LBi London Annual 2009

~ time flies like an arrow. fruit flies like a banana ~
Groucho Marx

_ _
TIMETABLE OF CONTENTS PREFACE

Mobile Mobile
Blood, sweat, tears &
Party Time classical piano playing
Little Beasts inc.
Sumo should, Do you also Love
sumo shouldn’t Building interwebs?
Marks & Spencer Fastest-Growing Services
OR 365 DAYS IN ONE DAY. OR 525,949 MINUTES IN 1,440 MINUTES.
Conversion up, 24:13 / 25.dec The new, the now
satisfaction up, thumbs up − New Kind of & the next OR 31,556,926 SECONDS IN 86,400 SECONDS. YOU GET THE POINT.
23:26 / 2009 01:24 / 21.sep
− Seriously Christmas Tree − Tiny
Talks & Exhibitions 22:45 / 03.apr Spooky Santa Little Fellas 02:03 / 2009 D&AD
Finding the future − This Is Not − We Don’t Heart attacks
in a brewery Just a Client Count Sheep & new blood

21:12 / 2009 03:26 / 19.may
The Conservative Party − Destination: − Will You The Rave!
Tomorrow 24 Be There?
When blue 23 01 Glowsticks, gurning,
meets red 22 02 gauntlets...
20:25 / 24.sep 04:03 / 26.nov
− Clickocratising 21 03 − Raving Mad
Relaxing Recreation the �� in Brick Lane True, Man!
Frisk & frolic, 20 04 The brewery
fun & foolery 19:46 / 2009 05:46 / 01.jan opens up
− With a Ping − The Creative
& a Pong 12 Factory
19 05
Medals & Trophies 18:14 / 2009 06:17 / 16.dec Flexible Space
Stealing a prize − Winning Isn’t − Bend It Like More than meets
Everything 18 9 3 06 a Brewery
here & there the eye
2009 was a brilliant year for us. The year when things truly 24 frames that capture the sweat, blood, and tears it takes to
17:45 / 06.oct 07:57 / 2009 happened. We won pitches and awards, carried out our best be one of the world’s most well-regarded, full-blooded, inde-
17 07 − Morning
Virgin Atlantic − Pitch of 24 4 24 work to date – and turned the Brick Lane offices into a sumo pendent digital agencies. Photographs that cover the whole
the Decade 6 Star
You can count on us, 24 ideas dohyo for some serious Japanese wrestling action. range of agency activities, from early-morning catch-up meet-
Sir Richard 16 08 for 24 hours
16:31 / 2009 08:08 / 22.jun ings through to late-night piss-ups in a brewery.
− Lost − Good Morning,
Abu Dhabi! Every morning, our nimble teams held their stand-up brief-
in Transit 15 09
LBi Worldwide Etihad Airways ings. Every Wednesday at 11am, the fire alarm went off. Every Buckle up in the time compressor. Get the stopwatches ticking.
A refutation of 15:23 / 7.apr 14 10 09:33 / 2009 A lazy camel ride afternoon, experience architects posted their Post-It notes, Let time fly like an arrow (or indeed like a fruit fly) through the
space & time − Satin, Diamonds 13 11 − Thank God to success
designers designed their designs, and technical whiz kids did greatest year we’ve had so far.
& Manolos 12
It’s Friday whatever it is technical whiz kids do.
Starwood Friday Creative Sessions
14:40 / 16.feb 10:29 / 2.nov
Glitz, glam, and a
− Lots of Free − Standing
Cream cheese on bagel It was 365 great days for the bustling creative factory that is
sprinkle of attitude & Art on Art
Lunches Orders the Old Truman Brewery and LBi. A year of magical thinking
13:27 / 10.jul 11:37 / 13.jan
and doing. A year that we’re now compressing into 24 images,
Lloyds Banking Group − Smells Like 12:26 / 2009 − LBi Phone BT
Don’t feed the Team Spirit − Second Home Cute little gingerbread
one taken in each hour of the day. A year in the life of LBi. LBi, spring 2010
creatives Life men with three nipples

Electrolux Mobile Campaigns
Is that a vacuum Hidden Talents Advertising
cleaner in your bag? in your pocket
Add some ADD to the
weird kangaroo shapes

PLAY
& WORK

5:46 am — THE CREATIVE
12

3

FACTORY 6

– In 1697, Joseph Truman became manager of the William Bucknall
Brewhouse in Brick Lane. Then Charles Dickens wrote about it, Jack the
Ripper killed around it, and LBi moved in. In its first-ever interview,
the Old Truman shares some stories from the past –

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TWO THOUSAND AND NINE 365D/24H

