Welcome to the first ever MSquared , our quarterly reviewof what’s been happeningwithin TheMaverick Group. Over the next 46 pages we’ll be bringing you up to speed onwhat’s been going on these last fewmonths both inside – and away from– theMaverick building. We promise to keep it short, but meaningful. Enjoy!
CONTENTS ANEWNAME THAT SUMS US UP
A POWERFUL NEWPROPOSITION
MEET OUR SPECIALISTS
MAVERICKS ON LOCKDOWN
LATESTWORK: • DHL +MO SALAH
22 24 26 28 30 32
• COCA-COLA ‘ACTION ON PACKAGING’
• DHL COVID 19 RESPONSE
• CLOUDHELIX • PENDRAGON
• DHL + ROLLING STONES
MAVERICKS UNDER THEMICROSCOPE: • ELECTRIC
THE CREATIVE THINKERS GUIDE BOOK
MAVERICK + BRIXTON FINISHING SCHOOL
A NEWNAME… In June of this year, Maverick evolved into TheMaverick Group. The road to the rebrandwas over a decade in themaking, and is a reflection of howwe have diversified and grown sincewe first opened our doors 18 years ago.
A NEW SITE... Our new site is now live, and from here you can find out everything there is to know about The Maverick Group. Learn what makes us tick as a group, meet our specialist internal agencies that enable us to offer the whole nine yards, and see some of our
very best work that’s flying out of the door faster than our winged rhino mascot. Plus, you can find out more about THE HUB – our unique and agile way of working that is changing the way that clients and agencies can work with each other.
... A NEW LOGO...
So, what’s the flying rhino all about then?
As we launched the new Maverick Group, we needed a new logo to sum up what we’re all about – brave, agile and impactful. Those three words tell you everything you need to know about us. They talk about how we work, and what our clients can expect. Brands come to us for our ability to elevate their business, through disruptive strategy and Maverick creativity. And, as we relaunched as The Maverick Group, we needed a new logo that could encapsulate everything that we’re about – and you don’t get much braver, more agile and more impactful than a soaring rhinoceros. So, our huge thanks go to artist Fred Van Deelen – you gave us our rhino wings, and now, let’s see how far it’ll fly!
...AND A NEW PROPOSITION.
The one thing that we all know is that brands only matter when they do things that make themmatter. Fail to matter and…err… sorry, who are we talking about again? Our new proposition – THINK MAVERICK – is our north star, and the rod of steel that runs through everything that we do as a group, and as specialist business units. Because we know that in the battle for hearts and minds, the Mavericks have the advantage.
Those that know that it isn’t the size of the dog in the fight that matters, but the size of the fight in the dog. The challengers and agitators that stand out while others shut down.
Those that know how to...
THINK MAVERICK is more than just a proposition. It’s a promise to our clients that by working with us they can expect to be presented with game-changing ideas that they can feel in their gut. Which is why the question ‘BUT IS ITMAVERICK?’ can be found emblazoned on our officewalls. It’s the question that makes us put our Maverickmoney where our mouth is, holds our creative feet to the flames, keeping us hungry and uncompromising, steering every strategy and every idea to be as original as possible. But beingMaverick isn’t quick, or easy. It takes digging deeper or more simply put, originality is an unexplored territory that can only be reached by canoe. When Pericles (that’s him looking dapper on the left) said “Time is the wisest counsellor of all” he was explaining that with the right amount of inspiration and perspiration you can fight your way through all of the well-trodden ground until you land upon a big idea that changes absolutely everything. And it’s these ideas that we can truly call Maverick!
THE WHOLE NINE YARDS OF TRANSFORMATION.
Maverick Pulse : Experts in behavioural insight, helping brands understandwhich switches to flick to create the biggest impact.
Maverick Sports+Entertainment : Sponsorship specialists forging meaningful, holistic and unexpected connections between brands, partners and consumers.
Maverick Engage : Specialists in behavioural change, cultural transformation, internal communications and learning development.
Maverick Global: Specialists in localisation, translation and transcreation.
