Passion for creativity shouldn't end the second the work heads off to print or goes live. Which is why I've always had a passion for seeing the real-world results.
And this week, there were three cases of good news. First, the UNISON 'before you get to work' campaign has been a roaring success - massively beating its target, boosting year-on-year recruitment and halting a sector-wide drop in numbers. Second, the 'let's walk all over cancer' campaign for Cancer Research UK's Shine event is off to a great start, with targets smashed and sign-ups hugely up on this time last year. Third, the Wrigley 'pack a punch' campaign wins the most-recalled campaign of the year in its sector awards.
Three very different campaigns. One very consistent result. They work.
Outdoor posters are one of my favourite mediums. They require absolute precision of thought, with a short headline and powerful image. There's no space to compromise, to clutter, to obfuscate.
So I was delighted to have two recent campaigns shortlisted by a panel of experts at the Campaign Outdoor Hall of Fame. The UNISON people before profits 48 sheet campaign and Cancer Research UK's Race for Life 48 and 6 sheet campaign both made the list.
Public voting is open now until February 8th. Pick your most powerful posters here.
We like to think that we make good things happen. And now we're fundraiser approved.
The Good Agency won the Best Creative Agency Award at the IoF Partners in Fundraising Awards. We were shortlisted by a panel of fundraising experts and then voted for by the fundraising community. Very satisfying all round.
One of the case studies that helped us win the award was our work for WaterAid's The Big Dig – a campaign that raised £2.25 million in three months and brought clean, safe water to over 138,000 people. See the different it made here. It's officially good.
This week saw the launch of a new bold campaign for UNISON, with a call for the government to put people before profits.
Running across 48 sheet posters, press and online banners, three executions feature vulnerable members of the public having a price tag put on their head.
Official figures show that profit-making care homes are less likely to meet minimum standards. And where hospital cleaning has been outsourced, a rise in job cuts and hospital infections has been seen Despite this, there is a still a threat to outsource public services worth up to £140 billion by 2015.
Events should be simple, easy and fun, and Wear It Red Day has certainly been that for several years. But, for next February's version, the British Heart Foundation wanted to give it a bit more oomph.
We chose to take the idea of giving heart disease the boot to the next level. And so Rock Up In Red was born, visually bold but still keeping the simplicity of the event front and centre. This week, the website went live, where you can sign up to Rock Up. Do it here.
With the crisis in Syria showing no signs of abating, radio proved to be the perfect way for War Child to gain exposure and raise crucial funds for their Safe Spaces. Thanks to the kind people of XFM for providing free production and to former ITN News Reporter Andrea Catherwood for providing the perfect voiceover for the job.
Radio allows you to build mental images that are simply impossible to achieve in print. This ad proves the point.
It's always nice to see work that, well, works in the real world. Not just according to Prada-specs-wearing hipsters in Hoxton, but by actual real life consumers. And that's exactly what my latest TV work has achieved.
"Lucy", is a 30 second TV spot for Cancer Research UK's Race for Life. Note - 30 seconds, not 60, 90 or some two minute extended remix that only ever appeared on YouTube. Just 30 of your Earth seconds.
The ad features Lucy, who asks women across the country to join Race for Life. There's a very special reason why she's been chosen - you can see for yourself by clicking here. It's memorable.
If we had a bell to ring every time we beat the banker, we'd have severe tinnitus this week, as not one but three campaigns rose to the top of the response league.
First up, a rewrite and redesign of Centrepoint's Room Sponsor landing pages. Simpler copy, fewer exit points, a powerful statistic and a personal quote all help to drive those all-important conversions.
Secondly, our new DRTV ad for WaterAid. Smashing targets so much that the call centre manager needed extra staff to cope. A nice problem to have.
Finally, the crucial Christmas campaign for Centrepoint. Last year's work was the most successful ever, so this year it's the new festive banker.
Six weeks ago I was crouched, ankle-deep on the edge of a stagnant, fetid river in the Bugusera region of Rwanda. In front of me, a five-year-old boy called Jean dipped a cup into the foul water and drank.
It was a moment that I will never forget; as a WaterAid supporter, as a creative looking for the most powerful DRTV footage and, most importantly, as a human being.
The brief was to turn a year's worth of information about GirlGuiding UK into an exciting, interactive piece of comms.
And now, the gong for the CorpComms Best corporate publication – not-for-profit & public sector category suggests it did exactly that.
Over 16,000 brownies, girl guides and rangers opened the scrapbook in the first two months alone. Judge the work for yourself right here.
Cancer Research UK wanted to reach a young, fun-loving audience to raise money during breast cancer awareness month. We didn't want to play it safe, or come up with something that would get lost amongst the pink mist.
Frock Breast Cancer was born.
Coupled with a ballsy positioning of 'dress to kill breast cancer', Frock has fired the imagination through Facebook advertising, a direct mail 'handbag' containing everything a girl (or boy!) needs to get their Frock on and PR across the country. We want to turn October into Frocktober.