Hello Mint

Written by Martin Kevill, Creative Director

This week, we officially launched our piping-hot reactive service, Mint.  

It comes after almost a decade of work providing in-the-moment social media creative for some of the most innovative brands in digital and we now have a structure in place to provide that bespoke service to others, which is exciting.  

To talk plainly, Mint has one overriding goal:

to help brands become the centre of attention; to get people talking about the clients we work with. 

We have proven time and again that our methods can drive unprecedented levels of brand awareness and get people talking. We’ve worked with the likes of Pizza Hut Restaurants, Iceland Foods, Bargain Booze, Jewson and Specsavers, and the impact is visible all over the digital world. 

WHY MINT THEN? 

Well, we’re based in Manchester, so you you’d be forgiven for assuming it’s a laurel-resting nod to our heritage, but it’s not. Mint came from the work we were doing on the attention economy in 2022. Social currency Is getting harder and harder to obtain, but we make it easy for brands. We should get some gold coins in the office. 

Mint is powered by three core pillars and each one is equally as important as the next.  

INTELLIGENCE 

Speed obviously plays a vital role in reactive marketing, but if the audience doesn’t like what you’ve created, you can end up looking irrelevant and that can damage your brand. 

We see this all the time with other brands on social media; right time, wrong message… I suppose when you work in the industry you’re more aware of the impact, but I do wonder what audiences are thinking when a chocolate bar makes a political statement at 3pm on a Tuesday afternoon. 

That’s why our Mint team consists of talented creative individuals that also understand the world socially and culturally. Our team ‘gets’ the digital world and knows how to work an audience, constantly adapting its approach, to put brands at the centre of attention, for all the right reasons.  

AGILITY 

A quality reactive service puts the creative power into the fingertips of the talent. It must, because that’s how teams move quickly and confidently when opportunities present themselves. Agility comes when everyone connected with the brand understands and supports the strategy in place alongside the creative process. 

More often than not, the power is in the words, but sometimes we need to work with visuals to create the most appropriate response. 

With a team of skilled designers and copywriters on hand far beyond the regular 9-5, Mint produces award-winning creative quicker than anyone else.  

MAGIC 

Mint consists of a team of culture vultures, comedians, intellectuals, tech heads, satirists, and brand ambassadors. This unique dynamic encourages bigger thinking and instils a higher level of creative pride. 

That’s why Mint is responsible for delivering the magical moments that you see on TV and fills our awards cabinet. When you mix the strategic prowess of Tangerine with a team of untamed minds, you’re going to get magic.  

We all sit together and surround ourselves with the right kind of inspiration. We’re competitive, but we’re always looking to scale the team and spot the next talented creative; that’s how I keep myself working hard and doing what I do.  

… 

We worked hard to develop a structure for Mint, so the methodology can be applied to brands of all shapes and sizes and this week, we’re launching it to the world. It will allow brands to tap into the Mint service to drive conversation during cultural events, supercharge campaigns or provide consistent results on a retained basis... because we believe that to rule the digital world, you can’t just follow the crowd, you must be the centre of attention. 

Head to the Mint portal to read more about the service and to see it in action.