– True, Man!
The brewery opens up

LBi interviews Old Truman
On Thursday 1 January 2009

– Good morning, Old Truman. Is that actually felt the brewing business to be particularly that lift is to do with old age, or perhaps with a
your real name? adapted to Mr Micawber. Look at Barclay lack of exercise. But to be honest, it’s all down
TR. – It’s true, man! Look: Truman Capote, and Perkins! Look at Truman, Hanbury, and to a conversation I had with LBi’s Head of PR
Harry Truman, The Truman Show. That’s my Buxton! It is on that extensive footing that Mr & Marketing, Sarah van Praagh. She needed a
favourite writer, my favourite US president, and Micawber, I know from my own knowledge of story for some magazine, and we had a bit of
my favourite film, and Truman – that’s my real him, is calculated to shine; and the profits, I am a brainstorm. I said, “Why don’t we try to get
name. Don’t wear it out! told, are e-NOR-mous!” me into the Guiness Book of Records?” and she
– Okay, steady now Truman. Let’s begin with a – And what about Jack the Ripper? Ever hang instantly went, “Oh, Truman, that’s great, that’s
bit of context: you were constructed as William out with him? absolutely brilliant. We’ll slow down your lift
Bucknall’s Brewhouse around the time of the TR. – Gee. I thought my publicist had told you until it barely moves at all. That should do the
Great Fire… not to ask any questions about that. Suffice to trick.” And that was the end of that.
TR. – Yup, good to be a brick building in those say, I wasn’t the only building involved in that – What are the best and worst parts about hav-
days, I can tell you. investigation. There was one in Buck’s Row, ing LBi inside you all day?
– …but if I’m not mistaken, no one seems to which is now Durward Street. And what about TR. – My favourite part is the rushing to the
know who your parents were? 13 Miller’s Court? What about the murders in beer fridges every Friday afternoon. That’s the
TR. – Nope. To be honest, I can’t remember Osborn Street? Why don’t you go and ask your best back rub I get all week. The worst is people
them either. That’s a long time ago. nosy questions there? complaining about the lift. Look mate, I was
– Right. Charles Dickens mentions you in one of – All right, okay, easy now. Let me ask you this a brewery for hundreds of years before you lot
his books. Did you ever meet him? instead: how come your lift is so slow? came around. I’ve had my share of beer, and
TR. – I didn’t, no, but it’s a lovely passage from TR. – Now, that’s an interesting question. One all of that nagging really gets on my hungover
chapter 28 of David Copperfield: “... I have long would have thought that the sluggish pace of nerves at times. Don’t like it? Take the stairs!

LIST OF FIGURES
2
1 01 | Old Truman Brewery, north façade
3 02 | Reception area
03 | Reception area
4 04 | HVAC overload, first floor
6
05 | Meeting space, third floor
5 06 | Waiting space

5:48 am — LBi Annual 2009 LBi Annual 2009 — 5:49 am

6:17 am — BEND IT LIKE
12

9 3

A BREWERY 6

– “More than meets the eye” was a tagline for the Transformers toys, plastic
robots that became vehicles that became devices that became animals –
much as Old Truman transforms itself from bar to playground to library
to café to sports arena to conference space... –
_
HE GOT REALLY TIRED OF WAITING FOR THE LIFT.

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– Flexible Space
More than meets the eye

LBi redecorates the basement
On Wednesday 16 December 2009

“Work environments that are more open The LBi offices are based on an open floor plan In late 2009, plans were made to refurbish the
create more opportunities for observing and – with semi-transparent glass-walled meeting basement of Old Truman completely in order
learning from those with more experience and spaces at each end – but that’s not the only to turn it into more of a lounge space, with bet-
different skills.” way in which today’s configuration of the Old ter seating arrangements, a cosier look and feel,
Thus wrote academic duo Franklin Becker Truman is open. and a more welcoming interior design.
and William Sim nine years ago, in their We strongly believe that keeping an open Following an inspiring and exciting design
snappily titled seminal study Offices that Work: mind is at least as important as having an open phase, building works are now under way – a
Balancing Cost, Flexibility, and Communication. plan, and, accordingly, our spaces haven’t turned scenario that is very much in line with the
Even though the open plan office has ex- into a traditional cube farms or bottomless way we view all of our spaces: they are flexible,
isted at least since the late 19th century, when seas of cubicles. Instead, the teams work in a ever-changing, ephemeral volumes, meant to be
industrial engineers and efficiency experts such completely blended environment, in which an constantly challenged and rearranged.
as Frederick Winslow Taylor and (later) Henry experience architect will rub elbows with an art If a team needs a dedicated space in order
Ford started experimenting with ways to get director, a media planner share a desk island to win a pitch, that room is swiftly produced,
their technicians and clerks to perform repeti- with an account executive. and equipped with everything from projectors
tive tasks in a more effective way, it wasn’t until There are no physical boundaries or spatial and jenga games through to sound systems
the 1950s that an entirely new office landscape demarcations to separate our Hoxton haircut and Spanish chefs rustling up paellas. If films
strategy utilising conventional furniture rather creatives from our button-down project manag- need to be shown on a five-by-five meter large
than rows of desks and benches was introduced ers, or our long-lunch suits from our have- screen, we’ll bend the brewery to accommodate
by a forward-looking German team named you-heard-my-latest-XML-joke techies. Open this. And if the need should arise to throw a
Quickborner. space, open mind. massive party, well, that can be arranged.

