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Latest news from The Drum

Ebay campaign offers discounts based on rising temperatures
Posted on Tuesday June 30, 2015

Ebay has rolled out a campaign offering consumers discounts based on how hot it gets over the 4 July weekend.

The activity has been dubbed ‘Hot Deals for Hot Days’ and will kick off on Saturday with discount designer sunglasses that mirror the high temperature of the day – for example if it’s 85 degrees in New York City, shoppers will get 85 per cent off sunglasses.  

“Our customers love great value and selection, so we’re focused on growing our Deals business to deliver what shoppers want most,” said Bryan Murphy, vice president of North America Verticals, eBay.

“Ebay Deals gives shoppers unparalleled access to top brands and designers at incredible prices – always accompanied by free shipping. What started as a ‘single deal a day’ program back in 2009 and continues to grow,” he added. 

Shoppers can can access the deals though the dedicated Deals site or via the mobile app. 

The campaign mirrors similar activity from the likes of Pimms. Earlier this year, the Diageo-owned brand launched a digital out-of-home campaign that activates when the outside temperature reached 21 degrees.

Elex Games appoints The Specialist Works’ Broadcast House for optimised TV campaign to track and attribute app downloads
Posted on Tuesday June 30, 2015

Elex Games, currently China’s largest distributor of social online games, has appointed The Specialist Works’ TV division Broadcast House to launch a TV campaign in the UK for its latest adventure-strategy game, Clash of Kings.

The campaign will use advanced optimisation tools to track and attribute app downloads (for Android and iOS) back to individual TV spots.

Matthew Pover, director of strategy at Broadcast House, said: “Our partnership with Elex has allowed us to engineer a bespoke analytics package, tracking and attributing app downloads back to individual TV spots. Elex Games really recognises the value of our approach and how it can help them get the most from their UK TV budget. By measuring the sales influence of airtime, our team can change the shape of the campaign while it’s live to make sure we optimise download numbers and access the full potential of every spot.”

Elex Games, founded in 2008, has offices in China, Taiwan and Brazil. Clash of Kings has already hit 50 million downloads worldwide, having topped download charts in Germany and Russia.

Eddie Izzard launches BBC Get Inspired and Join In partnership
Posted on Tuesday June 30, 2015

Sports volunteering charity, Join In and BBC Get Inspired have reignited their partnernship for the launch of the Big Help Out, an initiative to recruit 10,000 new volunteers to help out at local sports clubs, groups and events. 

Join In patron Eddie Izzard, alongside Paralympic athlete Baroness Tanni Grey-Thompson, will launch the campaign on 7 July, which looks to build on the success of the inaugural #BigThankYou at BBC Sports Personality of the Year 2014. 

Barbara Slater, BBC Director of Sport, said she is "delighted" that the BBC is once again partnering with Join In.

"The Get Inspired website now attracts on average 1.2 million views a month with over 350,000 people referred onto partner activities last year alone," she said. "We want to use that success to build on 2014’s #BigThankYou campaign and inspire more people to get involved with their local sports communities.”

BBC Sports Personality of the Year 2015 will take place on 20 December in Belfast.

 

Yorkshire man launches IndieGoGo crowdfunder to save Greece with a €1.6bn pledge
Posted on Tuesday June 30, 2015

A man has launched an ambitious crowdfunding campaign on IndieGoGo to help stave off the Grexit.

In a bid to keep Greece in Europe, 29-year-old Yorkshire man Thom Feeney, launched the push to raise a mere €1.6bn for the fiscally floundering nation.

Feeney’s logic is that if Europe’s 503 million people “just chip in a few Euro, then we can get Greece sorted and hopefully get them back on track soon”.

Things seem to be picking up on the page, at the time of publication raising an impressive €111,827.

On why he embarked on the fundraiser, Feeney said: “I was fed up of the Greek crisis going round in circles, while politicians are dithering, this is affecting real people. While all the posturing is going on, then it's easy for the politicians to forget that. I just thought, sod it, I'll have a crack.”

