By using a form of mirroring – the term used to describe the way people can be made to feel at ease through a
replication of their body language etc. – Southern Comfort portrayed the highly rebellious individuals populating
the southern states in a way that a young target market could identify with while also aspiring to be like the
real, supreme form of the nonconforming rebel.

Created by Creative Director Paul Simblett,
who has run the creative departments of
a number of London’s premier agencies, it is
just one of a vast array of press, poster
and TV campaigns that have garnered a host
of international creative awards such as
Cannes Gold Lions.

After putting together an objective presentation outlining the issues and identifying
where the government could help the United Brain Tumour Campaign, enough support
was received to form an All Party Parliamentary Group meeting up to three times a year
and raising issues through Parliamentary Questions, Adjournment Debates and Early Day
Motions.

Believe’s Managing Director Sue Farrington Smith, who once headed up customer care for
Safeway and now helps run the charity Ali’s Dream, understands the importance of putting
across complicated ideas in a succinct, moving format that even the busiest of MP’s
couldn’t help but respond to.

After an extensive series of research, in which customers were invited to air their views
on everything from issues of availability to how garden centres could manage their own
customer expectations, Halls, Britain’s major supplier of greenhouses and garden sheds,
were able to introduce an innovative customer care programme including a supportive
network of newsletters, brochures and website information.

Marketing Director John Bedford’s experience of management roles within London’s
major marketing agencies means he is uniquely positioned to understand the
importance of research in the development of creative marketing strategies, having
won numerous international industry awards including Gold IPA Effectiveness
Awards.