modern union creds
DESCRIPTION
Modern Union was founded in 2011 by Matt Gill, David Indo and Tom Denford, 3 high-profile and highly experienced media and communication experts. Modern Union is a new type of communications agency built upon a set of principles designed to fulfil the needs and challenges facing brands in a modern world. We believe that ambitious brands deserve better quality strategic advice and better quality service to make marketing budgets work harder in a digital age. We believe that independent, channel neutral strategic planning is the key to this success. In an increasingly complex media world, brands need impartial advice about where and how to invest in marketing to provide the greatest potential for growth. We believe that many traditional agencies are unable to do this. We are different. We are Modern Union.TRANSCRIPT
MODERN
AN INTRODUCTION TO MODERN UNION
UNION from reactionsto relationships
Modern Union was founded in 2011 by Matt Gill, David Indo and Tom Denford, 3 high-profile and highly experienced media and communications experts.
Modern Union is a new type of communications planning agency based upon a set of principles designed to fulfil the needs and challenges facing brands in a modern world.
We believe that ambitious brands deserve better quality strategic advice and better quality service to make marketing budgets work harder in a digital age.
We believe that independent, channel neutral strategic planning is the key to this success. In an increasingly complex media world, brands need impartial advice about where and how to invest in marketing to provide the greatest potential for growth.
We believe that many traditional agencies are unable to do this.
We are different. We are Modern Union,
MEDIA NEUTRAL COMMUNICATIONS PLANNING PROCESS
MODERN UNION
A NEW TYPE OF COMMUNICATIONS PLANNING AGENCY WITH STRATEGY & INNOVATION AT ITS HEART
TRANSPARENT & COLLABORATIVE WORKING PRACTICES
HELPING AMBITIOUS BRANDS TO BUILD MORE VALUABLE RELATIONSHIPS WITH THEIR CUSTOMERS
OBJECTIVITY TRANSPARENCY
ACCOUNTABILITY INTEGRITY
OUR VALUES
THE IMPORTANCE OF NEUTRALITY
INNOVATION AT ITS HEART
WE CONSIDER THE MOST EFFECTIVE POINTS OF CONSUMER ENGAGEMENT (OFTEN IN DIGITAL CHANNELS) BUT WE THINK THROUGH-THE-LINE; FROM THE TV AD ALL THE WAY THROUGH TO RETAIL AND BEYOND INTO CRM
CHANNEL STRATEGY
WE SELECT THE RIGHT CHANNEL MIX AND DEVELOP INNOVATIVE AND CREATIVE WAYS TO ENGAGE YOUR MOST VALUABLE CONSUMERS IN THOSE CHANNELS
FOCUS ON CONSUMER VALUE
IDENTIFYING YOUR MOST VALUABLE CONSUMERS, THEIR NEEDS AND BEHAVIOURS, IS OUR STARTING POINTIN A WORLD OF INCREASINGLY
COMPLEX CHANNEL CHOICES, BRANDS REQUIRE ADVICE THAT IS NOT BIASED TO PARTICULAR CHANNELS
AT MODERN UNION WE MAKE RECOMMENDATIONS BASED ON WHAT IS RIGHT FOR YOUR BRAND, NOT WHAT INCREASES OUR PROFIT
FROM REACTIONS TO RELATIONSHIPS
REACTION RELATIONSHIP
GETTING NOTICED IN A WORLD OF ADVERTISING CLUTTER IS TOUGH
WE DEVELOP BREAKTHROUGH IDEAS TO GET YOUR BRAND STANDOUT
BUT STANDOUT IS NOT ENOUGH
INVESTMENT IN MODERN MARKETING NEEDS TO ENGAGE YOUR CONSUMERS FOR THE LONG TERM
WE CREATE STRATEGIES TO TURN CONSUMERS INTO LOYAL CUSTOMERS
MODERN UNION- STRATEGY- SERVICE
- MANAGEMENT
MEDIA PLANNING& BUYING
SEARCH
PERFORMANCEDISPLAY
MOBILE
CREATIVEDEVELOPMENT
GAMING
CONTENTDEVELOPMENT
CreativeDevelopment
SOCIALMEDIA
BRANDING & DESIGN
EVENTS
LEADERSHIP IN A WORLD OF SPECIALISTSMODERN UNION IS AN INDEPENDENT COMPANY, OFFERING SENIOR AND EXPERIENCED RESOURCE IN STRATEGY, SERVICE AND PROJECT MANAGEMENT
WE WORK COLLABORATIVELY ACROSS DISCIPLINES WITH BEST IN CLASS AGENCIES AND SPECIALISTS.
