Threepipe boosts SEO capability by acquiring Spot Digital

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Threepipe has acquired performance marketing agency Spot Digital, as it looks to enhance its natural search and SEO capability.

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Left to right: Threepipe co-founders Farhad Koodoruth and Jim Hawker with Spot Digital founder Tony Thomas

Spot Digital, a technically driven SEO agency, was set up by Tony Thomas in 2014 and works with clients including Jack Wills, L’Occitane and Panasonic.

Thomas said: “As a start-up focussing on innovative growth hacking techniques, we always felt that Threepipe understood our technical abilities, which led us to working with them successfully for over a year now across both paid and earned media campaigns and the synergy has been great.

“Having SEO skills embedded into the agency will deliver improved performance for all of Threepipe’s clients, regardless of the marketing channel.”

The 12-strong SEO business will be absorbed into Threepipe, which now grows to 60 people working across consumer and business brands including Reiss, Sweaty Betty, Oracle and Campari.

Jim Hawker, co-founder of Threepipe, said: “PR and SEO teams have traditionally worked very separately, but we see that changing fast as most of our industry continues to move away from print-focused media.

“Embedding SEO capability into the PR teams is crucial in terms of developing effective content-led strategies to deliver both awareness and performance campaigns. PR agencies have delivered SEO impact more by accident than by design, and for a long time now people have considered the PR industry to have really failed to grasp the potential that SEO knowledge can deliver to clients.”

Farhad Koodoruth, Threepipe co-founder, added: “We have been working closely with Spot Digital for some time now by building their capability into our paid media campaigns and vice versa. This investment provides us with onsite technical skills for clients’ websites to improve navigation, dwell time and to reduce bounce rate. It also provides clients with another effective revenue generating channel in terms of driving targeted traffic.”

Spot Digital’s video seeding offering will continue to operate as an independent business.

Wine merchant Friarwood hires Clementine Communications

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Clementine Communications has been chosen to handle a 2016/2017 UK PR campaign for fine wine merchant Friarwood.

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Based in London, Friarwood is both an on and off-trade family-owned company, supplying the UK with wines from Bordeaux, Burgundy and further afield. The company recently expanded its offering to include wines from Canada, Australia and Bulgaria.

Clementine has been briefed to handle all consumer and trade media for Friarwood, with activity including interviews from the company’s senior spokespeople.

Ben Carfagnini, MD at Friarwood, said: “We are delighted to have appointed Clementine Communications to help us communicate the revitalising process that has taken place in the last year at Friarwood. We truly believe that with Clementine Communications’ help, we will be able to increase awareness within the industry and beyond and get Friarwood back on the forefront of the fine wine trade.”

Clemence de Crécy, MD at Clementine, added: “We’re very excited to be working with such a renowned fine wine company. Our mission is to grow its respected reputation within the industry, raise its profile over the next year and make it the go-to destination for fine wines. It fits perfectly with our current brands and French heritage.”

AAT appoints Headland for exam results season

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The Association of Accounting Technicians (AAT) has appointed Headland to deliver its student acquisition campaign following 2016’s exam results dates.

AAT 1Headland will work on AAT’s annual, multi-channel campaign, targeting 16 to 18-year-old students as they leave school and consider further education options.

Nicky Burke, PR manager at AAT, said: “We have run this campaign for several years, and we were looking for a fresh perspective and some new, creative ideas to take it forward. That is exactly what Headland provided. Their pitch showed a sophisticated understanding of the different audiences and some great ideas about how we can reach them in a new way.”

Oliver Tilley, director at Headland, who led the pitch for AAT, added: “We’re all really excited about working with AAT to deliver this campaign. It’s multi-channel and it’s bold, cutting to the heart of the issues that are defining young people’s education today.”

Prime Day or Black Friday: What provides the best PR value?

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Amazon has launched ‘Prime Day’ offers for the second year today (Tuesday), and, as shoppers scope out the best deals among its ranges of tech devices, clothing, health, beauty and toys, Gorkana asks PR pros, what provides better PR value – the e-tailer’s Prime Day or the more widely used concept of Black Friday?

Both retail events see retailers claim to offer mass discounts across brands, products and services for a short period of time in the year – a trend which PRs have kept their eye on.

