January 28th, 2010 by Nicky Savage

Inspired ideas

Inspired Gaming Group (IGG) is one of our longest standing clients – we have worked with the executive team there from its early start-up days to today when it is perceived to be one of the most innovative companies in the industry.

Every year, we support IGG at IGE, The International Gaming Expo. The team is always busy chairing briefings with the key target media and on hand to support on the stand and beyond. This year we wanted to do something a bit different.

IGG is showing its virtual racing products this year  - incredibly life like horse races now to be available in independent bookies. Anyone who has been to IGE will know the audience is predominantly male and most stands have some poor girls dressed in bikinis freezing their poker chips off.

We knew we needed girls but we wanted something a bit more in line with Inspired Gaming Group’s image. So. We commissioned a fashion designer to create bespoke jockey tops made of silks with pussy bow collars and puffed sleeves. We hired six beautiful girls and had them dressed as classy, but sexy jockeys and had them distribute betting slips for half hourly races with prizes including champagne and iPod Touches.

The results so far have been fantastic – hundreds of visitors to the stand, real brand recognition for Inspired Gaming Group throughout the venue and memorable photos already admired by the Speed boys back at HQ!

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January 26th, 2010 by Nicky Savage

Age ain’t nothin’ but a number

In the words of the great, late Aaliyah, “Age Ain’t Nothing But a Number”.

A mantra I often repeated (maybe slightly more eloquently) to former bosses who suggested that I wasn’t fit for promotion as I was too young. Luckily, I found Mantra, now Speed, which has leaders that promote and reward you based purely on merit.

I’m still a few years shy of 30, a Director and growing a team with a diverse range of clients. I have worked very hard over the last six years and glad I didn’t have to waste the first three making tea before I could speak to a client.

Now there are some that say to be great in PR you need to have years of experience: you need to have sent press releases through the post, and then via fax; you need to have spent many hours and big budgets wining and dining young dotcom clients in the late 90s; you need to have started on £12k and suffered solvent abuse from spray mounting coverage day-after-day.

I disagree – the right people can fast track and earn the respect of peers, clients and the press. But boy do you have to earn it. You have to face years of abuse from all these parties who often make an assumption that you are stupid, can’t spell and don’t know anything about the industry. Not to mention those dusty old hacks that take particular offense at being pitched to by a young 20 something.

So I was interested to read that the new Media Editor of The Times was a  graduate trainee just last year (according to Gorkana). A bit of research found that although this guy is fairly new to the world of journalism, he is far from green, proving to be a bit of a super star trainee who broke several notable stories.

My tweet on this got a number of responses including one from Harry Wallop, Consumer Affairs Editor of The Telegraph, saying: “Don’t diss grad trainees. DT grad trainees who joined 2008 have done great things incl @jonswaine @rowenamason @rupertneate.”

I wasn’t “dissing” them Harry, merely interested in how such an esteemed – and pressured – position could be carried by someone so new. But he does, in fact, carry it very well.

There has been a bit of a revolution both sides of the PR vs journo wall in recent times. Social media and the internet gives you access to more insight and greater experience far quicker than would have ever been possible a few years ago. A relationship that would have taken years of bi-annual lunches can now be formed in a day over twitter. I wonder what will happen to the classes of 2007 and beyond – launching their careers in a changing environment. I shall follow their progress with interest.

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October 16th, 2009 by Nicky Savage

Points of View 2.0

For anyone that spends time monitoring their Tweetdeck, you might have witnessed the incredible powers of social media today around two major stories. I always check my feeds first thing in the morning on the train to work – I like to know how @jangles is feeling about his day, whether @ruskin147 has been out with the dogs before work and what the slightly less influential but equally interesting @rupinjapan has witnessed on his commute. Today, two major stories have been flying around social media networks – that of London Underground vs Old Man and the rather repulsive review of Stephen Gately’s death in the Mail

The first story is down to Jonathan MacDonald who captured a tirade of abuse from a London Underground worker at Holborn tube. The story is shocking and as the comments say, usually us Brits just turn a blind eye and carry on with our journeys. Not Jonathan. Jonathan captured the whole scene on film, blogged it and then sold in the story. He has been interviewed by nearly every broadcaster in the UK and has everyone commenting including Boris Johnson. This is a real example of people power. That staff member guy would usually have got away with it -he won’t this time and as a result, I am sure (hope) we can expect a change in service, especially considering the hike in travel prices.

