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New Open Blog

2009-04-11T01:05:00.000-07:00

Hello everyone!!

Our lovely blog has a new home now at: http://www.theopenconsultancy.com/blog/

So update your RSS feeds or your bookmarks and bask in the sunshine of our tales.

Stopped-Open-Motion

2009-03-10T10:01:00.000-07:00

Fluoro Brights flooded the Open studio last week with inspirations from the current catwalks and present trends we're spotting.

Shades essential complete with eye popping gear, here’s a snap straight from behind our closed doors to give you the first sneak preview of something bigger yet to come very soon here at OPEN.

"Five on Fifth"

2009-03-09T11:31:00.000-07:00

Fond of all these store openings going on over the pond at the moment, and a brand never to disappoint when it comes to memorable activity, Diesel is no exception.

Linking in nicely with NY Fashion week and restoring our faith in retail, still being strong and being exceptional eco-chic. The grand opening of Five on Fifth, Diesel’s new flag ship store seizes our attention again.

Multiple 'mad hatter tea parties' sporting different themes daily, with endearing colorful characters and a few twists at its store front window for consecutive nights of its opening week.

The pap’d engagement of unwitting passers by and originality here was what we liked here at Open and the fact that the store also boasts a large amount of neon lighting, free wifi, recharging stations, multilingual staff and DJs on the spin and some nice attire too.

With lots of street teams handing over the freebees alongside the intimate window dinners we say one up for Diesel for this creative, inspiring and well executed Guerrilla campaign.

Bring on more alternatives for store openings, and lets hope we start seeing the UK doing the same!

Breakfast Clubbing

2009-02-20T03:09:00.000-08:00

Ever heard the expression - I'm having a party in head?

Well now imagine a collection of random Open folks doing this together while munching down crumpets, muffins and bagels and slurping lovely mugs of tea.

That'll give you some idea of what our weekly Breakfast Clubbing sessions are like. We get together at 8am every Friday morning to share the thoughts that have been burning a hole in our heads.

We use it as a way to discuss cultural issues and breaking trends... today we were swearing. Well talking about it anyway and discussing language and how social culture effects our perception of different words. This and where belief comes from.

Yeah, not your usual banter about last night's TV, but that what flicks our switches.

If ever you want to raise a topic for us to discuss and share via the BC, feel free to drop us a line.

The Art of Being chipper

2009-02-19T09:53:00.000-08:00

We're not up for plagarism, but this excerpt from the Hospital Club publication rings so true, we felt compelled to share it...

It's a critical time for the creative industries. The gloom and doom of the credit crunch, the redundancies, budget slashing, ring fencing, cost cutting - this vocabulary of financial misery is surrounding us. As Auden said 'For nothing now can ever come to any good.' Glooooomy or what?

But hold on a minute - isn't this the language of 20 years ago?

Following the 1980's Black Monday, Dim Tuesday, Darker Wednesday, Very Gloomy Thursday and Could-it-get-worse-than-this? Friday, something extraordinary happened in the creative industries.

A positive reaction. Bands from nowhere began making lots of noise, the new generation fashion designers back-lashed, artists took control - there was a renaissance in British creative attitude and the following decade became Cool Britannia. Blur, Damien Hirst, Pop Magazine, Alexander McQueen, Oasis, John Galliano, the Turner Prize, Isabella Blow, the Brit Awards, Portobello Road, St John's Restaurant, White Cube and Moro.

All over the place people took creative risks; the underground pushed its way into the mainstream and drove a stake into the heart of the Yuppie filled world of Neighbours, Wine Bars and Stock, Aitken and Waterman. It was a turning point in British Culture.

With a little less in the bank, how does the creative future pan out this time round?

When the cost of paper went up during The War, Penguin simply made their books smaller. Adjust, rethink, take risks and be creative. Welcome to 2009.

Neophilia : a love for things new.

2009-02-17T04:22:00.000-08:00

Last week we got along to trends co PSFK's 2009's Good Ideas Salon in London.

Some interesting multi-disciplined designers, Troika with their ‘Cloud’ installation, currently being showcased at Heathrow's Terminal 5 and brand new concepts to storytelling from Punch Drunk engaging experiences.

And on a less positive note, A slow afternoon, with not many aspiring views coming out of it. The day needed less chattering around subjects with more clear points being made.

The day was stirring but unfortunately not outstanding, although what made it a success was the inspirational mix of content - Good Ideas Salon did have a number of engaging speakers, and the balance between designers and experts in their field was just right.

We definitely took away an interesting outlook on world trends but as we already have active absorbent minds here, we're not sure if sitting inside the ‘Good Ideas Salons’ four walls inspired us enough.

Highland whisky tour for The Glenlivet

2009-02-17T01:07:00.000-08:00

Last week we were lucky enough to fly up to the Scottish Highlands and pay a visit to a couple of Pernod Ricard's Single Malt distilleries.

We picked an awesome time to visit with about 3ft of snow it really set the scenery off.

We were really well looked after and learned loads about the spiritual home of the err... spirits.

We came back perhaps a little tired and hazy, but definitely inspired by what we saw and could bring to the brands from our experiences.

And talking of experiences, Bex and GInny discovered the massage chairs at the airport, which proved a bit too much to handle!

Thanks for setting this up Mark.

Creativity all around us

2009-02-13T05:20:00.000-08:00

People are tiring of the traditional forms of advertising and in turn brands are having to work harder to be more innovative in looking for new formats in communication.

We all want our public environments to provide more inspiration and less noise, so we're starting to see more effort coming out using creative application.

The launch of the new Nike store in Covent Garden created a glow street advert which was produced using UV ink onto the pavement so that the trainers stood out all night long!

Adidas Grün – known as plantvertising – the campaign was enhanced by using the words ‘made from’, ‘recycled’ and ‘reground’ giving it that all important ‘natural’ feel which is becoming more and more important for people in today’s society.
Another trend ‘sweeping the streets’ is clean graffiti, this is where a pressure washer is used to graffiti onto a dirty wall. An artist universally known as Moose has made a name for himself by creating a brand of street art which livens up streets and cleans up the dirt too!
Finally, artist Michael Bosanko who uses a torch and a camera to create light graffiti – the beauty of this work is that it looks like neon sculptures but it is 100% natural.

by Katie H

Web 3.0

2009-02-13T03:42:00.000-08:00

It's a funny thing marketing. Everytime someone does something vaguely new, they put a tag on it. So in this great tradition, we're claiming web 3.0!

This Dutch site for a department store has created an online guerrilla animated experience for their own online shopping site.

The idea of using web space as an experience playing with our expectations of the site is a good one.

We look forward to the next generation of digital, the online experience place.

http://producten.hema.nl/

Three Big Tips

2009-01-23T09:10:00.000-08:00

The Big C. Crunch is right here right now the topic of banter up and down the UK and promptly leaking into Europe. So, we can’t avoid it.
Following on from our optimism in 2008, we’re thinking 2009 is the year for survival, not just for consumers but for brands too – being positive about the future here’s our critical three big tips to get you through the year.

1. Spirit of Do

In-experience.
Hidden in the word but not that secret it’s about staying in, and why not?
With the British pound deflating the Euro is getting that little further out of reach and people this year can’t afford to be star-railing it around the EU as much, so focus here is going low key and local. So staying in.
Sunday DIY. Supermarket sprees. Pre party drinking at home. Allotments. Frugal cooking. Board games and playing cards. Achieving more within your community and quality time with friends and family.
Holidays and mini breaks on the cheap and more importantly that extra peek into what the UK has to offer: grand history and glorious inbound trips.
Rounding that up, these concerns and a considered focus cover a number of things. You may not be able to afford niceties but be resourceful with the opportunities around you and grab the Spirit of Do.

2. +Positivity

As we said this optimism stuff is infections and like moths around a light consumers want to gravitate towards things that make them feel happier.
Brands providing experiences where consumers can socialise and enjoy new things will be seen as champions of the cause to feel better.
It’s about being generous – Generation G. Consumers hate greed – embrace generosity and give something back to the people.
In tough times it accentuates how you need a little more in life – self-help, physical support, seeking a little further afield to untap lost potential to deal with the doom and gloom. Not running away, facing things head-on.
Maybe brands can start redistributing? Giving is the new taking. Share it out.

