Assessment briefingCARROLL AND LOWRY AGENCY NAMING

Ministry of stories

WHY?

- Tell a story is key to good advertising.

- Both agency founders had previous backgrounds in story telling and more experience than any advertising agency.

- Structure of the story is the same as the structure of a great ad or campaign: beginning, middle and end.

- They are committed to long lasting relationships with clients. They want to create stories with them and not isolated chapters.

How should theymarket their agency?

2- With everyone else

1-In relation with clients

3- Other ideas-

CONQUER NEW CLIENTS

Choose the clients they want to work with and create anad (minimum) for each of them.

They could be any in any media, preferably digital.

Rent a space in 1st thursdays (very cheap locations in eastLondon to show exhibitions).Create an exhibition with all the work.

1ST THURSDAY’S EXHIBITION

INVITATIONS

E-ticket for an art exhibition and the title has theclient’s name

How will it affect revenues?

The art exhibition shall result in at least 5 meetings with potential clients, what consequently will generate revenues.

EVERYONE ELSE

• Since the agency cofounders are both artists, the agency should have:

An arts shopwhere products were sold for people who like stories, for example a book of “Traumatic endings”, illustrations of “happy beginnings, sad ends”, or a group of cards with some tips of things to do when you finnish a great book.

The shop should a primarly a place for digital, offering people

the opportunity to listen, read, watch great stories told digitally.

DIGITALLY

On thursdays the shop becomes an exhibition space for rent by anyone who has stories to tell. Has to be chosen by the Creative Directors of course.

How does it affect revenues?

• The products sold on the shop will help generate money for the agency.

• The renting space as well

• The fact that its digital experimental place, will make it possible for technologies in development to be experimented by the public, so technology companies shall give the agency some income in return.

OTHER IDEAS

• Send a weekly “magazine” with the 5 top stories of the week related with advertising.

• Website. Click on different characters from the agency and a different template of the website will appear telling the “story” of the agency in a different way.

How does it affect the revenue flow?

• It doesn’t cost any money at all.