Jez Lysaght: Brand, Creative, Content & Strategy

Portfolio 2016

Contact details

E. jezlysaght@me.comM. 0771 266 8742in. https://uk.linkedin.com/in/jezlysaghtvimeo. https://vimeo.com/jezlysaght

SummaryA multi-award winning brand professional generating creative, content and strategy that delivers long term benefits to businesses and their brands. Experienced at both brand creation and evolution with the ability to distill complex research and data into accessible and engaging customer. Equally at home in the B2B and B2C markets delivering content and campaigns that successfully function across all channels in the marketing mix, including digital, mobile and UX, to provide traction in the marketplace and generate sales.

Key SkillsBrand creative, strategy & positioning / Content marketing / B2B & B2C communications / Internal and external communications / Multi channel strategy & solutions / Change management / Team management and direction / Content production / App creation / Multi channel campaigns

ClientsInmarsat / MTV / VH1 / Transdev London Ltd / greentomatocars / E4 / Channel 4 / National Geographic Channel / FOX / Sky Arts / Sky News International / RTE / Comedy Central / The Body Shop / Freeview / Virgin Care / ESPN / History Channel / CNI Guard / Warner TV / Virgin Media / CBBC / Teatum Jones / WDC / TIDE Belize / Viacom / Nickelodeon / Cartoon Network / Discovery Channel / 4Music /Disney / Jetix / Barclays Commercial Banking / Oxjam / i-count / Stop Climate Chaos / five / Red Letter days / Chellozone / The Great Sportsmanship Programme / Capri-Sun / British Airways / The Prince’s Trust /

A new customer proposition and brand identity for greentomatocars based on a full business and brand audit, including qualitative research focus groups, that brings together various business offers including a new ‘Uber’ style app service and sits them together under one central brand.

The new brand look and tone designed to underpin this new customer proposition by giving the business a more mature feel and increasing traction in the B2B market place while remaining relevant to a core of existing B2C consumers.

greentomatocars

greentomatocars

A new logo and colour palette was created to give the business a more mature feel.

greentomatocars

Photography with the theme of moving through London provides a central theme for the brand and is used across print and digital communications including web and social media channels.

It represents the passengers POV while travelling with the business.

greentomatocars

Well known landmarks shot from unusual perspectives create the backdrop for business communications and enforces the concept of the brand knowing London better than their competitors.

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greentomatocars

The website (both mobile & desktop) is built primarily around a solid consumer UX, as this a retail website foremost.

The constant changing of locations allied with images that change to fit the time of day help the brand to continue it’s connection with the consumers ‘current’ use of the city.

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greentomatocars

The same journey through the city motif is carried across all social media channels.

greentomatocars

Business collateral and stationary materials have clear synergy with the new brand look.

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greentomatocars

Internal and external communications materials have been created to enhance the new ‘grown up’ feel of the business

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greentomatocars

The new ‘combined’ service app delivers a simpler, cleaner look.

greentomatocars

The fleet vehicles provide a constant moving billboard for the brand.

To maximise this opportunity the business name has been made larger and clearer on the rear of vehicles.

A geo-locator icon version has been created to represent the concept of travel

greentomatocars

Logo and icon size on all vehicles has been reduced significantly to help with penetration into the B2B marketplace.

greentomatocars

The geo-locators have been put on the front, rear, sides and a large version sits on the roof. The roof version is to give the cars a truly unique appearance in a city where they will often be seen from above.

greentomatocarsgreentomatocars

A brand film for use in the B2B sector keeps the connection between the service, the user and the city while pushing home the message that the business is reliable, professional and trustworthy.

SPECIES

SPECIES

Appointed as creative lead on this unique, Europe-wide, Discovery Channel marketing project.The project drew together huge amounts of complex quantitive and qualitative data to understand what young men in modern Europe aspire to. Its core purpose was to engage global brands and their advertising budgets and make Discovery Channel first choice for brands targeting this market sector.The fresh, sharp and accessible style attracted unprecedented press and media interest including a 4 page centre spread in French FHM and a mention in the Danish parliament.

At the time the success of Species provided Discovery Channels Europe with their biggest ROI for any project, including broadcast.

