in the way mobile device Kalifa warns that such a groundswell of activity and the mooted Android Pay) because of the UK’s companies do. He urges retailers to purchase payment means that retailers who fail to embrace the more mature in-store contactless ecosystem. devices with NFC capability, and a software platform technology will be left behind. In fact, the UK is regarded as the contactless capital that can be easily updated is core to taking advantage He says that fears over security are mostly of the world, especially since Transport for London of ongoing innovations led by mobile devices, whether misplaced. Retailers who haven’t upgraded their POS (TfL) introduced contactless payment across its Apple or Android-powered. technology should do so now, and the cost of entry will network in September last year. “I foresee, in the next three years, that a consumer’s continue to fall and the ease of entry rise as new NFC “As a country, both from consumer and retail mobile device will become the primary payment device mobile device payment players enter the market. perspectives, we have adopted both chip and due to technologies like Apple Pay, which will reduce For him, contactless is a “no-brainer” for businesses pin and contactless quickly,” says Spencer Izard, the need for retailers to have traditional point-of-sale processing significant numbers of low-value head of Europe at IDC Retail Insights. In a recent devices, because every consumer mobile will become transactions. Smaller businesses in key sectors IDC consumer survey a third of UK shoppers used a personal POS device.” such as hospitality, food, entertainment and retail are contactless to pay in the last year alone. It’s something Paul Armstrong of emerging grasping the commercial benefits. Portable battery According to the UK Cards Association, contactless technology consultancy Here/Forth concurs with, devices with mobile contactless and wearable tech payments rose 331 per cent year-on-year in 2014, with pointing to Stripe and Jack Dorsey-backed Square will become the norm, with higher value contactless the public making 319m contactless transactions with Register, which allow even small retailers to run a transactions adding further impetus and growth. a total value of £2.32bn using the technology. modern POS system easily and affordably. “We are definitely moving towards a cashless future. Apple’s technology is not new; there are several At its recent Worldwide Developers Conference, It is about frictionless payments and removing barriers. smartphone apps and services including Zapp and Apple announced a partnership with Square to The train has left the station and the adoption numbers Moneto that allow mobile payments on compatible provide US merchants with a cheap (or free for the are impressive. point-of-sale readers. However, industry watchers first 250,000) card reader designed to allow small “2016 is the year this puppy gets fat fast.” believe the hype surrounding Apple Pay, along with others’ high-profile marketing campaigns, ease of use and a willingness to trust such services, will drive “wE aRE DEfiniTEly Moving TowaRDs a casHlEss further adoption amongst consumers and retailers. Thomas Husson, Forrester Research’s vice- fUTURE. iT is aboUT fRicTionlEss payMEnTs anD president and principal analyst, says: “Innovation in REMoving baRRiERs.” the mobile payments space is not about payments but the ability to add services before, during and after transaction. Payments fade in the background and the are targeted particularly at fitness fans to allow them app becomes an engagement platform.” to leave their cards and cash at home, and parents He predicts adoption in the UK to be faster, not only wanting to give their kids holiday spending money. DEnMaRk: THE because of more mature near-field communications For the first time, consumers will also be able to buy (NFC) and contactless ecosystems. There is also no a Barclaycard product on the high street, with select woRlD’s fiRsT consortium of retailers such as MCX with CurrentC, Snow+Rock outlets selling devices from August. casHlEss sociETy? led by Walmart, launching a competing offering, while At launch, Mike Saunders, Barclaycard’s managing the inclusion of TfL as a partner is a way to “raise director of digital consumer payments, said: “We’re in In May this year Denmark announced its awareness and accelerate daily usage”. the midst of a sweeping change in the way we pay, intention to allow petrol stations, clothing Ron Kalifa, Worldpay’s deputy chairman, says: “As with cash-dominated transactions being replaced by stores and restaurants the option to stop with any new technology, it can take the actions of a ‘touch and go’ contactless technology that has made taking cash payments. Its central bank has major player to force the tipping point. TfL’s decision it easier, safer and faster to make low-value payments.” already stopped printing notes and minting to enable contactless payments across its network It may well have one early advantage over Apple Pay coins. played a significant role in bringing the technology – that of trust. According to data from Forrester, 27 per The measure, which could be implemented into the mainstream. Supermarkets have also proven cent of UK online consumers owning an iPhone would as early as January 2016, aims to make it effective standard bearers for ‘tap and go’, accounting trust Apple to provide a mobile digital wallet, but they easier to do business in the country and for 44 per cent of all contactless transactions.” are still more likely to trust PayPal (43 per cent), a bank boost economic growth – cash payments, Further, Apple will benefit from a larger installed base (41 per cent), credit card network (40 per cent) and says finance minister Bjarne Corydon, “involve of compatible devices and from the awareness created Amazon (32 per cent). considerable administrative and financial by the media buzz from the US launch. The new payment players must also get retailers burdens”. Transaction costs, as well as crime, Though the most high profile of the new breed of on board. “Apple Pay needs merchants more than go down when physical currency is eliminated, digital wallets, Apple is far from alone in wanting to merchants need Apple Pay,” adds Husson. “So Apple he says. Grocery stores, dentists, doctors, own this space. Barclays, the only major UK bank not still has to demonstrate the added value it will bring to post offices, hospitals and nursing homes, throwing its hat in with Apple Pay, this month launched merchants, such as better experience, faster checkout however, will be excluded from the proposed the next phase of its own contactless system – bPay and incremental revenues.” new rules. – backed by a multimillion pound marketing campaign The UK’s mature contactless infrastructure holds it Almost a third of the country’s population including a takeover of TfL’s website. in good stead. Izard says many retailers already have already use an official Danske Bank MobilePay Consisting of a digital wallet linked to one of three payment devices with the necessary hardware to app, linking smartphones to other users’ devices – a wristband, fob or sticker – bPay can be interact with this new technology. “For the vast majority devices or sensors at the till, allowing users to used for transactions up to £20, rising to £30 when the of retailers it will be a simple case of a software update, confirm payments with a swipe of the screen. contactless payment limit is increased in September. if at all,” he says. “Whether a retailer is a small local or As well as shoppers and commuters, the devices large international, the payment device is the gateway

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PRIMED PURCHASEFOR

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Following the launch of Amazon’s Prime Day this July, The Drum takes a look at the increase in popularity of major retail events such as Black Friday, and asks what brands can do to capitalise on these discounting days without striking rage into the hearts of shoppers.

2014’s Black Friday, the American day-long pre- loyal to Prime too and tell their friends about it”. “Amazon has generally been able to avoid being Christmas shopping period which emerged in the So does the play from Amazon and Alibaba overly dependent on sales and high-low promotions. 1980s, was a game changer. herald the beginning of a new trend where retail It usually has ‘everyday low prices’ and free shipping. That was the year the craze was fully embraced powerhouses capitalise on hyper-consumerism at If this day is particularly successful, it will likely have both sides of the Atlantic for the first time, with its most explicit? “It’s surprising that Amazon didn’t more sale days, and risk sliding down the same news footage of Black Friday carnage offering some succumb to the inevitability of such a sale sooner,” slippery slope that virtually every other retailer in genuinely shocking moments. Despite the scenes, says Sucharita Mulpuru-Kodali, vice-president and America has slid down – that of constant sales which sales at the likes of Tesco, Currys, John Lewis principal analyst at Forrester. it can’t stop because it is dependent on them to make and Argos reached around £850m as shoppers “15 July is usually not a particularly remarkable day its numbers”. ravenously scooped up, and in some cases wrestled so it is unlikely to have the volume of a Cyber Monday. Brands should also consider whether a strategy for, goods and clothing. And we don’t even really have any evidence that this that relies heavily on discounting is sustainable for Amazon, however, saw even more potential in the day will be ‘anniversaried’ and carried into the future; their business. As Ian Horsham, divisional director of PRIMED trend and, no doubt aware of the success Chinese it’s possible but I don’t know that we can count on it.” promotions and incentives, The Grass Roots Group, rival Alibaba enjoys with its Singles’ Day (which tops explains, discounts should only be used as part of a sales of over $9bn), was far from content to merely ERODING CONSUMER TRUST short-term approach. share the $2.4bn the US raked in during Black Friday. While Black Friday’s November event is far enough “Cutting prices to induce consumers is not the most In response, Amazon this month announced ‘Prime away for most retailers to opt not to share their plans, beneficial tactic for businesses that pride themselves Day’ in a bid to outdo Black Friday and Singles’ Day, the recent tactics of Amazon and Alibaba indicate that on the value of their products and could impact on PURCHASEFOR with the promise of thousands of items on sale. The it is likely they’ll up their game in an attempt to stand the long-term brand value, as well as reeling in fickle deals on the day (15 July) were only available to its out in a crowded market. One method, speculates customers who may disregard their ‘loyalty’ if they Prime members in an attempt to recruit new sign-ups eBay’s head of business development Enda Breslin, spot a better bargain elsewhere.” to the e-commerce giant’s delivery service. could be to take a staggered approach to discounting, Ebay has been mooting a similar scheme, while spreading them over days, hours, or even weeks. Walmart launched 2,000 online exclusive rollbacks “We could have smarter collaboration between on 15 July, in direct competition with Amazon. channels, creating different offers for online or in-store “RETAILERS MAY FIND THAT Walmart even took a swipe at Amazon’s $100 purchases,” he predicts. “This can lead to more THEIR FULFILMENT a year Prime delivery in a blog post reading streamlined stock management while creating a buzz FAILINGS CAUSED “we’re standing up for our customers and around customers that could spread to social media.” everyone else who sees no rhyme or However, in the UK, lessons need to be learned SUBSTANTIAL DAMAGE TO reason for paying a premium to save”. from 2014 after many retailers, including Debenhams THEIR REPUTATION IN While July sales are nothing new, and Marks & Spencer, were criticised for failing to the sheer scope of Amazon’s stunt adequately prepare for the demand from shoppers CONSUMER TRUST.” shows the rewards to be reaped and the pressure on logistics which had far-reaching when huge, time-limited discounts consequences over and above delivery issues. are marketed in the right way. The retailer “This is not just a question of missing deliveries and reports that global order growth increased 18 taking a hit to the bottom line; retailers may find that per cent on Prime Day compared to last year’s their fulfilment failings caused substantial damage to Black Friday, with growth surging 266 per cent their reputation in consumer trust as their ability to from the same day in 2014. And, according to the meet demand during peak periods was eroded,” adds company, Amazon Prime members ordered 34.4m Breslin, who says that transparency and collaboration items in total. should run across the business when planning for Black Friday. A SECRET DOOR INTO SHOPPERS’ HEARTS “Setting up a cross-departmental ‘peak planning Amazon’s move may seem like a cheap sales board’ should be every retailer’s first move this gimmick but the red letter event gives shoppers a summer, beginning in mid-July at the latest,” he compelling reason to buy and rival retailers should sit advises. “All planning should allow for the knock- up and take note. “Amazon’s Prime Day may look like on effect to other departments; the impact of a Black Friday-style sales promotion, but it’s not: it’s changing marketing offers on warehouse operations, something much bigger,” says Viv Craske, head of for instance. To ensure that these promotions are digital at shopper marketing agency Live & Breathe. resourced with adequate warehouse staffing levels “It’s actually a secret door into shoppers’ hearts and layouts requires plenty of cross-departmental and minds that most retailers won’t spot. Only those communication, which should be facilitated by a team that do stand the best chance of still being market that reports directly to the board.” leaders in 10 years’ time.” Craske says that given Prime members will be THE DARK SIDE OF RETAIL actively engaged once signing up to the service, There’s another pitfall at play too, which could see Amazon will then have the opportunity to turn them retailers, including Amazon, risk becoming reliant on into loyal shoppers: “Prime is a service loved by major events and discounts to retain custom, leading subscribers. The churn rate is less than seven per shoppers to become focussed on price over product. cent a year and Prime members spend more than “I think the bigger ‘dark side’ for Amazon is that they twice as much as non-members. There’s a very good in fact are going to the dark side of retail altogether,” chance these new shoppers are going to become says Mulpuru-Kodali.

