1.
Introducing 1o1
A Free Range Creative Company

2.
o2
Who are we?
What do we do?
Why do we exist?

3.
o3
A collective of wise
counsel & curious
minds.
/ / / / /
Phil Rumbol Richard Flintham Laurence Green Steve Waring Mark Elwood
Founding Partner Founding Partner Founding Partner Founding Partner Founding Partner
Marketing Director, Founding Partner Founding Partner Partner and Partner, Creative
Cadbury and ECD, and Chairman, CFO, SSF Group & Director & Design,
2006 – 2010 Fallon Fallon Fallon Fallon
1998 – 2010 1998 – 2010 2000 – 2010 2005 – 2010
Marketing Director,
InBev
2003 – 2006

4.
o4
We’re building on a
proven track record of
creative business
building.

5.
o5
We see:
Too much Too little
Starting with the Sight of the business problem.
comms brief.
Holistic and upstream counsel
Siloed, downstream and invention.
agency engagement.
Studied creation of genuinely
Sprint to execution. valuable ideas.
Settling for the ordinary. Striving for the extraordinary.
Cat-fighting and cat-herding. Enthusiastic collaboration.

6.
o6
Too often business &
brand are lost in the
fog of war.
Identity Instore
PR
Promotion Advertising
Brand NPD
Busines
s
Experiential
Channel
Planning
Packaging CSR
Sponsorship Digital

7.
o7
Our ambition is to lend
our collective imagination
to business problems,
rather than just lend our
creativity to comms.

8.
o8
At 1o1 we think of
ourselves as fellow
brand managers.
United behind the
brand’s fortunes.
Appraised and remunerated
‘as one’ wherever possible.
Enabled and driven by a
‘client inside’ mentality/spirit
of custodianship.

9.
o9
We design brands,
Business
their behaviour & Customer
their organising idea. Evaluation
Campaign design & orchestration Product & service definition
PR Positioning
Events & experiences Look & feel (& voice)
Partnerships Innovation
Advertising/digital/design Organisational change

10.
1o
At 1o1 we are built
to collaborate
& co-create with
the very best.
Deeply connected to a
network of like-minded
‘best in class’ talent.
Cast according to task,
free to do so as an
independent.
Accountable for high
performance teamwork.

11.
11
Flexibility &
accountability are
at the heart of
our approach
to remuneration.
Sized to reflect the task.
Based more on value to you
than cost.
Shared ethic of risk
and reward.

12.
12
Our ideal partners:
Want a running mate.
Want to make a difference.
Believe that creative
imagination should be
used to solve business
problems rather than
just a comms brief.

13.
13
Founding
clients/tasks.
Brand architecture, 360° platform, organising Organising idea, new
positioning, retail and comms. idea for pan-media positioning, to double
membership drive. the size of the brand.
Comms audit and Organising idea, comms Second opinion
recommendation. for global rebrand

14.
14
The
Business
Problem.
Grow membership by 10,000.
Increase funding to museums and
galleries by 50% over the next four
years.

15.
15
The
Organising
Idea.
‘Never Without Art’

16.
16
Results.
Membership trials:
78,000
Through a recent partnership with
The Guardian
154% increase in paid-for memberships YOY

17.
17
What could
we do for you?
9 Rathbone Place, London, W1T 1HW
+44(o) 2o7 87o8 1o1, www.101london.co.uk

18.
Appendix

19.
19
The
Business
Problem.
Needed to „Get the love back‟ because
brand preference/sales had stalled,
the brand had lost a generation of
buyers, and then experienced a major
salmonella recall.
The
Organising
Idea.
Act like purveyors of joy –
‘Glass and a Half Full Productions’

20.
2o
Results.
Sales growth (2 years in a row)
+10%
Return on investment:
4
The FMCG average.
Step change in number of 16-24 year old buyers.
IPA Effectiveness Silver Award.

21.
21
The
Business
Problem.
How do you take a niche brand
with a 35% premium and make it
a major player?
The
Organising
Idea.
The Lager of Supreme
Quality & Worth –
‘Reassuringly Expensive’

22.
22
Results.
Sales:
£1bn
Sales Growth:
+16%
10 Year CAGR.
17th 2nd biggest beer brand.
Marketing Society Grand Prix Winner.
The Virtue of Consistency.

23.
23
The
Business
Problem.
“There‟s a gap in our
commercial program –
we need a £10m idea”
2008
The
Organising
Idea.
The People’s Chocolate Bar –
‘For the Love of Wispa’
2009
2010

24.
24
Results.
Sales (in launch period):
£15m
Number 1 selling chocolate bar.
Generating:
£80m
From a £2m pa investment.
Gold IPA Effectiveness Award.

25.
25
The
Business
Problem.
Volume and price capped by
“children crying in the showroom”
The
Organising
Idea.
‘It’s a Skoda. Honest’

26.
26
Results.
Sales growth in 2 years:
+64%
Return on investment:
2.46
Record market share.
Gold IPA Effectiveness Award.

27.
27
The
Business
Problem.
Recover brand leadership in TV.
Restore brand halo beyond.
The
Organising
Idea.
‘Colour like no other’

28.
28
Results.
Views:
+20m
Brand leadership.
Commercial taken off air.
New factory built to meet demand.

29.
29
The
Business
Problem.
French Connection is FCUKed.
The
Organising
Idea.
Man/Woman.

30.
3o
Results.
Sales:
£400m
Company back in profit despite
difficult high street conditions.