The HUB : Our entirely unique approach to client service – a centralised teamof strategists, client services and project managers that sit at the heart of our transformation arsenal, orchestrating every job froma single point of contact.
Electric : Integrated communications experts delivering impact for brands through bold strategies, powerful campaigns, unmissable activations and thumb-stopping content.
Maverick Studio: Fromprint design to digital, inside our studio you’ll find the full suite of design and delivery expertise.
Mavis: Powerful brand design, practically delivered. Mavis builds brands, spaces and experiences that deliver consistent advantage.
Hive: Digital innovation and transformation, creating newproducts, services and experiences that give our clients an unassailable competitive advantage.
Eric: Production specialists, covering everything fromfilmand animation to photography and 3D.
AT THE MAVERICK GROUP, WE KNOW THAT WHAT YOU SAY ONLY MATTERS IF IT IS BACKED UP BY WHAT YOU DO. So, our new set of rules act as our code of conduct, guiding howwework, and howwe unlock theMaverick potential in ourselves – and for our clients.
The Maverick way of thinking means drawing on anything and everything in our extensive armoury that will create game-changing ideas – ones that make our clients stand out from the crowd.
Radiators make you believe anything is possible. They make you want to bottle some of that unicorn magic. Radiators light up the roomwhen they walk in, not when they walk out.
Mavericks always try to ‘blow the bloody doors off!’ It’s why our clients come to us – because we always aim to make sure everything we do is as impactful as possible. No punches pulled. No shortcuts taken.
The ability to THINK MAVERICK begins with a determination to turn difficult problems into brutally simple strategies and single-minded solutions.
We are talented alone, but devastating together. We listen to each other, help each other, and – no matter how busy we get – when our colleagues are swamped, we pick up a shovel. Because next time, it might be us up to our necks in the mud.
‘Why?’ is our best friend. ‘Why?’ helps avoid all the false starts and head-scratching. So, we interrogate every challenge from the get-go, to dig out information that creates not just good ideas, but Maverick ones.
We were on lockdown, not slowdown. While Covid has tried its best to knock our industry for six, we’ve been working tirelessly to bring exciting new brands and projects through the Maverick door. Since lockdownbeganwe’re proud tohave added six newclients to our roster – and are already helping them to THINKMAVERICKonprojects ranging fromnational rebrands toglobal social engagement campaigns. So, without further ado, we extend the warmest of welcomes to: Adecco Foundation - Cloudhelix - Pendragon - Stratstone - Evans Halshaw - Car Store
From everyone at The Maverick Group
IN MARCH WE OPENED OVER 70 NEW OFFICES At the start of March there was one Maverick office. By the end of March there were over 70 scattered all over London. Instead of our modern office block we now had kitchen counters, garden benches, spacious garden offices and cramped corners in shared houses. Pandemic or no pandemic, spacious semi- detached to shoebox, every single person in our brilliant Maverick family carried on as though Covid was little more than a bump in the road. And we want to say a huge THANK YOU to everyone, in every business unit, for showing what it means to be Maverick!
LATEST WORK: DHL IN PARTNERSHIP WITH MO SALAH This year we helped one global icon partner with another. Both among the best in the world, and both expected to deliver time and time again, no matter what. With our help, DHL + MO SALAH joined forces to create an authentic and emotionally engaging campaign,‘With The Right Support We Can All Be Stars’. Our campaign focused on communicating the shared principle of teamwork, by demonstrating that it takes a team – and the right support – to make sure you can deliver on time, every time. Culminating in a global social, online and TVC campaign, the partnership has touched millions across the globe – with over 2.5million organic views, as well as smashing view- through-rate benchmarks, hitting an average of 88% video completion.
Stills taken form the recent WITH THE RIGHT SUPPORT WE CAN ALL BE STARS film featuring Mohamed Salah and his daughter, Makka. The film demonstrated howwith the right support from family and dedicated partners you can achieve your goals.
LATEST WORK: COCA-COLA: ACTION ON PACKAGING We only have one planet. And packaging waste has no place in it.
Our approach was both optimistic and humble – straight-talking content grounded in the reality that there is still a lot to do. A suite of assets which provided a quick and concise distillation of the packaging actions that Coca-Cola have committed to, and the tangible actions they are taking to achieve it.
