REFERENCE MATERIAL

Chris Ward
icjward@gmail.com
0044 (0)7932 746591
Prepared: December 2009

BACKGROUND MATERIAL ON CHRIS

BUSINESS PROFILE (PR WEEK)

www.lifesfirstbeat.com/perspiration.html

ON BBC & FACEBOOK HOMEPAGES

http://news.bbc.co.uk/1/hi/technology/7938178.stm
http://blog.facebook.com/blog.php?post=59321002130

KEY CONFERENCE APPEARANCES

www.guardian.co.uk/advertisingsummit
www.personaldemocracy.com/schedule-pdf-europe-day-2
(final plenary)

SUCCESSES
www.join1goal.org
www.rednoseday.com
www.friendsreunited.co.uk
www.radiohead.com
A coffee shop, smart phone, fresh cappuccino, muffin(!) and a laptop with wireless
internet are now the best tools with which to launch & build a winning idea or
business.

WHY & HOW CAN YOU DO IT YOURSELF?

A proposal for 1 or 2 new globally relevant cool zeitgeist business books from Chris
Ward, that capture the real reason millions of creative, entrepreneurial & business
people globally, run their business from coffee shops and inspire those that don’t, to
join them.

Built around Chris’s inside stories from his key role in creating some of the most
successful global brands and campaigns in history, including Comic Relief’s Red Nose
Day, Radiohead & Friends Reunited & follow the story of how he is ‘texting the world’,
for the upcoming 1GOAL (the legacy of the FIFA 2010 World Cup) all of which he
achieves, working out of coffee shops

Plus his top tips on how you can achieve it yourself, picked up from working closely
with some of the most ‘connected’ people on the planet; Joe Rospars (head of Barrack
Obama’s digital campaigning), Queen Rania of Jordan, Twitter founder Jack Dorsey,
Facebook CEO Cheryl Sandberg & Twestival founder Amanda Rose.
 MARKETING COFFICE
Working from a coffee shop is the new wireless internet inspired phenomenon that no
one has written about. ‘Coffice’ is set to be the ultimate ‘coffee table’ book & is owed
a new zeitgeist term:

A global cultural, business & entrepreneurial phenomena that no one has previously
written about. Chris’s inside stories from working on some of the publics most loved
brands together with his tips on how anyone could achieve global success from
working out of any coffice shop in the world, makes this an appealing title.

His global work around the 2010 FIFA World Cup and the 2012 Olympics with the
worldwide coffice shop working phenomenon means the books are relevant for global
publishing and include content from key cool global cities; London, New York, Tokyo,
San Francisco, Johannesburg & Hong Kong amongst others.

It also appeals directly to journalists – many who will be coffice workers themselves.
The book will be a unique multi-media release; involving UGC in its creation, Twitter &
Facebook users in its content & marketing and a live updated web and mobile site for
purchasers.

Relevant dates for ‘Coffice’ marketing would be as soon as March / April 2010 to
coincide with Comic Relief’s Sport Relief (the follow up to RND) and in October 2010
to include the stories and tips from texting the planet, from the FIFA World Cup: 1GOAL
campaign.

The book will be inspiring to coffice shop workers of both sexes and from local start-
ups, to major global players. The book also has marketing potential through coffee
shops and even ‘food porn’ & interiors lovers (through its very cool design).
The Author
Through founding his own award winning, international agency, Chris Ward
has been a key role in the success of many public phenomena; Labour’s
landslide election win in 97, the band Radiohead & reunion website Friends
Reunited. After which he retired a multi-millionaire, only then to return as
Creative Director of Comic Relief & the record breaking Red Nose Day ’09
and now 1GOAL, the official legacy of the FIFA 2010 World Cup: Education
For All globally and ‘Time Well Spent’ the official legacy of the 2012 London
Olympics, where he sits on the UK Government legacy board.

All of which he achieves, working out of coffee shops.

Chris is hugely connected and respected in the social media, & cause world
and regularly speaks in media and on international conference platforms. He
has a personal global connected community of some of the most influential
people in social media and the Internet.

His personal contacts incl: Richard Curtis, Duncan Bannatyne, Steve Pankhurst
(Friends Reunited founder), Fiona Phillips & Jamie Theakston, In the books are
people he’s worked with who are some of the most ‘connected’ people on the
wired planet; including Joe Rospars (head of Barrack Obama’s groundbreaking
digital campaign), Ricky Gervais, Queen Rania of Jordan, Twestival founder
Amanda Rose, Twitter founder Jack Dorsey & Cheryl Sandberg – CEO of
Facebook. (All should also react positively to providing supporting quotes)

It’s time for a Brit to provide the next zeitgeist business book following the
successful trail of: The Long Tail / Blink / Freakonomics / It’s Not How Good
You Are… / What Would Google Do - Anderson / Gladwell / Arden / Jarvis.
A PROPOSAL FOR 1 OR 2 BOOKS: BOOK 1

Coffice is a new brand and zeitgeist term – Inspiring people that work from coffee
shops to feel cool and good about their working life and including the inside stories
and tips from creating the success of Friends Reunited & the record breaking £80m
raising Red Nose Day 09 that engaged the whole of Britain - all from Coffices….
Sample Content
Do you work hard and want to be successful? But don’t like doing it in the silence of
a modern office, emailing people sitting 3 feet away, sitting bored in boring meetings
and turning up simply to ‘show your face’ but… you own a laptop you love, spend time
on Twitter and Facebook, like tearing bits out of newspapers to read later and can work
with the buzz(!) of crying babies, office workers gossiping & coffee being ground loudly
by a barista….then you are probably already a coffice worker.

