Roger Coupe Estate Agent briefs PMW

/in /by

West Sussex-based marketing agency PMW has been brought on board by Roger Coupe Estate Agent to handle its PR and social media, as the property specialist celebrates its 25th anniversary.

PMW

The team at Roger Coupe

Established in 1991, Cranleigh-based Roger Coupe specialises in residential sales, retirement properties and new homes in and around the Surrey/Sussex borders.

PMW has been briefed to maximise publicity around the independent estate agent’s silver anniversary this year, grow its social media presence and communicate to prospective home buyers around Cranleigh and surrounding areas that Roger Coupe is an expert in its field.

The brief also includes blog activity, as well as a new website for Roger Coupe.

Edward Norman, partner at Roger Coupe, said: “PMW’s pitch ideas won us over straight away. The creativity and passion they have offered us works in harmony with our company ethos and we look forward to working with the team.”

Pete Sutton, MD at PMW, added: “We are thrilled that Roger Coupe has chosen us to work with and we are very much looking forward to collaborating and building a long lasting relationship with this forward-thinking company.”

White Paper: The Power of Video in PR and Comms

/in /by

The Power of Video in PR and Comms: How communicators and journalists use video to tell their stories

Video and comms 1

The Power of Video in PR and Comms

As video becomes a favoured format online, an exclusive Gorkana White Paper looks at how PR professionals use it as a communications tool.

For this White Paper, Gorkana has interviewed PR professionals, both agency and in-house, to find out if and how they are producing effective video content.

Gorkana has also spoken with leading journalists to see what kind of video content they’re looking for, and how communicators can help with that need.

This White Paper looks at how to make the most of a powerful communications tool. Download it here to find out more.

Redrow appoints Instinctif Partners to raise corporate profile

/in /by

FTSE 250 British housebuilder Redrow has appointed Instinctif Partners as its retained corporate PR adviser.

Redrow - Construction 1

Redrow has appointed Instinctif Partners to promote its corporate brand

Instinctif Partners will support the promotion of Redrow’s corporate brand to key stakeholders including customers, employees and supply chain partners.

The communications programme will focus on Redrow’s brand values via themed campaigns. It will encompass media relations, thought leadership, content creation, digital communications and will support strategic marketing initiatives.

Partner Jeremy Durrant and associate partner Kaylene Oliveira will lead on the Redrow account with the support of managing director John Wriglesworth.

The win builds on Instinctif’s current work supporting Redrow’s financial communications, via managing partner Mark Garraway and partner Helen Tarbet, who joined the firm earlier this year.

Wriglesworth said: “We are delighted to have been appointed to work with Redrow. As one of the UK’s leading housebuilders, Redrow is a fantastic example of a successful and responsible British business which is not only creating beautiful homes and high quality lifestyles for its customers but, importantly, sustainable communities for them to live in. This holistic approach sets it apart and we look forward to supporting Redrow with a multi-channel communications programme that delivers against its business objectives.”

Dave Bexon, group sales and marketing director at Redrow, added: “As a company, Redrow has enjoyed significant growth and success over the past few years. We have a wide range of audiences from customers to partners through to shareholders and policy-makers, and it’s important they understand our responsible approach to not only building houses but creating communities.

“Instinctif’s sector knowledge coupled with a proven pedigree in delivering integrated multi-channel communication programmes stood out in the pitch process.”

Oman Air hires Four Travel

/in /by

Oman Air has appointed Four Travel, the travel division of Four Communications, to handle its PR in the UK & Ireland.

Oman Air

Oman Air

Four Travel will focus on promoting the international connectivity of Oman Air which was founded in 1933 and is the flagship carrier of the Sultanate of Oman.

Earlier this year, Oman Air increased its frequency to London Heathrow to two flights a day and in 2017 it will launch a direct route from Manchester to Muscat.

It currently operates direct international flights from Muscat to over 50 destinations in 28 countries including London, Milan, Munich, Frankfurt, Paris and Zurich.

Simon Cook, country manager, UK and Ireland, at Oman Air, said: “As we look to raise the profile of Oman Air in the UK & Ireland, it is important for us to choose an agency that understands the aviation industry. But we are also looking for an agency that can deliver wider results using both traditional and new media skills.

“Four Travel has a great aviation heritage and with the agency already representing Oman Ministry of Tourism, it is a natural fit for Oman Air.”

Helen Coop, director at Four Travel, said: “We are delighted to be working with Oman Air and will be co-ordinating with major influencers from print and broadcast media and bloggers.  It is a very exciting time for us to be partnering with the airline, which is embarking on such an ambitious growth programme.”

Opinium hires associate director

/in /by

Insight agency Opinium Research has hired Andy Easton as associate director. 

Andy Easton 1

Andy Easton

Easton previously worked at Optimisa Research Limited, Albemarle Marketing Research and Gfk.

Opinium specialises in five key practice areas: brand and communications, product and service development, stakeholder, market intelligence and thought leadership. It offers qualitative and quantitative insight consultancy across a range of sectors.

The agency has largely focused on financial services, consumer goods, public affairs and professional services, but in the past year has started working for a number of large clients in the pharma and technology space.

