Our Clients

O2

As mobile marketing comes - not without doubts - to the fore of advertising innovation, O2 brought us in to rationalise and pull together a comprehensive 5 year strategy.

In particular, the brand and commercial trade-offs demanded by a medium where unprecedented access and engagement opportunities need careful balance with the subtle, critical issues of subscriber privacy and intimacy, not to mention the unique brand equity O2 has built, as well as the need to adapt and migrate the consequent philosophy across the entire Telefonica group, makes this still ongoing project perhaps our most challenging to date.

Rai Italia

"Italy's BBC", Rai Italia, asked us late in 2006 to help them reconnect with their lost audiences.

With a remit to balance license fees and ad revenues (60/40%), and an audience that is aging faster than advertisers - not to mention the company's service contract with the government - can bear. Rai needs urgently to understand how to walk the "digital bridge" between it's magnificent heritage, and the new multi-channel environment it had till now failed to recognise.

We developed frameworks, narratives and insights that gave the marketing and strategy teams the materials they needed in order to launch a critical internal change programme to meet the future.

Simon Cowell/Sony BMG

How do you take a global TV franchise like the Simon Cowell talent shows and effectively exploit it in the social media space, while balancing the protection of his multi-billion dollar brand and the unique and often mysterious values of the tribal consumer?

We advised the SyCo team throughout 2006 on the development of multi-channel, broadband-led format development.

Rights Marketing covered creative and concept development, format creation, revenue modelling and innovation, technical and business architecture, user experience and branding.

Bacardi Global Brands (BGB)

Bacardi Global Brands' Digital and Insight and Planning divisions chose Rights Marketing through 2007 to help them integrate digital media and consumer cultures into their Bacardi Marketing Way, providing a comprehensive top-to-bottom assessment and articulation of the role and value of digital, and dovetailing the resulting insights into a new, 360° Planning methodology.

We've advised on on >< offline music strategy, digital brand impact, and most critically evolved a revolutionary framework, The TouchStone™, that for the first time enables planning and observation of brand >< consumer touchpoints, campaign-wide, across every media channel and environment.

BT OneIT

The conundrum of 21CN continues to challenge BT, as they struggle to both build the world's biggest new network project and articulate - to themselves, their partners, their business and consumer customers - the impact of 21CN on the world, and also the impact on the BT brand

We worked with Phil Dance of OneIT, the man tasked with building much of the project, to help his team move beyond engineering-speak and communicate to B2B clients across every key sector the rationale and appeal for forming strategic innovation partnerships with the company as it rolls out this remarkable initiative.

Nokia

The world's leading mobile manufacturer came to us for creative strategy late in 2005 when they realised that mobile music was about so much more than ringtones and downloads.

Our "Tribe of One" concept explored the real cultural drivers and motivations of the m-generation, in particular the me-centred, self-expression and tribal grooming behaviours that make music, paradoxically both a critical, identity-defining resource and a commodity throw-away to be borrowed as today's social imperatives demand and fade, and tomorrow's emerge.

ie Music

When ie music set off to find global sponsorship partners for Robbie Williams in early 2005, they came to us for the marketing and brand strategy.

We positioned RW as "the agent of change" that would help (as it turned out) T-mobile and later Sony Ericsson to create new, deeper subscriber engagement, while providing new, innovative routes to market and rights exploitation for this huge talent.

Our overarching brand partnership concept, "HeartBeat", helped capture the global buy-in of these two mobile mega-brands and produced in the region of $30m of fresh revenue for Robbie Williams and EMI.

Other clients include:

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