Redwood - The content agency that helps accelerate buying decisions 😃

Work / National Lottery The video that broke England Rugby's website

The video that broke England Rugby's website

Challenge: Cut through marketing noise around the Rugby World Cup to showcase the National Lottery’s support for grassroots rugby

Solution: A surprise match at Twickenham starring two schoolboy teams and England’s coaching staff. Shot in 90 minutes and edited in two weeks on a shoestring budget, this was the most popular video on England Rugby's social channels throughout the entire World Cup

Results 2.2M organic views in 2 weeks

Work / Volvo Ninety years of Volvo history in five minutes

Creating the ultimate picture of Volvo's heritage

Challenge: We were tasked with capturing the history of Swedish craft and engineering that goes into Volvo cars

Solution: In time for the brand's 90th anniversary, we created a cinematic tour of the story of Volvo – celebrating the expertise, passion and unique Swedishness that runs through the business.

Results The film currently has more than 150,000 YouTube views

Work / Guinness Bet you didn't know this about beer

Creating social ammo for Guinness

Challenge: Faced with the rise of craft beer, Guinness wanted social videos that would support their brewing leadership credentials and amplify core heritage messages globally.

Solution: We created fun films, set in pubs, that turned potentially dry heritage and brewing topics into genuine ‘bar ammo’ – trivia and entertainment that would impress Guinness fans’ friends online or in real life.

Fact All three films were shot in one day

Case Study Tackling Mumsnet for Barclays

Connecting Barclays to the UK's most powerful community of women

Launching and building a content programme on the Mumsnet site, helping parents manage their family's finances and achieve their business goals. The Barclays on Mumsnet programme was Barclays' first significant social media activity, including live content, videos, competitions and interactive tools.

Redwood insight: Parents

They say you should avoid working with children and animals but we know that at least 50% of that is not true. As an agency, we have enormous experience in creating content that resonates with parents, even with those expecting their very first child. We created Parenting Club for Boots and it is now the largest UK base of parents open to regular communications from a brand.

Redwood insight: Beauty

For decades, we have created fun, inclusive beauty content that women love – celebrating and embracing the changing face of beauty, and championing authenticity and confidence.

Case Study Redefining luxury for Volvo Cars

How we redefined Swedish luxury for Volvo Cars

Global print, film, social and owned channel content repositioning Volvo cars as truly premium vehicles. Showcasing the craftsmanship, excellence and expertise of Volvo, from our position as global creatives, tone of voice guardians and 'honorary Swedes'.

Redwood insight: Retail

For over 35 years, we've worked with some of the world's leading fashion and retail brands to create content that showcases products brilliantly, helps shoppers make great purchase decisions and builds brand loyalty.

Case Study Giving UGG Australia fashion creds

Repositioning UGG Australia as more than just fluffy boots

Working with five of the world's hottest influencers, this multi-channel content campaign showcased UGG Australia's role as a credible fashion brand. Taking it from comfy footwear to a sexy, stylish choice...

Work / Mazda How to always win at a drag race (cheat)

Beating the superfast cars at their own game

Challenge: Mazda wanted to raise awareness of the Mazda Miata’s Power Retractable Hard Top in the run up to the key summer buying season

Solution: We organised a race. The little Mazda would line up against exotic competition from Porsche, Lamborghini and others where it (on speed alone) would clearly be the underdog. And when you go up against some of the world's fastest cars, you need a trick up your sleeve. The MX-5 Miata may not be especially fast, but its folding roof is. It takes just 12 seconds - and that’s quicker than many more exotic and expensive vehicles...

Results 3.5 million views and counting goes to show everyone loves an underdog

Work / Land Rover See what happens when a true action hero goes for a drive

Celebrating adventurers to create the Land Rover lifestyle

Challenge: Find people who embody Land Rover's spirit of adventure

Solution: We travelled to Santa Fe to showcase the life and passion of adventuring hero, Larry Burke – complete with a drive across his spectacular ranch.

Facts Assets were created for multiple channels and 40 international markets

Redwood insight: B2B

We work with some of the world's largest and most complex organisations to deliver effective content strategies. We create simplicity and clarity across their content output, with new models and processes to meet their business objectives.

