An Integrated Agency with Shopper Marketing Roots

Response from Neon Marcomms Ltd.

Take a closer look …

Neon is an integrated agency that creates big brand

solutions for clients across a range of business sectors.

Our team is drawn from different disciplines and prides

itself on incisive,intuitive thinking that highlights key

issues and helps to develop creative solutions that will

achieve results.

Teams are set up to match client needs and service your

business proactively, providing detailed reporting and

delivering on time and on budget.

Meeting Client Needs

We believe that in the current climate all brands must over deliver against their promise to customers, and this applies to agencies as much as everyone else.

ExperienceWe cut our teeth at the coal face, working closely with

Coca-Cola Enterprises’ customer marketing teams,

creating and executing campaigns to drive sales of soft

drinks across all trade channels: Grocery, Independent

Retail, Wholesale, Foodservice,Travel, Leisure,

Education, Vending and Public Sector.

This knowledge is used every time we evaluate a

creative solution, to ensure that it will work everywhere

that it is needed to. Actimel ‘Feel the Difference in 2

weeks - or claim your money back’ would be our most

successful pre-Neon campaign.

Speed of response, delivery against deadlines and meticulous attention to detail are built into the DNA of the agency.

Key PeoplePrior to setting up Neon Marcomms, Nick was MD at the Dynamo Group and a Director of the MCCA (now MAA). He has headed up large accounts includ-ing; Coca-Cola, LVMH, Lux, Strong-bow, Kotex, Magnum, HJHeinz, GSK, L’Oreal, PRUK, and Sanyo

Nick CunninghamManaging Director

Julia has worked at Neon for 2 years, managing a rangeof client accounts.She recently completed an MAACourse: ExcellenceIn Account Management

Julia MullingerAccount Manager

Nigel has 20 years experience in marketing services. He currently runs the Sanyo Xacti global account, executing activity across the UK, France, Canada, Hong Kong and S Korea.

Nigel BakerClient Services

Peter is a former MD at Dynamo, Bezier, and Lowe’s OPEN. As MD of OPEN he developed the agency Shopper Marketing proposition and worked on Unilever Ice cream, Electrolux and Morrisons

Casey has a degree in Arts Managementand has workedIn Live Events for 7 years. In 2008 She won an Award for theBest Public Event.She oversees allNeon’s live and Experiential campaigns

Casey EvansExperiential

Eamon Is responsible for all monetary matters. He leads a first class teamwho keep us in good financial health

Eamon CampbellFinance Director

Peter de Wesselow Director : Shopper

With over 10 years experience in the Design and Luxury Industries, Piers has delivered quality, intuitive solutions using traditional design skills, he is able to translate his method into engaging concepts that ensure that the Client's corporate, brand and technical objectives are met and consistently exceeded

Piers LucasCreative Director

Services Provided

All services in-house, but specialist partners

provide PR (Sauce) and Media Planning &

Buying (TCS)

Planning & Creative

Digital On-Line Marketing

Brand ID Packaging Design

Channel ActivationPromotional/Shopper

Advertising Trade,Consumer &

Media Promotions

LiveExperiential

Media Planning& Buying

Neon is affiliated to Crown Business Communications who turnover ��8M£

Brand ID / Packaging

Model Co Eyebrowz set Boys love eyebrows! This set even comes with stencils so there is no excuse, Eyebrows will also be massive for Autumn/Winte...Get ahead of the game! £24

Eve Lomb CleanserThis is absolutely fantastic since it removes eye make-up, cleanses and exfoliates; it’s packed with aromatic oils, which improve open pores and circulation. And if nothing else it smells amazing!£45/100ml

Estee lauder Advanced Night Repair Winner of countless awards time and time again! It ONLY sells 3 bottles a minute worldwide! Your skin will feel as if it’s being fed! It hydrates and plumps and improves skins overall colour, this is a must!£30 / 30ml.

