What's Floating Around Cloud 9? 23 September 2013

Welcome to another week and the Freshtival is finally here.....

We kick off on Wednesday which is very much a PR orientated day with some truly great guest lectures scheduled throughout and also a hopefully humorous talk by our very own Paula Kelsey on the History of the Fresh PR Awards, which includes all sorts of gossip and a few stories too....

Paula founded Fresh back in 2003 and although the Fresh PR Awards were not introduced until 2006, she plans to share the journey and examine some of the trials and tribulations that we’ve experienced in competing with major publishers, industry bodies and a highly cynical industry.

Despite the many challenges, we like to think that we have turned Fresh into a respected Awards brand, one with a little edge against its rivals and a programme that is now attracting the attention of some serious consultancies from the length and breadth of the UK – and if we allowed them – from abroad.

Paula also plans to share some of my own personal favourite winning campaigns from

previous Fresh PR Awards, a few salacious stories and some of the more stupid questions we’ve encountered in running the awards.

We’re fairly fortunate at Fresh to have worked with some great people and industry bodies and have a little of an inside track on the thoughts of some of the best thought leaders in the business.

Some will argue that the business needs to embrace change and some will state that whilst change is a good thing, the industry needs to more to safeguard its best practice status from the social media starlets and wannabees that claim to be able to deliver PR simply through adding a few tweets to an existing campaign.

Of course social media is a fantastic marketing tool and we acknowledge that we need to do it better, be more proactive and engage more here at Fresh. But we like to think we learn and wherever possible adopt the tactics of some of the best Social Media Stars around.

We have the utmost admiration for those that can deliver truly memorable campaigns on a shoestring and anyone that can vouch for a campaign that they’ve seen or been exposed too (and we are not talking Jimmy Saville here!)

Fresh PR is not ready to go global yet, and yes we do get at least half a dozen enquiries each year about overseas entries, but if we did accept International Entries, we hope that both our entrants from the UK and Abroad would aspire to deliver projects of the calibre of one of the most talked about integrated campaigns this year: The three-minute short co-produced by Melbourne private rail service Metro Trains to teach people to be careful around trains, 'Dumb Ways to Die', has notched up more than 50 million views on YouTube since its release in November 2012, sparked hundreds of parodies and even become a smartphone game.

The fantastic Matt Neale first bought this campaign to our attention during the PRCA Dare Roadshows, and we are still talking about it now, so it goes to show just how memorable it has been! 

After all of the speaker events, it will then be time to celebrate at the Fresh PR Awards at the Imperial War Museum North, and to see just who has been successful and which campaigns we will still be talking about in the coming months.

To end this week, we'd like to remind you that the Brand You Awards are next Tuesday in Bristol and if you haven't got your ticket sorted yet, you had better shout as the event is now sold out!

Have a great week and we hope to see you at the Freshtival!

What's Floating Around Cloud 9? 16 September 2013

Welcome to another week and we are still working on the Freshtival which starts next week....still time to book which you can do online!

One of the key things we are doing as part of the Freshtival is a "Pop Up" Library full of industry related books, so anything to do with Advertising, Design, Media, Digital, PR and Communications.

It wasn't until we started collating our library, that we realised some of our agencies and partners have compulsory reading lists for their staff. We are doing our best to try and track down some corkers, but these seem to make lots of lists...

Hey Whipple, Squeeze This by Luke Sullivan: Very few advertising books are as easy and enjoyable to read. Written by a modern master of the advertising craft, it contains a wealth of information that everyone should know. If you're just getting into the business, you'll find a step-by-step guide to every aspect of advertising. If you've been around for decades, you'll not only laugh (and cry) throughout the book, but will still pick up tips and reminders that continue to make you a better creative professional. If you're stuck on a desert island with only one advertising book to read, this would be the one. It's exceptional.

David Ogilvy was an advertising legend. His legacy lives on through the many branches of the Ogilvy network, and his books. Ogilvy On Advertising is considered an advertising bible, filled with indispensable knowledge and candid thoughts from a man who once said "it isn't creative unless it sells." Although decades old now, the principles within the book are as relevant as ever, and you're doing yourself a severe injustice if you have not read it from cover to cover.

