Language was no barrier last weekend (5th-7th June), when some of the best creative talent in the world descended on Cambridge to work on a live advertising brief.
The event was the annual DialogueInternational Forum – this year hosted by Cambridge-based creative agency Ware Anthony Rust (WAR) – who branded it Dialogue in the UK www.dialogueintheuk.com in recognition of one of the UK’s most iconic creative movements – punk.
Delegates from eleven countries, including the USA, Iran, France, Finland and Spain, joined together to test the ingenuity of their creative teams by giving them just 24 hours to come up with a completely new ad campaign for WAR’s client InSinkErator.
InSinkErator is a leading manufacturer of in-sink food waste disposers, and a long-standing client of WAR. The agency has already helped them grow significantly: from securing a trade presence through to national TV advertising. Driving international sales is the next focus and the Dialogue meeting was the perfect opportunity to harness the unique perspective and creative talents of creative agency staff from across the world.
All of the delegates came from creative agencies which are members of the Dialogue International network www.dialogue-international.com. Founded in 1991, Dialogue member agencies are independent and entrepreneurial. Its 27 members are located across Europe and in Asia and the United States. While each competes successfully at the top of its individual market, the firms know that combining the resources of hundreds of talented agency professionals across the world can deliver significant benefits for clients.
The Dialogue management team meets twice a year, with each agency taking turns to host. The Forum is an annual event and involves not only the managers, but hand-chosen creative staff representing each of the Dialogue agencies, and all of the agency disciplines: design, digital, copywriting, project management and PR.
The creative representatives are put into groups – creating ‘virtual ad agencies’ each with a range of talents and nationalities. They are given 24 hours to develop a new campaign, from scratch. Four virtual agency teams competed in Cambridge, with prizes – and bragging rights – being given to the winners. (See photo and caption to follow.)
WAR’s Head of PR and Planning, Shelby Haslam said: “The WAR team was extremely excited to be selected to host this year’s Dialogue Forum. We were one of the founder members of Dialogue back in 1991 and have participated in numerous events across Europe, but it is a great opportunity to have the best minds in the world in Cambridge working with us on a live campaign for one of our key clients.”
Shelby added: “Dialogue membership is a valuable part of our offering. It ensures that, while we may be UK-based, we have a strong appreciation of global markets. We have also used it to deliver international campaigns for clients like Turkey Tourism. Our experience is that businesses in the UK, particularly in the innovative South East, think both local and global. The web has given every firm a worldwide window, and with Dialogue, this is something that we are perfectly positioned to help firms benefit from. WAR is all about unlocking growth for clients, and Dialogue helps us to do this globally”
The Dialogue International network comprises of 27 independent agencies, based in 25 countries across Europe, Asia and the United States. Ware Anthony Rust is the only UK creative agency which is a member. To date the network is more than 1,000 talented professionals strong. Dialogue clients include EasyJet, MasterCard and retailer Decathlon.
For more information on Ware Anthony Rust visit www.war.com.uk