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Report by Andrew Hovells Planner, TBWA\Manchester

David Ogilvy would have been a great ad man in any era. Sure, the pipe and braces might not have gone down as well today and his views on avoiding humour at all costs seem out of place, but let’s not forget what he thought about women: “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”

Even back in the heyday of the ‘Mad Men’, he knew that brands underestimated women at their peril and today that’s never been more important. Paying due attention to women does not

signify a return to a seventies feminist doctrine or a mere sense of ‘fairness’ - it just makes business sense.

In the UK, a woman’s disposable income has shot up by 50% in the last 20 years; today they’ll make 80% of all buying decisions while in 20 years time, they’ll be the main earner in a quarter of households and account for over half of UK millionaires, according to the Future Foundation. But it’s not just about share of the purse strings, it’s about influence too.

The performance consultancy Catalyst found that companies with more women in senior management earn their companies a higher return on their equity. They’re increasingly climbing the

corporate ladder as the economy continues to shift towards knowledge-based services and creativity. The future currency will be one of collaboration, communication, teamwork and democratisation. These are all female traits that are associated with the ‘right brain’, as opposed to the male ‘left brain’, which is more skilled at logic, systems and hard data.

The future is definitely female, but a shift in targeting will not be enough. There’s a need to examine and possibly change long held assumptions about how marketing is supposed to work. If we’re going to capitalise on the emergence of the financially empowered, influential women of today and tomorrow, we’re

going to have to find a new ‘act’ that’s based on how women think, and behave.

The last 50 to 100 years of marketing and brand building was mostly built by blokes. Methodologies have been codified; conventional wisdom has been institutionalised, leading to a bunch of well ingrained habits. This is OK. This has gotten us somewhere. It’s created some interesting and useful things, not to mention some great brands, but peel back the layers of brand awareness, brand onions and such, and you tend to find that most brands are built on, and for, the way men think - not women. Mostly, it’s about USPs, objects and ‘benefits’ - all that ‘left brained’ stuff men do so well.

Engaging with women properly will require brands to use the ‘right side’ of their brain too. That means more ‘feelings, people, relationships and what things do’; not just ‘action, objects, self-interest and how things work’. That has got implications for marketing, branding, the communications job, media and even NPD.

Brands that want a bigger share of the future will have to get really good at their relationship with women, which will mean approaching all sorts of marketing and brand questions in a different way. David Ogilvy wasn’t right about everything but he was more right about women than he realised.

EA delivers race day experienceNEED FOR SPEED™ SHIFT

MANCHESTERCONTEMPORARY

Celebrating international talent on the northern arts sceneThe Manchester Contemporary is a new exhibition showcasing a collection of leading UK galleries and some of the best talent within the contemporary art scene. One of its kind in the north, it is a new addition to Manchester’s Buy Art Fair, providing a unique atmosphere for art galleries to present new work.

Supported by Contemporary Art Society, Bluefin & Axa Art and Arts Council England, gallery names include DOMOBAAL, NETTIE HORN, Limoncello, W O R K S / P R O J E C T S , Man&Eve, Moot and Ceri Hand Gallery through to Workplace Gallery, Bureau, Rokeby and The International 3.

At the heart of The Manchester Contemporary will be a specially commissioned piece of work by the artist, Nathaniel Mellors, whose most recent work featured in the Tate Triennial, 2009. The project will be curated by Ceri Hand.

Discussing the launch of The Manchester Contemporary, John Dare, Show Director said, “The contemporary art world has been transformational over the past few decades. It seems that the dire economic climate is stimulating art whilst forcing artists to push boundaries and become more avant garde in their work to really stand out.

“The Manchester Contemporary is a collaboration of national and international artists, with experts on hand to help visitors find their perfect piece of contemporary art.”

The Manchester Contemporary will form part of Buy Art Fair, one of the largest consumer art exhibitions in the country where regarded UK and European artists come together. With work from the likes of John Squire (Stone Roses), Edwyn Collins, Genesis Publications and Paul Normensell (album designer for The Killers), expect the boundaries between art and music to be blurred.

From 25th-27th September

at Urbis.

Pre-register online at

buyartfair.co.uk/register for

FREE tickets or £5 on the door.

The influence of a woman - as a consumer and in the workplace - is never to be underestimated. Busting the boys’ club, it’s time to capitalise on

using the ‘right side’ of the brain

Imagine this… one Aston Martin DBRS9, one British GT Championship, one world class racetrack, one professional Beechdean Motorsport team and you. Heart pumping, adrenalin racing, you walk past fans and media who hope to get a handshake, picture or just a glance of recognition as you begin to understand what it’s like sitting behind the wheel of one of the most powerful racing cars known to man, your name emblazoned on the side, to battle it out against other racing drivers. Flying around the track, you dip

in and out of real life and game footage from behind your visor, zooming around corners and praying that you can keep the balance between staying ahead, and staying in one piece.

