Strategy / Entertainment + Media
Over the years I have woken closely with business and marketing leaders across Spafax to develop and re-envision the agency brand, positioning, messaging, products, services, creative and exhibitions. Spafax is a WPP agency specialising in the international traveller audience, working across content marketing, entertainment and media for many of the world’s flag-carrier airlines and luxury brands. As an entertainment network, the agency has an audience of over a billion viewers
Spafax Studio
I launched Spafax Studio in 2019 as an integrated creative studio developing brands, advertising and experiences for the international traveller. The studio works with airlines, entertainment, travel and luxury brands.
Spafax Tech
I co-launched Spafax’s digital department in the UK in 2014, building a complete product suite - Content recommendation engine (Genie), a real-time content delivery platform to aircraft for Movies & TV (Sprint), Entertainment Streaming at every phase of your journey (Profile) and behavioural analytics (IQ). The Spafax brand flows into all four digital products.
Spafax Marketing
A detailed brand strategy launched in 2016 led to a new website and positioning that rolled out into all comms. The rejuvenated brand reflected the data-driven, digital entertainment business we had become. Everything changed, short of renaming the agency. This has continued to evolve into the 2021 refresh.
2021 Refresh
In 2021, I started redefining the future of the brand as an entertainment and travel media network, led by a new, custom ‘CyberFlight’ visual language that blends reality and science fiction.
Experiential.
Whilst driving a digital transformation in the agency with the development of a new digital product suite - the agency’s physical presence at trade shows needed to evolve too. Over the years, I have played a key role in defining what to pitch and how to present it at trade shows. Aside from branding and imagery, I have developed a number of interactive touchscreen experiences and demos for our stands, most recently leveraging 3D to create unexpected moments of play and discovery on the stand.
Campaigns
Print & Digital Ad Campaigns
Fly into the future of OOH, onboard entertainment and travel media
Future Screen - a Spafax Studio podcast
Business Development.
I work with internal stakeholders across the business to develop products and services with cut through, including long-term strategy, positioning, marketing plan development, asset creation and executions. Together, we have delivered an agency rebrand, developed and launched new products and services, and pitched and won multiple major accounts, such as IAG (International Airlines Group - British Airways, Iberia, Are Lingus, LEVEL) and LATAM.
Thought Leadership.
I regularly write pieces for agency PR, including appearing on BBC World News talking about the future of augmented reality.
Credits
Jonathan Gilbert
- Creative Director
- Executive Producer