From Those Wonderful Folks Who Gave You Pearl Harbor by Jerry Della Femina. Possibly the longest title ever written for an advertising book, and yet it doesn't make the information inside any less punchy. For people addicted to the life and work portrayed in Mad Men, this is the book for you. A vivid and no-holds-barred memoir of Madison Avenue advertising in the 60's, it's considered a cult classic, but should be right there on your shelf next to Ogilvy's book.

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin:What if you see

a black and white cow after only ever seeing brown cows? It stands out. But what happens when you keep seeing more and more black and white cows? What stands out then? It would take a purple cow. That's the basic premise of Godin's seminal book on transforming

your business, and your advertising, into something remarkable. Stand out, be amazing, or blend in and go unnoticed.

Truth, Lies & Advertising: The Art of Account Planning by Jon Steel - Great account planning ensures that advertising connects with the customers. But you don't need to be an account planner to garner a world of savvy information from this book. Jay Chiat, founder of Chiat\Day, calls it “The best new-business tool ever invented." Memorable, and highly successful, campaigns like “Got Milk?" and "Think Different" started with smart account planning. A book that’s a must-read for everyone in your advertising agency, not just the account department. 

Positioning: The Battle For Your Mind by Al Ries and Jack Trout, We see thousands of advertising messages every day. We probably remember just a handful. Being part of that handful is what this book is all about. How to position your product or service, and therefore, how to market it, is the foundation of a successful advertising and marketing campaign. How do you become an industry leader? How do you take advantage of competitor weaknesses? You'll find out

How to Write an Inspired Creative Brief by Howard Ibach, One of the most important documents in the creative process is the creative brief. It gives the creative department its marching orders, telling them where to start digging for great ideas. Filled with examples of powerful and effective creative briefs, and written in a laid-back but very informative way, this is essential reading for everyone in the communications industry.  

 A Technique for Producing Ideas by James Webb Young, The foreword by Bill Bernbach, one of the greatest advertising professionals who ever lived, should be enough to let you know that this is a gem. And although published in 1965 (from a presentation first delivered in 1939) it's timeless advice to help copywriters, art directors, designers and planners jump-start their creative juices. If (or when) you hit a creative wall, this book will help you hammer it down. 

Lateral Thinking: Creativity Step by Step by Edward de Bono, How does creativity work? How do you get results from it? How do you think differently, and more efficiently and effectively? Edward de Bono's classic book explains it all. Anyone who thinks for a living should read this book, and other works by the same author. It's easy to copy great ideas, but to know how to have them, and how to develop them, that's pure gold.   

Caffeine for the Creative Mind by Stefan Mumaw and Wendy Lee Oldfield, This book has enough exercises in it to give your mental muscles an extreme workout every day. Try them all once, then try them again. Find different solutions to the same problems (something advertising is all about) or use the exercises to limber-up before tackling a work-related task. It's also a great way to stay sharp when you have that rare down-time. 

Finding a Top Ten for PR has proved difficult and there appears to be a very long list of must-read titles when it comes to communications.

However, it doesn't seem to matter which list we looked at, there was always one book that stood out -How to Win Friends and Influence People” by Dale Carnegie. It's not a title that we have ever read here at Cloud 9 Towers, but its an expression that is probably used on a daily basis by hundreds of people! Having sold over 15 million copies since it was first published, its clear why its been called the Public Relations Bible.

So there we are, a little light reading for you over the coming week, better study - we'll be testing you later!

Enjoy!

 

 

What's Floating Around Cloud 9? 9 September 2013

Welcome to another week and we're in full Fresh mode with the approach of the Freshtival. 

If you haven't booked yet then its time you did as this three day celebration of creativity and innovation is about to hit Manchester in a big way...

