Visiting professional talk - YCN

Background:

Established in 2001 

Describe YCN as a curated creative network See huge value in creativity.

Based in East London Shoreditch. 

Work with a range of creatives, illustrators animators. 

Provide advice and support  in how to get a start in professional creative world.

Working with really big brands such as converse, Lush, Adidas 

Insights & Intelligence

What are the big things are the brands thinking about?

Should they be engaging with smaller creatives and celebrities of larger more well known brands.

Sourcing talent

NSPCC - Working in sourcing an illustrator announcing partnership with Wayne Rooney

Recalibrate ideas around quality. Complex and sensitive topics, internal marketing team being closed off from external influences.

YCN talked about key strategies

Source illustrators, photography, limited by time, partnering with YCN to be more efficient. Go to a source plugged in the industry. 

Company Members: Agencies 

Connecting with new clients

Learning and development - working closely to better understand what is needed for development

Events - How to become a more confident speaker, copyright, how to be a better manager of people

Most weeks there is an event of some kind etc Creativity within a charity context

Part Two 

YCN Student Awards

Running every year since 2001. 

Setting a brief 

• Fresh perspective on live briefs.
• Boosts future careers and cv's 
• Better understand target audience 

Submission consideration

Not just creative execution, the documentation of the product is also important such as marketing research in competitors. Put thinking process down on paper 

Consider the benefits of its platform you're using and accessibility it provides. Thinking outside the box in where to take the brief.

Not to be limited by the brief. If there is additional content, then justify it. As long as the brief is answered 

The more information gathered on a brand the better.

Thirsty Planet - YCN 

First brief with YCN.

Business context - Why they do what they do? 

Based in harrogate where the water is all made. Largest independent water company

Family owned business

The establishment of water in 1571 made harrogate what it is. Take a lot of pride in their brand and the establishment and history of it. 

State of the art facility 

Purpose built and designed to complement the environment 

Located in a beatiful protected conservation area with Harrogate.

Awareness of decline in caffine sales. Harrogate brand has grown 30 percent. 

The way they operate , the consideration. 

Sustainable product - all products are 100 percent recyclable

The only charity water brand which is actually bottled by the brand owner. This takes place at source at our award winning facility in Harrogate.

Since launching Thirsty Planet in 2007 they've now raised over £2 for pump aid 

Helped build over 8,000 pumps, importance in accessibility

Bringing clean water to more than 1.35 million people. 

What makes them unique

They guarantee ficed donation with every bottle. 

This allows sustainable delivery program.

They're responsible for producing their products in the most environmentally friendly way possible. Doing everything they can to minimize their impact on the environment. 

Pump Aid 

All about delivery. 95 of every pound goes to the people in need. Working with communities. Using elephant pumps ancient Chinese mechanism, using old material. the technology is appropriate for location and it can easily be repaired by themselves. And still works well today. 

Want to continue to emphasis their position. 

A changing landscape 

Asda were their biggest champion as well as Thomas airways. massive in store support. Giving more than they do now. Began to struggle because of this. 

Feedback from branding, "very blue" associated with existing labels. Then branding refreshed "more premium" but didn't fit the charity brand, ethos was lost in the branding. 

Third re branding needs to represent what they stand for. Logo itself was tweaked, and glass was introduced. Wasn't getting the same traction which impacted the brand.

The resolution - brand development in 2016 

Best mechanic to giving to charity to put an infrastructure in place in the most environmentally sound way. 

Who we are 

High quality brand. responsibility produced british spring water. dedicated to chairtable aspect of the brand. 

Goals

The number 1 charity water

The water brand people but because they know they're making the biggest difference 

The brand which everyone loves symbolising positivity, thorough drinking water.

How we're doing it 

Engaging with consumers and creating loyalty through inspiring and encouraging. 

Then and now 

Now we've kept the  friendliness but made it cool and refreshing our positing is appeal to core target audience. 18-40 something.

Their positioning 

We are worldly and smart we can afford to be casual and witty.

As a modern brand they believe in the right way will be the only way in  the future consumers wont stand for false claims and showy . Celebrity endorsements. 

The new branding retains the sense of fun. 

Some of their customers

Booths, The National Gallery, Waitrose, MTV, Gaucho 

Investing in a integrated brand campaign. 

Consumer focused, dynamic interactive website.

How do you take thirsty planet and apply it to your age range and be seen as attractive.

Not really put time into social media, which could create a natural opportunity. Digital marketing gives the opportunity to sale