Having imagined this you’re close to experiencing an exclusive preview into what is deemed to be the new authority in driving simulation games. As an enticing teaser into the hotly awaited arrival of Need for Speed™ Shift, EA and its retained European e-CRM agency, TBWA\Manchester are giving gamers a taste of their own

race day experience before the game hits UK retail stores on September 18th.

Collaborating with Beechdean Motorsport and with support from the British GT Championship, EA has been putting players behind the wheel of an Aston Martin DBRS9 to soak up the entire race day ambience. Combining real life filming of the race track with in-game footage, the viral takes viewers on a journey from the first person and allows them to personalise it to feature their own name and face in the footage.

EA’s Dan Sheridan said: “We want to give gamers who haven’t played Shift the best possible insight into one of the best driving games around. By combining real life with footage from the game itself, people can hopefully begin to appreciate how we are breaking down boundaries between the real worlds and virtual worlds of driving.”

Dave Ancell, who heads up the EA account at TBWA\Manchester added:

“We wanted to create something that would push interactivity with gamers, offering

them something special that would really engage them and be an exciting insight into what they could expect from the game.”

Need for Speed™ Shift will be available to buy for Xbox 360, PS3, PSP and PC on September 18 from game retailers and online as a PC-only download from EA Store (www.eastore.co.uk).

For a race day experience that

you won’t be able to take your

eyes off, visit

www.eagames.co.uk/dontblink

RETHINKING THEBUSINESS OF SHOPPING

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www.tbwamanchester.co.uk

CreditsEditor Claire [email protected]

Managing Editor Dani [email protected]

PR and Events Manager Liz [email protected]

Art Director Daniel [email protected]

Editorial Assistant Kate [email protected]

With thanks to: Sir Paul Smith, Si Scott & UVA

TBWA\Manchester is part of TBWA\Worldwide. TBWA\ is one of the fastest-growing networks in the Top-Ten, and has been named by ADWEEK as Global Agency Network of the Year 2008.

TBWA\Worldwide is part of Omnicom Group Inc. (NYSE: OMC)(www.omnicomgroup.com), a leading global marketing and corporate communications company.

TBWA\PAPER is made possible by the generous contribution in time and resources of account handlers, writers, designers, photographers and printers.

Printing and colour reproduction by E-GRAPHICS.All paper used in the production of this newspaper is from 100% recycled sources.

‘Lotus’ by Zaha Hadid Architects

TBWA\PAPER

COME FLYWITH MESlimming down and shaping up, Manchester Airports Group (MAG) has announced a new roster of marketing agencies, reviewing and reducing their current list of 30 partners to deliver slicker and more consistent communications.

The recent pitch saw the tall list of agencies whittled down to seven agencies, including TBWA\Manchester, to work with the UK giant whose portfolio includes Manchester, Bournemouth, East Midlands and Humberside airports.

Sarah Barrett, Head of Group Customer Experience at MAG, commented on the new appointments:

“Here at MAG, we aim to stay ahead of the competition by easing the customer journey through innovation, fun and continuous customer

improvement. We wanted a leaner and more focused agency roster with which to push those aims, providing work that is highly creative and consistent across the whole Group.”

Future communications are expected to draw on the Group’s CSR commitments and focus on the core brand and value messages of Manchester Airports Group. Work is kicking off immediately with TBWA\Manchester being tasked to assist the launch of the ‘new’ Manchester Airport, the UK’s largest regional airport that currently handles 20 million passengers a year. The agency will be working to achieve a customer experience transformation, particularly within the flagship terminal, T1.

CONTACTS

THE NEW LANGUAGE

OF DESIGNTypography artist and illustrator, Si Scott, talks off-grid and type aspirations...

RADIO WAVES

Very neo-modern and very British in design, this beautifully simple shower radio for Muji is the latest offering from the intelligent minds of London-based design office, Industrial Facility.

Taking full pleasure in the anonymity of everyday items such as coffee makers, stationery and kitchen utensils, their design makes sense of its context along with being an extension of the existing Muji product line. The speaker matches the size of the shampoo sticker and the on/off control is on the top.

Says Industrial Facility’s Sam Hecht: “For us, a bath radio is useful for a short period of time, to listen to music or the news of the day during a shower or bath. Yet as a product, the bath radio has not found its place. The connection between a radio and the Muji refillable shampoo bottle might seem a bit absurd, but if both are viewed as things we consume during bath time, its relevance becomes apparent.”

www.industrialfacility.co.uk

‘Come Fly With Me’: Manchester Airport, one of the airports within MAG, that TBWA\Manchester will be working with

How would you describe your aesthet ic? What impacts/typifies your style?

