Nina Sawetz departs BOTTLE to launch Future consultancy

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Nina Sawetz has launched her own consultancy called Future, after more than six years at Oxford PR agency BOTTLE, where, most recently, she was head of consumer editorial.

Nina Sawetz has launched her own consultancy called Future, after more than six years at Oxford PR agency BOTTLE

Nina Sawetz

Sawetz joined Bottle in 2010 from Blue Zebra PR. She began her career with internships for Frank and the BBC’s press office for EastEnders.

At Bottle, she worked on campaigns including Organix ‘Out To Lunch’, ‘Crunch Time’ for Golden Wonder and ‘Bodytalking for Cancer’ for AXA PPP healthcare.

She also headed the ‘Make Up Gallery’ campaign for Poundland, which saw the discount retailer’s cosmetics line become one of the best-selling ranges in the UK market.

In April 2016, she was promoted to head of editorial for the agency’s consumer division.

As an independent freelancer, Nina will now provide a range of PR services, including campaign and press office strategy, management and implementation and social media activation.

She will also work with a network of content creatives to provide visual graphics (static and video), web, mobile and social platform apps.

Sawetz said: “I believe freelance consultancy is the future for our industry. Both agencies and brands are looking for flexible support with campaign projects without the constraints of full time office-based staff, and there are clear advantages to this model – it’s more cost effective, can help reduce over-servicing, and gives access to various specialisms.”

Developing PR to reach the ‘uncompromising customer’

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InterContinental Hotels Group’s (IHG) 2017 consumer trends report highlights the “uncompromising nature” of today’s customer who increasingly expects brands to deliver experiences that satisfy contradictory needs. Weber Shandwick, Havas PR and Curzon PR explain how PR can create opportunity in this complex environment.

IHG defines the “uncompromising consumer” as one who wants brands to deliver services for paradoxical needs. These consumers are focused on the protection, and expression, of their own individuality while paradoxically seeking inclusion in a “meaningful” group. For example, they crave rare experiences but also want them to be easily available.

The hospitality business says by addressing and capitalising on these contradictory desires, brands can deliver consumer experiences that strengthen relationships and grow loyalty.

Agencies Havas PR, Weber Shandwick and Curzon PR discuss how they would develop PR for such a consumer and what the research means for them.

Brands need an unpolished way to communicate with customers

Adam Mack, chief brand strategy officer at Weber Shandwick, says the agency’s research with Noreena Hertz on Generation K (14 to 21 year-olds) is evidence of the ‘uncompromising consumer’ and a mindset that is only going to become more mainstream as the audience gets older.

He adds: “They’re more impatient; in fact a one second delay in loading a web page loses over 10% of traffic. They’re more cynical; just 6% of Gen K trust businesses to ‘do the right thing’, compared to 60% of adults. They tend to trust their peers over any other endorser; over 70% make purchase decisions based on friends’ likes, shares and posts.”

According to the agency there are three things brands can do better to create engagement. Mack continues: “Firstly, ensure they have authentic purpose behind their brand or product and make sure they’re not trying to dress anything up or spin anything; authenticity is everything.

“Secondly, unlock peer-to-peer networks by partnering with mid-level/mid-reach influencers to make and distribute content.

“Finally, involve consumers in the product and campaign development process as much as possible, allowing them to make their own mark on the brand and campaign – beautifully finished content is not so much their thing. Beyond this, the watchwords should be agility, honesty, humility and fun.”

Balance is key

Farzana Baduel, CEO at Curzon PR, says the solution lies in balance. She continues: “As intelligent PR professionals we must protect and preserve each brand’s unique heritage whilst also keeping up with key trends to stay ahead of the innovation game.

“One key strategy which drives growth through marketing 3.0, or values-based marketing, is giving consumers the freedom to express themselves, collaborating to PR initiatives in their own way to make them feel they have a voice – as seen in Burberry’s ‘Art of the Trench’ campaign and Tiffany & Co.’s superb ‘What is True Love’ campaign.

“Both brands encouraged their global consumers to strategically engage with their core values through inviting them to share their own stories. By choosing to contribute, consumers were aspiring to be part of something greater, thus building brand loyalty. The perception of access without over-comprising on availability is what works – balance.

“PR is all about creating, crafting and curating magnificent stories. With balance it can be expertly developed to fulfil consumers needs however contradictory they may initially appear to be.”

Brands need to offer ‘real-world realisation’ for their product

Jonathan Welsh, associate director at Havas PR, says that this type of consumer has been on the rise for some time due to rise and change in social. He says: “A recent survey by Havas found that 53% of consumer identified themselves as a ‘hometown person’, with 6% seeing themselves as a ‘world citizen’. 65% would rather shop locally, and 75% would rather have great sex in their own beds than in a hotel. Sorry, IHG…

“Havas PR’s Marian Salzman, trend-spotter supreme, refers to these consumers as ‘localists’. These consumers use online resources from anywhere in the world, but are keen to cultivate them offline to enhance their local, real-world lives.

