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Adding 'sparkle' to a creative session

We recently invited the Watson Wyatt Creative Services team in for a Blue Sky session.

The theme was ‘branding’ and the session began with a discussion on the impact brands make on all aspects of our lives, perceptions and our purchase decisions. We looked at how major brands have evolved to remain relevant and become an intrinsic part of the consumer landscape.

The Watson Wyatt team was then divided into two groups, each facilitated by a senior BradleyDyer creative, and given a branding project of their own.

We invented a washing-up liquid "Sparkle", a brand which had been around since the 1970s and was frankly showing its age. The two teams were briefed to rebrand and reposition the product, making it a brand for the Noughties, complete with eco-friendly credentials.

And they had just one hour to complete the task!

Caroline Marsh, one of the two senior directors at BradleyDyer who judged the ideas was clearly impressed:

"Given that they only had a short time to both scope the brief and create their ideas, we were genuinely impressed not only with their inspired creativity, but also the depth of thinking that went into the product positioning and relaunch strategy. Both teams did a fantastic job"

The winning idea earned its team a bottle of champagne each. It seems that everyone had fun and found the session valuable. Katie Felix, Watson Wyatt’s Creative Services Manager, said afterwards:

"The little grey cells got some exercise and it was great to see the whole team getting excited. In fact, we’ve been talking about washing up liquid all afternoon!"