Daren Kay

Executive Creative Director, Tullo Marshall Warren UK
www.tmw.co.uk

Info on the speaker:

Starting life as a copywriter I have worked in Direct Marketing for over 18 years. In that time I have worked in every market and media sector – from TV to email – from charity to automotive. Since being Exec. CD at TMW I have concentrated on brand literate on and offline campaigns for a range of blue chip brands like Guinness, Nissan, Unilever and British Airways. In that time I have won over 50 national and international awards for TMW – including a Cannes Gold Lion. I sit on the DMA Creative Forum, have edited a book on copywriting and am a regular speaker on the circuit.

Info on the company:

TMW is an integrated marketing communications agency. Part of the Creston group. Employing over 260 employees in its Chelsea HQ it is one of the UK’s top 3 largest CRM agencies. After winning the Nissan Europe account recently we opened a Paris office.

Title of the presentation:
Exploding the Big Idea - How big brands have brought advertising ideas to life below the line

The problems/challenges:

TV, direct mail, internet, packaging...  with so many different ways for brands to get their messages in front of customers these days, successful companies will be those that make sure all media channels are working together to deliver a single message. Far more than simply putting the TV ad on a mail pack or website, the key to Exploding the Big Idea is understanding the power and strengths of each medium in delivering your message. In the presentation I hope to explain:
• How you can get people to like junk mail and spam email?
• How you can get your mail to stand out from the rest?
• How you can get people to interact with your brand?
• How you can create awareness and sales
• How you can measure if your campaign has worked?

The solution:

Using examples from big brands like Guinness, Nissan, Sainsbury's and Persil washing-powder, Daren Kay aims to inspire you to put relationship marketing at the heart of your marketing communications.

Literal integration:
Using examples from Nissan I will show how you can adopt the look and feel of the above the line but be so much more than an ad in the post.

Lateral integration:
Using examples from Guinness I will show how you can develop emotional bonds between consumer and brands by talking to consumers at key times of the year.

Integration over the long term.
Using examples from Sainsbury’s supermarket I will show how you can build loyalty and response over a longer period by bringing to life a brand’s core proposition. In this case to ‘Try Something New Today’

Integration and in-store promotions
Using examples from Persil washing powder I will show how we brought ‘Dirt is Good’ to life for warm and cold audiences.