3 Monkeys Communications
127-133 Charing Cross Road
Three mobile, Gumtree, Travelsupermarket, IFS, Dimension Data, TGI Friday’s, Microsoft
New business contact
Angie Moxham, chief monkey, firstname.lastname@example.org, 0207 009 3100
Angie Moxham, chief monkey
020 7009 3100
Describe your agency in five words.
BTL (blurs the line), integrated, outcome-focused, strategically creative, social
How would you sum up 2011 at your agency?
Last year was a year of consolidation for us after a whirlwind three years during which we grew by 45%. We’re ready for the next growth spurt now!
What was your agency’s high point of 2011?
We continued to grow and attract great brands to work with.
What was the low point?
Not being able to recruit great people fast enough.
Please give an overview of your staffing through 2011, including significant hires and internal promotions.
We further invested in our digital and social capability hiring Phil Ryan as our head of digital as well as additional hires in that team. We love to be able to promote from within and last year saw a raft of promotions, including Anna Speight to director of our consumer & brand practice.
What were your three best campaigns of 2011?
- Savlon Adventure in Play. Our brief was to raise awareness of the antiseptic Savlon driving brand awareness and word of mouth in the key summer retail period. Our approach was to champion children’s right to have adventure in play as an antidote to the "cotton wool kids" trend and we partnered with Play England to sponsor Playday, the national day for play on 3 August, 2011. Activity included a series of play maps available at Savlon.co.uk and an online competition to win £100 towards a Playday. We had a strong presence at Cybermummy conference and in store collateral in independent pharmacies across the UK. To drive media coverage we conducted research into the habits of play across the country and used this to drip feed news angles throughout the summer, working with celebrity dad & father of 4, Austin Healey as our spokesperson. The campaign generated over 300 pieces of branded coverage, including 4 TV and 20 radio interviews. A 52% uplift to website traffic was achieved during the campaign and the all-important boost to sales by 35% in the summer period. The campaign has been shortlisted for several awards (result pending).
- Bing Your Britain. Our challenge was to differentiate Bing as a visually led search engine and raise awareness of Bing using the Homepage as a ‘pull’ factor and a destination site, and engage 18-35 year old target audience by driving buzz and positive sentiment. We recruited rapper Dizzee Rascal, who is a keen and talented photographer, to curate the Bing homepage for one week with images that inspire him about Britain to launch the Your Britain national photography competition. The campaign generated over 600 pieces of coverage across national, lifestyle and vertical media, including Sky News, MTV, The Times, The Independent, Metro, Chanel 4 and the BBC. Social activity drove 22,000 YouTube views and over 500,000 Twitter reach. The competition microsite received over 8,000 photo entries and 100,000 votes.
- Rackspace: Generation Cloud. Everyone is talking about cloud this and cloud that. 3 Monkeys was challenged by Rackspace to position the company as a voice of authority in cloud computing. We also needed to create a news story with broad appeal to both business decision-makers and their customers. Rather than ‘another omnibus’ involving IT managers, 3 Monkeys analysed the ‘connected lives’ of everyday people to capture how and what people are sharing and hosting in the cloud during a typical month. A unique social study into cloud usage was born. We partnered with the Centre for Creative and Social Technologies at Goldsmiths, University of London to create a ‘Generation Cloud’ report. Our media relations highlighted the rapid growth of ‘digital inheritance’, the digital treasures many of us have stored in our ‘cyber attics’ (including public cloud services Facebook and Hotmail), and which may be of value to future generations. We create a compelling package to sell into media by combining the mini report and tailored releases with a video and infographic, interesting case studies, and independent third-party comment from a psychologist and a solicitor. The campaign generated over 300 pieces of coverage – a campaign record for Rackspace UK – in broadcast, national, consumer, business, technology and online media, including BBC Breakfast and Channel 4 News, and blanket coverage in the nationals. There was a 150% increase in website traffic over launch week and a Twitter reach of 1.4 million. Rackspace also saw a 20% increase in sign-ups for cloud services in the month following the launch – another record.
What were your most exciting client wins of 2011?
E.ON - a great brand and issues-driven consumer work. Heaven.
Novartis - which took us into OTC healthcare for the first time.
Simply Business – a fast-moving company that is innovating and really shaking up the business insurance market which makes them exciting to work with.
Rackspace – a great bunch of people and we get to talk about cloud computing a lot which makes our b2b tech team very happy.
Of which achievement in 2011 are you most proud?
We carried on growing in size and shape.
What trends did you notice throughout the year in the industry?
PR leading rather than following other marketing disciplines and more than holding its own; clients buying ideas vs discipline.
Tell us how your digital work became more measurably effective in 2011.
"Grown up" social and digital work is baked into the heart of all our campaigns and clearly linked to business objectives. Social shouldn’t just be a popularity contest. What’s the value of a fan or like if it’s not linked to business objectives? Our measurement and evaluation covers volume, reputation and impact across all platforms.
Here are three examples of our work and the results…
What’s your priority for the agency this year?
To continue our growth path and build further our digital and healthcare/OTC capabilities. Push our boundaries and deliver industry-leading solutions to Marcomms challenges. Reignite our financial services portfolio – we’ve got oodles of experience of creative pf and bf comms.