17. May 2012
CMW's mighty softball team started out the league with a killer win last night, beating the competition into submission within 5 innings. They're very happy with their final score of 28-9.
Anyone up for a good ol' game of softball...?
Pictured below (L-R):
Kim, Kristen, Leon, John, Anthony, Ally, Marnie; Wen, John, Tom
10. May 2012
CMW and Elastoplast have teamed up with Lewis Moody to create some 'Xtreme DIY' virals to show the strengh and durability of Elastoplast plasters.
Ex-England ruby international, affectionately known as ‘Mad Dog Moody’ on the pitch for his fearless approach to play, perfectly represents the toughness and durability of the Elastoplast product and resonates well with the predominately male audience the brand is looking to engage.
The campaign comprises of three films showing Moody getting to work with some extreme DIY. The first film, ‘freestyle vertical tiling’, launched on Friday, sees the star try to tackle a tiling job while being restrained by a heavy-duty bungee. Its launch was timed to promote the brand ahead of the bank holiday weekend, a notorious time for DIY mishaps that traditionally sees in a spike in product sales.
By Tuesday morning the film had already received almost 100k views.
http://www.youtube.co.uk/UKElastoplast
The second and third films, ‘Velocity concrete drop off’ and ‘Jetstream wallpapering’ launching later this week, will feature Moody tested to the max with more extreme DIY challenges. (www.youtube.com/UKelastoplast.)
The films dramatise the tough, waterproof nature of the product and demonstrate that it will offer protection no matter how tough the task becomes. Want to know more? Give our Business Development Director, Paul, a call on 020 7927 3657.
8. May 2012
Excellent news on the new client front for CMW!
After some exciting pitching, CMW has been awarded the Diet Chef account, and will be responsible for repositioning the business to focus communications on the brand’s proposition of chef prepared and calorie controlled meals.
Activity will launch across TV, print and digital and social media. The campaign will launch over the summer in the UK before rolling out to other European markets.
Liz Wilson, chief executive, CMW, said: "This is a fantastic opportunity for the agency. Diet Chef is an exciting and brave client operating in a hugely crowded sector. While the category is obsessed with the end result, weight loss, research shows us that half the dieting audience are more concerned about the quality and taste of food so this represents a massive opportunity for us to own this area."
Liz Dale, marketing director, Diet Chef, said: "CMW's pitch provided us with exactly what we're looking for in an agency. They showed a deep insight into our business and consumers and provided some truly integrated creative thinking."
We're looking forward to taking on the account and a whole lot of tasty meals!
4. May 2012
This month, hot on the heels of Mark Earls and Steve Henry, we’ll be joined by Alex Fleetwood who will guide us through the Zeitgeist that is play and social gaming and explain why it’s appearing high on every brand’s agenda.
Alex is the founder of Hide and Seek, a gaming consultancy that’s dedicated to inventing new kinds of play, from iphone apps to citywide adventures, festivals to R&D. In this Olympic year there’s little chance of escaping games and Alex will talk about why play has never been more central to our cultural experience, presented more commercial opportunities, or been so core to our social interactions.
It all happens on Tuesday 22nd May, and we'll be live tweeting from the event. Please follow @CMWLondon and #WorkingBreakfast.
3. April 2012
CMW created an April Fools Day spoof for Peugeot this year. The ‘mood paint’ film was seeded on various automotive, news and sports sites, picked up by the Telegraph and featured on Peugeot’s Facebook page, YouTube channel and Homepage. The video already has already clocked up 178,500 hits, just three days after release.
http://www.youtube.com/watch?v=xP5_5RDKxOY
Read the full prank below:
Peugeot UK has unveiled an RCZ that uses an innovative reactive paint to change its body colour to reflect your emotions – be it happy, sad or anything in between.
Technicians at Peugeot developed this pioneering new technology by using a psychochromatic coating (mood paint), which alters the molecular structure of the paint to emit light at varying wavelengths. The driver’s moods are detected via heat sensors integrated into the steering wheel, which read their body temperature and pulse rate to change the exterior colour of the car accordingly.
So if you’re feeling happy, the specially-coated RCZ will turn a shade of yellow, depending on the extent of the emotion sensed, but should your feelings change to anger and you’re hit by a fit of road rage, then the car will turn a deep shade of red.
And as long as drivers are ‘happy’ to express their emotions, the whole emotional spectrum of body colours is available to them, including: dark blue – for when drivers are feeling a little down, while a hue of green will spread across the exterior when a driver is detected to be feeling very relaxed.
Speaking about the innovative new ‘mood paint’ concept, product manager, Vince Clisham at Peugeot, said: “This really is a world first for motoring, to have developed a paint that accurately reflects the emotion of the driver, will no doubt have our competitors green with envy. Particularly as our customers can experience this innovation behind the wheel of the RCZ – a sports coupé that already inspires goose-bumps with its double-bubble roof line.”