Nars Make-up Primer spf 20++ It is important to prepare the skin before doing your make-up. This Primer creates a protective base and a cushion for a more natural looking foundation. I like to wait a few minutes before applying the foundation, binding with your skin more efficiently.£24

Too Faced Lip Injection in Techno Glow Copper

addictive! Forget surgery, this really is the ultimate lip plumper alone or over other colours.£12 Boots

Bobby Brown all over Bronzing Gel SPF 15 Need an instant tan? This is terrific alone or

use sparingly for a more natural appearance.£21

Bourjois Imperfection concealer It’s lightweight and very effective. I keep it in my bag and use it under my eyes every time I need to re-sparkel!

by Terry Light Expert From the inventor of Touch Éclat, a genius brush filled with concealing foundation, ideal for novices! It is simple to use and has a built in plumper for those hollow areas.£38

Shu Umuera Summer Prism BronzerSummer without bronzer iwould be like a summer without Pimms! Velvety soft powder in just the right shade to create the ultimate sun kissed complexion. Use it lightly all over, concentrate more on your cheeks and temples and under your chin, this will create all the right highlights and shadows.£21

Max Factor Masterpiece MAX Mascara

400% more, as well as exceptional definition£9.99 Boots.

Nars duos in Madagascar & SummertimeMy best new find and a steal. Easy to use cream shadows in subtle summery shades. Can’t go wrong.£23

Model Co Tan in a CanThis is a must for when you realise your legs are white as sheets. It is a terrific shade of bronze and couldn’t be easier to spray on. It is instant and flawless!£26

IIt's always about having radiant looking skin no matter what the season, however, this Spring/Summer’s looks are healthy, warm

and glowing. I have chosen some terrific products, some old some new, but all very effective. The key is to great looking skin is

keeping it really clean, exfoliated and hydrated and then using the make-up to create a look that is sophisticated and smolderi

“She’s got the money to follow the sun”

WORDS: EMMA O’BYRNE

Urban Decay Heavy Metal in BakedThis easy to use gold eyeliner really sparkles long after the sun’s gone down! Use it in the inner corners of your eyes, its looks terrific!£11.50

SEASON

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SEASON

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Digital / Online Marketing

Advertising: Trade / Consumer

Live / Experiential

Channel Activation, Promotional

OnlineA good proportion of Neon’s work is online. This

spans the following types of activity:

Website design and build from simple to complex

Online advertising: Google Ads, Banner

Advertising, Animated gifs, floating ads translated

into different languages

Social network marketing: recruiting key

influencers with large groups of online followers

and using them to build WOM and website traffic

Viral marketing, supported by seeding and

guaranteed views

Floating Ads in 4 languages:The presenter walks onto screen

Viral: 64k views.Charity single for ex-armed forces personnel

Shopper MarketingMany agencies have jumped on to the Shopper Marketing

bandwagon, but our team were advocates, as the

discipline first evolved.

Peter de Wesselow and Nick Cunningham worked

together on Coca-Cola Enterprises for 12 years growing

the account from zero to over 3M. Other accounts

included Bud, Tesco, Danone, Hovis, Heinz, Unilever and

Sainsbury’s Active Kids.

As Director of Shopper Peter brings recent experience

gained as the architect of campaigns for P&G (Geneva),

Gillette, Ariel, Warburtons, ASDA, Boots, Argos and 20th

Century Fox.

He developed a range of proprietary tools at OPEN, that

allow Shopper behaviour to be understood, and the most

effective messages and mechanics to be selected.

This allows us to maximise the opportunity for our client gaining as much cut through as possible in each environment.

£

IrelandFor implementation in Ireland we work with our partner agency, a leading field marketing agency based in Dublin. Neon will set up a project team in their offices, as required.

International Neon’s work for Sanyo Xacti spans HK, S Korea, France, Canada and the UK. We have successfully run online, experiential and PR activity in these markets.

Contacts are maintained with member agencies from the former Dynamo International network.

Client teams are resourced to deliver the work that the account requires, our independence and hunger mean that we are more flexible than many of our competitors.

A creative champion will be allocated to the account for consistency and active involvement in meetings

Dedicated Team

Case Study 1- Jameson Irish WhiskeyThe Brief

To develop an engaging and relevant consumer promotion that will recruit

the 25-34 YO Male by positioning Jameson as a contemporary, sociable

and accessible spirit Drive Trial & Mixability of the Jameson serve

Budget: 250k

The Promotion:

Created discover Jameson concept to create trial through a contemporary

brand experience which employed genuine Irish staff who delivered a

sociable, premium experience which was very well received by staff and

the On-Trade alike. Over 12 weeks, 28K samples were given out in

London’s quality/premium independent & managed retail outlets as well as

at the British Film institute and Film4 Summer Screen.

