Hotwire appointed for multi-country brief with Eaton

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Hotwire has been appointed for a multi-country brief by power management company Eaton, following a six-way pitch.

Matt Cross

Hotwire will spearhead Eaton’s consumer and B2B communications across France, UK, DACH, Spain and Italy.

The UK team, led by Hotwire UK MD Matt Cross, will act as the hub agency, coordinating local market efforts as well as leading on strategy and content, and activating local campaigns. Agencies from Hotwire’s partner network, Iteo and Yellow Communications (a co-branded partner), will activate local work in Norway, the Netherlands and Belguim respectively, along with Hotwire’s local teams in the remaining countries the brief covers.

Hotwire will work with Eaton to enhance its local presence through smart local media relations, centred around strategic brand led comms, bring Eaton’s brand campaigns to life through complementary integrated activity and develop its position as a thought leader in the energy space.

Vera Grishchenko, EMEA PR manager at Eaton, said: “Hotwire were up against some stiff competition but what made Hotwire stand out was not only the high quality of their proposal but the chemistry in the room between all team members. That was exactly what we were looking for from our agency. The team’s strategic, insight-led approach really impressed us, and set the tone for the rest of the pitch. We were particularly excited by the brand positioning work the team had done along with the big creative ideas they presented. We’re genuine believers in the power of PR, and as we look to ramp up our presence across EMEA we are looking forward to building a fruitful partnership with Hotwire.”

Cross said: “We’re so excited to be working with Eaton across eight markets, drawing on our teams’ local knowledge and expertise to bring to life a strategic comms campaign across the B2B and B2C sectors. We absolutely understand Eaton’s desire to step its comms up a gear, and feel we’re perfectly placed to bring them to market in a fresh way with our approach, working with our affiliates across the globe as well as local offices. We believe our insight-led thinking that shapes our approach will ultimately lead to more powerful comms for this very exciting brand, and we can’t wait to get started.”

Craft beer Fourpure hires Storm Communications

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Storm Communications has been handed a PR brief by London-based craft beer producer Fourpure Brewing Company, following a competitive pitch.

Fourpure Brewing Company

Based in Bermondsey, Fourpure was founded in 2013 by brothers Dan and Tom Lowe. The last four years has seen a rapid rise in production, going from an empty warehouse to producing more than 1.2 million litres.

Fourpure also recently won the Brewery Business of the Year award and Business Innovation award at SIBA’s (Society of Independent Brewers) annual BeerX awards.

Storm has been briefed to drive Fourpure’s ‘Inspired by Adventure’ ethos to both consumer and trade audiences, while establishing the company as the “go-to voice” in the craft beer space.

Elinor Tyler, head of consumer at Storm, will lead the account.

Adrian Lugg, marketing director at Fourpure, said: “We’re delighted to be working with Storm. The agency showed a real understanding of our business and we were impressed by the way the team responded to our brief in a creative and strategic way. I’m sure it will be the perfect partner to help us continue our fantastic journey.”

Tyler added: “London’s craft beer scene is thriving and Fourpure is at the vanguard of that growth. To be brought on board at such an exciting time for the brand presents us with a fantastic opportunity. The company lives and breathes adventure, providing the ideal communications platform, which we are looking forward to exploiting.”

Gorkana meets… Vicente Sánchez Caro of Diez Minutos and Qué Me Dices

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As editorial director and editor-in-chief of Diez Minutos and Qué Me Dices (QMD), how do you organise your work with both titles?

Vicente Sánchez Caro

The magazines share an editorial team and it is essential that the three deputy editor-in-chiefs work and communicate well together: one for Diez Minutos, one for QMD and one more covering the two digital editions. They can change their roles as much as reporters can within the two titles.

Both magazines cover celebrity and society. What are the biggest differences between the magazines and is there an editorial crossover? Do both magazines have a similar target audience?

The target audiences are similar ages: 35 to 50 years old – even if the audience of QMD is younger than Diez Minutos.

QMD is published on Mondays for a cost of € 1.50 while Diez Minutos is released on Wednesdays for a cost of € 1.80. Diez Minutos is, to say, somehow “more serious” and QMD has a subtitle saying that it is “El Corazón más divertido” [“The most funny heart” as gossip magazines in Spanish are called “revistas del corazón”].

