A giant pink cat hologram surprises commuters at London Waterloo. The hologram shows HypnoCat, Recycle Your Electricals’ pink, fluffy mascot, playfully leaping out at commuters with his tail twitching and eyes swirling, giving commuters no other option than to be hypnotised into recycling their electricals by HypnoCat’s holographic eyes. 

The giant, 3 metre pink HypnoCat will be seen pouncing on commuters and mesmerising them with electrical items spiralling around him, highlighting the tech items that he wants everyone to recycle. The state of the art technology, provided by HyperGram, uses the latest holographic technology, without the need for a screen or glasses. 3-D objects float mid-air, ensuring that HypnoCat and his message are impossible to ignore. He’ll make recycling electricals unmissable for commuters, holiday goers and shoppers.

The HypnoCat hologram is being launched in the run-up to International E-Waste Day (October 14th), to encourage people across the UK to participate in The Great Cable Challenge. This nationwide campaign aims to address the millions of unused cables lying idle across homes by urging households, local authorities, retailers, schools and community projects to collectively recycle 1 million cables. Cables contain at least 20% copper and this precious material is lost forever when cables and other electricals are thrown away. Copper is an essential part of everyday items we take for granted, including our smart tech, transport, medical equipment and our green energy future.

“HypnoCat is out and about and  larger than ever before! Using incredible hologram technology in this unique visual way, we hope he will pawsuade many more people to take action and join us in our recycling efforts in the run up to International E-Waste Day.

“Almost all of us have those old, forgotten cables stashed away at home – I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken. But by recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste. The Great Cable Challenge is a simple way for everyone to make a big, collective difference – by recycling at least one cable. Most people will be surprised at just how easy it is to do.”

Scott Butler, Executive Director of Material Focus

As a nation of cat lovers, we all know that “cats rule” and this cat is no exception – he’ll be distracting commuters, and even a few dogs! With his tail twitching impatiently, and his voice booming, he’ll compete with essential train information. Commuters at Waterloo on 20th – 24th August will find HypnoCat in 3D underneath the big train time information board. 

It’s been a joy bringing to life Hypnocat which seemed incredibly fitting to what we were trying to achieve this year. We hope consumers around London have a really enjoyable experience and we look forward to the results of the campaign!”

Bailey Young, Director at DMG

How can you get involved in International E-Waste Day?

Anyone can participate in The Great Cable Challenge and take one small action to make a big difference. Simply bag up your cables – and any other old, unwanted electricals you find in your ‘drawer of doom’ – and visit Recycle Your Electricals’ postcode locator to find your local donation or recycling point.

Material Focus has created a campaign toolkit to enable local authorities, retailers, schools and community projects across the UK to take part in the challenge and help inspire people to recycle their old cables and other small electricals. If you would like more information then please email hello@materialfocus.org.uk.

Partners can either:

• Set up pop-up cable collections in offices, universities, schools and community halls, to make it as easy as possible for employees, students or residents to recycle their household electricals and cables. The toolkit includes a step-by-step guide for setting up your own pop-up collection point (for household electricals only, not business waste). 
  
• Help promote the campaign using Material Focus’ communication materials, and raise awareness of electrical waste and encourage individuals, and local communities, to take action.

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London South Bank University (LSBU) is marking National Apprenticeship Week 2021 by celebrating coming second out of all leading higher education apprenticeship providers in England.

LSBU has retained second place overall for the past three years as one of the leading higher education apprenticeship providers in England according to apprenticeship provider data collated by the Department for Education.

LSBU is also taking part in a virtual ‘Ask the Apprentice’ Panel on 9 February, hosted by the All-Party Parliamentary Group for Apprenticeships. The event provides parliamentarians with an opportunity to meet and speak directly with apprentices, while also learning more about apprenticeship delivery in England.