A USER’S GUIDE TO YOUNG MEN

SPECIES

I created the brand, image and strategy for the project, including the ‘original’ title, Species, A Users Guide to the European Male.

I led the creative process across print, online and moving image. Including convincing Discovery to take second billing on their own book to present themselves as publishers and give the research the main stage.

START HERE

04

A RELATIONSHIP IS THE BIG THINGMost of men I know are in relationships, or between relationships. I don’t know anybody who likes to be alone. So, though people don’t marry as often as in the 1950s, they are living quite traditional lives in terms of relationships.Marc, 37, GERMANY

The important thing for Italian men is that they have a girlfriend, not necessarily a long-term girlfriend, but definitely one on their arm – as a status symbol. When they have a girlfriend, they fit into society and get its respect.Mark Seymour, Lecturer in Italian History, ITALY

For the majority of guys, in the end, a relationship is the biggest thing. Even my friends with lots of dates and short-term girlfriends say they’d rather have a steady thing going.Jeroen, 32, NETHERLANDS

MONEY TALKIn a relationship, settling into a joint economy is not easy – it becomes a power battle and frictions over what you spend the money on emerge. Now you get people having joint accounts and sole accounts, as people want to hold onto some level of independence.Penny Mansfield, Director of One Plus One, UK

NO DESPERATE HOUSEWIVESMore and more men value living with a woman who’s highly educated and career orientated. They don’t just want to live with a housewife anymore.Jeanne Fagnani, Director of Research at CNRS, EUROPE

In the past the ideal woman would have been a housewife. But now she should be independent and successful, yet family-orientated.Roberto, 38, ITALY

The ideal woman used to be a housewife who filled the traditional roles, to cook and wash. Now she should be a highly qualified woman who has a career.Ionescu, 32, ROMANIA

WHAT WOMEN WANTThere are ambiguities around what kind of man a woman wants: the successful earning man or the man who cares for the children. Being the breadwinner alone isn’t enough and being the good caring father isn’t enough either. These contradictory expectations are detrimentally affecting relationships. As men, many are trying to find a good solution between the breadwinner and caring father. Eberhard Schäfer, Director of German Father’s Centre (www.vaeterzentrum-berlin.de), EUROPE

Women are more demanding of men in terms of responsiveness, support and active involvement and there’s evidence that men have shifted quite a lot in that respect.Andrew McCulloch, Chief Executive Mental Health Foundation, UK

Nicolas Riou, a writer specialising in the problems of masculine identity, confirms that, nowadays, men are “given a rough ride and are destabilised”. If they are too masculine, they are accused of being ‘macho’. At the other end of the spectrum are metrosexuals, who are proud of their sensitivity and their face creams, who have been called ‘Marlboro Men transformed into poodles’. Bridget Jones Syndrome, Vanessa Witkowski and Prune Antoine, cafebabel.com, 2006, EUROPE

I have many friends struggling between conservative masculine pride and trying to negotiate a more emotional involvement with their partners. I would say this is the case for men up to 35 who are bringing in a new standard of masculinity. Ovidiu Anemtoacei, National Agency for Equal Opportunities, ROMANIA

Men now understand that they have to make an effort to stay with a woman and they are ready to make that effort. Lomig Guillo, Editor-in-Chief FHM, FRANCE

NOT SO MUCH EQUAL AS BALANCEDWe have a traditional marriage, both having very different roles: I look after the financial aspect and my wife looks after the home, children and the emotional concerns of the family.Filippo, 36, ITALY

In our relationship there aren’t any “restricted roles”, we collaborate in order to share a family life. There are some activities or tasks that are done daily by me rather than my wife, but basically we try and help each other.Marino, 30, ITALY

5. FATHERHOOD, BUT BETTER

Young men are delaying becoming dads, but not because they don’t care about having kids.

In fact, they care a lot – and they want to do it right. Providing for their kids is

crucial, and so is getting closer to them than their own fathers did. For this generation, fatherhood

is a serious aspiration.

