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Digital Podge Feature UK

What happens when agencies design Christmas cards for each other? Vote for your favourite

By The Drum Team | Editorial



Digital Podge article

November 22, 2013 | 9 min read

In the build up to this year’s Digital Podge – the event that brings together leaders in the digital field for "a long afternoon chatting to people at the same level who have the same issues as they do and to share war stories and plan for the coming year with new ideas” – The Drum looked to incite a bit of healthy rivalry and called upon some of the attending agencies to take part in our latest creative challenge.

In the same vein as previous efforts where Podge guests had fun with the Olympic posters or created ads for each other, for Digital Podge 2013 we angled our challenge around what is viewed by many as the toughest brief of the year – the agency Christmas card.

Enough to fill the most seasoned creative with dread, the agency Christmas card not only has to achieve stand-out, but there's the small matter that doing work for your own agency can be more exasperating than tending to the most difficult of clients. In an ideal world you'd appoint an outside agency to do it for you, which is where we come in.

We paired up some of the attending agencies and got them to tackle each others’ Christmas card briefs. And we have the resulting cards below, along with the original briefs.

We’ll feature some of the cards in the 13 December issue of The Drum, but want you to decide which. So, while guests at Digital Podge settle down to their lunches (we hear it’s shepherds pie) have a look over their efforts and vote for your favourite.


PRECEDENT'S BRIEFWho we are: We are one of the UK’s longest running digital agencies and one of the first to make Shoreditch our home almost 25 years ago.We believe in meaningful ideas, intelligently delivered we lead the digital agenda in sectors such as Education, Destinations, Membership and Finance. What we do: We exist to help organisations transform for a digital world. From full blown digital transformations to a mobile app’s and digital strategies, we help our clients embrace the digital landscape and reap the rewards. Known for our strategic research, our approach ensures we understand each and every opportunity that digital can deliver to all of the sectors in which we work. Who we are targeting: We target those organisations who see digital as more than just a website. Our clients lead talented teams in membership organisations; financial institutions; charities and destinations across the globe. They choose to work with us because we work hard for them, but more importantly, we ensure their digital assets work even harder.What message we'd like to convey: Digital isn’t just for Christmas. It’s for life.


THE TEAM'S BRIEFBackground: Every year The Team produces a bespoke Christmas card for clients and prospects. Why do we do it? Every year it’s an opportunity for us to support a good cause, because we care. How do we do it? With ingenious creative thinking, brilliant execution and an ounce of positive disruption.Objective: Create a Christmas card idea to be remembered. This years’ theme is ‘Giving’.Mandatories: The idea should make audience Think (Wish I thought of that), Feel (Made me smile), Do (I want to work with these guys).


NICE AGENCY'S BRIEFWho we are and what we do: We're Nice Agency, a four year-old, 60 strong digital outfit made up of strategists, designers and developers based in Old St, London. We spend our days connecting people and brands through great apps. When we’re planning, designing and developing apps, we put people at the core to ensure we create experiences that are intuitive, well designed and delightful. This means we can help brands create deeper relationships, focusing on what people want, not what the technology says they can have.We’re multi-sector, multi-channel and multi-platform, with proven expertise and experience in building brands through delivering cutting edge digital experiences across web, desktop, mobile,tablet, connected TV and in-store. Just ask our some of the brands we've worked with, including Channel 4, UBS, Intel, Freesat, News UK and Jaguar Land Rover.Target audience: For this piece of Christmas comms, the main target audiences will be clients, prospects and friends of Nice, all lovely people.What we're trying to say: We're called Nice Agency, so naturally we would like our comms to be 'nice' this means delivering a message which is informative, adds value to the recipient and hopefully can put a smile on their face. It's important that the end product strikes a balance between targeting both our consumer and corporate clients. As a digital agency, it's important for the messaging to include a digital element, ideally through mobile.


