London : Los Angeles

BACKGROUND

Introduce your business and what you do there.

I am the senior vice president of Cycle Gear. I am the head of all marketing. Our target audience is motorcycle enthusiasts, which are only about 3% of the population, a target audience of about 10 million.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with London : Los Angeles?

I did a brand evaluation. Motorcycling is a lifestyle activity and you really need to be in the club. The brand evaluation showed that a lot of the market considered us to be the Walmart of motorcycle care; low cost and low quality, and not really enthusiasts. This was not true.

We have been in the business for 40 years. Over 95% of our store employees are experienced riders themselves and the people at headquarters clearly knew what they were doing. We were not getting credit for our specialist expertise or for the fact that we were being compared on price and not on other areas. We were talking to our older customers and not broadening our reach into the community.

I took all of this to Nick (CEO & Founder) and told him I need to be able to break out and use digital media for video, and that I wanted to try a whole bunch of other media. We started with billboards, and I needed to be able to position ourselves as motorcycle enthusiasts.

We had previously done some branding work, but what I needed was a big idea. I needed something that would cut through the clutter and make us stand out. They gave us all of the campaign elements and how to piece it together. They came up with the concept, they did the key initial creative work, and then they positioned us in a way where we could execute that through all of the detailed stuff like emails and all those other things.

SOLUTION

What was the scope of their involvement?

It was way simpler than it really should have been. I wrote a crude brief, but mostly we had a couple of conversations. One of the outstanding things about this is that Nick doesn’t ride and there was only one person on their team that did. They went and watched hundreds of hours of motorcycle videos and they got a sense of what it was all about on their own. He had a couple of ideas, but the first concept that he came back with made the hairs stand up on the back of my neck. Without saying we are motorcycle riders, it said we are motorcycle riders.

The key concept was next. We are the biggest retail network for motorcycle accessories in the country by far. Nick came up with an idea that was intelligent in that it played on a couple of different points.

One of the reasons we ride motorcycles is because it is really fun, and it is more fun than in a car. The biggest difference is how you take corners. It is fun because it is unlike anything else in that it is technical but there are also horizon changes. When you go through a corner, you are leaning over, and the more you lean over, the faster you can turn. Nick picked up on this and that became the key visual element throughout. We used it from the rider’s perspective as opposed to doing from a third-party or second party looking at someone taking a corner which is what everyone else would do. That is a perspective that only a rider would understand. That really broke through. I had critical people internally and also the private equity people on the board, and it really stood out to them.

In the initial program, we had already bought media space and we needed to turn that around in three weeks. Luckily, it was digital execution and we didn’t need print so that went through very quickly. Then, for the follow-up campaign, we were late coming to them, but we executed a series of videos which were three days-worth of shooting that was done on a shoestring budget. We took the original billboard campaign and then we ran it as an online video campaign and TV commercial.

What is the team composition?

My main point of contact was Nick.

What is the status of this engagement?

We started in December 2018, and we had completed production and were ready to go by March 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We saw a significant jump in direct traffic to the website. Because we were trying to reach out to people, we weren’t measuring online sales, but we did see that increase in direct traffic. We beat our CPM targets. We used YouTube and video advertising on Facebook and Instagram as well as on Google’s network.

We ended up with a CPM of $1.45, and we were paying $20 to $22 per $1,000 and our target online was $5 per thousand — so we beat that by far. In the first four weeks of the campaign where clearly it was new and our frequency was very low, we did completion rate on the viewing for our 30-second commercial which is incredible. It had the best completion rates and also had the best clickthrough rates. Over the total campaign, we still kept our frequency pretty low, but by the end of the campaign period which is the riding period from March to September, and at the end of that, our completion rate on YouTube pre-roll was still at 56%. We knew that the execution was engaging our audience.

How did London : Los Angeles perform from a project management standpoint?

It was really nimble. It is a small team, so we got a lot of Nick’s time. His account director was really on the ball and really thorough in prepping for discussions, the planning, timelines, and all of that good work so it went really smoothly. It was on time and on budget. They did us a lot of favors on the cost as well.

They clearly communicated what was happening and provided us with updates. They were flexible and proactive in terms of making sure we knew what had to happen for the project to happen on time. They were very transparent.