The University is expanding its apprenticeship offering further this year. South Bank Colleges, part of the LSBU Group of local educational institutions, will offer apprenticeships in engineering and healthcare, from September 2021. These apprenticeships will focus on delivering levels 2 and 3 to young applicants. As the sponsor University, LSBU’s role will be to ensure these apprenticeships are high quality and meet the needs of both employers and apprentices;

LSBU currently offers a variety of apprenticeships with employer sponsors, across a range of sectors – from building services, engineering and chartered planning to nursing, screen skills, rail engineering, technical acoustics and digital marketing.

The University’s top six apprenticeship categories in 2020 were:

• Surveying (Building and Quantity Surveying) – 543 apprentices;
• Health and Social Care – 484 apprentices (including 200 Nursing Associates);
• Building Services- 314 apprentices;
• Planning- 139 apprentices;
• Architecture – 116 apprentices;
• Digital Marketing – 49 apprentices.

In 2020 LSBU introduced six construction standards at levels 4 and 6. LSBU became the first English university to launch levels 5 and 6 apprenticeships in Rail and Rail Systems Engineering, working with employers such as Network Rail, Transport for London, WSP and Siemens.

Lauren Smithers, 22 years old, currently a second-year (BA) Digital Marketing trainee in LSBU’s Business School, on a Digital Marketer apprenticeship with Pearson Plc, said: “I was searching for jobs online and came across an apprenticeship. Once I started to look into it further, I knew it was the route for me as I struggled with being in education full-time.

“I needed more hands-on experience, as I tend to learn best while doing something practical. I applied for the job online, then had a phone and face to face interview with a recruitment company, before an assessment day with the hiring company.

“During the lockdown, LSBU made themselves available to help out at all hours, which has been fantastic for me due to an increased workload. They work really closely with my employer to make sure I have everything I need to complete this apprenticeship successfully.”

Sammy Shummo, Group Director of Apprenticeships at LSBU, said: “In spite of immense challenges posed to UK employers by the Covid-19 pandemic and Brexit, LSBU has succeeded in holding onto a position in the top three higher education apprenticeship providers in England. The University is also on track to have over 2000 apprentices enrolled by early 2021.

“As LSBU Group embarks on its strategy for next year we look forward to working with employers, local communities and stakeholders to have 10,000 apprentices enrolled with the Group by 2025.

“LSBU is proud to be supporting apprentices from all backgrounds with over half identifying as BAME, 11% having declared a disability and around 10% from the most deprived parts of the country.”

“Our apprentices distinguished themselves last year by winning numerous awards in the fields of Civil Engineering, Construction and Architecture.”

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As lock down begins to ease, so are agencies and brands beginning to become more comfortable with the idea that a sense of business normality is returning, but it is not without its pitfalls. The way we work as well as the manner in which we work has undergone a tremendous overhaul and brands are more acutely aware than ever that now, more so perhaps than ever before, mistakes could be dramatic.

The brand that is seen to be ‘cashing in’ or not appearing to be sensitive to the current climate will suffer. The phrase ‘read the room’ has never been more accurate.

Which puts this webinar delivered exclusively for the IPM by creative strategists Studio Black Tomato up there with the most important webinars you’ll hear all year. Entitled “How to Sell With Sensitivity” it covers the topic of brands that are worried to be seen as crass, insensitive and misjudging consumer sentiment and equips IPM Members with the tools to continue to sell creatively with this in mind.

Key messages

• Now is the time to move on from apologetic COVID marketing.
• Examples of historic times when similar things have happened and how brands have reacted.
• The need to start being creative again.
• How you balance that with sensitivity.
• How to be more human / emotional with your promotions.
• How brands can find the message that is right for them.

Wednesday 15/07/20 14.30 30 mins + Q&A.

Places will be limited so please contact: membership@theipm.org.uk to book your slot.

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This January David Lloyd Clubs is opening a unique pop-up restaurant designed specifically to complement positive mental health. ‘The Good Plates’ is being created in collaboration with experts in nutritional therapy and interior design. The restaurant provides an interactive and enjoyable way to learn about how certain foods, surroundings and social interactions can complement overall wellbeing when introduced into daily life.

All parts of the restaurant are designed with positive mental wellbeing in mind, including: the food, the tableware, the décor and colour scheme, the lighting, music, the communal seating and conversational prompts provided to diners. 

