Air as Architecture - a talk by Yuki Sumner

Yuki Sumner considers the emerging design trend from Japan of making air an integral part of work when she talks at the Barbican next week.

Join writer and critic Yuki Sumner as she investigates how air manifests through contemporary Japanese architecture, art and fashion.

'The airy, weightless, fragile work being produced by young architects such as Junya Ishigami, cutting-edge artists such as Akiko Ikeuchi or ground-breaking fashion designers such as Rei Kawakubo and Issey Miyake, is beguiling but what is exactly being produced? Air seems to be an integral part of their work. What if we say that it is the air itself that is being moulded and created? Is this a new trend emerging specifically out of Japan?'

An interesting perspective on Japanese design. 10th October, Barbican, London

Click here to find out more

A new media neutral idea for Glidden

The Think Tank was invited, through a formal pitch process, to develop a new media neutral (MNI) idea for the Glidden Trade which would support the marketing and positioning of the brand over the next few years.
This MNI would be required to work across a wide range of marketing channels and collateral including advertising, point-of-sale, direct marketing, digital channels, social media and sales collateral.

See how we got on - click here

A security solution for vacant property

The Think Tank has recently developed a marketing campaign for Clearway Services, communicating their vacant property security solutions to the property sector, which included a unique keyless door and wireless alarm system.We developed new brands for key products in the offering and a micro-site and marketing campaign to communicate the benefits of the products to property owners and developers.
See more here

Paper vs. Digital Direct Marketing

Earlier this year Liam Bateman, Director at The Think Tank, was invited to make a presentation to marketing professionals at the RIBA Insight Conference, considering the merits of Paper v's Digital Direct Marketing. The presentation was well received and discussed the pros and cons of using direct mail and electronic direct marketing to reach target audiences.
To find out more and to download the full presentation please click on the pdf below.

Paper vs Digital Direct Marketing.pdf (2220 kb)

Research suggests that video content increases press release usage

A recent newsletter that the Think Tank PR team received contained research showing that a press release with video content is three times more likely to be published. And that started a discussion in the team.

The research was based on a sample of 124 news releases that included related video content that were distributed and tracked by RealWire during the period September 2010 and July 2011. The combined editorial and blog coverage these releases achieved was compared to the results of 965 news releases that didn’t include video content.

Adam Parker, RealWire’s chief executive, commented: “The coverage analysis implies that including video content with a news release dramatically increases its impact. In part this may be related to its ability to make your story stand out and at the same time provide another form of content for people to find and share in relation to it. Certainly with YouTube being the second most popular search engine it is not surprising that in over 94 per cent of the releases studied that included video, PROs opted to host their related video on a social media sharing site and then embed the content in their release page.”

However Parker is not convinced that this is the whole story. “Another reason for the enhanced coverage could be that video content often seems to accompany news releases that are broader in interest and more conversational in nature compared to the majority of corporate announcements. This suggests that it isn’t simply the act of adding a video that potentially leads to improved coverage in many cases, but also the nature of the underlying story itself.”

And therein lies the key – to misquote a phrase “it’s the story stupid”. While we now need to consider with each story or announcement the possibilities of bringing it to life using all available channels and techniques, it’s still a matter of judging what the right channels are to best get the specific message across, and of course combining that successfully with content.

Have you say.

The Think Tank joins Formica Team at the Great North Run

Kelly-Anne Steenbok and Michelle Plett joined the Formica Team at the Great North Run on 18th September 2011 to raise money for Shelter. Along with 50,000 runners they took the half marathon challenge and have so far raised almost £4,000. Well done to all.

If you would like to support the team please visit www.justgiving.com/team-formica

Five ways to double your profits - Real Business Article

IronmongeryDirect doubled its profits this year, turnover is up 25 per cent and the firm has just moved to bigger premises - a great success story.

Raising the profile of the company within the business press is one of the objectives of the PR campaign that The Think Tank has been managing for IronmongeryDirect over the past couple of years.

