Connect brings sparkle with radio launch

Connect Group has been appointed by Midlands-based Orion Media to launch its new East Midlands radio station Gem 106.

The new regional ‘adult contemporary’ service was launched by Orion on New Year’s Day, with Connect’s ‘turn on the sparkle’ creative campaign supporting it.

The campaign, created by Wolverhampton integrated agency Connect includes outdoor, online and TV.

Connect’s new executive creative director, James Sinclair, led the creative team that worked on the Gem 106 campaign. He said: “Working with David and Andy from GEM 106 has been as nice an experience as I can remember in advertising. They know who they are, who their customers are, and what they want to say to them.

“With that level of understanding of their brand translated into a tight proposition and a great name to boot, all we had to do was sprinkle a little pixie dust on top – which of course is exactly what we did.

“ What’s more our partners Bert and Bertie from The Gate Films and Flipbook SFX did a great job of making the magic manifest.”

Orion’s chief executive, Phil Riley, said of the campaign: “The Connect team has created an excellent campaign. Turn around times were extremely tight, particularly as a lot of the work had to be completed in the run up to Christmas, but the team, led by James and client services director Antony Green, met all of our expectations. The campaign is backed up by a serious media spend.”

The media partner for the campaign was Brilliant, based in Birmingham.

To see the television advertisement visit http://www.thegatefilms.com/

Connect appoints James Sinclair

James Sinclair, a former global creative director of Saatchi and Saatchi, has been appointed as executive creative director at Wolverhampton-based Connect Group.

One of London’s most highly awarded writers and creative directors, he brings a wealth of experience of some of the world’s greatest agencies and brands - in sectors as diverse as automotive and alcohol to fashion and beauty.

James’ notable work has included the ’Keep Walking’ campaign for Johnnie Walker whiskey, which boosted global sales by 12 per cent in the first three months of breaking and went on to propel the brand to global dominance of key markets with share gain in certain regions of as much as 60 per cent.

James’ ‘Double Life’ commercial for Sony Playstation transformed the gaming market, broadening its appeal and credibility and taking gaming from the bedrooms of pubescent boys to the masses. This commercial has won James a place in the Clio’s Hall of Fame.

His ‘Lost Dog’ Volkswagen print execution won Campaign’s press ad of the year and was lauded as a worthy contributor to that brand’s iconic heritage of class leading communications.

James is a passionate advocate of brands, brand character differentiation, and that underused old fashioned term, goodwill.

Speaking about his move to Connect, James said: “I have been looking to join an independently owned and run agency for years. It's where I started. It's the most fun I've had in advertising. And my interest has gravitated to helping to grow an agency brand and have a proper impact on its progress. Not so feasible at the giant networks.

“Agencies go through a typical life cycle. The best years are always when the founder member is still in the building. When that source-energy and inspiration is still on tap. “Of Connect specifically, I was, of course, attracted to their current clients. Who wouldn't be attracted to the likes of Bentley, Jaguar, Goodyear and Brintons?

“Just as impressive was the way these brands were handled. Market insights that nailed each sector, supported by a breadth of tones of voice that were also right on the money. From HiQ's customer reassurance to the category challenging, Brinton's carpets. Rock solid thinking in the Doyle Dane Bernbach tradition with flawless execution. A BBH of the Midlands. “Having worked at each of those ground breaking agencies I can truly appreciate how rare a combination that is - inside or outside of London. “Connect Group is an agency well and truly ready for the next level and if I couldn't spot that I wouldn't be very good at what I do. “The final piece of the puzzle being the attitudes of Rob Hampton and Antony Green.

“Without question they have first class industry savvy. But in addition there’s a certain rose coloured appreciation of great work.

“For me that’s the one most important ingredient in any great business. A love of what you do. In the creative department the biggest mistake is to try and write an 'ad'. You should be trying to solve a business problem by trying to 'connect'.

“The equivalent in business, I believe, is that you get into it just to make money. These lovely people are in this business for the love of it. That romantic view is the what makes you strive for something better. And wouldn't you know it - success has shown up as a result. For me that's the magic ingredient. The spark. They’ve got it. I'm in.”

AD AND PR CAMPAIGN WIN FOR CONNECT

Home furnishings company Jim Lawrence has appointed Wolverhampton based Connect Group to create its new consumer advertising campaign.

The campaign will also be rolled out into the commercial interiors sector as the company enters this market for the first time.

The consumer advertising campaign will run this autumn within home interest and lifestyle titles featuring items from the company’s collection of individually hand crafted furnishing and fittings.

The trade launch will focus on hospitality, architecture and design-led publications with a media launch handled by Connect’s dedicated PR division.

Rob Hampton, MD of the Connect Group, said the campaign will build on Jim Lawrence’s strong reputation. “The company has built a loyal customer base due to its personal approach and the high quality of its service and product range. Our executions communicate that customers are purchasing hand crafted items, making them all individual and that no two products are ever exactly the same.”

- ends -

For further information, please contact Kathy Hodson
Connect PR. The Chubb Buildings, Fryer Street, Wolverhampton WV1 1HT
Tel: 01902 714957 / Email: kathy@connect-group.com