CAMPAIGN DIRECT: MY BEST SHOT - Andy Todd

There’ s nothing quite like the extremes of emotion you feel when you have to put together a new-business presentation.

There’ s nothing quite like the extremes of emotion you feel when

you have to put together a new-business presentation.



Having agreed with your colleagues that the creative work is right, the

strategic direction is right and the media recommendations are right, as

long as someone remembers to bring the right adapter lead for the

presentation kit, what could possibly go wrong? If only life were that

simple.



Recently, having got it right at the pitch for the direct holiday

company, Eclipse, we had the pleasant experience of following this

initial success with some of the most challenging and innovative

brand-responsive work we have produced so far.



Creating a whole brand-led communications package for a direct brand

meant looking at everything from the basic elements of its identity -

stationery, mailings to prospective and past customers, the introductory

text and guidlelines for the brochure, press ads and inserts, right

through to brand-responsive TV commercials.



Getting involved in re-launching the Eclipse brand and producing

creative work for such a wide range of different uses was challenging.

When I was working on a specific piece of work and looking for a

creative idea to push the brand forward and say all the things we needed

to say, having the benefit of a broader perspective gave us the

advantage of knowing what to focus our thinking on.



Working on the relaunch of a direct brand meant looking at the elements

we use to make it visible as a direct operation. We decided that using

the word ’direct’ was unnecessary. The strapline reinforces the fact

Eclipse is a direct brand and I used a large telephone number with the

logo to build on this.



Of course, getting it right also means getting the right level of

response.



I’m pleased to say brochure requests are up 200 per cent and rising,

with the brand-responsive TV work proving to be extremely effective.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).