the dubs - credentials uk - 2011

Digital engagement to inspire audiences

For more details, contact Toby Sharpe on +44 (0) 7843 377 337 | www.thedubs.com

Contents

About Us

Fostering Industry Knowledge

What We Do

Where We Fit In

Our Process

Client Overview

Case Studies

Profiles

Contacts


15

About Us

We are a digital marketing and social media agency.

We create environments that inspire audiences to interact with brands by connecting them with the brand’s story and each other.

We draw on our 15 year digital heritage in working with brands, content producers and audiences to deliver commercial results centred on the audience and their needs.

Also, being independent we offer impartial, intelligent and appropriate solutions.

382

people

years

offices


Fostering Industry Knowledge

Our area of the media is very much an evolving space spanning social media platforms such as Facebook, Twitter, YouTube, Skype, LinkedIn and so it goes on.

Media entities, brand managers and marketers are undoubtedly attracted to the promise of

engaging with consumers in social media but unfortunately given the limited knowledge within

creative agencies and the proliferation of so called social media “experts” we believe poor advice

is rife and the number of social media disasters covered in trade press highlights this.

We believe at The Dubs our people have to be proven individuals professionally in this space and

genuinely immersed personally in social media. We also believe it’s our responsibility to engage

with the media, finance and consumer marketing industries by speaking at leading events to

promote knowledge and dialogue client side.


What We Do

StrategySocial media strategy

Digital media strategyMobile strategy

Installer network strategyContact strategy

Audience research(Qualitative and Quantitative)

Competitor / Sector auditTechnology and security audit

Social MediaDevelopment of social media campaignand broadcast conceptsFormat development and scriptwritingSocial monitoringContent and audience seedingSocial guidelines policyVideo / content productionVideo editing and compositing

Digital MarketingOnline advertising production (Flash)HTML5 advertising design anddevelopment (iPad / iPhone)eDM and DM production and managementCopywritingMicrosite design and developmentMobile site and application designSearch Engine Marketing (SEM)

Web DevelopmentInformation Architecture and

User Experience testingInterface design

HTML5/CSS developmentWebsite prototyping

SEO optimisationCMS development

Technical consultancySocial media integration

Mobile / tablet application development


Where We Fit In

Through working closely with

media, creative, direct marketing

and other digital agencies we

have created an approach where

we can work with our clients at a

global strategy level but we also

have the knowledge of how to

implement these objectives at a

local level. By being part of the

bigger picture from the start,

we can offer guidance on how

best to approach a multitude

of channels including retail, TV,

radio, experiential and PR from a

social media perspective.

aTl/creative

BTl/DM

Digital

client

Media


Our Process

To consistently deliver great

work, we believe that projects

should last well beyond a launch

date and strapline and that

your audience should be able

to repeat your story as if it was

their own.

By starting our projects from an

insight perspective, we build

content that your consumers

want to share, become part of

and make their own. Through

making this as relevant to them

as possible we find brand

advocacy forms inherently.

Brands which continue to put

their products first will remain

flat in social media, and it is

underlying brand stories that will

shape the future.

content engagementTraditional campaign

product find your audience

create campaign /Message

Build your audience / story

customers Make the story relevant /Build followers & advocates


Client Overview

Over the years, we have

completed projects across the

globe. With offices in both

Sydney and London, we’re able

to provide our clients with the

latest information on changes

in their market. We have also

found by locating ourselves

in these fast-moving markets

we maintain diversity in our

portfolio, which keeps our ideas

and thinking fresh.

The following case studies

represent our latest work.


social Media campaignsclieNT: iNG DirecT

Following ING Direct Australia’s rebrand spearheaded by the adoption of Charles the Orangutan as brand ambassador digital engagement agency The Dubs has moved the bank into its next phase with social media.

The Dubs has launched a conversation campaign under the moniker of “Charles Writes” in Facebook to create an emotive connection with people in social media uncluttered by standard industry bank product messaging.

The latest phase involves the roll out of the Charles’ Champions campaign that creatively rewards loyal customers with special gifts. Ever since its launch, the Facebook page has been inundated with positive and encouraging comments declaring ING DIRECT as one of the most innovative banks displaying genuine customer service.


