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Message Before Media - Kevin Tewis-Allen
- 2. www.bewonderful.co.uk
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Introducing…..
Kevin Tewis-Allen (FCIM)
Global Director of Client Services @
Wonderful Creative Agency
So what is Kevin all about….?
- 4. www.bewonderful.co.uk
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Q – How to re-position a UK insurance brand
to increase female car insurance sales
In 1993 I provided the
winning idea to re-position a
major UK consumer brand to
directly improve female car
insurance sales.
- 5. www.bewonderful.co.uk
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Global Consumer Sales, 1996 -2008
• I sold 20 million records across 170 artists
• Won producer of the decade (Radio One)
• 13 gold discs
• Award winning DJ (London, Ibiza, Los Angeles, Ibiza, Finland)
• Ran the south-east division of the UK’s largest night club
group (44 live venues)
• Owned a VIP HNW events business in Monaco (A-list celebs
and royalty)
- 6. www.bewonderful.co.uk
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Kevin, 2008 - 2016
• 2008 – 2013 Head of the corporate division of a UK No.1 private university (Barclays, HSBC,
AEG, 02, Universal, Deloitte, Linklaters, Samsung, Fujitsu, Innocent)
• 2010 – 2012 Ran Richard Branson's luxury Kensington nightclub (Roof Gardens)
• 2012 – Awarded a Fellowship from the CIM for outstanding marketing services
• 2013 – 2014 Ran a global AIM company (8 brands) UK, UAE, Australia & NZ (HMRC, RB,
Virgin, Direct Line, Capita)
• 2014 - On-going, digital/social media advisor to 10 Downing Street
• 2015 – On-going, Am mentoring directors (Burberry/Britain’s next top model)
• 2015/16 Currently run a top digital agency (Clients – ITV, Cadbury’s, Hyundai, Air France/KLM,
Toni & Guy, Slush Puppie, Dreamland, Park Plaza, SW Trains, Pizza Express)
- 8. www.bewonderful.co.uk
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Message Before Media – Conclusion!
So the importance of
getting your
‘message’ right is
absolutely critical!
#newballs #boris
- 10. www.bewonderful.co.uk
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1. Who cares (the so what?)
2. Does it scare? (good or bad?)
3. Do nothing?
Examine the ‘audience’ danger zones exist?
- 11. www.bewonderful.co.uk
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1. Who cares 2015? Walmart “Fat Girl Costumes”
Let’s Examine – The audience danger zones?
- 12. www.bewonderful.co.uk
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2. Does it Scare? - Which 2015 “Look at me”
Let’s Examine - When to avoid the danger zones?
- 13. www.bewonderful.co.uk
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3. Do Nothing? – Cameron – “Tax CAN BE Taxing!”
Let’s Examine - When to avoid the danger zones?
- 14. www.bewonderful.co.uk
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1. Firstly is a “message” a
picture, a logo, a symbol,
a phrase or a narrative?
2. What does a “message”
need to have to succeed?
Two Questions….and Your Turn!! ….
- 17. www.bewonderful.co.uk
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• Credibility (Reliable, not “The Sun”)
• Topical (WOM)
• Reputational (John Lewis/The Times)
• Trusted (Pioneers of Industry)
Why do SOME messages work REALLY well?
- 18. www.bewonderful.co.uk
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• Meaningful (Resonates)
• Memorable (Sustainable)
• Likeable (Share it 101)
Why do SOME messages work REALLY well?
- 20. www.bewonderful.co.uk
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1. Inconsistency
2. Low Interest
3. Irrelevant to target
market
Why do messages before media, FAIL?
- 21. www.bewonderful.co.uk
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MUST MUST MUST MUST MUST
MUST MUST MUST MUST MUST
MUST MUST MUST MUST MUST
MUST MUST MUST MUST MUST
….Be relevant to target market and
then plan your crisis comms very well!
Why messages before media FAIL?
- 24. www.bewonderful.co.uk
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Message Before Media 101!
Let’s look at a top 5
countdown of when
messages go badly
wrong!!
- 25. www.bewonderful.co.uk
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At 5, Birmingham’s Got Talent!
Much to the
embarrassment of the
local authority, the
vowels are jumbled,
now leaving the
instruction 'Keep Claer'
in large white letters on
the road surface in
Kingswinford, West
Midlands.
- 26. www.bewonderful.co.uk
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At 4! US pop star Justin Bieber shares his new Chanel
headwear but tweets a classic mis-spelling of “Channel”
- 27. www.bewonderful.co.uk
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At 3, US Rapper Kayne West (Twittier!)
In February 2016, Kanye
told the Facebook founder
and Google, Inc. co-
founder Larry Page that if
they really wanted to make
a difference, to stop
spending money building
schools in Africa and
donate to the rapper's bank
account instead!
- 29. www.bewonderful.co.uk
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At No.1 – Vladimir Putin Press Shoot!
Vladimir Putin’s
casting
audition for
Russia’s next
top model!
