Her recent career history includes Digital Project Manager at communication specialists, eMedFusion, where she worked on a range of healthcare accounts. Prior to this she spent six years with McCann Erikson, initially as Account Manager and latterly as Digital Account Manager working on accounts such as Aldi, Sainsbury’s Finance and Hammonds.

With a wealth of digital and traditional experience behind her, Christina will be integral to the ongoing development of the company, helping to service the existing client portfolio, support new business projects and further underpin the excellent, and evolving, skillset that C21 deliver.

It seems fairy tales can come true, as we are delighted to announce that we are only the second agency to have been awarded the prestigious IPA Gold CPD Accreditation, in the first year of membership. The award will be presented on 2 May at the Creative Pioneers Conference and Members Lunch which opens the new pop-up building in Shoreditch, London.

After a dynamic and defining year, that saw the agency re-emerge from a tumultuous end to 2010, like a phoenix from the ashes, we are over the moon that both the strategic direction we set, and the exceptional efforts of staff, have been recognised by peers in our industry.

This award honours outstanding professional development programmes, which have made an evident improvement to the lives of agency staff, as well as to the development of the business. For C21 CPD was intrinsic to our business goals in 2011 and essential in creating a completely new culture within the agency, at a critical time.

However, to achieve the higher-level IPA CPD Accreditation agencies not only have to meet the full criteria for CPD Accreditation but are also required to far exceed regular practice.  At first this seemed like an impossible achievement for us, with our limited training budget and intense demand on resource.  But, as the year progressed we felt more confident in our submission and believed that, regardless of the size of available budget, we could demonstrate to the IPA creativity in building a vibrant learning culture, in support of real, measurable business objectives, that had not come about as an afterthought.

It just goes to prove that hard work, determination and a sprinkling of magic dust, can deliver the golden egg!

After identifying distinguishing characteristics for the brand, evaluating what the brand stands for and the experience we wanted customers to have when utilising this new brand, we developed a graphic approach, style and messaging to convey the friendliness and personality of the Claimant character. All of which encompass the brand promise – ‘working hard for your claim’.

We have initially created a corporate identity for the brand and on Wednesday launched the website –  www.theclaimant.com – providing a strong online presence.

The site is based on simplicity, and utilises a bold eye catching design. It showcases the new brand, provides information rich pages, boasts multiple contact facilities and a user friendly claims calculator to encourage communication and interactivity.

We’re adamant that we have created an identity which reaches out to its users and strengthens brand identity.

Whilst the website was launched softly yesterday, we’re currently working a full communications programme to promote the new brand. More ant puns to follow as we roll out the brand…

Having an established rapport with Imagine Ireland as an agency, understanding the brand, target audience and the motives behind their communications, we defined the brief and outlined the desired feel of the brochure, setting to work to achieve an imaginative solution to revamp the material.

Since paper creates a powerful everlasting perception of quality, this was of paramount importance in delivering an effective revamp. Crisper paper and significantly more white space created material more reflective of the holidays and experiences that feature in Imagine Ireland’s brochure. Brighter pictures, clearer product tables, a brand spanking new layout and updated copy resulted in more appealing array of beautiful cottages giving the reader an urge to book.

The result….we think that selling the dream of Ireland through fabulously bright imagery and inspirationally motivating copy was exactly what we did! It’s too early to tell what effect this has had on January sales figures, however initial feedback is extremely positive and we are now working on applying this new style to the Easter 2012 direct mail campaign.

There is definitely always an odd grey area that seems to crop up at least weekly;

• “Oh it’s my best friend’s birthday”
• “I’ve not eaten all day so I can have a box of biscuits”
• “I’ve got a headache so I need to eat more just for today”
• “It is better to start a diet on Monday”
• “I’m too fat to go to the gym”
• “I’ve still got loads of chocolates left over from Christmas”

There is also an element of women constantly comparing themselves to others and never quite matching up, especially at the gym. This ends up being a vicious circle and means that most end up not going at all.

Well…..we think we have found the answer to our yo-yo dieting prayers!

We are pleased to be working with BodyFit Express; a women only gym that understands exactly how we tick and subsequently get fabulous results. They have a no-mirror policy and a 30 minute work-out circuit that gets you physically fit and mentally motivated in a sociable environment.

C21 created an intuitive design and then developed the new BodyFit Express website. The implementation of an automated process within the content management system and a controlled custom managed layout also ensures a user friendly back end database, which can now be updated by BodyFit Express to ensure all areas of the site are kept up-to-date at all times; gym classes, nutritional advice, a weight loss coach column and transformational testimonials.

