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Last month Paul O’Donoghue set up The Distillery, a new division of Manchester-based digital agency Reading Room, which will act as a “performance solutions division.”
O’Donoghue has worked in the industry for 20 years and in 2002 co-founded Green Cathedral Digital Marketing. He was managing director of the agency, which reached revenues of more than £6million per year, until 2007 when he oversaw its sale to Golley Slater. The Distillery provides audience and brand engagement, specialising in developing engaging solutions through their specialist teams – data analysis, planning, strategy, creative, search and advertising.  O'Donoghue: a new man in Manchester How-Do caught up with Paul to get the juice: What attracted you to getting involved with The Distillery? “We looked at where the current market and industry was heading, and saw there was a lot of convergence both online and offline. “After working at large agencies, I wanted to do something different. I’m a digital person, it’s all I know and all I love and I had known and respected Reading Room for years. “We take a grown up approach and achieve return of effectiveness. We try to make things as new and relevant as possible and if it doesn’t work, we don’t do it. Who else have you got on board at the agency? “We’ve got a really strong team and I believe we’re on the way to being the most effective independent digital agency in the North West, perhaps even the UK. (Wes Hogg, the creative director, “has a track-record that proves he is the best creative in the UK.” Matt Butterworth, currently MD of Folk in London will take the role of planning and strategy director. Emma Pilling of Guardian Media Group is head of data planning and Berian Reed, formerly a strategist at Deloitte, completes the team as head of search.)  Creative director Hogg Why did you decide to move to Manchester? “It’s my first time in Manchester, I felt like I had to get out of London and tap into the North’s fresh and vibrant approach to the industry.” “There’s too much complacency in the capital and Manchester is known for it’s creative heritage and the edgy attitude that comes with it.” It seems everyone is having a go at social media strategies and viral campaigns these days, how do you differentiate from all this clutter? “If we can’t market something effectively, we won’t do it. For example, a client wanted us to create a viral for a product launch in Ireland but it wouldn’t work. “We tell it how it is and do not employ strategies just for the sake of it. A lot of companies do not understand the technology efficiently therefore don’t think their campaigns through properly. “There are new channels emerging all the time, for instance Google Wave and 6Rounds is the next big thing. We’re really excited about the convergence of social media, it’s the way forward.” The Distillery site is currently under development. Have a look at www.readingroommanchester.com to slake any thirst for knowledge you may still be experiencing. Something to add? Then leave a comment below or email us now.
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