#jonowardle

BBH, named after the agency’s cofounders Bartle, Bogle and Hegarty has gained its philosophy through one of the first pieces they produced for Levi. It contained the line: ‘when the world zigs, zag’. They have carried this on through their work for AXE, Dulux, British Airways, Adidas and many more; aiming to stand out and do things differently. Their most successful and memorable campaigns include ‘The Axe Effect’ and Johnnie Walker ‘Keep Walking’. Due to its growing success the company has grown in size being known on a  global scale and employing up to 1000 people worldwide. The Executive Creative Director for the London branch is Nick Gill; who has been with the agency for 14 years. Other contacts of the agency may include Wesley Hawes; a creative director, and copywriter Dan Morris.

CP+B does not describe itself as an agency of ‘ad people’ but rather: rule breakers, artists, scientists, technologists; priding itself on the fact that many different people work there. CP+B has changed the way people receive and relate to advertising, trusting that consumers are demanding entertainment and involvement over one-way sales pitches. They’re interesting way of tackling the advertising world has led to them being Creativity Agency of the Year five times running, three times Cannes Interactive Agency of the Year and Advertising Age’s Agency of the Decade. The agency was founded in 1988 by Sam Crispin and then became partners with Chuck Porter and Alex Bogusky and currently employ 1000 people. Their client list includes Netflix, Xbox One, Mini Cooper, Hotels.com, Dominoes and many more; but they’re more well known for their ‘Truth’ campaign against smoking, as well as Burger Kings ‘It’s Good To Be King’. Jay Gelardi is their Digital Executive Creative Director for their London branch.

https://www.youtube.com/watch?v=BfS5Rp2Lr9I

Wieden and Kennedy are a full service integrated advertising agency. Their impressive clinet list ranges from Honda, Three, Lurpak, Tesco, Nike, Cravendale, Kaiser Chiefs, Old Spice and P&G; and this is mostly just from the London branch of the agency. The agency has come up with some well known campaigns such as the Cravendale campaign featuring cats with thumbs, the Old Spice campaign known as Smell Like a Man, Man and also the Tesco campaign known as Love Every Mouthful. This is all possible due to their employees. Wieden and Kennedy have over 200 employees working in the London branch alone with the Managing Director, Neil Christie. I feel that working there would be a great benefit to my career. They have produced some of the best campaigns I have seen but also their belief that it doesn't matter where, how or in what medium an idea is expressed, you still have to start with a good one.

Havas Worldwide is another top integrated advertising agency. They client list ranges a lot from Durex to Dulux and IKEA to McDonalds. Some others on the list include Evian, Interrail, Virgin Mobile, Amnesty International, One Direction and IBM. Yet again this company has come up with some well known campaigns. One of the best ones was the Evian, Live Young campaign and also the VO5, Express yourself. They also created the Thomas Cook campaign that featured the actor James Nesbitt. Due to Havas Worldwide being such a large integrated agency, they have over 11,00 employees in 316 offices in 120 cities and 75 countries. Yannick Bollore works as the Chairman and Chief Executive Office, and Tash Whitmey as the Group CEO for the London branch. Working there would be a great experience as they have worked with many top clients and produced many successful campaigns.

I wanted my posters to act as warning signs that would be positioned in places such as cities or busy areas. I incorporated warning signs into the posters but created my own meanings out of them. I want these posters to help bring the epidemic/outbreak style concept to life. In theory these posters would be used to warn off the public from entering the city where my portfolio has taken over.

I used the explosion sign to help represent the idea of your mind being blown because my portfolio is so creative. 

For the second poster I decided to use the Toxic sign to help represent the idea of being intoxicated with jealousy. 

For the final poster I used the 'Danger of death' symbol to help represent being struck by creativity. 

For my radio script I decided to create a health warning that would help listeners get through the epidemic. I wanted the script to be a little bit silly and humorous so that it doesn't seem cocky, but it does come across as being a warm-hearted joke. 

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My concept for the campaign links in with the idea behind my direct mail. The first aid kit insinuated that you need medical help to get through my portfolio. So for the campaign I decided to use the idea of a few pages falling out of my portfolio and onto the streets. While on the streets the pages get read by lot's of people, creating an epidemic of people that need medical help after reading my portfolio. My tv script is for a new report on breaking news for the story. I wanted it to begin as a normal news report but then I decided to have a page from the portfolio take over the set to reinforce the epidemic idea.

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(The scene begins in a newsroom.  A female anchor woman is smiling at the camera, while an anchor man reads his notes quietly.  She’s wearing a red suit and she has her hair pinned up neatly, she shuffles the papers in her hands.)

Female host:   Good evening and welcome to this special broadcast on News at 9. My name is Linda Cromwell.

Male host: And I’m Tom Newton. We have received some very important news regarding the stray portfolio pages that are scattered all over the city. Experts are saying that the pages can be extremely dangerous when in the wrong hands, so please take precautions during your daily commute home.

Female host: Doctors have stated that looking at the pages from this portfolio can cause creativity breakdowns where members of the public have actually passed out due to the fact that they are unable to handle the imaginative designs within the pages. One man was even rushed into hospital after stating that his mind had been blown away after simply looking in the same direction as a page.

Male host: For anyone out there, who is watching, please be careful. This epidemic is truly deadly, meaning that you could come face to face with a page at any given time.  Doctors also believe that you can…..

(Female host interrupts male host)

Female host: (Point and shouting) Oh my god isn’t that one of the pages from the portfolio?  

