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Latest news from The Drum

Friday taps Tom Robinson for director of talent role
Posted on Wednesday May 27, 2015

Digital agency Friday has appointed Tom Robinson as director of talent.

He joins from strategic outsourcing firm Mitie after almost 10 years of service, most recently as head of talent for its client services offering.

Commenting on the appointment, Friday's chief executive Alex Wright said: "Robinson has a strong track record in driving organisational learning and development and sustaining vibrant, high-performing culture.

“He demonstrates deep expertise, great ambition for the people of Friday and a touch of playful irreverence – a perfect fit for our leadership team." 

Robinson asserted that he was looking forward to “diving into” his new role, to help attract and develop “world-class talent”.

Friday has recently bolstered its senior team, bringing in Huge’s managing director Alex Mecklenburg as client partner. The consultancy has also brought onboard Eldelman’s Liz Keller as head of strategy, whilst Mike Horwath has taken on the role of delivery director.

Dunkin Donuts replaces Snapple as ‘America’s Got Talent’ backer
Posted on Wednesday May 27, 2015

Dunkin Donuts has replaced Snapple as the main brand backing NBC's ‘America’s Got Talent.’

Dunkin’s promotion during the upcoming season will be far more conspicuous than Snapple’s, with Dunkin Donuts branded cups appearing in front of the four celebrity judges each episode, a branded social media push, branded segments, and a Dunkin Lounge, which will feature mid-show performances.

“’America's Got Talent’ and Dunkin’ Donuts are both iconic brands that celebrate the American spirit. Together, we were able to create an authentic relationship with our audience as well as the show's cast and crew,” said Alison Tarrant, executive vice president of NBC’s Client Solutions Group..

The deal will mean a sharp spike in exposure for the coffee and donut chain, which is already considered to be the seventh most popular fast-food restaurant in the country.

Vodafone champions mobile to increase small-scale farmer output in India
Posted on Wednesday May 27, 2015

Six simple mobile services could boost the incomes of 70 million Indian farmers by $9bn by 2020, according to research from Vodafone. 

The mobile network, which conducted the 'Connected Farming in India' report with Accenture, revealed that the introduction of six mobile services could help improve the input of small-scale farmers iin the country. 

The development of agricultural information on mobile to provide weather reports and farming tutorials, digital receipt ledgers to help make supply chains more transparent, easier mobile payments and loans, and smartphone-enabled apps were all listed as opportunities that could hit this target.

Also touted was a move away from paper documentation, with field audits and supply chain documents to be made accessible via mobile.

Serpil Timuray, Vodafone chief executive for the Africa, Middle East and Asia Pacific region, said: “One-third of humanity relies on food grown by 500 million smallholder farmers with less than two hectares of land… mobile has a critically important role to play in increasing agricultural resilience and enhancing quality of life for some of the poorest people on earth.

“Our experience in Turkey has demonstrated how mobile services can transform farmers’ ability to increase crop yields, improve efficiency and grow farm gate incomes.”

He concluded: “As the global population continues to expand, farmers have an urgent need to produce ever-increasing amounts of food…  Smart and forward-looking initiatives such as the Vodafone Farmers’ Club concept can make a real difference in addressing the global challenge of food production and security.”

Vodafone estimates that in India, around 62 per cent of farmers own less than one hectare of land, significantly increasing their exposure to the effects of crop failure, pests, disease and volatile market pricing.

It theorises that the development of mobile services could ease food production, increasing the average wage for two-thirds of Indian farmers by $128 a year.

This follows Vodafone being named the UK’s highest valued brand in the annual Brandz report.

US Ad of the Week: Samsung - Right At Home
Posted on Wednesday May 27, 2015

Kristen Bell and Dax Shepard charm viewers as they prepare for a dinner party in their latest ad for Samsung, which has been voted by US Creative Department readers as Ad of the Week.

The spot features the celeb couple using Samsung’s kitchen, laundry, and cleaning appliances while they prepare for their guests to arrive.

It pokes fun at just how exhausting prepping for a simple dinner party can be, as Bell makes both ‘gluten-free’ and ‘vegan-free’ dishes and Shepard is forced to do a last-minute clothes swap after being involved in a ‘natural disaster mid-diaper change.’