“Many brands are only half way there, they are creating the online resources but not offering a real-world realisation of their brand. This shows us why Amazon’s move to a ‘bricks and mortar’ trial is relevant to today’s consumers.”

Alfred wins UK comms brief for Neato Robotics

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Neato Robotics, a manufacturer of smart robots for the home, has chosen Alfred to handle all UK comms activity, spanning consumer, trade and influencer relations, following a competitive pitch.

Neato Robotics has chosen Alfred to handle its UK comms activity

Neato Robotics

Neato designs robots for the home, including connected vacuum cleaners, to improve consumers’ lives, allowing them to spend less time doing household chores.

Alfred has been briefed to grow Neato’s profile, specifically in the UK, where, the brand says, the market has been slower to adopt the technology compared to the rest of Europe.

The agency will also advise on global strategy, working directly with Neato’s director of global comms, Aparna Aswani, who is based in Silicon Valley.

Avril Murphy, VP of sales and marketing EMEA, at Neato, said: “Our challenge in 2017 is to elevate Neato’s visibility as a key player in the UK market, by showcasing our advanced technology and connecting with consumers that are the true gatekeepers to the home.

“The creativity, industry knowledge, and most importantly passion that came through from the Alfred team was second to none, and we’re thrilled to have them onboard for this important year.”

Alfred co-founder Gemma Pears added: “The connected home and IoT were certainly trends in 2016, but 2017 presents a strong market opportunity as the sector matures. Our role will be to ensure that consumers identify with Neato, understand its advanced technology and bring to life its offering in a creative and effective way.”

Confessions of an intern: event day

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After the food and booze fuelled Christmas period, it was finally time to get back to work and the everyday routine. To get everyone back into shape, out of their lazy mode and into the new H1 mindset, the Gorkana bi-annual sales kick-off is designed to develop selling skills and motivate the company’s money makers,  aka the sales teams.

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During the day, I was shadowing and helping the events team prepare and put everything together at the venue where various workshops, panels and talks took place.

I had the chance to be present during the media masterclass 101 session presented by the incredibly witty Vikki Cook, where she talked all about integrated media and the evolution of broadcasting as well as tips on how PRs can pitch to the media and decrease their chances of failing miserably.

Vikki’s presentation was highly interesting for me, not only because of her humour but also because she spoke about things that were useful to me as a PR student. Apart from that, I also attended one of the breakout sessions designed around a case study for Corinthia Hotels and how they used Gorkana and PR Newswire to successfully distribute and place their really unique story.

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Marissa and some of the Gorkana marketing team

Part of my responsibilities for the day was helping set up the brand new Canary Wharf Cision offices for the evening shenanigans which included various entertaining team building activities, like making a tin foil Canary Wharf skyline replica, writing a poem and showing your best party trick.

The drinks were flowing, the music was pumping and everyone got a bit looser and quite competitive trying to complete the tasks as quick as possible. The point of these tasks was to integrate people and put them into teams away from their work buddies in order to promote teamwork and make new friends  – and admittedly it was the best part of the day.  

Opinion: The Tech Factor – how comms can win the tech talent search

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As Deliveroo launches its search for 300 new ‘tech’ staff, Phil Borge, director, head of business services at Eulogy, discusses how internal comms is key to helping companies get ahead in the increasingly competitive tech talent search.

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Phil Borge

It’s no surprise that Deliveroo, like nearly every tech company in existence, is on the hunt for a glut of new tech talent.

In fact, it’s not just tech that requires tech; increasingly the myriad skills that sit under the banner of technology (from front end developers to software engineers to algorithm programmers) are in high demand from businesses across almost every industry.

So vital has the catch all of tech become as a driver of innovation and growth, that corporate success may as well be directly linked to the numbers of tech-heads being recruited.

The challenge faced by Deliveroo, and by nearly every other company engaging in the same talent search, is standing out in the eyes of potential recruits. Competition will be fierce, and it is becoming increasingly tough for business to differentiate their offer in a marketplace saturated with these types of roles.

To offer competitive salaries and benefits packages is a given, and even the days of differentiation through the provision of funky environments, sleep pods and subsidised food don’t quite deliver the stand out they once did. If everyone on the street has a foosball table, whose house do you visit?

Increasingly there is a clear objective – and fresh opportunity – for comms teams to support recruitment drives, through their efforts in channelling positive and stand out messaging externally; to anywhere this rare tech talent congregates. And, beyond being part and parcel of a standard corporate positioning and awareness brief, creative campaigning and lead generation tactics are also becoming recognisable tools to ensnare the attention of potential recruits.

