The ICI account came about through our work with Scientific American, who ran their ‘Innovators’ campaign.
To handle the pan- European work generated by ICI, we had to create associate offices, primarily with editorial staff, in Paris, Milan, Frankfurt and Barcelona. We just lost out to Saatchi on the re-brand of ICI worldwide, something that I still have not quite forgiven myself for.
As time went on, companies drifted away from having all their creative work done in London, and country-specific campaigns were increasingly seen as the way forward.
Setting the standard
Nielsen-Bainbridge is the world’s largest frame and mount-board manufacturer, operating in many markets. Fortunately for us, their European headquarters was, in the 80s, based in London.
Working with a manufacturer with such market dominance allowed us to lead the industry in design terms, charting new areas where competitors would have to follow. Understanding and highlighting unique features of a manufacturer’s products is a key part of a consultancy’s brief.
We endeavoured to make their trade advertising do a far bigger job than simply broadcast product information. It had to be intriguing, interesting and distinctive. At the time our work was praised as highly innovative – just the sort of thing a market leader should be doing.