30. March 2012
New faces here at CMW, and one of them is Matt North, who we’ve just appointed as our Head of Digital Strategy.
Matt joins us from the digital shop VML London, where he was the planning director managing clients that include Microsoft, Vodafone, and Xbox. (He also established an in-house social media practice offering analytics, activation, and listening services for clients. Impressive!)
Here, he’ll be working on quite a few of our FMCG clients, like Kellogg, Allied Bakeries, and Cadbury.
We’re thrilled to have him on board – watch this space for updates and maybe an embarrassing picture or two.
See here for the Brand Republic article on Matt’s appointment: http://www.brandrepublic.com/news/1124778/cmw-appoints-north-digital-strategy-chief/
29. March 2012
The Great Football Experiment, our innovative campaign for Nivea for Men, picked up its first prize of the season this week winning gold at The Hollis Sponsorship Awards for best digital activation campaign.
With it shortlisted for both the Marketing Week Engage and Sports Industry Awards next month, we're thinking we may have a hattrick on the cards.
The campaign itself dramatized the brand's proposition 'Preparation is everything,' by showing how a bunch of amateur footballers at a failing football team could progress from no hopes to runners up in their league, and even beat a team of England Legends when given access to the likes of El Tay, Ray Wilkins, and Ray Clemence.
The whole thing played out through social channels and drove massive engagement with the brand. Result.
Great assists from Carat, Octagon, Online Fire, and Big Balls who all gave it 110%.
Check out our film of the campaign here www.cmwlondon.com/work.html#nivea
20. January 2012
Yesterday, CMW were ON LINE: ON AIR: ON DEMAND at CITROEN LIVE in Manchester.
The 2012 Citroen Dealer conference was a great success and kicked off with MD, Linda Jackson and her team presenting some of the ambitions for the network for the coming year.
After lunch, the Citroen team skillfully handled questions on a broad range of issues sent via video link and submitted on their website. And all in front of hundreds of Dealers and a film crew - phew! Topics covered included upcoming launches, new sales initiatives and broader market issues. Plus there were some special messages from celebrity Citroen fans Arsene Wenger and Pixie Lott and a sneak preview of a new advertising campaign!
However, the highlight of the show was definitely an opportunity to see the amazingly stylish New Citroen DS5, which will be at Citroen Dealerships soon. If you just can't wait though visit: ds5.citroen.co.uk
10. January 2012
This morning we had our first working breakfast.
Mark Earls did what he does best – he made us think!
Here’s our 60 second whistle-stop tour of the wise and wonderful things he had to say.
His theme was that people follow patterns of behaviour. We can improve communication effectiveness by better understanding these patterns. It's for this reason that Mark's latest book is called "I'll Have What She's Having".
Mark started with a story – a story of Empire, adventure, map making and the Kong Mountains. (A quick visit to http://en.wikipedia.org/wiki/Mountains_of_Kong explains all.)
It turns out that for nearly a 100 years we believed the Kong Mountains to be in West Africa. They were the source of the great Niger River. Maps pinpointed where they could be found. The truth is they've never existed! They're a myth!
How did this come to pass? Mark explained that social context and shared belief are the most significant elements in our decision making.
We are inherently social beings and so our decision making is necessarily shaped by the influence of others.
From the moment we are born we are homo mimicus – mimicking man. We are copying machines aping the behaviour of our parents from day one. We then progress and ape the behaviour of our peers, of our social milieu and of wider society. We do it through-out our lives. This is why ideas spread; it's why markets have long-tails. We are copying machines. Drinks for example are a social choice.
As much as we all want to believe we're rational and independent of thought, the truth is we our part of a herd and make social decisions.
The trick is to understand the pattern that people's decision making is conforming to. To see the dynamic behind the mimic. Only by doing this can we seek to influence behaviour.
That's it other than to say thanks Mark for a stimulating and insightful talk. Great way to start the working day.
Mark's latest book, "I'll Have What She's Having", the inspiration for much of this morning, can be bought by clicking here. Well worth a read.
4. January 2012
CMW's celebrated Bacon Club is back and better than ever for 2012, now better known as Working Breakfast.
Kicking things off on Tuesday January 10th at One Alfred Place, we are particularly excited to announce that our speaker is Mark Earls, one of the UK's most popular writers and speakers on brands, marketing and changing mass behaviour. He is the author of 'HERD' and the recently published 'I'll Have What She's Having'. He's been described as Malcolm Gladwell on speed, and always has an entertaining story and a great insight into how marketers really influence audience behaviour.This is a chance to genuinely find out what makes consumers tick, and an opportunity to mingle and enjoy some breakfast.
We still have a few places available, so if you are interested in coming along, please email daisy.batchen@cmwlondon.com for more information. And for those of you who are already on the guest list.....see you there!
