In The News Santa Claus Updates His Experience
7th December 2007
A PR Fairy for Santa Claus said "Our data was pointing towards all sorts of future challenges for the Santa brand. The environmental and broader sustainability issues are beginning to creep up on us and China is producing so much for so little, that the kids are just getting harder to excite. This has been a steady escalation. There was a time when a tangerine and a spinning top were bringing smiles to kids faces, now they get better than that in Christmas Crackers or even with a takeaway meal! The competition is also getting stronger. Who would have thought 30 years ago, Santa would be competing with a holiday where kids dressed to scare people and their neighbours gave sweets and treats in order to avoid being persecuted by the neighbourhood's youth. Where is the magic in that?" Groom Associates are the Leeds based Brand and Design Consultancy that helped Santa with his Brand Positioning and Customer Experience. The work was won in the Spring of this year in a 3 way global pitch for an undisclosed budget. Richard Groom of Groom Associates said "We have really enjoyed working with Santa and his team and after we got over the initial excitement of working in a grotto in the heart of the North Pole, we got down to the business of understanding how to help Santa rekindle his old magic. We've obviously had to sign a non-disclosure agreement, however, what I can say is the new progressive Santa Claus experience will bring joy to the hearts of kids across the globe and have Santa exceeding his targets on the 'Magic-O-Meter'." The programme entailed research, development and execution, which had employee engagement and digital design at the top of the agenda. GROOM is Leeds based with an office opening in London in 2008. They work with some of the world's leading brands both in the UK and overseas, although not always as legendary as Santa Claus or as unusually located as the North Pole!