JULY/AUGUST | TRENDING
4 genius brand
concepts
consumer’s brand experience?
“There is no blue-print strategy
which works for all activations,
each one is bespoke and of
it’s time,” Madeley continues.
“Understanding what the brand
want to communicate to their
target audience is key, not just for
this product, but for the brand as
a whole. Understanding who they
are communicating to is equally
important.”
At the early stages of the
pitch process, searching for an
overarching concept is critical,
says Chris Helliwell, creative
director at WONDER London.
“Ultimately the goal is to
immediately grab the clients’
attention within the fi rst couple
of slides with a direction that
surprises and excites, leaving them
thinking ‘we have to have that’.
“If you haven’t managed to get
this reaction within the fi rst few
slides, you’ve probably lost the
pitch. Getting under the skin of a
brand is always an exciting process
- understanding their personality,
tone of voice, positioning,
“Understand a brand’s
personality, tone of
voice, positioning,
objectives and audience,”
– Chris Helliwell, creative
director at WONDER London
objectives and audience, are
the foundations to successfully
realising a brand’s vision in a live
environment.
“When an idea is pitched it is
only from the agency’s point of
view, with little to no input from
the client side other than the initial
brief.
“But once you win that pitch
you begin the collaborative client
partnership and the process
of adapting the initial creative
concept.”
Often an event sponsor or
partner’s brand in the one in need
of interpretation, and fi nding the
right partner is crucial.
Nick Gratwick, head of events
and development at Keith Prowse,
told Access how the team at the
hospitality organisation put on
the Fever-Tree Championships’
hospitality.
“Over the course of the seven-
day tournament we welcome up to
8,000 guests across fi ve facilities,
each individually designed
to appeal to a diff erent guest
demographic.
“We’re in the fi rst year of a
new fi ve-year contract with The
Lawn Tennis Association (LTA) to
exclusively deliver hospitality at
the Fever-Tree Championships.
Our joint investment has aff orded
us the opportunity to completely
refresh the hospitality off ers for
guests to enjoy in 2018.
“My colleague Kate Hughes has
been instrumental in driving the
new look and feel across these
areas with every detail pored
Access examines four recent brand
event concepts
Lexus, the car marque,
is creating an art gallery
to launch its latest model
as it aims to become a
luxury lifestyle brand. The
UX Art Space by Lexus
in Lisbon will display a prototype of the car as
well as the artists’ interpretations of the car. The
gallery is open until 15 September.
Guinness’ festival is
returning to Dublin
for its second
year. Over three
days, GUINNESS X
MEATOPIA will bring
the greatest live fire chefs from around the world
together for a festival devoted to beer, food, fire
and music.
BT has created a
glamping experience
in the iconic BT Tower.
The company launched
a once-in-a-lifetime
glamping experience where guests can sl eep
518 feet above London’s city streets, enjoying
360-degree views of the English capital in the
process.
Adidas has wrapped up
a five day celebration of
creativity in London. The
Creator Base featured
appearances from celebs
including Stormzy, AJ Tracey, Stuart Broad and
Anthony Watso. The space featured an EA Sports
FIFA lounge.
21