The perk for a €3 donation is a postcard of Alex Tsiparas, for €6 you can snag a nice Greek olive and feta salad and for €25, a bottle of Greek wine.

Previously, Feeney offered a small Greek island the size of “about the size of Inchmarnock off the coast of Scotland” but IndieGoGo flagged it as a breach of its rules.

Of course, if the campaign fails to raise €1.6bn in the next seven days, all donations are refunded...

Get involved here.

Ad of the Day: Lloyds Bank - Horse Story
Posted on Tuesday June 30, 2015

Lloyds have returned to the black horse for a grand statement about how the bank has been by our side for 250 years in this moving film by Rogue's Sam Brown.

It's an unashamedly emotional piece of work which aims to reconnect the bank with the customers who rely on it. The film cleverly ups the ante as it unfolds with each vignette having slightly more impact than the last.

As Lloyds TSB, the bank was at the centre of the banking collapse of 2008 and, in truth, it's a long way from fully restoring its reputation. But this film proves that the process is well under way... it would have been impossible for any bank to issue such a piece of communication a few years ago. Values like 'stability' and 'reliability' which have traditionally been associated with banks are slowly being restored and this spot reinforces the idea that they should be trusted again.

Let's just hope that they can.

Agency: Adam&EveDDB
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett / Richard Brim
Account Team: Matt Goff / Charlotte Wolfenden
Planner: David Golding
TV Producer: Matt Craigie / Victoria Bennett
Film Production: Rogue Films
Director: Sam Brown
Editor: Paul Watts @ The Quarry
Offline Producer: Tor Adams
Post Production: The Mill
Sound Design: Aaron Reynolds @ Wave
Media Agency: MEC

Today's ad of the day is brought to you in association with David Reviews.

The Independent halves annual losses to £4.6m
Posted on Tuesday June 30, 2015

The Independent’s latest financial report has shown that the newspaper has managed to half last financial year's trading loss of £9.1m down to £4.6m.

The newspaper has attributed the slow down to the increased revenues in its digital operation, sales in its sister paper- i- and cost savings in production.

The first three quarters of the current financial year placed the publisher on track to continue to reduce losses significantly. The success has been helped by a rise in revenue as a result of two successful price hikes for the i newspaper and ad campaigns which the company says put its circulation above The Guardian’s.

The launch of the i100 website to accompany the i newspaper and increased traffic to the Independent website resulted in a record UK and global audience which triggered a rise in digital revenues.

Russian owner, Evgeny Lebedev, remained cautiously optimistic while stating that “this is one of the biggest turnarounds in modern media, owed to smart innovation, strong leadership and a phenomenal work ethic".

Steve Auckland, chief executive of the parent company, ESI Media, was also optimistic in his review of the financial figures. He attributed the success to cutting  “costs without damaging our core brands and products, we’ve added new revenue streams, and restructured our commercial team which I think will ultimately boost performance.”

Amol Rajan, editor of The Independent, summed up the past two years as a “resounding success" in which time the Newspaper has reduced a loss of £22.6m in 2010/11 to just £4.6m. He also thanked digital editor, Christian Broughton, who he said was responsible for the digital platforms surging and making The Independent “a true global force.”

Facebook says data on the rainbow filter profile pictures won't be used to sell ads
Posted on Tuesday June 30, 2015

Facebook has stated that it will not share user data information from the rainbow filter profile picture with its advertisers.

More than 26 million Facebook users adopted the rainbow filter over their profile picture to show support for LGBT rights after the U.S Supreme Court legalised gay marriage throughout the entire country.

The figures illustrate that Facebook continues to closely track and collect data on its users just one year after it emerged that the company had been conducting secret experiments by manipulating peoples news feed to show a disproportionate number of positive or negative ads in order to study mood.

Given the social media's history of user data collection, speculation has arisen that the rainbow filter tool could be used for similar purposes, analysing behaviour patterns and using it to serve its advertising platform.

