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Most Effective Brand Strategy
Experiential marketing should be a core part of any brand's advertising strategy. This category proved it with a large array of impressive
entries making certain that we were able to bring forward some very high quality finalists
Winner: Chemistry & Triple Velvet
his was the category
that took half a day to
judge. Britvic's Chris
Witte was especially
impressed with this FMCG
campaign that used a
shopping centre experiential
stand as the central tenet
from which the full brand
message was conveyed.
The concept championed the baby as
the ultimate authority on the
softness of the paper and the
campaign placed the baby as the
managing director of the business -
Baby MD. Awareness was driven by
TV advertising conceived by Fallon.
Chemistry's role was to bring the
Baby MD to life and knew that the
perfect space for that was
experiential. The roadshow was
coupled with doodrops, radio and in-
store activity.
Anintegrated competition was
devised to win a Mini soft top. To
win, they required the audience -
consumers - to do a little promoting
on behalf of Triple Velvet. To win the
car, recipients had to display 'Baby
on Board' stickers that were part of
the door drop material. Local radio
was enlisted to promote Triple Velvet
and to announce the registration
numbers of cars where the Baby on
Board stickers had been spotted in
the back window.Four Mini Coopers
were won.
In shopping malls,they set up Baby
MD's office, and placed further
advertising in washrooms at the
malls. Cushioned walls underlined
the softness message and the soft-
top Mini was on hand to drive
footfall. More car stickers were
handed out alongside samples. Local
radio broadcast live feed from the
stands.
4Samples were delivered to 2m
homes
4160,000 promotional two roll
packs were handed out in malls
42500 photos were taken of
children pretending to be Baby
MD
43.9 million radio listeners heard
the promotion
4The doordrop achieved 175,000
redemptions of money-off coupons
-almost 10 per centBrand Performer: Space & Nivea
NIVEA Visage Young was launched in
June 2005 targeting 14-19 girls with
four products in the range - cleanser,
toner,moisturiser and scrub.The
product is without medication, for
teenagers who don't have problem
skin.
Face Academy 2005 was devised to
provide so much more than a prize by
overlaying a unique event to drive
consumer participation but also to
provide a hook for the media.
The activity consisted of three
elements:
4Brand experience activity in
shopping malls
4Media partnership with Bliss
magazine - a credible, strategic
partner supporting the product
launch to this audience and
leveraging its teen insight &
knowledge.
4Face Academy event for winners
In the mall consultations were tailored
to individual needs using face map
techniques. During the session, girls
received mini facials whilst trialing the
products and were educated in the
importance of the 4 step process.
Whilst waiting for consultations,
teenagers learnt about Face Academy
and how to enter, receive samples and
watch a Nivea movie.
The competition saw 20 lucky winners
(each accompanied by a friend) win a
place at Face Academy 2005 - a 5*
luxury hotel in Bath where winners
were set up for life with advice from
experts in skincare,make-up, fashion
and nutrition as well as enjoying
dance lessons, a personal photoshoot
and a shopping trip for a new
wardrobe, all of which culminated in a
celebratory dinner and graduation
ceremony.
The campaign generated a large
amount of unpaid PR coverage for the
brand and was integrated with above
the line advertising support.
Highly Commended: Channel Advantage &
Microsoft, Ignition & Coca-Cola, LoewyBe &
Pampers
Channel Advantage & Microsoft
Life
2
, in Chelsea village saw a host
of VIP visitors, from Bill Gates to
Frank Wainwright attending. It was a
purpose built set, created from the
bones of an old school building and
turned into a real world stage
setting for actors to display a wide
range of Microsoft products.
The actors were sourced and scripted
by Channel Advantage whose home
and work lives were given a very real
feel.The campaign crossed
boundaries by promoting several
products at once to enterprises,
individual consumers and press.
Ignition, Coca-Cola
Afavourite campaign for judge
David Fulker (from Bosch UK),this
was a simple idea that was
logistically challenging and
immaculately delivered. The simple
idea was to leverage Coca-Cola's
sponsorship of the World Cup by
giving consumer's unique access to
the trophy. The complication was the
decision to take it on a 29-country
tour.
The tour triggered an amazing PR
journey,which saw heads of state
and government ministers getting
involved.
Strategically the worldwide leverage
of this worldwide brand extended
their sponsorship very meaningfully.
