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.
We had a great day working with Jan Mansy for an Illamasqua shoot on Wednesday. There were a few tired eyes on set following the previous nights Illamasqua party, but we shot some great stuff all the same. Here’s a few shots from behind the scenes, the final images and make-up looks will be revealed at a later date…
Tuesday saw the BBC Look North team catch up with our chairman to talk make-up, at Illamasqua’s newly opened Meadowhall counter.
Watch the clip below:
[flv:/wp-content/uploads/JMKLookNorth.flv 481 300]
With regards to the recent coverage of the Seabrook Crisps Facebook competition, Propaganda would like to state that Seabrook Crisps manage their social media updates via an in-house team and we had no involvement with the competition before it went onto Facebook.
Propaganda identified the issue and advised our client accordingly – ensuring Facebook guidelines and social media best practise are adhered to. The support from the Seabrook Facebook community has been very positive and shows that an open and honest approach to the situation has been welcomed by the fans of the brand.
A few significant things happened in 1978 – Argentina won the world cup, the first IVF baby was born, Superman ‘The Movie’ was a massive hit, and we even saw the first female newsreader on television. Fitted bedroom furniture was also the latest ‘thing’. Never before had people been able to make the most of their alcoves like this – and Daval was quick to jump on the trend by offering some of the most beautiful, stylish and quality fitted bedrooms on the scene.
And since then, our client Daval has done nothing but be first to act on, even predict, emerging interior design movements; adding fitted kitchens to its portfolio in 2006, gaining itself a rep for being the first to always offer something a bit ‘different’ and launching its groundbreaking option-i technology in 2008, allowing it to make bespoke fitted furniture for any room, any space, in fact, any crazy design notion – its strap line Individual Possibilities was born.
Previously only available through approved independent dealers, Daval is now taking its next monumental step in history by launching Daval Direct. Now Yorkshire-based customers can literally visit Daval’s HQ in sleepy Slaithwaite (some lovely pubs, by the way), and enjoy the personal touch and ultimate in service – from design to installation.
The main attraction is the complete ‘Daval Home’ – a concept which we had the pleasure in helping to bring to life – which visitors can walk through to see how its bespoke furniture solutions and technology can be used cleverly in each room, with some breathtaking results. It’s also a great way to see just what can be achieved with Daval’s Option-i technology.
Visit daval-furniture.co.uk for further info, or keep your finger on the pulse at www.twitter.com/Daval_Furniture
Posted by Claire Anderson
Illamasqua, the Cult British cosmetics brand founded by Propaganda, has been officially named a CoolBrand in an influential annual initiative to identify the UK’s most powerful brands.
The CoolBrands list, now in its 10th year, is born out of input from 2,000 consumers and a panel of 36 designers, style experts, media personalities and prominent figures from the worlds of TV, fashion and music.
Since its launch in 2008, Illamasqua has taken the cosmetics industry by storm and in a world of global giants such as L’Oreal and Estee Lauder this is no mean feat.
Four years ago Propaganda took the bold step of developing its own client and created Illamasqua. Propaganda founder, Julian Kynaston believed that if the agency could grow and develop successful global brands for its clients, then that experience could be translated to create the agency’s very own.
Propaganda’s core business is based on using verified consumer insight and market validation to inform business planning, product development and ongoing brand strategy. Illamasqua was created using these processes – resulting in a unique brand that connects strongly at an emotional level with its target consumer.
Julian Kynaston comments: “Being recognised by CoolBrands is a great accolade, firstly for Propaganda as it has proved that with dedicated brand strategy, planning and insight, developing your own client can work incredibly well and secondly for the people who have embraced Illamasqua so passionately.”
“Illamasqua has evolved from an initial idea, to turn the stale and predictable cosmetics market on its head. We wanted to reclaim the creativity and artistry that was once proudly associated with make-up. I knew there was a hunger for something more than the bland uniform approach as offered by the gaggle of high-street goliaths. For Illamasqua we wanted to create tools for people to use, which illustrated freedom from the norm, encouraged individuality and allowed self-expression. I can proudly say that Illamasqua achieves this.”
