Issue 5 11th January 2008

Hello, It ain't easy going green - or is it? It seems that anyone can claim to 'go green' on all sorts of evidence, and it's left to you the consumer to discover if it's true. This green edition of Rush highlights some of the good, bad and imaginative green initiatives out there. And shows how companies are exploiting them to market themselves to ever more conscientious clientele. At Creative Rush we're making it easy for you to go green. Check out some of our Environmental best practices - from using FSC standard paper and vegetable based inks - to buying Milly a blanket instead of turning up the heat. If you want to be sure you're respecting the environment while getting your message heard, then give us a call. In the meantime, here's to feeling the rush. The Editor Editor@creativerush.co.uk PS› Rush is a condensed hit of marketing-related-internet-news. If you didn't get this direct from Creative Rush then send an email to subscribe@creativerush.co.uk with your full name, address and email to get it direct next time. Words have power in business. Words lift response rates, increase brand involvement and provide your customers and stakeholders with the reason(s) to say yes. So getting yours words 'right' is crucial. But getting them 'wrong' can be easy. From simple grammar and spelling mistakes, to writing in an inconsistent tone of voice. Or failing to engage with the reader before launching into techno-jargon only experts in your industry understand - much less the person reading your communications. It's not surprising then that companies can spend millions on 'marketing' - only to see dismal results because they didn't get their writing right from the start. So here are a few golden rules from the Creative Rush copywriting experts: Put yourself in the shoes and mindset of the person receiving your communication - how are they feeling, how well do they know you? What's the core benefit (or benefits) of your product/service to the person receiving your communication? Remember only one person at a time will read what's being sent. Remember to reflect your brand aspirations and values in every communication. Choose Creative Rush to make your writing and your marketing better. Call: 01793 600769 Visit: www.creativerush.co.uk Things we're liking this month Marks & Spencers Last year M&S launched their Plan A campaign. We're liking its comprehensive approach to all things green. Greenpeace A clever little website showing the relative 'green-ness' of computer consoles - trying to get gamers involved. Sneaky. We approve. Magma Bookstore Using their imagination to go green, this London shop has installed eco shelves made from cardboard. Hope the sprinklers don't go off. Other news Swindon Advertiser For giving Creative Rush the Businessmen of the Month award in December. Aww shucks. *Blush* (click the image above to enlarge) Things we're not sure about HSBC Their latest marketing plan - bank with them and they'll give some money to the rainforests. Cute idea, but £2 feels a bit stingy? Nor is it the first time HSBC has tried to sell its green credentials... Mercedes Benz Mercedes have developed a green transport alternative - makes you feel a whole lot better for driving around in a gas-guzzler. Not. Eon The energy company wants us to let in the power of nature. With only 4% of their energy coming from renewable sources (*according to their own website) we're not all that convinced. GHD GHD are going eco-friendly - will this new conscientious approach fit with their current hedonistic brand? Things we're not liking this month Green-washing Apparently some companies aren't as green as they'd like us to think: Boeing - Shell - npower Other news You want fines with that? McDonald's carparks not for parking. All I want for Christmas Those producers of the Wii, Nintendo, were just too successful - running out of your product just before Christmas is not good. Even if it does give you lots of hype. Especially as it's now being used as therapy equipment... I Want One of Those Bruce's choice combines his love of fine Italian food and Star Wars. (Update: after 8 months of pining for one, Ant finally has his iPhone. Hope the pizza doesn't take that long...) Rush Central Discussions In between producing amazing marketing we like to keep our imaginations fresh through great office discussions. Some recent discussion topics include: If there's no friction in space, why does the Starship Enterprise bank when it turns? What are the safety protocols for riding a Magic Carpet? Is it better to celebrate your birthday every year or every day? (PS› - 30 years is 10,957 days. That will fit nicely on the birthday cards) Stories you might (want to) have missed: Prehistoric Excuse Nuns on the Drug Run Pants Fire Extinguisher? Changing Faces Photographic genius or trickery? (please excuse the comments) Tell us what you think? Good, bad or indifferent? Seen a story to suggest? Email: Editor@creativerush.co.uk Got Rush? Forward it to your friends!

Meet the team Bruce Gamble Marketing Director Bruce was born in Bradford-on-Avon in 1977. He's the oldest in the office. As everyone keeps telling him Ant Hodges Art Director Ant was born in Chester in 1981 (just 6,000ft from the Welsh side of the border running through Chester - we say it's too close to call). Milly Jones Marketing Assistant Milly was born in Cardiff in 1978. It was only after she moved out of Wales that they started charging to let people in. (She's also thirty this year - Ed). Phil Dixon Systems Architect Phil was born in Swindon in 1978. As the only true-original Swindonian in the office he is the authority on how to best circumnavigate The Magic Roundabout. (Phil is also thirty this year - Ed). In this email: Things we like this month Things we're not sure about this month Things we're not liking this month I Want One of Those Rush Central Discussions Stories you might (want to) have missed Customer feedback "I came to Creative Rush by recommendation, looking to boost my business with a new brand image along with the marketing know-how to get it noticed. The team have worked closely with me through every step of the journey, listening to my needs. Design and content has been really good. A great team to work with, I have already begun to recommend them." Kelly Gibson Proprietor Revolution Multimedia

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