James Endersby, managing director at Opinium Research, said: “With our offering to brands and organizations growing at such a rate, Andy will offer huge value through his diverse portfolio of experience in the research industry. It has been a delight welcoming him to the Opinium Research team.”

Easton, associate director at Opinium Research, added: “Joining an agency that has grown and developed so tremendously in the last few years is a very exciting prospect. With so many new opportunities on the horizon, I look forward to contributing to some dynamic and innovative work in the near future.”

TVC briefed to help cut number of uninsured drivers

/in /by

MIB (Motor Insurers’ Bureau) has brought creative agency TVC on board to help reduce the number of people driving without car insurance through a new awareness campaign.

TVC BIM

MIB’s ‘Gone in Seconds’ campaign

TVC won the account following a competitive tender earlier this year. Campaign activity will now move the conversation beyond car insurance to safety and protection, with a particular focus on local communities, and put the spotlight on the consequences of driving without insurance.

The agency has devised and produced a video which, building on MIB’s original ‘Gone in Seconds’ activity, highlights the consequences of uninsured driving.

The video is being promoted across earned, owned and paid channels and work will continue through the remainder of 2016 and into 2017.

Shavaun Glen, MIB’s chief comms officer, said: “We believe we gave TVC a challenging brief and the team has developed a comprehensive strategy across all disciplines, taking our ‘Gone in Seconds’ concept even further than we imagined.

“This campaign takes the messages about car insurance and the law into spaces that we’ve never delved into before.

“The film lies at the heart of our campaign strategy. We’re using a combination of fear and fun to drive awareness and interest in our message. We’ve got a tough group of people that we need to reach and so we’ll be building on the digital online plan with community based activities as well as enabling people to engage with the issue through user generated content and via influencers.”

James Myers, TVC’s global MD, said: “We were excited by MIB’s brief and really enjoyed putting together our response.

“We did a huge amount of strategic planning and totally immersed ourselves in what MIB does to understand the target audience and how best to engage with them.”

Media is being planned by ARM (All Response Media) and will deliver the creative work produced by TVC into the paid-for online spaces that form part of the overall campaign approach.

Pagefield appointed to RBLI LifeWorks programme

/in /by

Royal British Legion Industries (RBLI) has brought in Pagefield to develop and execute a campaign for its LifeWorks programme, which helps veterans return to the workplace after military service.

rbli 1

RBLI’s LifeWorks programme helps veterans return to the workplace

Pagefield will support LifeWorks through a combination of PR and stakeholder relations surrounding a launch event and communications campaign to provide veterans, particularly those who are disabled or disadvantaged, with long-term employment.

Lisa Farmer, director of strategic development at RBLI, said: “We are delighted to be working with Pagefield at this key moment in the LifeWorks programme, as we look to expand the services to people outside of the military. Pagefield is the perfect partner for us to execute a combined PR and public affairs programme of activity and we’re looking forward to continuing to work with the team.”

RBLI provides treatment, training and support to the Armed Forces community. Founded in 1919, it also operates Britain’s Bravest Manufacturing Company, a social enterprise that provides the community with employment opportunities.

Oliver Foster, managing partner at Pagefield, added: “RBLI is one of the UK’s most interesting charities and its important work deserves to be more widely known. The charity has retained its core and original purpose of supporting ex-servicemen, but it has also successfully developed ways of engaging other disadvantaged people in employment.

“Pagefield works for many different charities, large and small, and we are honoured to welcome RBLI to the family and to help it raise awareness of such a constructive and relevant programme as LifeWorks.”

TASTE announces new leadership team

/in /by

London-based food and drink comms agency TASTE has restructured its leadership team with the appointments of Bite’s Ricky Davison, Spider PR’s Charlotte Joseph and We Are Social’s Louise Stapley, as well as the promotion of Carolanne Bamford.

taste

Top row (L-R): Ricky Davison and Carolanne Bamford; Bottom row (L-R): Charlotte Joseph and Louise Stapley

Davison and Joseph both join TASTE as business directors, with a brief to deliver team direction and development.

Davison joins TASTE with 12 years’ experience in consumer comms. He has previously held the positions of head of consumer at Bite and, before that, director at Kazoo.

Joseph, who has more than ten years’ experience in consumer food and drink PR, previously led the food and drink team at Spider PR.

Leading the agency’s storytelling function, Stapley, who spent more than two years at We Are Social, takes on the role of editor at TASTE. She will oversee the agency’s content creation as well as social strategy and editorial planning.

Carolanne Bamford, currently TASTE business director, will move from campaign delivery into a strategy and measurement role as planning and performance director.

Bamford will lead the agency’s planning processes and oversee the delivery of TASTE’s in-house measurement and evaluation benchmarking system across all client work.

The new four-strong leadership team will report to Amy Thorne and Neil Whyte, TASTE’s managing partners.

Thorne said: “We’re extremely proud to announce our new leadership team. It’s a real marker of the next phase of TASTE’s growth. We’re already seeing a positive impact in all the areas we want to continue to grow and show value to our clients.”

