David Fraser, managing director, Ready10.
I am a big fan of The Creative Shootout (TCSO). I think it’s a brilliant showcase for our industry and a concept that genuinely rewards good work over and above anything else. I was privileged enough to take part in the inaugural final last year and was determined to give it another crack this time around!
Since that final a year ago, a lot has changed – I have set up my own agency, Ready10, with the aim of creating PR that does the dual job of delivering on a brand’s SEO. The one thing I have learned over the last few months is that there is a lot of misunderstanding about this area – that it’s supposedly techy, a dark art, only for geeks and, well, niche.
Actually, we’re saying to clients that it’s the complete opposite. Google is so sophisticated now that it’s through good, genuine, content and creative PR that you can earn media and deliver yourself an SEO result into the bargain. So that’s why it was important for us to demonstrate our creativity to the judges. Also, as a team, the cause that Mind and Rethink Mental Illness represent is one that we feel strongly about. The charities are constantly battling against an inherent societal stigma that surrounds the discussion on mental health. Comms is naturally a key way in getting people to change the way they think about mental health and we would love to be part of process. So it was an obvious one for us to get involved with.
The initial 60 second challenge is, er, a real challenge. The brief is simple: show how creative you are in 60 seconds but how to do that is hard! First of all, there are so many messages to get across…Us, our agency, what we do, what we stand for, what we think of the brief, what we think of the causes…and then you have to work out how to get that across in a creative way that sticks with people, has them buying into you and what you do. And all in a minute.
It’s fair to say we had several creative sessions, and left a few ideas on the cutting room floor (a Countdown spoof, anyone?) including concepts across a number of formats. We toyed with sending an idea in the post, a real-life person to deliver it, a podcast, a PowerPoint… You name it, we discussed it. Eventually, we hit on the idea that the best way to talk about us AND the client in 60 seconds, while also showcasing creativity, was to get THEM to talk about us. But how?
Inspired by Cassetteboy and his brilliant Mash ups of Lord Sugar, Jeremy Hunt and others, we decided to take it off in our own style. We’d create a 60 clip of Mind & Rethink ambassadors talking about us. Shamelessly cutting up thousands of minutes of YouTube footage, we would piece together various words and phrases they had said to form a narrative that would explain a little about us.
How did we do it? Well, simply: graft. You need to do your research, know what you are looking for and put the time and effort in. Plus a bit of technical know-how. Starting off with a list of ambassadors and an outline script (which probably changed about 65 times when we couldn’t find certain words) we got there in the end and produced a 60 second submission that we are really proud of.
To get your tickets to the Final on 19 January and see the Ready10 team in action, click here.