We are all used to using Atlassian Suite, Asana, and all of those things but we didn’t need to for this. We are pretty old school and just put the timeline out and everyone knew what they had to do, and they constructed that.

What did you find most impressive about them?

You are getting big agency thinking at a small agency cost. Their creative execution and ability to come up with something different are incredibly impressive, so we didn’t look like everybody else in our sector.

Are there any areas they could improve?

No. There is nothing that I could say that would be a fair reflection on them. It is more things that happened with our team that maybe didn’t make things go as smoothly as possible. There is nothing from them.

Do you have any advice for potential customers?

Be really engaged and be very open to working through what your business problems are and explaining it clearly and spending time explaining who your customers are and how they think. It is all the stuff you have to do with every agency. Focus on giving them the information up front because they will be able to sort through it all and don’t be scared to share. Overshare with them. You will get a lot more out of them and a lot of enthusiasm from them.

BACKGROUND

Introduce your business and what you do there.

I’m the creative director of a large big-box alcohol retailer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with London : Los Angeles?

We had a brand book but needed an agency to help us articulate who we were as a brand. This involved determining key customers.

SOLUTION

What was the scope of their involvement?

They’ve developed a framework that guided their brand development process. That started with a series of discussions around different consumer sessions. Then, they connected with members of each of our internal departments, taking us through workshops together to better understand our identity. That allowed them to put together documents that helped define our brand. 

What is the team composition?

We had a senior account representative, a strategist, and a creative director. They, along with a few other members of their team, conducted and coordinated the workshops. My main point of contact was their account representative.

How did you come to work with London : Los Angeles?

We determined that we would need this work, and someone on our team recommended their services based on a past experience. From there, we invited them and several other companies to submit proposals. We loved their approach. They were a small, nimble team that looked like they could get the job done. 

What is the status of this engagement?

We’ve been working together since the end of 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Since collaborating with them, our business has continued to thrive at a record pace. Our biggest campaign that came after starting our partnership broke company records. Our sales were off the charts. Since then,  we’ve been using that campaign during the fourth quarter of every year, and we continue to grow and improve. 

Some of that success can certainly be attributed to their work on creating engaging photography and typography. They shaped the way in which we go to market, which was very important.

How did London : Los Angeles perform from a project management standpoint?

We receive reports and updates daily. They were very thorough with communication and project management. We communicate through phone calls and emails. However, they also shared tracking information with us and were responsive to our questions. 

What did you find most impressive about them?

Our relationship felt very collaborative, and they worked hard to understand our company well.

Are there any areas they could improve?

I felt like I had a pretty good pool of resources partnered with them. It would be nice to see some of those teams being built in-house. 

Do you have any advice for potential customers?

Allow them to integrate with your creative team members. The workshops they lead are super important to us, and we were all satisfied with the output.

BACKGROUND

Introduce your business and what you do there.

I’m the founder & CEO of MTM Choice, LLC. We are a small company with offices in Milan, London, New York, and Shanghai.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with London: Los Angeles?

We purchased a media group and needed some branding work done.

SOLUTION

What was the scope of their involvement?

They created a new look, feel, and style for the media group we purchased. We requested an online presence from them, which they built our through our frontend UX. Currently, they are working on the look and feel of a piece that tells the story of our company.

What is the team composition?

Nick (Founder & CEO) is my main point of contact. I also interact with a couple of the production team. 

How did you come to work with London: Los Angeles?

I worked with Nick in a different organization. I wanted to work with someone I knew and trusted.

How much have you invested with them?

We spent between $100,000 - $250,000.

What is the status of this engagement?

We started working with them around December 2019, and it’s ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They collaborated with us well, sharing ideas and implementing them. I enjoyed working with someone I already knew; it helps the projects flow smoothly.

How did London: Los Angeles perform from a project management standpoint?

They are amazing at delivering on time and within budget. We communicate via email, Zoom, and occasionally phone. They are communicative and accommodating.

What did you find most impressive about them?

They’re flexible and do everything we ask of them. They keep their promises and are proactive, notifying us of problems that arise. 

Are there any areas they could improve?

No, they’re good.

Do you have any advice for potential customers?