‘The Good Plates’ menu is being created by chef and mental health ambassador Andrew Clarke under the supervision of nutritional therapist Ian Marber. Andrew Clarke is also the co-founder of the Pilot Light campaign, which is devoted to combating the stigma surrounding mental health in hospitality.

When creating ‘The Good Plates’ menu Andrew Clarke and Ian Marber focused on two things: firstly, what the brain – which is made up in large part of essential fatty acids, water and other nutrients – needs to remain healthy which is complex carbohydrates, essential fatty acids, amino acids, vitamins and minerals and water; and secondly what helps the gut. The gut is considered the second brain and for this to remain healthy it needs to have plenty of healthy foods such as fruits, vegetables and wholegrains, beans, pulses, live yoghurt and other probiotics.

Therefore, the six-course sharing menu comprises seasonal, mood-boosting foods as well as ingredients that take this research into consideration and which are known to complement positive mental health. Cauliflower, salsify and almonds, for example, can help with feelings of anxiety and stress when introduced into a regular diet. A range of complementary non-alcohol beverages will also be on the menu.

In addition to expert consultation on the food, David Lloyd Clubs is working with interior design professional Katharine Pooley, using research to guide the décor, lighting and layout of the environment – to ensure that all parts of the restaurant are designed with positive wellbeing in mind. As a part of this, all of the seating is communal to encourage conversations between diners (with conversation-starters provided).

A spokesperson for David Lloyd Clubs, commented: “The Good Plates restaurant is not an attempt to be a cure or quick-fix for mental health difficulties, but instead simply be a warm and welcoming place where people can learn in an interactive way how certain foods, surroundings and conversations can complement positive mental wellbeing when they form part of everyday life. Inside, the aim is to give guests a positive experience and hopefully they will feel that they have benefitted in some small way from their time at the restaurant. But we also hope guests leave having taken on board some of the thinking behind The Good Plates and introduce this into their day-to-day lives.”

The Good Plates restaurant will be open at 46 Great Eastern Street, London,  on the 22^nd and 23^rd January. Diners hoping to secure their space at The Good Plates restaurant can find out more by visiting: https://www.universe.com/events/the-good-plates-restaurant-tickets-RTHNF4. The experience will cost £10, which includes six dishes plus up to three non-alcoholic cocktails. All money from bookings will go to charity Mind, the mental health charity.

Dishes inspired by Andrew’s recipes and The Good Plates restaurant will be available in David Lloyd clubrooms in January.

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After a competitive four-way pitch, Leeds-based full-service agency, Brass has been appointed by Liverpool Hope University as lead agency across strategy, creative and media planning and buying. Their objective will be to generate awareness amongst 16 to 18-year olds, drive an overall increase in Open Day registrations and ultimately seek to increase enrolment at the university.

The winning creative concept was around the idea of openness, promoting opportunity, inclusion and readiness for life to prospective students.

Brass will be working with the university across its 2019/2020 recruitment cycle, drawing on its wealth of knowledge of the higher education sector from working with multiple universities including Leeds Beckett since 2010.

Sue Kelly, Head of External Relations at Liverpool Hope University, said: “We were really impressed by the strategy and creative concept presented by Brass and think the refreshing approach will really resonate with prospective students.”

Gill Ball at Brass, said: “We’re really excited for the launch of this campaign, using the knowledge and insight about the ever-changing student market we have built up over the last 10 years working with universities.”

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Beano has launched “Beano Booktopia” – a new book subscription service for kids offering newly published books across a wide range of authors and genres.

The tailor-made programme will include fiction and non-fiction books specifically chosen by Beano experts based on the individual child’s given interests and reading ability.

Booktopia encourages children to expand their reading horizons with new books that fans of the Beano will love. The books selected for the Booktopia service follow the winning Beano formula that has won over children for three generations by combining spot-on humour, captivating stories, relatable characters and amazing visual storytelling.