TD_36_15_JUL22_BLACK_FRIDAY.indd 30 17/07/2015 12:57 TD_36_15_JUL22_BLACK_FRIDAY.indd 31 17/07/2015 12:53 Making Mobile Simple.

Millennial Media is the leading independent mobile marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. Our unique data and technology assets enable our clients to connect with their target audiences at scale.

www.millennialmedia.com

FullSinglePage.indd 1 17/07/2015 10:41 THE DRUM 22.JUL.15 www.thedrum.com UNDER ARMOUR33 Making Mobile Simple.

I WILL

Millennial Media is the leading independent mobile marketplace, making mobile simple WHAT for the world’s top brands, app developers, and mobile web publishers. Our unique data and technology assets enable our clients to connect with their target audiences at scale. I WANT Even supermodels aren’t spared the judgements women are subjected to every day, as highlighted by Under www.millennialmedia.com Armour in its empowering Cannes Lions-winning ‘I Will What I Want’ campaign. Minda Smiley ﬁnds out more about what inspired the ad and why a sports apparel brand and retailer chose a model to represent it. ©2015 Millennial Media, Inc. All rights reserved.

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Imagine being criticised by strangers while trying to appearance of comments on the walls surrounding get through a workout. That’s exactly what happens Bündchen. For the film, The Mill went on set to map to supermodel Gisele Bündchen in Under Armour’s out the space and recreate it in a 3D environment. ‘I Will What I Want’ video that launched last autumn. Once the comments were added in, they were angled As Bündchen kicks and punches a large bag, real to interact with the 3D walls. life social media comments, posted in response to Based upon that, Active Theory created an her signing with Under Armour just days earlier, are algorithm that could take comments from different projected on the walls around her, saying things like websites, pull them in, vet them, and project them in ‘stick to modeling sweetie’ and ‘she’s old’. real-time onto the site. Compared to Under Armour’s other athletic stars The creatives at Droga5 wanted the film to have an including ballerina Misty Copeland and soccer star honest, raw feel to it. The inspiration behind the film Kelley O’Hara, Bündchen may seem an odd choice. initially came from ‘Through the Night Softly’, a piece But as the company aims to increase its appeal to of performance art from the 1970s created by Chris women, Bündchen helps bring a fresh perspective Burden, where the artist bought commercial time on to the brand as it branches out further into the health a local TV channel and aired a short clip showing him and fitness space in addition to sports. with his hands bound behind his back as he crawls Creative director of Under Armour’s women’s over glass. There is no music or additional effects. business Leanne Fremar says that although Bündchen “We thought that this sort of very neutral and very was an outsider pick, the company was looking for objective approach could fit conceptually and also be an amazing group of women to represent the brand emotionally very powerful,” Richter explains. Since the for the ‘I Will What I Want’ campaign. Each had to film was all about juxtaposing the negative comments be distinctive in their own right. “I really believe Gisele on the walls with Bündchen’s positive energy, he adds an incredible dimension to our women’s brand says the creative team didn’t want it to be skewed in and is also someone that was absolutely right to tell anyone’s favour, which led them to choose a neutral this story,” she says. And to help tell her story, Droga5 went beyond just the usual spot. In addition to the video, the agency created a web experience called ‘Will Beats Noise’ that shows a film of Bündchen working out as real- time social commentary streams in. “Internally, there was a lot of discussion around creating something that really was going to live in the digital and social sphere and not be a traditional television spot or follow the playbook for a traditional sports campaign,” says Fremar. When it came to executing the ad, the film ended up a direct illustration of the campaign strategy, which is all about encouraging women to go after what they want without waiting for permission, advice, or affirmation from others, according to Droga5’s Felix Richter. “It was really all based on the fact that in culture, there’s this huge debate on how to be today as a woman and there are all these contradicting pressures and opinions,” the creative director says. “It’s very hard for women to just be without having to constantly feel like they are not doing right by someone else’s standards.” To illustrate that point, the creative team decided to juxtapose throwaway online comments against an actual human being exerting herself while she ignores the commentary around her. They used her status as a celebrity to amplify the contradictory opinions that are cast upon women everywhere – whether it’s being called too skinny, too old or too built. “Where these opinions exist for every woman, for Gisele they are very visible because every day there are thousands of people that say something about her and tell her how to live her life,” Richter says. “Most people know her as the supermodel character but she does a lot of other things. She is super athletic and the workouts she does are super tough. In addition to that she is a mom and a top business woman, so as a person she stands for the idea of somebody who doesn’t ask for permission and lives life on their own terms.” Production company Active Theory worked closely with Droga5 and VFX company The Mill to create the

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Imagine being criticised by strangers while trying to appearance of comments on the walls surrounding get through a workout. That’s exactly what happens Bündchen. For the film, The Mill went on set to map to supermodel Gisele Bündchen in Under Armour’s out the space and recreate it in a 3D environment. ‘I Will What I Want’ video that launched last autumn. Once the comments were added in, they were angled As Bündchen kicks and punches a large bag, real to interact with the 3D walls. life social media comments, posted in response to Based upon that, Active Theory created an her signing with Under Armour just days earlier, are algorithm that could take comments from different projected on the walls around her, saying things like websites, pull them in, vet them, and project them in ‘stick to modeling sweetie’ and ‘she’s old’. real-time onto the site. Compared to Under Armour’s other athletic stars The creatives at Droga5 wanted the film to have an including ballerina Misty Copeland and soccer star honest, raw feel to it. The inspiration behind the film Kelley O’Hara, Bündchen may seem an odd choice. initially came from ‘Through the Night Softly’, a piece But as the company aims to increase its appeal to of performance art from the 1970s created by Chris women, Bündchen helps bring a fresh perspective Burden, where the artist bought commercial time on to the brand as it branches out further into the health a local TV channel and aired a short clip showing him and fitness space in addition to sports. with his hands bound behind his back as he crawls Creative director of Under Armour’s women’s over glass. There is no music or additional effects. business Leanne Fremar says that although Bündchen “We thought that this sort of very neutral and very was an outsider pick, the company was looking for objective approach could fit conceptually and also be an amazing group of women to represent the brand emotionally very powerful,” Richter explains. Since the for the ‘I Will What I Want’ campaign. Each had to film was all about juxtaposing the negative comments be distinctive in their own right. “I really believe Gisele on the walls with Bündchen’s positive energy, he adds an incredible dimension to our women’s brand says the creative team didn’t want it to be skewed in and is also someone that was absolutely right to tell anyone’s favour, which led them to choose a neutral this story,” she says. And to help tell her story, Droga5 went beyond just the usual spot. In addition to the video, the agency created a web experience called ‘Will Beats Noise’ that shows a film of Bündchen working out as real- time social commentary streams in. “Internally, there was a lot of discussion around creating something that really was going to live in the digital and social sphere and not be a traditional television spot or follow the playbook for a traditional sports campaign,” says Fremar. When it came to executing the ad, the film ended up a direct illustration of the campaign strategy, which is all about encouraging women to go after what they want without waiting for permission, advice, or affirmation from others, according to Droga5’s Felix Richter. “It was really all based on the fact that in culture, there’s this huge debate on how to be today as a execution with no lighting, music, cuts, or make-up. woman and there are all these contradicting pressures Creative director Alexander Nowak was surprised and opinions,” the creative director says. “It’s very that both Bündchen and the brand were pleased with hard for women to just be without having to constantly the unorthodox idea. feel like they are not doing right by someone else’s “We thought that it would be amazing but we were standards.” actually really positively surprised that both the client To illustrate that point, the creative team decided and Gisele were excited about it because it is very to juxtapose throwaway online comments against an different. It’s very unpolished,” he says. actual human being exerting herself while she ignores According to Nowak, Bündchen understood exactly the commentary around her. They used her status as what they were trying to achieve from the start and a celebrity to amplify the contradictory opinions that was easy to work with compared to other high-profile are cast upon women everywhere – whether it’s being celebrities. called too skinny, too old or too built. “Gisele was really, really amazing throughout the “Where these opinions exist for every woman, for whole thing. She was completely up for having these Gisele they are very visible because every day there harsh things about her projected in the room. She are thousands of people that say something about her really pushed herself as well.” and tell her how to live her life,” Richter says. While the ad has been successful in marketing and “Most people know her as the supermodel advertising circles (it recently won the Cyber Grand character but she does a lot of other things. She is Prix award at Cannes Lions) what’s most important super athletic and the workouts she does are super to Under Armour is that consumers have responded tough. In addition to that she is a mom and a top positively to the campaign and it has helped drive business woman, so as a person she stands for the sales. According to Fremar, unaided awareness for idea of somebody who doesn’t ask for permission the brand is actually higher now among women than and lives life on their own terms.” men for the first time in the brand’s history. Production company Active Theory worked closely A second part of the campaign is set to launch at with Droga5 and VFX company The Mill to create the the end of this month.