3. Creative Capital

Brand involvement in culture and arts is longstanding – a deeper brand collaboration responding to the pressures and expectations of X-tra. 2009 is about integrity and brands truly facilitating new arts and culture, not just sponsoring it.
Social pressures are extreme – being complacent doesn’t cut the mustard any more; so we’re all having to work harder, take deeper roles, have greater substance. Using what brands can offer to our advantage.
Take it on board. Use it to get through it in 09.

Louis Vuitton Stephen Sprouse Collection : Launch Party

2009-01-16T09:16:00.001-08:00

Enticing halls of graffiti, custom neon coloured signs and live 80's shows.

A few of the things that brightened our eyes to the Louis Vuitton launch held last week in NYC.

Breaking all moulds of the usual fashion launches this party kicked off at the Louis Vuitton flagship store in SoHo to celebrate the new Stephen Sprouse collection.

Louis Vuitton Vs Stephen Sprouse.
Fashion/Design & Art.
nice.

Aloha Optimism

2009-01-12T00:33:00.000-08:00

Here at Open we're a pretty bright and breezy bunch. But even our chipper smiles could be faded by the tough times and uncertainty in the world today!

BUT, we are optimists and our optimism is infectious!

With this in mind we're also predicting that 2009 will be the Year of the Optimist! Folks that work harder to see the positive will be the ones that stay ahead and we also believe that brands that represent an optimistic outlook to consumers and provide communications that focus around hope, self help and positivity will gain the most attention.

Adding to the feel good vibe, this month a book on the said same subject. Entitled... wait for it... The Optimist is being launched this month. The author has interviewed folks whilst traveling around the world, from Bill Clinton to the Dalai Lama's head adviser, to Desmond Tutu.

Here's his top tips learned:

Accept your reality and embrace it. Modern culture is about creating an ideal or fantasy reality and then spending our energy and efforts trying to change reality to our fantasy. Accept the good in what is.

Or

"Happiness is wanting what you have not having what you want."

Listen to the negative voice in your head and be observe what it's saying. Only then can you know the negatives to overcome.

Each evening take moment to recount 3 positive things that have happened in your day. You may even find that things that negative things you were forced to do meant that you experienced things that are actually positive.

Have a nice day!

Open running club

2009-01-07T08:44:00.000-08:00

It was nothing if not predictable that a few of the girls would search a quick fix for January fitness and start munching down salads.

After 3 days of route planning, 1 hour choosing the right outfit/ trainer combo, 30 mins getting changed and 10 minutes waiting for each other to warm up... Off they went, bounding through the snow no less!!!

15 mins later they were back and a little camera shy!

To be fair it's a good motivation guys, nice one. Next stop sounds like it'll be the triathlon in May?!

Open t-shirt line

2009-01-06T06:17:00.000-08:00

Back at the beginning of 2008, we promised we'd launch a line of T-Shirts under the Open brand.

Well we nearly nailed it...

Yes there are the excuses, big staff growth, new business wins to look after, moving offices in Worcester and opening the London shop, etc. etc...

But we just managed to squeeze in series of designs and slogans in December that have started off the intentions for 2009.

I hope you like them and we'll share a full 'designed' range shortly.

Berlin

2008-12-16T08:03:00.000-08:00

Berlin's been pretty high on the map for street culture and urban edge for a few years. The Mitte district has come along way and serves up it special blend graff'd up stores and indy boutique cafes.

Great vibe to the place and if Mitte isn't your bag, there's enough Gluwein everywhere else to keep you happy!

I LOVE TECHNO

2008-11-22T09:41:00.000-08:00

KP reports back from excursions in Euroclubbing:

35'000 something Euro clubbers, a whole lot of DJ's and some music they like to call Techno??

FLANDERS EXPO GENT, I LOVE TECHNO 2008

.... Those Belgium folk know how to bost out their 'Washing Moves', my shapes where wasted!!

http://www.ilovetechno.be/2008/

: N-GAGE CORNER
Nokia trend labs : Chill out rooms, looooads of cool stuff happing thanks to these guys!

www.nokiatrendslab.be

Say hello to Loz

2008-11-17T08:30:00.000-08:00

We welcome Loz into the Open family bringing his detailed eye into the creative department.

A supreme being of immense knowledge and capability & a geek extraordinaire - Loz comes to us with a raft of design, illustration and technical expertise.

He's not unknown to turn up to work on his BMX, loves his music and occasionally cross dresses.

Welcome Loz!

Something for the weekend sir?

2008-11-17T01:47:00.000-08:00

Happy the man who can spend a weekend in the countryside
accompanied by a few of his closest chums in suitably rural attire.
Having just spent a weekend doing just that to mark the occasion of
the imminent marriage of one of my best mates it's occurred to me
what a simple pleasure it is to return to wearing 'proper' clothes
rather than the usual agency uniform on jeans, trainers and T-shirt.

And it wasn't just an aesthetic thing either. The funny thing is
simply donning a flat cap, a pair of brogues and a Barbour jacket
really did seem to add a reassuring gravity to my general
demeanour. You should try it sometime. As Stephen Fry once pointed
out: the thing is to have a larynx made entirely of tweed and you
can get away with anything.

Nick

(Photo by Leo Cackett)

For the love of Brussels!!

2008-11-14T03:35:00.000-08:00

Worcester is a weird and quirky place. Just see the latest happening - Sproutmania!

If you find yourself in the vacinity, checkout the festival for the love of the humble Sprout being held in downtown Worcester today and tomorrow.

Random for sure.

The new rules of brand development!

2008-11-13T10:08:00.000-08:00

Uh oh, it's a think piece, good for bedtime reading!

We're always working on challenging the rules and existing ways brands are positioned and communicated.

Two areas we're really hot on that are crucial in managing lifestyle brands are worth sharing.

1. Alternative sector behavioural positioning

And

2. Polarised personality positioning

We've all been in the brainstorm where the facilitator says "If we were a car, what car would we be?", or "If we were a celebrity, who would we be?".

Whilst the exercise is a sensible approach, it tends to fall down because practical minds will find flaws in the direct comparisons.

So, the way we see it, is this:

Alternative sector behavioural positioning.

Basically, consumers will view your brand in context to their lifestyle and how it fits into their self image, social context and product usage role. Naturally they'll have a load of other brands that do their respective roles in other facets of their lives and each will have its characteristic behaviors.

And there lies the trap - brands fall into the routine of conforming to the way they believe consumers want them to behave - a whisky brand is always like a whisky brand, a phone brand like a phone brand...

Naturally leading brands set the standard to which the competition tend to mimmic, but it's a short lived strategy.

We're finding a powerful way to gain edge for a brand is to define brand characteristics from other sectors in the consumers lifestyle. So a drinks brand can behave like a fashion or editorial brand, a fashion brand can behave like a music brand, a car brand like a leisure destination and so on.

It works because it inspires and disarms the consumer. They believe the brand is cool because it represents things they love, but they believe it is cutting edge because it's not what they'd expect from the type of product.

Secondly, Polarised personality positioning.

Generally brand values are aligned between a faux persona of the brand as set within an aspirational marketing context and a reflection of the consumers' own values.

However, think about a celebrity you admire with a strong personality. Often they characterize behaviors, opinions and attitudes that we would like to have ourselves and voice but maybe lack the confidence or articulation to share them.

In short, they're not bland, average and well rounded, they're opinionated, dynamic and self assured.

So when we define a brand's personality we look to polarise it's characteristics against a good understanding of what the consumer is likely to be most receptive to.

We achieve this from an extensive matrix of characteristic attributes that we use to find the extremes (e.g. Aggressive or Passive, Tense or Relaxed, Conservative or Liberal).

The reason this approach works so well is that consumers today want marketing - Yes they do!

As consumers are so brand and marketing literate and their media/ experiences converge, they expect the role of good brands to provide a source of entertainment and want them to be exciting, informing and impressive.

So the rules have changed and brands need to get in step to stay in favour - makes life interesting doesn't it?