Prime Day is a 24-hour sale with thousands of reductions worldwide for subscribers of the Amazon ‘Prime’ service. Although the event is reserved for subscribers, the online store has said that non-paying members can sign up for a 30-day free trial for the event.

Also, it takes place a few months before Black Friday, which is a day where a wider range of retailers slash prices for a weekend in November just before Christmas. Black Friday first came to  the UK from the US in 2010.

In terms of PR, do both events work for the brands taking part? Gorkana asks comms pros from W, Champion Communications and Punch Communications where opportunity lies with the two events and which of them provides better PR value?

Adam Leigh, strategy director, W Communications

“The natural answer would probably be Black Friday, because it’s simple, universal and well understood. It’s become something that everyone feels they can participate in, and consumers clearly respond to, while Prime Day, aimed at a small percentage of Amazon customers, is by definition a more exclusive proposition.

“Having said that, the fact that Amazon is such a polarising brand means a brilliant subversive idea from a brand, campaign group or even a charity could turn the tables and generate huge traction. Everyone can take part in Black Friday, and the principle is really simple. The challenge is that it’s a crowded space, with so many brands trying to engage consumers, so it can be difficult to stand out.”

Richard Cook, MD, Champion Communications

“From a B2B PR perspective, Black Friday is more versatile than Prime Day as more businesses are affected by it. The online shopping frenzy in December creates problems and opportunities to highlight (them) relating to every part of the online retail eco-system. Brands that have a genuine perspective on these can initiate or join the discussion – sharing their insight on how to make the most of Black Friday opportunities.

“Prime Day is less competitive from a PR point of view, but it’s really only about what people can buy from Amazon. It may be a great opportunity for brands to announce special offers in a race to the bottom to celebrate Prime Day, but the whole thing feels much more contrived. Whereas Black Friday is a phenomenon created by consumer behaviour, so feels more credible.”

Philip Keightley, head of PR & Social, Punch Communications

“Black Friday, Prime Day and similar flash sales are not sophisticated in a messaging sense – the primary DNA being heavy discounts, high speed and mass fervour for a deal. As such, complex brand messages simply won’t cut through the noise and in some cases, the decision for brands to participate will be the result of commerciality being put before brand equity.”

60 seconds with Fiona Pargeter, Jaguar Land Rover

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Fiona Pargeter, head of global PR communications at Jaguar Land Rover, has been named as the leader in the communications category of Autocar magazine’s ‘Great British Women in the Car Industry’ list. In 2009, Pargeter joined JLR as global PR director for Land Rover after working at Ford, Volvo and Nissan. She talks to Gorkana about her experience as a woman in a male-dominated industry. 

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Fiona Pargeter

You’ve been chosen to lead the communications category of the Autocar list, what does that mean to you?
I am very honoured. The automotive industry in the UK employs over 160,000 people but only attracts around 16% females.
It isn’t that women are not welcome in the automotive field – throughout history there have been numerous female heroines. The funny thing is, most of these women are still completely unknown and many of them very rarely receive the credit they rightfully deserve.
Thanks to the Autocar initiative we can highlight the fact that women can be successful in automotive and inspire more to take up a career in the field.

What do you like about working for Jaguar Land Rover?
We have great products, brands, design, technology and heritage, this gives the PR communications team a wealth of exciting stories to tell. Above all, it’s the people who work at Jaguar Land Rover. Their creativity and can do attitude deliver outstanding products which make the company an exciting place to be.

What do you like about working in the car sector?
It’s energetic, dynamic, ever-changing and highly competitive. I love driving and I get to drive some fantastic cars.

What are the challenges associated with car communications?
With automotive purchase journeys increasingly taking place online, there is a need for greater focus on digital channels to pick up customers in the early phases of their research.
This presents a challenge for car communications to grab the attention of these researchers and eventually move them offline for a test drive or a visit to a local dealership.
There’s also the challenge of measuring online efforts when customers use so many channels, as tracking leads from website to dealership isn’t always simple.

The Autocar list is a result of the under-representation of women in the car industry. How has this shaped your own career trajectory?
It’s had advantages and disadvantages, but overall I have worked on the basis of giving my best, being curious, constantly learning and being a good team player.

What car do you drive?
Range Rover Sport.

