MODERN

AN INTRODUCTION TO MODERN UNION

UNION from reactionsto relationships

Modern Union was founded in 2011 by Matt Gill, David Indo and Tom Denford, 3 high-profile and highly experienced media and communications experts.

Modern Union is a new type of communications planning agency based upon a set of principles designed to fulfil the needs and challenges facing brands in a modern world.

We believe that ambitious brands deserve better quality strategic advice and better quality service to make marketing budgets work harder in a digital age.

We believe that independent, channel neutral strategic planning is the key to this success. In an increasingly complex media world, brands need impartial advice about where and how to invest in marketing to provide the greatest potential for growth.

We believe that many traditional agencies are unable to do this.

We are different. We are Modern Union,

MEDIA NEUTRAL COMMUNICATIONS PLANNING PROCESS

MODERN UNION

A NEW TYPE OF COMMUNICATIONS PLANNING AGENCY WITH STRATEGY & INNOVATION AT ITS HEART

TRANSPARENT & COLLABORATIVE WORKING PRACTICES

HELPING AMBITIOUS BRANDS TO BUILD MORE VALUABLE RELATIONSHIPS WITH THEIR CUSTOMERS

OBJECTIVITY TRANSPARENCY

ACCOUNTABILITY INTEGRITY

OUR VALUES

THE IMPORTANCE OF NEUTRALITY

INNOVATION AT ITS HEART

WE CONSIDER THE MOST EFFECTIVE POINTS OF CONSUMER ENGAGEMENT (OFTEN IN DIGITAL CHANNELS) BUT WE THINK THROUGH-THE-LINE; FROM THE TV AD ALL THE WAY THROUGH TO RETAIL AND BEYOND INTO CRM

CHANNEL STRATEGY

WE SELECT THE RIGHT CHANNEL MIX AND DEVELOP INNOVATIVE AND CREATIVE WAYS TO ENGAGE YOUR MOST VALUABLE CONSUMERS IN THOSE CHANNELS

FOCUS ON CONSUMER VALUE

IDENTIFYING YOUR MOST VALUABLE CONSUMERS, THEIR NEEDS AND BEHAVIOURS, IS OUR STARTING POINTIN A WORLD OF INCREASINGLY

COMPLEX CHANNEL CHOICES, BRANDS REQUIRE ADVICE THAT IS NOT BIASED TO PARTICULAR CHANNELS

AT MODERN UNION WE MAKE RECOMMENDATIONS BASED ON WHAT IS RIGHT FOR YOUR BRAND, NOT WHAT INCREASES OUR PROFIT

FROM REACTIONS TO RELATIONSHIPS

REACTION RELATIONSHIP

GETTING NOTICED IN A WORLD OF ADVERTISING CLUTTER IS TOUGH

WE DEVELOP BREAKTHROUGH IDEAS TO GET YOUR BRAND STANDOUT

BUT STANDOUT IS NOT ENOUGH

INVESTMENT IN MODERN MARKETING NEEDS TO ENGAGE YOUR CONSUMERS FOR THE LONG TERM

WE CREATE STRATEGIES TO TURN CONSUMERS INTO LOYAL CUSTOMERS

MODERN UNION- STRATEGY- SERVICE

- MANAGEMENT

MEDIA PLANNING& BUYING

SEARCH

PERFORMANCEDISPLAY

MOBILE

CREATIVEDEVELOPMENT

GAMING

CONTENTDEVELOPMENT

CreativeDevelopment

SOCIALMEDIA

BRANDING & DESIGN

EVENTS

LEADERSHIP IN A WORLD OF SPECIALISTSMODERN UNION IS AN INDEPENDENT COMPANY, OFFERING SENIOR AND EXPERIENCED RESOURCE IN STRATEGY, SERVICE AND PROJECT MANAGEMENT

WE WORK COLLABORATIVELY ACROSS DISCIPLINES WITH BEST IN CLASS AGENCIES AND SPECIALISTS.

