Doug Cook and I worked on this new website for Progressive Partnership.
It’s the main outcome of an overall positioning research project and a revamp of the entire suite of Progressive’s marketing and presentation collateral.
We slightly tweaked (updated) the branding and designed, wrote, built, filmed, photographed and marketed the new site.
We feel it’s a clean crisp, professional representation of a clean, crisp, professional outfit that has punched well above its weight in Scotland for many years.
Here’s to as succesful a future for Sarah, Diane, Carole and the gang as the past has been.
(Photo Credit: My own)
It’s a quote by a guy called Zen Shin. (They’re all Chinese warriors and philosophers that come up with the best ones are they not?).
Anyway, I spotted it within a talk by Lucky Cloud Skincare at Creative Edinburgh‘s Talking Heads event last night.
What resonated with me is the vanity that pervades my industry and the comparisons we all make with one another for no real gain.
The simple fact is that great work will always stand out by being, great work.
This is my philosophy on how to achieve that;
- Strong strategy/briefing (follow the ‘Garbage in, garbage out ‘principle as a starting point to keep you straight on that one)
- Focussed messaging (Meies Van der Rohe nailed that one – less is more)
- Thoughtfully targeted and placed in the right context
- Work with (and hire) real creative talent and don’t be in awe (they are as nervous, inside, about any new brief as you are)
- Enthuse them
- Immerse yourself in the product/service
- If it IS great and your client doesn’t bite; sell, and sell hard. Do not give up. Do not compromise. If all fails put it in a drawer for selling later to someone else who has vision
This is actually work in progress because there’s more to come.
It was a significant strategic project in which one of the outcomes was a new website that I briefed and was created by long term collaborators Front Page in Glasgow.
It’s a full redesign with a much more welcoming tone and has doubled the site’s effectiveness over the last six months.
Love your business. Love your people.
That was the theme for the site and it has captured the imagination both internally and externally. And has helped to move the IIP (Scotland) quite dry personality and positioning as predominantly an accreditation body into much richer territory where users can gain real business insight and high value consultancy.
It’s pretty much the same content but I’ve applied a new, more open, theme (called Hemingway Rewritten) and added better navigation. Here’s a couple of pointers.
Firstly you can access content by category a little easier by clicking on the sidebar
Next, I’ve reconfigured my Blogroll and made it more prominent. This means you can directly access some of my other blogs should you so wish. The red dots are my own.
I’ve also raised the sign up button to the top should you want updates emailed to you.
Otherwise, it’s the same old opinionated ranting.
Along with Art Director Doug Cook and Copywriter Martin Hartley (Sixtythree Creative) we created this campaign of 24 brand press press executions, 8 radio and one tactical subscription ad for Scotland’;s The Herald.
Targeted at existing readers the press ran in-paper and aimed to both complement their wise choice in reading their paper and encourage deeper relationship with it by increasing purchasing frequency. It dramatised a vast array of surprising facts about Scotland that we hoped readers might share with their peers.
(Photo research supported by Think Hard’s Head of Doing, Jeana Gorman.)
(Photo credit: Doug Cook)
I was absolutely blessed to start my career at Hall Advertising.
It was a true hotbed of creativity.
Many of the people written about in this post I consider to be not just my colleagues, but my friends; Mill, Downie, Farrell, Gumm, Taylor, Robertson, Jeffery, Atkinson, Cox, Lindsay, Stanier, Sutton, Gibsone, Wyper, Marr, Redding (RIP), Scott, Grassick, McCowan-Hill.
I met my wife of 28 years (and counting) there.
I discovered gratuitous hedonism there.
I realised advertising was more than just the best job in the world there; I learned that it has enough logic, science and passion-potential to rise above mere fun and can make a difference.
It’s a roll call of Scottish creative greatness and I am honoured to have served them.
Thanks Jim Downie (then Creative Director) for putting this history lesson together.
Well, Theresa May has one priority right.
“Monday’s announcement by Prime Minister Theresa May that the creative industries would be one of five named sectors in the new industrial strategy was a major step forward for a sector which has never been formally recognised in a national industrial strategy before. Only six years ago at the start of the coalition government, the creative industries were not formally acknowledged when it announced nine sectors of industrial engagement.” (Source: Creative Industries Federation)
- The government has launched a Green Paper/consultation giving a blueprint for a national industrial strategy.
- Five sectors, including the creative industries, were named in the consultation as having ‘sector deals’.
- Exactly how government support for chosen sectors will be offered is dependent on the result of the consultation process, although the key mechanisms for support are given in the 10 pillars explored below.
- In order to attain its three goals, the government has identified 10 pillars that each sector deal should focus on. These are:
- investment in science, research and innovation
- developing skills
- upgrading infrastructure
- supporting businesses to start and grow
- improving procurement
- encouraging trade and inward investment
- delivering affordable energy and clean growth
- cultivating world-leading sectors
- driving growth across the whole country
- creating the right institutions to bring together sectors and places. (Like Creative Edinburgh)
As the CIF states in its recent circular, not only is this a growing sector (as we have known for several years) but jobs cannot be automated. Although I’m sure there are plenty of people trying to find a way.
Here’s a couple of efforts to prove my point.
In Scotland we have been blessed to have a long term appointment in Culture, Tourism and External Affairs in the shape of the enthusiastic and understanding Fiona Hyslop so maybe things are looking up for the sector.
The point is the sector includes not just corporate businesses like design, advertising, film and architecture but also hundreds of thousands of start ups, SMEs and increasingly overlaps with the rapidly growing tech sector.
My role as Chair of Creative Edinburgh is to support our Director Janine Matheson and her team, alongside our enthusiastic board in realising the ambitions of this ‘new deal’ by creating a thriving and increasingly vocal network of exactly those businesses in Edinburgh that can benefit from the strategy.
We are deeply grateful to our funders and sponsors who have made this possible so far, and this initiative can be a positive step forward for a city that can benefit more than most from both Holyrood and Westminster recognition and support.