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Latest news from The Drum

Snapchat wants to be the future of distribution for TV
Posted on Thursday May 28, 2015

Snapchat wants to be the future of distribution for premium TV content. They are currently working with eleven media companies for Discover, including CNN, Food Network, Comedy Central and ESPN . They're also hiring journalists to cover the election and have editors who decide what makes it into a city's daily Story.

Bloomberg's Brad Stone and Sarah Frier recently released their cover story with Snapchat CEO and Cofounder Evan Spiegel. The detailed and rare interview paints a picture of a smart, confident and direct 24-year old who has built a company with over 300 employees, 100 million users and a valuation of over $15 billion. 

The piece reveals not only how much Spiegel cares about advertising, TV's billion dollar best friend (he even recently went sales pitches in LA, New York in London and presented himself) but reaffirms his devotion to editorially driven content with brands. Unlike Google, Facebook and others he explained that, "I really haven’t seen data deliver the results that I’ve seen a great editor deliver."

His belief on editorialized content with brands and the fact that he says there will never be ads in private one-to-one messages paints Snapchat as a company that looks and acts like a TV network of the future. Bloomberg's piece quotes Chamath Palihapitiya an investor (not in Snapchat) who used to be at Facebook and said, "at worst, they are the next-generation MTV. At best, they are the next-generation Viacom.” 

You can access the Found Remote hub here. Sign up to receive The Drum's Daily US newsletter. 

Ad of the Day: Kérastase - Therapiste
Posted on Thursday May 28, 2015

For the global launch of Kérastase Worldwide’s new creation Resistance Thérapiste the luxury haircare brand has launched a humorous online campaign featuring three women confessing all to their hair-obsessed therapist.

On the couch each woman presents a real psychological issue from being over worked to being too in control with the therapist – played by Eric Roberts – revealing the issue at hand is really her hair.

Each episode ends by inviting viewers to share their #HairConfession with the campaign aiming to stop women feeling guilty about the damage they do to their hair.

Agency: Publicis 133

Wall Street Journal owner snaps up FT’s John O’Donovan to lead technology division
Posted on Thursday May 28, 2015

Dow Jones, owner of The Wall Street Journal (WSJ), has poached Financial Times chief technology officer (CTO) John O’Donovan to head up its technology leadership team as CTO of consumer products and platforms.

O’Donovan, who has taken up his new role this week, will be responsible for the technology across all Dow Jones consumer brands including WSJ, Barron’s, MarketWatch and eFinancialNews.

He will oversee the company’s currently separate consumer product technology and platforms teams, which will become consolidated into a single organisational structure.

In an internal email to employees today Dow Jones CTO Paul Meller welcomed O’Donovan. “Alignment between our products and platforms is key to delivering world-class content and our continued success in digital. We plan to make a significant investment in our platforms in FY16 that will enable us build even better products and innovate faster - particularly in mobile. We look forward to sharing more about these plans in the coming weeks,” he said.

He continued: “I have asked John to work with his new team - Pete Kostakis, Kevin Dotzenrod, Lauren Greene, Bob Krass and Milin Patel - and the broader Technology Leadership team on a plan and structure to build world-class products that our customers love, and, to lead our strategy and investment in customer and content platforms.”

O’Donovan has been CTO at the Financial Times for the last two years, during which time he played an instrumental part in the publisher’s transformation strategy to focus its products around the notion of “universal publishing” that involved building a contextualised, API-based digital portfolio.

He also tested numerous new products for emerging technologies including the FT’s smart watch app FastFT which launched on the Samsung Gear S.

Prior to that he spent around seven years working for the BBC in a variety of senior roles including chief architect of BBC News and Sport, which saw him help play a key role in the launch of the iPlayer.

He will be based at Dow Jones HQ on Avenue of Americas in New York. 

The WSJ, which operates a hybrid subscription and advertising model, similar to the FT, reported 2,197,000 global sales for print and digital products for the first quarter of 2015. 

Ace Hardware names O’Keefe Reinhard & Paul creative agency
Posted on Thursday May 28, 2015

Retailer Ace Hardware has named Chicago-based O’Keefe Reinhard & Paul (OKRP) as its strategic and creative agency following a review.

The agency will be tasked with growing Ace’s business while focusing on the brand’s key pillars - which include helpful service, quality, and convenience - across consumer channels.  

Jeff Gooding, senior director of consumer marketing at Ace Hardware Corporation, said: “We met with many quality agencies during our review and OKRP set themselves apart in a variety of ways. Their insights and straightforward, no nonsense creative fits well with who we are as a brand and how we communicate to our target audience.”

GSD&M previously served as the company’s lead agency, although according to Advertising Age it did not participate in the review.

OKRP’s other clients include Big Lots, YUM brands, and Turtle Wax.

KFC and Taco Bell may soon offer home delivery
Posted on Thursday May 28, 2015

Fast-food favorites KFC and Taco Bell may soon be coming to your door, literally.

Speaking to analysts, Greg Creed, chief executive officer of Yum, which owns KFC, Taco Bell and Pizza Hut, said that offering delivery could be a hugely effective way to increase sales.

In order to set up the “massive sales driver for the brand,” Creed said the chains would “get into a test, probably a couple of stores near a couple of college campuses”.

The plan is a solid one, as millennials make up the biggest portion of consumers who drive the delivery food service industry. As it gets easier for food to be delivered, particularly through phone apps, millennials are more inclined to order.

This increased demand has birthed delivery services like Seamless and GrubHub, encouraging larger chains to deliver as well.

Before Yum begins testing on delivery it still needs to find a way to keep the food intact and warm while on the road, according to the company.

