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THE WORK
Put simply, at Maverick we make you look good. But of course it's never that simple; there is a carefully designed strategy behind everything we do, and each piece of work is cared for expertly from its birth as a defenceless little idea, right through to when it's all grown up and ready to find its way in the big wide world.
Take a look at a few of our creations that have gone on to really make something of themselves. Naturally, we're very proud:
Internal Communications
DHL CIS
EMPLOYEE ENGAGEMENT PROGRAMME
The aim was to engage DHL’s total workforce of 100,000 employees in practically every country on the planet in a single, focused training programme that would establish each one as a Certified International Specialist.
Maverick created, produced and launched a multi-channel communication and coaching programme employing the concept of four DHL ‘superheroes’. The CIS characters enabled the staff of ‘The World’s Most International Company’ to embrace the aspiration of becoming International Specialists despite wide variances in cultural background, geographical location and job role. The programme was delivered by creating a unique partnership with a leading training provider. Fun, distinctive and scaleable, the programme featured structured information modules, animated movies, business-based documentaries, learning aids and communication materials translated into 42 global languages.
The CIS Foundation course has now rolled out across the world and new levels of CIS functional and cross-functional training are now in various stages of development. The programme has been highly successful in delivering enhanced levels of awareness and buy-in from the organization’s vast workforce. It is also under consideration by the Guinness Book of Records as the most global internal branding and communication programme ever produced.
BRANDING AND DESIGN
DHL
SPEED OF YELLOW
GLOBAL BRAND CAMPAIGN
DHL Express is currently rolling out their most ambitious international branding and awareness campaign in decades. The 'Speed of Yellow' will feature in the majority of markets the company operates in – currently 220 countries worldwide. DHL's requirement is to reinforce the service proposition with existing customers and recruit the next generation of SME businesses.
Maverick has been instrumental in helping to define and deliver the core 'Speed of Yellow' proposition to a broad variety of specific international markets. Leveraging the new visual concept to establish credibility and resonance in emerging and established regions, we have developed a range of creative toolkits. Each one builds on the central theme of the global campaign enabling it to be adapted and applied to Above The Line, Point of Sale and internal communications at a local level.
As part of this multi continental role out DHL's entire fleet of vehicles and retail Service Centres across Africa are being branded to support the campaign, and activation is ongoing to bring the International Specialist proposition to life for customers. The scale is considerable, with 1500 vehicles, 500 service centres and 5000 employees involved, as well as millions of customers being engaged.
Advertising and DM
July 2008
JUST SELL
BRANDING/DESIGN/DIGITAL
DHL wanted to structure, create and implement an innovative global initiative designed to motivate and develop their sales teams across the world.
They required something interactive, multi-dimensional and groundbreaking. We embraced the challenge.
We devised JUST SELL DHL – a comprehensive, fully integrated programme that completely reinvents the DHL sales culture. Featuring networking facilities similar to that of Facebook, MySpace and Twitter, the Just Sell campaign allows sales people across the DHL world to have a voice, learn from others, share leads, and interact with colleagues in more than 225 countries. It also includes a monthly sales magazine
with all the latest relevant news and reviews, various merchandise and office communications, together with a range of initiatives that can be used to motivate, energise, and bring together DHL people on a team-based, countrywide, or regional level... with the overall aim to Just Sell DHL, and improve performance like
never before.
The campaign has been hugely well received by DHL across the world at the highest level, and is now in the process of being implemented throughout Europe and the
Asia Pacific region. Feedback so far has been incredibly positive, and the roll-out represents one of the biggest internal communication exercises in the companies
40 year history.
BRANDING AND DESIGN
July 2008
LSG
CONSUMER LAUNCH
Our brief was to launch the new Lifestyle Services Group and their range of insurance services to the consumer market.
We reflected the lifestyle concept throughout an integrated campaign. The consumer communications were promotional based with advertising, direct mail and in-store promotional signage creating a synergy of brand across the entire launch campaign.
We successfully launched Lifestyle Services Group into the consumer market place. Following this success, the opportunity was created for our client to enter into a number of high profile affiliate partnerships.
BRANDING AND DESIGN
July 2008
ZAMALEK
PROPERTY BROCHURE
Fairmont Residences, a prestigious hotelier with properties in a number of top locations across the world, were looking to put together a brochure marketing their latest luxury serviced apartment building on Zamalek Island, Cairo. The property is to be of the highest quality, and the elegant, original brochure, had to reflect this.
