Ryan MacMillan

From New Media Age, November 22:

Enviroment charity and campaigner WWF has appointed digital consultant RMM to handle its online marketing strategy as it promotes its ecological footprint calculator.

RMM will review and develop the strategy to help the WWF reach out to online communities and promote the calculator and the organisation through new online channels, such as social networks, blogs and search.

Taken from Media and Marketing, 21st November 2007:

Digital marketing consultancy RMM has repositioned itself as a social media specialist in order to ‘help brands get involved in their audience’s conversations’. The move coincides with a series of business wins including a WWF campaign to promote its carbon footprint calculator and a National Centre for Languages task to develop a website to support the supplementary schools’ teaching and learning initiative.

RMM has also appointed Dan O’Connor as a consultant and Benjamin Bland as junior consultant. Bland joins from Boomerang where he was responsible for the design and launch of their new online business Magic Boomerang.

RMM launched 18 months ago and has developed strategic plans and created briefs for clients including Sony Walkman, Discovery Channel and Time Life.

Taken from Contagious Magazine, 31st August 2007:

Sony has created a campaign embracing experimentation and branded utility online through the creative commons license and a variety of widgets and online videos to promote its new Blu-ray Disc Player.

The campaign has been overseen by digital strategists RMM London, and will build slowly, with exclusive access to content being initially granted to influential bloggers. The site offers a variety of assets, such as a Blu-ray flash player, which will show the videos online and allow users to embed the player into their own blogs and sites. James Kennedy, general manager for Communications Europe at Sony comments: ‘By creating assets available exclusively online and licensing them under Creative Commons, we are encouraging increased interaction between Sony and our target audience.’

Leo Ryan, partner at RMM, explains that the campaign aims to target online influencers, via specific content for specific groups building buzz gradually. He told Contagious: ‘This is not about one big shout at an audience, it’s about creating a number of communications. Our entire communications strategy runs online and is about getting information to the right groups at the right time.’

From New Media Age, 30th August 2007:

Sony Entertainment is looking to replicate the social media phenomenon of its Sony Bravia campaign with the launch of a major campaign for its Blu-ray HD brand. Sony is set to kick off a social media campaign to engage bloggers, forums and social networks in a bid to create a buzz around Blu-ray and the launch of the Blu-ray disc player. The overall campaign has been developed by digital planning consultancy Ryan Morrison & MacMillan (RMM).