OLIVER is a long-standing client – we’ve helped position the agency as disruptor and changemaker in advertising with its in-house proposition. The agency works with some big clients, one of them being Barclaycard. The agency’s Barclaycard client, Richard Atkinson, VP of marketing and creative studio, is a big advocate of OLIVER’s unique model and wanted to find a way to promote the capabilities of Barclaycard’s in-house creative agency and boost his own profile at the same time.
Velvet was brought into the conversation to consult on the best way of doing this – in a way that benefited both parties. Our aim was to get Richard in front of his peers – in person and in print – positioning him as an expert on making the most of the in-house model. Our solution was to target the Festival of Marketing, the largest global event dedicated to brand marketers, with a topic that was timely, and too good to miss for the event’s attendees.
The Velvet team advised on the topic – In-house and onward: Driving creative excellence from the inside. We liaised closely with the Festival of Marketing’s events team to pitch Richard in and get him confirmed as a speaker at the October conference.
The slot was a runaway success – so much so, that the day after the event, Marketing Week published a long write up, outlining Barclaycard’s five rules for building an in-house creative agency. The coverage was viewed approximately 3,700 times on the website.