Pampers
Campaign covered on the next page
Entrants should show how
the live brand experience
work undertaken meets
the strategy of the brand
alongside other marketing
channels, and has worked
with those channels to the
benefit of the brand.
Entries must show a good
understanding of the
complete brand message
and quantify the uplift
both through the brand
experience and through
the strategic integration
T
StuckForStaff.com is the independent resource
for people and companies in Promotions, Field
Marketing & Brand Experience.For Brand
Owners,our Free service helps you find the
perfect Agency and quote, from our network of
over 500 specialised staffing agencies. For
Agencies, we offer unique tools and resources
to assist you with your campaigns and
introduce you to new staff from our database
of over 20,000 experienced personnel. For Staff,
the website is filled with information, tools and
advice to help you gain work, contacts, and
further your career in the industry.
30FM & BX Awards 2006
The Chemistry campaign team are flanked by Darren Darnborough (far left) and Charlie
Hope (right) of StuckforStaff.com, together with awards presenter, Rufus Hound12 */2%$//,9,1*0$*$=,1( */2%$//,9,1*0$*$=,1( 13
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PR
BRITISH ACTOR, PRODUCER, JOURNALIST, PHILANTHROPIST AND ENTREPRENEUR DARREN DARNBOROUGH
SPOKE TO GLOBAL LIVING MAGAZINE ABOUT HOW HE ACHIEVED HIS MULTI-FACETED SUCCESS (WHICH
INCLUDES A ROLE IN HBO’S POPULAR TV SHOW TRUE BLOOD) AND HIS FOCUS ON CONTINUING TO HELP
OTHERS AS THEY EMBARK UPON ACHIEVING THEIR OWN DREAMS.
GLOBAL INFLUENCERS
INSPIRING INDIVIDUALS TAKING THE WORLD BY STORM
%
orn in London, England,
Darren Darnborough flexed his
entrepreneurial muscles at a young
age, achieving success across various
professions as an actor, journalist, event
planner and Internet entrepreneur. Now
splitting his time between his homes in Los
Angeles and London, Darnborough also
travels the world, managing events companies,
including the planning of regular events at
Sundance and Cannes. He is the co-founder
and strategic director of Stuck Network Ltd.,
an Internet development company started
in 2002, which operates the U.K.’s and U.S.’s
largest promotional staffing resource website
StuckforStaff.com, which is expanding
worldwide, and ServingUpStaff.com, a
recruitment solution for the food and beverage
industry. Darnborough also co-founded Brits
in LA – an expat support and social group that
boasts 3,000 members, many of which are
highly influential people.
As an actor and filmmaker, Darnborough has
been featured in hit TV shows, including True
Blood, EastEnders and The Bill, and has starred in
over 40 commercials worldwide, as well as in
award-winning feature films, including Nobody
The Great (Cinequest / Bel Air Festival winner).
Named in the 2010 ‘Who’s Who of Britain’s
Business Elite – Young Business Leaders’ and
listed as one of ‘2011’s Most Inspiring People’ in
Gladys Magazine, Darnborough regularly speaks
on business and marketing panels. He also
serves as the U.S. Ambassador for The Global
TruE BriT
'$55(1'$51%2528*+
Name: Darren Darnborough
Appeared in: True Blood,
EastEnders, The Bill, Nobody The
Great, and more.
Lives in: London, U.K. and Los
Angeles, U.S.
Party charity concept and on the Gala committee of Sir
Richard Branson and Virgin United’s Rock The Kasbah.
Keen on charity work, he has recently also been involved
with Adopt-A-Letter, Love146, Hollywood Arts and
CharityLives.
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I would say the role of entrepreneur, as it really covers
all of the above. Unless I am highly focused on a role, such
as when on an acting job in character, or in a business
meeting, I feel you wear all of the hats all at once…
and that can be a good thing…as the roles interchange
and inform and assist each other. For instance, as an
entrepreneur, I created StuckForStaff.com, but only
after seeing the needs of many actors that were doing
promotional work in between jobs. After starting the
website, I put my producer’s hat on to create live events
and job fairs for
the members, my
journalist hat on to
write the press releases
and engage the press,
and the philanthropist
hat took its turn
when we coordinated
the StuckForStaff
members nationwide
to raise funds for
Tsunami tragedies.
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place in the industry…but it was a long shot and we
had no idea it would ever become as big as it did.