Created by McKinney, the tagline for the video is ‘The Next Big Thing is Here.’

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.

Credits:

Brand: Samsung
Title: Right At Home

Agency: McKinney
Agency Website: http://mckinney.com/
Chief Creative Officer: Jonathan Cude
Art Director/ACD: Will Dean
Copywriters: Robyn Gunn
Additional Credits: SVP, Director of Broadcast Production: Regina Brizollara
SVP, Executive Producer: Naomi Newman
VP, Group Account Director: Katie Clark
Account Director: Shana Bellot
Account Executive: John Sokolowski
VP Broadcast Business Affairs Manager: Laura Gearino
Head of Account Planning: Walt Barron
Project Manager: Mark Gozzo
Project Coordinator: Kyle Kraft
Production Company: Independent Media, Inc.
Executive Producer: Susanne Preissler
Director: Tucker Gates
Line Producer: Karen Rohrbacher
Editing Company: Cosmo Street
Executive Producer: Yvette Sears
Producer: Jaclyn Paris
Editors: Tessa Davis / Justin Trovato
VFX: Suspect
Head of Production: Tsiliana Jolson
Licensed Music: I DO, The Marvelows
Published: May 2015

Fifa arrests will damage the brand and football itself
Posted on Wednesday May 27, 2015

There is no doubt that today’s Fifa arrests have tarnished the brand of football’s world governing body, however whether this will reduce its ‘vice-like’ grip on the beautiful game is much harder to predict.

It is worth pointing out that, in British minds at least, Fifa is already a tarnished brand, so today’s developments only confirm what, for many years, people already suspected.

These question marks hanging over Fifa have always been there and have been heightened by the ongoing UK media storm against FIFA for the 2018 and 2022 World Cup decisions.

The arrest of some of the organisation's most senior officers as well as members of its marketing team is going to cement Fifa's association with scandal, but as in other occasions it will most likely survive.

Ultimately Fifa is a monopoly, so in one sense it can ride this storm out as there is no alternative to one of the world’s most popular sports.

The trouble this then produces is that the brand damage trickles down from Fifa and starts impacting on international football as a whole.

If this happens, which I predict it will, then we are facing the very real prospect of some of the world’s biggest brands starting to question their sponsorship for international games.

Nevertheless two interesting things stand out from today’s events. The first is that Fifa marketing executives have also been arrested.

Whether or not this was a conscious decision by the authorities, it is going to make it extremely difficult for the body to form a cohesive response to the allegations.

By going for the mouthpiece and the top brass of the organisation, the authorities have left Fifa in the position where it cannot hide behind spin and has no option other than to cooperate with the enquiries.

What makes the decision to arrest part of the marketing team even more interesting is that it falls just a few days before Fifa is due to vote on whether to re-elect Sepp Blatter for a fifth term as president of the body.

In that sense it gives the distinct impression that these arrests come over more as a leadership coup than an anti-corruption sting.

However, there is another intriguing and, in some respects worrying, aspect to today’s developments, namely that the probe has been conducted by the US.

Fifa is neither resident in the US nor are any of the arrested officials (excluding the marketing team) United States citizens. Moreover the alleged bribery is related to events that took place in South America.

I think it is really important we question America’s motive for launching this investigation as it creates a worrying precedent for businesses all around the world that they are vulnerable to US justice.

Whether or not the decision to award Russia the hosting duties for the 2018 World Cup had anything to do with America’s interest in Fifa is yet to be seen, although I suspect this could be a possibility.

Ultimately this is a sad turn of events as when Fifa's reputation is tarnished, the game enjoyed by billions around the planet is tarnished as well. The cruel irony is that the planet’s most popular sport has become a political football.

Jacques de Cock is a faculty member at the London School of Marketing 

Guinness Storehouse third floor gets a makeover to bring the brand's advertising history to life
Posted on Wednesday May 27, 2015

Irish tourist attraction the Guinness Storehouse has overhauled its third floor to create an unforgettable journey documenting the brand’s advertising history.