What does a typical working day look like for you?

When you work in the world of VIPs there is no typical working day. Each is different depending on deadlines and whether it’s press day or not. QMD closes on Fridays while Diez Minutos on Mondays. What is certain is that we do not have much time to relax.

How do you source and select your stories?

We feed from our own sources, from social events coming up and from the work of news agencies and ‘paparazzi’.

From 2008 – when the recession started – until today, the Spanish editorial landscape has significantly changed. How has this affected your job?

Well, one thing is clear. Before, I directed a single magazine and now I am directing two and two websites. Now with 18 people we produce both publications and their websites. Before, to do the same, we had the double the number of journalists.

What is the best way for PRs to approach you and the publications?

If there is a press conference, it is enough to send an email. When we talk about reports of specific people, then we prefer to talk more in-depth over the phone.

What makes a newsworthy story on social media?

A news component, with an impact, and, of course, that it provokes a debate.

You have been in journalism for almost 30 years. Considering how the profession has changed over the last three decades, what advice would you give to aspiring journalists?

I would suggest to them not to let themselves be beaten by discouragement even if everyone keeps saying that this profession is in decline. If you are passionate about the role, fight for it!

  • Vicente Sánchez Caro was interviewed by Gorkana’s Mario Cipriano

Dreamland Margate hires W as part of £15 million regeneration plan

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Dreamland Margate has appointed W to support its re-opening next month – the first phase in a £15 million regeneration programme that will see a “complete reimagining” of the site.

The Gorillaz Demon Dayz festival will take place at Dreamland Margate on 10 June

W was retained by Dreamland’s operator, Sands Heritage Limited, following the £15 million investment to transform the park.

The agency will create campaigns to engage consumers, local influencer groups and stakeholders in the run-up to the park’s reopening on 28 April 2017.

As well as news management around the park itself, W will also support Dreamland’s portfolio of live music events scheduled for this summer, including the Gorillaz Demon Dayz festival on 10 June.

Jennie Double, commercial director for Dreamland Margate, said: “We’re excited to be working with W to amplify the new Dreamland offering.

“The W team shares our passion for the park and we’re looking forward to harnessing their experience with brands and live events to communicate the new Dreamland to audiences across the UK.”

Warren Johnson, founder and CEO of W, added: “Dreamland Margate is a fantastic proposition – more than a century of legacy blended seamlessly with contemporary culture and an impressive live music offering, making it ripe for crafting a multi-faceted PR programme that appeals to a broad consumer base.”

Opinion: Article 50 – How comms professionals should react

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And we’re off! Theresa May has finally invoked Article 50, signalling the beginning of the end of Britain’s European Union membership. The implications for business are immense, says Andrew Clark, public affairs director at Burson-Marsteller and former deputy business editor of The Times. So how should communications professionals react?

Andrew Clark

Over the next 18 months, discussions will take place in earnest on what, if any, deal can be struck between Britain and the EU. For scores of industries – ranging from automotive production to airlines, agriculture, pharmaceuticals and financial services – the details will be crucial.

The overarching issue of export access to the single market is soaking up much of the media’s attention. But, of course, there are multiple other dimensions:

  • What arrangements will be made for UK companies regulated by an EU authority?
  • How will price controls and quotas be handled?
  • Will UK companies still be able to recruit staff freely from EU countries?

A knee-jerk instinct in many boardrooms will be to duck and take cover. The polarised nature of the Brexit debate means it’s all too easy to upset customers, employees or the Government. But a safety-first approach may not be in the best interests of businesses facing the prospect of radical Brexit-related change.

Ministers are still in listening mode, and are open to approaches from industries. Many major news outlets – including the Financial Times, Bloomberg and the Guardian – have appointed Brexit editors solely responsible for immersing themselves in the finer details of these issues.

On the public affairs front, seasoned political types offer three pieces of advice for companies seeking to get their view across.

1. No moaning about Brexit itself
It’s happening, get over it. Approaching a minister with a list of woes about the actual decision to exit the EU will get a dusty response.

2. Have a clear view on what you want
Don’t turn up on a fishing expedition to try to divine more about the Government’s negotiating strategy.

3. Back every assertion you make with evidence
There will be competing demands – and the more you can back your “ask” with compelling facts on jobs, contribution to GDP and economic benefits, the better.