It is Coca-Cola’s intention to be part of the solution.
This challenge will not be solved by one single action, but by many. As the world of packaging is complex, and the solutions diverse, Maverick needed to help people understand Coke’s waste strategy, commitments and progress in a simple and compelling way.
Action on Packaging. There’s plenty more to come.
LATEST WORK: DHL: KEEPING THEIR HEAD IN A GLOBAL CRISIS
Back in March, the world suddenly found itself heading into lockdown. But while most businesses were powering down, one of our key clients was on an altogether different trajectory. While some DHL departments were joining the millions heading home to a new normal of Zoom calls and makeshift workspaces, tens of thousands of DHL employees were still needed, in warehouses and on the frontline, providing much-needed distribution and logistics on a global scale. This gave DHL management a complex challenge – how could they keep both sets of employees as safe and as supported as possible in a time of fear and unprecedented uncertainty? On a call with the CEO for Europe, we heard him talk about the decisions he would have to make – which could potentially put the lives of his people at risk. They train you for a lot at DHL, but not for that, and we resolved to do whatever we could to help themwith their communications. As with any crisis situation, reliable and accurate information was key to getting through it, and we knew that helping people understand the latest guidelines, wherever they were working, would help keep them safe and informed. To support managers, we created a Covid-19 communications pack to help them understand the different phases that would likely occur during the crisis, while guiding on the most effective communications to create at each stage. This covered everything from how to best capture personal video messages, through to usefulsources of up-to-date national information.
Regardless of whether their staff were locked down, at home, or out on the road, DHL management wanted everyone to feel recognised, and that ‘we’re all in this together’. So, we devised and ran the #DoubleTap4Pride campaign. This initiative encouraged everyone to show their appreciation for their friends and colleagues, simply by sharing social posts on Instagram and Facebook of them giving their chest a double tap where the DHL logo would be. This acted as a quick and easy way to recognise the immense global effort and the incredible bravery on show from so many people. We then took this footage, which included an impressive array of WFH setups, and created films that were sent across the company. From people with kids working next to them to whole airport teams (all socially distanced) showing their support with a ‘runway clap’ and even one – now famous – driver who gave an address with the President on the lawn of theWhite House, it was an incredible effort, which highlighted just howmuch everyone’s work meant. The situation as we all know is still ongoing, and there may be many dark days ahead, but we are proud to say that we played our part to help show appreciation for those brave women and men who are out there delivering while we wait at home.
LATEST WORK: CLOUDHELIX Cloudhelix approached Maverick to develop and run their online marketing activity. Whilst having a strong and loyal existing customer base, Cloudhelix needed to expand their communications online to generate fresh business leads, particularly across the Insolvency Practitioner industry. Maverick needed to look at an approach that provided cut through in an advertising space awash with identikit photography and messaging from various cloud providers. We looked at howwe could communicate visually the no-nonsense and hands- on approach that Cloudhelix customers love, whilst also highlighting their USPs. We proposed the ‘Redact Campaign’ - this used typography and selective
omission of text to showwhat the other cloud providers tell customers vs. what Cloudhelix actually do for them. Not only did this allow the advertising to contain a number of messages, it also stood out from the pack visually by not using photography and utilising select colours from their brand palette. We describe this as thumb-stopping impact. We combined this with strategic insight, customer research and a focus on the key USPs of Cloudhelix to this marketplace to develop a refined target list to communicate with. The campaign has rolled out across online publications including The Telegraph, City A.M. The Metro, Business Insider, Forbes and the WSJ and we are moving into targeted LinkedIn ads.
LATEST WORK: DHL UNZIPPED THE ROLLING STONES PARTNERSHIP
The Rolling Stones touring exhibit is back with a bang – having spent a short time on pause following an impressive tour that’s stopped off in London, New York, Chicago, Las Vegas, Nashville, Sydney and Tokyo. The exhibition, which looks back at the band’s impact on music, performance, art, fashion, film and culture returns in revamped form as UNZIPPED, arriving in the Netherlands in November 2020.