The best way I’ve heard my work described (which I’ve kind of adopted as my own) is ‘digitally created by hand’. I have started to use pencil again which is enjoyable as I haven’t drawn in pencil for a long time.

What do you s tr ive to achieve?The best work I can possibly do - with a strong aesthetic and attention to detail. The way I work can be rewarding

but also very frustrating as I can spend a couple of days on something and then decide it’s not right and start again! I’m a bit of a perfectionist.

How dramatically has the shift from hand rendered type to digital type transformed your craft?I don’t really think that much about stuff like this as I am a bit of a technology neanderthal! Digital type has obviously opened up many doors for designers, along with the speed with which

things can be produced, but in my experience design never benefits from being able to do things quicker as inevitably corners are cut.

Type is too often an afterthought...

when it comes to design

which is a real shame. There’s so much stuff that could be really nice but the use of type is terrible.

If you could re-cut an existing font - what would you do, and to what font?

It would have to be Helvetica just to kick up a storm and piss off the purists who love Helvetica more than life itself! Imagine the reaction. I think we should do it and sit back listening to the Buzzcocks laughing at all the rubbish they would write on their blogs! I’ve never understood the ego side of design. I love design don’t get me wrong, it’s just designers can take themselves so seriously. You’re not saving lives here, you’re a designer! (Rant over).

Manchester Airports Group confirms new travelling buddies


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Report by Claire BinghamEditor, TBWA\PAPER

Reflecting the shift for greater learning, the co-mingling of culture and cocktails presents itself in the form of bars where walls of books accompany the same space as the optics and where you are as likely to be exposed to art, curated exhibitions and talks, as you are a gin sling. Part library, part cinema, part gallery, part bar, these culture hubs provide not only a place to eat and drink, but are a destination to nourish the mind as well.

Witnessing a shift towards a more discerning customer – not only in terms of design savviness, but in culinary taste, social functioning and service expectations as well – brands should look to address the higher hopes of their target audience in the longer term. Driven by a new mood among consumers, all of whom seek niche experiences that embrace a sense of value and purpose to their being there, the environment and atmosphere should, above all, make them feel happy.

“People are wanting more when they go out

for something to eat or drink”

says Tim Greenhalgh, global creative chief of international design consultancy Fitch. “There will always be restaurants that will be about the sole activity of eating, but there will be other places where eating is part of something else – where you’re amongst art or attending an event. Restaurants need to find a way to differentiate themselves without reverting to a gimmick. We’re more pampered with food than we ever used to be, but the experience is not just about eating in a Gordon Ramsay restaurant. [It’s about what] happens to you to make it an enjoyable time.”

From Art Bars, where cafés and bars are furnished with works and furniture by international artists, to

temporary bar installations designed to be used for a variety of purposes, the aim of these hybrid spaces is to provide art and culture within an informal environment. Propelled by the 20- and 30-somethings, this blurring of pursuits is set to continue.

Located in Copenhagen’s meatpacking district, Karriere is a café and bar featuring pieces by global artists. Here, DJs share the same space as live performances and artist seminars are scheduled alongside film and video screenings, the idea being to make art an integral part of daily life and extend it beyond the traditional gallery and museum context. Famed for its amazing weekend parties and outdoor summer nights, Karriere is a favourite hang-out for a broad crowd of creative professionals and art lovers, while 8% of all profits made are allocated to artists’ grants. Similarly, Die Kunstbar in Cologne, Germany, is a restaurant/bar/workspace/gallery/lecture venue redesigned by a new artist every year, where even the cocktails are a medium for their expression.

The ultimate retreat for the highbrow, StudioIlse’s upcoming cultural salon in Budapest with architect Tadao Ando is to be a cultural catalyst of the future. Due to open late 2010 on the UNESCO world heritage site in the hills of Buda, this first-time collaboration for Ando will feature ongoing cultural events within its rotating James Bond-fashioned stone walls.

Tom Dixon’s pop-up Bombay Sapphire Dusk bar at Somerset House also featured a series of live cultural events over the summer.

“For me, this is part of an evolving phenomenon of temporary architecture – pop-up shops, restaurants

and so on, that allow designers to be more extreme.”

Dixon says, “whilst letting brands and venues flex their muscles without the huge costs, long-term commitments and restrictive planning laws of permanent venues.”