How Booktopia works

1. Pick a plan

Choose one of Beano Booktopia subscriptions with a book arriving every month for either 3, 6, 12 or 24 months – starting from £24.99

1. Name a kid

Name the lucky kid who will become part of Beano’s Booktopia club

1. Booktopia quiz

Children answer a few simple questions outlining their interests. What do they love? Fact or fiction? Adventure or mystery? Books with pictures as well as text?

1. The adventure begins

Beano masterminds hand-pick a book a month to match each kid’s passions and reading ability

Multiple studies have shown that children who read for enjoyment do significantly better at school than their peers and make more progress in maths, vocabulary and spelling, making reading for pleasure one of the most effective ways of helping children to reach their full potential.

Emma Scott, CEO of Beano Studios, said: “Beano has been making kids laugh for over 80 years whilst all the while secretly helping them on the first crucial step on their reading journey. Thousands of parents tell us “Beano is the only thing my kids will read” and we’re constantly awed by the British creative icons who credit the Beano with getting them reading, writing, drawing and even standing up on stage! Beano Booktopia offers kids a monthly chance to immerse themselves independently in amazing stories with the Beano seal of approval to help launch a lifetime love of reading.”

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On 23rd October, BT will host a pop-up activation in the centre of Piccadilly Circus. During the half-term break, children will get involved in the campaign’s creative, developing their very own avatars using code. These avatars will then be lit up on a Piccadilly Circus billboard.

Last week, BT launched its brand campaign ‘Beyond Limits’ that reveals the company’s ambition to help families and communities across the UK, and companies in Britain and around the world. The new campaign reflects the changing nature of BT and its focus on improving connectivity, setting a new standard for customer experience and providing essential skills training for 10 million people and businesses.

Angela Noronha, Head of School at St Joseph’s, said: “Collaborating with BT to produce this creative display of digital coding has been exhilarating for the teachers and children involved,” said  “As a five year sponsor of our computing initiative, BT has been integral in expanding the programme and it is now ingrained in 60% of UK primary schools. Our future will continue to rely more and more on digital skills and participating in this exciting event will inspire children, fuelling their imaginations as well as developing their critical digital technology skills.”

Marc Allera, CEO of Consumer division at BT, said: “The ‘Beyond Limits’ campaign represents a real shift for BT, inside and out. Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future. This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”

TV campaign

BT further launched a TV ad developed for the campaign, which captures hope in a time of uncertainty for Britain. It pays homage to Charles Dickens’s classic novel, The Tale Of Two Cities, following the story of a young girl as she travels through modern Britain to reach her classroom of the future.

The TV campaign builds in partnership with ITV where BT unveil the new logo and feature interpretations of it created by children from the Ashmount and Pontlliw Primary School from London and Swansea using coding robots.

A launch event

Last week the campaign was launched an event at Wembley Arena, headlined by pop-singer Jess Glynne and hosted by TV presenter Tess Daly. BT, with students from St. Joseph’s School in Islington created a choreographed drone performance, featuring 160 drones synchronized to a medley of Glynne’s greatest hits. The performance was a celebration of BT’s new brand direction as well as its commitment to its ‘Skills for Tomorrow’ initiative, a new online and community training programme designed to provide essential digital skills training for 10 million school children, families and businesses across the UK.

Led by Saatchi & Saatchi London, supported by other Publicis Groupe agencies as well as AnalogFolk and PosterScope and a wide roster of agencies across all disciplines. “Beyond Limits” will also feature digital and social advertising, significant PR and internal communications campaigns to communicate this new frontier for BT to its global workforce, an experiential OOH activation and launch event.

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Global services company Sodexo and WWF have collaborated to raise awareness of the impact of food choice to university campuses across the UK, with the launch of ‘The Finer Diner’.

The touring pop-up initiative, created and delivered by global brand experience agency Sense, aims to educate students on the environmental benefits of plant-based foods by offering a tasty, planet-friendly twist on classic student dishes such as tacos, kebabs and curry.

The planet is in crisis – from climate change to ocean pollution and deforestation, but what is often overlooked is that food is actually at the heart of many of these issues, responsible for almost 60% of global biodiversity loss

Beth Nicholas, Account Director at Sense, says: “The Finer Diner’s menu tempts students with free samples of their favourites, which when ordered are revealed to be completely meat-free. We wanted to show students that they can still enjoy the food they love and do their bit for the planet, without compromising on taste.”