John, 35

SPECIES

To transform the large amounts of complex data into something digestible it was important to create a vehicle for the information that was immediately engaging. My solution was a coffee table book / vice magazine approach that echoed the age and interests of the people at the centre of the research. This allowed the data to be broken by imagery and custom graphs to be created to entertain the reader.

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THE MEDIA ISN’T HELPINGWe are told contradictory health information by the media. It’s hard to navigate this information, so that’s why we worry about it more.Jeremy Langmead, Editor-in-Chief, Esquire Magazine, EUROPE

MEN’S VITAL STATISTICS41% of all men are overweight in Sweden, the Netherlands, Germany, the UK, France, Spain, Italy, Romania and Poland, compared to 27% of women. The highest proportion is in Germany where 48% are overweight, while the lowest is France with 35.1% Eurostat Yearbook 2006-2007, Eurostat © European Communities, 2007, EUROPE

Men’s level of suicide stands at more than three times the rate of women’s. Over the last ten years there has been an 80% increase in suicide by males. Of particular concern has been the increase in the rate of suicide in young men.A Crisis in Masculinity, Or A New Agenda For Men? Jeff Hearn, 1999, UK

Men’s suicide, especially young men’s, is high in the Baltic countries, Poland and Russia. In these countries there is also a high difference in life expectancy between men and women. In Poland men perform suicide about five times as often as women. Jeff Hearn and Keith Pringle et al, Men and Masculinities: National and Transnational Perspectives”, Palgrave Macmillan, 2006, POLAND

WORDS CARRY WEIGHTMale obesity expert and entrepreneur Jane Devilee-Almod discovered that while men like the idea of a guilt-free curry, they are put off by the word “slim” almost as much as the word “diet”. However, Tesco is launching “For Him” ranges specifically designed for men who want to lose weight. Fat Man, Thin Man, bbc.co.uk/news, 2007, UK

I try to buy healthy natural food, but not necessarily products marked ‘low-fat’. I have a new gym membership, but I haven’t started going yet and I play indoor badminton once a week.Mateusz D, 30, POLAND

LIFESTYLES GET IN THE WAYWhether health is important to men or not depends on their lifestyle. Mostly it is important – but not important enough to do anything about it. David Y-P, 33, SPAIN

IT’S ALL TOO MUCHA lot of guys between their mid twenties and late thirties are trying too hard and that’s dangerous for mental and physical health. They work too much, drink too much, screw around too much, and all of this leads to problems. You can have too much of a good thing.Andrew McCulloch, Chief Executive, Mental Health Foundation, UK

In Russia, ‘real’ men drink hard and play hard. They go to extremes and don’t give a damn about the consequences. Rebecca Kay, Professor of Russian Gender Studies, RUSSIA

SUFFER IN SILENCEWomen tend to talk a lot more openly to their friends about health issues, whereas our research shows that men are more private. It is extremely worrying to discover that nearly one in 10 don’t want to talk to anyone at all, not even their doctor. Single men are most at risk [of falling seriously ill] because they do not have a partner to talk to. Dr Chris Dark, Singular Lives, Guy Adams, The Independent, 2006, UK

BETTER HEALTH IS THE SAME AS BETTER LOOKS I don’t do anything for my health. When my girlfriend stops saying she likes my physical appearance, I’ll think about it. Luc, 29, FRANCE

To a lot of men ‘looking’ healthy is important, but eating healthily isn’t. So gym yes, good food no. Tobias, 26, NETHERLANDS

Masculinity is a general factor that inhibits men from looking after their bodies and health. In fact, masculinity causes men to think of their bodies as impenetrable, hard machines.Brendan Gough, Professor of Psychology, School of Social Sciences, UK

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In the rest of Europe, more progressive attitudes towards masculinity mean that young men feel freer to lead healthier lives. Swedish young men are the most uninhibited when it comes to being healthy: “It’s better here than in other countries, but it still needs lots of improvement. Few men are obese but many need a better diet.” 8

LIFESTYLE VS. HEALTHIn spite of the difficulties, young men can, and increasingly do, choose to be healthier. But it’s not easy. The lifestyle factors of young men, such as hedonistic socialising and stressful work patterns often counteract their attempts to be healthy: “Men can often only hold onto healthy living for a certain period of time. They might be more health conscious than they were before, but worrying about it more doesn’t stop them drinking. Young men are often experiencing conflicting feelings towards health. For example, some will go on a health kick, running and eating healthily during the week and then take drugs with their friends at the weekend.” 9

