Creativebrief Founder & Chairman Tom Holmes talks to Ben Quigley CEO of Different Ltd.
Ben Quigley, Different
Following a successful career in sales and marketing positions with The Guardian and Manchester Evening News and as Head of Planning and MD at Yellow M creative agency, Ben co-founded Different in 1999 as Managing Director. Ben has been Chief Executive at Different since 2011.
Different is a creative agency specialising in integrated marketing communications and with individual service disciplines spanning Advertising, Brand, Content (Web, Mobile, Video), Design, Digital. Head office is in Newcastle upon Tyne with a satellite London office. The agency is ISO9001 Quality approved and is a member agency of the IPA (institute of Practitioners in Advertising), the leading trade body for marketing communications in the UK. The agency has full Continuing Professional Development (CPD) accreditation for professional development of its staff.
Ben has overseen Different’s rise to a nationally and internationally renowned creative agency. Cross-disciplinary creative and effectiveness awards include World Travel Awards Best Regional Marketing Campaign and Best TV Commercial, British Youth Travel Awards, IPA Advertising Effectiveness, Roses, London Internationals, New York Festivals, CIPR Pride and Excellence Awards, DMA Direct Marketing Awards, D&AD Finalist.
Ben led the Different team that created, developed and delivered integrated multi £ million Tourism and Business Innovation marketing campaigns for One North East Regional Development Agency, ‘Passionate People, Passionate Places’ across off and online media. UKTS Surveys tracked year-on-year growth in visitor numbers and nights stayed in the region. Exposure to the campaign improved perceptions of North East England in over two thirds of respondents. It was estimated by One North East that for every £1 between £14 and £40 was generated in incremental income over the lifetime of the campaign. Over 1000 organisations in north East England endorsed the campaign.
Different’s Public and Private sector clients across ‘Paid’, ‘Owned’ and ‘Earned’ Media currently include; the Government Procurement Service, German National Tourist Office, NHS, NewcastleGateshead Initiative, Newcastle NE1 Ltd, World Travel and Tourism Council, DFDS Seaways, L’Oreal UK& Ireland, Procter & Gamble, Barker & Stonehouse, University of Sunderland, Benfield Motor Group, Land Securities Group PLC, Capital Shopping Centres, Mayborn Group, Newcastle Science Central.
TH: Ben, what does the Newcastle brand stand for?
BQ: We are different. We all have a purpose. We are 6 billion humans who all have our unique set of experiences. Experiences that shape our lives and our views.
We are different acknowledges the things that make us different but looks at the common experiences that bring us together.
Our role is to create experiences that take brands into people’s lives.
Creativity has the power to transform people’s behaviour and lives. We are different doesn’t make people empty, short term promises. It encourages authentic, emotional, long term relationships between brands and the people who use them.
We are all different. We are all human. We all have a purpose.
What we do – serve our client needs to help make people do stuff
This could be print, tv, event, social media, app or a short film.
What makes you different?
TH: How do you think Newcastle should position itself?
BQ: In the era of technological connectivity you can locate yourself wherever you like. But be an advisor sitting at the top table, adding value to client’s business
TH: Are the city’s brand values reflected in your own agency culture?
BQ: Yes, creative, innovative, passionate, hard work and down to earth
TH: Does being based in NE influence your creative output? If so, how?
BQ: See previous answer to city brand values. The region has reinvented itself many times over as it has evolved from heavy industry to a knowledge-based IP and service-based economy, so the same ‘rule’ naturally radiates to the marketing communications sector
TH: What makes your agency offer different?
BQ: We believe in doing things different, so we named ourselves accordingly. Find new ways and new angles to get people to do something.
TH: Why should clients consider sourcing work from Newcastle agencies?
BQ: Smart people can be located anywhere thanks to technology and the transport infrastructure
Newcastle carries lower overheads that can be passed back to clients
Regional agencies in Newcastle often have a better grasp of integration and technology application than some large outfits in the capital clients can benefit from
Ben Quigley, Different
TH: What sort of clients do you particularly want to attract?
BQ: Retail – furniture, travel and tourism, automotive, supermarket multiples
FMCG
Bingo and Betting brands
TH: What local brands do you most admire and why?
BQ: Sage – Creating a FTSE 100 technology brand with a dominating market position
Newcastle NE1 – connecting the day and night city centre economy in Newcastle, now estimated to contribute circa 20% of retail takings
Barker & Stonehouse. Proving that the most beautiful, inspiring furniture does not just reside in the capital.
Benfield Motor Group. World class motor retailing service offering that has confronted popular prejudice about dealerships not keeping their promises.
TH: Are there any local marketers who have inspired you?
BQ: James Barker, Barker & Stonehouse. Vision and passion for furniture with a unique identity
Sarah Stewart, Chief Executive NewcastleGateshead Initiative. Putting NewcastleGateshead on the map
Judith Green, University of Sunderland.Re-positioning Sunderland as a place to study and reaping the benefits
Phil Cronin,Tombola. Building a juggernaut online bingo brand based in Sunderland
TH: What business would you most like to win?
BQ: DFS
A motor manufacturer
The next Innocent Drinks
A client with a vision or a problem that needs solving
TH: Thanks Ben.
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