Lending itself perfectly to the Art Bar concept, German artist Carsten Höller’s Double Club, a pop-up space - originally in London, now moving to Paris - blurs the distinction between art and life with its half-art and half-non-art concept. Merging art, fashion, music and celebrity in the transformed derelict warehouse, the project was conceived to be a cross-pollination of Congolese and western culture. The bar, for instance, was split down the middle: the staff on one half serving bottles of Congolese beer from underneath a corrugated roof, while those on the other side poured iced champagne from behind a smooth semicircle of gleaming copper. Vivid Congolose street graffitti mixed with Andy Warhol prints; velvet upholstered banquettes in the restaurant contrasted with plastic cafe chairs. As a consequence of its split personality, the Double Club attracted a diverse clientele and is also a reflection on the broader trend in the contemporary art world towards a collaborative, multi-disciplinary approach, increasingly inviting the public to take part (Antony Gormley’s fourth plinth “living monuments” at Trafalgar Square; Gavin Turk’s head sculpture requesting visitors to graffiti it; The Noisettes asking a group of fans to film their video on mobile phones).

Unlike the typical formal hushed atmospheres of art galleries, the reinvented art bar concept actively invites their visitors to contribute and to enjoy themselves in the process.

Innovation and collaboration keeps leading UK brand on

top form

2009 sees one of the UK’s biggest household names celebrating its 125th anniversary. Fresher and more forward thinking than ever, PZ Cussons has welcomed its birthday with some fantastic activity for its portfolio of brands including Original Source, Carex and Imperial Leather.

Amidst this brand activity, PZ Cussons has been busy as headline sponsor for Manchester International Festival, a celebration of world premiere events that encompasses performing arts, music, visual arts and popular culture. A key support this year in ensuring MIF has been able to develop new commissions, PZ Cussons complemented Festival activity with the Soap Box, a purpose built venue in

Manchester which opened its doors to the public for some of the Festival’s duration. Hosting fun filled events, the Soap Box welcomed guests in to experience the world of PZ Cussons with free events, giveaways and prizes for both adults and children.

The partnership has recently been further cemented by PZ Cussons offering Festival volunteers the opportunity to design the company’s next product, a competition which will see the winner secure an internship with the company for six months amongst other prizes including a pampered weekend for two in London.

Brandon Leigh, Finance Director of PZ Cussons, who launched the competition alongside other Board members and Alex Poots, Festival Director of Manchester International Festival, commented: “Our continued

focus is on evolving the PZ Cussons brand. A great heritage needs to be combined with fresh NPD and what better way to go about this than inviting young and talented individuals to help us achieve this.”

Further activity around PZ Cussons celebrations has included the launch of its North West £26m Innovation Centre, unveiled in July. Created as an international centre of excellence at the forefront of innovation in the washing and bathing sector, the Innovation Centre is a range of state of the art technology departments from an International Research and Development facility and perfumery laboratory through to a rapid manufacturing line of products that is significantly increasing capacity for the production of the Group’s UK personal wash product ranges.

CULTURE CLUBS

PZ CUSSONSCELEBRATES 125TH ANNIVERSARY IN STYLE

Recreation meets resource at the new wave art bars and culture clubs. Here, hedonism is not only

about fun, it feeds the mind too

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Anthony Green of PZ Cussons and Angie Robinson from Chamber of Commerce officially open the Innovation Centre

Walls: Classic Duck Egg®

Crown Period Colours®

A range of authentic shades fromthe historic Crown Colour Archive.

See your chosen colours come to life in dayor evening light with Crown 3D rooms, our online room visualiser.www.crownpaint.co.uk Don’t just paint it. Crown it.


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DEUS

DungenessUnited Visual Artists

A British-based art and design collective, UVA specialise in creating large-scale light-based installations, transforming secluded landscapes with huge artificial lights. More than mocking up moonlight, the aim was to involve the audience for an emotional response.

#3


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Encouraging debate on issues of mutual concern, we question how companies are working that little bit more creatively to target clients in the post-recessionary market


THE NEW COLLABORATIVE

Bisazza participates in the London Design Festival 2009 with an installation designed by Jaime Hayon in the marvellous setting of

Trafalgar Square

Set to be the centrepiece of this year’s London Design Festival in September, The Tournament is a giant 160 square metre chessboard by the Spanish artist and designer, Jaime Hayon. Created in collaboration with the Italian mosaic company,

Bisazza, the supersized two metre tall ceramic chess pieces in front of The National Gallery at Trafalgar Square make for a playfully interactive reinterpretation of the Battle of Trafalgar, circa 2009.

All about giving something back, the essence of certain new hotels, restaurants and stores is about creating an environment that looks really good. Really really good. So good in fact, you may want to take a piece home with you.

And in the case of the Sam Nazarian-owned SLS Hotel in

Beverly Hills, yes you can. The Cassina-commissioned couches, tables and desks designed by Philippe Starck throughout the Los Angeles hotel and restaurant are available to buy, as are the pieces within the Paris concept store, Merci, where the merchandise exhibited by artists in the café and restaurant are all for sale, too.

Similarly at Oslo’s Fuglen. The nostalgic and luxurious café is temptingly furnished with a pick of Nordic 1950s and 1960s design, which, if you happen to fall in love with whilst sipping your cappuccino, are yours for the taking. Expanding on their café concept, a club is due to open later this year.

