Competition launched to evolve MPA offering and look
After 90 years, the Manchester Publicity Association (MPA) is embarking on a new chapter, by searching for a new brand identity.
Currently synonymous with just three things: its network of members, the Roses Student Creativity awards and its infamous Christmas party, this new phase will enable the association to expand its reach across the North West and evolve its offering to members.
The MPA is challenging creative agencies in area, as well as students, to develop a name and creative output to reflect the new identity.
Nicola Leyland, chairman of the MPA, commented: “Over the years the MPA has become an institution in its own right, but its reputation and influence within the creative community is not what it once was.
“Extensive research with our members, stakeholder groups and other governing bodies has highlighted the association should represent the region as a whole and not just Manchester. It also seems that over the years, publicity has become somewhat of a redundant phrase so it’s only fitting that we bring the entire brand up to date.
“We have been working very closely with TBWA to map out what the new brand should stand for and incorporate, almost producing a blueprint for the new identity. The North West is home to some of the greatest creative minds in the country and we need their help in creating a new name and brand to reflect not only our initial blueprint but also the North West’s status at the frontier of the UK creative community.”
To assist with the judging process, the MPA has invited an independent judging panel to help in the search for a new identity. The panel of six represents a who’s who of industry experts, including: Pete Batisman and Tom Richards (BJL), Andy Cheetham (JWT Cheetham Bell), Jon Butterworth (MC2), Brendan Dawes (magneticNorth) and Warren Bramley (four23).
Speaking on behalf of the judging panel, Jon Butterworth, creative director at MC2, commented: “This is an exciting time for the MPA, with the ongoing development of Media City, the North West creative sector is set for exceptional growth, so it’s important that there is a high profile, relevant and influential body in place to help support this.
“Ultimately, the judges are looking for something that embodies the passion, talent and underlying northern grit behind the North West thriving creative community.”
As part of the prize package, the winning student will be offered the opportunity to complete work experience with the winning agency to roll out the new identity, which will incorporate elements of both the student and agency initial designs. The winning student will also receive free individual MPA membership and free access to MPA events.
The winning agency will receive a prize package with a total value of around £4k, including £2k in cash, free MPA corporate membership, free access to MPA events and a ticket to the Manchester Media Festival.
Leyland continued: “It was important that we involved the North West creative community in the design of the MPA’s new identity to ensure that it is relevant to the community it serves.
“We are really looking forward to reviewing the entries and ultimately creating a brand which will continue to strengthen the MPA’s position and awareness in years to come.”
All entries must be submitted by Friday 4 December 2009. For further details visit www.mpa.org.uk