ILLUSTRATIONS: ALEX CLEAVES | CLEAVES STUDIOS

LIST OF FIGURES
1
01 | Basement project, bird’s eye view
02 | Bar area, perspective
2 3
03 | Interior perspectives
04 | Library space
4


7:57 am — MORNING
12

9 3

STAR 6

– Before 8am, our maître d’, Derek Smith, enters the building. The first
preparations of the day include replying to emails and making sure all
meeting rooms are spotless. Derek used to work for Gordon Ramsay.
“LBi is similar: no two days are the same” –

EREFORD ST
LUKE ST

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Which is the nearest time capsule? Where can you

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get your hair cut next to Peaches Geldof?

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QUAKER ST BUXTON ST

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Which pub has the best cat? Here are

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WOODSEER ST

BRICK LN
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WHITECHAPEL RD

A. Whitechapel Art Gallery | Museum D. The Ten Bells | Pub G. Atlantis Art Materials | Art Shop J. Mama Thai | Restaurant & Take Away M. Square Pie | Restaurant & Take Away P. Beigel Bake | Take-Away Bakery S. The Carpenter’s Arms | Pub V. Pizza East | Restaurant
- by Dave / Operations - by David / Technology - by Gon / Creative - by Nikhil / LBi India - by Mario / EA - by Chris / EA - by Dan / Creative - by Hannah / Creative
“Challenge your intellect over “Good pub for an after-work pint; even “Whatever you can think of in art supplies “The food is the delicious bastard child of a “This is the best thing you can get when it’s “I like the smell of boiling salt beef “Great local boozer with a colourful history, “If the lovely people at All Saints made food,
the lunch hour” better in summer” – and more” Pakistani man a South East Asian woman” freezing outside” in the morning” courtesy of the Kray twins” this would be it”

B. Lounge Bohemia | Bar E. Aroma Cafe | Coffe Shop H. Public Beware | Fashion Shop K. Habibi Sushi | Restaurant & Take Away N. The Pride of Spitalﬁelds | Pub Q. Frame | Studio T. Dennis Severs’ House | Museum W. Taylor Taylor | Hair Salon
- by Hannah / Creative - by Falcon / Hospitality - by Laurent / Client Services - by Cheryl / Creative - by Chris / Creative - by Laura / Creative - by Gon / Creative - by Chris / Creative
“Shoreditch’s worst-kept secret. Authentic “Very friendly and polite staff serve up “This quirky women’s clothes shop “Small independent Japanese nested on one of “I like this place because it has a cat... “A dance and fitness studio wrapped up in a “This house is a time capsule in the heart “I got my hair cut next to Peaches Geldof
Sixties’ décor with great cocktails” English and continental food” is a great find” my favorite streets in London!” A pub cat” whole lot of fun” of Modernist East End” and I didn’t even realise”

C. Gilbert & George | Corner F. Nude Espresso | Coffe Shop I. Shoreditch House | Members’ Club L. Rossi Restaurant | Restaurant O. The Light | Bar R. Rosa’s | Restaurant U. The Krays | Road X. Prostitute-sighting | Corner
- by Magnus / Creative - by Laura / Creative - by Anil / Suit - by Raúl / Technology - by Gon / Creative - by Jon / Creative - by Laura / Creative - by Laura / Creative
“Fournier Street: the best place in town “Proper coffee like you get “Home away from home for the LBi suits – “It was closed down last month after many “Fantastic interior design... but packed “This little Thai restaurant is modern, cosy, “The infamous East End gangster twins, “... look at that man patting his cute dog...
for Gilbert-and-George-spotting” Down Under” and where we celebrated our first birthday” years. Those chicken escalopes were great!” with suits and ties” and has a superb menu” lived along Vallance Road back in the day” wait... dogs don’t wear leopard-print tights”

8:08 am — GOOD MORNING,
12

9 3

ABU DHABI! 6

– Check the tan. Scan sandal-clad feet for traces of sand. Try a “Halløj”
and check to see whether the answer is in Danish. Those are good methods
for spotting a member of our Etihad team, the globetrotting squad behind
what might be the best cabin demo in the world –
_
IF YOU SHOW ME YOURS, I’LL SHOW YOU MINE...