Case Study CHEP / Supporting sales teams

Case Study Telling customer-first B2B stories for CHEP

B2B stories delivered from the customers' point of view

Establishing the right customer-first content purpose, and drawing it through the organisation, from internal comms to owned channels. Developing the right content and assets for the salesforce to ensure every member of the CHEP team delivers the right message to their clients.

Redwood insight: Finance

We develop expert financial content for diverse audiences, with different needs and at different stages in their lives. Whether it is for a sophisticated stockbroker audience, a millennial audience taking control of their money for the first time, or entrepreneurs running and growing their businesses, our content is consumer-first and designed to help our clients and their customers achieve their goals.

Here are all the ways you can get in touch with us

Business development and sales enquiries:

Derek Harbinson - New Business Director

Tel: +44 (0)20 3787 0884

Email: derek.harbinson@redwoodlondon.com

Redwood

Bankside 3,
90 Southwark Street, London
SE1 0SW

Expert view on Influencers

There are always some bad apples...

Jez Dutton

Digital Director

Influencers are simultaneously heralded as the next big thing as well as a totally unreliable channel. So what’s what? We talk to Errol our BrandChatBot about what he thinks…
Errol: I’m not sure teenage gamers really are the right influence for most brands.
You are right, but the role of influencers is enormous: more people will follow the daily exploits of a pug on Instagram than most companies. Luckily influencers operate in just about every category your brand wants and needs to reach. And they are not all pugs.
I get it, but isn’t it a nightmare managing all these different people?
It has been, but there are some far simpler and faster ways to manage this using platforms that can instantly identify the right people and free up time to focus on the output.
That sounds promising, but isn’t it just a bunch of bots and students in a click farm?
There are always some bad apples, but sophisticated systems now help brands connect only with the people they want to and pay to. Reporting is totally transparent, with access directly into independent channel analytics. And getting a pilot programme off the ground is easy.
Great, so when can we start?
That was quick.

Email us for more info

Sara Cremer Chief Executive Officer

loves ponies, Redwood people and the Christmas Party

What do you do at Redwood?
As CEO I, a) marvel at the brilliance, commitment and creativity of the Redwood team b) form rewarding and interesting relationships with our very lovely clients and c) take my turn making the tea

What did you do before working at Redwood?
I was a glossy magazine editor (the magazines were glossy, not me)

What do you do when you’re not working at Redwood?
I am usually covered in mud and smell of horses

What are you proudest of from your time at Redwood so far?
The people, the people, the people

One more thing… what book are you reading right now (be honest)?
‘If Only They Didn’t Speak English’ by Jon Sopel and ‘Mr Darley’s Arabian’ by Christopher McGrath
Contact Sara

Colin Kennedy MD and Chief Creative Officer

movie buff, Star Wars nerd, talks a lot

What do you do at Redwood?
I’m the Chief Creative Officer and MD, which means that I dream up ambitious ideas and then argue with myself about their cost and feasibility

What did you do before working at Redwood?
I was an Editor in consumer media for 20 years. I did OK

What do you do when you’re not working at Redwood?
Raise a family and walk a whippet in Muswell Hill

What are you proudest of from your time at Redwood so far?
The Content Loop

One more thing… what book are you reading right now (be honest)?
‘Everybody Lies’ by Seth Stephens-Davidowitz (no, really)

Contact Colin

Derek Harbinson Business Development Director

potter, musician, snappy dresser

What do you do at Redwood?
I’m the Business Development Director, which involves talking to prospective clients about how we can help them. I also operate as ‘pitch and travel dad/cat-herder in chief’, annoying everybody with deadlines, lists of stuff to remember to take with them and travel times that everyone thinks are far too early (to be clear, they’re not).

