Prescription Sunglasses Advertising Concepts

Concept work for Eyesite Opticians - featuring their Prescription Sunglasses for print / outdoor advertising and online promotion. A good pair of sunglasses is the ultimate accessory – adding the finishing touch to any outfit and ensuring you look cool even as the mercury soars. The customer can choose from the  ranges of top designers such as Chanel, Dior and Armani and they can now be fitted with the customers own prescription lenses.

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January Tile Sale Advertising

Local press strip advertising campaign for South East tile outlet Rogers, featuring up to 75% savings on selected lines during January 2014. Appealing to the family decision maker with the line 'Get ready for a 2014 makeover' intended to motivate a visit to the local tile and ceramics showroom.

Also part of the overall marketing mix is an A5 eight page leaflet showing the ranges of ceramic tiles on offer during the January sale. Used both as an insert in local press and as a localised door drop.

Left the selection of creative concepts presented for the campaign.

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Graduate Recruitment Fair - an unsuccessful pitch

You do work that you feel responds to the brief in a dynamic and interesting way, communicates with the target audience, use images that resonate with the age profile and you follow the brand guidelines to the letter. Yet you are unsuccessful, at the pitch we talked about the value we add to a brand and then we have effectively given our work away! Oh well! there is always next time.

The brief: Design an A1 poster and a double sided DL flyer for the University of Southampton careers destinations service, promoting a careers fair on campus. 

Rational: Following on from the brand guidelines images have been chosen to represent real-life, active and engaged students participating in adventurous activities with the sell and tell style of headline. 

www.kelvinhughes.eu

Farming Conference - Marketing Collateral

The South of England Farming Conference marketing collateral includes a DL leaflet, poster campaign and web landing page for registration. The Farming Conference always leaves its audience with food for thought and some tough questions will once again be on the agenda when this year’s renowned panel of speakers tackles the question ‘Who can afford food produced in Britain?’. 

Crucial issues including sustainability, energy and climate realism, subsidies and world competition will be discussed; and with the demand on food supply increasing year on year whilst land area diminishes, the question of whether UK residents will ever be able to realistically afford the food produced in this country will be looked at from every angle.

www.kelvinhughes.eu

Ladies Day Brighton Racing - Photomontage

Photomontage and colour manipulation for a marketing image publicising Ladies Day at Brighton Races Summer Calendar. For use in advertising, leaflets and promotional material.

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National Press Advertising Campaign

National press advertising campaign designed to encourage people to visit their opticians and get their eyes regularly tested, placed on consecutive pages with the the icons in the shape of an eye chart first and followed by the text advert with the facts and call to action. The first ad in the series is aimed at drivers - reminding them that their car insurance could become invalid if their eye prescription becomes out of date. Second advert in the series focuses on kids with an estimated 1 in 4 children having a vision problem, the final advert looks at the the problem of glare which leads to eye fatigue caused by our digital lifestyles. 

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Rogers Ceramics - Bathroom Showroom Ad Concepts

Local press and outdoor poster campaign concepts for Roger's tile and bathroom showrooms. Who supply bathroom suites, showers, brassware, wet rooms, shower enclosures, bathroom furniture and accessories as well as wall and floor tiles, so that customers can now pick all their bathroom goods from under one roof. The ideas attempt to inject humour and style in an attempt to stand out in a very competitive market place.

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The Design Agency Pitch

Is pitching an out-dated process? 

We talk about the value we add to a brand and then we give our work away!

As an independent designer and creative director I try not to get involved in pitching for work projects,  favouring instead a presentation of credentials. However agencies I'm involved with will almost always pitch as the prospect of gaining new business drives them on. To decline to pitch, immediately writes me off a roster, even though I may have the most relavent experience. The benefit is that I'm not one of eight or more creative hopefuls spending £5k each to win a £5k project.

If a client can't make a decision to work with you based on your previous work and track record then you've got to question how they will be able to judge any work you produce for them either at the pitch or in the future.

There's no problem in pitching as long as the client agrees a fee, this at least prevents a fishing expedition for free ideas. The IPA and ISBA have come up with a best practice guide for clients and agencies, here's their six pitch principals for clients and agencies:

1. Openness & transparency

Ask yourself is there a need to pitch in the first place. Clarifying the business opportunity is key from the outset.

In most pitches there is an unnecessary amount of secrecy. Do you need to keep the name and numbers of agencies, budgets and timeframes a secret? 

There needs to be transparency all the way through the process, to allow agencies to make informed decisions on wether to pitch and to assure clients full participation and a more straightforward pitch journey. 

For fairness and consistency all agencies should be briefed on the pitch at the same time and place.

2. Respect

Treat pitching with the respect it deserves. It requires senior involvement/authority from both sides from day one. Don't just bring the decision makers in at the end of the process. Only with senior client involvement from day one can the agencies be judged fairly. Consider paying a fee to an agency as a sign of good intent. 

Design and instigate a process that gets your housekeeping in order before the pitch.

Agencies need to be discerning about what they pitch for. Be clear about what opportunities are right for the agency business.

3. Bravery

On the part of both clients and agencies. Push back on bad briefs or too much/too little time and always challenge bad practice. 

Eliminate agencies, including the incumbent, along the way if they really don't have a chance. You will end up saving them a lot of heartache and money.

Explore the fact there may be alternative ways of pitching that could be more efficient and effective for the task in hand.

4. Access & navigation

Have the process clearly mapped out from the outset in terms of numbers, timings, people involvement and location. Who is the decision-maker, and what will the decision be based on? 

Treat all pitching agencies as if they were the incumbent. Allow them to navigate their way through your business in the same way.

5. Timing

Pitches can often go on too long. Set a timescale and stick to it.

A creative pitch in four weeks may not always be possible but could be worth aiming for. Contemporary practice indicates that pitches are elongating mainly due to lengthy negotiations which should be contained within the pitch time frame.

6. Power of collective action

Encourage both parties to sign up to the IPA/ISBA mutual pre-pitch NDA and be cautious of clients and agencies who are not willing to respect these principles.

At the very least remember the five P’s of pitching:

— Process 

— Preparation 

— Professionalism 

— Partnership