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MEETINGS.

Workfront™ kills business chaos and inefficiency. You get visibility and a single source of truth. Your teams collaborate. Productivity skyrockets. Workfront. The new authority on work management.

www.workfront.com/TheDrum

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in partnership with:

A round-up of the best new creative work as voted by readers of thedrum.com. For the chance to see your work in the next edition of The Drum email gillian.west@ I DEVOUR thedrum.com or follow us on Twitter @thedrumcreative. USELESS

MEETINGS.

Workfront™ kills business chaos and inefficiency. You get visibility and a single source of truth. Your teams collaborate. Productivity skyrockets. Workfront. The new authority on work management.

www.workfront.com/TheDrum ‘Brains have a mind of their own’ by JWT Melbourne for Beyondblue

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JWT Melbourne: Beyondblue ‘Brains have a mind of their own’ Beyondblue has become the first not-for-profit organisation in Australia to advertise on Snapchat with the ‘Brains have a mind of their own’ campaign. Created by JWT Melbourne the animations depict a world where teenagers are constantly disrupted, harassed, annoyed, distracted and provoked by their own brains.

illustration and animation: Ben Ommundson Media: MediaCom

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in partnership with:

JWT Melbourne: Beyondblue ‘Brains SPONSOR’S have a mind of their own’ choice Jada Balster, marketing Beyondblue has become director EMEA the first not-for-profit Workfront organisation in Australia to advertise on Snapchat with the ‘Brains have a mind of their own’ campaign. Created by JWT Melbourne the animations depict a world where teenagers are constantly disrupted, harassed, annoyed, distracted and provoked by their own brains. illustration and animation: Ben Ommundson Media: MediaCom

Adam&EveDDB: Lloyds Banking Group ‘Horse Story’ chief creative officer:Ben Priest Executive creative directors: Ben Tollett, Richard Brim planner: David Golding Media agency: MEC producers: Matt Craigie, Victoria Bennett account management: Mat Goff, Charlotte Wolfenden Media planners: Hannah McWilliam, Melanie Constant production company: Rogue Director: Sam Brown Editor: Paul Watts @ The Quarry post production: The Mill audio post production: Aaron Reynolds @ Wave

Jada Balster, marketing director EMEA, Workfront Adam&EveDDB has really outdone itself this time with a moving advert to celebrate the 250 year anniversary of Lloyds Bank. ‘Horse story’ takes a series of heart-warming scenes showing our equine friends supporting the needy and vulnerable throughout the past two and a half centuries. The ad aims to show how the bank has been by customers’ sides “through good times and bad” – and whilst it may take a lot more time for banks to gain back the trust they lost during the “bad” times of the recent banking collapse and bailouts, this beautiful advert is a good way to start and will touch even the most cynical.

Kathy Lees: Marks & Spencer ‘El Sabor Libre’ Kathy Lees has created the design for Marks & Spencer’s El Sabor Libre, a line of organic, Mexican-inspired burritos, gazpacho and lime-infused water. The design features bright, illustrated faces of Mexican wrestlers and ingredients central to Mexican cooking like lime and peppers.

Designer: Kathy Lees

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US READERS’ FAVOURITE As voted for by readers of thedrum.com in the US

Arnold: New Balance ‘The Storm’ Arnold has created New Balance’s motivating spot ‘The Storm’ which sees a young woman running up a hill. As she’s about to reach her limit a flurry of athletes envelop her and spur her on to push out of her comfort zone. Filmed across three continents, the advert features 17 of the brand’s sponsored athletes including Jenny Simpson and Miguel Cabrera.

Executive creative directors/managing partners: Pete Johnson, Wade Devers Svp creative director/copywriter: Greg Almeida Svp creative director/art director: Travis Robertson Executive producer: William Near assistant producer: Patrick Carney

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in partnership with:

US READERS’ UK READERS’ FAVOURITE FAVOURITE As voted for by readers of As voted for by readers of thedrum.com in the US thedrum.com in the UK

Publicis Dublin: Irish Rail ‘Urban Travel Dictionary’ Publicis Dublin has coined some new words for a suite of fun print ads for Iarnrod Eireann (Irish Rail). The concept was designed to get people to reflect on their social behaviour on public transport and #GiveUpYourSeat to those in need.

creative director: Carol Lambert copywriter: Luke O’Reilly art directors: Leonardo Bartoli, Sinead Ní Ghaora account manager: Karen Austin

RKCR/Y&R: Camden Lock Books ‘Rekindle Your Love of a Real Book’ RKCR/Y&R’s print campaign encourages customers to rekindle their love of ‘real’ books by visiting Camden Lock Books, located in Old Street Station, one of the capital’s most well-known independent book shops. The creative focuses on the advantages of real books over e-books such as ‘You don’t have to turn off a book before take-off’.

Executive creative director: Mark Roalfe creative director: Tim Brookes art directors: Arnold: New Balance ‘The Storm’ Tim Brookes, Lee Arnold has created New Balance’s motivating spot ‘The Storm’ which sees a young woman running up a hill. As she’s about to reach her limit a flurry of Aldridge copywriters: athletes envelop her and spur her on to push out of her comfort zone. Filmed across three continents, the advert features 17 of the brand’s sponsored Tim Brookes, Phil Forster athletes including Jenny Simpson and Miguel Cabrera. photographer: Andy Green illustrator: Punkture Executive creative directors/managing partners: Pete Johnson, Wade Devers Svp creative director/copywriter: Greg Almeida Svp creative Typographer: Lee Aldridge director/art director: Travis Robertson Executive producer: William Near assistant producer: Patrick Carney

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creative director’s choice James Robinson, ECD, The Martin Agency New York

creative director: Alex Kemp Director: Marcus Jones Director of photography: Mark Hammond Executive producer: Steve Butterworth Head of production: Melly Cook

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in partnership with:

Deutsch: Krylon ‘Bike,’ ‘Chair,’ and ‘Watering Can’ creative chief creative officer:Kerry Keenan Executive creative director’s directors: Menno Kluin, Matt McKay associate creative choice directors: Sam Shepherd, Frank Cartagena copywriter: James Robinson, ECD, Kevin Meagher Director of integrated production: Joe The Martin Agency Calabrese Executive producer: Shane Smith Digital New York design lead: Aliza Adam Digital designer: Siri Wanpen project manager: Sean Gilleylen

James Robinson, executive creative director, The Martin Agency New York Ordinarily, this is not the kind of idea I would go for. The story of a family conning their gullible yet penny- pinching neighbour at a yard sale would seem like a one off joke that would get stale with the retelling. But in fact, the opposite is true. These spots get funnier because it is the same joke told over and over and they are even better when viewed as a series. Just how many times can the world’ s most duplicitous suburban family get away with the same trick? How many times will Herb’s avarice override his common sense? And just what else is in that fanny-pack? Truly offbeat casting, oddly whispered product benefits and an endearingly strange end-treatment all add up to a campaign that stayed with me longer than I expected. Nice, unexpected work from a category that isn’t exactly known for comedy commercials. I look forward to the next instalment.

