Everything You Want to Know About Sustainable Disposable Packaging, But Are Afraid To Ask…Until Now

Raise your hand if you know what the most sustainable solution is for disposables in the UK?

Didn’t think so. That’s because no one knows. That’s because there isn’t one.

Hmm, quite a challenge for a company selling sustainable packaging, eh?

Jumping into a new industry, my first step is to study. Read everything there is to know, ask as many questions as I can think of, and casually interview everyone on the team about their perspective.

Well, that wasn’t as easy as it usually is in this case. I discovered so much conflicting information it was overwhelming. When I brought key questions to even my team of 10, they broke out in debates – what’s better for the environment compostable or recyclable packaging?

If our team doesn’t even know what’s what or let alone have a united perspective, imagine what our customers must think! Or the media.

So, with the help of a sustainability expert teammate, I endeavored to solve the problem: create a thorough, clear, and branded list of FAQs that puts in writing our brand’s perspective on the key issues. This way, our team would have a script to live by so our brand could live and breathe one perspective. More importantly though, to provide our customers with some much needed thought-leadership.

The task was enormous and took quite a bit of time, but in the end we arrived at a document that I’m pretty proud of. It gives us not only content to pull from for social, but something to give our customers to support their education. We love it because it tells it like it is, honours of value of honesty, and still provides inspiration to keep using sustainable packaging and fighting for our planet.

Because as London Bio Packaging always says, just because something isn’t the best, doesn’t mean it’s not better – and isn’t doing better better than doing nothing?

Read our new FAQs here.

Meet the New London Bio Packaging

One of my favorite parts of a brand refresh is taking it from strategy and language to design.

It’s the visual expression of the strategy; often the bit that communicates the brand truth more than anything else.

LBP was sitting with some very outdated designs. Very quaint graphics that didn’t quite hit the mark with the cool, aesthetic driven business we were targeting. Most importantly, after the brand strategy work, this design no longer effectively expressed our identity.

So, off to the graphic design agency I went! Of course, I developed a meaningful brief to communicate the aspects of the new identity that were relevant, gathered a mood board of likes and dislikes, and, most importantly, sat down with the designer himself and ‘pitched’ the brand. I always like to do this with creatives. When they’re sold on the brand and understand its voice, ambitions, and values, I find it directly impacts the resulting work. And doing it in person instead of sending a piece of paper and a powerpoint is wildly more effective. It just seems to get their creative juices flowing!

After 4 rounds of designs, the team was extremely happy with the result. Hallelujah!

We doubled down on our flower graphic. Turned it into a statement piece. Knowing our competitors are green, green, green and because our brand was now moving into a more modern, cool yet fun place, we added a few more colours to our pallet to freshen it up. And of course, the kraft background. How do you communicate environmental without relying completely on green? Eco-paper!

Now, the brand is modern, cool, fun, fresh, and alive. It communicates our ethos and personality. Because our products become an extension of tour customers’ brand, this new design is subtle enough to blend into their shops. We love it!

Take a look at some examples we mocked up and a few designs we’ve gotten to so far, let me know what you think!

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  I wanted the Brand Guidelines itself to be a Brand Bible. Beyond just the design elements, I included our new Brand DNA page (mission, vision, values, etc) and I also wrote up a “Communicating with Our Network” page. This outlined our brand personality, tone of voice, and belief system. Especially because we are part of a larger FTSE 100 company, Bunzl, it was important that we outlined our key differentiators and also the guidelines our communications must fall within given risk-reduction.

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New Brand, Who Dis?

There are few things I love more than finding the nugget of truth and beauty in a brand, and making it come to life for consumers. To me, it’s the most powerful part of marketing. An authentic brand can emotionally move a consumer, it can inspire them to action, it can change behavior. Ugh seriously, I freaking ❤ brand.

Anywayyy, when I joined the team, London Bio Packaging was living in 2012. Old eco-language, outdated brand design, no clarity on its value proposition, and a lack of any customer engagement.