HAVE A NICE DAY! CHECK MATE

Now the free fall is over, new investments and collaborations can move on in a more confident way.

But how will we be working together in the future? How can collaborations work, a) to benefit a brand, and b) without weakening it?FIONA JENVEYCEO, Mudpie “Before the recession design was often a styling afterthought - retailers and brands threw a ubiquitous array of product at an ever obliging consumer. Post recession, successful brands are finding both creative vision and product innovation are an important differentiator. Retailers and brands previously keen to cut costs on design have created a position of competitive disadvantage for their brand as a result of underinvestment in design. In the UK the Design Council’s ‘Designing Demand’ reports every additional £1 spent on design has returned an additional £50 increase in turnover above expected levels.

Collaboration is extremely important but companies need to choose their partners carefully so that the relationship

brings benefits to both parties. Mudpie have several partners and in all cases they are a parallel business rather than a competitor. Our most important ‘alliance’ is with Pantone. We have an understanding that enables us both to build our brand. Social networking is also becoming important in business. Linkedin, the networking site for the business user is a kind of new ‘old boys’ network and underlines a trend for a more communal approach to the business relationship. All of the Fortune 500 (America’s top 500 ranking corporations based on gross revenue) are represented on this website, 499 of them at director level or above. As an avid Linkedin user myself I find Mudpie able to reach a person within a target business that simply would not respond to a phone call or regular email meaning that a conversation can now happen with a potential partner that was simply not possible before.”

TOM DIXONDesigner/founder, Tom Dixon

“For me, multi-function spaces are part of an evolving phenomenon of temporary

architecture - pop-up shops, restaurants etc. that allow designers to be more extreme, whilst letting brands and venues flex their muscles without the huge costs, long term commitments and restrictive planning laws of permanent venues.”

MICHAEL SALACDirector, Blow

“We use social networking much more for business than we did in the past, due to both the recession and the explosion of its usage. Facebook, Twitter and other social networking sites are used to not only communicate with fashion insiders, as you are able to invite them to events, but keep both them and the general public updated about what’s going on with your brand in a much more interactive way.

Consumers are more in control now than they have ever been and therefore can afford to dictate their demands to get the best possible deals. As such, we have seen the increase of spaces and venues doubling up on their functions to reach a wider audience. This can often work in the favour of both consumer and venue as the generated publicity

from such ventures can often be seen as groundbreaking.”RUTH MARSHALL-JOHNSONEditor, Think Tank at WGSN

“There is much to consider under the title of collaboration; open-source creativity, idea-sharing amongst companies, designers working with scientists and vice versa, cosmetics companies using car industry technology and the wider picture of companies collaborating with charitable and sustainable organisations.

What this seems to boil down to in light of the recession is working harder to get consumer’s attention. Apart from the philanthropic effort, which on the whole does come from a genuinely responsible place, brands will use collaborative projects to offer a more creative product, coupling with artists, musicians and designers to create a product that appeals to the consumer with more emotional connection. More commercially they will use such collaborations as a mechanism to continually evolve their brand story and keep them talked about.

This however is easy to say and difficult to do. We now have such a highly sophisticated,

culturally educated consumer with a more defined set of buying priorities and less money to spend - brand collaboration has to be honest, genuinely creative, and well-made. Neither the artist nor the brand can be seen to be ‘selling out’ so the project also has to err on the side of subtlety unless it comes with the kind of pedigree of the Marc Jacobs/Stephen Sprouse work, and both participants must bring equal kudos.

This creativity though will not just be limited to the actual product - brands are increasingly making short films, launching online magazines, social networks and events, collaborating with stores to facilitate runway shows, buying opportunities and publicity. The structure of the fashion and retail industry, as across many industries today, is shifting towards a model that targets smaller consumer niches, often locally-based, which have distinct aesthetics and consumer needs.

We’re seeing collaborative retail efforts such as Urban Outfitter’s Space 15 Twenty in Los Angeles, where small retailers with similar ethics deliberately put themselves

together in one area. Collaborating with and investing in projects that tap into that kind of niche content takes over from premium lifestyle retailing that has now tailed off.”GUY LAWRENCEGlobal CEO, Quintessentially

“The key to working together in the future will be in deeper partnerships and what we call, ‘embedded relationships,’ especially in luxury marketing. These partnerships are about creating new, unique, stronger, more relevant propositions for consumers. The focus will be on combining complementary brands that will help create an experience for the customer that they couldn’t get anywhere else, a great example of this is our relationship here at Quintessentially with Jaguar, or indeed British Airways. A consumer’s brand experience is becoming more important than ever before and collaboration is one way to create truly unique, differentiated and engaging experiences. One way to look at this creatively is to think of the brand as a service, and partner with like-minded companies to help deliver this, exploring new business models and unique partnerships.”

engage employees

We’re not talking about high fives or employees of the month. We’re talking about a sense of belonging. We’re talking about the person smiling on their way into work, not on their way out. Forget high fives, if you want engaged employees it’s all about Top 100s. The Sunday Times Top 100 Companies to Work For.

