Thinkbox

Thinkbox was founded in February 2005, by a consortium of eight media companies: Channel 4, Five, GMTV, Sky Media, IDS, ITV, Turner Media Innovations, Viacom Brand Solutions. Thinkbox's budget was set by charging a flat fee to each of the eight member organisations and an additional variable rate tied to their share of the TV advertising market; the new body was developed to improve sales of television advertising. Nevertheless, the member organisations were expected to continue to compete for advertising, and they retained their existing sales departments.{{cite news | last = Milmo | first = Dan | date = 15 February 2005 | title = TV companies think outside the box in effort to lure advertisers from rivals | work = The Guardian | location = London, England | url = https://www.theguardian.com/media/2005/feb/15/broadcasting.advertising | accessdate = 13 November 2009 }}

Structurally, Thinkbox began as a virtual organisation, lacking both a dedicated executive body and physical headquarters.{{cite news | date = 19 June 2006 | title = Has this advertising guru taken on an impossible mission? | work = The Independent | location = London, England | url = https://www.independent.co.uk/news/media/has-this-advertising-guru-taken-on-an-impossible-mission-404576.html | archive-url = https://web.archive.org/web/20121104130843/http://www.independent.co.uk/news/media/has-this-advertising-guru-taken-on-an-impossible-mission-404576.html | url-status = dead | archive-date = 4 November 2012 | accessdate = 14 November 2009 }} Instead of a dedicated executive, the staff working on the project were overseen by a committee consisting of representatives of each of the eight member organisations, and Thinkbox was initially chaired by ITV's Justin Sampson.{{cite news | last = Quinn | first = Ian | date = 15 February 2005 | title = TV companies finally unveil new marketing body... it's Thinkbox | work = Media Week | publisher = Brand Republic | location = United Kingdom | url = http://www.mediaweek.co.uk/news/512020/ | accessdate = 13 November 2009 }}{{cite news | last = Sweney | first = Mark | date = 30 March 2006 | title = TV industry body appoints Tess Alps | work = The Guardian | location = London, England | url = https://www.theguardian.com/media/2006/mar/30/advertising.broadcasting | accessdate = 14 November 2009 }} However, this structure – particularly the lack of an executive body – was met with a degree of criticism from both inside and outside the organisation.{{cite news | last = Darby | first = Ian | date = 10 February 2006 | title = Media Perspective: What Thinkbox now needs is a period of stableconsistency | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/540737/Media-Perspective-Thinkbox-needs-period-stableconsistency/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }}

Things changed in 2006. Following Samson's departure from ITV, the role of chair was passed to Channel 4's Andy Barnes and Tess Alps was appointed as the chief executive officer in April of that year. In particular, the appointment of Alps was seen as a positive move by industry commentators: her experience with PHD[?] suggested that she would already be aware of the various personalities and agendas in play, which was highly relevant given the "varying agendas" of the member organisations and the potential for dissent.{{cite news | last = Newland | first = Francesca | date = 7 April 2006 | title = Opinion: Perspective – Thinkbox makes a smart move in appointing Alps | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/552834/Opinion-Perspective---Thinkbox-makes-smart-move-appointingAlps/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }}

Some of this potential for dissent was realised later that year, when, in August 2006, IDS left the consortium.{{cite news | last = Turner | first = Catherine | date = 7 November 2007 | title = The Red Brick Road scoops Thinkbox ad business | work = Marketing Week | location = London, England | url = http://www.marketingweek.co.uk/news/the-red-brick-road-scoops-thinkbox-ad-business/2058565.article | accessdate = 14 November 2009 }} In a statement after its departure, IDS accused Thinkbox of giving in to ITV demands, moving away from a one-member, one-vote model to one which provided greater weight to ITV. (Under the new structure, ITV had gained additional voting power and a veto).{{cite news | last = Davidson | first = Darren | date = 18 August 2006 | title = Media Forum: Are politics ruining Thinkbox? | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/588563/Media-Forum-politics-ruining-Thinkbox/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }} Shortly after the departure of IDS, the remaining seven organisations increased the funding being provided to Thinkbox – although the exact figure was not available at the time, it was said to be "substantially bigger" that the £3m which the organisation had been operating with prior to the increase.{{cite news | last = Davidson | first = Darren | date = 11 August 2006 | title = Thinkbox regroups after IDS pulls out | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/577641/Thinkbox-regroups-IDS-pulls/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }}

