DIARY: August.One goes back to school to understand the client’s business

We’ve heard of agencies striving to gain a deep understanding of a client’s business, but surely this is taking it too far.

We’ve heard of agencies striving to gain a deep understanding of a

client’s business, but surely this is taking it too far.



August.One Communications last week sent a three-strong pitch team to

schoolmaster.net dressed in outsized school uniforms. But the client,

which this week confirmed it had indeed hired August.One to run a

combined public affairs and PR programme, was bowled over.



John Fraser, public affairs director at August.One will treasure the

response from schoolmaster.net’s marketing head, Capucine de Vallee.

’The look on her face when we walked in was one of pure joy,’ he

says.



A schoolboy Fraser, together with classmate Joanne Lavelle and officious

schoolmaster Lee Murgatroyd, even prepared individual satchels for the

client representatives, including pencil cases, bags of crisps and cans

of Coke.



’The serious point is that we went into character to truly understand

the brief. Dressing up in ridiculous clobber was a natural extension of

that,’ Fraser argues.



The hard bit done, running campaigns aimed at figures in government and

the education sector, and of course consumers will, presumably, be no

challenge at all.



The on-line community schoolmaster.net - a common resource for parents,

teachers and pupils around the world - can only benefit from

August.One’s loopy outside-the-lunchbox thinking.



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