Launch a range of condoms to raise awareness of Aids in a non scaremongering way, and raise money for Aids research through the Virgin Health Foundation.

Background - Early 90’s, Aids was a major public health issue. Condoms were now about sexual health as much as contraception, but the government was taking no action. Richard Branson buys the Mates brand. 

Business challenge - To campaign against the government’s Victorian attitudes, and to challenge Durex’s monopoly of the condom market, by launching a cheaper, more socially relevant condom brand.

Creative Strategy - Use PR and opinion former press to lobby for government action, and broadcast channels to change consumer attitudes towards condoms.

Results - From 0% to 30% of the UK condom market in 3 months. Advertising appeared unbranded on the BBC. Government removed VAT from condoms.

Relaunch Red Mountain coffee as an instant coffee that captures more of the taste of actual coffee.

Background - Red Mountain was a premium instant coffee, with a strong flavour. After a successful initial launch, it lost market share rapidly.

Business problem - To relaunch the brand and to protect the premium margin it generated.

Creative Strategy - Red Mountain was premium priced because it was freeze-dried, which captured more of the real flavour of the coffee bean. As a result it tasted like full flavoured filter coffee, not a weak characterless instant.

Creative Approach - Position Red Mountain as a premium instant coffee by ‘passing it off’ as filter coffee.

Results - From 0.2% brand share to 17.6% brand share in 6 months.

Position Kaupthing Bank as innovative thinkers in the banking sector,  first internally and then externally.

Background — Kaupthing’s an Icelandic investment bank, at the time the fastest growing investment bank in the world. No one knew how or why, including employees.

Business problem — Position the bank not as a ‘fly by night’ challenger brand, but as an innovative, thoughtful bank, with a 21st century approach to the banking category.

Creative strategy — Educate both internal and external audiences about the principles and behaviors that contributed to the bank’s rapid growth.

Creative approach — Internal-out. A comprehensive internal communications campaign, including major office events and training programs, before taking our message to the wider financial world.

Results — From unknown Icelandic bank to globally aligned, highly motivated organization in one year.

Getting craft beer drinking hipsters to see the worlds most familiar beer differently.

Background - Craft beers are redefining the beer category across the UK. 

Business problem - Big brands and manufacturers are not taken seriously by this authenticity seeking audience. 

Creative Strategy - Guinness Original is the original craft beer. Originally brewed and bottled in Shoreditch, East London, then exported around the UK (and Ireland) by barge. But no one knows this.

Creative approach - How could we get people to reappraise one of the most familiar brands in the world. We had to surprise them and present Guinness in an unexpected way. We did this by targeting the home of Guinness Original, and the home of London's Hipsters, Shoreditch.

Results - A strategy and approach that got us onto the Guinness roster.

£10,000 TV gets the luxury goods treatment.

Citibank, America’s biggest retail bank, wanted to enter the debit card category by launching a ‘no fee’ debit card that also gave customers air miles.

Business Problem - To do this without undermining their lucrative ‘fee paying’ credit cards.

Creative Strategy - Lots of small, everyday purchases can add up to a large number of air miles.

Creative Approach - Lots of small media hits add up to a large media impression. We focused on one market, New York and specifically Connecticut commuters. Reach them through as many small non-traditional media hits as possible on their journey to work.

Results - 63% of Annual National target acquired in eight weeks in one market.

Launch the Nivea Extreme Comfort Shaving System in the saturated UK market, targeting 18 to 30 year old males.

Background - Nivea Extreme Comfort shaving foam and balm launches into a very competitive UK market.

Business problem - Outspent 8 to 1 by Gillette. How could Nivea get share of voice and breakthrough?

Creative Strategy - Use online channels to aggressively target 18 to 30 year old male audience.

Creative Approach - Create a viral ‘web ring’ that builds on the offline message of ‘extremely pleasurable shaving’.

Channels - 30 second broadcast media, ‘seeded’ viral films on key young male sites

Results - A digital campaign that feels ‘viral’ and subversive, but is highly targeted, trackable and accountable.

Position Target as a leading fashion retailer to investors and influencers in the critical New York market. 

Background - America’s second biggest retailer. Famous in the mid-west for it’s stylish approach to mass-market retailing, but with no stores in the influential New York market.

Business problem - How could Target reach institutional investors and shareholders, mostly based in New York, with no store presence in that market?

Creative strategy - Create ‘talkability’ around the Target brand by behaving in an unexpectedly stylish way for a mass retailer.

Creative approach - Use high-end media (New York Times), at the same time generating PR through stylish newsworthy events in NY

Results - Mass coverage of events in New York fashion and news media, influencing shareholder value and leading to eventual change of stock-market listing to ‘Target’.

April fools joke gets global attention.

Connecting wireless headphones with social media.