Registrations for 2010 are now open.

www.bestcompanies.co.uk01978 856 222

The name behind The Sunday Times 100 Best Companies to Work For.

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KIDS PLAY: UNDUETRESTELLAReport by Claire BinghamEditor, TBWA\PAPER

The concept of art critic and consultant, Paola Noé, who contributes to FLASHART and Fondazione Missoni, unduetrestella is a concept devoted to bringing art into the lives of the young. And when we say young, we mean really young.

“My idea is to curate site-specific projects, which have been purposely created for children’s ‘little worlds’”, says Noé. “It’s not about simply putting art that has been collected by parents into the child’s bedroom. This is more about the challenge between me, the artist and the baby, instead.”

Inspired by the idea of introducing art to an infant audience after the birth of her two daughters, Carlotta and Amalia, Noé wanted to teach

young children, especially babies, that contemporary art is one of the million things that exist in the world. Basically, there are more ways to do kids decoration than Winnie the Pooh.

Presenting the idea of unduetrestella at the Fuorisalone del Mobile in April 2009, Noé featured the installation ‘My Dream House’ by the German-artist, Andreas Golinski, where geometric shapes were painted directly onto the wall as a blank canvas for the child to take an active part, ie. scribble.

It’s this interaction by the child that Noé is keen to explore. Working with Italian and international artists, she commissions works specifically for nurseries and children’s bedrooms, basically inviting an artist to meet your kids and come up with a site-specific piece for their room. The premise being, the little ones get to learn about

art from day one by the sheer fact of growing up surrounded by it.

In her former studio – and later the girls’ bedroom – her daughters sleep alongside a coral wall painting by Noé’s close friend and artist, Kristine Alskne. “This artwork was originally for me. Not for the girls”, says Noé.

“One day, I was talking with my husband about redecorating their bedroom and Carlotta cried, ‘No, mummy, please, they are my corals’. I realized Carlotta and Amalia have grown up looking at it and the painting is as familiar to them as is their toys.”

Taking unduetrestella to London’s Frieze art fair in October, Noé is hoping to give the concept a broader reach. “The most interesting thing for me would be to see how sound installations could work in pediatric clinics in hospitals”, says Noé. “We would also like to do the same for schools.”

The desire for the super fresh and delicious is changing the look of the fast food landscape

Creating websites that ‘click’

Report by Claire BinghamEditor, TBWA\PAPER

Serving up health-conscious food to the new fast-food generation, good-looking fast-food outlets are upping their luxe quota to appeal to family diners, without deflecting from what they essentially do: good, cheap food – fast.

“The needs of the consumer within the leisure sector

have become significantly greater due to the rise of

designer living and global travel,” says Adrian Carter,

editor of Hospitality Interiors.

“In the height of the economic downturn, however, it seems we are looking for quality as well as value for money. Our taste hasn’t changed, but we are thinking more on a scale whereby value and service is offered by our favourite brands.”

Appealing to a niche where PizzaExpress continues to be popular, these are prime destinations for families, as

acceptable to parents as they are to children. Think second-generation Wagamamas meets organic fare.

Setting the precedent, WakuWaku in Hamburg is Germany’s first bio-wok restaurant, dishing up delicious wok dishes from all over the world. The first in a chain of restaurants for the fast-food revolution brand, its philosophy revolves around providing sustainable, good value and healthy food, which is prepared extremely quickly.

“The idea was to combine the consumer insights for an ever growing need for convenience food - fast, to-go, easygoing, relaxed - an increasing interest for healthy nutrition, and a rising awareness for ecological issues,” says chief creative officer Gregor Woeltje, who was responsible for the restaurant’s branding and conceptual aspects. “WakuWaku offers pure organic food, individually prepared, reasonably priced and served at real fast-food speed. More and more consumers are looking for sustainable products and services, and we see a bright future for sustainable brands

in all sorts of markets. [As] Germany is the world’s biggest market for organic food, it made a lot of sense to launch the brand here.”

In Amsterdam, the elegant Julia restaurant follows suit, where buzzwords ‘pure’, ‘honest’, ‘healthy’ and ‘natural’ formed the basis of the brief to architects Merkx + Girod. At Ferran Adrià’s Fast Good in Madrid, the quick service and high-quality food also meets the demand of the growing market. And, combining a healthy diet and modern lifestyle desires, the chic interiors of Nana’s Green Tea in Yokohama, Japan, serves up dozens of hot and cold green tea combinations and matcha (green tea) ice cream to loyal crowds.