Ribbon-tied and presented within a large, optimum quality velvet lined box, the final
297 X 297 brochure we created came complete with a selection of bold imagery from around Egypt's capital city. It was finished to the highest specification, and incorporated branded, translucent sheets to separate the pages, together with embossed title lettering on the cover. The overall look and feel was one of refined, understated yet unquestionable quality; accurately positioning the Fairmont Residences Zamalek Island as the address to have in Cairo.
Now printed and delivered to the client, the stylish brochures have more than met with the high standards Fairmont were expecting. The response from their target market is projected to be equally positive.
Advertising and DM
July 2008
FINDUS
INTERGRATED NOVELLI CAMPAIGN
The brief for Findus was not just a creative brief, but one that required a “Great Business Idea”.
The company, along with the majority of the frozen food sector, had suffered significant decline in market share. The requirement was not just for a refresh of the brand and the removal of colours, preservatives etc, but a wholesale change in direction. Sub brands were required for snacks and children’s ranges, with ready meals requiring a comprehensive overhaul in order to break back into the more profitable ABC1 category. At the same time, the brand, which was the strongest attribute within the sector, needed to remain recognisable, despite this reinterpretation.
We responded by changing the segmentation of the product, into premium range, mid range and snack ranges. This was essential to make the change in creative direction believable and to bring the heat back to the frozen sector. Secondly we engaged Jean Christophe Novelli to redesign these ranges with fresh ingredients, no preservatives and no colourings. This was based around ‘Restaurant quality frozen food’ Thirdly we changed Findus’ market positioning to reflect this new direction. A new strapline was created: ’Freshness in your freezer’.
The concept was launched to the press in late 2006 and was very well received. The rebranded products were rolled-out across the UK, with a number of stores selling out immediately. Feedback from consumers has been just as positive. The in store launch was followed by TV, which first aired in February. The film featured Novelli, showing a young Alfie style character how to impress a potential girlfriend with his culinary skills! The campaign has been a huge success, with yet more stores selling out of the range. Subsequently, Findus have become the fastest growing frozen food brand in that sector.
BRANDING AND DESIGN
July 2008
CABO SAO ROQUE
RESORT BRANDING & ATL CAMPAIGN
Cabo São Roque is a 3500 acre residential and lifestyle resort currently under construction in North East Brazil.
The resort is set to become unique in its category; with residential units sitting alongside global hotel brands and world class sporting facilities, all with high profile celebrity associations. Maverick were tasked with creating a global marketing strategy, brand and positioning for the resort (encompassing the distinctive celebrity brands), which would generate product awareness, creating solid leads, demand and ultimately to sell the residential properties within a given time frame.
We responded by thoroughly researching the target markets, of which there are many, and producing a comprehensive strategy that allows Cabo São Roque to work as an umbrella for the globally established brands that are already on board or will join along the way. The strategy encompassed the full marketing mix, crossing brand identity (including brochures, hoardings, website, signage, merchandise, marketing suite and advertising) an on & offline media plan, plus an events plan which included a global roadshow.
The concept has recently been signed off by the full development team and we’re now in the next stages of development. Results to follow as they come in!
Internal Communications
July 2008
DHL EEMEA
FIRST CHOICE LAUNCH
To create, plan and launch an internal multi-country initiative programme for DHL’s emerging markets region.
The objective was to expose DHL’s new First Choice initiative to the workforce within the emerging world and inspire each of them to absorb the philosophy, feel more included in the future of the business and implement what they’ve learned in their everyday working lives.
We wanted to take a completely fresh approach that would redefine the way the client spoke to their employees. We did this by transforming a Formula One racing truck into an innovative mobile communication experience that could launch the programme anywhere in Russia, the Middle East or South Africa. The First Choice truck allowed us to spread the message our client wanted to convey to 80-90% of the workforce – either in or around their office or workplace.
During the initial months of the truck being active, it exposed more than 3,000 DHL employees to the First Choice programme, covering a distance of almost 8,000 miles and taking countries as diverse as northern Russia, Kenya, Bahrain and Turkey. It has been so well received across the regions visited so far, that we have since created a Flight Case version for remote areas that can’t receive the actual truck. These Flight Cases feature elements that exactly replicate the First Choice truck, but fold away into just 21 cases suitable for transport via air, land and sea.
Advertising and DM
BACARDI
AWARD WINNING DIGITAL
Premium spirit manufacturer Bacardi is one of the world's foremost drinks companies. The brief to Maverick was to introduce a branded, global induction programme that would energise their workforce around the world.
Focusing on creating an inspiring employee brand, we successfully implemented 'Bacardi People', creating the environment and supporting material for new employees' six month onboarding process.
The core was an online virtual world that would instruct and educate new and existing employees about the history of Bacardi, key values, product range, customers, markets and important practical information.