A mobile phone with a quality camera and 3G connectivity. So people can capture and share their precious moments instantly.

Background - Busy families struggle to manage their complex lives and still find time to capture and share their special family moments with their friends.

Business problem - The Galaxy K Zoom is a quality camera, however families don't consider mobile photography to be good enough for special family moments.

Creative Strategy - Positioning the Galaxy K Zoom as the perfect tool for the modern family. A phone that allows families to capture and share those special moments on social media instantly.

Creative approach - To take the phone on the road with a diverse group of families and show how they capture and share their adventures as they go about their busy lives.

Results - A product hub that entertained and educated families about the simple human benefits of a very sophisticated product.

Develop and launch an e-commerce site, positioning Kaupthing Edge as a smarter location for high interest savings in the UK.

Background - Kaupthing Bank was one of the fastest growing investment banks in the world.

Business problem - They wanted to raise cash in the lucrative UK savings market to continue their expansion. But they had no high street ‘banks’ in the UK, and no reputation.

Creative Strategy - Position the Edge product as coming from a sophisticated investment bank, who ‘Think beyond’ conventional solutions, giving a level of return not usually available to the average investor.

Creative Approach - Build an e-commerce site and use an aggressive rate to attract sophisticated investors. But first we had to develop a product, an e-commerce site, test it, and launch it, all in just 4 months.

Channels - Print and PR to drive consumers online, emphasising the high interest rate and the intelligence of such an approach.

Results - £2.5 billion in savings in just 6 months, for an investment of just £3 million.

Interactive website gives oil exploration a human face.

Unify 7 of the worlds most iconic, historic hotels under one name, Dorchester Collection.

Background - The Sultan of Brunei bought 7 of the world’s great hotels and will add more in time.

Business problem - Great hotels, but with no obvious connection as a group.

Creative strategy - Celebrate the luxury brand values of authenticity, individuality and history that make the Dorchester Collection so unique.

Creative approach - Use famous guests from throughout the history of each hotel to create a collection of stories that reflects on the Dorchester Collection as a whole.

Results - Global Campaign and PR strategy celebrating each hotels unique character and uniting them under the Dorchester Collection name.

Relaunch the famous Meow Mix brand, and prepare it for an IPO.

Background - A famous petfood brand with an infamous jingle. Bought by a private equity company who wanted to relaunch and reinvigorate the brand before selling it.

Business challenge - Pet food had moved on from the unhealthy cat foods of the 80’s.

Creative Strategy - Cat owners are ‘maternal’ and like to spoil their pets. New Meow Mix was a blend of healthier food and indulgent snack.

Creative Approach - Bring back the old jingle in a more relevant way. Build on the emotional relationship between cat and owner. To do this we created a TV channel for cats.

Results - Meow TV became a media event with over 250,000,000 impressions. The brand was sold within 18 months for a 16-fold profit

Samsung wins gold at 2012 Olympics. 

Reposition America’s oldest pet supplier as relevant and trusted, preparing them for an IPO for their new private equity owners.

Background - Biggest producer of pet products in USA. Seen as old fashioned and with some serious PR issues (i.e. killing pets). Losing market share rapidly.

Business problem - Get consumers to see Hartz as a modern company with new innovative products.

Creative strategy - Turn DRTV into BRTV (brand response television). Drive sampling and improve brand perception.

Creative approach - Pet Makeovers. Borrow from popular culture, take an average cat and dog, and turn them into full pedigree champions with the help of Hartz’s new products.

Results - Tripled the expected response rate in one third of the media flight. Successful IPO, massively out-performing analysts expectations.

Target has a reputation as a mass retailer with style, we needed to remind people that it is also a place for great value in household staples without eroding their sense of style.

Background - America’s second biggest retailer, famous for it’s stylish approach to mass market retailing.

Business challenge - A significant proportion of Target’s business comes from fmcg basics. And Walmart was under cutting their prices. Could Target run a ‘price value’ campaign without undermining the brand’s style values.

Creative Strategy - Prices so low you don’t have to hold back.

Creative Approach - Value shopping doesn’t have to be dull and penny pinching, it can be fun.

Results - Double digit growth on all brands featured in the campaign.

Ban deodorant was an iconic brand in the 70’s, but now irrelevant and only appealing to older men. Reposition the brand to teenage girls.

Background - One of America’s famous old brands. The leading deodorant in the 1970’s, now only used by 70 year old men.

Business Problem - To reposition Ban to 15 year old girls.

Creative Strategy - Ban can give today’s sophisticated 15 year old girls the confidence to address the more important issues in their lives.

Creative Approach - Create empathy by using the powerful Ban brand name to focus on the more important issues in teenagers lives.

Results - From an ‘old man’s brand’ to the No1 roll-on in America for teenage girls.

Waterproof phone takes Ice Bucket Challenge and gets 5m views.