The Sky is not the limit

2008-11-13T10:02:00.000-08:00

Boring Sky HD experience

Paddington Station today. Not good.

One sofa, one big screen with a looped beach scene, a wall and a floor and... err... nope that was it.

Aside from the pretty drab sales bods asking if I have Sky?

Me - Yes I do....
Him - Do you have Sky HD?
Me - Nope, I've thought about it, but there aren't many channels...
Him - No there aren't yet really
The end.

Honestly, marketing this bad, makes me mad! For sure it'll get seen, but what a wasted opportunity.

As you can see from the pic, the only guy on the stand is blatantly from agency (spot the tell tale Apple and the messy hair/ trainers combo), but would you want to go and sit there with everyone watching you while someone gets you to provide your financial details?!

Where's the casual walk up/ or thru stand to experience how amazing your TV could be, or remotes for you to choose what you want to demo on screen, or the welcoming staff offering you into their Sky Home for a cuppa to watch TV?

It's Nil Pt from the Scandinavian judges I'm afraid!

Inspiring culture

2008-10-30T12:25:00.000-07:00

Clever bloke that Mr Z.

Not sure if you caught the Imagine documentary on the beeb the other night, but he said something on film that is very close to our hearts:

"We do more than make music, we inspire culture"

"....In order to inspire culture you gotta know whats going on within it"

Couldn't agree more - and that's how we roll baby.

Nostalgia

2008-10-21T01:22:00.000-07:00

We've been exploring the psychology behind nostalgia recently, looking at how experiences and memory form bonds in our motivation and emotional states and ultimately create a desire to advocate the source of our nostalgia and promote it to others.

One good example of this advocacy is the desire to protect or preserve our memories in their positive states and this translates into a physical preservation of the tangible elements that represent the nostalgia. Or in other terms - we hold dear the things we love!

Last night we got along to the Birmingham Academy to see Vampire Weekend. For those that remember, the Academy before it was signed up by Carling was The Hummingbird and it was at The Hummingbird that I crowd surfed and stage dived to Nirvana on their first UK tour.

So as they announce the closure of the Academy to move to a bigger, better venue, I'll be missing the sweat box summer night when the Kings of Leon played, a floor sticky enough to separate your trainer from your sock and a dodgy sound system.

In my mind a little bit of my life lives on in the venue with the memories still vivid when I step inside. All of this just serves to reinforce the value of what we do here at Open, creating good times and great memories and ultimately providing people with nostalgia.

Oh I say!

2008-10-20T02:51:00.000-07:00

There is no good reason why folks here do what they do... And when Loz decided to test drive this season's latest Jagerwear - hmmm, well I say!

In response to this, KP got her face on!

Sir Ranulph Fiennes

2008-10-10T09:58:00.000-07:00

Normally a trip to Worcester Cathedral would probably be a bit sedate for us at Open.

But the opportunity to hear Sir Ranulph speak about his life's pursuits last night was too much to pass up and the backdrop of the cathedral was awesome.

He didn't fail to deliver either, recounting his massive adventures from transglobal adventures, to run ins with polar bears and running the Land Rover 7x7x7. That's 7 marathons in 7 days, on 7 continents!!! And this was 3 months after a massive heart attack and a double heart bypass!

The man is a legend and living proof of human spirit and the will to overcome anything you need to achieve your goals - an inspiring individual - Sir Ranulph we salute you!

Concrete & Glass

2008-10-07T12:07:00.000-07:00

We got along to Concrete & Glass in Shoreditch last Thursday.

Billed as a two night fusion of cutting edge art expos and live music held across loads of east end venues, to sounded awesome.

It wasn't. Well not really anyhow, there were pockets of good stuff, but it did come off as being something appreciated by the Hoxton cardigan clones that probably see the event as a good community gig rather than the mass arts expo it set out to be.

But still, at least it happened, so kudos for the effort, but maybe there's a bigger opportunity here to do some stuff that actually innovates experiences across an urban landscape rather than jamming together average parties.

Still the pictures are nice aren't they - nice one KP!

Hacker caught in the act!

2008-09-21T23:55:00.000-07:00

Here is our newest junior designer.

Etien is already finding his way around a Mac, surfing kneebouncers.com and occasionally blogging.

They grow up so fast...

For messing about on the river

2008-09-21T23:46:00.000-07:00

It was only a matter of time really... Being perched on the river bank means you need an alternative mode of transport sometimes, so we now have ourselves a boat!

So here is she is, our little development project. And how weird and wonderful a project to have! Moored right outside our office in Worcester.

The little tub was created as a concept prototype by the Ministry of Defence in the early 1970's, so it's completely unique and one off - just like us.

We're going to get busy pimping it out now, so the next time you see it, it'll be a whole different gig. Much like the ferry shown below that G-Star groomed, we're going back to its military roots with battleship grey and some hardcore interior.

That said, we're also thinking LED lighting and a Bose sound system, so it'll have the necessary creature comforts.

Come next summer, it'll be all ready with WiFi for working and brainstorming on the river.

More news as things develop.

New Designers

2008-09-19T12:08:00.000-07:00

The New Designers exhibition was held in Shoreditch as part of Design Week this week.

Above is a few of the interesting things we came across...

A trip to The Future Laboratory

2008-09-19T12:02:00.000-07:00

We met up with Chris Sanderson, the Strategy Director at The Future Laboratory recently.

We're very much hoping to collaborate with them soon. They have an excellent progressive model for global brand research, coolhunting, trendwatching and seeing into future cultural behaviours.

As you can see from the pic, we thought it was also pretty funny that the 'Future Lab', would have an old black Lab lazing around their offices.

Good work!

Say hello to Ginny!

2008-09-19T11:37:00.005-07:00

We are very very pleased to announce Ginny joining the team!

She's come to us from the global brand design agency Boxer where she was a Senior Creative working on big brand campaigns for the likes of McDonald's and InBev.

She joins Open as an Art Director, bringing her own 'special blend' of design integrity and expansive creative thinking.

Aside from being a big thinker she has a dog called India, is a total travel junky, loves culture, music, skiing, the occasional drinky poo and has the wildest collection of Car Boot tat to clutter up her lovely world.

Welcome Ginny!

Open House!

2008-09-19T11:37:00.004-07:00

At last - we're in.

We've moved our Worcester base to allow for the folks that keep joining Open.

We're perched in between a canal basin and a marina just one lock away from the River.

We've got the whole building which is a recently converted listed boathouse.

This place really is Worcester's little hidden secret and with a new gym opposite and pub next door, we've got all important amenities close at hand.

If you look at the pics carefully, you'll see Nick hanging out! It's like 'Where's Wally' for Creative Directors.

We love Clerkenwell

2008-09-19T11:37:00.003-07:00

Thought it was about time to show where we call home in the smoke!

So here's the place in all its glory. Beautifully formed from a converted warehouse studio and located literally seconds from Farringdon Tube.

Drop in for a coffee sometime.

Designer Glass Competition Award night

2008-09-19T11:37:00.002-07:00

We got a long to the Bombay Sapphire organised Designer Glass Awards the other night.

It was held at The Village Underground venue in Shoreditch which made for a great urban location to set the event off.

Aside from seeing the beautiful finalist pieces on show from a range of young and very talented international glass designers, we were also very pleased to be in the company of Tom Collins!

A lovely evening.

OKI-NI

2008-09-19T11:37:00.001-07:00

Still going strong after 7 years of fashion collaboration the oki-ni concept is to offer one off rarities in conjunction with various globally renowned fashion labels. Dual-branded pieces by the likes of Alexander McQueen, Puma or Levi's Vintage alongside smaller and more niche brands. Collaboration and exclusivity is what makes this brand cool, as well as the ability to change and keep things fresh. As they say themselves – as the rest of the fashion world has caught up, it's time for oki-ni to move on.

Filter thinking

2008-09-16T07:03:00.000-07:00

We drink a lot of coffee.

In a recent meeting at our local barista parlour we noticed just how many generations, social groups, professions, fashions and personalities are brought together in a humble coffee house.

But how, in a world where consumers like to define themselves through sub-culture and specific identities does a coffee house bend the rules and become a destination for all?