The second story is about the foul piece by Jan Moir in The Daily Mail - a piece giving her views on the death of Stephen Gately. According to Jan, “He was the Posh Spice of Boyzone, a popular but largely decorous addition…The sugar coating on this fatality is so saccharine-thick that it obscures whatever bitter truth lies beneath…” and other such commentry. The ‘public’ is understandly fuming. Tweeters including @stephenfry and @perezhilton have commented in disgust and as a result, the title has changed and ads have been pulled from around the piece. Some are calling for an apology, others for dismissal.

It makes one feel quite powerful – if we don’t like something now, we can rally our networks to make something change. The views of the online community are increasingly being listened to and that is why it is fundamental that any organisation be it public or private needs to be monitoring online conversations. If London Underground had spoken to Jonathan the second he posted his piece, they might (or might not) have stopped him making it one of the big stories of today. But they didn’t and now they are in a whole heap of the brown stuff.

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September 18th, 2009 by Nicky Savage

Can I just stop you there for a minute?

The answer is no. It is usually no to most of the three hundred street marketers and chuggers that stop me every day as I walk to and from Speed Towers. Why? I find their incompetence offensive. I think as a brand employing street marketers, you need to have real control over what they are saying, what they are wearing and how they are engaging with the public – effectively, how they are representing your brand. Just today – I have walked passed maybe ten limp-wristed flyer boys/ girls extending a piece of paper to me. Sorry what was that? Do I want a piece of paper? No thanks. Do I want to know about happy hour at the bar round the corner? Yes maybe – but you need to actually say that. And no, charity representative, you calling me “darling”, “gorgeous” or “the woman that you have been looking for all day” will not motivate me to stop, talk to you, sign up to a direct debit and contribute to your commission.

Team Betfred

 
Taking it a step further – I was walking behind a Betfair street-team today. Seemed like a nice enough bunch of students but what were they saying to me about the Betfair brand? Basically that they can’t decide between whether they want Pizza Express or Chinese for lunch. Strolling around town like a Croydon bowling alley gang not thinking twice about the brand on their backs and the agency most likely paying their minimum wage in to their accounts this afternoon. Seems a shame for a brand so strong.

TopMan

 
On the flipside – you stumble across street marketing that is genuinely engaging. Walking up Regent Street a couple of hours ago amongst the crowds of tourists, I heard the roar (sort of) of a group of mopeds and manly voices – it was a team from Top Man. I don’t know where they were going or what they were doing but they looked bloody cool and If I was a guy, I would be heading straight there to get my disco shirt for tonight.

So the lesson? Street marketing can be great- engaging, inspiring, a talking point for days to come. Or it can be annoying, off brand and a complete waste of money –doing more damage to a brand in one afternoon than all the good a business has spent years, not to forget millions, developing.

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August 27th, 2009 by Nicky Savage

Entrepreneur of the Year

It’s that time of year; get ready to cast your votes for the hotly anticipated O2 X Awards! Speed is delighted that entrepreneur and co-founder of the tantrum brand, Neil Ambler, has been recognised and shortlisted as one of the hopefuls for this year’s Shortlist Entrepreneur of the Year award. Neil Ambler embodies the true essence of what entrepreneurship is all about. From strolling down a New York street three years ago and thinking ‘why are there hairdressing salons on every corner, and yet none specifically for kids?’, Neil, alongside co-founder Latasha Malik, relentlessly pursued the creation of innovative children’s brand, tantrum, and little over a year later, had opened his first brand on London’s Kings Road.

Another year down the line and Neil’s acumen and passion for the brand has resulted in securing a unique concession in flagship children’s retailer, Hamleys and the nationwide launch of a kids’ haircare brand in the UK’s biggest retailer, Tesco. Undeterred by a recent bashing on the BBC’s Dragon’s Den , Neil’s hopes for the brand across the year ahead include doubling distribution channels of the tantrum product range and founding the tantrum charity – dedicated to improving the lives of disadvantaged children. Oh – and proving, as if he hasn’t already, those pesky Dragons wrong!

To vote in the O2 X Awards, please visit the website.

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August 18th, 2009 by Nicky Savage

8 Out of 10 Cats

Earlier this week, I stumbled across an interesting debate about the use of research in ‘PR’ stories. In the blue corner, Ben Goldacre from The Guardian wrote a piece on his blog questioning the use of PR-led research to validate stories about health related products. His particular grumble was about the validity of conclusions drawn from research by OnePoll, the prevalence of such stories and the impact this has on advertising revenues.
 
