Following a competitive 4 way pitch, Smith Partnership have appointed WDA Marketing to help to drive their existing and new business development.

Finalists in the Creative Industries Business of the Year category of the Derby Telegraph Business Awards, WDA were awarded the business having identified new strategic and tactical marketing ideas and brand development thinking to position and market Smith Partnership in a legal services market that is undergoing considerable change.

‘Jointly announcing the account win beside the famous ‘Orrery’ painting by acclaimed Derby artist Joseph Wright at Derby Museum and Art Gallery may seem strange at first’ said WDA Managing Director Lee Waterhouse

‘But in fact, there are parallels in how Wright’s paintings highlight new thinking and innovation and WDA’s own ‘brand driven marketing’ approach which has shed new light on how Smith Partnership can take advantage of challenges and opportunities in a rapidly evolving legal services market.

During a recent Cathedral Quarter Professional Services forum (hosted by Telegraph Editor Neil White) the importance of Joseph Wright as a ‘brand figurehead’ for Derby was referenced. Famous for capturing the period of enlightenment and the birth of the industrial revolution, Wright’s work is considered a metaphor for innovation; but this is nearly always linked to the city’s famed Aerospace, Rail and Automotive sectors.

Smith Partnership’s Business Development Partner Claire Twells challenged invited agencies to show how similar new thinking could align Smith Partnership’s professional services offering within a legal services sector undergoing quite a revolution of its own.

Smith Partnership clearly believe that WDA Marketing were able to ‘throw new light’ on this sector in the City’s tradition of creativity and innovation – Joseph Wright would surely be proud that the heritage he first shared with the world nearly 250 years ago is alive and well!

WDA are proud to be announced as finalists for the Derby Telegraph Creative Industries Business of the Year Award. The awards will recognise the achievements of top-performing and innovative businesses and individuals who are putting the region on the map, the Creative Industries playing a critical role within that as the City of Derby continues to make substantial investments to preserve its position as a leading Creative Industries hub with some of the countries most exciting agencies now based within the region.

“It’s fantastic to be shortlisted for the award” Says WDA Managing Director Lee Waterhouse.
“We have worked incredibly hard to establish a marketing process that is genuinely different within our marketplace. Based around what we call ‘brand marketing’ which is in essence marketing built around the one thing which makes our clients unique – their brand. If they need a brand, we create it. If their brand has lost its way we re-define it; and if the client already has a strong well established brand; we’ll protect, build and leverage it.

In any event we ensure the brand is strong and the communication clear before taking the message out to market – which we also do a little differently. By creating and implementing a strategy which is in the best interests of our client, rather than one which suits our own internal agency resources, we are able to deliver solutions which generate a much higher return on investment.

If you think about it it’s no surprise that if you brief a digital agency that their recommendation will involve digital marketing; however this may not be the solution (or may be only part of the solution). WDA can deliver a digital campaign [WDA’s recent Trader online campaign for Yamaha returned the 2nd best results of any manufacturer since the site was launched] however we certainly wont recommend it if we don’t believe it will drive a commercial return; and we have the breadth of expertise to deliver through whichever channel is right – digitally, socially or tangibly.

The way we generate original ideas is also different. WDA have pioneered what we call ‘Off The Wall‘ which are creative brainstorming workshops involving our clients in an engaging and highly enjoyable way. These sessions give WDA clients confidence about our creative processes and generate a truly collaborative relationship, where clients feel an integral part of the solution and can take real ownership of it.

Of course WDA would love to win the awards, but being one of just 3 shortlisted agencies out of nearly 30 applicants is a massive achievement in itself and a major morale boost for the whole team.”

The awards final will take place on 18th June at The Roundhouse, Derby College and will be attended by hundreds of Derbyshire’s business elite.

The article below, by Derby Telegraph Business Editor, Robin Johnson, highlights Derby as the thriving hub for creativity WDA are so proud to be a part of:

 

Creative firms happy to have innovation as their driving force

Business editor Robin Johnson profiles some of the companies that have so far registered for the Creative Industries Business of the Year category, backed by AMG Wealth Management.