Maybe it’s an eclectic thing!? A melting pot, co-owned, co-existing thing. No set style or persuasion, something easy to morph into what anyone wants it to be. A little like Vernon Kay perhaps?!

Either way there’s got to be some insight here for any brand wanting to get pull together disparate consumer groups with a destination mentality. Offer up adaptable culture to your consumers, a place and space that provides a part completed canvas allowing for easy adaptation to their purpose.

Here’s to coffee shop culture. One of a kind. No rules, no pretences, no expectations. So long as the coffee’s good.

Mine’s a large skinny Cap for reference, easy on the sprinkles.

Susology

2008-09-02T12:04:00.000-07:00

We've been following the Suso brand closely to see how the ex-Red Bull team would roll things out.

For those of you unfamiliar with the drink... it's a can and a bottle of carbonate pure fruit juice and damn refreshing it is too!

They've been pushing it pretty hard with outdoor in London and recently have launched their branded mag called Susology.

Nicely put together and following in their definition of Susology -" The study of Imagination, Creativity and Determination".

A nice sentiment.

The Open House

2008-08-27T10:58:00.000-07:00

We're moving tomorrow! The boxes are packed, the

Culture Melt 2008

2008-08-27T10:38:00.000-07:00

We're looking forward to getting along to Melt 2008 next week in Sheffield.

It's a great event showcasing the finest in leading cultural opinion and creative initiative in digital multimedia - speakers this year include The Future Laboratory.

We also loved the 3D invite, nice touch Nige!

More info at http://www.lovemelt.co.uk/

Bye bye Julia!

2008-08-27T10:31:00.000-07:00

Sadly Julia leaves us today to become a full time mum to her little boy Kristian.

So we bid farewell and thank her for all her lovely work here with our clients, it really has been a massive contribution.

Naturally we felt obliged to equip her with some essential tools to being mum full time and look forward to tasting the results!

Good luck Julia and thank you, you will be missed and do keep in touch x

Opinion form vs. function

2008-08-27T09:56:00.000-07:00

So whilst here we like to think of ourselves as an insightful group of minds we also look to opinion leaders for our inspiration. But what, we asked ourselves as we pondered on consumer trends and culture the other day, makes them such a voice of authority?

Is it that one of their observations was latched onto by another? Is that what makes an opinion former? Being an opinion giver?

Those trendpreneurs who are leading the way, include the likes of Alexa Chung or E4’s crazy haired BBLB presenter Zeze Ifore, known as much for her colourful attire as she is for her informed opinion on the show. Look to Web 2.0 and see them all craving for their own bit of the spotlight. All flying the flag as ambassadors of generation me, seeing what else they can cram into their already overflowing talent portfolio.

These are Young British Artists, DJs, Designers, Illustrators, Writers, Musicians at their fresh, self professed best. But that is what makes them the leaders in their world; they are keen, eager and fabulous self-publicists. And want what we are always striving to be; the latest in cool.

Sometimes the trend sites that we plough for all things new just don’t cut the biscuit so that’s when we go it alone and prove to ourselves, like the bloggers, Beboers, and Myspacers out there, that with a bit of knowledge, beady eyes to observe, open ears to listen and the precious time to stop and think.

We all have the capacity to have an opinion, so why not run with it and form?

Pimp my rickshaw

2008-08-19T15:31:00.000-07:00

Now the cynics among us would say this is crafty experiential product placement by Mini...! Others would say it's an enterprising chap with a hacksaw!

Stills life

2008-08-14T13:57:00.000-07:00

This picture is from a web site called http://photooftheday.hughcrawford.com

Hugh starting taking a polaroid everyday in 1979 recording his life, his pre Flickr book if you like.

The picture here is a show he did in 1995 using the pics so far.

He continued his journal for 20 years until he sadly died from a brain tumor aged 41 in 1997.

Perhaps it's the fact that he died so young that his work has gained attention capturing a life snatched away...

On a similar path, there is this site of Mark Craig, who, in 1985 started recording and keeping every voice message on his answer machine. It makes for an intriguing and honest insight into someone who wanted to share the otherwise mundane details of their life in an interesting way.

http://www.talktome.org.uk/

Perhaps the most interesting thing to consider is what the future holds. Talk of human memory downloads... maybe there will be a time where nothing will be lost? Until the transworld Wi Fi server goes down of course - Have you tried turning it off and turning it on again?!

We are after all only human.

Sketch

2008-08-14T13:47:00.000-07:00

Ever been to Sketch?

We paid a visit to Sketch on Conduit Street on Tuesday with Mark from The Glenlivet and what a fine night it was too!

Sketch is a pretty awesome place in terms of environment, with some really nice details and a good balance between a relaxed high end nosh experience and cool club vibe. The only thing that didn't really work was the espresso from a rubber cup - you just don't mess with something sacred!

One of the more bizarre things there are the loos. They're these weird egg like pods and when you're in them you're treated to a little in toilet sound system playing back a track of people giggling, applauding and whispering!

It's the little touches that count. Definitely worth a visit for a nice meal or just to spend a penny.

Zipped briefs...

2008-08-14T13:31:00.000-07:00

We're pretty busy here at Open at the moment with a load of new projects, new client wins, new staff... Well We do believe in New after all!

Trouble is with all of this comes a lot of closed lips secrets to make sure things get to market without competitor brands getting a whiff.

So here's our no news new news update...

We're working underwraps with very big drinks co to launch a new cool beverage in a very special way, we're working with a whisky brand on some awesome experiential projects in London, New York & Taipei. We're working on a clear spirit brand globally to redefine their global brand design image. We're presenting some massive ambient and experiential concepts to a big phone co. We've been appointed to manage a UK wide advertising account for a well known home ins company and we're stretching our legs into the world of fashion. Oh and did I mention the new magazine and the New York office?

It's all very exciting.
More soon.

Advertising is dead

2008-08-11T03:26:00.000-07:00

The more folks we're talking to these days, the more this statement seems to be true.

Okay, so perhaps not dead, but dying a slow death all the same. Brand communications are a totally different landscape now, with more emphasis than ever being placed on creating relationships between brands and consumers and placing a greater need to provide a more interesting dialogue between the two (see example of truck we wish we could have produced for Nike 6.0 in the US)

Now, just to clarify the Open view on this. We enjoy a love/ hate relationship with advertising - we love genuinely interesting, creative film, print and digital work for brands, but sincerely do not subscribe to the 'Disruption' concept of annoying consumers into brand recognition.

We come across endless insights about people watching TV on Sky+ to allow them to edit out ads as they go. But people are happy for brands to communicate with them as long as it's interesting and creative - So there's our brief for every project we take on.

Be interesting and creative, nothing less.

Say hello to Katie P

2008-07-31T05:41:00.001-07:00

Moshi Moshi KP! Katie operates to the left of the middle here at Open and joins to work with Account Teams and Insight providing her own special blend of cultural findings and project working.

She normally spends her life the other side of the lens as a photographer, she's a grad in Creative Digital Media, enjoys getting out there, and she really is!

She recently spend a month dossing in Japan where she ate noodles, did Scarlett Johannson impressions, searched for Bill Murray, shot people... that kind of thing.

She has developed her own brand of sign language which is similar to a fusion of the macarena and a 90's rave. Just ask her to describe something to you, it needs to be seen to be appreciated!

Say hello to Nick

2008-07-31T05:32:00.000-07:00

Nick is one of those annoying blokes who's worked in the fun world of fashion and cool brands, he's travelled the world working in Sydney and Auckland on the way at places like BBDO, Landor, Exposure, Conran...

He arrives at Open providing his own brand of cutting edge creative influence and thinking.

On a social basis his interests include: breaking in tight jeans, slumming it in festival field and auditioning for soul mates.

He loves a free party, but he's not a blagger. Welcome Nick, would you like a cup of tea?

Say hello to Bev

2008-07-31T05:22:00.000-07:00

In this season of newbies at Open we introduce Bev, 1 of a collection of only 3 limited edition new faces here.

Bev joins us as an Account Manager coming from an agency working with Vodafone.

She's a feisty bugger with an exercise routine to rival the marines, likes purple shampoo and training badgers to dance.