_ _

– Etihad Airways
A lazy camel ride to success

LBi reinvents the cabin demo
On Monday 22 June 2009

Agency life can be tough. Campaign work is than the fastest-growing airline in the world. a branded content and communities section.
carried out to heart-attack-inducing deadlines. As anyone entering one of its Diamond first We also addressed a number of multi-channel
Meeting schedules look like they’re part of a class suites will know, Etihad has no less an opportunities. Maximising our position as a
Pantone-sponsored scheme to show off as many ambition than to become the best airline on truly global agency, we are working in col-
nuances of ultra-high-priority red as possible. and off the surface of the planet. laboration with our award winning colleagues
Pitches call for long hours and late-night brain- The flagship carrier asked us to propose at LBi in Copenhagen, Denmark, on the execu-
storming sessions on rainy London terraces. a digital strategy for the next five years of its tion of the proposed game plan.
And some people are forced to go to the life. This would lead to a subsequent pitch for A series of quick wins followed. The first of
lovely United Arab Emirates (UAE), where whatever we came up with during this intial these, Experience Etihad – The Interactive Tour,
temperatures push 48°C in summer, and the strategy phase. is a presentation showcase that had to be devel-
comforts of life at home mix with tastes of A blended team of experience architects, oped from concept to finished product in just
the exotic. creatives, project managers, and technical whiz one month, so as to coincide with the arrival of
The fabulous little federation is filled with kids spent a total of seven weeks in Abu Dhabi. the new Diamond suites.
contrasts: DJs spin vinyl next to muezzins The team was given unprecedented access to We believe this is the most advanced airline
calling the people to prayer. Lazy camel rides the organisation. It conducted interviews, ran experience demo in the industry, and Etihad’s
lead to gorgeous beaches. Yes, for some agency workshops, and analysed competitors, in order Chief Commercial Officer seems to agree.
members life can be very tough indeed. to work out a solid strategy. Upon his first viewing of the demonstration
Established in 2003 by the President of the We immediately proposed a host of changes website, the CCO instantly ordered eight
UAE and emir of Abu Dhabi, Sheikh Khalifa to the website areas, including a flight booking touchscreen versions to be made into a table
bin Zayed Al Nahyan, Etihad is much more system, an updated holiday booking engine, and that today sits outside his office. Natch.

LIST OF FIGURES
1
01 | In-flight cabin demo
02 | Cabin demo (launch page, Diamond Class seat)
2 3
03 | Cabin demo (Diamond Class dining)
04 | Cabin demo (chauffeur services)
4 5 05 | Cabin demo (Diamond Class lounges)


9:33 am — THANK GOD
12

9 3

IT’S FRIDAY 6

– To an uninitiated observer the offices may seem eerily empty on a Friday
morning. Too few experience architects sticking Post-It notes to the walls,
suits on mobile phones, and project managers frowning into space? That
would be because they’re all hiding in the basement –
_
HONESTLY, I’LL GIVE YOU THE LOT FOR A FIVER.