1. MODERN UNION TEAM DEVELOP THE OVERARCHING STRATEGIC APPROACH TO A GIVEN CLIENT BRIEF - BRINGING IN OUR SPECIALIST PARTNERS FOR THEIR EXPERTISE AS REQUIRED

2. ONCE THIS STRATEGY HAS BEEN SIGNED OFF BY THE CLIENT, WE WORK CLOSELY WITH OUR PARTNERS TO DEVELOP A FINELY TUNED IMPLEMENTATIONAL PLAN

3. WE THEN PROJECT MANAGE DETAILED BRIEFS TO ALL EXECUTIONAL PARTNERS TO ENSURE FLAWLESS DELIVERY OF THAT PLAN

HOW WE WORK WITH PARTNERS

THE VALUE OF SPECIALISTS

MODERN UNION ALLOWS SPECIALISTS TO CONCENTRATE ON BEING SPECIALISTS. OUR CLIENTS FIND THAT THIS GIVES THEM THE BEST OF BOTH WORLDS: THE BEST TALENT FOR A BETTER COST.

WORKING WITH INDEPENDENT SPECIALISTS RATHER THAN A BIG FULL SERVICE AGENCY KEEPS DOWN THE COST OF AGENCY OVERHEADS, IT MINIMISES DUPLICATION OF AGENCY RESOURCES, CREATES A MORE COLLABORATIVE (AND EFFECTIVE) ROSTER AND GIVES ACCESS TO THE REAL BEST-IN-CLASS TALENT.

MATT’S JOB IS TO BRING MODERN UNION’S STRATEGIC RECOMMENDATIONS TO LIFE BY APPLYING HIS EXPERIENCE OF WORKING ACROSS A WIDE RANGE OF AGENCY DISCIPLINES AND COLLABORATING WITH OUR SPECIALIST PARTNERS.

IN THE LAST 11 YEARS MATT HAS PLACED A GIANT PHONE BOX ON THE PARIS PERIPHERIQUE, RECREATED THE LONDON UNDERGROUND IN MILAN, TAKEN HUGE GLOWING POST BOXES TO THE STREETS OF DUSSELDORF (BRITISH AIRWAYS, LONDON IS CLOSER THAN YOU THINK - M&Ms CAMPAIGN OF THE YEAR 2004), BEEN INMARSAT’S DRIVING FORCE (WINNING ANOTHER M&M AWARD), DEVELOPED ONE OF THE FIRST EVER BRANDED MOBILE APPS FOR BA, PROVED THAT IMPOSSIBLE IS NOTHING (WINNER: M&M AWARDS 2008), HELPED TO THROW THE BEST HOUSE PARTY OF ALL TIME, LAUNCHED THE WORLD’S LIGHTEST EVER FOOTBALL BOOT, CELEBRATED CHAMPIONS LEAGUE SUCCESS WITH LIONEL MESSI AND ENTICED A HOST OF GLAMOROUS INFLUENCERS TO ATTEND A STYLISH RENDEZVOUS WITH CHAMBORD IN MAYFAIR...

PREVIOUS ROLES:

- DIRECTOR OF INTEGRATED BUSINESS - CARAT GLOBAL

- GLOBAL ACCOUNT DIRECTOR - ZENITHOPTIMEDIA INTERNATIONAL

MATT GILLMANAGING DIRECTOR

TOM’S JOB IS TO DEVELOP BRILLIANT, INNOVATIVE STRATEGIES THAT DELIVER BETTER BUSINESS RESULTS FOR OUR CLIENTS.

IN THE LAST 15 YEARS, TOM HAS DOMINATED AD BREAKS IN THE CHAMPIONS LEAGUE FOR FORD, SUPPORTED THE FIRST SERIES OF POP IDOL FOR VIZZAVI/VODAFONE, WRAPPED THE NATIONAL GALLERY IN LONDON IN GIANT PAINTINGS, NEARLY GOT ARRESTED FOR PROJECTING ONTO THE NATIONAL HISTORY MUSEUM DURING FASHION WEEK FOR HANDBAG.COM, FLIPPED THE MORTGAGE MARKET ‘ON ITS HEAD’ FOR AN AUSTRALIAN BANK, GOT VERY MUDDY AT THE WORLD RALLY CHAMPIONSHIPS WITH INMARSAT, CREATED 1000s OF NEW SNOB READERS VIA FACEBOOK, TURNED HP FROM A B2B PRINTER COMPANY INTO ONE OF THE WORLD’S LEADING CONSUMER ELECTRONICS BRANDS (AND WON CAMPAIGN’S BRAND OF THE YEAR, AHEM), GOT THE PHONES RINGING AT DOMINO’S PIZZA ACROSS THE US AND FILLED THE O2 ARENA WITH 50,000 BASKETBALL FANS FOR THE NBA...

