Chivas Brothers
With Pencil Agency
Challenge:
Chivas needed to be able to sell its toolkits and activations to Pernod Ricard’s global managers, buyers and distributors. It needed to convey, at a glance, its latest developments and the opportunities they represented.
Response:
What they really wanted was to be “more GQ”, so I gave them their very own magazine. One that housed each of their core brands without shouting over them, and allowed a forum to announce such things as new launches, tool kits and even their new rebrand.
Results:
The first iteration was a large foldout poster that showed the highlights from their sponsorship of the Cannes film festival. An engaging, covetable and beautiful marketing tool we followed with a series of magazines timed to coincide with key events - conferences and new product launches. We worked with their digital agency to produce a website to accompany it and published three editions - plus a special supplement on their new global branding.
BRAVE
Business & Brand Development
Worked closely with Brave's Head of Innovation and Business Director on a fascinating future-concepts project for Panasonic.
Our focus was on how best to articulate the way tomorrow’s consumers will interact with and describe their viewing tools.
Brave is an independent communications agency that embraces transmedia storytelling, using great creative to make commercial advantage for customers by using multiple formats and technologies. You can see their creds here, or an example of their Panasonic work below.
Branding.
What's most fascinating about this award-winning agency is the way that it combines old school below-the-line marketing techniques with cutting-edge digital. It makes for an exciting blend of possibilities.
Though I was initially brought in to provide the tone-of-voice and style for their rebrand, I now help right across the board, and am involved in most of the agency's activities - particularly with helping them market themselves and take on new challenges.
This means everything from a complete overhaul of their creds to new business and pitches, film and video, interactive and tablet-based applications and more. I work closely with their fantastic art team and their directors, turning around high-quality work and solutions quickly and with a minimum of fuss.
Clients include the world's largest company by revenue, Europe's biggest logistics and delivery company, the world's largest content library and one of the top three retailers in the world.
G-Shock wanted something special to commemorate its 30th anniversary celebrations. We decided on a book that told the story of the brand: its origins, attitude, philosophy, collaborators and plans for the future.
A limited edition run, it was given out to key journalists and industry figures, as well as to friends of the brand. Elements of the content and design would be used at G-Shock's stand at Basel Watch Fair and also in their flagship store.
With illustration, infographic and bold design, and working with Pencil Agency and some fantastic contemporary illustrators, we were able to build on the client's assets and give them something they were delighted with.