Looking for opportunities to communicate the impressive growth and success of this business in a very challenging market The Think Tank secured a feature article for MD Wayne Lysaght-Mason in Real Business Magazine looking at five secrets to fast growth.

This great opportunity follows articles and comment in a range of business publications, including Marketing Week, raising the profile of the business beyond the Construction and DIY sectors.

Click here to view the full article.

Reputation - 'lost in the blink of an eye'

While preparing a communications workshop to be delivered to a client, the Think Tank PR team got into a discussion about reputation management.  “Reputation, like trust, takes time to build but can be lost in the blink of an eye,” says Neville Bain, Chairman of the Institute of Directors in his foreword to the recently published Chartered Institute of Public Relations’ Reputation and the Board - Guidance for PR Consultants and Board Directors.

Paying attention to the long term value of a brand is often overlooked, particularly in tough times, when the attention is on the short-term sales cycle.  But it’s also worth considering that creating perceptions of a product or the service that supports it, or a service itself, is not just about communications.  It needs to be locked into the whole business process.

Today, and tomorrow, with increasing access to information, everyone it seems is an ‘expert’ and takes what you say at face value.  Trust has to be built in every aspect of how you do business.

There are some interesting recommendations about managing reputation in this guidance document and the CIPR is asking Directors and Board Directors for feedback.

You can download the PDF at here

Always Coca Cola. Or rather, Diet Coke.

A new intriguing packaging for the Cola family and guess who is behind it? Turner Duckworth of course.

After recently repackaging Coca-Cola, and winning multiple awards for doing so, Duckwoth has created a new look for its younger sister, Diet Coke.
The graphics are substantially a crop of the logo, which is then wrapped around the can. Two cans together form the word "OK".

This limited edition will soon need to populate our fridge, as there are some Diet Coke fans amongst us. No offence for Pepsi lovers of course.

However, talking about graphics is only half of the job. We advise you to take a look at the other images on Creative Review.

British Council launches ADF Papers

The British Council has launched the ADF Papers, a series of documents that explore new directions in British architecture, design and fashion.

They commissioned experts in the various sectors to write on particular issues that were key to current UK practice. They say that, 'Each paper includes an introduction, case studies, examples of recent projects and links for further information. The aim is to share our understanding of our sectors with our Arts Managers all over the world as well as design professionals abroad and in the UK.'

The papers were designed by objectif, and printed on Colorplan paper by GF Smith. Axel Feldman at objectif had to develop a unique typography for each of the papers.

Read more on the British Council website

A Design with a Moral - Busan Opera House

In Korean design, a design without a moral is meaningless. Relating with the concept of "Chun" (heaven), the deep benevolence of Korean life and with a very human knowledge of oneself, Task Architects proposed this work of art for the Busan Opera House Competition.

While the aim was to produce an "Iconic" structure, the project includes 3 main halls - from an impressive 2,000 seat great hall to a small 300 seat theatre. All the components are housed under one large universal space, which maintains a sleek and simple look far from more traditional views of highly decorated opera houses.
Simplicity also provides memorable moments to its visitors, from the entrance space with its paths under the huge cantilever to the sky terrace at the very end of the cantilever itself. This is design we admire.

Renders courtesy of Task Architects.
Via +Mood.

Forum/11 - Design Brought to Chelsea Harbour

As we are always on the look-out for opportunities to explore the world of design, the next appointment appears to be Forum/11 at Design Centre Chelsea Harbour.

Over four days, 25th-28th September, it will just be a matter of chosing between design lectures (featuring also Barbara Hulanicki!), book signings and the 90 exhibitors who will be present.

Check all the details here.

A New Museum of Art for Taipei City

This remarkable project is architects' OODA proposal for the New Taipei City Museum of Art. The brief was to create pioneering and innovative design, which will "stand as a new-age landmark".

The structure is a hypercube - an applied mathematical form that relates to a big volumetric cube with a smaller inner structure cube.
Better than any description, the incredible images will tell you how this entry won the Merit Award in the competition to give voice to Taipei City new spirit.

Read more on ArchDaily.
Image courtesy of OODA.