Her commuting skills leave room to improve as she's already managed to lock her car in the carpark overnight and had to steal a car to get home! Might be worth asking her about that when you see her.

Nerd shopping

2008-07-31T04:04:00.000-07:00

Why can't every store be as 'out there' as Pharrell William's Billionaire's Boys Club (BBC) outlet in Hong Kong? Lovin the sneaker ice cream display counters...

Mean green mowing machine

2008-07-16T13:56:00.000-07:00

Man, I got get me one of them ecomowers. Total CV workout and a neat patch of turf in one sweet ride!

The future has arrived.

Agency we like...

2008-07-07T10:26:00.000-07:00

When I grow up, I want to be like Sid Lee.

The Montreal based outfit have been keeping it creatively real since back in the day (well 1993 to be precise) when two grads decided they were unhappy with the ad industry and set about creating a business that did things differently, progressively, avoiding old disciplines and with creativity at the core of what they are about (sounds familiar).

What really stands out is their commitment to creativity, they seem to publish as much work for themselves as they produce for their clients, which takes a lot of energy and initiative!

Well they've come a long way and have recently been appointed by Adidas to do the global work for Originals. Nice work guys, kudos to the independent shops I say!

(And happy Canada Day for last week.)

"How do you like them Apples?"

2008-07-07T09:40:00.000-07:00

Summertime rolls and here at The Open Consultancy we like to bask in the sunshine and enjoy a lovely glass of Magners over ice.

Which is especially welcome this summer as we're pleased to say that we've been appointed by the marketing team to work on communicating the brand in the UK to on trade consumers.

Work has already started on projects which we'll be pleased to share as soon as they're out in the public domain.

Until then, it's Time Dedicated to Magners, cheers guys!

VEDETT at BAR 08

2008-06-19T13:36:00.000-07:00

Some of us paid a little trip to the Bar Show at Earls Court this week. We saw a lot of familiar faces and made a few new friends too.

In between the promo folks and the endless sampling we came across this lovely stand from those funky Belgans (yes they do exist!) Vedett.

Following on from their concept of using your image on their bottles and 'becoming a Vedett' they'd rocked up in a pimped out Caravan and a 50's diner style photo booth.

As you can see they were then taking your mugshot and slapping it on a bottle there and then - nice.

Nina and Rachel wanted a piece of the action and stepped up to get their grinning fizogs on a brewie!

I would also add that according to a certain Rebecca here at The Open Consultancy, customization is just scratching the surface with beer and fashion like Nike ID at the moment and we should expect to see it becoming the mass market norm in years to come as production capabilities back up our desire to be individual and express our creativity - You heard it here first.

Download

2008-06-16T14:36:00.001-07:00

It's an interesting place the Download festival.

I'll set the scene! 50,000+ hairy folks with more than a passing interest for black leather and did I mention the hair?!

It's strictly for those about to Rock! KISS were headlining, backed up by Motorhead... getting the picture?

And at the heart of this hardcore rock fest sat the gleaming black and orange JagerTruck. It certainly seemed to be doing it's job with a constant flow of customers backing up the bar and a series of live sessions covered by Kerrang playing out of the VIP area.

So in terms of first impact, mission accomplished, volume achieved, PR awareness achieved and consumer recognition achieved.

Next stop the Rip Curl Boardmasters!

Nu Psychadelia

2008-05-29T05:40:00.000-07:00

Some

Leaving An Impression

2008-05-28T03:29:00.000-07:00

We're very busy folks here at Open at the moment...

After many months in development, our latest ambient experiential project is due to launch for Ballantine's Whisky in Madrid.

To help engage consumers with the 'Leave An Impression' brand expression, we've create a bespoke build interactive kiosk for use across major European airports.

Using touch screens and a built in camera, users can create their own impression of Ballantine's global ad campaign, save their work and submit it as an entry to an online voting competition at ballantines.com

The installation is also crammed with the latest LED technologies creating cool product display casing and media exposure.

Look out for it in Madrid from early June and then all around Europe in the coming months!

Hunting for Moose

2008-05-16T02:27:00.000-07:00

We're hunting a rare moose of creative talent.

Not just designers, not just art directors, not just web folks, not copy... ideas folks.

Doesn't matter if you've never double clicked on a mouse, doodled a scamp or picked up a copy of Creative Review... if you find yourself awake at night thinking about that big idea that you'd love to do but don't have the chance to make it happen, chances are we're already working on it here.

You don't even need to be a moose, we're not fussy.

Seriously, give us a nudge clyde@theopenconsultancy.com

Jägertruck in all it's glory!

2008-05-16T01:44:00.000-07:00

It's been a busy Spring getting this bad boy together!

What started as a brief to provide innovative impact for Jägermeister at festivals and summer events has final hit the road.

Starting life as a 9 tonne ex-military Russian URL truck we've transformed it into a complete mobile music venue!

It's completely road legal (if perhaps a little sluggish on the motorway) and using hydraulic panels transforms into a bar and bespoke hospitality experience.

In all the truck can hook up a band directly into the 5k! sound system or host a DJ playing from the decks in the cab. there are plasma screens on both sides to provide the visual entertainment, lighting rigs and it's all topped off with a 5 metre high inflatable bottle on the roof.

It's now off to hit a grueling schedule of events around the UK taking in the Download Festival, Rip Curl Board Masters, Wakestock and the Fat Face Night Series events.

We'll get some more pics as it rolls from place to place.

It's also worth a mention that you'd be ill advised to leave your car keys around the office here at Open. You might find your humble Cortina pimped beyond recognition before you know it!

Bombay Sapphire site goes live!

2008-05-16T01:20:00.000-07:00

Our brand spanking new site for Bombay Sapphire has gone live today - Woo Hoo!

The site's a global information exchange for Bombay Sapphire featuring all the good things the brands up to around the world.

For this reason it's locked with better security than Gringott's Bank!

Red Bull experience concepting

2008-04-29T04:32:00.000-07:00

Here's a couple of ideas we wanted to share just as concept thinking.

The Red Bull Snowstorm is a human snow globe snowboarding simulator that would be used as a live bar experience in the winter. Participants enter the storm to see if they have the skill and co-ordination to catch a winning Red Bull snowball being blown around the globe! Winners will then get a full on snowboarding trip to Red Bull's home in the Austrian Alps.

Second up is a new interpretation on the humble bar fridge. Ordinarily the problem is that Red Bull branded fridges end up with all kinds of drinks stored inside, so this bespoke little number solves the problem and creates permanent POS on bar.

Sneaky peak

2008-04-29T03:48:00.000-07:00

What's orange, big and very loud?

Our latest project for Jägermeister, very nearly ready to be unleashed on this summers festivals circuit.

Watch this space...

Bombay Sapphire global project

2008-04-29T02:20:00.000-07:00

We're pretty lucky folks here at Open. We get to work with some of the greatest brands in the world, with genuinely lovely clients and exciting projects.

The latest of these is a new client for us in the shape of Bombay Sapphire premium gin.

Our initial brief is for a global interactive project for the brand team, thanks guys.

Does my bum look big online?

2008-04-24T09:16:00.000-07:00

What's with the high street these days? Apathetic sales consultants and pushy charity reps pacing the pavements outside. And the warm and fuzzy 'in between'? It's probably been eaten by the pigeons. Nothing's grabbing me right now. If I could; I'd get everything online, where I can design my own trainers, make my own card and add all those little personal touches that turn a purchase into a treasured possession. Trouble is, my derriere forbids net shopping for bottoms. Humbug.

I'm in search of the holy grail in jeanswear. OK, maybe that's a bit of an exaggeration. Just a pair of jeans that fit and look pretty damn cool would be nice. Perfectly achievable, if you have all the time in the world that is, to shop. Big sigh. This is depressing stuff!

I know what I want and it's not just about the jeans. I'm not after just a pair of blue denims. I want something to wear so I can be me, not a catalogue clone. And let's face it, there's nothing worse than that 'sick to the pit of my stomach feeling' when, in the corner of your eye, you catch a glimpse of someone wearing the same thing as you.

