Jwt Promo, Case study BRAND TOYS by J. Walter Thompson London

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BRAND TOYS

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Graham Wood
Producer Lizzie Cooper
Released April 2011

Credits & Description

Category: Business Products & Services
Advertiser: JWT
Product/Service: ONLINE BRAND VISUAL TOOL
Agency: JWT LONDON
Date of First Appearance: Apr 26 2011
Entrant Company: JWT LONDON, UNITED KINGDOM
Entry URL: http://www.brandtoys.com
Executive Creative Director: Russell Ramsey (JWT)
Worldwide Planning Director: Guy Murphy (JWT)
Creative Director: Graham Wood (JWT)
Art Director/Agency Producer: Nik Finan (JWT)
Planner: Alastair Morton (JWT)
Producer: Lizzie Cooper (JWT)
Production Agency: Unit 9
Media placement: Onlilne Visualisation Tool - www.brandtoys.com - 26 April 2011

Insights, Strategy & the Idea
The world of marketing and advertising needs to see brands as creative and imaginative things that people enjoy having in their lives. The problem is that brands are becoming over-analysed, over-researched, and deconstructed into boring models and unhelpful systems…brand visions and missions and essences…and pyramids and onions! They are squeezing the life out of how brands need to be seen, and are out of touch with how real people feel brands – as full of personality and character. The audience for this new service is all those people responsible for brand management; Clients, agencies, consultants even! It will bring a more creative and imaginative perspective to their conversation about brands.

Creative Execution
Brand Toys is the world’s first brand visualisation tool available at www.brandtoys.com. This tool represents the personality of brands, and the on-line buzz about brands, in the form of a toy. The software takes data from Millward Brown’s consumer research about brands, and data from Social Mention’s on-line buzz measurement, and represents that data as toys of different shapes and styles. Users can look at and compare over 3000 brands from all over the world. They can even create their own Brand Toy. The toys can be shared across social media as links, printed out in pdf for presentations, and can even be printed out in 3D and have the model toys sent to their office.
It is a new service for the marketing and advertising industry that allows for a more creative, natural and visual understanding of brands.

Results and Effectiveness
www.brandtoys.com has only launched in the past week or so it is too early to assess results. That said it is encouraging that at present the dwell time on the site is 16 minutes. It is worth noting that Brand Toys – before it was publicly launched - won the APG Battle of Big Thinking Awards for two years running. This suggests it can have a significant effect on some very opinion-forming people in the advertising industry.