Meanwhile, the media is throwing resource at covering the detail. Those wonky economic writers who actually understand trade are suddenly being elevated from Monday columns at the back of the business section to epic “explainers” at the front of the book. Among Brexit and trade correspondents, there’s a genuine appetite for industry-specific stories on how different corners of the UK business scene could prosper, or suffer, post-EU.

This is unmapped territory in political terms. We’re entering an intensive, time-limited period with a fixed deadline in which scores of granular decisions will be made with an impact lasting decades. There’s a window of opportunity to influence those decisions – but for those who don’t act quickly, that window will be shut and locked for a generation.

  • Andrew Clark joined Burson-Marsteller UK in March 2016. Before that, he was deputy business editor at The Times, where he managed 25 journalists working across print, web and tablet editions.

Pagefield welcomes raft of senior advisors

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Pagefield, which specialises in PR, reputation management, campaigning and public affairs, has made several additions to its team of senior advisors.

Dr Gerard Lyons

The firm welcomes Dr Gerard Lyons, Debbie Wosskow OBE, Nikki Page and Sian Jarvis CB.

Lyons spent three years as Boris Johnson’s economic advisor when he was Mayor of London. Prior to this he spent 25 years in the city, most recently as chief economist and head of global research at Standard Chartered Bank.

Wosskow, CEO and founder of Love Home Swap, established and chaired the government-backed sharing economy trade body SEUK. She is also on the Mayor’s Business Advisory Board and is the co-founder and chair of AllBright, an investment fund for female entrepreneurs.

Jarvis has a special interest in health affairs. She was previously corporate affairs director at Asda, leading its health strategy, and was the director general for communications at the Department of Health for 12 years. Before that she was political correspondent on ITV breakfast television, and a BBC journalist.

In addition to 10 years as a parliamentary chief of staff, Page’s wider background is in strategic marketing, and previous roles include chair of Westminster housing, and ambassador at Large for Variety, the children’s charity.

She was also previously head of PR for Europe Middle East & Africa at Visa International.

The new advisors join Sir Christopher Meyer KCMG, Dianne Thompson DBE, Teresa Graham CBE, Sir Mike Lockett KCVO, Sir Peter Middleton GCB, Lady Catherine Meyer CBE, Dame Sue Tinson DBE, Alison Hastings and Alan Pascoe MBE, who also sit on the Pagefield board.

Meyer said: “From the gig economy to Brexit, and from fundraising expertise to regulatory affairs specialists, these new members of the team mean we call as never before upon experts in their respective fields and deliver on our fundamental promise to understand our clients’ worlds.”

Pagefield announced its first chief executive Oliver Foster in January 2017.

Ketchum grows UK healthcare team

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Ketchum has added Kate Paxton and Neil McLelland to its healthcare team in London.

Neil McLelland

Paxton, SVP and director at the Washington DC healthcare practice, is now leading the London healthcare practice as director. McLelland joins Ketchum as director of its inspired science medical education offering. Both will report into Jo-ann Robertson, partner and deputy CEO at Ketchum London.

Denise Kaufmann, partner and CEO at Ketchum London, said: “Kate and Neil bring a wealth of experience in healthcare communications, medical education and specialist team leadership, and I believe our clients will benefit greatly from their expertise.”

Paxton added: “I’m thrilled to join this well-established team. I look forward to using my experience leading a Healthcare Practice in the US to develop an even more collaborative, borderless approach to ensure we continue to deliver excellent results for our clients, while bringing exciting new opportunities to London.”

Ketchum, an Omnicom Group consultancy, has operations in more than 70 countries across six continents.

Ruder Finn launches risk management system

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Ruder Finn, which operates in the United States, Europe and Asia-Pacific, has launched RiskSTAT, a reputation risk management system to help corporations prepare for risks impacting share price, revenue and reputation.

The RiskSTAT app

RiskSTAT is a cloud-based resource that allows organisations to identify potential risks in real time, assess and predict their potential impact, and facilitate a response.

David Ko, SVP of RFI Studios Asia, the digital division of Ruder Finn, said: “The simple facts are these: reputation is now a primary global business risk but most companies are unprepared and under-resourced in the event of a problem. In many organisations, there is an illusory perception that crisis management resources, teams and protocols are in place when the reality is the direct opposite.”