  • Are you working in an interesting or unusual PR role? Do you have strong views on the industry that you want to share with the Gorkana community? If so, please contact Emily Andrews.

Speed acquires foodservice specialist The Splash Partnership

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Speed Communications, part of The Mission Marketing Group, has acquired PR and comms agency The Splash Partnership, expanding its offer into the foodservice and hospitality sectors.

The Splash Partnership specialises in the foodservice and hospitality industry and works with clients including Nestlé Professional’s out of home brands (Nescafé / Milano / Maggi / Chef / Toque d’Or), Bidvest Foodservice, apetito, TUCO (The University Caterers Organisation), Eau De Vie and HIT Training. Consumer food brand clients include Anjum Anand’s The Spice Tailor range and Todenham Manor Farm.

Its team joins Speed’s Business and Corporate division, which is led by managing partner Kelly Pepworth.

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Roberta Fuke

The acquisition comes 18 months after the merger of Speed and Bray Leino PR, which saw the agency grow to 70 staff across three offices (London, Bristol and Birmingham) and overall fees of £5million.

Roberta Fuke, Speed CEO,  said: “The potential to build on the success of Splash to date in the foodservice and hospitality sector is enormous – as is the opportunity to develop the offer and client base.

“Our growing client portfolio has seen us attract and work with businesses featured at a variety of junctures along the retail and hospitality supply chain from logistics leaders and retail packaging experts to member loyalty scheme providers and now foodservice operators. This end-to-end client and knowledge base plus our connected teams means the service and expertise we can offer those working along this supply chain will be unprecedented.”

Caroline Hole-Jones, co-founder of The Splash Partnership, added: “I’m delighted to be taking this step for the business, the team and for the clients.  This acquisition means we can further our ambitions for growth as well as provide extended resource and specialist skills to our existing client base which features some of the leading and best loved brands in foodservice and hospitality.

“It’s an acquisition designed to ensure we are fit for the future, giving clients and staff alike the opportunity to achieve their ambitions with an agency that is driven by making a difference and operating with real purpose.”

MHP and Dukas Linden announce strategic partnership

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UK-based MHP Communications, and US-based Dukas Linden Public Relations (DLPR), have formed a strategic partnership to provide a global financial communications service.

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MHP chief executive Andrew Jaques, chief executive, Asia Pacific Emma Smith and DLPR president Seth Linden

Together the two firms’ financial services clients have aggregate assets under management, or advice, totalling $4 trillion (£3 trillion).

Seth Linden, president at DLPR, said: “Our partnership with MHP is a result of months of intensive discussions, well before Brexit was significantly on anyone’s radar.

“That being said, in the post-Brexit environment our value proposition is more compelling than ever. US companies need communications professionals ‘on the ground’ in Europe and Asia who have their finger on the pulse of the rapidly changing business environment while European and UK-based companies, especially, will likely look to the US market, more than ever, as an engine of growth and opportunity.”

MHP, which already has offices in the UK, Germany and Asia, has also announced it is opening an office in Frankfurt, Germany, to support existing client relationships and develop its business in the region. The practise will be led by Christian Pickel, director at MHP Financial.

Emma Smith, chief executive of MHP Asia Pacific and head of MHP’s financial services practice, said: “We believe MHP and DLPR share common values in our approach both to client service – a commitment to providing insight, knowledge and access – and to our practices, which focus on quality asset managers and owners and leading professional services providers. Together we will provide effective business-to-business communications that drive corporate value.”

Andrew Jaques, chief executive at MHP Financial, added: “We are pleased to announce this new partnership with DLPR, and the opening of our office in Frankfurt, Germany. Both initiatives will enable our two firms to offer seamless client service covering the 24-hour news cycle and developments in major world financial markets. MHP has a powerful reputation in UK and Asia, and now DLPR brings a significant US presence.”

 

Jolly Good Causes asks public to vote on new logo

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Jolly Good Causes, which was set up in 2014 to provide low cost and free press and comms support to small charities in the UK, is inviting members of the public to help it rebrand and choose a new logo.

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People can vote for their favourite out of five logo options for the third sector business which was set up by Richard James and Jo Barr in 2014.

Having recently relocated to Surrey from London, they want to involve the public in their decision-making.

Members of the public can vote on their favourite from a selection of four possible new logos, as well as the current one used (pictured above). They can also submit their own design to be considered instead.