But have no fear, that’s why they hired me!

First thing I did in my second week on the job was map out objectives and a timeline (you know me, almost too obsessed with project planning).

Next step, get buy in. I pitched my plan to my Sales Direction (ie my boss) and Bunzl’s Commercial Director (ie, my boss’ boss). They were on board and we were ready to go!

After giving myself two further weeks to jump in and study the business, I started building the makings of a full-day strategy session with my team.

Of course, team morale was at an all time low. Lack of clarity and frustrating tensions with the parent company weren’t fostering the best team culture. It took more than a few heart-to-hearts and emotional pleas to get each member of the team to believe in the process that I was going to lead them through; that we were going to come away with a vision, mission, value set, and brand that they’d be proud to work toward; that we’d build clear business objectives that pursued more than just profit, but more sustainable systems. I had to help them see that this is the beginning of a change and if there was ever a time to reignite the passion that brought them to the company, this was it.

The session was a smashing success. Despite a few initial minor rebellions and expressed cynisim, I was able to maneuver us back to the task at hand: finding the truth and beauty hidden inside our brand. Though the day gave me enough valuable fodder to work with, the absolute best part was seeing spirit and passion come to life in my team’s eyes. They could see it: the value of brand and marketing.

From there, I immersed myself in all the data, conversations, ideas, and dynamics that I gathered. It was proper intense. I hosted another session to allow the team to react to three potential directions our business could go in. There was one clear choice that required some finessing.

In our 2019 Kick Off Meeting (which I planned and organised), I presented back to the team what I call our final Brand DNA document complete with a new mission, vision, value set, and annual business objectives.

But what’s a brand or a plan without execution? Previously, our team hadn’t had any type of performance review or accountability structure. It was clear that they were frustrated by lack of follow through – and to be honest, so was I!

I scoured the web (Google to the rescue) for possible structures that could suit my very particular team. I came upon the OKR system and it was exactly what we needed: something that empowers the individual and encourages team collaboration.

My boss was excited by the idea and we officially presented it with the new Brand DNA in January.

Together, these tools will shepherd us into a new 2019!

Now all I need to do, is everything. To make this new brand come to life, we need new design guidelines, new marketing materials, a new website….new everything.

Let the fun begin.

 

Social Enterprise: Here I Come!

It’s official: I’m starting a new job as Marketing Manager at London Bio Packaging in August!

It’s been clear to me for quite some time that I want to devote my career to doing good things. It should come as no surprise that I chose a company that focuses on achieving good across the triple bottom line.

Even better, London Bio Packaging was seeking a Marketing Manager that could lead both strategy (and potentially a rebrand!) and their communications #perfect.

They were acquired about a year and half ago by Bunzl, PLC.. In my experience, that can be a really great thing…or a challenge…or both. But my experience at General Mills working on Muir Glen gives me just the right experience to help manage the relationship.

I’m so, so, so ready for this! I’m ready to be challenged: new industry, new responsibilities, new B2B focus, new team. Lezzzgooo!

 

 

Launch of the Indie Awards 2017

Well, that’s a wrap!

After lots of work and plenty of fun, the inaugural Indie Awards was a great success.

Representing the independent agency sector, thenetworkone often left awardshows wondering: why do the same 5 agencies win all the awards?

Certainly, they aren’t the only agencies who produce excellent work.

To enter awards it takes money, a team to perfect entries, and lots and lots of work.

It doesn’t really make it a fair game for the indies out there.

So, we decided to fix that problem and establish the first ever awards show strictly for independents: The Indie Awards. It was my job to plan, organize, and promote the event

After only a couple months to plan, we found that The Indie Awards were just what the doctor ordered: we exceeded our goal with over 140 entries from over 30 countries around the globe.