Don’t give a brief, share a brief. Allow them to dialogue with you. Be very clear about what you want. Clearly define your budgetary constraints.

BACKGROUND

Introduce your business and what you do there.

Right now, I’m Director of Marketing for Fleming’s Prime Steakhouse & Wine Bar. I run all marketing for all 65 locations. It’s a fine-dining concept that focuses on prime steaks and wines throughout Napa Valley in California. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with London : Los Angeles?

They’ve helped us with our broader marketing strategies, brand voice, and immersive experiences. We work on projects where they have to dive in and decide how the consumer will ingest the content, along with deciding the story, the strategy, and the technology.  They are absolutely a full-service agency.

SOLUTION

What was the scope of their involvement?

The scope of their work has involved implementing two immersive experiences, and they’ve helped publicize each experience with traditional and digital media. This has involved social media display banners, emails, website updates, and any print materials. Their work has also involved helping us evolve our brand voice.

First, we worked on 360 VR experiences which were filmed all over Napa Valley. Our next immersive project was an immersive dining room that appeals to all five senses. You sit in the room, and all the walls transform into video that relates to the course you’re eating.

For the second project, they helped us flesh out the concept from digital capabilities to the installation of the equipment. They storyboarded all of the content that was put on the walls as well as the standard operating procedure of the event.

To film for the immersive dining room, they traveled up-and-down the coast from Mexico to California. We created videos of our chefs, our operating partner, and our private dining director speaking and giving voiceovers. 

What is the team composition?

I work with Nick (CEO & Founder) about the strategy. There’s a creative director that’s always involved. I also have direct contact with our agency lead and a customer lead. We do project-by-project work, so they assign the team based on the needs of the project.

How did you come to work with London : Los Angeles?

We’ve been working together ever since the inception of their company. Fleming’s and the specialists had worked together in the past. I really admired the work they’d done. So, when they started their own agency we started working together right away.

How much have you invested with them?

I believe the total investment would be around $250,000 to $500,000.

What is the status of this engagement?

We’ve been working with them since March of 2017, and the partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Both of the programs we’ve done with them have won awards. Unfortunately, we had to pause our first campaign because of a large fire in Napa Valley. But, it did win awards for its innovation and digital technology. 

The immersive dining room has been covered by a lot of media. Now, we book the room for double the amount of what it was worth before. Before, those dinners would sell for around $115 per person. Now, the experience sells from anywhere between $200-$500 per-person.

How did London : Los Angeles perform from a project management standpoint?

They perform very well and they’re very organized. They have many methods to update me on their progress ranging from spreadsheets to emails. They’ve accommodated my preferred communication style; they’re very accessible. We’ve been communicating via video calls, phone calls, and text.

What did you find most impressive about them?

They understand our brand and what we’re trying to communicate, as well as who we’re communicating to. They’re very insight-driven, and they ask very insightful questions. They’ll always get to the reason why we’re making a decision rather than just doing it because it’s a trend. Even though we have a project-based partnership, they reach out and send me ideas throughout time. 

Are there any areas they could improve?

There’s not anything that I need differently from them. Nick has done a great job of using everything he has learned from different agencies he’s been a part of.

Do you have any advice for potential customers?

They’re very collaborative. So, potential customers should bring an open mind to any conversation. I always try to come with a business objective, but I bring an open mind because they have such great, innovative ideas. They push us past the uncomfortable into a place that’s going to make everything better.

BACKGROUND

Introduce your business and what you do there.

I am the CEO of Joyfull; we are a lifestyle products company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with London : Los Angeles?

We have hired London : Los Angeles for branding.

SOLUTION

What was the scope of their involvement?

We brought ideas to London : Los Angeles about our branding, and they’ve been helping us focus those ideas to bring our vision to life. The team has been assisting us with logo design, colors, and fonts. London : Los Angeles has also been focusing on the identity of the company and what we want to do moving forward. 

We’re also expanding our engagement with them into marketing and are building content strategies and conceptualizations of what we want everything to look like. 

What is the team composition?

We work with Nick (CEO & Founder) and Nathalie (Head of Marketing).

How did you come to work with London : Los Angeles?

We found them online. We decided to work with London : Los Angeles because we felt they were experienced, and their company was small enough that we would get really personalized services that would cater to our needs more. 

