Creativebrief Founder & Chairman Tom Holmes talks to Jeremy Forsberg, Digital Director of Firebrand Innovations Group.
Jeremy Forsberg, Firebrand Innovations Group
Jeremy is originally from Las Vegas. Having spent his gap year in the North East doing youth work, he eventually came back to study at Newcastle University (twice) and Northumbria University (once). Just to get a flavour of all that was on offer.
Since venturing to these far shores, his time in the North East has included working at a high level running elections for a political party (the one that usually wins in the North East) and followed that with a stint in local government in communications. He often challenged conventional civil servant thinking and was left to innovate new ways of delivering public service marketing. Not content with some of the limitations of local government, he set up his own consultancy covering a range of communications activities including digital, PR and public affairs before joining forces with a Northern Irishman, named Matthew Scott, with a ludicrously long track record in all things digital, to establish Firebrand.
He has become an adopted son of the North East and can easily translate Geordie into American. Being a consummate diplomat (what he originally was studying to become), he doesn’t take sides on derby days. He has hobbled the Great North Run and has a profound knowledge of many of the local watering holes and eating establishments.
His diverse background has helped him in his creative skills and he often takes the lead on creative development for Firebrand. He also is responsible for ensuring all the creativity from Firebrand and partners is steered in a direction that is focused on client results. He oversees project delivery, management of the Newcastle office and partner relationships.
TH: Jeremy, what does the Newcastle brand stand for?
JF: Newcastle is the little city that could. Actually North East is the dynamic region that could. It really is a creative powerhouse with a lot of incredible talent and Firebrand love being here. Newcastle creative agencies and freelancers have worked with world-class international brands but often struggle to break into the London market without an office or presence, even though they have an amazing track record and barrels of innovative ideas. But the quality of the work speaks for itself and I think we’re all happy to put our work up against the best. The Newcastle brand is genuine creative value. Innovation, creativity and cost effective.
TH: How do you think Newcastle should position itself?
JF: Newcastle needs to stand for value, as it always has. But it also needs to be more bolshy, more confident. I think it needs to shout from the rooftops that we do amazing things here. There is some seriously good talent upon the Toon. The people of Newcastle and the North East are made of great quality and good humour – the creative talent is no different. The business ethos up here is about fair play, delivering results for clients without compromising on innovation. No matter the size. It’s pure and simple value. The agencies up here love a challenge and love to exceed people’s expectations.
TH: Are the city’s brand values reflected in your own agency culture?
JF: Firebrand has an office in Belfast, but Newcastle is where the work happens, because we know the quality of talent and people on Tyneside. We love the big powerhouse, international clients. We love the little clients. Innovation and creative output is applied equally. We love cool things. We love new ideas. But we are always committed to ensuring they deliver real value and results for clients. Through all the art and science of the creative industries and digital agency, we believe our real role is business drivers. That’s why we love working with clients all over the world and those that are right here on our doorstep. We love to see businesses flourish. We love to see our competitors flourish.
My aim and the aim of Firebrand is to support a vibrant economy. The North East takes its fair share of knocks, but digs in their heels and with a smile, become stronger and better. The North East is at the heart of innovation; the first house on earth powered by hydro-electricity, the first modern steam locomotive, it boasts the one of the most listed streets in England, manufacturing leading electric cars, leaders in genetic research; science and art fused, beauty and innovation fused. That’s at the heart of our business culture
TH: Does being based in NE influence your creative output? If so, how?
JF: I’m from Vegas. Yes, the gambling city in the middle of the desert. But the North East and Newcastle has gotten under my skin. I’ve studied here, worked here, been inspired here. There is an industrial edge to the North East that really looks at things in a different way. In a creative way. After all you don’t get one of the countries most beautiful streets by default. It was by design. It was amazing creative architecture and innovative industrial engineering.
Our agency is made up of people from all over the world, who have been deeply influenced by the culture and people of the North East. We’re made up of people from the North East. We honestly feel that people here strive to be the best and that deeply affects the creative output we offer. We’re always trying to raise value, trying to innovate, not to prove to the rest of England our value, but to the rest of the world.
Newcastle and the North East is a very cosmopolitan place but with deep roots in its own history. The philosophy, the humour even the accent becomes part of you. There is a character that is hugely influential.
