Thank you for visiting UnderCurrents.

This blog aims at inspiring other Marketers, Business owners, Creatives, freelancers or agencies and at making a contribution to better Marketing.

I bring a 15 years Marketing career in both FMCG, Telecommunications and Consumer Electronics with iconic brands like Heineken, Alcatel, Samsung but also start-ups like Sendo.

I founded in 2009, a Marketing agency called The Ripple Hub, we are based in Auckland New Zealand, but our goals are to expand to the wider APAC region. This blog is a platform for The Ripple Hub to learn and share. To me, this new business adventure is a dream of nearly 15 years coming true. It’s also a desire to connect, share my experiences, and ultimately advise clients on how to carry on better marketing. We want to help build strong brands by delivering memorable experiences for their consumers but also all the stakeholders in their business.

This blog does not just review random marketing activities, we seek debate. We will always offer reasons, and learnings to share. If you disagree you will always be offered the columns to comment. We intend to review worthy subjects (the good, the bad and the ugly). For that purpose, I have divided the blog in different sections.

1. “Digest” covers snippets and ideas of all kinds, thoughts and short stories.
2. “Currents” covers longer topics, reports on promotions, ours and others.
3. “Brand-Mania” covers wider subjects, new trends, quasi white paper material but not as thoroughly developed.

A small point on Grammar I wrote most of the posts myself. No ghost writing here ! and since I am French and English is my second language, it is likely that you will find some “clunky” sentences, typos, or other somehow less elegant syntax. I promise to try my best to improve the style but I apologize in advance for the imperfections. There is only little proof reading going into this as I fear that the contrary could take away from the spontaneity.

Guest Posting: If you have interesting views or comments and you feel this place would be a great forum for them do not hesitate to contact me. I am absolutely open to the idea of Guest Posting. Alternatively you are welcome to link your own posts into your comments.

So who is The Ripple Hub ?

The Ripple Hub is different from your traditional agency because of the way we look at problem solving and because of the way we resource ourselves.

1. We approach problems by auditing the Brand image and particularly its consistency across all touch-points. We then take the Business Goals (targets & objectives) and research how we can improve the brand experience, to deliver on those goals in the short run but also in the long run. Our goal is to help clients re-align their efforts and minimize inefficiencies throughout their business. The tools we use, and campaigns we deploy, touch all 360 degrees of marketing communications. From in-store merchandising, training, promotions to creating guerilla event, ambient advertising, to sponsorship leverage, product placement, corporate social responsibility programs. We also help clients monitor the dialogue around their brand, and learn from what others are saying. Thanks to our solutions they have the ability to answer, feed, and thrive on the buzz created around their activities. Our final goal is to help turn those customers, and stakeholders into the die-hard fans every brand (should I say Lovemark) wants to have.

2. To resource our projects, we have embraced new technologies and built a collaborative platform for the Collective. We follow today’s globalization changes by adopting a networked model. Similarly to a movie producer, we put teams together to work on a project. Allowing the best in each category to collaborate together. As such we are not limited to a particular style or tool. But we source the best tools and creatives this industry has to offer. Clients pay what the project really costs, and our overheads are all the more light. We work across cultural boundaries and countries as our expertise is very much international and our resources can be networked from anywhere.

As a final wish, I would like to say that we hope to manage to inspire you even just a little bit and create a some amount of debate around meaningful things.

Thank you,

Jean-Philippe DIEL

CEO of The Ripple Hub
jp.diel@theripplehub.com