What is brand, and how are brands built? Our founder, Julian Kynaston, answers these questions and more in this no-holds-barred, fast-paced account of how he launched and grew Propaganda into one of the UK’s most successful brand consultancies.
Available now from Amazon and all good book shops.
After months of meticulous planning and preparation The Car People 2015-16 campaign shoot took place last week.
The campaign represents a stylistic evolution for the brand, introducing elements of The Car People’s animated world into the real world.
The shoot took place at the newest and largest Car People site in Sheffield. Prior to the shoot day, the entire showroom had been built to scale as an animated set. This allowed us to rigorously plan and visualise each scene, with freedom to tweak and test every camera angle and panning option, which in theory made for a relatively straightforward day of filming.
The only thing that was out of our control was the weather. And of course, we were dealt a forecast that promised, cloud, strong winds, rain, but most importantly, just enough sunshine for the key shots.
Below are some behind the scene shots from the day.
Keep your eyes peeled for the finished ad later this summer.
Jacqueline Gold, Chief Executive of Propaganda client Ann Summers, gave an inspirational account of her rise to the top at the 2015 Buy Yorkshire Event, held at the Royal Armouries in Leeds – and we were there hear her story.
As well as leading an hour-long talk in a packed auditorium about her experience of building the Ann Summers brand, Jacqueline also wasn’t pulling any punches as the only female representative on the Billion Pound Panel.
During the event, she talked about our recent successful campaigns, including the collaboration with Giles Deacon and the Dark Desires work. She praised Propaganda as “fantastic for our brand” and that she would “recommend them to anyone” thereby demonstrating that she did indeed ‘buy Yorkshire’.
Her appearance at the event was a big draw for organisers and local businesses. She talked about her passion for women in business and explained her recent work to help influence government on female empowerment.
When we first started working with Kryolan we set up an Instagram account from scratch for them. And this weekend we hit a cool 100,000 followers. Whoo hoo.
As both a creative and an international brand, IG is an absolutely perfect platform for Kryolan – and it’s given us the chance to create some fab social campaigns exclusively for its IG audience. Right now we are ‘surprising’ individual followers with a personal thank you and a repost from the brand as part of our 100k celebrations. Give @kryolanofficial a follow to see the response.
Starting with the initial campaign proposition and concept (FYI Beyonce and Kim K featured), into art direction and production, the full Propaganda team were involved in ensuring everything came together when it mattered.
Still riding high on the success of Propaganda’s Valentine’s campaign for the retailer (Dark Desires was acclaimed their most successful campaign to date) the AW15 campaign looks to raise the bar yet again. As the lead strategic and creative partners, this campaign is the next evolution of our work to reposition Ann Summers as the leading destination for pleasure on the high street, and will coincide with several exciting new product launches also in the pipeline.
Watch this space.
We’re in celebratory mood at Propaganda, as our Senior Planner, Cynthia Bernard was unveiled as this year’s winner of the Management Consultancies Association Young Consultant of the Year. Amongst lofty company on the shortlist, she took the top honours for demonstrating excellence in consultancy.
This continues Propaganda’s impressive winning streak at the MCA Awards, which includes achieving the 2014 award for strategy. Cynthia’s analytical approach to our planning-led consultancy has helped us establish valuable and longstanding commercial relationships, in sectors as diverse as automotive, pleasure retail and food waste recycling.
As part of the entry, Philip Simpson, Commercial Director of ReFood said: “Throughout our relationship with Propaganda, we’ve continually been impressed with their thorough and analytical approach. Cynthia has been central to this. Her spot-on strategic counsel, supported by her insight into our often complex and growing market, has given us the confidence to invest in new areas. She has demonstrated her rigorous analytical approach to understanding our sector and has worked tirelessly to identify the right opportunities for the business.”
Propaganda’s MCA accreditation is a badge of honour for our business, as membership is awarded based on the results we achieve for our clients. It helps us demonstrate our strategic approach to brand and business consultancy, backed up by a rigorous annual audit process.
Award season is looking rosy for Propaganda as our Dark Desires work has been nominated for two Roses Awards. The Awards set out to recognise the very best creativity in advertising, design and digital.
The Dark Desires campaign, which we created for Ann summers late last year, has been selected for the ‘Use of Photography’ and ‘Best Campaign’ categories.
Each year sees the cream of the creative world compete for a gold, silver or bronze accolade. This year’s ceremony will be held on the 14th of May 2015.
Features of the microsite include a coverage checker which invites users to see coverage of the networks across the UK. Check out the website here: www.jump.co.uk.