1. MODERN UNION TEAM DEVELOP THE OVERARCHING STRATEGIC APPROACH TO A GIVEN CLIENT BRIEF - BRINGING IN OUR SPECIALIST PARTNERS FOR THEIR EXPERTISE AS REQUIRED
2. ONCE THIS STRATEGY HAS BEEN SIGNED OFF BY THE CLIENT, WE WORK CLOSELY WITH OUR PARTNERS TO DEVELOP A FINELY TUNED IMPLEMENTATIONAL PLAN
3. WE THEN PROJECT MANAGE DETAILED BRIEFS TO ALL EXECUTIONAL PARTNERS TO ENSURE FLAWLESS DELIVERY OF THAT PLAN
HOW WE WORK WITH PARTNERS
THE VALUE OF SPECIALISTS
MODERN UNION ALLOWS SPECIALISTS TO CONCENTRATE ON BEING SPECIALISTS. OUR CLIENTS FIND THAT THIS GIVES THEM THE BEST OF BOTH WORLDS: THE BEST TALENT FOR A BETTER COST.
WORKING WITH INDEPENDENT SPECIALISTS RATHER THAN A BIG FULL SERVICE AGENCY KEEPS DOWN THE COST OF AGENCY OVERHEADS, IT MINIMISES DUPLICATION OF AGENCY RESOURCES, CREATES A MORE COLLABORATIVE (AND EFFECTIVE) ROSTER AND GIVES ACCESS TO THE REAL BEST-IN-CLASS TALENT.
MATT’S JOB IS TO BRING MODERN UNION’S STRATEGIC RECOMMENDATIONS TO LIFE BY APPLYING HIS EXPERIENCE OF WORKING ACROSS A WIDE RANGE OF AGENCY DISCIPLINES AND COLLABORATING WITH OUR SPECIALIST PARTNERS.
IN THE LAST 11 YEARS MATT HAS PLACED A GIANT PHONE BOX ON THE PARIS PERIPHERIQUE, RECREATED THE LONDON UNDERGROUND IN MILAN, TAKEN HUGE GLOWING POST BOXES TO THE STREETS OF DUSSELDORF (BRITISH AIRWAYS, LONDON IS CLOSER THAN YOU THINK - M&Ms CAMPAIGN OF THE YEAR 2004), BEEN INMARSAT’S DRIVING FORCE (WINNING ANOTHER M&M AWARD), DEVELOPED ONE OF THE FIRST EVER BRANDED MOBILE APPS FOR BA, PROVED THAT IMPOSSIBLE IS NOTHING (WINNER: M&M AWARDS 2008), HELPED TO THROW THE BEST HOUSE PARTY OF ALL TIME, LAUNCHED THE WORLD’S LIGHTEST EVER FOOTBALL BOOT, CELEBRATED CHAMPIONS LEAGUE SUCCESS WITH LIONEL MESSI AND ENTICED A HOST OF GLAMOROUS INFLUENCERS TO ATTEND A STYLISH RENDEZVOUS WITH CHAMBORD IN MAYFAIR...
PREVIOUS ROLES:
- DIRECTOR OF INTEGRATED BUSINESS - CARAT GLOBAL
- GLOBAL ACCOUNT DIRECTOR - ZENITHOPTIMEDIA INTERNATIONAL
MATT GILLMANAGING DIRECTOR
TOM’S JOB IS TO DEVELOP BRILLIANT, INNOVATIVE STRATEGIES THAT DELIVER BETTER BUSINESS RESULTS FOR OUR CLIENTS.
IN THE LAST 15 YEARS, TOM HAS DOMINATED AD BREAKS IN THE CHAMPIONS LEAGUE FOR FORD, SUPPORTED THE FIRST SERIES OF POP IDOL FOR VIZZAVI/VODAFONE, WRAPPED THE NATIONAL GALLERY IN LONDON IN GIANT PAINTINGS, NEARLY GOT ARRESTED FOR PROJECTING ONTO THE NATIONAL HISTORY MUSEUM DURING FASHION WEEK FOR HANDBAG.COM, FLIPPED THE MORTGAGE MARKET ‘ON ITS HEAD’ FOR AN AUSTRALIAN BANK, GOT VERY MUDDY AT THE WORLD RALLY CHAMPIONSHIPS WITH INMARSAT, CREATED 1000s OF NEW SNOB READERS VIA FACEBOOK, TURNED HP FROM A B2B PRINTER COMPANY INTO ONE OF THE WORLD’S LEADING CONSUMER ELECTRONICS BRANDS (AND WON CAMPAIGN’S BRAND OF THE YEAR, AHEM), GOT THE PHONES RINGING AT DOMINO’S PIZZA ACROSS THE US AND FILLED THE O2 ARENA WITH 50,000 BASKETBALL FANS FOR THE NBA...