Kameleon: Volvic ‘Marcus Butler takes on Tough Mudder and The Unstoppables’ Volvic challenged YouTube superuser Marcus Butler to ‘Unbottle his Unstoppable’ and take on Tough Mudder 2015. His gruelling journey was captured by Kameleon for the Volvic Unstoppable Volcanicity YouTube channel documenting every move through the 12-mile obstacle course. The content is part of a larger integrated campaign around Volvic’s Tough Mudder partnership, with the Unstoppable message being promoted across multiple channels. creative director: Alex Kemp Director: Marcus Jones Director of photography: Mark Hammond Executive producer: Steve Butterworth Head of production: Melly Cook Saatchi Masius: Scoff & Banter ‘How very British’ Saatchi Masius’ campaign for Scoff & Banter celebrates British food in all its eccentric Britishness. At the heart of the campaign are five characters, each based on the elements of a classic signature Scoff & Banter dish, and each lovingly hand-painted in a quintessentially British manner reminiscent of Alice in Wonderland, Wind in the Willows and Winnie the Pooh.

creative director: Surrey Garland art director: Mel Harvey copywriter: Richard Warren illustrator: David Lawrence (Folio Art) Typography: Mel Harvey

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opEn all HoURs

Ahead of The Drum’s Retail Breakfast, in No longer does the customer always start in-store agency Intermarketing, concurs. However, he warns and buy in-store, or on the PC from viewing to that “a lot of people talk about omnichannel but can’t association with Intermarketing Agency basket; they switch seamlessly between multiple deliver”. and Rakuten Attribution, we take a look devices to research, review and order products, Mobile is becoming ever more important and at some of the key issues set to be electing for delivery, click-and-collect or reserving brands and retailers must nail their mobile and tablet in-store. The possibilities and permutations are many sites, many of which are lagging behind customer discussed around the future of retail. and growing. habits. Technology underpins this changing reality from Advances in mobile payments, such as Apple the high street to e-street, and the savvy retailer, say Pay, will only drive consumer adoption upwards. The Even as the UK government looks to allow local experts, is one that understands an ‘omnichannel- mobile, that most personal of devices, is fast building councils to repeal Sunday trading laws so larger plus’ world where the consumer is at the heart of the a bigger bridge between the physical and digital shops can open for longer, there is a very real exchange. shopping experience. sense that the country is already a nation of 24/7 As James Collins, managing director of Rakuten If the journey to point of sale is changing then so shoppers. Attribution, explains: “The future of retail really too, dramatically, is point of ‘possession’. Collins says Advances in e-commerce from retailers’ websites depends on the consumer these days. It is much that Argos pioneered the click-and-collect model, and online market places, supply chains, distribution more of a consumer-led experience and retailers central to a customer-centric approach, with retailers centres, payments security and data collation and must acknowledge that.” including John Lewis (in partnership with Waitrose), analysis, coupled with the proliferation of broadband He says Rakuten, which works with brands Amazon and Tesco following suit. usage and smartphone penetration, has led to a new including House of Fraser, sees two to three different The days of lugging bags of shopping around town breed of shopper. And the effects aren’t just being devices being used in every sale, with mobile a part could equally be changing. Already centres such as seen online. of over half of online transactions. Westfield in London allow customers to have their Today’s consumers want what they want, when It is a “matrix-like” relationship, where retailers purchases from around the mall stored for collection, they want it, be that in-store or online, and retailers must ensure that the complex interplay between its whilst Allan points to a recent test between Audi, DHL are having to rethink the way they interact with, and systems works seamlessly on- and offline. and Amazon, which saw purchases delivered to an market to, them. Jamie Allan, managing partner of full service owner’s car boot, ready to be driven home.

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in association with:

opEn all HoURs

Ahead of The Drum’s Retail Breakfast, in No longer does the customer always start in-store agency Intermarketing, concurs. However, he warns Amazon’s Prime Now allows those in central and buy in-store, or on the PC from viewing to that “a lot of people talk about omnichannel but can’t London to purchase and receive goods within an “if THE cUsToMER ExpERiEncE isn’T THERE, if yoU association with Intermarketing Agency basket; they switch seamlessly between multiple deliver”. hour, whilst other retailers are investing in lockers and Rakuten Attribution, we take a look devices to research, review and order products, Mobile is becoming ever more important and at prime commuting sites such as Tube stations. HavEn’T DElivERED on THE pRoMisE, THEn TRUsT anD at some of the key issues set to be electing for delivery, click-and-collect or reserving brands and retailers must nail their mobile and tablet Retailers including Oasis and Argos meanwhile offer bRanD EqUiTy is aT Risk.” in-store. The possibilities and permutations are many sites, many of which are lagging behind customer almost instant delivery in London through eBay- discussed around the future of retail. and growing. habits. owned Shutl. Its fastest delivery stands at 13.57 the sort of customers they are and the value of those celebrating Stan Smith – the athlete and the trainers Technology underpins this changing reality from Advances in mobile payments, such as Apple minutes. Drone deliveries are no longer viewed as customers. Collins says the future in his world is named after him. The agency is now looking at how the high street to e-street, and the savvy retailer, say Pay, will only drive consumer adoption upwards. The science fiction but retail future. about getting quicker and smarter. it can utilise 3D technology such as Oculus Rift for Even as the UK government looks to allow local experts, is one that understands an ‘omnichannel- mobile, that most personal of devices, is fast building Exciting times, but as Allan cautions: “The reality of For instance, if the data that a potential customer retail brands and recently launched what is believes councils to repeal Sunday trading laws so larger plus’ world where the consumer is at the heart of the a bigger bridge between the physical and digital click-and-collect or delivery does not always live up has hovered on a particular product several times but is the world’s first digital video label for Adidas. The shops can open for longer, there is a very real exchange. shopping experience. to the promise.” He points to problems around mega hasn’t purchased then real-time offers could make battery-powered label shows a 30-second film on a sense that the country is already a nation of 24/7 As James Collins, managing director of Rakuten If the journey to point of sale is changing then so events such as Black Friday where fulfillment still the difference to cementing that sale. Likewise, a tiny embedded screen. shoppers. Attribution, explains: “The future of retail really too, dramatically, is point of ‘possession’. Collins says often falters. “If the customer experience isn’t there, if customer walking past or through a store could be “Surprise and delight,” Collins says, however big or Advances in e-commerce from retailers’ websites depends on the consumer these days. It is much that Argos pioneered the click-and-collect model, you haven’t delivered on the promise, then trust and sent a message offering 10 per cent off. small the brief. Surely the ambition for forward-looking and online market places, supply chains, distribution more of a consumer-led experience and retailers central to a customer-centric approach, with retailers brand equity is at risk.” Intermarketing has started trialling such initiatives retailers everywhere, and one where the innovative centres, payments security and data collation and must acknowledge that.” including John Lewis (in partnership with Waitrose), Collins adds: “It’s not just buying the product – it’s through iBeacon technology with some of its clients. use of technology, data and good old-fashioned analysis, coupled with the proliferation of broadband He says Rakuten, which works with brands Amazon and Tesco following suit. delivering on time, packaging to ensure the product Offering real time information and offers is undoubtedly customer fulfillment are key. usage and smartphone penetration, has led to a new including House of Fraser, sees two to three different The days of lugging bags of shopping around town isn’t damaged, where they leave it if you’re not in. a customer boon but retailers must beware – if such breed of shopper. And the effects aren’t just being devices being used in every sale, with mobile a part could equally be changing. Already centres such as These are all pitfalls for retailers who don’t get it right.” messaging becomes intrusive and detracts from the The Drum’s Retail Breakfast takes place on 29 seen online. of over half of online transactions. Westfield in London allow customers to have their Data will continue to play an important part of experience then users will switch it off. July at our Shoreditch offices. Join online and Today’s consumers want what they want, when It is a “matrix-like” relationship, where retailers purchases from around the mall stored for collection, tomorrow’s retailer. Rakuten helps retailers optimise Retail activation in all its forms is growing high street retailers, brands and agencies as they want it, be that in-store or online, and retailers must ensure that the complex interplay between its whilst Allan points to a recent test between Audi, DHL their marketing to make it more effective by collecting more sophisticated with technology. A recent they offer fantastic insight into the retail space. are having to rethink the way they interact with, and systems works seamlessly on- and offline. and Amazon, which saw purchases delivered to an data from in-store, online and retailers’ CRMs to help Intermarketing project with Adidas saw smartphone Contact [email protected] for more market to, them. Jamie Allan, managing partner of full service owner’s car boot, ready to be driven home. understand the customer experience and pinpoint users able to interact with a shop window display information.

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GUaRDians of THE GallERy Having spent the bulk of his career as a marketer within the online gaming industry, Robert May, in his role as UK managing director of PhotoBox, is now tackling the diverse challenges of online retail. The Drum Network’s Michael Feeley finds out more…

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content sponsored by The Drum Network member:

Robert May hasn’t always worked in the online May: manufacturing. Unlike its key competitors, retail sector. After graduating from Edinburgh PhotoBox doesn’t simply sell physical goods online, University in 1996, he joined Camelot, the UK’s it manufactures the vast majority of the products it National Lottery operator, where he spent the sells. next 14 years in a variety of marketing roles. “We have a factory in Park Royal creating a wide He recalls: “The beauty of working for a smaller variety of products such as calendars, posters company like Camelot was that, if you put your hand and smartphone cases, and another in France that up and were keen, you were given the chance to produces all our photo books. Having complete work in different areas.” control over the full supply chain gives us the power As a result, May took on a succession of posts to innovate faster, scale our operations and to keep that saw him launch the National Lottery online and close control over our pricing and quality. As we’ve on mobile, establish Camelot’s scratchcard and gotten bigger, we’re now seeing great benefits from Euromillions offerings, and play a key role in the that arrangement that simply wouldn’t be available if bid team that secured the UK lottery franchise for we outsourced,” says May. Camelot until 2019. In his final role for the company, Charged with increasing PhotoBox’s rate of May even acted as a consultant to the then governor growth in the UK, May has used his experience of California, Arnold Schwarzenegger, who was to better integrate campaigns across PR, social, looking to revitalise his state lottery. search, TV, production and customer service to Sports betting brand Blue Square was the next “make sure everything joins up and that there’s move for May, which, in turn, led to an interim a golden thread of an idea running through marketing director post at Betfair, who acquired Blue everything”. Mobile, for good reason, is a key focus Square in 2013. as a growth channel. “Betfair, as one of the big five in that market, “Right now, we do very well among women is very innovative and dynamic: mobile-focused, aged 25 to 44, particularly first time mums who ferociously competitive and prepared to make a big see themselves as the guardian of their family’s push on TV,” says May. “The betting industry has memories. Travellers are another strong market been a real innovator with things like in-play betting for us. However, the vast majority of the photos and then promoting live in-play odds in their TV uploaded and used for creation are taken on smart ads, which was ground-breaking stuff at the time. I phones, which represents an interesting challenge learned a lot in my time there.” for PhotoBox. Under-30s take more pictures than Keen to venture beyond the gaming sector, May anyone else but, because they tend to live with relished the opportunity to join PhotoBox, Europe’s parents or share a home with others, they have less leading personalised product printing company, as inclination to ever actually print and display those the company’s UK managing director at the end of photos. So we need to find a way to tap into that 2013. The move from marketer to managing director, generation.” though, was not without its challenges. With that in mind, PhotoBox is currently “The biggest change, of course, was managing developing a simplified photo book creation studio the entire P&L; having a close eye on costs as well for mobile users that will allow the complex task to as on revenue and marketing spend. In practice be achieved in minutes. However, according to May, that means having much closer relationships successful product development doesn’t always with production and customer service across the need to involve anything quite so radical. business to make sure that everything we’re doing He says: “This year we launched bone china and planning is actually going to generate a profit.” photo mugs, as some of our more discerning May adds: “Another key difference for me, customers don’t like drinking from heavy ceramic personally, moving from the gaming industry, is that mugs. They sold fantastically well for Mother’s Day the products I’m working with now genuinely bring so, sometimes, smart little tweaks are all that’s our customers joy. The same couldn’t always be said needed.” about betting.” In the end, though, May believes that his years PhotoBox offers a comprehensive digital picture as a marketing professional (combined with the printing solution and over 600 personalised products masters business degree he gained in 2002) have to choose from. The PhotoBox Group also consists equipped him well for his role as managing director of Moonpig, the online greetings card retailer, at PhotoBox. Sticky9, which leverages Instagram and other He says: “In the end, I think being a marketer social networks to produce photo-based products, is about putting the customer at the heart of GUaRDians of PaperShaker, which targets the invitations and everything you do. It’s slightly clichéd but it’s true announcements market and the recently-acquired and it can sometimes be forgotten when you’re Hoffmann, the Spanish market leader in photo busy discussing the cost of wood for canvas books. frames. My marketing background ensures that I One particular aspect of the PhotoBox business stay focused on ensuring that everything that we do THE GallERy model represented a totally fresh challenge for is in place to delight our customers.” Having spent the bulk of his career as a marketer within the online gaming industry, Robert May, PhotoBox is a client of The Specialist Works, a member of in his role as UK managing director of PhotoBox, is now tackling the diverse challenges of online The Drum Network. If you would like to find out more about retail. The Drum Network’s Michael Feeley finds out more… The Drum Network and how it can help support you and your growing agency visit thedrum.com/network.

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coMEDown In association with Workfront, The Drum brings together a panel of leading creatives for a debrief on Cannes Lions 2015. Here are their highlights, hot topics and have-to-knows.

The Cannes Lions International Festival of Creativity has long since been advertising’s biggest, brashest and most important awards show, with thousands of advertisers, agencies and production houses flocking to the French Riviera to celebrate and drinks gallons of rosé. Yet for everyone who attends, hundreds more can only watch from afar. Which is where The Drum comes in. In association with Workfront, we brought together some of the industry’s leading creative lights at Cannes Comedown, The Drum’s inaugural review of Cannes, held the week after the festival at Shoreditch’s Hoxton Pony. David ‘Shingy’ Shing, AOL’s digital prophet, shared his Cannes highlights – how disruption matters more now than ever – and what the work shows about the state and direction of the industry today. Later a panel dissected the things you really need to know about Cannes 2015. Technology, creativity, judging and the glass ceiling were all under the spotlight. Was this the year technology took over the festival? “Creativity starts with inquiry. It used to be big ads, “cREaTiviTy sTaRTs wiTH inqUiRy. iT UsED To bE big little content. Now it’s little ads and big content.” aDs, liTTlE conTEnT. now iT’s liTTlE aDs anD big Disruption equals innovation He says winning work demonstrated that people conTEnT.” Shing, attempting to cram “six hours of content” in to do still “give a shit about brands” but they want to 20 minutes, starts by telling attendees in the packed be advertised to differently. “It’s not just craft, it’s east London bar to remember that disruption is not platforms and performances.” just about technology, but the business itself. That human connection was also evident in the “Businesses that are prepared to be disruptive Innovation Grand Prix winner What3Words – a are where we will find innovation,” he says, citing universal postcode that maps every inch of the world Airbnb, Uber, Kickstarter and R/GA – an agency that with its own three words, giving anyone, anywhere reinvents itself every nine months. an address. “It talks about human connection more He says the work that mattered this year was than anything I have ever seen.” from clients and agencies which understood how Other stand-out “moments to movements” the world was changing; that the so-called ‘me work highlighted by Shing include: Bald Cartoons, generation’ was, in fact, a ‘we generation’. giving hope to children with cancer; Apple’s ‘Shot “Peer to peer is becoming more important – they on iPhone 6’ and everyday hacks such as ‘DHL is love social for good, not evil,” says Shing, adding Faster’. that they felt an added surge of insecurity. One of his favourite winners from the event, Little wonder then, he says, that the winning work however, was Geico’s ‘Unskippable’, which picked included Procter & Gamble’s ‘Like a Girl’ viral smash, up the Film Grand Prix. The pre-roll ad demonstrated Under Armour’s ‘I Will What I Want’ starring Gisele the power of video and showed how technology, and Snickers Australia’s ‘Hungry Builders’. content and distribution were the “three primary Such work demonstrates that young people today colours” of marketing. are more in step with their grandparents’ values than Shing’s Cannes masterclass is followed by a lively their parents, though the expression may differ. panel debate featuring Ogilvy & Mather chief creative Another piece of stand-out work is that of Google, officer Gerry Human, HeyHuman head of innovation whose ‘Cardboard’ brought home the Mobile Grand Dan Machen, Mediamonks managing director Astrid Prix. He points out that for the second time in a row van Essen, Mother executive creative director Ana the ultimate mobile winner was that of an experience Balarin, and Unruly Group managing director Sarah that wrapped around the medium, rather than an app. Wood, all chaired by The Drum’s Justin Pearse.

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in association with: coMEDown In association with Workfront, The Drum brings together a panel of leading creatives for a debrief on Cannes Lions 2015. Here are their highlights, hot topics and have-to-knows. Diversity Drives the agenDa Diversity, in all its forms, is the number one hot topic, The Cannes Lions International Festival of not least because of the introduction of the Glass Creativity has long since been advertising’s Lion at this year’s Cannes Lion. Wood explains: “This biggest, brashest and most important awards is an important year to be talking about diversity. show, with thousands of advertisers, agencies It’s important we focus not just on gender but same and production houses flocking to the French sex, ethnicity – it’s a great moment to have this Riviera to celebrate and drinks gallons of rosé. conversation.” Yet for everyone who attends, hundreds more Balarin adds that the themes of diversity and can only watch from afar. Which is where The Drum equality had led to some of the festival’s best work comes in. In association with Workfront, we brought and was more prevalent than ever before. “It almost together some of the industry’s leading creative feels that brands see this as a must, that everybody lights at Cannes Comedown, The Drum’s inaugural should do this.” review of Cannes, held the week after the festival at For Machen, Cannes 2015 was the year that Shoreditch’s Hoxton Pony. showed that what advertisers do has grown beyond David ‘Shingy’ Shing, AOL’s digital prophet, shared mere marketing, to something that has real cultural his Cannes highlights – how disruption matters more impact. An example, he says, was Sport England’s now than ever – and what the work shows about ‘This Girl Can’ campaign, which “knocked it out of the state and direction of the industry today. Later a the ballpark”. panel dissected the things you really need to know It showed in the judging, too, says Human, who about Cannes 2015. Technology, creativity, judging sat on the Outdoor panel, though there was no and the glass ceiling were all under the spotlight. predetermination to make it so. “The ideas that break Was this the year technology took over the festival? “Creativity starts with inquiry. It used to be big ads, through are original… The brands being recognised “cREaTiviTy sTaRTs wiTH inqUiRy. iT UsED To bE big little content. Now it’s little ads and big content.” are those who are making a difference in the world.” aDs, liTTlE conTEnT. now iT’s liTTlE aDs anD big Disruption equals innovation He says winning work demonstrated that people conTEnT.” Shing, attempting to cram “six hours of content” in to do still “give a shit about brands” but they want to is technology taking over cannes? 20 minutes, starts by telling attendees in the packed be advertised to differently. “It’s not just craft, it’s Van Essen concurs with Wood that technology east London bar to remember that disruption is not platforms and performances.” was a big talking point of this year’s Cannes that just about technology, but the business itself. That human connection was also evident in the could, unchecked, threaten the celebration of “Businesses that are prepared to be disruptive Innovation Grand Prix winner What3Words – a creativity. She hopes that, for all the “dominance” are where we will find innovation,” he says, citing universal postcode that maps every inch of the world of technology at the festival this year, in 2016 we Airbnb, Uber, Kickstarter and R/GA – an agency that with its own three words, giving anyone, anywhere will see “how these two can merge and do really reinvents itself every nine months. an address. “It talks about human connection more interesting stuff”. He says the work that mattered this year was than anything I have ever seen.” For all the talk of technology Machen believes from clients and agencies which understood how Other stand-out “moments to movements” that successful work has “human” at its heart. the world was changing; that the so-called ‘me work highlighted by Shing include: Bald Cartoons, “The algorithm of magic is where Cannes will go. generation’ was, in fact, a ‘we generation’. giving hope to children with cancer; Apple’s ‘Shot Technology will disappear in the background.” “Peer to peer is becoming more important – they on iPhone 6’ and everyday hacks such as ‘DHL is Another shared concern among the panel was love social for good, not evil,” says Shing, adding Faster’. Cannes’ ever-increasing list of categories, with some, that they felt an added surge of insecurity. One of his favourite winners from the event, such as branded content, by their very nature ill- Little wonder then, he says, that the winning work however, was Geico’s ‘Unskippable’, which picked defined – no surprises that in several categories few included Procter & Gamble’s ‘Like a Girl’ viral smash, up the Film Grand Prix. The pre-roll ad demonstrated golds and no Grands Prix were handed out. Under Armour’s ‘I Will What I Want’ starring Gisele the power of video and showed how technology, For most, though, the real celebration of Cannes and Snickers Australia’s ‘Hungry Builders’. content and distribution were the “three primary lies outside the Palais itself: the opportunity to Such work demonstrates that young people today colours” of marketing. connect and reconnect with practitioners and are more in step with their grandparents’ values than Shing’s Cannes masterclass is followed by a lively partners and chew the industry fat. Some welcome their parents, though the expression may differ. panel debate featuring Ogilvy & Mather chief creative the influx of celebrity influence over the past few Another piece of stand-out work is that of Google, officer Gerry Human, HeyHuman head of innovation years; others bemoan the Kardashianisation of the whose ‘Cardboard’ brought home the Mobile Grand Dan Machen, Mediamonks managing director Astrid festival. Prix. He points out that for the second time in a row van Essen, Mother executive creative director Ana No matter. Cannes will remain advertising’s the ultimate mobile winner was that of an experience Balarin, and Unruly Group managing director Sarah number one melting pot for some time yet. As Balarin that wrapped around the medium, rather than an app. Wood, all chaired by The Drum’s Justin Pearse. says: “I can’t imagine life without Cannes.”