Lattughino is a fantastic new takeaway and delivery service: the first good quality, natural and design-savvy eatery for the Milanese crowd. Revolutionising the concept of fast food in Italy, the Lattughino philosophy revolves around providing sustainable, good value and healthy food, which is prepared extremely quickly - and delivered to your door.

Report by Dawn Williams Digital Planner, TBWA\MANCHESTER

In just 15 years, over 200 million websites have been created. Some companies are only just catching up with the old principles of web design; sticking to best practice (because everyone does it that way), providing contact details and piling information into a shop window, but some are innovating and finding new ways to engage with the online audience.

So in an increasingly savvy age where the audience knows the Internet probably as well as you, just how do you deliver a website that engages your consumers?

The answer seems simple but is practised surprisingly little: the consumer comes first. Build your website for your consumers, not just for you. Whilst even some of the most major brand websites are all “me, me, me, look at how great we are and this is what we like”; websites that will last the distance are all about consumer needs and behaviours, delivering opportunities for them to make their own choices, giving them a voice and initiating debates about what they care for.

Flash, Ajax, video... innovations aside, it is the application of the right insight that will drive effective communication between the

user and the brand. And for that conversation to continue, the brand needs to draw them in too.

Distant are the days of websites which receive an update but once a year. Today, a website requires time, investment and maintenance for it to become successful and really engage with consumers.

It’s time to commit to a long term relationship rather than

the one-night stand.

Luckily, unlike TV ads, brands can go back and savvy-up their sites relatively easily. In fact, constantly updating sites is a must for a better-working brand. The Internet is a liberating place for creativity, the shackles of page dimensions and governing bodies are much more loose and a website can be used to constantly test, learn and refine your approach. You have the platform to become exactly what your consumers are interested in and fortune favours the brave.

There may be no specific formula for a brilliant web design, but if you really want to wow your online audience, then it is time to invest in them.

NEW FASTFOOD

DIGITAL MEDIA

THE BRAND NEW NISSAN 370Z

MORE BALLS THAN BADGE

All prices include £55 first registration fee and road fund licence. Model shots shown are for illustration purposes only. Information correct at time of going to press. Refer to dealer for exact specification. This advert supersedes any previously advertised offers. This offer is not available in conjunction with any other offer. Models subject to availability. 370Z shown has optional metallic paint at £450 including 15% VAT. Nissan Motor (GB) Ltd, The Rivers Office Park, Denham Way, Rickmansworth, Hertfordshire WD3 9YS.

370Z Manual 3.7: CO2 249g/km - URBAN 18.4mpg/15.3 l/100km – EXTRA URBAN 36.2mpg/7.8 l/100km –COMBINED 26.9mpg/10.5 l/100km 370Z Auto 3.7: CO2 247g/km - URBAN 18.6mpg/15.2 l/100km – EXTRA URBAN 36.7mpg/7.7 l/100km - COMBINED 27.2mpg/10.4 l/100km

NEW NISSAN 370Z

£26,900FROM

PRICE INCLUDES A FULL DAY AT THE NISSAN RACE ACADEMY AT SILVERSTONE

Test drive the new 370Z before 31ST AUGUST 2009 and you could win a full day at the Nissan Race Academy - our high speed driving school based at Silverstone, with a further chance to win a whole season's racing. See nissan.co.uk for full details.

RANGE FEATURES INCLUDE:3.7 LITRE V6 ENGINESCRATCH-RESISTANT PAINT

CARBON. STEEL. LEATHER. SLEEK. STRIKING. SUBTLE. PLEASURE. BELIEVE. BE YOU. ATTAINABLE. AFFORDABLE.

CALL. ARRANGE. DRIVE.

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Click on (the new)• Customer-centric• Creativity• Active consumer• Conversation• Online audience is

different• Encouraging feedback• Ongoing dialogue• Flexible• e-CRM• Aggregate of multiple

sites

Click off (the old)• Product/Service-centric• Best practice• Passive consumer• Messaging• Online audience same as

offline• Heading off personal

contact• One hit for everything

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$: TBWA\PAPER 3$

SHIT

The ultimate gift for the cosmopolitan dog lover, ‘dog poo bags’ are a stylish solution to getting rid of doggie leftovers in a more elegant way. One size fits all - from Chihuahua to Great Dane - the biodegradable paper bags carry cute lines such as ‘Doggy bag’, ‘Don’t blame me’

and ‘Size matters’ - making that long walk to the bin a much easier task. Courtesy of the Swiss design duo, Andrea Gadesmann and Nina Dautzenberg, the idea was born out of their passion for dogs and design. The daily walks with Cuno, the agency’s dog, served as a source of inspiration. poopoobags.com

STATIONERY?The paperclip.GADGET?When my father died he left me his 1958 Rolleiflex camera, which is one of my most treasured possessions.RESTAURANT?I love The River Café, I always have the pork and homemade caramel ice cream for pudding.WHAT DO YOU MISS WHEN YOU’RE AWAY?My wife.

