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The importance of effective brand value training for employees

by on March 21, 2014

It was refreshing to see the news recently that Müller plans to train non-marketers from other areas of the business in an attempt to forge a “more disruptive” brand building philosophy.

It’s about time that big brands realise that marketing is no longer reserved for sales and marketing departments alone. It doesn’t matter whether a company has two employees or two thousand, it’s important that every member of staff not only knows what the business stands for and what its values are, but can also embody behaviours that support that. External appreciation of a brand’s philosophy can only really happen once employees themselves embrace and model these fundamental beliefs.

Müller’s initiative reflects Maverick’s Thinking Inside Out approach to brand engagement. [more…]

STEEL London’s ‘Call it Spring’ campaign wins award for best ‘Digital Media Strategy’

by on December 3, 2012

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Digital campaign drives 44% of sales online for exclusive Debenhams shoe collection / STEEL London

by on November 28, 2012

STEEL London’s ‘Call it Spring’ campaign wins award for best ‘Digital Media Strategy'

London, 28 November, 2012: a digital campaign for the launch of Debenhams’ exclusive new UK shoe collection has won the award for best ‘Digital Media Strategy’ at the prestigious DADI Awards.

The ‘Call it Spring’ campaign, created by digital marketing agency STEEL London, incorporated social media, online display advertising and email.  This was a first for Debenhams and it proved to be incredibly successful; achieving awareness, engagement and sales - all on a very limited budget

The campaign resulted in online accounting for 44% of the total shoe collection sales – worth £19,000 – and generated almost 36,300 unique visits directly from the emails and online ads. It also earned STEEL a nomination for the DADI Awards ‘Digital Agency Team of the Year’. [more…]