Wedding BlogclieNT: JoHN leWis

We introduced UK retailer John Lewis into social media to promote the retailer’s wedding services by seeding content into a dedicated blog and reaching out to a wider audience viaTwitter posts .

The premise is that we are following the path of a real couple - Claire & Stuart - as they move towards their wedding day.

Social media is being tapped with progressive video interviews of the couple being placed online while our couple are also maintaining an ongoing blog and sending out Twitter posts of their own experience.


The BuddiesclieNT: ToNy ferGUsoN

The Dubs has launched a branded conversation campaign for Tony Ferguson which sees two ‘Buddies’ share their weight loss stories in real time via Facebook.

The Buddies were chosen from a global recruitment drive across the Tony Ferguson Facebook channel - they are 100% real people with an eight week period in which to reach their respective weight loss goals. They will be sharing their daily experiences, no matter what occurs...


Goa Hippy TribeclieNT: sBs / screeN aUsTralia

“Goa Hippy Tribe” follows a young Australian film maker Darius Devas as he uncovers the story behind the global hippy mecca that Goa was in the 70’s given there’s a big reunion of that scene that’s just happened there.

Expanded out over March and April 2010 with a series of video vignettes being released through a Facebook group. This is a new way of story telling that is taking broadcast into new environments where it hasn’t be tested before. For this project it is a documentary format. Traditionally in documentaries there would be a whole lead up research gathering and interview process that would never be seen by an audience. Then this material would all be culled and gathered up into a half hour or hour of television for people to passively experience.


Bingo Night liveclieNT: iTV

We were commissioned by Britain’s largest free to air broadcaster ITV to deliver the digital components of their interactive real time gaming offering: ‘Bingo Night Live’.

Our remit covered both the broadcast support microsite and the Flash application that called and stamped registrants bingo cards as they are played out via the live TV broadcast. We developed a rich animated sequence to illustrate wins, various call to actions and three individual game plays during the one hour nightly broadcast. This was then fully integrated with own eCRM offering, providing tactical email distribution, tracking and analysis direct to game play registrants.

The application successfully delivered high levels of engagement to almost 60,000 players – to date the largest simultaneous game of Bingo played as recognised by the Guinness Book of Records.


The X factorclieNT: freMaNTle MeDia

Our relationship is strengthened each time we collaborate on a project and we continue to support Talkback THAMES Digital (part of the FremantleMedia Group) augmenting development activity with, technical, multiplatform and social media advice and strategy. In 2009 we produced the 6th series for The X Factor online and tasked to increase site traffic from the 100m unique visitors benchmark our previous efforts have delivered (The Dubs has now launched the previous five series roll outs).


Britain’s Got TalentclieNT: freMaNTle MeDia

Talkback THAMES Digital (part of the FremantleMedia Group) retains The Dubs for the development of their keynote entertainment brands. Most recent of commissions is the roll-out of the 2010 series of Britain’s Got Talent. The now completed website launched April 2010 within the ITV portal. Redesign activity ranged across new branding & interface elements, IA and redesigned administrative back end to more effectively drive efficiencies across all content publishing activities.


comedy DemonclieNT: rDf MeDia

The Dubs defined an online portal called Comedy Demon – which would be a central hub for people to find only high quality content of known comedians but with mainstream appeal.

We delivered a broadband video centric website providing a TV viewing experience and powered by a relevancy engine with the smarts to monitor a user’s viewing habits over time to better refine the comedy offered to the user. Commerce feeds into the mix through online advertising and with people buying full length downloads or ordering DVDs from Comedy Demon.


iphone applicationsclieNT: iNG DirecT

We created an Apple accredited iPhone Home Loan application so people could access mortgage and loan information as they need it – for example, when they are actually on the go viewing homes. The application gives iPhone users the opportunity to find out how much they can afford to borrow by using a borrowing power calculator. Once they know their limits they can look at which suburbs they can afford to live in as well as looking up the suburb on a map through a link to a GPS Google maps tool. In addition, the mobile banking application offers customers the opportunity to login to online banking, access to current interest rates, secure login to accounts, full account summaries, and the ability to transfer money and pay vendors using BPay.


fashion aggregatorclieNT: coVeTisH

Launched in Spring 2010, Covetish collates the best Australian e-retailers in one site. With an emphasis on local fashion, Covetish.com enables shoppers to seek what they covet like never before - searching across hundreds of fashion retail sites in a single click.

