T7f London

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© t7F London.co.uk all rights reserved: PS/RT1

Who?

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WHAT IS t7F LONDON?

An integrated agencyexpert in premium

niche and challengerbrands

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WHAT DO WE DO?

We are responsible for

advertising and brand

communications in both

real and digital worlds,

from creation through to

implementation. We are a group ofprofessionals based byRussell Square connectedto a growing network ofadditional nichespecialists.

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A BESPOKE AGENCY

Working in partnership with adiscrete number of brandsand businesses that seek

measured returns for atargeted investment

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THE DIFFERENCE

We blend the skills of strategic media planning with creativity and

the techniques required in brand activation.

Which really means a group ofclever and enthusiastic peoplefocused on results.

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RobertWill be your Planning Director. His

past includes BMP, directorships at

Publicis and FCB, followed by 15 years

in communications strategy planning.

He gave his body to rugby, but now is

merely obsessed by the game.

PhilipWill be your Creative Director.

He started life at Saatchi &

Saatchi going on via a bunch of

awards to found Hicklin Slade &

Partners. He used to manage a

girl band but now blogs for

England.

NickIs our Managing Director as well as

providing media insight & planning

on your business. He also runs a

successful media independent. A

recent convert to the countryside,

he's taking courses in applied wax

jacket wearing and camouflage for

townies.

IN THECOMPANY OFEXPERTS

www.allthe7thfloors.blogspot.com -our weekly blog

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t7F BRAND VALUES

CuriosityLateral thinkingContagious enthusiasmFluid team working styleMaven based passion for

communication issues

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A few examplesof our previouscampaigns

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The campaignreached over 8

million unique usersand delivered over

19m advertisingimpressions

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Challenge:

Required to make Frontline flea and ticktreatment more consumer friendly and startone to one dialogue with consumers

Increase brand engagement and complianceof Frontline

The Strategy:

Revolutionise advertising strategy from 100% broad TV spend to includea comprehensive, integrated, consumer facing online solution

Drive consumer interaction and engagement via micro-site creation, withsearch, display and social network activity

The Insight:

Target audience going online but not to theFrontline site

Pet owners share photos of loved ones andare heavy users of social network and photosites

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For a tiny budget and working with a distributor

rather than the brand owner.

The press & online campaign we did for DEXTRO

Energy has been pulling like a train.

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DEXTRO Energy

Cost effective tacticalcampaign.

Working very closelywith media ownersto delivery highimpact.

Press, onlineand microsite

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SeaFranceTargeting specialist

audiences

Online & offlinebranded content

development

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Golddigga is a teenage fashionbrand owned and distributed byanalogue people.

However the target audience wereextremely digital.

We took the brand completelyonline via a multi layeredrelationship with social networkBebo.

In less then 4 months we had 80,000interactions on our brand page,equating to a coverage of 1.8mconsumers, 20,000 of whom choseto use our branded graphics topersonally identify themselves online

Plus we got to cover £60K worth ofAudi Q7 in bright pink vinyl

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A weekly changingBebo profile that usedevent photos tointeract with the livesof Golddiggacustomers

Downloadablewallpapers

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THE RESULTS

Did it work? Beyond even our wildest expectations

In just the first three months of going live, the campaign on Bebo directly

delivered almost 30 million branded impacts to girls aged 13 to 24.

Over 5,000 people asked to become a friend of golddigga Bebo.

The brand profile was viewed by almost 90,000

people, and golddigga branded skins were

downloaded to over 23,000 personal profiles

delivering at the very least 1.1 million personally

endorsed brand messages to their friends.

We developed content, however the profile became self perpetuating

as the users created content quicker than we could…

And perhaps most importantly, the phone started to ring. Calls came

from major fashion retail chains like Republic.

FUTURE DEVELOPMENT Follow our ‘friends’ as they mature, to their new

social media (Facebook, LastFM) and continue the engagement

with different technology

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Harman Becker Automotive Systems asked

us to come up with a set of brand adsaimed at both consumers and the motortrade.

They wanted both audiences to seeharman/kardon as a brand that wasintrinsically linked with music and driving.

We thought brand ads were a bad idea.

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People have always had their favourite music

for their favourite drives

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amplifiedjourneys.hk

Your favourite music

Set to your favourite drives

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“...Music discovery inter-linked

with navigation via user

generated content in a

community of common

purpose - sort of...’

( but on a tiny budget )

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Print playlist withdirections andexport to iTunes

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A series of advertorials in TopGear magazine emphasising

Harman Kardon’s music and driving credentials

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February 2009 Advertorial in TopGear

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“..a new form of automotive music integration hasbeen born, welcome to the future..” MSN (UK)

“..a brilliant way to expand your musicalboundaries!..” What Car?

