Introducing 1o1A Free Range Creative Company
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Who are we?What do we do?Why do we exist?
/Phil Rumbol Founding Partner
Marketing Director, Cadbury 2006 – 2010
Marketing Director,InBev2003 – 2006
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Richard FlinthamFounding Partner
Founding Partner and ECD, Fallon1998 – 2010
/Laurence Green
Founding Partner
Founding Partner and Chairman, Fallon1998 – 2010
/Steve Waring Founding Partner
Partner and CFO, SSF Group &Fallon2000 – 2010
/Mark ElwoodFounding Partner
Partner, Creative Director & Design,Fallon2005 – 2010
A collective of wise counsel & curious minds.
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We’re building on a proven track record of creative business building.
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Sight of the business problem.
Holistic and upstream counsel and invention.
Studied creation of genuinely valuable ideas.
Striving for the extraordinary.
Enthusiastic collaboration.
We see:
Too much
Starting with the comms brief.
Siloed, downstream agency engagement.
Sprint to execution.
Settling for the ordinary.
Cat-fighting and cat-herding.
Too little
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BusinessBrand
Too often business & brand are lost in the fog of war.
Promotion
Packaging
Identity
ChannelPlanning
Experiential
CSR
PR
Advertising
Instore
NPD
DigitalSponsorship
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Our ambition is to lend our collective imagination to business problems, rather than just lend our creativity to comms.
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At 1o1 we think of ourselves as fellow brand managers.
United behind the brand’s fortunes.
Appraised and remunerated ‘as one’ wherever possible.
Enabled and driven by a ‘client inside’ mentality/spirit of custodianship.
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We design brands, their behaviour & their organising idea.
BusinessCustomer
Evaluation
Product & service definitionPositioningLook & feel (& voice)InnovationOrganisational change
Campaign design & orchestrationPR
Events & experiencesPartnerships
Advertising/digital/design
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At 1o1 we are built to collaborate & co-create with the very best.
Deeply connected to a network of like-minded ‘best in class’ talent.
Cast according to task, free to do so as an independent.
Accountable for high performance teamwork.
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Flexibility & accountability are at the heart of our approach to remuneration.
Sized to reflect the task.
Based more on value to you than cost.
Shared ethic of risk and reward.
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Want a running mate.
Want to make a difference.
Believe that creative imagination should be used to solve business problems rather than just a comms brief.
Our ideal partners:
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Founding clients/tasks.
Brand architecture, positioning, retail and comms.
Comms audit andrecommendation.
360° platform, organising idea for pan-media membership drive.
Organising idea, newpositioning, to double the size of the brand.
Organising idea, comms for global rebrand
Second opinion
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The Business Problem.
Grow membership by 10,000.
Increase funding to museums and galleries by 50% over the next four years.
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The OrganisingIdea.
‘Never Without Art’
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Results.
78,000Membership trials:
Through a recent partnership with The Guardian
154% increase in paid-for memberships YOY
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What could we do for you?
9 Rathbone Place, London, W1T 1HW +44(o) 2o7 87o8 1o1, www.101london.co.uk
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Appendix
The Business Problem.
The OrganisingIdea.
Needed to ‘Get the love back’ becausebrand preference/sales had stalled, the brand had lost a generation of buyers, and then experienced a major salmonella recall.
Act like purveyors of joy –‘Glass and a Half Full Productions’
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Results.
Step change in number of 16-24 year old buyers.IPA Effectiveness Silver Award.
×4
+10%Sales growth (2 years in a row)
Return on investment:
The FMCG average.
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The Business Problem.
The OrganisingIdea.
How do you take a niche brand with a 35% premium and make it a major player?
The Lager of Supreme Quality & Worth –‘Reassuringly Expensive’
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£1bnSales:
+16%
Results.
10 Year CAGR.
Sales Growth:
17th 2nd biggest beer brand.Marketing Society Grand Prix Winner. The Virtue of Consistency.
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2009
2010
2008
The Business Problem.
The OrganisingIdea.
“There’s a gap in our commercial program – we need a £10m idea”
The People’s Chocolate Bar –‘For the Love of Wispa’
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Results.24
£15mSales (in launch period):
Number 1 selling chocolate bar. Generating:
£80mFrom a £2m pa investment.
Gold IPA Effectiveness Award.
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The Business Problem.
The OrganisingIdea.
Volume and price capped by “children crying in the showroom”
‘It’s a Skoda. Honest’
Results.
Record market share.Gold IPA Effectiveness Award.
×2.46
+64%Sales growth in 2 years:
Return on investment:
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The Business Problem.
The OrganisingIdea.
Recover brand leadership in TV.Restore brand halo beyond.
‘Colour like no other’
Results.28
+20mViews:
Brand leadership.Commercial taken off air.New factory built to meet demand.
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The Business Problem.
The OrganisingIdea.
French Connection is FCUKed.
Man/Woman.
Results.
£400mSales:
Company back in profit despite difficult high street conditions.
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