I'd like to be able to walk into a shop and get a friendly but natural reception. They ask me what I'm looking for, but they're not in my face. They take my bags and put them behind the counter. They know which brands I like straightaway without asking much. They know what will fit and suit me best. They even guess my size...right. I get to chose the colour, the buttons, the stitches and all the little design bits. And if the jeans are too long, they take them up that very day and drop them into my office. Think Rigby & Peller for the modern age. There's a lot to be said for Saatchi's Carlsberg ideals. If Open were a jeans shop, I reckon it'd be just like this. And if it was, I'd be in there every week!

Life is what happens while planning for other things

2008-04-22T03:24:00.000-07:00

Agency planning has always been a contentious subject. Research and rigour vs. insight and instinct.

There was an article in this week's Campaign with various industry big heads (ie. thinkers I guess), each seemingly following the same line - The days of brand death by analysis are over and planning should be a fluid evolving process.

About time too! Though it does seem like rather than this being the genuine belief of planners united, it is just the pop trend in the Ad shops at the moment.

Our perspective on this has always been to start with the point of inspiration in communications planning, not research on consumer behaviour.

By understanding humour, curiosity, imagination and all of the prompts that lend themselves to gauging consumer interest in an idea or entertainment piece we'll build a stronger connection, inspiring a consumer around an idea and their positive brand behaviour change will be the reward.

The focus group is dead long live inspiration!

Newbies

2008-04-21T04:09:00.000-07:00

Ahhh spring, season of new life! And here we see two fresh daisies pushing up new shoots through Open's rich compost.

Nina has joined us as Business Development Executive, a well travelled lady, English graduate and recruitment consultant and partial to the odd drinkypoos here and there!

Rebecca has joined as Account Exec working on our Pernod account. Rebecca is a design graduate and a film maker among other things, but to her close friends she is simply 'Beast'??!!

Wish them much fun and frolics in their new home here!

How very touching

2008-03-25T08:11:00.000-07:00

Noticed how touch screens have finally come of age?

It's no longer the preserve of the geek with the palm pilot - everyone's on it! From the iPhone, to that MIT bloke on YouTube using a Wii remote as a touch device (Okay so he is a geek, but he's good!).

Now there's a smart little gizmo called RFDI, which enables any physical item to be recognised when placed against a programmed touch screen and trigger images, information, video etc.

Whilst this is all still pretty new, it's got massive implications for things like retail, leisure, you name it really, anywhere you want to pick something up and find out more about it.

It's easy to understand why we love these ideas so much as it plays on our human weakness of curiosity and play; something simple and interesting, but at the same time clever and somehow magical.

In the pictures is a really nice adaptation for The Royal College of Fashion. Over 1000 graduate cards can be selected and placed on interactive screens which bring up the portfolio show. Images are then scrolled through on screen by simply rotating each card. Beautifully simple and interactive.

Nice Diesel campaign

2008-03-19T06:15:00.000-07:00

This is one of those instances where you see a campaign and say, "I wish we'd done that one!".

Diesel have done a good job here of creating a global initiative that truly delivers locally.

And really it's a simple idea too - get the rights to use a few big, well placed walls in key cities around the world, then ask creatives and designers to make competition design submissions to appear on the walls.

Hey presto, a big free outdoor campaign with a cool PR story thrown in. Easy.

See more at dieselwall.com

Genius propositions!

2008-03-14T04:23:00.000-07:00

This revelation in retail POS came to our attention recently. Genius I think you'll agree.

Though simple executions always end up opening the bigger debate here at Le Manoir Open.

In this instance, it's prompted a discussion around a subject very close to our heart over 'sector norms'.

Why is it that brands so frequently become tied to their own rules? For instance, why do so many car brands present the same benefits, features and aspirations as their competitors. Same goes for mobile phones, for food groups, TVs, you name it.

Funny thing is, the most successful and popular communications tend to be those that break these norms, think - Skoda Cake, Cadbury Gorilla, Honda Cog, Sony Bravia...

What we've been focusing on now, is looking at pop culture and learning from how opinion forming consumers act, to then drive innovation for brands. So if consumers want to 'mash up' music and fashion genres, on/ off line experience, multi-format media on demand etc... then brands should follow suit, by being more inventive and mashing up communications and experiences.

Taking inspiration from other sectors and cultural influences allows brands to stretch more and have a more creative input into things like advertising, experiential, retail design... the ultimate result being more exciting and interesting consumer experience.

And that can only be a good thing.

Take a seat

2008-03-06T01:29:00.001-08:00

I bet we can all sympathise with going to a festival, gig, picnic, or outdoor event and needing a sit down but can’t as the floor is wet or dirty or just some place that you would rather not put your derrière!

However, someone clever has come up with a cracking little solution to this, something compact, lightweight, environmentally friendly, and comfy to park your booty on!
It’s called the Green Seat and is a small collapsible seat with a back support, it even has a little carry handle!

It is made out of mostly recycled corrugated cardboard and is 100% recyclable!
Not only are they GREAT as they are – they can be branded easily making messages highly visible to large numbers of people.

Brand voice

2008-02-19T03:52:00.000-08:00

Just a reminder that a good brand communicates using every medium.

Here some clever use of packaging adds personality and purpose to the use of the humble carrier, transforming it into a channel for the brand voice rather than just a badge on a bag.

Good communication can cover every single application when thought through creatively.

Five hot trends to embrace for drinks communications this year

2008-02-18T09:20:00.000-08:00

Ever more ethical,right on and equally status conscious… British drinks consumers are looking for diverse lifestyle messages from their beverages - and it isn’t about drinking!

1. Health juice and wonder waters
Time poor, cash rich consumers are seeking optimal health in a convenient form so drinks with functional properties continue to fly high this year, whether it be energy, detox, vitamin, oxygen… find a function in your drink.

2. Bling booze and style smoothies
Higher income consumers are looking for the ‘next big thing’ in drinks. More people are keen to become connoisseurs of particular types of drinks such as wine and whisky, so piling the right lifestyle premium messages into the drinking occasion and experience can gain improved returns.

3. Drinks do grow on trees
The provenance of product continues to grow as more consumers seek reassurance about the quality and perceived health value or premium authenticity of their drinks. There is increasing criticism surrounding freshness, quality and food miles, so calibrating the brand provenance to the consumer’s expectation is crucial.

4. Shaken not stirred
Development continues in producing drinks products that are ready to serve at the desired temperature and easy to dispose of at the point of purchase, especially when incorporating Portman guidelines into drinking experiences, brand ritual for serve and consumption needs to be at the heart of any on-trade strategy.

5. Eco Pops
Within the drinks industry, Green issues means addressing amongst others;

• Recyclable and less packaging
• Organic ingredients
• Reducing the carbon footprint/ neutrality
• And a commitment to environmentally-friendly practises.

Where this practice just isn’t viable yet, it can be overcome by leveraging eco partners into brand activation activity. Either way it’s not to be overlooked.

So there you go – there’s five, there are plenty more! If you want to discuss any of these, drop us a line.

(Image by Rachel Notting Hill Carnival 07)

A trip to Wieden + Kennedy

2008-02-14T10:51:00.000-08:00

We had a meeting with those lovely folk at Wiedens today. Hopefully we maybe collaborating on some projects with them to test the boundaries of brand communications in this ever more media neutral world.

They have a nice office space in Shoreditch with a really buzzy vibe to the place.

Their culture's great too with creative mantras that guide them like 'Walk in stupid every morning' and 'Embrace Failure'. We admire their philosophy and hope that if Open ever grows to the dizzy global heights of W+K that we could hope to keep the edge they have.

Good luck with your baby Emma, best wishes from Open!

Helter Skelters in Barcelona

2008-02-14T10:46:00.000-08:00

A reminder that copying innovative ideas is not innovation!

We were in Barcelona recently and came across some nice street advertising annoncing a 'pop up' store opening for 4 days only by Lee Jeans. Now the idea of pop up stores is an exciting one, people like Comme de Garçon and SAB Miller's Peroni beer using the concept well to innovate their brands.

Thing is you see, in both those cases, the idea was clever. Peroni made a spoof store/ gallery on Sloane Square and CdG used an industrial space in Camden. Each was a positioning statement for the brand and played on different social/ cultural juxtapositions.

