Shifting up a Gear: How to Create an Iconic Brand
Date: 20th July 2021 – 10am
Host: Nick Butcher - Founder, Ignition Human Performance
Guests: Jim Wiseman, Wiser Films and Simon Childs, Childsey
Style: Open discussion/interview
Length: 60 mins via Ignition Virtual Learning Platform, E-Ignition
Ignition Human Performance, the learning and development experts who use lessons from High-Performance Motorsport, is proud to present our next event, looking at the lessons that went into making the global phenomenon that was Top Gear!
Our special guests include Jim Wiseman, who was the researcher and producer for Top Gear between 2002 and 2016 and came up with many of the ideas for the show, such as the famous Aston Martin DB9 race against the train race to Monaco.
Joining Jim, will be Digital Marketing and Brand Expert Simon Childs who runs Childsey and works with Motorsport Teams such as Mark Blundell Motorsport in BTCC. Simon also spent a large part of his career working for the Theo Paphitis Group, with one of his roles being to look after and work with Theo's Dragon Den investments.
About this event
During the session we will discuss:
● What went into rebuilding the Top Gear brand
● The Logistics of getting the challenges together
● Growing the brand across the world
● Why it worked!
● Performing under Pressure – working on the F1 live coverage
● Future Projects and plans
Join us as we go into the making of a global phenomenon and what it can teach us when it comes to our own business and brand.
Back in 2001 BBC’s Top Gear was cancelled. The brand was finished with all the presenters moving to a new Channel 5 show called Fifth Gear.
However, in October 2002 with a completely new format, the show was reborn. Alongside returning presenter Jeremy Clarkson were two new ones and it was hosted from an aircraft hanger just outside of Guildford.
Despite earlier stumbles with new presenters and ideas, by 2006 it was the biggest TV show not only in Britain but had been sold across the world, attracting stars like Tom Cruise and Lewis Hamilton to drive their “Reasonably Priced Car”.
This along with record breaking adventures, that didn’t just get people watching on tv but got them to live arena shows across the globe and buying huge amounts of Top Gear merchandise and of course trying to guess the identity of who their resident racing driver “The Stig” was.
For a period, it was without doubt the BBC’s biggest export.
To find out how this once forgotten TV show became one of the biggest brands in the world and what lessons you could put into your own business and brand, Ignition is going to be joined by the very man who’s first job brief was “To find a suitable location for a returning car tv show”. TV producer Jim Wiseman spent between 2002 to 2016 as part of the team at Top Gear, coming up with the adventures and stunts that made the show such a hit.
In a fascinating conversation with Ignition founder Nick Butcher, Jim will share what it was like to build one of the biggest tv brands the world has seen.
He’ll tell us which outlandish stunts he thought would never get approved but did and also the ones that didn’t!
Most importantly though, he’ll give us a behind the scenes look and insight in to why it worked and the people and elements that made it happened.
He will also discuss his other work on bringing together Richard Hammond and Sir Stirling Moss for “Hammond Meets Moss”, “Lewis Hamilton: Billion Dollar Man” and the BBC & Channel 4 Formula 1 coverage, as well as his latest project “The Cars Years” which his Production Company “Wiser Films” has just finished and airs this July.
Joining Jim to discuss what makes an Iconic Brand, is Digital Marketing Expert and founder of Childsey, Simon Childs. Simon comes with a wealth of experience having worked for the Theo Paphitis Group, which includes Ryman, Robert Dyas and Boux Avenue. Simon was also responsible for looking after Theo’s Dragon Den investment portfolio, so it goes without saying is an expert when it comes to growing brands and businesses.
In 2020 he started Childsey, who work with a range of small and large businesses on their digital marketing strategy such as website design and virtual hospitality platforms, including the British Touring Car team Mark Blundell Motorsport. He also runs the Business Tech Service, a business focussed on supporting small businesses with tech decision making.
About Nick Butcher (LinkedIn Profile)
Nick is an HR and Leadership consultant within the Automotive and Motorsport industry. Founder of Ignition Human Performance, he uses the lessons from High-Performance Motorsport to Unlock People Performance across all industries to via People Strategy, Management Training and 1-2-1 Coaching.
After leaving school, Nick joined the car industry starting out at the famous HWM dealership working with the Audi and Aston Martin brands, before moving to a SEAT dealership just outside of London. This also gave Nick exposure to SEAT’s BTCC and Cupra Championship programmes. Appearing in a 2006 issue of WhatCAR!, Nick’s sales style and attention to detail was described as exemplary.
Nick later moved into Human Resources and Learning and Development and went on to become Head of HR for the KRT Group, a tyre wholesaler owned by Chinese Tyre Manufacturer Sailun Jinyu for the UK, Ireland and the Netherlands for 5 years - ending his time there by successfully overseeing the relocation of all 14 sites into one “super hub” in the Midlands, UK.
During this time, he qualified from Kingston University with a Level 7 Post Graduate diploma in International HR Management.
Wanting to put his skills and knowledge to good use, he started what is now known as Ignition Human Performance in 2017 and in 2019 developed this to incorporate the lessons from high-performance motorsport into business strategy. In this time, he has formed strong ties within Motorsport and business, having worked with some of the biggest names in the sport, all whilst building the Ignition brand and reputation.
About Jim Wiseman (www.wiserfilms.co.uk)
James Wiseman a.k.a Jim, carved out a career in TV working on show’s like They Think it’s all Over and Friends like These then Top Gear came calling. Jim was part of the creative team that put together Top Gear’s 2002-2015 format which made the series a global phenomenon and the most watched factual entertainment series in the world. From sourcing the studio and track complex, through formatting the stunts, jumps and races, to filming road tests all over the world.
After Top Gear Jim then went on to make Lewis Hamilton: Billion Dollar Man and Executive Produced acclaimed documentary Hammond Meets Moss for the BBC before directing promos for major brands Red Bull Racing, Lotus F1, Scuderia Ferrari and Pirelli alongside BBC and Channel 4 F1 coverage on TV.
In 2014 Jim Series Produced and Directed The Classic Car Show for Sony Pictures Television. In 2015 team up with former Top Gear colleague and friend Ben Collins to direct Ben Collins Stunt Driver for Lionsgate UK. In 2016, Jim set up Wiser Films with Tas Brooker, directing behind the scenes features for Fast and Furious Live as well as producing and directing content for Formula 1, luxury perfume brand Clive Christian and also writing, directing and creating The Car Years for ITV.
A commercially focused marketeer with a proven track record of delivering results.
Founder of Childsey, a digital agency offering Web Design, Marketing & Media services and, the Business Tech Service supporting small businesses making tech decisions.
After leaving Cardiff University with a degree in Accountancy & Management, Simon progressed in the Theo Paphitis Retail Group from an intern to the Group CEO’s Commercial Exec followed by taking on the role of Head of B2B & Education at Ryman. After 8 years at the Theo Paphitis Retail Group, Simon left to set up his own ventures, Childsey & the Business Tech Service.
We look forward to seeing you there!