12:38PM July 31 2014

Southampton Calling

“So where are you guys based?” is a standard question when you’re networking. London and Los Angeles speak for themselves, but Southampton always gets a raised eyebrow or the follow up question, “….so which part of London?” This post is to let people know a little bit more about the place Five by Five calls home, and as someone who isn’t a Sotonian, I feel I’m in a good place to give an unbiased view of the area.

Our office itself is based in the heart of Southampton and has a pretty striking exterior (you can have a peek inside too if you want). The Georgian townhouses and Lord Mountbatten statue stand out from all the surrounding modern office buildings, giving a taste of the historic vibe of the city which even boasts the spot where King Canute supposedly tried to turn back the waves.

Southampton is also a great place to entertain a client. So here’s a rundown of the top places we can take you when you come to visit us:

The Rockstone – With 220 premium spirits and a large real ale and beer selection this is a pub with real character. The Rockstone is known for its massive burger selection including such favourites as the Black and Blue, topped with black pudding and St. Agur cheese, and the Volcano Burger, which has been known to be hotter than over 250,000 scovilles. (A jalapeño is between 2,500 and 10,000 scovilles).

The Red Lion – A pub that can trace its roots all the way back to 1148. Kitted out with suits of armour and fleur-de-lis flags amongst its medieval decor, this pub played host to a treason trial held by Henry V before he set sail to Agincourt in 1415. Nowadays it serves brilliant pub grub and also reportedly has 21 ghosts (like a spectral So Solid Crew).

Coriander Lounge – The Coriander Lounge is the favourite for Indian food amongst the team. The impressive decor is matched by the quality of the food which focuses on authenticity. We have it on authority from our resident curry expert that the naan bread is the best outside of India*.

Boulangerie De Victor Hugo – Everything you could want in a lunch spot. A rustic bakery that could trick you into thinking you’d accidently got off at Charles de Gaulle. The smell of fresh baking that hits you at the door will have you craving the immense selection of baguettes, croissiants, cakes and much more.

Orange Rooms – Arguably Southampton’s premier nightspot. Decked out like a trendy beach hut upstairs and a cosmopolitan disco downstairs, Orange Rooms boasts a cocktail menu comprehensive enough to please any drinker. Through the day, it plays host to a cracking food menu including the infamous Challenge Burger which you can earn a limited edition t-shirt for finishing.

The White Star – This 2 AA Rosette winning stylish restaurant and bar in the city centre is named after the White Star Line, a shipping company most famous for the ill-fated Titanic (which set sail not far from the restaurant). Seasonal and local products complement a diverse menu that refuses to let variety compromise on quality. Make sure to leave room for the New Forest Strawberry Eton Mess after your Hampshire Steak Burger or Lymington Plaice.

*Yet to be verified, but we’re working on it

Johnny Moran
Business Development and Marketing Coordinator

Bakery sign



11:43AM July 7 2014

Breakfast Briefing – Has marketing forgotten about the customer?

Many predictions for the future of marketing have centred around the movement to customer-centricity: customer experience, customer outcomes, customer data enabling ‘micro-targeting’; it’s a hot topic.

In our latest Breakfast Briefing our Strategy Director Pete Edwards sought to answer the question: if our marketing is to become more customer-centric, where is it at the moment? Have we forgotten the most important person, the customer?

Check out the slides below.

9:50AM June 30 2014

Eight things that make a great launch

Launches are one of those things that keep marketers up at night. It’s a big spend in a short space of time with high expectations, that tends to sharpen the minds of a boardroom. We’ve done lots of launches and pretty much seen it all. So here’s what we’ve learned:

1. Have a reason to exist

Your new product or brand doesn’t have a right to exist, it has to be earned. What does it offer that isn’t being offered already? What unfulfilled need does it satisfy? The iPod put ‘1,000 songs in your pocket’. You need to be tough on yourself, be specific and be clear. If you can’t be those things, it hasn’t earned its right to exist.

2. Have a golden thread

Whatever your ‘thing’ is, make sure it lives in every channel you’re using. Go beyond simply matching luggage and use the unique elements of each channel to bring your story to life.

3. Tell a story

Storytelling’s one of those overused phrases flying around our industry. Humanise your launch, what was the challenge? What did you need to overcome? What was the breakthrough? It mightn’t be Rocky running up some steps but a bit of love goes a long way.

4. Coordinate

A launch is the coming together of a variety of elements, often with different audiences and different narrative touchpoints. In short, it’s bloody complicated. Make sure it’s clear in your mind, and those of your partners. Make sure there’s a plan that everyone gets and understands.

5. Be a democrat and a dictator

Launches involve an array of suppliers from above the line agencies, digital, social, events, PR etc. And they’ll all have their own perspective on your launch and be eager to make their mark. Striking the balance between using their expertise to bring your launch to life in their specialism while keeping a hold of your vision is important. Trust your own instincts on this one, nobody knows this thing better than you.

6. Get your people on side

Your internal launch is just as important as your external one. After all, you’re not going to be the one out there selling this amazing new product/service/brand are you? So it’s important that your people get it, buy it and love it. They can be your most powerful advocate.

7. Customise for each audience

You rarely only have one audience for a launch, there are your internal stakeholders, press, industry, oh, and let’s not forget customers! While your core point and golden thread need to be consistent, you should think about what’s in it for each audience and adapt accordingly.

8. Have fun

It’s a bit of a nebulous one this. All I can say is that when the core team approaches a launch on the front foot, with energy and ambition, everybody feels it. Embrace the stakes and be confident. In our experience it genuinely makes a difference.


Martin Flavin
Creative Director