Creating and delivering campaigns with precision
Client
Manfrotto
Country
Italy
Disciplines
Campaigns
Sector
Retail
Manfrotto is a premium Italian brand specialising in professional camera and lighting support equipment for photography, film, video and live entertainment. Established in the early 1970s, it has built a global reputation for technically accomplished products shaped by Italian design and a continual focus on innovation, from tripods and heads to lighting equipment, bags and accessories.
The brief
Manfrotto asked BakerWilcox to support the creation and rollout of advertising campaigns across the UK market. Depending on the project, this involved either developing original campaign creative, including concepts, layouts and copylines, or adapting assets supplied by Manfrotto’s Italian headquarters for UK audiences. Our role also included managing the artwork required by each media plan and supplying finished assets to publishers and digital outlets in the correct formats and to the agreed deadlines.
Baker Wilcox have helped us achieve a number of successes, across consumer campaigns, brand launches and trade initiatives.
The team are great to work with and we look forward for that to continue.
Loraine MorganDayMen International
Some of the campaigns rolled out
The execution
Our involvement varied according to the needs of each campaign. For some product launches, we developed the advertising creative from the ground up, exploring concepts, copylines, imagery and layouts that would communicate the proposition with clarity and impact. For others, we worked from master creative developed by Manfrotto’s international team, adapting messaging, product emphasis and composition where necessary for the UK market.
Each campaign needed to communicate the performance and practical benefits of Manfrotto’s products clearly, while maintaining the authority and visual consistency of a globally recognised professional brand. The finished creative also had to work across an extensive media plan spanning specialist photography publications, trade media and digital advertising.
Working closely with Manfrotto’s UK team, media-buying partners and individual publishers, we prepared, checked and supplied publication-ready artwork to a wide range of technical specifications and deadlines. The result was a series of cohesive campaigns in which every asset felt purpose-built for its environment while remaining unmistakably Manfrotto.
Sometimes the greatest impact comes from the simplest idea. This concept was deliberately stripped back and almost naïve in its execution, but that restraint was precisely what made it so brave and memorable. By reducing the message to one immediate visual gesture, the advert communicated the product benefit with clarity and confidence.
RICHARD BAKER
