Leyton Ede

What makes a good agency leader?

• Appreciating your team are the most important people in the company…
• Ensuring your vision for the business is presented, everyone is aligned in achieving the goal(s) and everybody is updated as to the progress
• Cliché, but encouraging a culture that enables a positive Work/Life balance

What makes your job exciting?

Delivering the ‘unknown’ and problem solving for example:

• How do we achieve that commercial target we’ve set ourselves?!
• How do we crack that brief, win the business?
• How are we going to deliver this project?

What do you consider to be a personal professional achievement?

• Setting up a business (LIVE) in the recession, delivering growth year on year and still working with our founding clients over 6 years later

What are your goals for you and the team you work with?

• Continued client satisfaction
• Excellence in our delivery of campaigns
• Continued Growth
• Working with Land Rover….

How do you react to a challenging brief?

• All briefs are challenging – if the answer was easy, why would they need an expert?
• We rise to the challenge and the key is to get organised and stick to a plan…

What was a favourite event or campaign to work on (last 12 months)?

Penguin

Working with an iconic classic brand in a subject close to our hearts – the wonderful world of literature….

After securing a 4-way pitch, we were tasked with the following brief;

• Delight our audience with an exciting and timely event allowing Penguin to give back over a busy festive period.
• Create awareness of our breadth of titles and of Penguin as an entertaining, authoritative, and fun destination with something for all book lovers.
• Celebrate the incredible stories, ideas and writing that have inspired the world by finding a new way to connect them to readers.
• Encourage word of mouth around our exciting new titles.

 

Our solution:

• We created 2 giant life sized advent calendars, which opened up to reveal the current top 20 penguin book titles (surprising passersby)
• Throughout December we visited the major London train stations and also Manchester and Birmingham

The mechanic:

• Consumers were invited to pick out a ticket from a ‘lucky dip,’ if they got an orange ticket they instantly won a book of their choice. If they pulled a black ticket, they were encouraged to go online posting a picture with #dearpenguin to win the entire set.Results:
• Over 6,000 top 20 books given away
• Social media traffic across Facebook, Instagram and in excess of over 10,000 twitter interactions
• Sales increase of 400% at station concourse WHSmiths outlets

 

What brand would you most like to work with? Why?

Land Rover – albeit ‘still’ a British icon. They’ve constantly pushed boundaries in design, innovation and performance. Prestige, leaders and arguably market leaders in the global 4×4 market

 

What is on the horizon at work in the next 12 months?

Initial highlights at the start of 2016 include;

• Expanding the team due to a new client win late last year
• Launching an exciting new game/app through a series of Experiential activations
• Getting a meeting with Land Rover!

Who do you find inspirational? Why?

My wife – she’s an exceptional model of an elite businesswoman, while juggling being the best Mum to our daughters ( and she puts up with me…)