I have decided to create a series dedicated to the best marketing campaigns of the 20th century. Each Friday for 6 weeks a different member of the Generate UK team will discuss one of their favourite campaigns explaining why it stands out against its competition and what makes it so successful. This series will reveal some of the most creative, successful and the just downright weird campaigns to have been launched in the last 10 years.

Name: Ian Fergusson
Position: Marketing Executive
Campaign of choice: McDonalds Billboard (2008)
McDonalds does not have a good reputation in the fast food world as being ‘healthy’! In fact it has been sued a number of times for its advertising targeted at kids and for promoting un-healthy living. During the ‘noughties’ we saw a massive boom in healthy living and keeping fit, in my opinion borderline obsessive with fitness videos and new diets advertised wherever we looked. McDonalds clearly felt that if they didn’t alter their reputation soon, profits could ‘dip’. They left it up to the wonderful Leo Burnett to get across to the public that McDonald’s salads really are fresh!

Leo Burnett created a Billboard that over time grew lettuce, to form the words ‘Fresh Salads’. Creatively I feel this is ingenius. In a sense we see here the first ever living billboard. This wasn’t the fastest campaign ever launched, the sign took 3 weeks to grow, but the message delivered is clear and strong, If McDonalds can get fresh lettuce on a sign, surely that leaf in my double cheese burger is just as fresh and healthy.  Creativity is the driving force behind a message; this innovative idea generated top class media coverage that lasted several months after the campaign had finished.  However, I’m not a big fan of McDonalds as a brand, so I felt the need to criticise at least one aspect of this campaign. I do not like the Green on a grey background. I feel this is a slip up on the art direction and I’m sure many creative’s were confused over that decision.  I hope you found this interesting and please post any opinions you have about this campaign. After all it is you McDonalds are trying to impress, has it worked?

Next week it’s Mike Robinsons’ turn to share his Marketing Highlight of the past decade.

Thatcham Jewellers, near Newbury in Berkshire is an independent retail jewellers, set up by Penny Morgan in 1983. As a business Thatcham Jewellers has built a fantastic reputation locally and is the perfect place to locate that special gift or item of jewellery.   Since its formation Thatcham Jewellers has successfully built a reputation for quality and expertise.  This joined with the choice of stock, service and value for money is a powerful combination.
With the growth of the internet and the amount of potential business available Thatcham Jewellers felt that it was essential that they moved with the times and created a brand new website.

Thatcham Jewellers met Generate UK through a seminar attended by Penny and from the word go were able to give Penny the confidence that Generate UK could build her a fantastic and reputable new website.

Following a scoping meeting to understand Thatcham Jewellers website requirements it was clear that the business required an easy to operate content management system (CMS) so that Penny and her team could update products and create seasonal promotions as and when needed.   Generate CMS was chosen as the system of choice due to its ease of use and flexible platform that allows anyone with a non technical background to manage and develop their own website within in a secure working environment. This would provide Thatcham Jewellers with the control needed and ability to continually develop a professional website.

From a design perspective it was important that the new site represented the style of products on offer which were traditional, fashionable and contemporary. As well as the importance of design it was equally important to allow the user to navigate easily throughout the site, showcasing the products through eight identifiable categories and encourage enquiries. After a number of design concepts Generate UK used the favoured design and integrated it upon Generate CMS and worked with Thatcham Jewellers over the project period to optimise and format the content which they provided. 

Since the launch of the website Thatcham Jewellers have now opened the doors and business to a far greater audience, the World Wide Web and they have already experienced a significant increase in enquiries.
Penny Morgan, Owner of Thatcham Jewellers stated “I was seeking a reputable web company to work with on this new venture as the website represented a substantial investment for the business. It was essential that we invested into a web platform that allowed us to easily manage the site moving forward and allow us to quickly update and build upon the fantastic site we now have. Generate UK really did encapsulate our style and personality as a business and I look forward to working with them again.”  To visit the new website please click here.

If you would like to learn more about this project or to arrange a demo of the Generate UK Content Management System, please call us on 01635 550431.

Joe and Mike will be representing Generate UK as they run the Reading Half Marathon in March. We thought this would be a perfect opportunity to raise some money for a deserved charity. The charity of choice was Tommy’s which funds scientific research and provides information on the causes and prevention of miscarriage, premature birth and stillbirth. For more information on Tommy’s please click here. Please show your support by sponsoring the guys and donating here.

After overindulging during the Christmas period, Joe and Mike have a strict training schedule to stick to in order to get fit for the half marathon. The training has been slightly postponed due to the Arctic weather conditions however they are both very eager to get back into a routine. The half marathon starts in Green Park on March 21st, where Joe and Mike will have to run 13.1 miles before they return to the Madejski stadium to finish in front of the stands.

If you would like your company’s logo to be on the t-shirts please get in contact with us by email at info@generateuk.uk or by phoning us on 01635 550431. If you would like to show your support, please donate what you can here.  All support is appreciated by the Generate UK team. Joe and Mike’s progress will be reported on twitter, so if you want to find out how they are doing just click here to follow us.

It’s a new year, a new decade and time for a new start. My name’s Ian Fergusson and I’ve recently joined the team here at Generate UK as a Marketing Executive. I am on a placement year whilst studying Marketing Advertising and communications at the University of Gloucestershire. I am a born and bred Essex boy, but moved to reading in 2009 to become a telemarketer.  I have previously worked as a Marketing Assistant for an International dental company and as a PR assistant for Chelmsford Borough Council.

I am extremely privileged to be joining Generate UK at this exciting time of growth. 2009 was such a successful period for the company I look forward to seeing what we can achieve in the New Year.  I knew I wanted a career in Marketing since I was 14 years old.  Whilst watching the series ‘Cold Feet’ Helen Baxendale became a career role model for me as her character played a Marketing executive for a publication agency. I have managed to pick up a plethora of skills on my marketing journey and I’m looking forward to learning a ton more at Generate.

The team here at Generate are proud of the success we have achieved throughout 2009 and are working hard to make sure 2010 exceeds its high expectations. Joe Baily summarises 2009 by saying:

“We’re extremely proud of where we are as a business. Our team have worked incredibly hard over the last 12 months, working to understand our customers as well as we possibly can. This approach has enabled us to deliver a profitable year and more importantly enabled us to work with brands such as Honda, NHS, National Trust and Senspa. We have also worked hard to forge relationships with local businesses as well, such as Pine and Oak, Donnington Grove, Q Associates, Chris Fidler, Momentum Windows and many more. It is important to us as a Newbury based business to work with Newbury based customers.”

What does 2010 have in store for Generate UK? First of all Generate UK were asked to take part in a technology programme due to air on the BBC. Keep a close eye on our blog and twitter for our aired date.  2010 will also see the launch of Generate UK’s new website which will reflect Generate UK’s focus on design, development and Internet Marketing capabilities. In March 2010, Generate UK will be back in Newbury for their popular marketing seminars. Further details of this event will be on their website shortly.

Happy New Year to all,
Kind regards,
The Generate UK team.