An advanced search engine has been employed to efficiently search through thousands of products based on categories, designers, colours and price ranges.

Site membership offers weekly newsletter on new arrivals and designers, exclusive promotions, and the “Wishlist” functionality - allowing users to save their fabulous finds and post them on social media channels.


social Media partnerclieNT: MaMBo cloTHiNG

We have been working with Mambo to develop their social presence as a reflection of their core brand values of surf, art and music. Utilising their ‘Mambassadors’ such as Erin McNaught, Cheyenne Tozzi and Benji Marshall we have developed an ongoing social strategy to engage and deliver a deeper brand message for all Mambo followers.

We are also working on affiliate strategies to deliver greater audience reach for both Mambo and its partners across retail sales and event promotion.


social Media partnerclieNT: DiVa accessories

We started working with Diva in mid 2011 with the brief to refine and increase their social media channels.

Through Facebook we have over 88,000 fans with an current 15% month on month growth of active users. Core to this strategy is the development of a daily content strategy with a key metrics of in-store sales conversion.

In addition, we have developed a rolling 12 month social strategy aligned to Diva’s marketing and sales goals ensuring all content campaigns deliver to both audience and sales growth.


Josh has led The Dubs since co-founding the agency in 1996 and has overseen the output of its work for top-tier clients internationally and the growth of its offices in London & Sydney.

In this time he has built an independent agency staffed only with experienced digital specialists across a spectrum of skills to provide our clients with a boutique level of advice but with an execution capability rivaling any large agency.

The proof is in the pudding as they say and Josh believes our client list and our portfolio of work confirms the ethos of the business.

For the past 6 years Andrew has been developing social media content and strategies for a wide range of clients.

Andrew’s career has spanned five continents and with over twenty years experience in the digital media fields, he has been associated with many of the pioneers of the internet and maintains a network of experts and leaders within these fields.

He has pioneered content in traditional and digital projects globally for clients including ING Direct, Associated Press, Disney films, MTV, Hewlett-Packard, Macromedia, NHK-TV (Tokyo) and Sony.

Tristan joined The Dubs as the Australian Creative Director in 2003. In 2011 he has also taken on the role of Group General Manager overseeing the group business across Australia and the UK.

He has lead the creative process across a number of major brands in Australia including ING DIRECT, BHP Billiton, Seven Group, Tony Ferguson, SBS and Bayer Healhcare.

Tristan’s hands on approach with clients provides the strategic advice necessary to achieve creative excellence whilst being strongly tied to defined commercial objectives.

Siobhan joined The Dubs in the summer of 2009 and heads up the creative department in the UK, working across all client portfolios.

She began her career as a copy writer in the 90s before spending seven years in the broadcast industry, working as a Producer and Commissioner for both the BBC and ITV.

During this time, Siobhan developed, commissioned and produced many multiplatform propositions, going on to win a BAFTA in 2006.

Joshua frith andrew frithTristan fawley siobhan MulhollandMaNaGiNG DirecTor social MeDia DirecTorGroUp GeNeral MaNaGer

& creaTiVe DirecTorUK creaTiVe DirecTor

Profiles


Contacts

Toby Sharpe | Digital Brand Development

T +44 (0) 20 7749 8660M +44 (0) 7843 377 337E [email protected]

Barnaby Hobbs | General Manager


Siobhan Mulholland | creative Director


mailto:richard.banham%40thedubs.com?subject=

mailto:joshua.frith%40thedubs.com?subject=

mailto:richard.banham%40thedubs.com?subject=

the dubs - credentials uk - 2011

Business

social media agency

social media campaignsclient

social media experts

phasewith social media

media entities

toby sharpe

brands story

brands byconnecting