BRAND COMMUNICATIONS

CASE SUDIESFrancis Lambert

What I Do• Provide board level client counsel• Develop and deliver strategies that achieve brand goals and objectives• Inter agency leadership and integration• Team leadership and inspiration• Creative ideation • Provide Deep understanding of quantitative and qualitative

methodologies to measure effectiveness across owned, earned and shared media

• Provide experience in allocating resources, setting budgets and targets and developing long term partnerships and trust with both internal and external stakeholders alike

• Experience in domestic, regional and global campaigns

SONY HD TV LAUNCH- PARTNERSHIP WITH SKY TV PLATFORMBackground: Partnership programme with SKY TV where Sony Bravia was the TV technology partner for Sky High Def platform

Desired Change: Establish Sony Bravia as the TV of choice for viewing HD and to increase Bravia TV sales

What I did: Lead a multi agency team and developed a TTL strategy with Sky TV marketing team. Strategy comprised ATL, Sony Retail channel (700 shops), digital, PR and promotions with former England captain Steven Gerard Budget: £1M +Results 14% y o y sales uplift on TV sales

http://frankielambert.wordpress.com/2011/04/23/a-social-media-case-study-vaio-nation/

SONY VAIO- VAIONATION.COMHistorical Perception: The Sony Vaio brand differentiated itself by the quality of build, its relatively small size and thickness differentiated it from other ‘black box’ laptops. Its position was challenged by the arrival of iBooks in the 2000s which soon became the Laptop of choice for those associated with the creative industriesDesired Change: Broaden the VAIO audience and build an association with creative and brand conscious laptop owners. Increase Vaio’s association with Sony’s creative software such as (music) Sound Forge and (Film editing) Sony Acid Pro. To challenge Apple’s positionWhat I did: Leading a Sony team plus digital agency Tui and PR agency Kazoo,I drove the development of Vaionation a social media platform for those in music and film making. Partnered with Plan B, The Whiskey Cats, Norman Jay and other artists plus BAFTA Award winning film maker Daniel Malloy who used Vaio’s, Acid Pro or Sound Forge software to develop Vaionation Projects?Budget: £1M +Results Sony was the first major brand to launch a social network for its consumer. Over 30,000 users signed up to Vaionation in the first month. The project led to an increase in sales of hard and software

http://vimeo.com/22612474

http://frankielambert.wordpress.com/2011/04/23/a-social-media-case-study-vaio-nation/

RED BULL- RED BULL FINAL5Historical Perception: Red Bull was first to market with a functional global energy drink brand. It was seen as cool and edgy associated with both extreme sports and music. The brand was initially adopted by a young audience because of its functional qualities.Desired Change: Increase the appeal of the brand without alienating its core audience. Working with golfer John Cook and partner Philip Lay we devised the Final5 concept. That Red Bull would maintain a golfer’s level of play over the Final 5 holes.What I did : I created and managed the launch of the Final5 to Club Pro’s at the Celtic Manor Course with ther help of Butch Harmon and his brothers. I also worked with Tim Shaw at the European Tour to negotiate the Red Bull Tour partnership Results: Helped in broadening the ap[peal of Red Bull to sportsman and an older golf playing market. Having launch initially in the UK Red Bull Final5 was rolled out to other markets. By working with key governing bodies in golf and golf Pros it also allowed us to gain listings for Red Bull in golf club shops nation-wide

SKODA - SKODA FELICIA LAUNCHSkoda – Skoda re-launch Historical Perception:What do you call a Skoda with a sun-roof? Answer: A skip

Why does a Skoda have a heated rear windscreen? Answer: To keep your hands warm when you push it

What do you call a Skoda with twin exhaust pipes? Answer: A wheelbarrow Desired Change: To change the perception of Skoda as a low quality and unreliable car driven only by the elderly or those of low income.What I did: Working with operational logistics company GTMS (Dave Baxter) I created a nation-wide exposure marketing campaign for the then flagship Skoda Felicia. The road-show visited more than 300 locations around the UK which visited County Shows, Fairs and shopping centres around the UK.In addition pointing to the new found reliability and performance of the brand I was instrumental in deciding upon the Skoda’s involvement in the World Rally Championship.I also organised the Skoda’s ambush marketing efforts during the UEFA European Championships with promotional staff giving away Skoda branded baseball caps to Czech fans as they approached the stadium

Results: Since the launch of the Felicia Skoda has launched newer and more exciting models such as the award winning Yeti and the Octavia. Sales have continued to grow year on year and even reporting another record breaking year in 2013. Most importantly the old perception of the Skoda is slowly but surely being left in the past

