Slice seeks 30% growth with rebrand

Alec Braun and Tom Rutter, joint managing directors at Slice, have told Event that 2014 was the agency's most successful year to date, reporting a 60% year-on-year increase in revenue.

Tom Rutter (left) and Alec Braun outline 2015 growth plans for Slice, including new identity
Tom Rutter (left) and Alec Braun outline 2015 growth plans for Slice, including new identity

It comes as the company, which has been in business since 1996, reveals a new brand identity today (4 March), including a new-look logo and website, to reflect the agency’s position of ‘creating experiences people talk about’.

Rutter told Event Slice’s 2014 success boils down to the balance of both B2B and B2C work. "In our first year of management three years ago we were finding our feet, and as a result went from a team of 12 to a reduced size. We now have a perfect mix of consumer-facing activations, as well as a B2B base of clients. The client mix spans both those areas and definitely contributes to our success."

The agency said its most successful B2C activation in 2014 was the Birds Eye pay-by-picture restaurant concept, which allowed consumers to pay for a two-course meal by posting a photo of their food on Instagram with the hashtag #BirdsEyeInspirations.

Slice also activated Thomas Cook’s Retail Connected event to engage with the company’s 6,000 employees. The experiential activation was described by the agency as "a theatrical, walk-through experience", in which delegates could visit 24 zones and take part in a number of activities including yoga sessions, a TV gameshow and a game of darts.

During 2014 Slice secured a number of new clients including Thomas Cook, News UK, Coca-Cola and Barratt London.

Braun said the opportunities for Slice in 2015 will include the expansion of the agency’s operations in north America, Asia and Australia towards the end of the year, as well as a large-scale public event in May.

Financial forecasts for Slice for this year include a 30% rise in revenue.

Rutter said: "This is a pivotal time for Slice. There is a need for brands to engage the ‘unattending’ audience to ensure experiences generate significant ROI. Our new brand and website is key to showcasing how we can support brands in a strategic and forward thinking way."

Braun added: "We will need to also increase our team to cope with the increasing workload. We have just recruited Sophie Ryan as our new marketing manager, and we will look to take on another three to four members this year in roles such as project co-ordinating and management."

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