We didn’t want to make the Freshtival another of those overpriced industry events that make it restrictive for people to attend so instead you get to pick your very own package and you can customise your schedule to attend the events you want, when you want. We’ve also added in a couple of options if you want to come along and take advantage of the entire Freshtival schedule over three days, or two…

 

 

• Lowry Outlet Mall Wednesday 25 September - Friday 27 September 2013 Open Daily from 10.00-16.00 Freshtival Registration Unit + Collect your poken + Enjoy 10 Years of Gold Award Winning Work + NABS Display + Freshtival News & Updates & Media Information
• Lowry Outlet Mall Agency Shop Window Displays Wednesday 25 September - Friday 27 September 2013 Visit the Best Agency Trade Show with a fantastic display of Creativity from the UK's leading agencies                                   
• Lowry Outlet Mall Wednesday 25 September - Friday 27 September 2013 Open Daily from 10.00-16.00 Freshtival Library Browse Borrow & Behave in the Freshtival Library. Official Librarian Simon Sinclair Waggledace. Wednesday 25 September Guest Lectures 12.45-13.30 Paul Carroll, A Matter of Life & Death and 14.00-14.45 Jane Hunt, Rogue Elephants
• Lowry Outlet Mall  Freelancers Exhibition Wednesday 25 September - Friday 27 September 2013 10.00-16.00 Review the work of 12 leading freelancers and decide who just you will work with next, plus get advice and tips from our experts
• Lowry Outlet Mall  Shot Up North Exhibition Wednesday 25 September - Friday 27 September 2013 10.00-16.00 We are delighted that our friends at Shot Up North are joining in the Freshtival with an exclusive preview of some of the best photographic work from the 25^th SUN Awards
• Lowry Outlet Mall [Cuppa Coffee] Creative Macmillan Coffee Morning 10.00-11.00 Friday 27 September 2013 Buy a Coffee & a Cupcake with a Cake Topper designed by one of the leading International Creative Directors and make a difference to Macmillan. Meet other Freshtival guests and enjoy..                         
• Lowry Plaza [Between the Lowry Outlet Mall & Theatre] Three a Side Football for NABS 17.00-19.00 Thursday 26 September 2013 12 Teams, 5 x three minute games to compete for the Freshtival Trophy – which we’ll display in the Trophy Room at Manchester United on the Friday. £10 a player all for NABS
• Lowry Outlet Mall [Lime Bar] Meet a Mentor, Thursday 26 September 15.30-17.30
• Lowry Outlet Mall [Lime Bar] Northern Soho Meet Up, Thursday 26 September 18.00-22.00
• Dock Bar MediaCityUK, Daily 13.00-14.00 Wednesday 25 September - Friday 27 September 2013 Wednesday 25 September Meet the Media with PR Newswire, Thursday 26 September & Friday 27 September, Creative Meet & Mingle
• The Lowry Museum, Unseen Lowry Exhibition Wednesday 25 September - Friday 27 September 2013 Daily from 11.00-17.00
• The Copthorn Hotel Wednesday 25 September - Friday 27 September Wednesday 18.00-18.45 Meet the PR Judges, Thursday 26 September 18.00-20.00 Art & Copy & Cocktails, Friday 27 September 08.00-10.00 Art Copy & Coffee Breakfast,  18.00-18.45 Meet, Drink & Mingle with the Judges                                    
• Damson, MediaCityUK 08.00-10.00          Thursday 26 September Fresh PR Hangover Breakfast with ITV  | Saturday 28 September Fresh Hangover Breakfast with John Keiffer          - We’re All Beatniks Now + Shop Window Awards Presentation                    
• MediaCityUK Marketing Unit Wednesday 25 September - Friday 27 September 2013 Daily from 10.00-16.00 The Beattie Foundation Banger - Sign the Beattie Foundation Banger to be auctioned Friday night at the Creative Awards
• The South Room, Lowry Theatre Wednesday 25 September Fresh View Series : A 10 Year Retrospective View + Predictions for the Future, in association with Kantar Media, featuring:                              
• Francis Ingham, PRCA                     
• Rob Brown, Rule5                                           
• Rick Guttridge, Smoking Gun      
•  Andy Green, Andy Green Creativity                       
• Paul Newman, MediaCityUK                                                                
• Kevin Reed, Bell Pottinger           
• Joanna Halton, McCann Manchester                                      