Despite Covent Garden being plunged into darkness last night due to a power cut, the official re-launch of Kryolan’s Make-up International Magazine was a huge success.
Social Account Director, Claire Anderson & Senior Social Account Executive, Jenna Stirland attended the packed out event at the Kryolan London store to talk about their contributions to the highly influential global publication and to capture the events to document on social media.
The evening was a roaring success shared with leading Makeup artists, bloggers and creatives. The fact that the event illuminated a dark corner of London made it an even more special occasion.
Join the buzz on social media by searching the hashtag #MUImagazine on Facebook, Twitter & Instagram.
The top blogging community of Leeds made an exhibition of themselves at The Malmaison last night as we launched the Ultimate Lash Brand, Nouveau Lashes, to them.
Despite the crappy weather, they came in their droves to #LashesLIVE to try out LVL treatments, take part in a hands-on Strip Lash Masterclass, scoff posh canapés and go bonkers on social media with their #UltimateLashSelfies
We’ve been appointed to undertake a Brand Discovery™ for leading independent commercial gas provider CNG. The resulting strategy will help shape their future direction and drive their ambition of securing 10% market share of UK SME commercial gas supply.
The business has a turnover approaching £200m and caters for a range of commercial gas customers, from factories and national restaurant chains to small family firms.
CNG Managing Director Jacqui Hall said: “We’ve appointed Propaganda as they are experts in brand and business strategy. We know that we have a great business and are doing many things in an industry-leading way, but this process will allow us to gather insights from a range of partners, and will help us shape the future of our business. We’re looking to further understand the intricacies of our market and leverage the right opportunities that will accelerate our growth. Our work to date has established us as the credible alternative to bigger commercial suppliers, with a first class customer service focus. Whilst cementing our reputation, we’re looking at ways to expand that ethos to more customers.”
Propaganda Managing Director Craig Harrold said: “CNG are a Yorkshire success story, and it’s clear they’re held in high-regard by industry experts and customers alike. We’ll use our award winning consultancy model to expose opportunities that can drive them forward and help deliver a future strategy worthy of a business in their position. Our work will look at ways to further elevate the brand, in an increasingly competitive marketplace and bring them recognition from a wider customer base.”
Our proven consultancy model draws on a wide range of sources, to help unlock transformational change in an industry, sector or business. The resulting strategy will aim to deliver a proposition that will differentiate CNG from competitors, communicate key messages and attract new customers.
Propaganda is proud to announce that our client, Nouveau Lashes has been awarded the title of “Best Lash Supplier” in the Guild of Professional Beauty Therapists Awards of Excellence.
To find out why we won, take our online consultation to find out which of the three lash treatments is best suited to you with our online consultation, then locate your nearest salon via the Nouveau Lashes salon finder.
Next week sees the launch of Lavitta. An online fashion brand that real women have been waiting for. In sizes 12-24, the total collection currently is made up of four ranges: Tribal tracks, Blush Crush, Eastern Promise and Riviera Sun.
The plus size market is the fastest growing fashion sector and online fashion is also an area of major growth in the last few years. Our discovery process with the Lavitta brand reaffirmed the need for a ladies fashion brand that holds a value price tag without compromising on the style and quality of the product.
With a price bracket for the total range coming in at £10-£40 it’s easy on the purse strings, while not compromising on quality. The clothes themselves are designed to fit and flatter every shape and size.
Using insight from the discovery process, we created the brand with the aspirational strapline, ‘Life’s an Occasion, Dress it.’ We also created the launch strategy and all assets to support this, including a full DM campaign and PR Strategy.
To deliver the PR strategy, we recruited 4 PR agencies across the UK, to cover a National and Regional approach. Beautiful A4 hardback look books and two brand films were created to assist media sell in, and so far great feedback has already started pouring in.
“ Lavitta is a brand that’s perfect for our readers with stylish, on-trend clothes that flatter real women and have a really great price point.”
Fashion Editorial Team
Lifestyle Fashion Group – Women’s Own, Women’s Weekly & Woman.
As well as this, the public was able to have an exclusive preview of Lavitta at the Haven charity fashion show held at the Queens hotel in Leeds on the 9th March. The response to the clothes was very positive and every model who wore the clothing on the catwalk that day, purchased their outfit afterwards. With proceeds going to charity and a 10% offer exclusively for ladies who attended, we are hoping to see this great response in the form of sales driven from this event when the site goes live next week.
Look out for Lavitta on Ideal world TV show on the 30th of April and check out the full site we designed from Monday next week.