Working with Love, who were appointed to lead the project back in December 2013, the 1500m² chronology of the brand’s advertising history now sees icons such as the Guinness Harp and the legendary John Gilroy illustrations come to life.

Sex sells? Costa Rican beer ad resembles an erection when viewed from behind
Posted on Wednesday May 27, 2015

Beer brand Republica Parrillera Pilsen has literally erected an eye-catching billboard ad -which resembles a penis.

The billboard, which looks like an erection depending on the direction commuters see it from, has been grabbing the attention of Costa Rican drivers.

When approaching the installation drivers see:

However, when passing, those taking a second look are treated to this:

Featuring in a 'crappy design’ sub-reddit, users couldn’t agree whether the ad’s visual similarities to a penis were intentional (and genius) or accidental (and foolhardy).

One Reddit user said: “Great design, in my opinion. Cars driving the other way will now look in their rearview as a double take, and see ad. By having something grab your attention in both directions, they have increased the size of viewership.

"Of course, if asked, they will say it was unintentional...”

Another sceptic added: “This will be played by the media and the company will increase its revenue, I'm almost sure about that.”

Independent Opera shines spotlight on its programme for supporting young artists with website update
Posted on Wednesday May 27, 2015

Independent Opera (IO) has overhauled its website to help promote the company’s programme of supporting talented young artists in the field of opera as well as its productions.

Working with Silk Pearce the site has been redesigned and restructured with larger imagery and more prominent navigation to help communication the scale and breadth of the company’s work. A ‘tile’ design has been introduced on the home page to encourage user engagement with the site fully optimised for viewing on tablets, smartphones and other devices.

Anna Gustafson, chief executive at IO, said the update was needed to “reflect the energy and enthusiasm for opera that runs throughout our own organisation and all the artists we support”.

In addition to the website Silk Pearce has also refreshed IO’s visual identity to give the company’s printed and other online materials a sharper, stronger and more integrated look. The branding now includes an IO logo, new design style, typography and palette of vibrant corporate colours.

Royal Mail’s £8m media account moves to Arena Media
Posted on Wednesday May 27, 2015

Royal Mail has moved its £8m media business away from Interpublic’s UM London to Havas-owned Arena Media in a shakeup that also sees MC&C handle media planning and buying for its direct mail division MarketReach.

Both agencies have been tasked with enhancing Royal Mail’s connection with its business customers across retail and professional services, and to raise its profile with SMEs. 

The pitch was run through ISBA and led by Royal Mail’s director of customer marketing, Ben Rhodes.

He said the hiring of the two agencies reflects its ambition to forge a closer connection with its diverse customer group and enhance awareness of Royal Mail services among its business customers.

Specifically, Arena has been tasked with focusing on responsive, real-time marketing for Royal Mail Group including Parcelforce Worldwide, parcels, stamps and collectibles and its data and online marketing services. The agency will handle planning and buying across traditional, social and digital platforms.

The company is a £1bn media owner, the third largest media owner in the UK after Google and ITV, and has previously worked with MC&C – a direct response media agency. 

Henry Daglish, managing director at Arena, said: “Royal Mail is at a key moment in its evolution, and as an agency committed to being an agent of change for growth, we’re delighted to be working with them to help the brand change and grow. It is a fascinating business with so much potential that we can’t wait to unlock.”

Royal Mail Group continues to work with Beta for creative services and Publicis Chemistry for its direct marketing, including advertising, design and sales promotion.

US Creative Department: Featuring Cossette Chicago, BBDO New York, Y&R Sao Paulo and more
Posted on Wednesday May 27, 2015

Welcome to US Creative Department.

Each week this section will aim to showcase the latest creative work to come out of not only the US but Canada, Mexico, and South America as well.

It will give you, the reader, the chance to decide what is best.

You can vote for the work you like best simply by clicking the 'Like' button under the work. The winner will be named The Drum's 'Ad of the Week' and will be in the running to be named 'US Readers' Favourite' in our printed magazine, which is published every fortnight.

Submit your vote before Wednesday June 3 to guarantee your vote has been counted.

To submit work for future publication contact minda.smiley@thedrum.com or nesh.pillay@thedrum.com. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative and subscribe to the US daily newsletter here