The awards ceremony was a smash hit. We hosted it at The Natural History Museum and developed a totally new trophy inspired by creativity. Take a look at the video we produced to tell the story:

But for me, the best measure success is that we decided to do it again next year!

~~~Update: checkout the website for the 2018 Indie Awards, featuring videos and all the details from last year’s event: http://www.indieawards.global/ ~~~

 

 

 

I’m in Campaign Magazine!

How cool is this?! Read the article here: http://www.campaignlive.co.uk/article/worlds-leading-independent-agencies-different-perspectives-welcome/1431161 

Situation: thenetworkone produces an annual supplement in Campaign magazine called The World’s Leading Independent Agencies. (Side note: this year, I was project manager on getting the website together.) When he was reviewing the entries from the agencies, my boss realized that every agency had chosen a man to write the article. Being the feminist that he is, he looked at me and my colleague Steph and offered us the opportunity to right that wrong by submitting our thoughts for publication on the front page of the magazine. The question we each answered was: What is your wish for the future of the ad industry?

Here’s the full piece I wrote for my “interview”:

What do I hope for the future of our industry? Well, if you’ll allow my true feminist millennial colors to show, I’ll tell you my wish is simple: I want communications with a conscience; communications that work to be inclusive, representative, and purpose-driven.

I want communications that acknowledge there is no normal in our world. That diversity is in fact uniform; that the unusual is actually typical.  

Let’s acknowledge that media is powerful. When a young person watches TV and sees someone who looks like her or a family that reminds her of her own, she understands that she is a recognized and acknowledged member of society. And when people like her are not represented, media limits her idea of her potential, she questions how she fits into their world, she wonders if she matters, or worse she wishes she were different. I am categorically not okay with that.

That’s my ambitious do-the-right-thing-for-the-sake-of-doing-it rationale. But, let’s also talk about the business case for this otherwise morally-grounded vision.

Our tendency in targeting (potentially restricted by our technology) is to look at over-simplified, broad demographics categories: sex, age, socioeconomic status, marital status. How limiting!

Even if we take the Western-world’s most ubiquitous demographic, The White, Middle-Class Male, we miss a tremendous amount of variety. Is what we see in these adverts possibly true: that all these men are straight, stoically robotic, non-disabled, Christian, higher-educated, sole bread-winners? I’m going to make an educated guess and politely say heck no.

Or if I am wrong and our world is rife with clones, it’s impossible they represent the entire market potential for your or your client’s business. Think of the growth these markets represent. Each of the many subsets of humanity represents a community. Groups – or dare I say Consumers - with shared experiences of day-to-day struggles (could your product present a solution?), with a common perspective on the world (can your brand relate to it?), and most importantly, with money to spend (does your business want it?).

And by the way, beyond just reconsidering demographics, I’d argue that targeting by psychographics should be proving increasingly more valuable as more consumers are purchasing in accordance with their values, in most cases progressive values. And boy do I hope this trend continues. A future where the brands that win are the ones that make a stand on behalf of their consumers? Count me in.

My challenge to our industry as we push to the future: show love and respect for all types of people by including them in your conception of a consumer. I’ll just bet they’ll show you love right back, or at the very least loyalty. If you must play on stereotypes, consider challenging them. If you must represent a traditional family, consider re-evaluating today’s and tomorrow’s definition of traditional – that is, if there is ever such a thing as traditional, but don’t get me started again.

Feeling Like a Dancing Queen

After 12-weeks of intensive (but mostly fun) training, my two latin dance teams are finally ready to perform!

This has been the most fun I’ve had in probably forever. So many new international friends, so much laughter, and so much improvement to my dancing! We’ll be performing throughout April and May all over the UK – and we’ll hopefully just keep getting better and better. Can’t wait to post a video once we have one!

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Look Ma, I Made Something!

Because thenetworkone is at the center of the international advertising industry, we have a bird’s-eye perspective of global trends, both positive and disruptive.