60 Seconds with Tom Coombes, Cognito

/1 Comment/in /by

Tom Coombes, CEO and founder at finance-focused PR and marketing firm Cognito, talks to Gorkana about his experiences managing an international agency, the challenges he has faced and his plans for the final quarter of the year.  

Tom Coombes 1

Tom Coombes

What have been the biggest challenges in the building and maintaining of an international consultancy?
It’s all about the people and making sure that our staff are happy. We want our people to work on projects they want to work on. As you grow an international consultancy, attracting and maintaining diverse and brilliant talent is a big job. We are constantly challenging ourselves as an agency to create more professional development opportunities and investments in our staff. It’s a good challenge to have and we’re happy to take it on.

Why was it important for you to have an international presence?
By nature financial services is international, and we want to be able to offer coverage to our clients in their core markets. Very shortly after opening our doors in London, we saw a need to be in the US. We love the clients we work with and want their goals to be coordinated seamlessly across their global markets. By servicing clients in multiple regions, we can become a true partner.

You oversee technology and services for Cognito, what does that entail?
Technology is being applied to almost every sector to make processes and performance easier. That’s why we have a focus in this area as well as in financial services. Cognito provides services across the marketing and communications spectrum that are underpinned by data. Our proprietary tools Cognito Analytics and Comtela, a financial social platform, allow us to offer our clients more, without having to bring in an additional vendor.

What’s unique about comms in the financial sector? What are the challenges?
We work in regulated sectors. This puts clients in a unique position and limits what they can and can’t share. It’s tricky and can be a hard area to navigate if you don’t know the space. We understand their challenges and act as a daily extension of their team. Our clients like this because they don’t have to teach us the fundamentals of their business, we’re already on the same page. Generalist agencies can’t do this as well and often aren’t aware of the pitfalls and barriers.

What do you wish you had more time for?
My kids. I travel a lot, sometimes too much, and I would like more time with them. Beyond that, spending time outdoors, hiking and playing tennis. My golf clubs are also a little too dusty for my liking.

What are your plans for the rest of 2016?
Hard to believe it’s Q4 already! We’re heavily into planning for 2017 with clients. We also have some important events for clients in Q4 including a seminar on Media Strategies for 2017 which we are holding in London on November 16th. In December we hold client receptions and holiday parties in all regions.

Being a global CEO takes me abroad often and I will probably be in Singapore on Halloween, which is a real shame to miss in the US.

  • Tom Coombes founded Cognito around 16 years ago. The finance-focused PR firm now has offices is LA, Hong Kong, London and NYC. See here for Gorkana’s interview with Cognito’s Singapore MD Tim Williamson. 

Opinion: How PRs can make the most out of branded content

/1 Comment/in /by

Content is content, right? Not according to research by the Branded Content Marketing Association (BCMA). You need to understand the difference if you are to make the most of branded content in your communications, writes Andrew Canter, global CEO of the BCMA.

Andrew Canter

The explosive growth of social media platforms has meant that brands have had to learn to accept they can no longer control what people say about them. Add to this the inexorable development of new technology – i.e. Virtual Reality (VR) and Augmented Reality (AR) – and you have a potential recipe for disaster for brands and their agencies.

However, one could argue this ‘perfect storm’ presents an incredible opportunity to adapt and evolve to the new communications landscape using the power of branded content. We’ve seen how the phenomenal Pokémon Go has used AR to create one of the most important and successful branded content campaigns of all time. It has been downloaded in excess of 500 million times since launching in July, mainly relying on PR to succeed.

In other words, the rise of branded content as a new marketing communications concept can be seen as a response to the fundamental changes in terms of the way in which audiences consume and use media and digital technologies.

So, in the findings of the recent BCMA commissioned academic study, ‘Defining Branded Content for the Digital Age’, advertising is perceived by various experts as using primarily an interruption-based delivery approach (push), branded content is perceived as being primarily about a non-interruption-based rationale (pull).

More brands are taking an editorial approach to their content marketing communications. They are putting storytelling at the heart of their marketing which is becoming an extremely important part of creating engaging branded content.

One leading expert that took part in the BCMA study stated that; “Branded content is 10 on engagement and 0 on interruption. Because advertising takes the interruption approach; this is the beauty of branded content – it is intended not to interrupt.”

To encourage more brands to seriously consider investing in branded content, we believe it is best to define what branded content is. So from a managerial perspective, the definition of branded content, published in the study is as follows:

Branded content is any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information and/or education value.

We believe the new definition will enable more brands to do more branded content with confidence and for the right reasons.

Consequently, the PR industry is extremely well placed to take advantage of what branded content can offer to brands. It has the necessary skills and resources to create, distribute and activate the content.

As the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour, PR agencies have actually been doing this since time in memorial. Now is the time to take this to the next level and exploit the huge potential that branded content can achieve.

  • Andrew Canter is global CEO of the BCMA (Branded Content Marketing Association), which it says is the pre-eminent global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry.
    Canter is also chief content officer (CCO) at Global Living Brands (GLB), an award-winning content agency offering clients global opinion monitoring and influencing, reputation enhancement, strategic marketing, branded content creation and profile management.