Unfortunately the Lee store that opened, was, well just that actually, a little store. Moreover it was in the Born district well known for boutique clothes stores.

So as the media types responsible hung round outside taking pics of their creation, you couldn't help but feel that it was a job half done.

That said, the wallpaper was nice and clothes weren't bad either. However if they had built an homage to gaudi, created as a helter skelter with the small store pirched at the top of the staircase/ slide and dropped it in the middle of a park... well it may have been something a little more special.

It highlighted to us that whilst ideas may sound innovative around the meeting table, if they're already out there being done, then you need to reconsider the impact and originality of your concept, especially when your target
consumers are fashion oriented opinion formers.

If you are interested in finding out more about Open's line in architecturally inspired fairground attractions, please do get in touch.

just a ride

2008-02-12T04:33:00.000-08:00

Agency life is a funny ride. It never feels like a groundhog day, it's never boring or repetitive. It can be frustrating and disappointing, but also frenetic, challenging, exciting and always headed somewhere - all this usually within the space of an hour!

To remind ourselves why we took this ride at Open, it's always good to look around us.

We live in possibly the most creative and expressive era since the 60's and our job (if we get it right) is to work with fun and exciting brands to create new ideas that will influence and enrich our culture.

Now some say what place does a commercial business have claiming influence on culture? But we believe our 'Age of Experience' in marketing means brands and consumers are now, more than ever, able to forge relationships that are honestly based on a mutual respect and a desire to enjoy and embrace creativity.

And that's why we get up in the morning.

Looking for anything in particular?

2008-02-11T07:10:00.001-08:00

Zane Lowe's good isn't he?! The slick kiwi Radio 1 DJ was waxing lyrical about how we live in the midst of the 'genreless genre' the other night.

We like this. Music, fashion and culture have been in a 'mash up' for quite sometime and it's been spilling into some interesting thinking for us here at Open.

As businesses and brands have become increasingly focused on the power of new ideas and innovation, at the same time consumers have been handed the reins to guide their own creative expression, the same perrennial question is where next?

Maybe in a few years, we'll be able to dispense with money completely and barter trade one concept for another. Or a big exchange of art - trade you a self edit short movie for a music arrangement?!

There have been many steps made toward brand and consumer integration with ideas and creative like absolutlomo.com for Absolut's photographic campaign and Red Bull's flugelbinder.co.uk where consumers can create their own ideas locker and decide what to share with others.

More specifically rather than using research to allow brands to respond to consumer demand many brands have used techniques like Nike ID to allow their customers to choose their own application of their product choice.

But with all this there's another thing to consider... Tribes/ Herding/ Trends - call it what you want, but sociologically we're programmed to follow each other in groups and the stronger the shared belief of the group, the more defined the groups behaviour.

Maybe then the 'genreless genre' is more syptomatic of a lack of unified belief. Add to this thought the findings of a recent survey showing teenagers positively enforce their pursuasions toward being active community citizens and you have a recipe that we could be on the cusp of a reformist era in the next 10 years.

So line up and be counted, our global citizens are already amongst us and they want order!

Three new doses of words and pictures

2008-02-11T06:52:00.000-08:00

Happy days, the library is stretching out for the Spring, with the early buds of new thinking blossoming from the pages. Okay enough now, 3 new books we've got that are worth checking out:

The Street Sketchbook is a cool compilation of many random urban scribblers stream of consciousness. It's a great feeler for the drive behind what's out there on the walls around us.

To compliment this, there's The Guerilla Art Kit. It's a fun DIY guide for how to create urban street work and get your thoughts into the world around us. I fear for the results this book inspires, but it's a bit of a poke at the 'creative currency' status we live in now.

Finally! If you were ever in any doubt about what branding is, 'What is Branding?' will set you straight. This series of 'What is' books are actually really good. Rather than positioning you as a f@*kwit with no idea, they're actually really good at taking the nonense out of the process and playing visual case studies out in a clear and straightforward way. Good on you Matthew Healey, I can't wait for the 'What is Agency Blogging' book!

Getting Hoochy

2008-02-07T11:40:00.000-08:00

Latest pics from the Homeserve party we threw for 800 bods in The Custard Factory.

Complete with all the 1920's gangster trimmings, it was a real success!

Thank you Pernod Ricard!

2008-02-07T10:44:00.000-08:00

We've had some fantastic news recently from our drinks marketing world.

The exciting project work we've been doing for Pernod Ricard's Ballantine's and The Glenlivet brands has led to us being awarded a primary status place on their global and UK agencies roster!

For any of you outside the drinks industry... Pernod Ricard is the world’s No. 2 wines and spirits company, with Ballantine's being the second highest selling whisky brand in the world and their portfolio including: Chivas Regal, Beefeater Gin, Havana Club Rum, Stolichnoya Vodka, Jacobs Creek Wine and many others.

As one of only a few agencies selected to support experiential, promotional and event marketing for them, we're really chuffed.

Thanks for choosing us!

Nuts (click this title)

2008-02-07T10:35:00.000-08:00

We're recruiting a number of new roles here at Open!

We're looking for folks that'll fit in well, so you need nuts in both the sense of brass kahunas that'll see you take us on our valiant way to become the best experiential and creative agency in the UK.

And it'll probably help if you're ever so slightly mentally unhinged.

So if you're an Art Director/ Creative, Account Handler, Business Development Executive, Designer or someone who just wants to make a difference to our world, drop us your CV or Portfolio to hannah@theopenconsultancy.com

In the meantime, click the link in the title to see a squirrel take on a penguin in 'banjo off'. Burt Reynolds we love you.

The culture wall

2008-02-07T10:31:00.001-08:00

We live for culture here at Open, so we've started a little tradition to capture culture through the lens and the heart and keep a record of what's influencing our thinking.

Here's a couple of thought pushers to start you off!

Shaun White you ain't!

2008-02-07T10:28:00.000-08:00

Clyde pretty much demanded we share this pic of his recent snowboard excursion in Meribel.

He'll claim this is a mighty air with a sweet 'indy grab'. Looks like he cleared about 2 inches from the snow from this angle!

Open up and out

2008-02-07T10:20:00.000-08:00

Our spanky new credentials are printed and out doing their thing now with the best lifestyle brands we'd love to work with. We think they're a bit lovely so here's a few pages to tease you.

If you want a copy so you can see our case studies and creative super glamorama, give us a nudge!

2008-02-01T04:19:00.000-08:00

Three quarters of marketers across the globe plan to increase their usage of and spending on experiential marketing in 2008, according to a new survey.

The research, carried out by experiential agency Jack Morton Worldwide, found that 75 per cent of marketers plan to increase their experiential budget in 2008. A further 70 per cent say that the channel is ‘extremely or very important’ to their company.

Almost all of the respondents agreed that ‘brand experiences that deliver on brand promises are central to building commitment and loyalty’. Another 99 per cent believe that ‘what a brand does is as important as what a brand says’.

Jack Morton Worldwide managing director Julian Pullen says: “When 86 per cent of marketers agree that ‘brands need to talk less and do more,’ clearly marketers now see experiential marketing as core to marketing strategy and not just an add on, and as the survey reveals they’re demonstrating this with how they’re allocating and planning their budgets.

“Beyond spend, the survey is testament to experiential marketing’s ability to emotionally engage and generate advocacy.”

Speaking easy!

2007-11-27T09:28:00.000-08:00

We're shortly holding a ball for our client Homeserve (you'll probably know them from their little red vans). Sounds simple enough, but this experience is for 1,000 people under a 1920's prohibition Speak Easy theme. So we're transforming a space at Birmingham's popular Custard Factory into split warehouse back alley and a high glam caberet. All this is complete with dressing rooms to get into the fashions, shooting galleries, dancing shows, actors many live performances. The event itself takes place on 7th December, so more pics will follow.

WBIN Fashion line

2007-11-22T07:30:00.000-08:00

Well who said we were just an agency? 2008 will see the launch of our own little range of WBIN (We Believe In New) t-shirts.

Don't panic we're not aiming our sights too high or aiming to be the next Diesel or Howies. We just figured we keep creating lots of fun designs we'd like to wear, so why not offer them out a little further.

