Marketing & Communications

International Coaching Academy Business²

Issue: Create a new business coaching, mentoring and training service from the International Coaching Academy (ICA)

Solution: Develop a new business focused sub-brand of the ICA called Business², leveraging ICA’s heritage and stature and driven by a team of Master Coaches. High profile launch at The Athenaeum with Rick Parry, Liverpool FC Chief Executive as guest speaker

Results: Approaching £100k sales in 5 months since launch

www.internationalcoachingacademy.org

Liverpool Football Club Brand Strategy

Issue: The club wanted to grow commercial revenues whilst protecting the club’s precious reputation - ‘The Liverpool Way’

Solution: To create a brand strategy based upon ‘Respect’ to inform the commercial development programme

Results: Significant gains in revenues and customers across key services eg LFC credit card annual revenues grew +1,700% and club membership annual revenues grew +350% from 2000 to 2006

www.liverpoolfc.tv  

LFC Credit Card with MBNA

Issue: To make supporters proud to carry and use the club credit card and differentiate it versus other club cards

Solution: Develop credit card Unique Selling Proposition (USP) under club brand essence of Respect by putting the proceeds towards the youth development to find the next Stephen Gerrard, Michael Owen, Jamie Carragher, and Robbie Fowler and open up new marketing channels for the experts MBNA

Results: Number of card holders grew by +750% and revenues by +1700% from 2000 to 2006

www.liverpoolfc.tv

LFC Club Membership

Issue: Relaunch the International Supporters Club to grow revenues and increase fan satisfaction

Solution: Research provided vital customer insight that general offers and benefits were not appropriate. Fans wanted to feel involved in the club and to have very club-centric benefits, like copies of the local paper reporting the first European Cup win or DVD’s of behind the scenes at Anfield, the Melwood training ground and The Academy. Rebrand as the Official Liverpool Supporters Club with Respect USP leading to creation of the Fans Day for club members, where they could come to Anfield free of charge to watch current and former players practise, play and even take penalties on the pitch. A thank you from the club in this world of multi-million pound player salaries

Results: Increased turnover by 350% over 5 years driven by first rate membership team

www.liverpoolfc.tv

LFC Secondary Sponsorship

Issue: Increase revenue from sponsorship in a way to support the Respect brand strategy

Solution: Develop a secondary tier of sponsors, using might of ITV, branded as Walk On Partners (rather than Platinum Sponsors) and create added value services for LFC fans with Siemens club mobile phones, LFC credit cards with MBNA, Orange LFC mobile services and Lucozade Sport for the players

Results: New revenues generated in the low millions of pounds

www.liverpoolfc.tv

LFC Shirt Sponsorship

Issue: Maximise value from Shirt sponsor whilst developing a uniquely Liverpool FC Respect programme for fans

Solution: Create compelling rationale for increased value of Shirt contract as part of core team, leveraging ITV’s expertise in marketing sponsorships, and including a truly global sponsorship programme. Develop an exclusive and motivating programme of rights like ‘Take a penalty at Anfield’, ‘Sign for the Team’ and ‘Train with the Former Players’ to drive awareness and involvement of Carlsberg

Results: 43 local markets leveraged the sponsorship actively, with over 60 more markets taking hospitality at the ground and annual revenues increased by c.+300%

www.liverpoolfc.tv

LFC Match Programme and Weekly Magazine

Issue: Increase revenues from local publishing fitting with ‘The Liverpool Way’

Solution: Launch new match programme with added value sections of content and launch new weekly magazine and official book publishing with all the expertise and might of Trinity Mirror

Results: Annual net revenues up +70% by last year of 5 year term

www.liverpoolfc.tv

The Allkare Group

Issue: Develop revenues from new markets to consumer

Solution: Rebrand Allkare and create 6 new services supported by commerce generating websites and a focus on commercial business

Results: Still in production

www.allkare.co.uk

Chartered Institute of Marketing

Issue: Protect and nurture the interests of SME’s in Greater Merseyside

Solution: Attend local business fairs and start an affinity group with a dedicated programme of activities, communication, meetings and seminars

Results: In progress currently

www.cim.co.uk

Saatchi & Saatchi Advertising/M & C Saatchi Advertising

British Airways Masterbrand

Issue: Reposition British Airways as the first choice for both Business and Leisure travellers and to soften the overall image of the airline

Solution: Create multi million pound global Masterbrand Business and Masterbrand Leisure advertising campaigns across TV, posters, press, radio – TV ad production alone was nearly £3m

Results: Overall image of airline softened and strong Business position retained as consideration for Leisure travel increased markedly

www.mcsaatchi.com

British Airways World Offers

Issue: Develop more effective and better value marketing vehicle for British Airways regional and London fares

Solution: Create umbrella brand ‘World Offers’ under which all waves of fares can be supported with advertising, direct marketing and promotions

Results: Far greater return on investment as fares grouped together and campaign won Direct Marketing Association award for ‘Best Integrated Campaign’

www.britishairways.com

Silk Cut

Issue: Broaden the appeal of Silk Cut to all UK smokers by over coming stigma associated with low tar category

Solution: To position Silk Cut as a mainstream cigarette brand to smokers of higher tar brands supported by new ‘Cut in Silk’ advertising campaign

Results: Brand share amongst smokers trebled and annual ‘house’ retail sales increased by many hundreds of millions of pounds

lastminute.com

Issue: To create a launch brand and advertising strategy and develop revenues for this late booking website service in preparation of a successful flotation

Solution: To position lastminute.com as spontaneous fun with the strapline ‘Do something lastminute.com’ because the best times in life tend to be spontaneous and not planned. Chose media with high impact for the City of London business audience

Results: lastminute.com sales increased significantly and became famous with a successful flotation of £320m

www.lastminute.com

Daily Mirror

Issue: Reposition the Daily Mirror to bring its brand values in line for today’s readers

Solution: Create a new brand strategy focusing on the Mirror’s heritage for straight talking, championing the ‘common man’ and pricking upper class or politico’s pomposity under line ‘The Mirror: Tells it like it is’

Results: Test showed significant improvement in brand perception on key values eg contemporary, a paper for me, direct in TV areas versus non TV areas

www.mirror.co.uk

Mirror Group

Issue: Drive sales of Daily Mirror, Sunday Mirror and The People

Solution: TV advertising for exclusive promotions or content with over 200 separate TV adverts a year for these titles

Results: Always a spike in sales for the TV supported editions

www.mirror.co.uk  

Gillette

Issue: Launch a new natural deodorant across Europe for Gillette’s Personal Care Division to grow the company’s share of the anti-perspirant and deodorant market

Solution: Create a new brand called Natrel Plus with plant extracts and create awareness and preference with multi media pan European campaign

Results: Sizeable market share gains in both Northern and Southern European markets

www.gillette.com

Mars

Issue: Launch new Opal Iced Fruits ( now Starburst ), a new ice lolly type product from the Opal Fruits brand

Solution: TV/Press/Radio advertising campaign under the banner of Fruit Refreshment

Results: Immediate success in sales & distribution and nearly product sold out. Radio campaigns could be switched on if the temperature on a given day was high!

www.mars.com

Mars

Issue: Leverage Mars sponsorship of the Olympic games to build M&M’s brand values and drive sales growth globally

Solution: Global TV campaign with different regional variations in content to suit local sensitivities

Results: Improvement in key brand attributes, preference scores and sales

www.mars.com

Vorsphere 

Issue: Create publicity for new Vorsphere anti-explosion, life saving device

Solution: Develop a partnership with the Daily Post and the new LDP Business Club to follow the progress of this exciting and noble device

Results: In progress currently