How much have you invested with them?

We’ve invested around $45,000. 

What is the status of this engagement?

We started working together in August 2022, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’re confident about the launch and the impact that London : Los Angeles will have on our brand. We’re hoping for a big ROI on the engagement, and we think they’ve done a great job with everything so far.  

How did London : Los Angeles perform from a project management standpoint?

All of the requested work has been delivered on time, and they’ve stayed within the budget. The team is responsive, and we communicate via email, phone calls, and Google Meet. 

What did you find most impressive about them?

The team is extremely professional, reliable, and prompt in all their work. They get back to us in a timely manner, and they are great about delivering what we ask for because they listen so well. 

Are there any areas they could improve?

There’s nothing we can come up with at this point. 

Do you have any advice for potential customers?

Make sure that you’re prepared with everything ahead of time regarding what you’re looking for and the scope of work because this will save time. London : Los Angeles will also give you a timeline, and you want to make sure that you’re staying within that timeline. Ensure you get your ideas and conceptualizations out in the open before you start anything.

BACKGROUND

Please describe your company and your position there.

I am the Founder and COO of the Complice Skin Company, where we sell luxury Anti Ageing Skin Care Products

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire London : Los Angeles, and what were your goals?

For our Logo and Story

SOLUTION

How did you select this vendor?

We found several companies, but Nick (CEO) just knew what we wanted and gave us exactly that

Describe the scope of their work in detail, including any steps and the final deliverables.

He made notes about who we are, and what we are to make a logo that will match us. Then we want back and fourth to correct the Impuls and got to the goal pretty quick

How many people from the vendor's team worked with you, and what were their positions?

2 CEO and Designer

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are still finishing the last touches, but everyone that see's the Logo loves it

Describe their project management style, including communication tools and timeliness.

Perfect timing, quick responses, and the listen to what you want, which is hard with art

What did you find most impressive or unique about this company?

They have a great eye and skills; they work fast, are nice, and are understanding.

Are there any areas for improvement or something they could have done differently?

no

BACKGROUND

Please describe your company and your position there.

I'm the Director of a new division at a healthcare non-profit.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire London : Los Angeles?

We were looking to brand our new service name and partnered with London:Los Angeles (LO:LA) to help us with the brand naming.

SOLUTION

How did you select this vendor?

We reached out to several branding agencies and selected this vendor based on experience, connection, past work and value.

Describe the scope of their work in detail.

Brand naming review and name recommendation.

What was the team composition?

LO:LA worked closely with our CEO and Learning division and a couple of leads of other departments at our organization.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We just wrapped up with LO:LA brand naming assignment of which the end result and outcome we are thrilled about!

How effective was the workflow between your team and theirs?

Excellent work flow.

What did you find most impressive about this company?

Their commitment and pride they take in their work and creativity, the ability to turn-around a very quick 30-day project without sacrificing quality and ability meet our demands and deliver project on time with a product name we liked.

Is there any area for improvement or anything that could have been done differently?

Everything went very smoothly.

BACKGROUND

Please describe your company and your position there.

Carolyn is the CEO of ZEV and has over 30 years of experience as a CFO and Director of Financial Analysis at Fortune 500 companies and software startups, including Software.com, Solaicx, Verizon Wireless, and Banner Health.

Carolyn has been on the board of multiple health and technology companies providing strategic analysis of operations and financials

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire London : Los Angeles?

We are a new company with a new vision for future EV for ALL adoption. Creating our story and translating our heartfelt message was something we needed help with.

What were your goals for this project?

Create awareness of ZEV

SOLUTION

How did you select London : Los Angeles?

Interviewed many marketing companies and went with LOLA because we felt they understood us and could communicate our messaging the best.

Describe the project in detail.

After many discussions via zoom, we met with the team and spent two days discussing and discovering our story as a company and individually.

What was the team composition?

ZEV has 37 employees with seven people directly involved in the marketing discovery sessions

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Within a month, we oversold our seed round of funding thanks to the new messaging.

How effective was the workflow between your team and theirs?

extremely effective workflow between ZEV and LOLA

What did you find most impressive about this company?

LOLA took the time to get to understand our story and pull what mattered most to the founders

Are there any areas for improvement?

No