_ _

– Friday Creative Sessions
Cream cheese on bagel & Art on Art

LBi — but is it really art?
Every Friday 2009

For the past two years, the fun-loving people in Here are some of the previous madcap themes – Tell us more about Art on Art, design director
the office – be they members of the technology that we’ve fooled around with: dada poetry Jasmine Hays!
team, experience architects, or mates from the writing, a game in which you fold images of JH. – We were asked to come up with ideas for
creative department – have come together on each other’s faces into, well, much funnier faces, an art installation. I thought it would be nice if
Friday mornings for some exhilirating sessions. and two hours of solemn life drawing during we bought some pre-framed works of art from
Beginning as a celebration of creativity, the morning that followed the LBi Rave. We charity shops and used them to create new art
these meetings form an opportunity for col- also invite guest speakers, such as artist/de- pieces. For my own contribution, I bought a
leagues from different teams within the com- signer Chris O’Shea who came in to talk to us black-and-white drawing of an owl and gave it
pany to share experiences relating to the latest about his mesmerising interactive work with a dash of colour.
Internet memes and crazy viral videos. The infrared cameras and robots. – What’s your favourite Friday memory?
main purpose is to get some cobwebs out of our Add to this fascinating workshops, during JH. – I really enjoyed the beards. I can’t actually
heads, experiment with tech social media, have which we’ve made fake film posters; developed remember why we did them, but someone
some fun, and be a bit silly. ideas such as the Gordon Brown Bee Beard thought it would be fun to play around with
The play hour is between 9.30am and campaign; come up with ideas for the Mobile moustaches and beards. And it was.
10.30am, leaving half an hour for some free Mobile installation; and carried out the Art – Which breakfast gets your creative juices flowing?
breakfast – muffins, bagels, tea, coffee – before on Art project – a cheap and cheerful way to JH. – It’s a bagel with cream cheese and jam,
we kick off the session. Last Friday, the mission brighten up the office while contributing to a and some hot chocolate. I never go for a muffin
was to imagine what a phone box vice card worthy cause by buying a work of art for less and a bagel; I only do one thing at a time. Some
might look like if it was from one of our clients. than ten pounds, altering it, exhibiting the people walk off with three items. I’m not down
Horny, that’s what! result, and then auctioning it off for charity. with that.

LIST OF FIGURES
1 2
01 | Jasmine Hays (before)
02 | Jasmine Hays (after): Frida Barn Owl
3 4
03 | Stephan Zimelka (before)
04 | Stephan Zimelka (after): G.I. Joe Meets Teepee
5 6 05 | Laura Vanderslott (before)
06 | Laura Vanderslott (after): Badge Washington


10:29 am — STANDING
12

9 3

ORDERS 6

– Insisting on stand-up meetings, adding the word ‘nimble’ to the office
vocabulary, and spreading the love through legendary weekly newsletters
wasn’t enough for our BT teams – they had to celebrate the UK countryside
and dress up as biblical characters as well –

_ _

– BT
Cute little gingerbread men with three nipples

LBi goes nimble
On Monday 2 November 2009

LBi is BT’s digital agency of record, retained in close cooperation and share responsibilities that the entire agency operates. But no one
across its consumer and business divisions to with each and every person involved in the has yet managed to imitate the weekly Friday
improve the performance of digital channels project – including the client. newsletter sent out to all members of the BT
– and to stand up and be counted on every BT is our largest global account – at any teams, in which the team’s suits update every-
morning of every day of the week, as the dif- given point, there are 50–60 people working one on the most pressing, urgent, and critical
ferent teams (working on BT Consumer, BT with this client – and one of our oldest friends; news of the week passed, including reports
Business, BT Tradespace, BT iTrader, and BT the relationship has been going since 2001. At on beer-filled computer keyboards, cute little
Fibre, as well as on a wide range of other areas the end of each project, the client evaluates the gingerbread men with three nipples and purple
within the digital part of the telecommunica- work using specific score cards that address our icing pants, and the shaving of both facial hair
tions operator’s wide and diverse offering) performance: responsiveness of service, strate- and, er, bums.
gather together in human circles to plan the gic insights, value for money, timely delivery, Digital anoraks with no life outside of
day ahead. and so on. If we score above 80 per cent in their BT bubble, clearly? Not quite. For the
These “stand-up” meetings are part of the total, all fees are retained. This has historically launch of our new version of BT Tradespace,
nimble work process invented by the BT teams. been the case in all evaluation sessions – our we sent a photographer and an art director on a
The nimble working methodology borrows latest score of 84.4 per cent was the highest 2,000-mile journey around the UK, celebrating
some of the best approaches from the software ever recorded in BT history by a marketing and the heartland of the country’s small business
development classic The Agile Manifesto and technology agency. community. And for the LBi Christmas Party,
updates them to the BT environment, so as With those kinds of results, it comes as no several suits from the BT teams were spotted
to allow our team members to scope out their surprise that the nimble approach originally dancing away dressed up as the Three Kings.
deliverables on a four-week basis, and to work devised for BT has started to change the way Wise Men, indeed.

LIST OF FIGURES
1 01 | BT.com Consumer website
02 | BT.com Business website
03 | BT Tradespace website
3 04 | BT Get Noticed campaign (BT Tradespace)
2
4


11:37 am — LBi PHONE
12

9 3

HOME 6

– The world has come a long way since 1908, when Nathan B. Stubble-
field of Murray, Kentucky, was issued with a patent applied to the “cave
radio” telephone – the earliest precursor to cellular telephony. Today, mobile
strategies are part and parcel of everything we do –
_
THEY’RE PROBABLY CALLING EACH OTHER.

