Brief history of me and my career, introduction to Geronimo ethos and 4 case studies

1. Hello

3. Creative Director

5. Foundation: Middlesex Uni

13. Hello !

16. Hello!

17. • Marketing Drive • Silver bullet • Dialogue • Big Green Door Joined as their first Art Director (there were 14 people in the company) • Won Puma• and Addidas!• Agencies First TVC Left as Creative Group head– 98 people then, are now 200 – biggest creative department in London Hello!

18. 45 people: - 3 concept teams - 5 design - 7 digital

19. Geronimo ethos

22. Produce great work, that works

23. Silver ISP IDM Award Globes 3 x ISPs Bronze DMA

24. Who for?

26. Different clients (and sectors)

28. Drive acquisition (new customers)

31. Collector reward – to encourage uplift in volume

32. Supported and driven byinstore presence

33. And online ‘buzz’ Emails to ‘warms’ Articles and tips Weekly blog (from a mum) All SEO optimised and so all driving back to website

35. Instant Win - “Win Familytime” on-pack and online

36. Extra Special Time – rewards for loyals

37. Creating dialogue – Emails, Articles, BlogSo a little larger than just a press and on-pack campaign! The Campaign

38. Business challenge • Support our latest product (Van insurance)• Break the ‘Broker’ model to increase acquisition and awareness of DL in the business environment Case study 2: Taking the direct approach

39. Take the B2B model into consumer channel: http://www.geronimo.co.uk/

40. Then go ‘direct’ Email DM Radio Website Banners

41. Result! Delivered a 37% improvement on target Cost per Acquisition – the ultimate measure of ROI March-April van quotes are up 147% year-on-year Client testimonial The integrated Van insurance campaign has been a huge success for Direct Line, and very exciting to work on. Led by the ‘Job Done’ TV creative it’s an excellent case study of the agency delivering to deadline and within budget on a challenging brief. No other company had ever attempted to make TV advertising work efficiently on such a scale for Van insurance. The beautifully simple and clear approach to the creative, plus the use of Tommy Walsh has really resonated with the target audience. As such we have over-performed against all the targets we set ourselves. For me it’s an excellent example of a ‘one team’ approach and really sets the benchmark for any future advertising we do under the commercial lines brand. Chris Bottle – Head of Marketing, Direct Line for Business

42. What was the thinking? B2B marketing on a B2C modelTaking a traditional approach (TV) but for a new (possibly not so traditional) audience Recogition that the key audience for this product are people first, then employers Use of suitable spoke-person to front campaign (research)…… then sweat the asset!

44. • There are a huge volume of people out there looking for help and info on training and caring for their pets • We know that pet owners have a strong emotional attachment to their pooch but it’s harder than people think to have a really happy, healthy, well-trained pet So we created… Mygoodpet.com Letting pet owners know that Direct Line have joined forces with Victoria Stilwell and bringing them a selection of top tips and adviceHelping them have a happy, healthy and well-behaved dog! What did we do? What does it look like?

45. Providing expert advice to pet owners – we entered an emotional territory that allowed Direct Line to engage with pet owners in a manner other insurers wouldn’t be accepted. Arenas such as…

46. Podcasts –a first (at the time) for insurance

47. Supported with an extensive online campaign including emails, banner ads, SEO and offline with inserts and press. http://dl.creatingdesire.co.uk/mygoodpet/behaved_783x42.html http://dl.creatingdesire.co.uk/mygoodpet/quote2.html

48. And it’s evolved…

49. Result! In the first year mygoodpet.com: 11,423 visits to the site 7325 of them are unique visits And 4940 subscribers • Out performed the straight Direct Line Pet emails – 3x as successful on open rates, click through and conversion Evolution to VS blog allowed more flexible format whilst keeping DL presence as caring, knowlegable insurer This is a first for insurance and provides real added value to consumers by providing a pet destination site vs. an insurance site

50. Background • The Leon Cupra was a highly anticipated launch - the racing car now available on the road. Appealing to male 20-40 years old petrol-heads who judge a cars performance by its specs. They love to drive and to experience the feeling of power behind the wheel. The business challenge • Build anticipation to the launch date and maximise every enquiry opportunity to talk with this media savvy audience and ‘shift metal’ Case study 4 – Talking grunt

51. Know your client, know your market SEAT’s are all about the drive all of the passion and engineering coming together to create driving perfection the Cupra as the top of the range should be this in spades HOWEVER SEATs are not very well known (less than 3.5% market share) – so whatever we did had to stand out from the more well known (and bigger spending) marques

52. Engage the fanbase… online Joining the conversations online http://www.youtube.com/watch?v=Z2EbV50r-E0 http://www.youtube.com/watch?v=-gsYcZwN29c&NR=1 Seeding ‘leaked’ footage

53. … and at home

56. And a unique code unlocked exclusive content online:‘Experience’ the car including a gallery, 360◦ tour of the car, videos, revtones and wallpapers (Giving them stuff to boast with)

57. A rewarding destination This is not a restrained, sophisticated car, this is in your face performance We conveyed this not only in print but as motion on the DVD, website, mobile phone and PC screen-savers

58. A huge success with models selling out 94% of those mailed interacted with SEAT, by visiting the microsite Emails received a 23% open rate (3-4 times industry average) Digital was a key channel for this audience, so the campaign centred on this Result!

59. Similarities? • Think beyond the brief – see the brief as a symptom • People first –the are no ‘consumers’ • There is no line… no on-line v’s offline We live one life encompassing all media – need bigger joined up thinking across channels to really stand out