london and campaign

Why it‟s time for Campaign to cover

Introduction.

LONDON is a new type of global agency with one office.

Established in November 2008 it now has 8 full time employees and works with a virtual network of talent in 151 countries.

Top three clients are Mandarin Oriental, Alliance Boots and Wedgwood.

The Founders, Michael Moszynski (CEO) and Alan Jarvie (Creative Director), have previously worked together for 18 years setting up offices in Hong Kong, New York, London and Middle East for the Saatchi Brothers.

In 2010 Lord Davies, CBE (former Chairman of Standard Chartered and UK Business Minister) and Oliver Pawle (former vice-Chairman of Standard Chartered) invested in the company and joined the Board.

Introduction.

Michael and Alan left senior, comfortable positions two weeks after the

collapse of Lehman Brothers. They took no staff or clients from

M&C Saatchi and had no confirmed revenue on day one.

Despite the challenging economic climate the Agency secured clients on

every continent in their first three months of operations.

LONDON broke-even in its first year and in 2010 delivered an impressive

25% net profit margin.

Thought Leadership.

LONDON has created a new way of working, via the internet, to replace the expensive, cumbersome 'bricks and mortar' traditional network agency model.

At the heart of its new model is a virtual network of over 1,000 strategic planners and copywriters across the globe. This, combined with a powerful online Campaign Management System, means LONDON can create, produce and supply any type of communication, in any medium, in any language to any country in the world.

LONDON pioneered transparency by being the first agency in the world to publish a single production price list on its website and a „cost saving calculator‟ to allow clients to view the savings they can make:

www.londonadvertising.com/calculator

Thought Leadership.

To demonstrate its new model in action LONDON initiated a review with

its global talent network of best practice in marketing in the recession.

This resulted in a major article in Ad Age, a 3 minute feature on

LONDON on CNBC that aired globally as well as coverage in media

from NY Times, Expansion in Spain and others from Russia to India.

The irony was lost on the top 10 traditional agency networks,

who despite having offices across the globe, all emailed Michael

Moszynski to request a copy of the report.

A growing client base.

LONDON has secured clients on every continent:

UK: bmi, Circle Health, W&O Travel, Wedgwood

Hong Kong: Mandarin Oriental

USA: Fox International

Australia: South Australia Government

Malaysia: St Giles Hotel Group

Holland: Nolet's Distillery, ABN AMRO Private Bank

Africa: Glo, Conoil, Equitorial Trust Bank

Middle East: Majid Al Futtaim, Pro bono: Mosaic Charity; The Deflina Foundation

Poland: Pro bono: Polish Heritage Society, Polish War Veterans Association

The agency's pitch winning idea for Fox International to support the biggest TV launch in history

ran in 120 markets and 33 languages.

LONDON successfully pitched against agencies in the USA, South America, South Africa and

Europe, as well as 20 client creative teams across the globe, to win the assignment.

Some examples of work that delivers

business results for our clients.

1. Alliance Boots –

launching No7 brand in Finland.

LONDON‟s challenge was to create a single global

campaign idea to launch No7

as a standalone fmcg brand in new markets.

Initial task was to test market the approach in Finland

by overcoming a number of local challenges:

- No existing anti-ageing category

- Finnish women‟s entrenched attitudes to „natural beauty‟

- Only 25% of the budget of L‟Oreal or local market leader, Lumene

Background.

PRODUCT The only anti-ageing product proven scientifically to work.

STRATEGY

Invite Finnish women to test it for themselves.

ONE BRILLIANT IDEA It works.

Straight-Line Thinking.

Pre-launch ad to recruit test panel

As it appeared in Finnish.

The ad after one appearance out-performed

benchmark scores for all other ads in Finland.

The ad directed women to visit the No7 website.

Generating over 16,000 website visits

from all over Finland.

Broke the first two month‟s target to recruit

1,000 testers on the first day.

1,500 women sent product and asked

to blog about their experiences on Facebook.

In the first month 964 women blogged on the site

generating over 31,000 Post Views.

Testers were asked if they would like to take

part in launch ad campaign and if so to submit a

video on No7 YouTube channel.