_ _

January 12

39%
of the way

– Mobile Campaigns
Advertising in your pocket

LBi on the move
On Tuesday 13 Januray 2009

We’ve been dabbling with mobile marketing The recipe app we produced for Philadelphia Our Salt Calculator iPhone app supports the
for more than five years, serving several sectors Europe delivers on strategy to become the UK-based Food Standards Agency (FSA) in
from financial services to consumer goods. Yet number one branded recipe provider in the its national campaign to reduce excess salt in
2009 was the year when mobiles truly became digital space. the diets of 26 million people in the UK who
an integral part of our offering. Thank you very Providing original Philadelphia recipes on consume too much. LBi’s handy nutrition
much, Steve Jobs! the go – served up with the ability to search, tool can be used by consumers wishing to lead
Skilled in designing and building mobile browse, and manage selections via a Recipe Box a healthier life. The user simply selects the
applications, we’ve already carried out high- and a Shopping List feature – turned this app level of salt per 100g from the food label, and
profile work within this area for a wide range into a global hit. combines that with the weight of the serving.
of clients, including one of the world’s most Our mobile banking app for Deutsche The traffic-light-style system then instantly
famous motor sport brands (who unfortunately Postbank AG was developed to allow the bank reveals whether what’s been entered is a healthy
couldn’t afford to pay the bills because of a to enjoy first-to-market advantages in its native choice. Launched in October 2009, the app also
rather expensive divorce.) Germany. The app connected to the existing features intake guidelines for children.
For the directory information company e-banking back end services, and went down Finally, for one of the world’s most highly
118 118, we designed an iPhone app that gives exceptionally well with consumers unfamiliar recognised sports brands, we created a mobile
users directions and deals for local amenities. with banking on the move, allowing everyone site tailored for individual loyalties (team and
For Starwood, we developed a deluxe concierge to access and use mobile banking, with mini- racing driver), which delivers unique content –
service. And at the opposite end of the luxury mal effort. Delivered in an ultra-quick three including video and timing data – to some 20
spectrum, for Volvo, an app with which truck months, the solution meets all online banking million smart phone users. Gee, wonder who
owners can upload images of their vehicles. security standards. that client might be?

LIST OF FIGURES
1 01 | Lloyds Banking Group savings app (pitch)
02 | FSA Salt Calculator iPhone app
03 | Starwood Hotel Finder
2 3


12:26 pm — SECOND
12

9 3

LIFE 6

– Some of our staff also call themselves boxing referees, poets, taxidermists,
doctors, ping pong punani, rock stars, DJs, carpenters, classical pianists,
photographers, and more. Polymaths, we salute you. Here are some of our
most interesting talents –

_ _

– Hidden Talents
Add some ADHD to the weird kangaroo shapes

LBi dons a second hat
Every evening and weekend throughout 2009

Painter. Sculptor. Musician. Scientist. Engineer. Some second careers are more interesting than – Sounds pretty normal.
Mathematician. Inventor. Architect. Anatomist. others, and some are just plain weird. Enter LJB. – Well, there was a lot of morphing of
Botanist. Geologist. Writer. Laura Jordan-Bambach, our executive creative animals going on in the shop. We’d create rat
That’s a brief sketch outlining a retroactive director, who also happens to be a qualified bats, cat bats, mice performing human tasks,
CV for Italian polymath Leonardo da Vinci, taxidermist. that kind of thing. In the end, the guy I was
archetype of the Renaissance man, and the per- – How come you enjoy stuffing animals? working with started becoming a bit too similar
fect specimen when it comes to hidden talents. LJB. – I think it started partly because I had an to the guy from Psycho, so I quit. I haven’t
Had da Vinci lived today, of course, his interest in anthropomorphism. I was looking stuffed anything since. Weirdly, once I stopped
insatiable curiosity would likely have pushed at nature’s shapes a lot for the art work I was doing taxidermy, I also for some reason stopped
him out of art classes while possibly getting doing at university. On my way there I used being a vegetarian.
him put on Ritalin for ADHD. He would have to walk past a shop – a taxidermist called – What’s your strangest taxidermy memory?
been told off for messing up his notebooks, Animal Fetish. LJB. – My flatmate at the time was a digital
for his mirror writing, and for daydreaming – Of course. performance artist, and he asked me to get him
during meetings. LJB. – Yeah, I know. Anyway, one day I was a foam kangaroo, this weird kangaroo shape
We try not to daydream too much, but LBi short of money so I stepped inside and asked for that goes inside an animal. He glazed it and
would have been a good place for Leonardo, a job, and the guy in there said, “What if I train turned it into a musical instrument. That was
as our pool of hidden talent shows. In the Old you?” So I spent three years in the back room pretty cool. I also got in trouble once when I
Truman, we have co-workers who in their spare with formaldehyde and dead mice. We did a lot put a killed cat in the freezer in a plastic bag.
time excel in many disciplines, from music to of props for operas, we stuffed people’s pets, and, My flatmate found it. But I owned that fridge!
poetry to sports. occasionally, we’d do repairs on a big animal. It was my fridge.

