1. Calm Asylum is a creative agency with a digital backbone. Calm offers digital innovation, customer experience, design, marketing, strategy and customer insight.

2. Originally formed in December 1999 by Simon Brown, MD, the company rebranded to Calm Asylum in December 2003.

3. Calm Asylum is an adaptable company which should stand them in good stead in the current climate. Simon has recently made several changes to roles and work practices within the company to make it more effective and has developed online digital tools to help set it apart from competitors.

4. Calm has 11 employees and has recently welcomed Bianca Robinson, Creative Manager; Andrew McCarron, Digital Project Manager and Steph Every, Reception and Admin to strengthen the team.

5. Calm believes that Service Network is a great way to get closer to companies that have previously been competitors and explore working collaboratively for mutual business benefits. This is crucial if businesses like ours are to stand a chance in the global economy.

6. Calm knows the importance of relationship working closer clients and has a fantastic client list including Northgate Plc, Darlington College, Middlesbrough College, Business and Enterprise North East (Business Link), Newcastle University and Wolf Systems.

7. Calm Asylum was runner up in the NE Business Awards, Business and the Community category. This recognised its offer to charities that need effective brands and communications without an unrealistic investment.

8. MD, Simon Brown is on the board for charity The Main Project which supports families of and children with Autism. The company also works with Teesside Hospice.

9. To beat the housing slump, Simon and his wife Vicki are raffling their 6 bedroom, £650,000 home in Ingleby Barwick – tickets are £25 each see www.winfellowshall.com

10.  The name Calm Asylum is sometimes mistakenly called an oxymoron. In reality it refers to a safe haven and a space to think differently.

Well, it is our firm belief that companies need to be real and touchable. They need to converse with their potential customers, otherwise those customers will just go ahead and initiate conversations without them! (Think Dell Hell). So that’s what the team here at Calm have set out to do.

We talk about what we know -  we have some fascinating people in here who can talk passionately about every aspect of marketing – starting from brand and filtering through to the kaleidoscope of ways in which brands realise themselves – design, media, message, digital, social etc. We also post things on our blog that we think represent the way we think and show you videos, pictures and link to other blogs that say it better.

Also, we want to be found! We want more business than we can [currently] handle. And the Calm Asylum will grow to fit! A blog that talks about the things we do best has got to be one of the best ways we can think of to get into Google’s top ranks without even trying! See David Meerman Scott’s blog for more on this.

We really want you to see a bit of our personality in this blog. So you’ll also find stuff about things that tickle us pink from time to time. We also want you to participate, comment and get in touch. Think of our blog as a little peek into the minds of the inmates at the Calm Asylum – welcome to our space (and grab a free poster while you’re there)!

An interesting viral ad for Wonderbra.  (Calm down boys)!

Introducing the Calm Asylum online interactive Advent Calendar 2008!

Forget sending Christmas cards this year, they’re not good for the environment and they are BORING!
 
Send your clients to a fun online Advent Calendar instead, and let them play a game a day throughout December. Take advantage of our early booking offer and save £200 by ordering your interactive Advent Calendar today. (Early booking offer ends August 15th)

Click here to try one of our all time favourite games and see just how easy it is to put a smile on your clients faces.

We’ll personalise it for you to include your company logo, you’ll get a graphic to add to your own website, and a branded email to send to your clients too.

We’ll also keep track of how many of your clients and their friends visit your own website from the Advent Calendar. Last year one company received over 200,000 hits to their website!

Posted by Calm People

A brief is the most important piece of information issued by a client to an agency. It’s from the brief that everything else flows. Therefore it’s essential that every effort be taken to prepare the best possible documentation of what is required.

It’s in the nature of creative thinkers that giving them the tightest of parameters will often stimulate the most inventive of responses – and 79% of clients and agencies agreed that: “It is difficult to produce good creative work without a good brief”. Im sure the Calm creative team wholeheartedly agree!

The client brief can be considered the platform for a communications campaign. The better a company’s corporate or brand position is defined and the more thoughtfully its key business issues are described, the more likely it is that strategic and creative thinkers in agencies will be able to apply their specialist skills to produce great solutions.

“The whole idea is to stimulate the creative imagination, not to restrict it. Ultimately you are buying creative ideas. Procurement people can sometimes write briefs as though they were buying copper piping or paperclips. But selling is an art. It’s more like briefing an architect. We need agencies to feel inspired so they can do their best work.”

© IP for this article is fully reserved by ISBAthe IPA, MCCA and PRCA, who have co-authored and produced the above.

Unfortunately the agency is not known otherwise I’d have linked to it…

But it worries me that the methods preached by Sir Alan - especially where the marketing and advertising are concerned – seem to be a tad archaic in the age of web 2.0 and the ethos of getting up-close-and-personal with customers.

It’s all about advertising in the traditional mould – TV adverts etc… (why when we’ve all got sky plus and iPlayer? who doesn’t fast-forward the ads)? Unfortunately this is still how a lot of the big corps think it’s done as illustrated by Sir Alan.

Wednesday’s episode was a great exercise in the use of Personas – each team developed a rounded individual that represented the potential buyer of their perfumes. A good start to getting to know your audience that did appear to be anchored in a teeny bit of user-testing…

…In a real-world scenario this could have been developed into a real conversation with potentially millions of future customers using a whole host of tactics that don’t even come close to matching the budgets that traditional mass media demands. When Alex and Helene were asked how the dinky split bottle idea would impact the bottom line, and the advertising budget, they were flummoxed!

They could have taken a leaf out of Proctor and Gamble’s viral marketing book and reached millions of potential customers, in this instance, teenagers virally, through their “Tremor” advocates – a network of teens recruited to chat about their products to their mates. .

Or indeed, apply some guerrilla-style tactics like Carlsberg: USA – moles going into bars asking for Carlsberg (the barman never heard of it)! and a couple of days later a Carlsberg salesman arrives…; Fake Passports;  £10 notes … the genius is endless.

* This thought was developed after inspiring discussion with the DECTATOR, who is the source of much knowledge (being omnipotent and all that).