Burberry’s ‘see-now, buy-now’ move highlights need for luxury brands to embrace 1-2-1 marketing
Today’s luxury consumers come in many different shapes and forms, making a one-size-fits-all mode of marketing no longer good enough, says Mike Cullis, CEO of creative direct marketing agency Soul. Much has been made of Burberry’s decision, starting at London Fashion Week, to make its catwalk collections immediately available in store and online. And rightly […]
The Drum, New Hires, Soul has hired Pete Williams and Chris Day as creative leads
Soul welcomes two new appointments this week with Pete Williams and Chris Day joining the agency as creative leads. The duo have been working as a creative team for 14 years with brands such as P&O Ferries, Churchill and Vauxhall. Founding partner of Soul, Shaun Moran, said: “Chris and Pete mark an important stage in […]
Mike Cullis in The Drum
“Context is all important. Ultimately it allows you to learn what the right content in the right place and at the right time is. Over time that allows us to improve and develop the best content in the best possible places and for the best types of people.”
Avios appoints Soul as below-the-line agency partner
Avios, the travel rewards business, has appointed Soul as a below-the-line agency partner and sole CRM agency after a competitive pitch process involving eight other agencies. Dina Yacob, Head of CRM at Avios said, “We are very excited to partner with Soul as we strive to create the best possible experience for our customers. Our […]
We’ve moved to a bigger and better, shiny new home
If you’re visiting us for a meeting, to catch up or just to hang out, you’ll now find us at the gloriously named (and beautifully appointed) Zeppelin Building. We can’t wait to welcome you and give you the grand tour soon. We’re still right by Farringdon tube and you’ll find us here: Soul Zeppelin Building […]
Young and independent: can newer ‘direct’ agencies be successful on their own?
Mike Cullis, the managing director of Soul, looks at whether young, independent direct agencies face the same difficulties as above-the-line shops. Unlike a fair proportion of the agency world, we didn’t head to Cannes last month. Maybe next year. Still, it would be interesting to know how many independent agencies of our age, size […]
Context is King
Content requires context to achieve the greatest impact. Understanding both consumer and environment is essential in matching content with the correct context. Faced with so much choice, the decision about which brand to buy is beset with potential for anxiety, guilt and regret – not words we like to associate with our happy world of […]
Homeless app to help save lives
Behind the Idea: Pioneering people and ideas in the creative industries Creative agency Soul solves the dilemma of ‘to give or not to give’. Director Shaun Moran explains how: So, what’s the big idea? It’s an app that we’ve created for London homeless charity, The Connection, which is going to change the way we give to […]
Soul launches ‘Donate Locate’ app for The Connection
Creative direct marketing agency Soul has developed the concept for a new app on behalf of The Connection at St Martin’s that is set to change the way we help the homeless. Homelessness charities often tell the public not to give to homeless people on the street because the money is often spent on alcohol […]
The Connection launches innovative app to streamline donations for the homeless
Homelessness charity The Connection at St Martin’s is launching a new innovative app ‘Donate Locate’ that is set to change the way we help the homeless. The app allows users to donate a small amount – £1, £3 or £5 – to the charity when you see a homeless person, whilst at the same time recording their […]