LIST OF FIGURES
1 01 | Vikki Sims, classical pianist
02 | Marcus McDonnell, Star Grade boxing referee
03 | Iain Hinchliffe, guitarist, Part Chimp
3 04 | Naun Torres, professional tennis player
2
4

12:28 pm — LBi Annual 2009 LBi Annual 2009 — 12:29 pm

1:27 pm — SMELLS
12

9 3

LIKE TEAM SPIRIT 6

– Some people would sit back and relax when faced with the challenge of
attracting customers to appliances they’ll only be interested in once every
seven years. So what did our Electrolux team do? They locked themselves
away for a six-week work frenzy, that’s what –

_ _

– Electrolux
Is that a vacuum cleaner in your bag?

LBi – bon appetit!
On Friday 10 July 2009

Our teams face different challenges. The BT of the market, no real relationship to or prefer- new content into brand sites. Finally, the trans-
teams work on presenting a massive range of ence for a brand, and no real reason to think lation of this pan-European work across 12 key
products to an equally large target audience. about the specifications and prices of domestic markets into country-specific activites.
The M&S team creates strategies to secure a appliances. A good example is the installation on top of
lot of conversion on a huge retailer’s website. Yet every year the Electrolux Group, the the Parisian contemporary art space, Palais de
Our Electrolux team tries to advertise products second-largest appliance manufacturer in the Tokyo. On the gallery roof a pop-up restaurant
to an audience that is interested in buying only world, sells more than 40 million products was positioned, in which food is cooked using
once every seven years. including refrigerators, dishwashers, and cook- Electrolux products. We created the accompa-
Think about it: When was the last time you ers through brands such as AEG, Zanussi, and nying website, through which guests can find

PHOTOGRAPHY: kLEINEFENN
felt the urge to buy a new steam oven? The last Electrolux to customers in 150 countries, with more information about the restaurant and
time you bought a second fridge on impulse? the help from around 60,000 employees. book a real-life experience of their own.
The last time you returned back home from a LBi uses a five-tiered strategy to build If that culinary project sounds rather
shopping spree, found a vacuum cleaner in your Electrolux into a believable brand online. relaxed and pleasant, the actual work situa-
bag and thought “Oh, no – not again”? Firstly, there’s the CIA – no, not the Central tion was anything but. The team locked itself
Most of us use these appliances every day, Intelligence Agency, but rather Customer away for six weeks, working day and night to
but few of us pay much attention to them. Interaction and Activation. Secondly, the digi- construct the website. People in the building
They’re just there. We wear them out and only tal media strategy (DMS), which outlines how still talk about how the room smelled once the
buy new machines when we really have to. It to best create compelling content and helpful poor designers, suits, project managers, techies,
follows that brand awareness doesn’t equal tools. Thirdly, the actual creation of this content copywriters, and experience architects were
conversion: most customers have no overview and these tools. Fourthly, the integration of the finally let out.

LIST OF FIGURES
1 01 | Electrolux Art at Home website
02 | Art at Home Inspirations section (detail)
03 | Art at Home Inspirations section
2 3 04 | Electrolux CombiSteam commercial (frame)
05 | Electrolux CombiSteam commercial (final screen)
4 5


2:40 pm — LOTS OF
12

9 3

FREE LUNCHES 6

– Following a competitive pitch the previous year, in 2009 Lloyds Banking
Group brought LBi on board as its digital agency of record. Working partly
from a soundproofed room in the client offices, the LBi team has delivered
more than 65 releases on time –
_
THE SECOND BEFORE THE PHOTOGRAPHER ALMOST DIED.