TD_36_15_JUL22_WORKFRONT.indd 48 17/07/2015 13:29 TD_36_15_JUL22_WORKFRONT.indd 49 17/07/2015 13:29 Have you been good this year?

The Drum Network Awards are wanting to find out just how naughty or nice you have played in 2015…

Entry Deadline: 10th September www.thedrumnetworkawards.co.uk

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The importance of controlling supplier brands in-store

Stocking leading supplier brands is an important factor for retailers creating credible destination categories in-store. Having a wide choice of brands can drive footfall and increase customer confidence in the retailer. Balancing how a supplier brand wants its products displayed and ensuring the retailer brand doesn’t get lost in the shopping experience is an art, and when retailers get this balance right it can deliver huge benefits in terms of sales and customer stickiness. In our experience, the more a retailer can control its shopping environment and convey that they, the retailer, are the conduits for a great choice of leading brands, the better. But what does a retailer do when the supplier brand has the control and will only stock products in its own template/format? Examples of category power brands capable of driving this include Apple, Dyson and Karcher. Who could imagine a floor care section without Dyson or a technology department without Apple? Creating destination status for key categories is about giving core supplier brands a presence, yet controlling it. If the focus is too much about the brands, the customer can be left thinking “who’s selling to me here?” A myriad of brands and messaging left unmanaged by the retailer can be confusing and result “CUSTOMERS NEED TO FEEL THEY ARE BEING GUIDED WITH in the shopper pondering product choice for too long. VISUAL CUES AND INFORMATIONAL SIGNALS THAT AID THEM The best retailers are those who achieve a logical choice of brands presented in a consistent way. And TO FIND WHAT THEY ARE LOOKING FOR.” consistency doesn’t stop at the category, it’s storewide. delivered a 20 per cent YOY uplift in sales. if you can’t find what you want, or understand how Have you been Encouraging trading up and creating A solid own-brand strategy in-store is also a vital products sit in the category hierarchy. bigger basket values part of the picture. Where own-brand sits in the correct A controlled approach to brand communications in- place within the category hierarchy, with tightly controlled Consistency across digital and in-store experience store will make categories ‘easier to shop’. packaging and POS within the overall strategy. A coherent approach is needed so that stores offer Customers need to feel they are being guided with John Lewis is a great example of how this can the same customer experience in physical and visual cues and informational signals that aid them to be achieved. The John Lewis environment remains virtual worlds. This is ever more important as beacon good this year? find what they are looking for. This is difficult to achieve constant no matter which department a customer technology and digital touch points become part without brands working in harmony with the retailer. visits; there is never any doubt that you are a “John of the experience. It’s an area that surely must be Consumers benefit from seeing a logical choice of Lewis customer” yet the market-leading brands are controlled by the retailer in order to prevent a barrage products. Making it clear why certain goods have a always present. of communications that would provide a confusing The Drum Network Awards are wanting to find out higher price point than others speeds up the purchase Similarly, PC World/Currys uses a fixtures template experience for any shopper. decision process, leaving the consumer with time to that brands have to work within, ensuring a consistent Ultimately, it’s the retailer’s job to create an browse, increasing basket values and reducing rates tone of voice and the presence of visual cues relevant environment to inspire customers. While brands are just how naughty or nice you have played in 2015… of return. to the category. integral to creating credible destination categories If consumers are allowed time and space to make in store, the success stories come when a retailer informed choices it is more likely they will trade up and buy Creating in-store theatre controls effective messaging on POS and uses a more. When overlaying the shopping experience with consistent language that fits with the retailer’s brand We’ve seen this in practice with one of our clients, inspirational hot spots, having a joined up approach positioning and communicates effectively with the whose refresh of in-store environment and communications is still paramount. There is little point creating theatre consumer.

REFINERY Entry Deadline: 10th September Tel: 0161 273 5511 Jim Barron www.thedrumnetworkawards.co.uk Email: [email protected] Director Web: www.refinerygroup.co.uk Refinery Twitter: @refinerygroup

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10 steps to conversion rate success

In retail, combining an increase in conversion rate with an increase in average order value (AOV) can make a huge difference to the ROI of every digital channel. That is why conversion rate optimisation (CRO) needs to be a key component to every retailer’s strategy. The most cost effective way to improve your site conversion is through testing two or more pages at the same time, known as A/B testing (new page versus original) or multivariate testing (when testing several changes on a page). Here’s a tried and tested 10-step guide.

1. Tool up Use a plug and play tool that has an easy to use editor such as VWO or Optimizely. Both only require a small amount of code on your website and can then help you create new page variations using a ‘drag and drop’ like interface, removing the need for regular developer resource.

2. Decide what to test “THE KEY TO GETTING A GOOD ROI FROM CRO IN RETAIL IS This is the fun part where you get to list all the things you don’t like about your site and think of ways to ENSURING YOU ARE ALWAYS TESTING THE RIGHT THING.” make it better. Make sure you use the data at your disposal for example: Google Analytics – look at popular landing pages that have a particularly high bounce rate and examine 4. Build your tests ensuring you are always testing the right thing; as such the common paths to conversion, reviewing any Build your variation pages within your chosen tool, for you should update your PIE scores on a weekly basis. pages with a high exit rate. the top two or three tests in your roadmap to increase If the test you are running is still close to 50/50 then it The basic premise is to show your users what agility and reduce downtime between tests. Make sure is unlikely to result in a big conversion rate, so reduce they want to see when they want to see it. Be sure you configure the tracking for your tests and add any the weighting you’ve given to the Potential for this test. to check that your tests won’t cause issues for other filters to exclude any unwanted traffic. departments and/or your agency. 8. Make permanent changes 5. Check your tests When you have a clear winner, end the test and make 3. Plan your tests Always conduct live testing, don’t rely on a preview. the permanent change to reap the benefits. Apply the Ensure that you’re making changes to pages that can Make sure you look at both design and functionality; learning across the site wherever it is valid. have a significant effect on your conversion rate and things like image responsiveness, filters and Don’t forget to share your learnings with the AOV; there’s no point wasting time testing a page that information hover overs can often require some business; firstly it can’t hurt to show people what a gets no traffic, or a change so minor it won’t make technical changes in order to work correctly. good job you’re doing and secondly their feedback a difference. Use the PIE Analysis framework to rank Remember to check on multiple devices and can help you to plan future tests. your tests by: multiple browsers. Potential – What is the size and value of current 9. Rinse and repeat traffic to the page? What impact do you think the 6. Launch your tests change will have on conversion rate and AOV? Do this in the morning so that you can keep a closer 10. Build a knowledge bank Importance – How important is the page or feature? eye on them throughout the first day. You need to Keep a log of all the tests you run and document any Remember to speak to other departments for their review the data as it is collected and ensure Analytics analysis or learnings to serve as a knowledge bank plans and priority areas. and Goals are populating correctly for each variation. of proven best practice for your audience and your Ease – How difficult is it going to be to setup brand. the test and permanently change your site if it is a 7. Be patient One day, you may be called into a meeting to success? Wait at least a week before you try to analyse any discuss plans for your new site: come armed with Score each factor out of 10; sum the three scores results, to avoid jumping to costly conclusions. your knowledge bank and you’ll be worth your weight and rank to create your test roadmap. The key to getting a good ROI from CRO in retail is in gold.

