#GYPSEMINARSERIES

CAMPAIGNS / ART DIRECTION
BRIEF

The loft’s founder Benedetto is passionate about continual professional development (CPD) and the Glasgow Young Professionals (GYP) network, of which he was a committee member a few years back. While trying to find a way to support the aspirations of GYP to do more in CPD, Benedetto and his committee colleagues had a Eureka Moment and decided to organise an amazing set of free seminars. They would be held at various locations and made available to the entire GYP membership. The #GYPSeminarSeries would include some of the brightest and best business stars Scotland has to offer.

SOLUTION

The loft, and Benedetto in particular, played a huge part in the design and organisation of these events and were delighted to invite a series of outstanding speakers including Russell Wardrop of Kissing With Confidence, Alan Meldrum of Percepta, Charlie Burton of Consilium Chartered Accountants and one of Scotland’s leading entrepreneurs Iain MacRitchie of MCR Holdings and MCR Pathways.

A series of eye catching, art-directed, portrait photographs with messages unique to each of the speakers was created and brought to life. They were created alongside some innovative campaign assets and a social media campaign that ran across a number of channels, receiving very favourable results.

MacRoberts Solicitors, SocietyM and particularly The Clydesdale Bank in Glasgow (with their stunning space in St Vincent Street) all kindly provided venues. Our long-term photography supplier Malcolm Cochrane also kindly dedicated a lot of his own personal time to photograph each of the different speakers to great effect — something for which we are incredibly grateful.

RESULT

The seminars were a resounding success. The Clydesdale Bank events were complete sell-outs and particularly special. They raised awareness of GYP, and while the reputation of the speakers was a big draw, the mini social media campaigns and the striking images played a huge part too. Even the speakers benefited from being part of the process, with some of the ideas and themes explored in the social campaigns being adopted as part of their own comms.