t7F London Agency Overview

Who?
 April 2009

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

WHAT IS t7F LONDON?

An integrated agency
expert in premium
niche and challenger
brands
 April 2009

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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 of
professionals based by
Russell Square connected
to a growing network of
additional niche
specialists.
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A BESPOKE AGENCY

Working in partnership with a
discrete number of brands
and businesses that seek
measured returns for a
targeted 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 of
clever and enthusiastic people
focused on results.
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5

IN THE
COMPANY OF
www.allthe7thﬂoors.blogspot.com -our weekly blog

EXPERTS Philip
Robert
Will be your Creative Director.
He started life at Saatchi &
Will be your Planning Director. His
past includes BMP, directorships at
Nick
Saatchi going on via a bunch of
Publicis and FCB, followed by 15 years Is our Managing Director as well as
awards to found Hicklin Slade &
in communications strategy planning. providing media insight & planning
Partners. He used to manage a
He gave his body to rugby, but now is on your business. He also runs a
girl band but now blogs for
merely obsessed by the game. successful media independent. A
England.
 April 2009

recent convert to the countryside,
he's taking courses in applied wax
jacket wearing and camouﬂage for 6
townies.

t7F BRAND VALUES

Curiosity
Lateral thinking
Contagious enthusiasm
Fluid team working style
Maven based passion for
communication issues
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A few examples
of our previous
campaigns
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The campaign
reached over 8
million unique users
and delivered over
19m advertising
impressions
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Challenge:

Required to make Frontline ﬂea and tick
treatment more consumer friendly and start
one to one dialogue with consumers

Increase brand engagement and compliance
of Frontline

The Strategy:

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

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

The Insight:

Target audience going online but not to the
Frontline site
 April 2009

Pet owners share photos of loved ones and
are heavy users of social network and photo 10
© t7F London.co.uk all rights reserved: PS/RT sites

 April 2009

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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.
Philip Slade +44 7956 685 615 philip@t7flondon.co.uk

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DEXTRO Energy

Cost effective tactical
campaign.

Working very closely
with media owners
to delivery high
impact.

Press, online
and microsite
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SeaFrance
Targeting specialist
audiences

Online & ofﬂine
branded content
development
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Golddigga is a teenage fashion
brand owned and distributed by
analogue people.
However the target audience were
extremely digital.
We took the brand completely
online via a multi layered
relationship with social network
Bebo.
In less then 4 months we had 80,000
interactions on our brand page,
equating to a coverage of 1.8m
consumers, 20,000 of whom chose
to use our branded graphics to

personally identify themselves online
 April 2009

Plus we got to cover £60K worth of
Audi Q7 in bright pink vinyl 16

A weekly changing
Bebo profile that used
event photos to
interact with the lives
of Golddigga
customers

Downloadable
wallpapers

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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
 April 2009

social media (Facebook, LastFM) and continue the engagement
with different technology 18

Harman Becker Automotive Systems asked
us to come up with a set of brand ads
aimed at both consumers and the motor
trade.

They wanted both audiences to see
harman/kardon as a brand that was
intrinsically linked with music and driving.

We thought brand ads were a bad idea.

 April 2009

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People have always had their favourite music

for their favourite drives

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ampliﬁedjourneys.hk
Your favourite music

 April 2009

Set to your favourite drives 21

“...Music discovery inter-linked
with navigation via user
generated content in a
community of common
purpose - sort of...’

 April 2009

( but on a tiny budget )
22


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Print playlist with
directions and
export 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 has
been born, welcome to the future..” MSN (UK)

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

“..this is awesome, one of those ‘why didn’t I think of
that?’ 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 long

journey..” AutoExpress
 April 2009

“..quick, easy and free..” News of The World
28

30” TVC featuring Jay Worrall Thompson

(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)
Fresh & Green household cleaners…
 April 2009

(AWT)

...tough on dirt, gentler on the planet.
29

Over excitable middle woman, gushing voice:

“…wow,

Discover The World
we felt so privileged to be in a part of the
Adventure holidays. world so few get to experience..”
Budget TV 20” solution
utilising graphics and
stock images to take
advantage of last minute
media opportunity.

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.
 April 2009

Don’t just watch it”.
30

Abidec programme idents
‘Make my child brilliant’
‘..darling that’s lovely.. ‘Raising Irelands Children’
‘Are you smarter than a 10 year old?’

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

he’s done another one!!
(final picture changes every break)

‘..Frank!!!..

‘..quick!!

