37 | UK Enterprise Awards 2022 Based in Loughborough, agency Luga Baruga offers a 360 degree approach to marketing and comms, helping to bring brands to life. We find out more from Director and Founding Partner of the firm, Nick Lovett, in the wake of the company being recognised in the UK Enterprise Awards 2022. From brand building to conversion, Luga Baruga considers a broad all-encompassing view of the entire customer journey – across every achievable and, importantly, viable touch point. Nick Lovett, Director and Founding Partner of Luga Baruga, elaborates on the firm’s core values and what it is that sets it aside from competitors, “We keep things simple. After all, marketing is the second oldest industry in the world,” he begins. “Think about it for a moment. Someone had to brand, promote, and encourage engagement for the oldest to succeed. Therefore, it can’t be complicated.” As a result, Luga Baruga believes that marketing should be simple to understand and easy to deliver. No complicated language or buzzwords, no arduous or unnecessary consultation to ensure the job gets done. Starting as an apprentice in 1998, Nick’s career has been entirely involved in the design industry – in almost all the disciplines the sector has to offer. Having sat in positions from apprentice designer through to joint Managing Director. Nick has a thorough understanding of the exhibition industry, expansive knowledge base, a pragmatic approach that ensures all projects are managed to the possible highest standards – and, quite simply, does the job! Returning to the Marsden Direct Group of Companies in 2015, Nick has helped restructure the business – and founded Luga Baruga in 2019. Within the agency, he has employed a simple three stage process of ‘strategy’, ‘creativity’, and ‘activation’ and tells us, in more detail, exactly what this entails. “We begin every project by thinking how this project fits into the BIG picture,” he states. “Every business or organisation has a BIG goal; this goal is made up of a number of smaller goals; unachieved goals are ambitions; these ambitions are realised through campaigns; every campaign is, therefore, a micro-ambition that, cumulatively, helps deliver the BIG goal!” Campaigns like these are delivered by Luga Baruga using integrated ‘above the line’ (ATL), ‘through the line’ (TTL), and ‘below the line’ (BTL) techniques. This approach considers all techniques. It is ‘always on’ – helping create long-term connections for consumers with brands and managing the journey of engagement – building brand awareness, creating connection, conversion, and advocacy – will, ultimately, maximise the return on investment. “Importantly, what we learn from this process re-informs strategy. And the cycle begins again!” Apr22677 Leading Experts in Physical Brand Marketing Ultimately, Luga Baruga is not striving to be the biggest name in the industry – but it is trusted by its clients due to its integrity, transparency, friendliness, and its commitment to excellence and ethics, combined with that attention to detail that is needed on all aspects of a project. It is this stellar reputation that has helped earn Luga Baruga the envied title of Leading Experts in Physical Brand Marketing in the UK Enterprise Awards 2022, and very well deserved it is too. Contact Details Contact: Nick Lovett Company: Luga Baruga Web Address: www.lugabaruga.co.uk
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