_ _

– Lloyds Banking Group
Don’t feed the creatives

LBi meets money
On Monday 16 February 2009

2009 was an interesting year for the banking This is our second largest global account, with in the client’s offices. As the only way that
sector, during which Lloyds TSB merged with up to 50 people working on it at a time. So how would happen was if our team could play loud
Halifax and the Bank of Scotland to form did we start the work? By locking three people music and stick things on the walls, a special
Lloyds Banking Group. At times it seemed up in a room, without access to natural light sound-proofed and splash-resistant room was
the challenge for us was to stay on top of the and strategically located as far away from the constructed specifically for the purpose. Don’t
client’s metamorphosis. rest of the office as possible, so as to ensure they feed the creatives.
The collaboration between Lloyds Banking received close to no human contact. “In retro- The vision for Lloyds Banking Group is
Group and LBi – which puts particular empha- spect,” says team member Sarah Morris, “those to be experts in life; an inspiring, engaging
sis on digital strategy, experience architecture, three weeks nearly cost us our relationships. and educational brand that people take with
design, and front-end technology – has already But we were fine with that – we got lots of free them on their journeys. The challenge for the
spawned a wide range of implementations, lead- lunches and dinners.” LBi team was to take this and turn it into a
ing up to the most ambitious programme ever So working on the Lloyds Banking Group believable statement online – from piggy bank
undertaken by a bank to modernise its digital account is a horrible experience then, depriving savings to retirement planning.
platform. The final release will serve at least our staff of their most basic human needs? The work is also about differentiating
three million UK customers from the launch in Quite the opposite: one of the most rewarding the bank from the competition in 2013, a
spring 2010. Ten million is the target by 2020, things about this relationship is the fact that challenge that had us dreaming up an array
and with a range of services that give an average the client always appreciates the work – and of novel ways to bank, involving social media,
customer reason to touch the bank three times cares to let us know that we do amazing things. communities, ubiquitous computing, and the
every day, the platform will support more than Early on in the relationship, it was agreed Semantic Web. Sometimes, it’s good to lock
ten billion predicted log-ins per year. Yikes! that some of the work was to be carried out people up.

LIST OF FIGURES
1 01 | Pitch screen
02 | Multi-channel pitch touch screen
2 3 4
5 6
05 | Galaxy projection poster
06 | Persona example


3:23 pm — SATIN, DIAMONDS
12

9 3

& MANOLOS 6

– Ready for a riddle? What’s huge, luxurious, international, incredibly
hospitable, and extremely profitable, visited by tens of thousands of people
every day, and yet unknown to most of the world’s population? Why, that
would be our most luxurious client! –
_
ELEGANCE HAS NEVER BEEN SO UNDERSTATED.

_ _

– Starwood
Glitz, glam & a sprinkle of attitude

LBi and the City
On Tuesday 7 April 2009

We can all do with a little luxury every now W Hotels has refined and redefined the upscale apps, including a premium concierge service
and then, and working on the Starwood ac- hotel experience, becoming the most success- helping high-spending clients find the perfect
count is all about adding a bit of glitz, glam, ful new hotel brand in the industry. We like to accommodation.
and attitude to the everyday. A strict dress code think that our work, aimed at extending the Apart from the W Hotels work, the main
calls for satin, diamonds, and Manolos to be brand to the online world, has played a part in focus last year was on two projects: creating
worn at all times by anyone who enters the that achievement. the multi-technology Starwood Toolkit, which
Starwood wings of Old Truman. But the team hasn’t only been busying itself allows for the production of stunning banners
Okay, so that’s a lie. What’s true is that with W Hotels. LBi is retained as Starwood’s in a highly customised way without the need to
Starwood Hotels & Resorts Worldwide, Inc. media team, and we have worked extremely brief a third-party agency; and sorting out the
is one of the world’s largest hospitality owner- closely with the company for more than seven low awareness of the Starwood Preferred Guest
ship, management, and franchise organisations. years to drive awareness, as well as delivering (SPG) loyalty programme.
Based in New York, it owns and operates nine online booking systems for six of its brands. The latter was addressed through a rich
brands: Sheraton, The Luxury Collection, Our media team works closely with creative, media online banner campaign using a first-
Westin, Four Points by Sheraton, St. Regis, ePR, and social media experts to deliver a person point-of-view perspective to expose
Le Méridien, Aloft, Element by Westin, strategy for both brand initiatives and direct- the user to a football game. The response
and W Hotels. response campaigns. was spectacular: 50 per cent of all ads served
The last promises to deliver its guests Our work for Starwood includes the were interacted with, and they achieved an
“Whatever you want, whenever you want it beautiful website promoting the 2008 Luxury above-average click-through rate of 0.16 per
(as long as it’s legal),” which goes some way to Collection Charity Event at the Hotel Marques cent. Now, that’s what we call glitz, glam, and a
show what it’s like working for Starwood. de Riscal in Spain, as well as several iPhone sprinkle of attitude.

LIST OF FIGURES
1
01 | W Hotels logotype interpretation
02 | Starwood Toolkit
03 | Inspirational brand element
2 3
04 | Starwood brands (selection)

4


LBi London Annual 2009

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LBi London Annual 2009