Designate throws 25th birthday bash

Brighton-based creative marketing agency Designate held a party on Brighton Pier on Thursday night to celebrate its 25th birthday.

Nearly 200 people joined the fun, with unlimited fairground rides, food and drink, plus a set from Welsh rappers Goldie Lookin’ Chain.

Designate also announced a partnership with Galvanise Brighton and Hove, a community-led campaign with local people working together to end rough sleeping, supported by the YMCA Downslink Group.

More than £3,000 was raised to kickstart Designate’s work with Galvanise through an auction at the event, with prizes kindly donated by travel partners including Kuoni, City Cruises and Priority pass.

"The city of Brighton is an integral part of our business, and we are honoured to be supporting such a worthy cause," said Designate founder Adam Hill, pictured above.

"My first visit to Brighton was in 1993 and involved me waking up in a beach hut after a house warming party with my mate Ian, after we went down the beach with a bottle of Jack Daniels. All I can remember is that my shirt matched the pattern of a deckchair. I fell in love with Brighton that day."

Shortly after this Hill set up Designate, alongside creative Terry Pottle, with £300 and a second-hand Mac.

Looking back at how Designate got its first big break, he said: "Our rationale was always to just get out there, be as out there as possible. There was no business plan or mission statement. It wasn’t about money, it was just about being creative. And being risky.

"Our big break came when a letter arrived from British Airways. It was from CityFlyer Express, a franchise. But I ignored it for three days as I thought it was a wind-up.

"They only did radio ads, but we felt press and DM was the way forward. We put our creative in Terry’s Capri and drove up to Gatwick. We went on to win it. We found out later that our competitors had arrived in a Mercedes, another in a Porsche. They chose us because we arrived in a Capri. BA stayed with us for seven years."

Adam Hill takes to the stage with Goldie Lookin’ Chain

Around Designate’s tenth birthday, the business became a travel specialist with clients including Mark Warner, P&O Ferries, Kent Tourism, Red Funnel, Transavia, Maersk Air, GB Airways, and Kuoni.

Hill said: "We went on to win an IPA Award for LV=. We turned insurance on its head with them. We said it’s not about when disaster strikes, it’s about insuring what you love in life. That’s how we think.

"We stand by our love of brand. The world is three dimensional but I believe there’s a fourth dimension in brands. The connection between the brand and you, a person – by advertising.

"I hope Designate goes on for ever. I haven’t sold it because it’s my baby. As much as it’s a cliche, Designate is a family. There are people all over the world who have worked for us, and I’m immensely proud of that."