CRITICAL MASS'S BRIEFWho we are: Officially, we believe that “as a marketing agency in an increasingly digital world, our job is to create extraordinary experiences. Experiences that bring together creative thinking, smart ideas and emerging technologies.”Unofficially we’re a bunch of friendly people in a digital agency in London, with Canadian heritage. But we’re not very Canadian. Sort of fake Canadian. Quite a lot of us are nerdy. Some of us dress very well. A fair few of us do sport things, like running. Who we aren’t: Cycling activists or physicists.What we do: If it’s digital, we do it. From social media to e-commerce, web design to campaigns, tiny apps to massive installation. We try to make things that are smart, beautiful and effective. We also do weekly Beer O’Clocks, have fancy dress competitions and at least two people play darts over by the printer. Who we are targeting: Clients. New clients. Potential clients. Existing clients. Probably not past clients though. That can get awkward. What we want to say: We want to wish people a really sincere and genuine Merry Christmas, or Happy Holiday. But we don’t want to be clichéd. We’d like to come across as cool, even though we aren’t really. Please make us look cool. Other things: Our office has a meeting room with a window display area, like a boutique shop. If you wanted to do something with that space you could.


AMAZE'S BRIEFWho we are: Established in 1995, Amaze is a leading, full service marketing and technology consultancy. The company’s purpose is to inspire original thinking through a deeper understanding of technology and human behaviour.What we do: Amaze has proven strength across the entire digital stack from strategy to solution design and global implementation. Amaze integrates the creative mindset of an agency with robust consulting and technology implementation skills, which has allowed it to build a strong reputation in global design & build and eCommerce. Its work currently spans 104 countries in 28 languages for an impressive client list that includes Asics, Bridgestone, Coats, Dyson, Lexus, Odeon, Pizza Hut, Toyota and Unilever.Who we are targeting: Our Christmas card would usually be sent to our clients, partners and friends of Amaze.What message we would like to convey: We would like to find a way to demonstrate our purpose statement in a festive way.


front and back (top card) and the inside of the card (below)
SOMEONE/ELSE'S BRIEFWho we are: We're SomeOne/Else, an experience design agency that specialises in digital strategy, interaction design, research and new product development. We work at the intersection between people, brands and technology and strongly believe that when it comes to brands, experience is everything.What we do: We look to create meaning and utility in products and services across web, tablet and mobile and our mission is to join the dots, so that no matter which channel a customer uses, they get the experience they deserve. We work with airlines, telcos, banks, gaming companies, car companies, record labels, charities, all sorts.In our work we place a lot of emphasis on understanding and use various design research methods to get under the skin of a problem, we're very iterative and collaborative, making lots of hi and lo-fi prototypes and artefacts to help us and our clients deliver pleasurable products & services into peoples hands. Who we are targeting: As a business we're targeting people who are looking to disrupt current customer experience and effect change - CMOs, CXOs, CTOs, marketing directors, product managers, brand managers, heads of customer experience.
Digital Podge Feature UK

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Critical Mass

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.

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We are a digital experience company based in London and Hong Kong.

We work with clients we believe in, who become our partners.

At Precedent we’ve learned to focus on the opportunities that digital and technology bring on a human level.  And our approach begins with our understanding of what makes us human.

We combine technology, with context, insight and empathy to build digital experiences, services and brands to support our clients’ digital futures. 

Users are only users when they are using your service.

Consumers are only consumers when they are buying your product.

Humans are humans, always.

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Amaze is a leading, full-service digital marketing, technology and commerce consultancy. The company’s purpose is to inspire original thinking through a deeper understanding of technology and human behaviour.

Amaze has proven strength across the entire digital stack from strategy, insights and communications through to solution, design and build, digital commerce and global implementation.

With offices in London, Manchester, Liverpool, Brussels and Chicago, its work currently spans 104 countries in 28 languages for an impressive client list that includes ASICS, Coats plc, East Coast Main Line, Lexus, NSPCC, Pizza Hut Restaurants, Toyota and Unilever.

Amaze integrates the creative mindset of an agency with robust consulting and technology implementation skills, which has allowed it to build a strong reputation in global design and build and digital commerce.

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Nice Agency

Nice Agency specialises in the strategic planning, design and development of innovative applications. Our experience spans platforms, screens and environments. We create digital products across the web, desktop, mobile, tablet, connected TV and digital in-store using our user experience design-led process and technical expertise.

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The Team

The Team is a creative branding and communications agency. We deliver brand strategy, standout marketing campaigns and internal communications, that result in customer and employee engagement.

We believe that good design is good for business results. We are one of the UK’s most effective design agencies. Consistently ranked in the Design Week Top 100 Agencies and number 10 for Brand.

Working together enables us to play to our strengths; defining brand purpose and creatively bringing it to life – inside and out!

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