Neon provided key premium brand partnerships with Fever-Tree to ensure

that the sampling serves would have the best quality taste possible, as

well as introducing Geronimo Inns, a managed retail chain whose pub

offering has a strong affinity with the target audience.

£

2 FOR 1VOUCHER

TONIGHT

Now that you have discovered Jameson,

here’s a chance to enjoy it again with a

friend. Simply present this voucher at the

bar to redeem two Jameson drinks for the

price of one

21849 MDA Mixability Voucher #1 1

14/09/2010 07:09

“It is fair to say it is one of the most credible sampling activities Cardinal has observed over recent years”

Cardinal Research

Tailormade activity was produced for managed retail outlets including

O’Neills, Slug & Lettuce as well as outlet support packages for outlets to

publicise its event in advance.

Results28K samples delivered over 14 weeks.

The activity’s success has encouraged growth into its second year with

activity being repeated in London and implemented in the Granada region.

In discover Jameson’s first year;

87% of target consumers rated the activity as excellent or very good.

88% claim they are more likely to consider Jameson in the future

Post-sampling on-trade consumption showed a + uplift from 19 to 28%.

A significant reduction in ‘rarely/never drink’ was down -36% suggesting

that Jameson in now part of repertoire.

Case Study 1- Jameson Irish Whiskey

The Brief:Generate awareness and sales through word of mouth on the internet.

Appeal to a broad target market across UK, France, US, Canada, Hong Kong and South Korea.

Communicate that the camera is small and easy to use, ideal to keep on you and capture high quality footage of your passion in life.

Clearly demonstrate the cameras key selling points: Dual function, Full HD, High speed, MP4 format for fast upload, waterproof (phase 2)

Creative Platform:

Case Study 2- Sanyo Xacti

Mechanic:Multi-functional website designed to host videos and allow for viewers to vote for their favourites

Launch of site supported by Metro press promotion across 6 key countries

Viewers could win $10,000 as an incentive to participate, all voters data captured

Key Influencers recruited from around the world to make videos that demonstrated their passion and showed the camera being used

Phase 2Key influencers were invited to Jamaica to take part in activi-ties that test out the camera and provide photogenic content.

The viewer prize is a luxury holiday in Jamaica

Gotta Xacti an’ I’m Luvvin’ it – reggae song recorded as theme and viral video

Case Study 2- Sanyo Xacti Contd..

Online Marketing:In order to build traffic to the site, the following activities were used:

Case Study 2- Sanyo XactiWhy It Worked?

Phase 1 Results:18k votes cast

400k Page views

2M Video Views

Phase 2 Results60k votes cast

400K Page Views

4M Video Views

PR, Facebook Advertising, Seeding,Guaranteed views, Google Adwords,

Banner Ads, Advertising on Fox Networks, Blog infiltration, SEMTwitter

We have included an overall case study that covers our work for Coca-Cola Enterprises over 12 years, as this demonstrates a solid understanding of all the environments in which soft drinks are sold. (However, we were tempted to include the Actimel 2 Week Challenge, as an example of a challenger brand growing to 70% market share!)

Our team worked on the CCE business across all trade channels: Grocery, Independents, Bakery, Foodservice, Roadside, Leisure, Licensed, Wholesale, Cash & Carry, Public Sector, Hotels, Education and vending.

Usually this involved annual input at channel planning stage to build a promotional strategy around one of the global initiatives or sponsorship properties: Christmas, Olympics, World Cup Football, Euro Football and Rugby World Cup creating mechanics that were suitable each customer account.

Every individual activity had it’s own KPIs which fed into the overall objectives of the campaign.

Whilst the sponsorship led activities focused on Coca-Cola, our work covered the full CCE range, including water, kid’s and adult soft drinks.

Case Study 3 – Coca-Cola Enterprises

Case Study 3 – Coca-Cola EnterprisesActivities included:

Licensed wholesale distribution drives – DM, Telesales and trade advertising

Perfect serve bar staff education and equipment care

Independent bakery distribution drives – DM + Trade advertising

Independent retailer range stocking incentives

Category management programmes

Shopper marketing campaigns across key grocery accounts

Trading Up mechanics

Rate of sale mechanics

Instant win via vending

Telesales incentives

On pack promotions

Neon is not currently working with CCE, so no conflict exists.