We envisaged it being a sideline thing, to allow us
to pursue our other interests, make a little pocket
money, and provide a good solution to boot. As with
most small businesses, the first couple of years grew
slowly but steadily, but far exceeded our expectations.
It was a long time ago in Internet years – there
was no Facebook, no YouTube and Google was in
kindergarten. We even had to prompt people on
where they could get an email address if they didn’t
have one! So, getting people used to that kind of
a resource was a challenge, but we were confident
it was a good product and here we are now – with
a fantastic resource relied upon by the industry
with thousands of members across five countries.
Exceeding that is the next step!
:KDWLVWKHPDLQWKLQJ\RXWHOODVSLULQJDFWRUV
PRGHOVDQGRUHQWHUWDLQHUVZKRDUHZRUNLQJWKHLU
ZD\XSLQWKHLUFDUHHU"
My advice is that it is a struggle. And it always will
be – if it's not, then you've stopped reaching. And if
your goal has already been attained, then it wasn't a
dream. I love the Japanese idea of kaizen – continuous
improvement. It may be hard to do, and there will
be off days, but if every day you are doing something
to improve – your work, your social life, your
relationships, your education – then I believe that will
help you reach your goal or dream.
+RZKDV\RXUFHOHEULW\VWDWXVDQGVXFFHVV
FKDQJHG\RXUDSSURDFKWRKHOSLQJRWKHUV
DFKLHYHWKHLUJRDOVWKURXJK6WXFN)RU6WDIIFRP"
I guess it really lies in the contacts, connections and
resources you have available to you. StuckForStaff.
com helps people achieve in the Promotions and
Marketing world, whether it is their main career, or
their part-time job that supports their dream career.
To build the company and network behind that has
relied on a lot of hard work from my partners and
I, but also a good solid resource base and experience
in the markets and countries we are in. I think your
status helps you to enhance that, the same way it does
with my philanthropic efforts; by having a profile,
you can do more good and have more leverage,
whatever you are using it for.
:KDW?VQH[WIRUWKH6WXFNEUDQG"
We just launched the new-look website, mobile
site and iPhone app, and so we’re looking forward to
increased usage and ease for the members and clients.
We also recently developed ServingUpStaff.com,
which is similar to StuckForStaff.com but focused
on the restaurant industry, and we are looking for an
operational partner for that. We do have many other
ideas under the Stuck brand that we can develop, so
finding the right investor, venture capital or umbrella
company to help grow those would be the next step.
There are so many Brits doing well here, and I think that’s
very beneficial to me being a Brit; and the quality of a
British actor is generally very high, but I don’t think that
it negates the incredible talent of American and other
foreign actors. The British actor and filmmaker can have
a very distinct style (particularly with film) that has a very
realist quality to it – very subtle and believable. I think
throwing that style into the mix of fantastic Hollywood
production can only help it and, for that, it should be
celebrated.
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In all honesty, StuckForStaff.com was an idea that
we thought was brilliant, hadn’t been done, and had a ” “
I love the Japanese idea
of kaizen - continuous
improvement. It may
be hard to do, and
WKHUHZLOOEHR?GD\V
but if every day you
are doing something to
improve - your work,
your social life, your
relationships, your
education - then I
believe that will help
you reach your goal or
dream.
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Erm, competition!
Haha, no, I think
it’s great because if
they weren’t being
welcomed here, I
wouldn’t be here.
60 MARIE CLAIRE EK?M 2011
L
ondra’dan Los Angeles’a ta?ın-
maya nasıl karar verdiniz?
Londra her ne kadar evim olsa
da çok sıkılmıştım. Hayat tekdü-
zeleşmişti benim için; gittiğim yerler, gö-
rüştüğüm insanlar... Özellikle bir oyuncu
olarak yer alabileceğim projelerin sayısı
Amerika’ya kıyaslandığında neredeyse bir
hiçti. Oyunculuğa başladığım 16 yaşımdan
bu yana haftada sadece tek bir seçmeye ka-
tılıp, ayda da belki bir kez ya çalışıyor ya da
çalışmıyordum. Los Angeles’ta işler daha
farklı, günde yedi kez seçmelere katılmışlı-
ğım dahi vardır. İngilitere’de bir televizyon
programında dört beş cümle sarf etmek ye-
rine, Los Angeles’ta Spielberg filminde baş-
rol oynamak için seçmelere katılıyorum.