NEVER TOO LATE TO CHANGEAlthough men’s health is a complex and loaded problem, it’s not impossible to lead a healthier life. Positive changes can be made, and are never too late: “I wasn’t interested in sports as a teenager or a young man. I started in my thirties, and now it’s part of my everyday life. I have a gym membership, and I go there regularly. Plus I run in the park.” 10

8 Håken, 41, SWEDEN 9 Andrew McCulloch, Chief Executive, Mental Health Foundation, UK10 Marc, 37, GERMANY

“I often worry about my health…”

22%Sweden

38%France

32%Russia

40%Germany

15%Italy

49%Romania

31%Poland

18%Netherlands

32%UK

Every aspect of young men’s lifestyles – their job, where they live, their background, income and the way they socialise – has an impact on their health. Over-simplified media messages do nothing to help with such a complex issue. That’s why, in spite of more of them wanting it, it’s so hard for men to make and sustain healthy changes in their lives.

62%Sweden

66%Russia

64%Germany

37%Italy

69%Romania

62%Poland

50%Netherlands

55%France

59%UK

“I am aware that I don’t look after my health as much as I should…”

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63

IT’S A HEALTH HAZARD TO BE A MANWith the media pumping out headline-grabbing health statistics, young men are more aware of their health than ever before. But it’s making it harder for them to be healthy. These shock-tactics can create an impression that men’s health is in crisis. Alcoholism, obesity, heart disease, cancer, work-related stress and poor mental health – it seems that being male is bad for you: “Health is definitely becoming a major issue for men. We are being influenced by the ads on TV and in the streets, and the public health service messages.” 1 The good news is, despite the hype, most young European men are not having a crisis about their health, though they are more health conscious.

RISKY BEHAVIOURThe state of men’s health is deeply connected to traditional masculine behaviour. Men have had a lower life expectancy than women since records began, and there’s more to this than simply the fact that some do dangerous jobs. A European report explains the link between masculine attitudes and behaviours and bad health: “Evidence suggests that generally men neglect their health and for some their ‘masculinity’ is characterised by risk-taking, especially for younger men (in terms of smoking, alcohol, drug taking, unsafe sexual practices and road accidents and reluctance to seek medical intervention for suspected health problems). Therefore some studies see ‘traditional masculinity’ as hazardous to health.” 2

SCARE STORIESThe media’s reporting of men’s health is not helping. Scare stories about why men’s health seems so dire are often superficial. They fall back on traditional ideas of masculinity, implying that being unhealthy is an inbuilt, unchangeable part of being a man: “A lot of media coverage deals with men’s health in a very simplistic way, reducing it into a few issues. It makes traditional assumptions about men, e.g. that they ignore health concerns. They are implying that men can’t change. In doing so the media actually promotes masculinity more than health.” 3 None of this is helping young men make healthy choices.

KNOWING MORE DOESN’T MAKE IT EASIERThe media hype has at least raised awareness of men’s health. Young men today think about health much more than previous generations. As Ian from the UK says: “Health is much more important to men now. They know that smoking and drinking too much is bad, and they are more aware of the importance of diet and exercise etc.” 4 Young men do feel more informed, but they don’t feel more empowered. It’s not just the media’s presentation of men’s health that’s making it more difficult for young men to become healthier; it is also the way they think about health itself.