DERBY is home to some of the brightest creative minds in the country – people who combine this creative talent with business acumen to great effect. The city has long been known as having manufacturing at its heart but today even this sector cannot function without people who think creatively. The creative industries is a fast-growing sector in Derby and today it is home to a plethora of firms who produce a range of products and offer a variety of services. It is these firms that add strength to Derby’s economy – and that is precisely what the Derby Telegraph Business Awards aim to recognise through its Creative Business of the Year category.

This award will choose from Derbyshire’s wealth of creative businesses to recognise the company that has made major strides in this important sector. Judges will look at the finalists’ dedication to developing something truly creative across a variety of industries. Entrants must also demonstrate a considered dedication to financial achievement and future business success.

Companies that have registered for the Creative Business of the Year category include DE22 Creative Design Solutions, The Web Design Group, Creative Studios Derby, MX Display Solutions, Karentino, Mair Perkins, Greenbank Group, Firefly Photography, Mono Design, Purpose Media, Design at 44, Sensory Technology, Revolver Revolver, Silver Birch Creative and Furthest from the Sea.

The finalists and winners for this award will be decided by the category sponsor – AMG Wealth Management.

Gary Hans, principal of AMG Wealth Management, said: “We have decided to sponsor the Creative Industries Business of the Year award which highlights the inspirational companies that put innovation at the forefront of what they do.

“We are looking forward to the whole campaign and the benefits the Derby Telegraph Business Awards will bring to the entire community.”

WDA are excited to announce the launch of a major rebrand for a-one commercial cleaners, designed to reflect the company’s ethos of delivering industry leading customer service and give the business real stand-out to elevate their marketing and communications above their competitors.

A-one are a company who pride themselves in delivering a first–rate service that comes second to none. As Joe Hunnam, MD and founder tells us;

“We’re called a-one because we do an a-one job! Having built up this reputation over the years by going above and beyond the call of duty to deliver very tangible service advantages over those offered by other firms. However, we didn’t feel this difference was being communicated effectively through our marketing which is why we approached WDA.

We first became aware of WDA through their re-brand of Derby County’s new gym Funktion Fitness, as a-one have their cleaning contract, and myself and my son Danny (who runs the business with Joe) are also members there. When compared to other gym’s in the region we felt the brand identity WDA had created gave Funktion real stand-out and a very strong, clear appeal to its target audience – two things we really wanted to achieve for a-one.”

With this in mind, WDA designed a fresh and bold new visual identity with the new brand positioning of ‘No One Compares’ to underline a-one’s stated service advantages; and also to compliment and reinforce the ‘a-one’ name.

The re-branding was then applied to their new website (also built by WDA), which you can see by clicking this link. Additionally, the new look has been applied to signage and vehicle livery (shown above – you’re certainly not going to miss that driving round the streets of Derby!) and a range of fully branded uniforms, which we hope you’ll agree makes these two gentleman look pretty smart!

“The a-one re-brand is a great example of how effective brand marketing can strongly differentiate a business operating in what many would consider a commodity market” said WDA’s Lee Waterhouse “This project was all about change customer perceptions about cleaning by highlighting that ‘not all cleaning companies are the same’ – and in fact, with a-one – no-one compares!”

 www.a-oneclean.com 

WDA are  just back in the office after a very successful morning at the Annual Love Business East Midlands event at Donington Park, and despite having missed out on a fast lap in the Fiat we can report a great vibe of optimism amongst the East Midlands Businesses we spoke to.

WDA attended 2 workshops – the first an early morning ‘Social Media’ workshop, followed by a ‘Marketing Tricks Of The Trade’ workshop hosted by Marketing Derby’s John Forkin. Both sessions were delivered by some great speakers and both ignited some lively debate and contributions from the floor, with WDA voicing our own feelings on the shifting demographics of those engaging with the most popular social networks.

The speakers too were very upbeat about economic prospects for the region when asked about their outlook for 2014:

“I think that generally there is much more confidence around”
Chris Rose, Head Of Brand, Leicester Tigers

“We are seeing much more movement in the economy right now, and I am more confident in raising funds to open my new Shoreditch restaurant!
Adam Simmonds, Michelin Star Chef

“The city is still buzzing from the recent news of Bondholder Bombardier’s £1 Billion Crossrail Contract”
John Forkin, Marketing Derby