In spite of rumours in the first half of 2007 that ITV were considering removing their support from Thinkbox,{{cite news | last = Turner | first = Catherine | date = 10 May 2007 | title = Thinkbox wobble | work = Marketing Week | publisher = Centaur Media | location = London, England | page = 16 }} the remaining seven companies continued to be a part of the organisation. Since the beginning of 2007 Thinkbox established permanent staff and hired Red Brick Road and MediaCom to handle advertising, media buying and strategic consultancy, and they released their first television advertisements. They also inaugurated the annual TV Planning Awards and the monthly Thinkboxes, ran the second of their Thinkbox Experience conferences, as well as the major Televisionaries conference in 2008. http://www.campaignlive.co.uk/analysis/866008/

In February 2011, Lindsey Clay became Thinkbox's first Managing Director having previously been the organisation's Marketing Director. In May 2012 Thinkbox announced that Tess Alps would become its Executive Chair and that the Chair of the Thinkbox board would pass to a different shareholder director every year. Lindsey Clay became CEO.

Thinkbox commission and produces regular research focused on issues and trends surrounding television advertising and viewing habits. Recent studies include "Signalling Success" (2020), an analysis of advertising's signalling effect which revealed how media channels differ in their ability to communicate vital brand signs; "Demand Generation" (2019), an award-winning meta-analysis of econometric models conducted by WPP’s MediaCom, Wavemaker and Gain Theory, which resulted in the creation of the "Demand Generator", the first freely available industry planning tool that puts meaningful econometric data in the hands of advertisers of all shapes and sizes;{{Cite web|title=Demand Generation: How we made econometrics free to all, Thinkbox, MediaCom, Wavemaker, Gain Theory {{!}} Media Week Awards|url=https://www.mediaweekawards.co.uk/finalists/demand-generation-how-we-made-econometri/|access-date=2021-01-11|website=www.mediaweekawards.co.uk}} and the award-winning "Profit Ability: the business case for advertising" (2018) by Ebiquity and Gain Theory which quantified advertising's short and long term business impact.{{Cite web|title=Media Week Awards 2020: Trade Body Research|url=https://www.campaignlive.co.uk/article/media-week-awards-2020-trade-body-research/1696907|access-date=2021-01-11|website=www.campaignlive.co.uk}}

Previous Thinkbox research studies include: "A Matter of Time", which explored the impact of time length in TV advertising; "As seen on TV", which looked at how TV supercharges small business growth; a joint study with the Internet Advertising Bureau (UK) looking at how TV and online advertising work together;{{cite news | date = 7 May 2008 | title = TV and internet ad combination reaps success | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.brandrepublic.com/News/807489/TV-internet-ad-combination-reaps-success/ | accessdate = 16 November 2009 }} an in-depth analysis of how TV sponsorship works;{{cite news | date = 26 February 2008 | title = Thinkbox to launch sponsorship study | work = Media Week | publisher = Brand Republic | location = United Kingdom | page = 5 }} an engagement study examining how consumers engage with TV ads;{{cite news | date = 2 November 2005 | title = Thinkbox studies TV engagement | work = Marketing | publisher = Haymarket Group | location = London, England | page = 3 | url = http://www.marketingmagazine.co.uk/news/525898/Thinkbox-studies-TV-engagement/ | accessdate = 25 November 2009 }} several "payback" studies examining the impact of TV advertising on long- and short-term sales and brand equity;{{cite web | title = Advertising payback – is TV advertising still effective? | work = Thinkbox | url = http://www.thinkbox.tv/server/show/nav.850 | accessdate = 16 November 2009 }} a study into "Generation Whatever", looking at the lives of young people and their media consumption;{{cite news | last = Chen | first = Andy | date = 24 October 2007 | title = Targeting Youth Behavior | work = ClickZ | url = http://www.clickz.com/3627387 | accessdate = 16 November 2009 }} an analysis of attitudes towards online TV and how it works with established broadcast TV.;{{cite news | last = Ramsay | first = Fiona | date = 5 August 2008 | title = Thinkbox commissions study into online TV potential | work = Media Week | publisher = Brand Republic | location = United Kingdom | url = http://www.brandrepublic.com/News/836884/Thinkbox-commissions-major-study-VoD-potential/ | accessdate = 16 November 2009 }} a study with Mediacom examining the impact of television on immediate web response and other short-term response channels; a joint study with the IPA which analysed the correlation between campaigns' performance across a wide range of the world's most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank between 2000 and 2008; a 'TV Together' study that explored the shared viewing experience and the phenomenon of social networking in relation to TV; and a 'Tellyporting' study with Decipher, which involved equipping families with the latest TV technologies to study their impact on TV viewing behaviour.