Co-ordinated by The Centre for Brand Analysis, the CoolBrands list was drawn from over 10,000 independently identified brands, whittled down into a shortlist of 1,500. The panel of 36 influencers then scored each brand, bearing in mind factors such as style, innovation, originality, authenticity, desirability and uniqueness, before more than 2,000 members of the British public gave their ratings. The views of both the panel and consumers were combined to produce a list of the 500 brands most highly rated. Illamasqua beat tough competition to take its place in the prestigious list.
For the media and fashion followers across the globe, London Fashion Week is by far one of the most heavily anticipated fashion events of the year, where trends are born and inspiration is at an all time high.
Budding fashion stylists from all walks of life wait eagerly to see what the biggest names in fashion have to offer. But, any Matthew Williamson or Vivienne Westwood will know that no outfit is complete without an eye-catching, often avant-garde hairstyle to match, which is why hairdressers from celebrity stylists, to local salons look to fashion week to keep up with the trends and to ensure their style stays current and exciting for their clients.
So, in honour of our luxury hair care client Neal & Wolf, we teamed up with two salons, Trimmers in Liverpool and David Thomas in Lancashire to demonstrate how just off the catwalk, fashion week inspired hairstyles can be turned into gorgeous mainstream looks.
We invited a journalist from the Liverpool Echo and the Lancashire Evening Post into the salon where a stylist was on hand to create the latest hair trends using a selection of Neal & Wolf products.
The results? Each journalist left the salon with S/S12′ hottest hair trends, a goodie bag and a mist of Neal & Wolf’s unique scent hovering over them, yum!
The day was a huge success and each journalist went away with lots of inspiration for the perfect Fashion Week inspired hair feature. Watch this space for the result.
Earlier this year, the UK’s leading environmental product and service group, Straight plc appointed Propaganda, to undertake a Brand Discovery.
Following several months of in-depth research, which delivered rich insight into the needs and aspirations of its customers, Propaganda has worked closely with Straight plc to implement a new brand strategy for the business, which will deliver upon the needs of the market, as well as raising its corporate profile.
As a result of the findings from Discovery, Propaganda has created a new brand positioning and proposition, which is both engaging and compelling, designed to differentiate Straight in its sector. The initial launch phase includes the roll out of the newly developed corporate visual identity, a brand advertising campaign and a new corporate website which will launch later this month.
Jonathan Straight, chief executive and founder of Straight plc said, “We recognised a need for a cohesive and customer driven brand strategy to help us realise our ambitious growth plans. The insight delivered as a result of Propaganda’s Discovery programme, not only highlighted our key strengths but also identified areas for development, and has resulted in Propaganda creating a new brand strategy and corporate identity.”
“We’re extremely excited to be launching our new brand identity; the execution is contemporary and fresh and represents our deep understanding of the waste and recycling sector.
Our new strapline ‘for tomorrows world’ was chosen to represent our corporate values and brand proposition.
“As a progressive organisation, we believe that it’s important for straight to evolve our business in line with our customers expectations and changes in the market and we believe the new brand strategy and identity helps us to do just that.”
Insight from weight maintenance consumer research carried out by Propaganda in 2010, identified that one of the challenges Cambridge Weight Plan (CWP) customer’s faced was maintaining their weight-loss long term, once they had reached their target weight. After 12-months of development, ‘My Cambridge’ launched last month.
It is a unique and first to market proposition in the ‘very low calorie diet market’, an online self help tool available to all CWP maintenance customers to be used in conjunction with advice and support from their CWP consultant.
The My Cambridge microsite features an online food diary which allows customers to set goals for the day, and helps them to stick to them, with a key feature of the diary including a section to diarise what they have eaten. From this the diary calculates what calories are left to play with for the rest of the day, it even keeps track of your five a day, alcohol & water intake and exercise regime.
To provide guidance and inspiration there is also a database of 100’s of searchable healthy recipe and meal ideas and if extra support is needed My Cambridge links directly to the customers CWP consultant, allowing them to offer advice and support whenever it’s needed.
Additionally customers can access 8 different reports to analyse their diet in a bit more detail. They can view which foods contribute the most fat to their diet, or add the most calories. There is also an innovative ‘swap function’ which will highlight a different food or brand that’s similar to the one you enjoy, but could save calories.
All the functionality is geared to the My Cambridge golden rule – stay within your personal allowance and you’ll keep your body looking the way you want it to. My Cambridge has been warmly received by the Consultant network and was launched to maintenance customers last month.