An Eco Skyscraper for India

Combine aesthetics with attention to the environment. This is the concept by Indian architect Vikas Pawar. Eco Skyscraper, to be built in Noida, India, is not only original, but is bound to be totally self-sufficient. Harnessing energy from the sun and wind is half of the job, with enormous wind turbines to be erected on the walkways of the upper level.

The second marvel is that the spiral shape turns this skyscraper into a vertical farm, with each rooftop used to grow food. The topping of the cake is that the building will use hydrophonics system to convert humid air into water, fit for human consumption.
Read more.

The Think Tank shortlisted for Best Brand Campaign at B2B Marketing Awards

The Think Tank has been shortlisted for Best Brand Campaign in the B2B Marketing Awards 2011 for our brand creation and development work for Biome Technologies Plc, a leader in the provision of bioplastics.

Following a brief from Stanelco Plc, Biome's previous name, we developed a new brand to promote the bioplastics bias of the business, developing a new brand identity, collateral and web site and then promoted the brand and business to a diverse customer base through PR and electronic direct marketing.

Biome has seen great results since its re-launch and this recognition of the strength of the new brand is great for both The Think Tank and Biome.

Fingers crossed for the Awards in November.

For more information about The Think Tank's work on the Biome brand please click here

Asite sign 5 year agrement with TfL

Asite, a leading UK provider of collaborative software, has signed a five-year enterprise agreement with Transport for London (TfL) for the use of its award winning collaborative software as a Service technology (cSaaS).  The deal sees TfL and the Greater London Authority (GLA) (including the Metropolitan Police, the London Development Agency and the London Fire and Emergency Planning Authority) implementing Asite’s Software.

Asite’s technology will provide TfL and the GLA with a single integrated data management solution for all aspects of the contract administration process across their significant on-going portfolio of construction and facilities management works. TfL staff as well as their entire construction supply chain will use Asite’s Contract Administration applications to manage contract change and to provide real-time visibility of their actual schedule and cost position against budget.  This will assist each of the participants in the supply chain delivering the TfL public works programme by providing further transparency across the complexities of the gamut of forms of contract in use in the field.

Find out more here

Any Window Will Be My Touch Screen

Admittedly, when we think of tomorrow's computers, we often think back to a scene of Minority Report in which Tom Cruise interacts with a huge screen-hologram using his fingers. He just points to view, analyse and edit images and reports.

Well, designer Jakub Záhoř brings us in that direction. This computer can use any glass surface to project the interactive hologram of a screen. Be it a window or a coffee table, the user merely has to touch the surface to operate - this is far beyond touch screen.

Extremely portable, amazingly effective and uber cool. We want it.
Check out the other images.

Demonstrating how a worktop can make a difference in a kitchen

Offering a range of options for today’s kitchens, The Think Tank's work with Axiom by Formica has also been about showing how the worktop can make all the difference to a new kitchen, makeover or refurbishment project.
Working closely with the home, lifestyle and kitchen trade press, and TV programmes, we have achieved a huge amount of coverage and continue to position the brand as thought leader in the industry.
Tactics have included product placements and makeovers, regular press releases, advice and how to tips, installation guides, themes, trends and comment pieces.
Click here to find out more.

PR for Dinosaurs at The O2

Creating an impact from the word go, The Think Tank supported Dinosaurs Unleashed with a range of PR tactics including press releases, press visits and tours, interviews and competitions for the print media, and B Roll footage for the broadcast media.

We worked with a very diverse range of media from mumsnet to the Evening Standard and Time Out to ITV, Mayfair Life and Dinomite magazine to ensure as many bases were covered as possible to get the message out and to encourage visitors to this new attraction in London.

To see more click here

Raisng the profile of IronmongeryDirect

Along with regular coverage in DIY Week and Builders Merchant News, we have been putting forward IronmongeryDirect to the broader business press as ‘one to watch’ with the exciting growth it has achieved, and how it is making this happen.  This has included arranging interviews and compiling Q&As which has resulted in coverage in Real Business magazine, Catalogue E-business and Marketing Week as well as issuing business results and updates, and newsjacking.