London, 19 November 2008 - Pleon, the UK arm of Europe’s largest communications company, institutes creative strategy with new division that is already proving its worth
On the back of a hugely successful integrated communications campaign for the European Commission's Humanitarian Department, Pleon London has launched its Creative Services division. Headed by Associate Director Pia Lachheb, the new practice group is fusing strategy and creativity to generate big results for some of Europe's best known brands and public sector organizations.
Pia Lachheb
Creative Services provides their clients with a process, a unique PLAY-ON methodology that creates creative concepts and programmes which stem from a blend of business objectives, consumer insight, market research, channel analysis and brand strategy.
Janice George, Communications Officer at the European Commission’s Humanitarian Aid Department, said, “I found the entire team to be super efficient and full of enthusiasm for the campaign. It was a real pleasure to collaborate with them all. It was a satisfying and exhilarating experience to work with such an effective and professional agency.”
Pleon UK applied this process to the unique set of challenges faced by the European Commission that range from euro-skepticism to a general lack of interest and awareness, and suggested they raise awareness of their work on university campuses across the UK during Fresher’s week.
Creative Services developed a central campaign idea – ‘from if to life’ - to attract and create interest in the European Commission’s Humanitarian Department among British students and to communicate their work in three focal areas: food aid, water relief and disaster-preparedness.
The expansion of ‘if to life’ reflects the EC’s work transforming precarious situations to improve lives by providing support to people who have been affected by disaster and crisis.
The ‘if’ invited university students to imagine what it must be like for people in the midst of disaster. Creative Services designed disaster prepared kits and water bottles with powerful messages on each to drive home the difficult realities on the ground in countries facing a crisis situation.
Creative Services also created ‘From if to Life’ banners that attracted students to the stands, and fact sheets informing them of the EC’s Humanitarian initiatives in over 85 countries that help millions of victims.
Students were also provided with the opportunity to help with an ‘Ideas for Life’ competition that called for their ideas and creative solutions on how to alleviate suffering in times of crises.
The campaign resulted in thousands of entries from students and generated heightened interest amongst this important demographic.
Pia Lachheb, Head of Creative Strategy believes that, “It is more important than ever to have insights into what makes people tick, how media is consumed, the changing forms of interaction and communication and the fast-moving marketplace. But understanding and planning is not enough, in order to create an experience, to invite consumers in and get them to take notice, creativity is key.”
About Pleon UK:
Pleon UK is a brand-centric communications agency that combines strategic consulting with a hands-on approach to implementing programmes that use the best of traditional and new media, events, speaker services and creative services to help companies engage internal and external audiences.
Pleon is the UK arm of Europe’s largest communications company with 33 branded offices in 16 EU countries.
Pleon’s Creative Services is a close knit team of strategists, copywriters, designers and well, generally creative wonks, who combine strategy and creativity, magic and logic, to help companies deliver big ideas that grow brands and business.
We provide a full range of services that include:
- Planning and strategic development
- Content development
- Visual brand identity
- PLAY-ONÔ Methodology
- Trend-forecasting and analysis
- Consumer profiling
- Brainstorm facilitation
Contact:
Pia Lachheb, Associate Director Creative Strategy
Pleon UK
Phone: + 44 20 7479 5604
E-mail: pia.lachheb(at)pleon.com