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Loewy Unlimited launches new service

Loewy Unlimited brings together a formidable combination of skills

London, Thursday 26th May 2011; Loewy Unlimited the new central offer from the Loewy Group and the strategic and creative force behind the development of Dixons Retail plc’s unique new service brand, KNOWHOW*, is unveiled today.

Loewy Unlimited brings together a formidable combination of skills. Richard Seymour, Richard Williams, Phil Ley and Julian Grice (from Seymourpowell, Williams Murray Hamm, Branded and The Team respectively) drive a collaborative model, where bespoke ‘unlimited’ teams are put together from across the wider Loewy Group, to solve specific business problems. It’s a powerful nucleus, feeding years of trend forecasting, innovation, strategic brand communications and creative expertise into a single, focused, problem-solving entity.

Richard Seymour, Loewy Unlimited’s head of vision said of the new offer: “Loewy Unlimited was set up to integrate and amplify the breadth of thinking that exists throughout the various Loewy Group companies. The whole is greater than the sum of its parts. The boundaries are dissolved between the individual organisations to create powerful, exciting ideas that provide magnetic consumer appeal, across all disciplines and channels|”

Speaking on its difference from other creative agency groups, Phil Ley, Loewy Unlimited’s director of strategy said: “We leave our own agency allegiances at the door, coming together with the right set of skills for the common good of solving business problems. What the client gets from Loewy Unlimited is a premiership team; a calibre of people of such high-quality, it’s like comparing the individual players of Manchester United pitched against those of say Wigan.”

Loewy Unlimited in action

As part of Dixons Retail’s Renewal and Transformation programme, the UK's largest electrical retailer recently launched its service brand KNOWHOW to deliver significant improvement for its customers and to further differentiate its offering from competitors. Loewy Group were appointed by Dixons Retail plc, to create the new brand and establish the way KNOWHOW engages with its customers.

Katie Bickerstaffe, Group Director for Marketing, People and Property at Dixons Retail says on working with Loewy’s new offer; "We have found Loewy incredibly easy to work with, but that doesn’t mean that they have not been challenging. Loewy has challenged us to stretch our thinking, yet always they have presented us with the art of the possible. Quick to respond to our needs whenever challenges have arisen, their advice in response has been inspiring. Loewy is very seamless. There is no sense of multiple organisations. When you deal with Loewy companies you know you are working with a Group that are experienced at working as one.”

The Loewy Unlimited brand

Creation of the new brand and the specially commissioned film for Loewy Unlimited, has been headed up by Loewy design consultancy, Williams Murray Hamm and led by its creative director and former D&AD president, Garrick Hamm**.


For information, interview requests and images, please contact Julia James at Julia James PR: m: +44(0)7778 158102 dd: +44(0)20 7014 3361 e:

*Case study – KNOWHOW – the after-sales technical support service offer from Dixons Retail plc.

KNOWHOW, the customer service offer from Dixons Retail plc, is central to driving the future of the retailer’s business and is integral to the company’s absolute focus on the customer. The brand will run across the entire Dixons Retail portfolio in the UK.

The development of KNOWHOW was carried out by Loewy Unlimited and included involvement across the Group from Williams Murray Hamm, The Team, Branded and Seymourpowell, all of which contributed to the strategic idea and creative implementation of the KNOWHOW concept.

The KNOWHOW name was developed following a cross-Loewy research session driven by Branded, Loewy’s strategic brand consultancy and Seymourpowell, leading design and innovation company. Seymourpowell was responsible for providing key ethnographic research and future visioning to the project. The proposition was built on the insight from Dixons that as consumers, most of us have increasing quantities of complex and high-performance technology in our lives. However, our understanding of how to use much of this technology, and how to mend it should it break, is increasingly inadequate. KNOWHOW is there to enable everyone to get the most from the electrical and electronic products they buy, from dishwashers to iPads and to provide a new standard of after-sales support service.
Phil Ley, founder of Branded, explains: “KNOWHOW as a name perfectly encapsulates what this brand is about. KNOWHOW’s dedicated team of technical experts meet the consumer need of “I need someone who knows how to …” whether that be fixing a problem, wall-mounting my new TV or enabling me to use my new camera’s features to their full extent. The word ‘KNOWHOW’ also gave us a mechanism around which we could base all communications”

Garrick Hamm of multi-award winning design company, Williams Murray Hamm, was overall creative director on the KNOWHOW project, working closely with Dixon’s in-house retail , marketing and production teams and overseeing all areas of design and tone of voice . Hamm commented, “The central idea is the use of a ‘KNOWHOW button’, referring to an action with instant answers. Around the button is a rainbow, each coloured band representing different service pillars from KNOWHOW including ‘Set up and upgrade’, ‘Repair and protect’, ‘Help and support’, and ‘Deliver and Install’. The button and rainbow graphic has been designed for use as a device for the in-store TV and laptop screen animations.”

The Team, Loewy’s integrated creative communications agency, helped deliver internal engagement for Dixons Retail plc, supporting the announcement of KNOWHOW, and engagement and inspiring of Dixons colleagues.

For more information, interview requests and images, please contact Julia James at Julia James PR Ltd: m: +44(0)7778 158102 dd: +44(0)20 7014 3361 e:

Notes to editor

**D&AD – Designers & Art Directors - represents the global creative, design and advertising communities and celebrates brilliance in commercial creativity.

About Loewy Unlimited (holding page until pm Tues 24th May)
Loewy Unlimited is the central cortex of Loewy, a group of key players from some of the world’s foremost branding and innovation businesses. Loewy refers to the fact that these businesses are all part of Loewy Group. Unlimited refers to their bandwidth, covering everything from TV channels to spaceships. This team ignores conventional boundaries to find where the issues really lie and the answers with the greatest impact.

LoewyUnlimited consists of:

· Phil Ley, Head of Strategy, founder of Branded and the man behind the launch of Sky TV
· Richard Seymour, Head of Vision, co-founder of Seymourpowell, the business behind the design of the world’s first cordless kettle, pocket mobile phone and Virgin Galactic
· Richard Williams, Head of International Business, co-founder of Williams Murray Hamm, who brought us the revolutionary Hovis and Jaffa Cakes brand packaging
· Julian Grice, Head of UK Business, founder of the Team and expert in social behaviour change and living the brand.
These business leaders are well known as broadcasters, public speakers and educators with immense experience in teaching global businesses about the future of brands and brand innovation. All played a live, hands-on role in delivering the KNOWHOW programme.
KNOWHOW graphical elements created by Williams Murray Hamm:

· KNOWHOW logo
· KNOWHOW clinics in-store
· Appointment clinic
· In-store graphics, look and feel and line up
· Internal and external POS posters
· In-store animation for TV and laptops
· Staff uniforms and livery
· External signage
· Language for the identity across all items names above


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