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Top Design Agency Good Creative in London move
A leading player in the creative design industry is relocating part of its operation from Scotland to London in a bid to establish itself as the UK’s top agency
The company’s founding co-director Keith Forbes will head up the new operation which is seeking to capitalise on recent business successes that have helped to position Good as the UK’s third highest ranking agency for design effectiveness*
While the company will remain headquartered in Glasgow, under the leadership of its other founding co-director Chris Lumsden, it believes that establishing a presence in London is essential as the majority of its business is located south of the border and in Europe.
“We are proud to be a Scottish company and we will always remain true to our roots but we feel the time is right for us to expand into London,” said Forbes.
“From Glasgow we have been able to outperform some of the biggest and most established London agencies. Having a new team in London, while retaining our core staff in Scotland, will allow us to better service our existing clients and to grow our business while keeping our overheads and consequently our fees competitive.”
“Times are tough and we expect them to be for the foreseeable future but our model of a tight creative unit will continue to deliver on and exceed our clients’ aspirations.”
Recent campaigns run by Good included the rebranding of AEG, the German-based manufacturer of power tools, helping it to achieve a 47% increase in sales last year and to outperform the market, which includes Bosch, Makita and De Walt. AEG’s owner, American-based TTI, has also commissioned Good to rebrand its consumer range Ryobi.
The company, founded seven years ago, has also recently won a contract to lead to lead the national digital strategy for the retail division of Land Securities.
Good swept the boards at this year’s Design Business Association awards where its work on packaging for Fyne Ales, a craft brewery in Argyllshire, beat a host of household names, including Guinness, Cadbury’s Buttons, Fairy Liquid, Benylin medicine and Rocky biscuits.
It also won a gold award for devising an internal communications campaign for Scottish Power and a bronze award for digital work with Buchanan Galleries to add to existing gold awards for branding campaigns won in the previous two years.
Last month Good’s work was also recognised at the annual Marketing Design Awards, with success in two categories.
Despite tough economic times, the design sector has continued to expand with growth averaging 3.5% a year between 2005- and 2010, according to research published by the Design Council.
Forbes believes the time is right to expand and seek to meet the vision of working at the heart of global brand challenges.
“Our yardstick is the rate of return on investment we provide to our clients and, by that measure, we have continued to improve in recent years.
“In its most recent rankings, the Design Business Association rated us as the third most effective agency in the UK. Our aim is to get to number one and our decision to move into London is a credible mark of that ambition.”
Fergus Ewing, the Scottish Enterprise Minister, said: “The Scottish Government is working hard to ensure that businesses across Scotland maximise their opportunities to grow by moving into new markets.
“Good Creative, is an example of an ambitious Scottish enterprise expanding its operations and exploring new markets with the creation of a second office in London.”
Got to: http://www.good-
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*Good’s insight over the past three years has resulted in it being in the top three Most Effective Design Agencies in the UK as listed by the Design Business Association (DBA).
Its ‘Simply Persuasive’ process delivers effective solutions to complex business problems that can drive entire communications strategies from one core idea
Good’s work on an internal health and safety campaign for ScottishPower was recognised with top awards at this year’s DBA’s Design Effectiveness Awards and at the Marketing Design Awards.
Good was also recognised at both awards for devising a hugely successful social media marketing campaign for Buchanan Galleries, a shopping complex in the centre of Glasgow.
In addition, the Glasgow-based consultancy won a DBA Gold award for its work creating a new brand identity for Argyll-based Fyne Ales. Its successes raised it from 9th to 3rd position in the DBA’s design effectiveness league table.