Profile: The council

After a stint at the BBC and Red Bee Media, TV branding expert Jeff Conrad has teamed up with two colleagues to launch The Council. Scott Billings talks to him about their plans for branching out into the multi-platform arena

Jeff Conrad, former head of design at Red Bee Media – and before that, head of design at BBC Broadcast – says he always expected to be self-employed. But after joining the BBC in the early 1990s, one year turned into two years, then BBC Broadcast turned into Red Bee Media and eventually Conrad had turned out a string of major broadcast rebrands, including channel portfolios for ITV and UKTV. A couple of decades later, the question emerged: where next?

’Things kept changing at the BBC and Red Bee, but I came to a crossroads really,’ he says. ’Early on I was effectively running an in-house creative department focused on title sequences at the BBC, but then it commercialised that department and we were allowed to go for commercial work. This included doing things like designing the first red button interactive banking system for HSBC. Then BBC Broadcast was sold and became Red Bee Media [in 2005] and by 2009 we had peaked with about £12.5m of business from global television and corporate brand clients. So I started to ask where you can go from there.’

The answer, of course, is into self-employment. But Conrad’s new vehicle, The Council, is in no way a solo show. He has teamed up with two Red Bee colleagues, creative director Kevin Hill and director of production Sophia Pendar-Hughes, all three taking equal ownership of the new business. In all, the consultancy is currently ten-strong – big enough, says Conrad, to handle most jobs, although key consultants and freelances will become occasional ’councillors’ where needed.

The pedigree at The Council is apparent from the trio’s shared back catalogue. Hill was the driving force behind the creation of UKTV lads’ channel Dave, a project that has won a string of awards and plaudits. More than that, its huge success with viewers and advertisers led to a mammoth 18-month project to rebrand all of the channels in the UKTV portfolio, a process for which Hill was creative director. Conrad and Hill also oversaw design for the global rebrand of the Discovery Channel network in 2005, the major identity overhaul of the ITV network in 2006 and a multi-platform relaunch of BBC Three in 2008. Pendar-Hughes was the senior producer on most of these large branding schemes, which Conrad describes as ’some of the biggest portfolio rebrands in TV history’.

Clearly, their background is firmly planted in the world of broadcasting. Current clients include Shine Group, the Home Shopping Service in France, Digital Plus and Canal Plus in Spain and MDR Fernsehen in Germany. But the world has changed rapidly over the past few years and The Council is not intended to be a purely broadcast consultancy, says Conrad. ’I think it’s very hard to define what a broadcast brand is now,’ he says. ’We are really about working with brands that use media to engage with their customers or audience, and that covers a very wide range indeed. It is multi-platform and integrated and all that jargon, but I don’t really care about those terms, because I think what’s important is originality and ideas and working hand-in-hand with the client and not just for them.’

One of the biggest changes in the five years since BBC Broadcast became Red Bee Media is the way technology has forced brands to embrace two-way communication with their audiences. In this sense, the days of ’broadcasting’ are all but over.

’Technology has had a huge impact and even five years ago the communication was one way, from a brand to an audience. Now it involves interaction. This creates huge opportunities for brands to talk to people in different ways and at different times. All brands have to be mindful of that now,’ explains Conrad.

And that’s the space into which The Council launches its offer. The landscape is different from the world of BBC Resources, BBC Broadcast and even the initial days of Red Bee Media. Communications channels are multiple, TV schedules are shot, but strong brands are imperative. As Conrad says, ’A good idea can be applied to any channel.’

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