it’s elementary

what we’ve been doing, thinking and observing


The dilemma for FIFA’s sponsors

November 26, 2014   |   Eddie May

The news that Sony has reportedly decided to end its sponsorship of FIFA at the end of 2014, following the same decision by Emirates Airlines earlier in the month, could be seen as a big blow to the FIFA in the wake of its farcical investigation into the 2018 & 2022 bids.

While it’s good to see sponsors applying pressure to FIFA and one or two even cutting their ties altogether (although it’s not yet clear whether Sony’s decision is about cost-cutting or moral outrage), I’m not sure it’s going to cause too many sleepless nights at FIFA HQ.

I would be very surprised if FIFA can’t quickly replace these two partners.  Qatar Air (insert own cynical comment here) and Samsung are already reportedly lined up to step in, so there will likely be minimal if any impact on FIFA’s income.

Even for sponsors with genuine concerns about FIFA’s governance and transparency, there’s a big dilemma, because what they are really sponsoring is the World Cup, not the organisation that runs it.  FIFA’s reputation can be in the gutter, but when the tournament actually comes around, most fans are willing to put that to one side and enjoy the football, providing sponsors with a global platform for engagement that is, to borrow a Sony turn of phrase “like no other”.  There were huge concerns about FIFA leading into Brasil 2014 but by and large it didn’t affect fans’ enjoyment of the event.

FIFA know this better than anyone, of course, and rely on that fact to keep the whole show on the road.  The only thing that would really damage FIFA would be big countries refusing to take part in the World Cup, or fans turning away in their droves in protest, but both of those are pretty unlikely.

So, if you’re a FIFA sponsor, do you give up that amazing marketing platform in order to make a moral point about FIFA that probably won’t make any difference, or do you stay in the club and try to exert some influence behind the scenes?  Tough call.

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Campari Calendar 2015

November 25, 2014   |   Eddie May

We were excited recently to work with Campari to launch the 2015 edition of the iconic Campari Calendar, starring Hollywood actress Eva Green and shot by Julia Fullerton-Batten, with a “Mythology Mixology” theme.

Working with Campari’s global PR team, we hosted a press trip for over 30 international media to a launch event at London’s Shoreditch Studios.

We managed a series of media interviews with Eva Green and helped to secure global media presence for the brand, including extensive coverage in the UK, Italy, Brazil, Argentina, Germany.  The media coverage  and social media buzz around the Calendar launch helped to engage consumers around the world and cement Campari’s position as stylish, prestigious and international brand.

Click here to view the Campari Calendar 2015 on Facebook.


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Probono Bio promotional product

Pro Bono Bio appoints Threepipe to develop integrated Flexiseq campaign

November 19, 2014   |   Eddie May

Following a competitive pitch, Pro Bono Bio (PBB), the world leader in nano-physical medical devices, has appointed Threepipe to support FLEXISEQ, an innovative drug-free gel to relieve pain and stiffness associated with osteoarthritis (OA).

FLEXISEQ launched into the UK market earlier this year after successful clinical trials and has enjoyed an overwhelmingly positive response from retailers and Arthritis Research UK, the charity leading the fight against arthritis.

Threepipe will be highlighting the lifestyle benefits that FLEXISEQ can bring to the UK’s nine million osteoarthritis sufferers. Press office work will focus on reaching OA sufferers through national and lifestyle media and developing creative campaigns that drive usage occasions at key times of the year.

Threepipe will develop digitally led integrated campaigns across earned, owned and paid media and will oversee the management of the brand’s social media channels, which will be key to building product advocacy.

A key focus area for the brand is to build upon its growing usage by professional athletes who are turning to FLEXISEQ to help manage their pain. FLEXISEQ works with a number of professional clubs including Leicester Tigers and Saracens and elite athletes including Saracens, England and British & Irish Lions rugby player, Brad Barritt.

Jim Hawker, Co-Founder, Threepipe: “It’s not very often that a genuinely scientific breakthrough non-prescription medical product comes to the market and it’s exciting to be on board to help the brand reach its full potential in the UK.”

Mark Oldacre, Regional Commercial Director, N. Europe, Pro Bono Bio: “Threepipe’s ability to run an effective press office as well as maximise the digital opportunity around our brand was key to them being appointed. We loved their enthusiasm for the brand and their creative thoughts about how to drive awareness amongst key audience groups.”


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‘Facebook at Work’ – Will it work?

November 17, 2014   |   Justin Schwartz

Some companies go as far as banning Facebook from their offices in order to avoid distraction and multi-tasking. Those policies might need to be amended soon, as it’s been reported by the Financial Times that the social network is creating a spin-off product focused on workplace communications, called, you guessed it, ‘Facebook at Work’.

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Wozedu: Using PR to launch a new social network

November 10, 2014   |   Eddie May

This autumn, Threepipe has been working alongside London-based start-up Wozedu to raise awareness of the brand around the site’s official launch. Wozedu is a social network that acts as a bespoke matchmaker between young people and employers. It connects young people with educators and employers, giving them the knowledge and tools they need to determine their future.

To support the launch of the revamped website, we commissioned some research into the expectations of students and employers – revealing a mismatch on a number of levels, from where recruitment efforts are focussed, to the understanding of required skills. We then commenced a traditional media relations and profiling campaign to raise awareness of Wozedu in key trade and national media titles.

The research results made headlines across trade and online media, and were featured in a graphic for the Financial Times, in print and online. Within 22 hours the FT graphic garnered more interaction on the FT’s official LinkedIn page than any other single posting. The Sun also featured the results and an introduction to Wozedu in the print edition’s careers pages.

We secured coverage for the research in numerous key trade media titles including Personnel Today, HR and Recruitment Grapevine, Recruitment International and HRreview. The business was also profiled multiple times across the general business media such as Real Business,, Growthbusiness and This was underpinned with face-to-face briefings for the CEO and influential journalists.

The campaign launch culminated in a live broadcast interview with CNBC, with Wozedu being singled out as a “start-up to watch” on CNBC’s flagship global programme, Worldwide Exchange. This was consequently republished by MSN, further increasing the impact of the piece.

It’s been a great start to launching Wozedu and we’re looking forward to helping the business to grow in the future.

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Launching LeapTV

November 7, 2014   |   Eddie May

It’s been a busy week here for Team LeapFrog, as we helped to launch the first video game system built just for young children: LeapTV.

As part of the launch campaign, we organised a day of media interviews and product testing in Central London with Strictly star and celebrity mum, Tess Daly, resulting in coverage across target national and parenting titles including the Daily Express, Observer, and ParentDish.

Behind the scenes content was also created, which we shared across the LeapFrog UK social channels and seeded into online media. You can take a look at the video of Tess playing with two little gamers having fun with LeapTV here.

To create additional buzz on social media, we worked with parenting and technology bloggers to host LeapTV parties the weekend before launch. Five bloggers were sent a LeapTV with some goodies to host their parties, which they shared posts of on their own social media channels along with images, videos and posts about their experience.

The response from media has been really positive and within one week of launch we have already seen over 40 pieces of coverage, with more to come. Christmas is just around the corner too, and LeapTV is set to be one of the must have gadgets for kids according to various Gift Guides from T3 to Mother & Baby.

The LeapTV system is now available. For more information, visit


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