TH: What makes your agency offer different?
JF: Firebrand are broad thinkers. Yeah, everybody says that, but that’s how we see ourselves. We’re made up of truly international staff that has fallen for the North East. We also consist of real creative minds from the North East. From Vegas, to Malaysia, Leicester, to Belfast with Geordies to boot.
We’re also restless and distain complacency. We really do try to push ourselves. I want to empower creative thinking for Firebrand, among our partners and most importantly our clients. When Firebrand was established, our process of discovering our voice and identity was like many others. It’s still evolving, but we didn’t want just to be another creative agency. We soon discovered that along a real creative drive, we were firmly focused on business results. Neither creativity nor business results should be compromised.
Firebrand sees itself as a business solutions agency; we just happen lean towards developing brilliant content and clever digital distribution. We have been involved in defining business models for start ups, route to market strategies, brand development the developing the marketing strategies, producing the videos and the digital treatments. We quickly identify barriers, challenges and issues, then look at everything we know is available and applicable to find the right solution. We work with talent across the region to identify those solutions and we have a great partnership network.
The all in one agency model is struggling, but ensuring that campaigns and initiatives are linked and have a synergy is crucial. That’s why we do start to finish digital production for example. We conceive and develop high quality content and production values that are optimised for both broadcast and digital. So we know when we’re filming to keep how the video will be seen on TV, on the computer and the mobile phone, then how people will share and interact. We’re also committed to interactive video experiences. Habits are changing, people are changing, and technology is changing so we have to be ahead of the game and expectations. Or at least right there with them. That’s why we’ve teamed up with a partner delivering the technology behind interactive video, QuickTVPro. We apply their science to creativity and strategy. And the best thing is, that there are only a dozen or so of these types of tools in the world. Our partners are based right here in Newcastle.
Through it all, we are focused on the client’s goals, which is about getting results for their business or organisation. We’re not digital because it’s the trend, we’re digital because it’s what we know will deliver results. And whether it’s our own products, which we have in development or solutions for clients, we are always trying to find new ways of delivering solutions.
TH: Why should clients consider sourcing work from Newcastle agencies?
JF: We say it all the time, value. It’s world-class talent in Newcastle and the North East. But, let’s be honest, it’s not the London prices. We’re not going to pretend that it’s dirt-cheap either.
There are a lot of freelancers and do it out of the basement types around the country that undercut costs. Some of them do a good job, some of them do exactly what you pay for.
However, I know we will deliver quality consistently. And many of the Newcastle agencies do exactly the same, high quality, consistently.
Jeremy Forsberg, Firebrand Innovations Group
And we don’t just deliver a video or a website or a digital strategy without merit, we make sure it’s a business solution and the right solution for your business. Pound for pound, Newcastle and North East agencies want to and do deliver exceptional value. We have a presence in London, but ultimately, we have set our business up so that the talent is concentrated in Newcastle. We love the place. We love the ideas. We love atmosphere and most importantly, we know the quality. And it is exceptional.
Firebrand is will proudly put itself on the line and say that Newcastle and the North East can produce as good of quality as any agency around the world. If you don’t believe us, then try for yourself. We have something to prove, which is better for clients.
TH: What sort of clients do you particularly want to attract?
JF: At the risk of sound cliché, but we’ll take the risk anyway, we love all types of clients. We’re working with a Montessori nursery at the moment, political parties, a major international FMCG company, the BBC, a casino group, local authorities, road safety groups, a home renovations company, the NHS and a major sports retailer. We’re also developing three very distinct platforms of our own. If we have the talent and drive to do it for clients, we should also do it for ourselves.
Diversity breeds innovation and we have the insight to deliver solutions for a wide range of clients. We love the challenge of the big companies, but we also have been innovative for small businesses. Sometimes it’s really rewarding to see your work have a major impact on a small business or doing something new for a large retailer that’s still taking risks. We get a kick out of the cool creative output, but get a real buzz from seeing our work deliver results.
TH: What work have you done recently makes you really proud?
JF: We did a road safety project, an interactive video that we spent time on researching and developing so it delivers results. We’ve developed some beautiful videos and campaigns that have now half the population of Tyneside recognising the road safety campaign and half the drivers exposed saying it’s having a positive impact. The new video was meant to take engagement to the next level giving drivers a choice.