Eternity, one of the UK’s leading designers and manufacturers of sports and leisurewear, has appointed Propaganda to undertake a brand ‘Discovery’.
Established in 1985, Eternity currently supplies football leisure wear to a variety of football clubs throughout the UK and Europe, and has earned itself a reputation as a market leader in the football industry for creating high value, quality collections that supporters appreciate, whilst allowing clubs to maximise their retail potential.
Propaganda has been appointed to deliver an in-depth ‘Discovery’ programme – a 360 degree review of its brand positioning and proposition with customers in the UK and internationally, as well as with football supporters. The rich insight delivered as a result of the Discovery programme will enable Propaganda to develop a brand strategy that will deliver against Eternity’s ambitions to grow the business.
Phil Fellone, managing partner, Eternity said: “This appointment represents the next stage in our ambition to evolve and grow our business. Propaganda’s robust strategic approach and track record for delivering real business results and brand development made them the perfect choice.”
Richard McMurrough, client services director, Propaganda, said: “We are delighted to be working with Eternity, and we look forward to delivering a clear and concise strategy that will help them deliver against their objectives to grow the business and to help drive Eternity to the next level.”
It’s exciting times ahead for our client car supermarket The Car People. This week we launched an insight-led & research backed campaign communicating that 99% of their customers agree The Car People are great value for money… and that’s not a statistic to be argued with (we’re working together on the other 1%)!
From our ongoing work to really understand the car buying consumer, we know that value for money is the top consideration when purchasing a car. What’s more, we delved deeper to understand exactly what value means for these customers. The campaign therefore responds perfectly to consumer demands and demonstrates value to prospective customers who may not be aware of The Car People and their difference. The integrated campaign will be seen on TV, radio, press and online.
Alongside this, we’ve just undertaken a strategic social media audit, to understand online share of voice, measure sentiment of online conversations, and the likelihood of customers sharing their purchase experience in a social space. The social media strategy born out of the audit strives to engage consumers beyond the car purchase window, and – in keeping with The Car People’s brand promise – do so without hassle.
Our aim is to engage with current customers and attract prospective customers with interesting, informative and entertaining content, to contribute towards an increase in brand awareness, front of mind recall and ultimately web generated enquiries.
Look out for exciting social competitions and conversation soon!
An update of the code-breaking brand campaign that has transformed Clipper’s reputation and clearly positioned them as a brand leader in retail logistics.
Established in 2001, Boost Drinks has gone from strength to strength since its inception with reported annual sales up 44% year on year. In just 10 years Boost has grown to become the second largest energy drink brand in the impulse category for stimulation drinks in the UK (Source: AC Nielsen).
It is such an amazing achievement for an independent brand that has ridden the recession with its compelling and relevant value proposition delivering great profit margins for its customers whilst offering consumers quality of taste and performance at great prices.
Boost has continued to differentiate itself from other brands, by focusing on broad-spectrum mid-market opportunities and has successfully built quality, long-term relationships with independents as key accounts.
Boost now has a full distribution network of leading wholesalers and cash & carries serving independent and multiple retail trade alike, covering forecourts, convenience stores, CTNs and off licenses.
Boost is also experiencing significant growth in many export markets, which represent significant opportunities for long-term innovation and investment, as well as exploring potential with the foodservice sector, including on-trade and vending.
To celebrate this milestone year and to thank customers for their continued support over the years, Boost has a range of 10th anniversary promotional activity planned with cash & carries and wholesalers across the country.
The promotion, which will follow a phased roll out over the rest of the anniversary year, will see depots compete to create the best Boost display, for the chance to scoop one of three cash prizes. This activity will be supported with a bigger than ever consumer campaign, which will roll out across no less than 9 key cities in the UK.
Simon Gray, managing director and founder at Boost Drinks, said: “The last 10 years have proved to be very successful for Boost, and the fact that we experienced continued growth year on year, is a great achievement and recognition of the hard work and dedication of the entire Boost team and the excellent relationships we have forged with our trade partners, as well as the growth in consumer awareness and loyalty. We wanted to celebrate and to say a big thank you to all our customers, and the best display activity we have planned, is not only a fun way to get them to further engage with the brand and to involve them in our special birthday celebrations, but also acts as a nice incentive and reward for staff at the competing depots. We look forward to judging their eye catching displays and to celebrating with the winning depots.”
Congratulations Boost, from all at Propaganda