“..this is awesome, one of those ‘why didn’t I think ofthat?’ kind of applications Autotraveller (US)

“..creates perfect playlists..” ChipChick.com

“..like a music lover’s Google Maps..” iGizmo

“..it takes the work out of planning tunes for a longjourney..” AutoExpress

“..quick, easy and free..” News of The World

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(Antony W T, walks into room)

(AWT) Fresh & Green household cleaners…...tough on dirt, gentler on the planet.

(Unnamed Housewife)

…environmentally friendly?

…I just want the house clean…

… didn’t think there were alternatives…

…but my husband told me

…. He’d met some people who’d designed a range of

household cleaners

…called ‘Fresh & Green’

..especially for people concerned about the environment…

My husband said Fresh & Green offers a kinder way to

clean your home.

They’re derived from natural plant extracts.

he says from renewable sources….

And it really does work…

…in tests this one even beat the market leader…

He then said he was so impressed he was investing in the company, I

was shocked!

I mean honestly, what does he know about cleaning kitchens?

(Antony Worrall Thompson, walks into room)

(AWT) Fresh & Green household cleaners…

...tough on dirt, gentler on the planet.

30” TVC featuring Jay Worrall Thompson

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Over excitable middle woman, gushing voice:

“…wow,

we felt so privileged to be in a part of the

world so few get to experience..”

Ewan McGregor sound-a-like.

“Mankind has always sought new adventures”

“A Discover The World holiday can help you

fulfil your wildest dreams, Antarctica, The

Galapagos, New Zealand, Iceland, The Polar

Ice-caps”.

“Go online now and Discover The World.

Live it.

Don’t just watch it”.

Discover The WorldAdventure holidays.

Budget TV 20” solutionutilising graphics andstock images to takeadvantage of last minutemedia opportunity.

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Abidec programme idents

‘Make my child brilliant’

‘Raising Irelands Children’

‘Are you smarter than a 10 year old?’

‘..darling that’s lovely..

‘..what is it, a fish?..(object suggested changes every break)

‘..Frank!!!..

he’s done another one!!

(final picture changes every break)

‘..quick!!

“Abidec multivitamins foreveryone’s brilliant

children”

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MAXjet: a 30 month flight

From resizing someone else’s adto realising £1Om of

communications value fromunder £3m spend

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It all seemedso simple tobegin with

August 2005.

Take an Americanagency’s work and

re-size for the UK.

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Then it all sort of snowballed

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However the passengers were getting a rough ride

It wasn’t just the

cancelled flights, this

small operation

didn’t have the

ground staff to

explain when things

went wrong.

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MaxJet, which offers nonstop all- business-class service between Washington and London Stansted, has sale fares of $999 round-trip fortravel Nov. 1-Feb. 28; usual MaxJet fare starts at $1,749 round trip, and business-class fare on other airlines starts at $2,213. The sale fare

must be purchased by Oct. 1; request promo code ANNV06. Info: 888-I-FLY-MAXJET.

Not bad for business class travel between DC and London. Plus, no Virgin Atlantic laptop restrictions. travelpost.com

So - was it any good. Oh yes! Quiet and peaceful check-in desk. Fast-tracked through security. A private lounge with food and drinkavailable. And when we got on the plane, leather seats that actually can be hiked back to almost horizontal and still allow room for the

person next to you to stand up and get past you. That’s right - stand up! And food served on china with proper cutlery! And great food aswell. Fantastically cheerful cabin crew who seemed to be around offering something all the time.

If you live north of Watford and want to avoid the mess and nightmare that is Heathrow then I seriously suggest you check out MaxJet.They almost put the fun back into flying. yellowswordfish.com

So if you like travelling business class at an economy price then it might be time to give Maxjet a shot. airtravelgenius.com 23 march

Maxjet, which operates transatlantic flights in and out of Stanstead, reported a 30% hike in average weekly sales during the past fivedays, with passengers originating in the U.K. making up a substantial percentage of the increase for travel in August and September.

posted at 8/16/ 02:18:00 PM - iagblog.blogspot.comIt was a fabulous experience and I told several people they needed to try it out. – persuasion.typepad.com Anthony Garcia is Future Now’s

Senior Persuasion Architect.

Anecdotally, this blog gets hammered daily with the search word “maxjet”. You would be amused to know by whom – BA, bmi, BAA, andyes even Virgin. What does this tell you?

posted at 10/17/ 08:37:00 AM – iagblog.blogspot.com

Onboard my London flight from New York, I wasn’t disappointed. Inside the Boeing 767 cabin, customers could relax in wide leather seats— only 102 of them — half the usual number of seats for the aircraft. Consequently, aisles are wide, walk-around is easy, and there’s

nobody in a middle seat. It seemed there were more flight attendants onboard than usual, and one of them handed me a digEplayer, mypersonal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. –

ruth. a. hill gatewayva.com

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SAYINGSORRY

But then we engaged with

passengers we had let down and

some of the negative bloggers*.

