"I'd never worked in an SEO agency before. A good thing, because they way that Proplellernet were thinking about search was very different to other search agencies".

Mummadadda have lots of experience in creating brands form the ground up, or tuning an existing businesses voice and visual identity up to be clearer cut and more distinct in communicating their story. Brands as varied as Canon, Argus Media, PHH, Persil and The British Army have seen the positive effect of our work. 

We've chosen to show a very recent project that's been developed for a search marketing agency called Propellernet. Why/ because we like it and are proud of it, but also it makes the point that agencies need to think of themselves as attractive, coherent and logical brands too. 

The Seeker personality and BE FOUND positioning suffuses throughout all collateral at Propellernet and has allowed the agency to find a voice and conversations with clients that is much more agnostic and macro thinking that a pure play SEO positioning might afford them. Clients and prospects look to the agency for a more joined up and integrated approach to marketing. 

In order to talk about the huge potential of SEO it felt like a language that was non SEO had to be developed, or the agency would forever be defined by its less creative peer group. Creating that language took the form of a monologue, delivered in a way that would logically and persuasively talk to a c-suite client who had little or no understanding of search. Delivering that in a memorable and short form that stood out in the world of agency comms was the backdrop. Organically this took the form of a script, and a character developed almost of its own making - The Seeker - a sprite like ghost in the machine and totem for 'doing good' by people as they found there way through the world wide web via search. 

The web can be, and should be serendipitous, like all the best journeys in life. Around about the time that I was sketching out the image on the right hand (a rejected thought based around tarot and the 'dark art' that SEO felt like)  I reconnected with someone who was made to play The Seeker - Mr David Morgan - a creative director by day and male fashion model by night (and the weekend, thank you very much).

Only problem was that he lived in Tokyo. Still does in fact. What to do? 

Several weeks later, with a script and the brilliant James Fisher engaged to film and direct the film of The Seeker I jumped on a plane with the MD of Propellernet and flew half way around the world to make it.

One week later, and many late nights and miles on the Tokyo underground traversed, we had a film to show the world. It launched BE FOUND and a whole new way of looking at search. 

Above: The Seeker film. He is present in all communications and forms the tone of voice and attitude for the agency. 

Above: An early paper prototype of the Propellernet website. One of the biggest challenge was to create a promise of a more 'creative' agency, ahead of there being much content to illustrate this. The site was designed to gradually become populated with content, as and when work was created, that would fulfil this expectation. 

The Seeker is also the face of the internationally known and utilised ANSWER THE PUBLIC content research tool. He has won a fanbase of admirers and regularly appears in conferences as a presentation slide, therefore acting as a very successful long tail new business device for Propellernet and it's highly successful COVERAGEBOOK saas project. 

Above: The final 'About Us' page of the Propellernet website

Above: The landing page of Answer The Public