Maverick’s task was to ensure that everyone knew about the exhibit’s return. And our campaign will see the iconic Rolling Stones tongue pop up across Groningen and the Netherlands on DHL vans and bikes, as sculptures and across social, online and in store. We’ll also be going behind the scenes, showing what it takes to deliver priceless artefacts fromA to B. We’ve been supporting DHL with their Rolling Stones partnership since 2015, and we can’t wait to help them deliver satisfaction in the Netherlands and beyond.
LATEST WORK: PENDRAGON: ‘STAY SAFE IN YOUR BUBBLE’
Pendragon briefed Maverick to create a digital campaign to communicate to customers and prospects that Pendragon brands Stratstone, Evans Halshaw and Car Store were there for them throughout lockdown. They wanted to reassure customers that they could still buy a car, and have their travel needs met, and were putting in place additional features that increase safety and well- being during the Covid-19 crisis – including click and deliver.
We had to create a campaign that we could produce within the limitations Covid-19 imposed on us too. We created the ‘Stay safe in your bubble’ campaign to demonstrate that consumers could stay safe in their bubbles, and buy a car their way. The campaign performed above industry benchmarks, and the bubble assets were used on their website and physical spaces across the UK.
...has just won the award for BEST PROOF OF AUTHENTICITY at the...
Maverick were tasked with developing a programme that would bring to life the DHL business purpose of ‘Connecting People, Improving Lives’ across 220 countries and 100,000 employees. We discovered that many of their people were already highly engaged in charitable projects within their own communities. We set out to create a unifying campaign that would bring these many and diverse causes under a single banner: DHL’s Got Heart . We hit upon the concept of a friendly competition between nations, with individuals promoting their voluntary work via a central digital hub. Maverick developed a suite of communications around the campaign with the focus on engaging the staff at an emotional level. This included everything from posters and merchandising through to video messages from the CEO and a gala prize giving.
Maverick also sent a film crew around the world to capture the most powerful stories. Within weeks, over 350 staff in 100 different countries had uploaded their contributions to the campaign, driving more than 15,000 visitors to the site. At a series of awards in six separate countries, DHL Express donated €500,000 to 18 regional winners and 100 country winners. DHL’s Got Heart is now firmly embedded in the company calendar and the business has pledged a further €850,000 to this year’s campaign. Most importantly, DGH has encouraged even more DHL people across the world to get involved with their own worthy causes with the aim of ‘Connecting People and Improving Lives’.
MAVERICKS UNDER THE MICROSCOPE
IT’S TIME TO CREATE A JOLT!
ELECTRIC is the advertising and customer engagement agencywithin TheMaverick Group. ELECTRIC deliversmaximum impact for brands, through bold strategies, powerful campaigns, unmissable activations and thumb-stopping content that helps brands connect – and JOLT their customers into action –making them think, feel and (most importantly) act differently. Think of it like this –What do you get when you play blues music backwards? You get your girl back, your dog back, your Cadillac back and you stop drinking. The right solution andmost powerful JOLT is always out there somewhere. But finding it often requires looking at SO, HOWDO YOUCREATE THE BIGGEST JOLT POSSIBLE?
things froma different angle. So, ELECTRIC interrogate every brief until they find something original, and a JOLT worthy toworkwith. When a character comes in through a door you have nothing. When he comes in through thewindow you’ve got yourself a situation – BillyWilder. One-trick ponies and channel-phobes look away now. ELECTRIC people are as eclectic as they are electric. Advertising, Digital, Direct, Experiential, Social and Guerrilla, our people pride themselves in being flexible enough to deliver themost impactful solution regardless of themedia channel. ELECTRIC PEOPLE
It’s no coincidence that some brands have a greater connection to customers than others. But what’s the secret sauce? Behavioural insight. PULSE specialise in shining a light on the insights that influence behaviour. We then plug these insights into creative solutions that deliver maximum impact. Our team of behavioural strategists and data brains solve challenges big and small, ranging from shifting the perception of a country to transforming the fan experience for a top Premier League football club. Understanding and influencing customer behaviour is an invaluable tool. But very fewbrands have genuinely mastered it. Clients that workwith PULSE recognise that behavioural strategy and the ability to JOLT behaviour to create large-scale positive impact is fundamental to long termbrand success. So, howdoes it work? When it comes to understanding behaviour, modern tech has opened up a whole world of possibilities. Expression recognition, GSR (galvanic skin response), and fNIRS (functional Near-Infrared Spectroscopy)* have removed much of the guesswork. But just because something is on trend doesn’t make it always right. ‘Big Data’ being a good example. Relying on data alone is basically using ‘well it worked last time’ as your entire approach. Good luck with that. We prefer to combine data with behavioural insight to uncover the We’re going to put our white coats on for this next bit.
