Sixty years since the birth of the first Gen Xer, how have the latchkey generation fared?
ᔕ𝕋ίČк 𝕚𝕋 t๏ 𝕋ℍ𝐞 𝓂𝔦ᗪＤ𝕃𝐞Μ𝐚ⓝ
See how we’re disrupting the luxury beauty market with Beauty Pie
We’re a creative collective that like disruptive ideas. Outrageously successful ideas that get talked about and written about.
Selected works
Dear Antony
When Morrisons accidentally priced The Glenlivet Caribbean Reserve at £2.50 a bottle, a primary school teacher from Yorkshire made the most of the moment.
Client: The Glenlivet
Reactive PR:
£2.50 Caribbean Reserve at Morrison's
When Morrisons accidentally priced The Glenlivet Caribbean Reserve at £2.50 a bottle, a primary school teacher from Yorkshire made the most of the moment.
Client: The Glenlivet
Reactive PR:
£2.50 Caribbean Reserve at Morrison's
Making money cool again
We launched PayPal as ‘New Money’. Our idea was to make them stand for all the positive advancements that have been developed in the payment world, pushing against the old way of doing things, which people saw as a broken financial system. Our anthemic ad followed up with social and digital films put a stake in the ground and shift perceptions. The app saw more downloads than any month or quarter tracked by PayPal, and social conversation sentiment increased significantly from -22% to 33%.
Client: PayPal
Campaign:
New Money
We launched PayPal as ‘New Money’. Our idea was to make them stand for all the positive advancements that have been developed in the payment world, pushing against the old way of doing things, which people saw as a broken financial system. Our anthemic ad followed up with social and digital films put a stake in the ground and shift perceptions. The app saw more downloads than any month or quarter tracked by PayPal, and social conversation sentiment increased significantly from -22% to 33%.
Client: PayPal
Campaign:
New Money
We made a beer shampoo
We discovered that hops, wheat and barley all found in beer have beautifying properties and so to give men ‘a beauty product they could relate to’ we created the Beer Beauty series – a new line of branded men’s personal care products. The new range was a perfect demonstration of these properties and celebrated the quality ingredients in every Carlsberg. By taking them from their established sector and launching a product into a completely different one, we took them from a lager brand into a quality leader and innovator.
Client: Carlsberg
Campaign:
Beer Beauty
We discovered that hops, wheat and barley all found in beer have beautifying properties and so to give men ‘a beauty product they could relate to’ we created the Beer Beauty series – a new line of branded men’s personal care products. The new range was a perfect demonstration of these properties and celebrated the quality ingredients in every Carlsberg. By taking them from their established sector and launching a product into a completely different one, we took them from a lager brand into a quality leader and innovator.
Client: Carlsberg
Campaign:
Beer Beauty
With great complexity, comes great reward
Client: Aberlour
Rebrand:
Positioning, purpose, campaign activation
Client: Aberlour
Rebrand:
Positioning, purpose, campaign activation
CPB who?
We’re one of the few places that have creative disruption in our DNA. We were born that way.
And when CPB say ‘disruptive’ we mean big, human, emotionally engaging ideas that affect and create culture rather than simply following it. Ideas that real people want to share with their mates and their mums. Stuff that creates buzz in the real world.
It’s a big old world. And it’s full of CPB offices. From America to Brazil, Europe and China. All working together in unique ways for the same purpose. It’s great to be part of it. Have a look at what everyone else is up to, here.
And here are the people who head-up things in London:
Helen James
Managing Director
Dave Day
Executive Creative Director
David Proudlock
Head of Strategy
Latest news
April 2024
Here’s to another month of WNOS – our monthly report where we update you on the latest news, trends and tips in Social & Digital – helping to keep you constantly in the know. We’ve made a few changes to our tried-and-true recipe, and we hope you love our update as much as we do.
Brands have a vital role to play in shaping the conversation around women’s health
In the world of marketing, finding the right balance between purpose and profit has become a subject of ongoing debate. One might wonder what Terry Smith, founder and CEO of Fundsmith, an investment management company, would think about the recent success of the Barbie movie. Mattel’s venture into the theatrical realm aligns with their brand purpose of ‘inspiring the limitless potential of every girl,’ leading to a remarkable 20% surge in their share price since the beginning of 2023. This surge, particularly prominent since late June in anticipation of the film’s release, raises intriguing questions about the interplay between purpose and financial success.
The (other) Climate Gender Gap
Gender is perhaps the dimension of workplace diversity that has improved most over time. But progress on getting more women into leadership roles is at best slow and steady, and at worst those advancements have flatlined. Why, when the correlation between women at the C-suite level and a business’s profitability is repeatedly proven?
Does Gender Diversity Need a Rebrand?
Gender is perhaps the dimension of workplace diversity that has improved most over time. But progress on getting more women into leadership roles is at best slow and steady, and at worst those advancements have flatlined. Why, when the correlation between women at the C-suite level and a business’s profitability is repeatedly proven?
The Age of Age
The argument for more and better representations of mid-life+ women in advertising. As women grow older, they find themselves underrepresented in advertising and feel increasingly invisible to brands. 80% of the UK’s wealth…
Brand Britain, Reimaging Britishness
Three years on from the UK’s formal departure from the EU – and in the middle of a cost of living crisis and endless political shenanigans – we felt it was a…
Brands we’ve changed