The strategic development of the ‘Gym finder’ section of the website has also provided a personalised resource tool for BodyFit Express customers. Website users can now find all the information which is relevant to their local BodyFit Express gym for example class timetables, staff members at the gym and also contact information.

The development of this new and dynamic website area, together with a content restructure provides an informative source for both existing and potential customers and will no doubt encourage customer visits to the site.

Have a look at their new website now to see it for yourself www.bodyfitexpress.co.uk

The snapshot of the best agency businesses is produced by The Drum and based on financial stability and strength, operating efficiency and only open to those agencies highly rated by their clients via the Recommended Agency Register.

This year there were 749 agencies outside London that were eligible to be included in the Top 100 survey, so the competition was fierce and were extremely delighted to have performed so well.

The initial proposition was to help them launch a new venture for their PI division, The Claimant.  According to the team, C21’s mix of insightful marketing strategy and great creative won the day.  Work has begun on the initiative which incorporates a corporate identity, website and communications programme.

In the meantime Carter Moore wasted no time in briefing C21 on two further projects, one of which will also be underway very soon, after a very positive response to the work presented.  This will focus on a direct mail programme, e-marketing and brochure.

Look out for the great creative work which we’ll post on our website in 2012, once the campaigns have launched.

According to The Drum, the final list included the best agencies across a variety of disciplines and locations, which may thus far have flown under their readers’ radar. They caught up with what’s been going on in our wonderful world…

What big name clients have you worked on over the years?

The agency has worked on some interesting and well-known brands over the years such as The Co-operative Bank, The Bank of Scotland, FIFA, Football Club United of Manchester, St Helena Tourism, Imagine Ireland Holiday Cottages, Manchester Metropolitan University, Salford University, Lancaster University, Royal Manchester Children’s Hospital Charity, Roberts Bakery, Johnson Diversey, Honeywell, Seddon Homes, Wates Living Space and Weatherseal, to name a few.

What key things have happened to the agency in 2011?

2011 has been a whirlwind year for us but these are some of the key things that have happened.

Rebrand
We rebranded early in the year adopting the colour yellow because it’s known to have a stimulating effect on the mind but also because it represents renewal and we’ve reinvented ourselves. Through a great fund raising initiative between UNICEF and Dulux, we now officially own a vibrant shade of yellow too, which we named ‘Hello Yellow’.

IPA Membership
We were delighted to be accepted as members of the IPA in March and we’ve got so much out of the partnership already, including winning our first new client directly as a result of being a member.

New Business
Despite the tricky economic background we’ve had some exciting and interesting new business wins this year from a roofing contractors in Liverpool to an environmental, recycling company in Sydney, Australia, a well-known engineering company in Wythenshawe to personal injury lawyers in Manchester. We’ve even had our first piece of new business as a direct result of our social media activity on Twitter. It may still be a tough marketplace, and I think it will continue that way for some time, but there’s definitely opportunity out there.

What great things does the agency have planned for 2012?

As part of the IPA membership, it’s mandatory that every member of staff commits to continuous professional development. We believe this is essential in our industry due to the speed of change and the dynamics between media. From a CPD perspective, C21 has already credited well over 600 hours this year, double the requirement, and we’re in discussion with the IPA about applying for Gold Accreditation. That would be a real achievement in our first year as a member.

One of the things that we really believe in is helping potential new talent get a step on the ladder. So, last year we devised a fabulous, work experience programme specifically for students spending time with the agency. This was extremely rewarding, both for us and for the students, and we’re already taking placement applications for 2012.

What makes a great agency?

Definitely, the people – It’s the people that make an agency shine, for us, having a strong, supportive team, creating work that makes clients happy means our world isn’t just bright, it’s brilliant.

Which other agency’s work do you most respect?

From a broader perspective, BBH, RKCR/Y&R, Build and Sumo. More locally, Love, Like A River and Music tick all the right boxes.

Our brief was to create a website which stood out within their sector and would showcase their portfolio, whilst ensuring a clean, uncluttered, creative and very easy to navigate online presence.

What resulted was an illustrative creative approach (which is certainly reflective of the company’s unique personality) all backed up by a full content management system – ensuring that the Holloway Cook team can keep the site pages fresh and up-to-date with minimum effort.

Take a look at the site here.