Product category:
Integrated marketing
News Release from: Liquid Communications
Edited by the Marketingservicestalk Editorial
Team on 14 August 2007
Liquid Communicatons bags Scream
marketing brief
Liquid Communications and creative agency Odd have emerged victorious from a three-way pitch to secure the communications brief for 70-strong student pub chain Scream.
Scream is the 70 plus-strong chain of student pubs owned by Mitchell and Butlers, the UK's leading operator of managed pubs and pub restaurants Liquid and Odd will embark on a brief which includes above and below the line communications for the entire Scream estate, working closely with all bar managers
This will include in-bar communications, promotional, experiential and digital activity as well as press and outdoor.
Together they will rethink Scream communications to evolve the brand and drive growth.
At the core of its approach lies the concept of "inventiveness", which mirrors student behaviour and their general take on life.
Olly Raeburn, Liquid managing partner, commented: "Our research confirms that students are inventive because they cannot afford not to be.
"They like to try new things, but at the same time they may have to be inventive where lack of available cash is an issue.
"The watchword for our brief will be 'inventive', acting as a guide and filter for the development of all communications.
"Scream clearly offers a value proposition, and our approach will encourage consumers to reappraise the role of the pub, giving them new reasons to visit Scream".
Jon Forsyth, partner at Odd, said: ''We're looking forward to having a lot of fun with the Scream brand; with such a strong heritage amongst the student market, Scream has a licence to invent really innovative and rewarding experiences".
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