CLICK CONSULT

Tel: 0845 366 7586 Alan Reeves Email: [email protected] Operations Director Web: www.click.co.uk Click Consult Twitter: @ClickConsultLtd

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Leading brands have embraced digital, conquered creative and learned the importance of social sharing 10 steps to conversion rate success and connecting to their customers with inspiring Modern shoppers will content across multiple devices. In fact, many retail marketers have been so busy tweeting, publishing and working on their latest app to keep up, that they define the future of retail In retail, combining an increase in conversion rate are still relying on basic last click measurement. with an increase in average order value (AOV) can Marketing analytics has always been an aside – the make a huge difference to the ROI of every digital boring bit – but gaining a fuller view of the user channel. That is why conversion rate optimisation journey with attribution is no longer a ‘nice to have’. (CRO) needs to be a key component to every The future of retail is being shaped by the retailer’s strategy. behavioural and technological demands of the modern The most cost effective way to improve your site shopper. The only way that marketers can understand conversion is through testing two or more pages this behaviour and stay ahead in an omnichannel world at the same time, known as A/B testing (new page is to use attribution to measure channel performance versus original) or multivariate testing (when testing and apply their marketing budget to the ones that are several changes on a page). Here’s a tried and tested actually working. 10-step guide. The evolution of attribution 1. Tool up Let’s start by looking back at how attribution has Use a plug and play tool that has an easy to use developed. Before attribution, performance analysis was editor such as VWO or Optimizely. Both only require a restricted to individual channels, but it soon became small amount of code on your website and can then clear that the consumer behaviour we were seeing was help you create new page variations using a ‘drag not happening in isolation. This realisation led to the first and drop’ like interface, removing the need for regular multichannel rules-based models, which evolved into the developer resource. statistically derived models we see today – the birth of the algorithm. In the years that followed ‘early adopters’ 2. Decide what to test “THE KEY TO GETTING A GOOD ROI FROM CRO IN RETAIL IS of attribution started to see huge benefits but there was This is the fun part where you get to list all the things a pause in uptake from onlookers who awaited validation you don’t like about your site and think of ways to ENSURING YOU ARE ALWAYS TESTING THE RIGHT THING.” of success. make it better. Make sure you use the data at your We are now seeing a dramatic increase of interest disposal for example: in attribution and it’s no coincidence that this upswing Google Analytics – look at popular landing pages coincides with the increasing complexity of the user that have a particularly high bounce rate and examine 4. Build your tests ensuring you are always testing the right thing; as such journey. Attribution today offers a far more transparent view Personalised advertising and emerging technologies spend on creative resource. They will be able to answer the common paths to conversion, reviewing any Build your variation pages within your chosen tool, for you should update your PIE scores on a weekly basis. that enables businesses to understand the true behaviour There has been a definite shift in focus to cross- pressing questions such as; what is the incremental value pages with a high exit rate. the top two or three tests in your roadmap to increase If the test you are running is still close to 50/50 then it of their customers, but it continues to be a hot and device usability, which is an ongoing challenge for of display? And, which affiliate drives the most sales? It is The basic premise is to show your users what agility and reduce downtime between tests. Make sure is unlikely to result in a big conversion rate, so reduce controversial topic. The drivers behind it are well known, advertisers as new technologies emerge. When the a complicated task and unique to each business, but the they want to see when they want to see it. Be sure you configure the tracking for your tests and add any the weighting you’ve given to the Potential for this test. but the term ‘attribution’ has almost become unhelpful iPhone 6 was launched it was clear that larger mobile technology and expertise is there to make it happen. to check that your tests won’t cause issues for other filters to exclude any unwanted traffic. when trying to communicate the breadth of value and screens made it easier to deliver a better experience departments and/or your agency. 8. Make permanent changes opportunity that is unlocked by path to conversion and to consumers. One of our clients, Red Letter Days, Driving the omni experience with attribution 5. Check your tests When you have a clear winner, end the test and make attribution analysis. saw 94 per cent more revenue through mobile and The future of retail will be defined by modern shoppers 3. Plan your tests Always conduct live testing, don’t rely on a preview. the permanent change to reap the benefits. Apply the tablet channels last year compared to 2013 over who have come to expect consistent experiences across Ensure that you’re making changes to pages that can Make sure you look at both design and functionality; learning across the site wherever it is valid. It is what you do with the data that counts one of its biggest selling occasions, Father’s Day. multiple devices. As consumers, we want to browse and have a significant effect on your conversion rate and things like image responsiveness, filters and Don’t forget to share your learnings with the Many get caught up on the algorithm and technology: Sessions on mobile devices were also up 175 per buy on the go or at home and we expect our favourite AOV; there’s no point wasting time testing a page that information hover overs can often require some business; firstly it can’t hurt to show people what a are you following a rules-based model? A statistical cent, suggesting that many shoppers are browsing brands to keep up with evolving technologies. Adding to gets no traffic, or a change so minor it won’t make technical changes in order to work correctly. good job you’re doing and secondly their feedback model? Is there machine learning? It’s an interesting and considering products on a mobile device, even if those expectations, retailers quick to embrace attribution a difference. Use the PIE Analysis framework to rank Remember to check on multiple devices and can help you to plan future tests. technological debate and it is important to get the they are purchasing on another channel. like House of Fraser and John Lewis are already proving your tests by: multiple browsers. sharing right, but the focus should be on the outputs The advertising potential for wearables is also huge. that it is possible. Potential – What is the size and value of current 9. Rinse and repeat and what you do with the data. Imagine a future where consumers are accustomed Attribution is becoming an essential tool for traffic to the page? What impact do you think the 6. Launch your tests Attribution enables marketers to understand their to the convenience of discount alerts when they pass understanding consumers and how brands are change will have on conversion rate and AOV? Do this in the morning so that you can keep a closer 10. Build a knowledge bank customers – how they interact, what they buy and their retailers on the high street. A discount code from their influencing their behaviour. As we continue along this Importance – How important is the page or feature? eye on them throughout the first day. You need to Keep a log of all the tests you run and document any lifetime value. However, understanding user journeys favourite shop for those shoes they were looking at last path to creating the ultimate omnichannel shopping Remember to speak to other departments for their review the data as it is collected and ensure Analytics analysis or learnings to serve as a knowledge bank that don’t end with a purchase is also an important step week or a 50 per cent off voucher code from a nearby experience, priorities will begin to shift from the quest plans and priority areas. and Goals are populating correctly for each variation. of proven best practice for your audience and your towards discovering what is actually working. store they haven’t yet ventured into. for the perfect algorithm to a focus on taking action and Ease – How difficult is it going to be to setup brand. Many brands now recognise that attribution should Over the years marketers have followed their instincts using attribution to drive real business value. the test and permanently change your site if it is a 7. Be patient One day, you may be called into a meeting to underpin their marketing strategy, but understanding the and become more ambitious with creative campaigns success? Wait at least a week before you try to analyse any discuss plans for your new site: come armed with user journey is only one piece of the attribution puzzle. that resonate with millennials. Measuring the success Join the conversation on Twitter #EvolutionOfAttribution Score each factor out of 10; sum the three scores results, to avoid jumping to costly conclusions. your knowledge bank and you’ll be worth your weight If marketers use the insights to improve consumer of creative campaigns with attribution will empower @RakutenMKTG_UK or find out more at and rank to create your test roadmap. The key to getting a good ROI from CRO in retail is in gold. experience, it is possible to drive even greater results. marketers to make more confident decisions and validate www.rakutenmarketing.co.uk/attribution

CLICK CONSULT RAKUTEN ATTRIBUTION

Tel: 0845 366 7586 Alan Reeves Tel: +44 1273 807272 James Collins, MD Email: [email protected] Operations Director Email: [email protected] Rakuten Attribution (Europe), part Web: www.click.co.uk Click Consult Web: www.rakutenmarketing.co.uk/attribution of the Rakuten Marketing group Twitter: @ClickConsultLtd Twitter: @RakutenMKTG_UK

IndustryInsights-SP.indd 52 17/07/2015 10:46 IndustryInsights-SP.indd 53 17/07/2015 10:46 54back cHaT www.thedrum.com 22.JUL.15 THE DRUM back cHaT Design icon Wayne Hemingway waxes lyrical about rebuilding the UK’s oldest amusement park, bringing cities together and why the inequality gap is his biggest gripe.