Nick Hughes, Food Sustainability Adviser at WWF, said: “Our aim is to encourage students to explore plant-based foods and help them make the connection between what they put on their plates and its impact on the planet. Young people represent the future of our society, and we feel that encouraging them to make the switch could have a major influence in the fight for our world.”

The Sodexo / WWF Finer Diner campaign will run until 25th October visiting Solent University, Coventry University, York St John University and Trinity College Dublin. Students at these universities will be able to sample 100% plant-based dishes, which will then become part of the menus at all Sodexo-run university restaurants.

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Abigail Dixon, Director of Labyrinth Marketing and IPM Diploma Course Leader, shares how agencies should understand the clients changing needs to become their ‘go-to’ Agency marketer and strategic partner.

Working closely with both brands and agencies, I hear a lot about the changing dynamics and what both sides are doing (and could do better) to build a long-term, valuable relationship. You will have noticed it – budgets are squeezed, the rise of in-house agencies and a decline in retained agencies, ZBB being the norm. The need for agencies to demonstrate their value has never been greater.

But do you understand what is driving these shifts? When we support clients with their brand planning or long-term strategies, we see their role is changing from what you knew 10 years ago. Gone are the days of a client-side marketer’s role being communications-focused, where they set an annual marketing budget and simply use agencies to deliver tactical activation and campaigns.

The changing role of the Marketing Team

Marketing teams are being increasingly tasked with leading the commercial agenda of the organisation – the deliverables within their job descriptions have broadened and they now often have to take on wider commercial responsibilities. This may include production, financial forecasting and reporting, plus demonstrating the returns on any marketing investment with creative activation (i.e. with their agencies). They need to identify and commercially size growth opportunities and demonstrate return on all investments – so if they need their current agency structure to support this, they’ll look for alternative models.

What would clients like to see from their Agency Leads?

Here’s the good news… you can ensure your agency team has the right skills to meet your client’s changing needs.

Fundamentally, delivering commercial returns is key – common gripes we hear from clients are their agencies “say the right things  but don’t always take the time to understand or even want to know the commercial realities we are dealing with all the time”.

As is appreciating the wider scope of their role, taking a lead and defining clear ways of working to get the best out of each other.

How you can become the ‘go to’ Agency Marketer

1. Invest in building close relationships and trust with your clients – concern yourself with their vision, mission, corporate goals, strategic direction etc; with the aim of attending strategy planning meetings together, sharing SMART objectives, goals and budgets (and even offices) to become one team.
2. Use relevant metrics – know how to calculate ROI and talk the same language as your client’s senior management, providing rationales and justifying mechanics to deliver their objectives with clear KPI’s. Make it easy for your clients to see the benefits and obtain sign-off from the Board.
3. Continual training & up skilling – training is not just for the junior team members. Training will give you fresh perspective, new skills, viewpoints and anecdotes – clients love to hear new news and know their agency is “on it”. You are often the most fun part of their day; share your creativity and knowledge!
4. Ensure you get the basics right – Account Management 101. Don’t make your client chase you! Deliver when you say you will, attention to detail, weekly status, timing plans, budget monitoring etc. Be respectful of their time (especially now they have less) and consider how your actions make their life easier.
5. Instil a culture of curiosity and continual drive/improvement in your agency. See it and share it first! Passion and enthusiasm go far when demonstrating your added value to their business. Look up, out and share, as their time is now limited.

Abigail Dixon also works with the IPM as a trainer for the IPM Diploma – an essential guide to Promotional Marketing and Brand Activation for those who are ultimately the front line of brilliant client relationships. For more information on this and other IPM courses, please visit https://www.theipm.org.uk/, contact the IPM at Learning@theipm.org.uk or call on 020 3848 0444.

If you would like to find out how Labyrinth Marketing can help you, then get in touch with Abigail Dixon at abigail@labyrinthmarketing.co.uk

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