MAKING HEALTH MORE MASCULINEMany young men consider the idea of looking after your health as a ‘feminine’ thing to do, because they associate it with women’s traditional role of caring. They want to be healthier but they don’t want to be seen as ‘un-masculine’. So they talk about improving their health in conventionally masculine terms. Going to the gym is about getting stronger and fitter, going to the doctor is about making sure they are healthy enough to provide for their families. As one of our health experts explains: “When men become involved with things that are considered feminine, they attempt to dress them up in a masculine way: so health becomes about having self-respect, staying fit, having control, bonding with the boys, rather than being healthy and drinking less. They do this because they’re keen to avoid feminine connotations and retain their masculine identity.” 5

THE MORE TRADITIONAL THE MAN, THE SHORTER HIS LIFELooking after their health is a particularly difficult issue for young men in countries where traditional notions of masculinity are still prominent. In Russia, Romania and Poland, traditional risk-taking behaviours are still seen as a part of being a ‘real’ man: “The traditional role of men affects health because they’re obliged to drink a lot, smoke, not seek healthcare and eat unhealthily.” 6 The instability caused by the shift from Communism to a market economy has made it much more difficult for men to fulfil their main social role of provider. The subsequent strain on men’s health has been most pronounced in Russia where the life expectancy for men has fallen from 65 at the end of the Soviet era, to 59 currently. 7

1 Pierre, 27, FRANCE2 Jeff Hearn, Keith Pringle et al, European Perspectives on Men and Masculinities:

National and Transnational Perspectives, Palgrave Macmillan, 2006, EUROPE

3 Brendan Gough, Professor of Psychology, School of Social Sciences, UK4 Ian, 31, UK5 Brendan Gough, Professor of Psychology, School of Social Sciences, UK

6 Adriana Baban, Professor of Psychology, ROMANIA7 Sarah Ashwin, Professor of Industrial Relations, RUSSIA

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SPECIES

Moving Image Campaigns

I have conceived, written and directed many promotions, brand films, corporate communications and on-air branding elements.

A film to showcase the spring/summer collection by London fashion duo Teatum Jones.

The film was premiered at London Fashion Week as a central part of their show.

Teatum Jones Spring/Summer Collection

One of a series of animated spots aired across the MTV network to drive viewer participation in the annual nationwide Oxjam event.

Each MTV channel was given a bespoke treatment of the central theme to reflect their individual musical style.

Oxjam & MTV television spots

These lo-fi recreations of the award winning BBC2 idents were created for Brand New 2uesday on MTV2 and celebrate the channels irreverence and passion to challenge the norm.

MTV2 Channel Idents

Inmarsat BGAN

The first of several films that I wrote and directed for satellite communications company Inmarsat.

This film was created as part of the launch of a new global telecoms solution from Inmarsat.

The animation style (rotoscoped footage) was adopted across all collateral materials for the product launch.

Another film that I wrote and directed for Inmarsat.

This is a global brand film created to show to reach and reliability of the company’s service offers across all sectors.

The film is designed to raise interest in potentialchannel partners for the business.

Inmarsat

2009IVCA Gold – Knice ProjectCTAM Europe Silver - Discovery Species ProjectPromax Europ Silver – Discovery Species Project.

2008IVCA Silver – Migrants Resource Center, TornIVCA Bronze – Inmarsat Plc, This is InmarsatIVCA Clarion Award – Migrants Resource Centre, TornPromax Africa Gold – Discovery Channel, Most DeadlyPromax Africa Silver – Discovery Channel, Mark Williams’ Big BangPromax Eur Silver – National Geographic Channel, Seconds From DisasterPromax US Gold - National Geographic Channel, Seconds From Disaster.2007

Promax Africa Silver – Discovery Channel, Everest Beyond The LimitPromax US Silver – Five, The Wright StuffPromax US Bronze – Five, Prison BreakPromax US Silver – Five, fivedownloadPromax US Silver – MTV, OxjamPromax US Bronze – MTV, OxjamPromax US Silver – Discovery Channel, Cars & Bikes Promax US Bronze x 2 – Discovery Channel, Everest Beyond The Limit.

2006IVCA Gold – Inmarsat Plc, BGANPromax UK Gold – Five, Prison BreakPromax UK Gold – Five, The Wright StuffPromax US Silver – Discovery Channel, Friday Night Line-Up US Telly Awards 3 x Bronze & 1 x Silver – Inmarsat Plc, BGAN.

AwardsDuring my career I have been very fortunate to work with very talented people.Teams under my direction have won the following:

Contact details

E. jezlysaght@me.comM. 0771 266 8742in. https://uk.linkedin.com/in/jezlysaghtvimeo. https://vimeo.com/jezlysaght