But an often missed opportunity, and one which should absolutely be marshalled by comms, is a focus on the internal story – that of current employees. An existing team has the potential to be the most powerful group of advocates a business has. They know what it’s like to work for the company, they are experiencing all it has to offer, and they can display the passion and commitment to the parent business, evidence of which becomes yet another way of encouraging new recruits over the line.

Bottling the essence of a strong and engaged internal team can actually be pretty easy, if you’re lucky enough to have a strong and engaged internal team. It’s also near on impossible to fake it. A sensible starting point, regardless, is to listen. Listen to employees, find out why they choose to work for the business, and find out what keeps them happy. It is this, and authentically this, which can make all the difference in the fight for fresh talent.

For Deliveroo, a sensible starting point will be with its existing tech family, and what makes them tick. Is it the salaries, the benefits, the fresh fruit and the foosball? Or is it something else; something which is best delivered – with a little help from comms, and HR – by the tech team themselves?

Be At One hires Fleet Street Communications

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Fleet Street Communications has been appointed by the cocktail bar group Be At One as its retained PR agency, with a brief to handle its trade and corporate comms activity.

Fleet Street Communications has been appointed by cocktail bar group Be At One as its retained PR agency

Be At One

Established in 1998 by three ex-bartenders, Steve Locke, Leigh Miller and Rhys Oldfield, Be At One has grown from a single
site in Battersea to more than 30 sites throughout the UK.

Fleet Street Communications has been briefed to develop a PR programme tailored towards enhancing Be At One’s profile in the bar and drinks industries, as well as key stakeholder groups.

The agency aims to highlight Be At One’s approach to training and staff development, and position it as s go-to place for quality drinks.

Be At One director Steve Locke said: “We’re delighted to be working with FSC. We believe their experience and contacts in the sector, coupled with their knowledge and passion fits perfectly with our business and culture. We’re looking forward to building a close partnership to drive our business forward and continue to position Be At One as the clear leader in the specialist cocktail bar market.”

Mark Stretton, MD at Fleet Street Communications, said: “We are very pleased to be supporting Be At One – a stunning business that stands apart from competitors thanks to its unrivalled approach to training and people development, and its absolute dedication to service, and to the craft of making great cocktails. It also has to die-for credibility and fantastic heritage, and we’re looking forward to enhancing and accentuating Be At One’s unique position as leaders in the cocktail bar market.”

HSE Cake names creative director

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HSE Cake, Havas Media Group’s UK sport and entertainment agency, has promoted Lizzy Pollott to creative director.

HSE Cake has promoted Lizzy Pollott to creative director

Lizzy Pollott

Pollott has been with HSE Cake since 2006 and leads creative work for clients including EA and the ICC.

She also works alongside other Havas agencies, leading campaigns for clients including A+E networks.

As creative director, Pollott will report to HSE Cake’s group creative director, Simon Moore.

HSE Cake’s CEO, Adrian Pettett, said: “I’ve worked with Lizzy for over a decade and her creative flair and commitment has had a real impact on the agency.

“After a stellar year for HSE Cake with new wins such as BBC and Barclaycard, as well as high profile campaigns for the likes of Carling, EE and Sony, I’m looking forward to continue working with Lizzy to produce even more great creative.”

Pollott added: “I never imagined I would stay in my first agency for over a decade, but the growth and opportunities offered to me at Cake, and now HSE Cake, over the past 10 years have meant no two days have ever felt the same. I’m really looking forward to helping our team to grow our brilliant creative sport and entertainment offering.”

AXON makes trio of hires

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Healthcare PR specialist AXON Communications has hired Sola Neunie, Simonetta Ballali and Andy Scott.

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Andy Scott

Neunie takes on an associate editorial director role, Ballali joins as a programme director in the medical communications stream and Scott, who was a part of AXON’s graduate programme in 2007, rejoins as an associate director.

Neunie brings 12 years of experience in medical writing and management, while Ballali has worked in Europe, Latin America and India as a project manager and scientific writer. Scott will be based in the agency’s Copenhagen office, which is fully integrated with AXON London.

Scott said: “It’s great to be back at AXON, which has obviously grown leaps and bounds since I was here originally, but has managed to retain its collaborative culture and its family feel. It’s a fantastic opportunity to experience life in Copenhagen while being part of the extended London team, and I’m looking forward to working closely with our Danish clients and building on the strong relationships AXON has in this region.”

AXON opened a Swiss office in October 2016.

Montfort hires Financial News journalist

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Mike Foster will join Montfort as a senior consultant on February 13, after 21 years at London paper and news site Financial News.