Nicole DeMeo, chief marketing officer of global mobile marketing company Glipsia, said to Mashable that all forms of data can be used to assist marketing. Acording to DeMeo, users who adopt the rainbow filter, can be assumed to be in support of LGBT rights and so “a network could then send offers such as LGBT related events, content and media to that user,"

Facebook have denied the accusations, stating that the new tool was created to allow people to show their support for the LGBT community and that the company “aren’t going to use this as a way to target ads.”

They say that the rainbow filter was built by two interns and after it became popular within the company, the interns worked with a larger team to implement the tool into the site before the Pride weekend celebrations and the Supreme Court ruling.

The tool was added to the site alongside an announcement that the more than 6 million US Facebook members identify themselves as gay.

Facebook recently made changes to their ad tech business Atlas with the appointment of Google's Andy Mihalop who will head up the UK sales operation..

Virgin Media appoints first chief digital entertainment officer
Posted on Tuesday June 30, 2015

Virgin Media has appointed David Bouchier to the newly created role of chief digital entertainment officer.

In his new remit Bouchier, who previously worked for Sky, will bring together and lead the Content, Programming and Digital Entertainment teams at Virgin Media.

Stephane David, executive director, content and Scott Kewley, director of digital entertainment will both report to him.

Bouchier was previously a member of the management executive of BSkyB in the UK, where he was responsible for handling the company’s investment in German pay TV, before moving to News Corporation as managing director, programming for Sky Italia. 

He subsequently returned to the UK and set up his own pay TV broadcast businesses, creating a number of pay television channels including the pre-school channel “JimJam” now broadcast internationally.

Tom Mockridge, Virgin Media chief executive said he was “delighted” with the appointment of “an executive of David’s calibre to lead our digital entertainment business.”

He continued that Bouchier’s depth of experience will “help us develop the true potential of the award winning TV and entertainment services offered by Virgin Media”.

Bouchier said that he was “very excited to be joining a business which is making significant investments in what is already the UK’s most comprehensive TV and entertainment service”.

NBC drops Trump: he responds by calling them “weak” and slams Brian Williams
Posted on Tuesday June 30, 2015

After NBC announced its plans to cut ties with Donald Trump moving forward following the offensive remarks he made towards Mexican immigrants during his presidential campaign speech, the reality TV star has responded by calling the broadcaster “weak” while adding “they will stand behind lying Brian Williams, but won’t stand behind people that tell it like it is.”

NBC will no longer air Miss USA or Miss Universe, both of which Trump previously co-produced with the network. He also will no longer host ‘Celebrity Apprentice.’

In a statement that he posted on his Instagram account, Trump responded to NBC’s decision with the following: “We must have strong borders and not let illegal immigrants enter the United States. As has been stated continuously in the press, people are pouring across our borders unabated. Public reports routinely state great amounts of crime are being committed by illegal immigrants. This must be stopped and it must be stopped now. Long ago I told NBC that I would not being doing The Apprentice because I am running for President in order to Make our Country Great Again.”

He also said that the Miss Universe and Miss USA contract he had with NBC “will be determined in court.”

During his presidential candidacy speech earlier this month, Trump said of Mexican immigrants: “They’re bringing drugs, they’re bringing crime, they’re rapists.”

Trump still stands by the comments he made.

Heineken puts £4m behind Old Mout push to raise brand awareness
Posted on Tuesday June 30, 2015

Heineken has invested £4m in an above-the-line push to raise awareness and increase trial of its Old Mout fruit cider brand.

Originating from New Zealand Old Mout was launched in the UK last year with the new campaign, created by St Luke’s, hoping to associate the brand with the adventurous Kiwi attitude to life.   

Head of cider at Heineken, Emma Sherwood-Smith, confirmed “ambitious plans across the cider portfolio,” adding: “This campaign will build on a very successful launch in 2014 with a bigger spend across a wider range of channels.”

St Luke’s chief executive, Neil Henderson, commented: “The Kiwi lifestyle is hugely attractive to our adventurous drinkers and the quirky tone is helping make Old Mout a big hit.”

The campaign (live from Monday 29 June) will run across out-of-home and video on demand with below the line, social and experiential support.