truth behind why people do what they do. We then use these insights to predict and influence what people will do next.
THE PULSE MECHANISM
The Pulse Mechanism is a combination of three disciplines: BEHAVIOURAL SCIENCE provides an understanding of the ‘real human truth’ behind behaviour; serving up ‘nuggets’ that tap into deep subconscious processes and motivate behavioural change. MARKETING SCIENCE tells us how to communicate this behavioural science ‘nugget’ to grab attention, engage emotionally, and to build mental availability. DATA SCIENCE enables us to be precise and targeted, to use personalised persuasion at scale and on digital channels. PULSE is primed and ready to give every brand we work with knowledge of who to talk to (e.g. demographics, psychographics), how to talk to them (e.g. aesthetic preferences, JOLTS), and how to reach them (e.g. media preferences, interests for social targeting). In short, at PULSE we believe that what to say becomes a whole lot easier when you knowwhich switch to flick.
*Try saying that at the end of an office party.
ASK WHY is one of the six rules of being a Maverick. The more we know, themore toolswe have in our arsenal. MAVMEETS is our forum to meet Maverick thinkers and innovators from all industries, music, film, art, design, digital innovation and beyond. So, if picking the brains of some inspirational thinkers sounds like your idea of a good night out, then let us know by emailing us at firstname.lastname@example.org and we’ll add you to the guest list.
If you’d like a copy please email us at email@example.com
What happens when advertising is stereotypical, samey, and repetitive?
Who can’t afford to do internships – and are already more qualified – they just haven’t got a bit of paper to prove it.
As a business, we need diversity of thought to survive.
We need people who challenge our views and experiences with something we don’t have.
And, when advertising comes from stereotypical people, places, and life experiences, it’s likely to be stereotypical, samey and repetitive.
BFS believe that there is a huge pool of talent that needs to feel encouraged to pursue jobs in creative, digital and tech industries, no matter what your background.
As an industry, we need to cast our net wider.
We’re not begrudging the incredible advertising degrees out there.
And we couldn’t agree more.
That’s why, we’re proud to announce that starting in 2021, Maverick will be partnering with Brixton Finishing School as part of our Equality, Diversity & Inclusion initiative. Maverick staff from across the business will be offering themselves as mentors to some of their young and aspiring intake. The Maverick Group isn’t here to be ignored, and neither are the graduates of Brixton Finishing School.
Far from it.
The students who pass through the gates and proudly hold their certificates can dowork that changes theworld.
But so can other people.
People who haven’t had the advantage of a spare £30k to head to the other side of the country. Whose careers advisors didn’t really advise pursuing advertising.
We can’t wait to get started.
RONNIE? ROWENA? ROBERTO? SOMETHING THAT DOESN’T BEGIN WITH AN R? OUR NEWLOGO NEEDS A NAME. We’re inviting all the creative minds out there to submit a name idea for our newMaverick icon. We need something that reflects what our new badge is all about. Something Brave, Agile, and definitely Impactful! We’ll be awarding a T-shirt to thewinner. It may not be a new car, or cold, hard cash, but you can be sure that you’re the only personwalking aroundwearing a T-shirt won in a rhino- naming competition. And you just can’t put a price on that. To enter, send your name to firstname.lastname@example.org Good luck!
THE MAVERICK GROUP 5 Gainsford Street | London | SE1 2NE | United Kingdom email@example.com | +44 (0)20 7378 6969