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
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
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.