PREVIOUS ROLES:

- GLOBAL HEAD OF COMMUNICATIONS PLANNING - CARAT GLOBAL

- DIRECTOR OF COMMUNICATIONS PLANNING - JWT NEW YORK

TOM DENFORDSTRATEGY DIRECTOR

DAVID’S JOB IS USE HIS INSIGHT FROM WORKING AS A CLIENT IN 2 OF THE WORLD’S MOST SOPHISTICATED MEDIA ORGANISATIONS TO ENSURE ALL OF OUR CLIENTS BENEFIT FROM THE IMMACULATE CLIENT SERVICE THAT WE PRIDE OURSELVES ON.

IN THE LAST 12 YEARS, DAVID HAS DODGED RIOTS IN PALESTINE, ENDURED SANDSTORMS IN JORDAN AND SURVIVED THE ROADS OF CAIRO WHILST TRYING TO CONVINCE MEN AND WOMEN ACROSS THE MIDDLE EAST TO DRINK COCA-COLA RATHER THAN PEPSI, PLAYED KEEPY UPPY WITH RONALDO, DISCUSSED TENNIS ELBOW WITH NADAL, ENABLED RUNNERS TO RUN FURTHER AND FASTER THROUGH THE USE OF AN IPOD AND A SMALL CHIP IN THEIR SHOE, HELPED NIKE TO INSPIRE THROUGH FOOTBALL, CAPTIVATE THROUGH DANCE AND MOTIVATE BY SIMPLY SAYING ‘JUST DO IT’...

PREVIOUS ROLES:

- PRESIDENT OF GLOBAL CLIENTS - AEGIS MEDIA

- HEAD OF MEDIA, EMEA - NIKE

- MEDIA DIRECTOR, MEA - COCA COLA COMPANY

DAVID INDOCLIENT SERVICE DIRECTOR

UNDERSTANDING STRATEGY &COMMS PLANNING

EXECUTION PLANNING

IMPLEMENTATION& EVALUATION

HOW WE WORK

VALUABLE CUSTOMER ENGAGEMENT

UNDERSTANDINGSTRATEGY &

COMMUNICATIONS PLANNING

EXECUTION PLANNING

IMPLEMENTATION MANAGEMENT &

EVALUATION

1 - BACKGROUND & OBJECTIVE SETTING

2 - BUSINESS / BRAND & MARKET / CATEGORY INSIGHTS

3 - CONSUMER & COMMUNICATIONS INSIGHTS

4 - IDENTIFY ROLE FOR BRAND COMMUNICATIONS

5 - ENGAGEMENT IDEA DEVELOPMENT

6 - COMMUNICATION PLAN DEVELOPMENT

7 - CHANNEL MIX & ROLES DEFINED

8 - CONTENT PLANNING

9 - PROJECT ACTIVATION

10 - RESULTS MONITORING

A SELECTION OF OUR CLIENTSWHO: FOUNDED IN NEW YORK CITY IN 1946, THE NBA IS THE WORLD’S PRE-EMINENT BASKETBALL LEAGUE

ROLE: COMMUNICATIONS STRATEGY, MEDIA PLANNING AND BUYING, DRIVING INNOVATION IN COMMUNICATIONS

WHO: A PREMIUM BLACK RASPBERRY LIQUEUR WITH A FINE FRENCH HERITAGE

ROLE: SOCIAL MEDIA STRATEGY AND ACTIVATION

WHO: A RUSSIAN LANGUAGE GENERAL INTEREST MAGAZINE THAT CATERS TO THE COUNTRY’S GLOBAL ELITE

ROLE: EVENT ACTIVATION, RESEARCH & INSIGHT, MARKETING STRATEGY FOR LAUNCH IN EUROPE

WHO: AN ONLINE GLOBAL COMMUNITY CONNECTING VENUES, CLUBS & CLUBBERS, ARTISTS & DJs AND MUSIC FANS

ROLE: BUSINESS AND MARKETING STRATEGY, STRATEGIC PARTNERSHIP DEVELOPMENT

CONTACT US

MODERN UNION2 TAYLORS YARD170 BRICK LANELONDON E1 6RU

www.modern-union.com

T: +44 20 7377 9073E: matt.gill@modern-union.com

MODERN UNION IS A DIVISION OF ID COMMS LTD REGISTERED IN ENGLAND & WALES NO. 6848158

MODERNUNION from reactions

to relationships