Using a none corporate email

style, coupled with what looked

like pretty random gift giving,

the public mood changed…

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Readers voted MAXjet No. 2

International carrier behind

Singapore Airlines.

(Despite continuing cancellations)

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Extra bits

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Our agency by numbers

Nick started AW Media in 1987

The 7th Floor Consultancy founded by Robert and Nick 2003

t7F london launched with Philip Slade 2007

5 strategic creative staff who sit in the same office as AW Media &

new digital off-shoot: Nextdoor

Shared financial, office services and logistical support

MCCA, IAB & IPA membership

allthe7thfloors.blogspot.comt7flondon.co.ukawmedia.co.uknextdoorthinking.co.ukasktheguysnextdoor.co.uk

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Robert has worked in marketing communications for over 25 years.

After graduating from Cambridge with a degree in English Literature, he joinedHeinz as a graduate trainee in marketing.

After training with Heinz, Robert moved into advertising and worked for a numberof leading advertising agencies including DMB&B, BMP, Publicis and FCB. Hewas a board director at both Publicis and FCB.

In 1990, Robert started his own business in media neutral, multi-channel marketingcommunications with a personal focus on strategy planning as well as clientinterest management.

In February 2001 the business he started was bought by and merged into a UScommunications group, Kupper Parker Communications.

In March 2003, in order to concentrate again more exclusively on planning &strategy consultancy, Robert left Kupper Parker to form The 7th FloorConsultancy in partnership with Nick West as part of AW Communications,the parent company of AW Media.

Robert’s business experience – both UK domestic and international – is extensive.He has worked at a senior level in a wide range of market sectors and with alarge number of major blue chip companies.

He cites his particular areas of business interest as travel & tourism, audio, retail,pubs & restaurants, wine, automotive & automotive retailing, andprofessional institutions.

His experience in the automotive industry ranges from running the Toyota andRenault accounts at BMP and Publicis respectively, working with Unipart atFCB and more recently in t7F with both HR Owen (BMW) and harman/kardon

Robert Thackery

He is married, has two sons andtwo dogs – in that order of

precedence.

When younger he gave his body torugby which gave it back, but not

necessarily in the same condition.

[email protected]

020 7843 9456

07803 945 147

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An excitable creative thinker

I came to t7F to help out on the MAXjet account and stayed to helpre-launch the agency as a specialist brand consultancy. Mostrecently I have also help establish the new digital media division;Nextdoor

I spent of 2006 as Group Creative Director of Pulse. Improving systems& raising standards. Key clients: Diageo (Smirnoff and Bushmills re-launches) Renault and Emirates global World Cup experientialactivity.

I came to The Pulse Group when Passion the ideas business I helpedset up was merged in to create a new fast delivery high creativityagency. (it didn’t work!)

During its short 12 months Passion won business from:Direct Line, Hed Kandi and Blackwood Distillers.

Passion was my second agency start-up.The first Hicklin Slade & Partners provided six and half glorious years ofblood, sweat and a lot of tears.

I had been Creative Director of two previous agencies; Purchasepoint(now Skybridge) which I hated and only lasted 18 months and IMP(now Arc) which I loved, I stayed for four and a half years winningloads of business and awards,

I had my first break with a small DM agency in Soho working on carsand whisky, areas I still feel passionate about today. But it was duringfour years at Saatchi & Saatchi that I really learnt how to be an artdirector.

I was lucky to be part of the large team that produced theBritish Airways campaign ‘The World’s Biggest Offer’ votedpromotion of the millennium. Other successes for BA includedre-launching both Concorde and Club World.

I am extremely proud of the award winning output of HicklinSlade & Partners. We spent six years completely over-haulingthe National Lottery’s image and marketing programmes,which included Camelot’s successful licence re-bid.

Global advocate programmes for Diageo on the likes of;Johnnie Walker whisky and Tanqueray Gin changed thelanguage used to promote those brands. Two years ofinnovative DM for Honda won not only awards but also hasdeveloped into an extremely complex customer acquisitionprogramme.

Over seven summers I have arduously studied the brightthings of Europe in Ibiza refining trend prediction methods. Ihave really enjoyed working on a wide range of campaignsaimed at ‘young of mind’ consumers, from beer, to mobiles,to banking,

I have strong views on creative standards, which I air acrossvarious media including Channel 4 News, BBC Radio andvarious blogs. I judged award in the UK, USA and Ireland.I was made a fellow of the RSA in 2004.

Currently I sit on the board of the MCCA and have chairedtheir awards committee for the last five years.

One of last year’s highlights was discovering my birth mother, gaining abrother and sister plus, to my children’s delight, an uncle who owns a

chocolate factory.

Hobbies: Alice (13) Jake (11)Plus relearning the use of a skateboard and failing to master a snowboard.

Live in Clapham. Keen on urban living.Love London.

Philip Slade

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