20 women were invited to Helsinki to be

photographed and filmed for the campaign.

Press ad.

Headline: “It works”.

Body copy: a verbatim taken from comments on Facebook on how it worked for them.

Press ad.

Press ad.

Press ad.

Press ad.

Press ad.

Press ad.

Press ad.

Press ad.

Sampling press ad.

Influencer blogs.

Influencer blogs.

Competitions.

TV ad (one of 13).

“This amazing product has reduced my laughter lines and the lines on my forehead”

“Wow!”

.

Traditional media kick started the campaign.

Highly cost-effective campaign.

Working with one of the leading beauty photographers from

New York, shooting in the most expensive market in

Europe, we were able to deliver for £150,000:

2 brand films

13 TV ads

19 press ads

Business Results.

• First ad achieved 67% recall after one insertion

• Brand awareness up 50% after Phase 1 (19% to 28%)

• Active online community on Facebook

• Campaign launched last month so no sales data available,

but follow-up study of over 500 testers shows:

7 out of 10 women actively considering buying

8 out of 10 say “it works”

9 out of 10 would recommend to a friend (38% already had)

2. Mandarin Oriental.

Fan campaign.

Background.

The Mandarin Oriental fan campaign was created by Alan Jarvie to help

transform what was a small Asian hotel group of only 7 properties into the

world's leading luxury hotel brand.

In 2010 three new 'fans' Harry Connick, Jnr. Helene Grimaud and

Sa Ding Ding were photographed and ran.

Print.

Print.

Print.

Rich media.

QR code inks through to client’s website to video of the fan explaining why they are a fan of Mandarin Oriental.

Online.

Outdoor „Fan Males‟ – April 2010.

Outdoor „Film Fans‟ – May 2010.

Outdoor „Music Fans‟ – September 2010.

Events/PR.

The creative idea of leveraging the client‟s iconic „fan‟ logo

is integrated by LONDON to support local hotel openings

and tactical activity in all forms of communication.

Here is a selection of some of the work from 2010.

Integrating the idea.

China.

Middle East.

France.

Gift Cards.

Festive Breaks.

Weekend Breaks.

Summer Breaks.

Online.

.

DM.

.

EDM.

.

Website.

Business Results.

The 2010 marketing activity has helped the Group exceed analysts expectations for how fast it would recover from the economic downturn. This has helped secure a 50% increase in its share price in the last 12 months.

Summer Breaks online campaign delivered a click-through rate double the benchmark figure for the travel sector and a record 621% ROI for our client.

The client‟s 2010 brand tracking survey conducted by Synovate showed spontaneous ad recall of 58% across the US, UK and Hong Kong.

According to Synovate this is almost double the highest level of ad recall they have recorded for any client, in any country, ever.

Business Results.

3. Fox International –

The international launch of „the Walking Dead‟

Background.

Our challenge was to launch The Walking Dead, a new TV series about

Zombies to an audience who 'wouldn't be seen dead watching a Zombie

show'.

LONDON's solution was to focus on making the first air date an event in

itself with the line "Stay in" tied to the first air date in each market.

The campaign ran in 120 markets in 33 languages making it the most

global campaign for a TV show ever.

Print.

Different Languages.

Outdoor.

TV.

Business Results.

Delivered 5.3 million viewers which is the highest ratings

for any premiere on any cable network in 2010.

Summary.

We believe LONDON is worthy

of an overview in Campaign because:

a. We took the risk to set up at the height of the economic downturn with no known revenue

b. We had a clear vision to create a new type of international advertising agency

c. We launched a Brand – not a vehicle for our egos with our names on the door

d. We have attracted clients from every Continent to work with us

e. We have beaten agencies on every continent in competitive pitches,

bringing incremental revenue and jobs into the UK advertising industry

f. We have produced effective work that consistently outperforms that of our clients‟ competitors

g. We are building an international profile via PR

and have attracted visitors to our website from over 150 countries

h. We are helping UK companies like Wedgwood and Alliance Boots export,

delivering more jobs for UK PLC – which is just what the country needs now.

LONDON: A new agency with global reach.