Eğer seçilmiyorsam çok da önemli değil, en
azından rol için dikkate alındığımı hissedi-
yorum. Yönetmen sizi görüyor ve tanıyor,
en önemlisi de bu. Bütün bürokratik zor-
lukları göze aldıktan sonra İngiletere’den
kalkıp Amerika’ya gelen oyuncular daha
yetenekli görülüyorlar. Zor olan yolu seç-
tikleri farz ediliyor.
Alacakaranlık demi?ken, siz de True
Blood dizisinde rol aldınız...
Evet; yaptığım en iyi iş olduğunu söyleye-
bilirim. True Blood ise bir film gibi çekili-
yor. Her sahnede her ayrıntıya ayrı bir özen
gösteriliyor. True Blood’ı özel kılan aile
gibi olmasıydı. Her oyuncu birbirini çok
iyi tanıyor, yönetmenler ve senaristler de
çok yetenekliler. İşte öyle bir yapımda yer
alınca sizi seçmelerinin bir nedeni olduğu-
nu hissediyorsunuz ve mutlu oluyorsunuz.
Herkes karakteri nasıl canlandıracağı üze-
rinde bir hayli kafa yoruyor. Vampir Bill
Compton’ı canlandıran Stephen Moyer
oynarken adeta yönetmen gibi düşünüyor,
düşüncelerini sunuyor. Bir oyuncu olarak
ilk defa bana fikrim soruldu. Makyaj odası-
na gittiğimde; ‘Nasıl yapalım istersin?’ diye
sordular ben de; ‘Patron sensin’ diye cevap
verdim. Ardından karakterimi nasıl biri
olarak hayal ettiğimi de sordular. Böylesi
hiç başıma gelmemişti.
?u an giydiklerinize bakınca daha çok
bir rock yıldızına benziyorsunuz, bugün
gidece?iniz defi le için özel mi seçtiniz?
Bu çok komik aslında çünkü herkes beni
zaten bir rock yıldızı sanıyor! Eskiden mü-
zikallerde yer almıştım, hepsi bu! Moda-
dan pek anlamıyorum ama Amerika’daki
bir moda dergisi için makaleler hazırlı-
yorum ve İstanbul Moda Haftası’nı da
yazmamı istediler. Yazdıklarım genellikle
daha çok nerelere gittiğim, neler yediğimle
ilgili, kısacası sosyal içerikli oluyor. Benim
esas anladığım restoran eleştirmenliği.
Bu işe ‘Secret Shopping’ deniyor; yani bir
bara, otele ya da mağazaya gidip müşteriy-
miş gibi davranıyorsunuz. Tek yapmanız
gereken normal davranıp gözlerinizi açık
tutmak. Bir keresinde bir arkadaşımı da
yanımda götürdüm ve Prenses Diana yan
masamızda oturuyordu! Öğrenciyken fast
food yemem beklenirken ben şık restoran-
ları değerlendiriyordum.
?öhretle aranız nasıl?
Bence ünlü olmak ve işine duyulan say-
gı arasında büyük bir fark var. Bu konuda
bir rolmodelim varsa, o da Kevin Spacey.
Muhteşem bir aktör! Şöhretini insanların
gözüne sokmadığı için onu rahatsız eden
de olmuyor. Ben o kadar da ünlü sayılmam.
Las Vegas’ta bir arkadaşımın doğum gü-
nünde biri bana gelip ne iş yaptığımı sordu,
ben de oyuncu olduğumu söyledim. ‘Hayır;
oyuncu falan değilsin, seni hiç televizyonda
görmedim’ dedi. Bunun üzerine ben de ona
işini sordum, inşaat sektöründe çalıştığını
söyleyince; ‘Yo hayır, ben seni hiçbir şey
inşa ederken görmedim’ cevabını verdim!
L.A.’DE BİR İNGİLİZ
Darren Darnborough
Oyuncu, prodüktör, gurme, bağış vakfı elçisi. True
Blood’ın misafi r oyuncu olarak dikkat çeken Darren
Darnborough, İstanbul Moda Haftası’nın konuğuydu.
GAZETE
Gazete-81.indd 60Gazete-81.indd 60 9/22/11 6:06:59 PM9/22/11 6:06:59 PM40 RotorDroneMag.com September/October 2016 41
Roger and Dani doing
preflight checks on their
DJI Phantom and Blade
Chroma drones.