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Gay Collins

Foster was a founder shareholder, asset management editor and associate editor at Financial News. Prior to setting up the title, he worked for six years in the Evening Standard’s City team.

At Montfort, Foster will join a fast-growing specialist group which focuses on asset management, private equity and global international financial services.

Gay Collins, founding partner at Montfort, said: “We have already put together an outstanding senior team from the pick of the London consultancies and Mike’s arrival will signal the arrival of a new wave of talented recruits who will make a real impact in a changing sector.”

Foster added: ”I have known the Montfort founders for decades and we share the same view about how to make a difference. I am intrigued and excited at the prospect of sitting down – on the same side of the table – with leaders of the companies and individuals I have analysed and written about over the years. I look forward to sharing their ambitions, pre-occupations and frustrations and getting them to the place where they need to be.”

Nick Miles, co-founder at Montfort, commented: “Immersed in detail, insightful and always inspirational, Mike really is a doyen in the sector. His move to consultancy will allow industry players to access that experience and his ‘tell it like it is’ opinions will carry real resonance.”

 

 

60 Seconds with Clarity PR’s Sara Collinge

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“Your team is the secret to making it all happen”, says Clarity PR’s UK MD, Sara Collinge. During an exclusive interview with Gorkana News she takes 60 seconds to reveal why she thinks Clarity is one of the fastest growing UK PR agencies, the measurement battle the PR industry is still facing, and which brand she’d most like to work with.

60 Seconds with Clarity PR's Sara Collinge

Sara Collinge

You were promoted to UK MD of Clarity PR in April , after joining the agency less than a year before that as head of client services. Tell us about some of the biggest challenges you’ve faced.

Building a highly effective, well-motivated and inspired team in a very fast-growing agency like Clarity has been a big challenge. I’ve often thought that there’s a little bit of magic associated with the best agency teams. That may be true, but encouraging talented people needs just as much hard work and focus as winning new business and driving the bottom line.

Clarity PR has been getting as many people as possible involved in hiring, ensuring everyone has a say in their work environment and clients we pitch for, as well as trialing several new incentives and diverse training options. Like Al Pacino says in Any Given Sunday, it’s all a game of inches and the margin of error is small. Your team is the secret to making it all happen.

You describe Clarity PR as on the UK’s fastest growing PR agencies. What makes it stand out in the PR industry?

We’re a small team, but we have the ability to deliver internationally thanks to three offices and a series of partnerships. That’s a difficult thing for most agencies to achieve, especially in just over four years. Clients get the personal service, hustle and flexibility that you’d associate with smaller agencies, with genuine international capability and the campaign management expected from global agencies.

Describe the current state of the PR industry.

Historically it was considered our job to influence journalists. Now it’s so much more varied than that. The new world is full of opportunity as PR competes for bigger budgets and delivers on integrated briefs targeting ordinary people and influencers across different kinds of media, from Twitter, to Instagram and YouTube.

The industry as a whole is still battling with measurement/metrics, albeit now with some degree of unity around some newer integrated frameworks. Related to measurement is also a nagging need to look at adapting our business model to the new economic reality. The business environment changes so rapidly now, that many clients need greater flexibility and fluidity than is offered by a monthly retainer. As an industry, we will need to be more agile and adapt in order to service clients and ensure we can capitalise on opportunities.

What’s your favourite part of your job?

I love to hear people’s stories. That’s one of the best parts of being in our business. It’s a privilege to meet and work with so many interesting people.

How did you start your career in PR?

My first PR job (if you don’t count doing promotions at festivals) was at a small B2B tech outfit in Buckinghamshire. By my third month, not only had I drafted press releases, but was planning a press trip to Germany for one of our largest clients (ZF). They manufactured parts for boats, trains and cars amongst other things. A press trip with 15 automotive trade journalists was a baptism of fire, but that’s where I learnt that creating connections with clients and external stakeholders are fundamental.

Which brand have you most liked working with during your career?

Virgin Media. They were willing to do things differently and they understood that PR isn’t about having ultimate control of your brand reputation. It’s about gaining respect and mindshare from customers by talking to them and engaging in relevant conversations.

During the five years I spent working with their team I also discovered that if you’ve got an idea you should say it out loud – no matter how mad it might seem. It might just be what a client is after and even if it isn’t, you’ll almost certainly learn from it.

Finally, what’s the dream brand to work with?

If you look at how many brands that have exploded into existence during recent years – Airbnb, Deliveroo, Snapchat – I’m tempted to say that they’ve probably not even launched yet. But, right now, I’d have to say Samsung Mobile. It is experiencing interesting communications challenges in the wake of ill-fated Galaxy Note 7 handset launch.