How can working with a laptop & cappuccino on 2 ft of café table top space be the
best place to build a successful business?

Over five sections Coffice shows you why & how to achieve it yourself

History of the phenomenon

From the founding, in a coffee shop of Lloyds of London in 1688 to Facebook in Boston
in 2004. With laptops now outselling desktops, iPhones & Blackberries the norm &
40% of new businesses set up without a traditional office, this is a phenomenon that
is steeped in history but exploded in the last few years.

Chris’s story of success

How working from a coffee shop gave him the idea of presenting to the world the
business of Friends Reunited as a cosy ‘husband and wife’ home set-up. And how he
helped it grow from launch to having 12million members and being sold to ITV for
£120m

How he got his role at Comic Relief by finding that Richard Curtis agreed with the
coffice working principle and how he used those principles to engage the whole of
Britain, selling 8m red noses in 6 weeks and helping raise over £80m for good causes.

Why a coffee shop is the best place. (The top 20 tips)

You get to know your customers. You work in the zeitgeist where ‘real time’ is the new
‘prime time’. You get to hear ‘wired 2.0’ kids. Using social media and turning work into
play. Using a coffice to find out if your idea has got the x-factor. Preparing a launch.
to ‘Manufacturing’ your success. Working with your colleagues. Why you need to love
celebrities & help journalists to show off. You can spot the future trends. Ripping off
other ideas and getting others to rip you off and how to sell that million from a coffee
shop.

‘Top Ten’ Features

Top ten coffices in the key ‘wired’ cities around the globe. The top ten global coffee
shop chains. Successful people who work in coffices; JK Rowling, Malcolm Gladwell etc.
Famous specific coffee shops where successful businesses have been founded such as
Lloyds & Facebook

A Coffice ‘staff’ manual

How to get to use the only plug socket! The best time of day. Creating an online office,
The things that should get you ‘sacked’! A full guide to the facilities of a good coffice.
How to build a home coffice.
 BOOK 2
So, tea at Mozimann’s with Queen Rania was great -
Great World Cup meet at MTN now ‘smelling the coffee’
hatching plans on amazing opportunity to communicate
roasting in excellent BeanThere café, Joburg http://bit.
with the whole world for 1GOAL 7:01 PM Nov 9th
ly/54CvOt http://brizzly.com/pic/L4O 11:58 AM Dec 2nd

COFFICE 2
Just had coffee at The Butchers Block,
Joburg with the 1GOAL team and Eusebio! -
really. And Andy Cole 10:48 PM Nov 29th

TEXTING
Trying to offset another crappy night at Heathrow with a
drink at Ramsey’s ‘Plane Food’ Menu looks OK... http://
twitpic.com/rc4wl 7:02 PM Nov 28th
Seen Queen Rania’s personal 1GOAL msg to the GSMA
board I’m presenting & where I’m sitting, so the tie is
now on! http://twitpic.com/putuj 10:52 AM Nov 17th

THE WORLD FROM

A COFFEE SHOP In the very cool speakers lounge at #Leweb
with #queenrania talking to the founders of
So,....I’ve just been introduced to
David Beckham...over lunch at The
One & Only, Cape Town 3:11 PM Dec 3rd

the biggest websites in the world incl Jack

Dorsey of Twitter 3.13 PM Dec 10th

Catching up with a spot of ‘coffice’ working

Chris Ward Another mad day ends at JFK airport. with Joe Rospars in the sun at catalinacafe.
Leaving Bono & Mariah behind at Vevo. com / Barca before speaking at #pdfeu later
com-#1GOAL launch & off to Paris with http://twitpic.com/qcu15 10:52 AM Nov 17th
#queenrania team for #leweb

The story, in twitter form, of ‘Mobile for 1GOAL’ the truly record breaking global first; Sepp Blatter is going to promote #join1goal to 1.5bn
people within the hour now.. Hoping to have a great
mobile phone operators worldwide working together to text over a billion people
view from the Cape Town Draw VIP area with some
around the planet (currently confidential), to achieve the legacy of the FIFA World Cup Miss Worlds… 4:41 PM Dec 4th
2010: 1GOAL: Education For All. A campaign running between April 19th & World Cup Joburg. Very hot, bloke shot dead outside hotel
final day – July 11th 2010. Set to be bigger than Make Poverty History and the biggest y’terday. A long way from winning ‘guess the weight of
cause campaign in history (see www.join1goal.org). the Xmas cake’ in rainy LDN yesterday 10:14 AM Nov 29th

Chris is currently operating as Digital Communications Director for 1GOAL / FIFA World
Cup legacy campaign from some of the best coffices in the world; BeanThere in
Johannesburg, Soho House Manhatten, Nero on the seafront in Cape Town, branches
of Mugg & Bean & Starbucks in Hong Kong, Fernandez & Wells in Soho & Monmouth
Coffee Shop in Covent Garden, London and further great coffices in San Francisco, LA
and Barcelona. Follow all the action @chrisatcoffice