Bill Piedra ‹ The team’s lead drone designer
and software developer. Bill has more than
30 years of experience designing, building,
and flying all types of radio-controlled
aircraft. Trained in aeronautical science and
engineering, he designs innovative drone
platforms and accessories for specific
tasks in various episodes.
Darren Darnborough ‹ Pigeon Vision’s
business development consultant. Darren
uses his connections in the entertainment,
start-up, and tech industries to help secure
opportunities for the team.
A show like this lives or dies by the blend of personalities it brings together. In Droned, traditional
roles are represented in the form of the quirky drone tech and the resident drone designer/engineer, but the
show’s producers have shrewdly chosen to complement them with dynamic personalities in the form of an energetic front man with a
knack for showmanship and a stereotype-smashing daredevil pilot. The lineup consists of:
THE TEAM
“CATCH ME IF YOU CAN” // California/Arizona
Dani is gearing up for her first first-person-view (FPV) racing competition
with the International Drone Racing Association, which requires her to build
and test a specialized racing drone. To sharpen her skills, she trains with
a professional drone racer who has just competed in a million-dollar race
in Dubai. Pigeon Vision works with powerhouse Rally Cycling, which has
amassed 260 wins since 2007 and incorporates drones into the company’s
hi-tech training sessions as the staff prepares for the new season.
“SWIMMING WITH SHARKS” // Mexico/Bahamas
Pigeon Vision is called to Puerto Vallarta, Mexico, to produce a promotional reel to attract new guests. Dani and
Roger get exclusive access to the uninhabited Marieta Islands as well, capturing the ancient architecture and
seeing the abundant whale population up close. "e team also tackles a request from a client who wants a
drone that can find and track sharks in the Bahamas, the world’s second most infested waters. It’s the perfect
opportunity for Pigeon Vision to use a prototype drone programmed to identify sharks with imaging technology.
"e trip coincides with the Bahamas Junkanoo Carnival, a celebration of Bahamian culture and heritage that is
bundled into a collection of concerts, cultural shows, and street parades.
IN THIS EPISODE
Drone focus: Develop
and test a shark-
tracking drone that uses
imaging technology; use
drones to highlight areas of
Puerto Vallarta
Droned!
Ryan Haake ‹ Co-owner of Pigeon Vision,
actor, and self-described adrenaline junkie.
Star of Tyler Perry’s hit TV Show If Loving You
Is Wrong, Ryan brings his entertainment-
industry contacts to expand the company’s
clientele and joins the team in the field for
adventurous and challenging projects. Ryan
is a veteran Spartan Race competitor and an avid surfer,
snowboarder, mountain biker, and skateboarder.
Dani Viera ‹ The team’s drone pilot. The
diminutive dynamo is noted for her stick skills
and brash confidence. Reflexes honed on
video games let her deftly navigate through
jungles, mountains, and daunting obstacles to
capture some truly amazing aerial footage.
When not at the sticks, she is a crack-shot
archer and scuba diver. Dani is sure to be an audience favorite!
Roger Yang ‹ Pigeon Vision’s resident
drone technician, affectionately nicknamed
“MacGyver” because of his knack for problem
solving in the field. Roger got his start tearing
down and rebuilding computers, and has
expanded his natural aptitude to airborne
electronics and onboard mechanicals,
adapting designs quickly to tackle the unpredictable
project challenges.
While working on their shark-
identifying imaging technology, the
Pigeon Vision crew had time for some
R&R in Puerto Vallarta, Mexico.
Dani high-fives FPV AIRVUZ Team
racer Ken Loo after a successful test
of her racing drone.
IN THIS EPISODE
Guests: Rally pro
cyclists Tom Soladay
and Jesse Anthony; top FPV
drone-racing pros Ken Loo,
Skitzo, Matty Stuntz,
Freybott, and StingerSwarm
Drone focus:
Designing, program-
ming, and practicing with an
FPV racing drone
“A true entrepreneur” - MARIE CLAIRE
“A global influencer” - GLOBAL LIVING
“Most Inspiring Person” - GLADYS
“Achieved ambitions by helping others” - 3 DOT
“Warm and witty Brit…A man you want to know” - HYDROGEN
“Incredible storytelling talent” - CINEMA JAM
All press articles at www.bit.do/DDpress