PREVIOUS ROLES:
- GLOBAL HEAD OF COMMUNICATIONS PLANNING - CARAT GLOBAL
- DIRECTOR OF COMMUNICATIONS PLANNING - JWT NEW YORK
TOM DENFORDSTRATEGY DIRECTOR
DAVID’S JOB IS USE HIS INSIGHT FROM WORKING AS A CLIENT IN 2 OF THE WORLD’S MOST SOPHISTICATED MEDIA ORGANISATIONS TO ENSURE ALL OF OUR CLIENTS BENEFIT FROM THE IMMACULATE CLIENT SERVICE THAT WE PRIDE OURSELVES ON.
IN THE LAST 12 YEARS, DAVID HAS DODGED RIOTS IN PALESTINE, ENDURED SANDSTORMS IN JORDAN AND SURVIVED THE ROADS OF CAIRO WHILST TRYING TO CONVINCE MEN AND WOMEN ACROSS THE MIDDLE EAST TO DRINK COCA-COLA RATHER THAN PEPSI, PLAYED KEEPY UPPY WITH RONALDO, DISCUSSED TENNIS ELBOW WITH NADAL, ENABLED RUNNERS TO RUN FURTHER AND FASTER THROUGH THE USE OF AN IPOD AND A SMALL CHIP IN THEIR SHOE, HELPED NIKE TO INSPIRE THROUGH FOOTBALL, CAPTIVATE THROUGH DANCE AND MOTIVATE BY SIMPLY SAYING ‘JUST DO IT’...
PREVIOUS ROLES:
- PRESIDENT OF GLOBAL CLIENTS - AEGIS MEDIA
- HEAD OF MEDIA, EMEA - NIKE
- MEDIA DIRECTOR, MEA - COCA COLA COMPANY
DAVID INDOCLIENT SERVICE DIRECTOR
UNDERSTANDING STRATEGY &COMMS PLANNING
EXECUTION PLANNING
IMPLEMENTATION& EVALUATION
HOW WE WORK
VALUABLE CUSTOMER ENGAGEMENT
UNDERSTANDINGSTRATEGY &
COMMUNICATIONS PLANNING
EXECUTION PLANNING
IMPLEMENTATION MANAGEMENT &
EVALUATION
1 - BACKGROUND & OBJECTIVE SETTING
2 - BUSINESS / BRAND & MARKET / CATEGORY INSIGHTS
3 - CONSUMER & COMMUNICATIONS INSIGHTS
4 - IDENTIFY ROLE FOR BRAND COMMUNICATIONS
5 - ENGAGEMENT IDEA DEVELOPMENT
6 - COMMUNICATION PLAN DEVELOPMENT
7 - CHANNEL MIX & ROLES DEFINED
8 - CONTENT PLANNING
9 - PROJECT ACTIVATION
10 - RESULTS MONITORING
A SELECTION OF OUR CLIENTSWHO: FOUNDED IN NEW YORK CITY IN 1946, THE NBA IS THE WORLD’S PRE-EMINENT BASKETBALL LEAGUE
ROLE: COMMUNICATIONS STRATEGY, MEDIA PLANNING AND BUYING, DRIVING INNOVATION IN COMMUNICATIONS
WHO: A PREMIUM BLACK RASPBERRY LIQUEUR WITH A FINE FRENCH HERITAGE
ROLE: SOCIAL MEDIA STRATEGY AND ACTIVATION
WHO: A RUSSIAN LANGUAGE GENERAL INTEREST MAGAZINE THAT CATERS TO THE COUNTRY’S GLOBAL ELITE
ROLE: EVENT ACTIVATION, RESEARCH & INSIGHT, MARKETING STRATEGY FOR LAUNCH IN EUROPE
WHO: AN ONLINE GLOBAL COMMUNITY CONNECTING VENUES, CLUBS & CLUBBERS, ARTISTS & DJs AND MUSIC FANS
ROLE: BUSINESS AND MARKETING STRATEGY, STRATEGIC PARTNERSHIP DEVELOPMENT
CONTACT US
MODERN UNION2 TAYLORS YARD170 BRICK LANELONDON E1 6RU
www.modern-union.com
T: +44 20 7377 9073E: [email protected]
MODERN UNION IS A DIVISION OF ID COMMS LTD REGISTERED IN ENGLAND & WALES NO. 6848158
MODERNUNION from reactions
to relationships