CLOTHESSTYLE?I like to wear a simple, classic suit. I tend to wear suits every day, but often in my own way, which could be with a denim shirt or trainers, not a typical way.TRAINERS OR SHOES?A pair of brown, round-toed shoes made of Cordovan from Alden in San Francisco.WATCH?Watches are to men like shoes are to women - they’re boys’ toys. I like to wear Swiss-

As a creative business first and foremost, we continually seek ways to better connect with ourselves, and our business partners, in the pursuit of ideas which change behaviour. And as a living example, the spirit of creative co-operation that threads itself through this issue is a

reflection of how business and the creative arts can learn from each other. So taking the theme a little further I’d like to leave you with three points of reference which look at creative co-operation and connection from differing perspectives. First up is Keith Sawyer’s book “Group Genius” -

it explores creative collaborations in their widest sense; from hurricane disaster response networks to theatre improvisation groups and through to the power of collaborative invention in business. It is a genuinely compelling read. Second is “Creative Collaboration” by Vera

John-Steiner in which the author provides a fascinating insight into how some of history’s most important scholarly ideas, art forms and scientific theories were borne from dynamic creative alliances. Then last, but by no means least, although a little left-field - a lesson from

football. “Teambuilding. The Road To Success” by Rinus Michels. Michels was the architect of “Total Football” in Holland in the late 60s and his book provides a rare insight into the creative planning that helped form his notion of teamwork in its most free sense and which

elevated Ajax to the pinnacle of European football. If you’ve read any of them I’m sure you’ll agree they are worth picking up, if you’ve not read any of them choose Keith Sawyer’s book to start with - if nothing else it will be the easiest to get hold of. Enjoy.

THE FINAL WORDBy Fergus McCallum, CEO, TBWA\Manchester

MY STUFFThe man that launched a thousand striped shirts, SIR PAUL SMITH, multi-millionaire clothing impresario and avid art collector has collaborated with British artist Craigie Aitchison RA to produce a series of limited edition prints, used across men’s accessories for Autumn/ Winter 09. Launching in

October to coincide with the Frieze Art Fair in London, the collaboration is the latest in a long line of joint ventures the artist has instigated throughout his fashion years. Revolutionising British tailoring with his suits and patterned fabrics, this man of cloth remains chief executive, principal shareholder and chief designer of the eponymous fashion brand he started in 1970. Herewith, his

favourite things...

HOMEFAVOURITE ART?I have quite a collection of photographs and art. It has become a bit of an obsessive hobby. I especially like the work of Craigie Aitchison because of his use of colour and the simplicity of his paintings. I feel very happy about the collaboration where we have used his delightful paintings of his dogs and delicate paintings of boats onto cufflinks, ties and scarves.WHERE DO YOU LIVE?Holland Park for nearly 20 years. I love the park itself. You see rabbits and peacocks roaming around and you can imagine you are in the countryside.FAVOURITE NEIGHBOURHOOD?I don’t like the word favourite because different parts of London are great for different reasons. Borough Market and Spitalfields are both high on my list.

made watches as they feel more substantial, more solid. Today I am wearing one of my own designs which is limited edition with different coloured numbers. AFTERSHAVE?Paul Smith Man.... it is free!

INSPIRATIONSFAVOURITE DISCOVERYSir John Soane’s Museum, which I discovered in the seventies.WHO’S IMPRESSING NOW?Pauline my wife. She’s the reason I am where I am.WHERE DO YOU HEAD FOR INSPIRATION?I often get inspiration from things I find but also things I see. It could be anything from the texture of something to the way colours may be put together in a painting.WHAT IS THE KEY TO SURVIVING THE PACE?Taking time to ride a bike, go for a swim and spend time with friends and family.CURRENTLY COLLECTING?Paintings, drawings, objects… anything beautiful or special.NECESSARY EXTRAVAGANCE?Buying art and photography. I recently bought a painting by Connor Harrington.RETAIL DESTINATION?It would have to be Paul Smith because it’s the only shop I can legitimately shoplift from!FAVOURITE COLOUR?I don’t have one.LIFE PHILOSOPHY?Enjoy it. Every day is special.SECRET OBSESSION?I wish I had more time.

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This is world-class drama.

This is where every player raises his game.

This is a host of suites, bars and restaurants available on a match by match basis or for an entire season.

This is the kind of hospitality you won’t get anywhere else in football.

Welcome to the Theatre of Dreams. This is entertainment.

To arrange a visit or discuss availability, call the Hospitality Sales Team on 0161 868 8000 (Option 2), email [email protected] or visit www.manutd.com.