In 2007 Thinkbox, in combination with Campaign and MediaWeek, announced the formation of the TV Planning Awards.{{cite news | date = 16 November 2007 | title = Thinkbox launches TV Planning Awards | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/767211/Thinkbox-launches-TV-Planning-Awards/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }} The awards were first granted in 2008.{{cite web | title = TV Planning Awards | work = Thinkbox | url = http://www.thinkbox.tv/server/show/nav.1080 | accessdate = 15 November 2009 }} In addition, monthly awards, called the Thinkboxes, were inaugurated in May 2008. Working in conjunction with Haymarket Brand Media, the awards are judged by a "Thinkbox Creative Academy" consisting of approximately 100 representatives of the marketing and advertising industries, and are focused on awarding creativity in regard to television advertising.{{cite news | last = Darby | first = Ian | date = 21 March 2008 | title = Thinkbox TV ad awards to reward creativity | work = Campaign | publisher = Haymarket Group | location = London, England | page = 2 }}

Thinkbox is involved sponsoring a number of different industry awards, including the IPA Effectiveness Awards,{{cite web | title = Sponsors – Overall Sponsor | work = IPA Effectiveness Awards | url = http://www.ipaeffectivenessawards.co.uk/Sponsors | accessdate = 16 November 2009 }} ISBA, The British Arrows.{{cite news | date = 3 March 2006 | title = Media: Thinkbox signs as headline sponsor for BTA Awards | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.com/news/search/544550// | accessdate = 16 November 2009 }}

Initially campaign development was handled in-house, but in 2007 Thinkbox decided to engage an outside agency. The result was the hiring of Red Brick Road, who were engaged to handle Thinkbox's advertising, online and direct marketing requirements. In 2008 Thinkbox went further, hiring MediaCom to handle their media buying and planning, as well as to provide strategic advice.{{cite news | date = 11 April 2008 | title = MediaCom scoops Thinkbox account | work = Campaign | publisher = Haymarket Group | location = London, England | page = 2 }} Under this new approach, Thinkbox's first television advertising campaign – which went on to be awarded by D&AD, the BTAAs, and the APA – was launched in May 2009, with a roadblock advertisement presented across multiple channels.{{cite news | last = Darby | first = Ian | date = 29 May 2009 | title = Thinkbox pushes power of TV in new campaign | work = Campaign | publisher = Haymarket Group | location = London, England | page = 1 }}

File:Every home needs a Harvey.jpg

In September 2010 Thinkbox launched its second TV advertising campaign, featuring a couple visiting a dogs' home to choose a dog to adopt.Mark Sweney, The Guardian, 9 September 2010 http://www.guardian.co.uk/media/2010/sep/09/dog-thinkbox-tv-advertising They encounter a dog called Harvey, played by Sykes, who has made a TV ad. Harvey turns on a TV behind him which plays out an ad showcasing his amazing skills such as playing chess, doing the school run, cooking, ironing, and cleaning windows. Harvey's ad ends with the line 'Every home needs a Harvey'. The soundtrack to the ad is Bachman-Turner Overdrive's 1974 classic You Ain't Seen Nothin' Yet. The ad ends with the lines 'Discover the power of TV advertising at www.thinkbox.tv' and 'Television: where brands get their breaks’. The ad featuring Harvey the dog was voted Ad of the Year by ITV viewers in December 2010.

In May 2012 Thinkbox launched a second TV campaign featuring Harvey the dog. In this new ad, Harvey used emotional story-telling to change his owner's behaviour dramatically and persuade him not to throw away his best friend and constant companion, a stuffed toy called Rabbit.

It opens at the moment that Harvey’s owner is about to put the well-worn, slobber-covered Rabbit in the bin while Harvey is apparently not around. Harvey suddenly appears and plays a TV ad telling the story of how he and Rabbit became friends and the scrapes they’ve got into together over the years.