What did you do before working at Redwood?
After being a newspaper Reporter, I edited magazines including Loaded and Maxim. I also launched media platforms for brands – and immediately prior to joining Redwood I was Digital Media Director for McLaren’s F1 team

What do you do when you’re not working at Redwood?
I make pots of varying quality, play guitar in several bands, do terrible woodwork, cook while listening to Spurs and watch telly with my wife, kids and our cockapoo Chilli (she loves Australian Masterchef)

What are you proudest of from your time at Redwood so far?
Any time I get to watch the teams pitching (they really are awfully good at it)

One more thing… what book are you reading right now (be honest)?
I’ve just finished ‘Red Rising’, the first part of a YA-ish sci-fi trilogy by Pierce Brown. Next up is ‘If Only They Didn’t Speak English’ by the BBC’s North America editor Jon Sopel

Contact Derek

Redwood expertise: Discover the five types of content you need

Discover the five types of content you need

At Redwood, based on 35 years of experience and expertise, we have outlined the five types of content any brand needs to help customers make better decisions faster. And if that doesn't simplify things enough, we've plotted them on a foolproof model to help brands plan content and identify gaps in their customer journeys.

Expert view on Decisions

We call it matchmaking, not marketing...

Colin Kennedy

MD and Chief Creative Officer

All marketing hopes to influence consumer decisions. However in our super-connected world, where anyone anywhere can be an expert at the click of a button, only content marketing can influence all of these customer decisions:

first awareness and trigger
consideration and evaluation
moment of purchase
beyond purchase
ownership
good ownership
experience (from being a net detractor to a net promoter)
becoming a brand advocate

Content helps to shape and steer those decisions if it’s deployed in the right format in the right channels at the right time. It should give people the tools to make better decisions. Modern brands are not just trying to create high awareness, to get the wrong people to buy their products and then just run away.
We believe that consumers are powerful so the best answer to that is to empower them further with content that helps them to make good decisions. We call it matchmaking, not marketing.
Content can only play part of that role. Ultimately it relies on good products, but if content has been there right from the start and you’ve made sure that the right people have found the right brands and found the right products and had a good initial experience with them content can make sure that they get the most out of their product. And if your consumers feel that they have made empowered decisions, they will share those decisions with other people and help them to make good decisions.

Email us for more info

Sarah Brayton Chief Strategy Officer

data queen, expert in curls, loveliest person at Redwood

What do you do at Redwood?
I’ve always been really curious about what makes people tick. I make sure we find powerful insights and we develop the right content strategies that unlock real potential for brands.

What did you do before working at Redwood?
I studied for a Masters in International Relations.

What do you do when you’re not working at Redwood?
I’m a mum of two fabulous and very energetic little boys, so life outside of Redwood revolves around entertaining them and being entertained by them. After that…red wine, walks in the Lake District and yoga (probably not at the same time).

What are you proudest of from your time at Redwood so far?
There are so many proud moments during my time at Redwood…re-launching Boots Parenting Club, pitching for and winning a multi-account contract with Royal Mail, growing and developing the Planning team to what it is today, becoming CSO…

One more thing… what book are you reading right now (be honest)?
Jon Sopel’s ‘If Only They Didn’t Speak English’

Contact Sarah

Expert View on Content Strategy

People are starting to see the power of getting the right content strategy in place.

Sarah Brayton

Chief Strategy Officer

Over 70% of UK content marketers attribute the development or adjustment of strategy to increased success over the last year. So, the good news is people are starting to see the power of getting the right content strategy in place.
Whatever the size or scale of a project, we recommend getting a content strategy documented. Our strategic model focuses on identifying how and where customers are making their decisions and how and where brand content can play a credible and effective role.
We have developed tools and processes that help us develop every element of the right strategy, but in a nutshell, our model allows us to:

identify key insights that enable us to create high-impact content;
develop a clear content plan and engagement strategy;
and focus the content on key tasks from which measurable objectives and principles can be developed.

Our expert Planners develop insight frameworks based on market trends, brand and competitor activity, audience behaviour, audience need, content performance and content audits. This gives our strategic and editorial leads the information they need to set the strategic direction and develop the right creative solution. And for us, that means content in the right format, for the right channel, for the right audiences.
We set out the KPIs, editorial and creative principles, tone of voice, engagement plan and scope of work – ensuring we’re not only creating effective content, we’re also monitoring and ready to optimise and tweak content where needed to make it even better.

Ask Sarah for more