A few times a year, we put together Essay Collections on a given subject or region. The publications are comprised of an essay from someone on our team and then a collection of essays (clever that we thought to call them Essay Collections, eh) gathered from agencies all around the world that we think could have something interesting to say.

A couple months after I joined I was told it was my turn to put one together and I of course chose to do it on the topic of Cause Marketing. You’ll see the essay I’ve written on the first page.

Read it here!

When I began reading their first drafts, it was a refreshing experience. To know there are like-minded people in my industry in Argentina, Indonesia, and even South Africa – what an inspiration. Even if I question advertising’s impact on our society, I was inspired to see so many people matching their influential power for good.

Please read and enjoy. There are many thought-provoking insights within, and overall makes a very strong case for brands and businesses to consider this space if they haven’t already!

9 Wins at the Super Bowl

I don’t get sports. And I certainly don’t care about American Football. In fact, I’d say it’s my least favorite of all the sports.

But, the Super Bowl happened this weekend and as a marketer, it is my duty to watch the ads. Online and after the fact of course.

I was particularly keen (can you tell I’m becoming British?) this year as I had seen my newsfeeds populated by like-minded peers celebrating different brands for their work.  So, earphones in and soup at hand, I watched all the ads during my lunch-break at work.

And I saw the most beautiful string of ads. I counted 9 with progressive themes and “controversial” statements.

At the Super Bowl!!! This is the most mass reach an ad can probably get in America. Really the only target specification here is American. All walks of life, all income levels, All-American.

And these brands decided this was an appropriate moment to stand up for something. To associate their brand with politics, whether vaguely or explicitly.

I see a change, don’t you? Brands who speak beyond their products. Businesses who engage in political discourse. Corporations taking a stand. Executives willing to risk business for what’s right.

Or. Consumer Insights professionals understanding a trend in the market. Marketers trying to get “in” with millennial consumers. Smart people realizing the loss of the non-progressive consumers is smaller than the potential gain of those who identify with the message.

In any case, this is seemingly moving beyond just a trend. This might be our reality for a quite a bit of time. Or at least 4-years. This isn’t just 9 ads over a few hours. This is 9 ads at the SUPER BOWL!  These brands are paying millions for this spot and this is not an easy choice.

Since when are the majority of brands choosing controversial marketing? SINCE NOW!

I’m so pleased. Anyway, watch all 9 here:

Expedia:

“You will puncture prejudice, and keep peace. You may not see it at the time, but one day you will look back and see you’ve made the world a better place….The key [is] you.”

Airbnb:

“We all belong”

Google:

An example of today’s normal.

Coca-Cola:

A clear message: We are all a part of America, and we all make it beautiful.

Audi:

“Progress is for everyone.”

Honda:

Hilarious with a message. “If you wanna make a universe, make a universe!”

Michelin:

“Nothing matters more today than bringing people together. And Michelin gives you the safety and peace of mind to make that journey a rewarding one. When it matters most.”

Turkish Airlines

More on the safe side than the others, Morgan Freeman asks us if we “find delight in our differences” and challenges us to “widen [our] world.”

84 Lumber:

So apparently this full video didn’t air. But even the short version is a giant, “woah.” Who are you 84 Lumber and how did you get so ballsy? A direct reaction to Trumps threat of building a wall. And a clear message of hope and resistance.

Ad:

Full Story:

Lloyd’s For the Win

 

Sup. This is my bank.

I saw this poster in the window of a Lloyd’s Bank in Central London. And I stopped. And I stared.

I had seen the TV ad, noticed there was a gay couple in it, and thought it was wonderful. But I basically passed it off as a very good example of normalising what I believe is completely normal, and was it a nice box checked.

But this is different. They’re owning it and standing for something. I’m sure this is at the risk of losing costumers and I’m sure they have indeed lost many.

Of course, I can’t claim they are making a political/social statement for the sake of standing for what I believe to be right. Or that this isn’t just to get more customers because they’ve gone through a cost-benefit analysis that this leads to more business than what might be lost. And this comes 4-months after the ad so I can’t claim they weren’t waiting to see if there was outrage from the ad before making this very concrete statement in this window display.

Fine. Either way. I think it’s beautiful and I’m all for it.

Plus, they were the only bank in London that would allow me to open a bank account as an immigrant. And that meant a lot to me.