Thinkbox's third TV ad was in 2014 - "Harvey and Harmony" - and again featured Harvey the dog, this time telling the story of how he used the power of TV advertising to persuade his owner to let the love of his life come and live with them. This was the final Harvey ad and was followed by a new creative approach in 2016 with a TV ad called "The Broadcast" in which aliens suddenly appear on TV screens across the UK to announce they are coming to earth. Cue bedlam as the nation rushes to greet the.

In 2019 Thinkbox hired a new creative agency - Mother London - after a competitive pitch.{{Cite web|title=Mother wins Thinkbox creative account after four-way pitch|url=https://www.campaignlive.co.uk/article/mother-wins-thinkbox-creative-account-four-way-pitch/1591291|access-date=2021-01-11|website=www.campaignlive.co.uk}} They created Thinkbox's latest TV ad - "Tooth Fairy" - which shows the transformative effect TV advertising has on a business. Only this is not your average business; it’s the Tooth Fairy’s business. The ad tells the story of the Tooth Fairy’s struggle to build her collections and deliveries business until her decision to advertise on TV takes it to a whole new level.

Thinkbox's content team produce films on TV and TV advertising, many of which can be watched on its website.

Thinkbox hosts events on TV advertising featuring well-known industry figures. Thinkbox's planning team runs a series of training courses. The courses are aimed primarily at people who have recently joined a media agency, advertising agency or advertiser but are also available to new starters at broadcasters or sales houses.

[https://tvmasters.thinkbox.tv/ In 2020 Thinkbox launched TV Masters, a free and fully accredited online training course in TV advertising].  It was designed in collaboration with broadcasters, agencies and advertisers to help boost critical skills and knowledge across the industry. TV Masters draws from a rich databank of academic research, industry studies, thought leadership, brand case studies, and practical media and marketing expertise. It is split into six modules: All about viewing, All about ads, Planning and buying TV, Advertising effectiveness, TV partnerships, and Advanced TV advertising. Just a week after its launch on 12 October 2020, over 2,000 people from across the media and marketing industry signed up to Thinkbox’s TV Masters training course. 2,000 was the target for its first year.{{Cite web|title=Thinkbox's TV training course smashes annual target in a week|url=https://www.campaignlive.co.uk/article/thinkboxs-tv-training-course-smashes-annual-target-week/1698975|access-date=2021-01-11|website=www.campaignlive.co.uk}}

The first major event funded by Thinkbox was the 2005 "Thinkbox Experience" – a short conference that was attended by approximately 600 delegates and which was generally well received by the industry.{{cite news | last = Turner | first = Catherine | date = 16 February 2006 | title = Thinkbox: A year of unfulfilled promises | work = Marketing Week | publisher = Centaur Media | location = London, England | page = 15 }}{{cite news | last = Gemma | first = Charles | date = 21 September 2005 | title = Marketing the TV medium | work = Marketing | publisher = Haymarket Group | location = London, England | page = 44 }}{{cite news | last = Reid | first = Alasdair | date = 8 July 2005 | title = Media Forum: Can Thinkbox re-energise TV? | work = Campaign | publisher = Haymarket Group | location = London, England | url = http://www.campaignlive.co.uk/news/484029/Media-Forum-Thinkbox-re-energise-TV/?DCMP=ILC-SEARCH | accessdate = 14 November 2009 }} A second Thinkbox Experience was not held in 2006, as the organisation decided to direct their efforts towards research that year.{{cite news | date = 8 February 2005 | title = C4 boss fills top role at Thinkbox | work = Marketing | publisher = Haymarket Group | location = London, England | page = 2 }} As a result, the next conference was held in 2007.

Thinkbox hosts a rolling programme of events designed to help people understand how to get the best of TV. The events are often held to launch new Thinkbox research. Recent events include 'Screen Life: TV in Demand', 'TV Nation', 'POETIC: connecting paid, owned and earned media', 'TV Creativity: the art of the heart', and 'Advertising Effectiveness: the long and short of it'

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• [http://www.thinkbox.tv/ Thinkbox] – official website.

Category:Marketing organizations

Category:Organizations established in 2005

Category:Television in the United Kingdom