Strategic brand design agency Anthem! Worldwide
today launches its new global positioning, which flips the branding communications process on its head.
Historically a brand development agency specialising in packaging, Anthem Worldwide will now put its expertise at the heart of brand ideas; turning packaging into the strategic lead for FMCG products. This approach “brand ideas from the shelf out” will enable true channel neutrality as the idea will be triggered by the brand’s essence engendered by the pack design that can be translated into whatever relevant media, as opposed to the brand idea being led by traditional media agendas.
Too many traditional agencies are focussed on solely on consumers, but shoppers are just as important and not necessarily the same as the ultimate consumer. Anthem’s approach will ensure that shoppers are considered as much as consumers and will ensure brands are able to maximise their appeal where it really counts.
Jo Boyd, Managing Director of Anthem Worldwide said: “Packaging is the purest expression of a brand idea. At the critical moment of truth when someone has their wallet in one hand and the pack in the other, that’s when the brand idea has to work its hardest. Consequently, it makes sense that pack design is at the heart of a brand’s communication strategy so that shoppers associate off the shelf marketing activity with the brand when making critical purchasing decisions.
“We have already rolled this approach out successfully for some of the world’s most recognisable brands including Grolsch and Calvé, the execution of which has been handled by ourselves and by other agencies.”
Marking their new business strategy Anthem Worldwide has appointed, for the first time, an executive creative director. Mark Ringer formally the ECD of TBWA Hong Kong, with a remit for Greater China and S.E. Asia, and ranked No. 20 of the Top 100 Creative Leaders in the Asia-Pacific region by Campaign magazine, will be based in London, but with a UK & Europe remit.
Beyond Europe Ringer will become a key member of Anthem Worldwide’s global creative council headed by CCO Lor Gold. This group will ensure that breakthrough creative thinking is rapidly shared around the world and benefits the group’s many regional and multi-national clients
On his appointment, Mark commented: “Too often Creative Leaders of traditional agencies find themselves in a frustrating position where critical brand decisions have been made before they have had the chance to influence them. Anthem lives and breathes upstream of advertising but now will use its expertise ‘on the shelf’ to create market-clobbering campaigns. It is an utter privilege to be handed the responsibility to be spearheading the creative future of Anthem.”
Managing director Boyd added: “Mark’s appointment has been a year in the making. I have taken time to ensure that we have found the right person to bring our new positioning to life and to work in partnership with me on the most exciting thing either of us has ever done professionally. With his first-class experience Mark was the only person to help us along this trajectory. Many agencies have become factories for ideas that are only fit for a narrow band of media. It’s simply part of our dna to start the brand journeys, now we will be extending them in every conceivable way. It’s what marketers want and it’s what good marketers deserve.