Utilising a variety of multi-media assets and driving employees to predetermined
'real-life' experiences, the initiative has provided Bacardi with a successful medium to both harmonise and rationalise their business training and methodology.
At the same time, they have maintained the unique cultural diversity required when communicating with colleagues operating in over 40 countries using 11 languages.
As a result we were awarded the IVCA 2011 Gold Award for Internal Digital Media.
Advertising and DM
July 2008
MORTGAGES PLC
‘ICON’ ADVERTISING CAMPAIGN
The client, a subsidiary of global financial institution Merrill Lynch, looked to us to offer evolutions on some existing branding executions – this original creative was not entirely well received by the American contingent within the company.
They were looking for a variety of print commercials, merchandising and exhibition stands, each targeting the brokers who offer Mortgages plc products to their customers.
We took the existing elements of the creative that were effective, and re-worked both the imagery and the copy in order to create an overall ‘Revolutionaries’ theme. This focussed on how Mortgages plc can ‘make a difference’ to their customers - particularly relevant as their positioning line is ‘the lender with a difference’. In using images of legendary icons from the 20th century and relating their accompanying quotes to specific product benefits, we created an overall feel that is both powerful and effectively focussed. In addition to this we also delivered a variety of creative branded merchandise and used this theme to brand the client’s stand at the Mortgage Business Expo – an exhibition roadshow that ran throughout the UK.
The feedback from the roadshow has been very positive and the awareness created by the recently launched weekly print commercials continues to build. In addition, the client has won 2 key industry awards – something we have subsequently introduced into the creative to give the campaign even more impact.
Advertising and DM
July 2008
MONILINK
LAUNCH DM CAMPAIGN
Monilink initially asked us to rewrite a fulfilment letter to increase uptake of their new mobile banking product, available through a growing number of UK banks and building societies.
We created a range of concepts showing how the Monilink brand could be presented more effectively at this critical first-stage of fulfilment. The client chose a mailer with a 12 page leaflet based on a High Street ATM and a co-branded letter carrying the security code that gives new customers access to the service. Monilink immediately briefed us to create MMS introducing mobile banking to prospects, to design and build a microsite for Carphone Warehouse, to redesign and rewrite their own website, and even review their office branding and collateral. They have also asked Maverick Events to develop a proposal for a 400-person evening event in Spitalfields.
The final work was extremely well received by Monilink, together with all their banking partners, including HSBC, First Direct and RBS; each of whom continue to promote the product to their customers through various communication platforms.
BRANDING AND DESIGN
July 2008
DHL GLOBAL
GLOBAL CUSTOMER BROCHURE
The largest logistics company in the world asked us to do for their global customer brochure, what we’d already done for their internal communications: make it a multi-million dollar success.
The brochure was not to focus entirely on the sheer size and scope of the company, but to look at the human element of the DHL service.
Focusing on the emotions that correlate to the specific functions of each service, we put together a brochure that established DHL as a company with the resources to deliver to anywhere, and the customer service to deliver peace of mind. In short, we positioned them as being able to ‘deliver the world, personally’.
Our concept fought off stiff worldwide competition from DHL’s existing external advertising agency and was recently signed off by the client at the highest level.
BRANDING AND DESIGN
July 2008
RED BULL
INTERNAL CULTURE CAMPAIGN
Following on from the concept we created for their internal campaign, named Redonism, we then needed to develop the idea for an external market.
We transferred some of the imagery and core messaging featured in the internal posters, brochure and merchandising, and displayed them on a series of posters and billboard executions. The essence of freedom, group spirit, energy and youth remained, but this time it was combined with product imagery and the existing positioning line ‘Red Bull gives you wings’.
Creative shown is development work.
Advertising and DM
July 2008
DISCOVERY CHANNEL
PROMAX CONFERENCE
At the ProxMAx annual conference in South Africa, the Discovery Channel team was looking to promote a talk being given by one of their key team members.
Because South Africa is a country in which the channel is looking to raise awareness, they approached us in search of a campaign that advertised both the talk and the channel itself.
As the talk was based around short films featuring local stories, we created a campaign that took specific images from actual films featured on the Discovery Channel and used them alongside an appropriate headline to tell the audience about the short stories you’ll experience on the channel and during the talk; for example
‘Tall Stories’, highlighting a show featuring amazing feats of engineering. That theme continued along a range of communications, each drawing attention to either the individual shows on the channel, or the talk being given at the conference.
The media selected was a range of pull-up banners, which were to be distributed around the conference.
The final roll-out went ahead on schedule and the audience feedback was hugely positive. The client was particularly impressed with both the speed in which we turned the work around, and the quality of the creative given such short notice.