Charles Lankester, EVP, global reputation and risk practice at Ruder Finn, added: “Reputation risk management is too often a box-ticking exercise. Real capability is not embedded in an organisation.

“When faced with a full-scale issue, management teams often discover the planning they have in place is close to worthless. The RiskSTAT solution is fast, effective and action-oriented, designed to identify gaps and propose practical, workable, real-world solutions.”

Using real-time sentiment analysis from the social and dark web, Ruder Finn helps clients identify issues at the earliest possible stage. The RiskSTAT App ensures issues, developments, decisions and communications are dynamically updated for the crisis team.

The Petersham Hotel hires Custard Communications

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Custard Communications has been appointed by The Petersham Hotel in Richmond, Surrey, to deliver a six-month PR contract, following an extensive refurbishment of the hotel’s restaurant.

The Petersham Hotel

The Petersham Restaurant re-opened in January after a redesign by London design firm Kanvass.

The Petersham Hotel was acquired by Colin Dare in 1978, and remains in the family today, with Colin’s son Greville Dare now the MD. Luana Dare, Colin’s daughter, is also a director of the hotel, and was heavily involved with the new restaurant design.

Custard has been briefed to work closely with Greville Dare, Luana Dare and general manager Philip Warden to raise the restaurant’s profile following the refurbishment, and will work with key local, regional, London and national press.

Petra Clayton, MD of Custard Communications, said: “We are delighted to be working with the team at The Petersham Hotel and it is a fantastic addition to Custard’s portfolio of luxury hotel clients around the UK.

“The Petersham is a hotel with great history and the recent redesign of its restaurant will help to position it as one of the leading destination restaurants in Greater London. Custard has extensive experience in developing F&B-led operations in hotels, and we are excited to be helping The Petersham achieve real results through clever communications.”

PR Case Study: Young’s Gastro Date Night

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To help position Young’s Seafood’s Gastro range as the perfect partner to Valentine’s Date Night, Kazoo sent a barbershop quartet to surprise and serenade journalists, complete with personalised ditties and a luxury hamper for their very own Young’s date night.

Instagram post from Bella‘s lifestyle editor, Zoe Bishop

Campaign: Giving journalists a Young’s Gastro Date Night!
Client: Young’s Seafood
PR Team: Kazoo PR
Timing:  February 2017
Budget: £5000

Objectives

The aim of the campaign was to:

  • Promote Young’s Gastro range as the perfect partner to Valentine’s Date Night
  • Make noise on social media with creative and visual deliveries to media
  • Strengthen relationships with key journalists and publications

Strategy

We devised PR activity that delivered the concept of ‘date night’ to our key journalists contacts. We wanted to gift them ingredients for their very own date nights to enjoy at home, but knew that around Valentine’s Day there would be stiff competition to stand out from the crowd.

Therefore, we needed to ensure the delivery was creative and memorable. Our approach was to create personal content which brought date night to life and would surprise and delight the contacts.

Our luxurious deliveries took the form of hampers with champagne, chocolates and of course, Young’s Gastro products. We also conducted social listening on our media targets to tease out their likes, dislikes and personal interests which we could then bring to life.

We crafted date night ‘love poems’ for each of them, incorporating these passion points and injecting cheeky humour into the writing, sometimes mentioning partners (or even pets) names.

To serenade the journalists in an eye-catching delivery we employed a barbershop quartet dressed in black tie to sing the personalised love poems in front of colleagues and drop off their Young’s date night hampers.

We visited eight media outlets with our singing sensations and made a huge impact in front of their colleagues and offices. The personalised content and humour made the deliveries really memorable for the media and served to strengthen relationships with these key publications for Young’s.

The journalists were encouraged to post about their delivery on Twitter and Instagram, ensuring we could then have interaction with them from the Young’s social channels.

Results

  • Theme of ‘Date Night’ brought directly to life and reflected all other lines of activity and messaging
  • Eight social posts from deliveries with an engagement rate of 4%
  • Relationships strengthened with food editors at titles including Sunday Mirror, Good Housekeeping, Daily Mail and The Sun, and coverage secured in Closer for the Gastro products
  • Got a cracking campaign with impressive results that you’d like to showcase? If so, please email [email protected]