“Abidec multivitamins for

everyone’s brilliant
children”
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MAXjet: a 30 month ﬂight

From resizing someone else’s ad
to realising £1Om of
communications value from
under £3m spend
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It all seemed
so simple to
begin with
August 2005.
Take an American
agency’s work and
re-size for the UK.
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Then it all sort of snowballed
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It wasn’t just the
cancelled flights, this
small operation
However the passengers were getting a rough ride 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 for
travel 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
But then desk. Fast-tracked through security. A private lounge with food and drink
So - was it any good. Oh yes! Quiet and peaceful check-in
we engaged with

* = At the time there were 942 active bloggers writing about MAXjet
available. And when we got on the plane, leather seats that actually can be hiked back to almost horizontal and still allow room for the
passengers we had let down and
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 as
well. Fantastically cheerful cabin crew who seemed to be around offering something all the time.

some of the negative bloggers*.
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.

SAYING
They almost put the fun back into flying. yellowswordfish.com

Using a none corporate email
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 five
style, coupled with what looked
days, 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.com

like pretty random gift giving,
It 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.

SORRY
the public mood changed…
Anecdotally, this blog gets hammered daily with the search word “maxjet”. You would be amused to know by whom – BA, bmi, BAA, and
yes 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
 April 2009

— 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, my
personal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. – 36
© t7F London.co.uk all rights reserved: PS/RT ruth. a. hill gatewayva.com

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.com
t7flondon.co.uk
awmedia.co.uk
 April 2009

nextdoorthinking.co.uk
asktheguysnextdoor.co.uk
39

Robert has worked in marketing communications for over 25 years.

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

Robert Thackery After training with Heinz, Robert moved into advertising and worked for a number
of leading advertising agencies including DMB&B, BMP, Publicis and FCB. He
was a board director at both Publicis and FCB.
He is married, has two sons and
two dogs – in that order of In 1990, Robert started his own business in media neutral, multi-channel marketing
precedence. communications with a personal focus on strategy planning as well as client
interest management.
When younger he gave his body to
rugby which gave it back, but not In February 2001 the business he started was bought by and merged into a US
necessarily in the same condition. communications group, Kupper Parker Communications.

robert@t7ﬂondon.co.uk In March 2003, in order to concentrate again more exclusively on planning &
strategy consultancy, Robert left Kupper Parker to form The 7th Floor
Consultancy in partnership with Nick West as part of AW Communications,
020 7843 9456 the parent company of AW Media.

07803 945 147 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 a
large 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, and
professional institutions.
 April 2009

His experience in the automotive industry ranges from running the Toyota and
Renault accounts at BMP and Publicis respectively, working with Unipart at
FCB and more recently in t7F with both HR Owen (BMW) and harman/kardon 40

Philip Slade
I was lucky to be part of the large team that produced the
British Airways campaign ‘The World’s Biggest Offer’ voted
promotion of the millennium. Other successes for BA included
An excitable creative thinker re-launching both Concorde and Club World.
I came to t7F to help out on the MAXjet account and stayed to help
I am extremely proud of the award winning output of Hicklin
re-launch the agency as a specialist brand consultancy. Most
Slade & Partners. We spent six years completely over-hauling
recently I have also help establish the new digital media division;
the National Lottery’s image and marketing programmes,
Nextdoor
which included Camelot’s successful licence re-bid.
I spent of 2006 as Group Creative Director of Pulse. Improving systems
Global advocate programmes for Diageo on the likes of;
& raising standards. Key clients: Diageo (Smirnoff and Bushmills re-
Johnnie Walker whisky and Tanqueray Gin changed the
launches) Renault and Emirates global World Cup experiential
language used to promote those brands. Two years of
activity.
innovative DM for Honda won not only awards but also has
developed into an extremely complex customer acquisition
I came to The Pulse Group when Passion the ideas business I helped
programme.
set up was merged in to create a new fast delivery high creativity
agency. (it didn’t work!)
Over seven summers I have arduously studied the bright
things of Europe in Ibiza refining trend prediction methods. I
During its short 12 months Passion won business from:
have really enjoyed working on a wide range of campaigns
Direct Line, Hed Kandi and Blackwood Distillers.
aimed at ‘young of mind’ consumers, from beer, to mobiles,
to banking,
Passion was my second agency start-up.
The first Hicklin Slade & Partners provided six and half glorious years of
I have strong views on creative standards, which I air across
blood, sweat and a lot of tears.
various media including Channel 4 News, BBC Radio and
various blogs. I judged award in the UK, USA and Ireland.
I had been Creative Director of two previous agencies; Purchasepoint
I was made a fellow of the RSA in 2004.
(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 winning
Currently I sit on the board of the MCCA and have chaired
loads of business and awards,
their awards committee for the last five years.
I had my first break with a small DM agency in Soho working on cars One of last year’s highlights was discovering my birth mother, gaining a
and whisky, areas I still feel passionate about today. But it was during
brother and sister plus, to my children’s delight, an uncle who owns a
four years at Saatchi & Saatchi that I really learnt how to be an art chocolate factory.
director.
 April 2009

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. 41
© t7F London.co.uk all rights reserved: PS/RT Love London.

How can we help?
 April 2009

42

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