In the red corner, Harriet from 72 Point, the PR agency linked to OnePoll defended the use of such research. Harriet claims that “if done properly, a survey story can be interesting, entertaining and frankly a welcome respite to all the misery.” I am sure this is true. But as PRs, should we not be thinking about the benefit to our clients? There is no doubt that some fantastic research can give clients a platform to speak about topics relevant to their business – it can result in great exposure. But how useful is a namecheck in The Sun? Clients who have previously used services such as those provided by 72 Point agreed the national coverage was nice to have but didn’t particularly drive any traffic to their websites, result in sign-ups or sales.
 
My conclusion would be that really good research can be a nice PR tool but your communications strategy should be so much more than that. A quick poll, press release to OnePoll journo friends and a few namechecks isn’t going to do it for most. Tis a one-night stand when you are looking for a deep and meaningful relationship.
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July 9th, 2009 by Nicky Savage

BCC – Say What??

At Speed, the Bizcomms team has spent a fair old while investigating the best way to communicate with SMEs. We do it on behalf of a lot of our clients and it takes more than a ‘hit’ in a couple of nationals. Although some of the newspapers do have fantastic sections  for smaller businesses, PRs need to start thinking a bit more creatively. Stats vary but one I have seen says that over 96% of all businesses in the UK are considered to be SMEs. So how to get engage with them through the media? Traditional or otherwise?

oldmanwithpipe

A starting point for inspiration could be a visit to the British Chambers of Commerce website – surely a bountiful resource for SMEs of all shapes and sizes? Hmmm….

A quick nose around the most recent press releases leads to some rather terrifying jargon-led stories which I think most people would struggle to engage with – “Pace of quantitative easing should be intensified” Right, ok, you still with me? Next? “MPC must widen and increase scale of QE” Yeah sure, couldn’t agree more.

Made me wonder how hard the BCC is trying to be accessible to the average Joe or Joanna. There are some interesting vodcasts - interviews with Martha Lane Fox for example, although the website very clearly states  that “it is not responsible for the content”.

I say – pull your finger out BCC! Running a business isn’t about stuffy old mens clubs and complicated language. We are a nation of entrepreneurs from diverse backgrounds – your services and certainly your communications should reflect your audience.

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June 1st, 2009 by Nicky Savage

Waste of money?

On my way out to buy lunch this sunny Monday, I was faced with a load of half naked men and women promoting ‘Bright House’ and its sponsorship of Home & Away. A patch that big in Leicester Square with a bouncy castle / volley ball court and two surf simulators must have cost a pretty penny but I wonder how well the campaign is going to work for them.

rupinjapan

A quick twitter search revealed no chat about the stunt and having waited around for @rupinjapan from Speed’s consumer team to finish his turn on the simulator, I was surprised that not one of the pouting fake tanned promotions people came to talk to me about Bright House. I was there for a good 10 minutes and unless I came back and Googled the brand, I would never have known what it was. Makes one think about experiential marketing – can make a fantastic impact but 1) should be backed up by some sort of social media activity a la T-mobile and 2) if you are going to hire promotions people, you should dam well make sure they do some promotion!

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April 17th, 2009 by Nicky Savage

Lessons from a capitalist… or two

Adam Smith (1723-1790) {{he|דיוקנו של אדם סמית}}
Image via Wikipedia

On Wednesday night I went to a panel debate held at the London Stock Exchange and hosted by the Financial Times as part of its ‘Future of Capitalism’ series. The debate was introduced by Dame Clara Furse, CEO of the LSE, chaired by the Editor of the FT, Lionel Barber, and the panel included Sir Martin Sorrel, CEO of WPP, Jorma Ollila, Chairman of both Nokia and Shell and Chris Giles, the Economics Editor at the FT. Phew – what a line up!

Clearly everyone at the debate was an advocate of capitalism and I couldn’t help but wish there was a socialist in the wings just waiting to pop out and surprise us all! Needless to say this didn’t happen. However the panel gave us all more than enough to think about by talking about issues as diverse as when those elusive ‘greenshoots’ everyone hears so much about will start to appear (general consensus seemed to be that there would be a financial bounce at the end of the year but that tough times remain ahead of us in 2010), the role played by individuals in creating the recession (in the words of Sir Martin, “capitalism isn’t the problem, it’s the capitalists”) and the degree to which national protectionist policies should be introduced to support individual countries (all in all, best to be avoided it seems).

For me, the main lesson from the debate was that although in principle capitalism remains sound, we just need to keep a check on those individuals who might be lured into irresponsible practices by the amount of wealth on offer. In conclusion, a very educational evening full of interesting insights, experiences and anecdotes – and the canapés weren’t half bad either!

Post by Abbie Waller

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