(Male host covers his eyes with his hands. He then starts weeping like a child)

Male host: I’m not ready to witness this amount of creativity. I won’t let it happen, I’m telling you I won’t.

(All the crew members in the studio start shouting and going crazy, running around trying to hide from the page. The female host is staring at the page in awe. Her eyes are wide and her mouth is hanging open)

Female host: It’s so beautiful….I….I think my head is going to explode

(Male host screams in a high pitch tone and then hides under the table) 

Male host: Stop it, stop looking at it. You’re going to get taken over by the originality and imaginativeness.

(He pops his head over the table and speaks into the camera)

Male host: Please, anyone, SEND HELP. The power of the pages are too powerful. Starting. To feel. Weak.

The idea for my direct mail is a first aid kit that contains items that will metaphorically help you "recover" after you have seen my portfolio. The kit contains an oxygen mask, eye drops, a flannel and smelling salts. The concept behind the objects used is that they represent a cure for a feeling that you will feel from looking through my portfolio. There will be writing on the window of the kit that reads "Use in case of emergency (or when reading Amy Stickler's portfolio)", followed by my website URL. The kit will include an instruction letter that will act as a walk-through, advising the reader on what precautions he/she should take before and during reading. The letter is supposed to be over-the-top and humorous.

Instruction Letter

Upon opening the portfolio you may feel your temperature rise a little bit, that’s down to the anticipation created by your body, because well you know, this is going to be totally kick ass. You may start to feel warmer and clammy while looking through the first few pages of the portfolio. Simply take the flannel from the first aid kit, soak the flannel in cold water and then place it on your forehead. The coldness from the flannel will help calm your mind from the highly imaginative pages of the portfolio.  

If you then find that you’ve passed out in amazement simply open the smelling salts, tip a small pile into your hand, and then hold it under your nose. That should hopefully wake you up! If you’re unable to do this yourself cross your fingers and hope that your colleagues notice what's happened so that they can help you out. Once you’ve awoken, place the cold flannel back on your head to help relax your mind once again.

The further you read into the portfolio the more you may start to feel a little breathless, maybe even lightheaded? No need to panic, this could be down to a few reasons. Number 1, you’re obviously speechless. Number 2, you’re completely and utterly in the love with this fantastically designed portfolio. Or number 3, you’ve forgotten that today is actually your anniversary. For whatever the reason, simply place the oxygen mask over your mouth and slowly breathe in and out for ten seconds.

Produce a press ad/poster for each of your chosen agencies which could be part of one of their existing campaigns. 

Chosen campaign: Poke London - Diesel Eyewear

        Describing themselves as a 21st century agency for the 21st century consumer, Fold7 is a London based Integrated Communications Agency that was founded in 1995 by Ryan Newey and Simon Packer. Specialising in integrated communications, brand communications, marketing and advertising, Fold7 aim to create ads that ignite a conversation. Ryan Newey is the executive creative director at Fold7 and is one of two founding creators of the agency. Ryan's passions lie with the power of creativity and the influence it has on solving commercial business problems. Simon Packer is the joint founding partner of the agency and focuses on creating work that engages audiences and starts conversations. They pride themselves in the fact that they create modern ideas that metaphorically wrap around people, travel across media and more importantly, ideas that involve and evolve. With a client list including colossal brands such as Ministry of Sound, Nike, British Airways, Disney, Carlsberg and Ted Baker, among others, it's clear to see why the agency is considered a 21st century agency for the 21st century consumer. The main reason that I would like to work at Fold7 is because the create visually striking and modern ads that draw in the consumer. A prime example of this would be the Ministry of Sound Anthems series campaigns. Due to my love of art and graphic design these ads appeal to me through the vibrant and artistic visuals that constantly engage and engross the public.

To research possible websites I used the keywords baking, cakes and cooking so that I could narrow down my Google search. The websites that I decided to use were:

http://www.clamscakes.co.uk

http://www.tomscakes.co.uk/

http://www.fionacairns.com/

Number 1. is the website content that I consider the best. I chose this because I feel that the copy has lot's of personality that will hook onto possible customers. It's also short, to the point and uses an active tone of voice. I chose number 2. as the average website content due to the fact that it doesn’t have as much personality as the first but, it has all the needed information at the top of the copy, meaning that possible customers will be see the most important information first.Number 3. is my least favourite due to the fact that the layout of the copy doesn’t have much personality and the layout means that background information is at the top, making possible customers search through the entire copy. This could lead to them getting bored and leaving the website. 

Original Bad Copy: 

Welcome to Fiona Cairns, the home of luxury cakes. We are based in Leicestershire, in the heart of the English countryside. Whether you’re looking for a celebration cake, a bespoke wedding cake, or a teatime treat, we are sure we have the right cake for you. Why not have a look at our range of cakes and gifts in our online shop, find out about our birthday cake and Christmas cake delivery service or discover who our stockists are.

Re-written Copy: 

Whether you’re searching for a scrumptious celebration cake, a bespoke wedding cake, or a simple, teatime treat, the home of luxury cakes, Fiona Cairns has the perfect, homemade cake for you. When we say our cakes are handmade, we really do mean handmade! We take pride in creating customised cakes that reflect current trends and our clients requests. Based in Leicestershire, within the heart of the English countryside, check out our birthday cake and christmas cake delivery service or discover who our stockists are. Why not have a peek at our range of picturesque cakes and gifts in our online shop.