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Richard James

James (pictured right) explained: “When we got started we didn’t spend much time on the logo as we just wanted to jump straight in and help as many good causes as we could. But now we have decided it is a good time to relook at our logo.

“As a social enterprise, everything we do is for the benefit of charities and the communities they work in, so it seemed only right that we would look to those communities for their opinion on our new look – essentially we are trusting the wisdom of the crowd.”

People can vote for their choice by visiting the Jolly Good Causes website.

The vote, which opened yesterday, will run for two weeks, with voting closing at 7pm on Friday 22 July 2016. The winning logo design will then be announced the following Monday (25th July).

More information can be found at www.jollygoodcauses.com.

Ogilvy’s Alex Wood joins Golin

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Golin has brought in Ogilvy’s Alex Wood as executive creative director, with a brief to “bring innovation into the agency”.

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Alex Wood

Wood spent more than three-and-a-half years at Ogilvy, where he was lead creative on recent Bacardi and Grey Goose portfolio pitch wins and cross-channel campaigns including Vodafone Firsts (first flight – Cannes Lion gold winner, 2014), PUMA Forever Faster and Volvo ‘Designed by Emotion’.

A few weeks ago, he won two Cannes Lions for Volvo Roam Delivery (in mobile and direct).

In his new role at Golin, Wood will take on a portfolio of clients, with an additional focus on “bringing innovation into the agency”.

He will report to Golin’s head of creative, EMEA, Charlie Coney.

Coney said: “Alex has a unique approach when tackling creative challenges – and it’s this way of thinking which makes him such a valuable addition to the team.

“We’re hiring people with different backgrounds and perspectives – diversity of thinking is the key to creating work that delivers real change. In addition to traditional campaign development, Alex will build relationships with start-ups, innovation labs and explore other creative collaborations to bring new opportunities to the agency – and our clients.”

Wood added: “It’s a really exciting time for Golin. There’s a clear commitment to brave, bold work that delivers change. They’re focused on integrated, forward-looking campaigns that redefine the role of PR.

“The recent acquisition of Brooklyn Brothers is just one example of the business putting its money where its mouth is. They’re building a formidable proposition and I just had to get involved.”

60 seconds with CIPR president Rob Brown

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Halfway through his 2016 presidential term at the CIPR (Chartered Institute of Public Relations), Rob Brown talks about the professional body, its ongoing work, and reflects on the issues and opportunities currently affecting the wider PR industry.

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Rob Brown

How are you finding your time as CIPR president?
It’s an honour and a challenge. I’ve spent a lot of time working with the staff on a range of projects and issues; the new magazine Influence, membership benefits and growth, financial performance and promotion of the new route to Chartered Practitioner status.

Most of the work is behind the scenes and I was told by several senior members at the recent Excellence awards that I need to be more ‘high profile’. Perhaps this will help!

What are the big issues currently affecting the PR industry?
Like every communications-related field we are in a state of flux. That’s both really exciting and a little daunting. The growth in visual communications is critically important. We need to be able to advise and support in the complex field of video. We’ll see a step change there in the next few years.

What can PRs do to help their clients navigate this, potentially turbulent, time?
Public Relations practitioners should do what they have always done, and that’s to give strategic counsel as well as providing tactical communications support. That starts with a deep understanding of both the communications landscape and the sectors in which they are working.

What advice would you give to PR team leaders? How do you create a top-performing team?
Always surround yourself with the best available people. Increasingly you also need a mix of skills. Media expertise is just as important as ever but now we need to grasp data and analytics and a richer mix of communications skills.

As a whole, what do you perceive to be the industry’s weak points?
It is still undervalued. David Cameron is a PR person. Gordon Brown is married to a very successful PR practitioner and yet the importance of PR isn’t properly understood at the highest level in many businesses and organisations. Many of the predicaments that we face nationally and globally are due to a failure of communications. If the practice was well regarded we might all be in a better place.

If you weren’t working in PR, what would you be doing?
Lots of things interest me. Being a film maker or a graphic designer would be rewarding. I’m interested in politics and I seriously considered that as a student. I’ve written a book, so if I had time I’d write more. To be honest, I am pretty happy working in PR.

  • Rob Brown is managing partner at Rule 5, and president of the CIPR