Aston Villa set for fan engagement drive as it commissions Rippleffect to develop new content-rich website
Posted on Thursday May 28, 2015

Aston Villa will release a new official website following the appointment of Rippleffect on a long-term contract to work with the club’s marketing and communications team.

The site will go live in the autumn ahead of the new Premier League season and will aim to improve the relationship the club has with its supporters through an improved fan engagement experience which will include a live match-day centre.

Rippleffect will also focus on maximising the commercial proposition and build on the existing sales and marketing offer, which will focus on attendance and sales growth, as well as a rise in uptake of hospitality.

Traditional online content such as news, statistics, features and video will be used to drive user numbers.

Russell Jones, head of marketing and communications for Aston Villa, said his hope was to create a “world class user experience” that the fans would embrace and lead to an improved engagement and commercial performance.

Ben Hatton, managing director of Rippleffect, added: In our many conversations with them it has also become abundantly clear that the club has huge commercial ambitions for the future and sees digital the very heart of their plans."

The club’s video channel; AVTV will also be redeveloped alongside its video partner, StreamUK ahead of the new season, while Sitecore’s Experience platform will also be used. 

Australian cycling retailer 99 Bikes launches new affiliate programme with Navigate Digital
Posted on Thursday May 28, 2015

99 Bikes, an Australian retailer of cycling-related goods, is to launch its own affiliate programme.

Founded in 2007, 99 Bikes now operates 23 stores along the east coast, along with an online shop that ships over 23,000 products per year to Australian cyclists. 99 Bikes is continuing to grow at a rate in excess of 50 per cent year on year and, according to the brand’s eCommerce manager, Wayne Patterson, launching the affiliate programme is the next step in continuing that growth.

He said: “Australian ecommerce is an exciting place to be at the moment as there is a huge opportunity for growth, particularly in performance led channels like affiliate marketing. We’re positioning ourselves to ensure we’re ahead of the pack.”

The programme is managed by Navigate Digital, who launched in Australia in April of this year. John Kimbell, Navigate Digital’s managing partner, said: “More and more well-known brands like 99 Bikes are adopting this model in Australia. I believe that a number of factors will align over the next few years and affiliate marketing will reach its full potential.”

Navigate Digital was founded by Kimbell and Matt D’Alton in 2007, serving the Australian and UK markets from offices in both London and Brisbane.

Nationwide rolls out first in-house ad to bolster ‘people before money’ brand
Posted on Thursday May 28, 2015

Nationwide is launching its first internally created campaign, building on its ‘people before money’ positioning.

Despite the building society appointing VCCP to its £20m ad account in March, this is the first ad Nationwide has developed in-house.

It tells the story of a young man and his father who bond over a scarf, which when lost is returned via Twitter by a Nationwide employee. The concept aims to demonstrate that the brand puts customers first and ends on the tagline ‘on your side for generations’.

The ads debuted today 28 May and will be supported by a social media, digital and video campaign as well as press, cinema, owned and branch activity. The full 90-second version will run during the final of Britain’s Got Talent on 31 May.

Stephen Leonard, chief operating officer, marketing said: “As the world’s largest building society we have been on our customers’ side for generations.  This brand campaign communicates our unique human values and delivery of an outstanding customer experience. The Nationwide brand is increasingly being seen as the compelling alternative to the high street banks. It is this difference that may help explain why we have now become the UK’s most trusted financial services brand with the most satisfied customers.

“At Nationwide we aim to be an authentic brand that consistently ‘does the right thing’ to create a virtuous circle for customers, employees and communities. Last week Nationwide recorded strong results demonstrating that it is possible to be successful by doing the right thing.”

Havas Media has handled media planning and buying while Aspect Film and Video produced the film. 

UNICEF Ireland appoints Mando Group to drive online donations
Posted on Thursday May 28, 2015

UNICEF Ireland has appointed Mando Group to engage supporters and potential donors with a new website.

Replacing the seven year-old current version, the new website will be built on Umbraco, an open-source, licence-free platform which will simplify the content publishing process for the UNICEF Ireland team.

A key element of the project for Mando will be to ensure that the website is resilient enough to cope with high peaks of traffic when donation campaigns go live, like those associated with the recent earthquake in Nepal. Mando will also be supporting UNICEF Ireland in other digital channels, building new e-communications templates to enable and encourage long-term loyalty with donors.

Beyond the initial build, Mando will continue the partnership with an ongoing support and maintenance contract.

Working in over 190 counties worldwide, UNICEF is committed to finding the best and most cost-effective ways to save children's lives, providing health care, nutrition and education to help every child realise their full potential.

Peter Power, executive director of UNICEF Ireland, said: “We’re constantly trying to improve the way we engage with our supporters so that we can continue to work in fragile areas of the world, like Nepal, South Sudan and Syria. Our new website will be a key part of that renewed strategy.” 

Ian Finch, managing director of Mando Group, said: “We’re very glad to be able to be an important part of UNICEF Ireland’s digital strategy and to help them achieve their charitable aims worldwide.” 

Mando has a focus on corporate social responsibility, with its own Foundation  supporting both local and international charities in health, education and community development.

How the newspapers assaulted Fifa's Sepp Blatter after corruption raid
Posted on Thursday May 28, 2015

Under fire Fifa took a pounding from newspapers all over the world after its legal woes were featured by many publications as front page news on Thursday morning.

Following several Fifa executives being arrested by US prosecutors on Wednesday accused of corruption and bribery, football's international governing body, and its sponsors, Visa, in additon to Adidas, Budweiser and McDonald’s came under close scrutiny.

Allegations of corruption, bribery and even poor worker standards at the development of the Qatar 2022 stadiums, forced a backlash from creatives who developed a number of anti-ads criticising brand's for their support of Fifa.

Below are some of the boldest reports against Fifa in the international press.