Get in touch if you're interested in seeing the designs when launched and we'll keep you posted.

Red Bull snowbombing

2007-11-22T07:21:00.000-08:00

We're pretty pleased with this one. We've recently launched this activity for Red Bull via the on trade using online, viral and POS.

The campaign concludes in January when we take 120 winning folks to Austria for a ski break Red Bull style!

What's in the box? (Click this title to link to Flickr)

2007-10-09T10:35:00.000-07:00

We wanted to show some of the folks working for the brands we'd love to work with how we approach things and why we're a little bit more individual here at The Open Consultancy..

So, true to our belief in New, we've designed our own range of designer toys; completely original and individually hand painted by Open staff. We're sending each one of them out in their own little gift box, complete with an Open poster and a little personal introduction card.

We think they're pretty special and show we take originality very seriously! You can see all the designs which are growing all the time on our Flickr space - just click the title of this post to link.

Which one's your favourite??

Say hello to Maisie!!!!

2007-10-09T10:21:00.000-07:00

Big Congratulations to Hannah and Frank on the birth of their beautiful daughter Maisie!

Hannah, in usual form finished at Open for her maternity leave on the Thursday, her waters broke in the evening and Maisie was with us on Monday morning - no hanging around!

Maisie's doing great, but when we took the pics she was a little bit hungry, so not feeling too camera happy!

We got Maisie a big bear to look out for her - It's even bigger than Hannah (not hard really) and also pretty handy on a Mac too!

Say hello to Julia!

2007-10-01T10:11:00.000-07:00

Another new face here at Open, this time an Account Director. Julia's always got a happy smile on her face. And with the experience she has in the drinks industry, why wouldn't she be smiling!

Ending the week with Jagermeister

2007-09-28T09:23:00.000-07:00

It's been a fine week here at Open and we're proud to announce we've been chosen to work with the Jagermeister brand in the UK. It's both the world's 9th largest selling spirit brand aswell as the world's 9th fastest growing spirit brand!

We're all very excited about helping this growth continue and perhaps enjoy the odd one or two Jagerbombs along the way.

Open poster

2007-09-24T03:57:00.000-07:00

Here's the first glimpse of a forthcoming poster for Open. As you can see it's all about our belief in New and it shows that new ideas can come from anywhere as they spill out into the world! It's a collage and pen doodle piece, created without the assistance of a Mac - Lo-Tech is the new school!

Consumer vs Self!

2007-09-19T12:58:00.000-07:00

Isn't it interesting, the nature of extremes?!

Normal is boring as we all know, but we accept normal things more easily. So in turn extremes are now promoted more readily as a defining characteristic of something we accept, which then makes extremes normal. Following this?

So here we are, all normal and happy by our extremes. But creating this polarized world means fractures for the common ground as our opinions become naturally divided: Fast convenient life vs. slow natural living, buy local produce vs. world flavours, travel to experience new cultures vs. don't increase your carbon footprint, read books to embrace literature vs. don't print, enjoy good food vs. strive for size zero ... you get the gist.

As an illustration of this world of contradictions think about drinking water. At the sametime New York City is advertising the benefits of drinking tap water to its residents, the fashion media is encouraging its readers to wash their hair in Tasmanian Natural Rain Water (So pure its never touched the ground!).

The interesting thing about these extremes is that they're not split by generation gaps, or affluence, or social persuasion, but they can all exist within the individual. But don't things feel out of sync? In some ways there seems a natural balance of things that will play out as we realise our 'normal' lives can't meet all our expectations, or will we simply come to accept our contradictions as the norm?

Either way, global culture has a way of fluxing through states of harmony and conflict, the challenge is recognizing the difference between the two.

Wall scribbles

2007-09-17T06:36:00.000-07:00

Push me, Pull you.

2007-09-13T14:07:00.000-07:00

Does culture create trends, or do trends create culture?

Not an essay subject I promise. Just wanted to put the thought out there.

When I attended the last Trendwatching.com seminar I observed the couple of hundred brand managers & marketeers avidly scribbling notes about the different cleverly named trends being described as potentially something that may be big culturally around the globe.

So a thought dawned. If these folks didn't magnify these small trends through massive media spends would they actually become mass consumer culture anyway?

Whilst it's an easy win to ride on the back of something that has started with opinion formers and scale it up, it's always better to originate.

Braver, riskier sure, but originating something new and bringing it to the world has so much more credibility and scope than becoming a virtual sponsor for it.

So rather than looking at what can be capitalized on what's already out there, the focus should be on genuinely originating cultural innovations.

Okay, it does sound like an essay subject. Discuss.

Paper weights

2007-09-13T13:20:00.000-07:00

I've decided to stop going to the gym!

Instead I've simply taken to buying more visual reference books. I can manage about a 100 reps between the book store and the office, then I need a bit of a sit down.

This latest edition to my fitness regime is the beautiful Illusive. It features some of Open's favs like Andrew Rae's work and it's well worth a peak if you can lift it!

Or if you're too lazy to walk it home, I'm sure Amazon will pop a copy on your doorstep.

Talking Shop

2007-09-13T12:23:00.000-07:00

Imagine the scenario... Your dinner party host has just set out their signature salmon mousse and the pleasant Teacher you've just met next to you says "So what is it you do for a living?".

You try by starting with a fumbled "Well I work in the area of brand communication". "Oh you work in an Ad agency?" comes the polite response. "Not exactly, it's broader than that, like experiences and ambient and er viral". "Viral you say, what's that?". Erm... er, well it's not just viral actually, it's more experential, ambient, buzz, er... Brand Engagement?!". A vacant look meets yours... "Yeah I work in an Ad agency".

"Oh right, what do you do there?". !

I feel desperately sorry for a client looking for an agency these days. Ad agencies promise to be experts in everything and no one else really knows how the hell to badge themselves.

Edward Bernays founded the term Public Relations in the 1920's something which still makes clear sense to everyone today - good work Eddie. More recently Ty Montague (JWT New York - Co-President Chief Creative Officer) said that new marketing practices are coming out of small agencies that as yet do not have a satisfactory name for what they do. In Campaign last week Carl Johnson of Anomaly said no one in their right mind would open an Ad Agency now, instead referring to their practice of developing intellectual property for brands.

So now there are specialisms within disciplines within services - Confused, you should be!

Add to this the job titles from agency to agency that seem to be made up from meeting to meeting; then not only do you not know what the agency does, you'll have even less an idea about what jobs the folks in agency actually do?

Here at Open, things are a little more simplified - we do ideas!

If you've any questions, please contact our Snr Creative Inspirations Innovator on the office number. Thanks

Blown up TV

2007-09-11T10:03:00.000-07:00

A supplier we're working with on an interactive project at the moment also produce this inflatable event space with a 360 degree video projection on the dome.

Beats booking a conference room for the brand launch eh!
Good work.

Rubber brands

2007-09-11T08:07:00.000-07:00

Having been car shopping recently, a simple thought struck me (yes, they usually are!).

Good brands have more options. They have broader personalities, so broader appeal and more connections with consumers.

Revelation I know, but whilst this is so obvious, why are so few brands doing it?

Car brands especially are expert at it - within the same model of car, it can be tailored to become a sporty, masculine, youthful fashion oriented road beast, or a sedate, refined, elegant, mature, avenue cruiser.

In the same vein brands like Nike, Red Bull, Nokia et al have realised the scope for creating a more elastic brand position that can maintain its values and voice whilst adhering to an array of fragmented consumer groups in many ways. So why haven't more brands followed suit?

Chances are it's because there's a misguidance in the much revered Single Minded Proposition. Meaning, that the unifying thought or brand voice becomes the communication too rather than the thought behind it. When this happens you end up with one version of the same thing, said to different consumers in the same way - Dull!

But when you have a million ways of saying the same thing, each tailored to a different consumer group, you have a very powerful voice indeed.

Think of 'Coke side of life' for instance. So what's next? Maybe editing your own TV commercial in realtime online to create personalised communication for you or your friends? Nah, it'll never catch on.

Oh in case you're wondering, I didn't get the car, I didn't like the colour!

Doodling

2007-09-04T10:12:00.000-07:00

Getting squiggly with something new for Open.