How are you and what’s keeping you busy? I’m just coming down from two of the toughest but most uplifting projects we’ve ever done – both of them very unusual design projects. We got the first stage of Dreamland Margate open a few weeks ago. We’d been working on the project for four years and it was a tough one, working with very small budgets to open something that is an international visitor attraction. But it was such an important community project because it was all about people power. In the last 72 hours, most of our team only had an hour and a half of sleep. We’ve also just designed and curated an event called Transatlantic 175 in Liverpool, which 250,000 people turned up to – it broke a world record. It was one of the most emotional events in terms of public participation and diversity and bringing a city together. Liverpool as a city had its biggest reach around the world – the tweets place making, and about Festival of Britain and the reached 1.9 billion people. doing something that isn’t just legacy of the South Bank. It about profit. must have been an amazing thing, to What are your gripes at the moment? do something of that scale and with that much Designers are a result of gripes. That’s what Where do you find inspiration? modern thinking so soon after the war. we do. Our philosophy is that design is about It’s always the same for us; it’s always about improving things that matter in life, and that’s the something that pisses us off. I think that’s true What’s your last word on the industry? only thing we do. The biggest gripes are about for most designers, or for a lot of the designers We’re kind of aside from the industry – we don’t aspects relating to housing, so we do everything I know anyway. We’re not the kind that would subscribe to any magazines or go to any events. we can as designers and campaigners to make wander round an art gallery and be inspired by a It was the same when we owned Red or Dead. that better. I suppose that’s the biggest gripe at painting. It’s not that we’re antisocial, we’ve just always put the moment – the inequality gap – which is no family before doing stuff. The only thing I would say bigger than in where you live and how you live. Who inspires you? is that the power the industry’s got at the moment From an education and urban design point of view, is amazing because the government finally realised What are you loving at the moment? Sir Peter Hall. From an ability to organise and pull what percentage of GDP we account for and it’s When I can, I’m enjoying the weather. I haven’t herself up by her bootstraps, my mum, who passed very significant. The biggest growth in employment been home or seen my dog for two weeks, so away this year. She was a single parent who held has been in the creative industries for two years in when I get home tonight I am going to get her lead down three jobs at one time to help me, so that’s a row now. So people shouldn’t forget about how and get down to the beach and we’re going to run an inspiration. And then Mrs H – we’ve been important we are as an industry. and run and run. together since we were 18. She’s an unbelievable worker and hates to think we haven’t tried our If you had unlimited resources, what one utmost do something – she’s a perfectionist. After selling their first fashion brand, Red or thing would you sort out? Designer-wise it would be Robin and Lucienne Day, Dead, in the 1990s, Wayne and Gerardine Fresh in our mind at the moment would be to for their aesthetic and the fact they stuck together, Hemingway have focused on projects continue with Dreamland in Margate. I would like a bit like me and Gerardine, I suppose. that benefit society, including large-scale to give it the love and attention it needs, if we had regeneration projects and public festivals, the many millions needed to have a development Which project do you wish you had worked on? sustainable uniforms for McDonalds and company that could work on lower margins and I don’t really do that envy thing, but I’d like to have bottles for Coca-Cola. show other developers about leaving a legacy and been involved in what happened in 1951 with the

TD_36_15_JUL22_BACK_CHAT.indd 54 17/07/2015 13:24 54back cHaT www.thedrum.com 22.JUL.15 THE DRUM THE DRUM 22.JUL.15 www.thedrum.com PROFILE HUB55

THEDRUM.COM/PROFILE DIGITAL SOLUTIONS THE DRUM PROFILE HUB back Here you will find a selection of our profile hub advertisers. To view their CTI Digital With offices In Manchester and Tel: 0161 713 2434 London CTI Digital help agencies company profile, projects and news please go to thedrum.com/profile. Contact: Nick Rhind deliver technical projects using Contact Stephen Young on 0141 559 6070 or [email protected] [email protected] Drupal, Magento & Wordpress, www.ctidigital.com/agencies Android & IO. cHaT AGENCY MANAGEMENT SOFTWARE DIGITAL MARKETING DIGITAL VIDEO Design icon Wayne Hemingway Streaming Tank is the full service waxes lyrical about rebuilding the Regain control and visibility live, interactive and social video Synergist with the complete agency Graph Streaming Tank streaming agency. We provide UK’s oldest amusement park, Tel: 0870 444 9656 system. Quick scheduling and Tel: 020 3291 2900 Graph is a digital technology Tel: 0203 327 1730 bespoke solutions tailored to each bringing cities together and why the Contact: Nick Lane easy client portal. Over 10,000 Contact: Jacob Reimann agency that helps smart brands Contact: Greg Adams campaign, to create and deliver [email protected] users in marketing, design & [email protected] to build the next generation of [email protected] high-impact, brand focused video inequality gap is his biggest gripe. synergist.co.uk digital agencies. www.graph.uk connected user experiences. www.streamingtank.com marketing initiatives.

AGENCY MANAGEMENT SOFTWARE DIGITAL MARKETING E-COMMERCE How are you and what’s keeping you busy? I’m just coming down from two of the toughest but most uplifting projects we’ve ever done – Deltek TrafficLIVE is a cutting-edge both of them very unusual design projects. We Resourcing & Scheduling Tool Greenlight is an award-winning Deltek TrafficLIVE We are JH got the first stage of Dreamland Margate open a that enables agencies and other digital marketing agency that Responsive e-commerce experts. Tel: 0207 518 5010 project-based firms to effectively Greenlight designs, builds & measures Tel: 0115 933 8784 Instead of a jack-of-all-trades, you few weeks ago. We’d been working on the project Contact: Kylie Webb manage their businesses and Contact: Phil Armorgie marketing solutions across Contact: Jamie Huskisson work with an agency focussed for four years and it was a tough one, working [email protected] deliver on-time, profitable projects [email protected] Search, Social, Display, Mobile & [email protected] where the best work can be with very small budgets to open something that www.trafficlive.com for their customers. www.greenlightdigital.com ecommerce. www.wearejh.com produced, time after time. is an international visitor attraction. But it was such an important community project because it BRAND AND COMMUNICATIONS DIGITAL MARKETING COPYWRITING was all about people power. In the last 72 hours, most of our team only had an hour and a half of sleep. We’ve also just designed and curated an Your customers always come event called Transatlantic 175 in Liverpool, which first, wherever they are. Oakwood Lab Rocksalt Copy Creatives 250,000 people turned up to – it broke a world Motivational connections and Lab is one of the leading Bring your online content and Tel: 0117 983 6789 conversations make your Tel: 0207 183 6668 independent digital agencies in Tel: 0208 767 4556 conversation to life with copy record. It was one of the most emotional events Contact: Lee Morgan brand relevant. Contact: Tom Head the UK, working with brands who Contact: Kate Reid from Rocksalt. We consider your in terms of public participation and diversity and [email protected] Knowing how to deliver cut- [email protected] want to give their customers [email protected] audience and write copy that is bringing a city together. Liverpool as a city had www.oakwoodagency.com through ideas is our speciality. http://lab.co.uk/ personalised experiences online. www.rocksaltcopycreatives.com proven to convert. its biggest reach around the world – the tweets place making, and about Festival of Britain and the reached 1.9 billion people. doing something that isn’t just legacy of the South Bank. It COPYWRITING DIGITAL MARKETING INTEGRATED about profit. must have been an amazing thing, to What are your gripes at the moment? do something of that scale and with that much Designers are a result of gripes. That’s what Where do you find inspiration? modern thinking so soon after the war. Quirk helps companies we do. Our philosophy is that design is about It’s always the same for us; it’s always about integrate digital across their Blackad Quirk Bray Leino improving things that matter in life, and that’s the something that pisses us off. I think that’s true What’s your last word on the industry? Digital copywriters and trainers organisation and works with We exist to help our Clients and Tel: 0845 838 0612 since the web were a lad. Crazy Tel: 020 7099 8849 brands to maximise commercial Tel: 0117 973 1173 their brands thrive in an ever- only thing we do. The biggest gripes are about for most designers, or for a lot of the designers We’re kind of aside from the industry – we don’t Contact: Alan Black strong in financial services. Contact: Ali Merifield opportunities, build internal Contact: Matt Henkes changing world. Not just to be aspects relating to housing, so we do everything I know anyway. We’re not the kind that would subscribe to any magazines or go to any events. [email protected] We work with AXA, RBS, Tesco, [email protected] capability, improve efficiencies [email protected] ready for change. But to steal a we can as designers and campaigners to make wander round an art gallery and be inspired by a It was the same when we owned Red or Dead. blackad.co.uk Vodafone – and agencies. www.quirklondon.com and drive marketing results. www.brayleino.co.uk march on change. that better. I suppose that’s the biggest gripe at painting. It’s not that we’re antisocial, we’ve just always put the moment – the inequality gap – which is no family before doing stuff. The only thing I would say DESIGN DIGITAL MARKETING SEARCH AND SOCIAL MARKETING bigger than in where you live and how you live. Who inspires you? is that the power the industry’s got at the moment From an education and urban design point of view, is amazing because the government finally realised What are you loving at the moment? Sir Peter Hall. From an ability to organise and pull what percentage of GDP we account for and it’s When I can, I’m enjoying the weather. I haven’t herself up by her bootstraps, my mum, who passed very significant. The biggest growth in employment VCG Catapult Sync Interactive Sleeping Giant Media been home or seen my dog for two weeks, so away this year. She was a single parent who held has been in the creative industries for two years in An award winning full service Specialising in Search engine Tel: +44(0)1376 533388 Tel: 0121 250 5789 mobile marketing agency and Tel: 01303 240 715 optimisation, Social media, Paid when I get home tonight I am going to get her lead down three jobs at one time to help me, so that’s a row now. So people shouldn’t forget about how Contact: James Mollard The creative communications Contact: Mark Holland leading in-house iOS & Android Contact: Lee Hutton search and Online video content. and get down to the beach and we’re going to run an inspiration. And then Mrs H – we’ve been important we are as an industry. [email protected] that helps 1 you 27.02.15 tell 19:[email protected] development studio based in the [email protected] Working to awake the giant in and run and run. together since we were 18. She’s an unbelievable www.vcg-group.com/catapult your brand story. www.syncinteractive.co.uk heart of Birmingham. www.sleepinggiantmedia.co.uk your business. worker and hates to think we haven’t tried our If you had unlimited resources, what one utmost do something – she’s a perfectionist. After selling their first fashion brand, Red or thing would you sort out? Designer-wise it would be Robin and Lucienne Day, Dead, in the 1990s, Wayne and Gerardine Fresh in our mind at the moment would be to for their aesthetic and the fact they stuck together, Hemingway have focused on projects continue with Dreamland in Margate. I would like a bit like me and Gerardine, I suppose. that benefit society, including large-scale to give it the love and attention it needs, if we had regeneration projects and public festivals, the many millions needed to have a development Which project do you wish you had worked on? sustainable uniforms for McDonalds and company that could work on lower margins and I don’t really do that envy thing, but I’d like to have bottles for Coca-Cola. show other developers about leaving a legacy and been involved in what happened in 1951 with the

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