SONY COMPUTER ENTERTAINMENT- LAUNCH OF TEKKEN IIIHistorical Perception: Well established and highly rated video game. However interest was beginning to wain as this was the third machination of the franchis

Desired Change: To expand and develop fan base beyond hardcore gamers and generate coverage beyond games media and columns

What I did : Using the heritage and authenticity of Tekken and exploited the link to Bruce Lee . Moved the launch date to the anniversary of the death of Bruce Lee. Recruited his daughter Shannon Lee as the brand ambassador for launch ‘claiming’ the character Ling Xiaoyu was also based on her. As a practicing martial artist and daughter of Bruce Lee she had huge appeal taking game reviews beyond expected media. Tactical sponsorship of the NFT’s (National Film Theatre) Bruce Lee film season to mark the anniversary of his death with Shannon making a guest appearance at te first screening ..

Results: Increased sales significantly and generated coverage beyond the ‘usual suspects’. This included every UK martial arts magazines running either features and promotions including front covers but also national tv news and interview spots

Marshall Law / Bruce Lee

MICHELOB AB-INBEV- MICHELOB PIONEER PROGRAMME Historical Perception: Premium priced continental bottled lager in a very crowded market was looking to differentiate itself from other brands. Consumer insight and analytics had identified theatregoers as a good target for the brand

Desired Change: To reposition the brand without alienating existing consumers and to increase listing and sales opportunities. To create a credible link between Michelob and edgy urban theatre and performance

What I did : My creative solution was to develop the concept of the Michelob Pioneer Programme. An umbrella programme created in conjunction ABSA and the Independent Theatre Council. It provided funding for 12 cutting edge performance, theatre and dance companies across 39 urban theatres nationwide for 150 individual performances

Results: The programme was the very first of its kind and won an ABSA/Financial Times Award, generated listings in cool urban theatres nation-wide where they had non previously, Increased sales and generated huge coverage within the arts media for this unique programme.

Online Career Highlights• BRASIL IN LONDON – delivery of a commercial sponsorship strategy Brasil in London Sponsorship document and brand image presentation

Brasil in London Brand image • COCA-COLA - Sponsorship marketing and activation for Coca-Cola Pin Trading activation for London 2012 - Coca-Cola. As part of the event

communications team I was tasked to drive the experiential marketing and PR for Coca-Cola Pin Trading generating over 85,000 visitors, sales of almost £1million and global PR coverage (http://goo.gl/dlaOR0 and http://goo.gl/ZrfxYd )

• FLYBOOK - Global creative technology launch for Flybook laptops at New York Fashion week created world- wide publicity and celebrity endorsement http://bit.ly/kyFb6i

• SONY - Sponsorship marketing Sony (UEFA Champions League) and launch of the Sky TV HD platform with Steven Gerrard http://bit.ly/Q9Yj02 fully through-the-line - Sony

• HER MAJESTY’S HOME OFFICE -Strategy development and delivery of global and regional media toolkits e.g. for Safer Foods campaign (Rich Visions

• UNITED NATIONS – Drove the PR Programme for the launch of the Catwalk the World initiative to help eradicate child starvation http://goo.gl/tJh2SB and http://goo.gl/lTGHLf

• SANTANDER -F1 activation for Santander Bank with Jenson Button http://youtu.be/tJRIHDS0fig and http://on.fb.me/13NJat1 - Freelance/Santander

• SWATCH MOBILE – UK Launch of swatch Mobile products including mobile DECT cordless and The Beep, media relations and press trip to World Mobile Congress, Barcelona http://goo.gl/e0Zi0s

• Management of dispersed multi country teams for pan regional campaigns – As part of the Rich Visions Agency, however I am thrilled to say I worked with the United Nations during this period and it was a personal goal realized. ‘Catwork the World’ http://goo.gl/db4Gm1

• Initiates and drives award winning sponsorships e.g. for Michelob - “Financial Times/ABSA Award” - “Best Use of Corporate Sponsorship” and for Coca-Cola - Event Marketer http://goo.gl/WfwEGt Magazines Grand Ex Award – Best consumer activation London 2012 Olympics

• Develops creative campaigns which achieve defined objectives such changing behaviours or attitudes or increased sales such as as this multi-channel launch of HD TV for Sony [Case study - http://bit.ly/1iqKuDA] which led 16% YoY increase in sales

• VAIONATION CASE STUDY BLOG : http://frankielambert.wordpress.com/2011/04/23/a-social-media-case-study-vaio-nation/

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• Crisis Management Highlights• Coca-Cola Map-gate - http://goo.gl/9Q7oTU • Atlanta Olympics Centennial Park Bombing - http://goo.gl/ciJg8w