One of Jack Morton's stand-out event moments, which judges praised the company for, was its experiential activity for BP during the London 2012 Olympic Games. What did the experience consist of and why was it so successful?
We were tasked by BP with creating a once-in-a-lifetime experience which pushed the boundaries and was as memorable as the Olympic events themselves. It was so successful because we managed, through a technically innovative and theatrical experience, to take the guests to places they couldn’t ever see – the inhospitable corners of our planet where BP’s technology is being developed and deployed – giving them an incredible insight into BP’s work.
In order to achieve this, we immersed ourselves in understanding BP’s world and sought out the most powerful stories to tell. We wanted to tell these stories in a way which took people to the environments where BP works. So we used state-of-the-art theatrical and CGI techniques, but also wanted to give them a physically evolving experience. We created this by completely re-imagining the traditional theatre space within the Linbury Studio Theatre at the Royal Opera House, changing it to three unique physical spaces through which guests took their journey of discovery about BP.
Why did you decide to enter the 2013 Event Awards?
Awards are a great way to recognise fantastic work in our industry and both our team at Jack Morton and our clients value them greatly. The Event Awards are widely recognised and we have submitted entries for many years.
What was your reaction when you won the Brand Experience Agency of the Year award?
There are many innovative agencies out there so we have much competition, but this is what keeps us on our toes. And this does make the winning all the sweeter – we were delighted.
Since the win what has Jack Morton Worldwide been up to?
We’ve had a very busy last quarter of 2013 including continued consumer activation for Nivea and a pre-Christmas campaign for Gap and, of course, the year culminated with the spectacular Mayor of London’s New Year’s Eve fireworks. And this has continued into 2014, a highlight being the Mobile World Congress in Barcelona where we worked with a number of clients including Ericsson, which has the largest presence at the show.
Has the award win had a positive effect on the company?
Winning Brand Experience Agency of the Year is a fantastic accolade, and we are all incredibly proud.
What's in the pipeline for JMW for 2014?
2014 marks our 75th anniversary, a remarkable achievement in our space and one which gives us as an agency a chance to take pride in and celebrate our heritage with a number of activities during the course of the year. It’s a great source of inspiration for us all as we look to the future. Another highlight for us this year is our role as the opening and closing ceremony creators at the Commonwealth Games in Glasgow – it’s a very exciting time.
What would you recommend to those entering the Brand Experience Agency of the Year category for the 2014 Event Awards?
Make your focus great creative work, which inspires both your team and your clients and all opportunities, including the chance to win Brand Experience Agency of the Year, will flow from that.
How to enter Event Awards 2014
The deadline for awards entries is 21 May 2014. To find out how to enter, visit the . For the latest updates on the event, follow the Event Awards on Twitter at .
To find out more about sponsorship opportunities, email Jade Scaffardi or call her on (020) 8267 8272.
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