The South Room, Lowry Theatre Thursday 26 September Fresh View Series : A 10 Year Retrospective View + Predictions for the Future, in association with Orchard, featuring:  

• Pete Camponi, them&us                                
• Vince McSweeney, McCann Erickson     
• Jeff Coghlin, Matmi                                     
• Dave Brown, Apposing                                 
• Bil Bungay, BMB                                             
• Ben Casey, The Chase                                   

The South Room, Lowry Theatre Friday 27 September 2013 Fresh View Series : A 10 Year Retrospective View + Predictions for the Future, in association with Pitch, featuring:                        

• Simon Elliott, Rose Design                                         
• Vineet Raheja Palmer Hargreaves
• Steve Hunter, Shop Direct                                            
• Jack Kramer, Oakwood Media
• Ady Bibby, True North                                                  
•  Stephen Reed, BMB                      
• Tim & James, Big                                             

If the Fresh Views are not your cup of tea, then maybe some of our specialised lectures are more to your thinking, so check out our great series of guest speakers at the Imperial War Museum North, running each day….and our keynote lecture on Thursday afternoon…

The Libeskind Room, Imperial War Museum North, Wednesday 25 September 2013

• Russell Goldsmith, markettiers4dc                         
•  Kevin O Sullivan, Surname & Surname                                
• Rod Nicolson, PR Newswire      
• Paula Kelsey, The Fresh Awards                                              

The Libeskind Room, Imperial War Museum North, Thursday 26 September 2013

• Ollie Purdom, Pitch: Build It & They Will Come
• Jon Bailey Pro Co: The Future of Print
• Kerry Dennison, Studio North   
• Paul Sheehy, Folk Digital, The Plot Thickens                                                      
• Keynote: Steve Henry Decoded               
• XXvXY with Emma Sexton Make Your Words Work                                          

The Libeskind Room, Imperial War Museum North, Friday 27 September 2013 The Freshtival Media Hub in association with Amscreen

• Paul Wheeler, Mediacom             
• Mike Hemmings, Digital Advertising Beyond the Web Amscreen
• Jason Spencer ITV                            
• Pete Davis, getmemedia                                             
• Mick Style MEC                                  
• Dan Cresta, CBS Outdoor                                       

The Greenhouse, MediaCityUK, Thursday 26 September 2013 Who Where What Why When: Presentations by the leading industry bodies as we look at who they are, where they can help, what exactly they do, why they were founded and just when they can help.                                     

• Clare Bowen, Radio Advertising Bureau                                               
• Beth Gardner, The Design Council
• Glen Christie, The Advertising Association                         
• Northern Soho 

We’ve sent invitations to the DMA, Internet Advertising Bureau, ISBA, The IPA and ThinkBox so lets cross our fingers! The Greenhouse is also the setting for a brilliant collaboration between One Minute Briefs and The Ad Pad

The Greenhouse, MediaCityUK, Thursday 26 September 2013 & Friday 27 September 2013 13.00-14.00: The Bank of Creativity One Minute Briefs & The Ad Pad Scamps If you fancy a bash at the creative treatment for Fresh next year or simply want to challenge One Minute Briefs, then this is the session for you. Just how creative are you?

The Greenhouse, MediaCityUK, Friday 27 September 2013

• The Coley Porter Bell Wedding Invitation Award             
• The In House Design Award & Lecture with Emma Sexton                           
• The Art of New Business with Sarah Bradley                      
• Creativepool Lecture                                    

We end our lecture series on Friday afternoon at a spectacular venue, the Egg Reception at Salford University with state of the art technology

                                               

The Egg, Salford University, MediaCityUK Friday 27 September 2013     

• Master of Dots with JJ                                  
• Keynote Lecture: James Hilton AKQA                                    
• Getting Past the PA with Antoinette de Lisser BMB
• Freshtival Vision with Paula Kelsey, Fresh Founder

And finally, we end with the two highlights of the entire programme, The Awards

• The Fresh PR Awards, The Imperial War Museum North, Wednesday 25 September 2013 from 19.00-1.00

• The Fresh Creative Awards, Manchester United, Friday 27 September 2013 from 19.00-1.00

   Tickets start at just £35 for a Bronze Day Pass which includes a fantastic poken! 