“Choices” was a good creative piece, it’s interactive and it was delivered for a reasonable budget. High quality, very creative and great value. Off back of this project, we have had a lot of praise and people wanting to work with us. It was a simple, but well constructed idea. And to inject a bit of sentimentality, but very genuine emotion, we truly hope it makes a difference and saves lives. We travel on these roads, we know people who have been affected by road crashes, so if it has an impact, that is greater success than making any amount of money.
TH: What local brands do you most admire and why?
JF: There are so many brands of the North East to be proud of. We don’t run an agency, which tears other people’s work apart. If someone else has come up with an amazing idea, even a competitor, it should be celebrated. Good ideas change the world and they help others have good ideas. They’re infectious.
I’ve seen some great stuff come from Enigma Interactive – really cool. Also, I’ve always admired Th_nk Creative’s work. The Design Group have been around for over 50 years and still are at the top of their game, especially when it comes to packaging design. Away from agency work, the world famous Barbour. It’s a Tyneside company that has a strong ethos for quality, style and is committed to its heritage.
I also need to point out the work of Gateshead Council as being a visionary for creativity on Tyneside. Gateshead as an area is becoming a leading brand for innovation and creativity boasting the Baltic Centre for Contemporary Art, the famous Sage Gateshead, the Gateshead Millennium Bridge, the Angel of the North and the Northern Design Centre. They just keep driving creativity through the North East and long may it continue.
TH: Are there any local marketers who have inspired you?
JF: We have been privileged to work with some really bright sparks from the region. We’re obviously very proud of our own team and partners including Jon Stubbs, Wendy Khor, Rich Endean (The Creative Agent), the guys at Ki Media, Cloud Data Service and definitely the Novak Collective. The guys at the Novak Collective are pure awesome and we love working with them on digital immersive and interactive experiences.
Outside of our little consortium there are a lot of really great people that have been inspirational. I have worked with the Design Group for around 6 years now and they’re a very stoic and steadfast agency. Michael Pagan, who is a good guy is a great professional and represents one of the oldest creative agencies in the UK. They’ve had one client for over 50 years.
Tom Turner, formerly creative director with Bauer in the North East and now director of Atom Thinking is a world-class creative mind. Hilarious, innovative and just cool. Never personally worked with them, but Th_nk have produced some real quality over the years. I’ve also seen some cool stuff from Enigma Creative. Stefan Lepkowski of Karol Marketing has got one zany imagination, but it’s infectious and with over 20 years running his agency, he’s delivering results for his clients, backed up by a good team especially Emily Conrad-Pickles.
Independent Events and Vivid Promotions are two great events companies, that have some really amazing and great ideas. Independent Events are also two very funny girls that have always cheered me up and really have the ideas to connect to people. Also the S&P manager from Sun FM, Helen Rogers, she has some serious creative skill, will always amuse you and does some great stuff for clients.
I think what has always been amazing, is there has never been a creative deficit or a lack of ingenuity. These are people brimming with ideas. I’m notorious for the line “I’ve had an idea” – said to a room full of unsurprised faces.
How can you not have ideas. A few drinks in the Forth Hotel after work and it’s amazing the ideas that are developing. Thank goodness for Evernote or we’d still be sifting through soaked beer mats with half illegible ideas.
Jeremy Forsberg, Firebrand Innovations Group
TH: What business would you most like to win?
JF: Obviously, the ones that pay well. You’d be surprised what some people want for what they’ll pay. It is absolutely the case that we love all sorts of challenges and client types, but our passion is in video, interactive video, mobile video all sorts of video production that can come alive, be immersive and engaging. We really love start to finish digital production projects. Developing the creative concepts, full production, then delivering the digital outputs.
And to get a little geeky, we also really enjoy, doing business strategy at the beginning of projects. Conducting business and digital audits, really examining a business and then developing meaningful solutions. It’s not always the glamorous side, but we have so many people come to us saying they want this, when really they might need this. But it’s important to really engage with a business, understand what they need, understand their ambitions. Helping clients discover more about their business and get them really excited about what they’re doing, it’s very addictive. Often people don’t understand how paying a little bit at the front end to develop the strategy and do the audits can really help them achieve value down the line. Get it right at the beginning; it’s good business.
TH: Thanks Jeremy.
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