Matthew Mayes FRSA

Over a period of four years we launched a series of pan-European campaigns featuring Quicky, the Nesquik brand icon and main character.

 

The campaigns went live in over 10 markets and were funded on a central planning and creative execution model that local markets could buy into. Interactive became the key channel for each promotion e.g. music, photography, communication and, in 2004, a partnership with Shrek where Nesquik was a partner in launch of the new Shrek 2 film.

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We had succeeded in making Quicky relevant to children against the backdrop of powerfully attractive Shrek characters. The idea was to send Nesquik's Quicky character through a series of Shrek inspired fairy tale adventures and games with the chance to win prizes. The online activity was the lead element in an integrated campaign.

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The Nesquik team featured a team of art directors, animators who could bring to life the Quicky promotions. During this period, the year on year sales volumes of Nesquik increased by 25% for markets running the campaigns.

 

Role and responsibilities: Group Creative Director

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Awards: International Food and Beverage; London International Advertising; Cannes; M&M Awards.

Zentropy Partners 2001-2004