Internal Communications
July 2008
DHL EUROPE & EEMEA
POLE POSITION
Following on from the internal campaigns we had created for DHL Europe, the client required a new approach that was equally as involving and dynamic, but that also capitalised on their position as the official logistics supplier of Formula One Grand Prix racing.
We created Pole Position; a concept that forms the first of a 3 year programme, each based around the F1 theme. Featuring everything from posters, merchandise and events, to department specific initiatives, films and entire building wraps. The concept of Pole Position has been developed in a myriad of different ways during 2007... with more to come in 2008 and 2009.
Such was the positive response from everyone within DHL Europe, the concept has now been rolled out throughout the 144 countries of their emerging markets regions, and continues to over-achieve on even the most ambitious revenue targets.
Advertising and DM
July 2008
AVAYA
DM AND EVENT DESIGN
Our initial brief was to develop a direct marketing piece which would be sent to existing clients to promote a new product, IP Telephony. The piece needed to articulate the key benefits of the product to both the financial decision maker and the end user.
Establishing the correct tone of voice was paramount as it would need to be applied to technical information as well as material which focused on business benefits. In addition the piece was to be launched to four European destinations: Germany, UK, France and Italy. The aim was to obtain a 1% response rate. We subsequently undertook collateral, event design and management.
We created and produced an A5 landscape piece focusing on “working to the full potential”. Although the product promoted was extremely technical, we ensured simplicity of messaging was kept throughout.
A total of 20,000 direct mail pieces were sent to all four countries. The response rate achieved was 4.5% which was higher than any direct mail campaign previously undertaken by Avaya. Following this high level of success, it was distributed across
10 countries.
Some creative shown is development work.
BRANDING AND DESIGN
July 2008
PWC
EXTERNAL COMMUNICATIONS
PricewaterhouseCoopers needed a more professional branded look and feel for a series of client-facing communications.
We produced a range of collateral for several departments within PwC including Forensic Services and Insurance Services. We sourced industry specific and department relevant imagery from the vast PwC image library to create a strong communication tool. We also created a quarterly economic overview magazine.
The collateral was well received both internally and externally. The overall design
of one of our brochures/folders has subsequently been utilised across Europe. Competition Notes, the client-facing magazine, has produced significant
client interaction.
Advertising and DM
July 2008
CLARANET
RE-LAUNCH CAMPAIGN
Having acquired 2 new companies, Unet and Iway, Claranet needed us to develop a ‘powerful and memorable’ relaunch campaign to communicate the core benefits of their range of network management and security products. The through-the-line campaign they required was to target Fortune 500 companies, with the intention of altering the perception that Claranet are purely an Internet Service Provider.
It was clear that an integrated campaign was required, and our response was to create advertising and DM pieces that highlighted the concept of a ‘healthy network’. To achieve this, we used striking visual imagery which combined a colourful, technological feel with a basic human element. We also created the externally-focused company magazine ‘Livewire’ as part of a supporting marketing initiative.
The success of the direct mail piece prompted an extension to the campaign that included outdoor posters and taxi media, which was launched in April 2006. Following the success of the first edition of Livewire magazine, it is now issued quarterly and distribution has increased massively.
Advertising and DM
July 2008
SPHERION
CORPORATE RE-BRAND
As a recruitment agency, Spherion needed to rebrand their entire corporate image across all their advertising and create a striking presence in the specialist and
trade press.
Our Client Services Director visited the clients’ offices “under cover” as a potential applicant to ascertain the attitude from the staff regarding the Spherion overall offering. Based on this research we developed a graphic style that incorporated a large exclamation mark positioned either vertically or horizontally on the page. We also featured youthful imagery to bring the brand to life and emphasise the positive elements of successful recruitment. To further support this, we introduced a strapline: ‘Recruitment from a different perspective’.
Externally, the new brand prompted increased response from both applicants and potential clients. The brand was successfully launched internally and achieved total buy-in from the staff.
Internal Communications
July 2008
DHL EEMEA
MISSION POSSIBLE
This particular brief was somewhat unusual in that it came as the result of a previous internal campaign for DHL which was hugely successful. Mission Possible was our response to a request for a ‘follow-up’ campaign that would utilise this earlier success and leverage it to a new and even more profitable level.
We adopted the theme from the Mission Impossible film and adapted it to embrace our own mission, created specifically for DHL staff. Whereas ‘Reactivator’ focused on specific sales targets, the essence of this campaign was of a much broader nature with a significant Mission Statement: ‘To be the fastest growing and most profitable region in the DHL world.’
Mission Possible went on to generate over £16 million in extra sales revenue across the EEMEA region and led to a continuation of the programme.