For full details please refer to the Freshtival website...

So that's it for this week, enjoy!                                                                                              

What's Floating Around Cloud 9? 2 September 2013

Welcome to another week and who would believe its September already?!

We've a busy few weeks ahead preparing for the Freshtival, planning the Brand You Awards for Bristol Media and then our long awaited office move, as well as forward planning a busy schedule for 2014.

Whilst this frenzy of activity occurs at the current Cloud 9 Towers, we know that many of you out there are planning for the end of the Summer Holidays and for some, the dreaded "Back to School" feeling is probably upon you.

With this in mind, we thought we'd share one of the current popular trends for corporate hospitality so dig out that old school uniform, put your school cap at a slant, find that half mast tie, don a cheeky face and don't forget the catapult for a  "Back to School Party" event.

Think reception drinks disguised as scientific experiments served in glass phials, school bells ringing to summon you for dinner, and a master of ceremonies dressed as a Headmaster, complete with mortar-board and gown, aided by a glamorous Sports Mistress, to check your guests names from the school register. 

After registration, you can treat your guests to a little playtime in the school playground, enjoy a visit to the tuck shop and indulge in a little hopscotch maybe.

Before dinner its time for the class photograph (so you can show your Mum later) so take a seat, stop fidgeting and comb your hair so the nerdy Photographer can take your school photo. When he's finished you may go, and not a moment before!

Think long dinner tables, with centre pieces constructed from giant rulers, protractors and pencils, and the teaching staff sitting at the top table keeping an eye on your guests. 

You can ditch the waiter service at this sort of event, and make guests wait their turn to see what delights the dinner ladies are serving up from the buffet of school favourite dishes (none of which has Jamie Oliver approval!).

With spot detentions for bad behaviour and even being put on report for the smallest of misdemeanours you can keep your guests royally entertained throughout the event.

A school examination (which is really just a fun quiz) or impromptu performance by the Drama Department (which is your guests cajoled into playing the parts) of a typical school play, this is bound to be a very cheeky and cheerful event.

You can then end the evening with a good old fashioned school disco, using music from the era in which most of the guests were at school, evoking nostalgia and probably some very bad dancing! 

Decor and party favours can be great fun for this sort of event, so think giant blackboards with chalk drawings, comical report cards featuring some of your guests, signs directing guests to the bike sheds and even graffiti walls.

If you don't have the budget for a full on corporate party then perhaps you can organise your own, and you can do this on a shoestring!

Get a little creative on your computer and generate invitations to look like school report cards for guests, detailing the events. Include fun subjects and grades, like "Having Fun - A+", "Being a Great Friend - A+", "Soaking Up Summer Sun - A+", Being Excited About School - B" etc. Write your party details underneath the grades. Or make them look like flash cards, or even just pop giant sums on one side, and party details on the back.

You don't need to spend a fortune on decor for this type of party and there are lots of creative ideas you can use to make a real impact.

For table centres you can simply stack a pile of books with an apple on top, or ask all of your guests to send a drawing using only crayons and peg these to washing line. A drawing by John aged 34 and 7 months will either be brilliant or comical, but either way you will have a talking point.

Pop a few chalk boards up with some simple sums, dig out your old rulers and pencils and have lots of pots dotted around with them in, or bunch some pencils together tied with ribbon and topped with flowers.

Food for this can be really inexpensive too. Borrow as many lunch boxes as you can from friends and neighbours and in each pop a a selection of sandwiches cut into triangles, a bag of crisps, an apple and a mini chocolate bar or cup cake.

As long as there is plenty to drink, some real cheesy music and the right guests, you can probably have a blast and enjoy some seriously bad dad dancing - what could be better!

Have a great week, don't dread back to school, celebrate it!